Professional Documents
Culture Documents
Kira McCall
MCOM 333
Bolan
May 14, 2015
Part 1 Determining Brand Qualities
A. Using the organization that you have chosen to brand, ask yourself what do you think this
brand should be known for. In determining this, type out a list of between 8 to 15 qualities
that you want other people to think about or associate when they hear or see the brand that
you have chosen.
Sky Zone
Unique
All ages
Fun
Innovative
Safe
Customizable experience
Group friendly
Cost efficient
Growing
B. Using the list of words that you composed, type out a list of between 8 to 15 qualities that
represent the image or impression that you believe exists today for the brand by stakeholders
(such as users, customers, employees, volunteers, donators, vendors, etc.);
Fun
Family friendly
No advertising presence
B. C. Research the social media that your organization currently uses. Look at its website for
any signs of social media use. Also go to socialmention.com, addictomatic.com and
brandwatch.com to see what results that you get from your brand and its followers. In
reading posts from readers and your organization, learn what your brand attempts to
accomplish with each social media. List all social media used, with a sentence or paragraph
after each, indicating how the social media is being used by your organization and its
followers.
the fun element of the indoor park. They are sharing articles or videos that support
using trampolines for exercising. Users are making comments about their visit to a
Sky Zone location and asking for information about locations and other customer
service issues.
SocialMention, AddictoMatic, and OneSearch Results
One user posted pictures of their familys Sky Zone visit on Flickr
Bing News- articles or headlines about openings and Sky Slam contest
32% passion SocialMention says this a measure of the likelihood that individuals
talking about your brand will do so repeatedly, i.e., dedicated advocates.
Insights
After looking at the brands social media, I can see that the brand excels in reach and
needs to improve on finding dedicated advocates to talk about their brand. They do a good job of
tailoring messages to both young adults and teens, but also parents of younger children. They
should utilize the positive messages posted on their Facebook page to promote the brand and
create stronger messages for parents of pre-teens.
History of Sky Zone
2004: Rick Platt uses $2 million to recruit athletes and build a 17,000-square-foot arena in Las
Vegas.
2006: After initial opening is a failure, the concept of open trampoline parks for the general
population and not just athletes is proposed.
2006: Platts son, Jeff, opens a second location in St. Louis.
2010-2011: Sky Zone jumps from six locations to fourteen.
2012: Company grows to eighteen locations
Source: Huffington Post: Guarini, D. (2012)
b. Chuck E. Cheese
B. Go to the two competitors websites and research the social media that your competitors
currently use. Go to socialmention.com, addictomatic.com and brandwatch.com to see
what results that you get when you enter in each of your competitors names. Also, go to
Towson Universitys Cook Library website (cooklibrary.towson.edu) and enter in the
competitors name in the OneSearch bar. In reading all this information, note in this paper
each social media that your competitors use and in a sentence or two what they are trying
to accomplish with each social media that they use.
Dave and Busters
17 % reach
58% passion
No top hashtags
Article about Chris Hemsworth spoofing a trip to Dave and Busters as Thor.
(Smejek, 2015)
Chuck E. Cheese
Twitter 13.8K followers
On Twitter, the brand uses popular hashtags like #FakeResumeSkills and
#YouKnowILikeYouWhen and makes them relevant to their brand and services. They
also post pictures and celebrate the birthdays of various public figures. They also post
videos from YouTube. By doing this they are tying together multiple platforms and giving
users fun tweets to retweet and favorite.
Instagram 5,673 followers
The brands posts similar content to the brand Twitter page including pictures of
food and seasonally relevant advertisements.
Google+ 477 people in their circles. 8,187 have the brand in a circle
Post the same visual content that is posted on Instagram account. Users are simply
liking the posts but not really leaving comments.
Big Brothers, Big Sisters, and videos featuring users doing the Do the Chuck E. dance.
They also have non-brand or service related boards like Playing with our food which
features pins with kid-friendly recipes and Fun and Games which has pins about a
variety of games, both indoor and outdoor, that children can participate in.
them, advertisements, and a series called Things that make Nigel say gross featuring a kid
named Nigel. Some videos have over one million views but the comments are sometimes
disabled. This means they want to avoid negative commentary but they are also taking away the
opportunity for positive feedback.
Facebook 845,877 likes and 8, 041,654
On this page the brand posts the same content that can be found on their Twitter,
Instagram, and Google+. They also allows users to post on their page. Through this feature they
reply to customer concerns and issues.
13% reach
64% passion
News about new game app had the most search results during OneSearch
C. Finally, given what you have read, describe each competitor in a paragraph analyzing
their strengths and weaknesses (what each does best and what each does not do as well)
as it relates to social media. End by describing in a paragraph the opportunities that you
feel your organization can take advantage of, through social media, given what your
competition is doing.
Dave and Busters strengths are Twitter and tailoring their messages to older audiences. They
use rich media including pictures on their sites and also stay relevant by using current trends like
the recent college basketball playoff season to interact with followers and get their brand seen.
Their weakness is YouTube. They have under one thousand followers. They also have a weak
Instagram presence. They do not post often so the followers they do have are not consistently
seeing them on their timeline. Their pages, particularly their site homepage has more information
on it and uses dark colors, giving the brand a more mature look.
Chuck E. Cheeses strength is YouTube. On this platform, their videos have the most views
out of the three brands and the brand also has the most subscribers. They also have a strong
Facebook page. They interact with users and have a lot of page visits and likes. The brands
weakness is reach. Although they use seven social media platforms (three more than both Sky
Zone and Dave and Busters) they have the smallest reach percentage according to
SocialMention. Also they have a small number of followers on sites like Foursquare and
Google+. In their attempt to branch out and use the new and popular sites, they weaken
themselves with a lack of variety across the platforms and trying to go where their audience may
not be active. They mostly advertise to the parents (mostly moms) of children who could be
potential customers. With bright colors and fun wording, they aim to come off as a fun and safe
option.
Sky Zone can capitalize on Dave and Busters weak Instagram presence and lack of top
hashtags on Twitter. They can also use the fact that Chuck E. Cheese doesnt have much variety
in their posts across various platforms, with the exception of Pinterest, to their advantage. They
can also capitalize on the fact that while the audience for all three brands overlap, Dave and
Busters targets a slightly order crowd, and Chuck E. Cheeses main audience are parents and
younger children who are not old enough to use social media.
Instagram Sharing pictures and short videos to show and broadcast what the Sky Zone
experience is like and the enjoyment users are getting from using the brands services.
Facebook Sharing pictures users have been tagged in and having an open wall for
customers to see what other customers are doing at various Sky Zone locations and to
answer questions. This provides the brand with positive content to use elsewhere in
promotions and get feedback from customers.
Twitter Allows the brand to quickly post brand news and promotional content to
encourage fans to mention them and to appear on more timelines. They can
instantaneously reply to feedback and let users know that they are being seen and heard.
YouTube Saves the brand advertising production and sales money while providing an
owned platform to give viewers a glimpse of what the Sky Zone experience is like.
B. Next, take what you wrote in Part 2B and copy and paste the social media that competitors
to your brand use. Noting what you wrote in Part 2C, come up with at least four social media
that your brand could use (either ones that your brand can utilize better or new social
media).
Increased interaction between the brand and followers on Twitter more with followers
like answering questions. This will cause more people to mention them in the hope of
getting retweeted.
Chuck E. Cheese
o Twitter
o Instagram
o Facebook
o YouTube
o Google+
o Pinterest
o Foursquare
Sky Zone can change or use:
Take submissions for future contests through YouTube to allow for more user interaction
Overall, Ive chosen for Sky Zone to continue using Instagram, Twitter, Facebook, and YouTube
Timonium, which isnt too far on York Road. She clicks through the site and sees photos
posted by other customers that paint a fun picture of their experience at Sky Zone. She
notices a lot of younger kids on the website and cringes at the thought of little kids
running around screaming. Upon further investigation she sees that Sky Zone has a
weekly event called SkyJam that is open to customers ages 16 and up. Customers get 90
minutes of jump time, two pizza slices, a soda, and the most popular music playing while
they jump for just under $20. She tells her friends about this option. Some have heard of
Sky Zone and never been while others have not but are excited about the idea.
B. Next, describe at least two distinct target groups that include key demographic or
psychographic characteristics important to your brand (at a minimum: male/female and
age range) but other factors such as education level, income level, location of residence
and lifestyle, can be listed, too). The person described in Part A should fit into one of
these descriptions.
Target Group 1
a. Men
b. 15-25 years old
c.
Some college
d. $0- $50,000 K
Target Group 2
a. Women
b. 15-30 years old
c. High school & College
d. $0-75,000K
e. East Coast (DMV & Baltimore)
f. Interested in fitness, alternative workouts, and hanging out with friends
C. Based on your target group and the social media that you want to use in Part 3B, research
the four social media that you listed in that part and the demographic characteristics of
users. Pew Research Centers Internet and American Life Project provides relevant data
of major social media sites or you can search using Google or Bing or go to the social
media sites. Services like quantcast.com provide relevant data, too, but require signing
up. In creating this, list the name of a social media first (i.e., Instagram) and then list
relevant demographic characteristics of the users of that social media below it. You
should end up with four social media headings and distinct demographic characteristics
underneath each social media heading.
a. Instagram
iii.
iv.
iii.
iii.
iv.
v.For teens, it is most popular among those who come from lower income
households (Lenhart, 2015)
vi.
d. YouTube http://expandedramblings.com/index.php/youtube-statistics/
i. 81% of teen internet users aged 14-17 use the site. (DMR. 2014)
ii.
visitors
iii.
PART 5
A. First, type or paste each S.M.A.R.T. objective that you came up with in part 3C
underneath Part A here.
B. List the four social media that you have chosen to use for your organization. Underneath
each social media, cite three tactics used by other organizations in their social media
efforts. Type the tactic and then next to it, paste the hyperlink where this information can
be found. There should be a total of 12 hyperlinks included. It is o.k. to use hyperlinks
from examples you have cited in previous extra credit assignments or that were presented
in class.
a. Twitter
i. Hashtag of the week (Jimmy Fallon)
http://blogs.wsj.com/speakeasy/2014/02/20/will-jimmy-fallon-get-the-lastlaugh-on-social-media-hashtag-tonightshow/
ii.
Ask for retweets (Liverpool FC)
http://www.socialmediaexaminer.com/twitter-tactics-to-increaseengagement/
iii.
Use content from Instagram and Facebook (Starbucks)
http://www.simplyzesty.com/Blog/Article/September-2012/40-BrilliantTwitter-Brand-Accounts-You-Can-Learn-From
b. Instagram
i. Regram pictures with brand related hashtags (Starbucks)
http://www.skyword.com/contentstandard/enterprise-marketing/5-brandswith-highly-successful-instagram-marketing-strategies/
ii.
Show behind the scenes updates on new locations & their progress
(General Electric-GE) http://www.businessinsider.com/these-20-brandshave-mastered-the-use-of-instagram-2013-1?op=1
iii.
http://www.business2community.com/instagram/14-best-instagramcampaigns-2014-01092155
c. Facebook
i. Build awareness and hype for new locations - (Brendans Irish Pub)
http://www.inc.com/ss/20-best-company-facebook-pages
ii.
Seasonal events/contests (Coca Cola)
http://www.socialmediaexaminer.com/10-facebook-tactics-by-top-brands/
iii.
Respond to everyone (Dove)
http://www.socialmediaexaminer.com/10-facebook-tactics-by-top-brands/
d. YouTube
i. Vlogs series (Red Bull) - https://econsultancy.com/blog/63832-youtubestrategy-for-brands-10-of-the-best/
ii.
YouTuber endorsement ( LOreal & Blair Fowler)
http://thenextweb.com/entrepreneur/2013/12/18/want-increase-brandsrelevancy-partner-tween-youtube-stars/
iii.
User- generated brand content (Taco Bell)
http://thenextweb.com/entrepreneur/2013/12/18/want-increase-brandsrelevancy-partner-tween-youtube-stars/
C. Lastly, list the four objectives again and underneath each objective, describe at least three
messages that can be used with each of your objectives. For example, if you are trying to
increase the number of tweets for a restaurant one of the messages could be to discuss the
benefits of trying a new menu item.
a. Reach 10,000 Twitter followers by September 2015
i. Tweet about summer deals
ii.
Share photos of new location openings and ask those in that area to
retweet to share the news
iii.
Have a hashtag contest where the winner receives a follow from
the brand
b. Reach 125,000 Likes on Facebook by September 2015
i. Share photos of new locations under construction
ii.
iii.
Share information about the health and workout benefits of
trampolines
c. Reach 50,000 Instagram followers by August 2015
i. Share photos and behind the scene videos of new locations
ii.
iii.
Create collages or unique art using the sticker balls that are at each
Sky Zone location
d. Reach 10,000 YouTube subscribers by January 2016
i. Create vlog series about events/ features at various locations. (SkyJam.
Birthday parties, etc.)
ii.
iii.
A. Using the organization that you have chosen to brand and four social media that you have
chosen to use (from Part 5B), in a table, first list all the social media that you intend to use.
Next, type four metrics or measurements that apply to each social media used. The
measurements should be directly applicable to the objectives and tactics that you set up in
Part 3. You can expand the chart below to fill in details or create your own chart in Microsoft
Word by clicking on Insert, then Insert Table, and then list how many boxes across and how
many boxes down that you want in the table. The table below is 5 by 5.
SOCIAL
MEDIA
METRIC #1
METRIC #2
METRIC #3
METRIC #4
Reach 10,000
followers
Increase
mentions by
10%
Tweet at least
twice a day
Increase
retweets and
favorites by
50%
Reach 125,000
likes
Respond to
80% of
comments
Increase
shares by 20%
Decrease
bounce rate
Instagra
m
Reach 50,000
followers
Post at least 2
photos or
videos a week
Increase likes
per post by
10%
Track overall
engagement
rates (rate of
comments and
likes)
YouTube
Post a vlog
video bi-weekly
Gain at least
5,000 followers
Get 50,000
views on CEO
interview
Increase
unique
visitors by
10%
B. Summarize in a paragraph, for each social media (four paragraphs in all), which parts of the
Social Media Metrics Model that you propose to measure through the four metrics that you
chose in Part A of this assignment. Add why you feel the measurements that you chose
would provide meaningful data to your organization.
For Twitter, the main parts of the model I think would work best for the proposed metrics are
exposure and engagement. Tweeting twice a day will produce messages for audiences to see
twice every day. Aiming to increase mentions, retweets, and favorite will show the brand if their
messages are being seen and shared. We can also use the advocacy part of the model because
retweets are like digital word of mouth for the brand. Measuring engagement will be meaning to
help the company know if their messages are reaching the right audience and drawing them to
the brand, as well as if theyre posting at the right time of day.
For Facebook, the parts of the model that apply are advocacy, engagement, and influence. By
aiming to increase the brand will be able to measure how many people share their content and
how often (are they the same people sharing continuously or unique users). This will help the
brand measure the reach of their post and gain insights on what kind of post gain the most action
(sharing). Reaching a set number of likes and decreasing bounce will help the brand measure
how many people are seeing their messages and how long people are interacting with the brand.
The goal is to change the behavior of users who may come to Sky Zones page but do not
explore it.
For Instagram, the parts of the model that apply are engagement and exposure. By measuring
follows, likes, and comments the brand can see how users are interacting with brand via posts
and what kind of tone they are using in their comments. They can also see what kind of posts
(photos, videos, or regrams) get the most feedback.
For YouTube the most applicable parts of the model are exposure, engagement, and
advocacy. Exposure ties in with views and searches. The brand can see how many people are
seeing their content and how they find it. This could help them understand how to tag and label
their content in the future. Engagement relates to views vs. thumbs up or thumbs down and
comments. By looking at the number of views and comparing it to the number of people who
give the video a Like or Dislike, the brand can see how many people are actively engaging
with the brand and their content. They also monitor the comments section to gain feedback.
Part 7 Advocating Your Brand
A key part of social media strategy is spreading the word about your organization to others in a
positive way. This often means finding others to advocate your brand. A best practice is to do this
through online influencers. In this final exercise:
A. Using the organization that you have chosen in this class, come up with two people who
you think could serve as online influencers for your organization. The choices could relate
to your organizations field or a unique connection that an influencer already has in
common with your organization.
C. Describe in a paragraph, what you would like your online influencer ideally to say using
social media. Next, give one example of a post that you would like your online influencer to
make. The word post here can be interpreted as any type of posting such as a post on
Facebook, a tweet in Twitter, a photo and caption on Instagram, a video and description on
YouTube, a blog, and other examples similar to a post, depending on the social media that
you choose to use in this example.
Ryan Higa could make a YouTube video about a visit to Sky Zone talking about which
location he went to, what he did, who he went with, and his opinion of Sky Zone. Massiel could
talk about the fitness benefits of Sky Zone and how using trampolines for workouts is a new
fitness trend. She could do this through a short video or just a photo with a caption like she
usually does. An example of a post from Ryan is a tweet saying, My day at Sky Zone with a
link to the YouTube video. An example of a post from Massiel could be a video of her doing a
demonstration of a workout on a trampoline in Sky Zone. Her caption reads, Paid a visit to Sky
Zone to try out some trampoline-friendly workouts. They even have yoga and jump classes that
you can find online. #themassymethod #trampolineworkout #skyzone. Massy typically also
goes into detail about the number of reps and encourages users to share her post with a friend in
need of fitness advice.
Reference List
Close-Up Media, (2013). Market Force Information Study Rates Chuck E. Cheeses as 2ndHealthiest Casual- Dining Pizza Chain. Retrieved from
http://infoweb.newsbank.com/resources/doc/nb/news/146E0085B3100198?p=AWNB
Guarini, D. (2012). For Sky Zone Trampoline Parks, The Sky's The Limit. Retrieved from
http://www.huffingtonpost.com/2012/04/12/sky-zone-trampoline-parks_n_1417889.html?
Lenhart, A. (2015). Teens, Social Media & Technology Overview 2015. Retrieved from
http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/
Pericon Codefuel (2014). Social Media Demographics for 2014 and 2015. Retrieved from
http://www.codefuel.com/blog/social-media-demographics-for-2014-and-2015/
Pew Internet (2015). Social Media Update for 2014. Retrieved from
http://www.pewinternet.org/2015/01/09/social-media-update-2014/
Pew Internet (2015). Trends for Teens in Social Media and Technology. Retrieved from
http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/
Smejek, T. (2015). Thor celebrates Avengers victory over Ultron on SNL by going to Dave
and Busters. Retrieved from http://www.examiner.com/article/thor-celebrates-avengers-victoryover-ultron-on-snl-by-going-to-dave-and-busters