Effective Social Media Strategy to Grow HelloFresh's Brand Case Study

Effective Social Media Strategy to Grow HelloFresh's Brand

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Section 1

Introduction: Effective Social Media Strategy to Grow HelloFresh's Brand

Social media has been shaped by both business and cultural factors. As businesses have embraced social media as a marketing and e-commerce tool, social media platforms have evolved to meet these needs (Kwayu, et.al 2021). Meanwhile, social media has moreover had a significant impact on digital culture and the way people interact with each other online. The report considered the case example of Hello Fresh for evaluating the strategies of effective social media strategies. HelloFresh is a Germany-based Meal kit firm its headquarters is located in Berlin, and the company functions in 14 nations and three islands (Vardi, et.al 2020).

Figure 1: Company image

P1 The key concepts of social media for businesses on the development of social media

Social media is now a crucial component of marketing plans for companies. It is essential for businesses to comprehend the fundamentals of social media in order to effectively use it for marketing objectives (Sajid, 2016). Some of the fundamental ideas behind social media for businesses are as follows:

• User profile: A user's profile on a social media platform is a compilation of information they share. User profiles can be used by businesses to learn more about their target market and develop tailored marketing messages.
• Any type of content produced by users of a shared media platform is known as "user-generated content," or UGC. This includes the images, recordings, opinions, and remarks. Companies can use user-generated content (UGC) to boost audience engagement and foster trust (Taecharungroj, 2019).
• Social networking: Social networking refers to the process of building and maintaining relationships with people on social media platforms. Businesses can use social networking to create a community around their brand and interact with their audience.
• Social listening: Social listening involves the monitor of social media platform for mention of a brand, product, or service. By analyzing social media conversations, business can expand insight into their target audience, identify emerging trends, and respond to customer feedback.
• Influencer marketing: Influencer marketing is a kind of advertising that involves partnering with social media influencers to promote a brand, product, or service. Influencers have great followings on social media platform and can help businesses reach a wider audience.
• Hashtags: Hashtags are a way of organizing content on social media platforms. They allow users to search for specific topics or themes (Rauschnabel, Sheldon, and Herzfeldt, 2019). Businesses can use hashtags to increase the visibility of their content and join relevant conversations.

It is recommended, from the above analyses that by understanding these key concepts, businesses can develop effective social media marketing strategies that engage their audience, build brand awareness, and drive sales.

P2 The influence of business and cultural Factors on the development of social media

Social media development has been significantly influenced by commercial and cultural considerations. These are some instances of how these elements have affected the development of social media:

Business intelligence: Social media platforms produce a tonne of data that can be used by companies to learn more about their target market. This has led to the development of sophisticated analytics tools that help businesses track engagement, measure success, and optimize their social media strategies.

• E-commerce: Social media platforms have become key channels for e-commerce. Social media can be used by businesses to market their goods, find new clients, and offer customer service (Valerio, William, and Noémier, 2019). Even some social media sites, like Facebook and Instagram, have tools that let companies sell goods right there on the site.
• Social Media Marketing: Organizations have used social media as a crucial tool for marketing. In order to reach and engage a target audience, social media marketing involves developing and distributing content on social media networks. As a result, a new sector of influencers, consultants, and firms for social media marketing has grown.
• E-gaming: Social media platforms have become popular channels for e-gaming. Gamers can use social media to connect with other gamers, share gameplay videos, and promote their own e-sports teams. Some social media platforms, such as Twitch and YouTube, have even built dedicated communities around e-gaming.
• Digital Culture: Social media has had a significant impact on digital culture. It has facilitated the creation of new communities and subcultures that may not have been possible otherwise (Çöteli, 2019). Social media has also played a role in the spread of viral trends and memes.
• Digital Interactions: Social media has changed the method people interact by every other. It has enabled people to connect with others around the world, share experiences, and build relationships. Social media has also created new opportunities for activism and social change.

M1 Evaluation of the use of social media, in the relationship between businesses and consumers.

Social media has become an increasingly popular way for businesses to establish and maintain relationships with their customers. The benefits and disadvantages of social media in the relationship among business and customers, using the case example of HelloFresh, a meal kit delivery company, and other businesses are as follows:

Advantages	Disadvantages
Increased Engagement: Businesses may interact with their clients more personally thanks to social media. This may result in greater client retention and brand exposure. (Chiarello, Bonaccorsi and Fantoni, 2020).	Negative Feedback: Social media can also be a platform for negative feedback. Negative feedback can be damaging to a business's reputation and can lead to a loss of customers.
Cost-Effective: Social media is a commercial way for businesses to reach a large audience. It is much cheaper than traditional advertising methods and can be used to reach a specific target audience.	Miscommunication: Miscommunication can occur on social media due to the lack of context and the brevity of messages. This can lead to misunderstandings between businesses and their customers.
Customer Feedback: Businesses can get immediate client input through social media feedbacks. This feedback can be used to improve products and services.	Time-Consuming: Social media can be time-consuming for businesses (Thota, 2018). It requires a consistent and active presence to engage with customers and respond to their queries.

For the evaluation it is considered that the advantages of using social media for the case company are:

• HelloFresh has been successful in using social media to engage with its customers by sharing recipes and cooking tips on its social media platforms.
• HelloFresh has been able to target its advertising to people who are interested in cooking and healthy eating, leading to a higher conversion rate.
• HelloFresh has been able to use social media to collect feedback on its recipes, which it uses to improve its offerings.

While social media has many advantages for businesses in their relationship with consumers, it also has some drawbacks some of them are:

• HelloFresh has faced negative feedback on social media about the quality of its ingredients and the packaging of its products.
• HelloFresh has faced miscommunication on social media, with customers complaining about the delivery of their products.
• HelloFresh has a dedicated team to manage its social media platforms, which can be costly for smaller businesses.

It is critically evaluated that, HelloFresh has been successful in using social media to engage with its customers and improve its offerings, but it has also faced challenges in managing negative feedback and miscommunication (Jab?o?ski and Jab?o?ski, 2020).

P3 The use of social media platforms on brand awareness and consumer engagement

HelloFresh, a meal kit delivery company, has utilized various social media platforms to increase its brand awareness and engage with its consumers. Examples of how HelloFresh has used social media platforms to achieve its marketing goals:

• Facebook: HelloFresh has an active Facebook page with over 2 million likes. HelloFresh's Facebook page has been successful in engaging with its customers, with many customers leaving positive comments and sharing their own cooking experiences.
• Twitter: HelloFresh also has an active Twitter account with over 66k followers. The company uses Twitter to share content related to healthy eating and cooking. HelloFresh's Twitter account has been successful in engaging with its customers in a timely and personalized manner.
• Instagram: HelloFresh has a strong presence on Instagram with over 1.8 million followers. The company uses HelloFresh also uses Instagram to engage with its customers through user-generated content and recipe contests (Dihyat, et.al 2021). The company's Instagram account has been successful in increasing its brand awareness and building a community of loyal customers.
• Blog: HelloFresh maintains a blog on its website that covers a variety of topics related to healthy eating and cooking. The blog has been successful in driving traffic to HelloFresh's website and in establishing the company as a thought leader in the meal kit delivery space.

P4 The impact of different forms of social media on brand awareness and consumer engagement

Diverse forms of social media have had a significant impact on brand consciousness and consumer appointment in the modern era of marketing. By social media platforms such as Facebook, Twitter, Instagram, and blog, brands can unite with their clients in a more personalized and engaging way (Jokinen, 2016). This has helped brands to increase their brand awareness and to build a community of loyal customers who are passionate about their products and services. Facebook has been successful in increasing brand awareness and customer commitment by provided that a platform for brands to connect with customers in a more personalized way. Twitter's real-time nature makes it an effective platform for customer engagement, as brands can respond to customer inquiries and feedback promptly.

Figure 2: Twitter account of Hello Fresh

Brands can operate Instagram to allocate visually interesting photos and videos that platform their products and services. Brands can use blogs to share informative and engaging content related to their products and services.

M2 Critical evaluation of different social media platforms to identify their areas of greatest influence

Different social media platforms have varying degrees of influence depending on their user demographics, features, and capabilities. A critical evaluation of some of the most popular social media platforms, including their areas of greatest influence:

• Facebook: Facebook is also an effective platform for businesses to reach a wide audience through targeted advertising and to engage with customers through posts, comments, and direct messages.
• Twitter: Twitter's greatest area of influence is in its ability to provide a platform for real-time news and discussion. Twitter is also an effective platform for customer service and engagement, as brands can respond to customer inquiries and feedback promptly (Arora, et.al 2019).
• Instagram: Instagram is also an effective platform for influencer marketing, as brands can partner with popular Instagram influencers to reach a wider audience.
• LinkedIn: LinkedIn's greatest area of influence lies in its ability to connect professionals with job opportunities and to provide a platform for thought leadership and industry discussion.
• TikTok: TikTok is also an effective platform for influencer marketing, as brands can partner with popular TikTok creators to reach a younger audience.

In conclusion by understanding the strengths and weaknesses of each platform, brands can develop an effective social media marketing strategy that can help them to reach and engage with their target audience (Johnson, 2017).

D1 Critical analysis of how social media is used by organizations to develop and promote business aims

HelloFresh has effectively used social media to develop and promote its business aims. By creating a consistent visual identity, engaging with customers, leveraging influencer marketing, using targeted advertising, and building a community around its brand, HelloFresh has been able to increase brand awareness, customer engagement, and sales. The critical analyses of how HelloFresh uses social media are through the following points:

• Brand Awareness: HelloFresh has used social media to build its brand awareness by creating a consistent visual identity across different platforms. They also frequently share user-generated content and influencer partnerships to showcase the brand in action Kannan and Singh, 2021).
• Customer Engagement: HelloFresh has used social media to engage with customers by responding to comments, inquiries, and feedback promptly. They have also used social media to collect feedback on products and services and to launch contests and promotions that encourage user participation.
• Influencer Marketing: HelloFresh has successfully used influencer marketing on social media to reach a wider audience. They have partnered with popular food bloggers and Instagram influencers to showcase their products and services. These partnerships have helped to increase brand awareness and customer engagement, and have also helped to position HelloFresh as a thought leader in the meal kit delivery space.
• Targeted Advertising: HelloFresh has used targeted advertising on social media platform like Facebook and Instagram to reach a wider viewer. They use data on user demographics and interests to create targeted campaigns that appeal to specific customer segments Van der Bend, et.al 2022).

Conclusion

HelloFresh has effectively used various social media platforms to increase its brand awareness and engage with its customers. The company's active presence on Facebook, Twitter, Instagram, and blog has helped it to establish a strong online presence and to build a community of loyal customers who are passionate about healthy eating and cooking. In conclusion, understanding contemporary social media concepts, features, and tools are essential for marketing managers who want to stay ahead of the competition and effectively engage with their audience. By leveraging tools like user-generated content, social commerce, influencer marketing, social listening, augmented reality, video content, and social media analytics, businesses can create more engaging and effective social media strategies.

References

Aditya Shastri, 2022, Hellofresh Social media marketing (online). < https://iide.co/case-studies/marketing-strategy-hellofresh/> accessed on 21.02.2023.

Arora, A., Bansal, S., Kandpal, C., Aswani, R. and Dwivedi, Y., 2019. Measuring social media influencer index-insights from Facebook, Twitter, and Instagram. Journal of retailing and consumer services, 49, pp.86-101.

Chiarello, F., Bonaccorsi, A. and Fantoni, G., 2020. Technical sentiment analysis. Measuring advantages and drawbacks of new products using social media. Computers in Industry, 123, p.103299.

Çöteli, S., 2019. The impact of new media on the forms of culture: digital identity and digital culture.

Dihyat, M.M., Malik, K., Khan, M.A. and Imran, B., 2021. Detecting Ideal Instagram Influencers Using Social Network Analysis. arXiv preprint arXiv:2107.05731.

Jab?o?ski, A. and Jab?o?ski, M., 2020. Social Business Models in the Digital Economy. Palgrave Macmillan.

Johnson, K.M., 2017. The importance of personal branding in social media: educating students to create and manage their brand. International journal of education and social science, 4(1), pp.21-27.

Jokinen, T., 2016. Branding in social media and the impact of social media on brand image.

Kannan, P.K. and Singh, S., 2021. Digital business models and platforms. Groningen Digital Business Centre, 1(1), pp.1-16.

Kwayu, S., Abubakre, M. and Lal, B., 2021. The influence of informal social media practices on knowledge sharing and work processes within organizations. International Journal of Information Management, 58, p.102280.

Rauschnabel, P.A., Sheldon, P. and Herzfeldt, E., 2019. What motivates users to hashtag on social media? Psychology & Marketing, 36(5), pp.473-488.

Sajid, S.I., 2016. Social media and its role in marketing.

Storybox, 2022. ABOUT HELLO FRESH (Online) Accessed <https://storybox.io/hellofresh> accessed on 20-02-2023.

Taecharungroj, V., 2019. User-generated place brand identity: Harnessing the power of content on social media platforms. Journal of Place Management and development.

Thota, S.C., 2018. Social media: A conceptual model of the why's, when's and how's of consumer usage of social media and implications on business strategies. Academy of marketing studies journal, 22(3), pp.1-12.

Valerio, C., William, L. and Noémier, Q., 2019. The impact of social media on the E-Commerce decision-making process. International Journal of Technology for Business (IJTB), 1(1), pp.1-9.

Van der Bend, D.L.M., Jakstas, T., van Kleef, E., Shrewsbury, V.A. and Bucher, T., 2022. Adolescents’ exposure to and evaluation of food promotions on social media: a multi-method approach. International journal of behavioral nutrition and physical activity, 19(1), p.74.

Vardi, S., Rosenthal, S., Woods, N., Levy, J. and Tanner, D., 2020. Hello Fresh.

Section 2

Introduction

HelloFresh is offering a large variety of products such as tableware, grocery items, and suitable food solutions to its audience. The objective of the company is to cover the biggest portion of customers' food budget, significantly influencing new audiences and providing regional markets through consumers with a rising selection of options. HelloFresh uses the power of people to increase brand awareness, the company professionally designs solid incentives that make people want to hype their brand. HelloFresh’s 80% audience is women, mainly among the age group of 30 to 50. The report highlights the social media strategies and tools for effectively achieving the target and goals of the company.

P5 Market and user research to define aims and objectives for a social media strategy, in response to HelloFresh marketing needs

Market and user research can be conduct in different traditions, including surveys, focus groups, online research, and analysis of social media and website data (Saura, et.al 2021). To define the aims and objectives for the social media strategies for HelloFresh following points should be considered:

• Demographic information about the company's target market, counting age, gender, income, education level, and geographic location.
• Psychographic information, such as values, interests, and lifestyle preferences might affect purchasing behavior.
• Information about consumer habits and preferences related to meal planning, cooking, and grocery shopping.
• Analysis of competitor strategies, including social media tactics, content, and messaging.
• Analysis of social media and website data to track engagement, traffic, and customer feedback.

By gathering and analyzing this type of information, HelloFresh can develop a better understanding of its target market and the factors that influence its purchasing decisions. This can then be used to develop a more effective marketing and social media strategy that is tailored to the needs and preferences of the target audience (Yang, 2022).

P6 Create a social media strategy to address client needs and meet customer expectations

Create social media objectives: Using the social media technology known as "Mention," it will be possible to track Hello Fresh's development from inexperienced manager to seasoned social media strategist. The following actions should be taken by the marketing analyst or social media manager to meet the objectives for the business's success, which are:

• Raise brand awareness: To do this, one must be aware of the amount of followers.
• Sales: Boost sales by luring more and more clients with regular reels and ads.
• Increase website traffic: Clicks from social media users on brand posts will greatly increase and persuade clients to make purchases from the company.

P7 The social media strategy for HelloFresh to achieve the aims and objectives defined

Preparing the social media plan will enable the case organisation to save time and build a dependable digital presence across all marketing channels. The essential steps to developing a successful social media strategy for Hello Fresh are as follows:

• Do a social media audit. The audit will be a candid assessment of what has and has not been effective for each social media platform. A comprehensive audit can be performed on Instagram alone or across all social media platforms by Hello Fresh's marketing and social media manager.
• Doing a competition analysis: The business may be completely aware of its rivals or may not have given them much thought at all. A crucial stage in creating Hello Fresh's social media marketing strategy is conducting a competition study.
• Producing any kind of information for marketing reasons is known as "creating content" (Effing, and Spil, 2016). It may entail producing high-quality content across a range of platforms, using a mix of graphic design, photography, videography, and copywriting. If the material shared on social media is engaging and informed, more and more customers become engaged with the brand.

P8 Present a social media analytics plan that communicates the way in which it meets customer and client needs

• Creating a schedule: Hootsuite, an excellent social media strategic tool, may be used to plan and arrange Hello Fresh's social media posts so that the company has the best chance of getting seen.

• Specify your workflow: Case company should have a plan in place that outlines how the case firm will collaborate. Setting and approving social media material, publishing it, and reviewing the results will help reach goals.

• Choose the appropriate channels: Hello Fresh needs to be aware of the social media platforms that will assist the company reach its target audience the most (Lehn, Goossens and Schmidt, 2023). If Hello Fresh's audience is closer to place of business, and getting queries from people in a local Facebook group is better for business.

Figure 3: Rank of social networks worldwide

M3 Justification about the selection of technology platforms and tools

Social media management entails maintaining a consistent presence on all social media channels for the brand (Sponder, and Khan, 2017). Planning and scheduling posts, interacting with followers, responding to inquiries, following current trends, and evaluating performance are all part of managing social media. To do this correctly, the right tools are required. Some of the tools that assist in effectively managing social media strategy management are:

1. Mention: One of the more recent technologies that took the role of Google Alerts is Mention. (Google Alerts would send emails informing whenever a brand-specified keyword or phrase was mentioned online.) The software enables real-time monitoring of millions of sources in 42 languages, allowing Hello Fresh to respond and engage with its clientele.
2. Hootsuite: Hootsuite is arguably the simplest and most popular brand-conversation monitor Tool for the effective social media handling. Two of the most important tasks in managing social media and creating a social media content schedule are planning and post-scheduling.
3. Topsy is a search engine that enables businesses to keep track of brand mentions throughout the internet with a focus on social insights from the most popular online discussions. This is especially useful if there is a lot of stuff on HelloFresh to sort through (Clampitt, 2017).

M4 Critical analyses of the social media strategy presented and define the metrics

Social media metrics are important because they show that a brand can evaluate the success of a campaign and the success of its social media strategy, which will eventually determine whether or not it will have an impact on its industry (Medjani, Rutter, and Nadeau, 2019). High engagement rates are a sign of audience health (how responsive and "genuine" supporters the viewers is), engaging satisfied kinds, and brand recognition.

Social media analytics examine many engagement measures at the granular level:

• Shares and Retweets: Little interaction indicators, such as Likes and Comments, build up over time. The business can view the overall engagements per post or profile in a Twitter report.
• The ratio of interactions to views or audience reached is known as the post engagement rate. A high response rate suggests that the post's audience considers it interesting.
• The account mentions: Organic mentions, such as unprompted tagging of a brand in an Instagram story or @mentions that aren't in a reply, demonstrate significant brand awareness.

Like with additional metrics, focus on just one interface metric cannot offer the brand with all the data they require to fully decide on their approach. Combine measurements are a tremendous technique to learn more regarding the users that may use social media to achieve particular objectives. For instance, a post with many likes but few comments or shares isn't necessarily a bad thing (Colicev, et.al 2018).

D2 Critical evaluation of the social media strategy and plan presented, highlighting the way it will support the aims and objectives of the social media strategy created for Hello Fresh.

Social media marketing for a business necessitates a commitment over the long haul. Despite the time commitment, it is a successful and efficient tactic (Stolberg, 2019). Although timely, the return on investment (ROI) is excellent. While social networking offers many benefits, immediate results are not one of them. The example company should not count on results from social media marketing right away. Creating social media tactics that produce good outcomes over a lengthy period of time is the main focus for marketers. It requires a lot of time, effort, and commitment (Dunlop, Freeman, and Jones, 2016).

Setting up a plan for social media marketing makes it reasonably simple to gauge the influence of advertising on site traffic and online sales, but it may occasionally be challenging to ascertain the effect of content on brand recognition, awareness, and loyalty. The real-time database of the social media marketing platform Topsy detects sentiment and offers statistics. Sort by tweets, links, images, videos, influencers, or all of the above, or include everything. Users can monitor social networks and websites other than those on the default list using programmers like Hootsuite as a tool can be perplexing to see so many social networks and profiles displayed in the interface, especially at the Pro level when there is so much activity happening inside each tab, but it's crucial to keep in mind that the structure was made with ease of use in mind.

Conclusion

According to section 2, HelloFresh can create a social media plan that is based on user and market research and is tailored to the business's marketing requirements. The strategy should be adaptable and fluid, with constant evaluation and modifications made to make sure the target audience is reached and engaged. At the conclusion, it is advised that determining Hello fresh's business objectives, social media marketing goals, and target market can aid in developing the best kind of content to produce favorable outcomes.

References

Clampitt, P.G., 2017. Social media strategy: Tools for professionals and organizations. Sage Publications.

Colicev, A., Malshe, A., Pauwels, K. and O'Connor, P., 2018. Improving consumer mindset metrics and shareholder value through social media: The different roles of owned and earned media. Journal of Marketing, 82(1), pp.37-56.

Dunlop, S., Freeman, B. and Jones, S.C., 2016. Marketing to youth in the digital age: The promotion of unhealthy products and health-promoting behaviours on social media. Media and Communication, 4(3), pp.35-49.

Effing, R. and Spil, T.A., 2016. The social strategy cone: Towards a framework for evaluating social media strategies. International journal of information management, 36(1), pp.1-8.

Lehn, F., Goossens, Y. and Schmidt, T., 2023. Economic and environmental assessment of food waste reduction measures–Trialing a time-temperature indicator on salmon in HelloFresh meal boxes. Journal of Cleaner Production, p.136183.

Medjani, F., Rutter, R. and Nadeau, J., 2019. Social media management, objectification and measurement in an emerging market. International Journal of Business and Emerging Markets, 11(3), pp.288-311.

Saura, J.R., Ribeiro-Soriano, D. and Palacios-Marqués, D., 2021. From user-generated data to data-driven innovation: A research agenda to understand user privacy in digital markets. International Journal of Information Management, 60, p.102331.

Sponder, M. and Khan, G.F., 2017. Aligning Digital Media with Business Strategy. In Digital Analytics for Marketing (pp. 349-368). Routledge.

Stolberg, T., 2019. Applicability of bio-based polymer packaging in the meal kit context-A case study with HelloFresh.

Yang, A., 2022. HelloFresh, GoodByeChoice: Losing our choice within the meal kit delivery platform. The iJournal: Student Journal of the Faculty of Information, 8(1).

Statista, 2023. Ranking of different social media networking platforms,(Online). < https://www.statista.com/> accessed on 21.02.2023