Social Media Strategy in the

Table Olive Brand Formation –

A Business Model Proposal

Theoharis S. SpyropoulosPerrotis College, American Farm School,Thessaloniki, Greecee-mail: hspyro@afs.edu.gr

Social Media Marketing

I don’t know who you are

I don’t know your company

I don’t know your company’s product

I don’t know what your company stands for

I don’t know your company’s customers

I don’t know your company’s record

I don’t know your company’s reputation

Now – what was it you wanted to sell me?

Kotler (Marketing Management), McGraw Hill Publications

Why Social Media Marketing?

Why Social Media Marketing?

Social Media Marketing helps you – and your customers –

answer these questions.

Remember

even if they don’t ask you – they do have these questions.

If they do not have their questions answered by you, they will be

answered only by your competitors.

Social Media can be a great challenge and great opportunity as

well….

Why Social Strategy?

Traditional Approach

Increased Costs & Difficulty to get access to Sales Channels.

Marketing efforts essential alongside the Sales Channels

(Distributors).

Non Direct communication with customer

Sales Channel related Risks

Multiple strategic threats – competition & supplier private label.

Social Media

Build your own loyal customer base.

Isolated Consumers can be reached - and reach a critical mass.

Network Externalities effects in marketing efforts

Who do we want to target?

What segments are the most

profitable?

How do we leverage

customer relationships to

build brand?

How do we reach our

customers?

What to we spend on

targeting customers?

How do we improve our hit

rate?

What to publish?

When to publish?

Where to publish?

What is the best media for

each segment?

What channels do our

customers want to use?

When? Why?

What is the acquisition cost

for a channel / segment?

Should we be worrying

about retaining existing

customers more than getting

new ones?

What channel approach is

most effective?

What service levels are

required by each customer

segment

What is the best way to

provide service to each

segment?

What is the impact of

service on retention and

expansion?

What does it cost to service

our customers? Is it

justified by their value?

How can we improve

retention?

How many products

does our average

customer buy ?

How can we induce our

current base to buy

more products?

How have customers

changed their usage

over time?

How can we get

referrals from our

customers?

Build your Community

When

opportunity

comes, they

buy

People stay &

grow our

community

People join

our

community

Create &

Publish

Content

Key Success Factors

Product – Premium Quality & Top Design.

Target the right people – lifestyle & status, share values, act as

product missionaries.

Logistics, Logistics, Logistics

Fantasy & Gastronomy (need to) meet with Marketing

Table Olives with Brandy, Orange Zest, Honey Mustard, Ginger,

Feta Cheese Cream, Coriander & Mint, Truffle Oil, Ouzo.

Key Opportunities

Effective Marketing (e.g. Facebook) – target the right audience

Logistics (Fulfilled By Amazon & Logistic Centers) – delivery on

time and acceptable costs

Finance & Marketing – Crowdfunding Platforms (e.g.

Kickstarter)

Market Indications – Major producers in Greece still sell Table

Olives Private / White Label….

This indicates Marketing Deficit and area for Value Added

Marketing Services, including Digital Strategies & Social Media

And much more

Word of Mouth organized

(Blogs, Forums, Social Media, Groups)

Users now have a Voice

(Like, +, Comments & Complaints)

And this Voice STAYS!!!

Megastores – Megabrands (Facebook, LinkedIn, Twitter)

Groups (Facebook, LinkedIn, Twitter)

Variety of Material (Text, Images, Sounds, Video, Animation,

Graphs)

Interaction (Online Chat, Comments, Share, Likes, Followers)

Why Is Digital & Social Media Marketing so

Popular?

Offers opportunities to SMEs to reach new customers.

New balance in Media / Publisher / SMEs relationship

Offers type of content traditionally available only at high costs

(Videos).

New fields for creativity, community and sales opportunities

Easy to manage - set budgets, measure results (visits,

registrations, comments, likes, and even purchases).

The Product

Establish a Supreme quality agricultural product with modern

design and marketing strategy.

100% Greek product

Premium Quality

Innovative Approach

Design Packaging

Gastronomy Passion

Everything has to be planned with the end customer in mind

(persona)

Social Media – Key Benefits

Great Communication Capabilities (Text, Image, Video, Sound,

Music)

Targeting Capabilities – target a very specific audience

Measurable Results

Recommendations – Facebook, Instagram

The market structure & the challenges

The end result - Huge investment required to build brand, shelf space & negotiation power while retaining limited consumer interaction

Farmers& Coop

Manufacturer Exporters Importers Distributors Retailers Consumers

Social Media – New Roles for Marketing & Customer

farm

•Product Quality

Manufacturer

•ProductMarketing

•Logistics

• Proposition

•Customer Definition

•Logistics

Sales Channel

•Marketing

•Logistics

Customer

Customer

Marketing

Manufacturer

farm

• Consumes

• Enjoys, Loves

• Shares Experience

• Interacts and adds Value

Social Media – Goals

Brand Awareness & Recognition to selected Audience

Upper Social, Economic Class

Interested for Design, Status, Health & Gastronomy

Demand Creating in selected “expensive areas” NY, London

Interaction with Audience (Like, Share, Comments) through High

Quality Content

Benefits of product & Lifestyle

Contents – use of hash tags for audience participation

(Instagram)

Analysis of Results & Marketing Integration

Market Trends

Enormous growth in production of Table Olives

1990 – 950 k tons (World) / 363,5 k tons (EU)

2013 - 2.660 k tons (World) / 780,7 k tons (EU)

2017 – 2.965 k tons (World) / 826 k tons (EU)

Source – International Olive Oil Council (Nov. 2017)

Market Trends

Alibaba (May 2018) – 1.110 products “Table Olives”

Thank You !!!