Week 12: Analytics

 Social media analytics are an important tool for business to carefully shape their integrated marketing campaign.  Analytics provide insight on everything from when to post, what to post, and who to target with each post.  As part of this week’s lesson, I was provided with Facebook and email analytics for ABC Company, a gym in Central Florida, for May 2013.  (Note:  ABC Company is also active on YouTube, Pinterest, and Twitter, which may account for cross promotions and increases in engagement.)

A preliminary evaluation of ABC Company’s Facebook insights tells me that ABC Company is under utilizing Facebook as an engagement tool.  Facebook Insights provides essential data regarding how posts perform based on likes, shares, and visibility.  With 880 likes, and a weekly reach of almost 6,000, ABC Company should be posting more consistently.   The number of people “talking about” ABC Company is down 46%, which means they are not posting content that is providing a call to action, or to click, like, or share.  Posting content that elicits emotion, provides health tips, or sharing success stories of current gym members are some ideas to increase engagement.  For example, ABC Company’s post on National Cancer Survivor’s Day had a virality rate of 4.29%.  While it did not have the highest engagement, it was something that people noted.  This is a great example of eliciting emotion, providing lifestyle tips (cancer prevention and detection), and providing an opportunity to share personal stores.  More stories about overall health and lifestyle would be beneficial to ABC Company.

In order to increase visibility on Facebook, ABC Company should consider Facebook ads, targeted specifically at women 25-44.  This is the bulk of their engaged audience.  ABC Company should also focus on posts with a call to action that specifically asks questions of their followers.  Facebook based contents and giveaways are also a great way to engage followers and encourage interaction on the Facebook page. 

With a 25.4% email open rate (661 out of 2606 emails opened) and a 10.9% (72 clicks out of 661 opened emails), ABC Company should focus on email content and frequency that encourages more opening and click through.   ABC Company should focus on better titling of email subject lines, as well as a definitive call to action within the email.  An offer of a discount, exclusive deal, contest entry, etc, are great examples of reasons to open and follow through with a click. 

I do feel that email marketing is an integral part of a well-planned IMC.  Implementing these changes would make an ROI more easily identified.  ABC Company should also collect more email addresses from all gym members to have a strong email list for giveaways and more.

Because ABC Company is present on other social sites, it is important that they all tie in to the IMC.  Emails and Facebook posts that link to the other sites can increase viewership in general.  More platforms to engage with users are a positive way to connect and see a stronger ROI.  Cross promotion amongst the sites is also key to a fully fleshed out IMC.  I feel that ABC Company is on the right path, but could benefit from a strong social media manager to help focus these efforts to create a stronger, and more successful campaign.  

Zippyz by Little Trendyz: IMC Final

Zippyz by Little Trendyz is Florida incorporated LLC, owned by founder Lisa Youngelson.  Tired of the tedious process of snapping and unsnapping her newborn’s onesie during late night diaper changings, Youngelson came up with the idea of a modified zippered onesie.  Other zippered onesies zip from neck down the leg to the foot, exposing the baby’s bare stomach to the cold air.  Youngelson’s version snaps from neck to stomach, and then zips from stomach to foot, allowing the baby’s chest to stay warm, as well as speeding up the changing time. 

Zippyz by Little Trendyz is marketed towards mothers of newborns, expectant mothers, and women planning on having a child in the future. With an average price point of just under $25, the target demographic is middle class, and above.

Strengths:

1. Zippyz by Little Trendyz is made in America, of organic materials.
2. The brand was recently recognized as one of “Huggies MomInspired” grant recipients.
3. The brand ships directly through it’s ecommerce website. 
4. E! News correspondent, Giuliana Rancic is a fan of the brand, and the product was filmed on her reality television show, Giuliana and Bill. 

Weaknesses:

1.   Zippyz by Little Trendyz does not have strong wholesale distribution, nationally or worldwide.

2.   The brand does not have independent retail locations or flagship stores. 

3.   The brand has a limited presence on social media, and an unclaimed Blogspot at littletrendyz.blogspot.com.

Opportunities:

1. With a unique concept, Zippyz by Little Trendyz has the potential to reach a very large market through wholesale trade shows and buyer’s markets. 

2. The brand can expand its target audience by adding a range of products for toddlers, and young children, as well as seasonal items. 

Threats:

1.    More established brands offering a similar product at a lower cost.

2.    Rising production costs

3.      Competitors with a wider wholesale and ecommerce reach.

Zippyz by Little Trendyz would greatly benefit from a fully Integrated Marketing Strategy.  As a retail entrepreneur, I understand and appreciate the need to set one’s brand apart from the rest.  Utilizing major social media outlets, a unique and personable blog, an well planned email marketing campaign, direct mailers to potential retailers, as well as a strong presence at tradeshows and industry events with well produced samples, line sheets, and look books, Zippyz by Little Trendyz has the potential to be a leading household name in baby clothing and lifestyle items. 

I propose a revamping of all social media sites, to provide consistent branding, imagery and voice, and implement a signature hashtag.  The brand’s blog will be updated daily with fresh content, and feature updates information from brand owner, as well as guest “mommy bloggers”. Tying social media sites and email newsletters back to the brand’s blog and ecommerce site, will keep customers and potential customers one click from connecting (and purchasing) with Zippyz by Little Trendyz at all times.  Sites will be mobile and tablet for moms on the go.  Zippyz by Little Trendyz brand will grow beyond innovative onesies, but as a destination for all things “mommy and me”. 

                                                                                                                                 

Week 11: Sample Hotel Review Feedback

Responding to both positive and negative reviews from customers is part of the role of Social Media Manager.  The following are sample responses (to sample reviews) regarding hotel stays.

Dear Travelwith3kiddos,

Thank you for your kind review.  I are overjoyed that you enjoyed your stay at The Hyatt Regency Orlando so much on your business trip that your chose to stay here with us on vacation with your family. 

As a family friendly resort, The Hyatt Regency Orlando tries to keep the pool open and availed to our guests for as long as possible, with weather permitting.  Our pool is cleaned several times a day.  I understand and appreciate your concern regarding a post summer shower, and have noted to follow up with maintenance to regard this issue more timely. 

The Capriccio was recently re-branded as Fiorenzo Italian Steakhouse.  While the staff and food is still top notch, The Hyatt Regency Orlando has addressed issues regarding seating availability and times.  I hope that you enjoy our new restaurant as much as you did the old. 

I also am glad to hear that you took advantage of our I-RIDE Trolley Service.  I-RIDE is a great, and economical, way to get around the greater Orlando area.  I hope that you were able to enough of our fun city.  I understand your concern about the cost of parking your car at The Hyatt Regency Orlando.  Please do not hesitate to ask us to help you set up a car service to and from the airport on future visits.  The Hyatt Regency works with Mears Auto Shuttle, as well as Alamo Rent a Car and National Car Rental to secure transportation for our guests if needed.

Thank you again for your patronage, and I hope that you return for a third (and fourth and fifth!) visit soon.

Warmest regards,

Lesley G.

Social Media and Public Relations Manager

Dear LUV2TRAVELWITHHUBBY,

Let me start with a thank you for your feedback.  It is with feedback like your own that The Hilton Fort Lauderdale Marina is able to continue to make improvements to the quality of our guest’s experiences. 

Secondly, I would like to apologize that your stay was less than satisfactory. The Hilton Fort Lauderdale Marina strives for excellence, and it is disappointing that we did not meet your expectations. 

Occasionally, due to our large volume of guests, room turn over can be delayed on weekends and holidays.  However, an excessive wait time for a room is unusual, and my deepest apologies that you were inconvenienced.  Cold showers and unclean facilities are unacceptable, and housekeeping staff is required to log that they have attended each room on their respective floor.  The Hilton Fort Lauderdale Marina is happy to relocate guests who find that elements of their room are not in working condition to new rooms, pending availability.

The décor at The Hilton Fort Lauderdale Marina is modern luxury.  The low-framed beds are part of that décor, however, I have carefully noted your complaint about stubbed toes. 

The Hilton Fort Lauderdale Marina is constantly improving its facilities to ensure the most enjoyable stay for each of our guests.  The Hilton Fort Lauderdale Marina is now under new management, and has recently undergone extensive renovations and updates. Everything from our furniture to our pool maintenance is now carefully monitored to ensure excellence. I hope that you reconsider your decision to sleep on the beach, and give us another chance to make it up to you on your next visit to Fort Lauderdale.  As a gesture of our apologies, please contact me directly to set a free night stay and a round of cocktails by the pool. 

I hope to hearing from you soon, and look forward to your future stay with us at The Hilton Fort Lauderdale Marina. 

Best regards,

Lesley G.

Social Media and Public Relations Manager

Week 10: ISPA Do You?

“For over 20 years, the International SPA Association has been recognized worldwide as the professional organization and voice of the spa industry, representing health and wellness facilities and providers in more than 70 countries. Members encompass the entire arena of the spa experience, from resort/hotel, destination, mineral springs, medical, club and day spas to service providers such as physicians, wellness instructors, and nutritionists, massage therapists and product suppliers.

ISPA advances the spa industry by providing invaluable educational and networking opportunities, promoting the value of the spa experience and speaking as the authoritative voice to foster professionalism and growth.”

For this annual meeting and expo, the International SPA Association uses social media to promote and drive traffic to their website both before, during and after the event.  Their presence on Linkedin, Facebook, Twitter, YouTube, and a well-maintained blog create buzz, share information, and supplement the expo through social media.

ISPA uses Facebook year round to share information about happenings in the spa community.  Posts like “Massage Envy announces a new partnership with David’s Bridal to help brides feel their best before their big day. http://prn.to/GFkl8j” (October 8), help support the vendors that exhibit at their expo, and create reason to click through and revisit their site. 

The week before the expo, ISPA created buzz and anticipation about vendors and speakers by sharing sneak peaks and tips about booth numbers, etc.  Posts like, “Sneak peek at the ISPA staff's Silent Auction item. Lots of goodies to help you GROW... your garden #ISPA2013” (October 11) create excitement about the goodies available to attendees through image sharing.  There is cross promotion to the ISPA blog; engagement is encouraged by asking questions of followers, etc. 

During the event, ISPA uses social media to remind attendees about events and happenings.  Sharing information about that day’s speakers, meetings, and events is a great way to increase attendance amongst their followers.  Specific products are highlighted, with details about booths and information about signing up for demos and trials.  Sponsors are highlighted with direct links to their sites, and banner ads on the website as well. 

Post event, ISPA uses social media to thank its attendees, highlight key moments from the event, and share information about next years event.  I loved how they recapped key moments from keynote speaker, Bill Rancic’s speech on Twitter with simple quotations and hashtags.  Also, by using a signature hashtag (#ISPA2013), their team is able to track engagement through out their social media sites.  Tweets from attendees are retweeted, encouraging more people to tweet as ISPA. 

I think that the Linkedin account and YouTube account can be better utilized during the expo.  The Linkedin account that is linked on their website is a personal account, and an email address of the account is necessary to connect as well as view the page.  This limits their exposure to spa personnel that attend their events.  I attend a lingerie buyers market four times a year called Curve Expo.  At the time of my first registration to the event over 6 years ago, Curve friended me on Facebook.  Now as their social media network grows, they reach out to me on each new platform for which they sign up.  It is important to make yourself accessible to potential customers, investors, attendees, etc. 

The ISPA YouTube page currently features a few interviews with ISPA administration, and videos of content from last year’s expo.  I recommend that they use YouTube as their primary video sharing platform, and then share these videos on all social media platforms.  An on the floor interviewer could be asking questions of attendees, highlighting speakers, videoing demos, and more – and then live sharing these videos on YouTube.  Seeing a demo in a video might encourage an attendee who missed that area of the floor to double back.  It is a great way to share the action as it is happening. 

Benefits that Balance, the ISPA blog, is a great example of ISPA’s integrated marketing campaign.  While I think that it could be put to better use during the actual show, it was well updated with unique content leading up to the expo date.  Clever blogs with packing tips, what to expect, and more helped build hype and reinforce their brand.  Encouraging people to bring their workout gear to “be active and get moving”, and not to forget to pack their vitamins and supplements to “stay healthy” is the perfect incorporation of the bigger healthy lifestyle brand of a spa. 

As far as branding on a whole, I think that ISPA does a pretty good job.  They logo, colors, and language is consistent.  I would recommend they consider streamlining their user and account names across the board.  With a Twitter handle of @ISPAdoyou, a Facebook page branded as InternationalSPAAssoc, and a YouTube account under ISPATheAssociation, there is some discontinuity.  The event as whole, though, is well marketed through social media and an IMC.  Now how do I get to attend??

Week 9: Sample Social Media Plan

In this sample month-long social media plan for Disney's Animal Kingdom, I promote in park happenings and events, as well as encourage interaction between fans and followers and the park's social media team.  

Promotions and contests surrounding a fictional animal birth help drive engagement by creating anticipation for the event.  Holiday activities are also highlighted in this marketing plan, as well as daily shows and attractions.  

My social media plan is mostly based on the published park calendar, and current events, attractions and rides.  Elements of this social media plan are hypothetical or fictional.

All images are samples and found through Google images.  I own no photographic content, and am reusing for educational purposes.  

Sunday, December 1:

Facebook:  TRUE or FALSE:  I come to Disney’s Animal Kingdom for the RIDES?

Include photo of Expedition Everest

Twitter:  What’s your favorite ride at Disney’s Animal Kingdom?  #AdventureIsOutThere!

Monday, December 2^:

Facebook:  It’s Monkey Monday!  Share your pictures of your favorite monkeys (or other attractions), or your group “monkeying around” Disney’s Animal Kingdom this past weekend.  Our favorite picture each week will be featured on our Facebook page.  Don’t forget to tag your posts #monkeymondays!

Include funny photo of Black and White Colobus Monkey

Twitter:  #MonkeyMondays!  Share your pictures of you monkeying around AK this weekend!  Tag your post #monkeymondays!

Include funny photo of Black and White Colobus Monkey

Tuesday, December 3:

Facebook: Did you miss the Festival of The Lion King this morning?  Hakuna Matata (it mean’s no worries)!  There is a later show at 4pm today!

Include photo of the Festival of the Lion King

Twitter:  Hakuna Matata!  It’s means no worries, for the rest of our dayssss #TheLionKing #HakunaMatata #WiseWords

Include photo of the Festival of the Lion King

Wednesday, December 4:

Facebook: Wildlife Wednesdays:  Kudus are considered the most attractive in the antelope family.  See our handsome herd up close on the Kilimanjaro Safari.  #WildlifeWednesdays 

Include photo of baby Kudu

Twitter: The first birth at Disney’s Animal Kingdom was a kudu, a large African antelope. #WildlifeWednesdays #cuteoverload

Include photo of baby Kudu

Thursday, December 5:

Facebook: Happy Birthday, Walt Disney!!

Include image of Walt Disney and Mickey Mouse

Twitter: Happy Birthday, Walt Disney!!

Include image of Walt Disney and Mickey Mouse

Friday, December 6:

Facebook:  Like this post if you LOVE Disney’s Animal Kingdom!  Aw, shucks, we LOVE you, too!

Include photo of AK staff

Twitter:  Retweet if you LOVE Disney’s Animal Kingdom!

Saturday, December 7:

Facebook:  #BabyWatch update!  Dotty, a reticulated giraffe, is expecting a new baby this month.  Check back for updates on her progress and our new arrival. 

Include picture of pregnant Dotty.

Twitter:  Someone’s gonna be a new mommy!  Our giraffe, Dotty, is expecting!  Follow our #BabyWatch for updates!

Include picture of pregnant Dotty.

Sunday, December 8:

Facebook:  #DisneyTrivia:  What is the name of the Great White Shark that Dory and Marlin encounter in their search for Nemo?

Include photo of Bruce

Twitter: "I am a nice shark, not a mindless eating machine. If I am to change this image, I must first change myself. Fish are friends, not food." #Bruce #FindingNemo #WiseWords

Include photo of Bruce

Monday, December 9:

Facebook:  It’s Monkey Monday!  Share your pictures of your favorite monkeys (or other attractions), or your group “monkeying around” Disney’s Animal Kingdom this past weekend.  Our favorite picture each week will be featured on our Facebook page.  Don’t forget to tag your posts #monkeymondays!

Include photo of last week’s “winner”

Twitter:  #MonkeyMondays!  Share your pictures of you monkeying around AK this weekend!  Tag your post #monkeymondays!

Include photo of last week’s “winner”

Tuesday, December 10:

Facebook:  The mouse, the myth, the legend!  Meet Mickey Mouse today between 12pm and 3pm at the Adventurer's Outpost.  Psst…  we heard he is bringing a date.  #PleaseBeMinnie

Include photo of Mickey and Minnie at outpost

Twitter:  Visit us at the Adventurer's Outpost and share stories of your greatest adventure!  What's yours? 

Wednesday, December 11:

Facebook:  What’s a Bufflehead, you say?  It’s a sea duck, getting it’s name from “buffalo” and “head” – because it’s is, well, big and round, like a buffalo’s.  Check out our resident Buffleheads in the Oasis at the front of the park.  #WildlifeWednesdays

Include photo of Bufflehead

Twitter:  What’s this Bufflehead thinking?  Maybe, “Why the heck am I called a Bufflehead?”  Visit this guy in the Oasis at the front of the park.  #WildlifeWednesdays

Include photo of Bufflehead

Thursday, December 12:

Facebook: To keep our 1,000 animals happy, it takes about four tons of food a day!  We’ll settle for a Mickey Mouse ice cream bar. 

Twitter: To keep our 1,000 animals happy, it takes about four tons of food a day!  We’ll settle for a Mickey Mouse ice cream bar. 

Friday, December 13

Facebook:  Meet Russell and Doug today between 12pm and 3pm at Camp Minnie-Mickey!  And remember:  Adventure is out there!

Include GIF of Ellie from Up saying “Adventure is out there!”

Twitter:

“A wilderness explorer is a friend to all, be a plant or fish or tiny mole!”  How are you a friend to nature?  #Up #Russell #AdventureIsOutThere

Saturday, December 14

Facebook:  #BabyWatch update!  Today Dotty had a check up with on of our staff veterinarians.  Everything is looking great, and Dotty is right on schedule for a holiday delivery.  We can’t wait!

Include behind the scenes photo of vet check up

Twitter:  Don’t forget to check in on Foursquare to unlock cool badges and exclusive behind the scenes park video!  Psst… there may or may not be a video featuring baby animals (!!!!)  #babyanimals #cuteoverload

Sunday, December 15

Facebook:

Pumba- "I ate like a pig."

Timon- "Pumba you are a pig."

Pumba- "Oh." 

No judgement here!  Join us at Tusker House, our colorful Harambe marketplace eatery.  You’ll find a family-focused buffet brimming with African flavors

Include photo of Tusker House

Twitter:  What's your favorite food at Disney's Animal Kingdom?  

Monday, December 16

Facebook:  It’s Monkey Monday!  Share your pictures of your favorite monkeys (or other attractions), or your group “monkeying around” Disney’s Animal Kingdom this past weekend.  Our favorite picture each week will be featured on our Facebook page.  Don’t forget to tag your posts #monkeymondays!

Include photo of last week’s “winner”

Twitter:  #MonkeyMondays!  Share your pictures of you monkeying around AK this weekend!  Tag your post #monkeymondays!

Include photo of last week’s “winner”

Tuesday, December 17

Facebook:   What’s your favorite part of the Jingle Jungle Parade?  The music?  The safari style?  Share your pictures with us here!

Include photo from parade

Twitter:  What’s your favorite part of the Jingle Jungle Parade?  The music?  The safari style?  Share your pictures with us here or on Facebook!

Include photo from parade

Wednesday, December 18

Facebook:  Wildlife Wednesday:  Did you know that female Golden Lion Tamarins usually give birth to twins? All the members of her group will help her to take care of the babies, but the dad helps the most.  #SuperDad

Include photo of Tamarins with "dad"

Twitter: Did you know that male Golden Lion Tamarins are the biggest help to new Tamarin moms?  See our resident Mr. Moms at Rafiki’s Planet Watch.  #WildLifeWednesday #SuperDad

Include photo of Tamarins with "dad"

Thursday, December 19

Facebook: #Babywatch update!  Welcome to the world, baby giraffe!  What should we name this little guy?  Cast your vote by commenting below.  The winning name with win 2 tickets to Disney’s Animal Kingdom!  A winner will be chose on Friday, December 27^th.

Include image of baby giraffe

Twitter: #BabyWatch update!  A new male giraffe has joined our family!  Vote for his name on Facebook for a chance to win park tickets!

Include image of baby giraffe

Friday, December 20

Facebook: #DisneyTrivia:  What address are Dory and Marlin headed to in Finding Nemo?

Include photo of Finding Nemo: The Musical

Twitter: “Just keep swimming.”  #Dory #FindingNemo #WiseWords

Include photo of Finding Nemo: The Musical 

Saturday, December 21

Facebook:  Looking for last minute holiday gifts?  Don't forget about an annual pass to Disney's Animal Kingdom - with a special discount for Florida Residents! https://disneyworld.disney.go.com/passes/

Include image of family at AK

Twitter:  Retweet if you want a Disney's Animal Kingdom Annual Pass this holiday season! https://disneyworld.disney.go.com/passes/

Sunday, December 22

Facebook: It's Tough to be a Bug!  Find out about the secret lives of our resident bugs at this fun 4D interactive movie!

Include photo of Bug experience

Twitter:  A Bug's Life is not always easy!  Find out why It's Tough to be a Bug at our 4D movie experience!  
Include photo of Bug experience

Monday, December 23

Facebook:  It’s Monkey Monday!  Share your pictures of your favorite monkeys (or other attractions), or your group “monkeying around” Disney’s Animal Kingdom this past weekend.  Our favorite picture each week will be featured on our Facebook page.  Don’t forget to tag your posts #monkeymondays!

Include photo of last week’s “winner”

Twitter:  #MonkeyMondays!  Share your pictures of you monkeying around AK this weekend!  Tag your post #monkeymondays!

Include photo of last week’s “winner”

Tuesday, December  24

Facebook:  ‘Twas the night before Christmas, and all through the park, all the animals were sleeping, and it’s not even dark!  Disney’s Animal Kingdom will close at 5PM.

Include image of sleeping animals

Twitter: ‘Twas the night before Christmas, and all through the park, all the animals were sleeping, and it’s not even dark!  Disney’s Animal Kingdom will close at 5PM.

Include image of sleeping animals.

Wednesday, December 25

Facebook:  Wishing everyone a very Merry Christmas! 

Include photo of central park Christmas tree

Twitter: Wishing everyone a very Merry Christmas! 

Include photo of central park Christmas tree

Thursday, December 26

Facebook:  Since 1995, the Disney Wildlife Conservation Fund has devoted more than $6 million to conservation efforts around the world and has supported more than 230 projects. For more information on the Disney Wildlife Conservation Fund visit:  http://bit.ly/17pGqye

Include logo for DWCF

Twitter:  Disney cares about keep animals from endangerment, and so should you!  For more information on the Disney Wildlife Conservation Fund visit: http://bit.ly/17pGqye

Include logo for DWCF

Friday, December 27

Facebook: #BabyWatch Update!  Congrats to Sarah Smith for suggesting our new giraffe’s name:  Etana, a Kenyan name meaning strong.  Etana joined his mom and new friends on the Kilimanjara Safari plains this afternoon after a farewell from his friends in the nursery. 

Include pic of Etana on plains with mom.

Twitter:  #BabyWatch Update!  Congrats to Sarah Smith for naming new giraffe, Etana, a Kenyan name meaning strong.  Etana joined his mom on the Kilimanjara Safari plains this afternoon.

Include pic of Etana on plains with mom.

Saturday, December 28

Facebook:  Sue the dinosaur, on display in Dinoland, is a replica of the most complete T-Rex ever found, which was 65 million years old.

Twitter:  Our resident T-Rex, Sue the dinosaur is an exact replica of 65 million year old fossil!  #DinoFacts

Sunday, December 29

Facebook:  Who is your favorite character from The Lion King? #CircleofLife

Include photo of characters

Twitter:  Tweet us the lyrics to your favorite song from The Lion King #HakunaMatata #CircleofLife

Monday, December 30

Facebook:  It’s Monkey Monday!  Share your pictures of your favorite monkeys (or other attractions), or your group “monkeying around” Disney’s Animal Kingdom this past weekend.  Our favorite picture each week will be featured on our Facebook page.  Don’t forget to tag your posts #monkeymondays!

Include photo of last week’s “winner”

Twitter:  #MonkeyMondays!  Share your pictures of you monkeying around AK this weekend!  Tag your post #monkeymondays!

Include photo of last week’s “winner”

Tuesday, December 31

Facebook:  Ending another great year, with another great sunset.  Happy New Year’s Eve!

Include photo of sun setting behind Tree of Life

Twitter:  Have a WILD New Year’s Eve! 

Include photo of Safari Encounter