Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Author: jillianbarcia

Brothers Drake #EntertainWithMEAD

Through our Social Media Campaign Proposal, the primary goal is to increase the bond between Brothers Drake Meadery and the community, as well as the consumers around them. Brothers Drake Meadery cares about the community in Columbus, and wants to give back to them the freshest mead made from locally grown ingredients.

Team Brothers Drake from left — Riley Carlton, Jillian Barcia, Tiffany Bey, Erica Stonehill

Team Brothers Drake from left — Riley Carlton, Jillian Barcia, Tiffany Bey, Erica Stonehill

With hopes of increasing social media engagement across three platforms (Twitter, Facebook and Pinterest), Brothers Drake can create more buzz marketing and word-of—mouth advertising. We want the consumers to create user generated content that can not only give tips to Brothers Drake, but to other community members as well. Through this, we will use #EntertainWithMEAD and #HelpMEAD hashtags to track the engagement rates and therefore create conversion rates of how well our user content increased from start to finish.

Across the three social media platforms we chose to implement for this campaign proposal, we want to increase the content in which Brothers Drake publishes as well as its consumers. We hope to make Brothers Drake more than just a local hang out with the freshest mead in town. In addition, we hope to have Brothers Drake’s social media accounts be a hot spot for entertaining tips including cooking and drink recipes, partying tips and overall tips for when you’re hosting an event. These tips can be shared and people can then give their impact and feedback. Customer satisfaction is an extremely important objective for us to keep track of, therefore the feedback being conducted throughout the three month period can influence any new flavors or recipes served at Brothers Drake in house facilities.

Brothers Drake Meadery is a unique brand because they have a strong social media presence currently. They keep themselves immersed in the community through their social media platforms of Twitter and Facebook, but there is even more that they can do. We are determined to make Brothers Drake be a one stop shop for both locally made drinks and food as well as a place to find tips and ask any question including mead.

#AskSeaWorld Tanks on Twitter, Continuing to Ruin Reputation

By: Jillian Barcia

SeaWorld tries but fails in launching a multimillion-dollar campaign with the hopes to improve their constantly dwindling reputation. Through mainly Twitter, SeaWorld had the hopes of improving their reputation by starting a campaign that allows consumers to learn more about them as a brand, and ask them questions nonetheless.

This campaign was a huge #SocialFail for more ways than one. After Netflix documentary, “Black Fish,” was published, SeaWorld had a lot of explaining to do to the public, its consumers and animal lovers everywhere. This is where the #AskSeaWorld twitter campaign started.

From the start of the #AskSeaWorld campaign, AdWeek followed the new hashtags that came from this and they included, #EmptyTheTanks and #AnswerTheQ. These were created to backfire the lack of responses that consumers were receiving in this campaign.

When one searches the #AskSeaWorld hashtag on Twitter, you find aggravated consumers not getting the truth behind the answers they are asking. In result of this, consumers tweeted back in rebellion, extorting the whole campaign, as well as refusing to purchase tickets, and therefore having SeaWorld sales plummet at record-breaking speeds.

New York Times researches that SeaWorld has lost sales by 2 percent, with a net income decreasing to 85 percent to $5.8 million.

This Twitter campaign was a poorly planned and thought out one, ultimately causing it to be a #SocialFail. Its mediocre attempt at trying to engage with upset consumers did not seem heartfelt, and therefore caused a major downfall in credibility.

Along with the public and consumers being upset, SeaWorld also had to tackle the ever mouthful, PETA, when trying to make any negative publicity stop. On Peta’s blog, it states, “In a desperate attempt to repair its image, SeaWorld recently launched a Twitter campaign encouraging followers to send in questions using #AskSeaWorld. The campaign totally backfired, and tweets from caring people like YOU have been pouring in.”

PETA struck again when Associate Director, Elisa Allen, spoke to the Daily Mail UK. She was reported stating, “Caring people everywhere jumped at the opportunity to ask the ‘abusement park’ why it continues to imprison orcas in tiny chlorinated tanks, forcing them to perform ridiculous tricks for food.”

Through this horrible representation of social media, the Vice President of Communications for SeaWorld, Fred Jacobs came out with a statement. He explains how the campaign was meant to emphasis the 50-year commitment that SeaWorld has to its animals. Jacobs wanted to set the record straight about the false accusations about SeaWorld.

Later in 2015, SeaWorld came out with a series of public service announcements in regards to the so-called “rumors” being said about them. Here, SeaWorld had different trainers speaking out about how they treat the animals. In addition, they explain how they are allowing them to live a longer and happier life while in the SeaWorld facilities.

Who knows if this changed the minds of the public, consumers and animal lovers everywhere. All that is clear, is that the Netflix documentary caused them havic for the brand. Following this, their use of Twitter for the #AskSeaWorld campaign caused the problem to get worse if anything, resulting in a major #SocialFail.

SeaWorld will have to come up with a better tactic next time if they want to change the public’s perspective of their brand. Hopefully they learn from the numerous mistakes made in their 2015 Twitter campaign.

 

References:

‘Ask SeaWorld’ campaign fails to stop attendance from sinking. (2015, August 06). Retrieved February 15, 2016, from http://nypost.com/2015/08/06/new-ad-campaign-fails-to-stop-seaworlds-sinking-attendance/
Coffee, P. (2015, March 27). #AskSeaWorld Reputation Campaign Fails Miserably. Retrieved February 15, 2016, from http://www.adweek.com/prnewser/askseaworld-reputation-campaign-fails-miserably/111686
Johnson, K. (2015, March 31). #AskSeaWorld Campaign’s Epic Fail. Retrieved February 15, 2016, from http://www.peta2.com/blog/ask-seaworld-twitter-fail/
Pemberton, B. (2015, March 20). ‘Are your tanks filled with orca tears?’: SeaWorld Twitter campaign backfires as marine park hashtag #AskSeaWorld is hijacked by animal rights campaigners. Retrieved February 15, 2016, 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
Sola, K. (2015, March 27). #AskSeaWorld Twitter Campaign Pretty Much Goes How You’d Expect. Retrieved February 15, 2016, from http://www.huffingtonpost.com/2015/03/27/seaworld-twitter-fail_n_6950902.html
You Ask. We Answer. (n.d.). Retrieved February 15, 2016, from http://ask.seaworldcares.com/

Taco Bell’s Petition That Launched Huge Social Media Campaign

By: Jillian Barcia

Taco Bell has created 600 new emojis and GIFs to share in their new Taco Emoji Campaign. Taco Bell had its loyal customers sign an electronic petition to encourage Unicode Consortium to add a Taco emoji to iOS and Android devices. There were 25,000 signatures for this new emoji addition in just three short months. Through this campaign, Taco Bell is celebrating the new taco emoji that came out in the recent iOS 9.1 update.

From there the hashtag, #TacoEmojiEngine started a huge campaign to mix and match any emoji with the newest taco one, to create a brand new emoji! Taco Bell had their taco lovers tweet @TacoBell to create these new emojis.

The Taco Emoji Engine Campaign not only created buzz for Taco Bell as a brand, but it allowed customers to be apart of the brand. It allows customers to create something specific to them along with the brand.

This was a major success, and other fast food restaurants such as Subway tried to take this idea and make it their own. Subway’s try was definitely not as successful as Taco Bell’s because it was not interactive and therefore failed shortly after launching on social media.

Taco Bell conducted the Taco Emoji Engine Campaign by first trying to get the taco emoji something all smart devices had. The brand wanted to ensure this emoji to its customers, and then follow-up with a new social media campaign.

Chief brand engagement officer for Taco Bell, Marisa Thalberg stated, “This is about the taco having its rightful place in the official emoji keyboard—this wasn’t about us doing a branded thing, this was about the taco itself.”

After the petition was successful in adding the taco emoji to devices, then came the #TacoEmojiEngine launch on social media platforms such as Twitter and Instagram.

This campaign was a huge #SocialWin for Taco Bell. As stated previously, the word of mouth from this social media campaign was one that hit millennial. Through the use of user generated content, Taco Bell is letting the customers part of the creative process.

Taco Bell created a successful social media campaign with the help of creative agency, Deutsch L.A. This campaign gave customers the feeling of brand loyalty.

Taco Bell uses social capital to gain trust and engagement with their customers, who are some of the most loyal of all fast food restaurants. This campaign continued to push these same core values within the Taco Bell brand. Because of this engagement, AdAge named Taco Bell one of the top emoji campaigns of 2015, ranking them at third place behind Coca-Cola and Domino’s Pizza.

Taco Bell continues to push their #TacoEmojiEngine campaign on Twitter and Instagram. This campaign has enhanced the traffic of Taco Bell’s website, and is creating artwork for four new taco wrappers at the restaurant. This #SocialWin is giving other brands ideas of how to market directly to their consumers using social media platforms such as Twitter.

All Taco Bell has to do now is continue to push the excitement of a personal taco hashtag, and this campaign will continue to be successful for a long time!

 

References:

Johnson, L. (2015, November 9). Here’s Why Taco Bell Created 600 GIFs and Photos for Its New Social Campaign. Retrieved February 08, 2016, from http://www.adweek.com/news/technology/heres-why-taco-bell-created-600-gifs-and-photos-its-new-social-campaign-168007
Kaye, K. (2015, December 14). The Top Ten Emoji Campaigns of 2015. Retrieved February 08, 2016, from http://adage.com/article/digital/top-ten-emoji-campaigns-2015/301687/
Shu, L. (2015, November 09). Taco Bell has 600 hilarious GIFs and images for you to express your taco love. Retrieved February 08, 2016, from http://www.digitaltrends.com/social-media/taco-bell-created-600-gifs-and-images-to-celebrate-arrival-of-taco-emoji/
Taco Emoji. (n.d.). Retrieved February 08, 2016, from https://www.tacobell.com/feed/tacoemoji
Unicode Consortium: The Taco Emoji Needs To Happen. (n.d.). Retrieved February 08, 2016, from https://www.change.org/p/unicode-consortium-the-taco-emoji-needs-to-happen-2?recruiter=false