What’s currently being said
“The food contains too much calories”
“The promotions are unattractive”
“Some of the coco beans used by MARS are not organic”
“Dove White Chocolate only comes at Christmas, but there is NONE on the shelves.”
Social strategies:
We want to convey the value that MARS promotes a healthy lifestyle through providing customers good quality products and using organic materials.
MARS is a socially responsible corporate who cares about our customers, customers’ pets and the environment.
MARS provides various types of products including snacks, candies, and pet food
MARS offers customers products at reasonable prices
MARS has adequate inventories to satisfy customers’ needs and are willing to update information of new products launch
In order to implement our social strategies, we plan to focus on three social networks:
Weibo, YouTube and Pinterest
Why we choose these social media:
The most frequently used social media in China (Chinese Twitter) which has over 300 million users
Easy to create an official account with Enterprise Verification
Display promotion/coupon/new product launch information
Insert rich media like images, videos, music, emoticons, and polls to create campaigns
It allows MARS to upload videos to convey the brand’s values through telling stories
Interact with customers on YouTube to hear their voices
Post customer video testimonials to enhance loyalty/credibility
Post links of videos on other social media
Be active on Pinterest since it is popular among young people (our target customers)
Promotes a healthy and happy life-style by posting visual images (how MARS products impact people’s life)
Encourage people to pin and repin on the boards and keep interacting with them
Specific goals
- Increase the E-commerce sales of MARS through conveying marketing information on Weibo
- Enhance the loyalty/reputation of the brand through interactions on Pinterest and Youtube
- Use the tracking tool provided by Weibo to track public opinions towards the brand and manage PR crisis
- Increase the click rate of videos posted on YouTube by putting links on other platforms
- Retweets and repins on Weibo/Pinterest to show our concerns
Maintenance plan
- PR and marketing departments will take charge of the maintenance work for official accounts
- The maintenance work for official accounts is daily based
- Update new videos/posts/pictures on social platform
- We need to check/reply the retweets/repins which reflect customers’ thoughts
- Everyone in the company is a “spokesman” of the brand
- Employees are responsible for advocating good brand value through personal social media
Sample value posts
(HOW TO MAKE DOVE CHOCOLATE COOKIES)
Sample marketing posts
by
liang3827 (student)
