Social Media Strategy Overview for French Food Startup: Foodette.
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The document discusses strategies for a French food delivery startup called Foodette to improve its digital presence and social media marketing. It recommends a three step process: 1) Listen to online conversations to understand customers and identify influencers, trends, and competitors. 2) Enter influencer conversations on mobile platforms and enhance brand activity by developing partnerships. 3) Be different by becoming a reference in the home-cooked meal market through authenticity, collaborative blogs, and brand content on social media to educate the public. The overall goal is for Foodette to improve its visibility, popularity, and customer acquisition through better social media expertise and strategy.
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Social Media Strategy Overview for French Food Startup: Foodette.
- 1. Digital is real Marine Pescot
- 2. REAL IS SOCIAL 50 %of businesses have acquired new customer from Facebook 35 %of businesses have acquired new customer from Twitter http://blog.hubspot.com/marketing/best-social-media-manager-job-description 3Food is the third most discussed topic on the web
- 3. In the digital age, people’s relationship with food is quickly evolving and the impact of online communities is redefining consumers' purchasing decision processes. THESIS REMINDER ASSESSMENT Lack of social media expertise from French brands Lack of knowledge Lack of financial levers and support
- 5. WHO’S FOODETTE? Parisian people Word-of-mouth Very new market Freshness Seasonality Proximity
- 7. FOODETTE DIGITAL PLATFORMS 1 hosted blog 4,951 Fans 911 Followers 511 Followers 79 Followers
- 8. FOODETTE’S PROBLEMATIC LACK OF POPULARITY LACK OF AWARENESS NEW CUSTOMERS INCREASE OF VISIBLITY
- 9. 1st STEP LISTEN THE HEART OF EVERY STRATEGY
- 10. THE RIGHT OFFER, TO THE RIGHT PEOPLE, AT THE RIGHT TIME. THE PUBLICS
- 11. Listen & Benchmark Organic and fresh food Home- cooked meals Blogs Forums Websites Identify Influencers Understand Sector trends Conversation (insights) Efficiency & ROI Observation tank Social Networks The Insights: Web analysis is a first essential step to listen conversation, determine audience’s expectations and in fine, deliver better content. The Individuals: Identify influencers who wil be key individuals to brand popularity and new customers awareness The spaces: Listening the web through the different platforms will help me understand where Foodette is positioned to its competitors and what should be done to be more efficient The timing: Listening the web allows a brand to anticipate trends, prevent any crisis, then take advantage and increase its efficiency as measuring its ROI.
- 12. LISTENING
- 14. LISTENING
- 15. LISTENI NG
- 16. LISTENING 81 % Female 88 % French speakers 84 % French Territory
- 18. ENTER INFLUENCERS’ CONVERSATIONS ON THE MOBILE NATIVE PLATFORM Opinion leaders Investors & Analysts Journalists Candidates TODAY, MORE THAN 70% OF FRENCH JOURNALISTS HAVE AN ACCOUNT http://wellcom.fr/presse/augure/2015/02/nouveau-systeme-mesurer-marques-influenceurs/ ENHANCE BRAND ACTIVITY
- 24. A REFERENCE ON THE HOME-COOKED MEAL MARKET TRUE FRENCH INGREDIENT RELY ON AUTHENTICIT Y
- 25. COLLABORATIVE BLOG Opinion leaders Investors Journalists General Public Internal Customers Prospects BECOME A REFERENCE
- 26. BRAND CONTENT on Social Media Platforms General publics Internal staff Customers Prospects EDUCATE YOUR PUBLICS
- 29. Thank you
Notes de l'éditeur
- Hello, Introducing people to each other I am happy to present you today a topic that really matters for me which is social media strategy within the organic food sector. In the last part of my thesis paper, I gave few details about strategic keys to better perform at social media management but I didn’t go deeper especially because I wanted to offer you today the opportunity to discover in concrete terms why social media management cannot be a beginner job anymore and need to be undertaken by experts. Digital is real is the perfect expression to entitled this presentation, making you understand that anyone or any entities should not longer underestimate digital impact on our societies.
- After Fashion and Entertainement
- Experts to drive their social media interactions
- To briefly introduce it E-commerce platform founded and launched in 2013 by Olivier Tangopoulos. Fresh food box offering local products at the best cost for home-cooked meals. Accompany with recipes to make you becoming a real chef. Avoid food wastage. So it goes in the same direction with my thesis, the brand being eco-friendly and local
- Fresh product deliver everyday from Rungis They work with close storekeepers A real storytelling : based on friendliness, food, love and sharing values reunited with great cuisine and pleasure of cooking.
- An early stage digital community / Followres Pinterest
- IN my thesis , I confirm that a social media manager expert, with a great expertise at digital ecosystem, can answer both image and commercial issues any brand is facing. Of course, he or she needs a strategic approach, based on specific methodology I am going to show you today before offering strategic points
- Listen to them, so listen the web, Get to know our publics should be at the heart of every strategy What does this mean pratically speaking ?
- Here comes the plan : showing you what I have listen and why 1rstly : according to keywords : the insights 2ndly : Indentify key influencers in order to enter conversations and drive infos thanks to their reknown 3rd: we also need to listen the spaces in order to know where Foodette is efficient, why, to whom, that would help us to define strategic points 4th : is a long lasting step, that should be implemented from now to ever, in order to…. Audit plus ecoute exploratoire
- For next global analysis, I put Foodette against its competitors in order to understand its strengths and weaknesses. The performance analysis tool here is e-value analytics and the e-value score is a sum on 100 of engagement, responsiveness and impact. It allows us to have an average score giving principal trends about brand performance on facebook. He we ca see that Cookit (canadian brand) is much more efficient than others. Foodette is just after it, so it seems the two brands engage more than the American giant counterpart Hello Fresh. Why is that ?
- What about content …. Explain the difference and why it works. Foodette Strengths : An identity but not as strong as Cook it / Engaging posts with food porn – trend people are very fond of it nowadays. Discount offers Foodette weaknesses : Not any brand content, not very different apart with the image from competition (any country selected), not communicating on values, only on product. Not linked to news and calendar Remember the tool cannot gives us 100% liability, so it is of course big trends, not very specific and precise ones. Cooki it strengths & weaknesses : Powerful image, responsive community but also diversifying content, even if it is not always very qualitative. Food porn trend is also very well exploit and works well. Hello Fresh has not a good score because more the community is big, harder it becomes to engage people with content a very diversified content and plays well with calendar with many jokes and fun.
- If brands have not very bad scores, they still do not understand their publics. Each social space is not for all type of publics and as Mrs Andro would say “fish where the fishes are”. you can find the table in the document I gave you. A lot of people use Twitter as they used facebook or Instagram, here Hello Fresh is the only one to understand Twitter objectives Also an early stage market and we can feel it when we scroll pages, people are not well educated yet, content is sometimes confusing and there is no clear positioning from direct or indirect competitors. Plus, you do not seek for fans on Twitter, you seek influencers, journalists, opinion leaders and bloggers
- For Instagram analysis, there is not a lot to tell, just that Foodette has great performance statistics when they use popular hashtags and especially those in english as #Food #Foodporn #Yummi. The content that works best is just the one associated with these keywords. As simple as that.
- Pinterest is any brand “store front” so you have to use it that way. For this special case, it didn’t gave me great insights, however, it gave me essential tips, even more, a crucial one : fans and followers interest! besides Foodette’s galery and board. It also gave me great demographic results, showing me that Foodette’s determined targets were the right ones so that’s positive. They clearly defined it properly. Knowing that their population have very feminine interest, because of a female majority. A major audience is French speaking, following by English.
- At early stage, the most important point is to be visible and to enhance business activity. Social media and Search engine marketing taking a bigger place today, especially with your hyper connected target. You need to rethink your strategy and your way of doing, especially on Twitter, a social platforms that you do not use the proper way to beneficiate from its entire power.
- As I told you when we first speak about your strategy, I would give you a list of your influencers in order to help you to enhance popularity and visibility You’re target is, for a great part of it, mobile native, but most importantly, more than 70 % of …… The aim is to follow the most relevant ones for your sector and business, then enter their conversations and benficiate from their influence and aura.
- Here’s come a map, you have the entire list into the document To be again more visible : + To add your blog’s URL into the biography because it will also help your content visibility and will enhance your “expert side”.
- Be part of your brand activity enhancement
- After driving a Google Adwords estimation, I have determined few keywords helping me to define new guidelines for Foodette’s content. It will help them improve their ranking on Google. But considering their position, they have no other alternatives, at early stage, than to spend a little bit of amount on Google Adwords keywords and landing pages. Landing page for example work that following way. An internet user seek on Google for “Boucherie Paris” and the landing page will automatically lead them to Foodette’s website page where the two words are mentionned. About 300 to 500 euros par month if you want it to be efficient. You have no choice at early stage than bet known to your customers and large public. But what is telling us keywords analytics more than where you should invest on. It is telling us your new storytelling content you should use to stand out from the crowd.
- To know the rules before mastering the game. improve you’re visibility and raise internet users awareness, you have the ability to enter Google’s algorithms’ game. the Search game is changing with Google putting, as they said, now major emphasis on content and social signals such as Retweets, likes, shares and the Google Plus one platform’s +1 (hard to know algorithms) It is no longer abou gaming the system but adding REAL VALUE to the web through regular publishing of content that people love to share, link to and embed. Once we did a keyword analysis, which is a free tool, and beneficiate from landing pages redirecting our potential customers to our website as investing certain amount of money, It is time to walk side by side with Google in emphasizing content over traditional online marketing.
- I want to line up all your business empowerment through 2 concepts that will be to make you the ambassador on the French food market, today, you all say quite the same thing and communicate the same way. Your new market you’re implemented on need a thought leader, need someone to guide this market to a new stage of popularity. And your stance will be to communicate about the true french authenticity, based on your major difference : it is that you work very closely with your partners, the french ambassadors of emblematic french cuisine and savoir faire.
- Elders dived into digital age, we today experienced a new kind of economy, enhance with the Internet, the sharing economy. Today on the web, it is no more a matter of best marketing strategy, it is human issue, people want to participate to brands’ successes, people need to feel they could help and that you both create a relationship. A collaborative blog is the perfect tool to empower your SEO in a smart way, using interesting content and not foodette’s but content about general home cooked meal market. From my point of view, your new blog should not be hosted anymore within your website. It has to be an independent blog but branded Foodette in order that people know it’s you. It will be the perfect marketing content tool to become the ambassador and reference on the home-cooked meal market. Plus, allowing people to create content and articles on the same platform as you do will place yourself in the position of content mentor, will allow you informally to get insights and drive conversation about your brand and website. Internet users will spread the word for you.
- Entertain publics and do brand content to commnicate on products but especially on brand values, that will make you different from your competitors Conversation space between the brand and its general publics News relay Blog’s posts relay Questionnaires on insights Contests Instagram contests relay Instagram tab to share eventually