Heartland Gallon Challenge Rev.
Transcript of Heartland Gallon Challenge Rev.
S
Heartland Gallon
ChallengeBy: Sam, Nick, Katie, Dana, Emma and Cecely
Goal
S Increase Milk Donations by 5%
Objective: Increase awareness
of Great American Milk Drive
by 5%
S Tactic: Create content schedule for social media platforms
S Facebook: minimum 3x per week, max 10x per week, give something followers can respond to or think is interesting, about quality v.s quantity
S Down the road, promote posts by purchasing ads
S Create engaging info graphics that show milk shortages, how milk can only be out so long, maps of path throughout Omaha etc.
S Tactic: Create a Twitter and Instagram account.
S Twitter: Minimum of 5x per day, no max, about quantity v.squality
Objective: Increase awareness
of Great American Milk Drive by
5% cont.
S Tactic: Coordinate brand messaging on all social media
platforms
S Coordinating helps create a uniform look and easier access
to other social media outlets
S Tactic: Embed Twitter, Instagram and Facebook account
onto official Food Bank for the Heartland websit
S Ex: creating a badge for your Instagram to post on your
website that will take views to your Instagram page.
Objective: Target Key-Influencers
with Brand Message to Encourage
User-Generated Content
S Tactic: Identify key-influencers to spread social media
message via WOM (word of mouth)
S Tactic: Reach out to and engage current volunteers to
create content and spread WOM
Objective: Target Key-Influencers
with Brand Message to Encourage
User-Generated Content cont.
S Tactic: Engage other media outlets
S 94.1, KMTV (morning blend), Omaha World Herald, KMLV,
WOWTV etc
S Tactic: Repost and share other milk-drive participating
organizations’ content
Supporting Research
S “Godin suggested that helping consumers communicate amongst themselves would be preferable to attempting to address them directly” (Goyette, 2010)
S Gathering data and finding patterns can quantitatively exploit user-generated content, but such techniques work best with large numbers of contributors. A warmer, more intimate side of pervasive user-generated content is aimed at building community and raising awareness among localized groups of people. (Krum 2008)
S By identifying influential individuals who are especially interested in their product categories, marketers can go beyond simply “listening” to conversations on social media platforms and actively identifying potential brand ambassadors.
Objective: Engage Local Business
Though Facebook, Twitter and
S Tactic: Create a hashtag that is “punny” about milk to
raise awareness, garner donations.
S #HeartlandGallonChallenge
S Tweet directly at businesses to get their attention. It will
be tough for them to ignore for image purposes
Objective: Humanize the Great
American Milk Drive
S Tactic: Profile client (child) that frequents the food bank
S Share media of children enjoying milk at the food bank
S Take photos and talk to children with permission of parent or
guardian
S Client testimonies
S Ask clients how milk would benefit their household
Support Research
S The result of this new intimacy: your brand is humanized,
customer loyalty skyrockets, performance and team
morale is boosted
Content Examples
1-2 Months into Campaign
S Assess maturity of company
S Collect data on company
S Analyze degree of success of campaign thus far
S Execute what is found in this stage of analytics
S What strategies to keep/throw out
2-6 Months into Campaign
S Put certain individuals in charge of different social media
outlets
S Identify individuals strengths and weaknesses to determine
who will be best suited for particular outlet
6, 12 & 18 Months into
Campaign
S Establish goals and how long it will take to reach them
S Ex: Three months into the campaign we want to see a 5% increase in milk donation.
S Make sure goals are in line with Heartland Gallon Challenge’s maturity mode
S Don’t set unreasonable goals that are unreachable
S Sustain!!
S Always stay on top of new marketing technologies and opportunities
Bibliography
S Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (n.d.). E-WOM Scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences De L'Administration, 5-23.
S Krumm, J., Davies, N., & Narayanaswami, C. (n.d.). User-Generated Content. IEEE Pervasive Computing, 10-11
S Dear Leaders: Humanize Your Brand. (n.d.). Retrieved November 13, 2014, from http://www.forbes.com/sites/meghanbiro/2013/02/17/dear-leaders-humanize-your-brand/
S Kumar, V., et al. "Creating A Measurable Social Media Marketing Strategy: Increasing The Value And ROI Of Intangibles And Tangibles For Hokey Pokey." Marketing Science 32.2 (2013): 194-212. Business Source Complete. Web. 5 Nov. 2014.
S Collier, A. (2014, March 31). Answering Your Top Questions from Our Advanced Social Media Webinar | Constant Contact Blogs. Retrieved November 13, 2014, from http://blogs.constantcontact.com/product-blogs/social-media-marketing/social-media-answers/
S Skey, A. (2013, February 6). The Complete Guide Of How Often To Post, Tweet FacebookFor Your Small Business. Retrieved November 13, 2014, from http://www.getspokal.com/the-complete-guide-to-how-often-to-post-tweet-facebook-for-your-small-business/