Social Media Campaign

1. INCREASING POPULARITY
THROUGH SOCIAL MEDIA
A STRATEGY FOR SEVENTH GENERATION

2. O U R G R O U P
P r e s e n t e d b y C h a r l o t t e a n d R a y n e
D I G 5 5 6 9 F i n a l P r o j e c t
F e b r u a r y 2 0 1 7
C H A R L O T T E
M A R T I N
R A Y N E
A N C I A N I

3. A G E N D A
01
02
03
Seventh Generation
Business Goal
Defining a
Communications Goal
04
05
06Buyer Persona: Your
Target Audience
Social Media and
Content Strategy
Proposals for Social
Media Tactics
Measurement and
Evaluations

4. SEVENTH
GENERATION
BUSINESS
GOAL
Toincreasethepopularityof
SeventhGenerationlaundry
detergentamongHispanicmillennial
consumerslivinginMiami,Florida
throughtheuseofacomprehensive
socialmediacampaign.

5. CREATE
AWARENESS
IMPART
KNOWLEDGE
PROJECT AN
IMAGE
SHAPE
ATTITUDES
STIMULATE A
WANT / DESIRE
AND EFFECT A
NEW SALE
Communications Goal
IncreaseonlinevisibilityamongHispanicmillennialslivinginMiami,
Floridabycreatingasocialmediapresencethat(1)alignswith
SeventhGeneration'smissionofadvocatingforsustainabilityand
environmentallyconsciousproductsand(2)allowsfortrackable
measurestoensurebusinessgoalofincreasedpopularityisbeingmet.

6. Of the Miami,
Florida Hispanic
population falls
into the millennial
age range of
18 to 34.
50%
according to
research
Source
Fry, R. (2016, April 25). Millennials overtake Baby Boomers as America’s largest generation. Retrieved from http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/
U. (2016). Current Miami, Florida Population, Demographics and stats in 2016, 2017. Retrieved from https://suburbanstats.org/population/florida/how-many-people-live-in-miami
MORE THAN

7. CARMEN,NEWMOM
AGE31
B U Y E R P E R S O N A S
JOSE,THEPROFESSIONAL
AGE27
MARIA,THESTUDENT
AGE21
AbilingualHispaniccollegestudentinterestedinsocialand
environmentalissues.Sheisanactiveparticipantofher
communityinculturalevents;involvedinimmigrantrights
activism,andadefendantofmulticulturalsocieties.She
frequentlyreadsthenewsonline,participatesinforum
discussionsandinteractsthroughsocialnetworkssuchas
Instagram,FacebookandSnapchat.SheusesInternetand
socialnetworkstostayintouchwithfamilyandfriendsstill
livinginherhomecountry.
Joseisarecentgraduateprofessional.
HeisfocusedonestablishingaprofessionalcareerintheUS.
HelivesandworksinMiami;heusuallypaysattentiontoa
healthydietandheisaconsciousconsumerregardingclimate
change,environmentandsustainabilityasatypical“millennial”
youngprofessional.Helikestobepartofthetrendytopicssuch
astakingcareofhisappearanceandhealth,andstaysbusywith
anactivesociallifestyle.JoselikestouseFacebookandTwitter
tokeepintouchwithfriendsandfamily.
Carmenisstayathomemomsinceshehadherfirstbaby.Sheis
dedicatedonstayingontopofthelatestnewsaboutbabycare,
naturalproducts,andthedangerofusingtoxicchemicals.
SheraisesherchildinaveryHispanicwayeventhoughshehas
beenintheUSforadecadenow.Shehasstoppedher
professionalgrowthtemporarilytotakecareofhersonuntilshe
considersheisreadytogotoaschool.Onlineplatformskeep
herintouchwithlocal news,politics,andevents.Shestays
connectedwithFacebook,InstagramandYouTube.

8. 96% 80% 75%
PercentofHispanicMillennial'sthatuse
theinternetforprofessionaland/or
socialneeds
Over80percentofHispanicmillennial's
areaccessingtheinternetthrougha
mobiledevice
3outof4HispanicMillennial'sare
activelyengaginginmultiplesocial
mediasites
INTERNET USAGE MOBILE USAGE SOCIAL MEDIA USAGE
Source
Brown, A & Lopez, M. H. (2016, July 20). 3. Hispanics and the internet. Retrieved from http://www.pewhispanic.org/2016/07/20/3-hispanics-and-mobile-access-to-the-internet/
Swartz, L. (2015, July 28). Engaging Hispanic Millennials in 4 Steps. Retrieved from http://www.millennialmarketing.com/2015/12/engaging-hispanic-millennials-in-four-steps/
Tillan, J. (2012, June 28). Hispanic Millennials: Active on Social Media, Retrieved from http://blog.viacom.com/2012/06/hispanic-millennials-active-on-social-media-open-to-sharing-about-favorite-brands/
OfThisDemographic......

9. Sources
Boden,N.(2016,March11).Top2016TrendsInHispanicSocialMedia.Retrievedfromhttp://www.mediapost.com/publications/article/270982/top-2016-trends-in-hispanic-social-media.html
H.(2015,April1).TheInstituteofPoliticsatHarvardUniversity.Retrievedfromhttp://iop.harvard.edu/iop-now/how-millennials-use-social-media
Krogstad,J.M.(2015,February03).Socialmediapreferencesvarybyraceandethnicity.Retrievedfromhttp://www.pewresearch.org/fact-tank/2015/02/03/social-media-preferences-vary-by-race-and-ethnicity/
Schoon,R.(2016,May05).HowLatinoMillennialsComparetoPeersinMobile,SocialMediaUse-NewReport.Retrievedfromhttp://www.latinpost.com/articles/120212/20160505/how-latino-millennials-compare-
to-peers-in-mobile-social-media-use-report.htm
73%
SOCIAL MEDIA
BY THE NUMBERS
12M
1/2
Percent of Hispanics using
Facebook: Largest social
media use across all metrics.
Over 12 million Hispanics
use Twitter for professional
or personal use.
Almost half of Hispanic
millennials use Snapchat
throughout the day.
9.6M
Almost 10 million Hispanics
use Instagram - showing shift
towards visual platforms.
30
60
90
Facebook Instagram Twitter Snapchat Pinterest YouTube
0

10. Instagram
2%
Twitter
6%
Pinterest
1%
YouTube
3%
Facebook
89%
A current social media audit of
Seventh Generations online media
accounts reveals Facebook having the
largest reach.
When comparing the target audiences
most used social media platforms
with Seventh Generations insights, a
social media campaign should focus
on the following: Facebook, Twitter
and Instagram, utilizing a multi-
platform strategy spanning desktop,
mobile and tablet applications.
S o c i a l M e d i a A u d i t

11. OBJECTIVES
Increase brand awareness among Hispanic millennials in
Miami area with contents related to a #COMECLEAN
campaign applied to social media platforms.
Grow profitable revenue creating new customers among
Hispanic millennials interested in being part of the
sustainability and green products movements.
Project an image of a smart brand with good citizenship
sharing contents that help Hispanic community to
understand environmental issues relevant to our
philosophy and products.
Shape attitudes toward experiences and decision-making
compatible with the usage of products with safe ingredients.
DEVELOPING A
SOCIAL MEDIA
STRATEGY
BASED OFF
MARKET
RESEARCH,
GOALS AND
BUYER
PERSONAS
CONSIDERATIONS
Culturally-relevant content creations that leverage
consumer passion points and cultural interests continues
to win across social media.
Results suggest that advertisers looking to engage
Hispanic millennials should try to emphasize connecting
through social media platforms where visuals are
prominent like Snapchat and Instagram.
Hispanic millennials most used platforms: Facebook and
Instagram, Twitter following in third place.
Will need to work to make sure branding themes, images
and contact information is consistent and optimized
across all platforms.

12. Facebook LIVE with Customer Testimonials to share
customer’s experiences with products.
Posting weekly content with the title #NURTURENATURE
and #COMECLEAN that push and expand current
website campaigns: Content will be created with
attractive pictures (forests, natural reserves, plants) with
curiosities and compelling brief descriptions of topics
with a “cool tone” to promote the importance of
preserving nature and its resources. These post will have
links to the website and blogs that offer articles related
to the pictures as well as encouraging labels such as: “if
you care for future generations, share this post with
your friends”
Paid Digital Ads that communicate the various elements
that differentiate our products from other detergents.
A Facebook group will be created to gather followers
interested in getting involved with the COMECLEAN
campaign. In this group more specific content can be
shared about the movements with Congress and
activists groups that work in different communities
across the country to protect the environment with the
idea to increase engagement.
Like, Comment and Share Giveaways for specific posts:
EX - Current users that complete the following will be
entered to win free products.
Facebook
CurrentStats:1,404,145LIKES

13. #COMECLEANCHALLEGE Promoting users to
post a pic and share their favorite place where
they connect to nature in their communities as
a symbol of preservation. Possible incentive of
participates with best picture will be given the
chance to win a $500 gift card.
Resharing photos taken by consumers.
Sticking with health and wellness theme by
posting pictures with links back to website blog
of informative articles on diet, environment, etc.
Posting funny gifs/memes with celebrity
advocate of brand.
Paid photo and video ads spec. to Miami area
through Instagram business.
"In the community" photos from around the
Miami area with clips of Hispanic millennial
testimonials.
Instagram Twitter
#COMECLEAN twitter party to connect with
users and establish an exchange about easy
ways to contribute to environmental issues
from home. The twitter party will offer free
products to those actively participating and
sharing the event in their profiles with the
designated hashtag.
Retweet and favorite articles related to
company themes that come from target
audience.
Create fun, engaging visuals with interesting
stats and did you know facts that are easily
shared.
Offer live chat times during specific dates and
times to comment back and engage audience
members immediately.
CurrentStats:34.3KFollowers CurrentStats:81.3KFollowers

14. MEASUREMENTTRACKING TO ENSURE ROI & GOAL METRICS
Paid digital ads can be tracked through
Facebook Ads manager. Any ads will be
marked with a call tracking number for
call in tracking and a unique landing page
for promotions. Working alongside
webhost to incorporate pixel will also
track new unique visits to develop an
analytic report to ensure increased web
traffic. Videos will be linked back to
YouTube account for secondary count on
video watches. Google doc will be created
to mark engagement and compare to
social media audit created before
campaign.
FACEBOOK
Iconosqaure can be used to track
new followers, engagement and
views. Landing page back to site
will also incorporate tracking
pixel and any contact
information with a tracking
number. Hashtag search will be
utilized to follow what is being
said and shared. Demographics
crawl on new followers can
determine amount of individuals
from pool of target audience.
Results will be pulled into Google
Doc for monthly report.
INSTAGRAM
HootSuite in addition to Twitter
offer analytic reports to track
engagement, followers and
retweets/favorites. Monthly
report will determine if increase
is happening from original social
media audit. A more
comprehensive report can be
made to showcase avg.
engagement and then used to
compare to new metrics. Track
live chat time responses and
create a conversion rate of those
becoming new followers.
TWITTER
SIDENOTES:
Activeanddailymonitoringwillbeexecutedforallplatformsinorderto
engagewithcustomers,answerquestionsandcommentsquickly.We
willneedtoworktomakesurebrandingthemes,imagesandcontact
informationisconsistentandoptimizedacrossallplatforms. ASocial
MediaCalendarwillbemadeinadvancefortransparencyandtoset
goalsinaction,aswellasanupdatedauditreporttotrackallmetrics.
WillneedtoworkwithlistbrokerandSeventhGenerationsalesteamto
ensurepopularityincreaseislinkedinlargerparttoHispanicmillennialsin
Miami,Floridaandtopullcurrentstatsbeforecampaignlaunch.

15. ASTRATEGYFOR
SEVENTHGENERATION
THANK YOU, CHARLOTTE & RAYNE