Assignment #3: Old Navy (Yesenia Escobar)

For this assignment I decided to analyze the Facebook page of a fashion line department store, “Old Navy.” For years I have been a consumer of this clothing line. One, because I love the bright color selections and second because I know that they always have great deals on good quality clothing. I had never visited their Facebook page and upon entering it I knew I could expect it to be at least decent. I must admit that although it was a good page it did lack features that were previously discussed in class, which could make it that much better. One of the main features that it lacked was that it did not have any available coupons or free giveaways. Nevertheless, it did advise you to visit their store where you could find coupons do get discounts on certain clothing materials. Furthermore, their participation was creative and interactive. Posted on their page is several messages of support that were published by consumers and the page administrators also posts pictures of some of these consumers in their latest Old Navy garments. In my opinion this is a creative marketing device that also keeps consumers interested in not only purchasing their clothing but taking pictures and uploading them for a chance to be feature on the page.

            However, it lacked participation in other ways. It did not have any venues, events, games, etc to involve users in a more interesting manner. Being that Old Navy is known for its scarves every fall and winter season I think it would have been created to have a user-friendly survey that could allow users to vote for the release of a new scarf amongst a category of at least 4 options. As mentioned above Old Navy’s Facebook page did have several locations for users to submit their responses of appreciation and sometimes of more suggestive feedback. Lastly, I was the most impressed with their content flow. The administrators published new materials at least 2 times a day and sometimes even more. This creates moment and allows customers to be constantly excited about new garments and sales. Overall, Old Navy’s Facebook page was new, exciting, and relevant although it could have been more inventive and sometimes creative. 

Assignment #3: Bananagrams (Michelle Chen)

 Commercial social media page evaluation

#bananagrams #socialmedia #analysis #evaluation #areyouready

As we enter the age of social media, more and more companies are joining the hype of creating online social media pages to sell, inform, and engage the public about their product. But with the influx of online Facebook pages, do they all effectively perform its function to engage the audience? Some yes, some no.  So, I am evaluating the Facebook page of Bananagrams (link: https://www.facebook.com/bananagrams) on the effectiveness on social media marketing based on the criteria of Premiums (freebies), Participation (user-involvement), User-Generated Content (user-submitted galleries), Costumer Service “Portal” (communication with users), and Content Flow (regular new and interesting material). 

Premiums: Does Bananagrams offer free stuff/contests for its Facebook like-ers?

Yes! As I am scrolling down the Facebook page, there’s at least three sweepstakes, promotion discounts, and/or chances to win by posting pictures within this month. The fact that there are a variety of Premiums that are easy to participate and get, Bananagrams, I’ll give you a 4/5 on this.  If there was a way or link to get ahold of those stickers that look awfully cute posted on Oct. 17, then maybe it’ll be a 5.

Participation and User Generated Content: Does Bananagrams allow users to interact on the page i.e. user-generated content? Is there reason for users to even do so?

Definitely. While KFC’s user comments are riddled with complaints, Bananagram’s wall, on the other hand, is filled with positive recent posts, as well as inquires about the possibility of an online Bananagrams app. Viewers can freely comment and post videos and photos on the Bananagram’s page.  In addition, users are encouraged to send in pictures showcased in the photos tab, as well as for individual posts for events and contests (i.e. College Fest 2013 and #Boonanagrams respectively).  5/5

Customer Service “Portal”: Is there communication?

Is there a “dialogue” environment? Yes and no. Users can communicate to one another on Facebook posts. Users can write on Bananagrams’ wall, as well as post videos and photos. Bananagrams personally “likes” user-submitted content. However, when users asked for an online Bananagrams app, there was no response from Bananagrams.  I wanted to buy those cute stickers shown here, but there was no direct online store link. Likewise, there was no direct link to contact Bananagrams from the Facebook page. For these missing components, 3/5 for its Portal. It wasn’t great or mediocre—just average.

Content Flow: Is there interesting, new posts up regularly?

Yes! Bananagrams provides new and engaging materials regularly. Just hours after Halloween, Bananagrams posted a humorous little poem.  Every Wednesday, Bananagrams have “Witty Wordplay Wednesday,” a word puzzle encouraging comments from users.  Last month, it was “Monday Mind Games.”  By switching it up, yet keeping content regular, users have a reason to check back periodically to see what else Bananagrams wanted to share.  Randomly, there are new postings from Bananagrams.  But these updates are not blatant boring updates about their product, instead they are updates showing viewers that Bananagrams are staffed by fun people who enjoy cat memes, dressing up in Halloween costumes, and using popular hashtags like #tbt (throwback Thursday) and #tgif (thank God it’s Friday).  All this combined make viewers, like me, want to come back to this page as the people here are real, relatable, and fun; and thus, might be/should be promoting something as fun as they are.  All this combined, 5/5 for Content Flow—I am well-pleased.

Assignment #3: Betabrand (Ryan Puglisi)

Betabrand Website: http://www.betabrand.com/

The company Betabrand sells clothing and uses advertising and design to effectively sell products in excess of a hundred dollars. I believe the company is intimately aware and effective in its use of social media. Its website shows how keen they are in keeping connected with their users. They regularly update their content with viral photos, videos, and witty/hilarious slogans that strongly appeal to the hipster crowd. Regular content flows like water through their newsletters and constantly changing front pages. Immediately upon entering the site, you are prompted to join their newsletter and are assured that its, “Better than camel milk,” [With a picture depicting a man leisurely reclining next to a heard of camels]. Readers, who likely haven’t tried camel milk, are intrigued at the prospect and feel compelled to sign up. However, the key to their success lies in what you receive by adding yourself to their newsletter and visiting their site: “Sign up for the Betabrand Newsletter for crowdfund alerts, secret clothing specials, caption contests, and much, much more.”

                        In addition to all of the new content offered by their newsletter, Betabrand has a unique program they call “Model Citizen,” which gives you a 10% discount on your next order for uploading “any ol’ photo of yourself” for initially joining within the next 24 hours and 20% off any photo featuring yourself actually wearing Betabrand clothing. The key is the time limit for the discount, assuring that people continually post new photos if they want to keep receiving the exclusive discount; the fact that these photos are publically visible online and must be of the submitters pushes people to look their best and to actively promote the product. Once they upload the photos, the submitters are compelled to share them on their social media networks (Facebook, Google + and even Twitter). They also feature a “Wall of Fame,” for the most “epic” photos people have uploaded. The site currently has nearly 12,000 photos, which is a testament to this format’s success. When you go to the product pages, they integrate these user submitted photos for the promotion of the product. In addition to this, in exchange for being part of the programming “Model Citizens” are regularly invited to events, often for locals within San Francisco (near their flagship brick and mortar store), which are exclusive. Additionally, they have contests in which you can win products for being an active member.

There is another portion of the site called “Think Tank,” which actively solicits project ideas and has people purchase any new products (crowdfunding). Users can also vote for new proposed products. By building up support for products by using crowdfunding, they don’t have to sink nearly as much money in developing a new product, because they can use their subscribers as investers and gauge their interest in the new products their proposing. This helps them to avoid overproducing a product. Betabrand has integrated advertising into the development and investment stages of their projects through social media and is thus very “demand driven.” 

Assignment #3: Dos Equis (Theresa Chan)

I have chosen to evaluate the Facebook page for Dos Equis (https://www.facebook.com/DosEquis) for my social media marketing analysis. In case you didn’t know, Dos Equis is a Mexican lager that is owned by Heineken International, a large Dutch brewery; the beer has become quite known as a result of their ad campaigns featuring “The Most Interesting Man in the World.” He is a debonair older gentleman that’s lived quite the life, and the ads usually focus on listing off outrageous things he’s done in his youth and end with him saying "I don't always drink beer, but when I do, I prefer Dos Equis. Stay thirsty, my friends.” That being said, I had very high expectations for their Facebook page, and the company largely delivered.

As expected, most of their Facebook content features “the most interesting man in the world” front and center. He’s become a popular figure, an Internet meme, and a big part of the Dos Equis brand. I believe that the company does an effective job of social media marketing despite not really featuring a customer service portal (there’s really not all that much customer service feedback at all) nor many premiums for customers either (although both of those could be the result of them being a beer, so the company doesn’t deal with customers directly and it’s not likely they would have things like free beer to give away). By leveraging the popularity of “the most interesting man in the world,” their page is able to draw in an audience and keep them engaged and excited.

The content flow of their page is steady with new posts almost daily; these posts largely consists of images and/or just a witty and entertaining line describing something “the most interesting man in the world” has done, but the feedback is usually enormous with each post. Users will reply in the comments with their own funny and entertaining lines, and there are even comments praising the “awesomeness” of this legendary figure. They also post new YouTube videos with some regularity, so the content is always changing and different. They encourage active participation from users and customers by asking people to submit pictures of Dos Equis at parties, pumpkin carvings, and recipes, all with appropriate hashtags. Some of these submissions are for contests where you can win a $25,000 grant from Dos Equis or a trip to their masquerade party; some of these submissions just get selected and featured on their website. Essentially most of their Facebook page is user-generated content because there are so many responses to each of their company postings. Their Facebook even has apps that encourage even more complex participation. For example, the “Legend of You” app allows you to create a film!

Assignment #3: Breaking Bad (Giselle Beltran)

An award-winning crime drama featured on AMC, Breaking Bad tells the story of Heisenberg—a high school chemistry teacher who becomes a methamphetamine god.  Although Breaking Bad came to an end in late September, social media keeps Breaking Bad and each of its characters alive.

After browsing through the Breaking Bad Facebook page, I reminisced on every favorite moment, who my favorite characters were at different stages, and what the show would have been like would it not had ended the way it did. Needless to say, this Facebook page does a tremendous job at marketing a show that has already ended and keeping viewers very happy with what AMC provided them with throughout the series of Breaking Bad.

            The page allows all features, including premiums, participation, user-generated content, and customer service portals to create a space where users feel like a part of this “Breaking Bad” movement. The content flow remains entertaining and updated, even after the finale. It engages users by providing free t-shirts (not just any t-shirt, but the same “Monopoly-Breaking Bad” t-shirt the director of the show wore at the finale). My favorite part of this page was the individual posts with pictures of each character asking, “What will you remember most about ________?” or pictures of a scene asking the audience, “What was your reaction to this?” It took me back to the show not only through my memories, but it also invited me to comment on the post itself and was allowed to read what everyone else posted as well. The page does a very good job at linking all outlets of social media related to Breaking Bad (AMC.com, Twitter, etc.), where links to quizzes, exclusive behind the scenes clips, and even bloopers were accessible.

            Overall, I am very please with the Breaking Bad Facebook page and its means of marketing through social media. It provides an interactive space for fans of the show and includes outlets of not only the show itself, but to the lives of the actors and actresses (which I believe makes viewers very happy). The pictures, the hashtags, the countdowns, all create a bigger Breaking Bad family; I love that.