Social Media Strategy in the
Table Olive Brand Formation –
A Business Model Proposal
Theoharis S. SpyropoulosPerrotis College, American Farm School,Thessaloniki, Greecee-mail: [email protected]
Social Media Marketing
I don’t know who you are
I don’t know your company
I don’t know your company’s product
I don’t know what your company stands for
I don’t know your company’s customers
I don’t know your company’s record
I don’t know your company’s reputation
Now – what was it you wanted to sell me?
Kotler (Marketing Management), McGraw Hill Publications
Why Social Media Marketing?
Why Social Media Marketing?
Social Media Marketing helps you – and your customers –
answer these questions.
Remember
even if they don’t ask you – they do have these questions.
If they do not have their questions answered by you, they will be
answered only by your competitors.
Social Media can be a great challenge and great opportunity as
well….
Why Social Strategy?
Traditional Approach
Increased Costs & Difficulty to get access to Sales Channels.
Marketing efforts essential alongside the Sales Channels
(Distributors).
Non Direct communication with customer
Sales Channel related Risks
Multiple strategic threats – competition & supplier private label.
Social Media
Build your own loyal customer base.
Isolated Consumers can be reached - and reach a critical mass.
Network Externalities effects in marketing efforts
Who do we want to target?
What segments are the most
profitable?
How do we leverage
customer relationships to
build brand?
How do we reach our
customers?
What to we spend on
targeting customers?
How do we improve our hit
rate?
What to publish?
When to publish?
Where to publish?
What is the best media for
each segment?
What channels do our
customers want to use?
When? Why?
What is the acquisition cost
for a channel / segment?
Should we be worrying
about retaining existing
customers more than getting
new ones?
What channel approach is
most effective?
What service levels are
required by each customer
segment
What is the best way to
provide service to each
segment?
What is the impact of
service on retention and
expansion?
What does it cost to service
our customers? Is it
justified by their value?
How can we improve
retention?
How many products
does our average
customer buy ?
How can we induce our
current base to buy
more products?
How have customers
changed their usage
over time?
How can we get
referrals from our
customers?
Build your Community
When
opportunity
comes, they
buy
People stay &
grow our
community
People join
our
community
Create &
Publish
Content
Key Success Factors
Product – Premium Quality & Top Design.
Target the right people – lifestyle & status, share values, act as
product missionaries.
Logistics, Logistics, Logistics
Fantasy & Gastronomy (need to) meet with Marketing
Table Olives with Brandy, Orange Zest, Honey Mustard, Ginger,
Feta Cheese Cream, Coriander & Mint, Truffle Oil, Ouzo.
Key Opportunities
Effective Marketing (e.g. Facebook) – target the right audience
Logistics (Fulfilled By Amazon & Logistic Centers) – delivery on
time and acceptable costs
Finance & Marketing – Crowdfunding Platforms (e.g.
Kickstarter)
Market Indications – Major producers in Greece still sell Table
Olives Private / White Label….
This indicates Marketing Deficit and area for Value Added
Marketing Services, including Digital Strategies & Social Media
And much more
Word of Mouth organized
(Blogs, Forums, Social Media, Groups)
Users now have a Voice
(Like, +, Comments & Complaints)
And this Voice STAYS!!!
Megastores – Megabrands (Facebook, LinkedIn, Twitter)
Groups (Facebook, LinkedIn, Twitter)
Variety of Material (Text, Images, Sounds, Video, Animation,
Graphs)
Interaction (Online Chat, Comments, Share, Likes, Followers)
Why Is Digital & Social Media Marketing so
Popular?
Offers opportunities to SMEs to reach new customers.
New balance in Media / Publisher / SMEs relationship
Offers type of content traditionally available only at high costs
(Videos).
New fields for creativity, community and sales opportunities
Easy to manage - set budgets, measure results (visits,
registrations, comments, likes, and even purchases).
The Product
Establish a Supreme quality agricultural product with modern
design and marketing strategy.
100% Greek product
Premium Quality
Innovative Approach
Design Packaging
Gastronomy Passion
Everything has to be planned with the end customer in mind
(persona)
Social Media – Key Benefits
Great Communication Capabilities (Text, Image, Video, Sound,
Music)
Targeting Capabilities – target a very specific audience
Measurable Results
Recommendations – Facebook, Instagram
The market structure & the challenges
The end result - Huge investment required to build brand, shelf space & negotiation power while retaining limited consumer interaction
Farmers& Coop
Manufacturer Exporters Importers Distributors Retailers Consumers
Social Media – New Roles for Marketing & Customer
farm
•Product Quality
Manufacturer
•ProductMarketing
•Logistics
• Proposition
•Customer Definition
•Logistics
Sales Channel
•Marketing
•Logistics
Customer
Customer
Marketing
Manufacturer
farm
• Consumes
• Enjoys, Loves
• Shares Experience
• Interacts and adds Value
Social Media – Goals
Brand Awareness & Recognition to selected Audience
Upper Social, Economic Class
Interested for Design, Status, Health & Gastronomy
Demand Creating in selected “expensive areas” NY, London
Interaction with Audience (Like, Share, Comments) through High
Quality Content
Benefits of product & Lifestyle
Contents – use of hash tags for audience participation
(Instagram)
Analysis of Results & Marketing Integration
Market Trends
Enormous growth in production of Table Olives
1990 – 950 k tons (World) / 363,5 k tons (EU)
2013 - 2.660 k tons (World) / 780,7 k tons (EU)
2017 – 2.965 k tons (World) / 826 k tons (EU)
Source – International Olive Oil Council (Nov. 2017)
Market Trends
Alibaba (May 2018) – 1.110 products “Table Olives”
Thank You !!!