Category Archives: Homework

ADT Home Security Systems – Natalie Wilkinson

What they do:

ADT is a nationwide home security company that provides alarm and sound systems that greatly aid in home protection.

YouTube:

ADT has a strong YouTube presence.

They have been on YouTube for 4 years.

Typically, they post around 3-4 times per month, which is fairly consistent and often for a YouTube channel.

Their videos range from testimonials to announcing their newest technology (and of course their commercials.)

The commercials are their most popular videos, which makes sense because people could see them on TV, then search for them on YouTube. This is a good way to bring people to their YouTube channel, though. Additionally, these commercial videos are only about 15 seconds, which makes them easy for people to watch.

After commercials, the next most popular videos on their channel are about their new technologies, specifically apps. Ranging from 15 seconds to 1 minute, these videos are also short enough for people to watch quickly. With these, the little bits of information given leave viewers wanting to know more about the apps, which leads them to the ADT website for more information.

Overall, through YouTube, ADT’s goal is to create conversions. The videos are all linked to their website, and they all currently have a clickable text box that enters the video when it begins that says “ADT Limited Time Offer” and gives the link to the ADT website.

Pinterest:

The ADT Pinterest page is extremely well thought through and organized.

Instead of simply just pinning their own content, their pinterest is focused around being safe in a more general sense, not just home safety.

For example, they have boards called “Hurricane Safety,” “Holiday Safety” and “Safety Tips For Parents.” These categories have pins that go beyond talking about safety within the home.

Additionally, they have categories that are more general but are clearly encouraging the purchase of an ADT system. The “Moving?” category has information for people in the process of moving homes. These are people ADT would want to target because they can install an ADT system in their new home. Also, there is a “Vacation Safety” category. If someone is worried about vacation safety and wants to see these tips from ADT, they probably will also want to keep their home safe while they are on vacation, which is where having ADT comes in to play.

Overall, ADT uses their Pinterest page to show followers that they are experts and knowledgeable about safety in general, so they can be trusted to keep homes and businesses safe.

Advertisements

Allie Haywood Case Study #2- Using SlideShare for marketing.

What is SlideShare? 

It allows users to easily upload and share presentations, infographics, documents, videos, PDFs, and webinars.

SlideShare stats:

  • 60 million unique users log in every month.
  • 400,000 new SlideShare presentations are viewed every month.
  • More than 10 million presentations are uploaded per month.
  • All that traffic isn’t just to look at power point presentations. You can upload your product’s photos, how-to videos, presentation slides, PDF files and create tips pieces

Why use SlideShare?

  • SlideShare gets a ton of traffic.
  • SlideShare’s main demographic is B2B users that are seeking high quality content. With the right tags it is easy to attract the customers you are seeking.
  • You can options in creating content so you can find the right fit for each campaign or project.
  • You have access to analytics. You can find out who is looking at them, from where they are being viewed and which presentations are most popular with your target market
  • Rank better on google.
  • Grow your followers
  • Get email subscribers.
  • Build your brand.

How to use it:

  • SlideShare presentations can function as a digital marketing kit.
  • Embedding the link on your blog not only adds multiple calls to action such as email sign up boxes and links to related content without adding unnecessary bulk to the page but also can boost SEO because it provides a strong outbound link and google loves SlideShare links.
  • You can include SlideShares in tweets. The user does not have to leave the app to view it and you are still able to track their views and analytics.
  • You can include the presentations across all forms of social media allowing you to link them together.
  • If your presentation gets enough views on different social media sites it will be featured under that category on the SlideShare website leading to more views.

10 tips to help your company take advantage of SlideShare: http://www.socialmediaexaminer.com/slideshare-for-lead-generation/

Companies using slideshare to increase brand awareness

  • Ethos: http://www.slideshare.net/ethos3/who-is-ethos3
  • Holland-Mark: http://www.slideshare.net/MikeTrap/selling-the-dogfood-startup-marketing-before-after-productmarket-fit
  • Oracle
  • Real Time Marketing & PR: http://www.slideshare.net/lmshort/real-time-book-presentation
  • The Palms Hotel & Spa: http://www.slideshare.net/palmshotel/the-palms-hotel-and-spa-miami-beach-spa

Case Study: A.1 Steak Sauce “Unfriend” Campaign

By: Kaitlyn Bouchillon

Purpose of the Campaign:

After 50 years of being known as the leading steak sauce, A.1 chose to rebrand themselves as the perfect sauce for several foods including fish, pork, and turkey.

A.1OriginalSauce

How They Did It:

In May 2014, A.1 Steak Sauce launched an “Unfriend” campaign to promote their label change – from A.1 Steak Sauce to A.1 Original Sauce. Because most consumers immediately think “steak sauce,” A.1 wanted to shift thinking toward the sauce being the best compliment for almost all foods. The tagline for the campaign was and still is: For almost everything. Almost.

By creating a YouTube video that featured their Facebook page, A.1 integrated multiple forms of social media. In the video, the relationship between A.1 and Steak is complicated. When A.1 begins receiving and accepting “friend requests” from other meats – such as Pork and Salmon – Steak becomes upset. However, by the end of the video viewers see all the different foods and meats getting along well with A.1 Original Sauce.

 

In the video, A.1 incorporated a Spotify playlist that was then shared on their Facebook page for fans to enjoy.

They have continued this campaign by posting images on their Facebook page. Examples include:

In addition, A.1 created a Pinterest page with boards that feature foods the Original Sauce will go well with.

Did It Work?:

Although I was not able to find concrete statistics on how this campaign turned out, we can see from several videos and posts that fans enjoyed the “Unfriend” campaign.

  • The YouTube video has been viewed over 1.3 million times.
  • One source says that the YouTube video was viewed over 100,000 times in a couple weeks.
  • A.1 posted the video to their Facebook page multiple times, the first receiving 3,161 likes and 779 shares, and the second receiving 3,834 likes and 887 shares.
  • When the video was created, it shows that the A.1 Facebook page had 154,405 likes. At this time – November 19, 2014 – the page has 165,659 likes. Although this might not be a direction result of the campaign, their Facebook presence has certainly increased in just 5 months.

Finally, the A.1 Steak Sauce “Unfriend” Campaign was named one of the top Social Media Campaigns of 2014.

“Often times, it’s difficult to rebrand a product that’s been used one way for many years. Using wit and humor on social media to reveal this new brand messaging was a great way to get customers on board. The Pinterest page, featuring easily accessible recipes, helps open customers’ minds to using A.1. with other foods.”

NBA Cares Campaign- Hannah Jones

The purpose of this campaign is to showcase the program NBA Cares, an outreach initiative that addresses important social issues such as education, youth and family development, and health and wellness.

The campaign does a variety of things well, but also has a few flaws.

  • On Instagram, they group their pictures using the same hashtags for the same event.  These hashtags are normally pretty creative, such as #hoopsfortroops.
  • The campaign uses Instagram too much.  They post multiple pictures in a day from one event.  They could post 2-3 pictures from a single event within a few days of each other and get the desired effect.
  • The campaign also tweets too much; however, they use different pictures for Instagram and Twitter.
  • The Facebook page for the campaign is well-organized, but the same pictures will be on the page and Instagram.
  • The website for the campaign is also very well-organized, but is more intended for someone who knows a lot about the program.  I believe that someone who is just curious about the campaign would find it more beneficial to look at the Facebook page.