Reflective Analysis and Thank You!

The final stage of our culminating term project is to evaluate its progress and development through a Reflective Analysis of our social media campaigns.

We'll be going in-depth and discussing:

• our blogging platform,
• our social media platforms,
• Facebook
• Twitter
• Instagram 
• promotional strategies,
• goals,
• analytics,
• insights, and
• tools used during this process.

Check out our Reflective Analysis here!

We'd also like to take this opportunity to thank everyone who took interest in our content and for engaging with our social media platforms :)

Cheers,

Anna Toppetta , Ross Begbie , and Vijeyta Bali

 

Liberte Social Media Marketing Plan

Liberte

The marketing campaign that would be created would be for Liberte. 

Idea

The idea is that we would have a promotion where consumers on Instagram would post pictures of their liberte greek yogurt, or any of their food that contains liberte greek yogurt with a hashtag of #LiberteGreekCanada2016. Those who do will be put in a draw to win a trip to Greece for a week. The audience would be consumers who like to eat healthy, and are interested in travelling. The goals would be to have an increase in followers of about 1000 and increase traffic with the amount of Liberte hashtags. 

Launch

The best time to launch this promotion would be in the beginning of April and to have the draw by May 1st and for the winner to be on their way to Greece by May 20. This promotion will definitely be promoted on Instagram but on Facebook as well as they are both very popular with people posting Instagram pictures on Facebook. This will attract and acquire the audience as it is a chance for them to win a trip to Greece, and this will engage them by having hem post pictures of their food on Instagram with the hashtag #LiberteGreekCanada2016.

Oikos Vs Liberte on YouTube

Posts 

The Oikos YouTube page has 5803 subscribers and 5,257,928 views, while the Liberte YouTube page has 227 subscribers and 2,836,967 views. Oikos posts about two to three videos a month, while Liberte posts about three to four videos a month. The videos that Oikos post are primarily commercials with some recipe how to videos as well, and Liberte posts more videos of commercials. In Oikos’ description they have the description “Dannon Oikos Greek Yogurt - Too Delicious to be so Nutritious” with links to their website, Facebook, twitter and store locator. In Liberte’s description they have the description “Nous créons les produits laitiers les plus simples et les plus savoureux qui soient. We craft the simplest and best-tasting dairy products” With links to their website, Facebook, Twitter, Instagram, Google+, and Pinterest. Both brands do not use the 50/50 rule on their YouTube pages.

Successful Posts

Oikos’ most successful video post is their Triple Zero commercial that has 1,963,153 views, 11 likes 6 dislikes, 2 comments and was posted 2 months ago. 

Oikos' Most Recent Successful YouTube Post to Date

Liberte’s most successful video post was their Liberté Greek Extra-Creamy - Thank you Simplicity ad that has 640,932 views, 3 likes, 1 dislike and 1 comment. 

Liberte's Most Recent Successful YouTube Post to Date

The Oikos video post was successful because they used a football player to promote their new Greek yogurt product that appealed to the health conscious and athletic consumers. Liberte video post was successful likely because it was a visually appealing ad, compared to their other videos, to promote their new yogurt.

Oikos Vs Liberte on Instagram

Posts 

The Oikos Canada page has 303 posts, 2172 followers, and is following 547 other pages. The Liberte Canada Instagram page has 394 posts, 1889 followers, and is following 1306 other pages. Both brands post pictures on their Instagram pages at least twice a week. Oikos posts content such as contests, like a chance to go to Greece, promotions, their new products, and recipes. Liberte posts mostly recipes and suggestions to put the yogurt in. The description on Oikos’ Instagram page is “Oikos, the dream snack for your cravings. Be our hero! 👇🏻 Soyez notre héros!👇🏻 www.oikos.ca”, and the description on Liberte’s Instagram page is “Liberté Canada Liberté est une marque de yogourt et de produits laitiers frais et naturels. / Liberté is a brand of fresh, natural dairy products. #Liberté”. Both Oikos and Liberte mostly post pictures over videos, and use hashtags in their posts. Some of the keywords and hashtags that Oikos uses on Instagram are Greek, yogurt, snack, yummy, delicious, Foodgasm, and dreamsnack. Liberte uses keywords and hashtags such as probiotics, yogurt, Greek, breakfast, and delicious. Both brands do not use the 50/50 rule in their instagram posts.

Successful Posts

The most successful post on Oikos’ Instagram page is their most recent post which was posted two weeks ago, which has 100 likes and 55 comments. Here's a link to that post: https://www.instagram.com/p/BCqYAyYLKdK/?taken-by=oikos_canada

Oikos' Most Recent Successful Instagram Post to Date

 The most successful post on Liberte’s Instagram page was posted five weeks ago, which has 90 likes and 2 comments. Here's a link to that post: https://www.instagram.com/p/BBqHlsUEzmY/?taken-by=libertecanada

Liberte's Most Recent Successful Instagram Post to Date

 The Oikos post was successful because it was a good promotion idea that would give people the opportunity to win the contest. The Liberte post was successful because they introduced a new product of Liberte yogurt with different flavor that appealed to their consumers.

Oikos Vs Liberte on Twitter

Posts

Oikos has about 1182 tweets, 21.1k followers, 1757 likes and is following 232 other twitter pages. Liberte has about 1458 tweets, 1549 followers 785 likes and is following 1183 other twitter pages. Both brands tweet around once a week, but Oikos hasn’t tweeted anything since February and Liberte is still posting weekly. Both brands tweet very similar things as their Facebook pages. Oikos is tweeting their new products and their flavours with pictures and video commercials. Liberte is tweeting some of their new products, their discounts with coupons, and links to recipes. The common keywords and hashtags Oikos uses is similar to their Facebook page which are Greek, yogurt, protein, and snack. On Liberte’s Twitter page they use the keywords and hashtags such as Greek, yogurt, and Liberte. Both brands do not use the 50/50 rule in the tweets.

Successful Posts

 Oikos’ most successful tweet is their most recent one that was posted on February 9, with 455 retweets and 1.1k likes.

Oikos Most Recent Successful Tweet

 Liberte’s most successful tweet was posted on September 28, 2015 and has 13 retweets and 177 likes. 

Liberte's Most Successful Tweet

The Oikos tweet was successful because they posted about an MVP football player that to catch the attention of athletes and people who want to be healthy. The Liberte tweet, though it didn’t have as much retweets and likes compared to Oikos’ posts, was successful because it was a video commercial to promote the products and a discount. 

Oikos Vs Liberte on Facebook

Posts

Oikos has about 574,124 likes on their page while Liberte has 160,019. Both Oikos and Liberte yogurt post at least once a week and use both pictures and videos in their posts. Oikos and Liberte yogurt post all kinds of posts on their pages such as promos with coupons, videos to show their commercials, and links to Pinterest ideas for recipes. On Oikos’ Facebook page we see posts promoting new products such as the Oikos Crunch with 4 new flavours, and Oikos Triple Zero with 15g of protein that comes in a few different flavours. On Liberte’s Facebook page there are posts with links to recipes, posts of pictures with different products, and videos of commercials with coupons. Both brands promote new flavours, Oikos uses videos to post their new yogurt while Liberte uses coupons on their page that consumers can use. On Oikos’ Facebook page they use common keywords such as yogurt, Greek, protein and snack, on Liberte’s Facebook page they use common keywords such as Greek, yogurt, taste and delicious. Both brands do not use the 50/50 rule on their Facebook pages.

Successful Posts

Most of their posts are not very popular being under 1000 likes on most of their posts. 

There are some successful posts such as Oikos promotional video with 1.8k likes, 354k views, and 265 shares.

Oikos' Most Recent Successful Post to Date

Liberte’s coupon post with 642 likes and 65 shares.

Liberte's Most Recent Successful Post to Date.

The Oikos post was successful because it was an eye catching video commercial that people enjoyed watching and wanted to share. The Liberte post was successful because it posted a coupon with a discount for their yogurt that appeals to the consumers who want to save money.

The Most Nutritious Yogurt Company - Liberte vs. Oikos

SEO is an important consideration for marketers because it is a huge asset to increasing traffic to company’s websites. SEO has a heavy connection to the technical aspects of any website through site speed, crawlability, and information architecture. When SEO is done right, the traffic on a company’s website can be rather high, such as load speed, if the website takes forever to load or ado anything on it, it can direct people away from the website.  In the yogurt industry, Liberte and Oikos by Dannon are popular yogurt brands for their taste and nutrition. Using keyword sentences throughout their sites like “Taste Nutrition and Healthy” and “Greek Yogurt”, in the quest of the Most Nutritious Yogurt, I will use the information from both Liberte and Oikos sites and will determine which of the two sites has a stringer SEO, when compared.
 

Liberte SEO


Example of Liberte Website

The Liberte website can be found here.

Liberte uses the keyword phrases Indulgent Yogurt, Greek Yogurt, Organic, Taste. Each of these key words are used a lot throughout the website, mostly on the products pages. The meta date description does not have any of the key words. 

The site upload speed is quite fast and the content on the website and overall layout, simple and modern. The website represents Liberte yogurt brand very well with its unique organic appeal. 

Liberte has been able to utilize the opt ins with an email opt in and links to their social media accounts.

They are mobile friendly and come ranked 11th in search results for Greek yogurt.
 

Email Opt In and Social Media Links



Oikos SEO

Example of Oikos Website

The Oikos website can be found here.

Oikos uses the keyword phrases Greek Yogurt, Nutrition, Taste. Each of these key words are not used as frequently on the Oikos website as the Liberte keywords are. However, unlike Liberte, the meta data description does have the keyword phrase Greek yogurt in the Oikos website.

The upload speed is quite fast but a little bit faster than Liberte's website. Oikos' content on the website is not as pleasing and modern as Liberte's, and is a bit dark and too bland to represent a modern, organic yogurt brand such as itself. 

Oikos is mobile friendly and does not have an email opt in but does have links to their social media accounts.

 

Social Media Links

Summary

Liberte’s strengths are its use of words and clear, simple and easy to navigate website. Oikos’ strengths are its use of simplicity and easy to use website. The keyword sentences Taste Nutrition and Healthy” and “Greek Yogurt" are found quite easily on both sites but was used more on Liberte compared to Oikos.  Other observations are that are that some things from each of their HTML source codes were missing. Oikos was missing meta name: “keywords” and  Liberte didn’t use many words under their alt. When searching for content using the keywords:  Indulgent Yogurt, Greek Yogurt, Organic, Taste, Liberte ranked at 11 only for Greek yogurt and nothing else. When searching for content using the keywords:  Greek Yogurt, Nutrition, Taste, Oikos was ranked 17 only for Greek yogurt and nothing else.  The two sites have their ranking fairly close and their uniqueness of products. They differ quite high in their layout of website and how the information is displayed.

 

Conclusion

In the yogurt industry, Liberte and Oikos are popular brands that fulfil the needs and cravings for great tasting, nutritious yogurt.    Using keyword sentences throughout their sites like “Taste Nutrition and Healthy” and “Greek Yogurt” I saw that it was hard to rank both brands for taste nutrition and healthy but easier for Greek yogurt. When searching for tasty nutritious and healthy yogurt it was hard to come across a specific brand website. However, when searching for Greek yogurt both brands definitely appeared.  In my opinion the overall winner of this SEO Search analysis is Liberte for their overall website performance and use of keywords.

 

Welcome to Our Blog!

Introduction

This blog is the result of our culminating term project for the Digital Marketing course at Sheridan College. Our goal is to conduct an analysis of the top yogurt brands by studying their web content and marketing strategies to see how they have implemented the use of SEO. Through this analysis, we hope to understand how to effectively leverage SEO functionalities for the best results.

The brands we are focusing on are:

• Astro
• Liberte
• Oikos Greek Yogurt
• Stonyfield Organic
• Activia
• Yoplait Yogurt
• FAGE
• Chobani

Our Team



Anna Toppetta

Anna is an aspiring marketing professional. She is currently working in the film and television industry and can be seen on the television series "12 Monkeys". One of her favourite shows is the X-Files!







 

 

 

 



Steven Flores

Steven, a.k.a OG-Ven Kenobi, is a student  in the Marketing program. He's an aspiring gangster rapper and hopes to one day be a part of the Wu-Tang Clan. He's part of the rap social club, enjoys the Star Wars franchise, and anime.



 

 

 

 

 



Ross Begbie

Ross is an aspiring marketing professional and student at Sheridan College. In his spare time, he manages a personal blog on productivity and listens to music. 

 

 

 

 

 

 

 

 



Vijeyta Bali

Vijeyta is enrolled in the General Business program with a focus in accounting and marketing. She enjoys baking, learning new languages, and Netflix binges. She currently holds the title of "Princess of All Saiyans".