Analysis of Sprinkles Cupcakes brand and their social media interaction.

1. Social Media Plan
By Vanja Dekic, Susie Kim and Caroline Szpira

2. Contents
About Sprinkles
Products & Services
Objectives
Target Audiences
Market Size & Competition
New strategy
Metrics

3. Founded in
2005
By Candace
and Charles
Nelson
12
locations in the
U.S.
The
1st
cupcake bakery
Sprinkles
addicts all over
the U.S.

4. products and services
Cupcakes ($3,25) for human and dogs!
Ice cream, pastries, cupcakes mix, drinks...
Customization available (flavors, boxes, ...)
Sprinkles branded and cupcake related items
24 flavors + seasonal flavors (14) + daily
flavors (3)
Pick-up and delivery

5. Current Social media strategy
110K
followers
on Twitter
432K
likes of
Facebook
877
6K
followers
on Google+
followers on
Pinterest
239K
followers on
Youtube
80K
followers on
Instagram
712
relations on
Linkedin

6. OBJECTIVES
Increase engagement with
customers
Develop new ways to communicate
& connect with them
Develop relationships with social
media influencers
Organized online contests for
customers to participate
Do something for Guiness Record

7. TARGET AUDIENCE
3 different groups appealed by Sprinkles
The
achievers
The Socially
conscious
The needs
driven
independant
well educated
impulse buyers
business people
environmentally friendly
react to trends
7% of the pop.
32% of the pop.
15% of the pop.

8. TARGET AUDIENCE
For our social media strategy
Social media
Addict
Foodist
Think multiscreen
Disposable
income
Woman from
20 to 35
Trendy
Active
Smartphones
Addict

9. TARGET AUDIENCE
87%
75%
58%
pride a new way of
consuming.
are always aware of
news
share their passions and
good deals
They pride themselves as modern buyers, competent and safe
Sources : Digital Woman IPSOS - Web Media Group january 2011

10. MARKET SIZE
The market is decreasing for
the first time in 2013
Mature cycle
Dessert lovers admit they
don’t get the same rise
out of cupcakes

11. Competition
Direct
Magnolia Bakery
93,303 fans & 18,554 followers
Crumbs Bake Shop
88,813 fans & 22,656 followers
Local Bakeries
Indirect
Frozen Yogurt
Around 10,000 fans for each locations
Pinkberry
6,000 fans
all other pastries

12. NEW STRATEGY
Base platforms
Redesigned the current website and work on Adwords to make it easier to find by using
key words
Develop a monthly newsletter and send it to the complete database
Customized contact
Develop a Sprinkles Ap on IOS and Android to allow people to order before and avoid
the line, considering this is the main Sprinkles weaknesses.
Social Media
Improve and continue the Sprinkles strategy on Facebook, Twitter, Pinterest, Instagram, G
+, Ilovesprinkles.com, ...
Create and develop their strategy on Pheed and Hootsuite

13. Facebook
Continue their current strategy
Develop a contest with the fans, and invite them to create
their own cupcakes (the winner will see his/her cupcake in
stores for a month!)

14. TWITTER
Continue their current strategy
Involve more the customers by favorite and RT more of their
tweets

15. PINTEREST
Continue their current strategy
Pin more and create more boards

16. INSTAGRAM
Continue their current strategy
Invite customers to post about their experience @Sprinkles
and the Social Media Manager will pick a picture/month and
make the photographer win a dozen of cupcakes

17. YOUTUBE
Continue their current strategy
Invite a chief or a celebrity monthly and film them creating a
new cupcake fragrance (available in stores as limited editions)

18. LINKEDIN
Continue their current strategy
Follow food and deserts related groups to improve their B2B
image

19. ILOVESPRINKLES.COM
Continue their current strategy
Post more on the blog (the latest update was made almost 2
years ago)

20. PHEED
Create a profile
Generate a similar strategy than on Instragram

21. HOOTSUITE
Create a profile
Use Hootsuite to better leads their social media strategy and
control the contents

22. Metrics
n° of followers, views, likes,
sharing, comments, fans
socialmention.com, hashtaging,
Klout score, favorited
Check the positive or negative
comments
Set up Google Analytics,
Hootsuite Analytics, Google
Alerts and Facebook Insights

23. references
http://sprinkles.com/
http://www.ilovesprinkles.com/
https://www.facebook.com/sprinkles
https://twitter.com/sprinkles
http://instagram.com/sprinkles

24. Thank you for
your
attention!