Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Erin Pogue

Glenn Avenue Soap Company Campaign Proposal

Our ultimate goal for Glenn Avenue Soap Company is to increase social media following by incorporating our client more into the local community of Columbus and increasing brand loyalty and recognition. We developed three different tactics that incorporate this goal and help accomplish it. Each tactic brings our brand into the community, encourages following, and increases our brand recognition among the audience.

Team Glenn Avenue Soap Company from left — Erin Pogue, Kelsey Miller, Mira Kuhar

Team Glenn Avenue Soap Company from left — Erin Pogue, Kelsey Miller, Mira Kuhar

         One tactic is to create an event out of a partnership with other local businesses. We chose local breweries because we can make the connection between them and the beer soaps we make using their beers. The idea here is to bring our name into other audiences and continue to idea to support local businesses. There is a “sharing” contest on Facebook of the event page that the breweries and us will be posting about. It encourages people to follow us and share the event page as well as including their own part of the post saying why they are excited (modified UGC)  and using #SudsForSuds for a chance to win some free drinks at the event. There is also a raffle contest during the event that forces people to visit all the breweries on the crawl to get their tickets fully punched to enter, as well as encourages them to follow us on Facebook because we will be revealing the winners the next day on our account. This furthers our goal to increase social media following.

        Another Tactic is an Instagram photo contest that encourages followers to share soap carving photos of summer images. This builds a brand community and encourages interaction with our account. It also encourages the purchase of our own soaps through promotional content with the contest. They must tag our account in the photo as well as using the hashtag #SudsySummer. This helps continue to put our name out to more followers and gets them interested in checking out what we are doing and possibly joining in on the fun.

        Our third tactic is on Twitter, which incorporates the Clippers baseball team. Once again, we strive to get our name out there with other local brands, especially names that are bigger than Glenn Avenue’s, which can help bring us up in the community as well. This Twitter campaign is also revolved around followers engaging with our posts to help us reach a greater audience through retweets of our content. This is a tactic targeted at the families of our target consumers because we are revolving the contest around a giveaway of family-pack tickets to a Clippers game. This tactic will increase engagement and further our name within the local Columbus community.

        Our campaign time period takes place from April-June because of the idea of warmer weather activities and mindsets that our tactics promote. It is the time that people will be most active and willing to participate in events and can relate to our contests. Through our tactics, we will create a stronger sense of brand loyalty and recognition within the Columbus community and build a long-term relationship with our audience.

 

 

Social Media and Mobile Marketing Forecasted to Continue Rising

Ad dollars follow eyeballs, and these days they are on social.

The increase in social-ad spending is driven by this continuously growing reach, particularly on mobile, better analytics and targeting, and performance. The rise of programmatic social platforms has also fueled growth.

New data from BI Intelligence finds that US social-media ad spend will top $8.5 billion this year and reach nearly $14 billion in 2018, up from just $6.1 billion in 2013.

In the report and associated PowerPoint presentation, BI Intelligence looks at all the numbers and explores the drivers of social ad adoption.

Here are some of the key takeaways:

  • Social-media advertising spend will grow rapidly through 2018. It’s up 40% this year and will top $8.5 billion, growing to nearly $14 billion in 2018, a five-year compound annual growth rate (CAGR) of 18%.
  • Social media ad spend has reached the mobile-tipping point. Spending on mobile social-media ads, including mobile app-install ads, will surpass non-mobile spend by the end of this year in the US. In 2018, two-thirds of social-media ad spend will go to mobile, creating a $9.1 billion social-mobile market.

Full article available via Business Insider at http://www.businessinsider.com/social-media-advertising-industry-trends-2014-11

 

“SeaWorld’s Attempt To Boost It’s Reputation Backfires on Twitter”

By: Erin Pogue

After the infamous “Blackfish” documentary aired on CNN in 2013, SeaWorld’s reputation for the treatment of its animals was at stake. In an attempt to diffuse people’s concerns, SeaWorld created the Ask SeaWorld campaign that quickly backfired into a Twitter-wide criticism of the company.

The plan was to address the issues that had come up after the “Blackfish” documentary and recent book release from a former SeaWorld trainer, both of which claimed unethical treatment of the animals held in SeaWorld captivity. The hashtag #AskSeaWorld was started to encourage people to ask honest questions about the company and give SeaWorld the opportunity to respond and, theoretically, put worries to rest. Selected questions would also appear on the SeaWorld Cares website, where users could go to view various concerns addressed by SeaWorld professionals.

What SeaWorld didn’t plan for was the numerous animal rights activist groups, PETA being a prominent one, using the campaign against the amusement park to directly skewer any attempts to dodge the issue. The Twitter Q&A resulted in even more attention to the alleged mistreatment of SeaWorld’s animals.

“Why are your parking lots bigger than your Orca tanks?” and, “If mother-calf bond is ‘valued’ at your parks, why have you separated 19 calves from their mothers?” are just a few examples of the unhappy animal lovers’ attacks through the #AskSeaWorld campaign. Accusations of the company placing its concern to maintain its profits over an attempt to actually improve the environment of its captive creatures quickly arose.

Example of many upset Tweeters' response to #AskSeaWorld

Example of one of many upset Tweeters’ response to #AskSeaWorld (source: huffingtonpost.com)

To make matters worse on Twitter, SeaWorld took an unprofessional stance in a couple responses to the critics. Calling out “trolls,” “bullies,” and “bots” were just a few childish terms thrown out there by the company trying to sidestep the hate Tweets. Many anti-SeaWorld users even began their own spin-off hashtags such as, #EmptyTheTanks and #AnswerTheQ, accusing them of avoiding the real problems.

While some uses of the #AskSeaWorld hashtag proved positive results, overall the attempt resulted in a social fail. The Twitter campaign served more as a forum for the critics and animal activists to point out the unfair treatment of SeaWorld’s animals rather than a diffusion of the problem.

The marketing campaign clearly could not do enough to help the company’s negative image. After spending millions of dollars on this new marketing campaign and connected website, SeaWorld did not get a return on its investment. As of 2015, the company’s stock was down 40 percent within the past year and 50 percent below its all-time high. While net income plunged 85 percent and revenue declined 3 percent, the increase in marketing costs for SeaWorld called for hundreds of layoffs to make up for the lost money. It also was not enough to stop CEO, Jim Atchison, from stepping down.

While an image problem is inevitable to occur for a major company, SeaWorld took the wrong approach in addressing this specific issue its audience had.

Animal activist groups served as the biggest issue in the hatred that SeaWorld was receiving. Trying to make the passionate critics believe anything other than what they already had in their heads was where the company went wrong. What the public wanted was change, and that was what SeaWorld was not showing them. A big accusation that came out of this campaign was that SeaWorld was more concerned about continuing to make money rather than address the issue: unethical animal environments.

If SeaWorld really wanted to help their image, they needed to become more transparent and release information about new inspections, construction, etc. of the environments to ensure proper animal care. Showing the inside of the company and how they are physically addressing any issues or concerns is what would prove to the public that, overall, SeaWorld wants to treat its animals the best way possible. Unfortunately, this was not a concept that SeaWorld could prove.

Resources:

Coffee, P. (2015, March 17). #AskSeaWorld Reputation Campaign Fails Miserably. AdWeek. Retrieved from                                         http://www.adweek.com/prnewser/askseaworld-reputation-campaign-fails-miserably/111686

Sola, K. (2015, March 27). #AskSeaWorld Campaign Pretty Much Goes How You’d Expect. Huffington Post. Retrieved From  http://www.huffingtonpost.com/2015/03/27/seaworld-twitter-fail_n_6950902.html

Lobosco, K. (2015, March 27). ‘Ask SeaWorld’ marketing campaign backfires. CNN.com. Retrieved from                                      http://money.cnn.com/2015/03/27/news/companies/ask-seaworld-twitter/

(2015, August 6) “Ask SeaWorld’ campaign fails to stop attendance from sinking. New York Post. Retrieved from                                                                             http://nypost.com/author/post-staff-report/

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

Weiss, S. R. (2015, March 29). SeaWorld’s #AskSeaWorld Twitter Campaign Backfires Massively. Refinery 29. Retrieved from http://www.refinery29.com/2015/03/84660/ask-seaworld-twitter-fail-killer-whales

#LastSelfie: WWF Snapchat Campaign Raises Awareness Among Millennials

By: Erin Pogue

The World Wildlife Fund, one of the world’s largest conservation organizations, needed to find a way to increase donations and awareness of the endangered species fleeting our planet. On April 9, 2014, The Danish branch of WWF began the Snapchat campaign titled, #LastSelfie, that quickly went international.

The goal of the campaign was to engage Millennials with the use of Snapchat and Twitter and encourage donations while increasing awareness. The WWF incorporated the idea of a “vanishing” Snapchat with the idea of endangered animals that are vanishing from our planet, never to be seen again. A Snapchat user that followed WWF received a #LastSelfie, which was a snap of an endangered species, all with the same call to action: “Don’t let this be my #lastselfie.” Before they let this animal disappear, users were asked for an SMS donation to the fund or the social sharing of these Snapchats.

One of the Snapchat messages sent to followers of WWF

(source: wwf.panda.org)

Twitter became a key supporting platform in this campaign, as the idea behind social sharing was for the user to take a screenshot of the image they received on Snapchat and then Tweet it out to their followers on Twitter. Because of a new generation sharing the message of the fleeting, endangered species through these widely used social media platforms, WWF was able to reach a worldwide audience they wouldn’t have been able to reach alone.

By being one of the first international campaigns to communicate its message through the increasing platform of Snapchat, this creative strategy is a social win. Although the campaign originated from the Denmark WWF offices, its ability to reach nearly every other country’s branch to further promote its message is what made this campaign such a success. The WWF gained attention from media outlets everywhere, such as Adweek and NBC, and even received a Webby Award for 2015 People’s Choice: Social Media Campaign.

In just one week, 120 million Twitter users saw the message of WWF, which is fifty percent of all active Twitter users. Forty thousand Tweets were shared globally and helped the organization reach its monthly donation goal in only three days. The #LastSelfie campaign found the ability to relate to their audience as well as evoke an emotional response. The creativity of connecting the idea behind a widely used social network and the reality of vanishing species made this campaign globally memorable.

The social media campaign started when Snapchat was just starting off and advertisers weren’t breaking in to the platform quite yet. While the WWF campaign was a huge success, today’s new features of the app could help improve the execution even more. Snapchat’s Story Explorer feature shares worldwide events at the top of every user’s story screen. Because of this new feature, the WWF campaign could use this ability to reach users that don’t necessarily have to be specific followers of their account. Being a more susceptible platform to advertiser’s now, Snapchat gives companies the ability to create full-screen content to share with every user through their Discover icons. The WWF campaign could be broadcasted even more through the ability to share their campaign video as well as the direct and personal Snapchats.

References:

Prokopets, E. (2015, November 19). 4 Key Social Media Marketing Trends to Lead the   Game in 2016. Huffington Post. Retrieved from       http://www.huffingtonpost.com/elena-prokopets/4-key-social-mediamarket_b_8589968.html

Dougherty, O. (2014, April 17). Grey and the World Wildlife Fund Use Snapchat To           Raise Awareness Of Endangered Animals. PR Newswire. Retrieved from      http://www.prnewswire.com/news-releases/grey-and-the-world-wildlife-fund-            use-snapchat-to-raise-awareness-of-endangered-animals-255662491.html

Beer, J. (2014, April 13). World Wildlife Fund Uses Snapchat To Warn Of Endangered Animals’ “Last Selfie.” Fast Company. Retrieved from http://www.fastcocreate.com/3029017/world-wildlife-fund-uses-snapchat-to-warn-of-endangered-animals-last-selfies

Olenski, S. (2015, August 21). The 3 Best Social Media Campaigns of 2015 (So Far). Forbes. Retrieved from         http://www.forbes.com/sites/steveolenski/2015/08/21/the-3-best-social-media-campaigns-of-2015-so-far/2/#5a433501197e

Castillo, M. (2014, April 18). WWF Snaps #Lastselfie of Endangered Animals. Adweek. Retrieved from                                                                      http://www.adweek.com/news/advertising-branding/wwf-snaps-lastselfie-endangered-animals-157138

(n.d.). #LastSelfie. Webby Awards. Retrieved from http://webbyawards.com/winners/2015/advertising-media/campaign-categories/social-media-campaigns/lastselfie/

(n.d.). WWF Denmark: #LastSelfie. Mobile Marketing Association. Retrieved from http://www.mmaglobal.com/case-study-hub/case_studies/view/31740