Social Strategy, Content Strategy, and Elements of Execution for Bull’s Eye Barbeque Sauce

Final Exam (150 points)
Social Media Marketing
Fall 2022
Please use the case information in the powerpoint to build the social strategy, content strategy and elements of execution for Bull’s Eye barbeque sauce. The information in the case on the consumer is from focus groups and survey data.
Please be concise and succinct. You can complete the exam in this document. Looking for your understanding of the concepts taught in the course through application to the case.
Have fun with it.
1 What is path to purchase (buyer journey) for Bull’s eye? Where could you focus Social Media Marketing along the path to purchase? Why? (5 points)
Bull’s Eye BBQ Sauce’s path to purchase or buyer’s journey should emphasize increasing the consideration of the sauce and consumer loyalty. In particular, the path to purchase has five primary steps, namely awareness, consideration, decision, adoption, and advocacy. Bull’s Eye target population already knows the existence of this barbeque sauce. The company should come up with valuable content to engage its consumers. For example, Bull’s Eye should provide more information about its sauce, which differentiates it from others. Moreover, it should initiate discussions on the social media to keep its buyers engaged. That way, consumers will feel like they belong to community and become loyal to Bull’s Eye BBQ Sauce.
2 What is your competition doing in social channels? Analyze Sweet Baby Rays. LOOK UP THEIR SOCIAL CHANNELS. USE the engagement excel file to understand their engagement.(20 points)
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

848,000

856,000

Sweet Baby Rays Sauce images and how it is used in different types of foods.

Photos and events

No

Twitter

95

6

Sweet Baby Rays Sauce pictures

Articles and events

No

Instagram

75,000

2,369

Sweet Baby Rays Sauce images

Photos

No

TikTok

61,400

7,695

Sweet Baby Rays Sauce short videos of how it is used.

Video

Yes

Pinterest

14,100

2

Sweet Baby Rays Sauce images of how it is applied in different types of food.

Photos

No

What’s working/what’s not? What insights are you taking away from this step?
Facebook, Instagram, and TikTok are the social media platforms working the best for Sweet Baby Rays Sauce. The brand has many followers who respond to the brand’s comments, posts, shares, and tweets. In that light, Sweet Baby Rays appears to be engaging its consumers on the social media platforms, promoting its sauce and improving its customer loyalty.
3 Internal Audit: (no need to search on your own, you can just use below data).
CHANNEL

Followers

Engagement?

Format of Content?

Facebook

None

NA

NA

Instagram

29,000

Depending on Con...