Jamba Juice wants to improve its social media presence to better promote its brand and products. A consulting firm analyzed Jamba Juice's current social media use and identified issues like infrequent posting and lack of engaging content. The proposal recommends strategies to fix these issues such as increasing customer interactions and balancing Jamba Juice's core values. The goal is to make Jamba Juice more competitive by better attracting its target audience of young adults and teenagers through social media.

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SOCIAL MEDIA ROCKSTARS CONSULTING
A SPECIFIC PROPOSAL FOR JAMBA JUICE’S SUCCESS ON SOCIAL MEDIA
UNIVERSITY
WRITING
1020
Zihan Yu
MAY 4,2015

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I. Executive Summary
Jamba Juice has the capacity to change its current social media situation and achieve
an unprecedented success on social media, which will endow this company more power to
achieve its objectives of implementing social media which are targeting specific audience and
disseminating Jamba Juice’s brand value to a higher extent. This proposal, created by Social
Media Rockstars’ senior consulting team, lays out a plan for several feasible
improvements based on Jamba Juice’s current social media presences. In examining
Jamba Juice’s goal for providing customers with an easy option to live healthy by
offering nutrition beverage and snack options, this proposal establishes an deliberate
analysis for Jamba Juice’s target audience as young adults and teenagers within the
age of 15-34. Moreover, a few issues were noticed when our team was making
examination about Jamba Juice’s current campaign and they can be classified into the
following areas: 1.Infrequent use of social media. 2.Content lacks pathos(elements of a
sentence that appealed to any of an audience’s sensibilities). 3. Lacks innovation for attracting the
target audience. By analyzing other similar fast-food industries’ behaviors of managing social
media marketing, this proposal provided some specific takeaways for Jamba Juice regarding their
current issues and are then put into practical terms in a comprehensive proposed campaign. This
proposed campaign concentrates on fixing the issues mentioned above, while also offers strategies
to increase customer interactions and balance out Jamba Juice’s core value and social value as a
whole(the goal of using social media), which will ultimately make Jamba Juice a very strong and
competitive company on the market.

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II. Introduction and Background
As time passes by, social media has become more and more crucial for companies to
maintain their competitiveness among the market. It needs to be built into marketing
and consumer engagement process, and definitely has to be part of any successful
company’s future plans. In order to catch up and truly implement social media, certain
strategies such as the effective use of rhetorical appeals and the build of relationship
investment are required.
And that’s the reason why we are writing this proposal to you. We, as a senior
consulting team from Social Media Rockstars, want to help Jamba Juice better
handling the use of social media. As the editor for this team, I want to first introduce
the background of myself.
I am Zihan Yu and I graduated from The George Washington University’s School of
Business with a B.S. in Finance and a second major in Math 8 years ago. Right now I
am a senior consultant from Social Media Rockstars.
It is the most prestigious social media consulting firm in the United States. In 2013,
our firm took charge in social media strategy designing for the top three fast food
companies. They are McDonald’s, Subway and Starbucks, respectively. After these
companies implemented our strategies designed differently for each of them, their
financial positions had all improved after 2013. Comparing their financial reports
between 2012 and 2013, every of these three firms had at least 10% increase in its
annual net income. Although these companies’ own efforts on designing new products
are central to their improvements, our strategies of promoting are indispensable, too.
On the other hand, Jamba Juice’s financial performance is not optimistic. Due to our

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consulting team’s research, Jamba Juice witnessed declining financial performance
during 2014. The company’s total revenue decreased from $263 million in 2013 to
$226 million in 2014, a decline of 13.79%. But chanced to this severe circumstance, it
provided the right timing for Jamba Juice to make some changes. In order to
effectively help Jamba Juice getting rid of current circumstance, we reached out to the
CEO of Jamba Juice, James D. White, to better understand what struggling the
company. Based on the information we acquired from him, Jamba Juice is having a
hard time promoting their products. Because social media is a rapid rising marketing
tool (the reasons will be provided in the Case for Employing Social Media part of this
proposal), this difficult position Jamba Juice is facing gives social media an
opportunity to show its capability to reverse Jamba Juice economic downturn.
Based on our research, we have the confidence to say that Jamba Juice still has
substantial spaces to improve their social media campaigns and to attract young
customers more effectively if they can utilize social media in a more scientific way.
After analyzing Jamba Juice’s posts on Facebook,Twitter and Instagram, especially
for the parts of the posts’ rhetoric and intercommunication with users, we concluded
some shortcomings in Jamba Juice’s way of posting and created a detailed and
reasonable social media marketing plan for them to improve their campaign’s
competitiveness. Of course, our team’s efforts are not the whole part of this proposal. We used a
lot of scholarly researches to support and strengthen the suggestions our proposal. We used a lot of
references from social media specialists such as Hazem Gaber, Len Wright,Bin Gu and Qiang Ye.
If Jamba Juice could implement social media plan that Social Media Rockstars proposed, it will

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have a more effective way to promote its products by attracting their target audience and
expanding their customer bases. Moreover, Jamba Juice will have the ability to compete with
higher-level competitors and ultimately fulfill its initial goal of using social media: promoting
products.
III. Audience Assessment
Jamba Juice is well-know for their healthy, all-fruit smoothies and their fun, interesting flavor
combinations. Jamba Juice established these planned characteristics in order to attract their target
demographics from 16 to 30 (Sarver, 2015) Moreover, Sarver’s study for Jamba Juice also stated:
“Jamba Juice wants to continue to reach out to the young, creative middle class consumer. This
consumer has a high disposable income and they are single or newly married. They are just
beginning their lives as young adults. This younger demographic is interested in health and health
related products. They look for the healthy alternatives as a choice. (2014).”, so Jamba Juice main
target audience are the young demographics from 16 to 30 instead of the elders and kids.
Although Jamba Juice’s main audience is the young adults, they strategically added
teens and kids into their target audience account because they are the potential main
consumers in the future. Morrison pointed out this shift in his recent article: “ Jamba
Juice is about to launch its largest marketing push yet, and it isn’t for a core menu
item– it’s for the kids’ menu.” (2013) In addition, James White, Jamba Juice’s
president-CEO, said that the kids’ menu campaign is the “most comprehensive work
we’ve done arguably on any platform,” He also said that the company paired with
Disney because it was among the first of the media companies to adopt nutritional

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guidelines for kids’, which it did in 2006. (Morrison, 2013) Also, as supported by Jeff
Fromm’s article, Jamba Juice has become a iconic youth brand by showing the
following characteristics: 1. Authenticity: Jamba Juice is uncompromising in its use of
fresh fruit and quality ingredients, despite cost and competitive pressures. 2. Effective
use of PR (PR, by definition, is the practice of managing the spread of information
between an individual or an organization): Until recently, Jamba Juice had never made
a TV commercial. Instead, it relies on great placement on shows like Dave Letterman.
3.Innovative menu items: The addition of breakfast items gives customers another
reason to visit. 4. Consistently fun personality: Whether encountered Jamba Juice on
the web, on YouTube, or in the store, the attitude is fun and a little quirky. 5.
Simplicity: Jamba Juice isn’t trying to be all things to all people. In conclusion, Jamba
Juice’s target audience are mainly the young adults with the age from 16-30. But in
order to reach to the future market, it also strategically added kids as its secondary
audience.
IV. Case for Employing Social Media
In general. with the popularization of mobile devices such as phones, computers and
tablets, social media marketing has become a very powerful and vital tool for all
companies to improve their brand awareness and popularity in a way that no other
platforms can accomplish. Moreover, this new way of marketing plays an
indispensable role for the success of fast food industry’s marketing goals, which are:
1.matching up with the target consumers. 2.maintaining and expanding the customer

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bases.
 Matching up with the target consumers
First of all, the popularization of social media and the prefect match-up of the
demographics between social media users and fast food consumers indicate that social
media has become a major marketing strategy for the fast food industry. A recent
figure shows that, Facebook, the most widely used social network world wide had
more than 1.23 billion users by the end of 2013 (The Guardian, 2014). That fact
represents a huge opportunity for fast food companies who search for innovative ways
of marketing rather than the traditional forms of advertising.
The identical demographics between fast food consumers and social media users
also shows strong evidence about social media’s dominance in fast food industry.
Time-saving, convenient take-aways produced by the fast food industry are deeply
favored by the office workers or college students who lack sufficient time to make
foods by themselves to sustain daily organic energy. A study from Angel Abcede gives
a more specific demographics for people who have high demand for fast foods. In the
study, he showed that, among American’s fast food chains, the customer’s age range is
18-49 with about a 50-50 gender split (1994). This statistics of demographics also
provided a very strong implication about why social media marketing is essential and
prevailing among current fast food industry by its perfectly coinciding with the
demographics of active social media users : in 2014, a study conducted by Pew
Research Center shows that, among America, 90% of the people with age from 18 to
29 use social networking sites and the percentage of using social media from 30-49 is

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78%. This alignment between demographics of fast food consumers and social media
users demonstrated social media has become the primary avenue of communication
between fast food companies and consumers.
 Maintaining customer bases
Both the consumers and the fast food industry chose social media as a way of
communication is never a coincidence. Besides the fact that advertising on social
media has a much lower cost comparing to other advertising tools, it is also social
media’s exceptional property of two-way communication which leads to its fast-rising
popularity. Traditional marketing-purpose tools, such as TV, radio, newspapers and
magazines, are all categorized as one-way communication. They provided which I
called passive information to the customers because the customers can only read or
watch the information passively without being able to present their own thoughts
about the information. Social media generated a rescue plan to this dilemma by
offering a platform for intercommunication between the fast food companies and the
customers. From this new era on, not only can fast food companies share information
with the customers, but also the customers are able to generate compliments,
suggestions, complains and concerns to the companies directly.
Furthermore, two-way communication will provide the fast food industries the
unparalleled opportunity to build customer satisfaction, loyalty, and word of mouth.
When the fast food companies use social media to interpret and address proper
feedback to customers’ questions, they are actively participating in providing
customer service. Through this service, an unique type of investment, which is called

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the relationship investment, has been accrued. Relationship investment, by definition,
is the “seller’s investment of time, effort, spending, and resources focused on building
a stronger relationship”(Palmatier, Dant, Grewal, & Evans, 2006) Customers will
sense and recognize this investment and respond appropriately with engagement
through social media channels. As supported by the interpersonal relationship
marketing theory which states, “ people feel grateful when others have contributed to
them and respond by rewarding extra efforts.”, this positive intercommunication will
finally lead to customers’ satisfaction and loyalty towards the fast food companies
(the interpersonal relationship theory was cited by Mr. Palmatier in his article: “Factors
Influencing the Effectiveness of Relational Marketing: A Meta-Analysis.” ). Thus, the goal of
maintaining customer bases has achieved.
 Expanding customer bases
Moreover, fast food companies can take advantage of social media by generating
positive Word of Mouth (WOM). WOM, by definition, is the dissemination of
information (e.g., opinions and recommendations) through communication among
people (Chen, Wang, &Xie 2011). It is an increasingly important area for fast food
companies since consumers generally trust personal sources more than non-personal sources such
as advertising. With the active engagement with consumers, as a recent study finds that, up to 87%
of individuals indicated they had made a purchase based on a recommendation given in a blog,
over 60% bought based on a recommendation on Facebook (Collins, 2012) This evidence strongly
indicates that the fast food companies’ goal of expanding customer bases can not survive without
the use of social media.

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V. Competitive Research Overview
Jamba Juice confronts competitions on social media from a variety of fast food
companies. In order to give the most effective advice to Jamba Juice, we’ve picked up
two other companies’ ( McDonald and Chipotle) which have relatively better
performances than Jamba Juice on social media and analyzed their advantages over
Jamba Juice. These companies’ successes on social media are vital models for Jamba
Juice’s developments in social media marketing.
 McDonald
McDonald is the leading character in fast-food field. They have over 18,000
restaurants over globe. Also, McDonald is the largest American-based fast-food-
chains. Their effective social media strategies are essential to run McDonald’s global
success.
1. Affinity

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The picture above shows a McDonald’s typical post. In the post, McDonald’s stated:
“Good mornings start with freshly cracked eggs. #EggMcMuffin.”. The tone in this
post is not so exciting or sharply trying to promote their products. In many other
McDonald’s posts, customers also could barely see a exclamation mark or uppercase
letters trying to attract people’s eyes. This amiable tone gives the audience a feeling
that the posts were made by some friend instead of profit-seeking company.
Thus, a special atmosphere was created by McDonald. Our team would like to call it
“affinity”, since there are no strong call to actions or strong verbs appear in
McDonald’s posts, instead of pathos. Other companies may be anxious about how to

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promote their sales or reputations. But McDonald is more focused on being a friend
with the customers on social media. The affinity of being the audiences’ friend and the
credibility of McDonald itself as the world’s largest fast food chains constructed its
affinity style of posting. Exactly due to this kind of style does McDonald’s attract
more and more young audience. McDonald’s success based on affinity also gives
Jamba Juice an inspiration that, thinking outside out the rhetorical appeals (logos,
ethos, pathos) is worth trying too.
2. Strong rhetorical appeals( pathos, ethos)

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While affinity has helped McDonald to gain huge success on social media,
McDonald also knows that strong rhetorical appeals are the key to living on social
media. The picture above provided an example of how McDonald created the
rhetorical appeals on social media.

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In the post, it asked a engaging question: “Curious about the freshly cracked eggs
that makes our Egg McMuffin so good? “. By using this question, it stimulate a strong
pathos in people’s heart. People who like the Egg McMuffin, or more broadly, people
who realized McDonald’s brand awareness, are tantalized by this free opportunity of
watching how the world’s biggest fast food industry make their product.
Moreover, the post provides another pathos by using a friendly and amiable tone. For
example, the post stated : “Have more questions? Go ahead and ask! We’re here to
answer.” The sincere attitude gives people an impression of “Although McDonald’s is
such a huge company, it still shows solicitude for every single customers.This attitude
is beyond dispute”.
The ethos here is the video’s content. Basically, the video showed a factory of
McDonald’s and how it convey raw materials of Egg McMuffin to the stores, with a
process of how to make those Egg McMuffins. This video established trustworthiness
between the customers and McDonald’s by providing the real food-making process.
And let people be at ease about the quality of their foods. Thus, as mentioned before
in this proposal, an relationship investment has occurred.
3. Interaction with the audience

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McDonald gained a global success for reasons. One of the prominent reason is that,
as mentioned in the Case for Employing Social Media, their understanding of the
advantage of social media over other traditional advertising tools such as the TV
commercials or magazines’ advertisements. The most significant advantage of social
media is that it allows two-way communication between customers and companies.
Not only companies can convey messages to the customers, but also can customers
express their compliments, complains or concerns to the companies. The use of social
media can be regarded as a success only when companies are able to use this
advantage to communication with customers on social media. McDonald is one of
them. As shown in the picture above, McDonald’s responding frequency is very high
and their responding contents are very specific to each of the customers. Moreover,
they also designed a feedback page for customers to provide their suggestions for
McDonald (feedback page will be provided in more details in the Proposed
Campaign). With these careful efforts on social media, the relationship investment on
the customers has strengthened. Thus, the target customers bases are very loyalty to
McDonald.
 Chipotle Mexican Grill
Chipotle is a rising star among the fast food companies. Because their products, such
as the burritos, are easy to carry about, they are very popular with the younger people.
Moreover, their effective use of social media undoubtbly forms a big contribution to
their success.

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1. Using innovation to gain credibility
The picture listed above is a screenshot of Chipotle’s animation, “The Scarerow”.
This video shows the dark side of the food industries.The farmers gave injections of
growth hormone to the chickens in order for them to growing faster and bigger. And
the purpose for torturing this chicken is to meet the growing demand for chicken
wings.In here, Chipotle used logos. By providing other anonymous companies brutal
punishment to the chickens, Chipotle appears to let the audiences thinking whether
the punishments for the chickens is derived from them.

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Then the animation goes to a scene with the scarecrow(leading character) abandoned
his own job as a cleaner for crimes and start off with a new factory of his own. The
materials he used were almost handmade and contained rice, tomatoes, black soya
beans, with little chicken and other meat.
So actually this video not only established a dark side of some food industries but
also created the image of a bright and healthy company. The company is obviously
Chipotle itself. This part of the video used a pathos approach to the audiences who felt
guilty, pathetic about the livestock or want to live a healthier life with non-additive
foods.
In addition to pathos, we concluded Chipotle also used a ethos here. Chipotle gave
audiences credibility through the way it presenting this post. Based on our
experiences in the social media marketing field, not many food companies could do
fine animation advertisement like this.Chipotle wants to show the audiences its ability
to make profits(otherwise it would not be able to make the animation).So the
credibility,or trustworthiness,was developed by Chipotle ingeniously.
2. Cultivate Festival

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Chipotle has its own festival for the customers. As shown in the picture, this festival
provided “ FOOD, IDEAS & MUSIC”. By offering this festival, Chipotle shows its
extra efforts to benefit the audience. So this post generated satisfaction in the
customers’ minds due to Chipotle’s investment of spending and resources. This might
sound familiar because we have mentioned this type of investment from the analysis
of McDonald’s successful social media campaigns. So the focus of building
relationship investment on social media is a vital element for the successful use of
social media.
VI. Critique of Current Campaign
Although Jamba Juice’s efforts on social media are obvious to all, some of Jamba
Juice’s efforts could be changed to make its social media campaign more successful.
In this section, we will analyze which areas of Jamba Juice’s current campaign are not
effective. Understanding these current issues can benefit Jamba Juice’s future use of
social media.
 Low responding frequency to the audience
During our team’s observation over Jamba Juice’s social media campaigns in the
past few months, one significant problem lies within it is the low rate of responding to
the customers. Since social media is a two-way communication tool, it provides a
prefect environment for Jamba Juice to exchange information with the customers, and
Jamba Juice must grab this natural advantage of social media over the other

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traditional communication tools to optimizing its usage of social media. The
following two pictures could help Jamba Juice to see the problem more clearly:

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The picture on the left hand side is from McDonald’s while the other is from Jamba Juice.
Noticed that, McDonald’s responded to the customers very patiently regardless the length of
customers feedback. But Jamba Juice did not made timely responses to the customers, which
may potentially decrease the enthusiasm for customers to interact with Jamba Juice in the
long run. Just as Bryden McGrath said, “Sometimes just acknowledging a post can make
someone’s day-potentially making that person loyal to your brand for a lifetime. If you take
the time to post, take the time to respond to complaints, compliment and questions in a timely
manner.” (2013). In order to eliminate this hidden danger, Jamba Juice should improve their
rate of responding. It might sound easy to improve the frequency of responding to customers.
But the actual work needs a more detailed plan which will be covered in the Proposed
Campaign of this proposal.
 Lack of Pathos
Pathos is also known as pathetic appeal. It referred to the elements of a social media
presence that appealed to any of an audience’s sensibilities. Jamba Juice’s current
campaigns are lack of pathos because the elements being created in its campaigns are
not carefully designed to attract all the younger demographic. In this section, we will
present 3 examples in Jamba Juice’s daily posts which lack of pathos.
1.

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As shown in the picture above, this post is a typical one which lacks pathos. In the
post, it stated that:” Apple Pay is now available at Jamba Juice! It’s an easy, secure
and private way to pay on your iPhone 6.”
The content in this post clearly demonstrated the intended audience for this post are
those who are using iPhone 6 right now. As a consequence, the purpose for this post is
obvious: it tries to show that iPhone 6 users have priority to pay in Jamba Juice
because the post specially mentioned iPhone 6 and even has named the new paying
method as “Apple Pay”. Thus, Jamba Juice only used pathos among the iPhone 6
users. It forgot to use pathos for the non-iPhone 6 users.
This lack of pathos is the problem within, the post overstated the priority of the
iPhone 6 users. For people using other types of phones, it neither mentioned other
phones nor gave a specific time when Jamba Juice would offer special payments for
them. So for the users on Facebook who don’t have an iPhone 6 while viewing this
post, it is hardly a intriguing post. If the content was not so iPhone-oriented, this post
will receive a better outcome.
2.

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In most of the cases, the contents within Jamba Juice’s posts were just like the ones
contained in the example above. In this example, Jamba Juice used a insipid tone to
convey its messages to the customers. As a result, the sense of pathos received by the

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audience was quite low and, from the picture, you can see the Likes and Comments
from the audience was not ideally high enough.
Moreover, Jamba Juice often used strong verbs like “Introducing”, “Prepared” to
start its social media campaigns. This pattern of posting is very similar to the “work
experience” part of a resume. The reason of mentioning resume here is that, Jamba
Juice’s realization of the similarity between creating social media campaigns and
resumes demonstrated it has already sensed the importance of time-management on
social media. Audience won’t spend more than 15-20 seconds to view a resume. For
one single post or tweet, the time must be even shorter. With this already thoughtful
time-management, what Jamba Juice could do better is to create more pathos within
the limited time span. And more details will be present in the Proposed Campaign part
of this proposal.
3.

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As shown in the picture above, the intended audiences for this post are the ones
interested in the football game because Jamba Juice provided opportunities for gift

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cards to the people who leave comments about which team they are rooting for.
Pathos was used there. But it was not strong enough. The post then stated that there
are only 5 $10 gift cards. It is hard to convince people to engage in a activity when
they know their chance of winning is very low.
Not surprisingly, when I viewed the comments below the posts, users actually did
not care about the gift cards,instead, they were more focus on Patriots and Seahawks.
And our team came up with a conclusion about why this post failed: it is inappropriate
to associate with a popular/hot topic or activity without offering convincing benefits
(i.e., strong pathos) for the customers.

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 Overrate the importance of core value
As a senior social media consulting team, we have already seen a lot of fast food
companies which lack the ability of distinguishing social value from core value.
Jamba Juice had this problem, too. But if Jamba Juice can understand the essential
distinction between these values, then the problem is totally solvable.

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A core value of a fast-food company is a guideline for producing its products. For
Jamba Juice, its core value of the products are “healthy”, “great-tasting”, “nutritious”.
But it is important to note that, solely depended on demonstrating the core value isn’t
enough to attract the audience. Jamba Juice, as shown in the pictures above, had
overrated its core values on social media because it posted a lot of healthy-related
contents and pictures in the post few months. Audience initially followed Jamba Juice
on social media avenues were because of this brand’s distinguishing features such as
fresh and nutritious, which are also known as the core values. But, from the audience
perspective, they are more willing to see novel contents other than Jamba Juice’s
emphasizing on its core value on social media. So the use of social media to attract
company’s target audience and expand its customer base, which is what we called the
social value, should be focused more by Jamba Juice instead of focusing on its core
value. The intrinsic character of social media provided in the next paragraph will help
Jamba Juice better understand the importance of social value.
Social media is ultimately a form of advertising: companies make free fan page on
social network and the managers of these fan pages can keep posting on these fan
pages news about their brands with the aim of keeping and expanding the customer
bases. Also, it allows the advertisers( e.g. Jamba Juice.) place advertisements that
appears on the sides of the profile page of social media users or on their home
Facebook page. As a form of advertising, social media is important because the

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advertiser can customize his advertisement to appear only to his target market on their
social media page.( Gaber, 2014) This advantage in social media advertising makes
the advertising efforts more targeted to the prospective customers.
From social media’s ultimate function as a advertising tool, Jamba Juice needs to
realize that solely showing its core values on social media is not the right way to use
social media. In order to achieve the social value of using social media, Jamba Juice
must use more tactics to attract audience.
 Infrequent use of Twitter
Based on our team’s observations, Jamba Juice’s average frequency of using Twitter
is 3 times per day. But this frequency is not high enough attract the target audience on
Twitter. Instead of talking about the ideal frequency of using Twitter (which will be
presented in the Proposed Campaign part of this proposal), we want to first explain
why Twitter worth Jamba Juice’s investment.
Twitter, instead of the world’s largest social media platform Facebook, takes the top
position of advertising in mobile. Current study shows that, Twitter’s relatively later
filing of IPO (Initial Public Offering) comparing with Facebook, is much better than
Facebook’s, because mobile ads conveniently are just now emerging as a major
revenue source for companies rely on the Internet (Shalvey, 2013). Twitter’s coming
out at a time when mobile adoption is prevailing gives it a timing advantage over
Facebook.

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Besides the timing advantage, the differences in the way users interact on the two
networks also gives Twitter an edge. Facebook is a more “social focused” platform,
where users mostly are following family and friends. Twitter users, on the other hand,
follow lots of news and brands. That can make it easier for advertisers to target a
premium audience with pertinent ads. Another factor in ad sales is that Facebook is a
closed network. Users have to register and sign in to view any of the site. Twitter’s
site is open to all, who can view any content that tweeters haven’t made private. So,
Twitter can serve ads to people who aren’t even users (Shalvey, 2013). Based on all
these advantages Twitter over Facebook, Jamba Juice must consider using Twitter
more to achieve a broader customer bases.
VII. Proposed Campaign
Jamba Juice’s overall performances on social media avenues are promising. It has
already reached the fundamental value of implementing social media (which is the
value of expanding brand awareness): the company is now well-known for their
healthy, all-fruit smoothies and their fun interesting flavor combinations. But other
than the fundamental value, its social value of using social media, which is the value
of maintaining and expanding customer bases, does not reach its desired result
currently. In order to reach its social value of using social media, Jamba Juice needs
some adjustments to increase its social media’s traffic. While the adjustments are
essential, they are accessible and reachable.

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1. Relationship investment
Companies’ goal of creating social media pages on Facebook or other social media
avenues is not building relationships with their own employees. They created these
pages because they want to leave impressions on the intended audience. Jamba Juice
is not an exception of this goal. "Social media is rapidly emerging as the next big
frontier for customer engagement and interaction," said Mr. Nitin Bhat, Partner &
Head of Consulting, Frost & Sullivan. " Millions of customer interactions take place
every day on social media sites such as Facebook, Twitter, and YouTube, besides
other customer support forums and online communities. Therefore, it has become
imperative for companies to possess a sound social media customer engagement
strategy." With the rapid rising of social media, it has become a vital and
indispensible element for companies as part of their marketing plan. Jamba Juice can
use social media better by strengthening its relationship investments on the target
audience with some practicable changes.
 Increase responses to customers
Due to people’s the high rate of using social media nowadays, sometimes comments
received by just one single post could be innumerable. For this time being, Jamba
Juice has to consider which comments it should answer deliberately and which ones
could be answered with less time. Our team’s plan suggested that Jamba Juice can
improve their response quality by implementing the keywords-filter in the browsers
more. With the comments contain positive keywords such as “delicious”,

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“tasty”,“love”,“ healthy”,etc., for example, Jamba Juice can respond with a general
and passionate pattern such as this ideal one our team came up with: “Our customers
are the heart of our business. You are the reason we exist. We dedicate to provide the
most healthy and fresh food for our customers because every one of the customers
matters to us. Your positive feedback for Jamba Juice’s product is the ultimate
fountain of our motive power!” The reason of having a general pattern for customers’
positive feedbacks is that, firstly these positive feedbacks demonstrated certain
customers don’t have issue with Jamba Juice’ services or products, and their
confidence and loyalty with Jamba Juice is high enough, so a response with shaped
enthusiasm will provide enough satisfaction for them. Second, time waits for no one.
A recent study from Wisemetrics shows that Facebook posts reach their half-life at the
90-minute mark and 75 percent of its potential in the first 5 hours. They also found
that 24 minutes was the median engagement point for Twitter and 90 minutes for
Facebook. (Lee, 2014) According to this study, the best timing for engagement with
customers in major social media avenues is within one hour and a half after Jamba
Juice post something new.
Here, Jamba Juice faces a trade-off because there are negative feedbacks as well as
the positive ones. It has to decide which kind of feedback should it respond first. The
choice of which one should be responded first involves determining the influence
between two kinds of feedback. And this task had been done by Michel Hersen as far
back as 1967. In his study of determining whether the experimental induction of
response biases is a function of positive and negative wording, he founded that

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although verbal conditioning conducted with positively worded statement transfers
reliability to negatively worded statements, the negative wording in the test series has
a suppressing effect on performance.
Since Mr. Hersen’s study emphasized negative wording has a stronger influence than
the positive, Jamba Juice should take the limited responding time to deal with the
complaints first. It is also necessary to mark that the tone of responding should be
sincere, patient and enthusiastic. An ideal responding should be like this: “ Hi. We’re
really sorry to hear about this. Can you provide the location in this link:(providing the
link of the feedback page here.) so we can address this?” (feedback page will be
provided with more details in this proposal).
 Create humor to make your followers laugh
In the critique part of this proposal, we had pointed out that the lack of pathos
contained in Jamba Juice’s current campaign is in need of fixing. A feasible solution
for intensifying pathos is to use more humor in future campaigns. One current study
shows that humor positively influences attitudes toward an ad and the brand that this
ad promotes in stereotyped advertising, particularly if nontraditional stereotyping
rather than traditional stereotyping is utilized.(Eisend, 2014) Since social media is a
tool of selling, just like an ad, the necessity of using humor on social media is not
neglectable, too.

38. 38
Old Spice gives an good example of using humor on social media. A tweet from it
stated, “ A heart full of chocolates makes a great gift, as long as it’s actually just a
cardboard box in a heart shape. This last part is important.”(2014). The quirky pattern
of its campaigns enabled Old Spice shines through on Twitter as well as other social
media avenues. Thus, Old Spice received certain extent of success on social media.
Jamba Juice can reach this level of success on social media if it is willing to generate
more humor-oriented campaigns. This social media tactics’ shift will require Jamba
Juice to gather more information about its target audiences because only those humors
relate to people’s real life would be the most effective ones to attract them. Since
Jamba Juice target audience are young adults and the teens. It can design amusing
anecdotes such as embarrassing moment of an interview, or generating funny GIF
moves of high school students during the class break to show it does go through some
hard thinking to collect information about its audience. Thus, the target audience will
feel they are highly valued and be more willing to interact with Jamba Juice.
 Design a feedback page
In previous section, we mentioned the term, feedback page,in the ideal response for
customers’ complains. Now we want to present this term with more details.
First, it must be clarified that feedback page is not a innate element of social media.
But due to its importance in increasing interaction with customers, we specifically
added this section to improve Jamba Juice’s competitiveness on social media.

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A feedback page is a website created by a certain fast food company to collect
customer’s complains or comments during their time in the restaurant,and also the
personal information from the customer (in order to contact the customer). An
proposed feedback page for Jamba Juice should provide the following information for
customer to fill : 1. Restaurant Address 2. City 3. Date of visit 4. Comments regarding
your visit 5. Personal Information (e.g. Name, address, city, contact number).
With the help of this page, Jamba Juice can improve interaction with two distinct
group of customers. For those who leaves a compliment, their good opinion towards
Jamba Juice will be strengthened because Jamba Juice’s thoughtful design of this
page. A feeling of intimacy will be sensed by the customers and then this sense will
transfer to credibility (ethos) in customers’ heart. So this page can create a long-term
loyalty among these customers towards Jamba Juice. For those who leaves a
complain, the feedback page will act like an air cushion. Because when customers
were very angry about the last customer services or Jamba Juice’s products, this page
will cushion their negative feelings by providing this online, positive customer
service. Thus, a sense pathetic appeal (pathos) is created in customers’ mind.
In conclusion, the creation of feedback page is necessary for Jamba Juice because it
can reduce dissatisfaction and strengthen loyalty among the customer bases.
2. Strengthen social value but not core value on social media

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As illustrated in the critique part of this proposal, Jamba Juice overrated the
importance of spreading its core value in its past posts. So that the social value, which
is the goal of using social media to maintain and expand customer bases, has been
weakened. In order to maximize the use of social media, Jamba Juice must adopt new
social media avenue to expand influences of the social value. The following
innovations, which are specifically focused on Twitter, will help Jamba Juice to
achieve this goal.
 Increase the use of Twitter
From the Critique part of this proposal, we have stated that two of Twitter’s advantages over
Facebook: 1. Twitter’s coming out at a time when mobile adoption is prevailing. 2. Facebook is a
more “social focused” platform, where users mostly are following family and friends. Twitter
users, on the other hand, follow lots of news and brands. That can make it easier for advertisers to
target a premium audience with pertinent ads.
Thus, Jamba Juice must treat Twitter seriously in order to generate more proceeds
from using social media.
 Advertising on Twitter
As mentioned previously, social media is a form of advertising that companies can
make free fan page on social network, and the managers of these fan pages could keep
posting on these fan pages news about their brands with the aim of keeping and
expanding the customer bases. We have reached out to the improving of advertising,

41. 41
in general, in the previous sections. Here, specifically aimed at Twitter, we will
provide more feasible suggestions for Jamba Juice.
 Let people know who’s tweeting
Jamba Juice often used strong verbs like “Introducing”, “Get” to start its Twitter
campaigns. This way of starting is very similar to the “work experience” part of a
resume as we stated previously. Although it might make the tweet look concise and
rigorous, it also inevitably conveys a sense of stiff to the audience. Jamba Juice could
solved this dilemma by making its Twitter page a little more human.
By making the page a little more human, we mean that Jamba Juice can include the
initials of the person tweeting at the end of each tweet or include the Twitter handle of
the person tweeting in their biography. The picture below is a typical human tweet
created by TIME. Noticed that TIME Twitter account includes information on who is
authoring the account’s tweets in the biographical section. Jamba Juice can make the
same pattern of biographical presence to create more humanity. Moreover, Jamba
Juice could include the name of the person tweeting. For example, when Jamba Juice
makes a tweet with fine pictures in the future, it could state “Inspiring? This fantastic
picture was designed by XXX(type the creator of the pictures here)!” in the end of
that tweet.

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Although this change is very easy and tiny, it is indeed essential and indispensable.
By creating a little more humanity and making the interactions more personal, this
change will give Jamba Juice a better handle of utilizing pathos on Twitter.
 Increase the frequency of using Twitter
Based on our team’s observations, Jamba Juice’s frequency of using Twitter is 3
times per day. Although this frequency of posting is higher than Jamba Juice’s
frequency on Facebook, it is still not the qualified as the ideal frequency for
maximum customer engagement.

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We drew this conclusion based on the statistics from Track Social. Track Social, a
leading company in analyzing for Engagement Optimization, had conducted an
analysis for the optimal frequency of implementing Twitter in 2014. The picture
above was a graphical outcome derived from that analysis, which took a random
sample of 11,000 tweets produced by top brands. Basically, what this chart illustrated
is that the more you tweet, the more opportunities you have to engage with fans, and
the more total response you will receive. And the takeaway here would be in
observing the spikes, when responses jumped at different volumes of tweets. Spike #1
occurred around 5 tweets per day, Spike #2 at 11-15 tweets, and Spike #3 at 21-30
( Lee, 2014). Since customers’ engagement difference (the red line) is not distinct
between Spike #1 and Spike #2, increasing the frequency of twittering from 5 times

44. 44
per day to 11-15 times per day is not really beneficial. So the final choice is between
tweet 5 times per day or 21-30 times per day.
Both of these frequencies are promising to bring traffic to Jamba Juice’s Twitter
page, yet their functions are varied. If Jamba Juice want to wring the most value out
of every tweet, tweet about five times each. If Jamba Juice want to wring the most
value out of its Twitter presence as a whole, tweet up to 30 times per day. Our
suggestion is that, since Jamba Juice is currently a rising business which requires a lot
of time to design new products and make expansion plan instead of tweeting 20+
tweets per day, tweeting five times per day is a better option. Adhering to the 5 tweets
per day frequency, Jamba Juice will get the maximum bang from its limited efforts.
3. Conclusion
Social Media Rockstars’ assigned its elite team to design this proposal for a reason.
Based on Jamba Juice’s objectives and the innate character of social media, our team’s
proposed campaign for Jamba Juice will provide Jamba Juice a more scientific and
engaging way to manage their social media presence. Through the process of
managing, Jamba Juice will maximize its proceeds of using social media (its social
value), which are the goals of maintaining and expanding its customer bases. This
proposed campaign will finally lead Jamba Juice to be a professional of selling with
social media.
VIII. Works Cited

45. 45
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