brand

Five Steps to Responding to Negative Comments on Social

This is a sample post using hypothetical reviews and responses.  This post is for academic purposes only.

It is of the utmost importance for a company or brand to maintain a positive reputation online.  Negative comments that go unaddressed or unresolved have an undesirable effect on image, customer loyalty and product sales.  Because of this influence, company’s should monitor their profiles daily and reply quickly to comments that merit direct responses.

When a negative comment or review does occur, these steps should be followed to diffuse the situation:

1. Respond in a timely manner

Time is of the essence.  A quick response could be the difference between making a problem worse and eliminating it entirely.  Your response will determine if the consumer will change their mind about your brand.  Be sure to respond on the same channel the comment was originally posted on and never, never ignore a negative post.

2. Apologize & take responsibility

Apologize to the consumer for their experience if it is warranted.  Claim responsibility and own up to what occurred if it was wrong.  Do not argue with the customer or get into too many details.

3. Provide a solution

Explain what your company is doing to fix the situation or provide an alternate solution.  Attempt to turn this negative experience into a positive marketing opportunity, where applicable. Do not offer free or discounted services on a public forum or you will open your brand up to the expectation that every complaint will be resolved in that fashion.

4. Take it out of the public eye

Ask the consumer to contact you privately to resolve the issue.  Private details of the customer should be safeguarded such as account numbers, addresses and other personal information. Be aware anything you discuss offline or in a private message or email could still end up back online if the consumer chooses to share the result.  .

5. Be authentic

Show the consumer you’re listening and you care about their situation.  Do not respond with canned scripts.  Make reference to specific details they shared.

Continue to create positive content for your page.  This will ensure the negative post doesn’t remain at the top of your feed.  Be sure you are also responding to the positive comments as well.  Thank those customers for their support and encourage them to try more of your products.  Help them discover new products offered by your brand.

 

Here are two sample reviews and responses where these tips are applied:

 

Hilton-example-2015

Dear Luv2TravelwithHubby,

We sincerely apologize that you were disappointed with your stay.  Let me first assure you that your experience was not typical at Hilton Ft. Lauderdale Marina nor was it within the service quality standards we expect of ourselves.  We clearly dropped the ball.  Please private message me to discuss further.  We’d love to invite you back, before your 20 year high school reunion, to experience a proper stay at our resort. We are confident that we can do better and provide you with accommodations that outclass camping on the beach – although the beaches in Ft. Lauderdale are gorgeous.

Melissa FF.

Social Media Manager

Hyatt-example2015 (1)

Dear Travelwith3Kiddos,

Thank you for an outstanding review and for your repeat business. If we have the pleasure to serve you in the future, be sure to request a pool view room and maybe try an 80 minute massage for extended relaxation.  Being family friendly is very important to Hyatt and we welcome any recommendations from our youngest guests.  If you stay with us in the summer months, please check out the Mermaid Academy.  We also offer onsite bike rentals year round.

 

Catersource Event Solutions Conference and Trade Show 2015

 

CSES15_Stacked_Logo

In this week’s post, I will be summarizing the use of social media and integrated marketing communications to promote Catersource Event Solutions Trade Show held in Las Vegas, Nevada, March 8 – 11, 2015.  This was written for academic purposes only and while I live in Las Vegas, I did not attend the expo.

Revenue in the catering industry has doubled in the last 10 years,” as stated on catersource.com.  Additional industry stats state, “The catering industry contributed $45 billion to the economy,” as shown on brandongaille.com.  Caterers across the country attend and exhibit at Catersource to increase sales and market share, generate leads and to discover and explore new industry trends.

Social media is a key element in maximizing your event marketing.  Catersource Magazine, Conference and Trade Show has profiles on Facebook, Twitter, YouTube, Google+, Pinterest and Instagram.  They used Twitter, Instagram and Facebook as their main social channels to promote the event.

Before the Event

The Catersource team used Twitter and Facebook leading up to the event to boost interest and share information about the conference and trade show.  Posts and tweets included links to download the trade show app, purchase tickets to special events during the show and book lodging in Las Vegas.  Schedules were shared along with bios of award recipients and notes from keynote speakers.  Notably on Twitter, Catersource shared articles related to industry trends to generate interest and also retweeted photos of attendees on their way to the conference to rev up excitement.  These are all good examples of ways to brand your event using social media while providing interactive touch points for your users to learn about the event.  These posts probably succeeded in generating pre-show buzz.

travel

During the Event

Facebook

Facebook was used during the four day event to post photos, reminders and links to download the app.  My favorite posts during the event were the Good Morning posts which greeted attendees, occasionally recapped event from the prior evening and shared info about breakfast and the morning conference sessions.  These were friendly, personable and had a relaxed tone.  Each day an album of photo recaps was posted on this channel.  This channel was a valuable platform for information about the event as it was happening.

goodmorning tweet

Twitter

At first look, Twitter was the main platform used during the event.  There were constant updates throughout the entire four day event.  But almost, in my opinion, too many tweets.  Day One – 28 tweets, day two – 26 tweets, day three – 34 tweets and day four – 22 tweets.  I felt it was a little excessive and some followers may find this amount of posting frustrating and overwhelming.  Most of these tweets only garnered single digit retweets or favorites.  So it could be argued that this level of communication wasn’t as effective as planned.

Some great things they used their Twitter channel for included a sponsored post and cross promotion of their other social channels.  A tweet went out on day three promoting an exhibitor’s booth at the trade show.  Mercer Culinary was having a Blow Out Sale at Booth 1549.  This is a prime example of Twitter working during an event to drive traffic to certain locations inside the event.  Not only was this tactic used to increase flow for the Mercer booth, this type of promotion was used to direct attention and traffic to the contests held at the event.

mercer culinary blowout sale

Catersource used social media to tweet updates on the Diced competition taking place, including tweets leading up to the event, thank you to sponsors of the competition and announcements of judges and the winners.  Catersource also used their Twitter channel to share photos they originally posted on Instagram.

diced

Instagram

The most active channel for engagement was Instagram, which was used to execute 50 posts over the four days and most of those images received double digit double taps.

It should also be noted that Catersource pinned to the conference board on their Pinterest profile seven times and did not use their Google+ account at all.  They appeared to have one preview video on YouTube months before the event and this would be a good opportunity to use this channel in the coming weeks to share recap videos.

Overall, their branding was consistent across all three channels and carried the theme and look of the event.  They used their chosen hashtag, #CSES2015, on all their channels and posts making it easy for attendees to follow the conversation and get information about the show. e Catersource team shared content promoting their exhibitor and sponsors but could have added a spotlight or two about those companies that made their event possible.  Most posts included images and/or links and many included tags of a sponsor, exhibitor, speaker or winner.  They were also sure to incorporate retweets of what their attendees were sharing.

premonition

An additional source of integrated marketing communication was the Catersource website.  This is where anything and everything related to the the conference and trade show was housed.  Video recorded conference sessions are being offered on-demand for a fee which is an excellent way to offer conference content to any who could not attend.  I opted in to their emails and newsletter from this site while the show was in session but didn’t receive anything directly related to the event.

What Stood Out

In researching how Catersource promoted their event in the months before arriving in Las Vegas, I discovered Catersource’s 12 Days of Holiday Giving on Instagram.  For 12 business days last December, Catersource offered a daily prize drawing to boost registration for the event. This promotion capitalized on the holiday season while promoting their event and encouraging a call to action.

twelve days

twelve days insta

What Was Missing

After the Event

At the time this post was made, Catersource had yet to do any follow up of the event on their social media channels.  The show ended with one tweet thanking the sponsors and attendees for a great show and see you next year.  This post didn’t make it to their other two channels though.  There wasn’t a single Facebook post on the last day of the show.  That channel was completely silent on day four.  This is not to say they didn’t rock the last day of the show on Twitter and Instagram.  But once the show was over, communication ceased. This is something to be very careful of while promoting an event.  Don’t drop the ball once the event is over even though your entire team may be exhausted.  Have post planned and schedule to capitalize on the momentum from the show to begin promoting next year’s event or recapping the highlights of this one.

thank you

Hello Ello

Ello is often called the anti-Facebook social networking site.  It’s even been described as “ad-free and porn-friendly” in this article on zdnet.com by Eileen Brown.  But what is Ello, really?  Ello is a refreshing take on social media, even with its short history and its being a  venture capital funded corporation (for now).

Ello logo

Ello logo

Ello is an invitation-only social network that was born almost a year ago in 2014.  It was created by a small group of artists and programmers as a private social network to share their work, but has grown due to their desirable policies on anonymity and privacy.  Ello works just like many of the big social media networks, with a news feed (called a stream), a status bar (called the omnibar), and the categorizing of friends and subscribers (friends and noise in ello-land).  Ello is still in its beta stage so it can be glitchy at times and many features planned for the site are not yet available.  Ello is a free service, but as special features are added, Ello will operate under a freemium model, meaning you pay a small amount for add-ons and upgrades, if you choose to use them.  Most importantly, Ello is completely ad free and, according to their popular manifesto, will always be free.

The Ello Manifesto

The easiest way to join Ello is knowing someone who is already a member.  They can send you an invitation and you’re in.  But if you don’t know anyone, like I didn’t,  you need to request an invitation from Ello.

The first thing you are presented with after entering your email address is Ello’s manifesto – their proclamation to what they believe in as a company .  It basically says that other social networks are all about advertising and collecting data on its users and you are merely a product.  Ello claims to be different, operating on simplistic philosophies and celebrating beauty and life.  A funny observation stated in this article on inc.com, “If you disagree (to their manifesto), it cleverly sends you right back to Facebook, where you belong.”  Point, Ello.  But when you click the agree button, you receive a message saying they will be in touch.  Being inundated with invite requests, up to 38,000 per hour back in September 2014, and being in a closed beta stage, Ello is only handing out invites in very small batches.  Ello started with only 90 profiles and their systems and interfaces haven’t grown as fast as their popularity.  So they are taking it slow so they don’t get overrun.  However, good samaritans are posting unused invite codes online.  You can also look for an invite using Twitter hashtags #elloinvitecode or #elloinvitation.  On the flip side, there are others who are selling invite codes on ebay.  Do not buy these!  They’ll probably work, but it certainly goes against everything Ello stands for.

View manifesto on https://ello.co/manifesto

View manifesto on https://ello.co/manifesto

hashtags for ello invites #elloinvitecode #elloinvitation

hashtags for ello invites
#elloinvitecode #elloinvitation

Ello – a Public Benefit Corporation

So what’s the big deal?  All our favorite social networking sites started out ad-free, but eventually you need to offer advertising to make money, right?  Not Ello.  “To assure that Ello always remains ad-free, Ello converted to a Public Benefit Corporation (PBC). A Benefit Corporation is a new kind of for-profit company in the USA that exists to produce a benefit for society as a whole — not just to make money for its investors,” as stated in the  WTF section of the Ello website. This means that Ello will never turn a profit for selling ads or user data and neither will anyone who purchases Ello in the future. Their goal isn’t to become as big as Facebook.  Their goal is just to do it better, for the people.

Ello Anonymous

Ello does use Google Analytics for data to improve their site, but everything is of general nature and anonymized so it can never been traced back to the users, by Ello, Google or anyone else.  If you are super serious about being completely anonymous, you are able to opt out of being a part of this data as well.  Ello received a major boost in invitation requests during the Facebook Real Name Policy controversy, where many members of the LGBT community left Facebook after being forced to use their real names and not their assumed names or stage names.  On Ello, you don’t have to use your real name.  Taken from their website, Ello says, “We believe that you should be able to be anyone you want on Ello, and you are not required to use your real name when signing up. Quite honestly, we don’t care who you are because we don’t serve ads and don’t sell user data.”

There are few celebrities on Ello.  There are profiles for Miley Cyrus, Wil Wheaton, Stephen Fry and even a profile for the Death Star, but there’s no way to verify if they’re real.  Which is too bad because I could really dig seeing some of the work coming out of the Death Star these days.

Companies Welcome!

Ello is referred to as the anti-Facebook site but Ello addresses that nickname saying they aren’t anti-anything at all.  They don’t even consider Facebook a social media network.  They call Facebook an advertising platform.  In that spirit, Ello said no ads, but companies are welcome.  Even founder Paul Budnitz has a separate profile for his bicycle shop, @budnitzbicycles.  No ads means Ello will never boost paid posts or put advertisements into your stream.  It is up to the member to follow a company profile or not.  If the user wants a completely organic experience, they don’t have to follow any brands or companies that might promote a product or service.   The Wall Street Journal, Netflix, Sonos, just to name a few, are also on Ello.  But is Ello business friendly?  Well, it is if you buy into their culture.  Can you appreciate the irony in this Ello user post?

test

Netflix just joined Ello is now asking people to like them on Facebook.  #confused #ohrighhashtagsdontwork

It is unclear if the Netflix page referenced was authentic.  Ello isn’t about cross-promoting strategies and integrating with other platforms is sort of the opposite of what they started out to do.  Ello isn’t even mobile friendly yet.  But it will be.  Just hang in there.

The first thing a company should determine when considering if they should create an Ello profile is are their customers on Ello?  If your target market is on Ello, then you probably should be too.  But as discussed in this article on sproutsocial.com, “if your potential customers aren’t the sorts of early adopters who have already joined Ello themselves, you might be wasting time and energy promoting your brand to people who aren’t interested — or, worse, promoting your brand to people don’t welcome a business in their social space.”  I think this is a great point and should be taken to heart.  Paul Armstrong said in this article on theguardian.com, “Tread carefully and have a reason for being there – reposting brandfill won’t fly with this crowd.”  Is your target market the trend setting, creative type?  If not, skip Ello for now.

If you do decided to join the Ello experience, remember to have fun with it.  Since Ello is so new, there are no best practices to follow.  You will need to experiment to determine what works for your company.  “Brands will need to focus primarily on creating valuable content and engagement with their ‘fans’ rather than treating Ello like another advertising channel,” said Brian Marr in this article on flipthemedia.com.

Ello will definitely supply your brand a little sprinkle of cool factor.  But Jack Smith said it best on observer.com, “It’s when our parents show up that we really have to be worried.”

Check out my Prezi on this topic:  Melissa’s Ello Prezi

These Three Blogs

In Your Words: Week 5

The blog or weblog is a site published online which to post content and create a community around a determined topic or discussion.  With the creation of sites like Blogger, Tumblr, and WordPress, anyone can be a published author or blogger.  Even me.

For this week’s assignment, I will analyze some of my favorite blogs.  Let’s take a closer look at the three awesome blogs I selected:

DailyWorth

https://www.dailyworth.com/

This professional group blog gives financial and career advice for women through posting original articles and links to various other sites.  I classified it as professional since they post at least daily and they have a staff dedicated to dailyworth.com.  I also see this site as a group blog because there are many writers and authors contributing to the content published here.

dw

Dailyworth.com reflects its brand in its simple, clean design with soft muted colors. It looks and feels feminine; clearly drafted for its target reader.  But what makes this site stand apart from countless others is that its focused on women and how money affects their personal and professional lives.  Its for every woman.  A candid post from January 30 by blogger Alison Hatfield, Why I Never Wanted Kids, was very popular.  But there are plenty of articles about raising a family, too.

dw2

So how do people find DailyWorth?  I tried googling what I would perceive as DailyWorth’s keywords to determine how successful their SEO rankings were.  “Money advice” yielded page four results.  “Financial advice” didn’t even pull their website in the first five pages.  But a more specific search, “financial advice women” provided top placement, right under wife.org and Suze Orman.  I estimate that most new readers are coming to the site through social shares.  I originally found it on another blogger’s list of great blogs.

Rather than filling their homepage with banner advertisements, DailyWorth has interface members.  These members serve as a preferred list of providers and advisors vetted by DailyWorth.  What’s more though is that these are professional women with their photo and contact links, not just faceless advertisers.  They also cannot use their guest articles as a way to shamelessly promote their own product.  They are a part of the community and support the purpose of DailyWorth.  There are spots for banner ads on the homepage, which are currently running DailyWorth ads.  Ideal companies that would be great potential advertisers on this site could include job search sites like Indeed or Careerbuilder as well as online financial institutions promoting higher interest savings and checking accounts, like Ally Bank.

Overall, I would say DailyWorth is a very successful blog.  It posts daily, it is integrated on twitter and other social sites, it has original and relevant content, it is easy to subscribe to their feed and to share their posts and it has the longevity and staff needed to continue its success.

DailyWorth.com gets two thumbs up from me.

 

MilkthePigeon

http://milkthepigeon.com/

This is an inspirational blog discussing how to live a meaningful life, how to get “unstuck” and how to live boldly.  I would call this blog semi-professional, because the posts are a little less frequent.  Possibly weekly but its tough to tell without dates on the posts.  There is one single author publishing content, Alexander Heyne.

There are several things that make this blog unique but I think the one that stands out most is Alexander himself.  His story about leaving the professional rat race and moving to China for a year is inspirational and something I’m sure many of us wish we were able to experience ourselves.  He learned how to truly be happy and how to deliberately create a meaningful life and he’s sharing what he’s learned through MilkthePigeon.  Alex – what the hell does it mean to MilkthePigeon, anyway?  Perhaps its a metaphor for trying to get things out of life that aren’t there or that you’re looking for in the wrong place.

mtp

The brand of MilkthePigeon isn’t projected through the site for me.  The site doesn’t feel bold or capture my attention with its design.  If the target audience is lost 20-somethings, I would expect something louder, with bright colors, something fresher and hip. As for traffic, when I searched some keywords on Google, I did not find MilkthePigeon in the results.  It wasn’t until I began searching very specific phrases like “lost 20 something” (which I’m not) and “what should I do with my life” (close to the title of Alex’s free ebook) did I get first page results.  Again, I think social media and other blogs drive traffic to this site.  There are currently no advertisers on this site, but perhaps it would be a decent spot for a wellness center or professional life coaches to promote their services.

mtpc

MilkthePigeon tag cloud

This blog appears to be semi-successful as it is integrated on Twitter and other social sites and has fantastic original content.  However, if Alex was able to post daily, I think he would be able to engage a larger following.  He seems to be in demand and has written many articles for other sites.  One thing I noticed on MilkthePigeon that could use attention is the subscribe process.  While this is a great way to engage readers and build a list, the subscribe link in the top corner doesn’t work.  It takes you to a page with nothing but HTML code.  I did sign up for the free ebook and therefore began a subscription that way.  I thought I was getting the ebook “What the Hell Should I Do With My Life,” but I received “Killing Your Old Life and Living the Dream,” the site’s manifesto.  Since I wasn’t looking for something specific, I didn’t mind.  I haven’t read it yet, but from the comments, it sounds to be filled with as much great info as Alex’s posts. Check it out.

 

FoodBeast

http://www.foodbeast.com/

This last site is a beautiful morphing of a recreational food blog and a news blog.  Food news?  Exactly.  Not just food news, but food news done right – with high entertainment value and plenty of sarcasm and humor.

food

This blog is noisy, loud, bursting with in your face headlines and filled to the brim with videos for your viewing pleasure.  The writers don’t find cursing offensive, in fact, they consider curse words to be a valuable part of the English language.  They write conversationally and their readers enjoy and appreciate that.  I did.

mac

Mac ‘n Cheese Donut with Cheeto Crust

FoodBeast does everything a successful blog should do.  They post interesting and original content daily, they link to social sites (31K Twitter followers and 193K Facebook likes) and make it easy for you to share their awesome stories.

fbt

Their dedicated staff executes their strategy and ensures their longevity and they have great SEO on Google (first page when searching for food news).  They have targeted advertisers too.  I’ve seen ads from Cox cable and ads for small cosmetics boutiques, which makes sense since I was searching for WiFi info and eyelash extensions for my upcoming vacation.

The point: if you love food and you like to be entertained, you need to be reading Foodbeast.

Oreo.com: Digital Techniques

MMC5006: Website Analysis

In 2012, Mondolez gave Oreo a new personality.  With that personality, came a new voice and a grand presence on social media.  In this post, I will review which digital techniques Oreo employs to reach new consumers and maintain relationships with current users of this iconic brand.

Pull marketing is defined by this week’s lecture as “consumer-initiated communication, (which) takes place when consumers begin the engagement with (a brand).”  Consumers will find a brand online by searching them on Google, visiting their website, or responding to a marketing trigger.  “Pull marketing includes blogging, email marketing, social media, infographics and other forms of visual messaging and search engine optimization (SEO),” as stated in this article on ipost.com, Push or Pull: Which Type of Digital Marketing is Most Effective?

Oreo’s website, Oreo.com, in itself, is a pull strategy.  By visiting the website, consumers can find valuable brand information such as product available, product locator and nutritional value, through an external link to snackworks.com. The website also has social buttons so consumers can easily access their social sites and like their pages.  It’s also super simple to share recipes and product recommendations with friends using the sites social share buttons.  Their website is also mobile friendly and Oreo even has an app that consumers can download in the Apple or Google Play Stores.

oreo apporeo mobile

 

What is noticeably missing from Oreo.com is any permission based marketing.  There is no newsletter to sign up for and no way to opt in for special offers.  Email marketing is a useful marketing tool as stated in this article on campaigner.com which says, “Permission-based email marketing is used effectively everyday by hundreds of thousands of organizations to build their brands, increase sales, and strengthen relationships with their clients and members.”

Oreo’s search engine optimization is a highly effective pull marketing strategy.  If you Google search Oreo, Oreo.com is the first result, followed by Oreo on Wikipedia, Oreo’s Facebook page and Oreo’s Twitter.  SEO is an extremely important part of a pull marketing strategy.  Their first page result placement can be attributed to advertisement dollars spent with Google Adwords, the longevity of the brand, their global brand recognition and plenty of content creation.

Probably the most interactive piece of Oreo’s pull techniques is a contest on their microblog on Tumblr.  Fans and Oreo lovers are able to submit their own cookie ball recipes with a chance of having their recipe featured on the site.  This encourages fans to not only participate in the promotional contest but to buy the product and find new and exciting ways to use it.

oreo google oreo tumblr

 

Push marketing is defined by this week’s lecture as “marketer-initiated communication, (which) takes place when (the brand) initiates a marketing dialog with the customer or prospects.”  This is often done using traditional marketing channels like television, outdoor billboard and direct mail.  Since Oreo is such a global brand they obviously spend money on these types of marketing.  However, Oreo is becoming very popular for pushing out content using social media like their now famous Daily Twist campaign on Facebook and Instagram and their Super Bowl success on Twitter.

The majority of Oreo’s push strategy seems to currently be in social media and video content.  Their Wonderfilled campaign features several videos of popular artists singing the Oreo Wonder Song which Oreo pushes out via social media, their website and occasionally as a television campaign.  The brand also promotes their Oreo Mini product online with their Mini Mini Mart videos and has a noticeable presence on video sharing sites, YouTube and Vine.

Since the rise of their new personality, is Oreo putting all their eggs into the social media basket?  I feel they are social media heavy but have found great success on these platforms, which is why I was reviewing this brand in the first place.  My only recommendation after analyzing their strategies would be to add permission based email marketing to their website allowing visitors to sign up for emails containing coupons or recipes.

I would also recommend Oreo update the content on their website.  The Wonderfilled campaign launched in 2013 and is still the theme for the site almost two years later.  Where are the new videos, new ideas and new content?  Fresh content is crucial to SEO, but when you’re Oreo, you don’t have to try too hard to get first page results on Google.

Oreo’s Outrageously Successful Revamp of Brand Personality

MMC 5006: In Your Words

Oreo’s Outrageously Successful Revamp of Brand Personality

For over 100 years, Oreos was   a solid brand.  The brand successfully, and by definition, “guaranteed quality and evoked desire,” (Rhodes).  Their advertising usually consisted of safe campaigns with creative always taking place in the kitchen with the popular cookie, a glass of milk and a happy family.

In 2012, Kraft reorganized and broke off a few of their best-selling products (Oreos, Ritz Crackers and Sour Patch Kids) to turn this “made the transition from self-involved advertiser to nimble content creator.”  To do this they completely revamped their culture, marketing team and creative agencies dedicated to these three brands.

The new company, Mondelez, had a corporate goal to create smarter campaigns using compelling storytelling that focuses less on their product and more on their consumer.  Since that time, Oreo has been wonderfully successful in using multimedia communications on and offline.  Oreo is currently present in print, in store merchandising and on packaging, on their website, on Facebook, Twitter, Instagram, YouTube, Mobile and more.

Print

Asking current and new creative agencies for ideas to promote their 100th anniversary, one company brought to the table a campaign which morphed the cookie into cultural moments in history.  It was this campaign that Oreo realized “People were talking about the marketing as much as they were talking about the cookie.”

This is when the “brand personality, a set of human characteristics assigned to a brand,” (Rhodes) began to evolve.  “The brand personality is supposed to resonate with your target audience,” (Rhode) but for years Oreo focused on primarily moms and their kids.  After this print campaign, Oreo made the decision to target different age groups since everyone likes Oreos.  The brand personality began taking on a more mature but casual tone.

Website

Oreo.com is an online portal where consumers can search products, get Oreo recipes, link to their social media platforms (which I will discuss in detail below) as well as follow and view videos from their latest campaigns, Wonderfilled, where several featured artists perform their version of the Oreo Wonderfilled Anthem, which are also available for mp3 download, and the Mini Mini Mart video promoting their newer product, the Oreo Mini.  What was missing from the site, for me personally, was a way to sign up to receive emails or offers.

Facebook

The Oreo team wanted to keep up their momentum and translate the excitement from the print campaign into social.  They hit a home run with their Daily Twist campaign: 100 pieces of social media content in 100 days on Facebook depicting the classic cookie into a series of trending news stories and cultural moments. The campaign included now famous creative such as the Mars rover landing and the Gay Pride Celebration, shown below.  Every morning that summer, Oreo would scan the news feeds and creatively insert the cookie into pop culture.  This required impressive turnaround and approval processes on a daily basis. The response from consumers and fans was off the charts, but didn’t come without the usual amount of negative comments.  “Oreo set a new standard for real time marketing and saw a 280% increase in Facebook shares.  The content garnered more than 1 million likes on Facebook, or 10,000 likes per post, on average.” 

 

pride oreomars oreo

Twitter

What truly catapulted Oreo into real time marketing stardom was their Twitter post during the Super Bowl in 2013.  When a power outage unexpectedly occurred during the big game, the Oreo team sprang into action.  Within minutes, we concepted, designed and published a piece of content that was hyper-relevant to the unfolding news.  The award winning Tweet was shared over 20,000 times over social platforms and reaped 525 million earned media impressions.  What’s interesting is during the 2014 Super Bowl, Oreo went dark themselves, wishing their followers a good night and a good game before the event started (#oreoout).

dunk in dark oreo

Mobile

Oreo has always claimed to be in the snacking business, but really, their consumers purchases are driven by impulse.  In the past, consumers would pick up cookies while waiting in line at the supermarket, time now spent by many on their mobile phones.  People are also spending more and more of their extra dollars on mobile apps and games.  So it makes sense to deduce that using a mobile app would be a great new way to capture their consumer.  Also, their tried and true purchasers, mothers, make up a large percentage of casual mobile gamers.

The OREO: Twist, Lick, Dunk game allows players to win or purchase virtual currency, which can then be used to purchase different varieties of Oreo cookies to play with and provide in-game boosts.  OREO: Twist, Lick, Dunk became the number one app in 12 countries and had over 400 million organic downloads.

By targeting a new demographic and updating its brand personality and voice, Oreo became relevant and entertaining to its consumers.  Their real time marketing campaigns have gained more social media attention than most global brands.  Their success will continue because they are always one step ahead in their integrated multimedia communications plan.

Sources:

http://www.fastcocreate.com/3037068/the-story-of-oreo-how-an-old-cookie-became-a-modern-marketing-personality

www.oreo.com

http://www.360i.com/work/oreo-daily-twist/

http://www.360i.com/work/oreo-super-bowl/

http://blog.carnivalmobile.com/how-oreo-created-the-1-app-in-the-app-store

https://twitter.com/oreo

https://www.facebook.com/oreo