Tapping into Social Media for
  Happy Valley Yogurt


             Roberto Araujo, Heather Lou,
      Jenny Quintary and P...
Problem
  Standard marketing techniques

  Need to engage young people in a new way

  Brand differentiation

  Find a...
Campaign Theme

“And the Yogurt ran away with the
 Spoon… to Happy Valley.”
  Attract customers and fans through the inte...
Program Objectives
  To attract publics

  Create a online presence in social media for brand
   differentiation
    Vi...
Publics
Primary                  Secondary
  Teenagers               Parents

  College students        Families

  Y...
Strategies
  Engage public through social media networks

  Entertain and create online presence with young people

  E...
Tactics
  Surveys
    Research and track traffic
    Google Analytics

  Use social media networks such as:
     Blog...
Creating an Online Presence
  Who: Yogurt & Spoon

  What: Their “Affairs”

  Where: Happy Valley; provide a link to we...
Blogs
  Create a fictitious blog for the yogurt and the spoon.
    Weekly updates. Saga (pix, story) and bennefits of ea...
Other:

  Create a presence increase participation

  Digg stories, videos that support yogurt consumption

  Redirect ...
Other:                StumbleUpon

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

• Checking the “I Like it”...
Other: RSS FEEDS
  Great tool for information

  Have our RSS icon visible in our blog

  Create an RSS list of blogs o...
Timeline
  1 month planning             Evaluation
    Research                     Weekly
       Content, messages  ...
Budget
  Internal project

  Eliminates most of the budget

  Possible pay for placement*

  Dedicating 4 person staff...
Evaluation
  Visits per site

  Comments/suggestions

  Surveys
    Before and after
    How did you hear about our p...
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Social media for yogurt

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Social media for yogurt

  1. 1. Tapping into Social Media for Happy Valley Yogurt Roberto Araujo, Heather Lou, Jenny Quintary and Patricia Placensia
  2. 2. Problem   Standard marketing techniques   Need to engage young people in a new way   Brand differentiation   Find appropriate ways to tap into social media
  3. 3. 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.
  4. 4. Program Objectives   To attract publics   Create a online presence in social media for brand differentiation   Visibility   Increase sales of Happy Valley Yogurt
  5. 5. Publics Primary Secondary   Teenagers   Parents   College students   Families   Young Professionals
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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)
  10. 10. 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
  11. 11. 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.
  12. 12. Other: RSS FEEDS   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
  13. 13. Timeline   1 month planning   Evaluation   Research   Weekly   Content, messages   Progress, visits, comments,   Surveys suggestions   Releases   2 month trial period   Construct sites   Build networks/friends   Timeline of stories
  14. 14. 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
  15. 15. Evaluation   Visits per site   Comments/suggestions   Surveys   Before and after   How did you hear about our product?   Profits increase

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