Johnson's Baby has an opportunity to grow its brand reach by expanding into additional social media channels that its target audience of mothers actively use. Currently, Johnson's Baby only has a Facebook page, YouTube channel, and website blog. It is proposed that Johnson's Baby create accounts on Twitter, Pinterest, Instagram, and Vine to engage more mothers online where they spend a significant amount of time. The social media plan aims to increase website traffic, positive sentiment, and overall brand reach within the next year.
Final project on Britannia company and competitor Raman Bang
sector information, sector analysis, company profile, company portfolio, porter five force model, swot analysis, Competitor analysis, Marketing mix, Analysis of net profit,revenue,debt-equity, Finance ratio, Organisation hierarchy,, Job description Job analysis, marketing product life cycle,
Full report of company on the basis of 3 profile Marketing, finance, Human resource management.
Final project on Britannia company and competitor Raman Bang
sector information, sector analysis, company profile, company portfolio, porter five force model, swot analysis, Competitor analysis, Marketing mix, Analysis of net profit,revenue,debt-equity, Finance ratio, Organisation hierarchy,, Job description Job analysis, marketing product life cycle,
Full report of company on the basis of 3 profile Marketing, finance, Human resource management.
Sun Pharma - Ranbaxy Merger PresentationDeepak Shenoy
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This report includes company information about P&G, its competitor analysis, product portfolio, digital marketing, distribution channels and Pantene Pro-V total Damage care shampoo analysis, its 4P, STP and SWOT analysis
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Brand Management Project on Maggi noodlesAnil Nandyala
• Brand Image Measurement using Brand Asset Valuator method
• Brand Equity Measurement using Colombo Morrison & Van Westendorps method
• Brand Value Measurement using Inter brand valuation method
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Sun Pharma - Ranbaxy Merger PresentationDeepak Shenoy
SunPharma and Ranbaxy merge in 2014 to create India's largest and the world's fifth largest pharma company. The merger, which is all stock, will give Ranbaxy shareholders 0.8 Sun Pharma shares for each share they own.
This report includes company information about P&G, its competitor analysis, product portfolio, digital marketing, distribution channels and Pantene Pro-V total Damage care shampoo analysis, its 4P, STP and SWOT analysis
L’Oreal’s methods have brought it profitable results so far, we believe a shift in focus of the segmentation to age and gender can be considered to prolong its success. Although L’Oreal has always practiced differentiated marketing strategy to target several market segments, we think there is a segmentwhich has been largely neglected: If tapped, L’Oreal could see massive profits and success in India. In thiscase we believe L’Oreal should target the Men.
Brand Management Project on Maggi noodlesAnil Nandyala
• Brand Image Measurement using Brand Asset Valuator method
• Brand Equity Measurement using Colombo Morrison & Van Westendorps method
• Brand Value Measurement using Inter brand valuation method
De La Salle University Master of Marketing Communications students created an integrated marketing communications plan for Pampers Philippines as a requirement to complete the subject: Introduction to IMC.
IMC 641 Social Media Plan for Fish With Kyle Flyfishing Guide ServiceStephanie Marchant
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Public Relations Campaign for SecureWorks for IMC 618: PR Concepts & Strategy. Campaign is focused on increasing brand awareness among both big and small businesses as well as potential investors.
Sales Management Term Project: Marketing Plan for Johnson and Johnson 2015Hannah Joy Stacy
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Johnson's baby grandparents day campaign case studySocial Samosa
This Grandparents Day which was on the 7th of September we at Johnson’s baby wanted to remind parents of the role their grandparents have played in their lives and encourage them to facilitate their children to spend more time with their grandparents. Theirs is a love like no other!
BabyCenter 2013 US Social Media Marketers HandbookBabyCenter
Today’s moms are a powerful economic force, driving trends and making – or breaking – brands. BabyCenter reveals how they use social media, why and most importantly, how their new shopping patterns create powerful opportunities for smart marketers to connect.
Pay to Play-SocialMedia & Advancement 2016Michael Stoner
This white paper explores new challenges for higher ed advancement's use of social media for outreach, engagement, and fundraising. We explored how institutions are using tools for boosting, promoting and advertising their social initiatives as organic reach of posts, tweets, and images has declined. Download at: http://mstnr.me/2g22TNr
Social Media Marketing Best Practices For Food Service Brian Cliette
Social Media Marketing Best Practices For Food Service
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2014 social media marketing trends and the independent pharmacy finalCody Midlam
Program Description:
This program will identify current social media marketing practices as they apply to small and mid-sized businesses. These concepts will be applied to retail pharmacy, demonstrating how an independent pharmacy owner can leverage social media marketing to build and maintain a position of value in both local and online communities.
Objectives:
1. Explain what social media marketing is in 2014
2. Identify the most common tools currently being used for social media marketing
3. Investigate how social media marketing applies to small businesses and specifically, independent community pharmacies
4. Cite real-world success stories of social media in healthcare and related industries
5. Compare and contrast internal vs external marketing efforts for the independent pharmacy owner
Shopping Habits of Parents of Tomorrow Today - Social Media Masters SummitDigital Megaphone
Learn valuable insights from babycenter.com’s latest research on Millennial Moms, Millennial Parents, and Older Gen Z parents (18 – 24)- You’ll learn what grabs their attention, dollars and loyalty.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
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>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
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Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
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Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
10 Video Ideas Any Business Can Make RIGHT NOW!
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Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
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Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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OPPORTUNITY
For more than 100 years, Johnson’s baby has been one of the most trusted names in
baby products; delivering clinically proven gentle formulas that mom’s feel safe using on
their precious newborn (Johnson’s baby). Johnson’s baby has an amazing opportunity
to grow their brand further into other social outlets that moms are currently using.
Adding new channels like Instagram, Vine, Twitter, and Pinterest that will drive more
traffic to their site, grow positive brand sentiment, and extend the Johnson’s baby brand
reach.
Currently Johnson’s Baby has a Facebook page, YouTube channel and a blog, that is
incorporated into their website at www.johnsonsbaby.com. However, Johnson’s Baby
brand is missing social channels that their target audience is using and missing the
chance to build brand advocates/evangelists in. Moms are some of the most active
users of social media that can be found and moreover, they’re big evangelists of digital
brands. (Bennett, 2013).
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84% of moms go online when looking for product and brand recommendations and two-
thirds (65%) say that they have learned about a product or service through social
networking. (Bennett, 2013). Adding to the current social media channels will be
Instagram, Vine, Pinterest, and Twitter.
Social Overview
According to adage.com, of the J&J brands that spent more than $10 million on
measured media in 2012, only 3 of 19 have active Twitter handles. Those brands three
brands for a U.S. audience are, Aveeno Men’s, Band-Aid, and OneTouch (Delo & Neff,
2013).
Current Channels
Facebook
Johnson’s baby line Facebook page currently has 1.1 million likes and they are posting
about one post per day. As an inquiry or negative comment posts, Johnson’s is replying
each specific person. With regards to any negative feedback, J&J baby isn’t doing
much besides linking back to their ingredients page. They currently have FB tabs for
their giving, offers & contests, videos, and products. Johnson’s baby page also does an
excellent job of utilizing Facebook’s timeline feature to tell the history of Johnson’s baby
line, dating back to 1894. Their post content is catered toward Mom’s of little ones, with
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post ranging from quick little tips to highlighting a “baby of the week”. Aside from the
Johnson’s baby Facebook page and the website, at johnsonbaby.com.
YouTube
Johnson’s baby channel joined YouTube back in September 23, 2005 and currently has
6,556 subscribers (Johnson & Johnson, 2012). Their YouTube page has videos of J&J
baby commercials and Mom testimonials. There are links back to their Facebook page
and their website, but video content hasn’t been updated in over a year. (Johnson &
Johnson, 2012).
Blog
Technically, they do not have a normal blog, but do carry “blog like” articles on their
Baby Care Library tab on the website. Utilizing an editorial content calendar could be
extremely useful in putting out articles and even enlisting some of the top “mom
bloggers” in social media.
Proposed Channels
Twitter
At this time, Johnson’s baby line does not have a Twitter account. In comparison,
Johnson & Johnson Twitter adoption is extremely low compared to its competitors.
Thirty of 34 Proctor & Gamble “megabrands” were active on Twitter in the U.S.,
compared to all of Unilever’s nineteen brands (Delo & Neff, 2013). Nielsen 2012 study
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showed Twitter having a YOY change of 134% compared to Facebook at 88%. We feel
this is miss by Johnson & Johnson and could drive traffic back to their website.
Pinterest
According to Nielsen, 2012 State of Social Media Report, 84% of those using the
Pinterest app were women. Access through the website via laptop held high at 70%
women and 72% with women in mobile web. Unique PC visitors in 2012 for Pinterest
grew 1,047% and 4,225% on mobile web and 1,698% via the app (N.M, 2012).
Vine
At this time Johnson’s baby doesn’t have an account setup for Vine. Vine is one of the
newest social tools out there and is seeing an adoption rate by brands, but slower then
other platforms like YouTube, Twitter, Facebook and even Instagram.
Instagram
Johnson’s baby line does not have an Instagram account either. This platform, highly
visual content of great pictures could work well into a social strategy that could highlight
a scene of an upcoming commercial or perhaps a new product line coming out.
Recommendations for Johnson’s baby line products would be to place social icons on
the top of the johnsonsbaby.com website. Have the channels link across each other, to
make it easy for mothers to find the channels easily. Second, build and utilize new
platforms, starting with Twitter first and Pinterest second. Start on Twitter, with creative
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tweets, engaging with pictures that drive traffic back to the site or Amazon for items to
buy. Creating a content strategy of helpful articles for moms that could be spread
across Twitter, Pinterest, and Facebook. Overall while late to the game, the new social
media channels would allow for more brand loyalty by consumers who may use a
cheaper brand like Target’s or Walmart’s own store brand.
AUDIENCE
The Social Mom: Johnson’s Baby’s Demographic Description
The target audience is two age groups, called “social moms”. Social moms consist of
the 18 - 24 age group and the 25 - 34 age group that have at least one baby or small
child in the home. The social mom is a married, working mom, with at least a bachelor’s
degree and has a HHI of $45,000 +.
The social mom’s behaviors has changed dramatically, with 68% have less in common
with non-mom friends, starting in pregnancy (Babycenter, 2013). 73% use parenting
social media for brand and product recommendations, which is up since 2009. For
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them, social media helps them get answers, health or medical advice, and support for
those in similar situations (Babycenter, 2013).
Online Participation of Target Audience
(Age Group 18 – 24)
(Age Group 25 – 34)
8. Haas 8
1. 48% of the 18-24 and 31% of the 25-34 age groups would be classified as creators,
who are publishing blogs, creating YouTube videos and writing articles or stories on
other sites.
2. 47% of the 18-24 and 43% of the 25-34 are categorized as critics. This is our target
audience that would write a review about our product(s) on amazon.com,
target.com, walmart.com, etc.
3. 35% of the 18-24 and 24% of the 25-34 age groups are collectors. This group
would include using Pinterest and utilizing RSS feeds for reading blogs they find
helpful or interesting. Two times more likely to say social helps her get information
quickly (Babycenter, 2013). According to Nielsen, Moms are 61% more likely to
visit Pinterest than the average American (ClickZ, 2012).
4. In the 18 - 24 age group, joiners are the number one, at 86%. It’s second largest
percentage for the 25 - 34 age category, at 74%. They maintain their Facebook
pages and use other social sites like Twitter, LinkedIn, and Instagram. 92% share
family milestones on Facebook (Babycenter, 2013).
5. Second largest for the 18-24, is spectators at 85% and is the largest group for the
25-34, at 78%. The spectators would be our most informed shoppers. Reading
online reviews before shopping and/or comparing like products and their features.
6. Inactives are the lowest in both age groups, 3% for the 18-24 and 10% for the 25-
34. Overall, this is good news for our target market, since they are the “Social
Moms”.
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Moms, W18-34, lead in social usage with 7.3 hrs/month and that increases to 21.3 hrs
for those using mobile also. Across major platforms they also lead with 77% on
YouTube, 27% on Instagram, 25% on Twitter, 24% on Pinterest, and 20% on Google.
These socially empowered moms are also early adopters of technology (Babycenter,
2013). When asked if they had the following devices, here was percentage that
answered yes:
o Smartphone: 81%
o Laptop: 81%
o Tablet PC: 52%
o Tivo or DVR: 51%
o Streaming TV Subscription: 49%
o Internet TV Device: 23%
(Babycenter, 2013)
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SOCIAL MEDIA MARKETING PLAN OBJECTIVES
1. Increase website traffic to johnsonsbaby.com by 20% in 12 months.
2. Increase positive customer sentiment over 6 months.
3. Increase reach by 30% over next 12 months.
SOCIAL MEDIA MARKETING PLAN STRATEGIES
1. After the Johnson’s baby blog has been redesigned and user-friendly, content
will be published out on Pinterest with engaging pictures and also to Twitter with
engaging tweets to drive traffic back to the blog.
2. Utilize Vine for moms to create 6-second videos for entering Johnson’s baby
contest. A monthly contest, where we ask the moms a question and they give a
creative, quick 6-second response.
3. Use Instagram to deliver beautiful baby pictures and use the 15-second videos
that deliver help to moms.
4. Deliver on-demand customer service through Twitter, answering mom’s
questions and concerns about Johnson’s baby products.
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PROPOSED SOCIAL MEDIA CHANNELS
Businesses have been flocking to Instagram in droves (Hemley, 2013). 26% of Moms
are using Instagram to connect with brands (Bennett, 2013). Instagram is a great visual
storytelling tool that can be incorporated into a Facebook page. Instagram would have
multiple uses for Johnson’s Baby. Allowing Johnson’s to start a hashtag campaign, for
instance #johnsonsbaby and any mom could take a pic of specific topic ask by the
Johnson’s Baby brand and Johnson’s could decide to share it and create a community
within Instagram. Another option would be taking a highly visual ‘cute baby pics’ and
asking a question to the followers to engage them. A few brands doing a great job of
this are Birchbox, Birchbox Man, and Nike. This is creating engagement and positive
brand sentiment. If shared across Twitter and Facebook, it will create extended reach
across multiple channels.
Birchbox Man, runs a contests through a Instagram video, once
the follower watches and then heads over to Facebook page and
comments, the December sneak peek video on YouTube will be
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shown. They have incorporated Instagram, Facebook, and YouTube for one message
that delivers!
Birchbox’s main account with target audience of women is
promoting their special ‘Snowy Day’ Home box that is for sale
during the Christmas season. They post an enticing picture
about the over-sized marshmallows that come in the home
box and tag the brands featured.
Nike takes some of the best pictures on Instagram and is highlighting their Nike
Cheyenne Vapor running backpack in the above pic, which has
almost 25K likes at 3:54pm.
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Through Instagram, Johnson’s baby line can deliver moments of mom and baby
together. As well, as host contest via Instagram that can funnel back into Facebook to
drive engagement and reach. As the ‘likes’ grow or the picture is viewed, it increases
the potential of the picture being put on the popular page of the Instagram app and
possibly allowing more new followers for the brand. Once again, extending the reach
and growing the followers within Instagram.
Pros and Cons of Instagram
Great for delivering visual content, which is becoming the front running in shared and
liked content. Another new addition and benefit to Instagram is video, at 15 seconds in
length. Which is 9 seconds longer then its competitor, Vine. However, just like
Facebook and Twitter, a video or pic can become be pushed way down into your feed if
you follow a lot of people and brands. There isn’t a formula like on Facebook that
allows for it to become relevant again. Unless the follower has the patience to keep
scrolling, it will never be seen. Instagram is all about the visual experience and the
brands that get those images right, are the ones with huge followings and lots of likes.
Instagram acts as a bridge across Facebook that allows for great content and following,
just like Birchbox accomplishes.
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As of now, Johnson and Johnson only have the USA account of Johnson & Johnson
Stories (@JNJStories). The last tweet from their account was back in May 8, 2013 and
it needs a separate account called, Johnson’s Baby (@johnsonsbaby). One brand that
is doing a great job at targeting moms is, Huggies.
Their Twitter profile lets you know what their Twitter account is all about and what you
can expect.
Huggies tweets fun and helpful tweets that surround the upcoming Thanksgiving holiday
season.
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Huggies does an excellent job of targeting moms with relevant information that fits in
scope of why a mom is following Huggies. As reported by Punchtab, 25 percent of
moms are active on Twitter and 52 percent of moms will connect via Twitter when
rewarded. (Bennett, 2013). Along with delivering content that is pumped out from the
Johnson’s Baby blog and fed to outlets like Twitter and Pinterest, Twitter acts as a
customer service platform between buyer and brand. By delivering fast and authentic
customer service via Twitter, we will help humanize the brand and turn a majority of
consumers into loyalists and hopefully into brand evangelists.
Pros and Cons of Twitter – Twitter is in the same boat as Instagram, but at a much
faster and more furious pace. Your tweet has a short viral life in the world of Twitter, but
does allow for great discussion around a campaign that uses a hashtag (#). Brand
customer service has the ability to deliver responses faster and more helpful to
consumer, but be warned, if you don’t respond within the hour. Jay Baer of Convince
and Convert published a blog post that stated 42% of consumers complaining in social
media expect 60 minute response time. (Baer, 2013).
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Pinterest is like an online corkboard that allows you to pretty much pin to you are blue in
the face. You can create little digital filing cabinets, called boards that are themed and
you label the category they fall under and make a name for it. People will pin various
things found on the internet or within Pinterest itself (a repin) from a brand or another
pinner they follow. A brand can create themed-boards that allows a follower to follow
that specific board or the brand’s entire board collection. This would be very beneficial
to Johnson’s Baby line, as it would allow for helpful tips board, DIY hacks board, food
and meal prep board and other items that a busy-mom would find useful. According to
Edison Research, the top three uses of Pinterest by women is to get ideas, for things
they plan to buy, and things they would love to have, but have no specific plan to buy
(Baer, 2012).
Pros and Cons of Pinterest – 70% of Pinterest is women and they are going for useful
ideas that can help them in their day-to-day routines. Mashable reported that for
September 2013, Pinterest drove 3.68% of traffic to publishers, the second highest
networks on the list and three times as much as Twitter, which ranked third (Fiegerman,
2013). Pinterest now drives more traffic to publishers than Twitter, LinkedIn, Reddit,
and Google+ combined (Fiegerman, 2013). Obviously, Pinterest is great for engaging
your audience and these numbers are impressive, so what’s the downside? I could only
find two, which is the need of high-quality photography to deliver something that is
17. Haas 17
deemed ‘pin-worthy’ and copyright issues. Aside from that, Pinterest is a win for
brands.
The newest kid on the block, but quickly catching on is Vine. Vine allows you to create
6 seconds of video that can be straight through or done in a stop-motion sequence.
Every five tweets per second contains a Vine link, as that studies are showing that a
branded Vine is four times more likely to be seen than a branded video (Bennett, 2013).
Vine opened its door in January of this year, but has already exploded to tens of millions
of users, and brands are starting to take notice (Bennett, 2013). Johnson’s Baby line
would use Vine to create short how-to ‘baby hack’ videos for a mom on the go and
utilize various hashtags to ensure it gets seen through keyword search.
Pros and Cons of Vine – Vine is a great add-on to a social media campaign or strategy
and brands like Oreo have been delivering amazing content that is getting revines. Vine
videos can be promoted across all of your other social media platforms like, Facebook,
Twitter, LinkedIn, and Pinterest. Vine is in the same category of Pinterest, as it doesn’t
have any negatives.
18. Haas 18
The Competition
Burt’s Bees has a baby line and a website at burtsbeesbaby.com. Burt’s Bees Baby is
using Facebook, Twitter, YouTube, and Pinterest for their social platforms. Highlighting
their Twitter page, they aren’t too active as a brand with 1 tweet every day or two.
Burt’s Bees Baby is responding to their followers and retweeting them. They are also
doing a great job or mentioning the ‘mommy bloggers’ that are hosting contests for
winning Burt’s Bees products, including Burt’s Bees branded baby bedding and clothing.
Aside from that, they are lacking across all their social platforms due to inactivity and
consistency.
Overall, by adding these social media platforms to the Johnson’s Baby line, they could
expand their reach further and create more loyal followers. As 53% of Americans who
follow brands in social are more loyal to those brands (Baer, n.d.).
HIGHLIGHTED SOCIAL MEDIA MARKETING PLAN TACTICS
1. After the weekly blog post is published at the beginning of the week, we will
create a high-quality picture and publish to one of the Pinterest boards. Along
with an engaging tweet that will tweeted strategically throughout the week to
continue delivering traffic back to the website.
2. Johnson’s baby Vine channel will run cute 6-second videos each week, but once
a month we will deliver a question on the blog that asks the mom to answer a
19. Haas 19
question or record baby or toddler doing something cute and is done via Vine
with the hashtag, #johnsonsbabyblog. A new winner will be picked each month
and should accomplish all three objectives in this one tactic.
3. Each day a picture will be post on Instagram, to drive likes and gain new
followers via Instagram.
4. Instagram will be used to run a weekly 15-second video where a how-to or
common mom question is answered.
5. Create a Pinterest account for Johnson’s baby, that runs community boards with
big following mommy bloggers (500+ followers) to pin to DIY board and
mom/baby hacks to help moms. Creating a community within Pinterest under the
Johnson’s baby brand.
MEASUREMENT
Quantitative Metrics
1. Network Size (# of new Johnsons’s baby followers/fans).
With the implementation of new social media channels (Instagram, Vine,
Pinterest, Twitter) in addition to Johnson’s baby existing social media channels:
blog, Facebook, and YouTube; we expect to gain new followers in droves. New
followers on all these social media channels will help drive our overall campaign
objectives and allow for a larger market share too.
20. Haas 20
2. Click through rate (CTR) from social sites.
Utilizing bit.ly for J&J baby blog posts, as we share content out on social
channels. We can now track through Google Analytics and see what locations
are clicking the most, where the most clicks are coming from (social site), when
(date) the clicks were happening and how they accessed our content (desktop,
mobile, OS). This information could come in extremely handling with our mom
demographics too. In the future, a J&J baby app could be developed and it
would help to know what types of mobile devices they access J&J baby from.
Our first campaign objective was to drive an increase in traffic by 20% to
johnsonsbaby.com in 12 months. Using Google analytics to measure our CTR
will help us to measure this objective and know which social channels are the
biggest website drivers.
(Picture Source: Social Media Examiner)
21. Haas 21
Qualitative Metrics
1. Positive customer sentiment.
Measuring positive customer sentiment will allow J&J baby brand to know what
mom’s are thinking about the brand and topics surrounding the brand. This
metric will directly tie into our second campaign objective of increasing positive
brand sentiment over 6 months. Ultimately, it would allow us to see what moms
talk about, when it comes to their babies and the J&J baby brand. One of the
key ingredients for Johnson’s baby brand is showing that Johnson’s is a loving
and nurturing, just like mom is with her baby. This metric will help to monitor that
sentiment.
(Source: Trackur)
22. Haas 22
2. Reach for new audience (mothers).
Reach refers to the additional impressions that J&J baby brand’s social channels
provide to a campaign. Reach taps into the power of the social web to engage
previously unreachable prospects to J&J baby’s brand message (Deutsch, 2010).
Reach metric is directly tied into the third campaign objective of increasing reach
by 30% over the next 12 months. Reach through social channels increases
Johnson’s baby brand’s credibility as new moms, touched by social programs are
being introduced by their friends and peers or other respected “voices” on the
social web (Deutsch, 2010).
ROI Metrics
1. Customer acquisition costs.
While starting up social media channels is free and everyone is touting how
“cheap” social media is for a brand that remains a false claim. The advantage of
using social media is that it is cheaper than traditional channels and why it is vital
to measure the ROI of the campaign and then assign a cost per conversion and
compare (Kelly, 2010). By measuring the cost of a mom or mom-to-be clicking a
link in a tweet and coming back to the J&J baby site, we can assign a cost to that
click and measure and compare. Providing the value back to Johnson’s
executives. This ROI metric is valuable to prove the value of these social
channels for the brand.
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2. Social driven leads (Lead Generation).
When it comes to lead generation, social media can be a very effective tool for
businesses (Elliot, A., 2013). According to the infographic by Wishpond, 77%
percent of business-to-consumer marketers say that they have acquired a
customer through Facebook. Furthermore, at 26 percent, Facebook is the
leading source of referred social media traffic to websites (Elliot, A., 2013). With
moms spending large amounts of their social time on Facebook, utilizing lead
generation through a email newsletter sign-up that give a wealth of information
on moms and could later be used for market research (at the mom’s approval).
As social media produces almost double the marketing leads of trade shows,
telemarketing, direct mail, or PPC. Also, social media lead conversion rates are
13% higher than the average lead conversion rate (Elliot, A., 2013). Johnson’s
baby brand could acquire leads through some of the tactics used throughout the
campaign of social contests or even perhaps a sponsored Johnson’s baby live
webinar.
(Source: Social Media Today)
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References
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