S

Heartland Gallon

ChallengeBy: Sam, Nick, Katie, Dana, Emma and Cecely

Goal

S Increase Milk Donations by 5%

Objective: Increase awareness

of Great American Milk Drive

by 5%

S Tactic: Create content schedule for social media platforms

S Facebook: minimum 3x per week, max 10x per week, give something followers can respond to or think is interesting, about quality v.s quantity

S Down the road, promote posts by purchasing ads

S Create engaging info graphics that show milk shortages, how milk can only be out so long, maps of path throughout Omaha etc.

S Tactic: Create a Twitter and Instagram account.

S Twitter: Minimum of 5x per day, no max, about quantity v.squality

Objective: Increase awareness

of Great American Milk Drive by

5% cont.

S Tactic: Coordinate brand messaging on all social media

platforms

S Coordinating helps create a uniform look and easier access

to other social media outlets

S Tactic: Embed Twitter, Instagram and Facebook account

onto official Food Bank for the Heartland websit

S Ex: creating a badge for your Instagram to post on your

website that will take views to your Instagram page.

Objective: Target Key-Influencers

with Brand Message to Encourage

User-Generated Content

S Tactic: Identify key-influencers to spread social media

message via WOM (word of mouth)

S Tactic: Reach out to and engage current volunteers to

create content and spread WOM

Objective: Target Key-Influencers

with Brand Message to Encourage

User-Generated Content cont.

S Tactic: Engage other media outlets

S 94.1, KMTV (morning blend), Omaha World Herald, KMLV,

WOWTV etc

S Tactic: Repost and share other milk-drive participating

organizations’ content

Supporting Research

S “Godin suggested that helping consumers communicate amongst themselves would be preferable to attempting to address them directly” (Goyette, 2010)

S Gathering data and finding patterns can quantitatively exploit user-generated content, but such techniques work best with large numbers of contributors. A warmer, more intimate side of pervasive user-generated content is aimed at building community and raising awareness among localized groups of people. (Krum 2008)

S By identifying influential individuals who are especially interested in their product categories, marketers can go beyond simply “listening” to conversations on social media platforms and actively identifying potential brand ambassadors.

Objective: Engage Local Business

Though Facebook, Twitter and

Instagram

S Tactic: Create a hashtag that is “punny” about milk to

raise awareness, garner donations.

S #HeartlandGallonChallenge

S Tweet directly at businesses to get their attention. It will

be tough for them to ignore for image purposes

Objective: Humanize the Great

American Milk Drive

S Tactic: Profile client (child) that frequents the food bank

S Share media of children enjoying milk at the food bank

S Take photos and talk to children with permission of parent or

guardian

S Client testimonies

S Ask clients how milk would benefit their household

Support Research

S The result of this new intimacy: your brand is humanized,

customer loyalty skyrockets, performance and team

morale is boosted

Content Examples

1-2 Months into Campaign

S Assess maturity of company

S Collect data on company

S Analyze degree of success of campaign thus far

S Execute what is found in this stage of analytics

S What strategies to keep/throw out

2-6 Months into Campaign

S Put certain individuals in charge of different social media

outlets

S Identify individuals strengths and weaknesses to determine

who will be best suited for particular outlet

6, 12 & 18 Months into

Campaign

S Establish goals and how long it will take to reach them

S Ex: Three months into the campaign we want to see a 5% increase in milk donation.

S Make sure goals are in line with Heartland Gallon Challenge’s maturity mode

S Don’t set unreasonable goals that are unreachable

S Sustain!!

S Always stay on top of new marketing technologies and opportunities

Bibliography

S Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (n.d.). E-WOM Scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences De L'Administration, 5-23.

S Krumm, J., Davies, N., & Narayanaswami, C. (n.d.). User-Generated Content. IEEE Pervasive Computing, 10-11

S Dear Leaders: Humanize Your Brand. (n.d.). Retrieved November 13, 2014, from http://www.forbes.com/sites/meghanbiro/2013/02/17/dear-leaders-humanize-your-brand/

S Kumar, V., et al. "Creating A Measurable Social Media Marketing Strategy: Increasing The Value And ROI Of Intangibles And Tangibles For Hokey Pokey." Marketing Science 32.2 (2013): 194-212. Business Source Complete. Web. 5 Nov. 2014.

S Collier, A. (2014, March 31). Answering Your Top Questions from Our Advanced Social Media Webinar | Constant Contact Blogs. Retrieved November 13, 2014, from http://blogs.constantcontact.com/product-blogs/social-media-marketing/social-media-answers/

S Skey, A. (2013, February 6). The Complete Guide Of How Often To Post, Tweet FacebookFor Your Small Business. Retrieved November 13, 2014, from http://www.getspokal.com/the-complete-guide-to-how-often-to-post-tweet-facebook-for-your-small-business/