CMT3331Assignment 3

Social Media

Chu Chi Wai, Dondy M00518990

Chan King Man, Tom M00518911

Chan Tak Wa, Dicky M00518999

Agenda

Assignment Aims and Objectives

Research Approach and Result Social Media Planning The Results Evaluation and Reflections

Assignment Aims and Objectives Promote organic dog food thru social

media channel.Social media – Facebook, Twitter and

YouTube Organic dog food

Is a serious businessExpected revenue (US) reach 22.62

million in 2014Growth rate: 4.9% (2013 vs 2014)

Ref: http://media.americanpetproducts.org/press.php?include=145057

Research Approach

Research various type promotion media and world brand name of the pet organic dog foods.

Brand Name: ACANA and Wellness

Research Comparison

Comparison

Brand Name: ACANA and Wellness

A table showing your comparison.

Competitive Set ACANA Wellness A1O Plus

Web site link http://www.acana.com/ http://www.wellnesspetfood.com/dog-wellness.aspx

 https://www.youtube.com/watch?v=DAcPmuw6dwA

Social Media Status / element

Facebook, Twitter, YouTube, Instagram

Facebook, Twitter, pinterest,Google+, Instagram

Facebook, Twitter, YouTube

Profile

Founder have Clear and strong mission - dog and cat foods from Fresh Regional Ingredients. Guaranteed to keep your dog or cat happy, healthy and strong relying on highly-processed biologically appropriate

Small story describing the owner and can only come from an ideal balance of protein, fats, and carbohydrates.

Materials are chosen by the top grade all-natural ingredients, without easy for dog allergies wheat and cornRaw materials as its own agricultural land to ensure the quality. We use the best natural feeds with no artificial ingredients. Therefore, our products (cookie/cake) have the best taste with fresh.

Branding Poster , video Interactive / Distributor Interactive

ContentDetails product element and video Story

Photos description and detail nutrition of products

Product description and Pet sharing customer experience

Friends/ Fans discussion (community)

FAQ, Facebook likes Facebook likes Facebook likes

Content strategy      Types of content Mainly photos / video / noticeMainly photos / video / noticeMainly photos / video / notice

Target audience / community

Single Product for dogDiversification Product for Pets

High consumption and mid-income consumers are usually those who are more knowledgeable about the advantages of organic and natural products.

Content update frequency

site last updated 30- Jan-2015

N/A daily

        Community Library yes yesDiscussion      Tips Customer sharing experienceCustomer sharing experienceCustomer sharing experienceActivity Customer stories Pet Training / Party Pet Training / Party

Strategy Shooting video to teach how to

make organic dog food. e.g. Cookie

Arrange public event in country side; such as Sai Kung

Join promotional event or fair Invite Facebook/YouTube/twitter

subscribers to join as discount member

Share all above activities to Facebook/YouTube/twitter

Social media planning

Social media planning

Social media planning

Result

Does not meet our original target because:

No enough resources to advertise our product in traditional media

Without traditional way of promotion, so that much people know we exist

No dedicated human resources to keep updating our social media information

No feedback from viewer, so that we can’t understand their requirement to improve our content

Lesson Learnt

Effective Social Media marketing is not that cheap

Not as easy as we thought

Underestimate the Power of Design

Different people have different requirement

Difficult to have customer feed back

Use email marketing for target customer

Thank You