Did you know that the Dallas Business Journal hosted a Twitter chat today? Here are some of the highlights!
Q1: What has been the most effective social medium for your company, why?
- @SouthwestAir says, “Our first step into social media was w/http://blogsouthwest.com.”
- @mikedmerrill says, “Facebook seems to have more engagement but we’ll be investing more in LinkedIn in 2014.”
- @Chilis says, “We love Twitter for talking to our guests. Instagram for sharing candid moments. Facebook for promoting new news!”
- @JennaBrom says, “So far for @pizzahut, Facebook; killer mix of engagement, customer service and DR. Easy to track sales, too.”
- @StephanieScott says, “It depends entirely on key message & intended audience e.g. if visual, Instagram or Vine. If newsworthy, Twitter.”
Q2: On average how many times do you tweet a day? Why?
- @Chilis says, “We might Tweet a few messages throughout the day, but most of our activity is around engaging with our awesome fans!”
- @StephanieScott says, “We post across our channels 2 to 4 times per day to keep engagement high throughout the day and on average, we reply to about 1,000 customer tweets per day.”
- @JennaBrom says, “@pizzahut publishes 3 brand tweets/day, around meal decision times. And 300-500 customer svc replies per day!”
- @SouthwestAir says, “1-2 corporate messages per day; plus as many customer service and fun conversations we can manage!”
Q3: How much red tape is there in regards to posting social media content?
- @Chilis says, “We just try to be relevant and have fun with the content we put out there, so there’s not a ton of red tape.”
- @JennaBrom says, “The @pizzahut legal team is stellar. A brand our size has to be careful, but we like to be bold (within reason) and we have a lot of freedom in our day to day posting; we spend more time fact checking w/ subject matter experts.”
- @SouthwestAir says, “We have a lot of freedom in our day to day posting; we spend more time fact checking w/ subject matter experts.”
Q4: Do you respond to negative messages/news about your co. on social media? If so, how?
- @Chilis says, “We take guest feedback very seriously and respond to any and all negative experiences posted in social.”
- @StephanieScott says, “You bet we do! That’s our opportunity to engage & resolve issues. We daily turn detractors into advocates. Unless conversation requires the exchange of private information, we will try to resolve in public @reply.
- @JennaBrom says, “Absolutely. Social is a two-way conversation.”
Q5: What types of messages do you retweet? Do you ever retweet another company’s tweet?
- @Chilis says, “We RT anything that makes us laugh! And we love sharing our brand advocates’ Tweets to us.”
- @JennaBrom says, “RTs witty content worth amplifying. And we’re always down for a brand social flirt .”
- @SouthwestAir says, “We LUV sharing and retweeting content that is relevant to the @southwestair travel experience.”
Q6: How do you deal with employees who may tweet inappropriate/negative content related to the brand?
- @Mikedmerrill says, “Well, a social media policy and constant education is important. I think this for most orgs will be an ongoing issue.”
- @StephanieScott says, “We agree – a social policy & continued education are key. We encourage employees to share using good judgment.”
- @SouthwestAir says, “We have a social media policy for Employees; violations are handled offline on a case by case basis.”
As social media becomes a staple of the consumer experience, it’s important to learn what works and what doesn’t and how the big brands are approaching it. Chili’s, Southwest Airlines, American Airlines and Pizza Hut are all doing a great job in the social media sphere, and it’s great to hear what they have to say. Thanks, Dallas Business Journal, for hosting such an informative chat! We hope this becomes a regular occurrence.
The holiday season is upon us, and many companies are using it as a way to ramp up their social media efforts. This makes sense, because social media traffic increases significantly during the holidays, especially on Black Friday and Cyber Monday, while people are shopping, liking, tweeting, and pinning in record numbers. To figure out how your brand can make the best use of this increased activity, look to big names that are making an impact.
- Promote your brand across multiple platforms. Target is doing a really good job with this strategy during this holiday season, promoting their advertising campaign through traditional advertising and extending it through viral videos and a Twitter campaign as well. #MyKindofHoliday personalizes the store’s marketing efforts in a push inspired by guests’ own holiday stories. By asking customers how they envision their holidays this year, Target gives them the opportunity to engage not only with the brand, but also with each other.
- Contests make the season merry and bright. Many brands use gamification and humor to draw the attention of consumers. PetSmart’s Facebook page hosts voting for wish-list items, with customers vying to win gift cards. AllRecipes and Kahlua have partnered for a Pinterest sweepstakes that lets participants pin “Kahlua-inspired” images portraying fabulous holiday parties for a chance to win a party worth $5000. Because this contest requires “liking” Kahlua’s Facebook page, it’s an excellent cross-promotional effort.
- Consider how people use social media during this time of year. The holiday season changes the ways consumers interact with social media platforms; so think about where your target audience will be and what they’ll be doing. Pinterest, for example, is extremely popular during the holidays—especially among women who use the site to find and share recipes, decorating techniques, and gift ideas. Where customers congregate will vary depending on the target demographic, but figuring out how to reach them can really make your brand stand out.
- Engage consumers with a strategy that calls for participation. Maker’s Mark did this in a clever way last year, designing decoy boxes for their product, so that recipients would think they were opening gag gifts. People were encouraged to film their friends opening these silly looking packages, which were then hosted on the company’s webpage. OfficeMax has great success each year with its popular “Elf Yourself” campaign, and this year the company expanded this fun chance to put your loved ones’ faces atop the bodies of dancing elves, making it available as a mobile app. Companies like Gap and Dunkin’ Donuts have run successful initiatives in the past utilizing customer photos, and some businesses, like thredUP.com, turn it around to share their own holiday photos, giving customers a glimpse of the real people behind the brand name.
- Catering to the consumer breeds brand loyalty during the hectic holidays. Starbucks introduced @tweetacoffee this year that was a really clever idea AND super profitable with at least an initial profit of over $180,000 according to research done by Keyhole. Customers with a Starbucks account have used it to send gift cards through Twitter in a way that’s not dissimilar to the way charities allow people to donate through text messages. “Tweet a coffee” gives people a nice way to connect with each other and make the holiday season a little warmer, but it’s also a pretty brilliant way for Starbucks to gather consumer information. Starbucks is one company that does a great job of making customers feel a brand connection during the holiday season, with products that feel a little indulgent and are marketed in a way that elicits feelings of nostalgia, with familiar red cups and seasonal offerings. It’s not surprising that the company makes good use of social media, as well, promoting seasonal gifts and using clever imagery on Facebook, selling coffee on Twitter, sharing educational ad evocative content on YouTube, promoting the brand through mobile apps, and even soliciting customer input through their “My Starbucks Idea” program.
- Don’t forget about mobile apps. We’ve mentioned how Starbucks and OfficeMax are using mobile apps, and many other companies are learning how to utilize this new medium as well. It’s easy to send sales alerts and discount codes via text message, but the brands that find new ways to use mobile devices are the ones that really stand out. Macy’s has a “Macy’s Day Parade” app that lets people learn about, follow, and interact with the parade. Game creator Zynga offers consumers the opportunity to donate to real charities, like Toys for Tots, within the framework of their games.
No matter how you choose to promote your brand, make sure you take advantage of all the opportunities available during the holiday season. If you need help figuring out how to do that, Splash Media can help. For more information on social media solutions for your business visit us at splashmedia.com or connect with us on Facebook, Twitter, and YouTube.
This Monday night, the Dallas Cowboys will face off against the Chicago Bears in what will be a more exciting football game than most fans are probably expecting. Although the matchup features two of the NFL’s most mediocre teams this season, the truth of the matter is that there is a lot more to this game than initially meets the eye.
For starters, take a look at the calendar. It is December. Dallas fans know very well the curse of the final month of the season — since 1996, the Cowboys are a measly 28-41 in December, only better than three other teams in the league (the Lions, Raiders and Browns). Take a look at the stats since 1996:
After winning their last Super Bowl in 1995, the Cowboys have finished above .500 in the month of December only three times. Just to be clear, that is THREE TIMES IN 18 YEARS.
One so-called “good” December was last year, when the Cowboys went 3-2 but failed to win the final game of the season against the Washington Redskins and missed the playoffs once again. In fact, Dallas has not been to the playoffs since 2009. Although this season provided a clean slate, recent history is obviously not on the Cowboys’ side when December rolls around.
The tactical match-up between the Bears and the Cowboys is also of note, because it features two of the worst defenses in the NFL. Dallas ranks last in the league in total defense and second-to-last in yards against, while Chicago ranks 28th in points against. Dallas’ defense has been ravaged by injuries, especially in the secondary, so the coverage against the Bears’ potent passing attack will be something to watch. Although Bears’ quarterback Jay Cutler is out for the game, Chicago will maintain a strong attack on offense, with backup QB Josh McCown averaging nearly 8 yards per pass and throwing for 9 TDs in his time replacing Cutler. The Cowboys will need their pass rush to be as strong as ever, relying on DeMarcus Ware, Jason Hatcher, and George Selvie to pressure McCown into making mistakes or taking a sack. On the back end, the Cowboys secondary will have their hands full, and they need strong play from their cornerbacks and safeties to keep the Bears out of the end zone. Both teams have offenses that can be dangerous if they get going, so it will be the defensive struggle that determines the outcome of this game.
Who holds the upper hand in this prime time showdown? Both Dallas and Chicago need a win to keep their playoff hopes alive, which means a hard-fought battle on Soldier Field come Monday night. The Dallas Morning News’ experts have made their picks: Tim Cowlishaw and Kevin Sherrington believe Dallas will emerge victorious, while Rick Gosselin has picked Chicago to win.
But enough with the analysts, here at Splash, we are curious to know what the REAL fans think. We took to social media to see if the data would give us any information about the teams and their fan bases, and boy, did it ever! Here’s a look at an old, but newly re-skinned-original statistic we have created: PTATT – People Talking About Their Team.
From this data, it’s painfully obvious whose fans like their team’s content.
What do you think — do fans and social media have any impact on the way a team performs? If a team’s play mirrors fan engagement, the Cowboys would have a reason to celebrate after starting the month with a win. As Cowboys fans, we here at Splash, are very hopeful that 2013 will end with a December to Remember – this time, for the right reasons!