Fitbit’s Dedication to Helping Their Customers

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Fitbit has a twitter account specifically for customer service questions and responses. They use the account @fitbitsupport. They take questions, comments, and concerns from customers on this account.

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The specific request above was a standalone request. The customer was having a technological issue with their fitbit, and needed advice on how to fix it. The company’s response was genuine and original, as all of their responses are. They addressed that persons issue with directions on how to fix it, and even added to “let us know how it goes!” The reply was very personably and sincere, which I am sure the customer appreciated.

@Fitbitsupport seems to reply to all customer questions or comments. They provide whatever information the customer needs whether this be just general interaction, directions, a link to more information, or an email address because the problem will take more interaction then you can have in 140 characters. Fitbit support does a great job of responding to all their customers. They have a 100% response rate when looking at the last ten responses and questions. They also reply relatively quickly to all of their customers. Fitbit was taking anywhere from 20 minutes to 3 hours to response and hold a conversation with the customers directing questions at them.

Distinguished Lecture by Professor Cohen

Professor Cohen’s Distinguished Lecture discussed the commonalities between car crashes, train crashes, and Social Media (fails specifically). I liked the analogy between the three different topics because they are all true, but something I had never thought of before.

 

When discussing car crashes Cohen had two explanations for why people have to get a peek at what happened. The first reason was that there are a lot of risks in life, but this is one way to get really close to a risk but know it is not you. The second reason is that it provides a sense of safety to those not involved. We all hope that everyone involved is okay, but are glad it wasn’t us.

 

Social Media has changed how brands approach marketing. “Brand” is not an external thing; it is how someone feels about a brand. Simply a brand is the feelings it creates within people. In society we tend to associate a brand with the logo, and think of the brand when we see the logo. This shows that when we see a logo we think of the brand because of the feelings that the marketing has made within us.

 

The approach has really changed when brands approached Social Media because brands want to create feelings within people that “they are human too.” Brands want to be more human, so they are able to better connect with prospects and customers. One way that brands has started trying to make themselves seem more human, is through blogs and social media responses.

 

Cohen had a great analogy with Social Media fails and train wrecks; when people and companies are failing off the rails, it is so terrible people just can’t look away. The company, people, and brand are crashing and burning so bad that people just feel and increasingly strong desire to watch.

 

Social Media fails have taught us that when some brands have tried to be human, they have turned out to appear way more human than what they intended. They catch themselves being apart of conversations just like a normal human, and sometimes we say things that are controversial or out of instinct. This is where “being human” comes into play. Since these brands are being more human mistakes happen. Companies are trying to response to tweets or things happening in the world to seem human, and then they take action or say things that they normally would not.

 

The analogy and relation between car crashes/train wrecks and social media fails really make everything click for me. I have always been a nib nose when it came to crashes but I never knew why. The analogy allowed me to realize why it is natural for us to feel the way we do about crashes, but also allowed me to make the end connection with social media fails.

Rainn Wilson Inspires the Ball State Student Body

I had the honor of attending Rainn Wilson’s lecture on Leadership on Monday evening. Leaving his lecture I could help but feel inspired. I also left with a lot of thoughts on my mind.

Rainn grew up in Seattle, Washington raised by his parents. He grew up in a Bohemian home. The Bohemian lifestyle taught him that all men and women are equal, that the human race is essentially just a huge family, and that all races are “just colors in a garden of flowers.” It was apparent that Rainn truly understood and appreciated not only life, but also the differences in cultures and societies.

Rainn left his home of Seattle, Washington to attend acting school in New York. While in New York he rebelled against everything he knew just trying to dive into art. He thought that through art and theater he would be able to change the world.

One great lesson Rainn learned, that I feel is applicable in our lives, was the lesson of happiness. He talked about how the biggest myth in our society is that if you set a goal, and then reach it you will be happy. I had never thought of happiness in this light, but when I look at my life I think that I believed that is what made me happy. Rainn’s lesson on happiness really opened up my eyes to what happiness is really made of.

Rainn realized that he had reached all of his goals, and had everything he had wanted in life but still wasn’t happy. There was something missing from his life, and he decided to go on a journey to figure out how to fill the whole. He decided to take a spiritual journey to figure out if there truly was a creator. Rainn took it upon himself to research all cultures and religions. He found that while he respected all the other religions, and learned a lot, he felt the Bohemian lifestyle aligned best with his person beliefs. This was inspiring to me because he went out of his way to find his own joy not through a goal, but because of a hole. He tried different things, and probably stepped out of his comfort zone, to find the best fit for him. I think this is something that we all can learn from.

What inspired me the most was his passion for SoulPancake. Rainn’s passion for SoulPancake inspired me because I have always wanted to start my own business. Rainn took his love and passion for helping people chew on life’s biggest questions and made a business of it. He has embraced creativity, spiritual activity, and kid president to inspire people and bring joy to their lives.

Gatorade Targeting a Mobile Audience

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Gatorade has done a great job of ensuring their Twitter and Facebook accounts are mobile friendly. Their profile and header images seem optimized for the small screens viewed by mobile users. While the accounts could have originally been designed for laptop or desktop usage, they have been redesigned to adequately serve the mobile market as well.

All images, videos, and links provide the customer with high quality products whether the customer is viewing the information via laptop/desktop or on a mobile device. The links and videos provided all direct the customer to the correct site that is mobile friendly. ThIMG_1475rough the content on their accounts, it is obvious that Gatorade is serving a mobile audience.

Overall Gatorade is paying a great deal of attention to their mobile market. They have ensured that the mobile audience has access to great images, videos, and other information (via links). Gatorade is paying a great deal of attention to their mobile audience to ensure their social media efforts are applicable to their large mobile audience.

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Powerade #PowerTheWorld Campaign

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Powerade is a sport drink product produced by Coca-Cola. The drink is made to help quench thirst and replenish the body with carbohydrates, electrolytes, and other minerals. Powerade has a world presence and their biggest competitor is Gatorade.

Powerade’s target audience consists of young males with an athletic mindset that are goal oriented. For our campaign we want to build on their existing market. We want to reach their current market, while also hopefully spreading some awareness to females as well.

We have designed a campaign that we will be calling Power the World (#powertheworld). The purpose of this campaign is to create more awareness of the product, and engagement with the company. We will be using current customers to help create more awareness of the product. We believe, after referencing data on Adweek, the best platform to use for this campaign is Instagram.

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The campaign is going to consist of customers taking pictures of themselves around the world drinking Powerade using the hashtag #powertheworld. We will be re-posting pictures that stand out to us. We also plan on selecting one winner a week. The winner will be selected upon the creativity and quality of the photo. Powerade will send the winner coupons for Powerade product.

The campaign will specifically target young athletic males and females that are goal driven and will be measured by the number of hashtags. The idea is simply to get customers to engage with us, while using the product, on social media. We plan on starting the campaign in March and running it through the end of June.

Powerade needs to encourage posts right off the bat and to do this we will be creating some posts. We plan on utilizing athletes and regular people posing around the world with the product. For example we may have someone running on the beach with the product. Another post could have someone hiking in the mountains with a Powerade. A third example could be someone laying at the pool with a Powerade. All the posts will use the hashtag #powertheworld and our posts will contain a link to our site for more information on the product.

We plan on having some traditional advertising to assist the social media campaign. The traditional TV advertising will be along the same lines as the Instagram posts. We will show several different people doing different activities drinking powerade (different race, ethnicity, and sex). Then to conclude the commercial we will have them all standing together saying “Together We Power the World.” The hashtag will be displayed in the commercial as well.

Powerade has a presence on Instagram, but not a huge presence. They have posted recently, but there are some gaps in the timing of their posts. For the amount of followers, they have low engagement. We will measure the engagement through the amount of hashtags, likes, and comments. Yet, we will be putting priority on the measurement of hashtags. We expect that by our customers participating in the campaign we will create more awareness through social media. This will help us reach more people. We will be able to see how many times Powerade products are appearing on Instagram by the number of hashtags.

Powerade will need one person to manage the Instagram account. This will include posting daily, responding to customers, and selecting the winner each week. After the winner is selected they will be responsible for getting the coupons to the individual. We will need about a several thousand dollars to create the commercial. We will hopefully be able to use pictures from the commercial on Instagram to reduce costs. Lastly, the tools needed are slim, as they will just consist of technology and product.

Ben and Jerry’s Greekin’ Good Greek Frozen Yogurt Targets Sorority Women

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Ben and Jerry’s opened in the 1970’s. The first store was in a renovated gas station located in Burlington, Vermont. Ben and Jerry, the owners of Ben and Jerry’s, had very little experience with ice cream. Upon the opening in the 1970’s their only experience consisted of an ice cream-making course from Penn State University.

In the 1980’s they rented a new space on South Champlain Street in Burlington. They changed their packaging to pints so they could deliver ice cream to the small stores along the delivery route. The deliveries were made out of Ben’s VW Square back wagon he owned at the time. Ben and Jerry’s gained momentum and opened a new shop in Shelburne Vermont in 1981 and also built a new shop in Burlington.

In 1985 Ben and Jerry’s Foundation was established. The company announced they would gift 7.5% of the company’s profits (pre-tax) to fund projects within the community. In 1988, Ben and Jerry were named the “U.S. Small Business Persons of the Year” by President Reagan.

The 1990’s the momentum they had continued. The Pint-Sized legend was born; they started the Children’s Defense Fund, and expanded to the United Kingdom. They also created ww.benjerry.com, followed by no fat, no lactose, no cholesterol ice cream in 1996.

The 2000’s proved to be a success with many accomplishments along the way. They became a wholly owned subsidiary of Unilever, released “One Sweet Whirled” flavor, celebrated 25 years, spoke up against cloning, and started the “Do the World a Flavor” contest.

Ben and Jerry’s continued their success into the 2010’s by standing up for what they believe in and truly caring about their customers. They have continued to thrive in the ice cream industry by staying true to their founding values.

The target market for ice cream brands are children and families. There is research to show that families with children consume more ice cream than families without children. Therefore, Ben and Jerry’s general target market would be males and females living with their parents, and adults with children (both male and female).

The audience that the marketing efforts will reach is Millennial. However we are specifically targeting 18 to 24 year old females. The campaign will be focused on sorority woman that are watching their figure, but want to indulge in a guilt free treat.

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The best platform to launch this campaign is Twitter. According to Adweek, 22.6% percent of twitter users are males and females between the ages of 18 and 24. This is the largest category of users for Twitter.

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With this campaign we are trying to expand the current market for Ben and Jerry’s ice cream, therefore we are not trying to reach current customers but new prospects. By utilizing their new Greek frozen yogurt products we will be able to target a new market. This market is pre-existing due to the healthy trend. Capitalizing on this existing market Ben and Jerry’s can expand sales. We have narrowed the market down specifically to 18 to 24 year olds in sororities because a lot of these women are trying to watch their figure, eat healthy, and they have a large presence on college campuses. Sorority women tend to be up with the trends, if not ahead in a lot of cases. This Greek yogurt product fits the trend of healthy eating that has started to sweep across the nation.

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We want to see these women start a trend in purchasing the Greek yogurt from Ben and Jerry’s. When looking at social media engagement we are going to measure the progress of our campaign by the brand related hashtags and mentions from March 1, 2015 to February 28, 2016. This will allow plenty of time to create relationships, showcase, and sponsor sororities including recruitment events that can help with publicity, interaction, and sales.

We would like to use sorority engagement to help create more awareness of our product. With their large presence we hope to increase engagement and to increase product sales by expanding the existing market Ben and Jerry’s seek. To do this we would like to showcase and sponsor different sororities. Essentially, we would like to have them help us increase the popularity of our Greek yogurt, by going to the Greeks.

We are going to also utilize social media to spread awareness of our Greek yogurt. We want to engage with prospects on social media, specifically Twitter, to increase interaction with Ben and Jerry’s and the products. This will include featuring products, catching tweets, and designed photos that highlight the unique, flavorful, healthy Greek Frozen Yogurt.

We want to use the hashtag “Greekin’Good.

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Utilizing a landing page could help track the progress of this campaign. We could also use the landing page to direct prospects to local stores and product information on the “Greekin’Good” Frozen Yogurt in unique flavors. Starting the campaign on twitter and a landing page would be the most beneficial as our target market is most accessible online.

Metrics would be starting at ground zero as their twitter page has been inactive since May 2014. Ben and Jerry’s inactivity on Twitter resulted in low interactions with the company on social media sites. This will make measuring the campaign easy as we will utilize a landing page that is linked to, but different, then the Ben and Jerry’s site. We will also be able to easily measure the increase in engagement with Ben and Jerry’s on Twitter with brand related hashtags and mentions since essentially there is currently none.

Since we are targeting a new market, specifically Greek women, it wouldn’t make sense for us to use benchmarks. While we are using an existing trend of people moving towards healthier lifestyles, we haven’t seen any ice cream companies taking a similar strategy. Therefore there is not much opportunity for us to benchmark.

We are expecting to see a quick increase in engagement on social media with our new hashtag, specifically the Greek community. We also hope to see an incline in the Greek Frozen Yogurt sales as a result of this campaign to create awareness of our Greek Frozen Yogurt products.

Since we have plans to engage with sororities and hopefully sponsor some of these organizations, we believe this will help spark our engagement and sales. Word of mouth and trends travel quickly through these organizations. Since there has already been a market movement towards healthy foods, we can see how this already existing trend can help us gain popularity with an existing market.

We will collect results by monitoring our engagement on twitter. We will count and monitor brand related hashtags and mentions. We will also track the number of prospects that proceed to our landing page with information regarding locations and products. Lastly, we can monitor progress and metrics of this campaign through the sales of our Greek Frozen Yogurt.

We would need to have one person that would manage the social media. This includes designing the tweets (including photos, links, landing pages, or websites attached) and engaging with prospects. We would need a second person that is familiar with Greek Life. This person would be in charge of working with the Social Media partner to showcase sororities. They would also work with sororities to sponsor them, and help spread awareness through the Greek community.

The only money that would be necessary would be the money needed to create photos, landing pages, websites, and payroll for the two employees. We would also need a budget to donate product to the organizations we sponsor.

The tools we would need would consist of tools that support our staff to successful execute this campaign. This would include a budget, electronic devices, product displays, photography, and online resources to help create and inspire the tweets.

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Gatorade: Fueling athletes, but are the fueling social media engagements?

Gatorade: fueling athletic performance since 1965. Obviously they haven’t always been fueling social media engagement, but are they now? Gatorade has become visible on several forms of visual media, specifically Instagram.

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Their account, username: Gatorade, has a colorful and bright appearance on Instagram. Anyone scrolling through Instagram would have a hard time not noticing their quality posts. Each post seems to have a purpose, and each picture posted seems to been given adequate time and creativity in the design phase. It is obvious by their posts, that they are targeting athletes because a lot of their posts feature famous athletes, sport teams, or athletics in general. They also have several motivational posts with quotes or sayings.

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Gatorade does a decent job of keeping their Instagram account up to date by posting almost everyday, or every few days. They would probably see more engagement and followers with a more consistent and frequent presence on this platform. Their most recent post was two days ago, and their interaction and engagement is almost average.

The average retail engagement rate is 4%, and Gatorade falls short of this with a 3.76% engagement rate. While this is below average, it only falls behind by .24%. Since their Instagram does not have signs of being a hosting platform, it would be expected that their engagement rate be slightly higher. Their posts do not typically link to other accounts/platforms, or direct viewers to another way to engage with them. Yet, if you go to their page it asks viewers to engage with them by “Snapping a pic and showing how you are.”

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I think that Gatorade’s engagement rate falling slightly short of the average could have something to do with their target market. Gatorade has two target markets as discussed in The Wall Street Journal. Their traditional target market consist of both male and female athletes ages 18 to 24. Their newer target market is focusing on the younger fans and younger generations. They are now also targeting males and females ages 13 to 18 that do not necessarily have to be athletes, but could evolve into loyal customers. Directing their focus on a newer target market shows their dedication to the growth of the company long term. Gatorade is addressing their audience with vibrant photos reinforcing the product and location their product is most often used. They are trying to capture their audience and target market with elaborate sports and drink photos with famous individuals, athletes, and locations.

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You may be wondering how their target market audience may be directly impacting their lower than average engagement rate. Adweek suggest that from recent studies the largest group of users on Instagram falling in at 32.2% consists of males and females ages 25-34. The second highest user category with 27.6% consists of males and females ages 18-24. With only targeting 27.6% of users on the platform, they are missing Instagrams highest user market and also not reaching their newly established target market of 13 to 18 year olds.

Overall Gatorade has done a good job of keeping their Instagram posts engaging and vibrantly intriguing. They probably fall short of the average engagement rate due to their full target audience not being dominate on the Instagram platform. Yet, with an engagement rate of 3.76% they certainly are not doing badly. Their posts, after all, are great quality with striking images that could potentially to stop anyone mid-scroll.

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