![The most common
reason [users follow brands] was
to be notified of special
offers (70%).
According to a small study done by econsultancy,!](https://image.slidesharecdn.com/hellocupcakefinalppt-110806230333-phpapp01/85/Hello-Cupcake-Digital-Strategy-Proposal-9-320.jpg)
Uploaded byLaura Elizabeth Wilson
Hello Cupcake Digital Strategy Proposal
Hello Cupcake is a small bakery business with limited resources that wants to leverage digital media to build awareness, inspire loyalty, and motivate purchases. The document provides tips for listening to what customers and competitors are saying online, engaging customers through social media and email, and encouraging customers to promote the brand through blogs and word-of-mouth. The objective is to maximize promotional efforts within time and staff constraints through efficient online tools and customer-focused content.
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Hello Cupcake Digital Strategy Proposal
- 2. Agenda! Where Hello Cupcake is! What the marketplace is doing! What the competition is doing! Where the opportunity is !
- 3. Hello Cupcake today …!
- 4. Small business owner! Smallstaff! Limited time! Focused on increasing revenue! Corporate sale development! Capitol Hill store opening!
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- 9. The most common reason [users follow brands] was to be notified of special offers (70%). According to a small study done by econsultancy,!
- 10. Big payoff fromdigital media! Major brands such as Starbucks, Virgin, and Levi’s have been participating in the social web for some time now. ! • According to a recent University of Maryland study, social media adoption by small businesses has doubled from 12% to 24% in the last year. A Similar Industry: Stone Korean Kitchen, a small restaurant in San Francisco, California! • Dan Yoo has said Groupon is what “really tipped the scales.” The restaurant saw significant traction in both sales and traffic to its Yelp sites and Facebook page when the restaurant signed up for its first Groupon deal.!
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- 14. Opportunity …!
- 15. OBJECTIVE:! To leverage digital media to build awareness,! inspire brand loyalty! and motivate purchase.!
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- 22. Brand Reputation Management
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- 25. What is the industrysaying?! What are your ex-employees saying?! What is the competition saying?!
- 26. Tracks and compares how brands are performing on Facebook and Searches for keywords on social media Twitter.! platforms —and provides metrics around keywords and “sentiment.”! Monitor new blog entry or news Track blog conversations based story that contains on topics or keywords.! a keyword or phrase, it will send you an alert in a time frame Subscribe to the RSS you designate: feeds of top blogs in immediately, your sector, daily or weekly.! competitors’ sites, news sites, Twitter searches and more, all in one place. !
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- 29. Greek heritage! Made fromscratch all-day, everyday! Farm fresh ingredients! Over 50 flavors ranging from the simple to the sublime! Offer gluten-free, vegan cupcakes! Personalized experience i.e. not a chain!
- 31. The Jackie O’ aka pink lemonade Dick Cheney aka The Heart of Darkness President Obama aka 24 carrot The Bo aka Chococo The First Lady Marion Berry aka gianduja aka prima donna
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- 33. “Tell me whatyou buy and I can tell you who you are…”.
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- 37. Forrester Search! “Email MarketingComes of Age”!
- 38. • Send emailabout favorite cupcake.! • Send a personalized birthday or anniversary message for discount.! • Send updates about classes and new events. ! • Send email asking for feedback; if they respond, he or she receives a free cupcake.! • Ask your Twitter and Facebook followers if they want to be on your email list.! If your message is buzz-worthy, your customers will become brand ambassadors for you. !
- 39. 20 million Facebookusers become Fans of Facebook pages everyday.! 9! 25! The number of The number of times a day the comments written.! Those users are highly like button is engaged.! Here’s what they do! clicked.! EVERY SINGLE DAY…! 55! 2! The average The number of number of minutes pages liked or spent on Facebook! fanned.!
- 40. 1. Quality Counts! 10 most 2. Create an Emotional Connection! 3. Provide Utility! effective ways 4. Give Fans a Voice! 5. Listen!! to reach! 6. Complement Her Life, Don’t women Complicate It! 7. Don’t Be Redundant! on 8. Keep the Shopping Experience Seamless! 9. Remember: She’s a Social Shopper! 10. Keep Your Fans in the Loop! If your message is buzz-worthy, your customers will become brand ambassadors for you !
- 41. Following the 80/20 Rule is a good baseline, with 80% of your messaging educational in nature and only 20% a sales pitch.! If your message is buzz-worthy, your customers will become brand ambassadors for you !
- 42. The best timeTweet is between 9am – 6pm.! Monday thru Friday activity is the highest.! Schedule Tweets.! Tips! Be conversational.! Ask your customers questions…and get good answers.! Reward loyalty.! Follow influential people.! Use #hashtags.! Be a good Twitter citizen.!
- 43. most importantly …! 53%! Of people on Twitter recommend companies and/or products in their tweets. ROI Research for Performance, June 2010!
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- 46. Foursquare! 6 million has users! QRCodes! Shortcut to link the user straight to the web site. ! more Bound to become common in the coming months and years.! If your message is buzz-worthy, your customers will become brand ambassadors for you !
- 47. Your Customers areAlready on Foursquare ! Efficiency of Online Technology to Drive Offline Activity ! Track and Reward: Digitize the “Baker’s Dozen” Card! Get to Know Your Customers Better and Continue Incentivizing! Enhance Your Existing Platforms !
- 48. Promotions and on collateralmaterial In storefront windows! Track ROI! Customer rewards or ! loyalty program ! Get your customers to promote your brand! Drive traffic !
- 49. 4. Pass iton!
- 50. 70% of bloggers are organically talking about brands on their blog. Econsultancy, April 201!
- 51. Reach out Vegan Bloggers! Reach out Gluten-Free Bloggers ! Reach out Capitol Hill Bloggers ! Reach out General Food in DC Blogs ! If your message is buzz-worthy, your customers will become brand ambassadors for you !
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- 53. 30 Minutes Everyday Sunday Hootsuite Monday Google alerts Tuesday Google reader Wednesday Google Analytics Thursday Email blast Friday Outreach Saturday Monitor
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