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Our Mediashakes / The Perfect Blend for My Milkshake’s Brand
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Transcript of Our Mediashakes / The Perfect Blend for My Milkshake’s Brand
MEET THEMILKSHAKERS
Karly Tokioka/ Account Manager
Daniel Lazo/ Creative Director
Ting Lu/ Social Media Analyst
Emily Thomas/ Community Manager
Sean Lyons/ Multimedia
”We recognize the importance of compelling content and we aim to connect our clients to their consumers through the power of storytelling.”
@dinomandaniel
@karlytokioka
@emilytaylor_095 @lyons
@TingLu824
/ SWOT Analysis
THE MUSCLE BEHINDTHE MILKSHAKE
S/ Strengths
W O TPRE-EXISTING SOCIAL MEDIA CHANNELS
My Milkshake already had a Facebook, Twitter & Instagram account with an existing fan base on each channel.
UNIQUE PRODUCT TO SAN JOSE
My Milkshake is a small business that is local to the Bay Area with its first and only location in Downtown San Jose.
GOOD YELP RATING (4 STARS)
My Milkshake is rated 4 stars on yelp, with 243 reviews and 371 customer photos.
GOOD FOOT TRAFFIC FOR PROSPECTIVE CUSTOMERS
My Milkshake is located in the heart of Downtown San Jose and attracts many visitors who are passing through
/ SWOT Analysis
THE KRYPTONITETO OUR ICE CREAM
W/ Weakness
S O TLIMITED INVOLVEMENT WITH PRIOR SOCIAL MEDIA MANAGER
Social media postings were managed by the owner and were not a priority.
POOR CONTENT AND PUSHED POSTS THROUGH INSTAGRAM
All postings were native to Instagram and being linked to Twitter and Facebook.
POOR ENGAGEMENT WITH EXISTING FOLLOWERS
Average 0-1 like per post with very little reach on Twitter and Facebook
/ SWOT Analysis
NO USE CRYINGOVER SPILT MILK
O/ Opportunity
TWSIMPROVE ENGAGEMENT WITH CURRENT FOLLOWERS BYCREATING BETTER CONTENT
Analyze audience and create content that is relevant so that customers will like, share, comment, and engage
EXPAND FOLLOWING
Grow our community by reaching out to a wider audience
WS O T/ Threats
/ SWOT Analysis
ALL THE TREATSARE NOT SO SWEETRELUCTANCE TO PAID ADVERTISEMENTS
Store owner does not want to spend money on paid advertisements and wants to rely on organic reach.
UNHEALTHY FOOD & DRINKS
Products contain lots of dairy and sugar.
LUXURY ITEM: USUALLY ONE-TIME CUSTOMERS
Products can become expensive and so customers usually try it once and donʻt return.
/ Content Narrative
THE WORLD IS SHAPED BY TWO THINGS
MEMORIESTHEY LEAVE
BEHIND
STORIESTHAT ARE
TOLD
My Milkshake inspires shareable creativity to be expressed in activity and leisure for families, students, and the local community through our welcoming atmosphere and tasty treats.
/ Content Themes
OUR RECIPE FOR SUCCESS
CUSTOMIZABLEMEMORIES
INTERNETPOP CULTURE
SHAREABLEUNIQUIVITY
CUSTOMERAPPRECIATION
Using funny memes and gifs to connect with our millennial
audience and relate to their everyday lives
Showcasing popular milkshakes and emphasizing the customerʻs
ability to create their own experience by customizing every
aspect of their order
Celebrating differences and uniqueness by showcasing
the many options available to customers
Reposting customer content that makes use of #MyMilkshakeSJ to boost engagement and appreciate
loyal customers
/ Target Audience
BRINGING ALLTHE CUSTOMERS
TO THE YARD
My Milkshake attracts young men and women, who are looking to splurge on an
indulgence and share their experience with friends.
MILLENNIALS
My Milkshake attracts families who express a desire to share
their uniqueness and recognize a need for customization.
FAMILIES
Children ages 4-12Parents ages 30-55
Middle-upper class families
Mostly women ages 18-30In groups of 2-5 people
TWEET YOURTRENDY TREATS
As the platform for conversation and light-hearted humor, Twitter was used primarily to engage millennials with the use of internet pop culture and to engage foodies with enticing photos.
/ Twitter Analytics
IMPRESSIONS ON THE SUGAR HIGH/ Tweets
FEB MAR APR
/ Impressions
5001000150020002500300035004000
FEB MAR APR
495
31763583
/ Profile Visits
200
400
600
800
1000
FEB MAR APR
187
813
646
The charts above show our consistent growth in impressions as well as our spike in profile visits in correlation to our
company’s increased activity on Twitter.
/ Twitter Analytics
FOLLOWERS FEELINGS THE RUSH
/ Starting Followers
71/ Ending Followers
84117 Impression Per Day 3.1% Engagement Rate 2 Likes Per Day
Best day to post: No common threadBest time to post: 11AM-7PMHighest engagement: Came from memes & gifs
A FACE FULL OF FROSTFOR OUR FANS
As the platform with the most engagement and the largest community of followers, Facebook was used to showcase our most visually appealing content and was the main channel used for customer appreciation.
/ Facebook Analytics
GROWING OUR BRAND THROUGHSPROUTING OUR ORGANIC REACH
START
681END
1270
/ Organic Reach/ Age Range
18-24 25-34 35-44
29%
31%
22%80% 20%
/ Gender
Our Facebook audience is primarily women ages 18-44, with a high
concentration ages 25-34.Page “likes” happen more on the
home page than anywhere else
/ Facebook Analytics
APPRECIATE YOUR FRIENDS & FROSTY DRINKS
/ Starting Followers
4956/ Ending Followers
4974
200 Impression Per Day 2.1% Engagement Rate 5 Likes Per Day
Best day to post: Monday-FridayBest time to post: 11AM-7PMHighest engagement: Came from content thatshowcased our customers and our milkshakes
A FACEBOOK BOOSTIN THE RIGHT DIRECTION
REACHED
4,607PEOPLE
SPENT
$10WITHIN1 WEEK 216
REACTIONS
203LIKES
9LOVES
4WOWS
33COMMENTS
4SHARES