Tag Archives: marketing

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
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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.”

Case Study #1 by Kaitlyn Bouchillon

GeneralElectricLogo

Name of the business:

General Electric, specifically their Tumblr page: http://generalelectric.tumblr.com

Slogan: imagination at work

General Electric, often called GE, builds appliances and leads the way in finding solutions for lighting, power systems, and other products. They are well-known for delivering a quarter of the world’s energy.

Audience:

Their target audience is described as “a community for science and tech geeks.”

This Tumblr page does a great job of providing a variety of relevant and interesting content related to science and energy.

Content of the blog:

The content of the Tumblr is mostly images and graphics or GIFS. Almost all images are either futuristic or old black and white photos.

Some of the images are from outside sources but others are a behind-the-scenes look at GE plants or processes. The Tumblr also features videos from the GE YouTube channel.

Each post includes a caption and several tags. Often, the caption will include links that take the reader to other sources or to the GE website. All posts also include social media sharing buttons, making it easy for readers to share the Tumblr content on Facebook or Twitter, among other social media channels.

While there is a main GE Tumblr page, within the page they have ten different categories that are featured in the left side bar. The four main categories include:

Additionally, GE has two Tumblr streams that promote interaction with readers. #6SecondScienceFair encourages people to create a six second Vine about science and then upload it to the site where it can be viewed and shared. Their Tumblr also hosts #SpringBreakIt, which shows behind-the-scenes videos and images of how GE tests materials in their laboratories. These tests show how materials melt, bend and shatter.

Both of these hashtag categories are interactive while also promoting the GE brand.

How often the blog is updated:

The specific category streams are updated on average about every month, but some have not been updated since early 2014. The main page, however, is updated 1-2 times a day on average. There does not appear to be a set schedule, as they do not post on the same weekdays each week.

The story being told and brand journalism:

General Electric is focused on innovating, imagining and doing. Their Tumblr page promotes their own creations but also promotes creativity in others. It shows consistency in their brand identity and marketing by having the same four categories on both their website About Us overview and their Tumblr: Moving, Curing, Powering and Building.

They use Content Marketing by showing their own plants and behind-the-scenes images, but their variety of messages and pictures shows that they are also doing well in brand marketing. By featuring both their own content as well as the content of others, they appear knowledgeable and current in the category of technology and science. At the same time, they effectively show that technology can be fun through GIFs and their hashtag channels.

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.

Life Technologies: video animation with Jasmine & Drew

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Life Technologies is an American based company focusing in biotechnology. This corporation formed out of a few different mergers over the past 30 years, and they now have many brands that seek to provide products and services to members in the fields of scientific research, genetic analysis, and applied sciences. A few of their brands include Applied Biosystems, Ambion, Giboco, Invitrogen, Molecular Probes, Novex, and Ion Torrent.

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At a Glance:

  • $3.8 billion revenue (2012)
  • 10,000 employees
  • 180 countries
  • 50,000+ products
  • 5,000+ patents & licenses
  • 675,000 citations
  • #296 largest company

Upon doing online research, it can be seen that Life has a significant presence in the social media world. They currently have 10,044 followers on LinkedIn, 67,030 likes on Facebook, 18,407 followers on Twitter, and 4,829 subscribers on YouTube. They use these platforms to engage anyone and everyone involved in the industry by posting articles with helpful tips, pictures from events that support their various causes, questions to help achieve goals, and promotional material about rallies they support.

Life Technologies does a great job utilizing social media platforms, releasing content in a timely and consistent fashion that encourages good discussion. One thing to note is how effective their YouTube channel is. It currently has 601 videos uploaded with over 2 million views. The videos are grouped into categories like Spotlight, Recent uploads, Our Products, How-To’s & Demos, Popular Uploads, and Careers. This helps to direct viewers right to what they might be looking to find.

The use of video animation to showcase various pieces of their everyday work life is an innovative way to keep viewers engaged by showing instead of telling. Most other companies submit long documents with large bodies of text, so this technique sets them apart. By posting videos like “Life Outside the Lab,” Life Technologies tries to make every conversation relatable to and enjoyable for anyone and everyone.

Another way Life Technologies uses videography to is display information from the Executive Summary of its Annual Report, which is a great way for everyone to know exactly what the goals are and how things are going without having to read a lot of jargon. In it, the CEO Greg Lucier says,” We’ve hired over 200 salespeople so that we can have a more direct selling relationship with these new researchers coming online in [China].”

In our view, in order to be a great company, you have to be a good company. For us, that means being a great corporate citizen but also a steward of the environment.

River Pools and Spas: Content Marketing. By Emma Crist and Ashley Martin

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River Pools and Spas is one of the largest in ground pool construction companies in the country. Their main offices are located in Maryland and Virginia. In 2008, the company’s CEO Marcus Sheridan felt as though his company had lost control of their marketing as a company, because the company had little to no web presence.

Sheridan had no prior experience running a website, but when he stumbled upon Hubspot, a marketing software platform, he began to learn about inbound marketing and the process of creating valuable content.

He created a blog and decided that it was important to share meaningful content that would be beneficial to his customers. He didn’t focus so much on trying to sell swimming pools. Instead, he created content that would be helpful to people who wanted to invest in a pool.

He was able to identify high-quality leads by taking advantage of Hubspot’s marketing analytics tool. This helped him to find and target the customers that were most interested in closing a deal.

By using Hobspot, Sheridan was able to:

  • Increased organic traffic 120% in three months
  • Reduced PPC (pay per click) spending 50% compared to 2009
  • Expanded blog readership to over 6,400 visitors and 260 subscribers in just one year

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(via:

 

 

 

(Via: http://www.hubspot.com/customers/river-pools-and-spas)

“It is unbelievable what happens when a business owner, who knows his business better than anybody, can start to let their creative juices just flow. That is what happened to me and that has all been because I finally had the keys to my business,” Sheridan said.

Assignment #4: Michael Brito on Social Business

Michael Brito addresses the topic of businesses adopting social media as a part of their long term business plan in his blog post, “Where Most Got Social Business All Wrong, Including Me.”  Brito explains that for companies to effectively grow and change with the times, they must include social media into their business plans.  However, companies must understand and know why they need to include social media as part of their long term business plan.

Companies need to create social business plans that will withstand time and change with the company.  By doing so, the company will create stronger content, marketing strategies, customer relationships and integrated communities.  Brito states, “companies must start thinking, acting and operating like a media company.” The reason being, in today’s society there is an abundance of content available and customers are unable to take in all that is being put out by companies.  To reach customers with their messages, companies must create a place where they are constantly creating and gathering content relevant to their business and customers.  

 

 

Assignment #4: Michael Brito on Social Business

In his blog post “Where Most Got Social Business All Wrong, Including Me,” Michael Brito brings up several thought-provoking ideas. He points out that organizations in this day and age must be willing to adapt to the new world of social business in order to survive. However, Brito states that it is crucial that companies understand why they need to socialize their businesses first. The need to ask the question “why?” coincides with our recent class discussion. Before we jump onto our clients’ social media accounts and start posting Tweets and status updates, we must determine what our objectives, strategies and tactics will be.

In addition, I agree with Brito’s statement that companies today need to start thinking, acting and operating like a media company. With the onset of social media, there are more channels today than ever before to market a brand. Nevertheless, many companies are hesitant to transform their traditional ways of marketing and doing business. 

If Tom Forenski’s claim that “every company is a media company” is right, than the skills I am learning in my journalism classes can now be applied in a variety of different trades. To me, that’s exciting!

Email Marketing: Not What You Say, but How You Say it

It is clear that companies who spam via email have given email marketing a bad rap. However, studies show that email marketing is still the number one cheapest and most effective way to contact the masses.

It’s rather funny to think how important just one or two lines in an email can be. It could be one or two lines too long, or maybe those few sentences just aren’t appealing enough to your potential consumer. Each sentence you put (or don’t put) into the body of an email is crucial to keeping your prospective customer hooked.

As most people have heard since they were a kid, “the first impact you make on someone is the greatest,” it goes the same for hooking potential customers while sending that first welcoming email.

I have reached out to the rookie social media search engine site, Quora for feedback to find the best welcome email ever received.

https://www.quora.com/What-is-the-best-welcome-email-you-have-ever-received