Social Media
Strategy Overview • Facebook – Can expand with Otis
• Blog (Otis website) • Use the same voice as your audience • Target single mothers & elderly – Attainability (visuals & recipes)
• Utilize Hootsuite
Why Facebook? • Short-term Promotion • Build Community – Likes, comments, shares
• Daily Exposure • Call-to-Action
Facebook: Strategy Share content from companies with similar missions “Like” on-brand content posted by followers Engage with users Photo/video > text Add website info Follow brands with like-minded missions (LIVESTRONG, The Kitchen, etc.) • Tag users in photos of them • • • • • •
Facebook: Content • Healthy recipes • Simple food tips • Push blog posts • Kickstarter • Block party • Shared content • Behind-the-scenes • Otis involved in the community
Facebook: Content Examples • Otis’ blog posts • “Eat well, feel well this winter season…” – Share LIVESTRONG article
• Otis video promotion – Promotes website launch
Blog
Why Blog? • • • •
Drives traffic to website Establish authority Call-to-Action Gather contacts – Subscriptions
• Boosts SEO
Otis Blog: Strategy • On Otis website – Drives audience closer to point of purchase
• • • • •
Photo/video > text Add blog title to main photo of post Links to sources & Otis items for purchase Subscription with offer Tags & keywords – Text & photos
Otis Blog: Content • • • • •
Easy-to-prepare meals/snacks Commentary on related articles Guest posts by relatable, credible guests Budgeting tips Recipes for kids
Otis Blog: Content Examples • 5 Ways To Make Veggies Fun For Kids (highly visual, colorful) • Help! I have a picky eater… – What to do when your children/spouse won’t get on the healthy-eating bandwagon
• “Wait…What do I do with kale?” – 3 Ways to prepare kale, a recipe, & how kale helps the body
How does/can this fit into the lifestyle of the Otis audience?
Hootsuite
Why Hootsuite? • Schedule posts in advance • Track analytics • Shorten links
Posting Content • 1-2 posts per day • 60/30/10 rule – 60% curated (sharing content from others relevant to Otis brand) – 30% owned (Otis-created content) – 10% sales pitch/call-to-action • Kickstarter/Block Party
TIP: Editorial calendars can be helpful for organization
Thank You