Social Media Marketing

Alphonse Ha: Social Media Marketing Strategies

Yeh! Yogourt & Café – SMM Done Right.

August 24th, 2009. Published under 101, Facebook, Social Media Marketing. 4 Comments.

Great example of Social Media Marketing done right by Yeh! Yogourt & Café.

It is important to note that one of the key reasons why it is done right is because they are active in their social media presence. They did not only put up a page and leave it there.

The Good

The Twitter account brings the visitor to their website’s homepage which has great branding. They also have a call to action front and center inviting people to join their Facebook Fan Page.

They communicate with their audience in the language of the media: “We will now be open on Saturday until midnight 🙂 Yeh!“.

They reply to the feedback on their Facebook Page when a customer post on their wall

Please, please bring back strawberry.

I beg of you

Their Facebook page has customer/user engagement. People are posting photos of them enjoying their product on their wall. They are even uploading videos of their children!

The Bad

There aren’t much I would do differently. Just keep your communication strategy updated. The website states that it will be open in June (we are in August) and get your Facebook username. It is better for link building and SEO. You are allowed to get yours after you have more than 100 fans.

The Ugly

Nothing really to say :)`

2 social full-of-yogourt thumbs up!

Photo taken from Facebook Fan page.

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Spark  on August 24th, 2009

Social Media rocks! Now i have a better knowledge by looking at these as part of the example. Thanks for giving this lovely post.

CT Moore  on August 26th, 2009

They might be doing it right, but is it impacting their sales? Do people really want to follow yogurt on Twitter or become a fan on Facebook.

Granted, being there does give it much more of a human brand, but an emerging brand is already in less danger of seeming like a faceless Goliath.

That doesn’t, of course, mean that they should abandon SM altogether. After all, as long as their not sinking a lot of resources into it, there’s no harm done. Besides, it’ll be that many more spot in the SERPs that will be there’s.

Alphonse Ha  on August 27th, 2009

Hey Chris! I really appreciate you took the time to visit my blog and leave your thoughts. You bring you an excellent point and I agree:

Is it impacting their sales? That is the bottom line (pun intended :P). This is why it is very important to have a social media marketing strategy.

Truth of the matter is, as outsiders we don’t know. However, we can make an educated guess. The way I see it, Yeh! is in the chocolate bar industry. Low involvement purchasing + high and irregular frequency.

This means that the best way to get sales is by

1. developing a strong following that will associate themselves with the brand culture and choose Yeh! before any other yogurt (A la Coca-Cola).
2. staying top of mind so that that consumers will pick Yeh! first whenever they are in the mood to go out on a night in town/plateau.
3. differentiate themselves from becoming another generic yogurt/ice cream/café destination. This can be done in the experience of the customer at the physical location.

Social Media Marketing engagement answers all 3 goals and can do more. Moreover, social media is word of mouth on crack people who are fans of Yeh! get a chance to post up pictures of them enjoying the product, this gives them free exposures to all of the friends on Facebook and Flickr.

Moreover, you can see that they spent a lot of energy developing their brand image. The experience of the customer when they are visiting the store is duplicated in the web. This is an excellent way to ensure that the customer experience continues beyond the store.

Having a strong presence in social media can definitely impact sales directly as well. Facebook fans can now subscribe to Facebook pages via sms. Yeh! can incite users to subscribe via sms for a chance to win free Yogurt and then, on Friday nights they can send an update saying:

It is Friday, it is gorgeous: Yeh! Come visit us if you are in the Plateau tonight.

They can even tell them to mention a specific codename so that the store can calculate the sales specifically from that one FB update.

Establishing a concrete social media marketing plan is very important so that the resources that are poured into it is not a waste.

CT Moore  on August 28th, 2009

The codename is a great idea. Ideas such as that (coupon codes, etc.), in fact, is what affiliate marketing is based on. You know when someone uses a coupon/codename, that a campaign is working.

That being said, I just took a look a their site, and it says “Pour plus d’information et des rabais, suivez nous sur Facebook.” So someone there is thinking about how this is going to drove sales.

Of course, those who don’t go to their site won’t know that, so they seem to really be relying on “the social virus” and that’s where they lose me.

Dude, just ’cause you become a fan of Yeh! on Facebook, it doesn’t mean that I’m going to… In fact, it doesn’t even mean that I’m going to check them out.

I’m a cynical twenty-something, and I suffer form social-media-exhaustion.

That being said, I’m also an unrepresentatively ornery jerk… so good for them… they are on the right track… and they are thinking of driving sales… so what the fuck do I know about the yogourt business???

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