digital recommendation opportunity content strategy ......author of “the world atlas of coffee.”...
TRANSCRIPT
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AgendaResearch & Audits
Opportunity
Campaign Idea
Goals & Objectives
Audience
Content Strategy
Influencer Recommendation
Digital Recommendation
Evaluation
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Research & Audits● Mainly use 4 social platforms:
Instagram,Twitter, Facebook and LinkedIn (in
order of engagement)
● Maintains consistent appearance and brand
voice on all platforms
● Key hashtags: #drinktrade, #tradecoffeeco
● Largest following is on Instagram; 45.6k
followers
● Average increase in followers is 1.5k a month
(socialblade)
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Research & Audits● Uses Twitter to post large amount of
consumer-generated content
● Overall engagement rate: 0.97% (socialblade)
● Uses Facebook mainly for informational posts
● Low engagement on Facebook overall
● Uses LinkedIn to recruit employees
● Gap between LinkedIn posts is as big as 6
months
● Customer service maintains upbeat tone
across all platforms
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Opportunity
Trade Coffee Co. is committed to sustainability, but the brand fails to communicate many of its sustainability initiatives, such as its compostable packages, on social media.
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Campaign Idea● The campaign will focus on the sustainability initiatives of the
company and the steps Trade is taking to reduce their carbon
footprint, more specifically, with their compostable coffee
packages.
● They ship their coffee in fully compostable/recyclable bags,
but fail to promote their efforts.
● To extend their efforts, we will promote sustainability facts,
information and user-generated content.
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Goals & ObjectivesGoal
● To increase awareness of Trade as a brand, and its initiatives to conduct
more sustainable practices while offering high-quality coffee.
Objectives● To increase social media engagement by 1% by the end of the campaign
on April 30th.
● To increase sales by 3% by the end of the campaign in April through
social media ads.
● To reach 1,000 mentions of campaign keywords and hashtags by the end
of the campaign in April. Keywords: composting, zero waste, Trade coffee
and sustainability. Hashtags: #zerowastecoffee and #DrinkTrade.
● To increase the number of Gen Z followers on Instagram and Twitter by
5% by the end of the campaign.
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Audience● The campaign targets millennials and a higher age
of Gen Zs that can afford the luxury of a coffee
subscription service.
● The audience includes people in their late twenties
to mid thirties that are interested in making
high-quality coffee while caring about composting
and sustainability.
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Content StrategyDescription:
● Four-week campaign beginning on April 2 to take advantage of Earth Day, April 22.
● Posting 3-4 times a week to avoid oversaturating the audience.
● Time: mostly posting from 7 a.m. to 10:45 a.m. overlapping with breakfast.
● Type of content:○ Promotional: Trade's compostable coffee
package.○ Informative: facts about sustainability, Trade's
compostable package and its sustainable roasters.
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Content Strategy
Across all:● Repurposing content.● Human element: post that featured people had higher
engagement than other posts.● Same hashtags: #ZeroWasteCoffee #DrinkTrade.
Paid Recommendation:● Instagram carousel post: highest engagement rate
on ads.
Platforms: Instagram, Twitter, Facebook and LinkedIn.
● More active on Instagram and Twitter because it has higher engagement rate.
● LinkedIn and Facebook mainly to inform about company updates.
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Social Media Mock-Ups
Instagram● Cool fact about
product.● Carousel: 1.65% and
5.13% higher engagement rate (socialinsider.io).
Twitter● Call to action: customer
advocacy through incentive.● Easiest to do social
listening/monitoring (socialmediaweek.org).
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Social Media Mock-UpsFacebook
● Sharing blog post to celebrate Earth day.
● Evergreen content on how to compost featuring Trade's compostable bag.
Instagram Story● Inviting followers to see how
Trade celebrates Earth Day.● Series of short videos
featuring employees composting Trade's bags.
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Influencer RecommendationJames Hoffmann
● Co-founder of Square Mile Coffee Roasters.
● Founder of JimSeven.com blog.
● Been working in the coffee industry since 2003.
● World Barista Champion of 2007.
● Owner of Tens Hundreds Thousands; limited
edition coffee products.
● Author of “The World Atlas of Coffee.”
● Largest following on Youtube.
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Influencer Recommendation● Youtube video collaboration.
● Promoted across Hoffmann’s platforms using image
of compostable bag.
● Review of Trade’s subscription including a feature on
compostable bag.
● Provide potential customers with information about
Trade’s sustainability efforts.
● Success measured by click-through rates and brand
mentions.
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Digital Recommendation● Interactive Instagram filter.● “Which compostable bag are you?”● Features different roaster’s coffees that
are sold in compostable bags and offered through Trade.
● Randomly generated; 5 different coffees.
● Ex- Parlor Coffee Columbian Roast.● Filter sits above user’s head and
chooses coffee at random.
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EvaluationTo increase social media engagement by 1% by the end of the campaign on April 30th
Benchmark: ER on Instagram is 0.52% (phlanx.com).
Measurement: Use quantitative data, such as likes, comments, share, retweets, replies, etc., collected through Hootsuite.
Every Thursday starting on April 2. It will indicate what type of content is working, so it can be replicated.
To increase sales by 3% by the end of the campaign in April through social media ads.
Benchmark: Average conversion rate on Facebook ads in the food and beverage industry is 3.89%, while the average conversion rate across all industries is 2.35% (wordstream.com).
Measurement: Conversion tracking, to measure if ad leads to the desired action, which would be sales. Quantitative data tracked through each platform.
Every Thursday starting on April 2.
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EvaluationTo reach 1,000 mentions of campaign keywords and hashtags by the end of the campaign in April. Keywords: composting, zero waste, Trade coffee and sustainability. Hashtags: #zerowastecoffee and #DrinkTrade
Benchmark: #DrinkTrade, 19 mentions on Twitter (twitter.com), 60 mentions on Facebook (facebook.com) and 1,275 on Instagram (instagram.com).
Measurement: To gather the exact number of mentions and quantitative data, members of the campaign will use Hootsuite to measure it every Thursday, starting on April 2.
To increase the number of Gen Z followers on Instagram and Twitter by 5% by the end of the campaign.
Benchmark: Average of followers under 24 on each platform.
Measurement: Growth rate from Gen Z users. The data will be collected by platform (Instagram or Twitter) and measured specifically by each platform every Thursday starting on April 2.
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https://www.forbes.com/sites/meggentaylor/2020/04/07/trade-coffee-launches-a-five-pound-bag-to-satisfy-
consumer-demand-and-to-keep-their-roasting-partners-in-business-during-the-pandemic/#8dbe6b84fd70
https://www.coffeereview.com/advertisers/
https://www.socialinsider.io/blog/instagram-content-research/
www.wordstream.com/blog/ws/2019/11/12/facebook-ad-benchmarks.
https://www.instagram.com/explore/tags/drinktrade/
https://www.facebook.com/search/top/?q=%23drinktrade&epa=SEARCH_BOX
https://twitter.com/search?lang=en&q=(#drinktrade)&src=typed_query
https://www.instagram.com/jimseven/?hl=en
https://www.youtube.com/channel/UCMb0O2CdPBNi-QqPk5T3gsQ
Works Cited
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https://www.jameshoffmann.co.uk/
https://twitter.com/jimseven
https://www.drinktrade.com/blog/education/eco-friendly-packaging
https://socialmediaweek.org/blog/2018/06/5-reasons-to-use-twitter-to-leverage-your-social-listening-campaign/
Works Cited