Page 30 - Shango Case Study

Shango Social Media
Social media is indispensable for building strong, loyal customer relationships and communities, as well as creating company and product buzz, and sharing trusted recommendations. However, if the response of traditional media channels to cannabis companies and cannabis marketing has been less than enthusiastic, the response of social media channels has been more than frustrating.
Many social media channels have issues with cannabis companies. Their policies are unpredictable and their knee-jerk decisions have created dif culties throughout the industry. Facebook and Instagram recently and unexpectedly began shutting down many, but not all cannabis company accounts for reasons that are neither clear nor de ned.
BTRhAeNDCmoomvepdaqnuiyckly to adapt and reinforce Shango’s social media content strategy to: 1) meet restrictions set by the major social networks, 2) protect against future disruptions,
Shango, a subsidiary of Rexroad Marquis Corporation (RMC), is an integrated cultivator, and 3) develop new opportunities. We also added MassRoots, a new channel dedicated to
processor, distributor and retailer of premium cannabis products based in Portland, Oregon. serving cannabis companies and their marketing needs, to our social media mix. MassRoots
It is also an emerging leader in the exploding American Cannabis Industry. aggregates social savvy cannabis consumers from all social media channels.
Currently, Shango has cultivation facilities in Oregon and Washington, and ve retail stores in Independent of our digital inbound marketing campaigns, BRAND implemented a strategic
the greater Portland area. The company is poised to enter new markets for cannabis opening in approach to optimizing Shango’s content across all social platforms. The key to social
Alaska, Arizona, California, Hawaii and Nevada. It is also planning to extend its presence across marketing success was curating compelling and engaging content that gives the customer
the country as other states legalize recreational and/or medicinal cannabis.
insight into the company, intrigues them, and, most importantly, is aesthetically appealing.
Shango is commited to:
Shango’s presence on MassRoots has proved to be a powerful tactical catalyst for engaging
a highly-targeted market segment, and we expect this growth to accelerate as we begin
• Rede ning cannabis as a positive and respected addition to the nationwide marketplace. targeting the massive and loyal fan base of Shango’s retail partner, Tommy Chong.
• Changing how millions of Americans responsibly purchase, use and enjoy cannabis. The following demonstrates the organic growth of Shango’s social presence over the past
13 months.
• Transforming the production and sale of cannabis products into a prosperous business, as
well as a pro table investment.
FEBRUARY 2016 APRIL 2017
• Creating America’s rst and nest national cannabis brand.
FACEBOOK 0 TWITTER 804 INSTAGRAM 0 MASSROOTS 0 LINKEDIN 128 TOTAL PRESENCE 932
FACEBOOK 1,686 TWITTER 2,318 INSTAGRAM 4,787 MASSROOTS 9,436 LINKEDIN 91 TOTAL PRESENCE 18,418
BRAND anticipates rapid and long-term organic growth in Shango’s massive mainstream consumer segments, and its powerful B2B segments. These newly-established social signals will also improve SEO and search engine rankings because Google made them a part of their ranking factors in 2016.
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