The Popcorn Man Social Media StrategyThomas J. Pearson

ObjectiveThe objective of this social media campaign is to raise awareness about The Popcorn Man and to help it transition from a brand to a lifestyle brand.

Utilize social media to help increase revenue and profit.

Key Messages“Send the junk packin’ and start snackin’.” Slogan

The Popcorn Man provides healthy and nutritious snacks for kids.

The Popcorn Man’s mission is to provide school districts in California and other states with snacks for the National School Breakfast and Lunch Program, The Child Care Program and The After School Snack Program.

Social Enterprise“Philanthropy is the future of marketing.” -Biz Stone, Co-founder of Twitter.

People want to be a part of something good.

Utilize social enterprise tactics to raise awareness and increase revenue.

Example: Hold a fun event where kids from low-income communities can sample the food. Post to social media.

How to do this?By utilizing the Social Business Model

Social Business Model - Using social media and social networking behavior standards (helpful, transparent and authentic) to communicate with external audiences.

External AudiencesCustomersProspective CustomersSuppliersPartnersInfluencers (parents and teachers)

Social Media SitesFacebook - For content sharingTwitter - For immediacyLinkedIn - For one-on-one interaction

Pinterest - For visualization YouTube - For videoBlog - For informing

FacebookFacebook is the king of content sharing.

No more than 5 posts daily.“Earn Your Way In” Inbound MarketingInbound Marketing tactics:

BlogsVideosWhitepapersInfographicsPictures

Facebook ServicesRecommend working with Facebook

Facebook Start to Success ProgramFree 28 day program (With minimum $1,400 monthly ad budget)

Discuss marketing and business objectives and develop ads and page strategy with you.

Discuss strategies to engage and influence target audience.

Develop custom plan tailored to your business.

Track analytics to help optimize campaign along the way.

TwitterThe king of immediacyNo more than 10 post daily.Great for:

Reacting to immediate news/issues.Keeping in touch with bloggers/media.Monitor what is being said about the brand.

Announcing special deals and promotions.Sharing links to content.

LinkedInEngaging and networking one-on-one

Network and connect with customers, potential customers, suppliers and partners.

Search for customers, partners and suppliers.

Provide in-depth company information.Provide ordering information on products.Provide information on other services.Allow those involved in the company to become its biggest advocates and connect with and engage said audiences and drive revenue forward.

LinkedIn cont.No more than 3 posts daily.Sharing similar content to Facebook.BlogsWhitepapers

PinterestFor VisualizationNo more than 5 posts daily.

Provide visuals of the products.Creative, interesting and fun visuals.Provide recipes for making some of the products.

List ordering information.Watermark all pictures with company and website information for repins.

YouTubeFor VideoPost videos bi-monthlyOne testimonial and one recipe

Post:Customer testimonialsRecipes

BlogFor informingWeekly posting of blogs.

Recommend Wordpress. (Most professional IMO)Invite guest bloggers to sample and blog about product.

Blog about:The productThe importance of healthy snacks for kidsThe importance of nutritionHow these things effect their ability to learnHealthy snack recipesRecipes for products

EvaluationFacebook InsightsLinkedIn AnalyticsHootsuite SummariesGoogle AnalyticsYouTube Insights

Social Media Wrap-UpProvide company and ordering information on all sites.

Provide link to website on all sites.

List contact information on all sites.

Conclusion

Utilizing social business tactics to listen, communicate, engage and create advocates should ultimately lead to increased revenue and more business for The Popcorn Man.