LDI Trade Show Analysis

Social Media Analysis For The LDI Trade Show

Note: the following is for educational purposes 

How are they using social media channels prior to the show, during, and after?

Prior to the event, posts were primarily utilized to offer insight into new shows, early viewing of select products, and discounts for pre-booking.

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During the trade fair, the platforms were utilized primarily for product promotion. This is evident especially on the Twitter account, where products are showcased throughout the day, often one after another. Furthermore, there are also invites to cocktail parties, events, and behind the scenes footage of many of the displays. There are also in-depth articles about the designers. It is also important to highlight that LDI made the effort to include many of their tweets in Spanish to reach out to different demographics.

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As of now (9pm on 10/25), the last Facebook post was six hours ago. The event is over, but there are still no thank you mentions or quick summaries of the conference. As a social media manager or event coordinator, all social media sites should be current and sponsors and attendees should be promptly thanked. Twitter, on the other hand, is more up to date. There have been two posts recapping the trade fair and thanking those for participating. One is a retweet from an attendee, which links back to the participant experience. In the next few days, it would be beneficial to offer behind the scenes footage, interviews, and perhaps share short videos to recap the experience.

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What channels are they using – which seem to gain the most response?

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The LDI conference website encourages users to follow them through the mobile application, Twitter, Linkedin, Youtube, and RSS feed. The two most active feeds are the Facebook and Twitter accounts. Posts are published multiple times throughout the day on both channels. The Youtube and Linkedin feeds are not utilized at all.

Engagement is extremely low on both the Facebook and Twitter channels. Overall, the Facebook channel evokes a slightly better responses, but it is limited. On Twitter, there are many posts that produce no shares or likes. A great majority of the posts are limited to a handful of likes and one or two shares. At 3,764 and counting followers, this is not a good average.

The Facebook account is currently at 5,090 likes. The most popular post, is currently at 32 likes, 2 comments, and 13 shares. Even though there is some engagement, the numbers are still low for a following in the thousands.

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As demonstrated below. The first image is sourced from the Facebook page on October 19th. Four days later, the post has yet to generate any likes or shares. This is even more shocking as the post is related to a giveaway, which typically draws in viewers. The second photo is pulled from the Twitter account, which shows two posts back to back with no likes or retweets.

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What type of content are they posting? Registration? Promoting Vegas? Photos?

The LDI show demonstrates no shortage of content. Through their Facebook and Twitter accounts, information is pushed out multiple times a day. In my opinion, they are actually veering towards pushing an overwhelming amount of information, as some may be unnecessary. Too much content can sometimes confuse a site visitor and cause them to overlook other pertinent information. Therefore, I think companies should keep a max cap on the amount of information that is posted.

Content is related to product reviews, product placement, new exhibitions, designers, top events in Vegas, and shows for participants to attend. Overall, the social media channels generate all the information needed to have a great experience. The general intent of content is to create awareness of new events, special discounts, and new products. This should create excitement and increase awareness. In turn, this will produce a better experience.

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Are they using hashtags, retweeting, highlighting certain booths, events, etc?

The LDI social media platforms do an adequate, but not excellent job at sharing information that is posted. On Facebook, there is no use of hashtags incorporated into their posts. Twitter on the other hand, relied on the hashtag #LDI2015. As a social media director, it would be beneficial to simply share Instagram posts to Facebook, as it will include hashtags from the original post. Secondly, although it is a great start to have one hashtag throughout the whole conference, I would like to see more. Hashtags could also include product information, genres, company sponsors, and other vital information to be categorized in different conversations.

LDI also utilizes the retweet feature on Twitter. Most of the retweets are sourced from companies who have a booth in the show. As demonstrated below, these companies push out new products, information about classes, and helpful tips. This strategy is beneficial in integrating other companies into the LDI brand. This helps create a sense of community within the trade show.

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How are sponsors being promoted?

As a sponsor, I would be somewhat disappointed in the media advertisement that is given. On the main webpage, sponsors are given space on the right hand side towards the middle through a scrolling feed. Therefore, if a guest is just glancing through, they may actually miss some of the sponsors. In addition, the sponsors are not recognized on the social media sites. Although there may be promotion for sponsors at the actual event, I would like to see more integration through social media. In any case, sponsors are key to the development and financial components of any event. Therefore, it is crucial to make sure they are given maximum exposure to solidify their participation in the following year.

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The LDI social media platforms did a fair job at promoting the booths and upcoming events. Posts were usually distributed a couple hours before an event started to gain enough awareness. In most cases, at mentions were included to showcase the Twitter account for the booth participant. Many of the posts also included a preview sample of the material and some included timing information if access was limited.

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Can you find other examples of IMC? i.e. Conference noted in a print newsletter etc?

The best example of integrated marketing occurred through Live Design Online. The website included social sharing tools, a resource center, information on installing the mobile application, and even sessions on demand. The sessions on demand integrated short videos that detailed some of the more advanced performance stages in the world. Further sessions demonstrated how high tech video production and lighting are combined to produce special effects. In addition to video, there are also links to articles that may be of related interest. There are links throughout to share articles, photos, and videos through an individual’s social media channels. Overall, this website did an excellent job at integrating all relevant material to the trade show.

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Is branding consistent? Explain.

Yes, branding is consistent on all channels. To start off, the LDI icon is used in the corner to establish that it is the right company page. This is evident across all platforms. As demonstrated below, the color scheme is also similar with grey and white across. I would suggest utilizing the same background photograph. There is a slightly different backdrop on the channels, so it takes away from the fluidity.

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The content is very similar on both the Facebook and Twitter channels. Photos are shared on both websites, which makes both easily recognized as a company platform. The Twitter account includes a larger amount of pictures, but one is able to find all Facebook photos on the Twitter account.

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What’s a highlight that stood out to you?

I was very impressed by their mobile application. According to the mobile application description, it features an exhibitors list, floor plan, special events, gear gallery, and PRO training. The application is available for Apple, Android, and even Blackberry products. Most impressive is the ability to add in a scheduling tool. This feature allows a user to browse session options and add them to an agenda.

Inside the application, there is a built in RSS feed to read and distribute articles. There is a built in map, special features button, and the ability to register a badge to the conference. A proximity feature alerts users to events in their near location. In addition, there is the ability to share events and information through Twitter, Facebook, and email.

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What’s something you felt was missing from their social media effort?

The LDI Youtube channel is not utilized at all as a platform. According to their channel, the last video was uploaded 10 months ago, which highlighted video from the conference in 2014. There are only five videos total on the channel, but some of them do have a few thousand views. If utilized correctly, it is evident that traffic can be drawn to the page, but at the moment it is underwhelming. A conference preface video, small conference documentaries, sponsor interviews, and other video content could be posted and shared through social media.

I also felt this way regarding the Linkedin channel. When one follows the link from the trade show’s primary website, they are directed to an almost blank page. There is no content and no evident room to explore further. There is an opportunity to join the LDI network, but it has taken time for the process to be approved or denied.

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I was also disappointed in the fact that I never received a newsletter. I attempted to register through the main website, but it was never received through my email. Perhaps this is a glitch in their system.

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Examining GovLoop

Details On The Platform

According to the GovLoop‘s mission statement, the purpose is to, “inspire public sector professionals to better service by acting as the knowledge network for government.”

Breaking Down The Sections:

Training

The training tab promotes events that are either “in-person” or “online.” These events are all industry related and include a brief description, along with information about the moderators or attendees. Registration is an easy click away and the event can also be shared through Twitter, Facebook, Linkedin, or email. Archived events are also recapped in the event that an event was missed.

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Resources

The research tab is divided into sub-headers of guides, infographics, research briefs, and video archives. This online site offers a vast array of information on a variety of subjects that include: acquisition, analytics, big data, BYOD, career, citizen engagement, cloud, communications, congress, cybersecurity, digital government, DoD, finance, GIS, human resources, IoT, leadership, learning, miscellaneous, mobile, open data, project management, social media, tech, uncategorized. The information is easily accessible, much like an online database. The highlight is that much of the information is sourced from industry leaders or research firms, so the information is all credited.

Topics

The site is broken down into topics of career, communications, and technology. Within these individual tabs there are opportunities to explore blogs and mini discussions among industry leaders around the world. The blog posts are often in-depth topics that relate to “hot topic” issues that trending in current events. The small discussions may offer insight into common questions or promote events in cities around the world.

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There is a separate blog that includes sponsored insight from Christopher Dorobek. According to his website, Dorobek was “an anchor of the DorobekINSIDER on DC’s Federal News Radio and the former editor-in-chief of Federal Computer Week.”

Jobs

The jobs tab offers some really unique options. Here a user can search for career opportunities by keyword and various locations. A member can add their own jobs or share job promotions through Twitter, Linkedin, and Facebook. There is a further option to incorporate an email to have jobs of interest directly sent to an email address. Furthermore, there are links for resume tips, career guides, and expert advice on interviews. There is also a pier diem calculator and a salary calculator to calculate salaries for government sector workers.

Community

The community platform offers open forums for discussion between members. There are thousands of topics with thousands of replies. These are boards that offer a great deal of engagement when information is sought. However, my one critique is that discussions are not common enough. Some discussions range back a few months without comment. This would suggest that there needs to be more push from other social media channels to drive traffic to the boards.

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As displayed above, posts and responses are often detailed. This is reflective of an academically engaged board. The intent of these boards it to stimulate ideas, therefore, content is often abundant and question driven.

Academy

GovLoop offers a variety of courses for its members to partake in. This can range from data fundamentals, public speaking, and editing tips. Although these courses may not be nationally accredited, they offer knowledge that can be applied to multiple facets of government and public service. These courses are also resume boosters and can be incorporated into an individual’s Linkedin site.

Target Audience:

According to the main website, GovLoop has over 200,000 members. In A Fed Cyber review, it is stated that members are, “all either in or around government (state, local, federal).” Their target audience is of all age ranges, but directed at those who are involved in public service. The experience can range from interns to experienced legislatures.

What are your overall thoughts?

Overall, GovLoop provides many services and promotes a few impressive partners. According to their “About Us” section, “GovLoop works with top industry partners such as ESRI, HP, Microsoft, and IBM to provide resources and tools, such as guides, infographics, and online training and educational events.” As someone who worked in government, I think that the site offers a wide index of knowledge that is beneficial to those who are interested in current events and legislation. The discussion boards and blogs are beneficial to molding thoughts and enhancing ideas.

Does it stand out from other major channels (why and how?)

This site is unique because it is a partisan platform. There is no tilt towards a political party affiliation, therefore, ideas are shared with healthy debate and without slant. The site incorporates news from media channels like CNN, Fox, Huffington Post, and multiple other news organizations. Information is sourced from a variety of sites, which creates engagement and broadens opinions. The primary reason that it stands out is due to the combination of user generated content, discussion, networking, and the library of content.

How could proximity marketing be incorporated?

Government specific locations could use proximity marketing through GovLoop by promoting events, town hall meetings, and location services. When traveling through new cities and towns, members can be alerted when they approach a government building or an open public event. It is highly common to be unaware of town hall meetings and even the location of local legislative offices, this could assist in general awareness.

Colleges can use this service to promote lectures or events that are related to public service, government, or historical reference. If students are wandering through campus they can take part in open lectures or meetings in the area. These meetings can further be discussed in blogs or forums through GovLoop. An example would be if I happened to be on Rutgers campus, I would receive an alert of all public lectures related to government that would occur throughout the day.

What other social channels could tie in to improve the IMC approach?

GovLoop already has a Facebook page with 18,751 member likes. The site posts on a consistent basis, often daily. All articles lead back to their website, which should generate traffic. GovLoop should primarily utilize their Twitter, because the site is useful in sharing information, news, and current events. This would also simultaneously promote GovLoop as an industry leader if they are consistent in promoting attention grabbing topics on Twitter.

Elected officials would be wise to incorporate GovLoop into their primary websites. GovLoop offers a lot of knowledge, information, and access to industry beneficial information. I would suggest that an elected leader should post a blog at least once a month to offer their insights on a subject or perhaps suggest and gauge feedback from their constituents. If the intent of government is to lead the public, this would be a great platform to generate ideas and gather research information. These leaders could then tweet, Instagram, or post the link on their social media platforms to lead their viewers to the GovLoop website.

GovLoop would be an excellent partner for a presidential debate. Questions could be pulled from the discussion boards and blogs. These could then be distributed through the news’ organizations social media handles that are moderating the debate. Because this site is centered around policy, it would be a great platform to generate questions from those looking to shape public policy.

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Midterm Project: Twitter

Twitter

Ellen DeGeneres’ Oscar-Selfie is the most retweeted tweet of all time with 3,338,397 retweets, according to Guardian.

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What is a tweet? “A Tweet is an expression of a moment or idea. It can contain text, photos, and videos. Millions of tweets are shared in real time, every day.”(source)

What type of channel is this: 

Twitter can be described as a social community. In the text Social Media Marketing, Tracy Tuten and Michael Soloman describe a social community as, “channels of social media that focus upon relationships and the common activities people participate in with others who share the same interest or identification.”

To further subcategorize, Twitter would be identified as a “microsharing vehicle.” Social Media Marketing describes a “microshare” as “a sentence, sentence fragment, embedded video or link to content residing on another site.” This aligns with the 140 character limit that Twitter imposes on its users.

History of Twitter:

Twitter was created by three individuals: Jack Dorsey, Evan Williams, and Biz Stone. Their intent was to create a web platform that resembled text messaging. On March 21, 2006 the first tweet was sent out that read, “just setting up my twttr,” from user Jack Dorsey. This idea tied into the name’s origin of Twitter, which means “a short burst of inconsequential information” or a “series of chirps from birds.” Twitter, perfectly suited the application’s intent of sharing ideas in short, concise thoughts. Interestingly enough, other names that were considered included “Friendstalker” and “Dodgeball.” (Socialnomics, The History of Twitter)

How Does It Work?

Mashable’s “The Beginner’s Guide to Twitter” does an excellent job at breaking down how to get started.

Key Terms:

  • Tweet: “A 140 character message”
  • Retweet: “Resharing or giving credit to someone else’s tweet.”
  • Feed: “The stream of tweets you see on your homepage.”
  • Handle: A personal account name.
  • Mention (@): “A way to reference another user by his username in a tweet.”
  • Direct Message (DM): “A private, 140 character message between two people.”
  • Hashtag (#): “A way to denote a topic of conversation or participate in a larger linked discussion. A hashtag is a discovery tool that allows others to find our tweets, based on topics.”

Steps on how to create a Twitter:

  1. Signing up. In the initial sign up process, users can create a handle. A handle should identify with the brand name. In this step users should create a profile picture that is consistent with the brand logo. This should help consumers identify the official platform of the brand.
  2. Create a biography: This biography should include a brief summary of company information. Links should also be provided to the company’s primary website.
  3. Find users to follow: When acquiring a friends list, a company should follow other businesses, interests, or individuals that relate directly to the brand. This could include colleagues, competitors, or market industry experts. Mashable notes that, “Twitter will give you better follow suggestions based on the industry/fields associated with your interests.”
  4. Join in on the conversation. A company can start the 140 character tweet based on a topic of interest in hopes of initiating a conversation. However, Mashable suggests that @mention tweets might be a greater tool in joining the Twitter world and establishing presence. Mention tweets increase the likelihood of engagement and increase the chances for tweets to be recognized.
  5. According to Mashable, retweeting should be “thought of as quoting someone or citing a source.” Brands should only retweet posts that align with their identity and aid in spreading a message of interest.
    1. A retweet can be sent from simply hitting the “retweet” button on a user’s tweet.
    2. Or: “Simply click to expand the tweet, copy and paste its text, and then create a new tweet by clicking the compose icon in the top-right of your profile page. Be sure to include the letters ‘RT’ and the handle of the person who originally tweeted the information.” This option gives a user the opportunity to comment on a post before retweeting it.
  6. Hashtags should be utilized in tweets to identify your message with a greater subject matter or conversation. This not only increases the visibility of a tweet, but further categorizes it.
  7. Direct messages allow two users to directly engage in conversation. Although this is private conversation, it is important to remember that direct messages can always be shared with the public. Direct messages can aid in customer service to further discuss a detailed matter that users may not wish to share fully in a public forum.

What Are Its Features?

Twitter has many helpful features that aid in narrowing down target markets and promoting advertisement.

The “Who To Follow” feature offers suggestions of other users that a company may be interested in following. Companies can use this information to find like-minded customers who may align with the brand or offer suggested competitors to follow. Furthermore, Twitter also offers the “Find Friends” tab that accesses email accounts and even Linkedin. Social media managers should strive to connect with all colleagues through this feature. It is even possible to link Twitter with consumers who are subscribed to a company’s email server.

Twitter also offers a “Twitter for Business” section that promotes suggestions on how businesses will succeed on Twitter. Through this weblink, users will be guided through tips on how to gain website traffic, gain relevant followers, and drive application downloads for mobile devices. Furthermore, Twitter offers tutorials, webinars, blogs, success stories, and a Twitter for small business account that offers unlimited ideas.

On Twitter, promoting advertisement is key. Options can range from promoted tweets, promoted trends, and promoted accounts. Those new to the Twitter world should begin with the “start advertising” feature that allows businesses to develop advertisement based on location and budget.

Twitter offers a wonderful “search” feature. Businesses can search keywords, business names, trending topics, categories, and tweets in a certain geographic location.

The “Lists” feature is a useful tool in breaking through clutter. At times, the amount of accounts that are followed can become overwhelming. The lists feature enables a user to select which accounts will always be seen in their live feed. For example, a business like Hooters would select Tilted Kilt, Twin Peaks, Buffalo Wild Wings, and Kerr’s Wing House to always stay in tune with their competitors information.

Don’t forget about analytics! Twitter offers a wide range of analytics and advanced search engines that are completely free to use for subscribers. However, there are other sites that offer both free and paid services that break down analytics, followers, and catalogue tweet history. These sites include: Topsy, Tame, HootsuiteRadian 6, We Follow, Social Mention, and TwXplorer.

Lastly, is a list of keyboard shortcuts.

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Information sourced from Gigaom Research, “10 Twitter Features You Might Be Missing.”

Who is the Target Audience?

According to a Pew Research Study, 24% of men and 21% of women are Twitter members. Among diversity, 27% of the black race and 25% of the hispanic race have a Twitter account. Twitter captures a younger market with the highest rates among 18-29 year olds (37%) and 30-49 year olds at (25%).

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In relation to businesses, Twitter captures the younger market, both male and female. According to the We Are Social Media article, “Most Twitter accounts are outside of the U.S. but in the U.S. itself, users tend to live in urban areas and suburban areas mainly. Twitter is also made up of mainly college graduates. Compared to Facebook, more users on Twitter make more than $75k or $50k -$74.9k.”

User Numbers?

Twitters’ website promotes that Twitter has 316 million monthly active users, 500 million tweets sent per day, and 77% of accounts are located outside of the United States.

Growth?

In recent years, Twitter user-growth has actually decelerated. According to Bloomberg, “For the fourth quarter, monthly active users increased 20 percent from a year ago to 288 million, compared with 23 percent growth in the prior period. The company said the introduction of a new mobile operating system from Apple Inc. and integration issues cost it 4 million new users.”

As demonstrated in the Tech Crunch Infographic, “Here’s Twitter’s Slowing Growth In One Chart,” the numbers are veering dangerously low to zero growth. The four million bump increased the total monthly follower count up from 284 million to 288 million from the third to fourth quarter.

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Integration with other channels?

Twitter evoked the evolution of “citizen journalism.” It has become commonplace for individuals to learn of news or current events through Twitter. This has created a power shift. Often times, news is reported before news organizations are aware. This causes journalists to rely on social media for leads, follow ups, and often sources. This has led many news sites and journalists to develop personal Twitter handles to stay in tune. (Socialnomics, The History of Twitter)

According to a Gigaom article, Twitter can be easily integrated through other channels using Twitter widgets, a “follow me” button, or the tweet button. Twitter widgets allow for a live stream to be displayed in a company website or blogging site. Another option is to include a “follow me” button on a website or blog if there is limited room or a live feed does not wish to be displayed. This may also be appropriate under a profile section.

The Tweet button is utilized for sharing information. Consumers should be able to directly tweet articles, advertisement, coupons, specials, or relevant information that they feel is beneficial to their network.

Mobile friendly?

According to Twitter, 80% of active users access their Twitter accounts from a mobile device.

The Twitter application is available on both IOS and Android devices. The Twitter applications on both devices allow users to connect with the interface in real-time. This is important as most information shared through Twitter involves events that happen outside of the home.

Who is using it effectively?

In order to be proficient and effective in Twitter, a business must market based on creativity and engagement. With only 140 characters, a point must be made quickly and clearly in order to capture further attention.

According to Twitaholic, the top five users on Twitter are as follows:

  1. Katy Perry with 76,302,101 followers
  2. Justin Bieber with 68,248,118 followers
  3. Barack Obama with 64,747,349 followers
  4. Taylor Swift with 64,195,315 followers
  5. YouTube with 55,508,509 followers

In Forbe’s “10 Lessons From The Top 25 Companies On Twitter,” Mark Fidelman breaks down the success behind each company.

  1. Brenden Hampton, CEO of @Notebook, said “‘Because we understand how to create engagement in our niche categories, we have a fitness page that is more engaged than Nike.”
  2. Lila King, Senior Director at Social News @CNN, said “‘Instead of State of the Union, we created a ‘Tweet of the Union and built a database of members from the House and Senate.'” “This clever social media campaign connected brand CNN with the country’s most influential politicians and created a lot of buzz and Twitter engagement.'”
  3. Perkins Miller, EVP of @WWE, “‘We’re in the business of telling stories, 52 weeks a year. When our talents get out there and our fans watch their stories, they just flock to Twitter to continue the conversation.'”
  4. Robert Michael Murray, VP @NatGeo, “has learned that Twitter can be used to create a community around important scientific discoveries and causes.”
  5. John Yembrick, Social Media Manager @Nasa, frequently engages with industry influencers in entertainment communities because they “can have a dramatic impact on your engagement levels.”
  6. Richard Clarke, Managing Editor @Arsenal, “It’s all about connecting fans to the teams and players.”
  7. Tom Fishman, Director of Social Media @MTV, “We have a huge content machine around celebrity news, music and shows and Twitter is a great way to broadcast and follow up in an engaging way.”
  8. Fishman continues to “Tell a great story and bring your partners along for the ride.” This he defines as strategic partnering.
  9. Patrick Starzan, VP of Marketing @funnyordie, “Giving people access helps them feel more a part of the Funny or Die community – with behind the scenes pictures and etc.”
  10. Melissa Rosenthal Brenner, Senior VP Marketing @NBA, “It’s all about the fans and the players, ‘we want to include them in almost everything we do online.'” This is demonstrated through NBA’s awards that are fan-voted through social media.

The full infographic can be viewed on Mashable here.

Twitter’s success is contingent upon engagement. Businesses will benefit from engaging in open dialogue and contributing to content. Companies should have a voice in the opinion and perception of their brands. At the end of the day, the companies that are most engaged and involved with their consumers will build the greatest brand loyalty, recognition, and following.

To learn more please visit the following Prezi presentation

Social Media Analysis: Hooters, Ben & Jerry’s, NASCAR

Hooters

Google+, Instagram, Facebook, Twitter

Do they take an IMC approach?

Of the three brands analyzed, I think that Hooters does the best job at using an integrated marketing approach. Their imagery is consistent across all platforms. Their messaging is clear, brand driven, synonymous with the corporate theme, and easy to follow. All channels are integrated well and drive traffic back to the corporate website. Hooters is highly involved with daily sporting events, contests, their partnership with Draft Kings, and updating their consumers of specials or restaurant events.

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Are they consistent in their messaging and imagery?

Hooters does an excellent job with following consistency with their theme, tone, and imaging. Currently they are promoting breast cancer awareness month, so there is pink highlighted on all of their pages. Their images are all consistent between channels, so it is easy to recognize that it is the official page of the corporate brand. With a controversial company, it is very important to verify what exactly is the corporate website to avoid imitation sites. The only page that differs is the Google + account, which features videos and limited photos. The Google + site seems to primarily promote their Youtube channel, but the images and videos are not consistent with the other sites.

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Is content up to date?

The content is up to date. Hooters updates their Instagram, Twitter, and Facebook on a daily bases. Posts are related to sports games, holidays, or current events. The Google + channel is the only channel that is not consistent in updates. The posts on the Google channel are not dated, therefore, it is difficult to deceiver when the content was created.

How do they drive users to the other social channels?

There is not a lot of effort to drive engagement from one social media channel to another. All of the channels contain the same messaging, so a consumer will gather the same experience no matter which channel they decide on viewing. They are highly successful in driving traffic back to the company website through corporate sponsorships such as Budweiser promotions, Draft King fantasy football, or ESPN fantasy football.

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Are hashtags used regularly?

Hooters utilizes hashtags on their Instagram and Twitter page, but not on their Facebook page. Even on the Twitter and Instagram page, the hashtags are not largely used and not included on every post.

Any other items of note?

Overall, I think that Hooters does a wonderful job with their social media channels. They are easy to follow and the content is consistent. It is extremely important for Hooters to maintain professionalism as a brand in order to combat stigmas. Hooters may actually benefit from posting more content that portrays Hooters Girls in their normal atmosphere rather than model related posts. This makes the brand appear more real. I think it makes the brand more approachable and in line with the “Hooters Makes You Happy” mission statement.

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Ben & Jerry’s

Google+, Instagram, Facebook, Twitter

Do they take an IMC approach?

They are on the cusp of a really successful integrated marketing campaign. They are most successful in driving users back to their main website. All of their sites offer a wide variety of user-engaged activity. This includes retweets, personal Ben & Jerry’s stories, or recipe submissions. They also frequently promote videos and articles that support their mission statement and company beliefs. Overall, they are successful in shaping their reputation and applying content onto all channels. However, they should be more successful in promoting contests and stories through all channels simultaneously. With the opportunity for consumers to create their own ice cream flavor, there is ample space to drive traffic. The key is keeping content consistent, otherwise consumers will get lost in clutter.

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Are they consistent in their messaging and imagery?

Ben & Jerry’s is successful in keeping their imagery consistent. All of their pages have a cream and white colored background, this is beneficial in allowing imagery (their ice cream) to stand out. They follow through with the standard image of the blue and white sky and the cow that is synonymous with their brand. However, there is not consistency between the actual images posted. Most messages do center around ice cream, but the same post is not featured on all social media channels.

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Is content up to date? 

The last Google + update was on October 9th and on average posts are updated once per week. Instagram is updated daily. The last Facebook update was October 2nd and is updated on average once per week. Twitter is updated once per day and often multiple times per day.

How do they drive users to the other social channels?

For the most part, Ben & Jerry’s seeks to drive traffic back to their primary website. The company utilizes contests and their viewpoints on current events to generate interest. They do not directly encourage viewers to visit their other channels, but they do promote tweets and posts that their fans submit to the company.

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Are hashtags used regularly?

They do not utilize hashtags well on their accounts. Twitter is the most successful with incorporating hashtags. Yet most of their posts only include one or two per tweet. Hashtags were not readily available on either the Facebook or Twitter page. Ben and Jerry’s could use hashtags to platform an individual’s favorite ice cream. It would be a tool that could build communities through the love of a certain ice cream flavors. Followers of #cherrygarcia or #halfbaked would likely reference these hashtags through their late night ice cream adventures.

Any other items of note?

Ben & Jerry’s is one of the few companies that voice their opinions on social issues. After a brief overview of their social media sites, it is clear that they are deeply concerned with issues involving politics, climate change, and fair trade ingredients. Although, I do not think it is always wise to be involved with political or social issues, they do a good job of promoting their opinions without being obtrusive or overwhelming.

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NASCAR

Google+, Instagram, Twitter, Facebook

Do they take an IMC approach?

Nascar makes a valiant attempt at using an integrated media approach to their content, but they fall short of being successful. There is a lot of content being driven in different directions. Most of it is geared towards the individual Nascar drivers’ accounts, the Nascar website, or Youtube channel. There is a severe lack of consistency with the content across all channels. Scattered messaging correlates to a messy social media platform. Therefore, it is difficult to follow and will most likely cause a loss of interest or understanding. Nascar should also take advantage of sweepstakes and promoting more events featuring giveaways with the drivers or race tickets. There are many opportunities that are missing from a successful IMC approach.

On a brighter note, Nascar does an excellent job with community involvement that generates awareness to a variety of foundations that the sport supports. Community involvement should be integrated through all social media channels. There are multiple examples of community involvement on the individual channels, but it would be beneficial to drive this message consistently through all sites.

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Are they consistent in their messaging and imagery?

The social media accounts associated with Nascar are very scattered. There is an abundant amount of content and imagery, especially on race day. Their social media feeds offer many live updates from the race. Their social media feeds are beneficial to loyal Nascar fans who understand the sport and know the drivers very well. However, if one was new to learning Nascar, it would be overwhelming to understand the brand from glancing through social media. Aside from live race time updates, there are many images of drivers from different teams. Posts are often distributed multiple times in an hour.

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As far as social media templates go, Nascar is consistent with their profile picture that displays their “Chase The Cup 2015” slogan. This helps users to establish that this is the corporate page. There is also a consistent color theme of red and white, with the exception of Twitter that has a white background. It would benefit Nascar to also stick with one background picture for all platforms just to maintain consistency in theme.

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Is content up to date?

Nascar does an excellent job at uploading content to their social media channels. Their Google+, Instagram, Facebook, and Twitter accounts are updated on a regular basis and often hourly. On race day, their posts can be as often as multiple times an hour.

How do they drive users to the other social channels?

The key to success of the Nascar social media channels is through the loyal fans that follow drivers. Their strength is in offering polling questions where fans guess at who will win or place in certain events. This drives users to other websites or social media channels to vote. Nascar does a lot of promotion that integrates the individual driver’s accounts with the main Nascar sites. Most of their posts on Facebook and Twitter are linked to videos or commercials that support individual drivers. This is successful for those who want to learn more about specific drivers, but not beneficial for those who wish to learn about the overall Nascar brand. Content should be more geared toward the history of racing or individual races.

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Are hashtags used regularly?

For the most part, there is at least one hashtag incorporated into the majority of Nascar’s posts on Twitter, Facebook, and Instagram. Google + also features the use of hashtags, but it is not on every individual post.

Any other items of note?

Nascar needs to find a way to filter through the clutter to promote successful social media channels. It is understandable that Nascar would like to promote all of their drivers, but it should be balanced and properly maintained. You cannot effectively market several drivers at multiple times during the day and expect an audience to maintain the knowledge. A good strategy may be to have the 43 weeks of Nascar drivers where one driver can be promoted through all channels simultaneously for one week. This would keep interest and provide a cleaner content platform.

Secondly, during race days the content is very cluttered. It is difficult to decipher what is happening during the race due to the overload. Race day should be limited to congratulating pole starters and winners. An idea would be to have a live feed through their main webpage or an their Nascar mobile application, similar to live football and basketball featured on ESPN. The social media channels could then simultaneously provide the link for viewers to follow along.