It’s #Magic Kingdom All August Long!

July 13, 2014 / Kelly Frank / 2 Comments

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 at Casey 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!)

Ready to ride? The real deal awaits – Buy your tickets today! #MagicKingdom

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

Monday, August 11

Summer heat got you burning up? Let it Go! Come chill with Anna & Elsa at the Princess Fairytale Hall. Sign Up Now! #FROZEN #MondayMeet&Greet #MagicKingdom :

Cool off from the summer heat with Frozen‘s Anna & Elsa at Princess Fairytale Hall. #MondayMeet&Greet #MagicKingdom

Tuesday, August 12

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 PhilharMagic See & 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:

Time to beat the summer heat Under the Sea with Ariel at her Grotto. Come be a part of her world! #MondayMeet&Greet #MagicKingdom

Tuesday, August 19

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:

The NEW Seven Dwarfs Mine Train!

Heigh Ho! Heigh Ho! RESERVE before you go– You just might miss the new Seven Dwarfs Mine Train! #FantasylandFriday #MagicKingdom

Saturday, August 23

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:

Find ‘Happily Ever After’ w/ Cinderella & Rapunzel (No Glass Slipper Needed!) Come 2 Princess Fairytale Hall #MondayMeet&Greet #MagicKingdom

Tuesday, August 26

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

Discover the Man Behind the Mouse: Walt Disney: Marceline to Magic Kingdom Tour #TuesdayTours #MagicKingdom

Wednesday, August 27

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):

#IWill ~ A Social Media Engagement Idea for Athleta

June 24, 2014July 1, 2014 / Kelly Frank / Leave a comment

(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
Track email blast to see how many were shared

Sources:

Cooper Smith. (April 14, 2014). This is the Behavior on Pinterest that Makes the Social Network So Attractive to Marketers. Retrieved June, 21 2014, http://www.businessinsider.com/demographics-on-pinterest-that-make-the-social-network-attractive-to-marketers-2014-4

Salman Aslam. (January 31, 2014). 30 Reasons to Market Your Business on Pinterest in 2014. Retrieved June 21, 2014, http://www.business2community.com/infographics/30-reasons-market-business-pinterest-2014-infographic-0763727#!17mol

Jenn Herman. (February 17, 2014). Instagram Statistics for 2014. Retrieved June 21, 2014, http://jennstrends.com/instagram-statistics-for-2014/

“All Five Horizons Revolved Around Her Soul, Like the Earth to the Sun”

June 21, 2014October 7, 2021 / Kelly Frank / 3 Comments

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.

____________________________________________________________

Oh…you’re more the right brain, creative type? (Yea, me too.)

Pinterested? Click Me.

Read No More.

Check out my Pinterview

_____________________________________________________________

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.

Are you read to expand your horizons?

Let’s go be Greater Fools!

Kelly Frank Green

(Oh…and I mentioned we’d get back to the girl … the Greater Fool Speech? Here you go…just for fun & thanks for reading)

Keeping “Power to the She” Consistent

June 8, 2014June 9, 2014 / Kelly Frank / 1 Comment

There is no question that 2013 was a breakout year for Athleta. So much so that the Chairman and CEO of parent company Gap Inc. recently said, “…It looks like Athleta is on its path to becoming the fourth iconic brand within Gap Inc.’s portfolio.” (Jeff Quackenbush) The three other brands he’s referring to are Gap, Old Navy and Banana Republic. I have worn all these brands during various periods of my life but Athleta is where I have found my second skin these days.

When it comes to maintaining its brand in an integrated world, Athleta does an excellent job. As you can see on its main company site and across key social channels, it maintains the same logo, imagery and title fonts. It’s aesthetically cohesive and consistent. Occasionally, there will be a different image on one channel over another as you see below with Google+ but the subject is always the same: A strong, fit and active woman.

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On each page you will find a simple two sentence mission statement, something very key to success as outlined in this week’s reading Branding Your Website.

“The premier fitness fashion brand for women who see being healthy and fit as vital to life. Power to the She.”

Athleta’s website features social buttons connecting its consumer to some of its social channels including a button drawing attention to its mobile site:

Additionally, the mobile site is very user friendly. I have placed orders with ease on both my iPad and my Android phone. Having a sleek, clean mobile site that is consistent with the brand is key. It’s an understatement to say mobile is the future:

“Although most online purchases still occur via PCs, Digiday believes commerce will be among the industries most affected by the rise of mobile. Global e-commerce sales made via mobile devices are expected to top $638 billion in 2018, according to a forecast from Goldman Sachs. For perspective, that was roughly the entire size of the world’s e-commerce market in 2013. Goldman predicts that tablet, not smartphones, will be the primary drivers of mobile commerce growth. (Cooper Smith)

(You can read Digiday’s entire Mobile Forecast Report HERE)

Push & Pull:

Athleta combines push and pull marketing in many ways. On their company site, a consumer gets “pulled” with an option to receive emails and/or the catalog. Those emails and catalogs are then “pushed” out and might include upcoming sales, events in your city or just a product highlight. Below is an example of one I received recently that is both sale and product highlight:

Athleta also utilizes traditional push marketing such as billboards and advertising kiosks in malls:

When I recently visited my local Athleta store I saw this in the window ~ a little push marketing with a local social media twist:

Nice local integrated marketing!

Athleta leverages all their social channels as brand enforcers ~ not a one-stop shop. Athleta wisely houses all ability to purchase online on its company website only. It uses its social channels as a pull strategy by showcasing the brand message and linking to the main company site. It’s most effective pull strategy in my opinion is its blog: Athleta Chi

Athleta Chi Blog

The Daily Chi-Mail

The blog is a forum for women to discuss fitness, sports, wellness, travel, exchange recipes, view demo videos, learn, bond and share empowering, inspirational stories. Athleta wisely incorporates a “Fit Style” category which will take you to their product lines but it’s not shoved down your throat. You can also respond to the push marketing technique of opting in to receive a pull via “Chi-mail” (above right).

Marketing & Branding through Events:

Athleta has several partnerships, some they showcase right on their homepage including the Mudderella and Esprit De She. These events along with Athleta’s participation at expos for various 5ks and other races are another form of pull marketing. Women who participate in these events are exposed to Athleta in a supportive role. They get an opportunity to see the brand at work out in the community.

Empowering Events

Supporting & Informing

Recommendations:

The Athleta website is clean, beautifully laid out and reflective of their brand. Athleta’s relationship with Lifetime for Esprit De She & Mudderella are partnerships with like-minded brands of strength, empowerment, health and well-being. In creating partnerships with like-minded companies, Athleta stays true to its “Power to the She” brand message. In further analyzing their integrated marketing and brand, I have a few recommendations where Athleta could be a bit more consistent and drive consumers back to their main website.

Athleta is on more social channels than they link to on their company website. The social media consumer is widespread and consumers are loyal to different channels. There is an opportunity to measure click-through and see what social channels Athleta consumers are interested in. A recent loyalty social survey revealed “These channels are powerful and should not be ignored. Gather intelligence from these channels and aggressively seek opportunities to influence the conversation.” (Jim Tierney) Additionally we already know that having your brand on Google+ increases your chances of showing up in Google search results – so why not flaunt your Google-ness? (Kristin Curtiss) I recommend adding icons for You Tube and Google+. Loyal customers make loyal and knowledgeable employees. I would add a LinkedIn button as well. Then, I recommend making buttons consistent across the blog, company website and social channels that allow other social buttons. For example, on Athleta’s You Tube page (click below) there is a Google+ button but You Tube allows Facebook, Twitter, Instagram and blog buttons as well.

YouTube:

On Athleta’s main website, I also recommend moving the location of the social/sharing buttons “above the fold” similar to what Athleta does on its blog. As you can see below, on the main company site the social buttons are buried at the bottom of the page. This may be strategic with the thought being not to leave the main company site, however, the company wisely has purchasing ability housed on the main site. Sending potential customers to their social channels will only increase brand awareness and potentially strengthen a consumer connection. It’s a worthy gamble.

“BELOW THE FOLD” (on the main site) “ABOVE THE FOLD” (on the blog site)

As discussed above, Athleta has a beautiful and informative blog for women empowerment and community. Interestingly though, Athleta does not link to their blog on their Pinterest page in any prominent way (see below)

Pinterest:

Athleta Pinterest

We know that Pinterest is dominated by women. 94% of all activity on Pinterest is by women. (Craig Smith) This is a missed opportunity to expose women to a brand- defining blog. Additionally, the blog is not featured on their Twitter page either. I would add prominent links on both these channels above the fold.

Another recommendation I would make for consistency would be adding the main website www.athleta.com to the top of its Facebook and Instagram pages. It is on the Facebook page, but you have to click the “About” link in order to access the company site. On Instagram, the only link featured prominently takes you to the Athleta Chi blog (see below). I think promoting the blog is great but I would advocate prominent links to both the main website AND the Athleta Chi blog.

Instagram:

Athleta Instagram

While Athleta has a beautiful mobile site, at this time they don’t have an option to receive text message alerts about new stores opening, sales or other events. I recommend creating this option for consumers. It allows the company to target a customer who is clearly interested.
Athleta should consider a Twitter and Pinterest Widget on its website.
Finally, IthinkAthleta can offer a more integrated brick and mortar experience. I recently made a purchase and noticed there is no social media imagery in the store promoting their channels. When I paid for my purchase, the sales team did not ask for my email to send me my receipt (and then have my email on file!). My purchase was packaged in an awesome reusable, recycled bag but there was no website signage on the bag at all. Lastly, I noted on my receipt at the very bottom there was a line about “Liking on Facebook” but that required a purchase to even reach that touch point. The below gallery is a visual of my experience:

No social media icons in the windows

Nice local integrated marketing!

No website or social button advertising

Nice bag…web address??

Top of my receipt: No website

First social mention: Facebook

Overall Thoughts:

Athleta could be a little more consistent in their social media integration, blog promotion and driving back to their main site for purchasing. That said, the company does a great job of keeping its brand message consistent on all its channels. They are all about creating a strong, empowered community for women and it is reflected in word and image beautifully throughout their pages. Each channel lives up to giving “Power to the She”.

Sources:

Jeff Quackenbush. (February 28, 2014). Gap calls 2013 ‘breakout year for Athleta’. Retrieved June 7, 2014, http://www.northbaybusinessjournal.com/88434/gap-calls-2013-breakout-year-for-athleta/

Cooper Smith. (April 2, 2014). US E-Commerce Growth is Now Far Outpacing Overall Retail Sales. Retrieved June 7, 2014, http://www.businessinsider.com/us-e-commerce-growth-is-now-far-outpacing-overall-retail-sales-2014-4

Jim Tierney. (May 9, 2014). Social Intelligence: An Opportunity for Loyalty Marketers. Retrieved June 7, 2014, http://loyalty360.org/resources/article/social-intelligence-an-opportunity-for-loyalty-marketers

Kristin Curtiss. (February 6, 2014). Google Plus: Your New SEO Valentine. Retrieved June 7, 2014, http://blogs.constantcontact.com/product-blogs/social-media-marketing/google-plus-seo/

Craig Smith. (March 4, 2014). By the Numbers: 80 Amazing Pinterest Statistics (Updated June 2014). Retrieved June 7, 2014, http://expandedramblings.com/index.php/pinterest-stats/#.U5S5H_ldWnY

Power to the She…& Me

June 1, 2014October 7, 2021 / Kelly Frank / 5 Comments

I’ve been on quite a journey the last two years: A scary, amazing, life-altering journey. I became a mom. Twice.

To understand my journey, you would have to know I was an athlete all my life. My right arm paid for my degree. I could throw a pretty fast curve ball back in the day! I grew up in a competitive, fitness-oriented family. My older brother went to Ohio State on a football scholarship, my younger brother was a collegiate baseball player, my sister played tennis and ran track and my father made a business of training NFL, NBA and MLB players.

I’ve been pretty lucky. I’m one of those people who has enjoyed success…on the field, in the classroom, in the newsroom and at home. Don’t get me wrong. I worked my butt off for it! It wasn’t handed to me but with that success comes an expectation that you are always going to be at the top of your game.

So what does this have to do with this week’s assignment? Everything.

Like many moms, I gained weight. 60 pounds to be exact. I also quit my job in week 8 of my maternity leave. I could not fathom leaving my child and felt broadcast journalism was changing. It all seemed irrelevant. So I threw myself into motherhood…and then 9 months later was pregnant again.

This time was different. About 4 months after my first child Gracen was born, I was suffering a bit of an identity crisis. I had always been an accomplished television producer, making my own money, doing my own thing and now I wasn’t. I felt small. I felt worthless. I was a little lost. I needed a reset.

A friend and cancer survivor who had found peace in yoga introduced me to her teacher. On a cold December day, I signed up for a private lesson and life was never the same.

When you are feeling like I was and looking like I thought I looked, it takes everything you have to feel comfortable in your own skin. Enter Athleta.

Athleta came to be in 1998 as a catalog company specializing in yoga clothing. Gap Inc. acquired them in 2008 and they evolved into athletic wear, every day clothes, swimwear and accessories adding online sales and brick and mortar stores to their successful catalog business. (GapInc.com & Bloomberg.com)

: Online Sales

: Brick & Mortar Stores

: Catalog

Athleta is more than a business though. They are a modern brand as defined in What is BRANDING? published by the Norwich Business School. As you see in that clip, brands of today are finding information, sharing films, selling stuff, making friends and adding to knowledge. Athleta accomplishes all of this utilizing the channels below and integrating a consistent, solid and straightforward brand message: Power to the She

Twitter ~ Facebook ~ Pinterest ~ Instagram ~ You Tube

Go ogle+ ~ Athleta Chi (Blog) ~ Athleta Website ~ Catalog ~ Email

With Power to the She, Athleta celebrates the busy lives women lead and how they make fitness a priority. They promise to put performance first and comfort a close second. (Maddy Lucier) I would add that “Power to the She” extends beyond making fitness a priority – it makes well being and empowerment a priority.

At its basic core, Athleta is a business with a product that it guarantees.

I know this to be 100% true. I had a short sleeve sweatshirt I just loved but after about 5 times wearing it, there were very discernible arm pit stains. Yuck! This was not typical of Athleta’s clothing so I returned it. No questions asked. Brands guarantee quality.

According to the Norwich Business School, Brands also instill values that lead to action. If you go to the parent company website at Gap Inc. you will read the following about Athleta:

At Athleta, we design the ultimate performance apparel and gear for every active woman, from the weekend warrior to the committed yogini to the fiercely driven competitive athlete. And as women athletes, we road-test, court-test and water-test everything ourselves to be sure each item we offer features the perfect balance: performance and style

Another key aspect of a successful brand is Ownership. Athleta lives this in the people who design and create the product. The corporate leadership of Athleta seeks to understand their customer by looking within. They take this introspection and make it a call to action:

Athleta exemplifies communications planning as we read about in Brand Media Strategy this week because their message is clear and uniform across all their platforms.

They engage and reward:

Share your sun-fueled adventures on Instagram and tag #FuelingAmazing for a chance to win » http://t.co/3aKFapcTsP pic.twitter.com/0oimGzMmef

— Athleta (@Athleta) June 1, 2014

They engage and educate:

Brooke Boon, founder of @holyyoga is leading us through an awesome 'Yoga For Strength' sequence today! Enjoy. http://t.co/UHqv5l6er1

— Robin (@Balanced_Life_) May 30, 2014

And what you see on Twitter…is what you see on Facebook…is what you see on Pinterest…is what you see on Instagram…is what you see on You Tube…is what you see on Google+ …is what you see on the company’s website. Each campaign and message lives on each platform:

: Inspiring on Instagram

: Taking Care of Business on Facebook

: Creating Community Everywhere

Our journey this week also told us that Brand is Confidence. Brand is Passion. Brand is Belonging. Hewlett-Packard CEO Meg Whitman once said, “when people use your brand as a verb, that is remarkable”. (brainyquote.com). I would add that when people forget your Brand is trying to sell them something, that is remarkable as well. Athleta does just this by creating a forum for confidence, passion and a sense of belonging. They call it Athleta Chi. It’s a blog devoted to “connecting women to the energy of inspiration.” You can opt to receive inspirational emails as well. The blog features recipes, how-tos, travel information, training videos, health guidance and a forum for people like you and me to chat, engage and belong.

So what about that post-partum, overweight, insecure, somewhat lost new mom?

I’m getting to that.

The most important thing I consider in a “brand” is me. After all as our class this week reinforced “You” make a brand. “You” unmake a brand. Yoga is intimidating as hell. I always avoided it because it seemed clique-ish. It was for skinny girls that could put their heads in places I never wanted to go. Heck, I couldn’t even touch the ground when I started without hearing something shred inside me. As silly as it sounds, Athleta made it easier to start. I found a comfortable skin.

After I tried Athleta clothes for my yoga practice, I stayed with it because I found the “experience” of Athleta resonated. The women weren’t stick figures with untouchable goals and unrealistic representations. They were real. They were like me: Normal, Unique, Curvy, Curvy-er in some areas more than others. In the social community on Pinterest, Twitter, Facebook, I found women of all design…including me:

This slideshow requires JavaScript.

I now own Athleta clothes of all kinds including the bathing suit below. (I really should own stock in the company!) The catalog arrives and it’s like Christmas. I get an email for a sale and I can’t resist. Yes, I am their target customer…and I am a brand loyalist.

It’s more though. I turn the pages and I see where I have been, where I am and where I want to be. I’ve lost 57 pounds. I can bend over and touch the floor with flat palms. I stand a little taller. I smile more. I breathe deeper. It’s not about the clothes…it’s about the community. It’s Power to the She…and Me.

Sources:

http://www.gapinc.com/content/gapinc/html/aboutus/ourbrands/Athleta.html

http://www.bloomberg.com/news/2012-07-17/gap-s-athleta-stalks-lululemon-one-yoga-store-at-a-time.html

http://www.stack.com/2012/01/12/athleta-power-to-the-she-campaign/

Maddy Lucier. (January 12, 2012) Athleta’s Power to the She Campaign Celebrates Female Athletes. Retrieved June 1, 2014, http://www.stack.com/2012/01/12/athleta-power-to-the-she-campaign/

Antony Young. (2010). A Shift From Media Planning to Communications Planning. Brand Media Strategy: Integrated Communications Planning in the Digital Era. New York: Palgrave Macmillan

http://www.brainyquote.com/quotes/authors/m/meg_whitman.html

Intro to Social Media Week 3: MOST IMPORTANT CHANNEL FOR MY INDUSTRY

June 1, 2014June 1, 2014 / Kelly Frank / Leave a comment

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:

· Twitter is Becoming the First and Quickest Source in Investment News
· Social Media Is Changing How We Consume News, Says Former CNN Exec Steven Korn
· Pew: What Facebook and Twitter Mean For News
· Pew: 8 Key Takeaways About Social Media & News
· Pew: The Facebook News Experience
· The Mobile Inevitability: How CNN is Prepping For the Majority Mobile Audience Coming in 2014
· CNN & Twitter Partner with Dataminr To Create News Tool For Journalists
· A link to a series of interesting Media & News Interactives

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.

Sources:

Mark Hachman. (April 19, 2013). 6 Stories That Broke on Twitter. Retrieved on May 31, 2014,http://www.pcmag.com/slideshow/story/310559/6-stories-that-broke-on-twitter/7

Anthony Ha. (January 29, 2014). CNN and Twitter Partner with Dataminr to Create News Tool for Journalists. Retrieved on June 1, 2014, http://techcrunch.com/2014/01/29/dataminr-for-news/

**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.

Classic Marketing vs. Social Media Marketing

May 22, 2014 / Kelly Frank / Leave a comment

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.

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