Tag Archives: Facebook

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.”

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PostPlanner

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Post Planner is an website and Facebook app that allows businesses and users to schedule and plan out content.  They advertise themselves as a business that “saves 2 hours daily on Facebook.” Post Planner can create and aggregate content for the user or business to share as well.

The app takes you inside of Facebook where it creates its own homepage and newsfeed within Facebook. The right side of the page offers space for users to get status ideas generated from status banks, spaces to access content and insights into the page’s success.

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Most of the content is from PostPlanner itself, so I guess it is engaging in its own content marketing.  An Expert option is available for consumers to upgrade to as well, but it costs $19 per month. Only experts can see the Insights page within the app.

I think this app is a waste of time and shamelessly self-promoting.  On a website like Facebook where community creation and interactive businesses are so important, a website that promises to automate also promises to disengage users.  The content they use and suggest is worthless and shows no real effort.

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The Fill-in-the-blanks approach that they seem to enjoy is just lazy.  The content they generate has no real meaning for a company that wants to seem down to Earth and relaxed. The page has 44,151 likes but less than 15 people interacting with any given post at a time.

 

ContestCapture.com – Madison Miles and John Dickson

This semester we’ve learned one of the effective ways to create dialogue with the consumer is to have giveaways. Have you ever wondered how companies analyze and pick winners from Facebook posts? Some giveaway posts can have hundreds or even thousands of likes and comments. How can a company fairly select a winner or winners?

Enter ContestCapture.com. This online tool was designed as the solution to the scenario above. ContestCapture.com is extremely easy to use and is fast. Your end product is spreadsheet with information on every like or comment on the selected post.

Here is what the ContestCapture.com setup looks like:

1) Open ContestCapture.com, click Connect Now

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2) Allow ContestCapture.com to have access to your Facebook

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3) Select which page and which post you would like to analyze

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4) Go to downloads folder, and open the CSV file

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The main glaring whole with this program is after the data collection. It provides the data collection and makes it easily accessible in a spreadsheet; however, there is little you can do with the information after that. There isn’t a good way to select a participant or participants at random, at least not in Microsoft Excel, which is generally the default spreadsheet viewer.

To remedy this problem, one could move the data to a different program such as Minitab or simply use a different Facebook analytics program. Other highly touted programs that should be considered are Woobox and FanPage Karma’s “Good Luck Fairy” app.

Facebook Power Editor

If you’re going to spend money on Facebook advertising, you probably want to manage your ads with as much efficiency and control as possible. Facebook Power Editor is a powerful tool that helps you do so.

What is it?

Once a plug-in that had to be installed, Facebook Power Editor is now located within the ad manager portion of Facebook. The editor is only supported in the Google Chrome browser and can be found at www.facebook.com/ads/manage/powereditor. The Facebook Power Editor can be used to create multiple campaigns. Then within those campaigns, you can create your ads. The editor allows you to have powerful control over your Facebook advertising. For example, the editor gives some useful tools to target your ads to very specific audiences. It also allows for bulk editing of multiple ads.

Facebook Power Editor Dashboard

How do you use it?

Once you’re in Facebook Power Editor, you need to download the account (or accounts) you want to use into the editor. Once the account is loaded into the editor, you can navigate using a side toolbar with options such as the campaign dashboard, an image library of images used in your ads and an audience page. Navigating the editor can be a little tricky, and before seriously delving into using it, you may find it helpful to watch a tutorial video (or a few of them) such as the one by Marketing Genius embedded below:

 

What does it cost?

Facebook Power Editor is a free tool within the Facebook site. However, you do have to pay for implementing the ads associated with it. The cost of running an ad campaign on Facebook can differ pretty widely depending on the options you choose. Typically, you set your own budget, either a daily budget for a continuous campaign or a lifetime budget for a campaign with a set end date. Then you choose from different types of bidding such as cost per thousand impressions (CPM) (based on how many view your ad) or cost per click (CPC) (based on how many click on your ad). If you want to research more into ad pricing, you can check out Facebook’s official help page on the topic.

What are some of the things you can you do with it?

 1.     Convenient Ad Creation and Editing

One function of Facebook Power Editor is that it simply makes it more convenient to create Facebook ads. For example, it allows you to create an image library (with a bulk-upload function for importing images) that can be used for your ads. You can also apply actions such as pausing ads to a large number of ads at once. The editor also allows you to import and export data into Excel to save time in your editing process. Additionally, if you create a specific group of people to whom you want to advertise, you can create a “saved target group” and use it for future ads.

 2.     Custom Audience

Custom audience allows you to choose very specifically to whom you want your Facebook ads to appear. By importing email addresses, phone numbers, Facebook user IDs or app user IDs, you can target your adds to the specific people associated with them.  These specific people form a “custom audience.”

 3.     Lookalike Audience

Once you’ve created a custom audience, you can also create a lookalike audience for your ads. Facebook analyzes your custom audience to create a new “lookalike audience” with similar qualities.

4.     Ad Placement

Within Facebook Power Editor, you can control where your Facebook ad will be placed. These options include: All Facebook, News Feed (Desktop and Mobile), News Feed (Desktop Only), News Feed (Mobile Only), Desktop (Right-Hand Column and News Feed on Desktop Only) and Right-Hand Column (Desktop Only).

 5.     Partner Categories

Partner Categories is a Facebook Power Editor feature available only in the United States. It allows you to target people based on their non-Facebook activity. For example, it allows you to target ads towards people who are strong buyers of certain types of products. Social Media Examiner provides examples of categories such as “pickup truck owner,” “household size of 6” and “healthy & fit.”

How would you apply it to a business?

Using one of the fictional companies for the social media plan project, Max Life Fitness, here’s just a few examples of how the Facebook Power Editor might be useful.

For example, one of the objectives for this client is to build an email list for prospective new customers. Facebook Power editor would allow the business to target these particular users (if they have a Facebook account associated with the email address) through Facebook using a custom audience. Because they already have reason to believe this audience will be interested in their business, this could be an effective use of their advertising dollars.

If Max Life Fitness isn’t happy with the size of its email list and would like to reach other, similar customers, they could use a lookalike audience based on their custom audience.

If Max Life Fitness were to develop an app, they might decide it would be most beneficial for them to advertise only on Facebook mobile. The ad placement feature of Power Editor would allow them to do that.

Partner categories could be extremely valuable to Max Life Fitness, allowing them to very specifically target users who would likely be interested in them. For example, they could target users within the “healthy & fit” category. Their user avatars could be very helpful in helping them choose which categories are the best fit.

Mini Report #2: BuzzSumo

What is it?: Buzzsumo is an online search and analytics app that works across the main social networks to give your business valuable insights for content marketing and SEO purposes.

It is currently in the Beta Period and is being developed by James Blackwell and Henley Wing.

Cost: free while it is in the Beta Period.

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Advantages: 

  • Free to use while it’s in the Beta Period
  • Identifies engaging content based on what people are sharing the most on social platforms.
  • Can search for any niche or topic
  • Find interesting content to curate
  • Helps you discover influential experts, writers, and influencers who can promote your content
  • Analyze your competitors top content
  • Analyze what topics, headlines, and content formats work
  • Saves times. A different search platform than Google.

Disadvantages: 

  • In the Beta Stage you have to register with Twitter in order to get full access to the search engine.

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  • You do not have unlimited access to the search engine unless you sign up. You have a quota of how many searches you can do per day if you don’t sign up via Twitter.

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  • Because it is a new app, there is not as much information available as a Google search. A simple search for articles on “fashion tips” on Buzzsumo only turned up one page of results.

How it can be used in a social marketing campaign: 

  • We can use Buzzsumo when creating our editorial calendar
  • We can find and share popular and valuable content (articles, videos, interviews etc.) that our audience would be interested in
  • For us it’s a one-stop-shop. And it’s free!

In summary, BuzzSumo is a good tool and one-stop-shop for formulating your business’ content strategy, finding influential people within a niche and discovering popular content. However, it is still being developed and does not have as much information readily available as one can find on other search engine websites (like Google).

Motorola Solutions

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           Motorola Solutions strives to assist people in being their absolute best in the moments that matter. They provide devices that enable firefighters and police officers to more efficiently do their job and connect businesses and personnel through communication networks, applications and services, by providing hand held devices that communicate real time information.

            Jennifer Mesenbrink took an editorial job with Motorola Solutions in 2009, one of her responsibilities being to oversee all social media content and posts. In a brief profile on contentmarketingworld.com, Mesenbrink says that’s where the “marketing” chapter of her life began.

Here, I’ve had the chance to write and edit, manage and grow a team, preside over the biggest web launch in the company’s history, manage 

the creation and publication of more than 300 blogs and helped build social media from the bottom up.

         And do that, she has. Now as the Senior Manager and Global Editor-in-Chief, she has built a very involvednetwork for the company. Motorola Solutions is very involved in all different types of social media outlets: Facebook, Twitter, LinkedIn, Pinterest, Youtube and Google+, specifically.

            The company’s mission is to help their customers be the best they can be, and I believe it shows through their social media posts. On Facebook and Twitter, posts are often. Posts on Facebook are typically self-promoting, featuring new apps, devices, or events that the company is involved with.

            The same thing occurs on Twitter, but it is mixed with retweets and replies to mentions. The company also has several twitters, based on area of focus, such as “@Motpublicsafety” which is the section focused on bettering devices for public safety officials. This twitter account is actually the most popular of the twitter handles, having a 1,000 or more followers and tweets than the others.

            On Youtube, Motorola Solutions posts multiple videos a week. The videos feature content ranging from newly developed products to event appearances and interviews; there are even tutorials.

            They recently celebrated the company’s 85th birthday, and posted many special things to celebrate. 85 tweets about their history were posted on their twitter, which was promoted on Facebook. This video from the CEO was also posted, in honor of the company.

http://www.youtube.com/watch?v=trOr7ze4zqU

 

Mayo Clinic

What is the Mayo Clinic?

     Mayo Clinic is a non-profit hospital and research group based in Rochester, Minnesota. It is the largest first integrated non-profit medical practice in the world. The Mayo Clinic has three hospitals in the United States located in Minnesota, Florida, and Arizona, within these three hospitals, the Mayo Clinic employees more than 42,000 people. The Clinic also owns and the Mayo Clinic Health System which consists of over 70 clinics and hospitals employing more than 14,000 people. The Mayo Clinic specializes in treating difficult medical cases through tertiary care.

     Mayo Clinic spends over $500 million a year on research. The Mayo Clinic also operates several schools of medicine, including the Mayo Graduate School, Mayo Medical School, Mayo School of Graduate Medical Education and May School of Health Sciences.

     Mayo Clinic has been close to the top of the U.S. News and World Report List of “Best Hospitals” for more than 20 years. It has also been on Fortune Magazine’s list of America’s “100 Best Companies to Work For” eight years in a row.

http://www.kaaltv.com/article/stories/s3155695.shtml 

     Lee Aase is the Director of the Mayo Clinic Center of Social Media. After his day job, he serves as Chancellor of Social Media University, Global, a free online higher education institution that provides hands on training for social media.

     What the Mayo Clinic is doing to bring social media to health care:

The “Gold Standard” for Social Media   

  The Mayo Clinic has 464,915 “Likes” on Facebook, 623,000 Twitter followers, over 69,000 followers on Google Plus, and around 7,900 followers on Pinterest. The Mayo Clinic also has a Flickr, YouTube, and 6 blog posts.

     Joan Justice, author for socialmediatoday.com states that the Mayo Clinic is the “gold-standard for the use of social media by healthcare organizations.” Justice also states that Mayo Clinic is the  “most popular medical provider channel on YouTube.”

YouTube:

     The Mayo Clinic’s YouTube Channel has over 13,000 subscribers and more than 10 million views.

     Pinterest:

The Mayo Clinic’s Pinterest Page has 20 Boards consisting of health related topics.

 Social Media Center:

                       The aspirations of the Mayo Clinic are intentional that they have a center for a Social Media Center. This center is offered in ordered that the correlation between patients as well as employees may be expressed through the medium of social media.

                       The Mayo Clinic website states, “Mayo Clinic believes individuals have the right and responsibility to advocate for their own health, and that it is our responsibility to help them use social media tools to get the best information, connect with providers and with each other, and inspire healthy choices. We intend to lead the health care community in applying these revolutionary tools to spread knowledge and encourage collaboration among providers, improving health care quality everywhere.”

Blogs

The Mayo Clinic has SIX blogs. They have a news blog, “Advancing Science” blog, two blogs for patient sharing, a “Diversity in Education” blog, and a “Mayo Clinic Center for Innovation” blog.

                       The Mayo Clinic has made sure that each special interest is represented in their blogs.

New tool provides faster Facebook analytics

PageLever provides analytics tools for brands with Facebook Pages and has just introduced a new tool that lets you visualize user engagement on those Pages in real time.

In a recent article on Mashable.com, Todd Wasserman explains how PageLever provides you with charts showing which status updates are hitting and for how long.

“In theory, being able to see this data in perspective in (almost) real time will let you manage your Page more effectively,” Wasserman said. “If a status update is getting unusual traction, for instance, you can amplify its effect by buying a Promoted Post. By noticing the ebbs and flows of post reactions, you can better schedule status updates to maximize your impact. As an added plus, the tool ranks your recent posts not in chronological order, but by engagement so the posts with the most fan reaction rise to the top.”

http://mashable.com/2012/11/01/facebook-analytics-real-time/