Social Media Plan

By Vanja Dekic, Susie Kim and Caroline Szpira

ContentsAbout Sprinkles

Products & Services

Objectives

Target Audiences

Market Size & Competition

New strategy

Metrics

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products and servicesCupcakes ($3,25) for human and dogs!

Ice cream, pastries, cupcakes mix, drinks...

Customization available (flavors, boxes, ...)

Sprinkles branded and cupcake related items

24 flavors + seasonal flavors (14) + daily flavors (3)

Pick-up and delivery

Current Social media strategy

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OBJECTIVESIncrease engagement with customers

Develop new ways to communicate & connect with them

Develop relationships with social media influencers

Organized online contests for customers to participate

Do something for Guiness Record

TARGET AUDIENCE3 different groups appealed by Sprinkles

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independant

business people

7% of the pop. 32% of the pop.

environmentally friendly

well educated

15% of the pop.

impulse buyers

react to trends

TARGET AUDIENCE

Woman from 20 to 35

Disposable income

Trendy

Social media Addict

For our social media strategy

Active

Smartphones Addict

Foodist

Think multi-screen

are always aware of news

75%pride a new way of

consuming.

87%share their passions and

good deals

58%

They pride themselves as modern buyers, competent and safe

Sources : Digital Woman IPSOS - Web Media Group january 2011

TARGET AUDIENCE

MARKET SIZE

Mature cycle

Dessert lovers admit they don’t get the same rise out of cupcakes

The market is decreasing for the first time in 2013

Competition

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Magnolia Bakery

Crumbs Bake Shop

Local Bakeries

Frozen Yogurt

Pinkberry

all other pastries

93,303 fans & 18,554 followers

88,813 fans & 22,656 followers

Around 10,000 fans for each locations

6,000 fans

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Redesigned the current website and work on Adwords to make it easier to find by using key words

Develop a monthly newsletter and send it to the complete database

Develop a Sprinkles Ap on IOS and Android to allow people to order before and avoid the line, considering this is the main Sprinkles weaknesses.

Improve and continue the Sprinkles strategy on Facebook, Twitter, Pinterest, Instagram, G+, Ilovesprinkles.com, ...

Create and develop their strategy on Pheed and Hootsuite

Facebook

Continue their current strategy

Develop a contest with the fans, and invite them to create their own cupcakes (the winner will see his/her cupcake in stores for a month!)

TWITTER

Continue their current strategy

Involve more the customers by favorite and RT more of their tweets

PINTEREST

Continue their current strategy

Pin more and create more boards

INSTAGRAM

Continue their current strategy

Invite customers to post about their experience @Sprinkles and the Social Media Manager will pick a picture/month and make the photographer win a dozen of cupcakes

YOUTUBE

Continue their current strategy

Invite a chief or a celebrity monthly and film them creating a new cupcake fragrance (available in stores as limited editions)

LINKEDIN

Continue their current strategy

Follow food and deserts related groups to improve their B2B image

ILOVESPRINKLES.COM

Continue their current strategy

Post more on the blog (the latest update was made almost 2 years ago)

PHEED

Create a profile

Generate a similar strategy than on Instragram

HOOTSUITE

Create a profile

Use Hootsuite to better leads their social media strategy and control the contents

Metricsn° of followers, views, likes, sharing, comments, fans

socialmention.com, hashtaging, Klout score, favorited

Check the positive or negative comments

Set up Google Analytics, Hootsuite Analytics, Google Alerts and Facebook Insights

referenceshttp://sprinkles.com/

http://www.ilovesprinkles.com/

https://www.facebook.com/sprinkles

https://twitter.com/sprinkles

http://instagram.com/sprinkles

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