Is it possible think about build a connection between a brand and its key publics based on a genuine conversation? Let's take a look to this proposal!

1. A Go-Go
Social Media Strategy
Julia Henao RPhoto via es.pinterest.com/PCM1972/cupcakes/?lp=true

2. Julia Henao - Social Media StrategyImage via https://es.pinterest.com/pin/524247212849689691/
✓ Increase brand
awareness through a
strong social media
presence
✓ Expand its loyal
customer base of
students
OBJECTIVES

3. Julia Henao - Social Media StrategyImage via health.spectator.co.uk/jamie-oliver-is-right-about-the-sugar-crisis-something-has-gone-horribly-wrong-with-our-diet/
How Are We
Going To Do It?

4. Julia Henao - Social Media Strategy
“Defining the social brand means deciding
how you will behave in the social web, what
voice you will use and how deeply you will
participate with your customers.”
John Bell. Socialize the Enterprise
The Red Papers: Ogilvy & Mather

5. Julia Henao - Social Media Strategy
LET’S BUILD OUR SOCIAL BRAND IDENTITY!
1Personality
Cupcakes A Go-Go is your Rambler friend. A proudly
Loyola’s neighbor who knows how important is to be
part of something such as a team, a sorority, a
fraternity, or some funny group to share experiences
and make insta stories or snapchats to tell the world
how college life is.
It’s an expert who would recommend you the best
spots in the city when you want to go out. Because
Go-Go meets the right people (you know what does it
mean…just check its IG ;) So, if you follow its insta
stories, probably you’ll be an expert as Go-Go is.
Image via www.elitewebsitedesign.in/brand_strategy.html
Sweets, good music, relaxing teas, and coffee at affordable prices are their
attributes. This is what Rambles is about ☺!!! Your Loyola ID is the key to be
part of Go-Go foodie community. This Rambler friend will give you food, music,
good spots to watch the games and, of course, the chance to meet nice
people…We guarantee that ;)
Nice to meet you my fellow Rambler ☺

6. Voice
We are aware of how stressful could
be being in college, and if your are
away from home, it’s even more
difficult.
But, guess what? You can be part of our
Go-Go foodie community and sweeten
your days in our comfy place. Cupcakes
A Go-Go is your new Chicagoan friend (a
sweet one, by the way!).
We know you’re always “on the go”,
so if you want a bite, a cup of coffee,
good music, comfy chairs, sweet
people, and a pretty decent Wi-Fi, this
is your place my friend!
Ramblers are always welcome!
And their friends too…no worries ;)
Julia Henao - Social Media StrategyImage via http://quickbooks.intuit.com/r/marketing/create-brand-voice/
LET’S BUILD
OUR SOCIAL
BRAND
IDENTITY!
1

7. Julia Henao - Social Media Strategy
Behavior
Cupcakes A Go-Go is a Rambler (because it
has lived near Loyola for a long time and it
consider itself as one). Because of its love
towards this community, Go-Go knows how
important is to be part of the change. You can
find food, beverages, music, friends, Wi-Fi,
games to watch on comfy chairs. But also, a
brand who wants to encourage its customers
to have a healthy life style.
Yes, Cupcakes A Go-Go is about sweet bites,
but balance.
Image via https://webdam.com/blog/the-psychology-behind-the-brands-we-love
LET’S BUILD OUR
SOCIAL BRAND
IDENTITY!
1
You can always find tasty options. Being part
of Go-Go social media channels you can be
aware of marathons, amateur local games
(basketball, football, soccer, baseball, so forth)
sponsored by the brand. Any time of the year,
ok? And, like a cherry on a cake, a portion of
its profits is donated directly to schools in
need. Sweet right?
Cupcakes A Go-Go has decided that sweet is
about help each other.

8. Julia Henao - Social Media Strategy
“Simply put: in order to build an audience,
first and foremost, you need to be present.
Before you set out to build a community
around your social channels, you need to
establish a strong presence by carefully
selecting your main topics of interest and your
tone of voice.”
Olsy Sorokina
The Hierarchy of Needs for an Engaged Social Media Audience
blog.hootsuite.com

9. Julia Henao - Social Media Strategy
MOVING TOWARDS A SOCIAL MEDIA PRESENCE
2
Context: Maslow’s Hierarchy of Needs Applied to Social Media Engagement
[…] over the past decade, social media has evolved into a complex system with multiple
kinds of relationships to manage, many of which follow certain hierarchies. We decided to
give it a try ourselves, and imagine how Maslow’s hierarchy of needs could help a social
media manager win their followers’ heart”1
1. blog.hootsuite.com
On this second stage of the strategy,
we are going to work with Maslow’s
Hierarchy of Need. Once has been
defined our social brand identity, the
second step is towards Social Media
Presence through Facebook, and
Instagram. As part of an initial
digital effort.
Details about the content for each
platform will be detailed next.blog.hootsuite.com

10. Social Media StrategySocial Media StrategyJulia Henao - Social Media Strategy
“The growing importance of the opinion of peers […] is a
global phenomenon. Rather than trying to control the
conversation, we want people to search in Google and
find the endorsements of our advocates — third parties
who say our products are as good as we say they are.
Social media and word
of mouth marketing has become a big part of our
business.”
John Bell. Socialize the Enterprise
The Red Papers: Ogilvy & Mather

11. Julia Henao - Social Media Strategy
3
We have
decided sweet
is about help
each other.
LET’S BUILD ONLINE REPUTATION THROUGH WORD
OF MOUTH - WOM
We are going to relaunch Cupcakes A Go-Go based upon four key messages who
will be shared on our posts on social media as well as on CupcakesAGo-Go.com.
This tactic will allow us build our online reputation. It’s about consistency in our
messages!
KEY
MESSAGES
Image via http://www.jrmyprtr.com/great-key-messages/
Your new
Chicagoan
friend (a sweet
one, by the
way!)
We want to
encourage you to
have a healthy life
style. Yes,
Cupcakes A Go-Go
is about sweet
bites, but balance.
We have
decided that
sweet is about
help each
other.

12. Julia Henao - Social Media StrategyImage via webdam.com/blog/the-psychology-behind-the-brands-we-love/
LET’S BUILD ONLINE
REPUTATION
THROUGH WORD OF
MOUTH - WOM
3
This relaunching tactic needs to be endorse
by a third party. As part of the strategy, I
propose to organize 2 big events per season.
The objective is to generate WOM through
Chicagoan key opinion leaders (blogs and
influencers).
HOW?
Go-Go New Flavors will be the framework
for these 2 events per season. With cupcakes
flavors related to Winter, Spring, Summer,
and Fall, our influencers will be part of this
Go-Go foodie community, where the four key
messages will be present as part of
hashtags, invitations, and posts.
It’ll be an excuse to talk about of one of our
key messages: We have decided that sweet is
about help each other. Also, our Go-Go loyal
clients will be part of Go-Go New Flavors
activity.

13. Julia Henao - Social Media Strategy
LET’S BUILD ONLINE REPUTATION THROUGH WORD
OF MOUTH - WOM3
Ambassadors Profile
Chicago based, food lovers, with Instagram and Facebook accounts as well as blogs
with an important number of interactions. These are the candidates:
Influencers

14. Julia Henao - Social Media Strategy
LET’S BUILD ONLINE REPUTATION THROUGH WORD
OF MOUTH - WOM3
Influencers
Ambassadors Profile

15. Julia Henao - Social Media Strategy
LET’S BUILD ONLINE REPUTATION THROUGH WORD
OF MOUTH - WOM3
Influencers
Ambassadors Profile

16. Julia Henao - Social Media Strategy
LET’S BUILD ONLINE REPUTATION THROUGH WORD
OF MOUTH - WOM3
Blogs
Ambassadors Profile

17. Julia Henao - Social Media Strategy
LET’S BUILD ONLINE REPUTATION THROUGH WORD
OF MOUTH - WOM3
Blogs
Ambassadors Profile

18. Julia Henao - Social Media Strategy
LET’S BUILD ONLINE REPUTATION THROUGH WORD
OF MOUTH - WOM3
Blogs
Ambassadors Profile

19. NOW, WE ARE READY TO TALK ONLINE!
NOW,
WE ARE READY TO TALK ONLINE!
Image via https://webdam.com/blog/the-psychology-behind-the-brands-we-love

20. Social Media StrategySocial Media StrategyJulia Henao - Social Media Strategy
“Today around seven-in-ten Americans use social media
to connect with one another, engage with news content,
share information and entertain themselves. […]
When Pew Research Center began tracking social media
adoption in 2005, just 5% of American adults used at
least one of these platforms. By 2011 that share had
risen to half of all Americans, and today 69% of the
public uses some type of social media.”
Social Media Fact Sheet
Pew Research Center

21. Julia Henao - Social Media Strategy
4 Cupcakes A Go-Go’ Social Media Platforms
Facebook and Instagram
WHY?
According to Pew Research Center,
[…] usage of the major social media
platforms varies by factors such as
age, gender and educational
attainment.
Keeping in mind these variables as
well as our target, which is College
students, Cupcakes A Go-Go will build
its online community through
Facebook and Instagram. Because
according to Pew Research Center,
young people between 18-29 as well as
some college (including graduates) use
Facebook and Instagram more than
other social media platforms.
Image via http://www.pewinternet.org/fact-sheet/social-media/

22. Julia Henao - Social Media Strategy
NOW, WE ARE READY TO TALK ONLINE!
4 Cupcakes A Go-Go’ Social Media Posts
Cupcakes
A Go-Go
Home
About Go-Go
Sweet Photos
Events
Posts
Order Online!
Instagram
Reviews
Likes
Videos
Cupcakes
A Go-Go
Home
About Go-Go
Sweet Photos
Events
Posts
Order Online!
Instagram
Reviews
Likes
Videos

23. Julia Henao - Social Media Strategy
NOW, WE ARE READY TO TALK ONLINE!
Cupcakes A Go-Go’ Social Media Posts4