DIG5569 Final Project

INCREASING POPULARITY THROUGH SOCIAL MEDIA

A STRATEGY FOR SEVENTH GENERATION

O U R G R O U PP r e s e n t e d b y C h a r l o t t e a n d R a y n e

D I G 5 5 6 9 F i n a l P r o j e c t

F e b r u a r y 2 0 1 7

C H A R L O T T E

M A R T I N

R A Y N E

A N C I A N I

A G E N D A

01

02

03

Seventh Generation Business Goal

Defining a Communications Goal

04

05

06Buyer Persona: Your Target Audience

Social Media and Content Strategy

Proposals for Social Media Tactics

Measurement and Evaluations

SEVENTH GENERATION BUSINESS GOAL

To increase the popularity of

Seventh Generation laundry

detergent among Hispanic millennial

consumers living in Miami, Florida

through the use of a comprehensive

social media campaign.

C R E A T E A W A R E N E S S

I M P A R T K N O W L E D G E

P R O J E C T A N I M A G E S H A P E

A T T I T U D E S

S T I M U L A T E A W A N T / D E S I R E A N D E F F E C T A

N E W S A L E

Communications Goal Increase online visibility among Hispanic millennials living in Miami,

Florida by creating a social media presence that (1) aligns with

Seventh Generation's mission of advocating for sustainability and

environmentally conscious products and (2) allows for trackable

measures to ensure business goal of increased popularity is being met.

Of the Miami, Florida Hispanic

population falls into the millennial age range of 18 to 34.

50%

according to

research

Source

Fry, R. (2016, April 25). Millennials overtake Baby Boomers as America’s largest generation. Retrieved from http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/

U. (2016). Current Miami, Florida Population, Demographics and stats in 2016, 2017. Retrieved from https://suburbanstats.org/population/florida/how-many-people-live-in-miami

MORE THAN

CARMEN, NEW MOM

AGE 31

B U Y E R P E R S O N A S

JOSE, THE PROFESSIONAL

AGE 27

MARIA, THE STUDENT

AGE 21 A bilingual Hispanic college student interested in social and

environmental issues. She is an active participant of her

community in cultural events; involved in immigrant rights

activism, and a defendant of multicultural societies. She

frequently reads the news online, participates in forum

discussions and interacts through social networks such as

Instagram, Facebook and Snapchat. She uses Internet and

social networks to stay in touch with family and friends still

living in her home country.

Jose is a recent graduate professional.

He is focused on establishing a professional career in the US.

He lives and works in Miami; he usually pays attention to a

healthy diet and he is a conscious consumer regarding climate

change, environment and sustainability as a typical “millennial”

young professional. He likes to be part of the trendy topics such

as taking care of his appearance and health, and stays busy with

an active social lifestyle. Jose likes to use Facebook and Twitter

to keep in touch with friends and family.

Carmen is stay at home mom since she had her first baby. She is

dedicated on staying on top of the latest news about baby care,

natural products, and the danger of using toxic chemicals.

She raises her child in a very Hispanic way even though she has

been in the US for a decade now. She has stopped her

professional growth temporarily to take care of her son until she

considers he is ready to go to a school. Online platforms keep

her in touch with local  news, politics, and events. She stays

connected with Facebook, Instagram and YouTube.

96% 80% 75%Percent of Hispanic Millennial's that use

the internet for professional and/or

social needs

Over 80 percent of Hispanic millennial's

are accessing the internet through a

mobile device

3 out of 4 Hispanic Millennial's are

actively engaging in multiple social

media sites

INTERNET USAGE MOBILE USAGE SOCIAL MEDIA USAGE

Source

Brown, A & Lopez, M. H. (2016 , July 20) . 3 . Hispanics and the internet. Retrieved from http://www.pewhispanic.org/2016/07/20/3-hispanics-and-mobile-access-to-the-internet/

Swartz, L. (2015 , July 28) . Engaging Hispanic Mil lennials in 4 Steps. Retrieved from http://www.mil lennialmarketing.com/2015/12/engaging-hispanic-mil lennials-in-four-steps/

Ti l lan, J. (2012 , June 28) . Hispanic Mil lennials: Active on Social Media, Retrieved from http://blog.viacom.com/2012/06/hispanic-mil lennials-active-on-social-media-open-to-sharing-about-favorite-brands/

Of This Demographic...... 

Sources

Boden, N. (2016, March 11). Top 2016 Trends In Hispanic Social Media. Retrieved from http://www.mediapost.com/publications/article/270982/top-2016-trends-in-hispanic-social-media.html

H. (2015, April 1). The Institute of Politics at Harvard University. Retrieved from http://iop.harvard.edu/iop-now/how-millennials-use-social-media

Krogstad, J. M. (2015, February 03). Social media preferences vary by race and ethnicity. Retrieved from http://www.pewresearch.org/fact-tank/2015/02/03/social-media-preferences-vary-by-race-and-ethnicity/

Schoon, R. (2016, May 05). How Latino Millennials Compare to Peers in Mobile, Social Media Use - New Report. Retrieved from http://www.latinpost.com/articles/120212/20160505/how-latino-millennials-compare-

to-peers-in-mobile-social-media-use-report.htm

73%

SOCIAL MEDIA BY THE NUMBERS

12M

1/2

Percent of Hispanics using Facebook: Largest social media use across all metrics.

Over 12 million Hispanics use Twitter for professional or personal use.

Almost half of Hispanic millennials use Snapchat throughout the day.

9.6M Almost 10 million Hispanics use Instagram - showing shift towards visual platforms.

30

60

90

Facebook Instagram Twitter Snapchat Pinterest YouTube0

Instagram

2%

Twitter 6%

Pinterest 1%

YouTube

3%

Facebook

89%

A current social media audit of Seventh Generations online media accounts reveals Facebook having the largest reach.

When comparing the target audiences most used social media platforms with Seventh Generations insights, a social media campaign should focus on the following: Facebook, Twitter and Instagram, utilizing a multi-platform strategy spanning desktop, mobile and tablet applications.

S o c i a l M e d i a A u d i t

OBJECTIVES Increase brand awareness among Hispanic millennials in

Miami area with contents related to a #COMECLEAN

campaign applied to social media platforms.

Grow profitable revenue creating new customers among

Hispanic millennials interested in being part of the

sustainability and green products movements.

Project an image of a smart brand with good citizenship

sharing contents that help Hispanic community to

understand environmental issues relevant to our

philosophy and products.

Shape attitudes toward experiences and decision-making

compatible with the usage of products with safe ingredients.

DEVELOPING A

SOCIAL MEDIA

STRATEGY

BASED OFF

MARKET

RESEARCH,

GOALS AND

BUYER

PERSONAS

CONSIDERATIONS Culturally-relevant content creations that leverage

consumer passion points and cultural interests continues

to win across social media.

Results suggest that advertisers looking to engage

Hispanic millennials should try to emphasize connecting

through social media platforms where visuals are

prominent like Snapchat and Instagram.

Hispanic millennials most used platforms: Facebook and

Instagram, Twitter following in third place.

Will need to work to make sure branding themes, images

and contact information is consistent and optimized

across all platforms. 

Facebook LIVE with Customer Testimonials to share customer’s experiences with products.

Posting weekly content with the title #NURTURENATURE and #COMECLEAN that push and expand current website campaigns: Content will be created with attractive pictures (forests, natural reserves, plants) with curiosities and compelling brief descriptions of topics with a “cool tone” to promote the importance of preserving nature and its resources. These post will have links to the website and blogs that offer articles related to the pictures as well as encouraging labels such as: “if you care for future generations, share this post with your friends”

Paid Digital Ads that communicate the various elements that differentiate our products from other detergents.

A Facebook group will be created to gather followers interested in getting involved with the COMECLEAN campaign. In this group more specific content can be shared about the movements with Congress and activists groups that work in different communities across the country to protect the environment with the idea to increase engagement.

Like, Comment and Share Giveaways for specific posts: EX - Current users that complete the following will be entered to win free products.

Facebook Current Stats: 1, 404, 145 LIKES

#COMECLEANCHALLEGE Promoting users to post a pic and share their favorite place where they connect to nature in their communities as a symbol of preservation. Possible incentive of participates with best picture will be given the chance to win a $500 gift card.Resharing photos taken by consumers.Sticking with health and wellness theme by posting pictures with links back to website blog of informative articles on diet, environment, etc.Posting funny gifs/memes with celebrity advocate of brand.Paid photo and video ads spec. to Miami area through Instagram business."In the community" photos from around the Miami area with clips of Hispanic millennial testimonials.

Instagram Twitter

#COMECLEAN twitter party to connect with users and establish an exchange about easy ways to contribute to environmental issues from home. The twitter party will offer free products to those actively participating and sharing the event in their profiles with the designated hashtag.Retweet and favorite articles related to company themes that come from target audience. Create fun, engaging visuals with interesting stats and did you know facts that are easily shared. Offer live chat times during specific dates and times to comment back and engage audience members immediately.

Current Stats: 34.3K Followers Current Stats: 81.3K Followers

MEASUREMENT TRACKING TO ENSURE ROI & GOAL METRICS

Paid digital ads can be tracked through Facebook Ads manager. Any ads will be marked with a call tracking number for call in tracking and a unique landing page for promotions.  Working alongside webhost to incorporate pixel will also track new unique visits to develop an analytic report to ensure increased web traffic. Videos will be linked back to YouTube account for secondary count on video watches. Google doc will be created to mark engagement and compare to social media audit created before campaign.

F A C E B O O K

Iconosqaure can be used to track new followers, engagement and views. Landing page back to site will also incorporate tracking pixel and any contact information with a tracking number. Hashtag search will be utilized to follow what is being said and shared. Demographics crawl on new followers can determine amount of individuals from pool of target audience. Results will be pulled into Google Doc for monthly report.

I N S T A G R A M

HootSuite in addition to Twitter offer analytic reports to track engagement, followers and retweets/favorites. Monthly report will determine if increase is happening from original social media audit. A more comprehensive report can be made to showcase avg. engagement and then used to compare to new metrics. Track live chat time responses and create a conversion rate of those becoming new followers.

T W I T T E R

SIDE NOTES:

 Active and daily monitoring will be executed for all platforms in order to

engage with customers, answer questions and comments quickly. We

will need to work to make sure branding themes, images and contact

information is consistent and optimized across all platforms.  A Social

Media Calendar will be made in advance for transparency and to set

goals in action, as well as an updated audit report to track all metrics.

Will need to work with list broker and Seventh Generation sales team to

ensure popularity increase is linked in larger part to Hispanic millennials in

Miami, Florida and to pull current stats before campaign launch.

A STRATEGY FOR SEVENTH GENERATION THANK YOU, CHARLOTTE & RAYNE