Social Media Content Strategy SpoonRocket
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Social Media Recommendations and Analysis for SpoonRocket May 2014
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Social Media Content Strategy SpoonRocket
- 1. Social Media Marketing Strategies | Michael Brito | UC Berkeley Tracy Smith Maria E. B. Ferreira David Gaitan Elisabetta Cibo Francesca Wang Jeannie Fafoutis Fernanda Moreira SPOONROCKET | 1
- 2. SF Bay Area Only $8/Meal with Curbside Delivery Menu Changes Daily Entrees (Vegetarian/Non-Vegetarian) Sides (Baked Goods & Smoothies) Rocket Fast Meal Delivery Service SPOONROCKET | 2
- 3. Sustainability&LocalSourcing Freshness&HighQuality HappyPeople Convenience CommunityInvolvement Works at the Grassroots Level to Maintain Visibility & Build Trust with the Core Customer with emphasis on Freshness, Convenience, & Affordability Build Reputation for Freshness & Brand Loyalty SPOONROCKET | 3
- 4. College Students • Affordable • Instant Gratification • Saves Time • Technology Accessible Secondary Customer Segment WHOMillennials • Fresh & Healthy Fare • Follows Trends • Avoids Traditional Media Primary Customer Segment SPOONROCKET | 4
- 5. Asian, White, & Others, 18-34 College Educated White Collar Workers Single Not Homeowners • Convenience • Instant Gratification • Meets Expectations • Customer Support • Lifestyle Interests • Social Responsibility Prefer Fast Food & Healthy Food Fast Food Fits Busy Lifestyle Eating Fast Food Helps Budget Demographics Psychographics Audience Affinities SPOONROCKET | 5
- 6. Authentic | Responsive | Consistent | Do What Works | Transform Successful Posts into Successful Promotions | Fresh | Adaptable | Ongoing Assessment & Optimization Content Narrative – Building Customer Loyalty & Reputation 1. Align with Affinities of Primary Target Market 2. Promote Lifestyle & Interests Editorial Framework Priorities WHAT SPOONROCKET | 6
- 7. HOWTo Reach the Target Market SPOONROCKET | 7
- 8. Make an ImpactContent Modeling Plan – Drive The Story Paid, Earned, Owned Media Optimize for Trends, Interests, ADD Measure Performance Compelling Visuals Create Value for Customer SPOONROCKET | 8
- 9. Technology Integration & Management Brand Management Success Greatest range of basic social media management and social listening tools for an economically conscious startup with limited personnel and financial resources. Managing Future Growth Expansion into small command center format with more complex and in-depth social tools will support long-term growth as marketing budgets increase. Marketing Team 2 F/T Employees Managing Now SPOONROCKET | 9
- 10. Fresh Quality Locally Sourced Menu Trends Sustainable Packaging Taste FOR THE LOVE OF FOOD A Solution Serve Immediate Need Different from Competitors SPOONROCKET SAVES THE DAY Be a Hero Content Themes Major Market - McDonalds may be easy to drive thru, but it is not healthy Direct Market - Panera Bread & Chipotle Cost More on Average & Don’t Deliver Fast-Casual Market - Sprig is more expensive Competitive Differentiation SPOONROCKET | 10
- 11. WHEN & WHERE SPOONROCKET | 11
- 12. Major Social Media Hub 1.3 Billion Active Users 57% College Educated 45 and Up 46% 35-44 22% 25-34 18% 13-24 14% Link to other social channels “Swimming pools are filled with people. Some you know. Some you don’t. And every once in a while you see something that maybe you shouldn’t. That’s why swimming pools are a little like Facebook.” – Facebook 31 Oct 2012 SPOONROCKET | 12
- 13. Entertainment & Activities Community Involvement Promote Ordering through the App Pictures & Info. about SpoonRocket food, cars, kitchen, contests, nutritional values, events Feedback solicitation to determine product preferences What is the Perfect Sauce for Chicken? Tomato or Garlic? Content Plan Facebook Conversation Calendar SUN MON TUE WED THU FRI SAT 8:55am Daily Menu Highlights Daily Menu Highlights Daily Menu Highlights Daily Menu Highlights Daily Menu Highlights Daily Menu Highlights Daily Menu Highlights 10:55am What to do in SF after Sunday, Lunch Tips & Suggestions Monday Trivia Nutrition-based Info. About Menu - Highlighting Trends Monday Trivia Winner Announcement #flashbackthurs day Drink of the day: smothie feed from instagram Nutrition-based Info. About Menu - Highlighting Trends 2:55pm Share your Sunday & Win a Meal, Monday! Focus on Smoothies, Cookies, Cupcakes Focus on Smoothies, Cookies, Cupcakes News About Eating Healthy Salads - Green Local Sourcing News About Weekend Games Inspirational Story About Outstanding Student or Local Young Worker (community-focused) 5:55pm Call for Dinner Reminder Call for Dinner Reminder Call for Dinner Reminder 10:25pm Late Night Munchie Express - Reminder, We Close at Midnight Late Night Munchie Express - Reminder, We Close at Midnight Late Night Munchie Express - Reminder, We Close at Midnight Late Night Munchie Express - Reminder, We Close at Midnight SPOONROCKET | 13
- 15. Major Micro Blogging Social Network 254M Active Users in 2014 31% are 18-29 Year Olds Daily Routine for Primary Customer Market Demographics Builds Brand Awareness Effective for Promotions Supports Engagement Re-Tweeting Trend Creative Content Works Twitter is Effective #IEatSpoonRocket – After Receiving Meal #RocketReasons – I Eat SpoonRocket Because… #SpoonChild – Donate $1 in Meals to Child in Need #TweetaSpoon – Discount on 2 Meal Order #SpoonRocketYear1 – Tweet to Win Contest Promotional Campaigns SPOONROCKET | 15 @SpoonRocket What SpoonRocket did you buy today? Respond with the #TodaySpoonRocket and a picture, you’ll receive a discount coupon. Content Examples
- 16. Conversation Calendar Twitter Conversation Calendar MON TUE WED THU FRI SAT Tweet with the meal of the day Tweet with the meal of the day Tweet with the meal of the day Tweet with the social responsibility program Tweet with the meal of the day Tweet with the meal of the day 11:00 Contest to win 365 free meals 12:00 Campaign to generate engagement showing the ingredients used for SpoonRocket 2:00 Second Tweet with the meal of the day Second Tweet with the meal of the day Second Tweet with the meal of the day Second Tweet with the meal of the day Tweet generation awareness and engagement Second Tweet with the meal of the day 4:00 Real time interaction 5:00 Contest generating engegament 9:00 Frequency 2-3x/day SPOONROCKET | 16
- 17. *Statistics based on Nielsen Data Success Metrics > Video Views > Watch Time > Channel Subscribers > Social Action Content Frequency > Weekly > Push Forward During Work Week SPOONROCKET | 17 Video can effectively express storyline. Demographics align: YouTube reaches more US adults ages 18-34 than any cable network. More than 1B unique visitors, monthly. Second most used search engine. Google Factor – Owned by Google, which renders platform Google Search Friendly. Considerations: High costs of developing professional video content.
- 18. > Fun “How To” Videos > People Behind the Story > Day in the Life of a SpoonRocketeer > People Behind the Food > SpoonRocket Cares VIDEOS SPOONROCKET | 18
- 19. https://www.youtube.com/watch?v=3PqBXXdiTNU Effective Content SPOONROCKET | 19 Watch it here:
- 20. Major Blogging Social Network 17M US Users 32% are 18 to 24 Years 35% are 25-35 Years College Educated (48%) Incomes Under $50K (65%) Drives Traffic Back to Website Increases SEO Positions Brand as an Industry Leader Deepens Customer Relationships It’s Salad Month at SpoonRocket Try Out Our Thai Shrimp and Papaya Salad #SpoonRocketGoodFood1x per week – a relevant mix of topics that promote the affinities of the target market Content Frequency SPOONROCKET | 20
- 21. Campaign Examples Quinoa the Superhero Grain Top 10 Foods to Give You Energy Rocket Fast Food, The Ultimate Lunch So Much Better Than McDonald’s Healthy Ideas Keeping Fit Locally Sourced Sustainable Food Healthy Food that is Fast in a Busy Day Target Market Finds Value Good cooking and good food start with good ingredients. There is no better place to go to get fresh and healthy ingredients than from your local Farmer’s Market. It’s a fun outing for all, to graze, expand your culinary horizons and connect with the food you eat. If you are lucky enough to be in San Francisco on a Saturday morning, make sure you stop by the bustling Farmer’s Market at the Ferry Building in the Embarcadero. Saturday: 8:00a to 2:00p (120 vendors) One Ferry Building. www.ferrybuildingmarketplace.com/farmer... Summer is almost here and corn will take on the starring role at Farmer’s Markets. The corn is fresh, sweet and delicious. TIPS - When buying corn, poke one of the kernels at the tip. Juice should squirt out. If not, it usually means the corn is old. Ideally, sweet corn should be full or almost filled to the tip with bright and shiny kernels in straight rows. The husks should appear fresh and bright green. The silk ends of the corn should be free of decay or damage. BLOG -- To Market To Market! The Local Corn Source Secret SPOONROCKET | 21
- 22. Visual Platform Major Social Network 200M Monthly Users High Level of Engagement 70% Login 1x/day Females 68% Image Content Quality Not Quantity Clear Crisp Images Best Short Fun Videos Food Dishes Fresh Ingredients Contests Delivery Areas Zippy Cars Happy People Eating SPOONROCKET | 22
- 23. 26 Year Old Female Journalism student, SF State University. Works as a Film Production Assistant with a lower income level. Doesn’t eat out often for dinner (at least not to fancy places). Health conscious, exercises & pursues a well-balanced diet. Loves Indie music & live concerts. Has a lot of friends. Always busy studying & prefers fast food delivery because it is faster & easier. Likes technology & is very active on social media. Loves photography & posts nice images from everyday life. Profile of an Instagram Follower Jennifer Content Examples Target Market 20-34 Years Females, Live in SF College Students & Young Working Professionals (Millennials) Busy Lifestyles Want to be Healthy Want Quick & Easy SPOONROCKET | 23
- 24. Instagram Conversation Calendar SUN MON TUE WED THU FRI SAT 8-9A Daily Menu Daily Menu Daily Menu Daily Menu #TBT Daily Menu - Fav Past Dish Daily Menu Daily Menu 955A Lets SpoonRocket It Campaign - Send picture of one of our "Rockets" (cars), first wins free snack item #LetsSpoonRocketIt 11A Dessert Double D Monday - Daily Desserts Launch #RocketAtYourDesk Campaign World Food Program Announce #TBT Winner Launch Happy Friday Dessert Dessert 1159P Announce Winner of #MondayTrivia Campaign 2P Snack of the Day Snack of the Day Video of Chef Skills - "How to Dice Onions" Snack of the Day 3P Launch #MondayTrivia Campaign Food Production Pic - In The Kitchen Snack Reminder - Cupcakes, Cookes, Smoothies Announce Winners of #LetsSpoonRocketIt 6P Dinner Call Dinner Call Reminder of #MondayTrivia Campaign Dinner Reminder with Nutrient and Trend Descriptions Delivery Area Map Emphasize "We Are Open On The Weekend" Dinner Call Answer Correctly #MondayTrivia Submit Pictures of Dishes #SpoonRocketBestRecipe Choose Favorite Raw Seasonal Ingredient #SpoonRocketVeggies Contest for Most Artistic SpoonRocket Car Wrap #SpoonRocketCars Submit Picture of SpoonRocket Car #LetsSpoonRocketIt #RocketAtYourDesk Customer Engagement Campaigns SPOONROCKET | 24
- 25. Content Frequency Major Social Sharing Hub Visually Engaging Pinners can be Obsessive & Supportive Builds Sentiment & Expands Awareness Supports Future Target Market Planning (Others) Supports SEO and Website Traffic Pin every social post from all other platforms tied to owned and paid media + the most attractive and most shared images on earned media. Target Pinners – 27% Millennials 70M Active Users 80% Sharing Rate 70% of Referrals, Buy SPOONROCKET | 25
- 26. Manage Brand & Company Information to Match User Trends Respond to User Reviews & Manage Public Reputation Integration - Instant Messaging, Private Messages, & Real Time User Updates Supports Feedback Initiative for Product Development & Customer Perspective (Grassroots) Free Online Word of Mouth Advertising Content Management & Engagement Information-based Social Site Integrates with Facebook Yelp monthly average, 132M unique visitors Yelpers have written more than 57M reviews 25% of Yelpers are between 18-24 years old SPOONROCKET | 26
- 27. CEO Thought Leadership Serves as a Validation & Introduction Tool for Strategic Partners & Investors Transparency Humanizes the Company Builds Business Presence & Awareness Content Management & Engagement Content Frequency As Needed: Post Jobs on Hiring Platform Keep Company Profile Current Weekly: Thought Leadership Blog 259M Global Users | 70M Unique Monthly Visitors Young Working Professionals 44% Female | 56% Male 21% Ages 18-24 | 31% Ages 25-34 48% Access 1x/day | 40% Access Several x/week SPOONROCKET | 27
- 28. Goal Alignment Measuring Success WHY ROI Major Factor in Reach Breadth of Visibility Measuring Who Took Action Quality of Fan Growth Quantifying Value Engagement Outcomes Establish Benchmarks Measure Engagement Outcomes for Efficacy Adjust Benchmarks for Improvements Moving Forward Is not just about revenue SPOONROCKET | 28
- 29. – We Believe In Social Media Effectiveness – Francesca Wang Tracy Smith Maria Ferreira Jeannie Fafoutis David Gaitan Elisabetta Cibo Fernanda Moreira Our Favorite Social Platforms BY WHOM SPOONROCKET | 29
- 30. 30 © 2014 All Rights Reserved All owned and unowned images used with permission. For license inquiries, please contact Tracy Smith first socially on Twitter @TraczSmith.
Editor's Notes
- Elisabetta: Hello everybody, we are here to present you the “Who, What, How, Why, Where, When” of SpoonRocket social media and we are me … etc.
- Elisabetta: SpoonRocket is a healthy & convenient meal delivery service. They operate just in the SF Bay Area; the menus change every day; a complete meal costs $8 (they have entrees, sides and smoothies); you can pick up your food “at your curb” in 14 minutes. Now let’s see what the strengths of this company are and their differentiation from the current market.
- Fran: I want to introduce the 5 main pillars that drive SpoonRocket’s branding efforts. Number one, of course, is that our food is always fresh and of the highest quality. People should feel good about choosing SpoonRocket. Number two, customer service and satisfaction is extremely important to SpoonRocket. SpoonRocket consistently keeps an ear to ground to ensure our customer’s needs are met. Another pillar that differentiates SpoonRocket is convenience; we want healthy food to be easy and accessible. We also really want to emphasize the use of ingredients that are organic and locally sourced and also being involved in the community and giving back is also among our core values.
- Fern: Target market Primary customer- Millennials also called The boomerang ,me me me and Peter pan generation. Generation of people born between the early 1980’s and 2000’s. Millennials want flexible work schedules more “me” time.They are generally regarded as being more open-minded ,confident , self expressive , liberal ,upbeat and receptive to new ideas and ways of living. Millennials knows everything about social media , they are more tech savvy than other generations. Secondary customer -College students , they range in between 18-22 years old. They use social media daily ,90% are on facebook . 69% work in a part time job and shop around for discounts. They usually eat fast food Enjoy their time with drinking games , spring break , travelling and spending long time on library.
- David:
- Tracy: And from understanding the affinities of the target market, we can establish priorities in the editorial framework which will serve as the guideline for content narration. This is important because without establishing these priorities it is rather like throwing spaghetti at the wall to try to determine what will stick - what will work - in terms of content that will engage with the target market. The Content Narrative is going to be focused on building customer loyalty and shoring up the reputation of the company. As a startup the company has made a few changes, not all eagerly applauded by the market and as such, needs a boost in creating consistency. Being responsive to the customers will go a long way in building this loyalty because they will be able to count on the company to maintain those customer expectations while interacting in an authentic way across all platforms. Remember to be FRESH, never canned or preserved.
- Fran: The tone of voice in which we communicate our story through social media can be described as enthusiastic, friendly, authentic, tech friendly, and educational. Here’s a mental map that further expresses the intended attitude for content.
- Maria:
- Jeannie: After you have created what your content is all about, you need to have a unified strategy to execute it across all channels. We are recommending Hootsuite as the social media management system of choice. Why Hootsuite? For Start ups like SR, it is a good low cost option It allows you to execute multiple campaigns across multiple channels from a “one-stop dashboard” It streamlines workflows It schedules posts Shortens Url’s Has comprehensive analytic tools Makes it easy to track brand references and mentions Small command center is necessary to monitor customer conversations, listen, engage and respond to customer’s problems and concerns. Spoonrocket is a customer driven business and a command center will increase customer satisfaction. As Spoonrocket grows so will the command center and the marketing team.
- Jeannie: Content themes need to be consistent across all technology platforms. SR's themes center around health, fitness, good food, locally sourced ingredients and active lifestyles Two examples of SR's themes are; Spoonrocket Saves the day- - this theme is all about the customer. It highlights their busy and active lifestyles. SR is the hero by offering a solution to junk food. SR makes their busy day better by delivering a healthy fast food lunch that tastes gourmet, is fast and cheap. For those with the love of food- this theme centers around the lifestyle affinities the SR target market. It offers the customer relevant information, tips, suggestions, recipes, ideas about what is important to them- a healthy active lifestyle
- Maria:
- Maria:
- Maria:
- Maria:
- David:
- David:
- Fran: Why YouTube? Because food is very visual and, at times, personal to the consumer, video content can effectively capture and express SpoonRocket’s story. The success of Food Network channel can attest to this. YouTube reaches more US adults ages 18-34 than any cable network. Aligned with SpoonRocket’s target market of working people, YouTube’s demographic reach makes it an ideal platform for SpoonRocket.
- Fran: Content Examples People behind the story: Interviews with chefs, kitchen staff, admin, drivers. Customers want to do business with people not companies. “Day in the life of a SpoonRocketeer”: Foray into the lives of interesting customers and how SpoonRocket has “saved the day” for them. People behind the food: feature videos on their local producers and partners. Emphasizes SR’s values of local sourcing and sustainability.
- Fran: This is an example of video content for YouTube
- Jeannie: You Tube is a great example of visual storytelling through short form content. Tumblr is also a visual storytelling platform that allows you to tell your own unique and personal story through long form content Tumblr is appropriate for Spoonrocket to use because: It has a massive audience and a built in social network It’s visually appealing Content can be fun, educational and informative Sharing and engagement is fueled by reblogs It can be customized to fit your target market Why is Tumblr effective? 1)Drives traffic back to the website- Links back to the website and turns visitors into leads and potential customers. 2) Increases SEO- Fresh, consistent content and keywords will beat out the competitors in the search engine results 3)Positions brand as an industry leader- Relevant and high quality content establishes expertise, thought leadership and authority within the industry. This increases credibility and trust in the customer’s eyes 4)Deepens Customer engagement- Blogs should be about what’s relevant customer’s lives Customer interaction brings about brand advocacy and loyalty For the blog to stay current and relevant we recommend posting content once a week. Content needs to stay fresh, updated and have consistent themes so the customers come back Campaign stories for Tumblr need to fit the lifestyle of their target market This campaign shown here is about healthy eating- It’s Salad month at SR. For the love of food, order Spoonrocket now
- Jeannie: Campaigns should: Add character, be fun, informative and interactive Show a personable, human side which brings the brand to life They need to appeal to the target market and add value to their healthy and active lifestyle Examples of campaigns for Spoonrocket are: SR saves the Day For those with a love of food A blog under SR’s Love of Food campaign could be: To Market To market This is an example of added value content that is relevant to the healthy active target market It delivers a story that provides the reader with a fun idea for an outing to the Farmer’s Market in San Fran while educating them about locally sourced, healthy food The campaigns are not about selling the Spoonrocket product but about appealing to the customer’s busy and active lifestyles
- Elisabetta: As you already know, Instagram is the most important visual platform with 200 million monthly users. Instagram will be one of the most important platform to be used by SpoonRocket. They are already doing so consistently and regularly and have 941 followers. SpoonRocket posts pictures every day, almost 10 times per day and an average of 30 followers likes every image. The interaction with customers is good and SpoonRocket people tend to answer and @mention all the followers who comment and have something to say. The platform is very active and fresh and the image content is usually about … (pesca 3/4 esempi dall’elenco).
- Elisabetta: The ideal Instagram follower of SpoonRocket is a woman (in fact 68% of Instagram users are women), Jennifer, 26 years old, is a journalism student at SF State University and works as Film Production Assistant with a lower income level. Loves indie music, concerts and has a lot of friends. Very health conscious, she exercises and tries to have a well-balanced diet. Her income is rather low and she doesn’t go often out for dinner, at least not to fancy places. Also, she is always busy studying and prefers delivery food (faster and easier). Likes technology and is very active on social media like Facebook, Twitter and especially Instagram. She loves photography and always posts nice images from her everyday life. She represent the typical target market for SpoonRocket on Instagram: between 20 and 34 year old (Millennial), busy lifestyle, wants to be healthy, needs quick and easy.
- Elisabetta: This is the matrix on how often and in what way using Instagram. The customer engagement campaigns are: … SpoonRocket will have to post content every day of the week from 8/9 am till 6pm. In the early morning, followers can learn about the daily menu. At 11am, will be announced the dessert of the day and/or the new campaign (or its result). At 2 pm the snack of the day and on Wednesday a video about “Chef skills”. At 3 pm other campaigns. At 6pm the dinner call. And now we will talk about another important visual platform: Pinterest. Hello Tracy …
- Tracy: Another image-focused social sharing platform is Pinterest. It’s a Major Hub with 70M Users. 27% of users are Millennials and 27% are Gen Z (College Students) according to Craig Smith at DMR. Pinners are obsessive and spend over an hour on the site when they visit and they have an 80% sharing rate which is an incredible statistic in terms of building awareness. The quality of the images are what drives the shares. People do not necessarily share images that are poor so to be successful on this platform, making the pictures appealing is the most important thing you can do. Should treat this this site as an encyclopedia of paid, owned, and shared media, linking back to their original posts on other sites in order to increase the traffic to those sites. Pin with $8 price tag should get 36% more shares than without price. 70% of referral traffic, convert and buy.
- Fern: Yelp is an “ online urban guide and business review site. we can say it’s a virtual “yellow page”. Yelp has an engagement with approximately 132M visitors a month . 800,000 nearly a Million people from San Francisco bay produced more than 57M local reviews. 25% of users are in Between the ages of 18-24. You can access yelp via iphone, android,blackberry and also login to yelp using your facebook account. Spoonrocket should use yelp so they can manage brand and company information . Yelp link you to the website. They can respond to reviews , manage reputation and also give the voice to the consumer bringing the “ word of mouth “ through messages , private messages , real time updates posts by others. Love us on yelp!
- Tracy: Linked In is not just the professional version of Facebook. Its more complex than that. About 50% of their monthly visitors are right within the target market. The way to use Linked In effectively for SpoonRocket is to develop it as a CEO thought leadership platform. Share your insights regarding your wins as well as what you learn from your losses to teach other startups to do it better. This will in turn increase trust with the community, as well as visibility and some sentiment as well. Linked In will also serve as a validation tool for strategic partnerships and investors moving forward. Because if you aren't on Linked In, then you don't exist. This also humanizes the company and increases transparency within the employee culture. This is quite useful if you are expecting to hang around for a while.
- Tracy: The truth is that 30% of your marketing budget is not working – but which 30% is it? Do you know? The social analytics required to measure your success are solely based on which aspects you track and your specific goals. As an organization, if you are targeting a specific audience, then the engagement ratios can tell you a whole story of its own. Through setting benchmarks you can begin to measure your outcomes over time and ultimately present quantifiable value to managing the expense and risk associated with social marketing. It is also recommended that you outline your approach prior to content generation to maximize data capture. In order to do that, please see my published works… just kidding… but you can see Michael Brito’s.
- Tracy: We Believe In Social Media Effectiveness. Thank Us, SpoonRocket and Thank you for Listening! Fin!