Harmony Nutritionals - Digital Marketing Strategy

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Created by four Michigan State University Communication students, this digital marketing strategy outlines in detail the process Harmony Nutritionals should take to launch their products digitally.

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Harmony Nutritionals - Digital Marketing Strategy

  1. 1.                              
  2. 2.   2  April 23, 2013To the Wilkinson’s family,The following report summarizes the work of the Harmony Nutritionals Michigan StateUniversity team on their digital marketing strategy project. It includes a detailedbreakdown of market research, social media posting strategy, brand positioningstatement, website mockups, search engine optimization plan, and a pay-per-clickadvertising strategy. Together, the project deliverables will help Harmony Nutritionalsposition their products for success in the online marketplace.In order to ensure this success, the team worked a total of 153 hours on the project overa 9-week period. At a rate of $23/hour for social media planning, and $43/hour for webdevelopment, the project would be valued at $3,759*. We are pleased to deliver thisproject at no cost as part of the capstone course of the MSU specialization inInformation Technology Management.It has really been a great semester working with Harmony Nutritionals. We have alllearned a lot from working on the project. We are all very appreciative of the patienceand professionalism displayed by everyone involved. It was a pleasure to work directlywith Brad and Nura every week. The passion they have for creating an innovative,healthy, sustainable product inspired us to deliver to them a quality project they can useto launch their product to market.We are all hoping for a successful launch of the Peanut Punch Smoothie. Our team trulybelieves this unique product can capture significant market share in the Ready to DrinkBeverage market. We hope that we have developed a life-long relationship with theHarmony Nutritionals staff that can continue to be mutually beneficial. In the future, theyshould feel free to contact us directly with any additional questions they may have aboutour project and continuing on with the next steps. Thank you for a great experience andgood luck!Best,Harmony Nutritionals Michigan State University TeamAllie Brito, Project ManagerJanelle IshmanNick OhlerLaura Ene*Cost estimation derived from data collected on industry averages at Indeed.com
  3. 3.   3  Table of ContentsCover Letter………………………………………………………………………………………………..2Executive Summary……………………………………………………………………………………….4Team Members…………………………………………………………………………………………....5Statement of Work…………………………………………………………………………………….......6Purpose…………………………………………………………………………………..……….7Scope……………………………………………………………………………........................7Project Deliverables……………………………………………………………………………..8Goals & Objectives……………………………………………………………………………...9Cost & Schedule Estimates…………………………………………………………………….9Stakeholders……………………………………………………………………………………10Chain of Command…………………………………………………………………………….11Benefit & Risk Evaluation………………………………………………………....................12Assumptions & Constraints………………………………………………….........................13Communication Plan…………………………………………………………………………..13Sign-Off……………………………………………………………………………………........13Items Delivered…………………………………………………………………………………………..14GANTT Chart (Project Schedule) ……………………………………………….......……………......16Presi.com Presentation………………………………………………………………………………….17Social Media Marketing Plan……………………………………………………………………………25Company Overview……………………………………………...……………………………..26Objectives……………………………………………………………………………................27Target Audience………………………………………………………………………………...29Focus Channels………………………………………………………………………………...32Message Content……………………………………………………………………………….33Message Strategies…………………………………………………………………………….36Facebook ……………………………………………………………………………………….36Twitter……………………………………………………………………………….….………..41Pinterest………………………………………………………………………………………….45Putting It All Together…………………………………………………………………………..48Social Media Management Tools………………………………………………………..……49Google Analytics…………………………………………………………………………...…...49Hootsuite………………………………………………………………………………………...50Tweet Adder 3.0………………………………………………………………………………...51Action Plan………………………………………………………………………………….…...53Social Media Calendar…….…………………………………………………………………...56Evaluate Your Strategy………………………………………………..……………………….58Glossary………………………………………………………………………………………….59Facebook…………….….……………………………………………………………..59Twitter…………….….………………………………………………………………....61Pinterest……………………………………………………………………………......63Google Analytics………………………………………………...………..…………...64Hootsuite………………………………………………………………………………..68Works Cited………….………………………………………………………………..…………69SEO Strategy………..………………………….………………………….………………………….…..70AdWords Strategy………………………….………………………….………………………….……....74Website………….………………………….………………………….………………………….…..…...76Nestle Data Analysis………………………….………………………….……………………………….81Muscle Milk Data Analysis…………………………….……………………….…………………………88
  4. 4.   4  Executive SummaryThe overall objective for the Harmony Nutritionals team was to provide a social mediastrategy that demonstrates and expresses the company’s values and increases productawareness of their initial smoothie line, as well as provide the client with search engineoptimization (SEO) techniques and an initial website site map and design. Since thecompany is still in the early stages of development, our focus and main goal was toprovide the client with the necessary tools to implement a successful social mediacampaign and website launch.In order to achieve these goals, we divided the objectives into three areas of focus:Social Media Strategies, SEO and AdWords strategy, and Website design. From thesefocus areas, we created a list of deliverables to be presented to the client each week inthe form of six “milestones”. We then allocated the deliverables amongst the groupmembers and set up a Facebook group to support easy communication between eachother. The six milestones and their deliverables are as follows:Milestone 1 - (Mar. 14)• Competitive data analysis• Profile of target audiencesMilestone 2 - (Mar. 21)• Wireframe drafts• Company presentation onPrezi.comMilestone 3 – (Mar. 28)• Wireframe finals• Social media strategy draftMilestone 4 – (Apr. 4)• Website mockup draft• SEO draft• AdWords strategy draftMilestone 5 – (Apr. 11)• Website mockup final• Final social media strategy• Final SEO strategy• AdWords strategy finalAdditional Items• Positioning statement• Website coding• Glossary of terms for social media• Create initial company logoWith the exception of the extra items delivered at the end of the project, each of thedescribed deliverables was discussed during weekly Skype meetings with the client. Alldeliverables were uploaded to a shared Google Drive by a previously decided deadline.During the Skype meetings, feedback was given and any concerns were addressed toensure continuity throughout the process.      
  5. 5.   5  Harmony NutritionalsMichigan State University TeamAllie Brito – Project Manageremail: britoale@msu.eduLaura Ene – Online Marketing Specialistemail: enelaura@msu.eduJanelle Ishman – Web Design/Social Media Specialistemail: ishmanja@msu.eduNick Ohler – Online Marketing Specialistemail: ohlernic@msu.edu
  6. 6.   6  Statement of WorkforHarmony NutritionalsComposed for: Nura WilkinsonProject Start Date: 2/28/2013Project End Date: 4/23/2013
  7. 7.   7  PurposeTo implement and develop a social media strategy/plan across relevantsocial media platforms as well as a site map that builds on the brandattributes to position and create awareness around the company and itsinitial product (Harmony’s Peanut Smoothie).    ScopeUpon finalizing the goals and expectations of our client HarmonyNutritionals, we will work with Nura Wilkinson (CEO), and bothindependently in our areas of expertise and together to coordinate anddevelop a plan to establish a web presence that reflects the ethical, sociallyresponsible, and health-conscious personality of the brand. We will alsofocus on the launch of the first company product, the PeanutSmoothie. This plan will be explained in detail through an innovativepresentation of the company for the clients review. This presentation willhelp to ensure our work to represent the company’s values meets theexpectations of the client.We will work to provide an interactive platform for the clients’ targetaudiences to share experiences and ideas with the brand and each otheras well as gain knowledge about the company and its initial product, thePeanut Smoothie. In order to provide the most effective branding andmessaging strategy, we will create profiles of the companies two targetaudiences- LOHAS (active adults), and Latin Americans. Based on theseprofiles, we will be able to develop the best possible SEO strategy as wellas a creative and dynamic Social Media marketing strategy that will createa buzz about the company.
  8. 8.   8  Project DeliverablesFrom the initial meeting and information provided by the client, we haveidentified the following deliverables:1. Innovative and creative presentation including company overview,profile of target markets and competitors. Finished by Mar. 212. Company website design and plan:a. Wireframe drafts by Mar. 21b. Wireframe final by Mar. 28c. Website markup draft by Apr. 4d. Website markup final by Apr. 11. Including: content directedtowards the target audience, access to social media sites, pagefocused on first product launch, and company overview page3. SEO and AdWords draft by Apr. 4, final by Apr. 114. Establish presence in multiple social media platformsa. Create specific profiles of target markets and competitors byMar. 14b. Research, identify and choose appropriate social mediaplatforms to be presented in a draft due Mar. 28c. Social media marketing strategy and plan final by Apr. 11                        
  9. 9.   9  Goals and ObjectivesTo provide a social media strategy that demonstrates and expresses the companies’values as well as increasing brand awareness of their initial smoothie line. In addition,our goal is to provide the following: present search engine optimization (SEO)techniques and develop an initial website site map and supply design possibilities. Inorder to meet these goals, our plan is to provide the requested documents promptly,within the scope of the defined terms, and within budget. While completing the project,the team will uphold standards of communication in order to cultivate a constructivebusiness relationship as well as eliminate miscommunication discrepancies withstakeholders and project director, Dr. Coursaris.To implement these goals, the project will be divided into six milestones with differentdeliverables per section of the project. Each milestone must to be completed eachThursday in compliance with a weekly meeting with the client. Upon meeting, the clientwill provide any necessary feedback. Any feedback provided will be immediatelyaddressed and completed for the following meeting. Each milestone has predefined softdeadlines (weekly) but the overall project will require a hard deadline and finalcompletion date of April 23.    Cost and Schedule EstimatesIn order for the project to be completed by Apr. 23, the team has set six soft deadlinesfor six different milestones. The following is the breakdown of the six deliverables:Deliverable 1: Due Mar. 14. Requires the team to complete a data analysis ofcompetitor’s social media and finalize the budgetDeliverable 2: Due Mar. 21. Requires the team to complete a website wireframedraft as well as present the client with a company overview presentationDeliverable 3: Due Mar. 28. Will require the team to finalize the wireframe for thewebsite and present the social media strategy draftDeliverable 4: Due Apr. 4. Will require the team to provide the website mockup,marketing, AdWords strategy draft, and search engine optimization (SEO)strategy draftsDeliverable 5: Due Apr. 11. Will require the team to provide finalized versions ofthe marketing, final AdWords strategy and search engine optimization (SEO)strategies
  10. 10.   10  At this time, the budget isn’t finalized, but will affect any deliverables of any marketingand search engine optimization strategies. In addition, the budget will affect anyadvertising on social media or any website content.  StakeholdersNura Wilkinson – Chief Executive Officer• Main project contact• Will put us into contact with graphic designers• Will have final sign-offShamsoon Kahn – President and FounderBrad Wilkinson – Founder and Board MemberLarry Jones – Founder and Board MemberAhamad Kahn – Chief Operating OfficerDr. Constantinos Coursaris - Professor• Client contact• Supervisor
  11. 11.   11  Chain of Command (Responsibility Matrix)Phase Allie Laura Janelle NickDevelop Social Media Profiles for TargetMarketsP I A APlan Social Media Strategy P S A IMap Website Structure S A P ICreate Website Mockups R A P RCreate Company Overview & MarketingPresentationA P I SBuild AdWords Account S A R PDevelop SEO Strategy S P R ADocumentation A R S PP = PrimaryA = AssignedR = Review RequiredI = Input RequiredS = Signature Required
  12. 12.   12  Benefit and Risk EvaluationType ofRiskJeopardy Description ofRiskExpectationof Risk(1 to 5)Impactof Risk(1 to5)Severityof Risk(ex*im)ContingencyPlan ofActionProjectDefinitionUnclearObjectivesLack ofcommunicationregardingdeliverables andgoals of project.3 3 9 Communicationwithin the groupand a clearunderstand of alldeliverables.ProjectPlanningSpottyPlanningDeliverables notmet on time, allgoals are notmet, poor finalproduct.4 4 12 Have a clearSOW, projectobjectives,communicationbetweenmembers andcompany.ProjectExecutionNo ControlSystems(ProjectMngmt)Project manageris not available,communicating,and takingresponsibility.2 4 8 Keep projectmanagerinformed, incharge, and upto date. Doublecheck that workis sent on time.ProjectExecutionUnskilledLaborLack of skills willlead to certaindeliverables notbeing met,misseddeadlines, ect.2 5 10 Clearly define allskills andexpertisebeforehand toensure all goalscan be met withskills setbetweenmembers.
  13. 13.   13  Assumptions and ConstraintsWe will assume that with all of our skills and experiences combined, we will be able todeliver the best social media, SEO, and website design plans for Harmony Nutritionals.Our combination of social media, online marketing, search engine optimization, and webdesign experiences will ensure that any and all of the Harmony Nutritionals goals aremet and exceeded. A few constraints that may become a problem are the geographiclimitations and time differences between our team members and the company. Onlinecommunication and Skype will help with these constraints and is definitely somethingthat should be easy to manage.    Communication PlanWe have allocated time on Tuesdays/Thursdays 9:00AM-10:00AM and 11:40AM-12:40PM and also Sundays from 12:00PM-5:00PM specifically to work on our project.We have a Facebook Group that we use as our main form of communication betweenour four team members. We also use a Google Drive to load and update projectdocumentation. We will have e-mail as another form of communication between ourteam members and stakeholders.Allie Brito – Project Managere-mail: britoale@msu.eduLaura Enee-mail: enelaura@msu.eduJanelle Ishmane-mail: ishmanja@msu.eduNick Ohlere-mail: ohlernic@msu.eduSign OffSignature: Allie Brito Date: 2/26/13Signature: Nick Ohler Date: 2/28/13Signature: Laura Ene Date: 2/12/13Signature: Janelle Ishman Date: 2/12/13Signature: Nura Wilkinson Date: 2/25/13
  14. 14.   14  Items Delivered  Milestone 1Competitor Data AnalysisFor the competitor’s Data Analysis, the social media strategies on Facebook oftwo competitors, Nestle Boost and Muscle Milk, were analyzed. The competitorswere analyzed based on message strategies, type of post, time and day of theweek. This competitor analysis identified strengths and weaknesses of eachcompetitor’s Facebook strategies, which were later used in the formation of theHarmony Nutritionals’ social media plan.Profile of Target AudiencesThis was presented in the form of an infographic, which can be found at:http://infogr.am/Harmony-Nutritionals--Target-Markets/BudgetDevelop LogoUsed target market and company values to develop a logo for the organization  Milestone 2Wireframe DraftsRough drafts of three wireframes for different pages, including Home, About Us,and a Product pages. Also, the sitemap was presented to the client.Company Presentation on Prezi.comUsing Prezi.com and the executive summary given to us by the client, we createda dynamic and interesting presentation of the company as requested. This canbe used in a unique way to educate the public about the company. It can befound at: http://prezi.com/jz8g9eahjfuc/final-hn-prezi/Finalized logoAfter feedback from client, continued to develop logo and made final markups.Milestone 3Wireframe FinalsPresented the client with final wireframes based on feedback from the client.Social Media Strategy DraftChose three social media platforms and formed an outline in the form of a worddocument to present to the client  
  15. 15.   15  Milestone 4Website Mockup DraftCreated detailed mockup pages using Adobe Photoshop. Color schemes werepresented based on the color scheme that fit the client’s wants and values(nature, simple, health).SEO DraftUtilized site linking and keyword research to present lists of potential keywords tothe clientAdWords Strategy DraftProvided the client with an initial outline of account structure along with initialkeyword researchMilestone 5Website Mockup FinalCreated final mockups based on client feedback.Final Social Media StrategyPresented the client with a final social media strategy for three platforms:Facebook, Twitter, and Pinterest. Also, discussed social media management andtracking tools such as HootSuite and Google AnalyticsFinal SEO StrategyPresented the client with a more polished document of a finished SEO strategyFinal AdWords StrategyPresented the client with a finalized AdWords account structure. Included twoexcel sheets outlining initial campaign keywords along with search dataExtra ItemsSocial Media GlossaryAdded a glossary of terms to the social media strategy, as well as a guide onhow to use social media management tools.Website CodeThe client only requested site mapping and mockups for the deliverable but theteam presented code to kick-start development.Logo DevelopmentSince the client did not create a logo yet, the team presented a logo to representthe brand.Competitor Data AnalysisTo develop the social media strategy, the team collected data to analyzecompetitor’s social media strategy.
  16. 16.   16    GANTT Chart (Project Schedule)
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  25. 25.   25        Social  Media  Marketing  Plan  Harmony  Nutritionals  Alexandra  Brito  Janelle  Ishman  
  26. 26.   26    Harmony Nutritionals provides superior tasting, nutritious, ready-to-drinkbeverages and healthy food items that support good health and quality oflife. The focus of Harmony Nutritionals is on the interconnectedness andharmony of the mind, body, and spirit that help us to reach our full humanpotential. Dedicated to personal development and sustainable living, thisvalues-based company promotes honor, dignity, and harmony throughimproved health and charitable giving. Harmony Nutritionals believes thatthe key to improved health is found in simplicity and nature.This conscience with a company operates a profitable business model thatgives the company the ability to act in a socially conscious way, providing agood rate of return to our investors while conducting business in atransparent, ethical manner. Harmony Nutritionals offers returns to supporta self-sustaining solution to the acute nutritional needs in our ownbackyard.                              Company  Overview  
  27. 27.   27    I. Establish an identity for the company that reflects thepersonality and values of the brand.First and foremost it is important to discern the key values andcharacteristics of Harmony Nutritionals before we establish a presence inthe social media world. The content from this will be used as a referencefor establishing a social media presence on the desired platforms and willdefine how Harmony Nutritionals interacts with its audience.II. Build and maintain genuine, interactive relationships with thepublic via selected social media platforms.It is imperative to form genuine relationships with your audience that showsthem your values. Consumers today do not want to interact with justanother “brand” but rather the values that your brand represents. Constantinteraction with your audience via social media will help them to see yourcompany’s heart and soul, building a lasting relationship with establishedconsumers and also increasing your credibility with new consumers.III. Utilize consumer interactions to shape your business to fit theconsumer’s needs.Social media can be used as a powerful tool to shape your businessbased on feedback from your customers. Consistent use of social media“tracking tools” allows you to monitor this feedback and make anynecessary alterations ensuring the most accurate representation of yourcompany as possible, at all times.IV.Increase engagement with audience across social mediaplatforms.Since the company is just developing the initial product, it is important tocreate electronic word of mouth (eWOM) and other marketing techniquesthat will cultivate the brand. Therefore, after the social media presence isestablished, we should focus on increasing the engagement or interactionswith our intended audience. Each platform has different metrics to trackObjecDves    
  28. 28.   28  this engagement. Whether it is the number of followers on Twitter, numberof likes, comments and shares on Facebook, or the number of pins onPinterest.V. Increase website traffic through social media.Your social media strategy should complement and supplement websitetraffic to quickly and efficiently teach the consumer about the company andthe product. Using the various social media tracking tools we cancustomize your strategy to generate as much traffic to your website viasocial media as possible.                                                          
  29. 29.   29    It is imperative to understand your target audience in order to create thebest content, marketing strategies, and action plans for HarmonyNutritionals. Answer the following questions:1. Who must you reach with your social media efforts to meetyour objective? What should you know about them? Why this targetgroup?Target  Audience  
  30. 30.   30  2. What should your audience know or believe about yourorganization?What will resonate with them? What key points do you want to makewith your audience?● Harmony Nutritionals is a values-driven business that promotes goodhealth, quality of life, and harmony amongst people.● It provides premium, tasty products while encouraging personaldevelopment and sustainable living.● Of the six LOHAS market sectors, “Personal Health” is the primaryfocus of Harmony Nutritionals.Ac$ve  Lifestyle,  Healthy  Adults(LOHAS  Market)  Primary  Target  30+  years  of  age  Income  range  =  high  to  mid  level  Interested  in  personal  health  and  sustainability  Environmentally  conscious  Describes  an  es$mated  $290  billion  U.S.  marketplace  Hispanic,  Central/South  American,  Caribbean/West  Indian  Secondary  Target  Significant  consumers  of  peanuts  in  meals,  snacks,  and  drinks  Larger  families,  more  children  As  a  genera$on,  younger  than  non-­‐hispanics  Culturally  diverse  from  country  to  country  Support  natural,  tradi$onal  healing  prac$ces.    
  31. 31.   31  ● It’s initial product, “Peanut Punch” is all natural, ready-to-drink,nutritious, and loaded with essential vitamins and minerals.● Peanut Punch is made with a small list of ingredients.● Harmony Nutritionals is a family owned and run business with aconscience and a large sense of global responsibility.                                                                    
  32. 32.   32      The Social Media Channels (also referred to as “platforms”) that will helpthe company meet their objectives and are subsequently suggested forHarmony Nutritionals are Facebook, Twitter, and Pinterest.            Focus  Channels  Facebook  • PURPOSE:  Increase  recogni$on,  increase  social  engagement,  establish  onine  social  network,  searchability.    • METRICS  FOR  SUCCESS:  "Likes",  referrals  from  social  networks,  Comments,  and  Shares.  • Facebook  has  more  than  950  million  Facebook  users  of  which  500  million  people  log  onto  the  social  network  site  daily.  • Most  common  age  demographic  of  Facebook  users  are  between  25  and  34.  Perfect  to  reach  LOHAS  consumers  as  average  age  is  30+    Twi[er  • PURPOSE:  Increase  recogni$on,  increase  engagement,  establish  network,  establish  brand,  searchability.  • METRICS  FOR  SUCCESS:  Followers,  2nd-­‐order  followers  (your  followers  follow  count),  social  capital  (influence  of  $w[er  folowers,  referrals  • Over  200  million  ac$ve  users.  • Over  400  million  Tweets  a  day.    • Use  it  to  market  content  from  your  other  social  media  pla]orms  and  to  market  this  content  to  specific  niches  or  people  with  specific  interests.    • Not  filtered;  every  tweet  gets  seen  by  your  followers.  (As  oppsed  to  Facebook,  where  posts  are  filtered.)  • Allows  you  to  connect  your  message  to  what  is  most  meaningful  to  your  customer  in  real  $me.                                                                                                                                                                                                Pinterest  • PURPOSE:  Increase  recogni$on,  increase  website  traffic,  increase  social  engagement  • METRICS  FOR  SUCCESS:  Repins,  Google  analy$cs,  Google  Alerts  • Designed  like  an  electronic  bulle$n  board  where  people  who  share  interests  can  "pin"  pictures  and  content  for  others  to  follow  and  discover.  • Via  visual  displays  of  the  ini$al  product,  recipes,  links  to  blogs,  and  links  to  the  website,  Harmony  Nutri$onals  can  increase  its  brand  awareness  and  develop  a  following  of  consumers.  
  33. 33.   33    In the social media world, content is king. Whether you create contentyourself via your website or blog, or you are sharing content from anothersource, always be sure your company shares and creates content thatdoes the following:I. Exudes quality and credibilityStay genuine and honest with anything you claim or say-consumers can smell a lie from a mile away. Share personalstories or ideas that have a purpose. Share content from credibleblogs and organizations that your consumers would enjoy or finduseful. As you earn the trust of your audience via quality content,your credibility as a company and social media presence willincrease.II. Focuses on the values of your target audience, and ofHarmony NutritionalsYour content should primarily focus on values and ideas discussedin the “Target Audience” section of your strategy. Create andshare content that resonates with these values and the values ofHarmony Nutritionals, as well as utilizes the “Keywords”highlighted in your SEO strategy. Use content that provesHarmony Nutritionals has the audience in mind; their problems areyour problems, their interests are your interests. Use social mediaas an opportunity to show the true personality of HarmonyNutritionals, build trust, and befriend your audience.III. Avoid too much promoting or sellingStay away from selling your product or brand; this comes off tooaggressive and transparent. Content with less focus on yourproduct leads consumers to view your company as a livingbreathing entity, rather than a company selling them their product.Message  Content  
  34. 34.   34  KeywordsTo ensure your SEO (Search Engine Optimization) and social mediastrategy supplement each other, a specific set of keywords should be usedacross Harmony Nutritionals’ website, social media sites, and blogs so thatwhen these terms are searched they will result in the Harmony Nutritionalssite shown in the search.Health Drinks Fitness Smoothies Ready to Drink SmoothiesHealthy Drinks Organic Smoothies All Natural DrinksHealth Smoothies Organic Drinks All Natural SmoothiesNutritional Drinks Peanut Smoothies Cane Sugar Based DrinksNutritional Smoothies Peanut Drinks Cane Sugar Based SmoothiesFitness Drinks Supplement Drinks Protein Health DrinksContent for your secondary target audience: Hispanic,Central/South American, and Caribbean/West Indian peopleWhen creating content for your secondary target audience, you will stillfollow the major guidelines previously discussed. Remember, as with yourprimary target audience, to focus more on the values of this targetaudience, and less on selling your product and brand. Since your primarytarget audience is active adults, and your secondary audience is LatinAmerica (more or less), practice a 2:1 ratio in regards to content ofmessages for now. Unless you plan on implementing separate socialplatforms strictly in Spanish, you will have to integrate the values of theLatin American world when you create and share content.I. Create or share content that is bilingual, or in Spanish.• Post pictures with captions in Spanish that lead to your site.• Tweet in Spanish.II. Create or share culturally diverse content, focused on yoursecondary target audience.• Post pictures of culturally diverse families and places.• Celebrate international holidays or events.
  35. 35.   35  • Support international organizations or causes via your socialmedia platforms.• Tweet content that connects your audience to blogs and sites thatare based in Spanish speaking countries, or by Spanish speakingpeople.III. Be aware and sensitive to the difference in cultural norms notonly between non-hispanics and Hispanics, but between eachLatin American country too.• Research proper terms and words when creating original content.• Emphasize and celebrate the cultural diversity of the LatinAmerican world by including multiple countries and regions.                                                
  36. 36.   36    While the overall content of your messages will be similar across your threesocial media platforms, the messaging strategies for each will vary a bit.Your messaging strategy on each platform will also vary depending onwhich of your target audience groups you are gearing the messagetowards. Move forward with each strategy keeping the key points from your“Message Content” in mind.FACEBOOK:Based on our research and our data analysis, the following are examples oftypes of Facebook posts we recommend for Harmony Nutritionals.1. Images with text- Posting an image of your product, or something thatwould appeal to your target audience is an easy way to catch the attentionof Facebook users. Remember that content is key; focus on your targetaudience and their interests. An example of a post for Harmony Nutritionalscould be:• “Move It Mondays” - These posts reflect the values of the companyas well as the lifestyles of the active adults (primary target market).The post should include engaging photos and a tip or suggestion toget active! Whatever you choose, keep it fun and simple.*Here is an example of how Nestle appeals to theirconsumers’ interest in health and wellness using a picture and a photo.Message  Strategies  
  37. 37.   37  2. Image and URL- Going a step further than simply a picture with anexplanation, posting a link for users to follow is a great way to engage yourconsumer and continue your genuine, interactive relationship with them.• To take the values-driven approach, Harmony Nutritionals could posta photo of anything that might interest their target audience, with alink to a blog or webpage that the photo came from.3. Video- Post videos that reflect Harmony Nutritionals’ interests such aswork out videos, or news stories that cover the humanitarian efforts thatinterest your company.4. Poll- Facebook allows its users to create their own polls and post to theirpages. This can be useful for not only engaging consumers, but forgathering important information and research for your company. HarmonyNutritionals could use Facebook polls to ask questions like, “What is yourfavorite Peanut Punch flavor?” or “What is your favorite way to get in touchwith your spirituality?” and provide 4 or 5 answers for consumers to engageand feel as if their opinion matters.5. Brand Awareness- As mentioned previously, brand awareness shouldbe approached very carefully and fewer than other posts, however it is stillimportant so your target audience knows what your company does andwhat it has to offer.• Each week, Harmony Nutritionals should include one brandawareness post to establish an online personality and brand identity.Theses post should also include links to the company website toincrease website traffic.• Post a link to the Prezi presentation of Harmony Nutritionals.• Other promotions include coupon codes etc.5. Corporate Social Responsibility- As a social and health consciouscompany, Harmony Nutritionals can utilize this post category to attractactive adults by sharing information from organizations that share the samesense of social responsibility as Harmony Nutritionals embodies.• Awareness• Fundraisers
  38. 38.   38  *An example of Nestle posting about a cause they support.• Harmony Nutritionals could post a picture with a link to a worldhunger organization.6. Customer Service – Facebook posts that make important apologies orannouncements about your company foster an open, honest relationshipwith your consumers. Be sure to respond immediately if there are anycomplaints on your Facebook.7. Engagement- Engaging posts are those meant to encourage acustomer to either “like”, “comment” on, or “share” your Facebook post.These are the highest recommended type of Facebook posts for HarmonyNutritionals, especially when paired with pictures, videos, and links.Links that take you to another Facebook page or website are also classifiedunder this category. Engaging posts for Harmony Nutritionals could includelinks to health and fitness blogs, polls (mentioned earlier), or encouraging acustomer to share something personal about themselves.More specific examples include:• “Health Questions” - Theses post will be targeted at engagingusers. Since Facebook’s highest traffic occurs mid-week between1pm-3pm and engagement is 18% higher on Thursday and Fridays(“Top 15”), the question should be ask on Thursday between 1pm -3pm.• Other questions:
  39. 39.   39  o “What is your favorite way to meditate after a long day?”o “Fill in the blank, my favorite way to get protein is___.”• Likes:o “Like if you love peanuts as much as we do!”o “Like if Fridays are your favorite day of the week!”o “Like if eating organic is important to you!”• Directional:o Might not include literal directions, but a picture with a link. Alink to your website or another site directs the consumer, and isone way to engage.• Appreciation:o Showing appreciation will often promote more “likes”.o “Thank you to everyone who has supported our company thispast year!”• Polls• Photos*Nestle engages their customers by asking questions which encourage comments.Notice how they pair questions with photos.8. Product Awareness- Just as “brand awareness” should be usedsparingly, so should product awareness posts. Promoting HarmonyNutritionals’ products at the right time and carefully are imperative.
  40. 40.   40  *Muscle milk not only engages their consumer, but also promotes their brand andproduct.9. Seasonal- As Harmony Nutritionals’ target market includes Hispanics;research into holidays celebrated in each target country can benefit thecompany and help the brand create content that is culturally diverse. A fewupcoming holiday post examples that Harmony Nutritionals should considerinclude:• May 6: No Diet Day is an international holiday that celebrates bodyshape diversity. An example message for this day might be, Today isInternational No Diet Day! Let us all celebrate the holiday thatencourages us to appreciate the bodies we have regardless of shapeand size. “Like” this if you LOVE your body!• May 12: Use engagement techniques that facilitate two-waycommunication such as “My Mother is __________. Share with ushow important your mother is to you! Happy Mothers’ Day” The postcould include a photo of a mother and daughter drinking the producttogether.
  41. 41.   41  *This post is not only seasonal, but a great example of how the company links theirposts to pages that cater to other languages too.TWITTER:Although the focus in most social media channels is quality over quantitywhen creating your messaging strategies, the numbers game is mostimportant for Twitter. Gaining followers ultimately gains your companymore exposure. Using your quality content to attract as many followers asyou can is important for Twitter. Remember too, that for Twitter you areallowed a maximum of 140 characters per Tweet to express yourself.The following are types of tweets we find would be useful for a HarmonyNutritionals’ account, with some examples from already existing Twitteraccounts.1. Basic tweets- A basic tweet for Harmony Nutritionals is a simple way toshow off its personality. Remember to stay true to the values of thecompany. Tweeting an inspirational quote about helping others could be a
  42. 42.   42  good reflection of the brand’s values, or simply wishing your followers agreat day, or happy holiday of sorts.• Simply saying, “Happy Friday everyone!” can help the consumersee how relatable the company is.• You can also use quotes from your company overview in a simpletweet: “Good morning all! Remember, the key to good health isfound in simplicity and nature!” or, “What a beautiful day to findharmony in every aspect of your life!”*Here is an example of a basic Tweet. Short and simple.2. Links- Twitter is a great way to direct users to your desired destination,or share information you think your users would find interesting.• Post links to health blogs, by doing so they may one day return thefavor and blog about your company!• Post links to videos and photos about your company; a picture isworth a thousand words (in any language!).• Post links directly to your company Prezi, webpage, or yourFacebook page.• Post links to a poll you have set-up on your Facebook page.• Post about upcoming events or milestones important to yourcompany, with a link to more information about the event.*Keep in mind when posting any link on Twitter how important an eye-catching headline or message that goes with the link can be. It only takesa few seconds for a consumer to decide if they will engage with yourmessage, or move on. Answer a question, solve a problem, predict futuretrends, declare a new discovery; any of these types of headlines are greatways to engage a consumer. Prompting the user to click on your link alldepends on this headline. Some Twitter headline suggestions for HarmonyNutritionals include:• “5 things you never knew about Harmony Nutritionals”• “How peanuts can improve your life”• “How important is protein to you?”
  43. 43.   43  *A Tweet linked to an article, with an eye-catching headline.3. Promotional tweets- Promotional tweets can help increase yourengagement with users as they offer something to your audience.Tweeting a coupon code that saves money is a prime example of apromotional tweet. You can also Tweet about important events yourcompany is expecting.*Here is an example of a Promotional Tweet with a link too. Notice how they also usehashtags and mention other Twitter accounts to increase their chances of engagement.4. Engagement- Encouraging your followers to engage with you by eitherretweeting, replying, or favoriting your tweets is a great way to interact firsthand with your target audience. Ask questions that they would be eager toanswer, but that won’t spark negative debates. Encourage your audience tointeract with Harmony Nutritionals’ personality in a fun way. Examples ofthis include:• “If we get 100 retweets by Friday, we will reveal our new productflavor two weeks early!”• “We are taking care of our mind, body, and spirit today! RT if you aretoo”• “Favorite this tweet if you have tried our Peanut Punch and liked it!”• “Favorite if you’d like to see our product in your city!”• “Happy Earth Day! Tell us how you are doing your part to save ourearth!”• “What is your favorite way to grab on-the-go protein?”
  44. 44.   44  *This account is encouraging Retweets, without promoting their brand orproduct; focused on building positive relationships with their followers andprospective followers instead.5. Responding tweets- Responding to tweets is vital for networking yourbrand, and for providing exceptional customer service to your consumer.Responding to your target audience might lead to them following orinteracting with your company. You may also be responding to someonewho is already following your Twitter, and asks a question, or hassomething to say about your brand (good or bad). Responding to tweets ina quick and positive tone can help build a genuine and credible reputationfor Harmony Nutritionals.*Muscle Milk makes sure to respond to many customer Tweets that mention theirproduct every day.Additional Twitter Strategies:Connect with other companiesThe beauty of Twitter is that it not only allows you to connect with businessglobally, in real time, but it also allows business to help each other.Harmony Nutritionals can utilize Twitter to connect with its target audience,and connect with influential organizations or companies that can helpincrease brand and product awareness.• Follow your target distributors or websites and companies thatpromote values your brand and audience represent.• Retweet tweets from these accounts.
  45. 45.   45  • Send a private message, also referred to as a “Direct Message” toorganizations, stores, or distributors that interest your company andtarget audience.*Tip: Never ask for a favor; instead explain how your company can benefitthem.Promoting your account or tweetsYou can pay Twitter to promote your Twitter account locally or globally.You can also pay them to promote specific tweets that will show up next toa users Twitter feed. This is highly recommended as Harmony Nutritionalsis just starting out. The beauty of promoted accounts is that you will neverpay more than you agree. Simply set a cap on the amount you would like tospend, and Twitter charges you for each follow or retweet until you have hitthe set amount.*Whipped Bakeshop promoted their account locally to amplify their Twitter following.PINTEREST:Pinterest is a great way to connect with your target audience, women inparticular. Everything you “Pin” on this channel is visually represented so itis important to choose a dynamic and accurate representation of yourcontent. Of the three social media channels we have selected for HarmonyNutritionals, content on Pinterest should be the most product and brandpromoted.1. Pictures- Post pictures of your product, your company logo, yourfamily, your business process etc. There is room for a small captionunder these photos, so be sure to use eye-catching, yet simple captionslike mentioned earlier.• “The Birth of our Company”• “Harmony Nutritionals bears it all!”
  46. 46.   46  2. Quality Content- Your pictures should lead to your company website,your company Prezi presentation, or blogs and websites your targetaudience would enjoy. More specifically:• Link a picture of your product to your website that shows all of youringredients. With a caption like, “Harmony Nutritionals gets naked: ourfull list of ingredients!”• Link a picture of your logo to the “About us” section of your website.• “Flavor Friday” - These posts will be connected from your Facebookplatform by it providing a link to your pin with additional information tothe recipe provide. Flavor Friday is meant to represent fun and yummyrecipes. This could include recipes that use or compliment the drink. Itcould also have nutritional recipes or specifically target differentcultures. For example, a post that targets a different culture could havea photo of a traditional dish and have users guess what culture isassociated that traditional dish (e.g. Crepes for French).*A pin with a simple caption which leads to a recipe.• “Workout Wednesday” - The Workout Wednesday Pin will have avisual of a new workout technique, inspirations to get active, orpromote active lifestyles. Theses pins can be either created by thecompany or repined. If created by the company, the pin shouldeventually direct them to the company website or company blog. If itis on the company website, there should be a separate page thanhome, product, or about us.3. Boards- Organize your content into “boards” or categories. HarmonyNutritionals could have the following boards:
  47. 47.   47  • “All about Harmony Nutritionals ” board• “Values” board• “Healthy Recipes” board• “Peanuts, peanuts, peanuts” board*Hershey’s Chocolate Pinterest boards.                                                
  48. 48.   48                                          PuKng  it  all  together            Post                Tweet      Pin  ObjecDve  • What  is  the  goal  of  this  post?  Audience  • Who  are  we  targe$ng?  Values  • Which  values  are  we  focused  on?  Quality  Content  • What  does  this  message  say?  What  is  the  purpose?  Messaging  Strategy/Timing  • What  type  of  message?  When  will  it  be  published?  
  49. 49.   49      All of this information on content and different channels can beoverwhelming; especially to a business that is just getting their feet wet inthe social media world. For this reason, there are management and trackingtools to help you simplify and integrate your social media strategies, as wellas track the success and effectiveness of your efforts. We have chosen afew to help get you started, but as you move forward as a business you mayadd more, or find others that you like better.1. Google AnalyticsGoogle analytics helps you analyze and track multiple parts of your socialmedia marketing efforts, as well as the success of your webpage.• It gives you quantifiable, measurable reports on your selected socialmedia platforms to gauge your social media strategy’s success.• Shows you which platforms are engaging more consumers.• Shows you which platforms are directing consumers to your webpage.• Shows a list of keywords that your target audience is using most.o Which keywords are working, and which are not?• Which areas of your webpage are easiest to access, or beingaccessed most from searches.• Allows you to see how users are interacting with each of yourplatforms.o Ex: Likes, comments, or shares on Facebooko Ex: Retweets or mentions on Twittero Ex: Pins or re-pins on Pinterest.Social  Media  Management  Tools  
  50. 50.   50  All of the features offered by Google Analytics will help HarmonyNutritionals allocate time and effort more efficiently by showing which socialmedia channels need improvement and in what areas.2. HootSuiteHootSuite is a social media tool that allows you to manage all of yourselected platforms in one place called the “HootSuite Dashboard”. Yourpersonal dashboard is organized into basic “default” streams at first, butthese can be customized. You can customize streams by searches orkeywords to see who is talking about your company, or who is talking aboutkeywords your company is interested in. The other functions that HootSuiteprovides include:• Sending the same message across all your social media channels.
  51. 51.   51  • Easily finding who “mentions” you on Twitter, for quick response orfollow back.• Schedule messages to be sent at specific times.o Across all your channels, or just one if you prefer.o Great to reach people in different time zones (Latin America,etc.)• Shortening links that are too long to fit into Twitter. You do so by copyand pasting the link into the “shrink” box, below the message box.o Using the link shortening tools also allows you to track how manypeople click on the link, and where they are from.These are the basic functions of the free version of HootSuite. There is a“pro” HootSuite ($9.99/month) that is provides more detailed analytics withmention and retweet reports. This version is not recommended yet asHarmony Nutritionals is just starting out, however you may want to considerusing HootSuite Pro in the future for research and development purposes.3. Tweet Adder 3.0An excellent Twitter marketing management tool to help increase the reachof your company. Tweet adder is designed for Twitter users to manage yourTwitter to the best of your abilities. Something to remember about TweetAdder is that it was made with the philosophy that one should never have ahuge ratio of followers to people followed. This can be seen as an
  52. 52.   52  untrustworthy account, thus Tweet Adder is great at keeping you informed atthis ratio. Features of Tweet Adder include:• Targeted Twitter searcheso Search keywords not only in Tweets but in profiles andusernames.o Finds these people and suggests you follow them.• Auto Follow- Tweet Adder will automatically follow people who fit yourrequirements (selected in the settings portion).• Auto Follow-Back- Set your settings to automatically follow back thosewho follow you.• Auto Unfollow- Set your Tweet Adder to unfollow anyone who doesn’tfollow you back in a number of days. Or it will unfollow those users thatit does not find useful for your Twitter based on your settings.o This is a feature that ensures you do not have too large of afollowers to followed ratio.• Auto Tweet- Set a number of Tweets to be sent out at random times,or specified times throughout the day.• Auto Message- Send an automated private, direct message thatthanks users for following you.o Ex: “Thanks for the follow! Find out more about HarmonyNutritionals by visiting our website at _______”
  53. 53.   53  *Tweet Adder’s Easy-to-use screen  Below you will find a basic action plan for each platform. The “Action Type”is essentially a goal, while the “Action Details” and “Means” are the key toachieving these goals. The “Metrics and Tracking” sections are yourindicators of whether or not you are achieving said goals.Facebook 3 - 4 Hours/ week    Action TypePriorityLevelAction Details FrequencyMetrics/TrackingTime/Week MeansCreate CompanyPage onplatform1Add company detailswhile ensuringconsistent informationacross SNS platformsand website.Ongoing% Pagecompleted1hrFacebookplatformIncrease “Like”Count onCompany Page1Produce and postinteractive contentOngoing# of Likes ofcompanyprofile1hrFacebookHootSuitePost Content 1Develop onlinepresence by postingcontent that reflectscompany values aswell as topicsimportant to targetmarket1-2 post/day% Impression% FeedbackCTR1hrFacebookHootSuiteBuild andmaintainrelationships1Establish relationshipswith the consumers byliking, commenting,and responding toposts.Ongoing% Feedback,Businessresponsetime30 minutesFacebookHootSuiteExpand Reach2Cultivate messagestrategy to targetother markets andanalyze messagereach data to focus ondifferent languagesand locationsOngoingReachDemographicand LocationMetrics30 minutes Facebook“Like” Fan pages(or competitors)3Search for relevantpages to receiveupdates onconsumers likes anddislikes. Also, developan understanding ofcompetitors’techniques.Like / week # Likes 10 minutesFacebookSearch  AcDon  Plan  
  54. 54.   54  Twitter 2-3 Hours/WeekAction TypePriorityLevelAction Details FrequencyMetrics/TrackingTime/Week MeansCreateAccount1Add companydetails (inoverview),ensureconsistencyacross allplatforms.One time-initialcreation.% Pagecompleted1hr Twitter platformIncreaseFollowercount1Utilize socialmediamanagementtools to increase# of importantfollowers.Ongoing# Followers#ReleventFollowers%Increase30 minTwitter Platform,TweetAdder 3.0Follow UsersFollowBacks1Search for andfollow relevantusers accordingto their profileOngoing#FollowingFollwer:FollowingRation20 minsTwitter Platform,TweedAdder 3.0Tweet 1Tweet contenttypes discussed3-5tweet/day#Clicks#Retweets &Replies40 minsTwitter Platform,HootSuiteCommunityEngagementandManagement2Retweet otherusers’ content,Reply to userswho engage withyou, comment ontweets related tocompany keywords, phrases,and industries.OngoingSearch.Twitter.com,HootSuite, TwitterStream                        
  55. 55.   55      Pinterest 2-3 hour / week  Action TypePriorityLevelAction Details FrequencyMetrics/TrackingTime/Week MeansCreate abusinessaccount1Start and developPinterest page forbusiness (connectwebsite to pins andadd button onwebsite)Ongoing% Pagecompleted1hrPinterestplatformUnderstandaudiencethroughresearch tools1To understandconsumer’s interest,begin following manyof consumers tounderstand what ismost important tothem throughPinterest WebAnalytics2 follow /week# FollowersMostrepinned30 minPinterestplatformAuthenticallyshowcasebrand1Draw attention tobrand and invest inshaping brandpresence throughvisual pins1 new pin /weekRepins# Followers# Comments1 hrPinterestplatformIncreasewebsite traffic(vice versa)1On pins postedprovide link towebsite and on thecompany websiteprovide link toboards on PinterestOngoingCTR ( Clickthrough rate)1hrPinterestplatformGoogleAnalyticsWebsite                        
  56. 56.   56      Based on the data analysis reports of competitors, and additional researchand development, we have provided you with a social media calendar. Thiscalendar represents a guideline of what Harmony Nutritionals should postin May 2013 in order to meet the goals listed as “action types” in the “actionplans” portion presented earlier in your social media plan.• 1 - 2 posts per day on Facebook, 3-5 tweets each day on Twitter, and1-2 pins per week on Pinterest.• Post mid-week or weekends.• Post early mornings; many people check social media minutes afterwaking up.• Also consider time-zone differences when posting content; this canbe managed using HootSuite.                                    Social  Media  Calendar  
  57. 57.   57    May 2013 Social Media StrategyPost are color codes: Facebook, Twitter, Pinterest    Monday   Tuesday   Wednesday  Thursday   Friday   Saturday   Sunday  Week  1  29  8am-­‐8pm:  3-­‐5  Tweets    30  8am-­‐8pm:  3-­‐5  Tweets,  Use  Tweet  Adder  &  HootSuite  1  8am:  “Workout  Wednesday”  Pin  8am-­‐8pm:  3-­‐5  Tweets      2  8am  Brand  Awareness  Post  1pm  Health  Question  8am-­‐8pm:  3-­‐5  Tweets      3  8am:  Flavor  Friday  2:00  pm:  Flavor  Friday  8am-­‐8pm:  3-­‐5  Tweets    4  8am-­‐8pm:  3-­‐5  Tweets,  Use  Tweet  Adder  &  HootSuite  5  8am-­‐8pm:  3-­‐5  Tweets    Week  2  6  8am  “Move  It  Monday”  1pm  No  Diet  Day    8am-­‐8pm:  3-­‐5  Tweets    7  8am-­‐8pm:  3-­‐5  Tweets,  Use  Tweet  Adder  &  HootSuite    8  8am:  “Workout  Wednesday”  Pin  8am-­‐8pm:  3-­‐5  Tweets    9  8am  Brand  Awareness  Post  1pm  Health  Question  8am-­‐8pm:  3-­‐5  Tweets    10  8am:  Flavor  Friday  2:00  pm:  Flavor  Friday  8am-­‐8pm:  3-­‐5  Tweets    11  8am-­‐8pm:  3-­‐5  Tweets,  Use  Tweet  Adder  &  HootSuite  12  8am:  Mother’s  Day  Post  8am-­‐8pm:  3-­‐5  Tweets    Week  3  13  8am  “Move  It  Monday”  1pm  “Like”  or  “Share”  post    8am-­‐8pm:  3-­‐5  Tweets    14  8am-­‐8pm:  3-­‐5  Tweets,  Use  Tweet  Adder  &  HootSuite  15  8am:  “Workout  Wednesday”  Pin  8am-­‐8pm:  3-­‐5  Tweets    16  8am  Brand  Awareness  Post  1pm  Health  Question  8am-­‐8pm:  3-­‐5  Tweets    17  8am:  Flavor  Friday  2:00  pm:  Flavor  Friday  8am-­‐8pm:  3-­‐5  Tweets    18  8am-­‐8pm:  3-­‐5  Tweets,  Use  Tweet  Adder  &  HootSuite  19  8am-­‐8pm:  3-­‐5  Tweets    Week  4  20  8am  “Move  It  Monday”  1pm  “Like”  or  “Share”  post  8am-­‐8pm:  3-­‐5  Tweets      21  8am-­‐8pm:  3-­‐5  Tweets,  Use  Tweet  Adder  &  HootSuite  22  8am:  “Workout  Wednesday”  Pin  8am-­‐8pm:  3-­‐5  Tweets    23  8am  Brand  Awareness  Post  1pm  Health  Question  8am-­‐8pm:  3-­‐5  Tweets    24  8am:  Flavor  Friday  2:00  pm:  Flavor  Friday  8am-­‐8pm:  3-­‐5  Tweets    25  8am-­‐8pm:  3-­‐5  Tweets,  Use  Tweet  Adder  &  HootSuite  26  8am-­‐8pm:  3-­‐5  Tweets    Week  5  27  8am  “Move  It  Monday”  1pm  “Like”  or  “Share”  post  post    8am-­‐8pm:  3-­‐5  Tweets    28  8am-­‐8pm:  3-­‐5  Tweets,  Use  Tweet  Adder  &  HootSuite  29  8am:  “Workout  Wednesday”  Pin  8am-­‐8pm:  3-­‐5  Tweets    30  8am  Brand  Awareness  Post  1pm  Health  Question  8am-­‐8pm:  3-­‐5  Tweets    31  8am:  Flavor  Friday  2:00  pm:  Flavor  Friday  8am-­‐8pm:  3-­‐5  Tweets    1  8am-­‐8pm:  3-­‐5  Tweets,  Use  Tweet  Adder  &  HootSuite  2  
  58. 58.   58      Once a strategy is in place, it is important to understand if it is meeting yourobjectives; is it producing positive feedback, increasing brand awareness,fostering interaction between consumer and company, etc? There is nosingle measurement of success for social media, thus the strategy mustconstantly be adapted to meet consumers’ desires.With that said, the benchmarks and goals of the company must adapt aswell. The goals of the social media channels should be measurable,achievable and realistic. For example, it is unrealistic to expect a certainpercentage of sales based on social media interaction and website trafficbut having a goal to get a certain percentage (or number) of new followersin a given timeframe is achievable and realistic. Start with small goals, andwork your way up. Set new goals for each week, or each month in terms ofthe metrics highlighted earlier for each channel.Although having a specific number of followers, “likes” or “pins” issomething to celebrate, remember that in general it is more important tocreate relationships than numerical values at this stage. HarmonyNutritionals should evaluate the impact the company is having on theirconsumers, and make necessary adjustments by using the social mediamanagement and tracking tools we have discussed. These tools will ensurethe highest degree of customer satisfaction and company success now,and in the future.              EvaluaDng  your  strategy  
  59. 59.   59    Below you will find any of the terms you may have come across that youwere not familiar with. You will also find any terms you may encounter in thefuture that will be useful to know. Note that the glossaries for both HootSuiteand Tweet Adder are smaller as most of the terms used in these applicationsare from your social media platforms.The Facebook GlossaryApplication (or App)- A customizable, limited-used computer program that can bedownloaded from a web page rather than being physically installed on a computer. Canbe added to a Page, Profile, or Group to increase effectiveness and desirability byadding more features and functionalities.Blog (or Web log)- An online journal/diary that is typically written by a single author.Can be made public or private. Blogs usually contain commentary on the author’spersonal life, favorite subjects, or current events. They may include multimediaelements such as pictures, videos, songs, or links to other websites. Can also be usedas a verb, i.e., “Many Facebook members ‘blog’ about their daily lives to keep theirfriends informed.”Chat- A Facebook feature that allows members to have real-time, text-basedconversations with other members who are also logged in to Facebook.Fan- A Facebook member who has opted to be added to a database of other memberswho appreciate the contents of the page (or the person/product/company that itrepresents).Filter- A Facebook feature that allows members to search through their friends, photos,and other items by distinct, customizable categories.Friend- A Facebook member who has opted to be linked to another person’s Profile,adding them to that person’s social circle and giving them more in-depth access to thatperson’s information. A “friend” invitation must be extended and accepted beforeinformation is shared. Can also be used as a verb, i.e., “If you ‘friend’ me on Facebook,I can share photos of my family with you.”You can also “defriend” someone at any time. This action removes that person fromyour list of friends as well as your News Feed. Depending on your privacy settings, thisaction also limits a person’s ability to communicate or share information with you.Glossary  
  60. 60.   60  Group- A Facebook page that serves as a central online gathering place for Facebookmembers who opt to join because they share similar interests or causes. These aredifferent than Pages and Profiles.Inbox- Like other online email systems, this is the location within Facebook wheremembers can read and respond to email sent to them from other members.Like- A feature that allows a Facebook member to publicly appreciate a comment, post,video, picture, or other multimedia item shared by other members. A “like” appears as a“thumbs-up” icon directly beneath the shared item.Member- A person who has opted to join and participate within a Facebook Group. Theperson’s Profile is linked to the Facebook Group, giving them real-time updates on theGroup’s activity.News Feed- A customizable, personalized list of activities occurring within a Facebookmember’s social circle. This information is sequenced chronologically and updated inreal-time, giving individual Facebook members an up-to-date summary of what theirfriends and Groups opt to share.Page- A Facebook site created by a representative or collective group (rather than anindividual) to share information and communicate directly with fans. These are typicallyused by artists, musical groups, celebrities, businesses, and brands.Although Facebook members can post messages on the Page’s Wall, only the officialadministrator can create or edit the information. A Page is not the same as a Profile.Post- To share information or a multimedia element within your social circle. Can alsobe used as a noun, i.e., “I am going to post photos from my trip to Facebook.”Profile- A Facebook site created by an individual who opts to share information andmultimedia elements (such as pictures and videos) and communicate with otherFacebook members. These are created by individual people and display personalinformation (such as hometown, education, favorite activities, and contact information)that the member opts to share with others. A Profile is not the same as a Page.Share- This function allows a Facebook member to host something they have foundonline (i.e., news article, photograph, YouTube video, or even another Facebookmember’s post) on their personal Wall.Status- Brief, text-based updates that Facebook members can create and share. Thesetypically are used to inform friends of current whereabouts, activities, or thoughts. Onceposted, they will appear in the News Feed of the people within a member’s social circle.However, customizable privacy settings can control who can view these updates.Tabs- Links to different sections of a Page or Profile that are accessible on the mainpage. These are located directly beneath the main Profile picture.
  61. 61.   61  Tag- A Facebook feature that allows members to publicly identify the names of othermembers included in or related to a multimedia element (such as a photo or video).These can also be used as links to an individual person’s Profile.Unlike- A Facebook member can remove his or her “Like” indicator from a comment orpost; this action is referred to as “unliking” something.Wall- The location where members post information or messages directly to anindividual’s Page or Profile. This information is public and viewable by all members ofFacebook.http://www.oattravel.com/Community/Facebook/Facebook-Glossary.aspxThe Twitter Glossary@- The @ sign is used to call out usernames in Tweets, like this: Hello @Twitter! Whena username is preceded by the @ sign, it becomes a link to a Twitter profile. See alsoReplies and Mentions.Activity- Lives in the "Connect" tab. Activity is a real-time dashboard to view what thepeople youre following are up to on Twitter. You can view Tweets theyve favorited anddiscover other good content on Twitter.Bio - A short personal description of 160 characters or fewer used to define who youare on Twitter.Direct Message- Also called a DM and most recently called simply a "message," theseTweets are private between the sender and recipient. Tweets sent over SMS becomeDMs when they begin with "d username" to specify who the message is for.Favorite- To favorite a Tweet means to mark it as one of your favorites by clicking theyellow star next to the message.FF- #FF stands for "Follow Friday." Twitter users often suggest who others shouldfollow on Fridays by tweeting with the hashtag #FF.Follow- To follow someone on Twitter is to subscribe to their Tweets or updates on thesite.Follow Count- The numbers that reflect how many people you follow, and how manypeople follow you. Found on your Twitter Profile.Follower- A follower is another Twitter user who has followed you.
  62. 62.   62  Following- Your following number reflects the quantity of other Twitter users you havechosen to follow on the site.Handle- A users "Twitter handle" is the username they have selected and theaccompanying URL, like so: http://Twitter.com/usernameHashtag- The # symbol is used to mark keywords or topics in a Tweet. It was createdorganically by Twitter users.Mention- Mentioning another user in your Tweet by including the @ sign followeddirectly by their username is called a "mention". Also refers to Tweets in which yourusername was included.Name- A name that can be different from your username and is used to locate you onTwitter. Must be 20-characters or fewer.Profile- A Twitter page displaying information about a user, as well as all the Tweetsthey have posted from their account.Profile Picture- The personal image uploaded to your Twitter profile in the Settings tabof your accountPromoted Tweets- Tweets that selected businesses have paid to promote at the top ofsearch results on TwitterReply- A Tweet posted in reply to another users message, usually posted by clickingthe "reply" button next to their Tweet in your timeline. Always begins with @username.Retweet (noun)- A Tweet by another user, forwarded to you by someone you follow.Often used to spread news or share valuable findings on Twitter.Retweet (verb)- To retweet, retweeting, retweeted. The act of forwarding another usersTweet to all of your followers. users manually retweet a message. See also Retweet.Third-Party Application- A third-party application is a product created by a companyother than Twitter and used to access Tweets and other Twitter data.Timeline- A real-time list of Tweets on Twitter. See also Home Timeline.Timestamp- A note displaying when a Tweet was posted to Twitter. Can be found ingrey text directly below any Tweet. Is also a link to that Tweets own URL.TL- Short for "Timeline." See also Timeline and Home Timeline.Tweet (verb)- Tweet, tweeting, tweeted. The act of posting a message, often called a"Tweet", on Twitter.
  63. 63.   63  Tweet (noun)- A message posted via Twitter containing 140 characters or fewer.Tweet Button - A button anyone can add to their website. Clicking this button allowsTwitter users to post a Tweet with a link to that site.Tweeter- An account holder on Twitter who posts and reads Tweets. Also known asTwitterers.Twitter- An information network made up of 140-character messages from all over theworld.Twitterer- An account holder on Twitter who posts and reads Tweets. Also known as"Twitter user".Unfollow-To cease following another Twitter user. Their Tweets no longer show up inyour home timeline.URL Shortener- URL shorteners are used to turn long URLs into shorter URLs.Shortening services can be found online.Username- Also known as a Twitter handle. Must be unique and contain fewer than 15characters. Is used to identify you on Twitter for replies and mentions.Verification- A process whereby a users Twitter account is stamped to show that alegitimate source is authoring the accounts Tweets. Sometimes used for accounts whoexperience identity confusion on Twitter.Who to Follow- Who to Follow can be found in the Discover tab. Here, you should seea few recommendations of accounts Twitter thinks you might find interesting. These arebased on the types of accounts you’re already following and who those people follow.https://support.Twitter.com/articles/166337-the-Twitter-glossary#The Pinterest GlossaryPins – Pins are images from around the web or those uploaded from your PC that arethen added to Pinterest.Boards – Boards are collections of pins. Just like a noticeboard in your office, it canhave lots of Pins attached to them. Boards are sorted into subjects like architecture,cars, weddings, interiors or brands.
  64. 64.   64  Repin – To repin on Pinterest is to copy a Pin to a different board, such as one youhave created yourself, you could move a lovely plant from a board called ‘Green things’to your own board called ‘For my garden’.Like – You also have the option to “like” a pin. When you “like” an image it is added tothe Likes section of your profile, but is not added to one of your boards or shared withyour followers.Pinner – A pinner is a user of Pinterest.Follow a pinner – On a user’s profile you can either follow just one of that Pinner’sboards by clicking the “follow” button at the bottom of the board. Or if you’d like to followeverything a user pins, click the “follow all” button under their profile picture.Mention a pinner – Just like Twitter, you can mention fellow Pinterest users in thecomments of your pins by using the @ symbol and the username of the pinner you wantto mention.http://calumbrannan.com/2012/03/pinterest-glossary/The Google Analytics GlossaryAlerts- A Google Analytics Alert is a notification of a change in your data. Alerts arebeneficial because they draw your attention to program abnormalities you otherwisemay have overlooked.Benchmarking- The Google Analytics service gives users a view into how theirWebsite is performing in comparison to other Websites of similar size. Benchmarkingallows you to compare your sites Analytics data, including visits, page views, bouncerate, average time on site and other metrics against data from other participatingWebsites.Bounce Rate-The percentage of visits in which the visitor only views one page of yourWebsite before leaving is known as the Bounce Rate. With Bounce Rate information,you can analyze the quality of user visits. A high Bounce Rate often indicates that yourpages are not relevant to what your visitors are looking for. You can lower your bouncerate by generating better targeted ads and Landing Pages, as well as creating qualitycontent that will engage visitors and draw them into your Website.Click-The single instance of a user following a hyperlink to another page or to initiate anaction.Conversion-This is what occurs when a goal is completed. Conversions happen whena visitor comes to your site and completes a desired goal or action. Completing a
  65. 65.   65  purchase and submitting a contact form are both examples of goals. Google Analyticsallows you to create customized goals so you can measure user actions that areimportant to your Website.Cost Data-The information imported from a Google AdWords account into an Analyticsaccount.Custom Reporting-Google Analytics offers the option to create custom reports basedon the metrics and dimensions you choose. Custom reports present the information youselected, organized in a way that works for you. Once you create a custom report, it willbe available to you each time you login.Direct Traffic-Visits to your site where the user types your URL into their browsersaddress bar or when a visitor uses a bookmark to get to your Website. It is important toknow where your Website traffic is coming from so you can understand which marketingendeavors are working for you. Direct traffic illustrates how many of your visitors knowyour brand and Website URL. These visitors did not find your Website on searchengines or on another site. They came directly to your Website.Ecommerce- The purchasing or selling of products or services over the Internet.Exact Match- One of the three different match types that Google Analytics defines toidentify a URL for either a goal or a funnel. An exact match is a match on everycharacter in your search string from beginning to end.Example: if you set your exact match URI to "/page1" then only the "/page1" string willbe included. "/page12345" would not and "2/page1" would also not be included.Filter- A guideline that includes or excludes specific data from reports. You can usefilters to carry out actions like eliminating internal traffic from reports or to only includetraffic to a specific subdomain.Funnels- Series of steps a visitor completes to reach an end goal. Google Analyticsallows you to indicate up to ten pages in each funnel definition. Creating funnels canshow you where visitors abandon the process during the path to conversion.Goal- A measure of something you want to track in Google Analytics that you define asa success. Goals must relate to a quantifiable action that your Websites visitors take,such as product purchases, newsletter sign ups, or downloads. Goals are set up inGoogle Analytics to track conversions.Goal Conversion Rate- The percentage of visits on a site where the visitor completes agoal or completes a conversion.Google Analytics- Free service offering a simple way to track metrics on your Websitewith the addition of a small snippet of code placed on all pages of your Website. GoogleAnalytics allows you to see how visitors found your site, what pages they visited, how
  66. 66.   66  long they stayed on your site, among many other facts and figures. Properlyunderstanding and interpreting the data available through Google Analytics will allowyou to improve your Website, increase your conversions and increase your Websiteseffectiveness.Head Match- One of the three different match types that Google Analytics defines toidentify a URL for either a goal or a funnel. Matches the characters you specify as thebeginning of a string including all strings that end with characters in addition to what youhave specified.Example: if you set your head match URI to be "/page1", then "/page12345" will also beincluded because the beginning of the string is identical.Impression- The display of a referral link or advertisement on a web page.Include- A type of filter that matches a text string or regular expression againstincoming data, and keeps only those hits that match.Keywords- These are the words that visitors use to find your Website when using asearch engine. Google Analytics provides a list of keywords that have been searched byusers who find your Website. This information shows you what searchers are actuallylooking for when they find your Website. This also allows you to discover potential newkeywords to target.Landing Page- The first page a visitor views during a session; also known as theentrance page.Loyalty- A measure of visitor behavior. A visitors loyalty is illustrated by the amount oftimes they return to your Website in a specified time period. Loyal visitors are typicallyhighly engaged with your Website and your brand. Low customer loyalty often illustratesthe need for new content and regular updates to a Website.Match Type- Defines how Google Analytics identifies a URL to include or exclude forgoals and funnels. The three available match types include head match, exact matchand regular expression match.New Visitors- Internet users who have not previously or recently visited your site areconsidered new visitors. If cookies on a previous visitors computer have expired or ifthey have deleted their cookies, these visitors will also register as new visitors. GoogleAnalytics lets you see how many new visitors you have so you can fine-tune yourWebsite to increase repeat visits as well as increase the number of new visitors.Organic Traffic- Visitors who come to your Website from unpaid organic or naturalsearch engine results.Paid Traffic- This consists of visitors who come to your Website from Google AdWordsads, paid search engine keywords and other online paid ad campaigns. When investing
  67. 67.   67  in an online PPC or other advertising campaign, this data will show you how effectiveyour paid online marketing program is.Page View- The amount of times visitors arrive on individual pages of your Website. If auser reloads a page, that action will be counted as an additional page view. If a visitornavigates to a different page and then returns to the original page, a second Page Viewwill be recorded as well. Page views allow you to see which pages on your site are themost popular.Referring Sites- Other Websites that refer or send visitors to your Website are calledreferring sites. Knowing where your traffic is coming from is an easy way to increaseyour ROI. You can focus more resources on sites that are referring more traffic, or re-evaluate your campaigns on sites that are not driving much traffic.Returning Visitor- A returning visitor is a user who has been to your Website and hascome back. When visitors return to a Website, it demonstrates that the Website is ofinterest to them.Search Engines- Online tools that allow you to find specific Web pages by using akeyword search query. The three main search engines are Google, Yahoo, and Bing.Google Analytics segments your traffic data so you can see which search engines aredriving traffic to your Website, and how much traffic each search engine is generating.Google Analytics allows you to separate this data into paid and non-paid results.Time on Site- The average length of time a visitor spends accessing your site within aspecified time period. You can use this data to measure the effectiveness and quality ofyour Website. The longer visitors spend on your site, the more informative andinteractive your site is.Top Exit Pages- The pages on your Website that visitors leave from. In GoogleAnalytics, these pages are listed in order from those the most visitors exited your site tothose pages that visitors least exited your site. Take into consideration the content ofthe exit page when deciding on a course of action. If people are leaving your site from aThank You page, there is no need for worry. If one of your Top Exit Pages is anotherpage on your site, you want to investigate why your visitors are leaving from this page.Top Landing Pages- The first pages that users land on, or come to when entering yourWebsite. Within Google Analytics, these pages are listed in order of most visited to leastvisited. This data is important because it allows you to see which pages are attractingvisitors.Tracking Code- A small snippet of code that is inserted into the body of an HTML page.The tracking code captures information about visits to a page.Traffic- The total number of visits to your Website. Within Google Analytics, traffic canbe divided into multiple categories including, direct, organic and paid.
  68. 68.   68  Traffic Sources- Where your traffic is coming from. Google Analytics includesinformation on which sites your visitors are coming to your Website from as well as whatkeywords they are using to get to your Website.Unique Visitor- The number of individual (non-duplicate) visitors to a site over thecourse of a specific time period. This data is determined by cookies that are stored invisitor browsers.Uniform Resource Locator (URL)- The address of your Website (i.e.www.mycompany.com)Visitor- The person who goes to a Website. The "Visitor" section of Google Analyticsoffers data and reports concerning the behavior of the visitors that frequent yourWebsite.Visitor Session- The time a visitor spends on a Website. The longer a visitor stays onyour Website, the more relevant it appears to search engines. To increase the amountof time visitors stay on your site, it is important to present informative content, easy touse navigation, and up to date information on your brand, products and services.Visits- The amount of times your Website is accessed. This data allows you to see howeffectively your Website is being promoted. Watching the trends in your visits allows youto analyze which aspects of your online marketing are working.http://www.epower.com/google-analytics-glossary.phpThe HootSuite GlossaryOw.ly link - A shortened URL link created in HootSuite to shorten the length of amessage. This enables users to create more content on Twitter or other sites that havea limited number of characters per message.Publisher - A section of HootSuite that enables a user to edit, approve and deletescheduled messages, view past and present scheduled message, add RSS feeds, andchange time zone.Stream - A stream are information feeds on HootSuite. Streams can be useful to trackmentions on Twitter, direct messages, tweets, etc.    
  69. 69.   69        Raines, Jody. "WebMarCom Blog: Focus on Web Marketing Communications." How ToUse Pinterest For Social Media Marketing. N.p., n.d. Web. 26 Mar. 2013.<http://www.webmarcom.net/blog/bid/75152/How-To-Use-Pinterest-For-Social-Media-Marketing>."Top 15 Valuable Facebook Statistics." Zephoria Inc. N.p., n.d. Web. 26 Mar. 2013.<http://zephoria.com/social-media/top-15-valuable-facebook-statistics/>.http://blog.HootSuite.com/mentions-analytics/http://www.tweetadder.com/Twitter-profile-settings-windowhttp://www.business2community.com/online-marketing/10-ways-google-analytics-can-help-you-grow-your-business-0458944http://www.jeffbullas.com/2011/06/27/how-to-create-a-Twitter-marketing-strategy-that-rocks/http://www.jeffbullas.com/2011/10/06/37-ways-to-use-Twitter-for-business/#CT4wE0W1uw0Fqtp1.99https://support.Twitter.com/articles/166337-the-Twitter-glossary#http://www.oattravel.com/Community/Facebook/Facebook-Glossary.aspxhttp://calumbrannan.com/2012/03/pinterest-glossary/http://www.epower.com/google-analytics-glossary.phphttp://www.cdc.gov/healthcommunication/Audience/AudienceInsight_CulturalInsights.pdfWorks  Cited  
  70. 70.   70  Harmony Nutritionals - SEO Strategy GuideImplementing an SEO strategy to Harmony Nutritionals marketing and social media planwill ensure that the company website is ranked highly on search engine listings. Whenhealth drink consumers search for relative key terms the goal is to have HarmonyNutritionals website show up above the “first page fold” of results.KeywordsA specific set of keywords will be used across Harmony Nutritionals’ website, socialmedia sites, and blogs so that when these terms are searched they will result in theHarmony Nutritionals site shown in the search.A great resource to use is the Google Adwords free Keyword Tool. With this tool youcan search certain keywords related to your brand and see how much traffic and searchvolume happens around certain words and phrases.Sample Keyword List:Health Drinks Fitness Smoothies Ready to DrinkSmoothiesHealthy Drinks Organic Smoothies All Natural DrinksHealth Smoothies Organic Drinks All Natural SmoothiesNutritional Drinks Peanut Smoothies Cane Sugar BasedDrinksNutritional Smoothies Peanut Drinks Cane Sugar BasedSmoothiesHealthy MealReplacement ShakesProtein MealReplacementMeal Replacement DrinksFitness Drinks Supplement Drinks Protein Health Drinks*Can add “almond” to any of the above in place of “peanut”Site LinkingThe way that SEO works, search-engine crawlers or “spiders” search through websitesand determine how popular a link is. The more sites that link back to HarmonyNutritionals, the more important the site will become to these crawlers.Ways to Increase Linkage:• Post press releases on Harmony Nutritionals’ products to sites like: Digg.com,Reddit, PRNewsWire, and others.• Create blogs on Wordpress, Tumblr, Blogger, ect. that are nutrition, fitness, andhealth based so that they can be linked back to the Harmony Nutritionalswebsite.• Create multiple pages on the Harmony Nutritionals website that link within eachother, and to other websites. The more traffic in and out of the website, the betterranking it will receive.

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