I trust Oprah Winfrey, both online and offline. She earned by trust many years ago because, not only she is genuine and transparent, but also she is intimate, helpful, knowledgable, and reliable. I’ll add to this equation that she is one of the most selfless persons I’ve ever known. Yes, she has a huge media empire that makes a lot of money, but she uses that fortune to help others and to touch our lives by handing us the tools that we can use to be better persons; to grow as compassionate human beings. I trust her so much that I think what she says is what’s right. Oprah is committed to making a better world. The first webcast that I ever saw and the one that helped me get through a very rough time when I lost my dad was Oprah and Eckhart Tolle: A New Earth. My relationship with Oprah started when she had the show and now extends to social media networks. I follow Oprah on Facebook, Twitter, and Instagram.
We discussed Steve Rayson’s trust formula, which is as follows:
TRUST= Authority x Helpfulness x Intimacy/Self promotion)
Taking a look at each of these variables, I can say that they are present at Oprah’s social media accounts. Let’s begin with authority, which means someone is knowledgable and demonstrates it, in this case through quality content. For example, on Facebook, Oprah has devoted content during the past month to Selma, a movie she produced about Dr. Martin Luther King Jr. about his fight against discrimination of black people being able to register to vote during 1960’s. The content we see is meant to create awareness about this situation by educating us. Her knowledge about this, which is important to her because we’ve seen her advocating for equal rights, moved her to launch this campaign on Facebook, which is educational and is how she demonstrates not only how much she knows about it, but how much is her commitment to this cause. She posted this video just this week, Because of Dr. King, in which many people expressed how his fight and achievements influenced their lives:
Oprah has the power to summon and call together a huge number of people so that they can show their gratitude. Judging by the amount of fans Oprah has (10 million+) and most of the responses to this message, we can see how someone with authority moved people:
In terms of intimacy, I can say that on social platforms, Oprah has opened the doors to her home, the most intimate place. She has also allowed us to see how she spends Christmas, when she picks fruit and what she’s having for dinner. She is warm and friendly enough to make us part of her daily life. Another example, is how committed she is to meditation, which is a great tool that portrays is important to her, thus she shares how it makes her human. Finally, intimacy is also about sharing what’s meaningful to you. Here are come examples of how this intimacy is reflected on her Facebook, Twitter, and Instagram accounts:
In terms of helpfulness, there is no doubt that Oprah’s mission is to help others, and on her social media platform she continues to do that. She shares information about the multiple projects she runs to help others. Some may see this as self promotion, but I see it as a way to ask people to contribute to the lives of those in need. For example, in collaboration with Teavana, she launched the Oprah Chai Tea last year to support educational opportunities for young people. This item is sold at Starbucks, so she has dedicated some efforts on social media to promote this, which has a bigger end result than just making money. Take a look at the post below in which she personally went to Starbucks to enjoy the drink and posted the photo. Because we are talking about help, please note the comments people wrote and how one of Oprah’s community manager took the time to reply. One of them is a question to which they replied.
I think Oprah actively participates on her Twitter account and engages with people. It’s not a customer service forum, so there is not so much she can help with. Still, she takes time to respond. In the example below, she responds Tallulah to a post about the Chai tea, with a comment about sharing it with a friend. This is a way of helping too!
I could continue to give examples, but I’m sure by this time, it’s very clear how the reasons I trust her are reflected on how she behaves on the platforms, thus bringing me closer to her. She promotes her meditation sessions with Deepak Chopra, for example, but they are all meant to help us grow as human beings. I say it again, I trust Oprah.
Pinterest’s mission is to “connect everyone in the world through the ‘things’ they find interesting” via a global platform of inspiration and idea sharing. Its Terms of Service include the Acceptable Use Policy, which follows a different format regarding the rules people must follow when using social networks. We have evaluated Facebook’s, Twitter’s and Ello’s terms and conditions. In these three, the rules consist of a list of what we can’t do.
What’s different with Pinterest is that after each rule, there is both a short and long explanation of what the rule means, as well as examples (in the form of pins) of the types of posts they allow. Below is the first example of one of the sections of this document:
Stuff you can’t post
You aren’t allowed to post anything that…..
Is sexually explicit or pornographic, exploits or presents minors in a sexual way, or promotes adult sexual services
Why did Pinterest feel ethically responsible to elaborate on each one of the rules in such a way that people understand the message more easily? Why did they want to ensure that this message in particular, regarding the rules is clear? I would say their intention is to obtain consensus from users regarding what surrounds each matter (in this case nudity) in order to maintain the sense of community that we clearly see on Pinterest communications. This document is different that the Terms of Service, which has a language and serious/legal tone. Terms of Service was probably written by a lawyer. The Acceptable Use Policy was written by a member of the Pinterest community. Your neighbor is talking to you, not a lawyer.
When you see the title of this section (Stuff you can’t post), you immediately get that Pinterest is talking to a friend. You’re still going to get the don’t do this format of the rules, but in a more informal tone. The short version is for just like me who don’t like to read and the long version is more poetic, honest, and clear. Pinterest’s concern with these types of pins is the well-being of the community. They say they don’t mean to define art (after they mention that artistic nude photographs are ok). The company wants to make it clear where the boundaries are and clarifies that what the want to do what’s good for its community. “We focus on what might make images too explicit for our community.” The implication of this is based on utilitarianism. Lets do things that keep the most people happy. By taking a look at the language, you see they want to protect their relationships (care ethics) with their followers by carefully explaining what they need to avoid. They are using pins, which is the essence of this social networks. In what other possible way could they have explained this better? I’m not sure there is another way! On the other side, going into this amount of detail to explain something may represent more material people have to question the company; more space for interpretation.
Here is another example regarding pins that contain any information or content that’s illegal:
Hello there! My name is Celeste Martínez. I was born 40 years ago in San Juan, Puerto Rico where I live since I graduated in 1996 from Loyola University, New Orleans. At Loyola I completed a bachelor’s degree in Mass Communications with a minor in Marketing.
I’m self-employed and my business name is Buzzworthy Creations. Basically, I’m a distributor of promotional products, point-of-purchase materials, and product displays, which I bring from Colombia, China and the US. In a nutshell, promotional products are the giveaways you get at conventions, like tote bags and pens. Point of purchase materials include signage at the point of sale and product displays are fixtures you see at supermarkets, like M&Ms displays with tempting packages of chocolates. My clients are mainly multinational companies, such as Colgate and McCain Foods.
My goal with this program is to find a business opportunity within social media which I can add to my business. In other words, specializing in something that I can then offer my clients as an additional service. This could be offering my clients social media consultancy or specializing on a particular area, like analytics. In order to do this, I think it’s necessary to have some background and knowledge in social media ethics. In the end, my future clients will trust in me to handle their social media efforts so I need to make sure about that I have full knowledge about some areas of ethics, like trust and privacy.
Note: This is a “sample post” for class (educational) purposes only.
My role as Social Media Manager at the Hyatt Regency Orlando includes monitoring comments posted by our guests on travel review websites, such as Trip Advisor. These comments give us a good idea about the experiences of our guests at the hotel. They also provide us with feedback related to what is important to them. These comments can also reflect how our brand is perceived in the eyes of the consumer; how they describe Hyatt’s corporate image. Because I also handle public relations, tracking and responding to these comments is essential for our organization because we want to build and maintain relationships with our customers. In order to do this, it is very important to listen to them while they voice their opinion about our property; it is equally important to respond to them in order to show them that we care. We don’t have a standardized format that we use for every response. We tailor our response so that it is directly related to the message we receive from them. This means that what we do not answer just for the sake of it. We personalize our feedback because we value each guest’s experience.
We take positive reviews as free promotion, word of mouth marketing. We also value them as an opportunity to engage with our customers beyond their stay. We also treasure the fact that they take time to write these reviews because they want others to know how good was their stay. Finally, we showcase these reviews on our hotel website and social media accounts. After all, we want actual and potential customers to know how others see us! Below is an example of a positive review, followed by our “hypothetical” response:
Sample post (#1) from customer:
Sample answer from our hotel:
Thank you so much for your feedback. We’re glad you came back to stay with us, this time for pleasure! I’m happy to hear we could fulfill your request of a higher floor and I hope next time we can accommodate your family in a room with pool view.
It was also good to learn that your kids enjoyed our zero-entry Grotto Pool with water slide and interactive water feature. We’ve seen families spend a whole day enjoying this pool, as well as our Olympic-size Terrace Pool. I will pass your comments about the pool maintenance to our Operations Manager. We value your opinion and strive to offer our guests a complete and pleasant experience. You also enjoyed your massage at The Spa and wished it were longer. This means you really enjoyed that experience in the harmonious atmosphere at The Spa.
We believe no stay at a hotel is complete without delightful dinning experiences. This is why our new dinning features offer choices that please everyone. This is the case of the 24-hour B-Line Dinner, in which the desserts and display window featuring our homemade cakes and pastries take the leading role! I’m happy you found that dessert scrumptious. Since you visited us during a very busy, the wait at Fiorenzo Italian Steakhouse was longer than it should have and we apologize for that. However, we’re delighted that your dinning experience was positive and that you feel happy with the service at the table by Ralph. If your next visit is on Easter, Mother’s Day, Thanksgiving, and Christmas, don’t forget to try our award-winning brunch.
Our shuttle service frees you from the hassle of having to find a parking space at the theme parks, plus we take good care of your car, like you say! Since this was your second stay and we also want to see you come back here or to any other Hyatt hotels, we invite you to join our loyalty program for free, Hyatt Gold Passport, in which you can enjoy exclusive benefits and free nights with no blackout dates at any Hyatt worldwide. Hope to see you back here at the Hyatt Regency Orlando!
Two weeks after the previous post I was offered a work opportunity as Social Media Manager at the Hilton Fort Lauderdale Marina. Even though this implied relocation, I was motivated by the opportunity and decided to go for it. Remember, this post is hypothetical and for educational purposes only!
While we love to read positive feedbacks and see our ratings go up, we also consistently track and respond to negative reviews. We are aware that these travel review websites represent an open forum for people to vent about the experiences they had at hotels, positive or negative. In both cases, we respond rapidly to each review. As soon as I started working here, the hotel received this feedback from a customer:
Sample post (#2) from customer:
Sample answer from our hotel:
Thank you for reviewing the Hilton Fort Lauderdale Marina hotel and for taking the time to highlight some areas for improvement. We apologize for the inconveniences and maintenance issues you had during your stay with us for your 10-year high school reunion. What you describe its contrary to Hilton standards. Since 1919, the Hilton family of hotels serves thousands of customers a week, and we strive to create the best possible hotel stay for our customers, including ensuring the guest rooms and the common areas are in optimal conditions and that the pool is cleaned everyday. Our guest rooms are designed with comfort and convenience in mind. I will personally follow up on everything that you pointed out with the management team and make sure we address all issues. We hope you give us another opportunity to serve you better in the future.
For the past fourteen years, I’ve been running my own business of advertising specialties, displays and POP material, Buzzworthy Creations. My company has 1 employee: myself. Even though it has been a fantastic experience, I must confess there have been times in which I’ve felt lonely, regarding business networking online. There is Facebook, Twitter and LinkedIn, but honestly the first two are meant for people to connect more on a personal level and it’s kind of difficult to find my business peers and connect with people sharing relevant information on LinkedIn. My Facebook friends keep adding me to their networks and I just want to use it for my business! While reading some articles for my class recently, I found out about industry-specific social media. According to Industry Specific Social Networking for Professional Services Firms, these are “social networks that are comprised exclusively of people who work in or have interest in a specific industry such as accounting, financial services, or the A/E/C Industry.” I decided to look look into one social network relevant to my small business and find out what it offers: Biznik.
Here is the definition of “biznik,” according to their website (creativity is one thing that stood out from other networks):
Biznik is an online social network that gathers small business owners (those running their own show) together in one place as a community, for sharing resources, support, advice, and referrals. People who join Biznik are looking for business connections, better SEO and visibility, or ways to build their business. Activating an account it’s free, and the only information one must provide is full name, company location, email, and reason for joining. Once the account is created, that activation includes the company website, profile picture, one business category, and a short about you profile. There are three ways to get more benefits:
Basic SEO: (cost: $79 per year)- Includes a profile optimized for search, as well as being able to RSVP, and leave comments.
Pro: (cost: $14 per month or $140 per year)- Includes the benefits of the Basic, plus message others, start conversations, publish articles, host events, and form groups.
ProVIP: (cost: $24 per month or $290 per year)- In addition to the benefits above, they get featured placement, bios & signatures, extra promotion, personalized assistance, free profile assessment, and SEO optimization.
In Membership Websites- 10 Questions You Should Ask Before You Join, the first one on the list is to ask yourself what will you receive as return on investment. “You need to assess the quality and quantity of content on your membership site and the tools and resources that are available to members. Can you get the same thing elsewhere and what are other similar sites offering and what subscription fees are they charging,” says Chapman on this post. This is why I decided to create a free account with the hopes of finding out if paying for membership is justifiable.
Once the account is created (I’m using the free option) and members select their city, they they can search for other members by city, then by industry. For example, I put San Juan, Puerto Rico and there are only twenty nine members, none of them in Marketing or Sales. However, for the purpose of this analysis, I chose Graphic Design so I could see what type of information is available and here is what I get:
Since I created the free account, that’s pretty much what I can see. I tried the option of sending her a message, but I need the Pro account. I can still contact her by phone and check out her company website. It is important to note that the search results for my query only include members with free accounts, just like mine. I tried searching for people in other places, like New York, and I got more information I was actually able to see, including the events hosted by that user (like webinars) and their posts. Another feature is the events section. Here, members can search for events near the area, such as networking sessions, happy hours, wine tasting & networking, book club meetings, and roundtables. Sadly, I did not find any events in New York, San Francisco or Portland. Biznik encourages users to create events.
The 3 other sections are Groups, Biz Talk, and Articles. In Groups, I found more than 300 related to marketing. My favorite one was Networking in High Heels. Again, I was able to see the group members, events, read articles, and take a look at some discussions, but in order to join or participate I need the basic membership. On each discussion, I was able to see how many replies it had, how many members and how many views. This is how this group is presented:
Biz Talk is a moderated community forum, divided into different categories, like Hot Topics & Controversy. Members ask questions like how to make initial contact with a client and others respond with ideas, links, and other valuable information. Finally, there are more than 8,000 articles on that section. You can search using several criteria, such as hottest and highly rated. One of the articles is 7 Deadly Sins of Designing Your Own Website, offering great tips. What I like about this is that other people are able to respond by voicing their opinion, but also by adding other information, for example an 8th sin! Participation is not as high in terms of the number of people responding. Members are the ones adding content. From all the sections I reviewed, I have to say this is the one with the most current information. Most information from other sections is from 2009-2011.
I believe this platform has a lot of potential. It’s very user-friendly, the brand personality is fun and the concept is clear. I was very excited to find out about it until I took a closer look. I feel that most of the information is not current, like I mentioned above. The fact that there are no events in big cities only makes me wonder if the members really actively participate. Also, when I took a look at the groups, the last activity for the ones on the first page was more than one month ago. There are only a few from this year and more for years 2009-2012. This makes me think that they have not been able to increase the number of members or maybe maintain old ones? Finally, by taking a look at the number of comments in many articles, I could only see a few. If the idea is to find other people who run the show like me, I would expect more conversation, right? Also, the fact that I have to pay is also another factor I would take into consideration. Biznik can stand from other channels because I believe there are no other similar ones. However, in order for me to see it as a trustable source, I would like to see more action. It can stand from other social channels because it is specifically for small business owners. I’m not sure I’ll join a small business group on Facebook. That is where I meet friends and family. I would love to talk to colleagues and Biznik is an excellent channel for that!
Biznik can incorporate proximity marketing using Foursquare. According to Types of Marketing: Proximity Marketing, “the main purpose of the proximity marketing plan is to connect with customers while they are near your business or service and spur them into action.” Biznik can partner, for example, with the bar in which there will be a meet & greet, to have a special offer for participants on that particular day. If the person is close to that business, that special offer will show on Foursquare as an incentive to arrive at the seminar earlier. People who check-in at the establishment for the session before 6pm get one free beer. Another idea might be for Biznik to create a brand page and as a way to send information to their phones regarding special offers.
To help with the IMC efforts, Biznik can use YouTube to promote their events. Someone can take short videos of events and post them to Biznik’s YouTube channel and to the website in order to promote these events. Maybe people watching them may be curious about this events and may begin to organize some of them! Another vehicle that can be used is SlideShare. Members can post their SlideShare presentations on a new “Presentations” tab. In terms of other social networks. Biznik should try to increase followers, as well as keep posts more current on their Facebook, Twitter, and Instagram pages, as well as encourage more participation. After all, there is a social element of Biznik, mainly with events and if members are in a meet & greet and want to share their photos with friends, they can do so on Facebook. Also, this will serve as promotion for Biznik. Changing the name of the Instagram account from @indiebizunite to @biznik, will help have a more integrated marketing communications approach across these platforms. I have to say there is a link to all three channels on their website. An email newsletter might also be a great idea to send general information about small businesses, including articles from the Small Business Administration. Finally, working on the brand image, including logo and colors in these channels might make the pages look more cohesive.
Chapman, I. (2008. October 10). Membership Websites- 10 Questions You Should Ask Before You Join. Retrieved on June 27, 2014 from http://www.iandavidchapman.com/membership-websites-10-questions-you-should-ask-before-you-join/
Hinge. Industry Specific Social Networking for Professional Services Firms. Hingemarketing.com. Retrieved on June 27, 2014 from http://www.hingemarketing.com/blog/story/industry_specific_social_networking_for_professional_services_firms
Marketing-Schools.org. Types of Marketing: Proximity Marketing. Retrieved on June 27, 2014 from http://www.marketing-schools.org/types-of-marketing/proximity-marketing.html
This week I will evaluate three brands from the perspective of the way their social networks are structured: Starbucks, Virgin Atlantic, and Miami Heat. The social networks I have selected are Facebook, Twitter, Instagram, Google Plus, and Pinterest. We will discuss whether or not they take an integrated marketing communications approach (IMC), if they are consistent in messaging and imagery, content is up to date, how do they drive users to other social channels, and if they use hashtags regularly. The idea about integrated marketing communications is that the message, in this case the online message, is consistent with the image of the brand across all channels.
In terms of brand image, like cover photo, colors, profile picture and other images, there is consistency across all channels. Right now, Starbucks social networks main pages feature images of the #WhiteCupContest, in which customers were encouraged to decorate a Starbucks cup with customized art, take a photo and submit it through social media using the hashtag. Starbucks will print the winning design on a reusable special edition plastic cup. There are photos of these cups in Facebook (37 million likes), Instagram (3 million followers), Twitter (6.3 million followers), Google Plus (2.7 million followers, and Pinterest (153k followers)
In terms of the message, Starbucks is also consistent. Most content of the past months consists of photos and videos of new/existing products, stores, and public relations programs, like the College Achievement Plan and the Oprah Chai Tea Project, in which Starbucks will donate a money portion of each product sold to the Oprah Winfrey Leadership Academy Foundation. I have to emphasize that the content is not identical on each channel all the time, for example photos, but one can tell that the brand is the same across all networks. This is an essential part of integrated marketing communications. The fact that some content is different does not mean they are doing it wrong. It means that Starbucks capitalizes on the strengths of each channel for specific content. For example, only Twitter and Google Plus feature special offers sometimes, like the Free Via Latte pack with the purchase of Via Coffee. We know Twitter is an excellent channel to post offers. Another offer they promote only on Twitter is the free song download cards. Also, since Pinterest and Instagram are optimal channels for photos, we see there are more photos of products on these two, compared to Facebook, Google Plus and Twitter. Finally, because Pinterest provides for creating boards about different themes, we see they cover the same topics on those boards (#WhiteCupContest, store photos, product photos). The difference is that they emphasize more on product shots they have categorized more in detail, like Latte, Espresso and Tea. Below are some examples of content:
Is content up to date? Content is up to date in term of the fact that it’s recent on all Starbucks social networks. This does not mean they post everyday, which I think they should. According to How Often Should You Post Social Media Updates, the answer to the question about how many times to posts per day on social networks is that there is no definitive answer; as often as you have something useful to say. The caveat is to keep in mind that people in different networks have expectations and standards and marketers should identify these. The most recent posts of Starbucks per channel are as follows: Facebook (3 days ago), Twitter (22 minutes ago), Instagram (2 days ago), and Google+ (2 days ago). Honestly, I would think Starbucks has something useful to say everyday. It was strange to find that they posted more recently on Google+ than on Facebook. It is also strange to see they don’t post everyday.
Do they use hashtags regularly? In Facebook and Google Plus, Starbucks is not capitalizing as much on hashtags as they do on Twitter, Instagram and Pinterest. On Twitter, almost each post has a hashtag. Some of the hashtags they use most in Twitter are: #CollegeAchivementPlan, #PicoftheWeek, #CaramelMacchiato. On Instagram, Starbucks uses more hashtags. For example, #iced #caramel #macchiato, instead of one. Also, they use hashtags of more general themes like #love #reuse #recycle to be part of these conversations too! I like the #whereintheworld tag for the pictures of some stores around the world. Finally, on Pinterest, every photo pinned by Starbucks relates to their products has a hashtag. The ones about their gifts and stores do not have hashtags. It is strange to see that in post about the Caramel Machiatto on both Facebook and Twitter only one has the hashtag. There is an area of opportunity for consistency with these hashtags across all channels.
Do they drive users to other social channels: All channels have links to the Starbucks website. Only Facebook has a tab for the Pinterest account. Google Plus has a tab with YouTube videos, as well as links to Facebook, Twitter and YouTube. Finally, Pinterest only has a link to Twitter. This represents an opportunity for Starbucks to direct people from different channels to others. On the website, there is a link to Facebook, Twitter and Google Plus. This means they are missing Instagram and Pinterest, as well as YouTube.
Conclusion (in terms of integrated marketing communications): I think Starbucks does an exceptional job in terms of integrated marketing communications. The format and content of the website leans more towards the corporate side, yet we can also see company products featured on the home page. It was strange not to see anything about the white cup contest, but the winners were announced three days ago, so I would think that is the reason. In terms of message, content and imagery, there is consistency across all channels. Frequency of posts should be one thing they can consider evaluating, but overall I can tell the same company is posting in all channels. Also, always using hashtags will help them monitor conversations about the brand in a more effective way.
The color that I associate with Virgin Atlantic is red. In Virgin Atlantic’s social network channels, this is the color that predominates in terms of the visual image of the brand. After taking a look at the main page of the company’s Facebook (332k followers), Twitter (269k followers), Instagram (16k followers), Google Plus (1k followers), and Pinterest (1,228 followers), I have to say that the imagery is not consistent across all channels in terms of the brand. For example, they do not use the same Virgin Atlantic logo on all networks. They use one on Facebook, Twitter and Pinterest and a different one on the other two. Also, the cover photos do not have any similarities. For example, the one on Facebook features one of their airplanes, while Instagram features a collage of the photos they have posted in the last months. There is no particular theme. It mixes photos of Virgin Atlantic personnel with photos of a photo shoot of one of their campaigns. Finally, the Google Plus page features a slogan we do not see on other channels, “Flying in the Face of the Ordinary.”
In terms of the consistency of the message, there is no consistency across all channels. If I take a look at Facebook and Twitter, I find there is some correlation between the messages on both social networks. I can tell that the airline is celebrating its 30th anniversary because of some posts about #NextStopNYC contest and the 30-year journey, which features the profiles of employees that have been working for Virgin Atlantic since 1984. These profiles are links from Virgin Atlantic’s blog. However, the promotion of the contest is more evident on Twitter, while it’s only mentioned on Facebook once, none on Instagram, Google Plus or Pinterest. On Twitter, they published one photo of each winner of the contest who won a trip to New York. Also, the mechanics of the promotion and the countdown are part of the strategy for Twitter. The only Instagram posts this month are photos of the airline employees which have been with them for 30 years. Other content on Facebook is related to general information, including new items on board and London travel tips. There is no board on Pinterest related to #NextStopNYC or the 30-year journey. The boards on Pinterest focus more on elements important to the brand, like fashion and beauty, including crew uniforms designed by Vivienne Westwood and travel in style featuring Virgin Atlantic’s Upper Class red lipstick. This is not part of the content on the other social networks. It’s true that Pinterest is the best one for photos of fashion and beauty, but I would have included the photos of the airline employees and photos of the contest winners enjoying New York! I think there is an opportunity for improvement related to content in terms of consistency. As I mentioned before, content does not have to be identical on all platforms, but it should be cohesive and I don’t think it is here. Finally, there is no consistency in the content of the website and the social networks. The content on the website is more corporate and focused on booking trips and airline offers. I have to repeat, offers must be on Twitter, at least.
Is the content up to date? Virgin Atlantic has not posted anything since October, 2013 on Google Plus. There is also no consistency with the posts on Facebook. They posted one thing on June 4 and the next on the 18th. On Twitter, they post once every 2 days, even though there are most posts recently because of the contest. During the month of June, there are only 6 posts, all related to the 30-year journey. All these photos were posted during the last two days. Before this posts, the last one was on May 29th. My conclusion about this is that thanks to the anniversary they have been posting relatively more in terms of content. This means that they should consider a strategy for posting more often, specially in Google Plus. The content on Pinterest is not up to date since it ignores the 30-year anniversary
Do they use hashtags regularly? In most posts, there are hashtags, even more on Twitter. The most used hashtag in the last months are: #NextStopNYC, #Onesie (because they are promoting a onesie for business class travelers), #Futureofflying and #TravelTips. In Facebook, there is no consistency with the hashtags or repeats. In the last two months, for example, the hashtags are: #NextStopNYC and #BrilliantMinds. They seem to put new content each month, not necessarily related to a program implemented the month before. Virgin Atlantic uses hashtags on every Instagram post. The most used ones in the last two months were #30YearJourney and #BrilliantMinds. The pins on Pinterest do not have hashtags, as well as the posts on Google Plus.
Do they drive users to other social channels: All channels only have links to the Virgin Atlantic website. There is no strategy to drive users to other social channels. On the website, there are links to Facebook, Twitter and YouTube. Thus, there is also an opportunity here to share information about other channels.
Conclusion (in terms of integrated marketing communications): In my opinion, there is space for improvement, specifically in terms of consistency in terms of visuals and content, timing and frequency of posts, as well as directing users to other channels. I would begin with the cover photos and images, so they are cohesive across platforms. That will give users a unique idea about the brand in terms of first impression. I would establish a calendar with content ideas, including which channels will be used for what. For example, it would have been a great idea to include more information about #NextStopNYC contest on Facebook, which is where they have the most followers. Also, Pinterest would have been a great vehicle to see photos in New York of the winners of the contest.
When I first visited the Miami HeatFacebook (14.5 million likes), Twitter (2.6 followers), Instagram (1.4 followers), Google Plus (48k followers) and Pinterest (3k followers), I immediately noticed consistency in some imagery. All of the pages featured the Miami Heat logo. The colors red, black and white are predominant in terms of the visual image. I would capitalize more on the space given for the cover photo on all networks and would include a photo of the team. In this case, that was only done on Google Plus. Also, in Twitter, there is only a black background, meaning they are not using that space usually saved for appealing and bold images (just like they did on Instagram). I can tell the pages of the different social networks belong to the same team, but creatively they can do better.
In terms of content, I would say the message of the Miami Heat is consistent across all platforms, except Google Plus where there are no posts since 2011. Now that the NBA season is over, we still can see posts primarily on Facebook, Twitter and Instagram. These posts are related to press conferences held this past week, merchandise on sale, Heat summer basketball camps, and giveaways. They do a great job keeping consistency on all channels related to this information. For example, just today, Chris Andersen visited the Miami Heat camp to speak to campers and sign autographs. There was a video posted about this on Facebook, Twitter and Instagram. Another example is Pat Riley’s press conference on June 20th, which was mentioned on one Facebook post and one Instagram post. However, Twitter was used to narrate the press conference in real time, which is something we often see with Twitter. During the regular season, we see posts everything related to the games, including countdown, game scores, behind the scenes, and ticket information. The Pinterest account focuses more on game fashion (jerseys, women’s apparel, and gear). This is understandable due to the nature of Pinterest, but I would put more game photos on the Game Photos board. After all, Pinterest is a channel that focuses on photos and I’m sure there are great photos.
Is the content up to date? Even with the season over by now, the contest on most social networks is current, specifically on Facebook, Instagram and Twitter. We see at least one post per day on Facebook. Posts are more frequent on Instagram and Twitter, specially this past week with all the press conferences. During those days, there was an average of 5 posts per day, both on Instagram and Twitter. I would suggest using Google Plus the same way. Evidently, there is material to share and they are not capitalizing on this.
Do they use hashtags regularly? There is no use of hashtags at all. This represents a great area of opportunity in order to establish categories which followers can also use to find conversations and engage more. Some of the could be #heat #miamiheat #heatnation and #whitehot.
Do they drive users to other social channels: In all channels, there is a link to the Miami Heat website. In Facebook, there are links to Instagram and Twitter accounts. There are no other links on Instagram and Twitter. Finally, there is a link to the YouTube channel on Google Plus.
Conclusion (in terms of integrated marketing communications): I would have to say that in terms of content and imagery, there is integration across most channels. The recommendation here is to use more Google Plus, as well as Pinterest to extend the conversation going on at Twitter, Instagram and Facebook. Also, posting on Google Plus increases SEO. In general, there is consistency also with the content on the website and this is a very important part of integrated marketing communications.
To: Jaclyn Sherman
Reply-To: Celeste Martínez Subject: Meet the New Host of TripAdvisor Destinations TV Show ___________________________________________________________________________
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11% of the world traveled. 89% more to go…
More than 30 years of experience in family, business, community service, and leisure travel, including a week spent at the St. Bernard Project in New Orleans.
My travels include United States, Caribbean, South America, and Europe.
What travel means to me…
Establish new interpersonal relationships
Learn about other cultures, history and backgrounds
Traveling gives people new perspectives about the places they visit and the people they see:
Traveling brings people closer to each other, putting aside what makes them different and bringing them together by what makes them similar.
My relationship with TripAdvisor
TripAdvisor is a trustable source of information since independent contributors collaborate, rather than marketers trying to promote their hotels, restaurants or attractions.
TripAdvisor offers a system of badges, which symbolically compensates contributors with them, depending on the number of reviews they write. This makes it possible for contributors to feel part of the TripAdvisor community. I’m a proud Senior Contributor for TripAdvisor.
My qualifications for TripAdvisor Destinations
I love people: Let’s face it, in order to be in front of the cameras talking to people, you need to like them. You should be able to approach them without being shy, initiate a conversation, be nice, ask questions, while acting as natural as possible. People also have to like you. People happen to like me.
Passionate about travel: I care so much about travel, that I want to make a career out of it!
Don’t mind being on the spotlight: Bring it on and ask for autographs!
I know English and Spanish (as well as dialects, like Caribbean Spanish and Latin American Spanish)
Not afraid of being in front of cameras: I have experience with public speaking. To me, the camera represents the people I want to talk to:
Below, please find my resumé on my Pinterest Page:
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