Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Scott Moore

COSI Proposal

After a thorough analysis, it is clear that COSI’s social media presence needs improving as a whole. We decided it was necessary to restructure the initial objective of the analysis from increasing awareness of one event, Up All Night, to increasing the awareness of all events at COSI. We plan to do this multiple different ways, such as promoting and broadcasting events more effectively by using social media.

Team COSI from left — Jonah Ort, Katie Abbott, Scotty Moore

Team COSI from left — Jonah Ort, Katie Abbott, Scotty Moore

Overall Objective: Increase awareness of COSI’s events by 30% within 3 months by measuring engagement of event-related posts on Instagram, Twitter, and Snapchat.

Our proposal has multiple stages that we believe will achieve, even surpass, the overall objective. First, Twitter will be a live feed of all events taking place at COSI. These posts will also include polls, competitions, and other ways for users to engage with the brand. Second, Instagram will be efficiently utilized, mostly focusing on the use of video. We want the user to see all the fun taking place at COSI and feel like he or she is missing out. Third, Snapchat will be incorporated as a behind-the-scenes view of what happens at COSI’s events and increase event awareness.

To support these three stages, we have built out a three month comprehensive social media posting calendar. Each platform will support one another, whether it is posting a snap story on Instagram or an Instagram posts that redirects the user to Twitter to vote on a poll. 

We would like to thank you for the opportunity to analyze and compose a social media campaign for COSI. We appreciate all of your time and consideration. If you have any questions regarding the information in this proposal, please feel free to contact us at your convenience.

Thank You,

Katherine Abbott, ka099711(at)ohio.edu

Jonah Ort, jo206011(at)ohio.edu

Scott Moore, sm490613(at)ohio.edu

ALDI Australia Experiences Twitter Cruelty in #SocialFail

By: Scott Moore

ALDI Australia’s Twitter account has learned that giving people a voice on Twitter is not always a good thing. The account attempted to encourage engagement with its customers by posting a tweet that included a picture as a form of media on January 29th, 2016. ALDI’s campaign strategy was to use Twitter to gather some fun and positive feedback from Twitter users about why they love ALDI. However, their tactic soon proved to be highly ineffective as they centered their feedback attempt around asking users to fill in the blank.

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(Tweeted picture retrieved from: News.com.au. Original source: Twitter)

As provided in the link above the picture, Gavin Fernando of news.com.au establishes the dangers of management in allowing users to fill in the blanks and that it is “NEVER” a good idea. The reasoning he puts for this is that placing the good faith in the Internet for marketing campaigns has inevitably proven to be unsuccessful. Just ask Sea World.

Although the Twitter account had good intentions in mind when asking Twitter to provide reasons why they love their company, it didn’t take long for backlash to occur. ALDI simply became the latest company to find out just how brutal Internet and Twitter users can be. This total fail can be topped off by the responses received – those of which can be viewed as unsurprising to some familiar with the brutality of some Twitter users out there.

The responses followed similar themes along the lines of “I became an ALDI lover when I tasted (butts, your mum, horse, cheap beer, etc.) for the first time.” More gruesome and inappropriate responses were also tweeted out that proved to be both damaging and embarrassing for ALDI and their Australian Twitter account.

Noticeably, the users of Twitter not only retaliated with hatred responses, but as consumers, they even addressed how the campaign was a failed attempt:

Screen Shot 2016-02-15 at 5.35.44 PMScreen Shot 2016-02-15 at 5.40.44 PM.pngScreen Shot 2016-02-15 at 5.35.11 PM

(Tweeted pictures retrieved from NollyScoop & SmartCompany)

This goes to show how companies such as ALDI nowadays have a creative job in marketing to those consumers who are growing smarter of how they’re being targeted online.

After not receiving the kind of feedback they were expecting, ALDI concluded their Twitter campaign by removing the tweet. However, they kept it up on Facebook where it received a much warmer response. Mashable’s Johnny Lieu suggested perhaps because more grown-ups are on Facebook where more mature responses were found.

SharedMarketing provided what to and what not to do in social media marketing in relation to ALDI’s failed campaign. What I found interesting from their input on the result is how new media is changing the way companies market to their customers and target audiences. I came to this realization because social media can expose big budget companies like ALDI in how they can get it so wrong and how smaller budget companies – who are more social-savvy – can get it so right.

When proving that this was indeed a #SocialFail, look no further than SharedMarketing’s input on the don’ts in social media marketing of inadvertently encouraging criticism in a campaign by asking users on Twitter to “fill in the blank.”Another proof are simply the undesirable tweets (shown above) that were received by ALDI as a result of the campaign.

To improve this campaign there are a couple things I would do differently. For instance, I wouldn’t broadcast such a campaign unless there were already established locations as the first in South Australia opened five days after the campaign. I would also attempt to better monitor my social media platforms and keep up with what works best and where for campaigns. This is because Facebook proved to be the better option than Twitter for feedback from consumers in this case.

Had ALDI only posted the picture to Facebook, they could have prevented a #SocialFail and more doors would be open for further, and perhaps more creative, Twitter campaigns.

SOURCES:

Anonymous (2016, February 2016). ALDI social media campaign hijacked. Retrieved February 15, 2016 from http://ausfoodnews.com.au/2016/02/01/aldi-social-media-campaign-hijacked.html

Editor (2016, February 2016). ALDI Unveils One of the Best #Fails by Asking Customers What They Think. SharedMarketing. Retrieved February 15, 2016 from http://www.sharedmarketing.com.au/aldi-unveils-one-of-the-best-fails-by-asking-customers-what-they-think/

Fernando, Gavin (2016, January 29). ALDI Australia‘s cringeworthy new social media campaign. AU News. Retrieved February 15, 2016 from http://www.news.com.au/finance/business/media/aldi-australias-cringeworthy-new-social-media-campaign/news-story/2d62ac9e0a7f32554fab85c9ce4e1354

Keating, Eloise (2016, January 29). ALDI social media campaign backfires after Twitter users were asked to fill in the blanks. Retrieved February 15, 2016 from http://www.smartcompany.com.au/marketing/49652-aldi-social-media-campaign-backfires-after-twitter-users-were-asked-to-fill-in-the-blanks.html

Lieu, Johnny (2016, January 29). Supermarket’s ‘fill in the blank’ campaign brings on immature humour. Mashable. Retrieved February 15, 2016 from http://mashable.com/2016/01/29/aldi-supermarket/#tPbM07M_LgqI

Ward, Stanley (2016, January 29). Twitter users respond to ALDI’s social media campaign. Retrieved February 15, 2016 from http://www.nollyscoop.com/general/18926-twitter-users-respond-to-aldi-s-social-media-campaign.html

 

 

Allstate #MayhemSale Wins the Sugar Bowl in 2015

By: Scott Moore

During the 2015 Allstate Sugar bowl on January 1st, Allstate successfully launched a #SocialWin campaign that lasted for the entirety of the game. Although the campaign only lasted the duration of the game, the buzz that soon surrounded around the campaign is what makes it appealing and successful. What made this campaign so intriguing to me is that it presented a serious (and needed) topic of discussion in internet safety mixed with humorous commercials that encouraged further online activity.

Project Share Aware was created and along with this was #MayhemSale. Their purpose – targeting mainly millennials – was to broadcast the dangers of sharing your location online via social media while you are away from home as it could result in targeting by social-savvy burglars (Mobile Marketer). This was a perfect situation in which to do so since the example used to introduce the campaign was through a commercial that exposed a couple who posted a picture of themselves away from home, at the Sugar Bowl.

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Allstate continued with more than half a dozen commercials  that transmitted Dean Winters as the burglar inside their home who put items on “sale.” A website (Allstate) was even created for viewers to fake bid on items and follow the campaign during the game. That site now assists users who visit with tips on managing and cleaning up their social media settings along with updating privacy settings to further protect them and their location from mayhem (Mashable).

Along with the commercials in between the game, as seen above, Allstate also took to Twitter as well as Facebook to promote the cause and included the hashtag on every platform. They used these platforms to periodically announce different items that would be going on sale.

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The #MayhemSale hashtag was also placed in the corner of the commercial for consumers to look up and follow along. Allstate was not only to create buzz around the dangers of oversharing on social media, but they took it further by being “social-savvy” themselves and providing humor behind it.

However, Allstate wasn’t done there. They followed by staying true to their campaign, reporting that replicas of the items that were being featured throughout various platforms were actually being sold and purchased by real people online. Allstate reported to ABC News that 300 items for sale would be delivered to the buyers in the next two weeks.

I consider this to be a very successful campaign and a total #SocialWin. Allstate created awareness around the dangers of being online and posting your location nowadays. To me, it was a genius move by Allstate to relate and present the vulnerabilities of oversharing online to their home insurance capabilities. Marketing Land described the campaign as a “brilliant marriage between big reach TV sports broadcast and interactively engaging social media.” The numbers back up the successful campaigns as well. 18 million website hits during the game even caused the site to crash.

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On both Twitter and Facebook, the campaign further proved to be a #SocialWin. Gaining 24,000 followers on Twitter with over 40 million impressions (The Wall Street Journal) and over 20 million impressions in less than a day on Facebook. The #Mayhem hashtag was also a global trend on Twitter for the duration of the game.

It’s hard to come up with ways to improve such a successful campaign. Besides utilizing even more platforms to gain more exposure, I would improve this campaign by following through. Although 300 items were reportedly sold, it was discovered that many received cancellation emails to their orders in as little as 48 hours after receiving confirmation emails as shown in the Reddit post below.

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Allstate capped off the successful #SocialWin campaign on a serious note to ensure that even though it was humorous, the dangers of oversharing information on social media is very real.

 

SOURCES:

Bohannon, Caitlyn (2015, January 5). Allstate’s Aware Share campaign encourages safe social sharing. Retrieved February 8,2016 from http://www.mobilemarketer.com/cms/news/social-networks/19476.html

Hall, Steve (2015, January 5). Allstate’s Mayhem Sold The Entire Contents Of This Couple’s House While They Were At The Sugar Bowl. Retrieved February 8,2016 from http://marketingland.com/allstates-mayhem-sold-entire-contents-couples-house-sugar-bowl-113023

Kim, Susanne (2015, January 2). Allstate’s ‘Mayhem’ is Biggest Winner of College Bowl. ABC. Retrieved February 8, 2016 from http://abcnews.go.com/Business/allstates-mayhem-biggest-winner-college-bowl/story?id=27960362

Tadena, Nathalie (2015, January 2). Allstate’s Sugar Bowl Ad Push Generates Online Buzz. The Wall Street Journal. Retrieved February 8,2016 from http://blogs.wsj.com/cmo/2015/01/02/allstates-sugar-bowl-ad-push-generates-online-buzz/

Wasserman, Todd (2015, January 2). Allstate’s Mayhem guy sold your stolen stuff on New Year’s Day. Mashable. Retrieved February 8,2016 from http://mashable.com/2015/01/02/allstate-mayhemsale/#1sK3oX8U3Eqh