Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Jonathan Camargo

Great Westerville Food Truck Festival- Campaign Proposal Write-Up

The Great Westerville Food Truck Festival provides a friendly family environment that is much more than just a food truck festival- it is a philanthropic event whose main purpose serves to benefit those in the Westerville area in need.

Our client has made a dedicated Facebook page for the event, but has strayed far from the page’s original purpose. We believe the solution to this weakness is to recenter the focus on the actual event itself, as well as its philanthropic benefits for the surrounding community. We believe creating a Twitter and Instagram account dedicated to the event will greatly benefit our client as these platforms will increase awareness and thusly attract new eyes to the event.

Team WFTF from left — Mackenzie Holden, Abbey Saddler, Jonathan Camargo

Team WFTF from left — Mackenzie Holden, Abbey Saddler, Jonathan Camargo

Our over-all goal for this campaign is to increase awareness of the Great Westerville Food Truck Festival. Our strategy revolves around highlighting the philanthropic benefits of the event, all the while generating ‘hype’ centered around the event itself through countdowns and other promotional content. To keep engagement steady year-round, our team suggests the maintenance of these social media channels on the event itself, rather than straying away from the festival, which is what the Great Westerville Food Truck Festival’s current social media presence has done.

By expanding onto other social media platforms, our team plans to grow the Great Westerville Food Truck Festival into a thriving staple of the Westerville community, both physically and virtually. To measure our success with this campaign, we plan to evaluate the campaign at three specific points in time- the beginning, or launch of the campaign, a month into the campaign, and a few weeks after the end of the actual festival. With our analysis of the festival, as well as strategically planned tactics, we believe this will help the festival accomplish its goal of increasing awareness, and thusly attendance, of the event.

An Interview with Big Spaceship’s Tina Yip

by Jonathan Camargo

Big Spaceship is a digital agency based out of Brooklyn, New York. Named one of AdAge’s 2015 “Agencies to Watch“, as well as Mediapost’s 2014 “Agency of the Year“, Big Spaceship has a lot to boast about, and much of that is thanks to its strategic strategist, Tina Yip.

I visited Big Spaceship during November of 2015 with the Ohio University Multimedia Society, and met Tina there. Her passion about her job and the field of social media itself made the agency visit one to remember. It goes without saying then that Tina was the first person to cross my mind when the interview assignment was first discussed. I was lucky enough to be able to interview Tina, and gain some incredible insight from the mind of one of social media’s best.

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

Tina: Well, it’s important for brands to be honest because people are using social media right now. Since the inception of Facebook, the first social media platform to really blow up in the past decade, brands have been on social media for awareness and to build consumer loyalty. If there’s something social for a brand, the brand will be there. Social media is a tool for brands to humanize themselves and have 1-on-1 conversations with their consumers. It’s really different from TV ads, where consumers can’t talk back, but with social media it’s a two-way conversation. It allows brands to have a further connection with their consumers.

Jonathan: What companies/organizations do you think are doing it right, when it comes to social media, and why?

Tina: I’ve always been a huge fan of GE. Essentially, GE is a B2B company that makes crazy hardware that is not necessarily for consumers, but what they’re really good at is that they don’t really treat themselves as a B2B company. Businesses are made out of people, and GE speaks to these businesses as just a normal consumer, and they really stand true to themselves as an innovative company. Not only on social media, but also on mobile platforms and digital, so whenever there’s a new innovation thing that is going on, they hop on it. For example, there is a new mobile app that just recently came out called Poncho. So it’s been around for a few years as a newsletter that essentially humanizes weather, and they recently launched an app, and immediately GE is already on it.  I think that GE does a really good job with being at the front of technology, and of course technology includes social media. Thinking back when new platforms just came out, like when Vine and Snapchat just came out, GE has always been the first brand to just be on it and think about ways that are nontraditional to be on those platforms.

Jonathan: Have there ever been any times that you looked back at a social media campaign, that you were a part of, and wished you could change an aspect of it? Any examples?

Tina: So I’ve always been a fan of follow-up campaigns. For example, this campaign done by Heineken called “Travel Roulette” took this board at the airport where they invited people to press buttons on the board  and it would display a location anywhere in the world and whatever location you’d get, you’d need to drop everything and they would  give you a free ticket to go there.

(Video originally found on AdWeek Article, although link there is now private)

Tina: So, that was a big campaign, there was a video released, and a lot of people on social media were saying how it was fake and they were like “oh, this is totally fake”, “they totally planned this”, “they were totally actors”, so what Heinken did was it took some of these tweets and reached out to those people in real life and brought the board to them in real life to make them play the game to prove to them that “we did this, it was real, and we want to offer it to you and you get to play this right now and we want to send you to wherever in the world”, and people were like “Oh my god, it is real!” So I’ve always been a huge fan of these super reactive, quick turnaround, next-level follow-up campaigns, and I’ve definitely done campaigns myself where I thought that there were opportunities to take in the responses and social sentiment of people and kind of create a quick turnaround follow-up campaign out of it, but often times it’s really difficult to turnaround something like that because often times clients don’t react as quickly, or they think it’s risky, so I really admire brands that have done quick follow-up campaigns.

Jonathan: What is your favorite social media platform to use and why?

Tina: It’s a close tie between Twitter and Snapchat. I mean, I like all of them. They’re all for different purposes. Definitely Twitter and Snapchat though, because, with Twitter, I love being able to meet new people and being able to reach out to whoever I want and communicate with them. Twitter is just an amazing tool where, say you want to tweet at this person that you admire. Chances are that they’re probably going to see it. They could potentially respond to you, and you could potentially have a connection with them and have a back-and-forth with them. Twitter is just this amazing tool that allows you to reach out and connect with like-minded people. Often times, I read an article on Medium, and I give props to the person because I really enjoyed it, and then I end up having a conversation with them. There’s been times where I have made friends on Twitter and actually met them in real life. Back when I was in college I was actually in TweetChats with one of my closest guy friends right now , and one time we went to this event in New York and met in real life and we just hit it off, and now we’ve been friends for like, four years, and he’s one of my closest friends. So, the possibilities of meeting anyone in the world with Twitter are huge. And Snapchat, I mean, you probably use Snapchat. It’s just a great place to have this unfiltered communication with people. The videos on there are just so raw and real and you can just really see people in their truest form, from your friends to celebrities. The rawness of the platform is a reason for why it’s so popular between teens and millennials.

Jonathan: What is one piece of advice you’d give to an aspiring social media professional?

Tina: Have a point of view. So if you’re applying to a social media job, people who are judging you in the company on social media will stalk you and they will search you on the internet, so it’s important to show that you have a point of view in something. So if you want to be in advertising, have a point of view in campaigns, have a point of view in how society is evolving, have a point of view in something you feel passionate about to show that A. you have a voice, B. that you’re a good writer, which is so important in social media, and C. that you’re not afraid to put yourself out there and you’ll understand how to use those platforms. Often times, you need to be a user of social media to at least understand how a user uses it, so you need to be on it to be well versed as to how people view and use those platforms. On the flip-side, how a marketer uses and views those platforms as a means of communication. So you have to train yourself to be well versed in both sides, and it’s so important, with any profession, not just social media, to brand yourself. It’s really important to be curious and to take in everything like a sponge and read as many publications as possible, and just learn as much as possible. Be in the know about what is going in the social media world. Oh, and network! Meet all the people! That’s how you stand out.

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My interview with Tina was extremely eye opening. Although I have some social media experience already, I felt as if I was learning revolutionary new viewpoints onto the platform as a whole. There really is so much to social media, and it’s important to understand that your brand’s presence  transcends its digital boundaries. Are your consumers engaged? Are you engaged with your consumers?  Social media is a two-way street, and it’s time to cross that dotted yellow line.

“Think Like a Man”

By: Jonathan Camargo

The 9th of August is celebrated annually as “National Women’s Day” in South Africa. The date is also known as the latest installment in a series of failures by Bic, the disposable consumer product company, to connect with the female gender.

Bic's ad that sparked controversy. Words are "look like a girl, act like a lady, think like a man, work like a boss".

Image: Mashable

Bic took to its Facebook page on the holiday, and, in an attempt to empower the female gender, posted the above graphic. The feedback they received, however, was anything but empowering. Commenters voiced their disapproval in droves, claiming that “think[ing] like a man” was a sexist remark that insinuated the inability of women to cognitively process information as well as their male counterparts.

Although Bic pulled the image from their Facebook relatively quickly when the backlash appeared, it was to no avail. Almost instantly, spins on the image were conceived by disapproving consumers who were outraged by the seemingly blatant sexism that Bic had displayed. One Twitter user photoshopped the advertisement, switching all of the words to “a human” rather than a pronoun that appropriates a given gender, and changed Bic’s accompanying hashtag from #HappyWomensDay to #Equality.

Following the aforementioned removal of the image, an apology was issued by Bic, where they stated that they were “incredibly sorry for offending everybody” and that “the feedback [they’ve been given] will help ensure that something like this will never happen again”. A questionable statement, considering that Bic is not new to such backlash- in 2012, Bic attempted to launch a line of pens “for her” that featured such colors as pink, purple, and blue, as well as a softer grip. A quick trope to Amazon shows us that these “for her” pens are still being sold, but the reviews listed on the pens played into the “Bic is sexist” narrative. One reviewer even went as far to say that the pens “can cause accusations of witchcraft”.

The “think like a man” campaign idea by Bic was one that qualifies as a social fail because it lacks the awareness needed to accommodate its social audience. Poor word choice, although Bic does claim that they took the quote from a “women in business” blog, led to Bic’s inability to connect with their audience, and instead come off as sexist. This is especially detrimental to Bic’s already fragile social media presence, as the corporation’s main operating Twitter has just over a mere thousand followers. Strange, considering the corporation itself reports to have an annual sales revenue of some two billion dollars. On the other hand, their Facebook page is closing in rapidly on 500,000 fans, but has very little to no engagement. Their latest posts, as of the time of this posting, have been struggling to even cross the threshold of ten “likes”. Yikes!

To alter this campaign would be to utilize more gender neutral terms in their advertisements, especially in regard to such gender-sensitive celebrations such as “National Women’s Day.” These terms allow for inclusivity, which would allow for Bic to more positively engage with their consumers. In a broader scope, they could have gone an entirely different route, and asked their followers to explain the importance of “National Women’s Day” in their individual lives, which could have laid the foundation for a relationship between Bic and its consumers to be formed. Alas, Bic’s attempt to converse with their audience backfired, and as one Twitter user summarized, “the road to social medial hell is paved with #BIC intentions.”

 

References:

Berger, S. (2015, August 11). Bic South Africa Sexist National Women’s Day Ad? Pen Maker Slammed On Social Media For Advertisement. Retrieved February 13, 2016, from http://www.ibtimes.com/bic-south-africa-sexist-national-womens-day-ad-pen-maker-slammed-social-media-2048470

Davies, C. (2015, August 11). ‘Look like a girl … think like a man’: Bic causes outrage on national women’s day. Retrieved February 13, 2016, from http://www.theguardian.com/society/2015/aug/11/look-like-a-girl-think-like-a-man-bic-outrage-south-africa-womens-day

McCarthy, J. (2015, August 11). Bic pens apologises for Women’s Day ‘think like a man’ social media ad. Retrieved February 13, 2016, from http://www.thedrum.com/news/2015/08/11/bic-pens-apologises-women-s-day-think-man-social-media-ad

Nudd, T. (2015, August 12). Bic Apologizes for Women’s Day Ad That Mostly Just Made Women Furious. Retrieved February 13, 2016, from http://www.adweek.com/adfreak/bic-apologizes-womens-day-ad-mostly-just-made-women-furious-166358

Robertson, L. (2015, August 11). Bic’s ‘act like a lady, think like a man’ ad is world’s worst National Women’s Day tribute. Retrieved February 13, 2016, from http://mashable.com/2015/08/11/bic-act-like-a-lady-think-like-a-man/#V_9c.JPo8aqQ

Deadpool, Cancer, and Innuendos- Oh my!

By: Jonathan Camargo

With the new Marvel movie “Deadpool” set to release on February 12, fans and critics alike are raving about the masked antihero who is set to sweep theatre screens nationwide. The movie’s marketing has been equally praised, with diverse spots appearing over just about every media platform imaginable. The “Deadpool” marketing team, however, chose a different direction in their social media campaign that I can say just about no one could have guessed, and that can best be summarized with their hashtag: #TouchYourselfTonight.

Before I get too carried away explaining the brilliance behind this campaign, I’ve got to give you some background as to who the character of Deadpool is. Wade Wilson, the true name of the Deadpool character, is a man who has been diagnosed with cancer, and given an opportunity to be cured of his ailment in return for being the guinea pig for an experimental serum with potentially fatal side effects. Wade lives and becomes Deadpool, the crude, comedic, dimension-breaking antihero of the Marvel universe who actively breaks the 4th wall by conversing with the readers of his comics.

Back on topic, however, the marketing department for Deadpool’s upcoming live-action film took a different route when it came to Deadpool’s social media presence, and by different route, I mean Deadpool himself becomes the agent behind the social media campaign. Preaching the hashtag #TouchYourselfTonight, Deadpool advocates for his male fans to regularly check for the signs of testicular cancer. This is extremely fitting for the character, who often makes, mind you I’m trying to say this as politically correct as possible, crude wisecracks about the male reproductive system. In the video game based on his character, there’s an entire section devoted just to these types of jokes alone (Warning: NSFW language). In the public service announcement, Deadpool addresses the fact that “testicular cancer is the most common form of cancer in men aged between 15 and 35,” which just so happens to constitute the majority of his fanbase. The Deadpool PSAs didn’t stop there, however, as a second installment of the #TouchYourselfTonight campaign was more recently released for women regarding breast cancer. Together, these two PSAs have accumulated over two million views on Youtube alone!

The #TouchYourselfTonight social media campaign is an excellent example of oddball entertainment advertising that had, up until Deadpool, not yet been fully utilized to its potential. While other marketing campaigns may try to issue PSAs about issues they’re attempting to tackle, with this M&M spot coming to mind regarding phone etiquette in the theater, Deadpool is able to actively reach out to his social media audience with his ability to crack the 4th wall and alert them of an issue that is both relevant to the movie and to society as a whole. Deadpool’s comedic nature also aids in the ability of making this touchy, no pun intended, subject approachable to the everyday person.

This campaign is, in my eyes, a social win because it eases the apprehension away from the consumer, making them aware of an issue that may affect them personally, all the while creating more buzz for the upcoming movie. It should also be noted that the first place these PSAs were released upon were on Ryan Reynolds’ own Youtube channel, therefore garnering even more potential impressions through Ryan’s own personal fanbase. The one thing they could do to improve on this campaign, in my opinion, would be for Deadpool himself to mention the PSAs offhandedly to the audience during his self-entitled film, which would tie back in with the antics of his 4th wall breaking self. Over all, however, there are simply so many things done right with this approach, that one commenter, with 695 thumbs up, said it best- “This marketing is unbelievable !!!!”

References:

Beer, J. (2016, January 29). Deadpool’s Cancer PSA, Paul Rudd’s Quantum Chess: The Top 5 Ads Of The Week. Retrieved February 06, 2016, from http://www.fastcocreate.com/3056052/top-5-ads/deadpools-cancer-psa-paul-rudds-quantum-chess-the-top-5-ads-of-the-week
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Cullers, R. (2016, February 01). Deadpool’s Wildly Unpredictable Ad Campaign Finds Time for a Testicular Cancer PSA. Retrieved February 06, 2016, from http://www.adweek.com/adfreak/deadpools-wildly-unpredictable-ad-campaign-finds-time-testicular-cancer-psa-169316
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Diaz, A. (2016, January 29). Deadpool Wants You to Check Your Man Berries. Retrieved February 07, 2016, from http://creativity-online.com/work/deadpool-touch-yourself-tonight/45269
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Golgowski, N. (2016, February 02). Deadpool Urges You To Touch Yourself In Witty Cancer Screening PSAs. Retrieved February 06, 2016, from http://www.huffingtonpost.com/entry/deadpool-urges-you-to-touch-yourself-in-cancer-screening-psa_us_56b0afa4e4b0a1b9620399e8

Roth, M. (2016, January 29). Deadpool Wants You To ‘Touch Yourself’ Tonight — To Check For Testicular Cancer. Retrieved February 06, 2016, from http://www.mtv.com/news/2734019/deadpool-testicular-cancer-psa/

Tobin, K. (2016, February 04). Deadpool gets semi-serious with World Cancer Day PSAs. Retrieved February 07, 2016, from https://www.siliconrepublic.com/trending/2016/02/04/deadpool-gets-semi-serious-with-worldcancerday-psas-touch-yourself-tonight