Pick any company you like and examine its presence on social media platforms. How would you evaluate that companies use of "jabs" and "right hooks" on its social media sites? Provide an example of a "jab" and a "right hook" that you encounter. Do you have any advice for the company based on their current use of "jabs" and "right hooks"?
I decided to examine Free People's presence on social media. Free People is a clothing retailer and an extremely popular brand for high school/college girls. Not only does Free People have developed Facebook and Twitter profiles, but also a Fashion Inspiration Blog, an Instagram, a YouTube channel, a Tumblr, and a Pinterest. Free People is known as a sort of 'boho' brand and uses a lot of beautiful images to express their brand identity. Because Free People has such a loyal following, they work hard to relate to their consumers and constantly update their social media.
ReplyDeleteAn example of a jab for Free People would be the pictures they post to their Instagram. Free People chooses to not only simply post pictures of their clothing, but also pictures of nature and other photos that help establish their brand. I really like that Free People doesn't solely focus on selling and really allows their consumer to understand the Free People lifestyle and the way they define what Free People truly is. I also think their Fashion Inspiration blog is a very clever jab. This blog allows consumers to relate to the brand. Again, the sole focus is not only fashion. The blog offers information on music, beauty, food, DIY, decor and fashion inspiration. As a retailer, I think it is important to not constantly focus on your product, but rather establish a very loyal following through brand identity.
Free People is extremely, extremely active on social media. Their constant updates I think definitely qualify as a right hook. For example, on Free People's twitter account, they advertise teaming up with bloggers for special 'Fashion Nights Out.' I think this is a very clever move and definitely can be used as a way to convert traffic into sales. Free People also runs contests occasionally on their social media platforms. This gets their consumers involved and excited and definitely draws traffic to their site. This traffic then has potential to turn into increased sales.
I think Free People is doing a very good job utilizing both jabs and right hooks. They have really established their brand and seem to have strong customer loyalty. They have an effortless way of generating buzz and encouraging you to buy their product without seeming pushy/annoying. I would encourage Free People to keep doing what their doing and not to stray away from developing their brand even further. I love that their sole focus is not on their product because I think it makes for a much more interesting social media experience. Also, this really distinguishes them from their competitors!
GoPro I believe shows one of the best examples of social media marketing strategy. They engage with users, involve their suers and actually allow consumers to drive the content that they put out. They allow their customers to be involved in the conversation and by doing so inadvertently promote their products as a bonus. Harnessing content created by the user is not just an affordable marketing strategy; it's pretty powerful stuff. GoPro's rising stock prices after its initial public offering (IPO) last week just go to show how powerful and versatile user-generated content can be.
ReplyDeleteI believe that their jabs consist of their frequent postings like the "photo or video of the day" on all their social media. Their app that allows current users to not only use their products but also immerse themselves in the brand while using their GoPro. The constant sponsorships of athletes and events are also a great way to continue to jab the market with brand recognition.
Their right hook in my opinion would be their advertising that they moderate and put out on all platforms. Their visual product allows them to be extremely creative, inspiring and eye catching which first pulls consumers in, attracts views and then grabs them with their stunning visuals and messages. They have created a lifestyle brand that constantly jabs at their market and occasionally hooks them when the time is right! I think they should continue and expand the marketing strategies they already have in place. They have already begun to branch out of the action sports fields and even broadened their demographic reach which is ingenuous in my opinion.
Pizza Hut (Yum! Brands Inc.) is a very interesting company to follow on social media, mostly due to the higher levels of change in recent months. Prior to the PR and social media crisis, Pizza Hut was following the old "prep and push" technique of social media posting. This generated very little response from consumers.
ReplyDeleteWhat did, unfortunately, gain attention was the video of the two Pizza Hut ex-employees who were spitting on the pizzas. Due to the public awareness of the incident, Pizza Hut had no choice but to completely rebrand and adjust its product line. The idea of Pizza Hut is to now be one of cleanliness and variety, as expressed in its website and photos. Pizza Hut responded directly to the disaster, as opposed to simply waiting for the buzz to die down. This was the first step to rejuvenating its social media strategy.
Nowadays, Pizza Hut is more interactive than ever on social media, and following the crisis and rebranding, it has increased its total social media followers by a significant amount. In light of its new product line, Pizza Hut has been focusing on social media posts that describe its new flavors, new website, new packaging, new, new, new. These are great jabs, because they constantly support the image of a new Pizza Hut- a fresh start at providing better pizza.
Some of the right hooks come into play when Pizza Hut is more interactive with specific groups of people on social media. Pizza Hut was able to jump in on some more good natured mockery of Tony Romo, and later went on to feature him in a Super Bowl commercial. Lots of fans responded positively to the way Pizza Hut became more a part of the conversation.
Advice for the company would be to continue these higher levels of personal interaction on social media. The #GamerConfessions hashtag generated a lot of buzz for Pizza Hut when they released the tweet, "Pizza in one hand. Controller in the other". These sorts of personal, conversational tweets can really work to convince consumers that Pizza Hut is right there alongside consumers/ that the brand can relate to your life. It will be interesting to see if the company continues with its stronger media presence.
I analyzed Warby Parker’s social media platforms as well as they type of content they shared. Warby Parker is an American eyeglass retailer who sell directly to the consumer through their seven stores, six showrooms, and their online store. The company’s unique vintage style eyewear attract a broad range of customers who need glasses but want to look trendy while doing so. Warby Parker’s Instagram has been rate as one of the top brands to follow. Their Instagram account is a unique mix of photos and videos of new collections, images taken by actual customers, and their employee’s in their work environment. Warby Parker is an active tweeter and pinner’ which duplicated photos, videos, and information from their Twitter account.
ReplyDeleteWarby Parker’s ‘right hook’ would be their ‘Buy a Pair, Give a Pair’ campaign. This program allows consumers to not only buy a necessity, feel stylish, get a great deal but they also are helping the less fortunate receive eye care and purchase these glasses at an affordable price for them. This campaign encourages customers to buy their glasses because the amount donated depends on how many glasses are bought by customers so essentially the donation is in the hands of the consumer. Warby Parker’s nonprofit doesn’t just donate money to the organization, they believe that is something temporary and rarely is sustainable. By training men and women of a developing country, this employs people from that community that can spread eye care awareness and make eye care accessible in their communities. This campaign would be their ‘right hook’ because this campaign may attract the emotions and feelings of the consumer and force them to choose this brand over another eyeglass brand. Buying a pair of Warby Parker’s allows the consumer to feel good about their purchase because they know that someone else will benefit from their purchase. Overall, consumers will feel that if they buy a pair of Warby Parkers, they have done a good deed.
Here is a video more about the ‘Buy a Pair, Give A Pair’ :
https://www.warbyparker.com/buy-a-pair-give-a-pair
Warby Parker’s ‘jabs’ would be their day to day activities on Twitter, Intstagram and Pinterest. These accounts feature the photos and videos of their new collections. Additionally, the brand constantly reminds you that while they’re mostly an online retailer, you have the option to order up to five pairs at a time to try on, so the consumer finds the perfect pair without the hassles of buying and returning multiple pairs. Warby Parker’s Instagram allows consumers to get involved with the company after their purchase. Warby Parker features fan photos of their sunglasses which keeps the consumer involved during their post-purchase. Lastly, they like to showcase their employees while they’re in their work environment to show how exciting and fun it is to work with Warby Parker day to day. All three of these factors I think would be considered ‘jabs’ because it sets them apart from other eyeglass companies in their industry and build up a relationship with their customer and maintain those relationships after the consumer purchases their glasses.
I chose to analyze the social media accounts of the 'Game of Thrones' brand. With the new season coming up this year, I figured they would have some great potential with their posts.
ReplyDeletehttps://www.facebook.com/GameOfThrones?ref=br_tf
https://twitter.com/GameOfThrones
Their "jabs" would be the small tweets and facebook statuses that keep the brand relevant. These include any interaction with fans, and the announcing or events coming up.
The "right hooks" would be the tweets and statuses that have big and important information. This would include the posts recently that released the trailer for the new season. The closer they get to the season premiere in April, the more their posts will have the qualities of a "right hook."
I really think that the marketing team for 'Game of Thrones' is doing a great job with their level of social media involvement at the moment. It's just enough to keep the show relevant while it's not on the television, but not so much that it's shoving unnecessary information down fans' throats.
I chose Target as the company to analyze for their presence of jabs and right hooks on social media. I tuned into their twitter during the grammys and they were using a lot of jabs to point out artists and what they were performing. Although the jabs were effective in connecting with their followers by retweeting and responding to others tweets, Target presented too many jabs during this event. They were mainly promoting the Imagine Dragons group but presented content that just seemed a bit irritating. Although they connected with followers for that specific time and about that group, they could have talked about other artists as well, being that they are a major retailer for the music industry.
ReplyDeleteThey presented their right hook on Facebook for the same group by telling consumers about their "exclusive version" of Imagine Dragons album that will hit their stores later this month. This right hook was effective on Facebook because there weren't that many ineffective jabs leading up to it. Although effective on Facebook, the right hook wasn't placed on twitter which kind of left a break in the connection between the platforms.
My advice for Target is to present both jabs and right hooks on both social platforms in their own special way. Maybe not as many tweets/jabs leading up to the right hook on twitter, where quality is more important that quantity, and more jabs on facebooks to have more connections between platforms about the subject. Targets main focus should be balancing both accounts better for events.
I decided to pick the company Nike to examine their presence on social media. I discovered that they have a Facebook, Instragram, Twitter, Pinterest, YouTube, and a Tumbler. I felt that they had a strong presence on social media platforms. Some of the platforms even divided into certain segments for examples males and females.
ReplyDeleteNike is very active on their social media platforms for example they use their twitter to interact with customers and encourage their customers. “Jabs” are their daily activity on social media and how they get their products and information out there. They also promote their commercials on these platforms in order to grab their customer’s attention. Nike also uses the #justdoit after all tweet to keep everyone aware of their common slogan and allowed customers to understand their brand. They show a great amount of interaction and use of social media. I think these show great uses of “jabs” in their social media.
I think Nike uses “right hooks” on Facebook in a great way. On Facebook they have separate pages to segment different genders, geographic locations, or other specifics in order to be more aware of who they are interacting with. This allows them to be more interactive with a specific group of people they are trying to grab the attention of. This helps to grab the feelings and emotions of the customers because they have a better idea of what to post in order to grab the attention of the customers. This helps to really grab the attention and make them feel like they really need this new products it different than just the daily activity.
I believe that Nike uses "jabs" and "right hooks" in a great way on their social media platforms. They uses jabs a lot in order to grab and gain the attention of customers and then sometimes uses a right hook to gain their attention even more and make them want to buy the product. They are grabbing their attention with a specific product, ad, or commercial. Overall I think Nike shows great use of social media and presence with their customers.
I chose to evaluate the Food Network on social media. I have only seen their Instagram account before, but when I searched further I found they also have a Facebook, Twitter, and Pinterest account. They post multiple times a day all having to do with recipes and the shows that are on the channel that day.
ReplyDeleteFood Networks jabs are all their posts about recipes. They usually post a delicious looking photo say what it is and then tell the viewer to get the link in the profile. The link directs you back to the main, websites where you can find any recipe you want. I think the video posts that quickly show easy ways to make something is more enticing for the viewer, they also don’t have to reference the website. They also provide short clips from shows as a jab to get the audience excited and interested in the show that day. Food Network has an extremely well put together Pinterest that any foodie would enjoy! Since Food Network does not really sell much their main goal through social media is to increase viewers and increase conversation. I think they do this by getting people involved through contests and events. Most recently they started a conversation asking their follows for ideas about ingredients going into the baskets of Chopped, the winners would be on the next viewers choice episode. This gets the followers engaged and maybe gets them watching the episode.
The only advice I have for Food Network is to keep their social media more separate. Food Network’s Facebook, Twitter, and Instagram are identical; they should have different posts for different mediums. This way fans can follow them on all platforms and not get bored by the same content.
I chose to investigate Walt Disney World's twitter and facebook pages. Disney is extremely active on their Twitter feed, they tweet every couple of hours. On the facebook page, they rage from a couple of posts a day, to a post every three days.
ReplyDeleteDisney's jabs seem to be pictures of the parks, lists of what to do in the parks, and little Disney history tweets, among many other things. The facebook page is more friendly toward videos, so they have videos about people who have recently visited the parks, and other ads for visiting. There are little quizzes, and interactive activities as well. I think the amount of times that they post, helps keep it in the forefront of your mind.
Their 'right hooks', in my opinion are the sentimental things. There's a video on the facebook page showcasing grandparents making Disney memories with their grandchildren. If a grandparent watched that, it would be hard for them to say no to their grandchild when they ask to go to Disney. They also have a lot of pictures from all over the parks.
I think Disney is doing a great job with their promotions. There's something for everyone in that, if you're a parent looking at the pages, there are lists of things to do, and helpful hints about booking trips. If you're a kid (or 20 year old in my case) looking at them, there are the interactive posts, quizzes, contests, and other things. The only thing that they could do is update the facebook page a little more.
I chose to evaluate The Giving Keys on social media. This is a nonprofit organization based in LA, and they repurpose old keys as they engrave words on them and put them on chains for people to buy as necklaces. The Giving Keys’s primary social media presence is on Instagram, but they do have a Facebook page as well. On Instagram, the marketing crew generally posts aesthetically pleasing photos of products that customers have sent it. They also post inspiring words of encouragement for those following the account.
ReplyDeleteI think that all of The Giving Keys’s Instagram posts are considered “jabs”. They are posted once (if not more) daily, and they simply attest to the success of the company as well the appreciation the company has for its customers. I think these jabs are vitally important because these posts serve as a forum for customers and potential customers to tag friends and discuss. These frequent posts help keep The Giving Keys relevant in the lives of its followers.
The Facebook account for The Giving Keys tends to post more promotional material. Upcoming trunk shows and giveaways are posted on Facebook. These are all “right hooks” for the company, because they are meant to grab the attention of potential customers.
I think that The Giving Keys does an excellent job of balancing its social media presence on multiple outlets.
The company that I examined is Forever 21. They have a Facebook, Twitter, Instagram, Youtube, Pinterest and Google+. Forever 21 is very active on all of their social media platforms.
ReplyDeleteForever 21 uses a lot of "jabs". They post a lot of pictures of their clothing to attract customers. They use "right hooks" when they post a picture of a complete outfit. This technique is more likely to result in a sale. Customers like seeing what something looks like put together.
Another example of "jabs" and "right hooks" is with their new #F21SpongebobSelfie contest. They started jabbing at customers when they showed what new products they had to offer. They right hooked customers by making them take selfies with Spongebob to win a contest.
The company that I chose to look at is Dove. Dove has many different forms of social media, they have: Instagram, Facebook, Twitter, Pinterest, and Tumblr! Dove relies heavily on social media to keep customers interesed. They have a heavy presence on Facebook, Twitter and Instagram. Most of their marketing material is visually stimulating, they realease a lot of images and pictures of people to demontrate their product.
ReplyDeleteDove definitely relies heavily on jabs, especially on Facebook, Twitter and Instagram. They release a lot of inspirational quotes about people loving themselves and embracing their beauty. They use their quotes as jabs to get customers interested, it shows how beautful a person can be and feel using their product and it really draws attention in.
Their hooks are their personal testimonies. They post videos on their social media sites with customers using their product and how much their skin glows after. These hooks draw the customers in proving that the product works well and how happy it makes users.
They jab their customers with little quotes inspiring them and hook them in with videos showing how happy their product makes their customers.
The company that I chose to follow on social media was Urban Outfitters. It is a trendy clothing company that also does a lot of posting on social media outlets. Urban uses many different outlets of social media they have Pinterest, Twitter, Facebook and a Instagram account. These accounts help the company to stay relative to their target market.
ReplyDeleteSome of the "Jabs" that Urban Outfitters use are the pictures that they post of new clothing inventory and how to style their clothes. This is a unique tool that helps the company sell more products overall because customer wants to buy the whole outfit that is show in the picture.
Their hooks are the quotes and sentimental posts. They try to keep their target market inspired and interested in the lifestyle that Urban tries to advertise in their marketing. The company also uses inspirational photos with people wearing the new clothing that is in the stores.
The brand that I chose to examine on social media is Lilly Pulitzer. In my opinion this popular clothing and accessory line has a strong social media presence. Utilizing jabs on a consistent basis, they are constantly interacting with their customers on social media. Their regular posts on Facebook, Twitter, and Instagram create a lot of content that keep customers engaged. This builds great relationships between the brand and its customers. Examples of Lilly Pulitzer’s jabs would be their use of vibrant images on social media that include visuals of their popular prints or even water color paintings that are done in the style of their products. These are very eye-catching and really encourage young women interested in their brand to share the pictures or even use them by posting them on their own. They are very recognizable in their style and people talk about this brand a lot. Another jab example would be the tweets that Lilly posts regularly and the fact that they tweet back at customers really often, perhaps more than any other brand I’ve seen. This really encourages customer interaction which is a vital part of a successful social media campaign.
ReplyDeleteI believe that the right hooks that they have utilized are their heightened interaction with college campuses and their partnerships with other brands that they’ve been promoting recently. The last two years I’ve noticed that Lilly has been endorsing a college competition where the prize is that the Lilly Pulitzer team comes to the winning campus and teaches about the jobs they have and gives out samples. The way you won was if your campus got the most “likes” on their Facebook competition site. The only catch was that in order to vote, you had to “like” Lilly Pulitzer on social media. This was a great way to get more awareness about the brand. The major right hook that I have noticed lately though is Lilly’s partnerships with other brands. For example, there has been a recent partnership with Target. They have begun campaign as Lilly at Target and that they, much like Marc Jacobs, will be creating products and clothing exclusively for the Target stores. This is created a lot of buzz, both positive and negative, but I believe that this is their next big campaign that will bring in a ton of profits. I know that brands that have partnered with Target in the past have been wildly successful and Lilly should be no different. This campaign is likely to be very successful.
Nike:
ReplyDeleteI’ve picked Nike to look at all the media platforms because they are the ultimate kings of marketing through social media.
Jabs: Nike utilizes Instagram and Twitter very well through their jabs. They build conversations and engagement through creative pictures. There not your typical advertisements, yet they are unique ones such as, runners running through and environment, wrestlers, snowboarders, surfers, rock climbers, hikers, slack liners, professional athletes, your average athletes, tennis players, swimmers swimming in the ocean. Each photo has a different perspective, in which captures the consumer’s attention. Nike always shows the Nike swoosh in every picture, and post the caption with a hash tag of just do it! All of these factors are building relationships with their customers because Nike’s pictures have to do with everyone of their consumers. They are reaching to their souls by providing photos of every kind of physical activity in a unique perspective.
Right Hook: I believe that Nike does an profound job converting their sales through their Twitter account. They utilize right hooks that captivate all of their consumers. For instance, Nike Re-tweets and Tweets at their followers. That builds brand loyalty because Nike is taking their time to talk personally to their customers. Every Tweet ends with the hashtag of #justdoit. By doing that, it is building their brand and embedding their trademark into people’s heads, therefore, gaining more sales. Nikes call to action through their Twitter is easy and understandable to all followers. Nike also does a good job at encouraging their followers by posting inspiring comments and quotes.
I believe that Nike needs to do a better job at posting short and to the point pictures with a small caption on Facebook. I am a consumer of Nike, and what I want to see on Facebook is pictures, not long posts. Also, on Instagram Nike can start doing short 30 second videos every single day and hashtag it #videooftheday or allow its followers to create their own video and Nike will pick the winner and post it that day. Ultimately, Nike does a great time at gaining sales and consumers through their ads on Twitter and Instagram.
I decided to evaluate Urban Outfitter’s presence on social media. I found they have a Facebook, Twitter, Pinterest, Instagram account and even their own app. Clearly they have a strong social media presence and Urban Outfitters posts every day and usually more than once. On Facebook they even have consumers interacting and posting comments about that particular post.
ReplyDeleteUrban Outfitters jabs would be some of their posts of clothing and lots of outdoors activities. They even have posts about food and beauty tips. I love this because it captures the audience’s attention instead of just seeing page after page of clothes.
An example of a right hook would be their contests on Facebook. For example people can enter in for the chance to win an outfit simply by downloading their UO app. Urban Outfitters also gives people outfit options for if they have a date night coming up. They want you to buy their outfit to impress from Urban.
The only advice I have for the company is to be very careful for what pieces of clothing they decide to sell and post to their accounts because of their past controversies. Other than that I love looking at Urban Outfitters social media sites. Once I found out there was an app I had downloaded it immediately. They do a great job at pulling in shoppers and give rewards to those who are loyal customers.
TOMS is a brand that projects a powerful story, a story of philanthropic work and aid across the globe. I can confidently assume that the majority of our population has heard of TOMS and their purpose as a company, as simple as One for One, giving back to those less fortunate. Rather than only focusing on selling their products, which have extended beyond the original slip-on canvas pair, TOMS shares a story that speaks to everyone. I just started following the brand on Twitter and have now seen that they are highly active on Instagram, Pinterest, Facebook, Tumblr, and Google+. Additionally, TOMS has a blog that also serves as means of purchasing their products.
ReplyDeleteIt is evident to identify the jabs that TOMS uses within the social media realm; of which I will say is quite clearly effective. They are continually posting pictures on Instagram of various aged people, places, and things all that have some indication of the shoes or other products, such as their new coffee. However, rather than just posting an abundance of images for consumers to see, TOMS acts more like a friend to its followers, telling stories about giving, happiness, travel, food, you name it. The jabs, per say, do not overstep with a crazed amount of marketing, especially not on their Instagram. Do not misunderstand me, for TOMS most certainly posts advertisements quite regularly of new products and deals, but it is done tastefully and with a different intent then a typical retail brand. TOMS steps beyond marketing with their jabs on social media, as they blog inspiring stories and connect with their consumers and givers on a much more deep level than that of a surface level shoe company who truly just wants to market a particular product.
When looking at TOMS’ blog and Pinterest, modes of utilizing this right hook concept are very much so present. In regard to Pinterest, TOMS enables consumers to become involved with their pins and interact via their personal Pinterest account. Beyond just Pinterest, TOMS uses all modes of social media with a great deal of aesthetically pleasing images that include a range of people and things, all while indirectly marketing their items. TOMS is not just a presence on social media, rather it is a brand that inspires and changes the world one product at a time. Therefore, TOMS may jab quite a bit on Twitter and Facebook, etc., but it is how they operate and what they stand for that enables them to hook consumers into their company, of which they have done to me! I love what TOMS stands for and I am highly supportive of all that they are trying to accomplish.
I spent the last few days examining the impact Old Spice has had on social media, and how they are using the different platforms. The majority of the content that is put out by Old Spice is through You Tube. Videos surrounding their products have been a major focus ever since Mustafa came out riding a horse a few years ago. Many of these videos then get put out onto other social media sites such as twitter.
ReplyDeleteThe jabs from Old Spice come from these videos. They are clever, thoughtful, and above all else humorous. While sometimes they can be quite ridiculous, the continuity between them is great for the company image as a whole and really connects them with customers.
The right hook would be apart of some of these videos. Most relate back to the body wash and other products in some way, while keeping the overall atmosphere light and upbeat. From there Old Spice is able to sell you on the feature of their products whether it be deodorant, body wash, or electric razors.
The only advice I would give them would be to keep doing what they are doing. Create innovative ways to sell people on you r products by framing them in a unique and favorable light.
Over the past few days I have been monitoring the twitter account of the Washington Nationals. While it is a "dead" time for baseball teams, players, and organizations it might be one of the most important times for their marketing team. The winter season is the time to unveil ticket deals, promotional and giveaway deals for the upcoming season and of course seeing what National players are up to.
ReplyDeleteThroughout the last week the Nationals have taken recognizable commodities(mascots, PR team) into the DC metropolitan area to giveaway tickets, bobbleheads, and much more. These acts have been "jabs", showing the community that baseball will be coming back again in a few months, and gently reminding them that tickets and promotional gifts are available right now.
Because they are giving away so many free items in their marketing campaign i consider them jabs, because when has receiving free tickets, memorabilia, etc. ever been annoying? The only "right hook" style marketing I see is the countdown to Spring training, while i do not consider invasive in any way, it is a bit heavy hitting with a picture of a previously selected player in the midst of some sort of game action while the picture is accompanied with some sort of graphic that says "9 DAYS UNTIL PITCHERS AND CATCHERS REPORT". I understand how people could get tired of this method on a daily basis, especially if you follow them on twitter, instagram, and Facebook. But then again, if you're following them on all three it might be a welcome sight to see.- Brian Yeagle
Athleta is the company I chose to look into their social media. Athleta is a high end women's athletic and leisure clothing company. Athleta utilized pinterest, twitter, and Facebook as their main focus on social media. Content includes post such as exercise tips, personal stories, and of course posts that promote their clothing.
ReplyDeleteAs far as "jabs", they have multiple ones to pick from. My favorite post is a Q&A they did with a woman who is pregnant and a regular yoga practicer. In the Q&A they not only asked personal questions about the woman but also had her share how the Athleta brand plays into her day to day life and how she feels about the clothing. This post caught my attention and had me interested. Anther great example of a "jab" is on their twitter where they give a recipe for a healthy detox drink.
As far as "right hooks" they don't have many which I find to be a good thing. There was only one from the past week and it was promoting their Polartec Alpha Slice Vest and giving customers a link to their website by saying "shop here".
Athleta, in my opinion, has done a great job of balancing "right hooks" with "jabs". They give content that is both interesting and informative and that makes me want to continue coming back to their social media sites.
I decided to examine Nordstrom's presence on social media and I discovered that they have a Facebook, Instagram, Twitter and they also have a Pinterest account. Nordstrom is known for providing the highest level of customer service and delivering reliable products. Nordstrom already has tons and tons of customer loyalty and because of that, they know their customers expect them to keep up and work hard to constantly update their social media.
ReplyDeleteNordstrom is extremely active with their social media platforms. One example would be how they use twitter to interact with customers about anything customer service related or anything related to fashion. Nordstrom uses twitter to tweet about events, sales and promotions that are going on as well as just tweeting at their customers. A jab for Nordstrom would be their daily active on social media and how they are always interacting with their customers on twitter and how they are constantly posting pictures on Instagram. Nordstrom doesn't solely focus just on posting pictures about fashion. They post pictures about food, makeup, beauty, accessories, shoes, house ware, etc. They build conversations and engagement through creative pictures by posting pictures of new clothing inventory and items they sell in their stores as well as pictures of how to style their products for different situations and events - date night, girls night out, workout classes, holidays, interior decorating and so much more. Nordstrom also tries to post pictures that interest men as well, by not only posting just girly things but also posting pictures of mens clothing, shoes, sports, accessories.
An example of a right hook for Nordstrom would be through their Twitter account. Nordstrom is very active on Twitter. Like I stated before, they use Twitter to interact with customers about customer service or anything related to fashion. There are a lot of tweets about events, sales and promotions that are going on and reviews from customers. Nordstrom also includes a bunch of pictures along with their tweets. By interacting so much with their customers they are building even more brand loyalty because they are taking the time to personally talk to their customers.
I think Nordstrom is doing a very good job utilizing jabs and right hooks. They have an extremely strong customer loyalty and have really established their brand. Nordstrom knows that their customers only expect the best from them and they work extremely hard to give them nothing but the best. You can always expect Nordstrom to go above and beyond to make sure their customers are happy.
I looked at J.Crew's social media sites. They are great at posting "jab" content that interests the consumer. One thing I did notice is that although the majority of their content were "jabs", it was everything related to clothing. For example, "The whole not-quite-winter, not-quite-spring thing got you stumped? Our stylist Gayle is back with 11 outfit ideas to get you through transitional weather in style", and other outfit ideas for different weather situations. They also recently posted an instagram contest.
ReplyDeleteSomething I noticed in the book is that people want to see these two things" entertainment or value content and incentives to follow these companies. However, they don't post anything that is unrelated to their clothing (i.e. "Happy Mother's Day", other pictures, etc.) If they were to combine these two content types, they would have more quality and native content.
As for their "Right Hooks" there is about 1 for every 5 jabs, which I feel is a good ratio. Their sales pitch goes something like this a posting for a new store opening or new clothing or accessory arrivals that go well with the store they are trying to tell.
I decided to examine the The Loft and its presence on social media platforms. The Loft utilizes almost all social media accounts such as Pinterest, Facebook, Twitter and Instagram. The Loft is a women’s clothing company targeted at a younger working crowd.
ReplyDeleteThe Loft mostly focuses on “jabs”. Throughout their Facebook, Twitter, and Instagram they show the same jabs. For example on all three sites the company put out “start planning a vacation somewhere warm and sunny” with a picture and link to their new shorts line. I think the company focuses on jabs because they know their customers are usually there because they already trust their brand and want to buy their clothes.
The Loft does not really utilized social media for many “right hooks”. The only right hooks I could really find were on their Twitter account, and it was not tweets they produced, but tweets they retweeted that were put out buy their customers. For example one customer tweeted that she got a ton of new clothes at The Loft during their 40% off sale, so the company retweeted her. I think this is a good idea for The Loft because they are advertising their sale without seeming too pushy.
Overall I think The Loft does a great job with keeping their social media sites up to date, and making sure to have plenty of “jabs”. However, I do think the company could focus a little more on “right hooks” in order to attract new customers who are on their sites to get a feel for the company. Or someone like me, who loves their clothing but I cannot afford most of their pieces so I would like to know when there are sales or special promotions going on.
I chose to analyze Apple and examine their social media accounts. I have would have thought that Apple would be one of the most active companies on social media, but I have discovered it is the complete opposite. If you ever tweet @Apple you may find that they only have 26,000 followers, and their Apple Facebook page is almost non-existent. While “Apple” may not be active on social media accounts, the desperate departments are. For example, “iTunes” Facebook page has over 31 million likes. Apple knows what they are doing though. They pride themselves in being a very secretive company by keeping all of their upcoming products hidden from the public and when they finally do announce a product, they have complete control over it. For a company based around technology and media, you would think they would be more involved, but their decision to not be involved with many social media accounts is the best decision for them and they still get the publicity they want. They still have no issues getting their “jabs” and “right hooks” across to their consumers.
ReplyDeleteAn example of “jabs” used by apple would be the small advertisements and commercials they release on TV, ads in magazines, tweets, and anything they produce to just keep their company relevant. Apple is such a large and well-known company they honestly do not have to do much to keep their consumers interested. They do a good job at also announcing products and interacting with their fans.
Examples of the “right hooks” they use are when they release their information on big products coming up. They use the jabs to let people know things are coming up, but the right hook is when they release the information that a big product is being released soon. Apple is very secretive company so when they announce a product it is a very big deal and people are instantly interested in getting that product.
Some people may think it is weird that Apple is not on top of their social media platforms; I thought it was strange at first, too. But after looking into, it works for their company. The social media platforms they do use release just enough information to keep their audience interested in their company, but the idea of them being a secretive company makes sense for them to keep a lot of information to themselves. They still do a good job with their “jabs” and “right hooks” and all of their promotions works for this company.
I chose to analyze Kate Spade New York and its social media platforms. Kate Spade New York is known worldwide for their bold and stylish designer clothing, shoes, fashion accessories and more. They are extremely active on Facebook, Twitter, Instagram, and blogging.
ReplyDeleteKate Spade frequently posts photos on Instagram of their new clothing and accessory items as well as catchy quotes that are featured in their planners. Kate Spade is also consistent with posting albums full of photos on Facebook with their new arrivals and the season’s most cutting-edge outfits. Their Twitter account is the least active of these social media platforms listed. Kate Spade frequently updates their websites blog with fashion and decorating inspiration. The jabs that are apparent are the photos, quotes, and blog articles that Kate Spade shares with its followers. These jabs allow consumers to engage with the brand – liking, commenting and sharing their posts.
An example of a right hook displayed by Kate Spade is the announcement of their surprise sale which offers 75% off select items. This surprise sale is only announced to those that follow them on their social media platforms and of course all items are first come, first serve until they are sold out. I believe this is a strong hook to get consumers onto their website and shop around for great deals. They begin with the jabs of photos and inspirational quotes and ideas through their social media accounts and hook them with a surprise sale that their loyal customers do not want to miss!
I believe Kate Spade has a strong social media presence. Personally, when I see they are having a surprise sale, I quickly jump onto their website to see what deals they have to offer. From what I’ve seen on their accounts, they seem to engage with their consumers which is vital in keeping their loyal customers.
ReplyDeleteI looked at the women's clothing brand, Brandy Melville because I frequently buy clothes and accessories from there and I also follow them on several forms of social media.
Brandy Melville probably posts 25 pictures a day on Instagram, all of which showcase its clothes and accessories. To me, this is their way of “jabbing”. I look at Instagram quite often throughout the course of the day and 9 times out of 10 they are the first picture that comes up when I refresh my feed again. Sometimes it seems a little too “in my face”, but I love the company so much that I continue to follow them and purchase their products.
Despite their constant, and to some, annoying presence on Instagram - Brandy Melville is unique in that they use pictures posted by followers in their clothing. Over the summer I Instagrammed a picture of me wearing one of their shirts on vacation and two weeks later they posted it on their BrandyMelvilleUSA Instagram account. Of course I was excited about it because they frequently post pictures of celebrities such as Emma Roberts and Taylor Swift wearing their clothes, so it made me feel sort of like a celebrity. Brandy Melville definitely hooked me in after the repost of my picture that got over 100k likes, and I’m sure the other people whose pictures Brandy Melville has used feel the same way. To me, being interactive with your customers is a brilliant idea because it makes your customers feel as if you matter to them, even though they have almost 2 million other people following them on Instagram.
The company that I looked at was Reese’s for the Reese’s Peanut butter Cup. They had a lot of “jabs” on their twitter feed. Ones such as “Good things come in mini packages” trying to sell their mini cups and “your weekends better with a crisp” trying to sell their new wafers. This last jab was also tweeted last Friday at 4:15, right when everyone was getting out of work on Friday, just in time for them to stop at the gas station or food store and buy some Reese’s. The “right Hook” that they had was a tweet that came four days before Valentines Day, right when people are trying to figure out what to do for Valentines Day. The tweet read “No better way to say I love you” and there was a recipe for a Reese’s Valentines Day cake. This is a “right Hook” because Reese’s knows that Chocolate is a huge product for Valentines Day and since they are trying to sell theirs then the prefect time to do this is a few days before it.
ReplyDeleteI think that Reese’s is throwing out a lot of ‘jabs” on their twitter feed but they need more interaction with customers instead of just stating things. They also post a lot of pictures, this is good but you should post pictures on Instagram not twitter. Like the book said do not have one plan for all of your social platforms.
The company that I chose to examine is Oreo. Oreo just released their new Red Velvet Oreos so the majority of their tweets promote that through short videos about Red Velvet Oreos and Valentine’s Day. The videos are directed at a crowd that might not be excited to celebrate Valentine’s Day. On Instagram, Oreo posts about once a day. Pictures include Oreos in various forms, cookies, pies, and milkshakes. Oreo’s Facebook features a majority of the same content as their Twitter account. On Oreo’s Pinterest, every pin involves the cookie through recipes and fan stories.
ReplyDeleteThe majority of Oreo’s social media consists of jabs, promoting their brand and new products. An example of a jab is their tweet, “If Milk could melt… it would #RedVelvetOreo flavored cookies. #feelings #ValentinesDay.” A lot of Oreo’s right hooks invite their followers to go out and buy Oreo cookies in order to make recipes they post. For example, they tweeted” Score a #touchdown at your Big Game Home Bowl with our OREO Football Refrigerator Cake,” with a recipe link and a picture of the cake. While Oreo’s Twitter and Instagram accounts are successful, their Facebook account lacks customer interaction.
I chose to examine Starbucks’ presence on social media, which is very well known. They can be found on Facebook, Twitter, Instagram, Google+, Pinterest, and YouTube. Starbucks tends to use Twitter the most, making roughly two posts a day, then Instagram, Pinterest, Facebook, Google+, and lastly YouTube. Pinterest and Instagram are great sites for showing off their delicious looking coffees and baked goods. All of their posts are eye-catching and usually contain fun contests or tips for their coffee-loving customers.
ReplyDeleteStarbucks has created many jabs and great right hooks over the years. One example of a jab would be all of the delicious pictures they post that intrigue the customers to try their food and drinks. Another example of jabs are the contests they create to influence their customers to get involved, while purchasing their products. The most recent right hook that Starbucks has created is the “World’s Largest Starbucks Date”. This creates the desire within their customers to be a part of something big, while offering surprises and “sparks of love” within a date-like environment on the day before Valentines Day.
Starbucks has a very strong social media strategy; however, I would make one recommendation for them to consider. All of their social media sites tend to have the same information and pictures. I think that they should try to cater their posts to the types of people that tend to use those specific types of social media.
I chose to look into the social media for the baseball team, the New York Yankees. I chose them because I don’t already follow them on any forms of social media even though I am a fan. I guess the reason why I don’t is because I am not considered a “die hard” fan even though I enjoy going to the games, mostly for the food I will admit. What I discovered is that the Yankees have an Instagram, Facebook, Twitter, and can be found on Pinterest as well. Even though this isn’t the season for baseball, there are constantly posts about the upcoming season, ticket deals, player updates and many other topics that the teams wants to keep their fans informed about.
ReplyDeleteAnother interest feature that the Yankees have is there BallPark App that you can download from the itunes store. It allows for mobile check-in, social media updates, offers, rewards, player and team music, and exclusive content. Also, while at the games, you can order food from your app to enjoy. On the social media clubhouse page, on the website, you can find a list of people that can be tagged in your social media posts and there are also links to all of their social media sites so that fans can easily access them. An example of a recent “jab” on the Yankees Facebook page, they posted “54: the number of a #Yankees legend, AND the amount of days left until #OpeningDay #ButwhosCounting.” This was a great way to remember a former player while also getting the fans excited for Opening Day and the start to a new season.
I didn’t notice much “right hook” style marketing in any of the social media platforms. Maybe as the season gets closer this will change but as of right now there is nothing super invasive to entice the fans. I think that as Opening Day gets closer, they should post almost every day with reminders, ticket deals, or giveaways to really hook the fans in and get them excited about the start of another season.
I decided to focus on Southwest Airlines for this assignment. The company is creative and interactive on all forms of social media. It has Twitter, Facebook, Instagram, and Pinterest accounts. All of the social media platforms are cohesive, yet different. The twitter is mostly used to communicate back and forth with customers. The instagram highlights where the company can take you, as well as charity events. Pinterest is where the company gets most creative. They have boards for destinations, travel tips, activities for children on planes, and even a board dedicated to "Elf on the Shelf." The company's Facebook promotes deals and amenities the company has to offer.
ReplyDeleteThe book defines a right hook has a simple call to action, perfectly crafted for mobile devices, and respect for the social network. An example of this is posted on their Facebook page. It's a picture of a gift card to Southwest with roses and chocolate in the background.The text reads "A full heart starts with a journey. Do you remember your first date? Give your sweetheart the gift of travel:" It also lists link for a specific call to action.
An example of a "jab" on social media is found on Southwest's instagram. The company posts pictures from around the world or plane tour videos to keep the company relevant. A specific example is a picture of a dock. The text on the picture reads, "Spring is in the air. You should be too" The caption says "Spring is here! Where will it take you?" This gets customers thinking about the company.
Overall, I think the company is excelling on social media. If I had one piece of advice, it would be to increase relevant tweets. Their twitter is overwhelmed by responses to customers. It could be a little too much of a good thing in my opinion.
The company whose social media I chose to examine is Dunkin Donuts. They are a very popular and well-known company so I wasn't surprised to find that they are very active on their social media, across platforms. Dunkin Donuts is present on Twitter, Facebook, Pinterest, Instagram, Google+, and YouTube. Dunkin Donuts is pretty active on all of their social media and they do a really great job of utilizing multiple platforms to do this. They're very good about posting a variety of material too, but focused on their products and services. One thing that really stood out to me was their use of bright images with eye-catching colors all over their social media. It's obvious that their logo is bright in itself, with its hot pink and neon orange hues, but they also make their social media mirror that.
ReplyDeleteDunkin Donuts' social media is really effective because they use a combination of "jabs" and "right hooks" throughout. One example of their "jabs" is their use of social media during holidays. They do a great job of highlighting their products and services with big holidays and even little holidays. For instance, the other day they tweeted a clever picture of a bagel because it was National Bagel Day. Even when there are seemingly made-up and insignificant holidays, Dunkin does a great job of making them seem big and worth celebrating. An example of Dunkin Donuts' right hooks in social media is their specialty products that they come out with. Whenever the seasons change or certain nationally celebrated holidays come up Dunkin Donuts has special food and beverage to reflect that. Their social media does a great job of promoting these products to create a desire in consumers for these specialty products.
Dunkin Donuts is all over social media and sometimes it comes across as a little bit intense. But like all good companies they have created a name and a presence for themselves via social media. One thing I would suggest for them though is to try and get better at responding to customer comments. With all these forms of social media it becomes easier for customers to get in touch with a company, but with that contact comes responsibility. Dunkin does a great job of posting to social media but my one suggestion is that they create a system where customer’s comments can be heard and responded to. This would increase customer satisfaction and make customers feel like they have a voice.
For my company I chose Olukai, which is a Hawaii based shoe company. Analyzing their Instagram, Twitter and Facebook accounts, they are centered on an authentic, relaxed lifestyle. #AnywhereOlukai provides followers a platform to showoff where their Olukai shoes take them on their life journey. They really hit a lot of demographic markets in which they have awesome products available for men and women of all ages. They have casual kicks, everyday sandals, boots, wedges, etc. as well as a more active line of ‘trainers’ (which are vegan friendly!). They engage their audience by asking questions such as: “Our new year’s resolution is to be more active. What’s yours?” This particular post received only 102 likes, so it’s evident they are a niche brand still growing their social media presence. They are in tune with the Hawaiian community in which they promote paddle boarding contest, University of Hawaii Rose Bowl contenders, local eats, local athletes /heroes and more. From my evaluation, it seems they throw about 99% jabs, with 1% right hooks. The only ‘sales pitch’ I really encountered was when a specific product was being promoted and followers had the option of tagging up to 3 friends and family on the pic to have a chance to win free footwear, the Olukai team picking a winner by a certain date. I believe Olukai is solely focused on community right now and ‘winning over’ / building a relationship with the Hawaiian community. Even when their social media presence expands, it’s doubtful they will change their strategy by throwing more right hooks.
ReplyDeleteFor my company I chose the TV station AMC. I would like to focus on two specific TV shows on AMC: "Breaking Bad" and "Better Call Saul." Both of these tv shows have the same producers and created, Vince Gilligan. Breaking Bad took the world by storm back in 2008. Many will say it is the best show on television. I can definitely say it is one of the best shows I have ever seen. The creators of Breaking Bad recently came out with a new show, "Better Call Saul," which is a prequel to the Breaking Bad series with some of the same characters.
ReplyDeleteBoth of these shows use the same marketing strategies, but their jabs and right hooks are different than most. AMC's jabs for these shows would consist of sponsored tweets about the show. Before Better Call Saul was created, AMC would leak hints that a new show featuring the same writers (Vince Gilligan and company) would be coming out. With the unbelievable success of their first series Breaking Bad, these subtle hints were enough to get fans riled up with even the possibility of another show.
Once AMC ultimately released the news about the brand new series Breaking Bad a few months ago, fans were itching for some previews. Because of the creative genius of Vince Gilligan and the producers and directors, a right hook marketing campaign for this show was as easy as simply releasing a trailer or a sneak peak from an episode. These trailers and small clips are so entertaining and so intense and leave such great cliffhangers that fans can hardly wait to watch the full episodes. With the success of AMC's marketing strategy for their television series, I cannot think of anything else that would excite fans more than what they already do. The fact that the content is so desirable by so many people makes it very easy to market.
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ReplyDeleteI chose to explore the brand Mitsubishi and its presence on social media. Mitsubishi is an automotive manufacturer out of Japan. I chose this company because I drive a Mitsubishi but never engaged with them on social media on any platform and wanted to see how they interacted with their fans. Their social media presence, especially on Twitter, is very active and they seem to interact with their followers and send out a high volume of tweets. There are numerous tweets that are in response to their followers who have questions or comments about their vehicles, so they are a very engaging brand.
ReplyDeleteAn example of a “jab” for Mitsubishi would be them tweeting about certain features of their vehicles and offering ideas along with pictures of different ways to use their vehicles. They seem to promote the Mitsubishi Outlander more than any of their other models, and market it as an adventurous vehicle that should be used to travel and experience new things. They usually accompany this by using a phrase that leads into them into luring you to their website, which they post a link to so that you can check out their vehicle in greater detail and learn more about it.
Examples of a “right hook” would be their use of real time social media marketing, their #ProtectThePie campaign, and the promotion of a new model of one of their vehicles being released. The biggest presence of real time marketing for Mitsubishi was during the Super Bowl this year. They were live tweeting during the game offering their commentary and using relevant topics to associate with their cars such as the “deflate gate" scandal for the Patriots, showing them putting air into a Mitsubishi tire. The #ProtectThePie campaign was one of their largest engaging campaigns. It was a campaign that used pizza delivery drivers who drove Mitsubishi’s to show how they kept their customers order safe because of their vehicle. Their biggest right hooks come when a new model or new vehicle is being released and use the #FindYourOwnLane hashtag to promote them.
The only advice that I would give Mitsubishi and their social media presence would be to continue more campaigns similar to the #ProtectThePie campaign. If they are going to market their Outlander model as an adventurous car, they should make a campaign where the drivers of those SUV’s either take pictures of make videos of them engaging in some type of adventurous activity with their car and have them post it to their Twitter page. This would engage their followers more and build stronger brand loyalty.
The company that I chose to analyze was taco bell. Taco Bell uses Facebook, Twitter, and Pinterest as their main sources of social media. Twitter they mainly use to retweet customers, Facebook they mainly talk about their product, and Pinterest is surprisingly full of 16 different folder relating to their brand. It seems they use all of these accounts on a daily basis.
ReplyDeleteIt seems that Taco Bell mainly uses jabs as their tactic. Currently right now they are making jabs towards people purchasing their new crunch-wraps, Cinnabon coffee, and to get their customers downloading their new app. An example of this on their facebook is they are trying to promote their new Crunch-wraps and their facebook app by saying this, "Want to know what's new, has three flavors and is #OnlyInTheApp? Go find out: smarturl.it/qqfurx". Like a jab, this is getting their customer engaged in using their app while also getting interested in their new food products.
Taco Bell does not use many right hooks. One example that I found of a right hook for Taco Bell is for their new product Quesalupa (#Quesalupa). Taco Bell only has this product currently in Toledo. On their twitter paige they #Quesalupa and told America that the only way they would be able to try it is if Toledo likes the product. This gets a lot of talk started about the product and the brand, and it also shows that if it does not get good sales in Toledo then America will not be trying it!
Even though Taco Bell does a great job of staying on top of all of their social media there is some advice I would give them. Instead of just on their twitter retweeting customers they should get more conversation going for people to try products and see how their consumers like them. I also think they could limit the amount of posts they put on their twitter and facebook because just looking at the pages it seems very overwhelming, this may cause their consumers to unfollow them and then they would not be getting the messages about their new products! I think the #Quesalupa campaign is great because its creating buzz around a product that people have never tried and its a possibility they will never try! Besides this I believe they have a good foundation on their social media.
I chose to analyze Under Armour's use of "jabs" and "right hooks" through their social media accounts. The company is extremely active on social media in many ways. Under Armour has accounts for the various sports that they sell products for. (Lacrosse, Football, Basketball). For this particular exercise, I will be discussing Under Armour's main account.
ReplyDeleteI would say that roughly half of Under Armour's tweets and other posts could be considered "jabs". These posts are not aimed at selling a particular product, but instead, promoting the image of the brand and creating a feeling for the customer. And example of this would be Under Armour's motivational quotes that they tweet daily. Another example of jabs would be the use of sponsored athletes in videos. For example, Under Armour tweeted a video of sponsored athlete Steph Curry challenging viewers to work harder than their competition.
An example of "right hooks" that I encountered were the more direct tweets calling customers to buy UA products. These tweets typically state that UA products will put consumers over the edge, and also provide a link for purchase. A specific ad that I saw was a UA golf ad with Jordan Spieth. The tweet said, "Give yourself an advantage on every swing". It also showed a picture and a link to purchase golf apparel.
UA does a great job with "jabs" and "right hooks". The only real critique that I have is they almost interact too much. Their feed can be overwhelmed by conversation between brand and customer.
The company i chose to look at was Nike. NIke does a good job in the social media world. They use Twitter, Facebook, and also Instagram. They use twitter mainly to market new products, or announce release dates of new shoes. NIke uses instagram to post inspiring pictures, most of the time with some good quotes.
ReplyDeleteI feel that Nike uses twitter and instagram to get their Jabs across. They help to get people get involved by tweeting and responding to customers. All of these factors are building relationships with their customers because Nike’s pictures have to do with everyone of their consumers. They are reaching out by providing photos of every kind of physical activity in a unique perspective.
Nike uses right hooks as well. Nike Re-tweets and Tweets at their followers. That builds brand loyalty because Nike is taking their time to talk personally to their customers. NIke ends most of their tweets with the same hashtag. Most of the time it is #justdoit. I feel that nike also wants their customers to post similar pictures or tweets.
Personally, i feel that Nike does an overall great job on social media!!
I decided to take a look at "YETI" as a company. This company started out making custom coolers for the outdoor person and now have over 15-20 products from coozies and tumblers to other style coolers and bottle openers. They came up with a really strategic marketing plan and quickly moved to the top of insulated cooler markets. Their coolers come in many sizes and colors and can hold ice and drinks for many days on end. This a good example of a classic american company that is leading success in their industry.
ReplyDeleteAn example of a jab for YETI would have to be all of the pictures that they post and the environments and backgrounds that they incorporate into their marketing and posts. They use nature and a wide variety of outdoor scenes to establish the brand and reach the customers they want to buy their products. As a company i think it is really important to focus on the customers that are keeping your company afloat. They do a really good job of reaching customers and keeping their product in line with the outdoors through social media.
Since YETI is extremely active in their social media profiles on Pinterest, Facebook, Youtube, Twitter, and many others, i think their comments and personal interactions as well as constant updates are their right hooks. For example they do constant competitions and giveaways to actively involve their followers in getting into their products.
I invite anyone who hasn't heard of this company to go check them out on any of their social media accounts and see what they have to offer as far as products and customer following. I think they do a really good job focusing on their products and customers and growing their band. They are constantly utilizing their jabs and right hooks to the companies advantage. They do a perfect amount of posting to not be overdoing it like companies such as Salt Armor and loosing their followers. They do make social media more interesting and leave their competitors in the dust by utilizing social media to their advantage
I choose to do Budweiser because I think they are one of the best companies when it comes to advertising and in particular social media. Budweiser uses a lot of jabs. Their jabs hit hard though, triggering emotional response. The best part their advertisements are that they are so American. Americans have a lot of national pride, and Budweiser knows how to use jabs to relate their product to this patriotism. They also have the commercials with the dogs. I thought that they were so well planned because they accomplished so many objectives at once. They commercial told people not to drink and drive, it promoted Budweiser, and it created a memorable emotion response. They do not use many Right Hooks and this is a good thing. The closest they come to using a Right hook is when they attacked micro brews and said to drink Budweiser, who is proudly a macro beer. I do not have much advice for Budweiser their social media is so good and truly does not need to be improved.
ReplyDeleteBeing an owner of a GoPro, I chose to take a look at their marketing. Frankly, I enjoy following them on multiple social media sites because they provide great footage of a variety of different activities. They don’t directly market their product and plainly state what it can do; they bring it to life by using the footage of the camera made by actual users to promote the product. Watching someone surf or scuba dive or sky dive is a whole different experience when you can see it from a close up and high quality view.
ReplyDeleteI think the jabs that GoPro makes are the consistent posts of videos from users on all their social media accounts. There is always a picture of the day, a video, or some combination of them to keep followers interested in the new things that GoPro’s are able to capture. There are new updates for the camera that they feature along with other news about cool aspects of the product. These are great uses of the jabs because it keeps consumers interacting with the brand and staying up to date with the products features.
For right hooks, GoPro comes out with a new camera style with much greater technology every so often. The company isn’t that old, but they are already working on the 5th generation camera, so they are consistently coming out with a new and much more advanced product. They have different styles of the camera like surfing, music etc. and are expanding to more focused areas as well. The right hooks are great because while the consumers are busy staying into the company with all the consistent jabs, when the new product comes out, everyone is ready to move on to something new and get even more involved with this new and much more advanced product.
Overall I’d say that GoPro has a great social media marketing team because they are super consistent with their jabs and keep the content relevant and interesting, so when the right hook comes it takes the consumers deeper into a good relationship with the company.
The company I have chosen is Red Bull. Red Bull does a great job in advertising and sponsoring. Red Bull's slogan, "Red Bull gives you wings" has gotten to be known around the world very successfully. Red bull has done a great job in advertising and initiating "Jabs" through comical commercials and advertising at major sporting events. Red Bull sponsors major events such as the x-games and the olympics. Red Bull "Jabs" their logo, meaning that it is everywhere.
ReplyDeleteRed Bull has many advertisements although their "Right hook" is there major events they have organized such as breaking world records. Such as when Felix Baumgartner breaks the speed of sound with a speed of 833.9 MPH and jumping from 128,100 feet to break the record. Red bull being involved with this and other world record breaking events help Red bull greatly, in that people start to want to be a part of the company and its movement.
The company I have chosen to talk about is Nike, the reason I have chose this company is because they affect me the most since I own many shoes made by them. Nike is the most marketed shoes company in the world. These posts are the companies jabs, they show people excelling with what they do and everyone in the posts are wearing the nike brand. The brand is visible by the very famous nike swoosh. This swoosh represents the nike brand and there slogan which is just do it. Urging the consumer to just get out there and start being active.
ReplyDeleteNike is very good about maintaining a strong presence on social media, twitter and instagram to be specific. Daily they are posting photos and videos all about their company. Athletes they endorse, the average person running, playing basketball, paying golf and many other target segments nike pursues.
The right hook from what I understand is when the have top athletes wearing there gear. This is a great way to get people interested with the brand. When people see someone like Tiger Woods wearing the nike brand, they might want to be just like him and start wearing nike apparel. Giving people free stuff drives out competitors and represents the brand in a positive way.
I believe nike needs to do a better job about posting about the quality of their shoes. From what I understand there current tactic is to make the brand look cool. This is a great tactic, but as of now, the brands quality is in question. The best way to quite critics is to prove them wrong, and a great way to do this would to start a media campaign showing the quality of some of their products
The Company that I choose to look at was Dove. I’ve been using Dove products my whole life I like the direction that the brand has been going recently. However, I do not follow Dove brand on any social media platforms. After spending some time looking through Dove’s twitter account I think that they do an excellent job at jabs and right hooks. They do an average of three to four jabs before they follow with two right hooks. The way they present their right hooks are too jolting. Dove uses their Instagram account in a very different way. They exclusively posts inspirational quotes and ideas. Hardly anything that they post is directly related to their products. Dove’s Facebook account is similar to their twitter. There is an inspirational aspect, but there is also marketing on as well. My advice to dove would be to utilize their Instagram account more for marketing purposes. They can use pictures to demonstrate how their products are better than their competitors.
ReplyDeleteThe brand that I chose to look at is Skyy Vodka. Looking at their twitter, they have 33k followers and they tweet all of the time. The other day they were actually live tweeting the Grammy's and at all of the celebrities that were there. But, looking at their Facebook and Instagram accounts, they are different. I actually cannot find a Facebook account that is specifically for the brand itself. I could only find Skyy Vodka Germany, and they have about 430 likes. They also have only around 5k followers on Instagram. This kind of surprised me because I thought that this big brand would have a lot more followers on all social media.
ReplyDeleteA good "jab" example that Skyy uses is their twitter account. They don't seem to always be tweeting about Skyy. For example, like I said before, when the grammy's were on the other night they were sending out tweets to celebrities congratulating them and saying how they were excited for them to preform later in the show. I think this is a very good tactic of marketing because not only does this attract regular people that like those specific artists they were tweeting at, but it also attracts those artists to maybe help them out too!
A good example of a "right hook" would be Skyy's Instagram account. Every single of the pictures that are posted on there have something to do with Skyy vodka and different drinks you can make with it and how there's no party without Skyy Vodka. My personal favorite is the RSVP ad - Remember the Skyy Vodka Please.
My advice to the company would 1. they need to promote themselves more on all of their social media accounts. 2. I would say that they need to mix it up on their accounts. Although they do a good job of "jabs" on their twitter account, there is no "jabs" on their Instagram account.
The company I chose to look at is Vans. As a huge fan of Vans shoes, I was interested to see their presence on social media sites, especially since I follow them on the sites I am active on. Looking at their twitter account, they have 851,000 followers and tweet several times a day. They currently have a contest for high school students to design a pair of shoes and they are posting them on the official vans pages! They also feature customers daily and have a huge presence on Instagram as well. Their Instagram page has 2.3 million followers, and just like their twitter, they post several times a day, featuring customers, new products, and contests to participate in. Their Facebook page is the biggest, with over 15 million likes. I knew it was a huge and well-known company, but I never expected to be this impressed with their presence on social media.
ReplyDeleteA good "jab" example is the current contest they have for high school students to design a pair of vans shoes. Although active on all of their social media accounts, they don't always feature contests, especially specific for certain groups of customers like high school students. I think this is a good marketing strategy because they show the customers that they care, and they offer certain contests and opportunities to the different types of their customers. By making it specifically available to high school students, it is more desirable to those participating because this contest in particular is exclusive.
A good example of a "right hook" is the fact that they feature customers on all of their social media accounts, and they nearly almost include a picture with their posts to attract audience attention even more. As a Vans customer, I like scrolling through to see the new shoes or the featured items from the company. Pictures attract my attention the most since it is a shoe and clothing brand, and therefore shows elements of style. The pictures are all different, sometimes including people, sometimes just legs or feet, and sometimes just the shoes. The consistency of the featured customers in the posts definitely help the brand be more attractive.
My advice to the company would be to continue what they are doing as far as social media. Twitter, Instagram, and Facebook all have roughly between 1 and 15 million followers, and they also feature pages like "vans girls" to target more specific groups of their customer base. There are jabs and right hooks on all three of their social media accounts and they definitely make their presence known.
The company that I chose is Chili’s restaurant. I chose Chili’s because of their huge presence on social media, specifically twitter. This presence on Twitter is a great example of “jab”. I first noticed Chili’s presence on Twitter after I tweeted at the brand over the summer because I was not satisfied with the chips and dip appetizer I ordered at the restaurant. The chips were all broken in to tiny crumb size pieces. Chili’s tweeted back an me within 15 minutes apologizing for the problem and sent me a $10 gift card in the mail to make up for it.
ReplyDeleteBecause of Chili’s great communication with me on Twitter, I now follow them. The company represents a true model of how all companies should tweet. They do not tweet too often to the point where is annoying and they tweet about relevant information including special offers, deals and unique, delicious meals on the menu. Because of Chili’s inviting presence on Twitter, the company has over 240 thousand followers.
The number of pictures Chili’s posts of mouthwatering meals is a great example of “hook”. Every time I see an appetizing picture of steak, ribs, guacamole, or a burger, I think of Chili’s. Posting memorable photos of different food items on their menu is one of Chili’s best advertising strategies on social media. Hungry people who scroll through Twitter, Instagram, and Facebook hear see these pictures and are convinced they will have a satisfying meal at Chili’s.