Social Media Marketing Presentation

1. Marketing Buzz
By: Samantha Clark

2. Twitter:
GirlLickingBlue
BellIceCream

3. Explanation
o The viral video posted to Twitter shows a minor taking
a lick of Blue Bell Ice Cream and putting it back on the
shelf
• The video brought about a new challenge that caused
others to follow in the young women's footsteps and lick
ice cream and post the video to social media
o I chose this post because it happened very recently and
caused some problems for Blue Bell
• It led people to question Blue Bells packaging techniques
• An investigation to find the women in the video and the
location of the tainted carton went underway

4. Typeof Buzz
o Negative buzz was created due to the short clip
• Blue Bell consumers worried about their products
not having a plastic seal like some similar ice
cream brands
• Consumers were disgusted by the video and made
sure to post their concerns online
• Blue Bell had to deal with damage control and try
to ease concerns
o The buzz was not created by “intentional
marketing activities”
• Created through an “independent event” that was
posted to Twitter

5. Responses

6. Character
Analysis
o Timing
• During summer when ice cream is a hot commodity and sales
are up for the year
• Arouses concern because people are buying the product often
o Video
• Has a stronger appeal than a simple picture or words
• Shows the incident happening, so there is proof of the act
(viewers know it isn’t fake news)
o Topic
• The topic is Blue Bell a very well-known, popular ice cream
brand in the South
o Headline
• The tweet asked a rhetorical question about psychopathic
behavior causing people to wonder what the video entailed

7. Whydidthepost
go viral?
VIDEO ANALYSIS
oEmotion
• People were horrified by the video, which caused
negative feelings to arise and made them feel the
need to share in order to warn others
oTriggered
• The time of the year made the product “top of
mind”
• People associate ice cream with summertime
oPublic
• The video was posted on Twitter and was easy
to access and share
• The video clip was easily imitated
• Led to ice cream licking challenge and copy
cat videos

8. FinalThoughts
CONCLUSION
o Blue Bell handled the negative back lash professionally in
order to ease consumers minds
• Found the location of the ice cream carton in Lufkin, Texas and
took it off the shelf before anyone could buy it
• Explained that while they may not have a plastic seal on their ice
cream, they have a natural seal because the cartons are frozen
upside down
o The young women in the video was found by the police and
will have to deal with the consequences
TAKEAWAY
o There are 6 key STEPPS to help create a viral post
• Social currency, triggered, emotion, public, practical value,
stories
o Since not all marketing buzz is intentional companies have to
be prepared to deal with negative public opinions