BullHorn Media: A Glance at an Integrated Marketing Communications Plan

Note: The following company analysis and blog post example is taken from an Integrated Marketing Communications plan, created for BullHorn Media, as a graduate level project.

Company Analysis

Evaluation

BullHorn Media is a spinoff company from Pro One Video, owned and operated by Mark and Lisa LeGrand out of Orlando. Mark and Lisa have an extensive professional videography background, having been in video production since 1993 and starting with small wedding videography. They have recently begun to work with larger corporate clients and, as a result, created BullHorn Media, so the two types of clients could better be differentiated.

The target audience for BullHorn Media would be corporate clients, small or large, looking for a video production company for either short term or long term needs. Clients do not necessarily need to live in the Orlando area, as they could be travelling in for a trade expo, convention, etc.

Steven Jolly, owner of SRJ Marketing Communications, explains the importance of an Integrated Marketing Communications (IMC) strategy with 6 important steps to keep in mind (detailed further in Steven’s article):

content 1

content 2

Blog Post

The following is suggested blog content to be used in the 4th quarter of 2014 – to promote the BullHorn Media tag-line, “Amplify”:

Amplify Your Brand

Exactly how beneficial is it to amplify your image with quality videos that engage your viewers or consumers? Maybe we’re biased, but check the facts:

Forbes revealed that 75% of business executives watch business-related videos each week, and of those, 50% went on to make a purchase for their business, after viewing.

Whether you are looking for high-quality video to capture a corporate event or are a small non-profit organization in need of a professional video to enhance your mission, video can speak volumes to help your organization amplify their message.

Video can capture an audience and keep their interest, if captured in the right way. Because of this, it is important to consider a few things before meeting with your videographer:

  1. What is the purpose of your video? Consider your audience, whether it be internal employees or consumers.
  2. What message are you trying to send? Perhaps your organization is celebrating its 50th anniversary at their annual nation-wide convention – this would be reason to celebrate! Alternatively, your non-profit organization could be in need of an inspirational message, providing a mission in the Orlando community – this might be a more serious mood, as a call to action for viewers.
  3. Get more for your money: maybe your organization could use video footage to make two separate videos that have different purposes. Talk with your videographer about ideas and plans for each so that accurate footage is captured.

These are just a few items to begin thinking about, before discussing your organization’s video needs with a videographer (although they will be prepared with all of these questions for you, as well).

Amplify your image by providing your viewers with captivating videos. Establish a long-term relationship with your videographer in order to consistently promote the same message and professional style.

We maintain a long-time relationship with The Florida Nursery Growers and Landscape Association (FNGLA) and, as a result, consistently provide fresh video content for publishing across FNGLA’s multiple social media channels and website. Check out our recap of the 2014 (FNGLA) Landscape Show:

Tags for blog post: Amplify, Videography, Corporate Image, Event, Videographer, Non-Profit, Video Production, Orlando, Florida, Brand

 

 

Analytics: Understanding the Social Media Report Card

When developing a strong communications plan, it is crucial to take into consideration how effective your IMC strategy is. But how can this be determined? There are many tools to be used, but they all provide one thing: analytics.

For those in the marketing and communications industry, analytics can be your report card: how did your efforts pay off? What areas need improvement? It is imperative to use these analytics to measure your reach, not only to plan for the future, but also to adjust current strategies and content.

Measuring analytics can help with knowing your audience…picture yourself as a comedian: (that’s a scary image, at least for me!) Comedians must know their crowd to be able to feed off of them. They’re telling this great story, and then reach the punch line…only to hear crickets chirping. They’ll probably stray from stories similar to this in the future, providing humorous content comparable to what has been successful in the past.

While it is important to analyze all platforms in an IMC strategy, we are only going to focus on two today: Facebook and Email marketing. We will use Facebook Insights and Bronto to analyze “ABC Company”.

Brief company background: ABC Company is a health-oriented organization based out of Central Florida. In addition to their Facebook page and bi-weekly email newsletters, they have a Twitter account, Pinterest page, and YouTube channel.

Note: The following screenshots are from May 2013: therefore, some aspects of Facebook Insights and Bronto may have slightly changed since these screenshots were taken. These screenshots were distributed as an assignment. Therefore, I do not have full access to the actual company’s analytics.


Facebook

analytics fb 1

From this overview, we see that ABC Company has 880 Likes, or fans, and reached 340,325 friends of these fans. (The “Friends of Fans” metric is no longer used in Facebook Insights today, as it was not found to be beneficial to page owners.) Additionally, we see a 50.54% decrease in the number of fans talking about ABC Company.

Looking at the Overview chart, we see that there was a slight spike in the total reach around May 7th. From the size of the dot (which represents the number of posts within that time period), we can gather that the spike was generated from one single post. Although not shown in the screenshot, we can then scroll through the list of posts underneath, with their individual reach statistics, and see which post, from May 7th, garnered the small spike in total reach. Let’s say this post was a tip on how to incorporate physical activity while at home with a napping baby. We can make a note to include similar posts that cater to our existing crowd.

Although it is not in the main time range of which we are studying, we can see that June 2nd’s post about National Cancer Survivor’s Day managed to be the most viral of the posts on this current list. However, the post with the most engagement, reach, and sharing was May 29th’s “Join us tomorrow morning in the…” Because these are not my own, I can only guess that ABC Company was planning a health-related event at their establishment, or in the Central Florida community. This reached 509, engaged 13 users, and had 10 sharing the post on their newsfeed. Virality of this post (percentage of those who liked, commented, or shared) was average for this company, but it still created a buzz and should be noted for future content planning.

analytics fb 2

The demographics portion shows us that more women are reached than men, and the average age range is 25-34 for both men and women.

Geographically, ABC Company mainly reaches Central Florida cities of the US and, consequently, the vast majority of viewers speak English, with the second largest language being Spanish.

analytics fb 3

In the Reach chart, we can see the spike in virality of the May 7th post, mentioned earlier, with a steady increase starting at the end of May. The organic reach remains the same, changing only if a large increase in the number of Likes were to occur. ABC Company does not incorporate paid Facebook advertising, so the Paid reach remains at 0. The Unique Users by Frequency shows that almost 3,000 users visited ABC Company’s page, with about half returning for a second time. Knowing that we have almost 900 likes, there could be room for improvement here by giving users more of a reason to engage with the company.

The Page Views chart shows us that ABC Company receives about twice the number of page views (number of times visitors accessed the page), as unique visitors (number of individuals who visited the page).

The total number of tab views shows us that users are more engaged in ABC Company’s posted content more than the About Me section. If ABC Company is a brick-and-mortar establishment, they may want to utilize this section to provide physical address, contact information, store hours, etc.

analytics fb 4

The demographics of users talking about ABC Company are displayed here: we can gather that, like the reach demographics discussed earlier, Central Florida users between 25 and 34 (the majority of whom are women) are most likely to talk about ABC Company.

The last chart demonstrates the number of fans talking about ABC Company. There was a steady decline in this chart, until the end of May. This could be due to the June 2nd National Cancer Survivor’s Day post. ABC Company can use this information to develop content in the future, possibly including additional health recognition days like this one. The more fans that continue to talk about ABC Company, the larger the viral reach will be.


Email Communication

analytics bronto 1

The overview above shows the data collected from a May 21, 2013 email sent by ABC Company. Of the 2,624 emails sent, only 18 came back undeliverable. So, of the 2,606 emails received, 25.4% of consumers opened the email. Of those that opened, only 10.9% clicked through.

This email data, along with a 0% conversion rate and 17 contacts lost, shows us that ABC Company should drastically increase their email marketing efforts.

ABC Company knows their audience if they are frequently checking Facebook Insights, along with other social media analytic tools. This data can be used to create email newsletters that subscribers will want to open and read, maybe with valuable family health tips, fitness workout regiments, etc.


Suggestions

First and foremost, ABC Company should consider a new approach to their email marketing strategies. Increasing the open and click through rate should be their first priority. ABC Company should pay close attention to what their audience most responds to, and what posts their audience shares with friends to determine what content gets the best response. Facebook Insights show a steady increase in audience response, so they are on the right track with Facebook. However, to engage in a more IMC approach, ABC Company should consider including links in newsletters and posts to their other social media platforms.

In an effort to boost results across their multiple platforms, ABC Company could utilize their YouTube channel to create health and fitness videos and share on their multiple social media channels. This could also be included in their bi-weekly newsletter. Pinterest could be utilized to collect fitness workout techniques, healthy recipes, or tips for boosting the immune system – these Pinterest boards could then be tweeted, posted, emailed, etc. to their audience in an attempt to further engage and promote sharing.

We saw that ABC Company received great response to a post encouraging fans to join them for an event. Knowing this type of post is seen and shared more, ABC Company should begin planning similar events.

ABC Company should be catering to their younger, mainly female audience – which they seem to do, from the Facebook data provided. Providing interesting content about health is key: especially in the newsletters.

The following is an overview of a possible campaign idea for ABC Company:

 “One Month to a Better You”

ABC Company could host group workouts, recipe swaps, healthy food samples, etc for the duration of one month. This could include posts with a healthy-eating routine, paired with week-long workout routines that target certain muscles. The workout routine should be able to be tailored for multiple age ranges, fitness capabilities, and weight groups.

facebook icon “Ready to renew? September is National Self Improvement Month. In honor of this, we will be hosting weekly yoga classes and cooking demonstrations. One month to a better you!” (with link to detailed blog post)

twitter-icon #Orlando, Ready to Renew? For Nat’l #SelfImprovement Month, you won’t want to miss this! <bit.ly.shortenedurlhere>

you tube icon Film local gym instructors giving tips for working muscles out properly. Shoot video for a re-cap of a cooking demonstration or yoga class to promote the following week’s events

email icon Begin promoting National Self-Improvement Month one month ahead of time, including details of classes and cooking demonstrations, shared recipes, success stories, etc. Continue promotion throughout September, then provide a feature article re-capping the highlights of the month.

Pinterest icon The following images are examples of the types of pins ABC Company could use during this campaign:

http://www.pinterest.com/pin/554716879076131491/
http://www.pinterest.com/pin/554716879076131491/
http://www.pinterest.com/pin/59883870020541533/
http://www.pinterest.com/pin/59883870020541533/
http://www.pinterest.com/pin/302796774917600016/
http://www.pinterest.com/pin/302796774917600016/

Magic Kingdom: A Month of Social Media Magic

Walt Disney World’s Magic Kingdom: A place that is all about magic and imagination….Let’s “imagine”, for the sake of this assignment, that I was the Social Media Manager for Disney’s Magic Kingdom. My goals, as Social Media Manager, would be to increase traffic to the Magic Kingdom portion of Disney World’s website by offering tips, event details, promotions, and interesting Magic Kingdom facts. My goal, specifically for the month of August, is to encourage consumers to: book a last-minute trip before school starts back and/or begin their plans for a fall or Christmas break trip.

Note: The following posts are hypothetical, and for the purpose of this academic assignment only: 

August 2014

Friday, August 1:

Facebook:

Source: http://theherronnest.com/tag/magic-kingdom-with-a-toddler/
Source: http://theherronnest.com/tag/magic-kingdom-with-a-toddler/

Did you know? August is National Family Fun Month. Plan your own family fun with Mickey and the gang at Magic Kingdom! Find out more here. #familyfun #MagicKingd0m

Twitter:

Mickey and his friends invite you to spend National #FamilyFun Month at Magic Kingdom! #Disney #Magic Kingdom

Saturday, August 2:

Facebook:

Source: https://www.flickr.com/photos/insidethemagic/8080399810/
Source: https://www.flickr.com/photos/insidethemagic/8080399810/

This Little Mermaid is ready to meet you! Check out Ariel’s Grotto in Fantasyland for an Under the Sea meet and greet adventure! #magickingdom

Twitter:

Source: http://forums.wdwmagic.com/threads/wdw-princesses-pics.858897/page-2
Source: http://forums.wdwmagic.com/threads/wdw-princesses-pics.858897/page-2

Twitter: Ariel is ready to meet you at her Grotto in Fantasyland! #magickingdom #WDW

Sunday, August 3:

Image for both Twitter and Facebook:

Source: http://www.reposty.com/post/walt-disney-studios-frozen/587005924674070
Source: http://www.reposty.com/post/walt-disney-studios-frozen/587005924674070

Facebook: Happy National Sisters Day from two of the coolest sisters around! #Frozen #NationalSistersDay #Disney

Twitter: In honor of #NationalSistersDay, RT your own Sister picture to us @WDWMagicKindgom #Disney

Monday, August 4:

Facebook:

Source: http://wondersofdisney.yolasite.com/mickdetective.php
Source: http://wondersofdisney.yolasite.com/mickdetective.php

Calling all Detectives: We need your help unlocking secret riddles and finding hidden clues! Join us on a Family Magic Tour tomorrow at 10:00 am for a magical adventure around Magic Kingdom.

Twitter:

Help us solve magical riddles and find secret clues on our #MagicKingdom Family Magic Tour tomorrow: http://bit.ly/1r71Tu3

Tuesday, August 5:

Facebook:

august 4 2
Source: http://www.makinmemoriesphotoblog.com/2012/08/06/tony%E2%80%99s-town-square-restaurant-delivers/

Share some Spaghetti and Meatballs tonight with your honey, “Lady and the Tramp style” at Tony’s Town Square.

Twitter:

Source: http://www.makinmemoriesphotoblog.com/2012/07/30/lady-and-the-tramp-at-tony%E2%80%99s-town-square-restaurant/
Source: http://www.makinmemoriesphotoblog.com/2012/07/30/lady-and-the-tramp-at-tony%E2%80%99s-town-square-restaurant/

Have a date night at Tony’s Town Square for some Puppy Lovin’ Spaghetti! #magickingdom #datenight

Wednesday, August 6:

Rise and Shine! Magic Kingdom will have an Extra Magic Hour tomorrow morning. Join us for lighter crowds, shorter ride lines, and cooler temperatures!

Source: https://disneyworld.disney.go.com/destinations/magic-kingdom/
Source: https://disneyworld.disney.go.com/destinations/magic-kingdom/

Twitter:

Source: http://blog.touringplans.com/2012/03/09/one-more-disney-day-the-recap-part-1/
Source: http://blog.touringplans.com/2012/03/09/one-more-disney-day-the-recap-part-1/

Tomorrow’s Extra Magic Hour starts at 8:00 am! Come early for shorter ride lines and cooler temps!

Thursday, August 7:

Image for both Facebook and Twitter:

Source: http://blog.touringplans.com/2012/03/09/one-more-disney-day-the-recap-part-1/
Source: http://blog.touringplans.com/2012/03/09/one-more-disney-day-the-recap-part-1/

Facebook: Throwback Thursday: Space Mountain opened in 1975, and is still one of the most loved Magic Kingdom attractions today! #MagicKingdom #TBT

Twitter: #TBT – Space Mountain opened 39 years ago…Can you believe it? #MagicKingdom #SpaceMountain

Friday, August 8:

Facebook:

Source: http://land.allears.net/blogs/dnews/2009/06/
Source: http://land.allears.net/blogs/dnews/2009/06/

Arr, mateys and maidens: Head over to the Pirates League to transform ye self into a Pirate or Mermaid and get yer official Pirate name!

Twitter:

Arrr! Pirates and Mermaids: Yer swashbucklin’ time awaits! http://bit.ly/O4tE4M #magickingdom

Saturday, August 9:

Facebook:

Source: http://www.themeparkreview.com/forum/viewtopic.php?f=2&t=20490&start=340
Source: http://www.themeparkreview.com/forum/viewtopic.php?f=2&t=20490&start=340

Mickey Mouse is ready to hit the stage: but first, come meet him in his rehearsal room and talk with him before the show! You may even get to see some pre-show magic tricks, prepared just for you! Details can be found here.

Twitter: Meet Mickey and see him practice his magic tricks at the Town Square Theater http://bit.ly/1wixqqR #mickey #magickingdom

Sunday, August 10:

Image for both Facebook and Twitter:

Source: https://disneyworld.disney.go.com/preschool/
Source: https://disneyworld.disney.go.com/preschool/

Facebook: It’s National Smile Week! Send us your best smiles while enjoying the Magic Kingdom for a chance to win Disney Dining Dollars! (Good at any Magic Kingdom restaurant) More information here: <link will be inserted here>

Twitter: Share your Magic Kingdom smiles for a chance to win! <shortened url inserted here> #NationalSmileWeek #magickingdom #contest

Monday, August 11:

Facebook:

[Image of various Disney characters wearing backpacks, waving]

Our friends at the Magic Kingdom would like to wish all students a happy first day back to school! #backtoschool #magickingdom

Twitter: Happy first day back to school from your Magic Kingdom friends! #magickingdom #backtoschool

Tuesday, August 12:

Image used for both Facebook and Twitter:

Source: https://www.flickr.com/photos/unclegregrocks/5371641698/
Source: https://www.flickr.com/photos/unclegregrocks/5371641698/

Facebook: Trivia Tuesday: Which Magic Kingdom attraction features the decoration in the picture? #magickingdom #trivia #disney

Twitter: RT to guess where in the #MagicKingdom this picture was taken #trivia #disney

Wednesday, August 13:

Facebook: Feeling the need for speed? Get behind the wheels of a luxury sports car at the world-class Exotic Driving Experience! See which cars are available here. #exoticdriving #WDWspeedway

Twitter: Take laps in a luxury sports car at the Exotic Driving Experience at #MagicKingdom – don’t miss out! http://bit.ly/1ydhJEb #exoticdriving

 

Thursday, August 14:

Image for both Facebook and Twitter:

Source: http://www.mytakeondisney.com/2013/08/31/take-ballgame-vintage-disney-photo/
Source: http://www.mytakeondisney.com/2013/08/31/take-ballgame-vintage-disney-photo/

Facebook: In honor of today’s Throwback Thursday from 1973, we’ve pulled back out these old baseball uniforms. See if you can spot Mickey, Goofy, Chip, and Dale in their baseball get-ups around Magic Kingdom today! #TBT MagicKingdom

Twitter: #TBT to 1973: The gang has these old baseball uniforms on again. Can you find them at #MagicKingdom ?

Friday, August 15:

Post #1: Image for both Facebook and Twitter:

Source: http://disneyparks.disney.go.com/blog/2014/05/shareable-kitchen-sink-sundae-now-on-more-menus-at-walt-disney-world-resort-disneyland-resort/
Source: http://disneyparks.disney.go.com/blog/2014/05/shareable-kitchen-sink-sundae-now-on-more-menus-at-walt-disney-world-resort-disneyland-resort/

Facebook: It’s hot outside…cool off with Mickey’s Kitchen Sink: a delectable ice cream treat from Plaza Ice Cream Parlor. This is one to share with family and friends! Take the bowl home after you finish for a cool souvenir!

Twitter: Indulge yourself with Mickey’s Kitchen Sink, from Plaza Ice Cream Parlor. Get extra spoons for sharing! #MagicKingdom #IceCream

Post #2:

Facebook: Don’t forget! Submit best smiles at Magic Kingdom by midnight tomorrow night, for a chance to win Disney Dining Dollars! [detail link inserted here] #MagicKingdom #Smile

Twitter: Tomorrow is the last day to submit your #MagicKingdom smiles for a chance to win! [shortened url detail link here] #smile #contest

Saturday, August 16:

Facebook:

Source: http://www.disneyeveryday.com/by-popular-demand-main-street-electrical-parade-extended-indefinitely-at-walt-disney-world/
Source: http://www.disneyeveryday.com/by-popular-demand-main-street-electrical-parade-extended-indefinitely-at-walt-disney-world/

Facebook: Look who we spotted last night at the Main St. Electrical Parade! Don’t miss out tonight! Parade starts at 9:00 pm. #MagicKingdom #Parade

Twitter: Who will you see at tonight’s Main St. Electrical Parade? #MagicKingdom #parade

Sunday, August 17:

Facebook:

august 17

 

Happy Friendship Week! Can you and your friends re-create this goofy princess picture? Share it with us! #friendshipweek #disneyprincess

Twitter:

august 17 2

 

In honor of #FriendshipWeek, check out our Facebook page for a fun challenge from the princesses!  #disney #photochallenge [shortened url to FB page inserted here]

Monday, August 18:

Facebook:

Source: http://www.disneyfoodblog.com/2013/08/24/disney-food-post-round-up-august-25-2013/
Source: http://www.disneyfoodblog.com/2013/08/24/disney-food-post-round-up-august-25-2013/

Before the clock strikes 3 pm, enjoy a delectable lunch and dessert with the Princesses at Cinderella’s Royal Table. Fit for little prince and princesses, as well as King and Queens! Make reservations today: https://disneyworld.disney.go.com/dining/magic-kingdom/cinderella-royal-table/

Twitter: Princess sighting at Cinderella’s Royal Table! Join Princess Merida at a feast fit for Royalty.http://bit.ly/PhYisD  #MagicKingdom

Tuesday, August 19:

Facebook:

Source: http://www.hongkiat.com/blog/extraordinary-smartphone-chargers/
Source: http://www.hongkiat.com/blog/extraordinary-smartphone-chargers/

Have you heard? Magic Kingdom now offers mobile phone charging stations: Lock your phone in a secure charging box, and come back to a fully charged phone! For charging locations and instructions, click here: http://www.wdwinfo.com/news/Theme_Parks_Attractions/Cell_phone_charging_stations_added_to_Magic_Kingdom.htm #MagicKingdom

Twitter: Phone battery running low? #MagicKingdom offers mobile charging stations: http://bit.ly/U2tnCx

Wednesday, August 20:

Facebook: Interested in learning more about Magic Kingdom and the man behind the dream? Join our Keys to the Kingdom tour, and embark on a 5 hour, behind-the-scenes tour of one of the most iconic theme parks in history. Click here for more details: https://disneyworld.disney.go.com/events-tours/magic-kingdom/keys-to-the-kingdom-tour/ (16+ and up only, please) #MagicKingdom #WDW

Twitter: Reservations are filling up fast! Join the Keys to the Kingdom tour for a behind the scenes look at #MagicKingdom #WDW

Thursday, August 21:

Facebook:

Source: http://www.orlandovacation.com/disney-world/magic-kingdom/touring-plan-for-seniors/
Source: http://www.orlandovacation.com/disney-world/magic-kingdom/touring-plan-for-seniors/

In honor of National Senior Citizens day, guests 65+ with a valid ID can enjoy 30% off admission at Magic Kingdom today and tomorrow #MagicKingdom [url inserted here for more details]

Twitter: Guests 65+ can receive 30% off #MagicKingdom today and tomorrow in honor of #NationalSeniorCitizenDay [insert URL with details]

Friday, August 22:

Image used for both Facebook and Twitter:

Source: http://www.disneyinsidertips.com/2013/04/hidden-mickey-in-adventureland/
Source: http://www.disneyinsidertips.com/2013/04/hidden-mickey-in-adventureland/

Facebook: Thanks, Disney Insider Tips, for sharing this hidden Mickey! Have you spotted this in Magic Kingdom before? Share your Magic Kingdom hidden mickeys with us! #MagicKingdom #HiddenMickey

Twitter: Check out @disneyinsiders hidden Mickey from #MagicKingdom! Share your hidden Mickeys with us #hiddenMickey

Saturday, August 23:

Facebook:

Source: http://ocdisneyblog.com/2013/11/09/disney-offers-discounted-park-hopper-tickets-to-members-of-the-u-s-military/
Source: http://ocdisneyblog.com/2013/11/09/disney-offers-discounted-park-hopper-tickets-to-members-of-the-u-s-military/

Facebook: Disney’s Magic Kingdom proudly offers Military discount purchases now, through September 24, 2014. Click here for more details: https://disneyworld.disney.go.com/special-offers/military-4-day-tickets/ #Military #Disney #MagicKingdom

Twitter: Military: Purchase discounted tickets now through 9/24. Details here: http://bit.ly/1qy5Ynv #Military #MagicKingdom

Sunday, August 24:

Facebook:

Source: http://www.wdwthemeparks.com/details/magic-kingdom/adventureland/agrabah-bazaar/photos/merchandise
Source: http://www.wdwthemeparks.com/details/magic-kingdom/adventureland/agrabah-bazaar/photos/merchandise

Stop by Agrabah Bazaar in Adventureland for a surprise meet and greet appearance and enjoy 30% off all summer clothing!

Twitter:

Source: http://kennythepirate.com/category/walt-disney-world-character-meet-and-greets/abu-character-photos/
Source: http://kennythepirate.com/category/walt-disney-world-character-meet-and-greets/abu-character-photos/

Look who’s at Agrabar Bazaar in Adventureland until 4 pm! Stop in to say hello, & enjoy 30% off all summer clothing #MagicKingdom #meetgreet

Monday, August 25:

Facebook:

Source: http://offtoneverland.com/new-tour-offered-at-magic-kingdom/
Source: http://offtoneverland.com/new-tour-offered-at-magic-kingdom/

Interested in knowing more about Walt Disney and Magic Kingdom? Join us for a “Marceline to Magic Kingdom” tour to explore how events in Walt Disney’s life shaped the park we all know and love today. Check out more details here: https://disneyworld.disney.go.com/events-tours/magic-kingdom/marceline-to-magic-kingdom/ 

Twitter: Why is Magic Kingdom’s Main St. inspired by the railway? Check out the Marceline to #MagicKingdom tour http://bit.ly/1r7isGl #WaltDisney

Tuesday, August 26:

Image for both Facebook and Twitter:

 

Screen Shot 2014-07-13 at 7.05.59 PM

 

Facebook: Can you guess where, in Magic Kingdom, this ceiling is located? Go ahead, “be our guest” and try your best! #MagicKingdom #Scavenger Hunt

Twitter: “Be our Guest” and try to guess where this #MagicKingdom ceiling is located

 

Wednesday, August 27:

Image for both Facebook and Twitter:

Screen Shot 2014-07-13 at 7.28.11 PM

Facebook: Caption This: Photo of a couple of fascinated park-goers outside of Fantasyland. #MagicKingdom

Twitter: Caption This! #Magic Kingdom #Caption

 

Thursday, August 28:

Facebook:

Source: http://dads-blog.dadsguidetowdw.com/breakfast-fun-for-all-at-walt-disney-world/
Source: http://dads-blog.dadsguidetowdw.com/breakfast-fun-for-all-at-walt-disney-world/

This scrumptious breakfast is served with a lovely side of Meet and Greets! Reserve a spot at Crystal Palace to dine with some of your favorite characters. #MagicKingdom #MeetandGreet

Twitter: Start the day off right with a delicious breakfast and Character Meet and Greets at Crystal Palace #MagicKingdom #Breakfast

Friday, August 29:

Image for both Facebook and Twitter:

Screen Shot 2014-07-13 at 7.48.15 PM

Happy Labor Day weekend! Enjoy 25% off all Summer Clearance items in Magic Kingdom Souvenir stores. #LaborDay #MagicKingdom [insert link for additional details here]

Twitter: Enjoy 25% off during Labor Day weekend [insert shortened link with details here] #Magic Kingdom #LaborDay

Saturday, August 30:

Facebook:

august 30
Source: http://www.travelocity.com/blog/disneys-new-fantasyland-top-5-most-enchanting-experience/

Check out what Travelocity blogger, Courtney Scott, says about the new Fantasyland! What are your 4 most enchanting experiences? #MagicKingdom #Travelocity #Fantasyland

Screen Shot 2014-07-13 at 7.54.11 PM

Twitter:

Check out Travelocity’s 4 Most Enchanting Experiences at #Fantasyland: http://youtu.be/dDxxAwnBhOw #Travelocity #MagicKingdom

Sunday, August 31:

Facebook:

Source: http://www.tipsfromthedisneydiva.com/2012/09/20/should-adults-dress-up-for-mickeys-not-so-scary-halloween-party/
Source: http://www.tipsfromthedisneydiva.com/2012/09/20/should-adults-dress-up-for-mickeys-not-so-scary-halloween-party/

Join the party! Starting tomorrow, and continuing select nights through October, Mickey’s Not-so-Scary Halloween party will be a boo-tiful time! Join Mickey and his gang in their Halloween costumes for dancing, parades, and more! Details can be found here: https://disneyworld.disney.go.com/events-tours/magic-kingdom/mickeys-not-so-scary-halloween-party/

Twitter: Mickey’s Not-so-Scary Halloween Party starts tomorrow! Check out the not-so-spooky details: http://bit.ly/1douMKV #MagicKingdom #Halloween

Brand Review Across Multiple Platforms: Ben & Jerry’s

My assignment this week is to review 3 brands that each have a Facebook, Twitter, Instagram, and Google+ account, with at least one more, in addition.

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Ben & Jerry’s, an ice-cream company out of Vermont, is known first, and foremost, for their quirky ice cream flavors, but also the political initiatives they support and promote.

Because of their strong beliefs in promoting their favorite causes, Ben & Jerry’s ice cream products share the stage in their three-part mission: Product Mission (only the best ingredients for their ice cream), Economic Mission (sustainable financial growth), and Social Mission (using their company to make the world a better place).

As a result of this, Ben & Jerry’s uses their various marketing platforms in ways other than promoting a new ice cream flavor. Some may argue that it is considered “taboo” to bring politics into a company’s brand identity… what is Ben & Jerry’s response? They probably wouldn’t have one: they’re too busy promoting the efforts to get GMO labeling on the ballots in Vermont and creating the next creamy Core ice cream flavor. Their IMC approach involves all of these things: what they are passionate about. It easily connects and tells their consistent story across all platforms.

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Ben & Jerry’s maintained consistency across all social media platforms and in their newsletter to promote their new Saturday Night Live flavors: Lazy Sunday and Gilly’s Catastrophic Crunch:

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Because Ben & Jerry’s has strayed from traditional media, such as TV commercials and drastically reduced their amount print advertisements, they have started including commercials on Pandora stations and participating in Instagram ads, where they will post fully promotional advertisement images, similar to a magazine ad:

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Ben & Jerry’s posts content regularly on Twitter, Facebook, Instagram, and Pinterest. Like other companies, Ben & Jerry’s spends the most time where their audience is. Therefore, they do not utilize Google+ as heavily, and mainly use YouTube to promote new product launches or informational videos about current events they might be participating in.

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Ben & Jerry’s works to increase their followers in various ways: They increase their Twitter following by posting images that include their Twitter handle on other social media platforms,

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Ben & Jerry’s uses hashtags minimally, only including one or two per Instagram, Google +, or Twitter post. However, they incorporate widely used hashtags, such as #FromWhereIStand or #TBT (Throwback Thursday) on occasion, which could help them reach active Twitter and Instagram users who may not follow them.

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Overall, Ben & Jerry’s has a solid social media presence. I noticed in my research for this assignment that Ben & Jerry’s has much more personal customer reaction to posts than any other brand I have researched, thus far. Customers mainly wanted to know when the company was going completely GMO-free (planned for the end of 2014), and what happened to their favorite flavor “_____”. Ben & Jerry’s seemed to have made a conscious effort to respond to all of these questions promptly.

To end the post with a “sweet treat”, after all this talk about ice-cream, check it out: (These were my favorite posts and video)

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Brand Review Across Multiple Platforms: Anthropologie

My assignment this week is to review 3 brands that each have a Facebook, Twitter, Instagram, and Google+ account, with at least one more, in addition.

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The women’s clothing and home goods retail store, Anthropologie, is owned by Urban Outfitters, Inc. and includes almost 200 locations. They describe themselves as “An inspiring place to shop for women’s clothing, accessories and home decor.” This store that sends out more printed publications than normal for today’s age must be doing something right…

Anthropologie takes an IMC approach through the printing and publishing of their seasonal catalog; creating an online look-book sent out to email subscribers; and posting frequently on Facebook, Twitter, Instagram, Pinterest, to name a few.

Seasonal catalogs arrive in customers’ mailboxes at the beginning of each season and possible outfit combinations are posted on social media platforms with links to purchase the items.

Catalog Cover:

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Consistency:

Consistency is something that Anthropologie does extremely well. They maintain their light, feminine look on all media platforms, which can be difficult to do on those social media platforms where your page layout is already set up for you. All images posted have an artistic quality, and are crystal clear. Anthropologie creates a seasonal theme, that remains until the weather begins to change. This summer, for example, posts contain images of “space-saving outfit ideas” for summer vacations, a DIY guide for a cute sangria bottle, and picnic ideas to promote the hand-woven baskets on sale.

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Relevant and Updated Content:

In keeping with their theme, Anthropologie consistently provides relevant social media content on a daily basis. Emails are received about once or twice a week, while mail is sent less frequently. Anthropologie pays attention to their target audience, and where they spend most of their time. The target market is young women, who are interested in feminine, sometimes vintage clothing and home goods. Therefore, Anthropologie heavily uses Pinterest, Instagram, Twitter and Facebook. The Anthropologie blog even has a Pinterest-like quality to it.

Follower/Fan Growth and Use of Hashtags:

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Anthropologie uses buttons on their homepage to encourage their audience to follow them on social media and includes post links on other social media platforms.

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While the company does use hashtags effectively, they could stand to add a few more into their posts to reach potential followers and fans. Tweets, Googe+ posts, and Instagram posts only contained one hashtag in many of their posts. A number of them did not even contain one. Anthropologie could be missing out on potential growth via social media.

Anthropologie is very effective at reaching their audience across multiple platforms. For a store that creatively displays their products both in-store and online, it is apparent that their creativity also lies in their marketing and advertising abilities, as well.

 

 

Brand Review Across Multiple Platforms: Asics

My assignment this week is to review 3 brands that each have a Facebook, Twitter, Instagram, and Google+ account, with at least one more, in addition.

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For my first, I chose Asics, a favorite shoe brand of mine. Because Asics originated outside of the U.S., and is so well-known worldwide, there are some countries who have created their own specific accounts for their country: (Japan, US, Europe, Australia, etc.) It was interesting to see how each country’s account had their own content but would also share other country’s posts, resulting in a larger variety of posts from different points of view. Asics takes an IMC approach by promoting new product lines through TV and print advertisements, encouraging their audience to sign up for their e-newsletter, and consistently posting on their various social media platforms.

Magazine Print Ad:

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Email Newsletter Signup:

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Links on Homepage:

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Consistency:

On June 21, 2014, Asics took advantage of the Summer Solstice by creating an “Outrun the Sun” challenge, where the world’s leading trail runners divided into two teams to run the famous 94 mile trail around Mont Blanc from sunrise to sunset. Asics America used this challenge to promote their trail running shoes and to cheer on their Asics sponsored trail runners. They utilized all platforms during this challenge:

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Relevant and Updated Content:

Asics constantly “pushes” themselves to the top of feeds because of their up-to-date content. On platforms that receive heavy use from their targeted audience, they choose to post multiple times throughout the day, promoting their brand and message. They will also frequently use high-quality images, when including visuals in their posts.

Follower/Fan Growth and Use of Hashtags:

Asics America, like other companies, draws fans on existing platforms to their other social media accounts by creating posts on one platform and linking back to the same post on another platform. They consistently use relevant hashtags on Twitter, Instagram, and many Google + and Facebook posts.

Here is a recent post from Asics encouraging Twitter followers to show off their colorful pair of Asics. The image link brings the Twitter user to Asics’ Instagram post.

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Below is a Facebook post from last week (in honor of #WorkoutWednesday) with a YouTube video demonstrating the best way to do a burpee. The end of the video suggests other videos uploaded by Asics.

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Overall, Asics has a very effective IMC strategy, reaching their audience across all media platforms. One small area of concern that I had with their Facebook, Twitter, and Instagram posts was a consistent spelling error with the use of you’re and your. This is important for all brands to monitor, however, Asics is so large, this should never happen.

 

 

Moosejaw: Continuing the Madness

After further analyzing Moosejaw’s website and various social media platforms, I found that they use both push and pull marketing techniques, but could stand to use more.

On the Moosejaw website, push and pull techniques are used in various ways. A Live Chat window pops-up (push) as you browse their products, asking if you have questions or need help finding something. A carousel of coupon deals (push) rotates on the home page, offering special deals and free shipping on orders over $49. Moosejaw seems to have multiple deals going on at any given time, and will offer buy one get one free (push) on certain Moosejaw brand items, as well. After browsing their site, I added an item to my cart. They provided a link to a YouTube video, with a product review by the the Moosejaw staff (pull) as well as customer reviews (pull). After leaving the website with an unpurchased item in my cart, I received an email the following day urging me to go back to their website to complete my purchase (push).

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Knowing that Twitter is mainly a large pull technique in and of itself, Moosejaw does very little to “push” consumers to their website via Twitter. Su Butcher explains the pull marketing technique within Twitter: “With apparent ease you can go and find people who are talking about the things you want to talk about, listen in, and then join in when you’re ready. In that way it is similar to a huge cocktail party, happening 24/7, all around the clock, all around the world.” In the past few weeks that I have been following them, I have not received direct messages or tweets, and have not seen the Moosejaw twitter account actively reaching out to their followers to purchase items. They simply engage in everyday, usually humorous, conversations with them or discuss related outdoor events going on in their surrounding community.

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Moosejaw’s Facebook is used in a similar method to Twitter (mainly pull techniques), where the company engages their fans/followers through their humorous posts, pictures, and videos. The deals and coupons that appear on the company’s main page are also posted periodically on their Facebook account. The Moosejaw Pinterest account shows product images, with hashtags and links to their website (pull). I noticed that many of the Moosejaw employees have their own Pinterest board on the account, with the freedom to pin and post their interests and likes, as it relates to outdoor equipment – therefore, creating relatable personalities behind the brand (pull).

Fresh content seems to be posted periodically. It appears that Moosejaw posts on their social media platforms about once or twice a day, and posts similar content across all platforms. For example, if they are offering a special deal, the consumer might see it posted in various ways, across all platforms. (See example images below)

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Moosejaw does have fresh content on their blog, however it is hidden in their website, making it difficult to find. In addition to linking their blog from their main website home page and advertising new posts on social media platforms, I believe Moosejaw could still develop more fresh content to engage additional customers, and grow their audience (most of their posts are promotions or cater to a specific age, thus hindering chances of expanding to an audience outside of this realm). According to Ian Mills, Co-founder and CEO of Magicdust, “Think about what your customers are interested in. While current events or popular TV shows may seem off topic to your business, social media is a great way to show your customers that you are in touch with their interests.”

Just recently, I took a survey from Moosejaw (to earn $10 off an online purchase), with questions pertaining to the effectiveness of their mobile site. When accessing the Moosejaw website from a mobile device, it appeared to be a simple and clean page, with many of the traditional webite’s features taken out of it. It has an easy to navigate appearance, with the ability to call headquarters, create a live-chat with someone, shop & view your cart, etc. The main page of the mobile site, like the website, has social media link/share buttons across the bottom of the page. They could take this one step further, and provide a “Share” button after purchase, to urge consumers to share their new purchase with their friends.

As mentioned above, Moosejaw should not bury their blog in the “Moosejaw Madness” section of their website, especially since this has fresh content that viewers will probably not have seen on their various social media platforms. I would recommend that they add a “Share” button to the end of the purchasing process, allowing customers the opportunity to share and promote their new purchase with their friends on social media. Another recommendation would be to move the “Top Searches” function to the top of the webpage. It is currently at the bottom of the webpage in small print (making it very difficult to find). Even though the brand contains a search bar at the top of the page, this “Top Searches” feature could help those consumers who are not sure of what they want, and are looking to narrow their browsing a bit more.

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Our lecture mentioned that it was good practice to provide a live feed of Facebook from the brand’s website. Moosejaw currently has button links, urging you to follow or “Like” them, and a Twitter feed but should consider adding a Facebook feed to their website. Last, I recommend that their website be more compatible with all devices: many of their promotional images were not displayed as vector images, therefore making for blurry or grainy images.

Overall, Moosejaw maintains their brand ‘s image well, especially with being on the smaller scale, in regards to outdoor equipment companies. Not only do they offer great deals on outdoor equipment, they manage to successfully sell their own line of outdoor gear, and have some fun with their advertising, while at it. They have maintained a special following of outdoor enthusiasts who engage with them on social media, and are pleased to see real people behind the brand.

Butcher, S. (2010, May31). Using Pull Marketing on Twitter (and how Push marketing won’t work). . Retrieved June 7, 2014, from http://www.justprofessionals.net/2010/05/using-pull-marketing-on-twitter-and-how-pull-marketing-wont-work/

Mills, I. (2014, June 3). 5 Social Media Marketing Tips for Your E-commerce Website. . Retrieved June 7, 2014, from http://www.huffingtonpost.com/ian-mills/5-social-media-marketing-_b_5416086.html