Socializing SrirachaSocial Media and the Brand | NYU | October 19 2011           Pamela Samathivathanachai
So, what is Sriracha?•  Made from red chili peppers,   garlic, vinegar, salt, and sugar•  Huy Fong Foods in the 80s•  > 10...
Listening + overheard: “Sriracha hot sauce is the shit. I put it on EVERYTHING” “My husband practically drinks it straight...
More Listening…
Applied Listening • Social monitoring               content • Message/audience                                   • Social ...
Planning
Audience: Definition & Objectives •  Primary:        Existing users of Sriracha       •  Engagement + Advocacy •  Secondar...
Sriracha Prosumer PERSONAL/DEMOGRAPHIC               ADDRESSABLE NEED STATES •  14-35 age group is the          •  They wa...
Influencer Identification •  The manufacturer does not have    any real presence on any SoMe    sites. There is no “voice”...
Applied Listening • Social monitoring               content • Message/audience                                   • Social ...
Content Development
Engagement Strategy             • Drive more consumption ofBehavioral     Srirachaobjectives   • Induce more people to sha...
Experience ArchitectureContent                                 Life etc.•  Recipes•  Funny anecdotes•  Sriracha related me...
WLS Style Guide                                                Graphic Assets:•    We are a “Chili Sauce Collective”•    G...
Channel Roadmap Instead of having one primary engagement platform, I tried to use all of the available options to work tog...
Toolkit •  Consumer facing:   •  Backend:   •  Twitter            •    Google Analytics   •  Tumblr             •    Faceb...
Metrics, Goals & KPIs                             CAMPAIGN GOALS                     User #         Engagements           ...
Applied Listening • Social monitoring               content • Message/audience                                   • Social ...
Activation
Twitter          Day 2
Day 3
People Like Affirmation                          Day 12
Twitteractions
Watch Your Language!
Day 14
Day 6
Facebook Efforts                   Day 4
Facebook Efforts                   Day 4
Facebook Efforts                   Day 19
Day 12
Day 13
Optimization
Day 14
What happened on Oct 13?
1. Going Viral •  Optimized content •  Seasonal reference •  Increased relevance by    including link to    purchase •  5 ...
2. Influencers’ Impact•  21 likes/reblogs   in total•  19 as a direct   result of this   reblog from   Sriracha   Cookbook
Influencing the Influencers
Campaign Evaluation
Metrics: Results                             CAMPAIGN GOALS                     User #   Engagements                 Ratio...
Following: 63 | Day 18
Got Klout?             Day 14             Day 18
Day 14
Day 18
Learnings + Insights
Tumblr for Engagement? •  Better as a landing page •  Hard interface to use in general for engagement, plus audience is   ...
Learnings: Twitter                          Twitter   WLS posts - WLS posts -              Twitter   Date                i...
Twitter Volume                 Source: TweetStats
Combined SoMe Efforts Affect# of Twitter followers                               Source: Twitter Counter
Source: Facebook InsightsFacebook   Active users somehow           increased after 13th, even           though I did not d...
Questions do work:                     Day 13
Facebook Has Serious Pull               Remember how Facebook was an after thought?                                       ...
Search   Day 13 vs. Day 18
Management Tools                   Helps to keep the                   ratio of followers                   to following  ...
Thank you.
Social Media & The Brand - Project Sriracha (NYU)
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Social Media & The Brand - Project Sriracha (NYU)

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After a 9-week long social media campaign, I gave this presentation in class. We were tasked with creating and executing a social media campaign of any of our choosing. I decided to go with something a little tongue in cheek and have a bit of fun with it - while learning the best practices of running a social media campaign along the way.

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Social Media & The Brand - Project Sriracha (NYU)

  1. 1. Socializing SrirachaSocial Media and the Brand | NYU | October 19 2011 Pamela Samathivathanachai
  2. 2. So, what is Sriracha?•  Made from red chili peppers, garlic, vinegar, salt, and sugar•  Huy Fong Foods in the 80s•  > 10 million bottles sold per year
  3. 3. Listening + overheard: “Sriracha hot sauce is the shit. I put it on EVERYTHING” “My husband practically drinks it straight from the bottle” “Sriracha. Good heat and the garlic gives it a nice, complex flavor. I use it as a condiment, as an ingredient in sauces and it goes great in a Bloody Mary. Its a game changer.” “All I really want for Christmas is Kashi GoLean cereal, china dieters tea, or hot sauce - Sriracha. FOR REAL.” Source:
  4. 4. More Listening…
  5. 5. Applied Listening • Social monitoring content • Message/audience • Social channel strategies management • Domains / influencer • Influencer node • Content strategy + activation identification activation • Tracking & measurement • Asset development • Ongoing optimization • Brand personality development planning • Style guide development activation
  6. 6. Planning
  7. 7. Audience: Definition & Objectives •  Primary: Existing users of Sriracha •  Engagement + Advocacy •  Secondary: Non-users of Sriracha who love hot sauce or spicy foods in general •  Curiosity + Conversion + Trial
  8. 8. Sriracha Prosumer PERSONAL/DEMOGRAPHIC ADDRESSABLE NEED STATES •  14-35 age group is the •  They want to declare their most vocal love out loud and want •  No income/gender positive affirmation barrier •  Attention and recognition for having such fine taste POWER CHANNELS/ TOUCHPOINTS •  They are comfortable communicating with ATTITUDINAL/PSYCHOGRAPHIC friends online. •  Majority are active on shy bold multiple social networks, Twitter, and consume their media through passive vocal online mediums such as blogs and forums. eat to live live to eat VERBATIM individualistic community “Woke up with a bottle of calm excitable Sriracha in my pocket last night” @Pquinner
  9. 9. Influencer Identification •  The manufacturer does not have any real presence on any SoMe sites. There is no “voice”. •  The closest entity that gives the brand a personality is the writer of “Sriracha Cookbook” •  WLS’ GOAL: •  Make friends •  Join forces •  Cross promote
  10. 10. Applied Listening • Social monitoring content • Message/audience • Social channel strategies management • Domains / influencer • Influencer node • Content strategy + activation identification activation • Tracking & measurement • Asset development • Ongoing optimization • Brand personality development planning • Style guide development activation
  11. 11. Content Development
  12. 12. Engagement Strategy • Drive more consumption ofBehavioral Srirachaobjectives • Induce more people to share Sriracha use cases Affirmation • Leverage the combined +Disruption power of targeted WOM / social + social to drive strategy targeted peer to peer Community message discovery & sharingMessage • Eating everything with Sriracha is what the cool kidsstrategy do. You’re one of us.
  13. 13. Experience ArchitectureContent Life etc.•  Recipes•  Funny anecdotes•  Sriracha related memesContext Chill•  Twitter online•  Tumblr•  Facebook timeEngagement Meal•  Retweet content•  Have “conversations” time•  Ask for submissions Tweet/FB about meal Page 13
  14. 14. WLS Style Guide Graphic Assets:•  We are a “Chili Sauce Collective”•  Gender-less, face-less•  Guise that it’s run by a group of people•  “Join the club” mentalityBrand Personality•  Foul-mouthed and loud•  Fun-loving and passionate•  Unabashedly and unashamedly obsessed with Sriracha hot sauce•  Your hyper-enthusiastic BFF who loves high five-ing
  15. 15. Channel Roadmap Instead of having one primary engagement platform, I tried to use all of the available options to work together, simultaneously.
  16. 16. Toolkit •  Consumer facing: •  Backend: •  Twitter •  Google Analytics •  Tumblr •  Facebook Insights •  Facebook •  Bit.ly •  Twitter Counter •  Tweet Stats •  Tweet Feel •  Manage Flitter
  17. 17. Metrics, Goals & KPIs   CAMPAIGN GOALS   User # Engagements Ratio of E to # Twitter 100 150 1.5 Tumblr 50 100 2 Facebook 50 100 2 *Engagement #s in tumblr include only reblogs that are directly tied my user account (no reblog of a reblog is counted) *Engagement #s in Twitter refer to replies, mentions, retweets
  18. 18. Applied Listening • Social monitoring content • Message/audience • Social channel strategies management • Domains / influencer • Influencer node • Content strategy + activation identification activation • Tracking & measurement • Asset development • Ongoing optimization • Brand personality development planning • Style guide development activation
  19. 19. Activation
  20. 20. Twitter Day 2
  21. 21. Day 3
  22. 22. People Like Affirmation Day 12
  23. 23. Twitteractions
  24. 24. Watch Your Language!
  25. 25. Day 14
  26. 26. Day 6
  27. 27. Facebook Efforts Day 4
  28. 28. Facebook Efforts Day 4
  29. 29. Facebook Efforts Day 19
  30. 30. Day 12
  31. 31. Day 13
  32. 32. Optimization
  33. 33. Day 14
  34. 34. What happened on Oct 13?
  35. 35. 1. Going Viral •  Optimized content •  Seasonal reference •  Increased relevance by including link to purchase •  5 days •  65 likes/reblogs
  36. 36. 2. Influencers’ Impact•  21 likes/reblogs in total•  19 as a direct result of this reblog from Sriracha Cookbook
  37. 37. Influencing the Influencers
  38. 38. Campaign Evaluation
  39. 39. Metrics: Results   CAMPAIGN GOALS   User # Engagements Ratio of E to # Twitter 100 150 1.5 Tumblr 50 100 2 Facebook 50 100 2   CAMPAIGN RESULTS   User # Engagements Ratio of E to # Twitter 72 39 0.5 Tumblr 19 32 1.7 Facebook 44 6 0.14 *Engagement #s in tumblr include only reblogs that are directly tied my user account (no reblog of a reblog is counted) *Engagement #s in Twitter refer to replies, mentions, retweets
  40. 40. Following: 63 | Day 18
  41. 41. Got Klout? Day 14 Day 18
  42. 42. Day 14
  43. 43. Day 18
  44. 44. Learnings + Insights
  45. 45. Tumblr for Engagement? •  Better as a landing page •  Hard interface to use in general for engagement, plus audience is very very young Day 13
  46. 46. Learnings: Twitter Twitter WLS posts - WLS posts - Twitter Date interactions @ or original followers from users mentions content 10/12/11 8 3 15 2 10/13/11 9 6 16 5 10/14/11 7 6 14 4 10/15/11 2 4 21 1 From this short time period, we can see that in order to maintain a healthy number of new followers and interactions, it is best to maintain a good balance of retweets and mentioning people as well as original content – so they have something to take away.
  47. 47. Twitter Volume Source: TweetStats
  48. 48. Combined SoMe Efforts Affect# of Twitter followers Source: Twitter Counter
  49. 49. Source: Facebook InsightsFacebook Active users somehow increased after 13th, even though I did not do anything specific on FB.
  50. 50. Questions do work: Day 13
  51. 51. Facebook Has Serious Pull Remember how Facebook was an after thought? Source: Google Analytics
  52. 52. Search Day 13 vs. Day 18
  53. 53. Management Tools Helps to keep the ratio of followers to following healthy – so that we don’t look like spam.
  54. 54. Thank you.

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