Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Author: mirakuhar

Delta Now Flying High With a Single Twitter Handle

Deltas

Last week, Delta Airlines made a big social media announcement that garnered very little press. The company announced that after six years, it was sunsetting its @DeltaAssist Twitter handle and combining it with the core @Delta handle. The @DeltaAssist account now carries this pinned tweet: “We’re moving! Please tweet us @Delta for assistance.”

This is a big deal because many companies grapple with this exact problem, but most arrive at the opposite conclusion. Most companies choose to have separate marketing and service handles, both because it’s easier for the company and because it separates customer service complaints from the string of marketing posts that the company so dearly wants us to see. The thinking is that service inquiries might cause the marketing messages to get lost in the stream, or worse – someone might see that a customer has a complaint.

Making things easier for the company – instead of the customer – is a hallmark of old-school thinking, and that’s inherently what’s wrong with two separate Twitter handles in the first place. The expectation is that a customer desiring to contact a brand will spend the time to determine which handle is most appropriate before firing off that tweet. Of course, as most people who work in social care know, this is often not the case, and the main handle ends up fielding many customer service inquiries, sometimes awkwardly passing them to the appropriate service handle and many times not answering at all.

Customer expectations, as well as technology advancements, have made Delta’s switch back to a single handle inevitable. Customers don’t have the time or the inclination to search for the appropriate handle when all they want is a speedy response and a resolution to their issue. And Delta uses Sparkcentral as its core social care platform, software that was created exclusively for social care and not publishing. Because of this, Delta can easily filter customer service inquiries from other forms of customer engagement, like responding to a marketing message or answering a poll question, rendering the separate handle unnecessary.

(Full article available via Social Media Today here)

Does Social Media Make Concerts Better? (SXSW Panel Discussion)

By Mira Kuhar

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This past week, I had the pleasure of attending South By South West (SXSW) conference and festival in Austin, TX. For those who are unsure, SXSW is a week-long set of conferences and festivals with categories in music, film and interactive. The conference portion offers badge holders a chance to hear from a wide variety of panels on many different facets of these three industries. I was fortunate enough to attend many incredible panels that had speakers from all different sides of the music industry.

One of these panel that stuck out to me the post was “Does Social Media Make Concerts Better?” I was intrigued by the title, because at first I thought it was going to be centered around the negativity of social media and how it can be a distraction and take away from experience. However, what I experienced was the complete opposite. 

The panel consisted of three professionals: Scott Carlis, VP of Digital Social Media and Marketing for AEG Global Partnerships, Hugh McIntyre, music write for Forbes, Glenn Minerley, VP Group Director of Music and Entertainment and Craig Goodfriend, Industry Manager of Facebook. Also on the panel was Jean-Philip Grobler of the band St. Lucia who spoke to the benefits/downsides of social media at concerts from an artist’s stand point.

The discussion started off with a few interesting statistics regarding music, millennials and social media:

These statistics reflected what the panel was all about: social media truly does make concerts better. In the opinion of these professions, social media enhances the concert experience before and after the show, not just during like one would think. This gives brands and bands a way to enter the social media conversation like never before; there are so many ways to continue connecting with your audience than just through the hour or so of your show. 

Social media has done so much more than just change the concert experience though; it has in return changed the way albums are cycled, the way concert tickets are purchased, the way artists connect with fans and the way fans consume music. The pattern of influence has shifted because of social media, and the impact on the music business because of this is extremely evident. 

It has completely changed the live music experience for millennials. Now, with just the few clicks of a button (or touch screen), fans can continue to engage with their favorite artists before during and after the show, and share that experience with so many others, especially the ones that couldn’t be in attendance. Being able to connect with a show in this type of way makes the experience better for the concert attendee; they feel more connected when they’re using all the tools available to indulge in a show in this way. 

One interesting piece of information that I took away regarding a specific social media site had to do with the Instagram experience. According to the professionals and artist on this panel, Instagram is a great way for brands and bands to connect with their fans. You can easily share your photos from here and push it out to all other platforms, which makes it an ideal place to house content. Also, there are so many users on Instagram that it’s easy for fans to connect with their favorite artists. Engagement rates are extremely high with Instagram, and because of this posting content on here can carry a lot of weight when you want your fans to see what you’re doing or you want your voice/story to be heard. 

In conclusion, when social media is used to enhance the concert experience, we view brands and bands in a better light and are happy that we can continue to connect before and after the show. In all, its about being authentically cool; making your fans love the work you are doing, and showing them in a way that is real and not fluffed or made up. Social media does intact make concerts better, and it will continue to help shape live music and the music industry in general for many years to come.

Words of Social Media Wisdom From Nicole E. Spears

by Mira Kuhar

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I had the pleasure of interviewing Nicole Spears, a 2014 graduate of the E.W. Scripps School of Journalism. She is currently residing in NYC and working remotely for Geben Communication, a PR firm located in Columbus, OH. Her official title is “Social Media Manager,” and she works closely with Fortune 500 clients to provide them with social media strategy, content curation, community management, reporting and evaluation.

I was a Scripps PRSSA member with Nicole through my freshman and sophomore years of college, and I truly look up to her as a leader and as a PR professional. She is a large part of the reason I got so involved in the organization and sit on the executive board to this day.

I asked her a few questions about social media because I truly believe that she is a social media powerhouse and that she could provide awesome insight on the industry:

MK: Why do you think social media is important to build consumer engagement?

NS: Social media presents an opportunity for large scale two-way communication. In the past impressions and awareness cut it – but when every marketer dreams of engagement, social media is the ultimate catalyst.

MK: What do you think is the most important upcoming trend in social media and why is that trend important?

NS: In the past week we’ve seen Facebook scale “likes” to “reactions” and Snapchat present customizable geofilters. Platforms are increasingly moving toward hyper-individualization. Whether or not these features will fulfill their hype is TBD, but the trend is important because it shows us that users are increasingly invested in their digital identity. A topic much more impactful…and IMO exciting…than a one-off platform update!

MK: How important is it to find your brand’s voice when you’re running a company’s social media outlets? 

NS: Discovering and mastering a brand’s authentic social voice is a top priority for every community manager. A seamless persona can cross platforms, print media, even product copy while remaining cohesive and approachable. 

MK: In what ways do you use analytics in your daily work and how can an undergraduate get experience with them?

Analytics allow us to evaluate our social media strategy and, when necessary, adjust our approach accordingly. Sometimes that process happens in one day, sometimes it can take months.

Getting hands-on with the free social media evaluation tools out there is key to finding your fit in the industry. Pick a brand – be it your own personal brand, a local nonprofit you could offer advise to, or a national brand you’ve always admired – and take a deep dive look at their social presence acorss platforms. Start with trials from tools like SumoRank, Keyhole, Hashtracking, Quintly and Sumall. (Side note: if taking this on for “fun” sounds anything BUT fun to you, then you probably won’t enjoy the day-to-day in a social media strategy position.)

MK: What’s one piece of advice you would give to an aspiring social media professional?

Form a point of view and stand by it. There are no experts in social media, but there are countless thought leaders. If you think Snapchat is the future of B2C social, tell everyone. Read about it. Write about it. Talk about it. Not only will your passion show, but you’ll learn a lot more that way.

Through hearing Nicole’s opinions and seeing her point-of-view on many different social media-related topics, I gained insight about the industry and what it may entail when I get a job here in the next few months. Seeing the importance of analytics, being able to identify the recent trends and truly understand that social media marketing is a two-way conversation are just some of the most important things to be aware of when working in the industry. Interviewing Nicole helped shape my views and confirm that this industry is definitely the right one for me!

Domino’s “Tweet-To-Order” Campaign Resonates With Customers Everywhere

By Mira Kuhar

tweet-to-orderOrdering pizza is all about the convenience factor of it being brought fresh right to your door step. It started with calling instead of physically going into the store, moved to having the ability to order online and even expanded to being able to text for a pizza. Who thought that it could get easier than sending a text? Domino’s did.

In May 2015, Domino’s rolled out their “tweet-to-order campaign,” a short term service which encouraged customers to send a tweet to the company using a single pizza emoji, and their favorite order would end up conveniently on their doorstep. Of course, having this luxury requires a little bit of set up to begin working. To register for this service, according to Eater.com, customers had to first set up an “Easy Order” account. This requires registering your Twitter handle, adding topping preferences and payment information. Then, each time you Tweet the pizza emoji at the Domino’s Twitter handle, it registers as you placing an order and your pizza pie is created and sent your way.

This idea of “AnyWare” ordering is genius on so many levels (Ad Age). With digital interaction becoming more and more ingrained into our society, people like to find the fastest and most convenient way to do things that take the least amount of time and effort. This campaign is the perfect example of using convenience as a way to entice people to order your product. USA Today reported that already, 50% of Domino’s pizza orders take place online. This is perfect because it taps into the half of the company that is already using the digital for convenience. Add this little aspect in there, and you’re bound to sell more pizzas at a faster rate.

Domino’s is the perfect pizza retailer to try this, as they’ve always experimented with the digital to get their brand ahead of their competitors. Patrick Doyle, the CEO of Domino’s used logic to promote this idea and show that it would resonate with their audience. In an interview with the Tech Times, he stated that “There are an estimated eight trillion texts sent every year worldwide. With so many people using their devices to communicate in this way, it made sense to allow our customers the chance to order pizza that way, too.” This shows that Domino’s is always looking for innovation and for ways to make ordering a better, faster experience. Currently, they have a team of 250 digital geniuses that develop for their company, according to Business Insider. Just a decade ago, they only had about 50. This shows how the company is growing in leaps and bounds and moving with the digital age as it has progressed through the years.

To make this campaign better, Domino’s could have extended this campaign to all social media outlets instead of just Twitter. This way, they could cover more demographic bases than just those found on Twitter. This would have been harder for sure, but at the same time more people would have been able to interact and engage and their overall reach may have been longer.

Overall, this was a complete #SocialWin for Domino’s and I’m looking forward to seeing if they integrate this campaign into their over all business strategy in the future.

 

Sources:

Celebs Click, Text, Tweet and Tap to Order Domino’s. (n.d.). Retrieved February 14, 2016, from http://adage.com/article/cmo-strategy/celebs-click-text-tweet-tap-order-domino-s/299965/

Horovitz, B. (2015). Domino’s to roll out tweet-a-pizza. Retrieved February 14, 2016, from http://www.usatoday.com/story/money/2015/05/12/dominos-pizza-tweet-a-pizza-twitter-tweet-to-order-fast-food-restaurants/27175005/#

How to Order Domino’s Pizza With a Pizza Emoji. (2015). Retrieved February 14, 2016, from http://www.eater.com/2015/5/13/8597819/how-to-order-dominos-pizza-emoji

Lorenz, T. (2015). Soon you can order a pizza by tweeting the pizza emoji at Domino’s. Retrieved February 14, 2016, from http://www.businessinsider.com/dominos-emoji-pizza-order-2015-5

Now You Can Order Domino’s Pizza Simply By Texting An Emoji. (2015). Retrieved February 14, 2016, from http://www.techtimes.com/articles/62286/20150623/now-you-can-order-dominos-pizza-simply-by-texting-an-emoji.htm

Sea World Fails Miserably with #AskSeaWorld Campaign

By Mira Kuhar

In the midst of mixed feelings about their company following the uproar of the “Blackfish” documentary, SeaWorld decided that creating some transparency in their company would help their brand’s image. Their idea of a solution came at the end of last March when they launched their “#AskSeaWorld” campaign.

The company spent millions on this campaign that consisted of a simple hashtag: #AskSeaWorld. SeaWorld encouraged consumers to Tweet them questions from all social media platforms using the tag in the hopes that they could show consumers that orcas live just as long in captivity as they do in the wild (NY Post). Sea World’s plan was to compile the questions onto their Sea World Cares site for public consumption (CNN). The outcome of this idea, however, didn’t go over like they had hoped.

People started immediately responding to the campaign and spreading the hashtag, however it was not necessarily done in a positive light. Angry consumers took this as an opportunity to grill the company on the well being of their animals. They also brought up issues with the idea of the park and many other overall negative comments about the way the company is ran (Ad Week).

At first, SeaWorld ignored the hashtag misusers and proceeded with the campaign as they hoped it would turn out. However eventually, the company got frustrated with how it was playing out, and began to post comments on their Twitter warding off those not taking it seriously. Some these comments included Tweets such as how they had “a lot of trolls and bots to sort through” and how “jacking hashtags is so 2014” (Huffington Post).

As a result of this entire campaign, and especially calling out the trolls and bots that were taking over the hashtag, SeaWorld garnered even more negative attention to themselves (Social Media Week). Their hope of taking transparency and turning it into a positive effort failed, just like it has for many companies. I think that this is exactly why it is a social fail; when you give consumers the right to openly ask questions on a public forum during a negative time, it’ll only make the problem worse.

In my opinion, there are a few things SeaWorld could have changed to make this campaign more beneficial to their company. First, giving consumers full reign to ask whatever they want in a public forum was the wrong approach. When your company is already seen in a negative light, this can only make the problem worse by publicizing the issues. Instead of conducting this on social media, they should have created a private forum to submit these questions. This would have taken away the public nature of the questions and kept the negative comments from snowballing.

Another thing they could have done was created a campaign centered around the idea of people having fun at SeaWorld. The problem with their brand is the image that people have of it. Having consumers post pictures of themselves having fun at SeaWorld over the years, and really publicizing the photos that show healthy, happy animals could have been a better approach to get people to see the park in a better light.

Overall, this campaign was a complete Social Fail, and other companies should use this case study as an example of what not to do in a time of crisis. Fixing a brand’s image isn’t always easy, but when it’s done in a well thought out way, it could help change consumers opinions a little bit at a time.

References:

#AskSeaWorld Reputation Campaign Fails Miserably. (n.d.). Retrieved February 08, 2016, from http://www.adweek.com/prnewser/askseaworld-reputation-campaign-fails-miserably/111686

‘Ask SeaWorld’ campaign fails to stop attendance from sinking. (2015). Retrieved February 08, 2016, from http://nypost.com/2015/08/06/new-ad-campaign-fails-to-stop-seaworlds-sinking-attendance/

‘Ask SeaWorld’ marketing campaign backfires. Retrieved February 08, 2016, from http://money.cnn.com/2015/03/27/news/companies/ask-seaworld-twitter/

Sola, K. (n.d.). #AskSeaWorld Twitter Campaign Pretty Much Goes How You’d Expect. Retrieved February 08, 2016, from http://www.huffingtonpost.com/2015/03/27/seaworld-twitter-fail_n_6950902.html

The Top 10 Most Embarrassing Social Media Fails From 2015 – Social Media Week. (2016). Retrieved February 08, 2016, from http://socialmediaweek.org/blog/2016/01/most-embarrasing-social-media-fails-2015/