Cheerios PPT for NMDL

1. CHEERIOS
Chen Cheng

2. SITUATION ANALYSIS
• STREHGTH：
Large Facebook fan base
High updating and fan engagement rate
• WEAKNESS：
Limited social media channel
Cancelled Twitter Account updates since 2010
• OPPORTUNITY:
Cheerios has good reputation among customers
Comments from social media channel are positive
• THREAT:
• Competitors development in social media channels

3. AUDIENCE ANALYSIS
• Cheerios products are healthy whole grain products,
which are good for people of all ages. The product was
selected as one of the trusted brand in the U.S
• Mums prefer to use Cheerios do innovate their own
Cheerios Products in order to make their children have
more healthy food

4. GOALS & OBJECTIVES
• Direct Goal:
To engage more people in the campaign
• Digital Plan Goal:
To enlarge Facebook fans
To re-start Twitter account so as to attract more people’s
attention to the campaign
To set up a Pinterest account so as to display more of the
Cheerios product

5. COMPETITORS OVERVIEW
• Kellogg Frosted Flake VS Quaker Oats

6. COMPETITORS OVERVIEW
• Kellogg • Quaker Oats
• Frequent Social Media • Largest fan base on
update social media sites
• Complete social • Updating frequently
media • Engagement rate is
• Direct search engine high
result links

7. CHEERIOS DIGITAL PLAN
• SEARCH ENGINE OPTIMIZATION
• Taking advantage of Google Adwords. To compete for
key words search optimization
• Designing landing page for key words search engine.
Like Breakfast, healthy cereals, etc, links

8. CHEERIOS DIGITAL PLAN
• Social Media Strategies:
• Facebook: To encourage people to upload their
innovated Cheerios meals/snacks
• Twitter: To promote more #healthy and innovative
Cheerios meals# and encourage people to engage in the
digital marketing plan
• Pinterest: Taking advantage of Pinterest as platform for
picture sharing. This site is used for customers to share
their own Cheerios meals

9. BUDGET
• Cheerios has already has Facebook, Twitter account.
However, Cheerios does not have a Pinterest account.
So, for Budget part:
• Basic Twitter & Facebook & Pinterest Maintenance
$1200/mon * 12
• Pinterest: Account setup+ maintenance: $1200 *3 for the
first three month

10. MONITORING PROCESS
• Full-plan oversee:
To test key words’ match. Through leverage Google
Adwords to test whether ideal key words could match
suitable links
To use Google Alerts to monitor word-of-mouth of Cheerios
brand and products
• Social Media Strategies:
To update frequently and engage with customers
Whether customers’ responses have got their feedbacks.

11. • Thank you!