Social media Strategy developed for a Juice Company in California.

1. Social Media Strategy

2. Marketing Mix
Ddistributed in different food
stores and grocery chains on
both USA coasts, Pacific and
East (especially Los Angeles,
San Francisco, New York and
New England area)
U$3Premium fruit and vegetable
natural juice (4 different
flavors with fiber
concentration by adding whole
grain)
They have been
participating of healthy
events to merchandise the
products by distributing
sample and free bottles
and just re-designed the
brand and the label.
Juiceology is a premium fruit and vegetable juice produced by a new
Brazilian company called Daklen (daklen.com), considered a startup,
operating in the US market.

3. The company has had 2 phases: 1) product and placement
development and 2) re-brand. Now, it is ready to focus on
Communication efforts and increase the awareness of the
products. The company is willing to invest in PR, Social Media and
other Marketing efforts, such as Media and Guerrilla Marketing.
Situation Analysis
PR
+
Social Media
Re-brand
Product and
Placement
development

4. Social Media Strategy Objective
Juiceology Retailer Consumer
Juiceology Retailer Consumer
Social Media Strategy Goal
Increase the awareness among the final costumers, create
buzz and establish a close relationship with customers,
bloggers, influencers and brand advocates.
Push:
Pull:

5. Technographics
"Half of consumers learn about
food from social networking sites
like Twitter and Facebook and
40% learn about it from websites,
mobile apps or blogs”*
*SOS marketing: bit.ly/1eEwy9n

6. Target Audience
 Able and willing to spend money
on premium and functional juices
 Make purchases impulsively and
on the go
 Tech-savvy, the audience also uses
social media as communication
channels. They use especially
Facebook, Twitter and Instagram.
 Health conscious
 18-50 year old women and men
 Shopping at Premium Grocery
stores, Natural Food stores and
high-end C-stores
 Trend-setting e Open to try new
products
 Seeking to switch from sodas (high
sugar content) and regular juices
to premium natural juices

7. Agriculture and Agri-food Canada - http://www.ats-sea.agr.gc.ca/amr/pdf/6069-eng.pdf
Euromonitor - http://www.euromonitor.com/fruit-vegetable-juice-in-the-us/report
Market Size

8. Competition and positioning

9. 1. 60% of all Americans need to increase their
daily whole grain and fiber consumption
Why whole
grain extracts?*
2. More than 100 million Americans suffer from digestive problems
3. 81% of consumers want to add whole grains to their diet
4. Consumers are becoming both more health-conscious and value driven
5. Studies show whole grains are among the healthiest foods available
6. Whole grains are a rich source of powerful essential micronutrients such as
vitamins and minerals, including:
- Iron, magnesium, selenium, thiamin, riboflavin, etc
*Informations from a Juiceology research

10. Before designing the Social Media Strategy, we analyzed the current
online presence of the brand.
Searching by “Juiceology” on Google, we found mentions to the brand,
especially on blog posts from a period from November, 2011 to February,
2012.
It is important to hightlight that some blog posts which cited Juiceology
used the term “Pure Juiceology”. However, many mentions, especially the
most recent, are related to a British brand with the same name that uses
the term “Taste Juiceology”.
Current Online Presence:
Quick Analysis

11. Nomenclatura (namechk.com/)
 YouTube
 Pinterest
 Wordpress
 Linkedin
 Vimeo
 Photobucket
 Slidesahre
 Foursquare
 Twitpic
 Delicious
 Qik
 Picasa
According to Namechk, some of the most important social
media channels are already using the nomenclature
“juiceology”. However, the nomenclature “purejuiceology” is
available for some important channels like:

12. Namecheck: Juiceology

13. Namecheck: PureJuiceology

14. Social Media
Strategy

15. Site
+
Blog
Hub and Spoke Model
First off all, we will (1) create
a blog and (2) organize the
current channels.
After that, the idea is (3 + 4)
increase the online presence
going also to other channels.
This following plan is about
the phases 1 and 2.
Site
+
Blog
Twitt
er
Insta
gram
Pinte
rest
Face
book
Goog
le+
Linke
din
You
Tube
Slide
shar
e
Four
squa
re
1
2
3
4
The Strategy will be based on the Hub and Spoke Model.

16. Channel: Official Website
Metric: Page Rank 2 (0-10)
URL: daklen.com/ and http://www.purejuiceology.com
 By searching “Juiceology” on Google, the website is the second among
the results.
Quick recommendations:
 Create and add a blog (topics related to the products, brand, company
and industry)
 Implement Social Media APIs (such as “Like box”)
 Incluir botões “curtir” e de compartilhamento em Midias Sociais,
 Develop a SEO project
 Re-design the website (responsive version)
 Create a mobile version of the site with a better “where to find us”.
Quick Analysis: Official Website

17. Channel: Facebook
Metric: 3,100 Likes
URL: https://www.facebook.com/PureJuiceology
 The page has interesting content and a reasonable number of Likes
(+3k), but, more than 75% of the users are from Brazil, and less than
20% are from the USA.
Quick recommendations:
 Include Twitter and Instagram tabs,
 Include site’s URL on the “About” text,
 Improve the “About” text (use key words),
 Keep a frequency of posts,
 Change avatar (current one doesn’t have good quality),
 Change Cover photo (current one is too related with California),
 Include tab with map of where to find the product.
Quick Analysis: Facebook page

18. Channel: Twitter
Metric: 599 followers
URL: https://twitter.com/purejuiceology
 The number of followers is low and there is no specific content produced
only for this channel.
Quick recommendations:
 Unable automatic publications on Facebook,
 Produce specific content for the channel,
 Keep the frequency of posts,
 Change the avatar (current one doesn’t have a good quality),
 Update background (give emphasis to the logo and produtc),
 Include cover photo.
 Define the hashtags that will be used (http://trendsmap.com/ )
Quick Analysis: Twitter account

19. Channel: Instagram
Metrics: 42 followers
URL: http://instagram.com/juiceology
 The Channel introduce appropriate and interesting content, but there is
no frequency in doing so. Low number of followers.
Quick recommendations:
 Connect with Facebook and Twitter,
 Keep the frequency of posts and variety of content,
 Improve the Bio text,
 Create a list of hashtags (based on the most popular hashtags),
 Use hashtags as comments (a day after the publication of the photo).
 Define the hashtags that will be used (http://web.stagram.com/hot/)
Quick Analysis: Instagram

20. Return on Influence (ROI)
(Baseline)
Exposure: Due to the start up character of our business and the
previously lack of Social Media, the exposure of the brand is around
50%, but with this Strategy it’s expected to increase at least 25% of
the exposure.
Engagement: With this new Strategy we want to engage at least half
of the consumers that follow our Social Media channels.
Influence: To measure if the content is influencing the conversation of
the consumers (are they sharing, retweeting, and so on?) it is going to
take at least a month after implementing this Strategy but we want to
create a base of at least half of the consumers responding and talking
to the content provided.

21. Before put effort to attract new consumers and to create new
channels, it’s necessary to organize the already existent Social
Media channels and its management (Facebook, Twitter,
Instagram) and develop:
 A Calendar of Updates
 A Flowchart Management
 An Editorial Planning
 A Backup Content (two weeks)
 A List of sites and SM channels to follow and like
(http://followerwonk.com/)
 Stock of Photos and reference sites
Content Management

22. Editorial Calendar
(Post Frequency)
To the calendar the suggestion for post frequency
is:
Facebook Twitter Instagram
Mon-Fri 2-3 posts/day 3-5 tweets/day 1 photo/day
Sat, Sun, Holidays 1-2 posts/day 2-3 tweets/day 1 photo/day
Obs:
 Frequency will be reviewed in all fazes.
 Content quantity will contemplate cross-channel and re-posts.
 The suggestion for frequency of content publication for the blog is
of 1 post/week (the posts will be made and stored to be used in
the launching of the blog).

23. Flowchart of Approval
The suggestion to the Flowchart of approval and the
publication of weekly content:
Friday to
Sunday
•Research of
themes and
agendas
•Content
production
Monday
•English
edition
Tuesday
•Delivery of
material for
approval
Wednesday
•Approval
Thursday
•Scheduling
Obs.: the scheduling will depend on the
approval of the material and it may occur
before or after. Initially it will be produced
backup content for two weeks, this will be done
to avoid holes in the Content Calendar.
(Via Google Docs)

24. Editorial Planning
(Thematic Layers)
The competitors focus the majority of the content of Social Media on the products
(and put a lot of effort on offline adds). Differently from them, the idea here is to
attract consumers by the relevant content, whitin themes and philosophy that
guide the brand Juiceology.
Information about the products and the
company will be diluted in a ratio 80-20, being
80% the relevant content for the consumer
and 20% corporate.
 Promote the products
 Educate the audience about having a
healthier life
 Benefits of the juices made by whole grain
with fiber concentration

25. Urban
Active
Healthy Cool
"Juiceology Lifestyle"

26. Key-words
Based on the
material provided
by Juiceology and
with the help of the
tool Keyword
Planner (Google),
topics and key-
words that should
be used on the
production of
content were
raised.

27. Dropbox: stock of photos
It will be created on
Dropbox a paid stock of
photos to be used in the
Social Media channels,
especially Facebook e
Instagram.
The photos will also go
through the approval
process.

28. Plan for Handling Negative
Feedback and/or Crises
We will keep constantly monitoring the online channels by using TOPSY
and other tools needed. We will create weekly and monthly reports.
It will be created a plan to handle possible Negative Feedback and/or
crises. We will create a Contingency plan and a chain-of-command in a
crisis as well after design a risk analysis.
1 - Analyze the negative message and the risk level (low/high)
3 - Communicate the Marketing Manager
4 - Identify if the problem is real and how to solve the problem (it is
necessary contact chain-of-command in a crisis?)
5 - Design the best answer and approve with the Marketing Manager
6 – Evaluate who will answer and answer the user
7 - Keep monitoring

29. SM Media Plan
 Facebook Ads (focused on US Facebook users)
 Sponsored Facebook posts
 Twitter Ads
 Google Ads
In this phase will be created a media plan, that
will be evaluated, it will be under approval and
it may be enlarged or reduced:

30.  Events (i.e.: meeting with bloggers and influencers)
 Online Coupons (i.e. Foursquare, Groupon)
 Contests (i.e.: Thalenthouse Creative Invite)
 Crowdsourcing (ex.: new flavor)
 PR2.0 and Outreach
o List bloggers and influencers
o Send them Press-release
o Use an online PR Platform
o Follow up
Engagement Strategy
The idea is to implement an integrated
Engagement Strategy (online + offline):

31. After the 12th week, we will review the current plan and re-
planning of Content Management, Media Plan and Shares
Engagement.
In addition to creating new channels and specific plan for
each channel under approval.
Review the plan and re-planning

32. Analytics and Metrics
Analytics Metrics Tools
Number of mentions Topsy, Google Alerts
Sentiments (negative/neutral/positive) Social mention
Growth of the number of follower, Likes, shares and
comments
Facebook Insights, Statigram
Number of users per US region Twettsmap, Facebook Insights
Times a link was clicked Bit.ly
Blog post page views Wordpress
We will measure our successful based on the growth of the
number of follower (Twitter and Instagram) and Fans (Facebook),
also the number of mentions and the post blog page views. We
will measure the growth of the sales on the same period.

33. Schedule
Hub and Spoke model (1st group of SM channels)
Content Management
SM Media Plan (Ads)
Engagement
2nd phase
c
c
2 weeks 4 weeks 6 weeks from the
12th week

34. TEAM
 Management and Content Production: Lisandra Maioli
 Monitoring and reports: Camila Pagani (assistant part time)
 Editing Weekly Content: Annette PonTell
INVESTMENT
Team and Investment
Phase 1 = 3 months
(blog + Facebook + Twitter + Instagram)
Implementation + Management
English Editing
120 images from Shutterstock
TOTAL

35. Lisandra Maioli
Social Media Strategist
lisandramaioli@gmail.com
+1 415 691 1980
Camila Pagani
Social Media Assistent
camila.mpagani@gmail.com
+1 714 213 3868

36. Social Media Strategy