Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Author: jasmineskyegrillmeier

#FindTheTruck #FindAFriend Campaign Proposal

By Jasmine Grillmeier, Liz Sanz, Shyann Williams

The Boutique Truck is Columbus, Ohio’s first mobile fashion truck specializing in trendy and cute clothing. The truck travels around different areas of Columbus and the surrounding Ohio areas to set up shop and host parties. They have a decent social media presence currently, but their presence could be improved. In this report, we will provide a detailed campaign proposal that is aimed to increase foot traffic to The Boutique Truck at its daily locations as well as improving their social media presence and reach.

Team Boutique Truck from left — Liz Sanz, Shyann Williams, Jasmine Grillmeier

Team Boutique Truck from left — Liz Sanz, Shyann Williams, Jasmine Grillmeier

The campaign we will be proposing in this document will be the #FindTheTruck #FindAFriend campaign. This campaign will include both hashtags and three social media outlets including Facebook, Instagram, and Snapchat. The Boutique Truck is already present on Facebook and Instagram, but slightly inconsistent with posting. This campaign will level out the consistency of posts and will create a new presence on Snapchat for the brand. The #FindTheTruck #FindAFriend campaign will encourage followers to post their own pictures in order to receive a discount at The Boutique Truck’s stop, which will be explained in more detail in the strategies and tactics portions of this plan.

The #FindTheTruck #FindAFriend campaign will rely heavily on user generated content in order to increase The Boutique Truck’s reach on social media. This campaign also has the ability to reach a new audience by adding Snapchat to the mix. All three of these social media platforms will be relatively easy to evaluate when looking at the results. We believe that if The Boutique Truck follows this campaign precisely, they will not only increase foot traffic at the shop, but will also widely expand their reach on social media, ultimately leading to a more successful business. 

The 75 Best Twitter Accounts to Follow for Your Career

The Muse

By Lily Herman

I freely admit it: I’m a Twitter fiend. I really do spend all day, every day on the platform—and I’m OK with that.

Before you get all “stupid Millennial, too much time on the internet” on me, there’s a huge advantage to spending a large chunk of my life on the web: I’ve stumbled upon an amazing number of great career and job search resources over the years that’ve really helped me push my career forward. And, lucky for you, I’m spreading the wealth and sharing 75 of my favorites below.

Since there’s a lot to go through here, I split up this list into five categories: career, job search, productivity and self-betterment, personal finance, and business and news. Whether you check out every suggestion on the list, skip around a bit, or only follow a handful of these accounts, you’re bound to find something that will make your life a little easier. And, bonus, if you do love all the suggestions, you can follow the Twitter lists included in each section.

Read full article via The Muse at https://www.themuse.com/advice/the-75-best-twitter-accounts-to-follow-for-your-career

An Interview with Mai Nguyen: Social Media Strategy and Analytics for Business

By Jasmine Grillmeier

Image courtesy of KaboomPics.com

Mai Nguyen began her career as a Freelance Social Media Assistant at Ologie and spent a year there, managing Saint Joseph Regional Medical Center’s various interactive media applications and developed content for SJRMC’s social media accounts. After her time at Ologie, she joined Fahlgren Mortine’s team as a Search Marketing Associate, developing skills in search engine marketing and social media analytics. After three years in this position she was promoted to Social Analytics and Search Marketing Manager at Fahlgren Mortine, a role in which she has now been in for the past four months. I had a chance to work with Mai while interning at Fahlgren Mortine this past summer and saw her to be a very valuable mentor for anyone wanting to learn more about social media and be successful in this space. Based on the great impression I got over the summer and knowledge of her social media background, I was excited to get a chance to speak with her to get her insight on the industry and learn more about social media strategy and analytics in the professional world.

Jasmine: What type of consumer research do you conduct before planning a social media campaign?

Mai: It depends on where we are in our social media process with a client. If it’s a new relationship, then we’ll conduct a general social media audit that will give us an idea of the landscape in which the brand operates. This type of audit usually includes data on user engagement, post content performance, competitive data, and organic conversation about the brand. If it’s an existing relationship and the brand just wants to know where they are in relation to their competitors and the overall industry (a snapshot in time almost), we’ll look at performance data by brand, but we’ll also look at the way the industry uses social media to support their business objectives and reach their core audience. When it comes to an individual campaign, the type of research that we conduct depends on the objective of the campaign — is it strictly awareness based, is it focused on generating leads, etc? Who should we target with this specific campaign? Is it only meant for a subset of our target audience, or are looking to expand outside of our current audience makeup? Is paid social appropriate for this campaign?

Jasmine: Would you explain some tools that you use to plan, implement, or evaluate social media campaigns?

Mai: I’m not going to go into specific tools because we’re in the process of evaluating our current set while demoing new ones. Instead, I’ll talk about what we’re looking for when choosing tools. In terms of planning, I would choose a tool that provides data for competitive auditing and the ability to benchmark. For implementation, monitoring tools should allow for scheduling capabilities, content tagging, real time engagement with fans, social listening capabilities, and perhaps influencer outreach. For evaluation of progress, choose tools that are transparent in the way they present and report on data. And as a social marketer, it’s imperative to truly understand methods of derivation when a tool touts things like engagement rates, influencer scores, and “proprietary” metrics. Always ask these tools and their reps to explain their various processes.

Jasmine: If a student wanted to pursue a career containing social media strategy planning and analysis, what personal skills and/or experience should one have?

Mai: I think you have to have a solid understanding of how social operates from a professional standpoint, and the experience that gives credibility to your claim of knowledge. Citing “Facebook” as a skill in one’s personal resume is largely unnecessary. There are vast differences between using Facebook as a private person, and using it on behalf of a brand. This insight doesn’t just apply to Facebook, but across all social platforms.

When it comes to strategy and analytics of any kind, I think an appreciation for and a level of comfort for collecting, utilizing, and analyzing raw data are imperatives. Regurgitating data isn’t the same thing as understanding it. Citing a stat is not analysis. Always ask yourself “so what?” after you have presented a piece of information. Help people make connections between data and the next course of action. (I would also like to posit the notion of expanding beyond social analytics — it’s much more useful to become well versed in overall web analytics, and the way that social informs that space.)

From a practical standpoint, I would encourage you to become highly proficient at using Microsoft Excel because the software allows you to take raw data and give it form and structure. As marketing becomes increasingly data driven, those who have the ability to filter out the noise to find actionable insights will stand out.

Jasmine: Are there any trends in the social media strategy or analysis space that you think are worth exploring?

Mai: From a social analytics standpoint, I think social will continue to be asked to “prove its value,” so questions surrounding social ROI will not be going away any time soon. Broadly speaking, I’m interested in the way social networks are becoming more and more like search networks — Facebook continues to ramp up its search capabilities, and Pinterest sees itself as sort of a competitor to Google Images. As someone who also has a background in search, the intersection between search and social is becoming increasingly apparent. Finally, I think the “social” of the future will be even more dependent on paid efforts to reach target audiences, and there will be less emphasis on organic efforts. Organic social will still exist and real-time engagement efforts will continue to grab buzz from time to time, but I expect paid social to own a large portion of a brand’s social media budget.

Jasmine: What is one piece of advice you would give to an aspiring social media professional?

Mai: Understand that social doesn’t exist on its own, and that it is merely another factor to account for when evaluating the way a customer experiences a brand overall. When we think of social, it’s important to see it beyond the social networks that make up the space. Social can support overall business and marketing objectives, but it has to be used in conjunction with other methods of outreach in order to be truly effective.

And for you, Jasmine, my last piece of advice is to show your thinking. It’s not about having the right answer all of the time — I’ve found that it’s far more useful to care enough to ask the right questions, the smart questions, the ones that allow for deeper exploration.

***

My biggest takeaway is to plan social around a business strategy, not just a social strategy. It’s essential to be asking questions and developing objectives based around what the client wants out of a marketing campaign, not blindly implementing general social media tactics that might not be right to achieve the objectives. For example, instead of telling a client, “You need to be using Periscope because everyone is doing it” you should be discovering the exact reasoning behind your proposal and showing how it will achieve the business objective, such as “Based on the amount of community engagement Periscope fosters, I believe your company should look into implementing Periscope sessions into your social strategy in order to achieve the business objective of increasing engagement and building a stronger relationship with the customer.” In order to be a well-versed professional in the social media industry you must be looking at the big picture and providing value for your clients by backing up your suggestions with industry knowledge as well as well-developed research.

Marvelous Marketing surrounding “The Merc with a Mouth”

By Jasmine Grillmeier

In addition to being a big success at the box office, Deadpool’s marketing leading up to the February 12, 2016 release was a huge hit.

To introduce the world to Deadpool, the movie’s first marketing stunt revealed the outrageous anti-hero in his truest form. “The first on-camera appearance by Reynolds as Deadpool came during an April Fool’s interview on the entertainment show “Extra,” stated CNBC. “The spot ended with Deadpool knocking out host Mario Lopez after he insisted the movie couldn’t succeed with an R-rating.” (DiChristopher, 2016). Not surprisingly the video went viral, garnering more than 1 million views to date.

Other viral-friendly videos, promotions and messages were promoted throughout the nearly year-long campaign. The following image was the first message posted on both Facebook and Twitter on March 27, 2015, poking fun with a pop culture reference.

Deadpool movie promotion spoofs famous Burt Reynolds photo

Deadpool movie promotion spoofs famous Burt Reynolds photo

The campaign “went into overdrive in the week leading up to Christmas, beginning their so-called12 Days of Deadpool” with a daily series of viral-friendly marketing tidbits that led up to the reveal of the second theatrical trailer on Christmas Day” (Mendelson, 2016). Some of the content released included downloadable emojis, an “annotated” script page, and a spoof on Home Alone.

“The last six weeks or so [of the campaign] has followed suit, with Ryan Reynolds’s wise-cracking anti-hero taking the spotlight with (among other things) satirical posters selling the film as a romantic drama, public service announcements for testicular cancer and breast cancer, a Super Bowl ad for Hyundai featuring a deluge of Ryan Reynolds clones for female-gaze consumption” (Mendelson, 2016), showing the varying and obscure facets of the campaign. And that’s not all the efforts employed by the marketing team. As stated by Wired, the marketing team promoting Deadpool even created fake clickbait gags on Facebook such as, “43 Secrets the Internet Will Never Tell You About Kittens” (Ellis, 2016).

This campaign was clearly a success after seeing Deadpool’s record-breaking numbers. As stated by Forbes,Deadpool just scored the biggest R-rated opening weekend all time. With a $132.7 million Friday-to-Sunday frame. […] It is the first R-rated opening to cross the $100m+ mark, the biggest February debut, the 8th-biggest non-summer debut of all time, and the 17th-biggest opening weekend in history” (Mendelson, 2016). The statistics before this opening were great as well. “In the weeks before it was released, the Internet conversation swirling around “Deadpool” was 98 percent positive, according to comScore’s PreAct” (DiChristopher, 2016). The online conversations were also large in number. “About two weeks before its release, “Deadpool” was regularly drumming up 10,000 to 20,000 tweets, running just behind “Star Wars: Episode VII — The Force Awakens,” according to BoxOffice.com” (DiChristopher, 2016).

So why was the social media campaign such a success? As said by Forbes, “The character’s offbeat, occasionally obnoxious, R-rated personality allowed Fox to have quite a bit of fun with marketing tropes, with viral-friendly videos and posters that were all-too-easy to share and comment upon via social media” (Mendelson, 2016). Furthermore it spread awareness. “This ‘no limits’ style of marketing is clearly generating a lot of social media buzz, with people who had no previous interest in the film admitting that they now can’t wait to see it” (Joseph, 2016). The lead actor, Ryan Reynolds, was also key in the campaign’s success. As confirmed by CNBC, “Since he joined Instagram last May, Reynolds has mostly dedicated his feed to “Deadpool” and its viral campaign” (DiChristopher, 2016).

As seen by the success of this cheeky and funny campaign, there isn’t anything I would improve upon. The marketers behind Deadpool created extremely shareable content that facilitated conversation among fans as well as many who had never heard of the anti-hero or the movie before, which in my book is an extremely smart #socialwin.

 

References:

DiChristopher, T. (2016, February 14). Deadpool’s secret weapon: A viral social media campaign. CNBC. Retrieved from http://www.cnbc.com/2016/02/07/deadpools-secret-weapon-a-viral-social-media-campaign.html

Ellis, E. (2016, February 10). The Most Absurd Deadpool Marketing: From Tinder to Obscene Emoji. Wired. Retrieved from http://www.wired.com/2016/02/deadpool-marketing/

Extratv. (2015, April 1). Is ‘Deadpool’ going to be PG-13? Ryan Reynolds Weighs In [Video file]. Retrieved from https://www.youtube.com/watch?v=Z5TB0pKLj0Y

Joseph, S. (2016, February 10). How the Deadpool movie was overshadowed by its marketing. Retrieved from http://www.thedrum.com/news/2016/02/10/how-deadpool-movie-was-overshadowed-its-marketing

Mendelson, S. (2016, February 15). ‘Deadpool’ Box Office: It’s A Record-Crushing $300 Million Worldwide Weekend Debut. Forbes. Retrieved from http://www.forbes.com/sites/scottmendelson/2016/02/15/deadpool-box-office-its-a-record-crushing-132m-3-day150m-4-day-opening-weekend/#37c16bc46720

Mendelson, S. (2016, February 4). How the Viral ‘Deadpool’l Marketing Campaign Has Left the Movie Hidden. Forbes. Retrieved from http://www.forbes.com/sites/scottmendelson/2016/02/04/deadpool-marketing-hides-the-movie-with-social-media-friendly-content/#5a5a54715e70

The Daily Superhero. (2015, December 15). 12 Days of Deadpool Tracker – Updated Daily! Retrieved from http://www.dailysuperhero.com/2015/12/12-days-of-deadpool-tracker-updated.html

SeaWorld receives major backlash during #AskSeaWorld campaign

#AskSeaWorld Twitter Response

One Twitter user criticizes SeaWorld during #AskSeaWorld campaign. Photo retrieved from http://www.dailymail.co.uk/travel/travel_news/article-3019299/Are-tanks-filled-orca-tears-SeaWorld-Twitter-campaign-backfires-water-park-hashtag-AskSeaWorld-hijacked-animal-rights-campaigners.html

By Jasmine Grillmeier

Unfortunately, SeaWorld discovered earlier this year that giving the microphone to the people can amplify bad PR much more than it can produce good PR during its #AskSeaWorld campaign.

The campaign urged Twitter users to participate in a Q & A with the brand using the hashtag #AskSeaWorld. The campaign included TV and print ads promoting the Twitter Q & A, and housed curated content from the campaign on a campaign-specific website.

According to Huffington Post, “SeaWorld saw ticket sales plunge after the release of the documentary [Blackfish], which investigated the death of orca trainer Dawn Brancheau and harshly criticized SeaWorld’s treatment of killer whales.” The film was initially screened at Sundance in 2013, and aired on CNN later that year. As a result of this documentary reaching a wide audience the company’s ticket sales dropped. Sales still had not improved well into the beginning of 2015, so in order to combat this decline the brand strategized that if they addressed their image issue and opened up the floor, they could defend themselves and get back on people’s good graces.

“There is a lot of misinformation out there,” says Jill Kermes, senior corporate affairs officer at SeaWorld as referenced in a Fast Company article. “What we wanted with this campaign was to start that conversation with consumers and give them a place to go to get the facts about SeaWorld, about our animals, about our world-class animal care, and let them make up their own minds.”

Despite these high hopes, the campaign quickly became subject to ridicule. Overall, there were four main reasons why the campaign failed: the release of a contradicting book, notable criticizers already known to the brand, improper handling of haters, and the brand’s history of image management.

Firstly, the campaign was poorly timed. As stated by USA Today, “This new campaign comes the same time as former Seaworld trainer John Hargrove’s book launch. The book condemns the company’s treatment of killer whales. The timing of the ad campaign and Hargrove’s book was coincidental, SeaWorld spokesman Fred Jacobs told USA TODAY Network in an e-mail.”

Secondly, the creators of the campaign didn’t seriously account for the huge organizations against them. As stated in a Voice of San Diego article, “SeaWorld later blamed PETA for spamming the campaign, noting that 70 percent of questions came from bots and animal rights groups.”

Thirdly, during the campaign SeaWorld released a series of tweets bashing the so-called trolls and bots. It did not add to the conversation, and even upset some who felt that they were accusing some legitimate criticizers.

Fourthly, if you look at the history of how SeaWorld responded after Blackfish was released, the brand did not address the issue quickly and was inconsistent in solution tactics. This campaign, in the context of their inconsistency and early ignoring of the image issue, made it seem like a desperate “saving face” tactic.

By not responding quickly after the initial release of Blackfish, the brand set itself up for failure. With the release of this campaign so late after the incident, SeaWorld is actually bringing the Blackfish back into focus. The time elapsed means the conversation around the documentary had probably died down, yet with an open Q & A they opened up the floodgates.

In addition, the campaign’s strategy wasn’t smart. The campaign’s focus, more often than not, was around SeaWorld defending themselves. This shows they are not taking responsibility, which is a no-no; taking responsibility is one of the top tips on crisis management, so SeaWorld is blatantly choosing a strategy that’s proven hardly, if ever, works. What SeaWorld should have done was create a positive campaign promoting how they are improving and making the future better for its animals as well as its customers, instead of launching a defensive campaign that’s inevitable to receive backlash.

References

Green, Catherine. (2015, April 1). A Brief History of SeaWorld’s ‘Blackfish’ Damage Control. Retrieved from http://www.voiceofsandiego.org/topics/news/a-brief-history-of-seaworlds-blackfish-damage-control/

Grisham, Lori. (2015, March 25). ‘Ask SeaWorld’ Draws Criticism. Retrieved from http://www.usatoday.com/story/news/nation-now/2015/03/25/seaworld-killer-whales-ad-campaign/70422606/

SeaWorld. (2015). You Ask. We Answer. Retrieved from http://ask.seaworldcares.com/

Sola, Katie. (2015, March 27). #AskSeaWorld Twitter Campaign Pretty Much Goes As You’d Expect. Retrieved from http://www.huffingtonpost.com/2015/03/27/seaworld-twitter-fail_n_6950902.html

Titlow, John Paul. (2015, August 4). SeaWorld is Spending $10 million to make you forget about “Blackfish”. Retrieved from http://www.fastcompany.com/3046342/seaworld-is-spending-10-million-to-make-you-forget-about-blackfish#2