How a social media marketing strategy can boost engagement and expand reach

1. OUR
MEDIASHAKES
/ The Perfect Blend for My Milkshake’s Brand

3. MEET THE
MILKSHAKERS
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

4. HITS THE SWEET
WS O T
/ Strengths / Weakness / Opportunity / Threats

5. / SWOT Analysis
THE MUSCLE BEHIND
THE MILKSHAKE
S/ Strengths
W O T
PRE-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

6. / SWOT Analysis
THE KRYPTONITE
TO OUR ICE CREAM
W/ Weakness
S O T
LIMITED 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

7. / SWOT Analysis
NO USE CRYING
OVER SPILT MILK
O/ Opportunity
TWS
IMPROVE ENGAGEMENT WITH CURRENT FOLLOWERS BY
CREATING 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

8. WS O T/ Threats
/ SWOT Analysis
ALL THE TREATS
ARE NOT SO SWEET
RELUCTANCE 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.

9. / Content Narrative
THE WORLD IS SHAPED BY TWO THINGS
MEMORIES
THEY LEAVE
BEHIND
STORIES
THAT 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.

10. / Content Themes
OUR RECIPE FOR SUCCESS
CUSTOMIZABLE
MEMORIES
INTERNET
POP CULTURE
SHAREABLE
UNIQUIVITY
CUSTOMER
APPRECIATION
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

11. / Target Audience
BRINGING ALL
THE 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 4-12
Parents ages 30-55
Middle-upper class families
Mostly women ages 18-30
In groups of 2-5 people

12. / Twitter
TWEET YOUR
TRENDY 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.

13. / Twitter Analytics
IMPRESSIONS ON THE SUGAR HIGH
/ Tweets
FEB MAR APR
/ Impressions
500
1000
1500
2000
2500
3000
3500
4000
FEB MAR APR
495
3176
3583
/ 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.

14. / Twitter Analytics
FOLLOWERS FEELINGS THE RUSH
/ Starting Followers
71
/ Ending Followers
84
117 Impression Per Day 3.1% Engagement Rate 2 Likes Per Day
Best day to post: No common thread
Best time to post: 11AM-7PM
Highest engagement: Came from memes & gifs

15. / Facebook
A FACE FULL OF FROST
FOR 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.

16. / Facebook Analytics
GROWING OUR BRAND THROUGH
SPROUTING OUR ORGANIC REACH
START
681
END
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

17. / 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-Friday
Best time to post: 11AM-7PM
Highest engagement: Came from content that
showcased our customers and our milkshakes

18. / Facebook
A FACEBOOK BOOST
IN THE RIGHT DIRECTION
REACHED
4,607
PEOPLE
SPENT
$10
WITHIN
1 WEEK
216REACTIONS
203LIKES
9LOVES
4WOWS
33COMMENTS
4SHARES

19. FOLLOW
ON