REVOLUTIONIZE YOUR SOCIAL MEDIA. White Paper
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1 REVOLUTIONIZE YOUR SOCIAL MEDIA White Paper
2 SUMMARY Engaging with consumers online is a necessity to stay relevant in the marketing game. Social media has become as integral to brand planning as traditional marketing vehicles. With social networks continuing to see growth, brands will need to increase visibility with their target consumer to stay relevant. The solution is creating unique on-brand content distributed in a timely manor that can be viewed across multiple platforms. The digital landscape is always evolving and it s difficult to keep up, especially when the focus of your business may lie outside the digital realm. We ll take a look at social network growth in North America and the platforms most used. We ll also see how Trans-Ocean saw amazing engagement with their consumers through a new social campaign lead by THP.
3 THE STATE OF DIGITAL Social is here to stay. With continued growth and over half the population being members of a social network, the new mass channel is online. In North America there are over 200 million social network users. 70% of internet users in Canada and the US will use a social network regularly throughout % of all social network users in North America will access social platforms on mobile phones via an app or browser in Source: emarketer Worldwide Social Network Users Q Complete Forecast February 2015
4 THE STATE OF DIGITAL Facebook is now as common a communication tool as . The introduction of Facebook s robust video tool and auto-play function makes consumer engagement with video seamless and perfectly integrates into the user experience. Facebook remains North America s top social network platform with nearly 88% of social networkers in the region logging into Facebook at least once per month in Approximately 49% of Canada s population access Facebook compared to 48% in the US. About 80% of Facebook users in North America will access the social network via their mobile device. Source: emarketer Worldwide Social Network Users Q Complete Forecast February 2015
5 THE STATE OF DIGITAL Marketing Executives across the globe are recognizing a need to increase expertise in digital. With the social sphere continuing to evolve, it is especially difficult to keep up when the focus of your business lies outside of the digital landscape. Marketing Executives must be armed with knowledge to appropriately manage thirdparty resources and expertise. 39% of Marketing Executives recognize the need to develop skills in Digital Engagement. Over 88% of Senior Executives rely on agencies and technology partners to meet their digital objectives. Source: emarketer Marketing Technology: Nine Important Trends for Brands and Agencies in 2015 March 2015
6 CASE STUDY Like many brands, Trans-Ocean had launched various social channels to support its Crab Classic brand, but didn t actively engage with them, or their audiences. Understanding a need to change, Trans-Ocean came to THP to reinvigorate their social media presence. PROGRAM OVERVIEW: Crab Classic Social Media ASK: Manage their social media accounts including Facebook, Pinterest and YouTube to give them a fun, friendly and trustworthy voice. Trans-Ocean had already launched these accounts, but none were updated or managed on a regular basis. COMPANY SNAPSHOT Founded in 1985 as a manufacturer of surimi seafood, Trans- Ocean has grown to the be one America s most popular imitation crab companies. TARGET: Current consumer base (females aged 45-64) and a new younger audience
7 CASE STUDY - RESULTS Facebook Fans increased by 89% in the first month of activation. Fan engagement rate is 8.2% versus the industry average of 0.23%. THP Posts 1,281 Likes 88 Shares Pinterest Fans have risen by 1,400%. Repin rate is 33% versus the industry standard of 0.30%. THP Posts 455 Likes 61 Shares THP Posts 496 Likes 103 Shares
8 THE THP DIFFERENCE
9 THE THP DIFFERENCE 1) We arm you with the right knowledge With over 240 Food and Beverage clients we understand the landscape, we re industry experts. We have all the talent under one roof as full-time team members making us a one-stop shop. Continuous Improvement Program ensures you re up to date on the latest content and marketing technology trends. 2) We ask the right questions We work with you to create a Community Management Guide. We get to know your brand like you do and learn your internal approval process to escalate the right questions. We develop KPI s that make sense for your brand. We get to know your target consumer and the channels they re using so your brand can optimize its presence. 3) We maximize dollars spent (Productized Model) Our product-based pricing model allows you to narrow in on specific program needs, creating a clear understanding of where dollars are spent and maximizing ROI. We do all the social media planning and buying in-house. We have no retainer fees or long term contracts, you pay for what you need.
10 BREAKING DOWN THE NUMBERS Full Service Community Management Includes: management of top 3 social platforms, regular management of communication with users/consumers, monthly editorial content calendar and communication strategy development, bi-weekly metrics and quarterly reviews. Includes up to six (6) mini contests over a yearlong period. $3,000/month Min. 6 months. Then month-to-month.
11 THP DIFFERENCE It s simple. We ve brought all the talent under one roof. It means we have the test kitchen professionals, photographers, videographers, social gurus and editors as full-time team members. It s what has allowed us to create a single, transparent, predictable price that will save you time and money. Our promise is to deliver exceptional quality every single time. We ve become industry experts, that s why over 230 top tier Food and Beverage brands work with us. Come see why our customers are crazy raving fans! Give us a call. You ll taste the difference right away. Maya (647) ; maya@thpagency.com
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