A yogurt brand case: using social marketing to capture the marketSource: 4A advertising proposal 2015 Latest Nike Shoes networks in 2005, when the Turks Hamd Ulukaya (Hamdi Ulu Kaya) create Chobani Greek yogurt brand in the United States, when only 1% of Greek yogurt yogurt market in the United States, five years later, Choban yogurt yogurt accounted for 36% of the US market, the annual turnover of over one billion US dollars, will even reach out to Canada, Australia. 2012 Chobani was FasCompany named one of the world's most innovative companies whose growth rate 50 par Google and Facebook. Chobani is the earlier companies to embrace social networking sites, the initial starting point, just because the company start-up is not so much on traditional media advertising - it has been rooted social networking sites, until 2011, only his first Supporting advertising. But the fact is, the original 'last resort' to finally become the cornerstone of successful companies, less than a decade, Chobani on Renqihenwang Facebook, Twitter Pinterest and Instagram and other social networking sites, 'full bloom', using social networking sites gather and consolidate a large number of loyal consumers, open up their own markets. During the Winter Olympics in Sochi this year, as the US team's sponsor, Chobani sponsor for Team USA 5,000 boxes of yogurt is unqualified Russia to clearance documents refused entry. Based on years of operating together on social networking sites good reputation and consumer groups, the matter became the headlines of many newspapers after the solidarity Chobani many people on the network, and even appeared in 'free Chobani' micro-topic. According to Networked Insights, just one day on Chobani reference rate rose from 1000 to 4000. Chobani a blessing in disguise, thus obtaining a value of approximately 70 million of media attention. According to research firm YouGov network data, during the Sochi Winter Olympics, Chobani brand reputation and purchase intention of consumers sharply increase, ranking the US team brought to the first, the big winner of the Winter Olympics. No sharing, no social when Chobani began to social networking sites, it has not positioned itself as a company, but to pursue 'like a real person, not a company,' the purpose of social networking sites, the social Renqihenwang Site 'Clean Sweep.' Currently, Chobani at 62.5 million fans on Facebook, has 45,000 followers on Twitter, on Pinterest 5.7 million subscribers, 2.5 million fans on Instagram, these social networking sites and Chobani official website link together to form a huge 'network', it constitutes a community of users on the network. The characteristics of different sites, Chobani often adopt different strategies based on user characteristics: ※ on Facebook, Chobani publish a series of content that contains the product description, company culture, customer questions, as well as recipes, etc., and take advantage of other brands, and they are together, Find your target audience from fans of other brands. ※ On Twitter, use Twitter to communicate real-time, all those user @ to Chobani, will be Chobani quickly lock, according to their published content, to respond. Twitter is an important platform Chobani improve the user experience on this platform, Chobani digital marketing team will change a lot of say to yourself, 'No' users into their own loyal consumers. Usersohheyitsdk had written on Twitter a tweet, said:. 'I do not like Chobani Greek yogurt brand,' but did notChobani, this information is still being Chobani caught and expressed the following reply, Chobani always a flavors are suitable for her, let her contact customer service, arranged for her tasting samples. As a result, @ ohheyitsdk is Chobani speed customer place conquered, became its loyal consumers. ※ Chobani is the earliest on Pinterest brand, because the majority of women here, they are more concerned about their body and health. According to digital marketing manager Emily Schildt Chobani introduction, the advantages of Pinterest is that the brand can use this platform to show their versatility. In 'Nothing but Good' section, for example, the visual effect of making content Chobani Pinterest becomes easier to share. More importantly, the user can select different sections Pinterest according to their needs, which is conducive to further subdivide Chobani consumer group, to consumers' micro-positioning. ' Through on Pinterest consumer segments, Chobani provided with 25 sections for different target audiences, from diet to travel, fitness, covering different topics. When a topic on Pinterest more Nike Lunar Womens popular, Chobani will initiate the topic, Air Jordan 20 and guide people to participate. Share is Chobani cores on social networking sites. Chobani with Network Director Neil Stein Ford (Neil Sandfort) words, a social networking site is to share, not to share, how can social? Chobani try to drink one of the means to achieve shared. Chobani think they have a good product, consumers simply lack the opportunity to try. So it is in the official website and Facebook have set up two 'try to drink' button, the user, after tasting, can share their first taste of Chobani yogurt experiences and photos on social networking sites. On Twitter, he did not mention if consumers tried Chobani, is @ until after, Chobani will be linked to the Twitter user, ask him like the taste, sent him asked him to try to drink yogurt. Set topic guide users participate in sharing, but also one of the important means. On Facebook, Twitter, Instagram, sharing a new menu developed to guide the user tries to Nike Air Max Unisex cook, upload your own results; or Air Jordan 13 to launch a micro-topic, sharing their first taste Chobani moment. On Instagram and Twitter, Chobani share held weekly contest to see who is the most popular photo sharing to reward those loyal consumers. Chobani digital marketing team of five members, who derives from social media content experience: short easy to share content, add pictures, initiate a conversation. Extend the brand content Chobani did not simply define themselves as a yogurt, or even dinner is more than the supplement, but to orient themselves to a healthy lifestyle. Therefore, in the social network, Chobani image more like a firm advocate of a healthy lifestyle. On Chobani site, a striking Air Jordan 1 area is the kitchen, the area contains some of the following recipes developed Chobani and cooking videos, which all-inclusive meals, recipes, nutrition information below there, the user can search to develop their own recipes. For those who like Chobani yogurt consumers, when they need to use yogurt recipe when, Chobani is naturally the best choice. Chobani marketing team analyzed results of two social networking sites marketing experience: First, people want to communicate with people, and not to communicate with the company; the second is that people like to share relevant information with their contents. So on social networking sites, Chobani published content and content are more health, life, travel and so on quality of life, and little direct release of product promotion information. On Twitter, the content Chobani inspire people in various humor celebrity quotations, menus, health tips based, taking into account most of the time Twitter users use the mobile Internet, Chobani Twitter tailored content to ensure that the information short, some silly, but can please the users. It also utilizes some unique topic label, guide users to participate. Most users on Pinterest are concerned about their health, like the Air Jordan 4 home cooking of people, who are usually very picky stress, they do not like to see the company come send ads, and more concerned about the real interaction. Chobani social media team has whim on Pinterest has made a lot of text conversion tables of food, the results become official website hits fifth content. This unexpected let Chobani social team come to a conclusion: pretty picture of course welcome, but users prefer those valuable content. Chobani on Pinterest set up 25 pages, most of the content has nothing to do with the yogurt, such as 'Summer Breeze', 'taste inspiration', 'holiday dinner' ...... these sections are mostly share the good bits of life, there is no strong business atmosphere more like a network community. As Chobani to position themselves on the social network, as it is not a company, but a real person, share their healthy living on the same network with people who love life, health concerns, and with consumers become friends. Maybe it's not their whole life, but like Chobani the slogan said, just add good, when consumers go through those moments in life, Chobani is that where a little 'good' (good).