Snap Kitchen: An Analysis of Best Practices of Social

Media for the National Health Food Company

by

Eva Littman

Capstone Project: Client-Based Professional

Department of Communication

Trinity University

San Antonio, TX

December 12, 2015

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Executive Summary

Snap Kitchen is in a relatively new space within the food industry that combines

health and convenience. Social media is becoming an increasingly important tool for

businesses to use in attracting and engaging consumers. This project analyzes the

effectiveness of Snap Kitchen in utilizing their social media platforms, specifically

Facebook, Twitter, Instagram, and their company blog, in order to engage their target

audiences. Project methods include identifying best practices of social media platforms,

particularly for food retailers, and analyzing these best practices against Snap Kitchen’s

current social media usage. Based on the analysis, suggestions of improvements are

offered to Snap Kitchen for each social media platform. Below is a summary list of these

recommendations.

1. More diverse photos of Snap Kitchen’s consumers are suggested, as the

consumers pictured are generally within the same age range and gender. For more

details see page 23.

2. A consistent posting schedule is needed for the blog, and the posts should

become available for consumers to read during the middle of the week. For more

details see page 23.

3. Snap Kitchen’s Twitter should post more original content rather than

retweeting consumers. For more details see page 23.

4. Twitter and blog links should be posted more often to Snap Kitchen’s other

social media platforms for more consumer awareness. For more details see page

23.

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5. Any Snap Kitchen involvement in and with the community and any mentions in

the press could be posted more regularly on their Twitter feed and other social

media platforms. For more details see pages 23-24.

6. Partnering with a social cause and promoting it on Twitter would be a great

opportunity for Snap Kitchen. For more details see page 24.

7. It is recommended that Snap Kitchen post articles or text containing

information about or related to their business practices and values on their

Facebook page more regularly. For more details see page 24.

8. More images or videos of consumer interactions with Snap Kitchen are

suggested. For more details see page 25.

9. The creation of an app for buying Snap Kitchen food products for in-store pick-

up is suggested, as well as a Facebook application that directs consumers either to

the app or a Snap Kitchen webpage to shop food products. For more details see

page 2.

10. Snap Kitchen could use more hashtags on their Instagram posts by following

the big trends. For more details see page 25.

11. Brand-related topics could be discussed more on Snap Kitchen’s blog. For

more details see page 25.

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I. Objectives

This project analyzes the effectiveness of Snap Kitchen in utilizing their social

media platforms, specifically Facebook, Twitter, Instagram, and their company blog, in

order to engage their target audiences. The project identifies the best practices of each

social media platform, best practices of social media for food retailers, and Snap

Kitchen’s use of social media to effectively reach their customers. The project then

suggests recommendations for each social media platform for Snap Kitchen.

Deliverables for the project include an executive summary of best practices for

Twitter, Facebook, Instagram, and blogs specialized for Snap Kitchen and a list of

recommendations on how Snap Kitchen can improve in their social media efforts based

on the suggested best practices for each social media platform. These deliverables are

presented to Elaine Krackau, a Public Relations Specialist employed by Snap Kitchen in

Austin.

II. Introduction

There has been a growing trend in recent decades of consumers becoming more

proactive about wellness and nutrition, especially concerning their diets.1 Customers now

prioritize being healthy and practicing a healthy lifestyle and all it encompasses.2 Healthy

food, as interpreted by consumers, is generally food that contains low salt, low fat, low

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!1 Packaged Facts. (2014). Report: 3 health-Conscious Consumer Demographics at Forefront of Emerging Functional Food Trends. Retrieved October 27, 2015. http://www.prnewswire.com/news-releases/report-3-2Food Marketing Institute. (2012). Prevention Magazine and Food Marketing Institute Reveal 20th Annual “Shopping for Health” Survey Results. Food Marketing Institute. Retrieved October 27, 2015. http://www.fmi.org/news-room/news-archive/view/2012/07/17/prevention-magazine-and-food-marketing-institute-reveal-20th-annual-shopping-for-health-survey-results

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sugar, and is paired with a serving of fruit or vegetables.3 Healthy food is linked with

food trade practices, such as local, natural and organic, whole-wheat, and free-range.3

The food industry has been reacting to the desires of these consumers in various

ways. Restaurants and fast food franchises are increasing availability of healthy food

options as well as adopting sustainable practices.3 Nutritional information has become

increasingly transparent and important in attracting customers.2 This movement of

buying behavior-linked food has led to new food franchises like Snap Kitchen and My Fit

Foods that are focused on healthy eating.4

Snap Kitchen is a food retail chain established in 2010 and based in Austin,

Texas. The company has 33 stores in Austin, Houston, Dallas, Chicago, and has plans to

branch into Philadelphia, Pennsylvania.5 The company has announced two new stores to

open in Plano, Texas and one new store in Chicago, Illinois in 2016.5 Snap Kitchen

focuses on convenient, fresh, healthy takeaway meals, snacks, and beverages that can be

compatible to all lifestyles and dietary needs.6 The company values “quality ingredients,”

“sustainable practices,” “conscious sourcing,” and “total transparency” to customers.5

Snap Kitchen provides pick-up, home and office delivery.

In 2013, the U.S. fast food industry, consisting of more than 232 thousand fast

food enterprises, produced roughly 191 billion dollars in profits and is expected to

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!3 Simmons, N. (2013). Consumers’ ideas of ‘healthy’ foods changing. New Hope 360. Retrieved October 27, 2015. http://newhope360.com/new-products/consumers-ideas-healthy-foods-changing 4 Miles, B. Marketing Health-Conscious. QSR. Retrieved October 27, 2015. http://www2.qsrmagazine.com/articles/outside_insights/140/healthconscious-1.phtml 5 Hilario, Kenneth. (2015). Texas healthy food chain to open 5 local stores, massive kitchen. Philadelphia Business Journal. Retrieved November 9, 2015. http://www.bizjournals.com/philadelphia/news/2015/07/31/snapkitchen-healthy-food-chain-rittenhouse-oldcity.html. 6 Snap Kitchen a Fresh, healthy take-away. Snap Kitchen. Retrieved October 27, 2015. http://www.snapkitchen.com/

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surpass 210 billion dollars by 2018.7 More than three quarters of the U.S. population eats

fast food at least once a week.7

Snap Kitchen and other health food convenience stores and chains are in a

emerging health and wellness sector of the food industry that is not yet fully developed as

a category. Martin Berson, co-founder and CEO of Snap Kitchen, describes the company

as “…more of a combination of a high-end grocery store, restaurant, and convenience

and retail stores”.5 Snap Kitchen’s primary focus is convenience for customers in

accessing healthy food.6 Therefore in practice, Snap Kitchen is more like a fast food

restaurant than a grocery store, and for the purposes of analysis, should be considered in

the fast food category of the food industry. Other health food franchises that compete

with Snap Kitchen in this sector are Smart Meals, Simply Fit Meals, My Fit Foods.8

Secondary competition to Snap Kitchen are grocery store chains, particularly Whole

Foods that offer convenient healthy on-the-go food products.8

Snap Kitchen competitors are on a local and national level. While there is a wide

and increasing variety of competition nationally, no one chain is leading the market.9 One

of Snap Kitchen’s biggest competitors is My Fit Foods. My Fit Foods is a large food

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!7 Statista. Statistics and Facts about the Fast Food Industry. Statista. Retrieved November 9, 2015. http://www.statista.com/topics/863/fast-food/ 8 Gilbert, Marci. (2011). Food-on-the-go options make eating healthy easier. CultureMap Houston. Retrieved November 9, 2015. http://houston.culturemap.com/news/restaurants-bars/12-17-10-food-on-the-go-options-take-the-thought-out-of-eating-healthy/ ; Yost, Mark. (2014). Snap Kitchen unveils new menu to compete with My Fit Foods, Whole Foods. Houston Business Journal. Retrieved November 9, 2015. http://www.bizjournals.com/houston/blog/money-makers/2014/03/snap-kitchen-unveils-new-menu-to-compete-with-my.html ; Kaplan, David. (2010). Houston healthy-meal stores elbow each other. Houston Chronicle. Retrieved November 9, 2015. http://www.chron.com/business/article/Houston-healthy-meal-stores-elbow-each-other-1696306.php 9 Kaplan, David. (2010). Houston healthy-meal stores elbow each other. Houston Chronicle. Retrieved November 9, 2015. http://www.chron.com/business/article/Houston-healthy-meal-stores-elbow-each-other-1696306.php ; Buchholz, Jan. (2013). Houston food company moves corporate headquarters to Austin. Austin Business Journal. Retrieved November 9, 2015. http://www.bizjournals.com/austin/blog/retail/2013/10/houston-food-company-moves-corporate.html

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retail chain founded in 2006 and also based in Austin, Texas. As of 2013, the company

has 78 stores across Texas, California, Oklahoma, Arizona, and Illinois.10 My Fit Foods

appeals to the same consumers of Snap Kitchen with its focus on weight loss,

convenience, diet, and allergen friendly food options.9 Against growing competition

from grocery chains such as Whole Foods that offer convenient prepared meals to go,

Snap Kitchen differentiates itself by emphasizing “…portion control, higher-quality

ingredients across the board, and clear and transparent nutritionals….”5

III. Snap Kitchen’s Consumers

Snap Kitchen’s food products are marketed for a variety of lifestyle and dietary

needs highlighting their preferred consumers as health-conscious millennials. Snap

Kitchen’s company values of “quality ingredients”, sustainable practices”, “conscious

sourcing”, and “total transparency” key into what the millennial generation is

emphasizing concerning food.5 Millennials, a term used interchangeably with Gen Y, are

the generation born between 1977 and 2000 and is approximately 25% of the U.S.

population.11 Within this group, middle-to-older millennials have families or are starting

families.11

In terms of social media, they are known in marketing as content creators and

users, essentially those who post original texts, pictures, videos and more, so this

generation is the key demographic for brands on social media.11 Research indicates that

freshness is considered ‘important’ or’ essential’ to this generation regarding food and

this reflects in their shopping behavior, such as purchasing food from farmer’s markets,

growing their own gardens, or using social media to gain information about food products

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!10 My Fit Foods. Retrieved November 9, 2015. http://www.myfitfoods.com/locations/ 11 Millennial Marketing. Who are millennials. Retrieved November 9, 2015. http://www.millennialmarketing.com/who-are-millennials/

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and brands.12 Jeff Fromm, a Contributor to Forbes magazine, recently reported,

“Millennials will only interact with brands that are open and transparent, stand for more

than their bottom line and address environmental and socioeconomic issues in the

community”.13 Millennials are primarily the driving force behind the food trends of

product or diet categories, such as paleo, organic, or local ingredients and practices.14

These millennial trends and values are reflected in Snap Kitchen’s company values.

Another consumer group Snap Kitchen appeals to is the Baby Boomer generation.

Born between 1946 and 1964, Baby Boomers comprise approximately 23.6% of the U.S.

population.15 Combined with the Millennials, they are 60% of the total U.S. population.15

In general, Baby Boomers include about 75 million consumers whose ages are upward of

50 years old, are health-conscious, and control over two-thirds of U.S. disposable

income.15 The size of this generation’s population and the amount of income at their

control means Baby Boomers are very influential consumers. They are also experiencing

awareness about maintaining or improving their health and are changing their diets and

lifestyles accordingly; therefore, transparency of nutritional information in order to meet

dietary needs is increasingly important to this generation, as is convenience.15

Baby Boomers are very brand loyal and concerned with environmental issues,

which is reflected in their shopping choices.14 This generation heavily uses social media

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!12 Millennial Marketing. Millennial Target: Chipotle Has Fresh Appeal. Retrieved November 9, 2015. http://www.millennialmarketing.com/2009/09/millennial-target-chipotle-has-fresh-appeal/ 13 Fromm, Jeff. (2015). Food Brands Must Embrace New Value Equation To Win With Millennials. Forbes. Retrieved November 9, 2015. http://www.forbes.com/sites/jefffromm/2015/07/08/food-brands-must-embrace-new-value-equation-to-win-with-millennials/ 14 Chiarello-Ebner, Kaylynn. (2015). Generation-Specific Marketing From Millennials to Boomers: Advice for targeting marketing efforts to the various generations. Whole Foods Magazine. Retrieved November 9, 2015. http://www.wholefoodsmagazine.com/grocery/features/generation-specific-marketing-millennials-boomers 15 FONA International. (2014). 2014 Trend Insight Report: Baby Boomers: A Boom To Your Business. FONA International. Retrieved November 9, 2015. http://www.fona.com/sites/default/files/Baby%20Boomers_TrendInsight_1114_0.pdf

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with research suggesting Baby Boomers comprise one third of all social media users,

especially on Facebook.14 A primary use of technology by Baby Boomers is to

“…manage their health and wellness…” and unlike Millennials who like to evaluate peer

reviews before buying a product, Baby Boomers are much more likely to follow celebrity

endorsements.14

IV. Brands and Social Media

Social media websites and apps, such as Facebook, Twitter, Instagram, and blogs,

have become the main channels of communication healthy fast food companies, such as

Snap Kitchen, use to reach their consumers.16 Consumers are increasingly using social

media platforms to collect and dissect information about nutrition, the quality of food

products, and food retailers.17 Social media platforms provide food retailers the

opportunity to promote transparency about their brands, connect with groups or

organizations relevant to them, and openly communicate with consumers and receive

feedback.10 Social media also allow consumers to define brands by directing visibility

and positive or negative sentiment.18 Public relations and marketing experts in the food

industry emphasize that interacting with consumers through social media is essential for

food brands in increasing consumer awareness about their brands.19 Research suggests

that the demographics of consumers who engage in a health-conscious lifestyle and use !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!16 Gold, D. (2012). 2013 Food Trends Get Technical, Sustainable & Amp; Healthy. Forbes. Retrieved October 27, 2015. http://www.forbes.com/sites/daniellegould/2012/12/28/2013-food-trends-get-technical-sustainable-healthy/ 17 Institute For the Future. (2008, p.10). The Future of Health & Wellness in Food Retailing. Retrieved October 27, 2015. http://www.iftf.org/uploads/media/SR-1096%20B%20CCRRC%20Implication%20Memo.pdf 18 Fahey, M. and E. Chemi. (2015). Who’s winning the social media war? Maybe nobody. CNBC. Retrieved October 27, 2015. http://www.cnbc.com/2015/05/18/whos-winning-the-social-media-war-maybe-nobody.html 19 The Retail Bulletin. (2015). Fast food brands lead the way in engaging with social media users. The Retail Bulletin. Retrieved October 27, 2015. http://www.theretailbulletin.com/news/fast_food_brands_lead_the_way_in_engaging_with_social_media_users_22-06-15/

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social media regularly are similar1; therefore it is vital for health food retailers to use

effective strategies with each social media platform.

V. Snap Kitchen’s Current Use of Social Media Platforms

a. Snap Kitchen Tweets

Snap Kitchen uses Twitter two-to-eight times daily and has 4,898 people

following them on this platform. Their Twitter account includes a short description

matching their Facebook description, and a link to their website. The obvious difference

between Snap Kitchen’s use of Facebook and Twitter is that they mainly retweet

consumers’ comments on Snap Kitchen rather than generating content regularly to incite

consumers’ about their brand. Snap Kitchen’s tweets are upbeat and praiseworthy with

frequent comments by customers on how Snap Kitchen has positively impacted their

lives. Snap Kitchen also regularly retweets stories generated by news stations or local

lifestyle organizations, businesses, and guides promoting Snap Kitchen as one of the best

food retailers for certain dietary needs and health-conscious consumers. Tweets by Snap

Kitchen generally include photos of their food products brightly colored against a neutral

background, customers interacting with the food, or customers selecting food in a Snap

Kitchen store. Links to their website are frequently included in Snap Kitchen’s tweets.20

Snap Kitchen’s Twitter is less about spreading visibility and information about the brand

to consumers, like its Facebook page, because consumers are already engaged and

committed to Snap Kitchen. Snap Kitchen uses its Twitter account to bond and strengthen

local communities where their stores reside. In this case, Snap Kitchen’s Twitter

consumers shape Snap Kitchen’s brand image and spread awareness about the brand

without Snap Kitchen having to create much content and momentum about the brand, so !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!20 See https://twitter.com/snapkitchen for examples

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less effort is needed by Snap Kitchen in managing their brand on Twitter. Snap Kitchen

replies within hours to tweets from consumers, especially if consumers directly ask Snap

Kitchen questions. Snap Kitchen’s tweets often ask consumers about their experience

with their food products.

b. Consumer Tweets

Consumers mainly comment on the quality and taste of Snap Kitchen’s food

products. Some tweets by consumers include links to Snap Kitchen’s other social media

platforms, such as their Instagram account. Tweets by consumers are short and casual and

usually have Snap Kitchen, “21 days for good”, or other relevant health and wellness

lifestyle or location keywords as hashtags. The “21 days for good” is a popular concept

used by many food retailers, such as My Fit Foods, where customers commit to eating the

brand’s food for 21 days. Snap Kitchen designed a similar program called “Snap

Commit”, which includes “…three meals and two snacks a day for three weeks, along

with a 30-minute nutrition consultation and boot-camp training with VO2 Fitness….”21

The consumers have created a positive and strong image of Snap Kitchen. Due to this, the

main use of Twitter for Snap Kitchen is receiving instant feedback from consumers about

their food products. Twitter is also a good way for Snap Kitchen to connect with local

businesses and organizations relevant to the health and wellness of consumers sector.

Snap Kitchen implements this by retweeting these local news stories where Snap Kitchen

is mentioned or the topic is relevant to their brand. The brand does encourage consumers

to communicate with Snap Kitchen and about their products.

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!21 M.S. (2010). In the business of ready-made, healthful foods, four area companies search for the sweet spot between it tastes good and it’s good for you. Austin 360. Retrieved November 9, 2015. http://www.austin360.com/news/entertainment/dining/in-the-business-of-ready-made-healthful-foods-fo-1/nRtc3/

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My Fit Foods’ Twitter feed is similar to Snap Kitchen, but they post every few days

and the company more frequently posts content to their feed rather than their

consumers.22 12,200 people follow My Fit Foods on Twitter. Simply Fit Meals has a

much smaller following on Twitter with only 542 people.23 Simply Fit Meals tweets on

average once a week, and their tweets primarily consist of text focusing on increasing

brand awareness to their target audience.

c. Snap Kitchen’s Facebook

Snap Kitchen generally posts on Facebook every one-to-three days, with each day

containing up to three posts. As of October 27, 2015, 13,224 people have liked their

Facebook page. For businesses who have a Facebook page, there is an About page where

a business can describe their mission statement, store hours and locations, and can

include links to their other social media platforms. In their Facebook About page, Snap

Kitchen has a short but well-detailed description of their products, and they include a

phone number and a link to their website.24 They do not list the specific location of the

store but they do have a Google map picture of their Austin location. In their Page Info,

store hours and an email address are listed and links to Snap Kitchen’s blog, Twitter,

Instagram, and YouTube are presented. They also include links to their store locations in

Austin, Houston, and Dallas, Texas.

In the posts, Snap Kitchen engages the users with relevant hashtags, such as the

brand name, dietary needs, location, and a characteristic of a food item highlighted in the

post. Each post includes a photo. Most photos have a Snap Kitchen food product as the

subject. The photos are professionally presented, well lit, and easy to view. The food is

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!22 See https://twitter.com/myfitfoods/with_replies for examples 23 See https://twitter.com/simplyfitmeals for examples 24 See https://www.facebook.com/snapkitchen/info/?tab=overview for the About page

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bright and colorful against the mainly neutral backgrounds. Most photos have customers

interacting with Snap Kitchen food, such as holding, viewing, or eating. The customers

look to be between the ages of 18 and 35 and many are female. Most photos are of the

products themselves. If a person is in the photo, their hands or torso are seen and not their

face. Occasionally photos show Snap Kitchen employees introducing themselves to

social media users as new employees of the company and their role. Sometimes

employees are shown in urban locations, such as local Farmer’s Markets, promoting the

brand with food. Videos are rarely uploaded and are irregularly posted. When they are,

videos include customers interacting with the food products.

Each post comments on the food in one to two sentences. The comments are

mainly on how the food tastes, the health benefits, and its ingredients. Some posts

highlight where the store is located and the store’s hours, as well as the varying prices of

Snap Kitchen products. Each post is positive and written in casual language, often

accompanied with exclamation points. In 2014, posts included a link to Snap Kitchen’s

website but in the past few months, the Facebook posts have not continued to do so.

Snap Kitchen engages users through Facebook in multiple ways. First, they post

social media contests with monetary rewards, like a $100 gift card from Snap Kitchen.

Second, the posts directly ask customers their opinions or if they are using a Snap

Kitchen product that day. The Facebook posts often try to gauge if and how customers

use Snap Kitchen products in relation to the customers’ various lifestyles. This suggests

Snap Kitchen is actively looking at how and when consumers use their products and what

it says about their lifestyle. Third, they post on relevant holidays, such as Pie Day, Kale

Day, or National Eat Your Veggie Day. Last, they propose customers on Facebook

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crossover and post photos of Snap Kitchen food on their Instagram for short periods of

time, usually in conjunction with social media contests or giveaways. The last strategy

shows an integrated social media strategy that connects each social media platform with

the others, which increases the brand’s visibility and interaction with consumers. In

October 2015, Snap Kitchen started to share posts from related Facebook pages linked to

health and wellness, such as exercise classes. Less than ten posts in the past three months

have shared content from a Snap Kitchen consumer containing content about Snap

Kitchen. Infrequently, Snap Kitchen will post or share posts from other organizations that

discuss Snap Kitchen and giving back to the community. Very rarely, Snap Kitchen will

post about specific local businesses they use to source ingredients.

d. Consumers on Facebook

Most Facebook posts have ten or more likes, and at least one positive comment

from a consumer. Frequently, consumers share Snap Kitchen’s posts onto their timelines.

Consumers do ask questions to Snap Kitchen in the comments about their food products,

prices, and store hours. Snap Kitchen replies to the consumers within one to two days.

Many consumers will tag people in the comment section of the Snap Kitchen post to

spread awareness about Snap Kitchen. For My Fit Foods on Facebook, 91,902 people like

their page.25 They post one to two times a week with most posts featuring an image of

their food with a short upbeat description. My Fit Foods Facebook page contains similar

photos, but they more frequently include promotional text in their photos next to their

food products with the text in the brand’s color scheme.25 Similar to Snap Kitchen, they

post on U.S. holidays and brand related holidays. 13,222 people have liked Simply Fit

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!25 See https://www.facebook.com/myfitfoods/ for examples

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Meals on Facebook.26 The company does not seem to have a regular schedule for using

Facebook, as the posts are irregular and vary between posting daily and monthly. Unlike

Simply Fit Meals’ Twitter, their Facebook posts constantly include photos of their

products, store locations, and consumers. They similarly follow Snap Kitchen and My Fit

Foods’ use of casual language, upbeat tone, and use of hashtags in their posts.

e. Snap Kitchen’s Instagram

As of October 2015, 10,300 people follow Snap Kitchen’s Instagram account27. They

generally post three-to-five times a week. Their Instagram account includes the same

short description as seen on their other social media accounts, and includes a link to their

website. The images are often the same images on their Facebook page, meaning they

share the same content over multiple social media platforms. Their posts also include

text, which is in the same style of voice with upbeat, casual language as their other social

media platforms.

Snap Kitchen uses hashtags mainly with their brand name of @SnapKitchen,

specific diets like #glutenfree, or of holidays with #Snapoween. The text seems to include

more emoticons than the other social media. They do not seem to include links to their

other social media accounts in their post content. There are specific contests on their

Instagram, which are posted on average every week to two weeks.

f. Consumers on Instagram

Snap Kitchen’s posts generally receive over a hundred likes and consumers comment

on most posts either complimenting the food or the brand, using emoticons, or tagging

friends to view Snap Kitchen’s Instagram post. Due to the nature of Instagram, Snap

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!26 See https://www.facebook.com/SimplyFitMealsDFWWWW/ for examples 27 See https://www.instagram.com/snapkitchen/ for examples

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Kitchen provides all post content; consumers cannot post to Snap Kitchen’s account.

Consumers provide feedback with their likes and/or comments on Instagram, through

which they can promote and praise a brand or question and express discontentment to or

of the brand. Generally, Snap Kitchen’s consumers express satisfaction and cheerfulness

of their experiences with Snap Kitchen’s products and the brand.

My Fit Foods Instagram account shows no major difference alongside Snap

Kitchen’s account, except for two changes. First, My Fit Foods will more frequently have

their brand name in their images or below their images.28 Second, My Fit Foods includes

a few more images of people exercising, which creates an association between their food

and brand and potential and/or existing consumers seeking or living an active lifestyle.27

Simply Fit Meals has 2,613 followers and generally follows the same format and use of

causal language and emoticons as Snap Kitchen and My Fit Foods.29 The main difference

between Simply Fit Meals and its competitors is their photos are not as well presented

professionally and include large text in their photos that contain the title of their product

as well as nutritional information.

g. Snap Kitchen’s Blog

Snap Kitchen has a blog on their website with a variety of posts related to the brand,

such as in-depth looks at specific products, store locations, recent news from the

company, their business practices, and other brand-related news and discussions.30 There

does not seem to be a consistent posting schedule for the blog, as the most recent posts

range between twice-a-week and once-a-month. Snap Kitchen has their logo and slogan

of “Fresh, Healthy Take-Away” at the bottom of the posts and blog homepage.30 The

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!28 See https://www.instagram.com/myfitfoods/ for examples 29 See https://www.instagram.com/simplyfitmeals/ for examples 30!See!http://blog.snapkitchen.com/!for!examples!

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blog and the posts contain images and links to Snap Kitchen’s other social media

accounts on the sides of the web page and at the bottom of the posts. The posts are

categorized into news, community, healthy living, popular, press, sustainability, and other

related tags. Each post includes an image at the beginning of the post that is connected to

the subject of the post, and the images usually are of Snap Kitchen’s food products or

consumers interacting with the food. The number of images depends on the post’s

subject. For example, a post discussing Snap Kitchen’s new fall menu includes images

for each new menu item revealed in the text.31

Word counts in the posts generally range from 250 to about 500 words, and the text is

neatly sectioned into subcategories of the post’s subject. The language used in the posts

is casual and upbeat as seen in their other social media accounts, but with fewer

exclamation points and the rare use of emoticons. Although the blog posts do not allow

immediate feedback and response with their consumers, each post does have a comment

section at the end of the post and ask consumers to leave their contact information. Also,

the comment section has an option for consumers to subscribe for a weekly email from

Snap Kitchen containing food and health tips.

My Fit Foods and Simply Fit Meals do not have an official blog.

VI. Best Practices of Social Media

a. Social Media

Each social media platform utilizes different ways for users to communicate,

which affects how consumers and businesses use the social media platform, such as

timing of posts, character limits, and text or picture orientation. Despite this, some best

practices apply to more than one social media platform. !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!31!See!http://blog.snapkitchen.com/5BnewBflavorsBforBfall/!for!examples!

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Hashtags have become increasingly popular for businesses and consumers to use,

as they are an effective way to organize and track a specific story, contest, idea, event,

popularity, and brand. But to be effective, marketing experts suggest using action verbs in

the hashtags or linking the ideas behind the brand or the brand name in the hashtags.32

They also suggest using hashtags in anticipation of an event or contest to increase

consumer involvement with the brand. Another best practice is to try to respond to every

consumer. Consumers directly control a brand’s reputation on social media, so a brand

responding quickly to consumer feedback, good or bad, gives some control back to the

brand and increases brand loyalty from consumers.33

In the business of food, it is important to engage the senses to attract consumers to

their food products. This can be done through sensory descriptions of a food product or a

consumer interacting with a food product, use of images, or a combination of both.34

When posting photos, inclusivity of all brand consumers, including potential consumers,

increases brand marketing and consumer involvement as visual content engages

consumers more than text.35 Another suggested best practice is using a consistent voice

on each social media platform a brand employs that reflects its consumers.36 This means

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!32!Kolowich,!Lindsay.!(2014).!The!Rules!of!Twitter!Hashtags:!Hits!and!Misses!From!7!Big!Brands.!Hubspot!Blogs.!Retrieved!December!8,!2015.!http://blog.hubspot.com/marketing/twitter-hashtag-campaign-examples!33!Ruggless,!Ron.!(2012).!Restaurants!share!keys!to!social!media!success!at!Summer!Brand!Camp!conference.!Nation’s!Restaurant!News.!Retrieved!December!8,!2015.!http://nrn.com/latest-headlines/restaurants-share-keys-social-media-success-summer-brand-camp-conference!34!Ball,!Blair!Evan.!(2014).!Social!Media!is!it!for!Baby!Boomers.!LinkedIn.!Retrieved!December!8,!2015.!https://www.linkedin.com/pulse/20140812141445B25026422BsocialBmediaBisBitBforBbabyBboomers!35!Spiegel,!Alison.!(2014).!Fast!Food!Twitter!Accounts,!Ranked!From!MindBNumbingly!Awful!to!Hilariously!Entertaining.!Huffington!Post.!Retrieved!December!8,!2015.!http://www.huffingtonpost.com/2014/06/10/fast-food-twitter-accounts_n_5474803.html 36!Beginners!Guide!to!Social!Media:!Chapter!7!Twitter.!Moz.!!Retrieved!December!8,!2015.!https://moz.com/beginners-guide-to-social-media/twitter!

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using a style of voice that matches a brand’s consumer demographics, sense of humor

and way of speaking, but also doesn’t stray from a brand’s values.

Additionally, consumer engagement also depends on a brand having a consistent

social media schedule. By posting regularly during the week at specific times when a

brand’s consumers are on social media, it maintains brand awareness and brand loyalty

with consumers.36 The only caution with this is a brand being aware of having to change

the timing and content of their social media schedule due to crises occurring, even if the

event is not directly related to a brand.

Lastly, it is important for brands to separate their use of social media platforms by

posting original content for each platform.37 This creates incentive for consumers to

follow a brand on each of its social media platforms. However, it is also suggested that

brands post links to their other social media accounts to increase consumer engagement

on each platform.

b. Twitter

Twitter is unique social media platform for its popularity and its 140-character

limit. Due to this limit, it is best for brands to tweet short frequent messages on Twitter

with tweets that contain around 100 characters.38 There is a lot of competition from

businesses to tweet in the morning in order for their content to reach consumers before

other information does.38 However, social media manager, Stephanie Daily, suggests

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!37!Drell,!Lauren.!(2011).!13!Best!Practices!for!Restaurants!on!Facebook.!Mashable.!Retrieved!December!8,!2015.!http://mashable.com/2011/08/29/facebook-marketing-restaurants/#uVyNWCu7xmqo 38!Brandau,!Mark.!(2010).!Webinar:!Social!media!works!best!when!restaurants!keep!it!simple.!Nation’s!Restaurant!News.!Retrieved!December!8,!2015.!http://nrn.com/corporate/webinar-social-media-works-best-when-restaurants-keep-it-simple ; Daily, Stephanie. (2015). 10 Twitter Best Practices for 2015. LinkedIn. Retrieved December 8, 2015. https://www.linkedin.com/pulse/10-twitter-best-practices-2015-stephanie-daily !

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tweeting in the afternoon after lunch is a better time to tweet. This makes it easier for

businesses to get their information across to consumers without competing with the

morning Twitter traffic.38

Because the Twitter character limit is rather restrictive, businesses may think it is

an easier solution to retweet their consumers’ posts if related to their brand or products

rather than tweet original content. However, this can quickly become exploitive and can

make consumers lose interest and engagement with the brand.35 To help create or

increase consumer or community engagement, tweeting important community figures,

press, or organizations that advocate for a brand is a great tactic to creating connections

with the local community.38 Another way to create consumer and community engagement

is partnering with a social cause that relates in some fashion with the brand.39 Snap

Kitchen’s consumers, mainly Millennials, have been shown to be concerned with

socioeconomic issues, as previously discussed in the Snap Kitchen consumers’ section.

c. Facebook

Facebook, in comparison to Twitter, allows for more text and more space to

develop brand messages. Facebook is a great channel for businesses to communicate and

educate consumers about their business practices and values, as well as share brand

stories that connect emotionally to their consumers.39 Consumers have become more

concerned with businesses being transparent about their business practices. This affects

consumer choices and purchase decisions. Word-of-mouth is becoming increasingly

important, especially among Millennials, so marketing exclusively to this audience can

increase brand awareness and consumer advocacy of the brand.40 Lastly, a new trend has !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!39!Marketing!to!your!millennial!audience.!National!Restaurant!Association.!Retrieved!December!8,!2015. http://www.restaurant.org/Manage-My-Restaurant/Marketing-Sales/Specialty-Promotions/Generation-Now-Marketing-to-your-Millennial-audien!

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sparked among fast food businesses- creating a Facebook application that directs

consumers to a brand’s app or product webpage.40 This allows consumers to order

products by creating a button on Facebook with a direct link to a brand’s product

webpages or a brand’s app.41

d. Instagram

As Instagram is a social media platform whose sole focus is uploading and

sharing photos, brand relevant quality photos are essential to attracting consumers to

brands.42 The style of the images also needs to be consistent and reflect the overall image

of the brand.43 Marketing experts suggest holding Instagram photo contests to actively

engage with the consumers.43

Instagram is different from the other social media platforms in that a post can

have up to 30 hashtags. Despite this, it is advisable that brands post no more than five

hashtags as it becomes superfluous and reduces the purpose of the captions providing the

context and story, not the hashtags.43

e. Blog

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!40!Fast!Food!Marketers!Target!Missing!Millennials.!Millennial!Marketing.!Retrieved!December!8,!2015.!http://www.millennialmarketing.com/2009/03/fastBfoodBmarketersBtargetBmissingBmillennials/;!Bedussi,!Jessica.!(2014).!And!the!Winners!Are…The!Best!Social!Media!Campaigns!of!2014.!Ignite!Social!Media.!Retrieved!December!8,!2015.!http://www.ignitesocialmedia.com/social-media-trends/best-social-media-campaigns-2014/!41!O’Neill,!Nick.!(2009).!AllFacebook!Interview:!Discussion!With!Pizza!Hut!About!Their!Facebook!Strategy.!Social!Times.!Retrieved!December!8,!2015.!http://www.adweek.com/socialtimes/pizzaBhutBfacebook/307257?red=af!42!Ditty,!Alex.!(2015).!9!Instagram!Marketing!Tips!From!the!Best!Brands.!Business!2!Community.!Retrieved!December!8,!2015.!http://www.business2community.com/instagram/9-instagram-marketing-tips-best-brands-01140869#YVdBoBrdrgL8iZ0W.97; Stecker, Hadley. (2015). Social Media Best Practices for Instagram. LaunchSquad. Retrieved December 8, 2015. http://www.launchsquad.com/blog/social-media-best-practices-instagram 43!Dougherty,!Jim.!(2015).!10!Pro!Tips!for!Instagram.!Cision.!Retrieved!December!8,!2015.!http://www.cision.com/us/2015/07/10BproBtipsBforBinstagram/;!!Daily,!Stephanie.!(2015).!10!Instagram!best!Practices!for!2015.!Firebelly!Marketing.!Retrieved!December!8,!2015.!http://www.firebellymarketing.com/2015/04/instagram-best-practices-2015.html!

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Corporate blogs are a great way for consumers to gain insight into a brand. Blogs

should be used to showcase products and services but go beyond promotional material to

highlight lifestyle and community activities and ideas related to the brand.44 Blogging

also creates an opportunity to bringing awareness to community members, groups, and

organizations that contribute in some way to the brand.45 Blogs are more flexible in

scheduling posts, but marketing research indicates posting on a consistent schedule and

during the middle of the workweek is best for high consumer viewing.46 Lastly, due to

blogs not being as actively viewed by consumers, a best practice is promoting blog posts

on other social media platforms for awareness.45

VII. Analysis

a. Social Media

Snap Kitchen follows the best practice of using hashtags on their social media

platforms. The company uses hashtags to promote and excite consumers about their

social media contests, which are usually held on Instagram. Snap Kitchen has also

incorporated their name in hashtags, using them in a manner that reflects their

consumers’ demographics and lifestyles. Snap Kitchen is excellent in responding to

consumers on each social media platform, usually replying within hours of a consumer

tweet or comment. The brand mainly relies on photos to appeal to the senses but they

have on occasion used a sensory description in a caption. Mainly these sensory

descriptions are seen in the company’s blog posts. The images posted to social media are

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!44!Hynes,!Tom.!(2012).!Corporate!Blogging!Best!Practices.!PR!Newswire.!Retrieved!December!8,!2015.!http://www.prnewswire.com/blog/corporateBbloggingBbestBpracticesB4937.html!45!Swallow,!Erica.!(2010).!15!Excellent!Corporate!Blogs!to!Learn!From.!Mashable.!Retrieved!December!8,!2015.!http://mashable.com/2010/08/13/greatBcorporateBblogs/#ybuPxcyS8Pqo!46!Nanji,!Ayaz.!(2014).!Blog!BestBPractices!and!Benchmarks.!MarketingProfs.!Retrieved!December!8,!2015.!http://www.marketingprofs.com/charts/2014/25006/blogBbestBpracticesBandBbenchmarks!

! 23!

varied but could be more inclusive, as the people pictured, outside of employees, are

female and are Millennials. As previously discussed, Snap Kitchen’s consumers also

include the Baby Boomer generation. Therefore, Snap Kitchen should include their older

consumers and other genders as well in their images. Snap Kitchen’s social media

platforms all follow the same voice and manner of speaking, which reflect their

consumer’s demographics and lifestyles. The posting schedule on each social media

platform is generally consistent except for the blog. The blog-posting schedule is

currently irregular and needs to change to either twice-a-month or once every week in

order to maintain consumer interest and awareness of the blog. Each social media

platform is separated in terms of original content. The only exception to this is Snap

Kitchen’s use of Twitter. Although original content is occasionally posted, the brand

relies more often on retweeting consumer praise and product information. Lastly, links to

Snap Kitchen’s Instagram and Facebook are posted regularly, but not for their Twitter or

blog posts. Links to their Twitter and blog posts would create more awareness of the

platforms and increase consumer following of each platform.

b. Twitter

Snap Kitchen generally abides by the best practice of 100 word character captions

and tweeting multiple times a day on Twitter. Because they tweet multiple times a day,

their first tweet is on the newsfeed before noon but the majority of their posts are tweeted

throughout the afternoon. Snap Kitchen has tweeted press about the company and on a

few rare occasions has tweeted lifestyle events and companies related to the brand.

However, community involvement and press could be tweeted more regularly to increase

consumer awareness of Snap Kitchen within the community. Viewed from the outside, it

! 24!

seems as if Snap Kitchen has not partnered with a social cause on Twitter, which is a

great opportunity. Snap Kitchen’s consumers, Millennials and Baby Boomers, are greatly

interested in social causes; therefore, it would be a strategic move of Snap Kitchen to

partner with a social cause that Millennials are currently interested or engaged in.

c. Facebook

Snap Kitchen has irregularly posted articles related to their business practices and

values on their Facebook page. The brand also has not posted videos or captions with

images of consumer stories relating to Snap Kitchen. Their consumers are originally

attracted to the values of Snap Kitchen, which are encompassed in their business

practices, so it would be a welcomed move by Snap Kitchen’s consumers to post more

articles concerning their business practices. The same could be said for consumer stories

and their journey to and with Snap Kitchen. Snap Kitchen’s consumers generally control

word-of-mouth, however Snap Kitchen’s Facebook page suggests consumers are

promoting the brand among their Facebook friends so word-of-mouth is working for the

brand. Lastly, it would be strategic within the next few years for Snap Kitchen to either

create an app where consumers can get information about Snap Kitchen’s food products

and order food to be picked up, or have a Facebook application that directs consumers to

a Snap Kitchen webpage where they could order food. Other fast food companies, such as

Pizza Hut and Taco Bell, have followed this trend to much success. It provides

convenience to consumers and immediate access to information about Snap Kitchen and

its products.

! 25!

d. Instagram

The quality of the photos Snap Kitchen posts on Instagram and its other social

media platforms look professional and follow the same style of freshness, youth, and

vitality. Snap Kitchen hosts multiple Instagram photo contests, sometimes weekly, that

are popular with its consumers. The only critique is that Snap Kitchen could employ

more hashtags with their Instagram posts. While the brand does hashtag its name, Snap

Kitchen could follow the bigger trends on Instagram, such as current events or seasonal

food changes like ice cream at the beginning of summer, to gain more consumer

awareness.

e. Blog

Snap Kitchen showcases their products well on the blog, especially individual

food products and seasonal menus. However, as previously discussed, a more regular

posting schedule is needed for the blog. Also, topics related to the Snap Kitchen brand,

such as various exercise activities and other healthy lifestyle subjects, could be discussed

more on the blog to attract a wider target audience and consumer awareness and

engagement.

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18 Fahey, M. and E. Chemi. (2015). Who’s winning the social media war? Maybe nobody. CNBC. Retrieved October 27, 2015. http://www.cnbc.com/2015/05/18/whos-winning-the-social-media-war-maybe-nobody.html 19 The Retail Bulletin. (2015). Fast food brands lead the way in engaging with social media users. The Retail Bulletin. Retrieved October 27, 2015. http://www.theretailbulletin.com/news/fast_food_brands_lead_the_way_in_engaging_with_social_media_users_22-06-15/ 20 See https://twitter.com/snapkitchen for examples 21M.S. (2010). In the business of ready-made, healthful foods, four area companies search for the sweet spot between it tastes good and it’s good for you. Austin 360. Retrieved November 9, 2015. http://www.austin360.com/news/entertainment/dining/in-the-business-of-ready-made-healthful-foods-fo-1/nRtc3/ 22See https://twitter.com/myfitfoods/with_replies for examples 23See https://twitter.com/simplyfitmeals for examples 24See https://www.facebook.com/snapkitchen/info/?tab=overview for the About page 25See https://www.facebook.com/myfitfoods/ for examples 26See https://www.facebook.com/SimplyFitMealsDFWWWW/ for examples 27See https://www.instagram.com/snapkitchen/ for examples 28See https://www.instagram.com/myfitfoods/ for examples 29See https://www.instagram.com/simplyfitmeals/ for examples !30!See!http://blog.snapkitchen.com/!for!examples!!31!See!http://blog.snapkitchen.com/5BnewBflavorsBforBfall/!for!examples!!32!Kolowich,!Lindsay.!(2014).!The!Rules!of!Twitter!Hashtags:!Hits!and!Misses!From!7!Big!Brands.!Hubspot!Blogs.!Retrieved!December!8,!2015.!http://blog.hubspot.com/marketing/twitter-hashtag-campaign-examples!!33!Ruggless,!Ron.!(2012).!Restaurants!share!keys!to!social!media!success!at!Summer!Brand!Camp!conference.!Nation’s!Restaurant!News.!Retrieved!December!8,!2015.!http://nrn.com/latest-headlines/restaurants-share-keys-social-media-success-summer-brand-camp-conference

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34!Ball,!Blair!Evan.!(2014).!Social!Media!is!it!for!Baby!Boomers.!LinkedIn.!Retrieved!December!8,!2015.!https://www.linkedin.com/pulse/20140812141445B25026422BsocialBmediaBisBitBforBbabyBboomers!!35!Spiegel,!Alison.!(2014).!Fast!Food!Twitter!Accounts,!Ranked!From!MindBNumbingly!Awful!to!Hilariously!Entertaining.!Huffington!Post.!Retrieved!December!8,!2015.!http://www.huffingtonpost.com/2014/06/10/fast-food-twitter-accounts_n_5474803.html !36!Beginners!Guide!to!Social!Media:!Chapter!7!Twitter.!Moz.!!Retrieved!December!8,!2015.!https://moz.com/beginners-guide-to-social-media/twitter 37!Drell,!Lauren.!(2011).!13!Best!Practices!for!Restaurants!on!Facebook.!Mashable.!Retrieved!December!8,!2015.!http://mashable.com/2011/08/29/facebook-marketing-restaurants/#uVyNWCu7xmqo !38!Brandau,!Mark.!(2010).!Webinar:!Social!media!works!best!when!restaurants!keep!it!simple.!Nation’s!Restaurant!News.!Retrieved!December!8,!2015.!http://nrn.com/corporate/webinar-social-media-works-best-when-restaurants-keep-it-simple ; Daily, Stephanie. (2015). 10 Twitter Best Practices for 2015. LinkedIn. Retrieved December 8, 2015. https://www.linkedin.com/pulse/10-twitter-best-practices-2015-stephanie-daily !39!Bedussi,!Jessica.!(2014).!And!the!Winners!Are…The!Best!Social!Media!Campaigns!of!2014.!Ignite!Social!Media.!Retrieved!December!8,!2015.!http://www.ignitesocialmedia.com/social-media-trends/best-social-media-campaigns-2014/ !40!Marketing!to!your!millennial!audience.!National!Restaurant!Association.!Retrieved!December!8,!2015. http://www.restaurant.org/Manage-My-Restaurant/Marketing-Sales/Specialty-Promotions/Generation-Now-Marketing-to-your-Millennial-audien 41!Fast!Food!Marketers!Target!Missing!Millennials.!Millennial!Marketing.!Retrieved!December!8,!2015.!http://www.millennialmarketing.com/2009/03/fastBfoodBmarketersBtargetBmissingBmillennials/;!!!Bedussi,!Jessica.!(2014).!And!the!Winners!Are…The!Best!Social!Media!Campaigns!of!2014.!Ignite!Social!Media.!Retrieved!December!8,!2015.!http://www.ignitesocialmedia.com/social-media-trends/best-social-media-campaigns-2014/ 42!O’Neill,!Nick.!(2009).!AllFacebook!Interview:!Discussion!With!Pizza!Hut!About!Their!Facebook!Strategy.!Social!Times.!Retrieved!December!8,!2015.!http://www.adweek.com/socialtimes/pizzaBhutBfacebook/307257?red=af!

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!43!Ditty,!Alex.!(2015).!9!Instagram!Marketing!Tips!From!the!Best!Brands.!Business!2!Community.!Retrieved!December!8,!2015.!http://www.business2community.com/instagram/9-instagram-marketing-tips-best-brands-01140869#YVdBoBrdrgL8iZ0W.97; Stecker, Hadley. (2015). Social Media Best Practices for Instagram. LaunchSquad. Retrieved December 8, 2015. http://www.launchsquad.com/blog/social-media-best-practices-instagram !44!Dougherty,!Jim.!(2015).!10!Pro!Tips!for!Instagram.!Cision.!Retrieved!December!8,!2015.!http://www.cision.com/us/2015/07/10BproBtipsBforBinstagram/;!!!Daily,!Stephanie.!(2015).!10!Instagram!best!Practices!for!2015.!Firebelly!Marketing.!Retrieved!December!8,!2015.!http://www.firebellymarketing.com/2015/04/instagram-best-practices-2015.html!!45!Hynes,!Tom.!(2012).!Corporate!Blogging!Best!Practices.!PR!Newswire.!Retrieved!December!8,!2015.!http://www.prnewswire.com/blog/corporateBbloggingBbestBpracticesB4937.html!!46!Swallow,!Erica.!(2010).!15!Excellent!Corporate!Blogs!to!Learn!From.!Mashable.!Retrieved!December!8,!2015.!http://mashable.com/2010/08/13/greatBcorporateBblogs/#ybuPxcyS8Pqo!!47!Nanji,!Ayaz.!(2014).!Blog!BestBPractices!and!Benchmarks.!MarketingProfs.!Retrieved!December!8,!2015.!http://www.marketingprofs.com/charts/2014/25006/blogBbestBpracticesBandBbenchmarks!