There are five sample social media posts.
Tell me what type of post each is using the criteria for the Social Media
Scavenger Hunt saved under Friday, February 28.
Also, tell me what you think the objective of each post is.
Friday, February 28.
Social Media part 1
Social media basics
Social Media Plan
Determine the objective
Plan the content
Distribute and promote content
Common social media objectives
• Build brand
Improve customer service
Reach new customers
Provide information and
• Collect customer feedback
• Encourage loyalty
Types of social media content
News from the icon
Pepsi max - Snapchat
Distribute and promote content to
On your website
In-person calls to action
Airbnb - Twitter
How to measure success
Total number of likes/subscribers/followers
Sonic - Instagram
More ways to measure success
Click through rate
Maytag - facebook
More ways to measure success
• Conversion rate
• Purchase frequency/likelihood
Social media scavenger hunt
You will need to find examples from the following social media sites: Facebook,
Twitter, Instagram, and Pinterest. Find FIVE (5) of the 10 items. Take a screen shot
of each and paste them into a Power Point slide. Tell me what the brand’s objectives
seems to be and who the target is. Send your Power Point to me on Moodle under
today’s date before Sunday, March 8 at 11:58 p.m.
1) A post that explains how to do something.
2) An advertisement or sponsored post/tweet/etc.
3) A post that promotes an event.
4) A post about a holiday.
5) A post that is not directly related to the specific brand or product that published the
6) A post with a celebrity promoting a product.
7) A contest that encourages consumers to take a picture of a brand or product.
8) A post with a picture of a product that has been shared at least 10,000 times
9) A post that promotes a sale or discount
10) A post that comments about a recent sporting event
Friday, March 20
Social Media part 3
Social media monitoring
• Using a tool to measure what is being said
across the internet from traditional websites to
• Also known as social listening, social media
management, social media intelligence, social
media measurement, online analytics, Buzz
Why conduct social media
monitoring or social listening?
• To find out what people are saying and then
make decisions off the insights gained
How does it work?
• Tools crawl sites continuously for mentions
(keywords and phrases) and index them
– Can be done in real time or other time increments
• Indexes can then be searched and analyzed
What can you use it for?
Campaign performance tracking
• Arby’s noticed on
social media that
loving their sauces
• Used the info for
development and ad
What can the tools available tell
– Who is talking about you?
– How frequently are you mentioned?
– What is the nature of what people are saying?
– What topics are being talked about?
Who can use it and what for?
– Is what people say positive or negative?
– Which products are talked about the most and who talks
– What are your competitors doing?
– What’s happening in the marketplace?
– What are people saying about you?
What do companies do with
• Create Reports
• Conduct research
• Use as input for decision making
One tool: Socialmention
• Social Searcher - Social Mention is a social media
search and analysis platform that aggregates user
generated content from across the universe into a single
stream of information.
• It allows you to easily track and measure what people are
saying about you, your company, a new product, or any
topic across the web's social media landscape in real-time.
Social Mention monitors 100+ social media properties
directly including: Twitter, Facebook, YouTube, Google
Key measures on socialmention
– Likelihood that your brand is being discussed in social
– Who is commenting about you
– Ratio of mentions that generally positive to those that
are generally negative
• Track Starbucks and Dunkin on Social SearchersSocial Mention
• Look at the General Overview, Sentiments, and
• Which social media platform is most popular for
• Who do you think is having the most impact this
week on social media and why?
You were asked to make recommendations for social media for Jane’s Pet
Shop. See Monday, March 9 for a copy of the case.
What three social media platforms that would be relevant for the shop? Using
the reasons provided in class about each social media platform tell me two reasons
why each platform would be the best for the pet shop.
What would be the worst platform for the shop and why?
Advantages of social media
Utilizes easy to access free to use platforms
More brand exposure
Easy to identify target audiences
Improves search engine rankings
Drives traffic to websites
Disadvantages of social media
Opens up brands to negative feedback
Requires constant monitoring
Requires additional resources to manage
Potential hacking of accounts
May encourage inappropriate behavior
Lacks a face to face connection
Social media can be….
• Paid media
– Pay for advertisements to appear
• Earned media
– Exposure from others talking about you
• Owned media
– You can control what you publish on your
Which platform is right for your
• Depends on your target market’s demographics
• Depends on how many people you want to
• Depends on what you want people to do and
what your goal is
• Most popular form of social media
• Companies can create pages, send information
to user news feeds and pay for advertising
• Users can like a page, like specific content, make
comments or share specific content
Why use facebook?
• Facebook is the still the most active social media
platform especially among older generations
• Facebook Insights provide detailed analytics
• Great way to build an audience
• Allows for a variety of content to be published
• Different ad formats
Facebook - lovebook
• Snaps only last up to 10 seconds and disappear
once they are viewed
• Snapchat stories are available up to 24 hours
• Filters and lenses allow for personalization
• Messages can be sent just to friends or made
• Popular with younger generations
• Good way to interact with younger audiences
• Demand more visual attention than Facebook
• Good for fast, fun messages
• Great for storytelling
• Opportunities for creativity
• Twitter is about broadcasting information
• More like a public message board
• Tweets are limited to 140 characters, can include links to
encourage website visits
• Twitter does not control what gets posted to user
newsfeeds as Facebook does
• Retweeting of messages is key to success (multiplier
• Open platform
• #’s help to organize tweets
Why use twitter?
• Good for conducting marketing research and social
– Easy to listen to what others are saying
• Brief message
– Forces you to stick to what you need to say
• Website traffic
– Draws visitors to websites
Wendy’s and twitter
Less social than other platforms
Primarily a place for video content
Allows for advertising targeting
Less expensive than broadcast television ads
More likely to lead to direct purchases
Allows for measurement
Why use youtube?
Videos capture attention
Videos can go viral
Easy to integrate with other platforms
Youtube: go pr0
• Visually oriented
• Organizes “pins” in multiple columns
• Users create boards dedicated to specific topics
and post pins on their boards – think electronic
bulletin board or scrapbook
• Open platform, anyone can see other users’ pins
It converts more visitors into buyers
Pinterest drives more traffic
User engagement is high
Pinterest can help you discover what your
Lowe’s build it board
• Started as a mobile app therefore is very mobile
• Only one post fits on a mobile screen
• Allows for comments and sharing
• Primarily visual so easy for users to look at
• Good for building brand equity
Why use Instagram?
• Mobile functionality
– Easy to use when you’re on the go
• Visual nature
– Mostly visual
– Different than other social media platforms
• Not limited to one function
– Attracts a varied audience
Exercise – jane’s pet shop
• Using the description of Jane’s Pet Shop:
• Choose three social media platforms that you
think would work best for it and tell me why
• Come up with an idea for a campaign that could
work on at least two of your chosen platforms
that that would generate interest in the pet shop
• Be prepared to present your ideas to the class on
You were asked to read the Article - Toy Industry Looks to YouTube Talent for Next
Generation of Merchandise. Please answer the following questions about the article:
How have toy companies traditionally promoted their products?
For what two reasons are some toy companies using YouTube stars and channels to
promote their products?
From a consumer persuasion perspective, how might a YouTube star or channel's
endorsement of a toy have a different impact vs. a toy based on a movie theme or other
Toy Industry Looks to YouTube Talent for Next Generation of Merchandise
YouTube stars such as Stevin “Blippi” John draw retailers’ interest as children seek products based on what they watch
“Blippi" creator Stevin John holds a "surprise box" toy.
PHOTO: JAZWARES INC.
By Sahil Patel
Feb. 24, 2020 4:58 pm ET
Children used to want toys based on their favorite movies and TV shows, whether it was “Star Wars,” “My Little Pony” or
“Teenage Mutant Ninja Turtles.”
Those remain in demand—witness the interest in the so-called Baby Yoda character from the Star Wars series “The
Mandalorian,” or anything from “Frozen II”—but more recently, kids have also been seeking out toys and other
merchandise based on their favorite YouTube stars and channels. That has manufacturers and retailers working with
new kinds of companies on toys and playthings to sell.
Jazwares LLC, which makes toys and other consumer products based on licensed properties such as “Fortnite” and
“Peppa Pig,” will release merchandise based on three YouTube properties in 2020: Blippi, a preschool education-andentertainment character with more than 21 million subscribers on the video platform; toy-unboxing and reviews
channel CKN Toys, which has 14.7 million subscribers; and Cocomelon, a channel known for nursery rhymes, which has
74 million subscribers.
For Blippi, Jazwares has created a line of items that include a “My Buddy Blippi” plush toy featuring 15 of the character’s
sounds and phrases, toy vehicles and “surprise boxes” aimed at helping children count or learn colors by putting
accessories inside numbered or colored boxes.
Other YouTube kids programmers that have struck new toy licensing deals include Moonbug Entertainment Ltd. and
YouTube stars Collins and Devan Key.
The deals come as the industry has gathered for Toy Fair New York, one of its biggest trade shows, which is taking place
The toy industry’s growing interest in online talent is based on the fact that YouTube is where many kids are going to
watch videos, said Laura Zebersky, chief commercial officer of Jazwares.
“The world has changed and you will see properties ranging from ‘Fortnite’ to influencers on YouTube who are leading
and competing against movies and TV shows on a day-to-day basis,” she said.
Stars on YouTube, a unit of Alphabet Inc.’s Google, are also proving capable of getting fans to go beyond watching videos
and actually purchase items—or get their parents to do so.
Revenue for the Blippi brand, excluding YouTube ad revenue, is projected to hit $30 million in 2020, according to people
familiar with the matter. That spans toys, apparel, books and other sources of revenue outside of YouTube advertising.
Before the deal with Jazwares, Stevin John, the creator and performer behind Blippi, was already selling merchandise
directly on his website, a business that was bringing in low-seven figures in annual revenue, he said.
“A lot of people in the toy industry are looking at YouTube brands to see if they’re going to be the new thing,” Mr. John
said. “It was nice for me that I had already decided to do merch on Blippi.com. I was able to show that there are people
out there who are purchasing these things.”
Based on early sales, Blippi is on track to be Jazwares’ largest new preschool launch of the year, the company said,
though it declined to provide exact figures.
Jazwares’ Blippi items include figures, plush toys and vehicles priced from $3.99 to $19.99. The items were released
through Walmart Inc. and Amazon.com Inc. in the U.S. in early January, as well as through other retailers in the U.K. A
Walmart spokeswoman said Blippi toys are popular, but she declined to provide sales figures. A test of Blippi products
on Amazon at the end of last year sold thousands of units in days, Ms. Zebersky said.
The North Star for many in the toy industry isRyan Kaji, the 8-year-old performer at the center of the “Ryan’s World”
YouTube channel, which has more than 24 million subscribers. Retail sales for Ryan-branded products hit $200 million in
2019, according to pocket.watch, a studio that represents Ryan. The channel has also led to a TV series
with ViacomCBS Inc.’s Nickelodeon.
“Three years ago, we might not have even considered [YouTube stars],” said Anne Marie Kehoe, vice president of toys at
Walmart. “Now, based on the success of Ryan and understanding what kids are coming in for, we’re committing space
to putting [Blippi and other YouTube-based toys] in stores.”
For YouTube stars, toys and other consumer products offer an opportunity to make money that goes beyond
advertising. Top YouTube channels are striking toy and merchandising deals on terms in the middle of the pack for the
industry, according to a person familiar with such deals.
Advances on toys and merchandising deals can range between $50,000 and $1 million, with guarantees as high as
$250,000 to $3 million, the person said. Royalties are usually 10% to 20% of sales, this person said.
The toy industry itself had a down year in 2019, with U.S. retail sales of toys hitting $20.9 billion, a decline from $21.8
billion in 2018, according to market research firm the NPD Group.
Some of that 4% drop can be attributed to the length of last year’s holiday-shopping season, which had six fewer days
between Thanksgiving and Christmas, said Jackie Breyer, group publisher of publications The Toy Book, The Toy Insider
and The Pop Insider.
Other factors include Toys “R” Us Inc. going out of business: The retail toy giant filed for bankruptcy in 2017
and shuttered its stores the following year. The company’s closure affected toy sales, Ms. Breyer said. “Not all of the
sales have shifted to other retailers, completely,” she said.
Social Media Part 4
Who are Influencers?
• People who carry influence over others
• Influencers have the ability to persuade
your purchase decisions or how you feel
about a product
• Social media influencers exert their
influence through social media
What is Influencer Marketing?
• Using influencers to promote a brand
message, product or service to their
Why use influencer marketing?
• Increased exposure
• Brand awareness
• Improved search ranking
• More credibility
• Effectively reach targets
• Leads and conversions
What makes a good influencer?
• Quantity of people to whom an influencer is able to
deliver a message
• Level of trust given by followers based on the perceived
knowledge or expertise of the infuencer
What makes a good influencer?
• Does the influencer seem to sincerely believe in brands
• Does the influencer interact with followers?
• How often the influencers post content
How to Create an Influencer
• Establish goals
• Determine who you want to influence
and which social media channels they
• Identify potential influencers that your
target market will trust
How to Create an Influencer
• Track what potential influencers are
saying on social media before you
• Reach out to influencers to discuss
benefits which may include financial
compensation, free products,
sponsorship, and exposure
How to Create an Influencer
• Figure out how to incorporate your
influencers into your social media
• Implement and measure strategy – can
hire an agency - https://izea.com/
How can you measure ROI?
It depends on your goal
• # of new potential customers who became
aware of your brand
• Cost per engagement (CPE) – dollars spent
per like, comment, share, video-view
How can you measurer ROI?
It depends on your goal
• Were you able to negotiate the image rights to
an influencer’s content?
• Assess revenue gained from affiliate links and
• Use Google Analytics to track sales from
inlfuencer blogs and social media
Dyson Vacuums Used Pet Influencers
Hilton Hotels uses travel bloggers
Away Luggage used Stylish Influencers to promote their luggage
EOS used beauty bloggers to promote an
influencer developed product line
Article - Toy Industry Looks to YouTube
Talent for Next Generation of Merchandise
• How have toy companies traditionally promoted
• For what reasons (describe at least two) are some toy
companies using YouTube stars and channels to
promote their products?
• From a consumer persuasion perspective, how might
a YouTube star or channel's endorsement of a toy
have a different impact vs. a toy based on a movie
theme or other character?
Purchase answer to see full