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FROM THE BOTTOM OF THE FREEZER TO TOP OF
MINDMICHELINA’S: HOW TO TAKE A BRAND ONLINE IN 2013
2 @SteveRetka
Mobile Websites & Apps
Social Media Marketing
Search Marketing
Email Marketing
Analytics & Reporting
Responsive Websites &
Design
STEVE RETKA: SOCIAL MEDIA COORDINATOR
ABOUT MEABOUT SPYDER
TRAPMINNEAPOLIS-BASED DIGITAL MARKETING
AGENCY
Selected as one of the “100 Best Companies To Work For”
two years in a row, here are few of the reasons our clients
have said they’ve chosen to work with us year after year:
Involved with all aspects of social media marketing, from
digital strategy and ideation to campaign execution and
reporting. I have coordinated the launch of multiple
profiles across different social media channels, as well as
organized promotions, contests, and engagement events.
@SteveRetka3
THE CHALLENGE WE FACED
ABOUT MICHELINA’S
4 @SteveRetka
FROZEN FOOD COMPANY THAT HADN’T WARMED UP TO DIGITAL
Michelina’s is a nationally-distributed frozen food
company based in Minneapolis.
The brand had little to no online presence before 2013
• Limited traditional marketing
• No social media presence
Underwent a complete rebranding before coming to
Spyder Trap
• Refocused the brand on positivity, sentiment, and
appealing to life enthusiasts
• Branding re-defined by CBX
5 @SteveRetka
RESEARCH & GOALSMEASURE TWICE, CUT ONCE APPROACH STILL APPLIES
Before developing a digital strategy, we had to assess 3
things:
• Where the brand was at digitally
• How they stacked up against competitors
• What they wanted to get out of social
What we found:
• A lot of conversation was already happening
• Polarizing sentiment among users
• Social media was a highly competitive space
@SteveRetka6
THE PATH WE TOOK
7 @SteveRetka
HOLISTIC APPROACHSOCIAL MEDIA IS JUST ONE PIECE OF THE PUZZLE
Once we had a strategy determined, we utilized all
aspects of digital to strengthen each other
Strategy components:
Established Facebook and Twitter profiles
Launched paid advertising effort
Revamped email marketing strategy
Designed and launched the new Michelinas.com
HOLISTIC APPROACH
8 @SteveRetka
FINDING THE VOICE OF MAMA MICHELINA WAS KEY
Tone was a major part of the new branding we were
given, and had to be incorporated
Prewritten content tone matched the new branding and
reflect the language on the website
• Positivity and life enthusiasm
• Warm and wholesome
Tone on Twitter was adjusted to better fit the channel
• Users talking about the brand didn’t fit with the new
branding’s demographic
• Kept the overall positivity in tone
• Introduced more humor for broader appeal
REAL RESULTS
9 @SteveRetka
STRONG DIGITAL GROWTH SO FAR
0
5000
10000
15000
20000
25000
Apr May Jun Jul Aug
Social Media Growth
Michelina’s has seen remarkable growth in the first 5 months
on social media
• Over 20K Facebook fans
• 4K Twitter followers
• Thousands of new social media traffic referrals, a
previously untapped resource
• Increased coupon downloads
• Stronger and more streamlined customer service protocol
• Improved sentiment in the social media space
@SteveRetka10
THE LESSONS WE LEARNED
BE AGILE AND TAKE RISKS
11 @SteveRetka
MAKE PLANS FOR THE LONG TERM, BUT BE READY TO CHANGE
THEMWe knew the brand was slow getting into social, but we
were determined to make them fast once they arrived
Social media was completely new ground for the
brand, and user reaction was unknown at launch
Initial ad spend was influenced and adjusted based on
popularity of posts
• “Mama’s Words of Wisdom” post was promoted after
initial traction, wound up getting 19K likes
BE AGILE AND TAKE RISKS
12 @SteveRetka
SPEED IS MORE IMPORTANT TODAY THAN EVER
We wanted to capitalize on Game 7 of the NBA Finals
with a 2-hour microburst Twitter ad campaign
• Targeted promoted tweets to followers of each teams
Twitter account
• Each team’s fan base was shown a specific tweet
The entire process went from ideation to completion in
6 hours
The results justified the approach:
• 187K impressions
• Over 2K clicks
• 37 mentions
• 5% increase in followers
DON’T HEAR, LISTEN
13 @SteveRetka
COMMUNITY ENGAGEMENT CAN PAY DIVIDENDS LATER
We set up a listening campaign to find existing
conversations about Michelina’s that were already taking
place
• Taking advantage of low hanging fruit
• Grassroots effort to build rapport with users
One on one engagement was important
• Low risk, high reward
Variety of conversation allowed for more creative
responses
• Humor and customer service became our
distinguishing factor from competitors
14 @SteveRetka
RISE ABOVE THE NOISE
15 @SteveRetka
CAMPAIGN-LEVEL THINKING HELPS YOU STAND
OUTOrganic content alone makes it difficult for brands to
stand out from the millions of other accounts
• User attention is now a commodity
“Make It Your Michelina’s” campaign
• The first campaign for Michelina’s
• Encourages users to share how they make their
Michelina’s recipe ideas through user-submitted entries
Offers a variety of media opportunities:
• Owned: Brand-created content in August
• Paid: Paid advertising efforts and influencer outreach
• Earned: Blogger content and user submissions
THANK YOU