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It is important to develop an online marketing plan to get the most out of social media. This presentation was created for Produce for Kids, a marketing organization that works with the produce industry and grocery stores to promote healthy eating for kids. (Phase 2 of 2.)
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2009 ONLINE MARKETING PLAN PFK PHASE 2
Boosting Sales, Bettering Communities, Benefiting Kids
© Produce for Kids 2008
PFK SOCIAL MEDIA RECAP (Spring 2009) Where PFK is today… • Facebook – developed customized PFK page with links to events, photos, and discussion boards
• Twitter – established network of followers and posted daily PFK activities with nutritional information
• YouTube – created YouTube channel for PFK event videos
• Produceforkids.org – Expanded CMN & PBS KIDS® support and strengthened sponsor and retailer relationships through online social media resources
© Produce for Kids 2008
PFK WEBSITE ANALYTICS (SPRING 2009)
0 500 1000 1500 2000 2500 3000 3500
JULY
JUNE
MAY
APRIL
MARCH
FEB.
PFK WEBSITE VISITS (TOTAL 9,266 VISITORS)
TRAFFIC SOURCES
TWITTER (345 FOLLOWERS)
YOUTUBE (45 VIDEO VIEWS)
FACEBOOK (54 FRIENDS)
625
1217
1003
1755
3133
1704
*As of 7/31/2009.
Referrals 28%
2%
© Produce for Kids 2008
OBJECTIVES (PHASE 2): 1. To expand upon current “follower” database on PFK
social networking sites, such as , , and
2. To utilize new social media resources including , , and to further expand PFK social media goals
3. To maintain current followers and increase the number of followers on each site by providing regularly updated content that reinforces PFK’s credibility as experts in the field of children’s nutrition
© Produce for Kids 2008
EXPAND SOCIAL MEDIA NETWORK 1. Making “PFK Friends”
• Generate and post educational information with a “did you know” approach to gain attention of target audience o Utilize PFK Advisory Board for topics such as health issues,
preventing child obesity, importance of child nutrition, etc.
2. Utilize Facebook Applications • PFK Facebook Quiz: What Type of Produce Are You? – results will
develop a connection between people and fruit/vegetables o Quiz results are posted to user’s “Facebook Wall” and shared among
friends to increase PFK brand awareness and sponsor recognition
• Facebook “Support Causes” – PFK to join organized communities of action focused on specific nonprofit organizations, such as CMN, PBS KIDS®, and PBH and other related communities
© Produce for Kids 2008
EXPAND SOCIAL MEDIA NETWORK 1. Twitter Search
• Discover what people are talking about regarding children nutrition and provide information to help specific individuals
• Opportunities to further creditability and expand “follower” database
2. Twitter Content • Increase messaging and outreach via PFK daily tweet updates
o Recipe/produce item of the day o Feature sponsor products and/or retailer promotions o Publicize industry news and media alerts
3. Twitter Relationships • Expand relationships using conversational vs. informational dialog • Build connections with “Mom Bloggers” and offer PFK content for
blogs, websites, newsletters, etc.
© Produce for Kids 2008
EXPAND SOCIAL MEDIA NETWORK 1. PFK YouTube Channel
• Customize PFK channel background to incorporate PFK branding • Revise channel description with PFK messaging, keywords, and
multiple links to produceforkids.org 2. PFK Video Keyword Search
• Utilize “YouTube Suggest” to help users discover PFK videos through strategic titles, tags, and descriptions
3. Increase PFK Subscribers & Channel Views • Research similar channels and send friend requests to their
subscribers and friend lists, establishing a PFK database • Post videos as responses to other highly-trafficked videos within
industry to connect PFK to larger audiences • Utilize visual opportunities to promote PFK sponsors, retailers and
related partners (trade media) to showcase PFK activities
© Produce for Kids 2008
NEW SOCIAL MEDIA RESOURCES 1. – Exchange nutritional knowledge, ideas, and
opportunities among industry professionals o Develop PFK LinkedIn Group to extend brand and credibility
2. – Connect through sharing PFK photos and videos with consumers online o Opportunity for media resources and brand awareness
3. – Social media organization tool that brings all resources together for updating and sharing o Create customized PFK feed for easy updating at one location o Recommended top priority for Phase 2
• Process & Required Maintenance 1. Create PFK accounts and build individual pages with PFK content 2. Develop social network database through target audience searches
© Produce for Kids 2008
PRODUCE FOR KIDS BLOG • Networking Benefits:
1. Search Engine Optimization (SEO) – Blogging produces fresh, targeted content and helps attract more inbound links, which improves PFK search engine rankings
2. Build a PFK Community – Simple solution to keep parents informed about child nutrition via PFK Advisory Board
3. “Mom Blogs” – position PFK as an industry expert in children’s nutrition by sharing information on healthy eating and the benefits of purchasing fresh fruits and vegetables
• Process & Required Maintenance 1. Create PFK account, select preferences, and upload content 2. Add content weekly, review user posts, and answer questions 3. Eventually, incorporate blog on produceforkids.org website
© Produce for Kids 2008
NEXT STEPS: TIMELINE 1. Expand Social Networking Database
o Create FriendFeed account to sync social networking sites o Customize YouTube Channel and PFK description o Utilize Facebook applications, develop and implement Facebook Quiz o Research and monitor Twitter conversations and focus on
conversational dialog vs. informational content 2. Increase YouTube Subscribers & Video Views
o Research industry channels and send friend requests 3. Develop visibility on new social media resources
o Create LinkedIn and Flickr accounts o Incorporate LinkedIn and Flickr with Facebook, Twitter, & YouTube o Expand followers on new social media resources
4. Monitor Social Networking Websites o Research new opportunities
