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Topic:
Social Strategy, Content Strategy, and Elements of Execution for Bull’s Eye Barbeque Sauce
Essay Instructions:
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 the word document. Looking for your understanding of the concepts taught in the course through application to the case.
I've attached all PowerPoints related to each topic in the questions on the doc. Please refer to those to answer the questions.
Essay Sample Content Preview:
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 Content:
* Images of grilled food as star get strong engagement
* Videos with pitmasters are strong
* Limited frequency
Still images of food; great beauty shots
One video in last month of content
Twitter
6
No tweets / retweets since March 2019
Snapchat
Nothing / not using
N/A
Tik Tok
Not using
N/A
Pinterest
Nothing / not using
N/A
List conclusion(s)/insights (5 points):
Based on Bull’s Eye BBQ Sauce social media audit above, it appears that the brand never engages its consumers on the Internet. That is the primary reason its competitors are doing well since they have many followers on different social media platforms, including Facebook, Instagram, TikTok, and Twitter. Bull’s Eye should not expect that consumers will buy its products since they are made available on the store shelves. However, it is time for the company to appear on the social media and post images, articles, events, and videos of how its sauce should be used to build a community and give consumers the confidence so that they can buy Bull’s Eye BBQ Sauce and stick to the product.
4 Write a one to two paragraph persona using case info (20 points)
Joseph is a married male aged between 30 and 45 years. He has two children aged from 6 to 12 years. Joseph is more concerned about his family and friends and spend more time together. He is a middle income earners living in Southern states in the United States of America (USA). Joseph is educated and working full time. He is interested in grilling and have invested in the right equipment. He does not like residing in big cities and usually invite his friends and families for barbecues during the weekends, which is his primary way of social interaction. Although he uses Bull’s Eye BBQ Sauce, he is not loyal to the brand and can take any sauce he comes across on the store shelves.
5 List two social media objectives for Bull’s Eye. Why did you choose these? (10 points)
The first social media objective for Bull’s Eye is to come up with engaging content about its sauce. I have chosen this objective since it will enable potential buyers to understand the sauce better, which might increase their l...
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?
848,000
856,000
Sweet Baby Rays Sauce images and how it is used in different types of foods.
Photos and events
No
95
6
Sweet Baby Rays Sauce pictures
Articles and events
No
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
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?
None
NA
NA
29,000
Depending on Content:
* Images of grilled food as star get strong engagement
* Videos with pitmasters are strong
* Limited frequency
Still images of food; great beauty shots
One video in last month of content
6
No tweets / retweets since March 2019
Snapchat
Nothing / not using
N/A
Tik Tok
Not using
N/A
Nothing / not using
N/A
List conclusion(s)/insights (5 points):
Based on Bull’s Eye BBQ Sauce social media audit above, it appears that the brand never engages its consumers on the Internet. That is the primary reason its competitors are doing well since they have many followers on different social media platforms, including Facebook, Instagram, TikTok, and Twitter. Bull’s Eye should not expect that consumers will buy its products since they are made available on the store shelves. However, it is time for the company to appear on the social media and post images, articles, events, and videos of how its sauce should be used to build a community and give consumers the confidence so that they can buy Bull’s Eye BBQ Sauce and stick to the product.
4 Write a one to two paragraph persona using case info (20 points)
Joseph is a married male aged between 30 and 45 years. He has two children aged from 6 to 12 years. Joseph is more concerned about his family and friends and spend more time together. He is a middle income earners living in Southern states in the United States of America (USA). Joseph is educated and working full time. He is interested in grilling and have invested in the right equipment. He does not like residing in big cities and usually invite his friends and families for barbecues during the weekends, which is his primary way of social interaction. Although he uses Bull’s Eye BBQ Sauce, he is not loyal to the brand and can take any sauce he comes across on the store shelves.
5 List two social media objectives for Bull’s Eye. Why did you choose these? (10 points)
The first social media objective for Bull’s Eye is to come up with engaging content about its sauce. I have chosen this objective since it will enable potential buyers to understand the sauce better, which might increase their l...
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