Tapping into Social Media for Happy Valley Yogurt

Roberto Araujo, Heather Lou, Jenny Quintary and Patricia Placensia

Problem

  Standard marketing techniques

 Need to engage young people in a new way

  Brand differentiation

  Find appropriate ways to tap into social media

Campaign Theme

“And the Yogurt ran away with the Spoon… to Happy Valley.”

  Attract customers and fans through the interaction between the Yogurt and the Spoon

  Each account captures an episode of the relationship

 Goal: Create a relatable, catchy account to create followers of Happy Valley Yogurt.

Program Objectives

  To attract publics

 Create a online presence in social media for brand differentiation   Visibility

  Increase sales of Happy Valley Yogurt

Publics

Primary   Teenagers

  College students

  Young Professionals

Secondary   Parents

  Families

Strategies

  Engage public through social media networks

  Entertain and create online presence with young people

  Educate about yogurt

  Promote a healthy lifestyle

  Publicize flavors, benefits, human quality

Tactics

  Surveys   Research and track traffic   Google Analytics

  Use social media networks such as:   Blogs, MySpace, Facebook, YouTube, Twitter, Podcasts, Yelp,

Flickr, etc.

  Social Media Releases

  Fun facts, games, story line   Updated once a week   Different parts of the saga   Introduces flavors, conflicts, benefits

Creating an Online Presence

 Who: Yogurt & Spoon

 What: Their “Affairs”

 Where: Happy Valley; provide a link to website

 Why: To create an awareness of the brand; mission statement, publicize quirks of the brand, young and hip, customer service and interaction with the consumer, attention and transparency

 When: Plot lines every week, updated regularly

Blogs  Create a fictitious blog for the yogurt and the spoon.

  Weekly updates. Saga (pix, story) and bennefits of eating yogurt

  Each new update promoted through Social Media

  Make announcements, coupons, recipes, offer samples

  Participate in popular blogs (individual/company)

Other:

 Create a presence increase participation

 Digg stories, videos that support yogurt consumption

  Redirect Diggs to Facebook and Twitter

 Constant participation to make it to front page

  Import friends from Facebook

  Invite friends to join us on Digg

Other: StumbleUpon

•  Great tool to drive traffic to our/other blogs, websites.

•  Checking the “I Like it” bottom on every page.

•  Have our team constantly vote on our blogs.

•  Use This site’s toolbar to look for relevant content.

Other:

 Great tool for information

 Have our RSS icon visible in our blog

 Create an RSS list of blogs or relevant key-words

 Constantly check list and select articles to post in our blog

RSS FEEDS

Timeline

  1 month planning   Research

  Content, messages   Surveys

  Releases

  2 month trial period   Construct sites

  Build networks/friends

  Timeline of stories

  Evaluation   Weekly

  Progress, visits, comments, suggestions

Budget

  Internal project

  Eliminates most of the budget

  Possible pay for placement*

 Dedicating 4 person staff   Director   3 personnel

  Maintain sites   Respond to customers

  Continue to build brand

Evaluation

  Visits per site

 Comments/suggestions

  Surveys   Before and after   How did you hear about our product?

  Profits increase