Reference no: EM133278869

GT's is a powerhouse brand in the kombucha space and one with superior resources for distribution and marketing. For 221BC to stand out among kombucha fans, it must find a way to distinguish its social media engagement from that of GT's Living Foods and other popular kombucha brands. GT's is involved in all four zones of social media marketing. Because 221BC has fewer resources, we've proposed that it concentrate on three zones of social media: social community, social publishing, and social commerce. For social community, the channels will be Facebook and Instagram. Social publishing will utilize a new blog, called Biome 1.0, for which new posts will also be promoted across 221BC's social community channels. Social commerce will play a role in that 221BC will offer coupons to encourage product trial. The experience strategy is tied to 221BC's mission for its kombucha to serve as a gateway to a healthier life. For that reason, 221BC's social media content will focus on providing tips and resources for healthier living. When it comes to social media marketing management, Aneta Lundquist is essentially a team of one, but she still uses Hootsuite to schedule posts, follow brands of interest (like GT's!), and monitor engagement. We'll look at more of these details as we cover the remaining chapters of the book, including a deep dive into each of the four zones of social media marketing as well as social media metrics and analytics.

Restate 221BC's marketing objectives using the SMART characteristics for objective-setting.

Audit GT's Living Foods social media presence and compare it to 221BC.

Identify ideas for other experience strategies 221BC could use in its social media strategy? How would you execute the experience strategies you identify?

GT's Living Foods relies heavily on UGC campaigns that invite user-generated content and reward participation with a contest or philanthropic donations. Critique this approach. What would you suggest GT's Living Foods do differently?