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Harmony Nutritionals - Digital Marketing Strategy

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Laura Nicole

Created by four Michigan State University Communication students, this digital marketing strategy outlines in detail the process Harmony Nutritionals should take to launch their products digitally.

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  2   April 23, 2013 To the Wilkinson’s family, The following report summarizes the work of the Harmony Nutritionals Michigan State University team on their digital marketing strategy project. It includes a detailed breakdown of market research, social media posting strategy, brand positioning statement, website mockups, search engine optimization plan, and a pay-per-click advertising strategy. Together, the project deliverables will help Harmony Nutritionals position their products for success in the online marketplace. In order to ensure this success, the team worked a total of 153 hours on the project over a 9-week period. At a rate of $23/hour for social media planning, and $43/hour for web development, the project would be valued at $3,759*. We are pleased to deliver this project at no cost as part of the capstone course of the MSU specialization in Information Technology Management. It has really been a great semester working with Harmony Nutritionals. We have all learned a lot from working on the project. We are all very appreciative of the patience and professionalism displayed by everyone involved. It was a pleasure to work directly with Brad and Nura every week. The passion they have for creating an innovative, healthy, sustainable product inspired us to deliver to them a quality project they can use to launch their product to market. We are all hoping for a successful launch of the Peanut Punch Smoothie. Our team truly believes this unique product can capture significant market share in the Ready to Drink Beverage market. We hope that we have developed a life-long relationship with the Harmony Nutritionals staff that can continue to be mutually beneficial. In the future, they should feel free to contact us directly with any additional questions they may have about our project and continuing on with the next steps. Thank you for a great experience and good luck! Best, Harmony Nutritionals Michigan State University Team Allie Brito, Project Manager Janelle Ishman Nick Ohler Laura Ene *Cost estimation derived from data collected on industry averages at Indeed.com
  3   Table of Contents Cover Letter………………………………………………………………………………………………..2 Executive Summary……………………………………………………………………………………….4 Team Members…………………………………………………………………………………………....5 Statement of Work…………………………………………………………………………………….......6 Purpose…………………………………………………………………………………..……….7 Scope……………………………………………………………………………........................7 Project Deliverables……………………………………………………………………………..8 Goals & Objectives……………………………………………………………………………...9 Cost & Schedule Estimates…………………………………………………………………….9 Stakeholders……………………………………………………………………………………10 Chain of Command…………………………………………………………………………….11 Benefit & Risk Evaluation………………………………………………………....................12 Assumptions & Constraints………………………………………………….........................13 Communication Plan…………………………………………………………………………..13 Sign-Off……………………………………………………………………………………........13 Items Delivered…………………………………………………………………………………………..14 GANTT Chart (Project Schedule) ……………………………………………….......……………......16 Presi.com Presentation………………………………………………………………………………….17 Social Media Marketing Plan……………………………………………………………………………25 Company Overview……………………………………………...……………………………..26 Objectives……………………………………………………………………………................27 Target Audience………………………………………………………………………………...29 Focus Channels………………………………………………………………………………...32 Message Content……………………………………………………………………………….33 Message Strategies…………………………………………………………………………….36 Facebook ……………………………………………………………………………………….36 Twitter……………………………………………………………………………….….………..41 Pinterest………………………………………………………………………………………….45 Putting It All Together…………………………………………………………………………..48 Social Media Management Tools………………………………………………………..……49 Google Analytics…………………………………………………………………………...…...49 Hootsuite………………………………………………………………………………………...50 Tweet Adder 3.0………………………………………………………………………………...51 Action Plan………………………………………………………………………………….…...53 Social Media Calendar…….…………………………………………………………………...56 Evaluate Your Strategy………………………………………………..……………………….58 Glossary………………………………………………………………………………………….59 Facebook…………….….……………………………………………………………..59 Twitter…………….….………………………………………………………………....61 Pinterest……………………………………………………………………………......63 Google Analytics………………………………………………...………..…………...64 Hootsuite………………………………………………………………………………..68 Works Cited………….………………………………………………………………..…………69 SEO Strategy………..………………………….………………………….………………………….…..70 AdWords Strategy………………………….………………………….………………………….……....74 Website………….………………………….………………………….………………………….…..…...76 Nestle Data Analysis………………………….………………………….……………………………….81 Muscle Milk Data Analysis…………………………….……………………….…………………………88
  4   Executive Summary The overall objective for the Harmony Nutritionals team was to provide a social media strategy that demonstrates and expresses the company’s values and increases product awareness of their initial smoothie line, as well as provide the client with search engine optimization (SEO) techniques and an initial website site map and design. Since the company is still in the early stages of development, our focus and main goal was to provide the client with the necessary tools to implement a successful social media campaign and website launch. In order to achieve these goals, we divided the objectives into three areas of focus: Social Media Strategies, SEO and AdWords strategy, and Website design. From these focus areas, we created a list of deliverables to be presented to the client each week in the form of six “milestones”. We then allocated the deliverables amongst the group members and set up a Facebook group to support easy communication between each other. The six milestones and their deliverables are as follows: Milestone 1 - (Mar. 14) • Competitive data analysis • Profile of target audiences Milestone 2 - (Mar. 21) • Wireframe drafts • Company presentation on Prezi.com Milestone 3 – (Mar. 28) • Wireframe finals • Social media strategy draft Milestone 4 – (Apr. 4) • Website mockup draft • SEO draft • AdWords strategy draft Milestone 5 – (Apr. 11) • Website mockup final • Final social media strategy • Final SEO strategy • AdWords strategy final Additional Items • Positioning statement • Website coding • Glossary of terms for social media • Create initial company logo With the exception of the extra items delivered at the end of the project, each of the described deliverables was discussed during weekly Skype meetings with the client. All deliverables were uploaded to a shared Google Drive by a previously decided deadline. During the Skype meetings, feedback was given and any concerns were addressed to ensure continuity throughout the process.      
  5   Harmony Nutritionals Michigan State University Team Allie Brito – Project Manager email: britoale@msu.edu Laura Ene – Online Marketing Specialist email: enelaura@msu.edu Janelle Ishman – Web Design/Social Media Specialist email: ishmanja@msu.edu Nick Ohler – Online Marketing Specialist email: ohlernic@msu.edu
  6   Statement of Work for Harmony Nutritionals Composed for: Nura Wilkinson Project Start Date: 2/28/2013 Project End Date: 4/23/2013
  7   Purpose To implement and develop a social media strategy/plan across relevant social media platforms as well as a site map that builds on the brand attributes to position and create awareness around the company and its initial product (Harmony’s Peanut Smoothie).     Scope Upon finalizing the goals and expectations of our client Harmony Nutritionals, we will work with Nura Wilkinson (CEO), and both independently in our areas of expertise and together to coordinate and develop a plan to establish a web presence that reflects the ethical, socially responsible, and health-conscious personality of the brand. We will also focus on the launch of the first company product, the Peanut Smoothie. This plan will be explained in detail through an innovative presentation of the company for the clients review. This presentation will help to ensure our work to represent the company’s values meets the expectations of the client. We will work to provide an interactive platform for the clients’ target audiences to share experiences and ideas with the brand and each other as well as gain knowledge about the company and its initial product, the Peanut Smoothie. In order to provide the most effective branding and messaging strategy, we will create profiles of the companies two target audiences- LOHAS (active adults), and Latin Americans. Based on these profiles, we will be able to develop the best possible SEO strategy as well as a creative and dynamic Social Media marketing strategy that will create a buzz about the company.
  8   Project Deliverables From the initial meeting and information provided by the client, we have identified the following deliverables: 1. Innovative and creative presentation including company overview, profile of target markets and competitors. Finished by Mar. 21 2. Company website design and plan: a. Wireframe drafts by Mar. 21 b. Wireframe final by Mar. 28 c. Website markup draft by Apr. 4 d. Website markup final by Apr. 11. Including: content directed towards the target audience, access to social media sites, page focused on first product launch, and company overview page 3. SEO and AdWords draft by Apr. 4, final by Apr. 11 4. Establish presence in multiple social media platforms a. Create specific profiles of target markets and competitors by Mar. 14 b. Research, identify and choose appropriate social media platforms to be presented in a draft due Mar. 28 c. Social media marketing strategy and plan final by Apr. 11                        
  9   Goals and Objectives To provide a social media strategy that demonstrates and expresses the companies’ values as well as increasing brand awareness of their initial smoothie line. In addition, our goal is to provide the following: present search engine optimization (SEO) techniques and develop an initial website site map and supply design possibilities. In order to meet these goals, our plan is to provide the requested documents promptly, within the scope of the defined terms, and within budget. While completing the project, the team will uphold standards of communication in order to cultivate a constructive business relationship as well as eliminate miscommunication discrepancies with stakeholders and project director, Dr. Coursaris. To implement these goals, the project will be divided into six milestones with different deliverables per section of the project. Each milestone must to be completed each Thursday in compliance with a weekly meeting with the client. Upon meeting, the client will provide any necessary feedback. Any feedback provided will be immediately addressed and completed for the following meeting. Each milestone has predefined soft deadlines (weekly) but the overall project will require a hard deadline and final completion date of April 23.     Cost and Schedule Estimates In order for the project to be completed by Apr. 23, the team has set six soft deadlines for six different milestones. The following is the breakdown of the six deliverables: Deliverable 1: Due Mar. 14. Requires the team to complete a data analysis of competitor’s social media and finalize the budget Deliverable 2: Due Mar. 21. Requires the team to complete a website wireframe draft as well as present the client with a company overview presentation Deliverable 3: Due Mar. 28. Will require the team to finalize the wireframe for the website and present the social media strategy draft Deliverable 4: Due Apr. 4. Will require the team to provide the website mockup, marketing, AdWords strategy draft, and search engine optimization (SEO) strategy drafts Deliverable 5: Due Apr. 11. Will require the team to provide finalized versions of the marketing, final AdWords strategy and search engine optimization (SEO) strategies
  10   At this time, the budget isn’t finalized, but will affect any deliverables of any marketing and search engine optimization strategies. In addition, the budget will affect any advertising on social media or any website content.   Stakeholders Nura Wilkinson – Chief Executive Officer • Main project contact • Will put us into contact with graphic designers • Will have final sign-off Shamsoon Kahn – President and Founder Brad Wilkinson – Founder and Board Member Larry Jones – Founder and Board Member Ahamad Kahn – Chief Operating Officer Dr. Constantinos Coursaris - Professor • Client contact • Supervisor
  11   Chain of Command (Responsibility Matrix) Phase Allie Laura Janelle Nick Develop Social Media Profiles for Target Markets P I A A Plan Social Media Strategy P S A I Map Website Structure S A P I Create Website Mockups R A P R Create Company Overview & Marketing Presentation A P I S Build AdWords Account S A R P Develop SEO Strategy S P R A Documentation A R S P P = Primary A = Assigned R = Review Required I = Input Required S = Signature Required
  12   Benefit and Risk Evaluation Type of Risk Jeopardy Description of Risk Expectation of Risk (1 to 5) Impact of Risk (1 to 5) Severity of Risk (ex*im) Contingency Plan of Action Project Definition Unclear Objectives Lack of communication regarding deliverables and goals of project. 3 3 9 Communication within the group and a clear understand of all deliverables. Project Planning Spotty Planning Deliverables not met on time, all goals are not met, poor final product. 4 4 12 Have a clear SOW, project objectives, communication between members and company. Project Execution No Control Systems (Project Mngmt) Project manager is not available, communicating, and taking responsibility. 2 4 8 Keep project manager informed, in charge, and up to date. Double check that work is sent on time. Project Execution Unskilled Labor Lack of skills will lead to certain deliverables not being met, missed deadlines, ect. 2 5 10 Clearly define all skills and expertise beforehand to ensure all goals can be met with skills set between members.
  13   Assumptions and Constraints We will assume that with all of our skills and experiences combined, we will be able to deliver the best social media, SEO, and website design plans for Harmony Nutritionals. Our combination of social media, online marketing, search engine optimization, and web design experiences will ensure that any and all of the Harmony Nutritionals goals are met and exceeded. A few constraints that may become a problem are the geographic limitations and time differences between our team members and the company. Online communication and Skype will help with these constraints and is definitely something that should be easy to manage.     Communication Plan We have allocated time on Tuesdays/Thursdays 9:00AM-10:00AM and 11:40AM- 12:40PM and also Sundays from 12:00PM-5:00PM specifically to work on our project. We have a Facebook Group that we use as our main form of communication between our four team members. We also use a Google Drive to load and update project documentation. We will have e-mail as another form of communication between our team members and stakeholders. Allie Brito – Project Manager e-mail: britoale@msu.edu Laura Ene e-mail: enelaura@msu.edu Janelle Ishman e-mail: ishmanja@msu.edu Nick Ohler e-mail: ohlernic@msu.edu Sign Off Signature: Allie Brito Date: 2/26/13 Signature: Nick Ohler Date: 2/28/13 Signature: Laura Ene Date: 2/12/13 Signature: Janelle Ishman Date: 2/12/13 Signature: Nura Wilkinson Date: 2/25/13
  14   Items Delivered   Milestone 1 Competitor Data Analysis For the competitor’s Data Analysis, the social media strategies on Facebook of two competitors, Nestle Boost and Muscle Milk, were analyzed. The competitors were analyzed based on message strategies, type of post, time and day of the week. This competitor analysis identified strengths and weaknesses of each competitor’s Facebook strategies, which were later used in the formation of the Harmony Nutritionals’ social media plan. Profile of Target Audiences This was presented in the form of an infographic, which can be found at: http://infogr.am/Harmony-Nutritionals--Target-Markets/Budget Develop Logo Used target market and company values to develop a logo for the organization   Milestone 2 Wireframe Drafts Rough drafts of three wireframes for different pages, including Home, About Us, and a Product pages. Also, the sitemap was presented to the client. Company Presentation on Prezi.com Using Prezi.com and the executive summary given to us by the client, we created a dynamic and interesting presentation of the company as requested. This can be used in a unique way to educate the public about the company. It can be found at: http://prezi.com/jz8g9eahjfuc/final-hn-prezi/ Finalized logo After feedback from client, continued to develop logo and made final markups. Milestone 3 Wireframe Finals Presented the client with final wireframes based on feedback from the client. Social Media Strategy Draft Chose three social media platforms and formed an outline in the form of a word document to present to the client  
  15   Milestone 4 Website Mockup Draft Created detailed mockup pages using Adobe Photoshop. Color schemes were presented based on the color scheme that fit the client’s wants and values (nature, simple, health). SEO Draft Utilized site linking and keyword research to present lists of potential keywords to the client AdWords Strategy Draft Provided the client with an initial outline of account structure along with initial keyword research Milestone 5 Website Mockup Final Created final mockups based on client feedback. Final Social Media Strategy Presented the client with a final social media strategy for three platforms: Facebook, Twitter, and Pinterest. Also, discussed social media management and tracking tools such as HootSuite and Google Analytics Final SEO Strategy Presented the client with a more polished document of a finished SEO strategy Final AdWords Strategy Presented the client with a finalized AdWords account structure. Included two excel sheets outlining initial campaign keywords along with search data Extra Items Social Media Glossary Added a glossary of terms to the social media strategy, as well as a guide on how to use social media management tools. Website Code The client only requested site mapping and mockups for the deliverable but the team presented code to kick-start development. Logo Development Since the client did not create a logo yet, the team presented a logo to represent the brand. Competitor Data Analysis To develop the social media strategy, the team collected data to analyze competitor’s social media strategy.
  16    GANTT Chart (Project Schedule)
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  25         Social  Media  Marketing  Plan   Harmony  Nutritionals   Alexandra  Brito   Janelle  Ishman  
  26     Harmony Nutritionals provides superior tasting, nutritious, ready-to-drink beverages and healthy food items that support good health and quality of life. The focus of Harmony Nutritionals is on the interconnectedness and harmony of the mind, body, and spirit that help us to reach our full human potential. Dedicated to personal development and sustainable living, this values-based company promotes honor, dignity, and harmony through improved health and charitable giving. Harmony Nutritionals believes that the key to improved health is found in simplicity and nature. This conscience with a company operates a profitable business model that gives the company the ability to act in a socially conscious way, providing a good rate of return to our investors while conducting business in a transparent, ethical manner. Harmony Nutritionals offers returns to support a self-sustaining solution to the acute nutritional needs in our own backyard.                               Company  Overview  
  27     I. Establish an identity for the company that reflects the personality and values of the brand. First and foremost it is important to discern the key values and characteristics of Harmony Nutritionals before we establish a presence in the social media world. The content from this will be used as a reference for establishing a social media presence on the desired platforms and will define how Harmony Nutritionals interacts with its audience. II. Build and maintain genuine, interactive relationships with the public via selected social media platforms. It is imperative to form genuine relationships with your audience that shows them your values. Consumers today do not want to interact with just another “brand” but rather the values that your brand represents. Constant interaction with your audience via social media will help them to see your company’s heart and soul, building a lasting relationship with established consumers and also increasing your credibility with new consumers. III. Utilize consumer interactions to shape your business to fit the consumer’s needs. Social media can be used as a powerful tool to shape your business based on feedback from your customers. Consistent use of social media “tracking tools” allows you to monitor this feedback and make any necessary alterations ensuring the most accurate representation of your company as possible, at all times. IV.Increase engagement with audience across social media platforms. Since the company is just developing the initial product, it is important to create electronic word of mouth (eWOM) and other marketing techniques that will cultivate the brand. Therefore, after the social media presence is established, we should focus on increasing the engagement or interactions with our intended audience. Each platform has different metrics to track ObjecDves    
  28   this engagement. Whether it is the number of followers on Twitter, number of likes, comments and shares on Facebook, or the number of pins on Pinterest. V. Increase website traffic through social media. Your social media strategy should complement and supplement website traffic to quickly and efficiently teach the consumer about the company and the product. Using the various social media tracking tools we can customize your strategy to generate as much traffic to your website via social media as possible.                                                          
  29     It is imperative to understand your target audience in order to create the best content, marketing strategies, and action plans for Harmony Nutritionals. Answer the following questions: 1. Who must you reach with your social media efforts to meet your objective? What should you know about them? Why this target group? Target  Audience  
  30   2. What should your audience know or believe about your organization? What will resonate with them? What key points do you want to make with your audience? ● Harmony Nutritionals is a values-driven business that promotes good health, quality of life, and harmony amongst people. ● It provides premium, tasty products while encouraging personal development and sustainable living. ● Of the six LOHAS market sectors, “Personal Health” is the primary focus of Harmony Nutritionals. Ac$ve  Lifestyle,   Healthy   Adults(LOHAS   Market)   Primary   Target   30+  years  of  age   Income  range  =  high  to   mid  level   Interested  in  personal   health  and  sustainability   Environmentally   conscious   Describes  an   es$mated  $290  billion   U.S.  marketplace   Hispanic,  Central/ South  American,   Caribbean/West   Indian   Secondary   Target   Significant  consumers   of  peanuts  in  meals,   snacks,  and  drinks   Larger  families,   more  children   As  a  genera$on,   younger  than  non-­‐ hispanics   Culturally  diverse   from  country  to   country   Support  natural,   tradi$onal  healing   prac$ces.    
  31   ● It’s initial product, “Peanut Punch” is all natural, ready-to-drink, nutritious, and loaded with essential vitamins and minerals. ● Peanut Punch is made with a small list of ingredients. ● Harmony Nutritionals is a family owned and run business with a conscience and a large sense of global responsibility.                                                                    
  32       The Social Media Channels (also referred to as “platforms”) that will help the company meet their objectives and are subsequently suggested for Harmony Nutritionals are Facebook, Twitter, and Pinterest.             Focus  Channels   Facebook   • PURPOSE:  Increase   recogni$on,  increase   social  engagement,   establish  onine  social   network,  searchability.     • METRICS  FOR   SUCCESS:  "Likes",   referrals  from  social   networks,  Comments,   and  Shares.   • Facebook  has  more   than  950  million   Facebook  users  of   which  500  million   people  log  onto  the   social  network  site   daily.   • Most  common  age   demographic  of   Facebook  users  are   between  25  and  34.   Perfect  to  reach  LOHAS   consumers  as  average   age  is  30+     Twi[er   • PURPOSE:  Increase   recogni$on,  increase   engagement,  establish   network,  establish   brand,  searchability.   • METRICS  FOR  SUCCESS:   Followers,  2nd-­‐order   followers  (your   followers  follow  count),   social  capital  (influence   of  $w[er  folowers,   referrals   • Over  200  million  ac$ve   users.   • Over  400  million  Tweets   a  day.     • Use  it  to  market  content   from  your  other  social   media  pla]orms  and  to   market  this  content  to   specific  niches  or  people   with  specific  interests.     • Not  filtered;  every   tweet  gets  seen  by  your   followers.  (As  oppsed  to   Facebook,  where  posts   are  filtered.)   • Allows  you  to  connect   your  message  to  what  is   most  meaningful  to  your   customer  in  real  $me.                                                                                                                                                                                                Pinterest   • PURPOSE:  Increase   recogni$on,  increase   website  traffic,   increase  social   engagement   • METRICS  FOR   SUCCESS:  Repins,   Google  analy$cs,   Google  Alerts   • Designed  like  an   electronic  bulle$n   board  where  people   who  share  interests   can  "pin"  pictures  and   content  for  others  to   follow  and  discover.   • Via  visual  displays  of   the  ini$al  product,   recipes,  links  to  blogs,   and  links  to  the   website,  Harmony   Nutri$onals  can   increase  its  brand   awareness  and   develop  a  following  of   consumers.  
  33     In the social media world, content is king. Whether you create content yourself via your website or blog, or you are sharing content from another source, always be sure your company shares and creates content that does the following: I. Exudes quality and credibility Stay genuine and honest with anything you claim or say- consumers can smell a lie from a mile away. Share personal stories or ideas that have a purpose. Share content from credible blogs and organizations that your consumers would enjoy or find useful. As you earn the trust of your audience via quality content, your credibility as a company and social media presence will increase. II. Focuses on the values of your target audience, and of Harmony Nutritionals Your content should primarily focus on values and ideas discussed in the “Target Audience” section of your strategy. Create and share content that resonates with these values and the values of Harmony Nutritionals, as well as utilizes the “Keywords” highlighted in your SEO strategy. Use content that proves Harmony Nutritionals has the audience in mind; their problems are your problems, their interests are your interests. Use social media as an opportunity to show the true personality of Harmony Nutritionals, build trust, and befriend your audience. III. Avoid too much promoting or selling Stay away from selling your product or brand; this comes off too aggressive and transparent. Content with less focus on your product leads consumers to view your company as a living breathing entity, rather than a company selling them their product. Message  Content  
  34   Keywords To ensure your SEO (Search Engine Optimization) and social media strategy supplement each other, a specific set of keywords should be used across Harmony Nutritionals’ website, social media sites, and blogs so that when these terms are searched they will result in the Harmony Nutritionals site shown in the search. Health Drinks Fitness Smoothies Ready to Drink Smoothies Healthy Drinks Organic Smoothies All Natural Drinks Health Smoothies Organic Drinks All Natural Smoothies Nutritional Drinks Peanut Smoothies Cane Sugar Based Drinks Nutritional Smoothies Peanut Drinks Cane Sugar Based Smoothies Fitness Drinks Supplement Drinks Protein Health Drinks Content for your secondary target audience: Hispanic, Central/South American, and Caribbean/West Indian people When creating content for your secondary target audience, you will still follow the major guidelines previously discussed. Remember, as with your primary target audience, to focus more on the values of this target audience, and less on selling your product and brand. Since your primary target audience is active adults, and your secondary audience is Latin America (more or less), practice a 2:1 ratio in regards to content of messages for now. Unless you plan on implementing separate social platforms strictly in Spanish, you will have to integrate the values of the Latin American world when you create and share content. I. Create or share content that is bilingual, or in Spanish. • Post pictures with captions in Spanish that lead to your site. • Tweet in Spanish. II. Create or share culturally diverse content, focused on your secondary target audience. • Post pictures of culturally diverse families and places. • Celebrate international holidays or events.
  35   • Support international organizations or causes via your social media platforms. • Tweet content that connects your audience to blogs and sites that are based in Spanish speaking countries, or by Spanish speaking people. III. Be aware and sensitive to the difference in cultural norms not only between non-hispanics and Hispanics, but between each Latin American country too. • Research proper terms and words when creating original content. • Emphasize and celebrate the cultural diversity of the Latin American world by including multiple countries and regions.                                                
  36     While the overall content of your messages will be similar across your three social media platforms, the messaging strategies for each will vary a bit. Your messaging strategy on each platform will also vary depending on which of your target audience groups you are gearing the message towards. Move forward with each strategy keeping the key points from your “Message Content” in mind. FACEBOOK: Based on our research and our data analysis, the following are examples of types of Facebook posts we recommend for Harmony Nutritionals. 1. Images with text- Posting an image of your product, or something that would appeal to your target audience is an easy way to catch the attention of Facebook users. Remember that content is key; focus on your target audience and their interests. An example of a post for Harmony Nutritionals could be: • “Move It Mondays” - These posts reflect the values of the company as well as the lifestyles of the active adults (primary target market). The post should include engaging photos and a tip or suggestion to get active! Whatever you choose, keep it fun and simple. *Here is an example of how Nestle appeals to their consumers’ interest in health and wellness using a picture and a photo. Message  Strategies  
  37   2. Image and URL- Going a step further than simply a picture with an explanation, posting a link for users to follow is a great way to engage your consumer and continue your genuine, interactive relationship with them. • To take the values-driven approach, Harmony Nutritionals could post a photo of anything that might interest their target audience, with a link to a blog or webpage that the photo came from. 3. Video- Post videos that reflect Harmony Nutritionals’ interests such as work out videos, or news stories that cover the humanitarian efforts that interest your company. 4. Poll- Facebook allows its users to create their own polls and post to their pages. This can be useful for not only engaging consumers, but for gathering important information and research for your company. Harmony Nutritionals could use Facebook polls to ask questions like, “What is your favorite Peanut Punch flavor?” or “What is your favorite way to get in touch with your spirituality?” and provide 4 or 5 answers for consumers to engage and feel as if their opinion matters. 5. Brand Awareness- As mentioned previously, brand awareness should be approached very carefully and fewer than other posts, however it is still important so your target audience knows what your company does and what it has to offer. • Each week, Harmony Nutritionals should include one brand awareness post to establish an online personality and brand identity. Theses post should also include links to the company website to increase website traffic. • Post a link to the Prezi presentation of Harmony Nutritionals. • Other promotions include coupon codes etc. 5. Corporate Social Responsibility- As a social and health conscious company, Harmony Nutritionals can utilize this post category to attract active adults by sharing information from organizations that share the same sense of social responsibility as Harmony Nutritionals embodies. • Awareness • Fundraisers
  38   *An example of Nestle posting about a cause they support. • Harmony Nutritionals could post a picture with a link to a world hunger organization. 6. Customer Service – Facebook posts that make important apologies or announcements about your company foster an open, honest relationship with your consumers. Be sure to respond immediately if there are any complaints on your Facebook. 7. Engagement- Engaging posts are those meant to encourage a customer to either “like”, “comment” on, or “share” your Facebook post. These are the highest recommended type of Facebook posts for Harmony Nutritionals, especially when paired with pictures, videos, and links. Links that take you to another Facebook page or website are also classified under this category. Engaging posts for Harmony Nutritionals could include links to health and fitness blogs, polls (mentioned earlier), or encouraging a customer to share something personal about themselves. More specific examples include: • “Health Questions” - Theses post will be targeted at engaging users. Since Facebook’s highest traffic occurs mid-week between 1pm-3pm and engagement is 18% higher on Thursday and Fridays (“Top 15”), the question should be ask on Thursday between 1pm - 3pm. • Other questions:
  39   o “What is your favorite way to meditate after a long day?” o “Fill in the blank, my favorite way to get protein is___.” • Likes: o “Like if you love peanuts as much as we do!” o “Like if Fridays are your favorite day of the week!” o “Like if eating organic is important to you!” • Directional: o Might not include literal directions, but a picture with a link. A link to your website or another site directs the consumer, and is one way to engage. • Appreciation: o Showing appreciation will often promote more “likes”. o “Thank you to everyone who has supported our company this past year!” • Polls • Photos *Nestle engages their customers by asking questions which encourage comments. Notice how they pair questions with photos. 8. Product Awareness- Just as “brand awareness” should be used sparingly, so should product awareness posts. Promoting Harmony Nutritionals’ products at the right time and carefully are imperative.
  40   *Muscle milk not only engages their consumer, but also promotes their brand and product. 9. Seasonal- As Harmony Nutritionals’ target market includes Hispanics; research into holidays celebrated in each target country can benefit the company and help the brand create content that is culturally diverse. A few upcoming holiday post examples that Harmony Nutritionals should consider include: • May 6: No Diet Day is an international holiday that celebrates body shape diversity. An example message for this day might be, Today is International No Diet Day! Let us all celebrate the holiday that encourages us to appreciate the bodies we have regardless of shape and size. “Like” this if you LOVE your body! • May 12: Use engagement techniques that facilitate two-way communication such as “My Mother is __________. Share with us how important your mother is to you! Happy Mothers’ Day” The post could include a photo of a mother and daughter drinking the product together.
  41   *This post is not only seasonal, but a great example of how the company links their posts to pages that cater to other languages too. TWITTER: Although the focus in most social media channels is quality over quantity when creating your messaging strategies, the numbers game is most important for Twitter. Gaining followers ultimately gains your company more exposure. Using your quality content to attract as many followers as you can is important for Twitter. Remember too, that for Twitter you are allowed a maximum of 140 characters per Tweet to express yourself. The following are types of tweets we find would be useful for a Harmony Nutritionals’ account, with some examples from already existing Twitter accounts. 1. Basic tweets- A basic tweet for Harmony Nutritionals is a simple way to show off its personality. Remember to stay true to the values of the company. Tweeting an inspirational quote about helping others could be a
  42   good reflection of the brand’s values, or simply wishing your followers a great day, or happy holiday of sorts. • Simply saying, “Happy Friday everyone!” can help the consumer see how relatable the company is. • You can also use quotes from your company overview in a simple tweet: “Good morning all! Remember, the key to good health is found in simplicity and nature!” or, “What a beautiful day to find harmony in every aspect of your life!” *Here is an example of a basic Tweet. Short and simple. 2. Links- Twitter is a great way to direct users to your desired destination, or share information you think your users would find interesting. • Post links to health blogs, by doing so they may one day return the favor and blog about your company! • Post links to videos and photos about your company; a picture is worth a thousand words (in any language!). • Post links directly to your company Prezi, webpage, or your Facebook page. • Post links to a poll you have set-up on your Facebook page. • Post about upcoming events or milestones important to your company, with a link to more information about the event. *Keep in mind when posting any link on Twitter how important an eye- catching headline or message that goes with the link can be. It only takes a few seconds for a consumer to decide if they will engage with your message, or move on. Answer a question, solve a problem, predict future trends, declare a new discovery; any of these types of headlines are great ways to engage a consumer. Prompting the user to click on your link all depends on this headline. Some Twitter headline suggestions for Harmony Nutritionals include: • “5 things you never knew about Harmony Nutritionals” • “How peanuts can improve your life” • “How important is protein to you?”
  43   *A Tweet linked to an article, with an eye-catching headline. 3. Promotional tweets- Promotional tweets can help increase your engagement with users as they offer something to your audience. Tweeting a coupon code that saves money is a prime example of a promotional tweet. You can also Tweet about important events your company is expecting. *Here is an example of a Promotional Tweet with a link too. Notice how they also use hashtags and mention other Twitter accounts to increase their chances of engagement. 4. Engagement- Encouraging your followers to engage with you by either retweeting, replying, or favoriting your tweets is a great way to interact first hand with your target audience. Ask questions that they would be eager to answer, but that won’t spark negative debates. Encourage your audience to interact with Harmony Nutritionals’ personality in a fun way. Examples of this include: • “If we get 100 retweets by Friday, we will reveal our new product flavor two weeks early!” • “We are taking care of our mind, body, and spirit today! RT if you are too” • “Favorite this tweet if you have tried our Peanut Punch and liked it!” • “Favorite if you’d like to see our product in your city!” • “Happy Earth Day! Tell us how you are doing your part to save our earth!” • “What is your favorite way to grab on-the-go protein?”
  44   *This account is encouraging Retweets, without promoting their brand or product; focused on building positive relationships with their followers and prospective followers instead. 5. Responding tweets- Responding to tweets is vital for networking your brand, and for providing exceptional customer service to your consumer. Responding to your target audience might lead to them following or interacting with your company. You may also be responding to someone who is already following your Twitter, and asks a question, or has something to say about your brand (good or bad). Responding to tweets in a quick and positive tone can help build a genuine and credible reputation for Harmony Nutritionals. *Muscle Milk makes sure to respond to many customer Tweets that mention their product every day. Additional Twitter Strategies: Connect with other companies The beauty of Twitter is that it not only allows you to connect with business globally, in real time, but it also allows business to help each other. Harmony Nutritionals can utilize Twitter to connect with its target audience, and connect with influential organizations or companies that can help increase brand and product awareness. • Follow your target distributors or websites and companies that promote values your brand and audience represent. • Retweet tweets from these accounts.
  45   • Send a private message, also referred to as a “Direct Message” to organizations, stores, or distributors that interest your company and target audience. *Tip: Never ask for a favor; instead explain how your company can benefit them. Promoting your account or tweets You can pay Twitter to promote your Twitter account locally or globally. You can also pay them to promote specific tweets that will show up next to a users Twitter feed. This is highly recommended as Harmony Nutritionals is just starting out. The beauty of promoted accounts is that you will never pay more than you agree. Simply set a cap on the amount you would like to spend, and Twitter charges you for each follow or retweet until you have hit the set amount. *Whipped Bakeshop promoted their account locally to amplify their Twitter following. PINTEREST: Pinterest is a great way to connect with your target audience, women in particular. Everything you “Pin” on this channel is visually represented so it is important to choose a dynamic and accurate representation of your content. Of the three social media channels we have selected for Harmony Nutritionals, content on Pinterest should be the most product and brand promoted. 1. Pictures- Post pictures of your product, your company logo, your family, your business process etc. There is room for a small caption under these photos, so be sure to use eye-catching, yet simple captions like mentioned earlier. • “The Birth of our Company” • “Harmony Nutritionals bears it all!”
  46   2. Quality Content- Your pictures should lead to your company website, your company Prezi presentation, or blogs and websites your target audience would enjoy. More specifically: • Link a picture of your product to your website that shows all of your ingredients. With a caption like, “Harmony Nutritionals gets naked: our full list of ingredients!” • Link a picture of your logo to the “About us” section of your website. • “Flavor Friday” - These posts will be connected from your Facebook platform by it providing a link to your pin with additional information to the recipe provide. Flavor Friday is meant to represent fun and yummy recipes. This could include recipes that use or compliment the drink. It could also have nutritional recipes or specifically target different cultures. For example, a post that targets a different culture could have a photo of a traditional dish and have users guess what culture is associated that traditional dish (e.g. Crepes for French). *A pin with a simple caption which leads to a recipe. • “Workout Wednesday” - The Workout Wednesday Pin will have a visual of a new workout technique, inspirations to get active, or promote active lifestyles. Theses pins can be either created by the company or repined. If created by the company, the pin should eventually direct them to the company website or company blog. If it is on the company website, there should be a separate page than home, product, or about us. 3. Boards- Organize your content into “boards” or categories. Harmony Nutritionals could have the following boards:
  47   • “All about Harmony Nutritionals ” board • “Values” board • “Healthy Recipes” board • “Peanuts, peanuts, peanuts” board *Hershey’s Chocolate Pinterest boards.                                                
  48                                           PuKng  it  all  together            Post                Tweet      Pin   ObjecDve   • What  is  the  goal  of   this  post?   Audience   • Who  are  we   targe$ng?   Values   • Which  values  are  we   focused  on?   Quality  Content   • What  does  this   message  say?  What   is  the  purpose?   Messaging   Strategy/Timing   • What  type  of   message?  When  will   it  be  published?  
  49       All of this information on content and different channels can be overwhelming; especially to a business that is just getting their feet wet in the social media world. For this reason, there are management and tracking tools to help you simplify and integrate your social media strategies, as well as track the success and effectiveness of your efforts. We have chosen a few to help get you started, but as you move forward as a business you may add more, or find others that you like better. 1. Google Analytics Google analytics helps you analyze and track multiple parts of your social media marketing efforts, as well as the success of your webpage. • It gives you quantifiable, measurable reports on your selected social media platforms to gauge your social media strategy’s success. • Shows you which platforms are engaging more consumers. • Shows you which platforms are directing consumers to your webpage. • Shows a list of keywords that your target audience is using most. o Which keywords are working, and which are not? • Which areas of your webpage are easiest to access, or being accessed most from searches. • Allows you to see how users are interacting with each of your platforms. o Ex: Likes, comments, or shares on Facebook o Ex: Retweets or mentions on Twitter o Ex: Pins or re-pins on Pinterest. Social  Media  Management  Tools  
  50   All of the features offered by Google Analytics will help Harmony Nutritionals allocate time and effort more efficiently by showing which social media channels need improvement and in what areas. 2. HootSuite HootSuite is a social media tool that allows you to manage all of your selected platforms in one place called the “HootSuite Dashboard”. Your personal dashboard is organized into basic “default” streams at first, but these can be customized. You can customize streams by searches or keywords to see who is talking about your company, or who is talking about keywords your company is interested in. The other functions that HootSuite provides include: • Sending the same message across all your social media channels.
  51   • Easily finding who “mentions” you on Twitter, for quick response or follow back. • Schedule messages to be sent at specific times. o Across all your channels, or just one if you prefer. o Great to reach people in different time zones (Latin America, etc.) • Shortening links that are too long to fit into Twitter. You do so by copy and pasting the link into the “shrink” box, below the message box. o Using the link shortening tools also allows you to track how many people click on the link, and where they are from. These are the basic functions of the free version of HootSuite. There is a “pro” HootSuite ($9.99/month) that is provides more detailed analytics with mention and retweet reports. This version is not recommended yet as Harmony Nutritionals is just starting out, however you may want to consider using HootSuite Pro in the future for research and development purposes. 3. Tweet Adder 3.0 An excellent Twitter marketing management tool to help increase the reach of your company. Tweet adder is designed for Twitter users to manage your Twitter to the best of your abilities. Something to remember about Tweet Adder is that it was made with the philosophy that one should never have a huge ratio of followers to people followed. This can be seen as an
  52   untrustworthy account, thus Tweet Adder is great at keeping you informed at this ratio. Features of Tweet Adder include: • Targeted Twitter searches o Search keywords not only in Tweets but in profiles and usernames. o Finds these people and suggests you follow them. • Auto Follow- Tweet Adder will automatically follow people who fit your requirements (selected in the settings portion). • Auto Follow-Back- Set your settings to automatically follow back those who follow you. • Auto Unfollow- Set your Tweet Adder to unfollow anyone who doesn’t follow you back in a number of days. Or it will unfollow those users that it does not find useful for your Twitter based on your settings. o This is a feature that ensures you do not have too large of a followers to followed ratio. • Auto Tweet- Set a number of Tweets to be sent out at random times, or specified times throughout the day. • Auto Message- Send an automated private, direct message that thanks users for following you. o Ex: “Thanks for the follow! Find out more about Harmony Nutritionals by visiting our website at _______”
  53   *Tweet Adder’s Easy-to-use screen   Below you will find a basic action plan for each platform. The “Action Type” is essentially a goal, while the “Action Details” and “Means” are the key to achieving these goals. The “Metrics and Tracking” sections are your indicators of whether or not you are achieving said goals. Facebook 3 - 4 Hours/ week     Action Type Priority Level Action Details Frequency Metrics/ Tracking Time/Week Means Create Company Page on platform 1 Add company details while ensuring consistent information across SNS platforms and website. Ongoing % Page completed 1hr Facebook platform Increase “Like” Count on Company Page 1 Produce and post interactive content Ongoing # of Likes of company profile 1hr Facebook HootSuite Post Content 1 Develop online presence by posting content that reflects company values as well as topics important to target market 1-2 post/day % Impression % Feedback CTR 1hr Facebook HootSuite Build and maintain relationships 1 Establish relationships with the consumers by liking, commenting, and responding to posts. Ongoing % Feedback, Business response time 30 minutes Facebook HootSuite Expand Reach 2 Cultivate message strategy to target other markets and analyze message reach data to focus on different languages and locations Ongoing Reach Demographic and Location Metrics 30 minutes Facebook “Like” Fan pages (or competitors) 3 Search for relevant pages to receive updates on consumers likes and dislikes. Also, develop an understanding of competitors’ techniques. Like / week # Likes 10 minutes Facebook Search   AcDon  Plan  
  54   Twitter 2-3 Hours/Week Action Type Priority Level Action Details Frequency Metrics/ Tracking Time/Week Means Create Account 1 Add company details (in overview), ensure consistency across all platforms. One time- initial creation. % Page completed 1hr Twitter platform Increase Follower count 1 Utilize social media management tools to increase # of important followers. Ongoing # Followers #Relevent Followers %Increase 30 min Twitter Platform, TweetAdder 3.0 Follow Users Follow Backs 1 Search for and follow relevant users according to their profile Ongoing #Following Follwer:Following Ration 20 mins Twitter Platform, TweedAdder 3.0 Tweet 1 Tweet content types discussed 3-5 tweet/day #Clicks #Retweets & Replies 40 mins Twitter Platform, HootSuite Community Engagement and Management 2 Retweet other users’ content, Reply to users who engage with you, comment on tweets related to company key words, phrases, and industries. Ongoing Search.Twitter.com, HootSuite, Twitter Stream                        
  55       Pinterest 2-3 hour / week   Action Type Priority Level Action Details Frequency Metrics/ Tracking Time/Week Means Create a business account 1 Start and develop Pinterest page for business (connect website to pins and add button on website) Ongoing % Page completed 1hr Pinterest platform Understand audience through research tools 1 To understand consumer’s interest, begin following many of consumers to understand what is most important to them through Pinterest Web Analytics 2 follow / week # Followers Most repinned 30 min Pinterest platform Authentically showcase brand 1 Draw attention to brand and invest in shaping brand presence through visual pins 1 new pin / week Repins # Followers # Comments 1 hr Pinterest platform Increase website traffic (vice versa) 1 On pins posted provide link to website and on the company website provide link to boards on Pinterest Ongoing CTR ( Click through rate) 1hr Pinterest platform Google Analytics Website                        
  56       Based on the data analysis reports of competitors, and additional research and development, we have provided you with a social media calendar. This calendar represents a guideline of what Harmony Nutritionals should post in May 2013 in order to meet the goals listed as “action types” in the “action plans” portion presented earlier in your social media plan. • 1 - 2 posts per day on Facebook, 3-5 tweets each day on Twitter, and 1-2 pins per week on Pinterest. • Post mid-week or weekends. • Post early mornings; many people check social media minutes after waking up. • Also consider time-zone differences when posting content; this can be managed using HootSuite.                                     Social  Media  Calendar  
  57     May 2013 Social Media Strategy Post are color codes: Facebook, Twitter, Pinterest     Monday   Tuesday   Wednesd ay   Thursday   Friday   Saturday   Sunday   Week  1   29   8am-­‐8pm:   3-­‐5  Tweets     30   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   1   8am:   “Workout   Wednesday”   Pin   8am-­‐8pm:   3-­‐5  Tweets       2   8am   Brand  Awareness   Post   1pm   Health  Question   8am-­‐8pm:   3-­‐5  Tweets       3   8am:   Flavor  Friday   2:00  pm:   Flavor  Friday   8am-­‐8pm:   3-­‐5  Tweets     4   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   5   8am-­‐8pm:   3-­‐5  Tweets     Week  2   6   8am   “Move  It  Monday”   1pm   No  Diet  Day     8am-­‐8pm:   3-­‐5  Tweets     7   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite     8   8am:   “Workout   Wednesday”   Pin   8am-­‐8pm:   3-­‐5  Tweets     9   8am   Brand  Awareness   Post   1pm   Health  Question   8am-­‐8pm:   3-­‐5  Tweets     10   8am:   Flavor  Friday   2:00  pm:   Flavor  Friday   8am-­‐8pm:   3-­‐5  Tweets     11   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   12   8am:   Mother’s  Day   Post   8am-­‐8pm:   3-­‐5  Tweets     Week  3   13   8am   “Move  It  Monday”   1pm   “Like”  or  “Share”   post     8am-­‐8pm:   3-­‐5  Tweets     14   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   15   8am:   “Workout   Wednesday”   Pin   8am-­‐8pm:   3-­‐5  Tweets     16   8am   Brand  Awareness   Post   1pm   Health  Question   8am-­‐8pm:   3-­‐5  Tweets     17   8am:   Flavor  Friday   2:00  pm:   Flavor  Friday   8am-­‐8pm:   3-­‐5  Tweets     18   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   19   8am-­‐8pm:   3-­‐5  Tweets     Week  4   20   8am   “Move  It  Monday”   1pm   “Like”  or  “Share”   post   8am-­‐8pm:   3-­‐5  Tweets       21   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   22   8am:   “Workout   Wednesday”   Pin   8am-­‐8pm:   3-­‐5  Tweets     23   8am   Brand  Awareness   Post   1pm   Health  Question   8am-­‐8pm:   3-­‐5  Tweets     24   8am:   Flavor  Friday   2:00  pm:   Flavor  Friday   8am-­‐8pm:   3-­‐5  Tweets     25   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   26   8am-­‐8pm:   3-­‐5  Tweets     Week  5   27   8am   “Move  It  Monday”   1pm   “Like”  or  “Share”   post  post     8am-­‐8pm:   3-­‐5  Tweets     28   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   29   8am:   “Workout   Wednesday”   Pin   8am-­‐8pm:   3-­‐5  Tweets     30   8am   Brand  Awareness   Post   1pm   Health  Question   8am-­‐8pm:   3-­‐5  Tweets     31   8am:   Flavor  Friday   2:00  pm:   Flavor  Friday   8am-­‐8pm:   3-­‐5  Tweets     1   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   2  
  58       Once a strategy is in place, it is important to understand if it is meeting your objectives; is it producing positive feedback, increasing brand awareness, fostering interaction between consumer and company, etc? There is no single measurement of success for social media, thus the strategy must constantly be adapted to meet consumers’ desires. With that said, the benchmarks and goals of the company must adapt as well. The goals of the social media channels should be measurable, achievable and realistic. For example, it is unrealistic to expect a certain percentage of sales based on social media interaction and website traffic but having a goal to get a certain percentage (or number) of new followers in a given timeframe is achievable and realistic. Start with small goals, and work your way up. Set new goals for each week, or each month in terms of the metrics highlighted earlier for each channel. Although having a specific number of followers, “likes” or “pins” is something to celebrate, remember that in general it is more important to create relationships than numerical values at this stage. Harmony Nutritionals should evaluate the impact the company is having on their consumers, and make necessary adjustments by using the social media management and tracking tools we have discussed. These tools will ensure the highest degree of customer satisfaction and company success now, and in the future.               EvaluaDng  your  strategy  
  59     Below you will find any of the terms you may have come across that you were not familiar with. You will also find any terms you may encounter in the future that will be useful to know. Note that the glossaries for both HootSuite and Tweet Adder are smaller as most of the terms used in these applications are from your social media platforms. The Facebook Glossary Application (or App)- A customizable, limited-used computer program that can be downloaded from a web page rather than being physically installed on a computer. Can be added to a Page, Profile, or Group to increase effectiveness and desirability by adding more features and functionalities. Blog (or Web log)- An online journal/diary that is typically written by a single author. Can be made public or private. Blogs usually contain commentary on the author’s personal life, favorite subjects, or current events. They may include multimedia elements such as pictures, videos, songs, or links to other websites. Can also be used as a verb, i.e., “Many Facebook members ‘blog’ about their daily lives to keep their friends informed.” Chat- A Facebook feature that allows members to have real-time, text-based conversations with other members who are also logged in to Facebook. Fan- A Facebook member who has opted to be added to a database of other members who appreciate the contents of the page (or the person/product/company that it represents). Filter- A Facebook feature that allows members to search through their friends, photos, and other items by distinct, customizable categories. Friend- A Facebook member who has opted to be linked to another person’s Profile, adding them to that person’s social circle and giving them more in-depth access to that person’s information. A “friend” invitation must be extended and accepted before information is shared. Can also be used as a verb, i.e., “If you ‘friend’ me on Facebook, I can share photos of my family with you.” You can also “defriend” someone at any time. This action removes that person from your list of friends as well as your News Feed. Depending on your privacy settings, this action also limits a person’s ability to communicate or share information with you. Glossary  
  60   Group- A Facebook page that serves as a central online gathering place for Facebook members who opt to join because they share similar interests or causes. These are different than Pages and Profiles. Inbox- Like other online email systems, this is the location within Facebook where members can read and respond to email sent to them from other members. Like- A feature that allows a Facebook member to publicly appreciate a comment, post, video, picture, or other multimedia item shared by other members. A “like” appears as a “thumbs-up” icon directly beneath the shared item. Member- A person who has opted to join and participate within a Facebook Group. The person’s Profile is linked to the Facebook Group, giving them real-time updates on the Group’s activity. News Feed- A customizable, personalized list of activities occurring within a Facebook member’s social circle. This information is sequenced chronologically and updated in real-time, giving individual Facebook members an up-to-date summary of what their friends and Groups opt to share. Page- A Facebook site created by a representative or collective group (rather than an individual) to share information and communicate directly with fans. These are typically used by artists, musical groups, celebrities, businesses, and brands. Although Facebook members can post messages on the Page’s Wall, only the official administrator can create or edit the information. A Page is not the same as a Profile. Post- To share information or a multimedia element within your social circle. Can also be used as a noun, i.e., “I am going to post photos from my trip to Facebook.” Profile- A Facebook site created by an individual who opts to share information and multimedia elements (such as pictures and videos) and communicate with other Facebook members. These are created by individual people and display personal information (such as hometown, education, favorite activities, and contact information) that the member opts to share with others. A Profile is not the same as a Page. Share- This function allows a Facebook member to host something they have found online (i.e., news article, photograph, YouTube video, or even another Facebook member’s post) on their personal Wall. Status- Brief, text-based updates that Facebook members can create and share. These typically are used to inform friends of current whereabouts, activities, or thoughts. Once posted, they will appear in the News Feed of the people within a member’s social circle. However, customizable privacy settings can control who can view these updates. Tabs- Links to different sections of a Page or Profile that are accessible on the main page. These are located directly beneath the main Profile picture.
  61   Tag- A Facebook feature that allows members to publicly identify the names of other members included in or related to a multimedia element (such as a photo or video). These can also be used as links to an individual person’s Profile. Unlike- A Facebook member can remove his or her “Like” indicator from a comment or post; this action is referred to as “unliking” something. Wall- The location where members post information or messages directly to an individual’s Page or Profile. This information is public and viewable by all members of Facebook. http://www.oattravel.com/Community/Facebook/Facebook-Glossary.aspx The Twitter Glossary @- The @ sign is used to call out usernames in Tweets, like this: Hello @Twitter! When a username is preceded by the @ sign, it becomes a link to a Twitter profile. See also Replies and Mentions. Activity- Lives in the "Connect" tab. Activity is a real-time dashboard to view what the people you're following are up to on Twitter. You can view Tweets they've favorited and discover other good content on Twitter. Bio - A short personal description of 160 characters or fewer used to define who you are on Twitter. Direct Message- Also called a DM and most recently called simply a "message," these Tweets are private between the sender and recipient. Tweets sent over SMS become DMs when they begin with "d username" to specify who the message is for. Favorite- To favorite a Tweet means to mark it as one of your favorites by clicking the yellow star next to the message. FF- #FF stands for "Follow Friday." Twitter users often suggest who others should follow on Fridays by tweeting with the hashtag #FF. Follow- To follow someone on Twitter is to subscribe to their Tweets or updates on the site. Follow Count- The numbers that reflect how many people you follow, and how many people follow you. Found on your Twitter Profile. Follower- A follower is another Twitter user who has followed you.
  62   Following- Your following number reflects the quantity of other Twitter users you have chosen to follow on the site. Handle- A user's "Twitter handle" is the username they have selected and the accompanying URL, like so: http://Twitter.com/username Hashtag- The # symbol is used to mark keywords or topics in a Tweet. It was created organically by Twitter users. Mention- Mentioning another user in your Tweet by including the @ sign followed directly by their username is called a "mention". Also refers to Tweets in which your username was included. Name- A name that can be different from your username and is used to locate you on Twitter. Must be 20-characters or fewer. Profile- A Twitter page displaying information about a user, as well as all the Tweets they have posted from their account. Profile Picture- The personal image uploaded to your Twitter profile in the Settings tab of your account Promoted Tweets- Tweets that selected businesses have paid to promote at the top of search results on Twitter Reply- A Tweet posted in reply to another user's message, usually posted by clicking the "reply" button next to their Tweet in your timeline. Always begins with @username. Retweet (noun)- A Tweet by another user, forwarded to you by someone you follow. Often used to spread news or share valuable findings on Twitter. Retweet (verb)- To retweet, retweeting, retweeted. The act of forwarding another user's Tweet to all of your followers. users manually retweet a message. See also Retweet. Third-Party Application- A third-party application is a product created by a company other than Twitter and used to access Tweets and other Twitter data. Timeline- A real-time list of Tweets on Twitter. See also Home Timeline. Timestamp- A note displaying when a Tweet was posted to Twitter. Can be found in grey text directly below any Tweet. Is also a link to that Tweet's own URL. TL- Short for "Timeline." See also Timeline and Home Timeline. Tweet (verb)- Tweet, tweeting, tweeted. The act of posting a message, often called a "Tweet", on Twitter.
  63   Tweet (noun)- A message posted via Twitter containing 140 characters or fewer. Tweet Button - A button anyone can add to their website. Clicking this button allows Twitter users to post a Tweet with a link to that site. Tweeter- An account holder on Twitter who posts and reads Tweets. Also known as Twitterers. Twitter- An information network made up of 140-character messages from all over the world. Twitterer- An account holder on Twitter who posts and reads Tweets. Also known as "Twitter user". Unfollow-To cease following another Twitter user. Their Tweets no longer show up in your home timeline. URL Shortener- URL shorteners are used to turn long URLs into shorter URLs. Shortening services can be found online. Username- Also known as a Twitter handle. Must be unique and contain fewer than 15 characters. Is used to identify you on Twitter for replies and mentions. Verification- A process whereby a user's Twitter account is stamped to show that a legitimate source is authoring the account's Tweets. Sometimes used for accounts who experience identity confusion on Twitter. Who to Follow- Who to Follow can be found in the Discover tab. Here, you should see a few recommendations of accounts Twitter thinks you might find interesting. These are based on the types of accounts you’re already following and who those people follow. https://support.Twitter.com/articles/166337-the-Twitter-glossary# The Pinterest Glossary Pins – Pins are images from around the web or those uploaded from your PC that are then added to Pinterest. Boards – Boards are collections of pins. Just like a noticeboard in your office, it can have lots of Pins attached to them. Boards are sorted into subjects like architecture, cars, weddings, interiors or brands.
  64   Repin – To repin on Pinterest is to copy a Pin to a different board, such as one you have created yourself, you could move a lovely plant from a board called ‘Green things’ to your own board called ‘For my garden’. Like – You also have the option to “like” a pin. When you “like” an image it is added to the Likes section of your profile, but is not added to one of your boards or shared with your followers. Pinner – A pinner is a user of Pinterest. Follow a pinner – On a user’s profile you can either follow just one of that Pinner’s boards by clicking the “follow” button at the bottom of the board. Or if you’d like to follow everything a user pins, click the “follow all” button under their profile picture. Mention a pinner – Just like Twitter, you can mention fellow Pinterest users in the comments of your pins by using the @ symbol and the username of the pinner you want to mention. http://calumbrannan.com/2012/03/pinterest-glossary/ The Google Analytics Glossary Alerts- A Google Analytics Alert is a notification of a change in your data. Alerts are beneficial because they draw your attention to program abnormalities you otherwise may have overlooked. Benchmarking- The Google Analytics service gives users a view into how their Website is performing in comparison to other Websites of similar size. Benchmarking allows you to compare your site's Analytics data, including visits, page views, bounce rate, average time on site and other metrics against data from other participating Websites. Bounce Rate-The percentage of visits in which the visitor only views one page of your Website before leaving is known as the Bounce Rate. With Bounce Rate information, you can analyze the quality of user visits. A high Bounce Rate often indicates that your pages are not relevant to what your visitors are looking for. You can lower your bounce rate by generating better targeted ads and Landing Pages, as well as creating quality content that will engage visitors and draw them into your Website. Click-The single instance of a user following a hyperlink to another page or to initiate an action. Conversion-This is what occurs when a goal is completed. Conversions happen when a visitor comes to your site and completes a desired goal or action. Completing a
  65   purchase and submitting a contact form are both examples of goals. Google Analytics allows you to create customized goals so you can measure user actions that are important to your Website. Cost Data-The information imported from a Google AdWords account into an Analytics account. Custom Reporting-Google Analytics offers the option to create custom reports based on the metrics and dimensions you choose. Custom reports present the information you selected, organized in a way that works for you. Once you create a custom report, it will be available to you each time you login. Direct Traffic-Visits to your site where the user types your URL into their browser's address bar or when a visitor uses a bookmark to get to your Website. It is important to know where your Website traffic is coming from so you can understand which marketing endeavors are working for you. Direct traffic illustrates how many of your visitors know your brand and Website URL. These visitors did not find your Website on search engines or on another site. They came directly to your Website. Ecommerce- The purchasing or selling of products or services over the Internet. Exact Match- One of the three different match types that Google Analytics defines to identify a URL for either a goal or a funnel. An exact match is a match on every character in your search string from beginning to end. Example: if you set your exact match URI to "/page1" then only the "/page1" string will be included. "/page12345" would not and "2/page1" would also not be included. Filter- A guideline that includes or excludes specific data from reports. You can use filters to carry out actions like eliminating internal traffic from reports or to only include traffic to a specific subdomain. Funnels- Series of steps a visitor completes to reach an end goal. Google Analytics allows you to indicate up to ten pages in each funnel definition. Creating funnels can show you where visitors abandon the process during the path to conversion. Goal- A measure of something you want to track in Google Analytics that you define as a success. Goals must relate to a quantifiable action that your Website's visitors take, such as product purchases, newsletter sign ups, or downloads. Goals are set up in Google Analytics to track conversions. Goal Conversion Rate- The percentage of visits on a site where the visitor completes a goal or completes a conversion. Google Analytics- Free service offering a simple way to track metrics on your Website with the addition of a small snippet of code placed on all pages of your Website. Google Analytics allows you to see how visitors found your site, what pages they visited, how
  66   long they stayed on your site, among many other facts and figures. Properly understanding and interpreting the data available through Google Analytics will allow you to improve your Website, increase your conversions and increase your Website's effectiveness. Head Match- One of the three different match types that Google Analytics defines to identify a URL for either a goal or a funnel. Matches the characters you specify as the beginning of a string including all strings that end with characters in addition to what you have specified. Example: if you set your head match URI to be "/page1", then "/page12345" will also be included because the beginning of the string is identical. Impression- The display of a referral link or advertisement on a web page. Include- A type of filter that matches a text string or regular expression against incoming data, and keeps only those hits that match. Keywords- These are the words that visitors use to find your Website when using a search engine. Google Analytics provides a list of keywords that have been searched by users who find your Website. This information shows you what searchers are actually looking for when they find your Website. This also allows you to discover potential new keywords to target. Landing Page- The first page a visitor views during a session; also known as the entrance page. Loyalty- A measure of visitor behavior. A visitor's loyalty is illustrated by the amount of times they return to your Website in a specified time period. Loyal visitors are typically highly engaged with your Website and your brand. Low customer loyalty often illustrates the need for new content and regular updates to a Website. Match Type- Defines how Google Analytics identifies a URL to include or exclude for goals and funnels. The three available match types include head match, exact match and regular expression match. New Visitors- Internet users who have not previously or recently visited your site are considered new visitors. If cookies on a previous visitor's computer have expired or if they have deleted their cookies, these visitors will also register as new visitors. Google Analytics lets you see how many new visitors you have so you can fine-tune your Website to increase repeat visits as well as increase the number of new visitors. Organic Traffic- Visitors who come to your Website from unpaid organic or natural search engine results. Paid Traffic- This consists of visitors who come to your Website from Google AdWords ads, paid search engine keywords and other online paid ad campaigns. When investing
  67   in an online PPC or other advertising campaign, this data will show you how effective your paid online marketing program is. Page View- The amount of times visitors arrive on individual pages of your Website. If a user reloads a page, that action will be counted as an additional page view. If a visitor navigates to a different page and then returns to the original page, a second Page View will be recorded as well. Page views allow you to see which pages on your site are the most popular. Referring Sites- Other Websites that refer or send visitors to your Website are called referring sites. Knowing where your traffic is coming from is an easy way to increase your ROI. You can focus more resources on sites that are referring more traffic, or re- evaluate your campaigns on sites that are not driving much traffic. Returning Visitor- A returning visitor is a user who has been to your Website and has come back. When visitors return to a Website, it demonstrates that the Website is of interest to them. Search Engines- Online tools that allow you to find specific Web pages by using a keyword search query. The three main search engines are Google, Yahoo, and Bing. Google Analytics segments your traffic data so you can see which search engines are driving traffic to your Website, and how much traffic each search engine is generating. Google Analytics allows you to separate this data into paid and non-paid results. Time on Site- The average length of time a visitor spends accessing your site within a specified time period. You can use this data to measure the effectiveness and quality of your Website. The longer visitors spend on your site, the more informative and interactive your site is. Top Exit Pages- The pages on your Website that visitors leave from. In Google Analytics, these pages are listed in order from those the most visitors exited your site to those pages that visitors least exited your site. Take into consideration the content of the exit page when deciding on a course of action. If people are leaving your site from a Thank You page, there is no need for worry. If one of your Top Exit Pages is another page on your site, you want to investigate why your visitors are leaving from this page. Top Landing Pages- The first pages that users land on, or come to when entering your Website. Within Google Analytics, these pages are listed in order of most visited to least visited. This data is important because it allows you to see which pages are attracting visitors. Tracking Code- A small snippet of code that is inserted into the body of an HTML page. The tracking code captures information about visits to a page. Traffic- The total number of visits to your Website. Within Google Analytics, traffic can be divided into multiple categories including, direct, organic and paid.
  68   Traffic Sources- Where your traffic is coming from. Google Analytics includes information on which sites your visitors are coming to your Website from as well as what keywords they are using to get to your Website. Unique Visitor- The number of individual (non-duplicate) visitors to a site over the course of a specific time period. This data is determined by cookies that are stored in visitor browsers. Uniform Resource Locator (URL)- The address of your Website (i.e. www.mycompany.com) Visitor- The person who goes to a Website. The "Visitor" section of Google Analytics offers data and reports concerning the behavior of the visitors that frequent your Website. Visitor Session- The time a visitor spends on a Website. The longer a visitor stays on your Website, the more relevant it appears to search engines. To increase the amount of time visitors stay on your site, it is important to present informative content, easy to use navigation, and up to date information on your brand, products and services. Visits- The amount of times your Website is accessed. This data allows you to see how effectively your Website is being promoted. Watching the trends in your visits allows you to analyze which aspects of your online marketing are working. http://www.epower.com/google-analytics-glossary.php The HootSuite Glossary Ow.ly link - A shortened URL link created in HootSuite to shorten the length of a message. This enables users to create more content on Twitter or other sites that have a limited number of characters per message. Publisher - A section of HootSuite that enables a user to edit, approve and delete scheduled messages, view past and present scheduled message, add RSS feeds, and change time zone. Stream - A stream are information feeds on HootSuite. Streams can be useful to track mentions on Twitter, direct messages, tweets, etc.    
  69         Raines, Jody. "WebMarCom Blog: Focus on Web Marketing Communications." How To Use Pinterest For Social Media Marketing. N.p., n.d. Web. 26 Mar. 2013. <http://www.webmarcom.net/blog/bid/75152/How-To-Use-Pinterest-For-Social- Media-Marketing>. "Top 15 Valuable Facebook Statistics." Zephoria Inc. N.p., n.d. Web. 26 Mar. 2013. <http://zephoria.com/social-media/top-15-valuable-facebook-statistics/>. http://blog.HootSuite.com/mentions-analytics/ http://www.tweetadder.com/Twitter-profile-settings-window http://www.business2community.com/online-marketing/10-ways-google-analytics-can- help-you-grow-your-business-0458944 http://www.jeffbullas.com/2011/06/27/how-to-create-a-Twitter-marketing-strategy-that- rocks/ http://www.jeffbullas.com/2011/10/06/37-ways-to-use-Twitter-for- business/#CT4wE0W1uw0Fqtp1.99 https://support.Twitter.com/articles/166337-the-Twitter-glossary# http://www.oattravel.com/Community/Facebook/Facebook-Glossary.aspx http://calumbrannan.com/2012/03/pinterest-glossary/ http://www.epower.com/google-analytics-glossary.php http://www.cdc.gov/healthcommunication/Audience/AudienceInsight_CulturalInsights.pdf Works  Cited  
  70   Harmony Nutritionals - SEO Strategy Guide Implementing an SEO strategy to Harmony Nutritionals marketing and social media plan will ensure that the company website is ranked highly on search engine listings. When health drink consumers search for relative key terms the goal is to have Harmony Nutritionals website show up above the “first page fold” of results. Keywords A specific set of keywords will be used across Harmony Nutritionals’ website, social media sites, and blogs so that when these terms are searched they will result in the Harmony Nutritionals site shown in the search. A great resource to use is the Google Adwords free Keyword Tool. With this tool you can search certain keywords related to your brand and see how much traffic and search volume happens around certain words and phrases. Sample Keyword List: Health Drinks Fitness Smoothies Ready to Drink Smoothies Healthy Drinks Organic Smoothies All Natural Drinks Health Smoothies Organic Drinks All Natural Smoothies Nutritional Drinks Peanut Smoothies Cane Sugar Based Drinks Nutritional Smoothies Peanut Drinks Cane Sugar Based Smoothies Healthy Meal Replacement Shakes Protein Meal Replacement Meal Replacement Drinks Fitness Drinks Supplement Drinks Protein Health Drinks *Can add “almond” to any of the above in place of “peanut” Site Linking The way that SEO works, search-engine crawlers or “spiders” search through websites and determine how popular a link is. The more sites that link back to Harmony Nutritionals, the more important the site will become to these crawlers. Ways to Increase Linkage: • Post press releases on Harmony Nutritionals’ products to sites like: Digg.com, Reddit, PRNewsWire, and others. • Create blogs on Wordpress, Tumblr, Blogger, ect. that are nutrition, fitness, and health based so that they can be linked back to the Harmony Nutritionals website. • Create multiple pages on the Harmony Nutritionals website that link within each other, and to other websites. The more traffic in and out of the website, the better ranking it will receive.
  71   Social Media The Social Media Marketing plan for Harmony Nutritionals will also play a big role in how well SEO rankings go. In-bound links from social media sites back to the Harmony Nutritionals site will create more traffic and action. • Twitter: Interesting facts, updates, news, blog posts, press releases etc. should always be sent out in a link. Use relative keyword hashtags to relate Harmony Nutritionals to those specific words/phrases. • Facebook: Include links to related Harmony Nutritionals sites and posts.   Terms to Know: ü Search Engine: Computer function that searches data available on the Internet using keywords or other specific terms or programs containing functions. ü HTML: Abbreviation for Hypertext Markup Language, a language used to describe web page documents, denotes the basic elements of a web page. ü Head Tag: Indicates the header in an HTML document, content of this element is not displayed in browser but used during the search engine process. ü Search Query: Single or multiple terms that are input by the user when performing a search on search engines. ü Blog - A part of your website where you should regularly publish content (e.g. commentary on industry/company topics, descriptions of events, photos, videos, etc.). Each blog post on your website is a new page that a search engine sees, and therefore a new opportunity to get found online. ü CSS (Cascading Style Sheets) - The part of your code that defines how different elements of your site look (examples: headers, links). ü Domain - The main web address of your site (example: www.yoursite.com). It's good to renew ownership of your domain for several years. Search engine rankings favor websites with longer registrations because it shows commitment. ü The Fold - The “fold” is the point on your website where the page gets cut off by the bottom of a user’s monitor or browser window. Anything below the fold can be scrolled to, but isn’t seen right away. Search engines place some priority on content above the fold, since it will be seen right away by new visitors. Having too many ads above the fold can be seen as a negative issue, too. ü Inbound Link - A link from one site into another. A link from another site will improve your SEO, especially if that site has a high PageRank. ü Keyword - A word that a user enters in search. Each web page should be optimized with the goal of drawing in visitors who have searched specific keywords. ü Link Building - The activity and process of getting more inbound links to your website for improved search engine rankings. ü Long Tail Keyword - An uncommon or infrequently searched keyword, typically with two or more words in the phrase. Small businesses should consider targeting long tail keywords, as they are lower difficulty and often have more qualified searchers. Common keywords such as 'software' are more competitive, and very hard to rank high for them in search.  
  72   Basic Components of a Google Adwords   The basic components of a Google Adwords ad are simple to understand yet making sure that you implement the correct keywords, calls to action, and message to the consumer is key to getting results. Components Headline: the main attraction of your ad. This is most likely what the customer will see first when viewing your ad. Include keywords if possible. Description: This is where you can describe the product you are promoting with your ad. Choose words that highlight the benefits and most important aspects of your product. Display URL: The URL that can be seen by the customer. You can choose another way to write out your URL in this area. Destination URL: This is the exact URL for your site and will take the customer to the website you input. Headline = 25 characters Description line 1 = 35 characters Description line 2 = 35 characters
  73   Sample Ads for Harmony Nutritionals            
  74   Harmony Nutritionals: AdWords Strategy   What Is AdWords? In short, Google AdWords is a pay-per-click advertising platform that allows users to ‘bid’ on key phrases that describe their business or products. When internet users search for the key phrases that you’re bidding on, one of your advertisements may be displayed to that user. If the user clicks on that ad, they are directed to your website and you pay Google the bid price for that key phrase, in exchange for them sending that person to your website. Marketing Goals: § Build brand awareness § Build product awareness § Funnel new customers to the website Initial AdWords Account Structure:       Product Buying Funnel: When selecting keywords for our AdWords campaign, it’s important to consider where each keyword falls in the buying cycle. This will signal where a consumer is in the buying process. The shopping cycle is illustrated as a funnel because many searches will enter the beginning of your product’s buying funnel. However, as consumers learn more information about your product as compared to others, fewer consumers will transition from one section to the next.   Account   Search  ROI   Campaigns   Display   Network   Awareness   Campaign   Exploratory   Campaign   Managed   Placements   Awareness   Interest   Learn   Shop   Buy    
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy
Harmony Nutritionals - Digital Marketing Strategy

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Harmony Nutritionals - Digital Marketing Strategy

  • 1.                              
  • 2.   2   April 23, 2013 To the Wilkinson’s family, The following report summarizes the work of the Harmony Nutritionals Michigan State University team on their digital marketing strategy project. It includes a detailed breakdown of market research, social media posting strategy, brand positioning statement, website mockups, search engine optimization plan, and a pay-per-click advertising strategy. Together, the project deliverables will help Harmony Nutritionals position their products for success in the online marketplace. In order to ensure this success, the team worked a total of 153 hours on the project over a 9-week period. At a rate of $23/hour for social media planning, and $43/hour for web development, the project would be valued at $3,759*. We are pleased to deliver this project at no cost as part of the capstone course of the MSU specialization in Information Technology Management. It has really been a great semester working with Harmony Nutritionals. We have all learned a lot from working on the project. We are all very appreciative of the patience and professionalism displayed by everyone involved. It was a pleasure to work directly with Brad and Nura every week. The passion they have for creating an innovative, healthy, sustainable product inspired us to deliver to them a quality project they can use to launch their product to market. We are all hoping for a successful launch of the Peanut Punch Smoothie. Our team truly believes this unique product can capture significant market share in the Ready to Drink Beverage market. We hope that we have developed a life-long relationship with the Harmony Nutritionals staff that can continue to be mutually beneficial. In the future, they should feel free to contact us directly with any additional questions they may have about our project and continuing on with the next steps. Thank you for a great experience and good luck! Best, Harmony Nutritionals Michigan State University Team Allie Brito, Project Manager Janelle Ishman Nick Ohler Laura Ene *Cost estimation derived from data collected on industry averages at Indeed.com
  • 3.   3   Table of Contents Cover Letter………………………………………………………………………………………………..2 Executive Summary……………………………………………………………………………………….4 Team Members…………………………………………………………………………………………....5 Statement of Work…………………………………………………………………………………….......6 Purpose…………………………………………………………………………………..……….7 Scope……………………………………………………………………………........................7 Project Deliverables……………………………………………………………………………..8 Goals & Objectives……………………………………………………………………………...9 Cost & Schedule Estimates…………………………………………………………………….9 Stakeholders……………………………………………………………………………………10 Chain of Command…………………………………………………………………………….11 Benefit & Risk Evaluation………………………………………………………....................12 Assumptions & Constraints………………………………………………….........................13 Communication Plan…………………………………………………………………………..13 Sign-Off……………………………………………………………………………………........13 Items Delivered…………………………………………………………………………………………..14 GANTT Chart (Project Schedule) ……………………………………………….......……………......16 Presi.com Presentation………………………………………………………………………………….17 Social Media Marketing Plan……………………………………………………………………………25 Company Overview……………………………………………...……………………………..26 Objectives……………………………………………………………………………................27 Target Audience………………………………………………………………………………...29 Focus Channels………………………………………………………………………………...32 Message Content……………………………………………………………………………….33 Message Strategies…………………………………………………………………………….36 Facebook ……………………………………………………………………………………….36 Twitter……………………………………………………………………………….….………..41 Pinterest………………………………………………………………………………………….45 Putting It All Together…………………………………………………………………………..48 Social Media Management Tools………………………………………………………..……49 Google Analytics…………………………………………………………………………...…...49 Hootsuite………………………………………………………………………………………...50 Tweet Adder 3.0………………………………………………………………………………...51 Action Plan………………………………………………………………………………….…...53 Social Media Calendar…….…………………………………………………………………...56 Evaluate Your Strategy………………………………………………..……………………….58 Glossary………………………………………………………………………………………….59 Facebook…………….….……………………………………………………………..59 Twitter…………….….………………………………………………………………....61 Pinterest……………………………………………………………………………......63 Google Analytics………………………………………………...………..…………...64 Hootsuite………………………………………………………………………………..68 Works Cited………….………………………………………………………………..…………69 SEO Strategy………..………………………….………………………….………………………….…..70 AdWords Strategy………………………….………………………….………………………….……....74 Website………….………………………….………………………….………………………….…..…...76 Nestle Data Analysis………………………….………………………….……………………………….81 Muscle Milk Data Analysis…………………………….……………………….…………………………88
  • 4.   4   Executive Summary The overall objective for the Harmony Nutritionals team was to provide a social media strategy that demonstrates and expresses the company’s values and increases product awareness of their initial smoothie line, as well as provide the client with search engine optimization (SEO) techniques and an initial website site map and design. Since the company is still in the early stages of development, our focus and main goal was to provide the client with the necessary tools to implement a successful social media campaign and website launch. In order to achieve these goals, we divided the objectives into three areas of focus: Social Media Strategies, SEO and AdWords strategy, and Website design. From these focus areas, we created a list of deliverables to be presented to the client each week in the form of six “milestones”. We then allocated the deliverables amongst the group members and set up a Facebook group to support easy communication between each other. The six milestones and their deliverables are as follows: Milestone 1 - (Mar. 14) • Competitive data analysis • Profile of target audiences Milestone 2 - (Mar. 21) • Wireframe drafts • Company presentation on Prezi.com Milestone 3 – (Mar. 28) • Wireframe finals • Social media strategy draft Milestone 4 – (Apr. 4) • Website mockup draft • SEO draft • AdWords strategy draft Milestone 5 – (Apr. 11) • Website mockup final • Final social media strategy • Final SEO strategy • AdWords strategy final Additional Items • Positioning statement • Website coding • Glossary of terms for social media • Create initial company logo With the exception of the extra items delivered at the end of the project, each of the described deliverables was discussed during weekly Skype meetings with the client. All deliverables were uploaded to a shared Google Drive by a previously decided deadline. During the Skype meetings, feedback was given and any concerns were addressed to ensure continuity throughout the process.      
  • 5.   5   Harmony Nutritionals Michigan State University Team Allie Brito – Project Manager email: britoale@msu.edu Laura Ene – Online Marketing Specialist email: enelaura@msu.edu Janelle Ishman – Web Design/Social Media Specialist email: ishmanja@msu.edu Nick Ohler – Online Marketing Specialist email: ohlernic@msu.edu
  • 6.   6   Statement of Work for Harmony Nutritionals Composed for: Nura Wilkinson Project Start Date: 2/28/2013 Project End Date: 4/23/2013
  • 7.   7   Purpose To implement and develop a social media strategy/plan across relevant social media platforms as well as a site map that builds on the brand attributes to position and create awareness around the company and its initial product (Harmony’s Peanut Smoothie).     Scope Upon finalizing the goals and expectations of our client Harmony Nutritionals, we will work with Nura Wilkinson (CEO), and both independently in our areas of expertise and together to coordinate and develop a plan to establish a web presence that reflects the ethical, socially responsible, and health-conscious personality of the brand. We will also focus on the launch of the first company product, the Peanut Smoothie. This plan will be explained in detail through an innovative presentation of the company for the clients review. This presentation will help to ensure our work to represent the company’s values meets the expectations of the client. We will work to provide an interactive platform for the clients’ target audiences to share experiences and ideas with the brand and each other as well as gain knowledge about the company and its initial product, the Peanut Smoothie. In order to provide the most effective branding and messaging strategy, we will create profiles of the companies two target audiences- LOHAS (active adults), and Latin Americans. Based on these profiles, we will be able to develop the best possible SEO strategy as well as a creative and dynamic Social Media marketing strategy that will create a buzz about the company.
  • 8.   8   Project Deliverables From the initial meeting and information provided by the client, we have identified the following deliverables: 1. Innovative and creative presentation including company overview, profile of target markets and competitors. Finished by Mar. 21 2. Company website design and plan: a. Wireframe drafts by Mar. 21 b. Wireframe final by Mar. 28 c. Website markup draft by Apr. 4 d. Website markup final by Apr. 11. Including: content directed towards the target audience, access to social media sites, page focused on first product launch, and company overview page 3. SEO and AdWords draft by Apr. 4, final by Apr. 11 4. Establish presence in multiple social media platforms a. Create specific profiles of target markets and competitors by Mar. 14 b. Research, identify and choose appropriate social media platforms to be presented in a draft due Mar. 28 c. Social media marketing strategy and plan final by Apr. 11                        
  • 9.   9   Goals and Objectives To provide a social media strategy that demonstrates and expresses the companies’ values as well as increasing brand awareness of their initial smoothie line. In addition, our goal is to provide the following: present search engine optimization (SEO) techniques and develop an initial website site map and supply design possibilities. In order to meet these goals, our plan is to provide the requested documents promptly, within the scope of the defined terms, and within budget. While completing the project, the team will uphold standards of communication in order to cultivate a constructive business relationship as well as eliminate miscommunication discrepancies with stakeholders and project director, Dr. Coursaris. To implement these goals, the project will be divided into six milestones with different deliverables per section of the project. Each milestone must to be completed each Thursday in compliance with a weekly meeting with the client. Upon meeting, the client will provide any necessary feedback. Any feedback provided will be immediately addressed and completed for the following meeting. Each milestone has predefined soft deadlines (weekly) but the overall project will require a hard deadline and final completion date of April 23.     Cost and Schedule Estimates In order for the project to be completed by Apr. 23, the team has set six soft deadlines for six different milestones. The following is the breakdown of the six deliverables: Deliverable 1: Due Mar. 14. Requires the team to complete a data analysis of competitor’s social media and finalize the budget Deliverable 2: Due Mar. 21. Requires the team to complete a website wireframe draft as well as present the client with a company overview presentation Deliverable 3: Due Mar. 28. Will require the team to finalize the wireframe for the website and present the social media strategy draft Deliverable 4: Due Apr. 4. Will require the team to provide the website mockup, marketing, AdWords strategy draft, and search engine optimization (SEO) strategy drafts Deliverable 5: Due Apr. 11. Will require the team to provide finalized versions of the marketing, final AdWords strategy and search engine optimization (SEO) strategies
  • 10.   10   At this time, the budget isn’t finalized, but will affect any deliverables of any marketing and search engine optimization strategies. In addition, the budget will affect any advertising on social media or any website content.   Stakeholders Nura Wilkinson – Chief Executive Officer • Main project contact • Will put us into contact with graphic designers • Will have final sign-off Shamsoon Kahn – President and Founder Brad Wilkinson – Founder and Board Member Larry Jones – Founder and Board Member Ahamad Kahn – Chief Operating Officer Dr. Constantinos Coursaris - Professor • Client contact • Supervisor
  • 11.   11   Chain of Command (Responsibility Matrix) Phase Allie Laura Janelle Nick Develop Social Media Profiles for Target Markets P I A A Plan Social Media Strategy P S A I Map Website Structure S A P I Create Website Mockups R A P R Create Company Overview & Marketing Presentation A P I S Build AdWords Account S A R P Develop SEO Strategy S P R A Documentation A R S P P = Primary A = Assigned R = Review Required I = Input Required S = Signature Required
  • 12.   12   Benefit and Risk Evaluation Type of Risk Jeopardy Description of Risk Expectation of Risk (1 to 5) Impact of Risk (1 to 5) Severity of Risk (ex*im) Contingency Plan of Action Project Definition Unclear Objectives Lack of communication regarding deliverables and goals of project. 3 3 9 Communication within the group and a clear understand of all deliverables. Project Planning Spotty Planning Deliverables not met on time, all goals are not met, poor final product. 4 4 12 Have a clear SOW, project objectives, communication between members and company. Project Execution No Control Systems (Project Mngmt) Project manager is not available, communicating, and taking responsibility. 2 4 8 Keep project manager informed, in charge, and up to date. Double check that work is sent on time. Project Execution Unskilled Labor Lack of skills will lead to certain deliverables not being met, missed deadlines, ect. 2 5 10 Clearly define all skills and expertise beforehand to ensure all goals can be met with skills set between members.
  • 13.   13   Assumptions and Constraints We will assume that with all of our skills and experiences combined, we will be able to deliver the best social media, SEO, and website design plans for Harmony Nutritionals. Our combination of social media, online marketing, search engine optimization, and web design experiences will ensure that any and all of the Harmony Nutritionals goals are met and exceeded. A few constraints that may become a problem are the geographic limitations and time differences between our team members and the company. Online communication and Skype will help with these constraints and is definitely something that should be easy to manage.     Communication Plan We have allocated time on Tuesdays/Thursdays 9:00AM-10:00AM and 11:40AM- 12:40PM and also Sundays from 12:00PM-5:00PM specifically to work on our project. We have a Facebook Group that we use as our main form of communication between our four team members. We also use a Google Drive to load and update project documentation. We will have e-mail as another form of communication between our team members and stakeholders. Allie Brito – Project Manager e-mail: britoale@msu.edu Laura Ene e-mail: enelaura@msu.edu Janelle Ishman e-mail: ishmanja@msu.edu Nick Ohler e-mail: ohlernic@msu.edu Sign Off Signature: Allie Brito Date: 2/26/13 Signature: Nick Ohler Date: 2/28/13 Signature: Laura Ene Date: 2/12/13 Signature: Janelle Ishman Date: 2/12/13 Signature: Nura Wilkinson Date: 2/25/13
  • 14.   14   Items Delivered   Milestone 1 Competitor Data Analysis For the competitor’s Data Analysis, the social media strategies on Facebook of two competitors, Nestle Boost and Muscle Milk, were analyzed. The competitors were analyzed based on message strategies, type of post, time and day of the week. This competitor analysis identified strengths and weaknesses of each competitor’s Facebook strategies, which were later used in the formation of the Harmony Nutritionals’ social media plan. Profile of Target Audiences This was presented in the form of an infographic, which can be found at: http://infogr.am/Harmony-Nutritionals--Target-Markets/Budget Develop Logo Used target market and company values to develop a logo for the organization   Milestone 2 Wireframe Drafts Rough drafts of three wireframes for different pages, including Home, About Us, and a Product pages. Also, the sitemap was presented to the client. Company Presentation on Prezi.com Using Prezi.com and the executive summary given to us by the client, we created a dynamic and interesting presentation of the company as requested. This can be used in a unique way to educate the public about the company. It can be found at: http://prezi.com/jz8g9eahjfuc/final-hn-prezi/ Finalized logo After feedback from client, continued to develop logo and made final markups. Milestone 3 Wireframe Finals Presented the client with final wireframes based on feedback from the client. Social Media Strategy Draft Chose three social media platforms and formed an outline in the form of a word document to present to the client  
  • 15.   15   Milestone 4 Website Mockup Draft Created detailed mockup pages using Adobe Photoshop. Color schemes were presented based on the color scheme that fit the client’s wants and values (nature, simple, health). SEO Draft Utilized site linking and keyword research to present lists of potential keywords to the client AdWords Strategy Draft Provided the client with an initial outline of account structure along with initial keyword research Milestone 5 Website Mockup Final Created final mockups based on client feedback. Final Social Media Strategy Presented the client with a final social media strategy for three platforms: Facebook, Twitter, and Pinterest. Also, discussed social media management and tracking tools such as HootSuite and Google Analytics Final SEO Strategy Presented the client with a more polished document of a finished SEO strategy Final AdWords Strategy Presented the client with a finalized AdWords account structure. Included two excel sheets outlining initial campaign keywords along with search data Extra Items Social Media Glossary Added a glossary of terms to the social media strategy, as well as a guide on how to use social media management tools. Website Code The client only requested site mapping and mockups for the deliverable but the team presented code to kick-start development. Logo Development Since the client did not create a logo yet, the team presented a logo to represent the brand. Competitor Data Analysis To develop the social media strategy, the team collected data to analyze competitor’s social media strategy.
  • 16.   16    GANTT Chart (Project Schedule)
  • 25.   25         Social  Media  Marketing  Plan   Harmony  Nutritionals   Alexandra  Brito   Janelle  Ishman  
  • 26.   26     Harmony Nutritionals provides superior tasting, nutritious, ready-to-drink beverages and healthy food items that support good health and quality of life. The focus of Harmony Nutritionals is on the interconnectedness and harmony of the mind, body, and spirit that help us to reach our full human potential. Dedicated to personal development and sustainable living, this values-based company promotes honor, dignity, and harmony through improved health and charitable giving. Harmony Nutritionals believes that the key to improved health is found in simplicity and nature. This conscience with a company operates a profitable business model that gives the company the ability to act in a socially conscious way, providing a good rate of return to our investors while conducting business in a transparent, ethical manner. Harmony Nutritionals offers returns to support a self-sustaining solution to the acute nutritional needs in our own backyard.                               Company  Overview  
  • 27.   27     I. Establish an identity for the company that reflects the personality and values of the brand. First and foremost it is important to discern the key values and characteristics of Harmony Nutritionals before we establish a presence in the social media world. The content from this will be used as a reference for establishing a social media presence on the desired platforms and will define how Harmony Nutritionals interacts with its audience. II. Build and maintain genuine, interactive relationships with the public via selected social media platforms. It is imperative to form genuine relationships with your audience that shows them your values. Consumers today do not want to interact with just another “brand” but rather the values that your brand represents. Constant interaction with your audience via social media will help them to see your company’s heart and soul, building a lasting relationship with established consumers and also increasing your credibility with new consumers. III. Utilize consumer interactions to shape your business to fit the consumer’s needs. Social media can be used as a powerful tool to shape your business based on feedback from your customers. Consistent use of social media “tracking tools” allows you to monitor this feedback and make any necessary alterations ensuring the most accurate representation of your company as possible, at all times. IV.Increase engagement with audience across social media platforms. Since the company is just developing the initial product, it is important to create electronic word of mouth (eWOM) and other marketing techniques that will cultivate the brand. Therefore, after the social media presence is established, we should focus on increasing the engagement or interactions with our intended audience. Each platform has different metrics to track ObjecDves    
  • 28.   28   this engagement. Whether it is the number of followers on Twitter, number of likes, comments and shares on Facebook, or the number of pins on Pinterest. V. Increase website traffic through social media. Your social media strategy should complement and supplement website traffic to quickly and efficiently teach the consumer about the company and the product. Using the various social media tracking tools we can customize your strategy to generate as much traffic to your website via social media as possible.                                                          
  • 29.   29     It is imperative to understand your target audience in order to create the best content, marketing strategies, and action plans for Harmony Nutritionals. Answer the following questions: 1. Who must you reach with your social media efforts to meet your objective? What should you know about them? Why this target group? Target  Audience  
  • 30.   30   2. What should your audience know or believe about your organization? What will resonate with them? What key points do you want to make with your audience? ● Harmony Nutritionals is a values-driven business that promotes good health, quality of life, and harmony amongst people. ● It provides premium, tasty products while encouraging personal development and sustainable living. ● Of the six LOHAS market sectors, “Personal Health” is the primary focus of Harmony Nutritionals. Ac$ve  Lifestyle,   Healthy   Adults(LOHAS   Market)   Primary   Target   30+  years  of  age   Income  range  =  high  to   mid  level   Interested  in  personal   health  and  sustainability   Environmentally   conscious   Describes  an   es$mated  $290  billion   U.S.  marketplace   Hispanic,  Central/ South  American,   Caribbean/West   Indian   Secondary   Target   Significant  consumers   of  peanuts  in  meals,   snacks,  and  drinks   Larger  families,   more  children   As  a  genera$on,   younger  than  non-­‐ hispanics   Culturally  diverse   from  country  to   country   Support  natural,   tradi$onal  healing   prac$ces.    
  • 31.   31   ● It’s initial product, “Peanut Punch” is all natural, ready-to-drink, nutritious, and loaded with essential vitamins and minerals. ● Peanut Punch is made with a small list of ingredients. ● Harmony Nutritionals is a family owned and run business with a conscience and a large sense of global responsibility.                                                                    
  • 32.   32       The Social Media Channels (also referred to as “platforms”) that will help the company meet their objectives and are subsequently suggested for Harmony Nutritionals are Facebook, Twitter, and Pinterest.             Focus  Channels   Facebook   • PURPOSE:  Increase   recogni$on,  increase   social  engagement,   establish  onine  social   network,  searchability.     • METRICS  FOR   SUCCESS:  "Likes",   referrals  from  social   networks,  Comments,   and  Shares.   • Facebook  has  more   than  950  million   Facebook  users  of   which  500  million   people  log  onto  the   social  network  site   daily.   • Most  common  age   demographic  of   Facebook  users  are   between  25  and  34.   Perfect  to  reach  LOHAS   consumers  as  average   age  is  30+     Twi[er   • PURPOSE:  Increase   recogni$on,  increase   engagement,  establish   network,  establish   brand,  searchability.   • METRICS  FOR  SUCCESS:   Followers,  2nd-­‐order   followers  (your   followers  follow  count),   social  capital  (influence   of  $w[er  folowers,   referrals   • Over  200  million  ac$ve   users.   • Over  400  million  Tweets   a  day.     • Use  it  to  market  content   from  your  other  social   media  pla]orms  and  to   market  this  content  to   specific  niches  or  people   with  specific  interests.     • Not  filtered;  every   tweet  gets  seen  by  your   followers.  (As  oppsed  to   Facebook,  where  posts   are  filtered.)   • Allows  you  to  connect   your  message  to  what  is   most  meaningful  to  your   customer  in  real  $me.                                                                                                                                                                                                Pinterest   • PURPOSE:  Increase   recogni$on,  increase   website  traffic,   increase  social   engagement   • METRICS  FOR   SUCCESS:  Repins,   Google  analy$cs,   Google  Alerts   • Designed  like  an   electronic  bulle$n   board  where  people   who  share  interests   can  "pin"  pictures  and   content  for  others  to   follow  and  discover.   • Via  visual  displays  of   the  ini$al  product,   recipes,  links  to  blogs,   and  links  to  the   website,  Harmony   Nutri$onals  can   increase  its  brand   awareness  and   develop  a  following  of   consumers.  
  • 33.   33     In the social media world, content is king. Whether you create content yourself via your website or blog, or you are sharing content from another source, always be sure your company shares and creates content that does the following: I. Exudes quality and credibility Stay genuine and honest with anything you claim or say- consumers can smell a lie from a mile away. Share personal stories or ideas that have a purpose. Share content from credible blogs and organizations that your consumers would enjoy or find useful. As you earn the trust of your audience via quality content, your credibility as a company and social media presence will increase. II. Focuses on the values of your target audience, and of Harmony Nutritionals Your content should primarily focus on values and ideas discussed in the “Target Audience” section of your strategy. Create and share content that resonates with these values and the values of Harmony Nutritionals, as well as utilizes the “Keywords” highlighted in your SEO strategy. Use content that proves Harmony Nutritionals has the audience in mind; their problems are your problems, their interests are your interests. Use social media as an opportunity to show the true personality of Harmony Nutritionals, build trust, and befriend your audience. III. Avoid too much promoting or selling Stay away from selling your product or brand; this comes off too aggressive and transparent. Content with less focus on your product leads consumers to view your company as a living breathing entity, rather than a company selling them their product. Message  Content  
  • 34.   34   Keywords To ensure your SEO (Search Engine Optimization) and social media strategy supplement each other, a specific set of keywords should be used across Harmony Nutritionals’ website, social media sites, and blogs so that when these terms are searched they will result in the Harmony Nutritionals site shown in the search. Health Drinks Fitness Smoothies Ready to Drink Smoothies Healthy Drinks Organic Smoothies All Natural Drinks Health Smoothies Organic Drinks All Natural Smoothies Nutritional Drinks Peanut Smoothies Cane Sugar Based Drinks Nutritional Smoothies Peanut Drinks Cane Sugar Based Smoothies Fitness Drinks Supplement Drinks Protein Health Drinks Content for your secondary target audience: Hispanic, Central/South American, and Caribbean/West Indian people When creating content for your secondary target audience, you will still follow the major guidelines previously discussed. Remember, as with your primary target audience, to focus more on the values of this target audience, and less on selling your product and brand. Since your primary target audience is active adults, and your secondary audience is Latin America (more or less), practice a 2:1 ratio in regards to content of messages for now. Unless you plan on implementing separate social platforms strictly in Spanish, you will have to integrate the values of the Latin American world when you create and share content. I. Create or share content that is bilingual, or in Spanish. • Post pictures with captions in Spanish that lead to your site. • Tweet in Spanish. II. Create or share culturally diverse content, focused on your secondary target audience. • Post pictures of culturally diverse families and places. • Celebrate international holidays or events.
  • 35.   35   • Support international organizations or causes via your social media platforms. • Tweet content that connects your audience to blogs and sites that are based in Spanish speaking countries, or by Spanish speaking people. III. Be aware and sensitive to the difference in cultural norms not only between non-hispanics and Hispanics, but between each Latin American country too. • Research proper terms and words when creating original content. • Emphasize and celebrate the cultural diversity of the Latin American world by including multiple countries and regions.                                                
  • 36.   36     While the overall content of your messages will be similar across your three social media platforms, the messaging strategies for each will vary a bit. Your messaging strategy on each platform will also vary depending on which of your target audience groups you are gearing the message towards. Move forward with each strategy keeping the key points from your “Message Content” in mind. FACEBOOK: Based on our research and our data analysis, the following are examples of types of Facebook posts we recommend for Harmony Nutritionals. 1. Images with text- Posting an image of your product, or something that would appeal to your target audience is an easy way to catch the attention of Facebook users. Remember that content is key; focus on your target audience and their interests. An example of a post for Harmony Nutritionals could be: • “Move It Mondays” - These posts reflect the values of the company as well as the lifestyles of the active adults (primary target market). The post should include engaging photos and a tip or suggestion to get active! Whatever you choose, keep it fun and simple. *Here is an example of how Nestle appeals to their consumers’ interest in health and wellness using a picture and a photo. Message  Strategies  
  • 37.   37   2. Image and URL- Going a step further than simply a picture with an explanation, posting a link for users to follow is a great way to engage your consumer and continue your genuine, interactive relationship with them. • To take the values-driven approach, Harmony Nutritionals could post a photo of anything that might interest their target audience, with a link to a blog or webpage that the photo came from. 3. Video- Post videos that reflect Harmony Nutritionals’ interests such as work out videos, or news stories that cover the humanitarian efforts that interest your company. 4. Poll- Facebook allows its users to create their own polls and post to their pages. This can be useful for not only engaging consumers, but for gathering important information and research for your company. Harmony Nutritionals could use Facebook polls to ask questions like, “What is your favorite Peanut Punch flavor?” or “What is your favorite way to get in touch with your spirituality?” and provide 4 or 5 answers for consumers to engage and feel as if their opinion matters. 5. Brand Awareness- As mentioned previously, brand awareness should be approached very carefully and fewer than other posts, however it is still important so your target audience knows what your company does and what it has to offer. • Each week, Harmony Nutritionals should include one brand awareness post to establish an online personality and brand identity. Theses post should also include links to the company website to increase website traffic. • Post a link to the Prezi presentation of Harmony Nutritionals. • Other promotions include coupon codes etc. 5. Corporate Social Responsibility- As a social and health conscious company, Harmony Nutritionals can utilize this post category to attract active adults by sharing information from organizations that share the same sense of social responsibility as Harmony Nutritionals embodies. • Awareness • Fundraisers
  • 38.   38   *An example of Nestle posting about a cause they support. • Harmony Nutritionals could post a picture with a link to a world hunger organization. 6. Customer Service – Facebook posts that make important apologies or announcements about your company foster an open, honest relationship with your consumers. Be sure to respond immediately if there are any complaints on your Facebook. 7. Engagement- Engaging posts are those meant to encourage a customer to either “like”, “comment” on, or “share” your Facebook post. These are the highest recommended type of Facebook posts for Harmony Nutritionals, especially when paired with pictures, videos, and links. Links that take you to another Facebook page or website are also classified under this category. Engaging posts for Harmony Nutritionals could include links to health and fitness blogs, polls (mentioned earlier), or encouraging a customer to share something personal about themselves. More specific examples include: • “Health Questions” - Theses post will be targeted at engaging users. Since Facebook’s highest traffic occurs mid-week between 1pm-3pm and engagement is 18% higher on Thursday and Fridays (“Top 15”), the question should be ask on Thursday between 1pm - 3pm. • Other questions:
  • 39.   39   o “What is your favorite way to meditate after a long day?” o “Fill in the blank, my favorite way to get protein is___.” • Likes: o “Like if you love peanuts as much as we do!” o “Like if Fridays are your favorite day of the week!” o “Like if eating organic is important to you!” • Directional: o Might not include literal directions, but a picture with a link. A link to your website or another site directs the consumer, and is one way to engage. • Appreciation: o Showing appreciation will often promote more “likes”. o “Thank you to everyone who has supported our company this past year!” • Polls • Photos *Nestle engages their customers by asking questions which encourage comments. Notice how they pair questions with photos. 8. Product Awareness- Just as “brand awareness” should be used sparingly, so should product awareness posts. Promoting Harmony Nutritionals’ products at the right time and carefully are imperative.
  • 40.   40   *Muscle milk not only engages their consumer, but also promotes their brand and product. 9. Seasonal- As Harmony Nutritionals’ target market includes Hispanics; research into holidays celebrated in each target country can benefit the company and help the brand create content that is culturally diverse. A few upcoming holiday post examples that Harmony Nutritionals should consider include: • May 6: No Diet Day is an international holiday that celebrates body shape diversity. An example message for this day might be, Today is International No Diet Day! Let us all celebrate the holiday that encourages us to appreciate the bodies we have regardless of shape and size. “Like” this if you LOVE your body! • May 12: Use engagement techniques that facilitate two-way communication such as “My Mother is __________. Share with us how important your mother is to you! Happy Mothers’ Day” The post could include a photo of a mother and daughter drinking the product together.
  • 41.   41   *This post is not only seasonal, but a great example of how the company links their posts to pages that cater to other languages too. TWITTER: Although the focus in most social media channels is quality over quantity when creating your messaging strategies, the numbers game is most important for Twitter. Gaining followers ultimately gains your company more exposure. Using your quality content to attract as many followers as you can is important for Twitter. Remember too, that for Twitter you are allowed a maximum of 140 characters per Tweet to express yourself. The following are types of tweets we find would be useful for a Harmony Nutritionals’ account, with some examples from already existing Twitter accounts. 1. Basic tweets- A basic tweet for Harmony Nutritionals is a simple way to show off its personality. Remember to stay true to the values of the company. Tweeting an inspirational quote about helping others could be a
  • 42.   42   good reflection of the brand’s values, or simply wishing your followers a great day, or happy holiday of sorts. • Simply saying, “Happy Friday everyone!” can help the consumer see how relatable the company is. • You can also use quotes from your company overview in a simple tweet: “Good morning all! Remember, the key to good health is found in simplicity and nature!” or, “What a beautiful day to find harmony in every aspect of your life!” *Here is an example of a basic Tweet. Short and simple. 2. Links- Twitter is a great way to direct users to your desired destination, or share information you think your users would find interesting. • Post links to health blogs, by doing so they may one day return the favor and blog about your company! • Post links to videos and photos about your company; a picture is worth a thousand words (in any language!). • Post links directly to your company Prezi, webpage, or your Facebook page. • Post links to a poll you have set-up on your Facebook page. • Post about upcoming events or milestones important to your company, with a link to more information about the event. *Keep in mind when posting any link on Twitter how important an eye- catching headline or message that goes with the link can be. It only takes a few seconds for a consumer to decide if they will engage with your message, or move on. Answer a question, solve a problem, predict future trends, declare a new discovery; any of these types of headlines are great ways to engage a consumer. Prompting the user to click on your link all depends on this headline. Some Twitter headline suggestions for Harmony Nutritionals include: • “5 things you never knew about Harmony Nutritionals” • “How peanuts can improve your life” • “How important is protein to you?”
  • 43.   43   *A Tweet linked to an article, with an eye-catching headline. 3. Promotional tweets- Promotional tweets can help increase your engagement with users as they offer something to your audience. Tweeting a coupon code that saves money is a prime example of a promotional tweet. You can also Tweet about important events your company is expecting. *Here is an example of a Promotional Tweet with a link too. Notice how they also use hashtags and mention other Twitter accounts to increase their chances of engagement. 4. Engagement- Encouraging your followers to engage with you by either retweeting, replying, or favoriting your tweets is a great way to interact first hand with your target audience. Ask questions that they would be eager to answer, but that won’t spark negative debates. Encourage your audience to interact with Harmony Nutritionals’ personality in a fun way. Examples of this include: • “If we get 100 retweets by Friday, we will reveal our new product flavor two weeks early!” • “We are taking care of our mind, body, and spirit today! RT if you are too” • “Favorite this tweet if you have tried our Peanut Punch and liked it!” • “Favorite if you’d like to see our product in your city!” • “Happy Earth Day! Tell us how you are doing your part to save our earth!” • “What is your favorite way to grab on-the-go protein?”
  • 44.   44   *This account is encouraging Retweets, without promoting their brand or product; focused on building positive relationships with their followers and prospective followers instead. 5. Responding tweets- Responding to tweets is vital for networking your brand, and for providing exceptional customer service to your consumer. Responding to your target audience might lead to them following or interacting with your company. You may also be responding to someone who is already following your Twitter, and asks a question, or has something to say about your brand (good or bad). Responding to tweets in a quick and positive tone can help build a genuine and credible reputation for Harmony Nutritionals. *Muscle Milk makes sure to respond to many customer Tweets that mention their product every day. Additional Twitter Strategies: Connect with other companies The beauty of Twitter is that it not only allows you to connect with business globally, in real time, but it also allows business to help each other. Harmony Nutritionals can utilize Twitter to connect with its target audience, and connect with influential organizations or companies that can help increase brand and product awareness. • Follow your target distributors or websites and companies that promote values your brand and audience represent. • Retweet tweets from these accounts.
  • 45.   45   • Send a private message, also referred to as a “Direct Message” to organizations, stores, or distributors that interest your company and target audience. *Tip: Never ask for a favor; instead explain how your company can benefit them. Promoting your account or tweets You can pay Twitter to promote your Twitter account locally or globally. You can also pay them to promote specific tweets that will show up next to a users Twitter feed. This is highly recommended as Harmony Nutritionals is just starting out. The beauty of promoted accounts is that you will never pay more than you agree. Simply set a cap on the amount you would like to spend, and Twitter charges you for each follow or retweet until you have hit the set amount. *Whipped Bakeshop promoted their account locally to amplify their Twitter following. PINTEREST: Pinterest is a great way to connect with your target audience, women in particular. Everything you “Pin” on this channel is visually represented so it is important to choose a dynamic and accurate representation of your content. Of the three social media channels we have selected for Harmony Nutritionals, content on Pinterest should be the most product and brand promoted. 1. Pictures- Post pictures of your product, your company logo, your family, your business process etc. There is room for a small caption under these photos, so be sure to use eye-catching, yet simple captions like mentioned earlier. • “The Birth of our Company” • “Harmony Nutritionals bears it all!”
  • 46.   46   2. Quality Content- Your pictures should lead to your company website, your company Prezi presentation, or blogs and websites your target audience would enjoy. More specifically: • Link a picture of your product to your website that shows all of your ingredients. With a caption like, “Harmony Nutritionals gets naked: our full list of ingredients!” • Link a picture of your logo to the “About us” section of your website. • “Flavor Friday” - These posts will be connected from your Facebook platform by it providing a link to your pin with additional information to the recipe provide. Flavor Friday is meant to represent fun and yummy recipes. This could include recipes that use or compliment the drink. It could also have nutritional recipes or specifically target different cultures. For example, a post that targets a different culture could have a photo of a traditional dish and have users guess what culture is associated that traditional dish (e.g. Crepes for French). *A pin with a simple caption which leads to a recipe. • “Workout Wednesday” - The Workout Wednesday Pin will have a visual of a new workout technique, inspirations to get active, or promote active lifestyles. Theses pins can be either created by the company or repined. If created by the company, the pin should eventually direct them to the company website or company blog. If it is on the company website, there should be a separate page than home, product, or about us. 3. Boards- Organize your content into “boards” or categories. Harmony Nutritionals could have the following boards:
  • 47.   47   • “All about Harmony Nutritionals ” board • “Values” board • “Healthy Recipes” board • “Peanuts, peanuts, peanuts” board *Hershey’s Chocolate Pinterest boards.                                                
  • 48.   48                                           PuKng  it  all  together            Post                Tweet      Pin   ObjecDve   • What  is  the  goal  of   this  post?   Audience   • Who  are  we   targe$ng?   Values   • Which  values  are  we   focused  on?   Quality  Content   • What  does  this   message  say?  What   is  the  purpose?   Messaging   Strategy/Timing   • What  type  of   message?  When  will   it  be  published?  
  • 49.   49       All of this information on content and different channels can be overwhelming; especially to a business that is just getting their feet wet in the social media world. For this reason, there are management and tracking tools to help you simplify and integrate your social media strategies, as well as track the success and effectiveness of your efforts. We have chosen a few to help get you started, but as you move forward as a business you may add more, or find others that you like better. 1. Google Analytics Google analytics helps you analyze and track multiple parts of your social media marketing efforts, as well as the success of your webpage. • It gives you quantifiable, measurable reports on your selected social media platforms to gauge your social media strategy’s success. • Shows you which platforms are engaging more consumers. • Shows you which platforms are directing consumers to your webpage. • Shows a list of keywords that your target audience is using most. o Which keywords are working, and which are not? • Which areas of your webpage are easiest to access, or being accessed most from searches. • Allows you to see how users are interacting with each of your platforms. o Ex: Likes, comments, or shares on Facebook o Ex: Retweets or mentions on Twitter o Ex: Pins or re-pins on Pinterest. Social  Media  Management  Tools  
  • 50.   50   All of the features offered by Google Analytics will help Harmony Nutritionals allocate time and effort more efficiently by showing which social media channels need improvement and in what areas. 2. HootSuite HootSuite is a social media tool that allows you to manage all of your selected platforms in one place called the “HootSuite Dashboard”. Your personal dashboard is organized into basic “default” streams at first, but these can be customized. You can customize streams by searches or keywords to see who is talking about your company, or who is talking about keywords your company is interested in. The other functions that HootSuite provides include: • Sending the same message across all your social media channels.
  • 51.   51   • Easily finding who “mentions” you on Twitter, for quick response or follow back. • Schedule messages to be sent at specific times. o Across all your channels, or just one if you prefer. o Great to reach people in different time zones (Latin America, etc.) • Shortening links that are too long to fit into Twitter. You do so by copy and pasting the link into the “shrink” box, below the message box. o Using the link shortening tools also allows you to track how many people click on the link, and where they are from. These are the basic functions of the free version of HootSuite. There is a “pro” HootSuite ($9.99/month) that is provides more detailed analytics with mention and retweet reports. This version is not recommended yet as Harmony Nutritionals is just starting out, however you may want to consider using HootSuite Pro in the future for research and development purposes. 3. Tweet Adder 3.0 An excellent Twitter marketing management tool to help increase the reach of your company. Tweet adder is designed for Twitter users to manage your Twitter to the best of your abilities. Something to remember about Tweet Adder is that it was made with the philosophy that one should never have a huge ratio of followers to people followed. This can be seen as an
  • 52.   52   untrustworthy account, thus Tweet Adder is great at keeping you informed at this ratio. Features of Tweet Adder include: • Targeted Twitter searches o Search keywords not only in Tweets but in profiles and usernames. o Finds these people and suggests you follow them. • Auto Follow- Tweet Adder will automatically follow people who fit your requirements (selected in the settings portion). • Auto Follow-Back- Set your settings to automatically follow back those who follow you. • Auto Unfollow- Set your Tweet Adder to unfollow anyone who doesn’t follow you back in a number of days. Or it will unfollow those users that it does not find useful for your Twitter based on your settings. o This is a feature that ensures you do not have too large of a followers to followed ratio. • Auto Tweet- Set a number of Tweets to be sent out at random times, or specified times throughout the day. • Auto Message- Send an automated private, direct message that thanks users for following you. o Ex: “Thanks for the follow! Find out more about Harmony Nutritionals by visiting our website at _______”
  • 53.   53   *Tweet Adder’s Easy-to-use screen   Below you will find a basic action plan for each platform. The “Action Type” is essentially a goal, while the “Action Details” and “Means” are the key to achieving these goals. The “Metrics and Tracking” sections are your indicators of whether or not you are achieving said goals. Facebook 3 - 4 Hours/ week     Action Type Priority Level Action Details Frequency Metrics/ Tracking Time/Week Means Create Company Page on platform 1 Add company details while ensuring consistent information across SNS platforms and website. Ongoing % Page completed 1hr Facebook platform Increase “Like” Count on Company Page 1 Produce and post interactive content Ongoing # of Likes of company profile 1hr Facebook HootSuite Post Content 1 Develop online presence by posting content that reflects company values as well as topics important to target market 1-2 post/day % Impression % Feedback CTR 1hr Facebook HootSuite Build and maintain relationships 1 Establish relationships with the consumers by liking, commenting, and responding to posts. Ongoing % Feedback, Business response time 30 minutes Facebook HootSuite Expand Reach 2 Cultivate message strategy to target other markets and analyze message reach data to focus on different languages and locations Ongoing Reach Demographic and Location Metrics 30 minutes Facebook “Like” Fan pages (or competitors) 3 Search for relevant pages to receive updates on consumers likes and dislikes. Also, develop an understanding of competitors’ techniques. Like / week # Likes 10 minutes Facebook Search   AcDon  Plan  
  • 54.   54   Twitter 2-3 Hours/Week Action Type Priority Level Action Details Frequency Metrics/ Tracking Time/Week Means Create Account 1 Add company details (in overview), ensure consistency across all platforms. One time- initial creation. % Page completed 1hr Twitter platform Increase Follower count 1 Utilize social media management tools to increase # of important followers. Ongoing # Followers #Relevent Followers %Increase 30 min Twitter Platform, TweetAdder 3.0 Follow Users Follow Backs 1 Search for and follow relevant users according to their profile Ongoing #Following Follwer:Following Ration 20 mins Twitter Platform, TweedAdder 3.0 Tweet 1 Tweet content types discussed 3-5 tweet/day #Clicks #Retweets & Replies 40 mins Twitter Platform, HootSuite Community Engagement and Management 2 Retweet other users’ content, Reply to users who engage with you, comment on tweets related to company key words, phrases, and industries. Ongoing Search.Twitter.com, HootSuite, Twitter Stream                        
  • 55.   55       Pinterest 2-3 hour / week   Action Type Priority Level Action Details Frequency Metrics/ Tracking Time/Week Means Create a business account 1 Start and develop Pinterest page for business (connect website to pins and add button on website) Ongoing % Page completed 1hr Pinterest platform Understand audience through research tools 1 To understand consumer’s interest, begin following many of consumers to understand what is most important to them through Pinterest Web Analytics 2 follow / week # Followers Most repinned 30 min Pinterest platform Authentically showcase brand 1 Draw attention to brand and invest in shaping brand presence through visual pins 1 new pin / week Repins # Followers # Comments 1 hr Pinterest platform Increase website traffic (vice versa) 1 On pins posted provide link to website and on the company website provide link to boards on Pinterest Ongoing CTR ( Click through rate) 1hr Pinterest platform Google Analytics Website                        
  • 56.   56       Based on the data analysis reports of competitors, and additional research and development, we have provided you with a social media calendar. This calendar represents a guideline of what Harmony Nutritionals should post in May 2013 in order to meet the goals listed as “action types” in the “action plans” portion presented earlier in your social media plan. • 1 - 2 posts per day on Facebook, 3-5 tweets each day on Twitter, and 1-2 pins per week on Pinterest. • Post mid-week or weekends. • Post early mornings; many people check social media minutes after waking up. • Also consider time-zone differences when posting content; this can be managed using HootSuite.                                     Social  Media  Calendar  
  • 57.   57     May 2013 Social Media Strategy Post are color codes: Facebook, Twitter, Pinterest     Monday   Tuesday   Wednesd ay   Thursday   Friday   Saturday   Sunday   Week  1   29   8am-­‐8pm:   3-­‐5  Tweets     30   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   1   8am:   “Workout   Wednesday”   Pin   8am-­‐8pm:   3-­‐5  Tweets       2   8am   Brand  Awareness   Post   1pm   Health  Question   8am-­‐8pm:   3-­‐5  Tweets       3   8am:   Flavor  Friday   2:00  pm:   Flavor  Friday   8am-­‐8pm:   3-­‐5  Tweets     4   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   5   8am-­‐8pm:   3-­‐5  Tweets     Week  2   6   8am   “Move  It  Monday”   1pm   No  Diet  Day     8am-­‐8pm:   3-­‐5  Tweets     7   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite     8   8am:   “Workout   Wednesday”   Pin   8am-­‐8pm:   3-­‐5  Tweets     9   8am   Brand  Awareness   Post   1pm   Health  Question   8am-­‐8pm:   3-­‐5  Tweets     10   8am:   Flavor  Friday   2:00  pm:   Flavor  Friday   8am-­‐8pm:   3-­‐5  Tweets     11   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   12   8am:   Mother’s  Day   Post   8am-­‐8pm:   3-­‐5  Tweets     Week  3   13   8am   “Move  It  Monday”   1pm   “Like”  or  “Share”   post     8am-­‐8pm:   3-­‐5  Tweets     14   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   15   8am:   “Workout   Wednesday”   Pin   8am-­‐8pm:   3-­‐5  Tweets     16   8am   Brand  Awareness   Post   1pm   Health  Question   8am-­‐8pm:   3-­‐5  Tweets     17   8am:   Flavor  Friday   2:00  pm:   Flavor  Friday   8am-­‐8pm:   3-­‐5  Tweets     18   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   19   8am-­‐8pm:   3-­‐5  Tweets     Week  4   20   8am   “Move  It  Monday”   1pm   “Like”  or  “Share”   post   8am-­‐8pm:   3-­‐5  Tweets       21   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   22   8am:   “Workout   Wednesday”   Pin   8am-­‐8pm:   3-­‐5  Tweets     23   8am   Brand  Awareness   Post   1pm   Health  Question   8am-­‐8pm:   3-­‐5  Tweets     24   8am:   Flavor  Friday   2:00  pm:   Flavor  Friday   8am-­‐8pm:   3-­‐5  Tweets     25   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   26   8am-­‐8pm:   3-­‐5  Tweets     Week  5   27   8am   “Move  It  Monday”   1pm   “Like”  or  “Share”   post  post     8am-­‐8pm:   3-­‐5  Tweets     28   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   29   8am:   “Workout   Wednesday”   Pin   8am-­‐8pm:   3-­‐5  Tweets     30   8am   Brand  Awareness   Post   1pm   Health  Question   8am-­‐8pm:   3-­‐5  Tweets     31   8am:   Flavor  Friday   2:00  pm:   Flavor  Friday   8am-­‐8pm:   3-­‐5  Tweets     1   8am-­‐8pm:   3-­‐5  Tweets,   Use  Tweet   Adder  &   HootSuite   2  
  • 58.   58       Once a strategy is in place, it is important to understand if it is meeting your objectives; is it producing positive feedback, increasing brand awareness, fostering interaction between consumer and company, etc? There is no single measurement of success for social media, thus the strategy must constantly be adapted to meet consumers’ desires. With that said, the benchmarks and goals of the company must adapt as well. The goals of the social media channels should be measurable, achievable and realistic. For example, it is unrealistic to expect a certain percentage of sales based on social media interaction and website traffic but having a goal to get a certain percentage (or number) of new followers in a given timeframe is achievable and realistic. Start with small goals, and work your way up. Set new goals for each week, or each month in terms of the metrics highlighted earlier for each channel. Although having a specific number of followers, “likes” or “pins” is something to celebrate, remember that in general it is more important to create relationships than numerical values at this stage. Harmony Nutritionals should evaluate the impact the company is having on their consumers, and make necessary adjustments by using the social media management and tracking tools we have discussed. These tools will ensure the highest degree of customer satisfaction and company success now, and in the future.               EvaluaDng  your  strategy  
  • 59.   59     Below you will find any of the terms you may have come across that you were not familiar with. You will also find any terms you may encounter in the future that will be useful to know. Note that the glossaries for both HootSuite and Tweet Adder are smaller as most of the terms used in these applications are from your social media platforms. The Facebook Glossary Application (or App)- A customizable, limited-used computer program that can be downloaded from a web page rather than being physically installed on a computer. Can be added to a Page, Profile, or Group to increase effectiveness and desirability by adding more features and functionalities. Blog (or Web log)- An online journal/diary that is typically written by a single author. Can be made public or private. Blogs usually contain commentary on the author’s personal life, favorite subjects, or current events. They may include multimedia elements such as pictures, videos, songs, or links to other websites. Can also be used as a verb, i.e., “Many Facebook members ‘blog’ about their daily lives to keep their friends informed.” Chat- A Facebook feature that allows members to have real-time, text-based conversations with other members who are also logged in to Facebook. Fan- A Facebook member who has opted to be added to a database of other members who appreciate the contents of the page (or the person/product/company that it represents). Filter- A Facebook feature that allows members to search through their friends, photos, and other items by distinct, customizable categories. Friend- A Facebook member who has opted to be linked to another person’s Profile, adding them to that person’s social circle and giving them more in-depth access to that person’s information. A “friend” invitation must be extended and accepted before information is shared. Can also be used as a verb, i.e., “If you ‘friend’ me on Facebook, I can share photos of my family with you.” You can also “defriend” someone at any time. This action removes that person from your list of friends as well as your News Feed. Depending on your privacy settings, this action also limits a person’s ability to communicate or share information with you. Glossary  
  • 60.   60   Group- A Facebook page that serves as a central online gathering place for Facebook members who opt to join because they share similar interests or causes. These are different than Pages and Profiles. Inbox- Like other online email systems, this is the location within Facebook where members can read and respond to email sent to them from other members. Like- A feature that allows a Facebook member to publicly appreciate a comment, post, video, picture, or other multimedia item shared by other members. A “like” appears as a “thumbs-up” icon directly beneath the shared item. Member- A person who has opted to join and participate within a Facebook Group. The person’s Profile is linked to the Facebook Group, giving them real-time updates on the Group’s activity. News Feed- A customizable, personalized list of activities occurring within a Facebook member’s social circle. This information is sequenced chronologically and updated in real-time, giving individual Facebook members an up-to-date summary of what their friends and Groups opt to share. Page- A Facebook site created by a representative or collective group (rather than an individual) to share information and communicate directly with fans. These are typically used by artists, musical groups, celebrities, businesses, and brands. Although Facebook members can post messages on the Page’s Wall, only the official administrator can create or edit the information. A Page is not the same as a Profile. Post- To share information or a multimedia element within your social circle. Can also be used as a noun, i.e., “I am going to post photos from my trip to Facebook.” Profile- A Facebook site created by an individual who opts to share information and multimedia elements (such as pictures and videos) and communicate with other Facebook members. These are created by individual people and display personal information (such as hometown, education, favorite activities, and contact information) that the member opts to share with others. A Profile is not the same as a Page. Share- This function allows a Facebook member to host something they have found online (i.e., news article, photograph, YouTube video, or even another Facebook member’s post) on their personal Wall. Status- Brief, text-based updates that Facebook members can create and share. These typically are used to inform friends of current whereabouts, activities, or thoughts. Once posted, they will appear in the News Feed of the people within a member’s social circle. However, customizable privacy settings can control who can view these updates. Tabs- Links to different sections of a Page or Profile that are accessible on the main page. These are located directly beneath the main Profile picture.
  • 61.   61   Tag- A Facebook feature that allows members to publicly identify the names of other members included in or related to a multimedia element (such as a photo or video). These can also be used as links to an individual person’s Profile. Unlike- A Facebook member can remove his or her “Like” indicator from a comment or post; this action is referred to as “unliking” something. Wall- The location where members post information or messages directly to an individual’s Page or Profile. This information is public and viewable by all members of Facebook. http://www.oattravel.com/Community/Facebook/Facebook-Glossary.aspx The Twitter Glossary @- The @ sign is used to call out usernames in Tweets, like this: Hello @Twitter! When a username is preceded by the @ sign, it becomes a link to a Twitter profile. See also Replies and Mentions. Activity- Lives in the "Connect" tab. Activity is a real-time dashboard to view what the people you're following are up to on Twitter. You can view Tweets they've favorited and discover other good content on Twitter. Bio - A short personal description of 160 characters or fewer used to define who you are on Twitter. Direct Message- Also called a DM and most recently called simply a "message," these Tweets are private between the sender and recipient. Tweets sent over SMS become DMs when they begin with "d username" to specify who the message is for. Favorite- To favorite a Tweet means to mark it as one of your favorites by clicking the yellow star next to the message. FF- #FF stands for "Follow Friday." Twitter users often suggest who others should follow on Fridays by tweeting with the hashtag #FF. Follow- To follow someone on Twitter is to subscribe to their Tweets or updates on the site. Follow Count- The numbers that reflect how many people you follow, and how many people follow you. Found on your Twitter Profile. Follower- A follower is another Twitter user who has followed you.
  • 62.   62   Following- Your following number reflects the quantity of other Twitter users you have chosen to follow on the site. Handle- A user's "Twitter handle" is the username they have selected and the accompanying URL, like so: http://Twitter.com/username Hashtag- The # symbol is used to mark keywords or topics in a Tweet. It was created organically by Twitter users. Mention- Mentioning another user in your Tweet by including the @ sign followed directly by their username is called a "mention". Also refers to Tweets in which your username was included. Name- A name that can be different from your username and is used to locate you on Twitter. Must be 20-characters or fewer. Profile- A Twitter page displaying information about a user, as well as all the Tweets they have posted from their account. Profile Picture- The personal image uploaded to your Twitter profile in the Settings tab of your account Promoted Tweets- Tweets that selected businesses have paid to promote at the top of search results on Twitter Reply- A Tweet posted in reply to another user's message, usually posted by clicking the "reply" button next to their Tweet in your timeline. Always begins with @username. Retweet (noun)- A Tweet by another user, forwarded to you by someone you follow. Often used to spread news or share valuable findings on Twitter. Retweet (verb)- To retweet, retweeting, retweeted. The act of forwarding another user's Tweet to all of your followers. users manually retweet a message. See also Retweet. Third-Party Application- A third-party application is a product created by a company other than Twitter and used to access Tweets and other Twitter data. Timeline- A real-time list of Tweets on Twitter. See also Home Timeline. Timestamp- A note displaying when a Tweet was posted to Twitter. Can be found in grey text directly below any Tweet. Is also a link to that Tweet's own URL. TL- Short for "Timeline." See also Timeline and Home Timeline. Tweet (verb)- Tweet, tweeting, tweeted. The act of posting a message, often called a "Tweet", on Twitter.
  • 63.   63   Tweet (noun)- A message posted via Twitter containing 140 characters or fewer. Tweet Button - A button anyone can add to their website. Clicking this button allows Twitter users to post a Tweet with a link to that site. Tweeter- An account holder on Twitter who posts and reads Tweets. Also known as Twitterers. Twitter- An information network made up of 140-character messages from all over the world. Twitterer- An account holder on Twitter who posts and reads Tweets. Also known as "Twitter user". Unfollow-To cease following another Twitter user. Their Tweets no longer show up in your home timeline. URL Shortener- URL shorteners are used to turn long URLs into shorter URLs. Shortening services can be found online. Username- Also known as a Twitter handle. Must be unique and contain fewer than 15 characters. Is used to identify you on Twitter for replies and mentions. Verification- A process whereby a user's Twitter account is stamped to show that a legitimate source is authoring the account's Tweets. Sometimes used for accounts who experience identity confusion on Twitter. Who to Follow- Who to Follow can be found in the Discover tab. Here, you should see a few recommendations of accounts Twitter thinks you might find interesting. These are based on the types of accounts you’re already following and who those people follow. https://support.Twitter.com/articles/166337-the-Twitter-glossary# The Pinterest Glossary Pins – Pins are images from around the web or those uploaded from your PC that are then added to Pinterest. Boards – Boards are collections of pins. Just like a noticeboard in your office, it can have lots of Pins attached to them. Boards are sorted into subjects like architecture, cars, weddings, interiors or brands.
  • 64.   64   Repin – To repin on Pinterest is to copy a Pin to a different board, such as one you have created yourself, you could move a lovely plant from a board called ‘Green things’ to your own board called ‘For my garden’. Like – You also have the option to “like” a pin. When you “like” an image it is added to the Likes section of your profile, but is not added to one of your boards or shared with your followers. Pinner – A pinner is a user of Pinterest. Follow a pinner – On a user’s profile you can either follow just one of that Pinner’s boards by clicking the “follow” button at the bottom of the board. Or if you’d like to follow everything a user pins, click the “follow all” button under their profile picture. Mention a pinner – Just like Twitter, you can mention fellow Pinterest users in the comments of your pins by using the @ symbol and the username of the pinner you want to mention. http://calumbrannan.com/2012/03/pinterest-glossary/ The Google Analytics Glossary Alerts- A Google Analytics Alert is a notification of a change in your data. Alerts are beneficial because they draw your attention to program abnormalities you otherwise may have overlooked. Benchmarking- The Google Analytics service gives users a view into how their Website is performing in comparison to other Websites of similar size. Benchmarking allows you to compare your site's Analytics data, including visits, page views, bounce rate, average time on site and other metrics against data from other participating Websites. Bounce Rate-The percentage of visits in which the visitor only views one page of your Website before leaving is known as the Bounce Rate. With Bounce Rate information, you can analyze the quality of user visits. A high Bounce Rate often indicates that your pages are not relevant to what your visitors are looking for. You can lower your bounce rate by generating better targeted ads and Landing Pages, as well as creating quality content that will engage visitors and draw them into your Website. Click-The single instance of a user following a hyperlink to another page or to initiate an action. Conversion-This is what occurs when a goal is completed. Conversions happen when a visitor comes to your site and completes a desired goal or action. Completing a
  • 65.   65   purchase and submitting a contact form are both examples of goals. Google Analytics allows you to create customized goals so you can measure user actions that are important to your Website. Cost Data-The information imported from a Google AdWords account into an Analytics account. Custom Reporting-Google Analytics offers the option to create custom reports based on the metrics and dimensions you choose. Custom reports present the information you selected, organized in a way that works for you. Once you create a custom report, it will be available to you each time you login. Direct Traffic-Visits to your site where the user types your URL into their browser's address bar or when a visitor uses a bookmark to get to your Website. It is important to know where your Website traffic is coming from so you can understand which marketing endeavors are working for you. Direct traffic illustrates how many of your visitors know your brand and Website URL. These visitors did not find your Website on search engines or on another site. They came directly to your Website. Ecommerce- The purchasing or selling of products or services over the Internet. Exact Match- One of the three different match types that Google Analytics defines to identify a URL for either a goal or a funnel. An exact match is a match on every character in your search string from beginning to end. Example: if you set your exact match URI to "/page1" then only the "/page1" string will be included. "/page12345" would not and "2/page1" would also not be included. Filter- A guideline that includes or excludes specific data from reports. You can use filters to carry out actions like eliminating internal traffic from reports or to only include traffic to a specific subdomain. Funnels- Series of steps a visitor completes to reach an end goal. Google Analytics allows you to indicate up to ten pages in each funnel definition. Creating funnels can show you where visitors abandon the process during the path to conversion. Goal- A measure of something you want to track in Google Analytics that you define as a success. Goals must relate to a quantifiable action that your Website's visitors take, such as product purchases, newsletter sign ups, or downloads. Goals are set up in Google Analytics to track conversions. Goal Conversion Rate- The percentage of visits on a site where the visitor completes a goal or completes a conversion. Google Analytics- Free service offering a simple way to track metrics on your Website with the addition of a small snippet of code placed on all pages of your Website. Google Analytics allows you to see how visitors found your site, what pages they visited, how
  • 66.   66   long they stayed on your site, among many other facts and figures. Properly understanding and interpreting the data available through Google Analytics will allow you to improve your Website, increase your conversions and increase your Website's effectiveness. Head Match- One of the three different match types that Google Analytics defines to identify a URL for either a goal or a funnel. Matches the characters you specify as the beginning of a string including all strings that end with characters in addition to what you have specified. Example: if you set your head match URI to be "/page1", then "/page12345" will also be included because the beginning of the string is identical. Impression- The display of a referral link or advertisement on a web page. Include- A type of filter that matches a text string or regular expression against incoming data, and keeps only those hits that match. Keywords- These are the words that visitors use to find your Website when using a search engine. Google Analytics provides a list of keywords that have been searched by users who find your Website. This information shows you what searchers are actually looking for when they find your Website. This also allows you to discover potential new keywords to target. Landing Page- The first page a visitor views during a session; also known as the entrance page. Loyalty- A measure of visitor behavior. A visitor's loyalty is illustrated by the amount of times they return to your Website in a specified time period. Loyal visitors are typically highly engaged with your Website and your brand. Low customer loyalty often illustrates the need for new content and regular updates to a Website. Match Type- Defines how Google Analytics identifies a URL to include or exclude for goals and funnels. The three available match types include head match, exact match and regular expression match. New Visitors- Internet users who have not previously or recently visited your site are considered new visitors. If cookies on a previous visitor's computer have expired or if they have deleted their cookies, these visitors will also register as new visitors. Google Analytics lets you see how many new visitors you have so you can fine-tune your Website to increase repeat visits as well as increase the number of new visitors. Organic Traffic- Visitors who come to your Website from unpaid organic or natural search engine results. Paid Traffic- This consists of visitors who come to your Website from Google AdWords ads, paid search engine keywords and other online paid ad campaigns. When investing
  • 67.   67   in an online PPC or other advertising campaign, this data will show you how effective your paid online marketing program is. Page View- The amount of times visitors arrive on individual pages of your Website. If a user reloads a page, that action will be counted as an additional page view. If a visitor navigates to a different page and then returns to the original page, a second Page View will be recorded as well. Page views allow you to see which pages on your site are the most popular. Referring Sites- Other Websites that refer or send visitors to your Website are called referring sites. Knowing where your traffic is coming from is an easy way to increase your ROI. You can focus more resources on sites that are referring more traffic, or re- evaluate your campaigns on sites that are not driving much traffic. Returning Visitor- A returning visitor is a user who has been to your Website and has come back. When visitors return to a Website, it demonstrates that the Website is of interest to them. Search Engines- Online tools that allow you to find specific Web pages by using a keyword search query. The three main search engines are Google, Yahoo, and Bing. Google Analytics segments your traffic data so you can see which search engines are driving traffic to your Website, and how much traffic each search engine is generating. Google Analytics allows you to separate this data into paid and non-paid results. Time on Site- The average length of time a visitor spends accessing your site within a specified time period. You can use this data to measure the effectiveness and quality of your Website. The longer visitors spend on your site, the more informative and interactive your site is. Top Exit Pages- The pages on your Website that visitors leave from. In Google Analytics, these pages are listed in order from those the most visitors exited your site to those pages that visitors least exited your site. Take into consideration the content of the exit page when deciding on a course of action. If people are leaving your site from a Thank You page, there is no need for worry. If one of your Top Exit Pages is another page on your site, you want to investigate why your visitors are leaving from this page. Top Landing Pages- The first pages that users land on, or come to when entering your Website. Within Google Analytics, these pages are listed in order of most visited to least visited. This data is important because it allows you to see which pages are attracting visitors. Tracking Code- A small snippet of code that is inserted into the body of an HTML page. The tracking code captures information about visits to a page. Traffic- The total number of visits to your Website. Within Google Analytics, traffic can be divided into multiple categories including, direct, organic and paid.
  • 68.   68   Traffic Sources- Where your traffic is coming from. Google Analytics includes information on which sites your visitors are coming to your Website from as well as what keywords they are using to get to your Website. Unique Visitor- The number of individual (non-duplicate) visitors to a site over the course of a specific time period. This data is determined by cookies that are stored in visitor browsers. Uniform Resource Locator (URL)- The address of your Website (i.e. www.mycompany.com) Visitor- The person who goes to a Website. The "Visitor" section of Google Analytics offers data and reports concerning the behavior of the visitors that frequent your Website. Visitor Session- The time a visitor spends on a Website. The longer a visitor stays on your Website, the more relevant it appears to search engines. To increase the amount of time visitors stay on your site, it is important to present informative content, easy to use navigation, and up to date information on your brand, products and services. Visits- The amount of times your Website is accessed. This data allows you to see how effectively your Website is being promoted. Watching the trends in your visits allows you to analyze which aspects of your online marketing are working. http://www.epower.com/google-analytics-glossary.php The HootSuite Glossary Ow.ly link - A shortened URL link created in HootSuite to shorten the length of a message. This enables users to create more content on Twitter or other sites that have a limited number of characters per message. Publisher - A section of HootSuite that enables a user to edit, approve and delete scheduled messages, view past and present scheduled message, add RSS feeds, and change time zone. Stream - A stream are information feeds on HootSuite. Streams can be useful to track mentions on Twitter, direct messages, tweets, etc.    
  • 69.   69         Raines, Jody. "WebMarCom Blog: Focus on Web Marketing Communications." How To Use Pinterest For Social Media Marketing. N.p., n.d. Web. 26 Mar. 2013. <http://www.webmarcom.net/blog/bid/75152/How-To-Use-Pinterest-For-Social- Media-Marketing>. "Top 15 Valuable Facebook Statistics." Zephoria Inc. N.p., n.d. Web. 26 Mar. 2013. <http://zephoria.com/social-media/top-15-valuable-facebook-statistics/>. http://blog.HootSuite.com/mentions-analytics/ http://www.tweetadder.com/Twitter-profile-settings-window http://www.business2community.com/online-marketing/10-ways-google-analytics-can- help-you-grow-your-business-0458944 http://www.jeffbullas.com/2011/06/27/how-to-create-a-Twitter-marketing-strategy-that- rocks/ http://www.jeffbullas.com/2011/10/06/37-ways-to-use-Twitter-for- business/#CT4wE0W1uw0Fqtp1.99 https://support.Twitter.com/articles/166337-the-Twitter-glossary# http://www.oattravel.com/Community/Facebook/Facebook-Glossary.aspx http://calumbrannan.com/2012/03/pinterest-glossary/ http://www.epower.com/google-analytics-glossary.php http://www.cdc.gov/healthcommunication/Audience/AudienceInsight_CulturalInsights.pdf Works  Cited  
  • 70.   70   Harmony Nutritionals - SEO Strategy Guide Implementing an SEO strategy to Harmony Nutritionals marketing and social media plan will ensure that the company website is ranked highly on search engine listings. When health drink consumers search for relative key terms the goal is to have Harmony Nutritionals website show up above the “first page fold” of results. Keywords A specific set of keywords will be used across Harmony Nutritionals’ website, social media sites, and blogs so that when these terms are searched they will result in the Harmony Nutritionals site shown in the search. A great resource to use is the Google Adwords free Keyword Tool. With this tool you can search certain keywords related to your brand and see how much traffic and search volume happens around certain words and phrases. Sample Keyword List: Health Drinks Fitness Smoothies Ready to Drink Smoothies Healthy Drinks Organic Smoothies All Natural Drinks Health Smoothies Organic Drinks All Natural Smoothies Nutritional Drinks Peanut Smoothies Cane Sugar Based Drinks Nutritional Smoothies Peanut Drinks Cane Sugar Based Smoothies Healthy Meal Replacement Shakes Protein Meal Replacement Meal Replacement Drinks Fitness Drinks Supplement Drinks Protein Health Drinks *Can add “almond” to any of the above in place of “peanut” Site Linking The way that SEO works, search-engine crawlers or “spiders” search through websites and determine how popular a link is. The more sites that link back to Harmony Nutritionals, the more important the site will become to these crawlers. Ways to Increase Linkage: • Post press releases on Harmony Nutritionals’ products to sites like: Digg.com, Reddit, PRNewsWire, and others. • Create blogs on Wordpress, Tumblr, Blogger, ect. that are nutrition, fitness, and health based so that they can be linked back to the Harmony Nutritionals website. • Create multiple pages on the Harmony Nutritionals website that link within each other, and to other websites. The more traffic in and out of the website, the better ranking it will receive.
  • 71.   71   Social Media The Social Media Marketing plan for Harmony Nutritionals will also play a big role in how well SEO rankings go. In-bound links from social media sites back to the Harmony Nutritionals site will create more traffic and action. • Twitter: Interesting facts, updates, news, blog posts, press releases etc. should always be sent out in a link. Use relative keyword hashtags to relate Harmony Nutritionals to those specific words/phrases. • Facebook: Include links to related Harmony Nutritionals sites and posts.   Terms to Know: ü Search Engine: Computer function that searches data available on the Internet using keywords or other specific terms or programs containing functions. ü HTML: Abbreviation for Hypertext Markup Language, a language used to describe web page documents, denotes the basic elements of a web page. ü Head Tag: Indicates the header in an HTML document, content of this element is not displayed in browser but used during the search engine process. ü Search Query: Single or multiple terms that are input by the user when performing a search on search engines. ü Blog - A part of your website where you should regularly publish content (e.g. commentary on industry/company topics, descriptions of events, photos, videos, etc.). Each blog post on your website is a new page that a search engine sees, and therefore a new opportunity to get found online. ü CSS (Cascading Style Sheets) - The part of your code that defines how different elements of your site look (examples: headers, links). ü Domain - The main web address of your site (example: www.yoursite.com). It's good to renew ownership of your domain for several years. Search engine rankings favor websites with longer registrations because it shows commitment. ü The Fold - The “fold” is the point on your website where the page gets cut off by the bottom of a user’s monitor or browser window. Anything below the fold can be scrolled to, but isn’t seen right away. Search engines place some priority on content above the fold, since it will be seen right away by new visitors. Having too many ads above the fold can be seen as a negative issue, too. ü Inbound Link - A link from one site into another. A link from another site will improve your SEO, especially if that site has a high PageRank. ü Keyword - A word that a user enters in search. Each web page should be optimized with the goal of drawing in visitors who have searched specific keywords. ü Link Building - The activity and process of getting more inbound links to your website for improved search engine rankings. ü Long Tail Keyword - An uncommon or infrequently searched keyword, typically with two or more words in the phrase. Small businesses should consider targeting long tail keywords, as they are lower difficulty and often have more qualified searchers. Common keywords such as 'software' are more competitive, and very hard to rank high for them in search.  
  • 72.   72   Basic Components of a Google Adwords   The basic components of a Google Adwords ad are simple to understand yet making sure that you implement the correct keywords, calls to action, and message to the consumer is key to getting results. Components Headline: the main attraction of your ad. This is most likely what the customer will see first when viewing your ad. Include keywords if possible. Description: This is where you can describe the product you are promoting with your ad. Choose words that highlight the benefits and most important aspects of your product. Display URL: The URL that can be seen by the customer. You can choose another way to write out your URL in this area. Destination URL: This is the exact URL for your site and will take the customer to the website you input. Headline = 25 characters Description line 1 = 35 characters Description line 2 = 35 characters
  • 73.   73   Sample Ads for Harmony Nutritionals            
  • 74.   74   Harmony Nutritionals: AdWords Strategy   What Is AdWords? In short, Google AdWords is a pay-per-click advertising platform that allows users to ‘bid’ on key phrases that describe their business or products. When internet users search for the key phrases that you’re bidding on, one of your advertisements may be displayed to that user. If the user clicks on that ad, they are directed to your website and you pay Google the bid price for that key phrase, in exchange for them sending that person to your website. Marketing Goals: § Build brand awareness § Build product awareness § Funnel new customers to the website Initial AdWords Account Structure:       Product Buying Funnel: When selecting keywords for our AdWords campaign, it’s important to consider where each keyword falls in the buying cycle. This will signal where a consumer is in the buying process. The shopping cycle is illustrated as a funnel because many searches will enter the beginning of your product’s buying funnel. However, as consumers learn more information about your product as compared to others, fewer consumers will transition from one section to the next.   Account   Search  ROI   Campaigns   Display   Network   Awareness   Campaign   Exploratory   Campaign   Managed   Placements   Awareness   Interest   Learn   Shop   Buy