Tag Archives: social media

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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Case Study #1 by Megan Gagliardi

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Name of the business:

ShortStack, specifically the SociallyStacked blog – http://www.sociallystacked.com

Fun fact – SociallyStacked & ShortStack refers to pancakes; one of the co-founders is known for making pancakes for his daughter and the name stuck!

Product or service offered:

Socially Stacked is a business blog for Short Stack; essentially, Short Stack is a self-service platform that helps build social, web, and mobile based campaigns. You can create sweepstakes, newsletters, and forms on this site.

Key Features of the blog:

1) Very Organized

2) Subdivided into 5 tabs that were easy to navigate: Home, Social Media Tips, Facebook News, Free Resources, and About Us

3) Call to action to sign up for Newsletters

4) Popular Posts tab that take users to informative articles. Examples include: “The Best Words to Use for Facebook Titles” and “The Data You Collect from a Timeline Promotion Could Change The Way You Do Business.”

Ideal target audience 

SociallyStacked is meant for anybody who wants to be socially media savvy. It’s also designed for businesses such as designers, small businesses, or agencies that are looking to boost their online campaigns.

Types of content on this blog

Social Media Tips

  • Infographics on things such as the types of content that get the best ROI
  • Social media tools you need to succeed
  • How to create perfect posts
  • Opinions from Gary Vaynerchuk
  • Successful Sweepstake Campaign Tips

Facebook News 

Free Resources 

  • free wallpapers
  • free ebooks
  • Downloadable PDFs
  • recommended apps to download

How often is content updated?

Socially Stacked has lots of different authors that add content; there’s even a feature at the bottom of the page where you can sign up to write for them. Items get posted everyday except for Saturdays and Sundays; no exact time stamp is placed on the post.

What story does the blog tell you about the brand?

In my opinion, this blog shows that this brand is very well well-run. Postings are very consistent and almost every post that I read contained helpful information that was laid out in an organized manner and featured infographics that helped me understand things better.

To the right of the blog, they broke every post down into categories that were then clearly-labeled. They had calls to action (Find us on Facebook) as well as an embedded link that allowed you to Like their page directly from the blog. The latest free e-book was featured below their Facebook call to action. Everything looked very professional, colorful, and visually appealing!

Brand Journalism versus Content Marketing

This blog is a great example of brand journalism. It contains factual/compelling articles and features some multimedia pictures and infographics (however, no audio or video). The blog posts make me want to read more due to the their easy-to-understand nature and playful (but, colorful) design template. It doesn’t seem like they are pushing their product on me, however, it is promoted well enough to the point where I want to sign up for e-mail subscriptions.

Along with brand journalism, this blog does represent an example of content marketing. In class, we learned that content marketing are the trees along the path of brand journalism; they work in coordination with one another. SociallyStacked knows their audience and their blogs are shown to draw sales. This blog is great in the fact that it is owned media – they create all of their posts! Their call-to-action buttons on social media and free e-books are just one way they achieve the objective of driving profitable customer action.

ShortStack

Facebook might seem like old news, but ShortStack has created an opportunity for small and large businesses to promote themselves in a visually appealing way. Instead of having a Facebook page that is “cookie cutter” like every other business or organization on Facebook, ShortStack allows you to customize your page through a Facebook app and gives your customers or followers a reason to interact with your page. It allows you to create custom Facebook apps. However, the best way to explain ShortStack is by showing an example.

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In the example above, NBC News has created a page where  its audience can interact with them and show pictures that they can vote on. Below is a case study done on NBC and ShortStack:

original_shortstack-casestudy-nbc

Screen Shot 2013-11-20 at 12.59.52 AM

In this example, they are simply promoting a brand and product by getting their followers involved.

These apps are relevant and cool to look at! They make Facebook more interesting and are usually not just screaming at their customer “BUY ME, BUY ME!”

Advantages:

  • Extremely flexible platform for customizing app
  • No long term contracts required
  • Has EVERYTHING you need to know on their website including video tutorials, tips and tricks, design templates, and more!

original_checklist-infographic

Disadvantages:

  • Might not be the best thing for your brand
  • Mainly used for promotions or interactive voting
  • Can be a little complicated

You can try it free and then after that the prices are around $60/month. Many of the different payment plans include features like analytics. Overall, it is a great idea and could be used for any business or organization! You just have to get creative and use it for interactiveness and not push advertisements. Continue reading ShortStack

Mini Report #2: BufferApp + Feedly (Ashley & Lyanna)

How does this app work?

This app allows you to share to your Twitter, Facebook, Google+, LinkedIn, all from one place at optimal times.

  • You can add any link, picture, text or video you want to share, and then add it to your Buffer.
  • You also receive analytics for each social update you share: clicks, mentions, retweets, likes, shares, etc.
  • This app is key for digital marketers

When you schedule a time for your posts, just click “add to Buffer.”Image

Buffer’s main version is free, but if you upgrade than you get special features such as 4 social accounts or storing unlimited updates in your Buffer.

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Feedly app

  • Feedly is a newsreading app that comes with direct Buffer support.
  • “Feedly is what you needly.” – David Pogue, New York Times
  • The app allows you to browse news sites, tumblr blogs, rss feeds and youtube channels.
  • It makes sharing content to twitter, facebook, and google + quite simple, with or without Buffer.
  • They also offer services with Pocket, Instapaper, and Evernote. Their website, feedly.uservoice.com, offers answers about how to use Feedly, as well as solutions to trouble shooting questions might have about connecting their social media with the app.

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SocialOomph

  • Provides free and paid social media enhancement services.
  •  They were formally TweetLater.com, focusing on solutions for twitter, but when they broadened their horizon to other social media outlets in 2009, the company changed its name to SocialOomph.com.
  • SocialOomph allows you to schedule tweets, track keywords, view mentions and retweets, purge your twitter tweets and DM inbox, and have up to five twitter accounts, for free.
  • The company also offers feature for  facebook (such as scheduling for photos, wall updates, and status updates), LinkIn, Plurk, App.net, and Onlywire.

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.

Twitterrific {mary lyndal & drew}

Twitter is a social media platform that can be used in a variety of ways. With only 140 characters of text available per tweet, it’s important that the content be concise and to the point. Blasting out breaking news information or attaching a link to a blog post is a good way for a company to push out content. One can also engage with clients and customers easily, which has made some companies rely on Twitter for much of the macro customer service operations.

It’s easy to send out text on Twitter, but how does one know if it’s being picked up effectively? Well, below are four sites that prove to be beneficial when analyzing the reach of one’s social media grasp.

Tweriod.com

This service tells someone when the most optimal time is to send out a tweet by looking at your tweets and your followers’ tweets. It’s a free service and analyzes up to 1,000 followers at a time. The processing takes about an hour or two to complete, depending on the number of followers one has. The free version only generates one report per month, but they have a Premium version that can be purchased for a monthly fee of $4, which offers more features.

Twitonomy.com

Twitter #analytics is the name of the game with this website. Its features include:

  • tweets per day
  • how many links you’ve shared
  • how often other people mention you
  • who you retweet most often
  • who you reply to the most
  • hashtags you’ve used the most
  • which of your tweets have been retweeted and favorited the most

TweetBinder.com

This service is used to analyze tweets from all over the world based on topics and #hashtags and has free and premium versions. Once the topic or tag is searched, you can organize it into a “Binder.” The free version includes up to 2,000 tweets that are sent within the past 6 days. It was created for marketing, media, and event companies so that they could develop useful analytics based on things like keywords, hashtags, photos, text-only tweets, check-ins, and retweets.

TweetReach

As discussed in a previous class period, this service lets one see how far a tweet travels, including information on reach, exposure, tweets, and contributors. It shows just how many people are talking about a particular topic or keyword.

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For Campaign Purposes:

All four of these websites analyze Twitter usage but in their own ways. While sometimes it’s not fun to have to go to four different places to get the job done, using all four of these effectively will help a company make the best use of its social media coverage. After doing this, you’ll know when to send out tweets, how and when to respond to tweeters about a specific topic, how to manage the buzz in real time and over a period of time. A company can determine which hashtags work best based on the amount of coverage it gets and which Twitter users would be most beneficial to contact about brand representation.

Schneider Electric Energy University

Schneider-Electric

A company desiring to keep their audience well-informed, Schneider Electric has a colorful presence on the web and a trusted presence as a brand in a battlefield of energy companies. As a well-established brand, they provide countless services and products for a number of areas pertaining to energy.

The company had a revenue of 24 billion euros in 2012. Its market includes schools, developers, design firms, waste treatment plants, contractors, DIY superstores…most things that you could name needing energy supplied for them.

 

Energy University stems out of Schneider Electric as an educational program that can certify you for two energy-related positions. In May 2013, over 350,000 people were registered and taking courses online.

What Energy University has learned through their educational program?

1. Educating people is more efficient. You save time and money when people have access to resources that answer their own questions instead of them having to ask you

2. Keep your information concise and make the most of the attention you get. Create videos and fun info graphics to keep people engaged

3. Tie the educational program into the company so that you’re continuing to market

Their goal is to provide a free educational experience to aid one in helping “to identify, implement, and monitor efficiency improvements within your organization” (emphasis added). In connecting to new and current users, they effectively use the following content and social media marketing platforms:

LinkedIn: a closed group, close to 9,000 members. Used to further professional development and facilitate conversations about energy awareness.

Blog: Their blog is used to point people back to the roots of the company primarily in offering solutions and suggesting conversation starters for one’s company.

Twitter: 21,000 followers on the main company’s twitter account. The energy university does not have it’s own twitter account. They tweet about 10 times a day with links to pictures, articles, advice and redirect people to their website.

Facebook: 134,000 people like the Facebook page. They post colorful info graphics and pictures to interact with users.

YouTube: 3,700 subscribers. Wonderful account highlighting the multiple facets that the company covers with exciting, informative videos and content.

Their content marketing is extremely visually appealing. They create info graphics to convey their stats and explain processes and they utilize video to update their different audiences on news, for support and for resource purposes.

Slideshare of Schneider Electric background

Schneider Electric Who We Are TV 

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.

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.