implications for a professional social media … · 2019. 8. 14. · corporate design and...

GROW FOR IT IMPLICATIONS FOR A PROFESSIONAL SOCIAL MEDIA CAMPAIGN ATTRACTING YOUNG ADULTS

Sustainable Entrepreneurship Professorship of Christian Social Ethics and Social Policy

Andrea Delgado C, Julia Pauly , Anna Siebers, Danny Wittmann, Jonas Volz

WFI Ingolstadt 31.01.2018

Grow for it – a Social Media Campaign

2

Team Introduction

Andrea Delgado Collazos

M.Sc. BWL Management Science

Julia Pauly

Anna Siebers

M.Sc. BWL Market Oriented Master


Jonas Volz


Danny Wittmann

M.Sc. BWL Entrepreneurship & Social Innovation


3

Agenda

Course of action

Marketing and Competitors

Analysis and Managerial Implications

Introduction

Methodology

Competitor Analysis

Current Status and Pilot Project

Social Media Channels

Marketing Strategies

Managerial Implications

Next steps


4

Agenda

Course of action



Introduction

Methodology

Competitor Analysis





Next steps


5

Belvederesi-Kochs 2013, S. 43


6

Our Challenge

Developing a corporate communication strategy which raises awareness among young adults with respect to reducing carbon footprints

Methodology 7

Marketing Strategies Social Media Channels Competitor Analysis

Review results and learnings

Definition of relevant Social Media Channels

• Gain theoretical perspectives on which strategies can be approached

• Get an overview on the available Channels, their usage and specifications

• Gain theoretical perspectives on which strategies can be approached

Conducting a pilot with different Social Media Campaigns




8

Agenda

Course of action



Introduction

Methodology

Competitor Analysis





Next steps


9


Social Media Marketing (Digital) Content Marketing

– Utilization of online channels for brand communication and other important marketing goals such as research, CRM, service and sales promotion –

– Technique which peripherally appeals and persuades certain segments through delivering information and entertainment rather than more product features –

Source: Ashley/Tuten 2014; Bertrand et. al. 2010


10


An attractive tool to directly address and interact with customers

Possibility of Micro-Campaigns with instant feedback mechanisms

A Strategy which allows the company to achieve a variety of marketing objectives at once Brand Awareness, Brand Liking, Customer Engagement (Participation and

Sharing), Loyalty etc.

Integral part of company-level communication campaigns due to thorough entanglement with other phenomena such as omni-channel marketing, mobile-marketing, viral-marketing etc. Utilization of consumer´s motivation to update and inform peers on the one hand

and creation of synergy effects of cross-platform marketing (e.g. video-sharing forums)

Social Media Marketing

Source: Ashley/Tuten 2014; Lim et. al. 2015; Ho/Dempsey 2010


11


Acknowledgement of non-product/price related aspects in the advertising process Emotional/transformational vs. functional/informational information

transmission

“Pull-Marketing” Strategy which captures the interest of information seeking customers Beyond more feature based information Integration of Native Advertising articles for increased objectivity as a form

editorial content marketing

Digital products (e.g. information bundles of planted trees) need high rates of additional content marketing due to their intangibility Easy access to product related information urges companies to define USP´s

(Digital) Content Marketing

Source: Koiso-Kanttila 2004; Holliman/Rowley 2014; Harmset. Al. 2017


12

Agenda

Course of action



Introduction

Methodology

Competitor Analysis





Next steps


13

Social Media Channels - Overview

Facebook Instagram Twitter YouTube Snapchat

Users worldwide

2 061 million users 700 Million users 262 Million users 1 500 million users 255 million users

Hours / Minutes spend on this

Channel 35 minutes 15 minutes 1 minute 40 minutes 25 minutes

Age of User worldwide

16 – 24 y: 25% 25 – 34 y: 29%

16 – 24 y: 37% 25 – 34 y: 34%

16 – 24 y: 30% 25 – 34 y: 31%

16 – 24 y: 31% 25 – 34 y: 30%

16 – 24 y: 52% 25 – 34 y: 32 %

Content base Text and pictures Pictures Text Videos Pictures and short

videos

Source:; Asano 2017, Global Web Index 2014, Global Web Index 2015, Statista 2017


14

Agenda

Course of action



Introduction

Methodology

Competitor Analysis





Next steps


15

Plant for the Planet

Plant a tree and do good

Bergwaldprojekt

Naturefund

Oro-Verde Regenwald

Competitors are mainly active on Facebook and Instagram...

Facebook Instagram Twitter Google+

WWF

Greenpeace

Nabu

YouTube

Although YouTube is also intensively used by competitors, due to manual effort to produce videos we recommend focussing on written content or image platforms to begin

Grow for it


16

… using different communication strategies for different channels…

• Blog posts (updates of projects, articles of e.g. climate) • Videos (0-2 min.) • Educational content

• Short videos (max. 30 seconds) • Educational images (short claims)

“Did you know …“ 2x more views than other images “How much water does it need to produce …” 1.5x higher views than other images

• Short text updates


17

GROW FOR IT has a unique USP and claim, which should be clearly stated in social media campaigns

Visual proof of tree planting

and (optional) updates

Plant your own tree at home

Voluntary work in forests

Planting trees in regional

areas

Zero YOUR footprint

Discover the forests

Plant for the planet. Stop

talking – start planting

Plant your tree and do good

Definition of a USP Claim


18

Agenda

Course of action



Introduction

Methodology

Competitor Analysis





Next steps

Status GROW FOR IT 19

o Website

• Structure: About us, information about CO2, Membership, FAQ and News

• Possibilty to track tree through forwarding to another website

• Language: Danish and partly English

• No connection to Facebook or Twitter Channel

o Communication about Membership

• Sign up: 250 DKK (50 DKK for membership & 200 DKK for tree planting)

• Membership for individuals or families: 50 DKK/year

• Membership for companies: 500 DKK/year

o Social Media – Facebook Channel

o Social Media – Twitter Channel

CURRENT STATUS QUO

o Facebook

• Generating awareness through different posts

o Instagram

• Establishing an Instagram Channel

• Generating awareness through different posts

o Website

• Recommendations for improvement

PILOT PROJECT


20

Education campaign

• How much CO2 do you produce by doing … ?

Pricing campaign

• Only X€ per day to neutralize your carbon footprint

Fun posts

• Tag friends that produce high emissions

Based on our research we tested different Social Media Campaigns …

Raise awareness for CO2 emissions

Gain reach by funny and engaging stories

Show target group how cheap a carbon free life

essentially is


21

… leading to an increase in relevant KPIs …

Reach Likes

Actions Comments

439

7

18

7

Post related KPI`S

such as Likes and Comments (Post Interaction) too low in competitive environment

“People reached” good indicator for possible elicited target group

Source: Growforit –Facebook Page


22

… and overall organic likes …

Positive

Development over the course of the observation period

Generation of Organic Likes directly corresponds to efficiency of page advertising

November January

107

124

+ 13%


Number of organic likes


23

... with interactions in specific time slots

High Traffic at noon

and late afternoon/ early evening

Target group specific advertisement in certain time slots increase reach/ interaction rates and revenue

3 am


Page Traffic

9 am 12 am 3 pm 6 pm 9 pm


24

Results of the Pilot Project

Social Media Campaigns Multi-Channel

advertising with clear corporate design leads to higher reach and cross-traffic usage

Shop integration with simplified payment methods and innovative pricing systems (such as tree flat-rate) attenuate inconvenience in the buying process

Integration

Digital Content Marketing Posts with highest interaction rate

Micro-Campaigns such as “re-tag” and “sharing” posts increase the page reach significantly

Late afternoon and bank holiday posts increase interaction rates and reach due to high traffic on platforms

Increase in user/page interaction of 257%

Published Post Statistics record of 439 people reached and 18 Clicks/Actions

Page Reach of ~350

Attraction of 60 Instagram Follower



25

Agenda

Course of action



Introduction

Methodology

Competitor Analysis





Next steps


26

MANAGERIAL IMPLICATIONS A three Step Approach

Integration of Cross-Channel

Functions

Corporate design and

communication strategy

Regulary Maintenance

1 3

Using multiple channels such as Facebook, Instagram, Twitter and the Website to direct user flows and thus profit from wider elicited target group and increase sales figures

A homogeneous design allows consumer to clearly distinguish brand vs. non-brand related content Regular posts at peak times increase awareness and create higher interaction rates through reception

1

3

2

2


27

Recommendations for GROW FOR IT and its social media presence

General recommendations • More options for customer besides a membership

(e.g. single tree, …)

• Translate fill in form into English

• Clear financial statement/financial reporting (% administration costs, # of trees planted)

• Clear and uniform communication across all channels

Website • Attractive picture on the front page

• Less text, compressed key facts

• Visualization of the process & benefits of a “Grow for it” membership

• Develop the newsfeed (pictures, social commitment, partnerships)

• Add a live ticker of the CO2 reduction/ Live Cam/tree planting caused by “Grow for it” on the front page

• Direkt links to Social Networks (FB, Instagram)

• Easier link to the GPS tree tracking

Facebook • Clean and uniform design

• Direct connection to online shop

• Improved profile description

• Short presentation of the “Grow for it” members

• Posts concerning past projects and current projects

Instagram • Clean and uniform design • Direct connection to online shop • Timetable for posts • Instagram stories • More hashtags • Connection to other organisations with similar

concepts or interests


28

Education campaign

• How much CO2 do you produce by doing … ?

Influencer campaign

• Cooperation with influencers that are focusing on vegan/healthy lifestyle

Pricing campaign

• Only X€ per day to neutralize your carbon footprint

Customer testimonials

• Tell story of real customers

We would recommend the following Social Media Campaigns

Raise awareness for CO2 emissions

Use reach and trust of influencers

Show target group how cheap a carbon free life essentially is

Use satisfied customers for

editorial content


29

Hashtags for Instagram


30

CORPORATE VIDEO


31


32

Back-Up


33

Back-up Agenda

Back-up

Benefits of Social Media

Sales Funnels

Analysis Pilot Project

Recommended Course of action for Instagram

Project Plan

Further Social Media Posts

Bilbiography


34

Back-up Agenda

Back-up


Sales Funnels



Project Plan


Bibliography


35

Based on our theoretical and competitor we propose three Social Media Channels

Growforit should use these three Social Media Channel to promote their product -


36

Social Media Channels - Overview

Facebook Instagram Twitter Youtube Snapchat

Users worldwide 2 061 million

users 700 Million users 262 Million users 1 500 million users 255 million users

Hours / Minutes spend on this

Channel 35 minutes 15 minutes 1 minute 40 minutes 25 minutes

Content base Text and pictures

pictures text videos pictures

Advantages

Integration of Online Shop

Instagram Story and Hashtag

Easy and really quick posting

Long Video content

Daily impressions through videos and pictures ; content is only visible for a few

seconds

• The Social Media Platform Facebook has the most users worldwide

• Facebook users spent 35 minutes of their daily time on this channel

• The second most used Platform is Youtube with 1500 million users

Source:; Asano 2017, Statista 2017


37

Benefits of Social Media Channels for Companies in General

Market insights on target audience

Competitor monitoring

Research and Development

Business networking Facilitated

recruitment

Human Resources

Customer interactions

Increased customer retention

Customer Support

Communication in real time

Public Relation

Brand exposure Provide marketplace

insights

Marketing

Cost effective

Finance

Source: Arca 2012, Asano 2017, Kaplan and Haenlein 2010, Mangold and Faulds 2009, Statista 2017; Stelzner 2017


38

Back-up Agenda

Back-up


Sales Funnels



Project Plan


Bibliography


39

Sales Funnel

Awareness

Leads

Prospects

Sales

Sales Funnel

Loyal Customers

Awareness: AdWords, Social media, search engine optimization, newsletter

Lead: Content, Usability, Design • Prospects Tailor-made offers, customer value, USP • Sales Re-Marketing & Re-Targeting with Google AdWords, open cart reminder,


40

Back-up Agenda

Back-up


Sales Funnels



Project Plan


Bilbiography


41


Try to use hashtags

considering the theme

Mark interesting other sides on your posted image

Set questions under the posted image

Create Engagement with Content

Make incentives as

e.g. 5% promo codes on a membership

Like pictures of ifollowers

Follow other companies or interesting instagram pages

Reward followers

Try to post at least

one picture per week in order to stay present

There exist several apps like Hootsuite, Latergram or Onlypult , which help you to plan your posts in advance

Be present

Source: Kaplan and Haenlein 2010


42

Back-up Agenda

Back-up


Sales Funnels



Project Plan


Bibliography

Social Media Post - Ideas 43

Nature is an unique commodity– use it sustainable #growforit #releaftheworld #plantatree


Are you also a naturelover? Join us and help to maintain such beautiful places. #growforit #releaftheworld #plantatree #letusgrow #reduceemissions #followus #maketheworldgreenagain #gogreen #naturelover ...


You also like the scent of pine? Join us and plant one to reduce your global footprint. #growforit #releaftheworld #plantatree #letusgrow #reduceemissions #followus #maketheworldgreenagain #gogreen #naturelover ...


Planted a tree and want to know how it grows? Join us and watch it grow via our life cam and GPS offerings. #growforit #releaftheworld #plantatree #letusgrow #reduceemissions #followus #maketheworldgreenagain #gogreen #naturelover ...


47

Back-up Agenda

Back-up


Sales Funnels



Project Plan


Bibliography


48

Net Likes


49

Facebook results


50

Facebook results


51

Facebook results

Facebook Post - December 52

Facebook Post - January 55

Instagram Channel 60

Instagram Post - Dezember 61

Instagram Post - Dezember 62

Instagram Post - Januar 63


71

Back-up Agenda

Back-up


Sales Funnels



Project Plan


Bibliography

Project plan

72

Pilot Project

2017 2018

Nov Dec Jan

Evaluation of Pilot Posts

Calendar weeks

Finalization of Presentation

First Steps

Contact phase with Grow for it Researchphase Benchmarking Discussion of Post Ideas Preparation First Pilot Consultation

Project finalization

Start Pilot Project

Presentation


73

Back-up Agenda

Back-up


Sales Funnels



Project Plan


Bibliography


74

Arca, Celina (2012): Social Media Marketing benefits for businesses Why and how should every business create and develop its Social Media Sites?

Ashley, C./Tuten, T. (2014): Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. In: Psychology and Marketing, Vol. 32, pp. 15-27.

Asano, Evan (2017): How Much Time Do People Spend on Social Media? Online verfügbar unter https://www.socialmediatoday.com/marketing/how-much-time-do-people-spend-social-media-infographic, zuletzt geprüft am 22.01.2018.

Bertrand M./Karlan D./Mullainathan S./Shafir L./Zinman J. (2010): What´s Advertising Content Worth? Evidence from a Consumer Credit Marketing Field Experiment. In: The Quarterly Journal of Economics, Vol. 125, pp. 263-306.

Belvederesi-Kochs, Rebecca (2013): Erfolgreiche PR im Social Web. Das praktische Handbuch ; [die Grundlagen digitaler PR-Arbeit mit zahlreichen Best Practices ; Social Media sinnvoll nutzen und Projekte erfolgreich umsetzen ; der Praxisguide für Unternehmen, Verbände, Vereine und NGOs]. 1. Aufl. Bonn: Galileo Press (Galileo Computing).

Global Web Index (2014): Age distribution of active social media users worldwide as of 3rd quarter 2014, by platform. Online verfügbar unter https://www.statista.com/statistics/274829/age-distribution-of-active-social-media-users-worldwide-by-platform/, zuletzt geprüft am 15.01.2018..

Global Web Index (2015): Distribution of Snapchat users worldwide as of 2nd quarter 2015, by age. Online verfügbar unter https://www.statista.com/statistics/315398/snapchat-user-age-distribution/, zuletzt geprüft am 15.01.2018.

Harms B./Bijmolt T./Hoekstra J. (2017): Digital Native Advertising: Practitioner Perspectives and Research Agenda. In: Journal of Interactive Advertising, Vol. 0, pp. 1-12.

Ho J./Dempsey M. (2010): Viral Marketing: Motivation to forward online content. In: Journal of Business Research, Vol. 63, pp. 1000-1006.

References - Literature


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Holliman G./Rowley J. (2014): Business to business digital content marketing: marketers´ perception of best practice. In: Journal of Research in Interactive Marketing, Vol. 8, pp. 269-293.

Kaplan, Andreas M.; Haenlein, Michael (2010): Users of the world, unite! The challenges and opportunities of Social Media. In: Business Horizons 53 (1), S. 59–68..

Koiso-Kanttila N. (2004): Digital Content Marketing: A Literature Synthesis. In: Journal of Marketing Management, Vol. 20, pp. 45-65.

Lim J./Ri S./Egan B./Biocca F. (2015): The cross-platform synergies of video advertising: Implications for cross-media campaigns in television, internet and mobile TV. In: Computers in Human Behavior, Vol. 48, pp. 463-472.

Mangold, W. Glynn; Faulds, David J. (2009): Social media. The new hybrid element of the promotion mix. In: Business Horizons 52 (4), S. 357–365.

(n.d.) retrieved from https://www.facebook.com/growforitdk/insights/?section=navPosts [22.01.2018]

Stelzner, Michael (2017): OCIAL MEDIA MARKETING INDUSTRY REPORT - How Marketers Are Using Social Media to Grow Their Businesses. Online verfügbar unter http://www.199it.com/wp-content/uploads/2017/07/Industry-Report-2017.compressed.pdf, zuletzt geprüft am 02.01.2018.

References - Literature


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