My Milkshake Presentation

Editor's Notes

1. Daniel Our Mediashakes / The Perfect Blend for My Milkshake’s Brand
2. Daniel Our Mediashakes / The Perfect Blend for My Milkshake’s Brand
3. Intro https://www.youtube.com/watch?v=7WZqHxfAXPs&feature=youtu.be
4. We recognize the importance of compelling content and aim to connect our clients to their customers through the power of storytelling
5. Daniel So to kick off our presentation, we will be hitting the sweet SWOT, which we analyze as our strengths and weakness of the characteristics within the business and our team, and our opportunities and threats from the environment. Basically looking at our internal and external factors.
6. Daniel First off in our analysis is the muscle behind the milkshake, what makes us more buff against others. Well, My Milkshakes has always been tech-savvy since its opening launch in 2014. Not only do they have high def screens as menus, the last of their screens highlights their customers who use the hashtag MyMilkshakeSJ on Instagram. With that being said, our first strength is its pre-existing media channels, which is a huge basis. Second is its uniquivity to San Jose. My Milkshake’s only location is here in downtown San Jose, which makes it a perfect desert destination for locals and tourists. Third, which is also a pre-existing channel, is our lengthy number of reviews and photos on Yelp, which total at a great 4 stars. Fourth is the high amount of traffic that we receive as prospective customers walk around downtown San Jose. Lastly, as a team, we each hold some available knowledge in social media since we are all within the age of growing up with facebook, twitter, instagram, tumblr, and so on. We are critical with each other in order to give muscle to My Milkshakes.
7. Karly The Kryptonite to our ice cream… Prior to our group taking over the social media accounts, the store owner was managing the posts and with so many other responsibilities on his plate, social media wasn’t a priority. He also was not an expert in marketing strategy or content development, so there was no thought or reason behind the content being posted, he just took pictures and posted it. In addition to that, he was only posting natively on Instagram and pushing the posts through to twitter and facebook, which resulted in poor engagement on those channels. We averaged 0-1 posts on those channels.
8. Emily We’ve all heard the saying there’s no use in crying over spilled milk. Throughout this journey we’ve found opportunities to improve our engagement with current followers by creating more appealing content. This includes more relevant content such as gifs, memes, and more native postings. We have also worked to expand our following by reaching out to a wider audience and reaching out to influencers of my milkshakes.
9. Ting As we know, Threats are external characteristics which may be potential sources of failure to the organization. As for the threats of mymilkshake, firstly MONEY, After talked and discussed with the owner, he does not want to spend much money on marketing promotion. So that became our first threat. Too much sugar. Take myself as an example, I am a big fan of milkshake. But I only come to buy once a month, because of the high sugar and calories. It may took me to run 3 or 5 miles after I drank a milkshake, so I may not feel that bad. As we can see in the next section about data analysis, most of our customers are women, so this became our second threats. The third threat about our product is the PRICE. Different from the first one, we found half of customers only try it once and do not come again because the price may too high for them. We think those three are the most important threats so far, and we need to focus and deal with that.
10. Daniel Our SWOT may be sweet, but we must look further than that. Our team believes that the world is shaped by two things– the stories that are told and the memories they leave behind. And that resonates with us because My Milkshakes is not just a cup of cold, melted ice cream. Each of our customers have the ability to customize their milkshake, but also their experiences. Memories are made at My Milkshakes. It’s a place for families to find desert after dinner. It’s a place to bring the team after a winning game. It’s the second-to-last place to end a date. Wink wink nudge nudge. It’s a place to destress after a long day of studying for finals. It’s a place for memories. And those memories resonate from the narrative that we try to unlock. My Milkshakes inspires shareable creativity to be expressed in activity and leisure for families, students, and the local community through our welcoming atmosphere and tasty treats.
11. Karly Our recipe for success was made up of our 4 content themes First was internet pop culture- we wanted to relate to our audience with the use of funny memes and gifs, which was appropriate for our brand because we want to inspire fun and memorable experiences. Second, customizable memories which would showcase our milkshakes and emphasize that at every stage of ordering a milkshake, the customer was in control and had the ability to customize and create to their hearts desire. Third, shareable uniquivity which included showcasing all of our toppings and telling our consumers that they had the opportunity to be as unique as possible. Lastly, customer appreciation which included us reposting photos that our customers posted on their own channels. We incentivised our customers to tag us in their photos and use #MyMilkshakeSJ to be featured on our channels
12. Emily Our milkshakes bring all the customers to the yard more specifically targeting middle/upperclass families with kids ages 4-12 and parents ages 30-55. Families are more willing to spend money on dessert because it is a good form of family bonding and will make the kids happy! We also target millennials ages 18-30. Kids our age like to hang out with their groups of friends while procrastinating from all their homework especially during finals.
13. Daniel So a great platform to reach out to millennials and tech parents is Twitter. We tweet trendy treats. Twitter sparks conversation, ranging from political and intellectual to straight up laugh out loud. In our use of Twitter, we primarily post content on the already-established humor within the internet through memes and gifs to grasp millennials’ attention. As well as take food selfies to engage foodies to their cravings.
14. Ting As can be seen from these three charts, it rapidly went up from March. Because we started at March. We only had 3 tweets in Feb, but we posted 25 tweets and 23 tweets after that. These bar charts illustrates that the impressions stably increased in the case of the visits and tweets went up from Feb and went a little down after the spring break. Which is good to show that we can keep our impressions gradually goes up. Twitter Analytics -February: 3 tweets, 495 impressions, 187 profile visits -March: 25 tweets, 3176 impressions, 813 profile visits -April: 23 tweets. 3583 impressions, 646 profile visits Top tweet: 251 impressions, 43 engagements, 17.1% engagement rate
15. EMILY Twitter: Our followers are feeling the rush! Best day to post: no common thread Best time to post: 11am-7pm Highest engagement came from memes and gifs Starting 71 13 Ending 84 117 impressions per day 3.1 % engagement rate 2 likes per day
16. Karly Coming into this project, our existing fan base was largest on facebook, so we decided to make facebook our platform for customer appreciation. We also posted our most visually appealing content on facebook
17. Ting The first pie graph shows clearly that most of our customers are women. 80% are women and 20% are men. And the next bar chart provides that we need to focus our target’s age from 18-44. It contains 82% in the whole age range. According to the figures, we can see our organic reach increased almost at a double digit rate. Reach is the number of people who received impressions of a Page post. Reach might be less than impressions since one person can see multiple impressions. 80%women, 20%men. 18-24(29%) 25-34(31%) 35-44(22%)
18. Daniel So when we say ‘appreciate your friends & frosty drinks,’ we have a double meaning. We do not only appreciate our customers, which we gladly view as friends of My Milkshakes, and our product. We appreciate or raise the value of our content through understanding again further our engagement and impressions. With a growth of 18 new followers, we found that weekdays during lunch and dinner were the best times to post content of customers in enjoyment as well as the tasty milkshakes itself. Top post(boosted): 1st. May. (product with philz coffee) reach:4.6k Engagement: 164(post clicks) 253(reactions, comments & shares) Started w/ 4956 followers, ended w/ 4974 = 18 new followers 117 impressions per day 3.1 % engagement rate 2 likes per day Facebook: Best day to post: Monday-Friday Best time to post: 11am-7pm Highest engagement came from content that showcased our customers and our milkshakes
19. Facebook Boosted Post -- Karly Toward the end of this campaign, we convinced the owner to put money behind a paid advertisement and decided to boost a facebook post. Because we knew that our customers liked visually appealing content and based on our audience, we boosted a post that featured our Philz milkshakes. We spent $10 over the span of one week and we reached 4,607 people, of which about half was organic and half paid. We got 216 reactions, 203 likes, 9 loves and 4 wows. And we got 33 comments and 4 shares.