Meet Learn With Mochi...

Learn With Mochi offers coding experience for kids ages 3-6 using the Montessori method for STEM educationaccessible to any child, of any age, anywhere in the world. Mochi teaches the basics of queues, sequences, algorithmic thinking, action/causality, pattern recognition, loops, functions, decomposition and debugging all without needing a screen. The Mochi learning sequence is centered around the computational thinking pillars of programming, logic, and problem-solving. From tactile programming blocks to auditory narration, visual feedback to functional play, everything about Mochi is designed to let curiosity lead the way. Even coding challenges are integrated with the adventures -- so that little learners start to see technology as a functional tool to enhance what they already know and love, rather than programming for programming's sake. Along the way, the tiny tinkerers build confidence in their ability to co-create real-world stories and events. The startup would like to utilize a well-thought-out social media strategy to help bring their series of products to kids, parents and teachers worldwide. Social Media Campaigns... Like a car journey, a social media campaign must include a destination (goal), a route to get there (plan), an appropriate mode of transportation (medium), and an idea of what to take with you (content) Having a clear and well-understood social media strategy means that: everyone involved understands the goals and activities every activity, such as a tweet or link, helps to get closer to the desired goal plans can be adapted according to the resources available. A social media strategy should include: audience insight - understanding who you are targeting and their needs SMART social media goals - specific, measurable, achievable, realistic and time-based - which are aligned to the overall business goals the platforms that meet a range of audience needs analysis of the current situation, competitors, opportunities, etc. clear guidance on the content strategy, including what to post and where. Social Media Campaign... Objectives: Raising awareness of brand or product, but also of a specific issue, for example in the case of charities. Calling for action by asking the audience to do something, including: fundraising, asking for input to reach a particular target or threshold. Boosting traffic by increasing the number of people visiting or using services, such as downloads, which might also include sales on or offline. Developing a connection with the audience through engagement. The core elements to any social media campaign are: 1. Research: Understand the current context, strategy, competitors. 2. Audience targeting: Who is this for? Are they already connected to the company somehow, including via social media? Is this a new audience? 3. Content type and format: Are there any platforms, formats, details of content which can be adapted from other marketing activity? Will you need to generate new content for social media? 4. Determine the key message(s): Stick to one consistent message and associated hashtag(s) to avoid diluting impact. 5. Measurement: Determine the metrics and benchmark, if needed. Set up campaign-specific measurement tracking. 6. Promotion: Think about how to remain visible to your audience in the crowded social media space. 7. Content scheduling and calendar: Think about when, where, and what will be released. Balance promotional activity with other activity happening within your social media strategy. 8. Engage with audience: Listen to feedback, answer questions and engage in other ways as appropriate. 9. Monitor and refine throughout the campaign. Pet Food Company Example... In 2020 we will use various platforms and work towards several objectives. In the first quarter of the year, we'll be running a social media campaign to help with the launch of a special edition of our best-selling cat food, this time inspired by popular British snacks. This includes: short daily videos on Instagram coordinated activity on Twitter across several brand accounts around a particular theme a competition run across platforms where users will submit name ideas using a hashtag tie ins with other marketing activity happening in press, TV and outdoor advertising. We want to: increase new brand awareness gain 10,000 new followers on our social media accounts gain 3,000 customers providing details to send them a free sample through the post get over 50,000 mentions for the #FatCatSnacks hashtag across platforms. Which platforms should I use? Different social media platforms can be used for different elements of a campaign, and to connect with audiences in a variety of ways. For example: Twitter is a good platform for short form, real-time, fast-moving conversational content with high interactivity. Instagram is a more visual platform, but can be effective for storytelling and connecting people with ideas, brands and opportunities in attractive ways. Facebook is good for content sharing of various types, especially viral short form content. It can also be effective for connecting with communities of interest and location. Target Audience... You can help to narrow down your target audience by looking at: Demographic data: including gender, age, location, profession, income and education Lifestyle or life stage: such as starting university or college, new parents, parents whose children have moved out of home The pain points or issues your product or service solves, including who might benefit from such solutions Existing users of the brand/service/product: What do they use most? Who are they? Why do they use it? Users of competitor or similar products/brands. Be prepared to also consider questions about your own product or service such as: Is it a big investment or an inexpensive impulse purchase? Is it a regular or single purchase? What is the main problem that your product or service solves? Is it something that is available from other providers? Performance Metrics... Metrics - the measures you use to track your campaign's success - can help you understand where your campaigns are working. Metrics are the recordable proof of a campaign, and take many different approaches, including the following four forms... 1. Presence How is your brand or campaign being established on social media platforms? Is your audience finding you? Metrics for this might include: Followers and fans Mentions (direct 'talking to' and indirect 'talking about') Reach 2. Engagement How are people interacting with your campaign messages and brand on social media platforms? Metrics for this might include: Likes or favorites Retweets and social shares Comments or replies Referral traffic 3. Reach and influence How many people are seeing your campaign messages? Are they the right people? Metrics for this might include: Share of voice (% among defined industry/group) Net promoter score Sentiment Influencers Post reach and potential reach Video views 4. Action Is your campaign activity having an impact, or influencing the audience to do something? Metrics for this might include: Conversion rate (this is how many people sign up to a service, or buy a product after having viewed the campaign. An example could be a campaign where learners click through to sign up or purchase a product) Revenue (if using for sales) Issues resolved (if using for customer service) Customer lifetime value (this is a prediction of the net value from a customer over the lifetime of their engagement with a product. This is typically part of a business strategy, and takes into account how much it would cost to acquire a new customer, whether they are profitable, and how much it is anticipated they'd spend). Timing Matters... Consider habits Think about the rhythms of your audience's day and week. When might they see your posts? Ask yourself whether you think they will find them inspiring, useful, informative, or just more social media 'noise'. Understand work patterns Always consider your target audience attention when scheduling content. If it comes from specific sectors, for example, education or healthcare, engagement is likely to be very different. Typically, those working in these areas will have fewer opportunities to check in on social media during the working day. However, students may have more opportunities to engage with social media more regularly. Maximize your content Try encouraging engagement and using topical hooks, or paid activity (if your budget allows). It's also fine to repeat content on a fast-moving platform like Twitter, as long as it's not too often and repetitive. To provide variety, it helps to tweak the content, while keeping the underlying message consistent. Create a narrative arc Think about the overall rhythm of the campaign including posting frequency, type of post, and overall flow of your messages. Just like storytelling, campaigns benefit from having a narrative arc: a beginning, middle and end each containing defined activities, events and objectives. Focus on the bigger picture Consider how your social media campaign might refer to, or tie into, what's happening in the wider world. A regular event such as the summer holidays, a sports tournament or even a heatwave, could inform your content and increase relevance, making sure it's still interesting to your audience. Introduce variety Vary your content so that you aren't limiting the way in which you can connect with your audience. For example, 1/3 of your content could be direct promotion of your business or products, 1/3 could be focused on engagement, for example, replying to users or retweeting them, 1/3 could be reposting or commenting on things relevant to your campaign, without directly pushing your own product, service or brand

Think about the case of Learn with Mochi from Module 5 Reading.

a. Which types of objectives are most appropriate for each of the company? Why?

b. Which platform do you think would best help the business to achieve those objectives?

c. Identify the target audience(s) for the business. Consider characteristics such as age range, location, gender, interests, etc.

2. What do you think would be some good performance metrics to measure? Why? How might you combine those metrics to show effectiveness? Justify your response