Social Media Objectives, Brand Voice, and Channel Strategy for Bull's Eye
Please follow attached work
Mid Term (100 points) Social Media Marketing Spring 2021
1. What is your competition doing in social channels? Analyze Sweet Baby Rays. LOOK UP ON COMPUTER (30 points; 15pts for table, 15pts for insights)Channel(s) Followers Engagement %? As determined by Likes, comments, shares, retweets. What type of content or topics are they posting/tweeting? Content format…video, photos, events, articles? Use of Influencers? Facebook
Twitter
Instagram
TikTok
What’s working/what’s not? What insights are you taking away from this step?
2. Internal Audit: Below info represents European targeted markets. Little to no social activity in U.S. (no need to search on your own, you can just use below data). CHANNEL Followers Engagement? Format of Content?Facebook Only a page in Germany NA NAInstagram 12,700 Depending on Content:• Images of grilled food as star get: 2.7% (good!)• Images without food get: 1% Still images of food; great beauty shotsOne video in last month of content
Twitter 6 No tweets / retweets since March 2019
Snapchat Nothing / not using N/A Tik Tok Not using N/A Pinterest Nothing / not using N/A
List conclusion(s)/insights (5 points):
3. Write a one to two paragraph persona using case info (20 points)
4. List two social media objectives for Bull’s Eye. Why did you choose these? (10 points)
5. What should be Bull’s Eye’s Brand Voice? List three descriptors and tell me why you chose them (10 points)
6. What is your channel strategy? (20 points) Please include the channels you are prioritizing and the ones that you are crossing off/not focusing on. Tell me why for both; your rationale for prioritizing and for crossing off.
Priority Channel Why?
7. Tell me one social campaign idea for Bull’s Eye that would drive awareness and be engaging to your target persona. Which channel would you focus on to deliver it? Looking for fit with your strategy and looking for a marketing idea or campaign idea, hint…don’t say to post on IG frequently. (5 points)
Professor
Course
Date
Social Media Marketing
1 What is your competition doing in social channels? Analyze Sweet Baby Rays. LOOK UP ON COMPUTER (30 points; 15pts for table, 15pts for insights)
Channel(s)
Followers
Engagement %? As determined by Likes, comments, shares, retweets.
What type of content or topics are they posting/tweeting?
Content format…video, photos, events, articles?
Use of Influencers?
859,479
0.02
About its product (sauce on barbeques, etc.)
Videos, photos, and short posts
Not evident
6,136
0.1
About its product (sauce on barbeques, etc.)
Videos, photos, and short posts
Not evident
68,100
0.2
About its product (sauce on barbeques, etc.)
Videos, photos, and short posts
Not evident
TikTok
181,800
0.2
About its product (sauce on barbeques, etc.)
Videos and short posts
Not evident
What’s working/what’s not? What insights are you taking away from this step?
Facebook has many followers, but it is not working well in terms of engagements. Tiktok is working well for the company.
Insights
* Tiktok and Instagram are its main focus; 181,800 and 68,100 followers, with high engagement % (0.2 for both) for Tiktok and Instagram, respectively.
* It draws a majority of its following from Facebook though engagement % is low at 0.02.
* Twitter attracts the lowest followers (6,136), though with a relatively high engagement % of 0.1.
* Focused on Tiktok and Instagram with frequent pictures and videos
* Mainly engages its followers through pictures, videos, and short posts on the channels.
* Facebook leads in the number of shares with Instagram and Tiktok registering zero shares.
2 Internal Audit: Below info represents European targeted markets. Little to no social activity in U.S. (no need to search on your own, you can just use below data).
CHANNEL
Followers
Engagement?
Format of Content?
Only a page in Germany
NA
NA
12,700
Depending on Content:
* Images of grilled food as star get: 2.7% (good!)
* Images without food get: 1%
Still images of food; great beauty shots
One video in last month of content
6
No tweets/retweets since March 2019
Snapchat
Nothing / not using
N/A
Tik Tok
Not using
N/A
Nothing / not using
N/A
List conclusion(s)/insights (5 points):
* Most of the social media channels are minimal or completely not in use; thus, Facebook and Twitter have a minimal presence, whereas Snapchat, Tikt...
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