Social Media Strategy for Mary Mac Bakehouse

Final project for my social media class. Made a social media strategy for my mom’s small business, and it turned out really well.

 

Social Media Strategy

Mary Mac Bakehouse

Jane McAnallen

Company Overview

History   

In 1988, Mary McAnallen was bored. She had left her job as a machinist and now had little to do. So she decided to learn how to bake bread, thinking that it must be easier than being a machinist. It wasn’t. Dozens of failed recipes later, a friend shared one that almost worked. Mary tweeked it, making it work for her. Finally settled on her soft, crusty white bread, she thought she should show other people who thought they couldn’t make bread that they could make it her way. However, lugging raw ingredients around was cumbersome, so she began mixing ingredients together beforehand at home and taking them in plastic bags. She soon realized that this was something people wanted and were willing to buy. In 2006, she created Mary Mac Bakehouse based in her rural Western Pennsylvanian home.

Products

Mary sells mixes for white, wheat, multigrain, oatmeal, three types of rye, and pumpernickel bread, as well as a variety mixes for oat bran muffins, including a Pittsburgh sports collection, fruit dips, and a cheese ball. In addition to mixes, she sells loaves, buns, cinnamon rolls, and cinnamon pull-a-part bread. She also makes dinner and sandwich rolls for events. She strives to use locally sourced and grown ingredients.

Target Audience

Demographics

  • Predominately women
  • 30-45, 45-60
  • Western Pennsylvania, largely New Castle and Pittsburgh regions
    • Actively follow Pittsburgh sports teams
  • Many from rural background or lifestyle
  • Middleclass, homeowners

Psychographics

  • Interested in living a healthy lifestyle
  • Active in community
  • Family-oriented
  • Little to no experience baking
  • Busy, active lifestyle
    • Career, children

Target Markets

  • Standing Chimney – local shop and gallery co-owned and operated by Mary McAnallen
  • Ellwood City Farmer’s Market
  • Online store coming soon

Competitors

Online

  • Twitter
    • Lindsey Dietsch (@XoBakingCo)
      • Gluten and dairy free baking mixes
      • Similar company history
      • Best Practices: High level of engagement with customers
        • Retweeting and replying
  • Facebook
    • Among Friends Baking Mixes
      • Healthy baking mixes
      • Similar history
      • Best Practices: Show “behind the scenes”

Market

  • Superstore Bakeries
    • Stores like Shop n’ Save and Walmart have bakery sections that sell fresh bread. It’s more convenience and less expensive.
    • Mary Mac Mixes is a specialty product, and you make it yourself.
  • Box Mixes
    • Sold through grocery stores, essentially everywhere.
    • Normally more complicated than and not as good as Mary Mac Mixes.
  • Other Vendors
    • Vendors, typically the Amish, sell similar products at the farmer’s markets where Mary Mac Mixes are sold, and they often sell at a cheaper price.
    • Our product is of a higher quality and has greater variety.
    • Our main advantage is that the Amish do not use social media.

Existing Social Media

Facebook

  • 125 likes
  • 42 photos, 5 albums
  • Content posted erratically, anywhere from every other day to every two weeks
  • Content includes personal stories, events where mixes will be sold, links to news stories about farming and bread, and humor.
  • Community shows high level of engagement, but content is inconsistent and not always relevant.

Twitter (@MaryMacMixes)

  • 19 followers
  • 2 pictures
  • Content posted erratically, and in chunks – three or four posts in a day and then nothing for weeks.
  • Much of the content is retweets and replies, but the poster treats it like a personal account, interacting with sports teams and comedians, with very little baking content and no interaction with mix users.
  • Low levels of community engagement.

Objectives

As a small business about to launch an online store, Mary Mac Bakehouse could benefit from a set social media strategy with scheduled posting times. This would help increase customer engagement and build brand awareness. Having consistent and professional social media can also help with networking and finding new venues to sell products. Also, having a set social media policy can help with customer service and addressing questions from customers more rapidly and efficiently.

The strategy will focus on improving the use of the existing Facebook and Twitter accounts, as well as creating a Pinterest account as the product is highly visual.

Strategy

  • People
    • Customers are active on Facebook and are increasingly active on Pinterest
    • Often online after work and in the early evening
    • Commenters, not sharers
    • Want to know about new products and see the “behind the scenes.”
  • Objectives
    • Build awareness of brand and brand offerings
      • Emphasis on online store
    • Increase customer loyalty and engagement
    • Find new outlets to sell product
    • Aid customers with use of product
    • Contribute to discussion about healthy baked goods
  • Strategy
    • Four posts/day
    • Two hours/day
    • Mary McAnallen will create and post content
  • Technology
    • Facebook, Twitter and Pinterest
    • Build website
    • Visual content –  pictures, video when relevant
    • Highly advise purchasing web-capable mobile technology for use at events

Research

  • What kinds of posts is the audience engaging with?
  • When is the audience online?
  • What followers are the most influential? What are they engaging with?

Goals

  • More engagement with audiences, especially influencers – more comments, retweets, and repins
  • Share more relevant content –behind the scenes, pictures of products, tips
  • Create larger audience  – more followers, shares,  retweets
  • Launch online store – reach new customers, measure traffic driven from social platforms

Tactics

Where

  • Facebook – build community, already have strong audience there
  • Twitter – customer service, reach younger audience
  • Pinterest – showcase product, thriving DIY community

What

  • Why do customers buy the product?
    • Healthy
    • Local
    • Fulfillment in making it themselves
  • What problems do they run into?
    • Don’t know how to bake
    • Can’t access mixes (pre-online selling)
  • What innovations can customers make to product?
    • Additions to bread and muffin mixes
    • Used bread mix to make pizza, cinnamon rolls, etc
  • What are the customers other interests and concerns?
    • Sports
    • News Stories
  • Link product content to where it can be purchased online, in addition to having specific calls to action to online store.

Content Calendar

Facebook Twitter Pinterest
Goals 10 new page likes/month5% rise in post engagement/ month 5 new followers/ month5% rise in post engagement/ month 50 followers by end of year
JanuaryThemes:

Warmth, family, Super Bowl

2x/week about products (at least one in prep) (picture)1x/week about winter family actives or Super Bowl (link)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
FebruaryThemes:

Super Bowl, Valentine’s Day

2x/week about products (at least one in prep)  (picture)1x/week about Super Bowl or Valentine’s Day (link)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
MarchThemes:

Standing Chimney Opening

2x/week about products (at least one in prep) (picture)2x/week about Standing Chimney offerings (picture)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
AprilThemes:

Spring, freshness

2x/week about products (at least one in prep) (picture)1x/week about Standing Chimney offerings (picture)

1x/week about fresh ingredients (link)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
MayThemes:

Growth, history, baseball

2x/week about products (at least one in prep) (picture)1x/week about how the business started (picture)

1x/week about Spring Training (link)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
JuneThemes:

Weddings

2x/week about products (at least one in prep) (picture)1x/week about Standing Chimney offerings (gift shop, wedding gifts) (picture)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
JulyThemes:

Independence Day, snacks

2x/week about products (at least one in prep) (picture)1x/week 4th of July/ summer recipe (link, text)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
AugustThemes:

Fall, football

2x/week about products (at least one in prep) (picture)1x/week about football preseason (link)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
SeptemberThemes:

Back-to-school, snacks for kids

2x/week about products (at least one in prep) (picture)1x/week call to action to online store (picture and link)

1x/week about kids snacks (link/text)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
OctoberThemes:

Harvest, pumpkin

2x/week about products (at least one in prep) (picture)1x/week about pumpkin recipe (link/text)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
NovemberThemes:

Thanksgiving

2x/week about products (at least one in prep) (picture)1x/week about Thanksgiving recipes (link/text)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)3x/week repin baked goods
DecemberThemes:

Winter, Holidays, family, cookies

2x/week about products (at least one in prep) (picture)1x/week about Christmas cookie recipe (link/text)

1x/week call to action to online store (picture and link)

1x/week baking tip (text)

Personal narrative as happens

1x/week about product (picture)3x/week engage with followers (retweet, reply)

2x/week interest based engagement (sports, news, etc)

2x/week baking tip (text)

2x/week product (picture)

3x/week repin baked goods

 

Evaluation

  • Google Analytics – online store and website
  • Facebook – followers, engagement change?
  • Twitter Analytics – followers, engagement change?
  • Pinterest Analytics – followers, engagement?
  • Posting frequency, consistency
  • Monitor response frequency and type
  • Brand engagement with user generated content – pictures, product reviews
  • Percent of online sales driven by social media
  • What type of posts customers click through to store
  • Overall sales change

Summary

Having more consistent and relevant content will help engage our community and lead to the successful launch of our online store.  By establishing our presence on social networks, we can increase social engagement and brand recognition online and through that extend our market.

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