If I were writing the story of BullHorn Media, that is how I would begin. Today’s consumer is savvy. They don’t want to be over-marketed, under-sold and spinned. They want an authentic experience but they want to know they are in the hands of experts. They want personal attention with professional results. BullHorn Media is uniquely positioned to do just that.
BullHorn Media is twenty plus years of experience in videography, production, design and story-telling. It is the brain child of Mark and Lisa LeGrand with roots dating back to the early 90s. What started out as a husband and wife team capturing love stories flourishes decades later as a full-service production company serving corporate clientele. Don’t let the humble beginning dissuade you. It shows what hard work can do.
One of the visionaries behind BullHorn Media is an award-winning craftsman. Mark LeGrand has been repeatedly recognized for his talent and creativity in editing and video production. What makes Mark excel is his never-ending desire to learn in an ever-changing technology driven world. He has a thorough understanding of the latest equipment ensuring your desires are not only met but exceeded.
The people of BullHorn Media do not have a “been there, done that” attitude. Each project is unique. Every client is an original. BullHorn Media leads the way because the minds behind it understand vision comes from never settling. BullHorn Media takes pride in your event the same way you do. Whether it is a black tie affair for a thousand or a convention for three thousand or an intimate speaker series for executives, BullHorn Media will amplify your image to the level you seek.
Bullhorn Media has the experience. BullHorn Media has the tools. BullHorn Media has the technology.
You may be thinking, “Yea…but so do the other guys!”
True. They probably do. What they don’t have though…is the personal touch.
BullHorn Media is designed to give each client a unique attention often missing in today’s world. They are with you from inception to completion. This one-on-one philosophy is a core value of BullHorn Media and they stand by it. It’s who they are. Amplified.
BullHorn Media is unique in that it can provide services to a wide variety of clientele. It’s target audience is anyone looking for that extra-added wow factor that only comes with a personal touch including but not limited to:
Small private or public businesses in and around or traveling to Orlando, Florida
Professional Associations in and around or traveling to Orlando, Florida
Non-Profit Organizations in and around or traveling to Orlando, Florida
Leadership and Training Organizations in and around or traveling to Orlando, Florida
Convention and Meeting Planners
BullHorn Media can:
shoot your commercial
recap that special leadership event you worked so hard to imagine
capture that perfect tutorial for your audience
enliven your marketing material to a new visual level
memorialize that special key-note address for those who could not make it…or those who just want to live it again
The BullHorn Media target audience is technologically savvy, forward-thinking and evolutionary but appreciates the quiet values of originality, authenticity and story-telling.
Interviews, speaker series, event summaries, meeting recordings, conventions, conferences & fundraisers…it’s not about the size, it’s about the personal touch. Amplified.
Why use an Integrated Marketing Communications Strategy?
BullHorn Media is in the business of image but there is nothing surface about their service. People need to know that.
Who wants to be a king without a kingdom?
The purpose of this Integrated Marketing Communications proposal is to provide recommendations on how to reach new customers while maintaining brand voice, brand vision, brand value and message.
Let’s be real. Small businesses are often resource-challenged. That’s why IMC is a friend. Marketing guru and social media influencer Steve Olenski constantly writes about Integrated Marketing in Forbes. No, wait…Correction: He preaches and rants! Question the method if you want, but not the message. It is solid. He’s a believer in IMC and wants everyone to get on board.
In one of his latest offerings, Olenksi points out that a recent study revealed 65% of marketers are not giving consumers what they want. 65%! So that tells me that 65% of businesses are NOT giving customers what they want.
To capture the personal touch and one-on-one experience core to their values, BullHorn Media must understand what their customer wants. There is a lot of noise coming at all of us non-stop. People don’t have to search far to find what they are looking for. BullHorn Media needs to be a part of the conversation.
Or settle for being part of the 65%.
Companies are still operating in silos. Integrating the message of BullHorn Media to a solid, consistent and defined brand makes it easier (and cost-effective) to spread your reach to the channels your customers live and work in.
BullHorn Media must live where their customer lives.
BullHorn Media must listen to their customer.
Only then, can BullHorn Media rise above the noise.
Integrating your marketing accomplishes just what you seek to provide: AN AMPLIFIED IMAGE.
Creating an Integrated Marketing Communications Plan can be overwhelming when you read a proposal like the one I have presented. (Especially when it is accompanied by a dozen others!) Don’t let it be. Once you get the structure in place it can be very rewarding and even fun to keep the content going. Most important though, it’s worth it. Your customers are out there and on these channels. You need to be where they are to stay relevant.
You have a business with brand message: Amplify Your Image. When that is your brand message, you need to walk the walk.
Assignment Snapshot: Analyze the attached Facebook Analytics and email analytics from a real company. Review the provided analytics, and tell us your thoughts. Background: ABC company* is health-oriented and in the Central Florida area. In addition to this Facebook page, ABC company has a Twitter account, Pinterest page and YouTube channel. ABC Company also sends out a bi-weekly e-newsletter. You are looking at analytics for their Facebook page during the time period noted on the screenshot (the email stats are from an email sent on May 21, 2013). Based on the provided analytics and what you learned about IMC, provide a synopsis of what you are looking at for both their Facebook page and email campaign. Any key findings? Where could improvements be made? How could other channels play a part in boosting results? What are some future campaigns or posts that could be effective? *Company identity withheld for the purpose of this project and this project is purely for educational purposes.
So I’m the creative type. I like imagining and visualizing and stretching ideas into really cool things. It’s why I swan-dived into television storytelling. In that world, Nielsen is the almighty judge, jury and executioner or savior. While I am not someone who wants to spend all the minutes of my hours of my days mired in data, I do understand it is a necessary evil. It is also the best indicator as to whether or not all that artsy-fartsy, creative juju I’m so in love with doing is worth a damn to YOU.
It’s no different in social media which brings us to this week. You will see the data I am analyzing below in thumbnails. You can click on them to enlarge. I have also included them within this entry. The gallery works better on some devices, the large photos on others.
The Facebook Insights data presented represents a period of time leading up to and including Memorial Day Weekend. The “Overview” numbers at the top reflect the last seven days of data. The program does this by default. The line charts below it represent May 6 through May 25, 2013. The “Reach” reflects data from April 28 through May 25. The “Talking About This” reflects data from April 28 through May 25.
Additionally the data shows a synopsis of posts for the week of May 27through June 2.
For the purpose of this exercise the Bronto email data is from an email sent on May 21, 2013 not December 19, 2012 as the report itself reflects.
THE DATA: Overview Page
Overview Page: Facebook Insights analytics from a real company
During the time of this data, the company’s page received 880 total likes, up .69% from the previous 7 days.
The Friends of Fans is up 1.31% to 340,325. This metric show an estimate total of potential audience when counting the friends of those who liked this page. This metric was deemed not very useful and was removed in July of 2013. Basically, a page would only reach this amount of people if ALL their fans engaged with the post and then by extension…all their friends saw the post.
The People Talking About This is down to 46 total, a drop of 50.54% from last data period. These are the people that liked, commented or shared a post from this page or basically engaged in some way with the page.
The weekly total reach for May 19 through May 25 is up 39.83% for a weekly total reach of 5,740. This is not only the page, it includes ads and sponsored stories. This could reflect people looking for a fitness club while potentially traveling to the high tourist area for the holiday weekend. There is further data to support that which I will address in other metrics.
The overview page also reflects data for 8 posts the week of May 27 (Memorial Day) through June 2. These vary from inspirational messages, reminders, promotion and encouragement.
The reach of the posts increased midweek as we moved away from the holiday reflecting the possibility of people returning to their exercise routine. Additionally, while the reach was lowest on the National Cancer Survivors Day, the virality of the post was the highest in terms of ratio percentage. People love a cause.
The reminder to honor the soldiers for Memorial Day had a strong reach of 477 and the 2nd highest number of engaged users in that 14 people clicked on it and 8 of those people took the time to share or re-post or comment on it.
The two Group Fitness posts for May 28 and 29 had high reach numbers with the 29th reaching the most people for the week. In turn, those two posts had the 1st and 3rd most engaged users in direct numbers with the post on the 29th leading to the highest numbers in People Talking About This.
Overall, trying to get people to participate in Group Fitness, the holiday and the national campaign garnered the most attention.
THE DATA: Reach Page One
Reach Page One: Facebook Insights Analytics from a real company
The key finding here is that the site engages women predominantly to the tune of 60% with the biggest group being 25 to 34 years old and the next largest group being 35 to 44. Depending on the goals of this particular company, you could develop a campaign to target more men without losing women or you could continue to focus on a deeper engagement with women.
I would be curious to know whether the country, city and language data reflects as much diversity in a non-holiday week. I imagine these numbers are high during the summer and other peak travel times.
Orlando is a hot holiday destination so it is no surprise to me that numbers outside of Florida are high during this time. People could be looking for a workout facility while traveling for the holiday weekend.
THE DATA: Reach Page Two
Reach Page Two: Facebook Insights Analytics from a real company
The color dotted lines at the top of the page reveal how the page is reaching people. Viral and Organic lead the way with Viral performing at a higher number. Viral means that a user viewed your page and then pushed content out to their own feed. Organic is when someone just sees your page as is. Based on the flat line for paid content I am assuming no ads were purchased during this time frame.
The bar graph on the top right reflects the unique visitors to the page with nearly 3 thousand unique visitors coming to the page once during the data period. The bottom line reflects the amount of time unique visitors frequented the page for the given time period.
The dotted lines at the bottom of this page (above) show page views for the period and highlight which ones were unique. The views including uniques see a spike when the bi-weekly email is sent out.
Most of the traffic comes in from search with the most entering from Google. the second source is a virus/malware page. The other 2 non-search referrers are email and one from a digital publishing platform, possibly a blog.
The timeline is the most popular feature of the page above all else with the profile and photo streams also showing strong engagement.
THE DATA: Talking About This
Talking About This: Facebook Insights analytics from a real company
It’s no surprise given reach that the most engaged users are also women in the 25 to 34 and 35 to 44 age range. They speak English and the cities with the most activity are in Florida.
The blue dotted line reflect the days and numbers that users or followers of the page are engaging. The green shows the reach to users who were exposed to your page from a post by someone else. These numbers also seem to spike in relation to the bi-weekly email campaign.
THE DATA: Email Analytics
Bronto email analytics from a real company
The delivery rate for this email is strong but given the little spike seen in the Facebook page coinciding with the email newsletter, I would have expected the open rate to be higher.
Hard bounces reflect things like an invalid email address or the email flagged as spam. Soft bounces are considered more temporary such as a server issue or a full mailbox. It can be an early indicator of an abandoned email though.
My greatest takeaway from this is that clearly this newsletter isn’t full of compelling content worth sharing.
Improvement Possibilities
I think one improvement possibility is looking at the content in the newsletter. Clearly it is not driving people to share it. First…is there social share buttons in the email? If not, I would add them. Then start to take notice of the social share and social view stats.
With the email open rate being low and the click rate being lower, I would take a look at subject lines. Do they give your regular user a reason to open it? Then look at your links. Do they give your user a reason to click? That’s an area that can easily be focused on with no cost and could help with Facebook numbers.
Looking at the male to female ratio, this company could have a day of the week where they devote a post campaign targeted to men to elevate those numbers.
Group Fitness seems to be of high interest as well. I would consider creating more Group Fitness opportunities and posting about them.
Since there did not appear to be paid content driving traffic based on the data, the company could look at buying ads in high tourist times as a good destination for the fitness-conscious traveler. Google search was the biggest external referer but an ad could drive that number up more. If there is a budget allowance ads could be purchased of Facebook to attract women looking at various fitness pages.
How Twitter, Pinterest & You Tube could play a part in boosting results & Future Campaigns and Posts
TheTwitter account could affect these results by including a link to Facebook with every tweet. I don’t know how many Twitter followers this company has but if you send a tweet offering something with added value by clicking on a link, you could increase traffic. Fitness people are dedicated and some are even fanatical. They like added value. Promise 5 tips to something or 3 ways to something…
Additionally, you can make the same promise via twitter by getting fitness people to subscribe to the email and boost those numbers. Again, fitness people want good information delivered to them. It’s a chance to create a loyal social following who may never set foot in your business but values your content.
We know that women love Pinterest. We know that women are engaging in this Facebook page and that it is reaching more women than men. Pinterest could definitely be playing a role in that if this company is good at maintaining its content on Pinterest. I would continue to focus on that added value for the fitness person. The company could use Twitter as its mechanism to drive traffic to both locations. It could diversify its content by making the Pinterest page about fitness fashion and nutrition. It could post that information for users and have a board for users to post their content.
The company could then use the Facebook page to highlight specific exercise, fitness, workout tips, etc. Keep the Facebook page focused on the workouts, exercise and events at the company. Keep Pinterest for fashion and nutrition and DRIVE to Facebook for the other content. Twitter becomes the catch-all referer with links always included.
Finally, if there is a You Tube account then there is a Google+ account. That is a default of creating a You Tube account. First, I would make sure the Google + page has content. We all know this is great for SEO to have something on Google+.
You Tube could be used as a place to demo/provide tutorials on various fitness activity. The videos can then be posted to Facebook. With You Tube being owned by Google, the company could properly tag videos with key words increasing the chance that search for such tutorials or fitness content would land people on the Facebook page.
One final recommendation for this company…start a blog. Promote the blog in email and on Facebook. Fitness is a GREAT area for blogs and as I said, fitness people are passionate about their fitness! It’s a good opportunity for this business to make itself into a content source. When you are a business in a HUGE tourist location, the chances that you are going to have a handful of temporary brick and mortar clients is high. So why not capitalize on that and make yourself a source for fitness expertise? You keep the travelers loyal to your brand. You build your local base. You continue to expand and grow. It’s a win-win.
Week 9 Assignment Snapshot: Plan the hypothetical posts for Disney’s Magic Kingdom social media pages (Facebook & Twitter). –the theme park, not the overall Disney brand – for the month of August 2014.
“There’s so much that we share, that it’s time we’re aware, it’s a small world after all…” That song is one from my childhood. I grew up in Anaheim Hills, California. That made me a very lucky girl because I was in the shadow of Disneyland. “It’s a Small World” was a childhood lullaby.
Perhaps because I grew up near Disneyland or because my travels never took me there, I have never been to Disney World, Magic Kingdom or any of the parks that encompass this childhood (or the child in all of us) wonder. That makes this blog particularly interesting because it is one of discovery.
So if you are like me, you may need your bearings first. How about a little tour of Magic Kingdom 2014?
We have a couple of goals this month for our Magic Kingdom Social Channels. First, we are making August the month of the Hashtag. With Google now allowing hashtag search we want to capitalize and use #MagicKingdom every day in August. Keeping our calendar of events in mind, we are organizing a hashtag theme each day of the week:
#MondayMeet&Greet~ To capitalize on our many meet and greets with the faces of Disney, we want to pump up participation this month.
#TuesdayTours ~ Every Tuesday in August we will showcase a tour available at the Magic Kingdom.
#WildWednesday~ We’ll use Wednesdays to showcase our fantastic rides.
#TBT~ It is already a popular hashtag, why shouldn’t the Magic Kingdom get in on the action? We’ll share a classic image and ask people to share their Magic Kingdom Memories.
#FantasylandFriday~ Since we just made some big changes to Fantasyland, we will showcase something from Fantasyland each Friday.
#SavingsSaturday~ We will offer special discounts each Saturday for a certain window of time. It will only be posted on Twitter and Facebook so park patrons will need to log in to see what the offer is.
#SundayFunDay~ Show us your Sunday Funday. We will walk around with Mickey Mouse taking pictures and posting them on Facebook and Twitter each Sunday in August with #SundayFunDay. We encourage park patrons to do the same using #SundayFunDay. Below you will see mock examples of what #SundayFunDay could be.
Friday, August 1
Summer’s winding down but it’s still hot! Parents need a break while your kids play? Let them blow off some refreshing steam atCasey Jr. Splash’N’Soak #FantasylandFriday #MagicKingdom
Need to blow off steam? At least make it refreshing! Come beat the heat and CHILL: Casey Jr. Splash’N’Soak#FantasylandFriday #MagicKingdom
Saturday, August 2
Welcome to August! Each Saturday we will be offering a discount on Facebook and Twitter. Log in and save! Today you receive 10% off the price of admission when you buy your theme park ticket between 2pm and 4pm. Mention#SavingsSaturday #MagicKingdom
Receive 10% off price of admission when you buy your park ticket between 2p and 4pm. Mention #SavingsSaturday #MagicKingdom
Sunday, August 3
Mickey Mouse found the Millers from Saginaw going Mad Tea Party in the all new Fantasyland #SundayFunDay #MagicKingdom —INSERT PHOTO TAKEN OF THE MILLER FAMILY RIDING THE MAD HATTER— Show us your #SundayFunDay!
The Green Family of Atlanta getting their Captain Jack on! #PiratesLeague #SundayFunDay #MagicKingdom— Show us your #SundayFunDay! —INSERT PHOTO OF GREEN FAMILY AT THE PIRATES LEAGUE ATTRACTION—
Monday, August 4
Ever wonder what the main Mouse is doing backstage? Now’s your chance to find out. Come meet Mickey at Town Square Theater while he works on his tricks. The best magic happens when you give him a hug! #MondayMeet&Greet #MagicKingdom:
Watch him pull a rabbit right out of his hat! Come meet Mickey Mouse backstage at Town Square Theater#MondayMeet&Greet #MagicKingdom
Tuesday, August 5
Are you a super sleuth at heart? Then the Family Magic Tour is for you! This ain’t your momma’s tour! Gather clue after clue in this awesome, interactive adventure through the Magic Kingdom. Sign up today! #TuesdayTours#MagicKingdom
50% Guided Tour 50% Scavenger Hunt 100% Awesome See Magic Kingdom like never before-Disney’s Family Magic Tour#TuesdayTours #MagicKingdom
Wednesday, August 6
Magic Kingdom is many things but some…it is about the rides! All month long, we’re taking you on a ride through your favorites. We kick off our first #WildWednesday with Space Mountain! (You want a fast pass? Skip to 3:14!)
It’s#WildWednesday Each Weds in August we take you for a ride on one of your favorites! Hello Space Mountain! #MagicKingdom
***Video will be posted on our Facebook page. We will push Twitter followers through a link to Facebook. The bold text (non-hashtag) is where the link will be.
Thursday, August 7
It’s a Small World – October 1971
Getting in on the Throwback action! Share your Magic Kingdom Memories. Check out 1971.
#TBT #MagicKingdom
We all have our Magic Kingdom Memories. Share Yours! #TBT #MagicKingdom
Toll Plaza at the Magic Kingdom, January 1972
Friday, August 8
If you want to dine with Cinderella and her princess friends, act now. The Royal Table will be closing soon for a little renovation! You can still dine like royalty between now and January 2015 ~ Details here: Cinderella’s Royal Table #FantasylandFriday #MagicKingdom
Act now before it’s too late! Cinderella’s kitchen closes soon!Cinderella’s Royal Table#FantasylandFriday #MagicKingdom
Saturday, August 9
20% off any item $50 or more at Big Top Souvenirs in Fantasyland between 4p and 6pm Mention #SavingsSaturday #MagicKingdom
20% off any item $50 or more at Big Top Souvenirs in Fantasyland between 4p and 6pm Mention#SavingsSaturday #MagicKingdom
Sunday, August 10
Joe Frank from Columbus, Ohio getting his haircut and working on the High Notes at the Harmony Barber Shop! Hey! He’s not a professional?! #SundayFunDay #MagicKingdom —Show us your #SundayFunDay! —INSERT PHOTO OF JOE WITH MICKEY GIVING HIM A TRIM–
Who needs Tom Cruise? Craig McMillan of California satisfied his need for speed! #SundayFunDay #MagicKingdom Show us your #SundayFunDay –INSERT PHOTO OF CRAIG PUTTING TAKING HIS HELMET OFF POST DRIVE
Did you know there is an entire underground beneath the Magic Kingdom? Tunnels and hidden places used for all kinds of interesting things while you walk above on your Disney adventure. Now you can explore these hidden gems:Keys to the Kingdom Tour #TuesdayTours #MagicKingdom
Know what a Utilidor is? It’s a big Disney secret and one you can see for yourself:Keys to the Kingdom Tour #TuesdayTours #MagicKingdom
Wednesday, August 13
It’s a world of laughter, a world of tears, it’s a world of hopes and a world of fears. It’s also a world with cool HD cams which is why we can bring you this week’s #WildWednesday ride: It’s a Small World! #MagicKingdom
No trip to Magic Kingdom is complete without THIS. It IS a small world after all.#WildWednesday #MagicKingdom
***Video will be posted on our Facebook page. We will push Twitter followers through a link to Facebook. The bold text (non-hashtag) is where the link will be.
Thursday, August 14
Tomorrowland 1971
Taking you back to 1971 – Share your Tomorrowland memories! #TBT #MagicKingdom
Actress Amber Riley – 2010
It’s Thursday, time to tap your photo archives! Share your #TBT memories! #MagicKingdom
Friday, August 15
Ready for a concert for the ears AND eyes? Donald Duck is ready to be your guide…just grab your Opera Glasses and join us for a concert experience like no other: Mickey’s PhilharMagic #FantasylandFriday #MagicKingdom
What has a 150ft wraparound screen & 3D magic? Mickey’s PhilharMagicSee & sing classics like never before#FantasylandFriday #MagicKingdom
Saturday, August 16
Free drink with purchase of $10 or more at Columbia Harbor House in Liberty Square between 11a – 12p Mention#SavingsSaturday #MagicKingdom
Free drink with purchase of $10 or more at Columbia Harbor House in Liberty Square 11a -12p Mention#SavingsSaturday #MagicKingdom
Sunday, August 17
Sisters Avery & Grace from Florida didn’t make it through the Wishes Nighttime Spectacular but Mickey snapped this photo with them…bet they are having sweet dreams! #SundayFunDay #MagicKingdom —Show us your #SundayFunDay —INSERT PHOTO OF MICKEY SITTING BEHIND THE TWO SLEEPING GIRLS
Progress report looks good for the O’Harra family of Indiana#SundayFunDay #MagicKingdom – Show us your #SundayFunDay —INSERT PHOTO OF THE FOURSOME ON THE CAROUSEL OF PROGRESS–
Monday, August 18
We all have gadgets and gizmos aplenty, but not like Ariel’s! Come meet the Little Mermaid at her Grotto and be a part of her world! #MondayMeet&Greet #MagicKingdom:
They once hauled sugar cane in Mexico…that is until Disney Scouts spotted them in 1969. Want exclusive access to the 4 antique steam trains before the Magic Kingdom opens?The Magic Behind Our Steam Trains Tour #TuesdayTours #MagicKingdom
Loco 4 locomotives? Exclusive access to Disney’s Water-Powered Work Horses! Magic Behind Our Steam Trains Tour#TuesdayTours #MagicKingdom
Wednesday, August 20
“Send us a message from somewhere BEYOND!”#Wild Wednesday brings you The Haunted Mansion
#MagicKingdom
Before there was Blair Witch Project, there was THIS #WildWednesday #MagicKingdom
***Video will be posted on our Facebook page. We will push Twitter followers through a link to Facebook. The bold text (non-hashtag) is where the link will be.
Thursday, August 21
Christmas at the Magic Kingdom
It’s hot out there people! Let’s beat the summer heat with a little Christmas in August. Share your holiday memories from the Magic Kingdom! #TBT #MagicKingdom
Cinderella gets ready at the Magic Kingdom – 1971
Did you ever come in your princess best to the Magic Kingdom? What about your kids? Share your #TBT best dressed! #MagicKingdom
Friday, August 22
Heigh Ho! Heigh Ho! RESERVE before you go! Are you ready to rock around like never before? All aboard the Seven Dwarfs Mine Train. It’s open for business in the New Fantasyland!#FantasylandFriday #MagicKingdom:
15% off 2 tickets to the Family Magic Tour when you buy 4 for a tour TODAY Mention #SavingsSaturday #MagicKingdom
15% off 2 tickets to the Family Magic Tour when you buy 4 for a tour TODAY Mention #SavingsSaturday #MagicKingdom
Sunday, August 24
It’s the place to be this summer if you can catch the train. Looks like the Bognar’s from Boston made it to the station on time. The threesome talked Mickey into going for a ride on the Seven Dwarfs Mine Train! (It wasn’t too hard to convince him!) #SundayFunDay #MagicKingdom –Show us your #SundayFunDay — INSERT PHOTO OF THE BOGNAR FAMILY WAVING FROM THE TRAIN WITH MICKEY
It’s 3pm, do you know where your kids are? They’re HERE! #SundayFunDay #MagicKingdom —INSERT PHOTO TAKEN AT PARADE
Monday, August 25
Let your hair down with Rapunzel! Make your dreams come true with Cinderella! No ball gown needed at Princess Fairytale Hall but Glass Slippers Optional! #MondayMeet&Greet #MagicKingdom:
Are you a history buff that loves all things Disney? Would you like the chance to enter Magic Kingdom before anyone else does? Go on a 3 hour journey through time and meet the man behind the mouse:Walt Disney: Marceline to Magic Kingdom Tour #TuesdayTours #MagicKingdom
Summer may be winding down but the heat is still ridiculous! Forget the sprinklers, the pool’s been done. You want to beat the heat? Take our raft for a spin.
#WildWednesday brings you Splash Mountain! #MagicKingdom
Forget the pool. The Beach is dull. THIS is the only way to beat the heat. #WildWednesday #MagicKingdom
***Video will be posted on our Facebook page. We will push Twitter followers through a link to Facebook. The bold text (non-hashtag) is where the link will be.
Thursday, August 28
Super Bowl MVP Joe Flacco – 2013
Have you celebrated a big occasion at the Magic Kingdom? Share them with us #TBT celebration-style! #MagicKingdom
Magic Kingdom is the place to celebrate. Share with us your #TBT occasion! #MagicKingdom
The Magic Kingdom Under Construction! Our #TBT from 1971 is a reason to celebrate ~ 43 years of memories!
Friday, August 29
You can become part of the story. “Deep in the depths of Magic Kingdom park lies a legendary world—New Fantasyland—that’s been long hidden from our view by a curse. It’s a place where mermaids sing, beauties tell tales, beasts roar and elephants fly. To discover—and break—the curse on New Fantasyland, visit Finding Fantasyland#FantasylandFriday #MagicKingdom
You think you know Fantasyland? You don’t know the NEW Fantasyland. Now you can experience it from home!#FantasylandFriday #MagicKingdom
Saturday, August 30
Be Our Guest for dinner mention#SavingsSaturday between 8p & 9p for 10% off your meal #MagicKingdom
Be Our Guest for dinner mention#SavingsSaturday between 8p & 9p for 10% off your meal #MagicKingdom
Sunday, August 31
Mickey was a little starstruck in Frontierland today and the Country Bear Jamboree were a little nervous! Country stars Faith Hill and Tim McGraw brought their family by for a little jam session! #SundayFunDay #MagicKingdom —Show us your #SundayFunDay–INSERT PHOTO OF TIM MCGRAW, FAITH HILL AND KIDS WITH MICKEY-
A tutorial in progress??Look who Mickey found at the Country Bear Jamboree – Faith, Tim & Family! #SundayFunDay #MagicKingdom –INSERT PHOTO OF TIM MCGRAW, FAITH HILL AND KIDS WITH MICKEY-
Week 9 Assignment Snapshot: Plan the hypothetical posts for Disney’s Magic Kingdom social media pages (Facebook & Twitter) –the theme park, not the overall Disney brand – for the month of August 2014. This is just a reminder that everything above this is hypothetical. I did reference the Magic Kingdom calendar so some of these events are accurate or may align with the Disney information. This post is in no way affiliated with Magic Kingdom or any of the Walt Disney World properties. It is an assignment for the University of Florida Masters Program in Social Media. If you would like to know what is going on at Walt Disney World just click here!
Just For Fun: In this week’s Just For Fun, I take you back to my childhood. I mentioned at the top of this blog that I grew up in the shadow of Disneyland. My favorite ride was Big Thunder Mountain. Here is a little journey through Big Thunder Mountain! (fast forward to :44 if you just want to get to the ride):
(Assignment Snapshot: Pick an industry you are interested in and review an industry-related social network. Give details, target audience, how it works, overall thoughts, could it incorporate proximity marketing, what other channels work well with it as it relates to IMC)
Are you zany for zombies?
Perhaps you feel a higher calling and wonder if heaven is in your future?
Industry-related social networks or vertical social networks are not new but they are growing in popularity. They allow people to interact with professionals (or like-minded thinkers) and focus on news and events that have a direct affect on their lives. This is why some argue these sites are less distracting than regular social networks. (BBR Marketing)
“Wine is sunlight held together by water” Galileo Gallilei
So that brings us to my slight wine addiction. Ok, It’s not really a wine addiction literally…it’s more like a hobby. For the better part of 10 years, I have been collecting wine. I jokingly tell my friends it will be my back-up 401k should the market ever tank and it is not because I own ridiculously high-priced bottles. I’ve just been collecting for over a decade so where there are gaps in quality, there is quantity!
I stumbled upon Snooth when I was looking for a way to label and log my wine. I don’t use it often but do gravitate to it when I want to know something about a wine. I have watched it develop into a wine lover’s social network since its inception in 2006. It is now the largest online wine community with over 1 million registered users. Snooth is part of Snooth Media based in New York City. It identifies itself as a technology-driven media company delivering wine, spirits and food content to epicurean consumers. Its two other properties are What’s Cookin and The Spirit. (CrunchBase)
Why It’s Important
It’s wine…need I say more?
All kidding aside. Wine connoisseurs are passionate. They like to talk wine and compare notes. Wine can also be intimidating. This is a forum for everyone. In fact, that’s why it was created.
Phillip James launched Snooth with one goal in mind: making wine info clear, accessible and freely available. The idea came to him when he began working in the wine industry and realized just how complex wine was. To quote him, “If even the most seasoned wine collectors could become confused, what hope was there for the casual wine lover?” (Snooth Facebook page)
How It Works
For all of wine’s complexity, the network is pretty simple and it has something for everyone.
The Snooth Experience
The beginner can take a Wine 101 and learn about grapes, regions, what to expect from each and the vernacular of wine.
Want to become a student of wine?
Snooth is loaded with features including recipes, a search tool to find wines, a portal to buy wines from trusted buyers, an online community where one can write and read reviews, access peers, mentors and experts, explore wine pairings and research wine-focused travel experiences. It’s very easy to use as well. Simply go to Snooth and create an account. You can make your profile elaborate or simple. Snooth will also personalize your experience and recommend wines based on the tastes you indicate. You can also opt in on email like the ones below featuring tutorials, recipes, great buys and more:
Learn from the best…
Study wine-growing regions…
Explore timely recipes…
More on the Social Experience
In addition to the online community forum on Snooth, you can follow friends and compete for trophies inside your very own wine rack. The more you participate in the wine community, the more you are rewarded. In your personalized wine rack, you can save articles to your library, add wines to your cellar, create a wishlist, build wine flights and share through social buttons to Facebook and Twitter. Snooth uses a trophy system very similar to the badge system found on Foursquare.
The wine rack can also be personalized. Notice the bottom of the rack.
Target Audience
The days of snooty wine drinkers are fast becoming a thing of the past. The millennials are changing all that:
“Historically, wine has been marketed to older generations and came with a huge pretense. But this generation is blowing all of that out of the water, they don’t care about the pretentiousness of a wine they want something that is authentic and speaks to them. This is a huge marketing opportunity.”(Kathryn Buschman Vasel)
– Melissa Saunders, owner of Communal Brands
Take a look at these two graphics. They speak volumes.
Millennials are adopting wine at a faster rate than any other generation. They have very little brand loyalty because they love to experiment. “In terms of marketing to millennials, this audience prefers authentic experiences and hip, modern packaging and due to their use of social media, they rely on word of mouth recommendations from their friends rather than from industry professionals.” (Neeraj Singh) This is where Snooth is positioned to dominate. Two years ago, the site was already seeing 10 million unique visitors a month! (Robin Valenzuela)
Proximity Marketing
I don’t think that Snooth is the best candidate for proximity marketing because it doesn’t really need it by the nature of what it is. It is not a brick and mortar store…it’s an online service. People come to talk about wines. People come to research and people do come to buy. Snooth though just curates the best deal and redirects you to the merchant selling it. It’s an online transaction.
Our lecture this week tells us that “Proximity marketing offers marketers the opportunity to promote brands to highly targeted, on-location audiences.” While Snooth doesn’t have a physical on-location spot where they sell wine, they could “proximity market” at wine festivals, restaurants with good wine lists, on wine tours and at vineyards.
Where Snooth capitalizes on what they call “location aware” opportunities is with their awesome app. It features a tool where you can discover wine stores near you, check out what they have and ideally, buy! You can even interact with management.
Find a store near you on the Snooth App
Speaking of location-based apps, the Snooth headquarters in New York City can be found on Foursquare so if you happen to be near 49 West 24th Street, check in! I bet they would be willing to pour you a glass.
IMC, Social Channels and Content Communities
Snooth itself is part of a larger media company as I mentioned earlier. The other two sites focus on cocktails and food ~ a perfect pair to compliment a wine-centric social network. The recipes you see on Snooth, you will also see on What’s Cookin, wine pairings on What’s Cookin will send you towards Snooth. So within their own properties they integrate marketing.
Snooth is also on Facebook, Twitter and Google+. They prominently feature social share buttons “above the fold” and their mission, overall look, font and imagery is the same across all these platforms:
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A Stand out? Overall Thoughts?
I do think Snooth is a stand out when it comes to the wine industry. It’s founder set out to make wine accessible and that is exactly what he did.
Cellar Tracker is another big wine community. It’s a strong one as well with lots of good information but the user experience isn’t as social. As a result, the complex subject that is wine, doesn’t feel as accessible. It’s a site that at its core is best for keeping up with your own personal wine library.
Snooth’s app also sets it apart. It has image-based search which is great when you are at a restaurant or a friend’s house and you find a wine you love. You snap a photo and up comes all you wanted to know about that bottle. That is just one of its many seriously awesome features. If you are interested, check it out here. Good news for Android users too, there’s an app for you!
There is really only one competitor in this arena for Snooth and that’s Vivino. They are very similar and wine people have a lot of strong opinions on which one is better. I’ll let you decide for yourself!
Now, it’s late. I’ve spent the greater part of my 4th of July weekend doing school work and I’m thirsty.
So I’m off to enjoy a glass of wine with my name on it.
Just For Fun
In this week’s edition of Just For Fun…a little tribute to the days of snooty wine drinkers. Following content is NSFW!
(DISCLAIMER: This is a piece of fiction. It is an idea generated for my Intro to Social Media class. Athleta has no knowledge of this or endorsement of it to my knowledge)
The #IWill Campaign
OBJECTIVES:
There are two specific objectives for this campaign:
Increase followers on Pinterest by 15% (approximately 2250)
Increase followers on Instagram by 15% (approximately 4800)
The two specific objectives of this campaign align with our key long-term goals of increasing brand awareness in our target market, expanding brand awareness to a younger demographic and converting brand awareness into purchase.
THE #IWill CAMPAIGN:
Athleta proudly states the values of their brand as
1. Inspiring an active lifestyle
2. Motivating others
3. Tapping into our collective power as a group (women)
In the spirit of those values, I propose the #IWill campaign. There’s always that voice inside us saying “I can do better” or “I can do more”. It may keep us awake some nights. It may talk to us when we are on the mat, out for a run or swimming. It may creep in while we work. Whatever It is ~ Athleta is calling on you to harness the Power to the She. Make the commitment. Take a personal pledge and promise yourself this is the year it happens. This is the year you say “I Will”:
#IWill get stronger
#IWill dive the Great Barrier Reef
#IWill be more patient
#IWill survive
#IWill learn to swim
#IWill get that promotion
#IWill master that asana
#IWill get a job
#IWill finish my degree
#IWill play more with my daughter
#IWill be Present
The #IWill Contest will last 30 days. Consumers should begin by following Athleta on Pinterest and Instagram. They should then post a photo with their #IWill declaration and encourage their sisters, mothers, daughters, girlfriends, workout buddies and colleagues to do the same. Entries can be as simple as holding a sign or as elaborate as imagination allows. There are no rules just declarations. Be creative and make the commitment. Each person should tag the photo or video with #IWill #PowertotheShe. There will be a one entry per day limit.
In addition to catalog and in-store promotion of the #IWill Campaign, Athleta will push out teasers and promotion on all social channels (Facebook, Twitter, Pinterest, Instagram, LinkedIn, main company site, Athleta Chi blog) driving traffic towards Pinterest and Instagram for two weeks leading up to the campaign. We will also email blast our subscribers once a week in the 2 weeks before the campaign. That email will include a “share” button so the email can be sent to others. The complete social push will continue during the event. People will be encouraged to both post, “Like” and Pin entries. The executive leadership of Athleta will post their own #IWill declaration to encourage community, empower and give a little nudge!
INCENTIVES: (Because even the most motivated need some extra motivation)
20% coupon/online code just for posting your photo/video and entering the contest (limit two for contest duration)
Top 5 entries (defined by most “Likes”) will receive a $200 Athleta Gift Card
Grand Prize for the entry with the most “Likes”: Two round trip plane tickets and two nights’ hotel accommodations to attend Athleta’s Summer Solstice 2015 in Times Square & $500 to blow in NYC!
(This campaign could be repeated in January capitalizing on New Year’s Resolutions and the beginning-of-the-year increase in fitness activity)
CHANNEL FOCUS:
Pinterest: The channel is perfect for the #IWill campaign’s target market. The numbers speak for themselves:
In a 2014 report, Business Insider Intelligence identified Pinterest users as “high-income and very interested in using the site for shopping inspiration.” (Cooper Smith)
83% of Pinterest users are women
45% are in the 34 to 55 year-old demographic
32% are in the 18 to 34 year-old demographic
50% of U.S. moms who use Pinterest would follow a brand if rewards were offered to them
81% of U.S. women online trust Pinterest as a reliable source for information and advice
The average Pinterest user has a household income of $100,000 or greater
Pinterest grabs about 41% of e-commerce (Salman Aslam)
Instagram: A strategic decision was made to include Instagram in this campaign to expand into the younger demographic and because Instagram is seeing significant popularity growth. Here are the numbers considered for this decision:
68% of Instagram users are female
37% are in the 18 to 29 year-old demographic
18% are in the 34 to 49 year-old demographic
57% of users access the site daily. It is second only to Facebook in frequency of site use
150 million active users with 8500 likes per second and 1.2 billion likes daily
Retail and fashion brands are the most common in the top 10 largest Instagram communities (Jenn Herman)
TARGET MARKET: Women. 24 to 55 years-old. Household Income: $80,000 to $105,000
TARGET PERSONA:
MEET AVERY FRANKLIN, our Athleta Persona.
She is a 36 year-old mother of two and an advertising executive living in a suburb of San Diego, California. Her husband is a loan officer for a national mortgage company. Their children are 6 and 8 years-old, their annual household income is 105k and they have 2 dogs. Avery works 40+ hours a week but still has time for 3 different fitness classes, her daughter’s gymnastics, son’s soccer and volunteering at the homeless women’s shelter once a month. She is a member of two women’s professional societies where she recently served as President of one. She holds a bachelors and MBA and attended undergraduate on an athletic scholarship. For fun, she writes a blog about nutrition and keeping food tasty but healthy for children. She tweets daily tips and offers an email subscription to recipes. She likes running 3Ks with her family a couple times of year and they enjoy Saturday trips to the beach to surf and play volleyball. She doesn’t attend church every weekend but considers herself a person of faith. Her chapel is the outdoors.
She’s organized, scheduled but knows how to go off-grid.
She wants more out of her sports.
She wants more out of her life.
She cares about appearance on the outside and soul on the inside.
She doesn’t believe her husband’s t-shirt is perfect for working out.
She doesn’t think her yoga pants have to be black.
She’s not afraid of 4 inch heels.
She doesn’t think quality always comes with a high price tag.
She believes her husband is her partner, not the center of her universe.
She believes strength and power is sexy.
She believes strength and power are feminine.
She’s passionate about her yoga, her running, her barre class, her walks with the dogs and weekend family hikes.
She likes to read but only if under the sun or stars.
She likes the occasional happy hour with the girls post-yoga class.
She wants her daughter to see the world as a wide-open canvas for her to paint her own masterpiece.
She’s raising her son to respect all as equal.
She’s never more than 4 feet from her iphone and checks mobile Facebook twice a day.
She’s a groupon junkie and takes pride in her Yelp! reviews.
She’s been known to tuck her MacAir into her gym bag and blog from the local coffee joint.
She derives her self-worth from her happy family, successful career and staying healthy.
She believes in healthy eating but likes her ice cream now and then.
She believes in giving back.
She believes in fun.
Being active IS her meditation.
CALL TO ACTION:
Go public with that inner voice. Make this the year you say #IWill. Pin a photo on the Athleta Pinterest #IWill Board and/or on your Instagram page with your #IWill declaration. Tag your entry with #IWill #PowertotheShe.
Submissions will be accepted from Tuesday, July 1, 2014 12:00am through Thursday, July 31, 2014 11:59pm. Only one entry per person per day. You can “Like” and Share as much as you want! (In fact, we encourage that!)
OUTCOMES/MEASUREMENT:
We will measure the success of this campaign by compiling the following data:
Track follows on Pinterest and Instagram
Track submissions on Pinterest and Instagram
Track Likes of entries on Pinterest and Instagram
Track Likes of non-entries on Pinterest and Instagram
Track Re-Pins of entries on Pinterest
Track overall traffic on company site, blog, Pinterest, Instagram, Facebook, Twitter and Linked In for the duration of the contest
Track the use of the online code and in-store coupon and look at conversion to purchase rate
I’m a Pearl Jam Fan. I mean a cross-country, international traveling, tattoo-wearing, every album-owning fan. We call ourselves the Jamily. It’s a passion I share with my younger brother.
Stickman! PJ20
Pearl Jam on a bus in Australia
My brother Joe and I seeing PJ in Wisconsin
Closing Night: PJ 20 in Wisconsin
My fave jam is Black. It’s always resonated with me primarily for the above lyric (blog entry title). I love the idea of horizons…seeing them, reaching for them, going beyond one to find another. It’s a mantra I believe in. It’s a concept I always turn to no matter what I am doing. I often use some form of the word Horizons in my usernames or something creative I am working on. In some ways, it is slowly becoming my brand title: KFG Horizons.
So that brings us to this week’s assignment:
For Intro to Multimedia Communications, we are to create the copy for an email blast promoting who we are as a brand, complete with links, YouTube videos and a content community. Since this is out on the world-wide web I include this disclaimer. I am a work in progress. I’ve been fortunate enough to tell amazing stories, produce content of all kinds and broadcast the news events of your lives from the hot seat of several network control rooms. I am pursuing my masters in social media because I am a journalist at heart and believe good stories need to be told. It’s 2014 though. You won’t find much news ink on thumbs each morning. How we deliver the story evolves every moment. I want to be a journalism evolutionist. (Aim high right?) That’s why I am a student: to keep telling good stories in whatever way you want to read/touch/watch/slide/pin/like/post/tweet/Instagram/YouTube them!)
EMAIL BLAST ASSIGNMENT:
Hi.
If you are reading this, chances are we may have something in common. You believe there are many people telling stories but very few storytellers. If you are like me, you believe in good journalism AND you don’t believe social media is the death of it. It’s a tall order to combine them but that’s where I come in. I’m a storyteller who believes in the Greater Fool. A Greater what, you say…?
Pretty cool right? Oh and if you want to know who the girl in the newsroom is, hang tight, I’ll get to that. The point is I want to work alongside other aspiring Greater Fools. I believe in the Fourth Estate but I also believe in Twitter and anything else that connects.
SO WHO AM I…
Save the flowery sell – just give you the resume?
My LinkedIn Profile
I’m not a rookie. I have produced with the best in local, national and international newsrooms. You want more flavor? My fast ball paid for my college degree so I know what it means to compete at elite levels. I have jumped out of a plane at 10,000 feet and lived so I can be fearless when needed. I dove the Great Barrier Reef so I like adventure. I shook hands with a Pope and a President (not at the same time) so I have manners and know how to respect. If you want the professional rundown, just click on my LinkedIn profile to the left.
So you may be saying, “That’s nice Kelly, but I need more…”
Ok, ok…I pride myself on being a great writer but a good writer knows when to let someone else wax poetic:
I guess you could say there is a little Lloyd Dobbler in me. I want to be authentic in a one-click, info-in-an-instant, twitter-me-this world.
Everyone’s an Expert…So Why Me?
Because I believe we can be innovative, engaging, interactive, relevant AND responsible in a new media world — without being stupid. No question, Journalism must be experiential. We have to embrace our audience without losing our audience. That means interacting but to Jeff Daniels’ point, being smart about it. I don’t think you have to “dumb it down” to be a social media journalist. In fact, I think you have to be even smarter, more witty and more aware. I’ve been telling Emmy-nominated, Peabody-winning, captivating stories for over a decade. That’s one-of-a-kind experience, combined with an education-backed social media prowess at your fingertips. It is about the story I can tell you today that captures the audience of tomorrow.
I have flip-flopped for a few days on this dilemma. What’s the single most important social channel for CNN? (my most recent employer**) Facebook? Twitter? Vine? Instagram?
I even conducted a little social engagement of my own, tapping my Facebook (the irony) focus group of journalist friends with a little poll. The majority answered Facebook but the discussion was very insightful. If you are interested in the comments, click HERE.
After careful consideration, I’m going with Twitter. On this date, at this time, Twitter is the single most important social channel that CNN can use. Why?
These are all news events that Twitter reported first. (Mark Hachman) Not Associated Press. Not the New York Times. Not CNN. Twitter.
In thinking about this discussion topic, I read several articles and a couple Pew Studies. I am including the links if you have an interest in reading further:
In this digital, information in an instant age, journalists have to be realistic. We can’t be everywhere. We have to look at everything as a possible source. We can’t look down our nose at social media as a lower quality, less valid resource of information. It is another tool. Consider it the Deep Throat of this generation and like Woodward and Bernstein, we have to fact-check our sources. Always. It’s great to be first but it’s better to be first and right. Once out there, you can’t take it back.
Before commercials can be sold, content can be sponsored, Facebook populated with advertisements, there has to be a story. There has to be original content that engages. Right now, Twitter is the best newsgathering tool for national/international organizations like CNN to find that story at its inception. The CNN/Twitter partnership with Dataminr reinforces that. Upon announcing the venture, Dataminr CEO Ted Bailey told TechCrunch the goal is to “alert journalists to information that’s emerging on Twitter in real time.” (Anthony Ha) The article continues revealing, “…the technology looks at tweets and finds patterns that can reveal breaking news when it’s still in its “infancy”.”
Overall, I respectfully submit that in my industry, the line of thought MUST be that there is no one channel above all others. There needs to be an integrated strategy with resources equally distributed. CNN, in my opinion, is far more powerful and relevant when the images from Vine and Instagram are incorporated into the news tips revealed on Twitter, backed by the fact-checking of the trained journalists, presented on multiple screens (Facebook, Television, Website, Mobile) for audience engagement.
For this discussion though, if I have to pick one, I pick Twitter. We are nothing without the story. What can I say…I’m an idealist.
**As of this post (June 1, 2014), I am not employed by CNN. I do not speak for CNN and what is expressed here is only my opinion formed by my years in journalism and my time as a CNN Executive Producer.
I’ll come out of the closet and admit it. I’m a Neil Diamond fan. To be a fan, you must have seen The Jazz Singer. Now, I’m not here to discuss the merits or flaws of this movie but want to bring up one line that has always resonated with me. The young Neil is chatting with his father about his personal pop music desires vs. the strong familial pull to be a 3rd generation cantor in the synagogue. His father tells him, “If you don’t know where you come from, how do you know where you are going?” In short, respect the history while embarking on the future. This aptly applies to the current state of marketing when discussing classic vs. social. For the purpose of this post, I will be focusing on the last two circles below: Language & People Involved
Language:
When it comes to language, the journalist in me believes the classic and the social are best integrated together. I’ve spent years running media produced by my teams through a gamut of editors, lawyers and standards and practices experts. I think the classic marketing language is for the most part more legally safe and not open to much interpretation. The classic marketer creates their message, delivers it and you receive it. What social media can take from classic language is a vigilant need to be legally sound especially considering the platform is VERY public with a wide reach.
Overall however, the genuine, direct and at times, casual language of social media is more effective at connecting on a personal level. Antony Young tells us in Brand Media Strategy that people crave an authentic and organic experience. The language of social media is more personal and directed at YOU…not a mass audience. This short, personal and raw language is better suited to the main social media platforms. Twitter confines the user to a 140 characters. Vine is a 6 second production. Instagram is a 15 second production if you opt for video. Facebook allows more room for posts but brevity seems to work best.
There is also a larger latitude for language informality under the mass balloon of social media. The greatest example that comes to mind is the infamous “Poop Tweet” about Mercedes-Benz’s Smart Car.
It has to be written that the decision to respond and the content of the response is pure genius. There is a brilliance and wit to this exchange that catapulted it into viral greatness. As Bob Lord wrote in his June 12, 2013 Management Blog for Business Week, “…everyone from Buzzfeed to Mashable picked up the story. It even hit the top spot twice on Reddit in a 24-hour span.” I would add that the very basic language of “poop” also played a part in that. There is a shock value to seeing the word “crap” in media from a respected company. The popular topic of toddlers is typically taboo in a classic marketing campaign but Mercedes-Benz ran with it. According to motion designer and director Steven Tapia, the car company even tapped him for this provocative viral video. A brief warning for my readers, there is profanity in this video but it only further illustrates my point about language tolerance: The Poop Tweet Case Study.
As discussed in this week’s course materials, the world is changing has changed!
People Involved:
When looking at classic marketing vs. social media marketing, I am a big fan of how involved everyone tied to the brand must be in a social media environment. Let’s face it, in this day and age, if you work for a company and have any kind of social profile, you represent that company, that brand. There is a great responsibility that comes with this but for the sake of this discussion, I am assuming that companies have hired professional, responsible adults. Having a stake in the message of your company fosters a deeper loyalty, a sense of pride and a greater stake in ownership of your professional brand. It also creates a vigilance among employees around the clock in keeping that social message on target. One great example is the Oreo Super Bowl Tweet. The power went out in the Super Dome in the second half of Super Bowl XLVII. Oreo tweeted this:
It turns out, according to Wired, Oreo had 15 people logged in and ready to go. The Super Bowl is such a multi-screen experience that the company had the foresight to have a team ready to interact. When the lights went out, it gave their social media minds a unique opportunity to engage with a huge audience that was already talking. This real-time response was smart, calculated and resulted in some great buzz for a really good cookie. It took more than just a “classic” marketing team of people to make this happen. The social team, the user and every Oreo employee involved scored big time with this play.
For all the engagement, personalization and reach of social media, it would not be what it is without some of the basics of classic marketing. You have to have a strong brand and a strong message. The mode by which that message travels has certainly changed but not without integrating the tools of the past. In short, Social Media knows where it came from…which is why it knows exactly where it’s going.
Why It’s Important
Social Chatter & Other Observations 