1. CMT3331 Assignment 3 Social Media Chu Chi Wai, DondyM00518990 Chan King Man, TomM00518911 Chan Tak Wa, DickyM00518999

2. Agenda  Assignment Aims and Objectives  Research Approach and Result  Social Media Planning  The Results  Evaluation and Reflections

3. Assignment Aims and Objectives  Promote organic dog food thru social media channel.  Social media – Facebook, Twitter and YouTube  Organic dog food  Is a serious business  Expected revenue (US) reach 22.62 million in 2014  Growth rate: 4.9% (2013 vs 2014) Ref: http://media.americanpetproducts.org/press.php?include=145057

4. Research Approach  Research various type promotion media and world brand name of the pet organic dog foods.  Brand Name: ACANA and Wellness

5. Research Comparison Comparison  Brand Name: ACANA and Wellness  A table showing your comparison. Competitive SetACANAWellnessA1O Plus Web site linkhttp://www.acana.com/ http://www.wellnesspetfood.co m/dog-wellness.aspx https://www.youtube.com/wat ch?v=DAcPmuw6dwA Social Media Status / element Facebook, Twitter, YouTube, Instagram Facebook, Twitter, pinterest, Google+, Instagram Facebook, Twitter, YouTube Profile Founder have Clear and strong mission - dog and cat foods from Fresh Regional Ingredients. Guaranteed to keep your dog or cat happy, healthy and strong relying on highly-processed biologically appropriate Small story describing the owner and can only come from an ideal balance of protein, fats, and carbohydrates. Materials are chosen by the top grade all-natural ingredients, without easy for dog allergies wheat and corn Raw materials as its own agricultural land to ensure the quality. We use the best natural feeds with no artificial ingredients. Therefore, our products (cookie/cake) have the best taste with fresh. BrandingPoster, videoInteractive / DistributorInteractive Content Details product element and video Story Photos description and detail nutrition of products Product description and Pet sharing customer experience Friends/ Fans discussion (community) FAQ, Facebook likesFacebook likes Content strategy Types of contentMainly photos / video / notice Target audience / community Single Product for dogDiversification Product for Pets High consumption and mid- income consumers are usually those who are more knowledgeable about the advantages of organic and natural products. Content update frequencysite last updated 30- Jan-2015N/Adaily CommunityLibraryyes Discussion TipsCustomer sharing experience ActivityCustomer storiesPet Training / Party

6. Strategy  Shooting video to teach how to make organic dog food. e.g. Cookie  Arrange public event in country side; such as Sai Kung  Join promotional event or fair  Invite Facebook/YouTube/twitter subscribers to join as discount member  Share all above activities to Facebook/YouTube/twitter

7. Social media planning

10. Result  Does not meet our original target because:  No enough resources to advertise our product in traditional media  Without traditional way of promotion, so that much people know we exist  No dedicated human resources to keep updating our social media information  No feedback from viewer, so that we can’t understand their requirement to improve our content

11. Lesson Learnt  Effective Social Media marketing is not that cheap  Not as easy as we thought  Underestimate the Power of Design  Different people have different requirement  Difficult to have customer feed back  Use email marketing for target customer

12. Thank You