1. Tapping into Social Media for
Happy Valley Yogurt
Roberto Araujo, Heather Lou,
Jenny Quintary and Patricia Placensia

2. Problem
 Standard marketing techniques
 Need to engage young people in a new way
 Brand differentiation
 Find appropriate ways to tap into social media

3. Campaign Theme
“And the Yogurt ran away with the
Spoon… to Happy Valley.”
 Attract customers and fans through the interaction
between the Yogurt and the Spoon
 Each account captures an episode of the relationship
 Goal: Create a relatable, catchy account to create
followers of Happy Valley Yogurt.

4. Program Objectives
 To attract publics
 Create a online presence in social media for brand
differentiation
 Visibility
 Increase sales of Happy Valley Yogurt

5. Publics
Primary Secondary
 Teenagers  Parents
 College students  Families
 Young Professionals

6. Strategies
 Engage public through social media networks
 Entertain and create online presence with young people
 Educate about yogurt
 Promote a healthy lifestyle
 Publicize flavors, benefits, human quality

7. Tactics
 Surveys
 Research and track traffic
 Google Analytics
 Use social media networks such as:
 Blogs, MySpace, Facebook, YouTube, Twitter, Podcasts, Yelp,
Flickr, etc.
 Social Media Releases
 Fun facts, games, story line
 Updated once a week
 Different parts of the saga
 Introduces flavors, conflicts, benefits

8. Creating an Online Presence
 Who: Yogurt & Spoon
 What: Their “Affairs”
 Where: Happy Valley; provide a link to website
 Why: To create an awareness of the brand; mission
statement, publicize quirks of the brand, young and hip,
customer service and interaction with the consumer,
attention and transparency
 When: Plot lines every week, updated regularly

9. Blogs
 Create a fictitious blog for the yogurt and the spoon.
 Weekly updates. Saga (pix, story) and bennefits of eating yogurt
 Each new update promoted through Social Media
 Make announcements, coupons, recipes, offer samples
 Participate in popular blogs (individual/company)

10. Other:
 Create a presence increase participation
 Digg stories, videos that support yogurt consumption
 Redirect Diggs to Facebook and Twitter
 Constant participation to make it to front page
 Import friends from Facebook
 Invite friends to join us on Digg

11. Other: StumbleUpon
• Great tool to drive traffic to our/other blogs, websites.
• Checking the “I Like it” bottom on every page.
• Have our team constantly vote on our blogs.
• Use This site’s toolbar to look for relevant content.

12. Other: RSS FEEDS
 Great tool for information
 Have our RSS icon visible in our blog
 Create an RSS list of blogs or relevant
key-words
 Constantly check list and select
articles to post in our blog

13. Timeline
 1 month planning  Evaluation
 Research  Weekly
 Content, messages  Progress, visits, comments,
 Surveys suggestions
 Releases
 2 month trial period
 Construct sites
 Build networks/friends
 Timeline of stories

14. Budget
 Internal project
 Eliminates most of the budget
 Possible pay for placement*
 Dedicating 4 person staff
 Director
 3 personnel
 Maintain sites
 Respond to customers
 Continue to build brand

15. Evaluation
 Visits per site
 Comments/suggestions
 Surveys
 Before and after
 How did you hear about our product?
 Profits increase