MMC 5006: Final Project Horizon Behavioral Health

*This post is for educational purposes only*

Company Analysis

Horizon Behavioral Health is growing behavioral health clinic in coastal Georgia. The clinic opened five years ago, has been growing ever since, and has even had to open a second location and now serves communities in Savannah, Fort Stewart, Hunter Army Airfield and the surrounding areas. They specialize in the treatment of adolescents and adults for ADD and ADHD as well as Autism Spectrum Disorder, depression, PTSD, anxiety, couples counseling, and much more.  There are currently eight providers, and the company accepts many insurance plans and is a go to referral for the local military population. Exciting things are in store for the clinic, as they are getting ready to launch a campaign to  roll out a revolutionary new treatment for treating depression without drugs.

What is this therapy you ask?

The NeuroStar TMS Therapy treatment is similar to magnetic resonance imaging (MRI). The treatment uses precisely places targeted magnetic pulses to stimulate areas of the brain that are underactive in patients with severe depression. The treatment is non-invasive and conducted at Horizon Behavioral Health.

 

Strengths:

Horizon Behavioral Health is located conveniently right outside the largest army installation east of the Mississippi river. Because of this, there is a constant influx of new patients between the active duty members and their dependents as well as referrals from the local surrounding areas. The clinic offers treatment for a wide variety of illnesses to include ADHD, depression, anxiety, PTSD, and other psychiatric disorders, which unfortunately seem to affect not only the general public,  but seem more prevalent in military communities.

 

Opportunity

The opportunities for this clinic are endless. New technology is launching all the time and Horizon Behavioral Health prides themselves on being on the cutting edge of technology with use of things like the Quotient ADHD Machine for assistance in the diagnosis of ADHD and the launch of the NeuroStar TMS therapy system for drug free treatment of depression. With only 700 providers across America using the NeuroStar TMS therapy system, Horizon Behavioral Health has an opportunity to make a name for themselves and edge out the market before anyone in the area, allowing them to increase their patient enrollment and become the premier behavioral health clinic that they are striving to be.

 

Closing Remarks

Now that we have an IMC in place, we want make sure we can measure the success of it. We can use built in analytics to measure Facebook success and reach but we need something more to measure Twitter, our blog, Pinterest and the website. Google analytics can tell an organization who their audience is, where their traffic is coming from, what the content people are looking at is, how long people are staying on specific content pages. Horizon can use this information to gauge what and how they post in the future across all the channels.

Horizon Behavior Health has a good start on their social media presence but they also have some room for improvement. They could use a social media management app to assist with managing the multiple channels and that would assist them in keeping up with the various channels. With the launch of the TMS NeuroStar system and the rebranding around the TMS NeuroStar system now is a great time to roll out a new IMC and really take the practice to the next level. Horizon Behavioral Health has the new innovative technology and now it is time to share that with the world. It is exciting to think that people who have been struggling for so long can with anxiety and depression will now have access to an innovative treatment that can pull them out of the darkness.

Creating an IMC and maintaining is a ton of work. I am glad that I had the opportunity to take this class and know just what it takes to kick off a successful IMC campaign.

In Your Words 12: XYZ Analytics

I honestly did not think after week three I would have made it this far. Two classes in 12 weeks and I am finally in the final week of my first semester of graduate school. It has been quite the experience and I must say that I knew it would be time consuming but I never could have anticipated just how much time it would take or how much I was learning.

This week we discussed analytics. For this assignment I will be looking at analytics for an assigned small business and seeing how I would use them to decide the next move for the company.

Background: XYZ Company is a heating and cooling company (HVAC) and in Western Massachusetts. They provide installations, maintenance and repair. In addition to this Facebook page, XYZ Company has a website,Twitter account, Yelp page and Google+ page. This is a recently launched small business so all of these channels are being fine-tuned as this is pretty much a husband/wife team. Facebook is one of the primary ways they are advertising in addition to sending direct mail to a 30 mile radius. They do not have an email database yet.

Overview:

Facebook analytics give us tons of information about how our Facebook page is performing and provides some insight on what XYZ can do to improve their fan base and their reach. The data used for this assignment is analyzed from XYZ’s Facebook page from the time period of Jan 1,2016- March 20, 2016. We can see from this data that XYZ has 549 likes and that number, for the most part has been rising steadily.  From January when we started measuring until now the provided analytics show that the company has gained 49 likes.You can see from the chart there is a mixture of organic and paid likes.

Likes

When we look at the post reach we can see that most of the reach goes to paid ads. From that consensus I see that people aren’t seeing my posts unless I pay for them to reach them so as the page manager I would want to do more investigation as to why that is.

Reach

When I look at the comments, reactions and shares graph I can see that there were two periods of peak reaction times , a slight rise at the end of January and we see big reactions on the first of March so with the charts I was provided I go back and see that on the first of march there was a post that reached 12.5 thousand people and had a post click engagement rate of two thousand clicks. The post appears to be an advertisement of a month long special that XYZ is running.

Comments and reactions

 

Key Findings:

Some key findings based on all the data that I was provided was that, first of all, the page is viewed primary on mobile devices. This is good information to know because you can design things like mobile coupons or even look into proximity marketing. Also, when looking at the various posts and seeing their reach.

You also have the ability to see the target audience which appears to be 35-44 but 45-64 are not far behind. Only one percent of their likes come from 18-24 and none of their likes are from people younger than 18. This is most likely because of the nature of the company, I do not know many 18 year olds that are in the business of needing HVAC.

Improvements:

As far as the page goes it seems, its seems like its growing, just slowly.In order to raise engagement we learned in class that we have to have content. XYZ could benefit from making scheduled posts and posting once or twice a day consistently. We saw in the provided graphs that pictures received the most engagement.

Other Channels

Using channels like YouTube and Instagram and creating the same message across those channels will help drive users to the various channels. YouTube could be used to host a homemade commercial or videos making people aware of all things HVAC and what to look out for and how to take the best care of your HVAC device.

IMC Efforts

Since we saw on March 1st with the announcement of March Madness Special that it was an engagement high, clearly people like deals. XYZ could offer a different special each month just for Facebook fans or something like a “like and share” contest could not only help reach and get people involved, but could help XYZ get more likes. XYZ could benefit from email blast newsletters. The email newsletters can feature their channel buttons as just another way to tie everything together. Their Facebook page can feature a newsletter sign up button right on the page and offer something like 10% off of a service just for signing up. Direct mail is one more way to get their name out into the local area. These work great for small businesses. The flyer can give lots of information about the company while having the “like us on Facebook”  for all the latest updates.

Analytics are a great way to keep an eye on how your brand and is performing when it comes to social media.You can see what your doing, get an idea of who your target audience is, and even keep an eye on your competitors. Knowing what people like and what they don’t like and who your reaching can really help take any business to the next level

 

 

 

In Your Words 11: Reputation Management

This week we discussed reputation management.  Below I have crafted two sample responses to customer reviews on Trip Advisor from two different hotels.  These posts are strictly for educational purposes. The fist review is a praise review about the Hyatt Regency in Orlando, Florida.

In the case of a good review I would like to be short and sweet and let them know I saw it, I appreciate their business and the fact that they are taking the time to review. I do want to address any concerns that they made but I would like to keep it short and sweet.

 

Sample

 

Response: Travelwith3kiddos,

We would like to thank you for taking the time to review the Hyatt Regency. We are delighted that you enjoyed your stay so much the first time that you choose us again.  Our apologies that you were unable to get the room that you wanted. Next time you are in town, check out our 415 Sq ft view room with stunning views of Orlando. We pride ourselves on our three unique swimming pools so we are glad to hear you enjoyed them. Our spa is truly amazing, my recommendation is the 80 minute deep tissue massage. You will leave feeling truly refreshed. I do see that you mentioned a few concerns and I would be happy to discuss them further if you want to email me directly kassi@hyattmail.com. Thank you for choosing Hyatt Regency and we look forward to being your choice for your next Orlando visit.

Kassi Ogles, Social Media Manager

Hyatt Regency, Orlando

The next review is a rant from a customer who had a very unpleasant stay at the Hilton Fort Lauderdale. In this situation I want to diffuse it with out going in to too much detail and try to do damage control in a private arena while letting other customers know that we value opinions and we want to make it right when something is not how it should be .

BAD Review

LUV2TRAVELWITHHUBBY,

I would like to take the time to offer my deepest apologies about your stay. The Hilton Fort Lauderdale prides itself on providing excellent service and cleanliness. I have forwarded your review to hotel management. Maintenance has been alerted about the pool and I am personally looking into your review of the parking area. No one likes burnt fingers.

This is not the hotel experience we want you to remember us by and I would love to talk to you about how Hilton Fort Lauderdale could make it up to you. We understand that when you choose the Hilton brand you expect a certain standard of quality and I would really like to show you that the Hilton Fort Lauderdale can live up to those expectations. Please email me kassi@hiltonmail.com so we can discuss this in further detail.

 

Thank You,

Kassi Ogles, Social Media Manager

Hilton Fort Lauderdale

 

MMC 5006 -In Your Words 10

This post is for educational purposes only.

This week I was charged with the task of monitoring a live trade show in order to get a feel for how they used various social media channels and other various forms of IMC.

WpPI Vegas

The WPPI (Wedding & Portrait  Photographers International) Expo took place in Las Vegas this past week and was hosted at MGM Hotel & Casino.

The expo had a pretty vast social media presence. Coverage could be found on FacebookTwitterwebsiteblog as well as Instagram and Snapchat.

Facebook and Twitter were highly utilized and the blog was also frequently updated with content. The interesting thing about all these channels is that although there was a ton of content posted, people didn’t appear to have an interest in much that was posted. There were some “likes” and “retweets” here and there but there were not many posts that had an overwhelming response.  Facebook by far has the most followers and this was the most popular post:

Facebook

They were tons of posts leading up to the show about the different packages to the expo that you could buy, different packages allow you to have access to different parts of the expo. The main social media hubs and the blog is where keynote speakers were announced, discount tickets, and fun little tips on how to navigate the WPPI.

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During the event Facebook, Twitter and the blog were constantly updated but part of me feels like it was almost too much content for all the channels. During an awards show the Facebook and Twitter were updated about every 3-5 minutes and that seemed a little excessive,  on the Twitter platform it is more widely accepted but I see that they were just trying to showcase the winners. During the event social media channels were used to tell where and when various classes were and where and when keynote speakers were speaking .

Keynote.JPG

 

After Party.JPG

Unfortunately, there are no posts to be found after the 10th on any platform. Unless I missed it, there was not even a “Great expo, can’t wait to do it next year” type post. After the bombardment of the awards ceremony posts its like the expo went quiet. Some one even asked on Facebook if they could go some place to write a review on the event and there was no reply. As a social media manager I would want to stay in tune with my audience even after the event was over in order to rope anyone who was on the fence about this year, to come next year. Stopping all social media engagement activities the second the expo is over isn’t going to get those people who were just watching this year.

The content remained pretty consistent across the channels as far as the brand goes. Same color scheme, same language, most of the same posts.  There was lots of posting about Vegas, after parties, classes etc. It was all WPPI promotion all the time.

Snapchat was used in a really creative way. This was a way that booths could be advertised and I always think its fun when people are engaging. I really loved the “next person to get here and give us a high five gets this”. What a great way to  get people over to your booth.

The hashtag that was the most prevalent during the expo was #wppi2016. That hashtag can be seen all over Facebook and Twitter. The Twitter account retweeted many of the tweets that @ tagged the account or used hashtags. There were tons of booths highlighted through out the week. Some of them were referenced on Snapchat and as you can see below, Twitter did a good job of representing.

Booths

Booth1

Beer Content.JPG

As you can see there were tons of booths showcases, tons of activities, and content for days especially between Facebook, Twitter and the Blog.

Sign Up

You can sign up for a expo news letter through the website and Facebook page. The news letter is just another example of their IMC. The event also used Periscope to stream live events. Between, Newsletters, Blogs, Email Blasts and a heavy presence on social media channels like Twitter, Facebook, and Snapchat I would say that the WPPI had their IMC covered.

There were a few things that stood out to me. While they posted a ton, I though that the posts were kind of boring. There was no audience engagement on most of the posts and if I am being really honest, at times it felt a little”spammy”. Instead of posting a status or tweet for every winner at an awards ceremony  Facebook Live or Periscope the event. Or tweet recaps every few winners or post a link to the list of winners for the whole evening. I would also have asked more questions to engage the audience a little more and get some feedback as to how the event is going.  The event seemed really well put together and I think my favorite bit of content was on the blog. I found the articles really interesting and I enjoyed reading some of the posts. I did think that as much as they posted, they would have been more active on Instagram with pictures being that it is a photography expo  but the picture that I saw were amazing.

Epcot Social Media Calendar

Epcot Calendar

This is a hypothetical social media calendar for Disney’s Epcot. This blog post is for academic purposes only.

Below is an example of a social media calendar that can be used to drive ticket sales to Epcot and showcase some of the amazing things the park has to offer!

April 1 – April Fools Day

Facebook: Epcot Visitors! Are you in the park on this beautiful first day of April? Check out this Special Edition April Fools Pin from on of the many gift shops around the park.

April Fools Pin

Instagram: Happy April Fool Day! Check out this pin available at gift shops all over the park! #epcot #waltdisneyworld #aprilfoolsday

Pin2

 

April 2-

Facebook :Its a beautiful day in the park today, so how about a drive? Visit Test Track present by Chevrolet to design your own vehicle and then go for an exciting spin on the test track!

Test Track.JPG

Instagram: Do you have the #needforspeed? Come over and take a run on the #TestTrack to feel the wind in your hair!

test2

April 3-

Facebook:The International Flower and Garden Festival runs through 30 May!  Bring the kids by for the opportunity to take a picture with Topiary Mickey and locate the National Park closest to you!

Instagram: Come get your picture taken with the New in 2016 Topiary Mickey and learn about #nationalparks in your area!

Topiary Mickey

April 5-

Facebook: Are you feeling hungry after a long morning in the park? Head on over to the Pineapple Promenade for a Spicy Pineapple Hot Dog with Pineapple Chutney! Our mouths are watering just thinking about it! Don’t forget to get a stamp on your Garden Passport for that stop!

Pineapple gdog

Instagram: Craving a refreshing snack? Head over to the Pineapple Promenade for a Pineapple Soft Serve.  Don’t forget to bring your Garden Passport for a stamp! #pineapple #epcot #softserve

Pineaple soft serve

April 6-

Facebook- Who doesn’t love food, fun and flowers? Catch a glimpse of Donald, Daisy, Huey, Dewy, and Louie as they greet you at the entrance and  get you pumped for Fresh Epcot!

Epcot Entrance

Instagram: Come catch a glimpse of Daisy as you enter the park and she welcomes you to Epcot! #daisyduck #epcot #FreshEpcot

Fresh Epcoty

April 7–  World Health Day

Facebook: Today is World Health Day!  Just because your at a theme park doesn’t mean you cant enjoy a healthy lunch and fuel your body! Check out the Urban Farm Eats kiosk for a healthy watermelon salad!

Watermelon Salad

Instagram: Epcot is the place to be if your trying to make a healthy choice on an enjoyable day out! This watermelon salad from Urban Farm Eats looks healthy and refreshing!

Watermelon Salad

April 8-

Facebook: As the sun is setting, the Garden Rocks Concert Series is a fabulous place to check out some tunes with the family! Tonight, check out “The Guess Who” the classic hit “American Woman”

Twitter: Bring the Family by the American Garden Theater tonight at 645 for the Garden Rocks Concert Series. Headlining tonight? The Guess Who! #AmericanWoman #epcot #Disney

April 9-

Facebook: Calling all space lovers! Check out Future World for the journey of a life time. Take a trip around the mood as you experience authentic NASA-style training and experience a space launch on Mission: Space

Instagram:Calling all space lovers! Jet over to Mission : Space to fulfill your life long dream of being an astronaut!

Mission Space

April 10-National Siblings Day

Facebook: Happy National Siblings Day! Nothing is better than the company of family!  Post your sibling selfies from Epcot in the comments! We want to see them!

loads of siblings

Instagram: National Siblings Day! Snap a photo with your siblings in Epcot and #EpcotSiblings  We want to see all the fun your having with your built in best friend for life!

Siblings Day

April 11-

Facebook: Have you ever wanted to talk to a turtle? Swim on over to Future World for an intimate 15 minute q&a session with Crush from Finding Nemo! The next session is at 9:55 and they go all day until 8:40 tonight!

Turtle Talk

Instagram: Did you know you can actually talk to a turtle! Crush from Finding Nemo is waiting for you in Future World to answer all your questions!

Turtle Talk 2

April 12-

Facebook:Don’t forget your Flower and Garden Passport! Download it here! Get it stamped as you make your way through the park!

Twitter: Don’t forget your Flower and Garden Festival Passport! Get it stamped as you make your way through the park! #FreshEpcot

April 13-

Facebook: Join the Disney Princesses for Storybook Dining inside a castle! Head on over to the World Showcase to enjoy some American or  Norwegian Cuisine as the princesses shower your princess with gifts and surprises!

Onceupon a time

Instagram: Want a princess to read your princess a story while you enjoy some delicious food? Head on over to the World Showcase to give her a fairy tale she will remember

story

April 14-

Facebook:Meet Aladdin and Jasmine in Morocco! Fly on over there at 1:45 to get your picture taken!

Aladdin.JPG

Instagram: Fly over to Morocco to meet Aladdin and Jasmine at 1:45 today!

Aladdin

April 15-  Tax Day

Facebook: Nothing like fireworks to celebrate the end of tax season. Check out Epcot’s IllumiNations: Reflections of Earth at 9pm tonight. The display show showcases the past, present and future of Earth in an amazing fireworks extravaganza!

Fireworks

Twitter:  Tax season is OVER. Head over to Epcot for some fireworks and celebrate! #epcot #illumiNations

April 16-

Facebook: 3 Words: Jeweled Dragon Acrobats! Come to China and check them out at 5pm today! You wont believe your eyes!

acrobats

Instagram: You have to see these guys with your own eyes. Head over to China at 5pm for an unforgettable show by the Jeweled Dragon Acrobats

acrobats

April 17 – 

Facebook: Head over to Future World to check out Butterflies on the Go. Guests can enjoy butterflies flying all around them while learning the various stages of butterfly life cycles. Check it out!!

Butterflies on the Go.JPG

Twitter: Want to walk through over 1000 butterflies? Check out Butterflies on the Go today! #butterflies #FreshEpcot

April 18-

Facebook: Who says tacos are only for Tuesdays! Friday seems like a great day to head over to Mexico for some Tacos de Camaron. Tempura shrimp served with a hibiscus flower, caramelized onions and habanero sauce.  Rinse it down with an Elderflower Margarita!

Tacos

Instagram:  Taco Tuesday is a thing of the place! Spend this Friday afternoon in Mexico enjoying Tacos de Camaron! The picture says it all!

Tacos

April 19-

Facebook: French acrobats balancing on one hand on a tower of leaning stacked chairs? Jet over to France at 2:15 today to see it with your own eyes!

Twitter: You wont believe it unless you see it. Head over to France to catch French acrobats captivate audiences with daring acts of balance! #epcot2016 #FreshEpcot

April 20-

Facebook: Mulan is waiting to meet you! She will be in China at 12pm today!

Mulan

Instagram: Nothing comes between a girl and her dragon! Head over to China at 12pm today to meet and greet with these guys!

Mulan and Mushu

 

April 21

Facebook: Let your imagination run wild! Visit the ImageWorks ” What if” labs  and let your little ones imagination run wild!

image2

Instagram:  Have little ones in the park today? Why not try some sensory activities over at the ImageWorks “What If” lab?

Imageworks

April 22: Earth Day

Facebook – Celebrate the place we all call home and head to the Festival Gardens for special Earth Day activities.

Earth Day

Twitter:Epcot is the perfect place to celebrate #EarthDay2016. Head over to explore the world we need to work hard to save! #FreshEpcot #Epcot2016

April 23 –

Facebook: What is your favorite part about the International Flower and Garden Festival?

Twitter: What is your favorite part about the International Flower and Garden Festival? #FreshEpcot #Epcot2016

April 24

Facebook: Grab your autograph book and head on over to Germany to meet Snow White at 3:30 this afternoon!Snowwhite

Instagram: Grab your autograph book and head over to Germany at 3:30 to meet Snow White!

Snow

April 25-

Facebook: Did you know that if your purchase the Memory Maker that you will be able to have ALL the photos taken by Photo Pass Photographers as well as candid and ride photos to keep forever. Memory Maker is $169 and you can even get one for your whole group and everyone can have all the pictures. Get it here early and save $20!

Twitter -:Get the Memory Maker for your trip to Epcot and enjoy the memories forever. Click this link and get it early! #MemoryMaker #Epcot2016 #FreshEpcot

April 26-  

Facebook: Do you love Frozen? Come explore some of the artifacts and items that served as the inspiration for Frozen at Stave Church Gallery !

Instagram:Do you love Frozen? Head over to Norway and check out the Stave Church Gallery.

Stave

 

April 27- Administrative Professionals Day

Facebook: Central Florida Employers! Your administrative professionals work hard for you year round. Thank them by sending them to Epcot for a day of fun in the sun. The 2016 Epcot International Flower and Garden Festival is still going on so they are sure to have an amazing day!

Administrtive

Instagram: Central Florida Employers! Your administrative professionals work hard for you year round. Thank them by sending them to Epcot for a day of fun in the sun. The 2016 Epcot International Flower and Garden Festival is still going on so they are sure to have an amazing day!

Beauty.JPG

April 28

Facebook: Take a ride through the various greenhouses of The Land Pavillion and check out exciting things like Mickey Mouse shaped pumpkins and giant lemons.

Pumpkin

Twitter:Ever wonder how they grow chocolate? Check out Living with the Land and see the future of food production. #Epcot2016 #FreshEpcot

April 29

Facebook: Today is the first day of Florida Fresh Weekend! Come and discover all things Florida and meet some of our farm fresh Florida producers!

Florida.JPG

Twitter:Who doesn’t love fresh squeezed OJ? Check out the Florida Fresh Weekend and I bet you can find some! #FreshEpcot #Epcot16

April 30

Facebook: April Showers bring May Flowers. Get out of the rain and check out Sea Base. Discover the 5.7 Million Gallon Aquarium and catch a Fish Feeding at 10:00am or 3:30pm!

Seabase

Instagram: April Showers Bring May Flowers! Come in from the rain and enjoy Epcot’s 5.7 million gallon aquarium. You never know who you will run into.

aquarium.JPG

 

 

 

 

BakeSpace: In Your Words 8

The community where people come for the food and stay for the conversation. BakeSpace was launched in 2006 as the internet’s first food social network and recipe swap. This is an amazing tool for not only people in the food industry but for bakers everywhere. There is something for everyone from pastry chefs to beginner bakers. BakeSpace might sound like its just for bakers but the site is host to all kinds of content from cake to cookies to BBQ, to dinners, to appetizers.

The target audience for the channel is very broad. If I had to narrow it down I would say the main audience is females age 30-40. These are the woman who are married with families that do the bulk of the cooking for their husbands and children.

BakeSpace.jpg

BakeSpace is a social media channel that allows you to find, post and swap recipes with people all over the internet. Something really exciting about this platform is that it allows users to have the opportunity to create, publish and sell their very own cookbook.

BakeSpace.JPG

 

Users can also seek out “kitchen mentors”. Mentors are separated into categories based on what they excel in cooking. As you can see below there is a wide variety of cooking styles and tons of “mentors” to choose from. Mentors can provide tips, tricks, and personalized attention to users seeing assistance in the areas where they may not be as skilled.

Mentors.JPG

As I spent about two hours browsing this platform last night, I started to get really excited about it. I like to look at different recipes and I enjoy eating…now cooking, not so much but I found quite a few recipes that I got excited about. I think people tend to get in a recipe rut and cook the same things over and over again so this channel and the endless options for assistance and opinions that go with it is really great. While I think the channel is very interesting, USA Today even said “The closest thing to a Facebook-like food site is BakeSpace” but I don’t think that it can compete with channels like all recipes or I know Pinterest isn’t an industry specific channel but that is the “go-to” for many people when it comes to recipes.

The baking/cooking industry has already started to incorporate proximity marketing to engage with their customer. This article from Mobile Marketing discusses how  “users of the CheckPoints app, which provides rewards for shopping-related activities, will receive push notifications when they are in-store encouraging them to swipe for an easy dinner solution and drive them to the location of Hidden Valley and Soy Vay products in the store. Users are also delivered an interstitial encouraging them to look up recipes” .

BakeSpace could also get in on proximity marketing by allowing stores and baking brands to essentially check in as people do on Facebook when they are at certain grocery stores, specialty food stores or baking stores in turn for receiving a coupon or some incentive to keep checking in or mentioning the brand since every one there is obviously into cooking.

Because everyone eats, there is so many ways this channel can work along side other channels. The BakeSpace channel has a presence on the major channels like Facebook, Twitter and Pinterest. They also have buttons to share recipes to those same platforms. Users can share recipes and post pictures of their creations and reference the channel with either a @BakeSpace or #BakeSpace creation.

BakeSpace is definitely a cool place to hang out if you love to cook, bake or even if you need ideas. You can browse recipes, ask for advice or even create and sell your own cookbook. Its all food all time which is something you cant get with many other platforms with out all the other”stuff”. Check it out!

Vine Midterm

Let’s take a few moments to discuss Vine. Before this assignment I can honestly say I had never even watched a Vine. I did quite a bit of research on the social media channel that is taking video marketing to a whole new level. According to this study in the Telegraph  humans have an attention span shorter than that of a goldfish (thank you smartphones). Is this something you can relate to? Vine is the channel for you!

Gold Fish.JPG

Background

Vine is a video sharing social media channel.  “Oh, just like YouTube” you ask? No! Vine videos are a mere six seconds long that play on a looping cycle. It was developed by Dom Hofman, Rus Yusupov, and Colin Kroll back in June 2012.  Something very interesting, we read in this article that Vine was acquired by Twitter before it even launched.

That was pretty ambitions on Twitters end of things but it seems to have worked out for them. Vine was released in January 2013 as a free app for the iOS only and became the most downloaded free app in the App store just four months of the launch. The Android app was next that June, followed by an App for the Windows phone in November 2013. In 2014 Vine expanded again by launching both a web version and an Xbox One version of the app allowing videos to be looped online and watched on Xbox.

In January 2015 Vine Kids was launched. According to Vine’s blog, Vine Kids is meant to be a “simple fun app that gives children a fun way to watch Vines”

Fun Fact: The Vine logo upside down is actually a “6”. Pretty cleaver given the whole 6 second video aspect of the channel.

Vine upside down.JPG

Features

The whole idea of Vine is to allow users to record video clips no more than six seconds long through the in app camera. The video sharing app features a news feed comparable to most other social media websites that is a view of the Vines that have been created or shared by the people you follow. You may also see Vines that are “editors picks”. To start playing a Vine simply tap it. An interesting feature of the channel is that the sound settings default to silent. Upon my first exploration of the channel I was wildly confused as to why the sound wasn’t working. The videos play on a continuous loop and you can see the loop count of the video in the bottom corner of the video.

The channel also features an activity tab where you can see your various interactions, information about new followers and any activity on your Vines.  There is also an “explore” tab where you can go to explore the channel. You will see things displayed like up and coming vloggers or most popular Vines at the time or Vines by category.

Explore tab

According to this article that just came out last week Vine has just released some new and exciting features. The features, released in February 2016 include the ability to watch Vines from a specific account in any order whether it be newest, oldest or most popular. On the Android app users now have the ability to edit their captions after the Vine has been posted for a short period of time yet. This is not a feature available on the iOS but Vine stated in their blog that the update is coming soon.

Target Audience

According to Expanded Ramblings , 71% of Vine users are millennials. Companies that are trying to use Vine as a marketing tool should keep this in mind. This means that if your promoting something like ensure or mortgage refinancing or anything that is not millennial related Vine might not be the appropriate channel. Brands like Toyota, Forever21, Puma, Gap and Sephora are killing it on Vine.

User Numbers

As of August 2015 Vine had over 100 Million active monthly users. There are over 1.5 BILLION Vine loops daily. This is a marketers dream! Vine has grown 636% since the 3rd quarter of 2013 with no signs of stopping despite competition from Instagram. While many people may think Vine and Instagram are a lot alike, there are quite a few differences.

How Does It Work

Anyone can create and post a Vine to the app.  Brands can use Vine in a variety of ways, a six second video is enough time to give followers a sneak peak of something exciting that is happening with the company or a sneak peak of an anticipated product release.  Check out the sneak peek of the Gaps spring collection from 2013 before it was released to stores.

Brands can also use Vine as a demonstration method. Check out this Vine by Sephora.

 

Some brands use comedy to get their brand out there via Vine and you might not even know you’re seeing a Vine that a company paid for.

This woman is a Vine sensation. She uses brand content to make money, she already had a following on Vine and companies have sought her out to create Vines that target the audience she already had. When I saw the Vine the first time, I had no idea what she was promoting. Did you?  Toyota is just one of the many brands that uses the target marketing strategy to keep their product on peoples minds using Vine with out the in your face push marketing strategy that your average commercial is.  Here is another example of a sponsored ad, this time for Pandora Radio.

Brands can sponsor their Vine videos to gain more exposure and collect more views and Rank Zoo is one of the first analytic apps to allow users to see how many loops, shares, comments and re-vines overall, as well as analytics for each post. For someone who is trying to gain a following and see what they need to work on it is perfect!

rankzoo.JPGThis person has only posted one vine but you can get a feel for what Rank Zoo analytics would look like.

Integration With Other Channels and Mobile Information

Vine is easily integrated with Twitter, Facebook, Pinterest and email. As you can see, you can easily place Vine videos in blogs as well. Vine was originally created as solely  a mobile app but soon expanded to Xbox One and the web. When the Xbox App was released it was the first viewing experience designed solely for TV viewing so it was an exciting thing for Vine.

Xbox.JPG

Brands/Companies/Celebrities 

Tons of brands, companies, and celebs have gotten on the the Vine train.

Target posts regular Vines, and all the ones that I have seen are really engaging.

Volkswagen got in on some of that #SharkWeek action by posting this gem.

 

Those are just two of the many companies that are making Vine work for them. We talked earlier about Toyota and Sephora doing the same thing. In the big scheme of things a six second video seems like nothing but as you can see in the few Vines that have been shared, brands are getting creative.  Brands aren’t the only ones using Vine. Vine is host to a slew of celebrities like SnoopDog, Megan McCarthy, Nev Schulman and Kate Upton just to name a few! You can see that those three celebrities all have some sort of promotional thing going on if you look at the tags. Vine seems to really have something for everyone and being that it is free, why would marketing professionals be using it as much as possible.

 

 

Although Vine is still a  young in the world of apps it is growing and becoming a household name. It is constantly updating features to give the users what they want and create a better experience for everyone. Given the nature of the of the 6 second video sharing app, it is a marketers dream for product placement and keeping the attention of millennials in this day of goldfish sized attention spans.

 

For more information check out the link to my Prezi on Vine!

Links and Sources:

http://mashable.com/2013/12/11/vine-beginners-guide/#pZZa2X0mqEqm

http://mashable.com/2013/09/06/vine-brands/#jqq8txMuququ

http://www.cnbc.com/id/100807818

“Vine’s New Kids App Is Friendly For Younger Audiences”.

http://www.ubergizmo.com/2014/07/vine-update-brings-loop-counts/

In Your Words 7: Social Media Brand IMC

When it comes to social media, if brands are not spread across many channels, they are doing it wrong!

There are way too many brands that do not have a wide spread social media presence when it comes to their brand, but then, there are brands like American Eagle Outfitters, Urban Decay and Carnival Cruise Lines are doing it right with a widespread social media presence.

When I think of a brand that has an amazing IMC approach, my mind goes to American Eagle Outfitters (AEO). I cant log into a single social media platform with out seeing a post that is AEO related. AEO has a presence on YouTubeTwittertumblrFacebookInstagramPinterest, and Google+ just to name a few.

AE Buttons

The AEO Facebook page is by far the most popular of the channels with over 11 million “likes” for that page. Their page is filled with content from “shop now” buttons to closest locations, to drives to other channels.Facebook home

 

As you can see the most recent post is a drive to Instagram . They also have an Instagram app button on the channel. I think it would be better if they had more links to their other apps since they are so well rounded but it appears their Facebook and Instagram go hand in hand, which I suppose makes sense since they are owned by the same people.

Dive from FB to Insta

AEO does an amazing job keeping their content up to date. They make mention across their channels with different styles for each holiday. Look at these socks for Presidents Day and the Valentines Day outfit too.

Holidays

Across every channel, the content is basically the same so no matter what channel you follow your getting the same content.  AEO posts on almost all the channels every few hours which may seem like a bit much, but they are a subtle reminder that the brand is out there.  As you can see its a lot of the same pictures and even the YouTube video features the same models.

 

It does seem as if their Google+ page is getting phased out as it gets not near the attention that the other channels get, but with only 8,000 ish followers I can see why the brand chooses to focus on the other high traffic channels. Google +.JPG

The brand uses the same hashtag across all  the channel, #AEOSTYLE. I am really a fan of the streamed line look they have and I love that. When you google #AEOSTYLE you get all the results from all the channels so you can see roughly the same content in whatever channel you heart desires.

 

 

Urban Decay Title.JPG

 

Another Brand that has their IMC strategy oh so right is Urban Decay. I know I talk about Urban Decay but I am seriously just so obsessed with not only their makeup but how they market. The way that their website is a blog, a point of sale, tutorial center, and of course has all the buttons to drive you to their various social media channel and the social media channels all have buttons to their social media channels and link back to the website You name it, UD has a space on that channel and I think that is part of what makes them so great!

Although UD has a decent following on most of their channels, Instagram seems to be their channel of choice with 4.5 Million followers. The brand his highly engaging and even gives a disclaimer on their page saying if you tag them, the are apt to share your picture on their page. The content on Instagram is updated a couple times a day with makeup looks, pictures of the product and even videos to include tutorials and Dub Smash videos.

The content is woven quite nicely between all the channels with slight differences. The brand also has a nice following on Tumblr. Again, we see on Tumblr the links to all the other channels right at the top of the main page as well as a shop button.

tumblr ud.JPG

The content is updated daily on all the channels and sometimes every few hours. Its not always the “in your face” “buy our product now” type of stuff but rather content that is interesting and informative and exciting to look at it. Read Here about how Urban Decay is #winning at social media IMC.

Gwen Stefani has recently launched an UD exclusive line and UD has used YouTube to help get the word out. The channel offers not only amazing makeup tutorials but has an exclusive interview with Gwen about the collaboration.

Hashtags are a big deal for Urban Decay. Across all the channels the same few hashtags can be found. #UrbanDecay #UDxGwen #UDcultfavorite and all those hashtags are spread across all the channels so even typing that into google will yield over 250,000 results

 

Well now that I am dressed and I have my makeup on…I must go show off and what better way to do so than take a vacation!

Carnival Title

When you visit the Carnival website you see a simple yet colorful set up. You can use the website to book, plan or browse vacation destinations and packages. If you scroll to the bottom of the page you will see the various social media buttons. Carnival appears on many channels to include YouTube where they showcase various videos from ship tours to vlogs from cruisers to fun videos like how to cruise.

Facebook is where we see the most activity with about 3.5 million followers. Carnival does not post as often as some of the other brands I have looked at a most every other day withe the occasional every day post. Their content is update on their Facebook page I just feel that they could up their presence on a channel with so many users in order to keep the audience engaged.

We see an IMC approach through out the channels because its much of the same content woven through with slight differences.

When we look at their Instagram page we see some amazing content that is very integrated with everything else we have seen from carnival. The problem…there isn’t very many users. While the content is up to date they need to be more engaging to get even close to the same level of audience engagement that is on their Facebook page.

When you look on their Twitter you see the same thing. No followers when compared to Facebook and posts that just are not that engaging. I see Carnival Cruise Lines as a brand with limitless potential when it comes to social media because of visual and captivating their brand can potentially be.  While the brand is consistent across their channels with imagery and messaging, they just are not getting the message out like the should be.  The don’t appear to have a lot going on by way of hashtags but again, I think that is something they should be trying for. This article in adweek talks about how cruise ship lines are trying to market to the millennials and if they want to do that they should make use of hashtags and more visually stimulating social media posts.

Carnival Twitter

I will give it to them, their Pinterest makes me want to travel the world. Just look at all the amazing destinations.

Carnival Pintrest

But again, with the followers…It does them no good to have those amazing pictures if no one is seeing them.  Carnival does showcase great use of IMC over social media and even email so all that is really lacking is social media engagement and audience but I think with just a little bit of strategy, they can get there.

Kassi Ogles: The Brand

 

Kassi Picture

Searching for Talent?

I can be the woman you have been searching for! As a graduate from Ashford University with my Bachelor of Arts in Organizational Management and as a current student at the University of Florida pursing my graduate degree in Marketing and Social Media I have the skills it takes to assist in getting the message about the Wounded Warrior Project out to the masses.

Why Me?

Proud Supporter As a  military spouse, daughter of a veteran, and proud civil servant of the United States Air Force,coupled with my program management experience and my social media and marketing talents, nothing would give me more honor that to work for the Wounded Warrior Program as a Content Creator, Outreach Coordinator or even a Program Manager.  I am an outgoing, tenacious, hard worker and I am anxious to be apart of something that is bigger than me and make a difference in the lives of the people who fight so hard for my freedom. Nothing would be more rewarding that capturing moments like this video below and sharing it with the world.

 

I have been working for the Air Force as an Drug Testing Program Manager for over 5 years and its time for a change. I am confident that I can do anything I put my mind to. If there was ever a soundtrack to my life, this would be the song I live by.

 

I spend my time at work supervising people, giving more briefings than I care to admit and educating people on the dangers of drug use while trying to ensure that this base remains drug free.

 

Who is Kassi?

I enjoy a plethora of activities but my favorite one of all is spending time with my family.  I have spent the last four years traveling the world. I am a puppy enthusiast and I believe that a perfect Sunday afternoon can be spent doing a ropes course, running a 5k, or white water rafting.  As I gear up to move back to the United States I am anxious to start a career where I can do what I love and help others.  I am a social media enthusiast and I am anxious to share my talents with the world and if I can do something I love and make a difference in the world doing it, that would truly be a dream come true.   Check out my Pinterest for a glimpse of me in a nutshell.

Why the Wounded Warrior Project

There are so many amazing programs that the WWP offers and I am so eager to be apart of them. Whether it be the Combat Stress Recovery Program or the Warriors to Work Program they do so much to help our wounded veterans. Their partnership with organizations like Operation Homefront have gone a long way to benefiting veterans everywhere.

Wounded Warrior Infographic(Courtesy of Wounded Warrior Project)

 

The Wounded Warrior Project needs me! I need them too! I know that if I were hired to work for them I could take the amazing things that I know how to do and share those talents with the project and the world and make a difference in the lives of our Wounded Warriors.

One Last Thing

Here is a video that I watch when I doubt myself and it reminds me that I am great and I will do great things. I can do great things in my personal life, professional life, and other peoples lives and no road block will stand in my way!