Social Media Plan
By Vanja Dekic, Susie Kim and Caroline Szpira
ContentsAbout Sprinkles
Products & Services
Objectives
Target Audiences
Market Size & Competition
New strategy
Metrics
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products and servicesCupcakes ($3,25) for human and dogs!
Ice cream, pastries, cupcakes mix, drinks...
Customization available (flavors, boxes, ...)
Sprinkles branded and cupcake related items
24 flavors + seasonal flavors (14) + daily flavors (3)
Pick-up and delivery
Current Social media strategy
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OBJECTIVESIncrease engagement with customers
Develop new ways to communicate & connect with them
Develop relationships with social media influencers
Organized online contests for customers to participate
Do something for Guiness Record
TARGET AUDIENCE3 different groups appealed by Sprinkles
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independant
business people
7% of the pop. 32% of the pop.
environmentally friendly
well educated
15% of the pop.
impulse buyers
react to trends
TARGET AUDIENCE
Woman from 20 to 35
Disposable income
Trendy
Social media Addict
For our social media strategy
Active
Smartphones Addict
Foodist
Think multi-screen
are always aware of news
75%pride a new way of
consuming.
87%share their passions and
good deals
58%
They pride themselves as modern buyers, competent and safe
Sources : Digital Woman IPSOS - Web Media Group january 2011
TARGET AUDIENCE
MARKET SIZE
Mature cycle
Dessert lovers admit they don’t get the same rise out of cupcakes
The market is decreasing for the first time in 2013
Competition
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Magnolia Bakery
Crumbs Bake Shop
Local Bakeries
Frozen Yogurt
Pinkberry
all other pastries
93,303 fans & 18,554 followers
88,813 fans & 22,656 followers
Around 10,000 fans for each locations
6,000 fans
NEW STRATEGYB(,% p+(-f!r1,
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Redesigned the current website and work on Adwords to make it easier to find by using key words
Develop a monthly newsletter and send it to the complete database
Develop a Sprinkles Ap on IOS and Android to allow people to order before and avoid the line, considering this is the main Sprinkles weaknesses.
Improve and continue the Sprinkles strategy on Facebook, Twitter, Pinterest, Instagram, G+, Ilovesprinkles.com, ...
Create and develop their strategy on Pheed and Hootsuite
Continue their current strategy
Develop a contest with the fans, and invite them to create their own cupcakes (the winner will see his/her cupcake in stores for a month!)
Continue their current strategy
Involve more the customers by favorite and RT more of their tweets
Continue their current strategy
Pin more and create more boards
Continue their current strategy
Invite customers to post about their experience @Sprinkles and the Social Media Manager will pick a picture/month and make the photographer win a dozen of cupcakes
YOUTUBE
Continue their current strategy
Invite a chief or a celebrity monthly and film them creating a new cupcake fragrance (available in stores as limited editions)
Continue their current strategy
Follow food and deserts related groups to improve their B2B image
ILOVESPRINKLES.COM
Continue their current strategy
Post more on the blog (the latest update was made almost 2 years ago)
PHEED
Create a profile
Generate a similar strategy than on Instragram
HOOTSUITE
Create a profile
Use Hootsuite to better leads their social media strategy and control the contents
Metricsn° of followers, views, likes, sharing, comments, fans
socialmention.com, hashtaging, Klout score, favorited
Check the positive or negative comments
Set up Google Analytics, Hootsuite Analytics, Google Alerts and Facebook Insights
referenceshttp://sprinkles.com/
http://www.ilovesprinkles.com/
https://www.facebook.com/sprinkles
https://twitter.com/sprinkles
http://instagram.com/sprinkles
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