Social Media Content Best Practices: Using GIFs, Instagram Stories, and Memes...The Social Lights
In this issue of Trend Tap, we break down how we've leveraged new content types like GIFs, Instagram Stories, and memes to earn millions of impressions for clients and how you can do the same.
Inside the Content Issue:
-Best-in-class examples from brands that are crushing it with GIFs, Instagram Stories, and memes
-Content creation best practices that we've used to earn millions of organic impressions for clients
-Untapped content opportunities your brand can start leveraging today
Brought to you by The Social Lights, an award-winning social media marketing agency based in Minneapolis, Minnesota. Visit us: thesociallights.com.
Sean Hurley, hearforward's - #btvmayor panel deckhearforward
This is an edited version of deck presented by Sean Hurley, Managing Partner at hearforward, at #btvmayor panel on May 7th, 2012. A deck reviews the increasing necessity of Facebook's Ads and Facebook's role in Miro Weinberger's successful campaign for Mayor of Burlington, VT.
Social Media Content Best Practices: Using GIFs, Instagram Stories, and Memes...The Social Lights
In this issue of Trend Tap, we break down how we've leveraged new content types like GIFs, Instagram Stories, and memes to earn millions of impressions for clients and how you can do the same.
Inside the Content Issue:
-Best-in-class examples from brands that are crushing it with GIFs, Instagram Stories, and memes
-Content creation best practices that we've used to earn millions of organic impressions for clients
-Untapped content opportunities your brand can start leveraging today
Brought to you by The Social Lights, an award-winning social media marketing agency based in Minneapolis, Minnesota. Visit us: thesociallights.com.
Sean Hurley, hearforward's - #btvmayor panel deckhearforward
This is an edited version of deck presented by Sean Hurley, Managing Partner at hearforward, at #btvmayor panel on May 7th, 2012. A deck reviews the increasing necessity of Facebook's Ads and Facebook's role in Miro Weinberger's successful campaign for Mayor of Burlington, VT.
Bruce, T. R., and Richards, R. C. (2011). Examples of Specialized Legal Metad...Robert Richards
Paper presented at dg.o 2011: The 12th Annual International Conference on Digital Government Research, held 12-15 June 2011, at University of Maryland, College Park.
A Goals-Plans-Action Approach to Lawyers' CommunicationRobert Richards
When a lawyer pursues multiple communication goals at once, how do those goals relate to each other and influence the lawyer’s communicative practices? Previous research on this question has analyzed lawyers’ communication during trial, within theoretical frameworks of politeness or facework, and by means of qualitative methods. This paper contributes to this body of research by analyzing lawyers’ communication goals and practices in a different setting—that of government lawyers’ counseling interactions with lawmakers about the legal aspects of proposed laws—using a different theoretical framework—Dillard’s (2004) goals-plans-action (GPA) model of message production—and by means of quantitative methods. Results of a survey of a representative sample of lawyers from U.S. state governmental law offices (N = 226) were generally consistent with the predictions of the GPA model. Goals had a two-tiered structure, all features of communication were significantly associated with at least one goal, and goals had conflicting associations with several features of communication (i.e., with each of those features of communication, at least one goal had a significant positive association and at least one goal had a significant negative association). Most of these conflicts concerned tensions between the goals of enabling informed decision making and of maintaining impartiality. The analysis suggests that such goal conflicts may inhibit government lawyers from using certain communication practices that can aid lawmakers in their decision making about proposed laws. In addition, legislative counsel reported using several features of communication significantly less often than did executive-branch lawyers, but the causes of these differences were unclear. Moreover, several regional differences were identified regarding government lawyers' communication goals and practices.
When It Comes from the People: The Effects of Reforming Ballot Initiative Exp...Robert Richards
Obstacles to citizens’ understanding of the legal content of ballot measures were thought to lie in inconsistencies between the communicative practices of official summaries of such measures and citizens’ own legal communicative practices. Theory suggested that revising official ballot-measure summaries to include elements of citizens’ legal communicative practices would enhance citizens’ understanding of the legal content of ballot measures, confidence in that understanding, and confidence in their voting decision about such measures, and that intrapersonal reflection would mediate those effects. Those predictions were tested in a controlled experiment. Results showed no evidence of knowledge gains, but subjects exposed to a description of the policy objectives of a ballot measure showed significant increases in voting confidence. A subset of those subjects also experienced significant increases in knowledge confidence. Many findings were consistent with theories of sense-making (Dervin & Frenette, 2001), framing (Scheufele, 1999, 2000), and the theory of reasoned action (Ajzen & Fishbein, 1977), and with the prediction that a “means-end” schema operates in citizens’ minds during deliberations about proposed laws.
The Current State of Social Media Channels by DDA PRddapr
The aim of this presentation is to give a brief outline of the current state of Facebook, Twitter and Instagram and touch upon the big trend in social media right now… real-time marketing. In doing so we hope to provide a few tips to help those within the film, television, entertainment and brands PR industry.
Whether it’s movies, amusement parks, or cruise ship itineraries, everything Disney touches seems to turn to gold and their social media strategies are no different. To connect with audiences around the world, Disney manages over 1,000 social media accounts. How do they do it? A whole lot of work and a little bit of magic.
In this deck, we break down what 9 brands do to gain their fans' attention and drive them to action. Download a high-res version here: forms.insidesocial.com/anatomy-of-a-great-social-ad
Marijn Poeschmann, strategic partner manager bij Google, geeft samen met een YouTube-leraar praktische, strategische tips en inzichten voor het opzetten van een YouTube-kanaal voor leerlingen.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
This is the final project for Social Media: Objectives and Strategies class. By analyzing and evaluating Disney's social media performance, recommendations are proposed for online engagement.
This is the final project for Social Media: Objectives and Strategies class. By analyzing and evaluating Disney's social media performance, recommendations are proposed for online engagement.
Bruce, T. R., and Richards, R. C. (2011). Examples of Specialized Legal Metad...Robert Richards
Paper presented at dg.o 2011: The 12th Annual International Conference on Digital Government Research, held 12-15 June 2011, at University of Maryland, College Park.
A Goals-Plans-Action Approach to Lawyers' CommunicationRobert Richards
When a lawyer pursues multiple communication goals at once, how do those goals relate to each other and influence the lawyer’s communicative practices? Previous research on this question has analyzed lawyers’ communication during trial, within theoretical frameworks of politeness or facework, and by means of qualitative methods. This paper contributes to this body of research by analyzing lawyers’ communication goals and practices in a different setting—that of government lawyers’ counseling interactions with lawmakers about the legal aspects of proposed laws—using a different theoretical framework—Dillard’s (2004) goals-plans-action (GPA) model of message production—and by means of quantitative methods. Results of a survey of a representative sample of lawyers from U.S. state governmental law offices (N = 226) were generally consistent with the predictions of the GPA model. Goals had a two-tiered structure, all features of communication were significantly associated with at least one goal, and goals had conflicting associations with several features of communication (i.e., with each of those features of communication, at least one goal had a significant positive association and at least one goal had a significant negative association). Most of these conflicts concerned tensions between the goals of enabling informed decision making and of maintaining impartiality. The analysis suggests that such goal conflicts may inhibit government lawyers from using certain communication practices that can aid lawmakers in their decision making about proposed laws. In addition, legislative counsel reported using several features of communication significantly less often than did executive-branch lawyers, but the causes of these differences were unclear. Moreover, several regional differences were identified regarding government lawyers' communication goals and practices.
When It Comes from the People: The Effects of Reforming Ballot Initiative Exp...Robert Richards
Obstacles to citizens’ understanding of the legal content of ballot measures were thought to lie in inconsistencies between the communicative practices of official summaries of such measures and citizens’ own legal communicative practices. Theory suggested that revising official ballot-measure summaries to include elements of citizens’ legal communicative practices would enhance citizens’ understanding of the legal content of ballot measures, confidence in that understanding, and confidence in their voting decision about such measures, and that intrapersonal reflection would mediate those effects. Those predictions were tested in a controlled experiment. Results showed no evidence of knowledge gains, but subjects exposed to a description of the policy objectives of a ballot measure showed significant increases in voting confidence. A subset of those subjects also experienced significant increases in knowledge confidence. Many findings were consistent with theories of sense-making (Dervin & Frenette, 2001), framing (Scheufele, 1999, 2000), and the theory of reasoned action (Ajzen & Fishbein, 1977), and with the prediction that a “means-end” schema operates in citizens’ minds during deliberations about proposed laws.
The Current State of Social Media Channels by DDA PRddapr
The aim of this presentation is to give a brief outline of the current state of Facebook, Twitter and Instagram and touch upon the big trend in social media right now… real-time marketing. In doing so we hope to provide a few tips to help those within the film, television, entertainment and brands PR industry.
Whether it’s movies, amusement parks, or cruise ship itineraries, everything Disney touches seems to turn to gold and their social media strategies are no different. To connect with audiences around the world, Disney manages over 1,000 social media accounts. How do they do it? A whole lot of work and a little bit of magic.
In this deck, we break down what 9 brands do to gain their fans' attention and drive them to action. Download a high-res version here: forms.insidesocial.com/anatomy-of-a-great-social-ad
Marijn Poeschmann, strategic partner manager bij Google, geeft samen met een YouTube-leraar praktische, strategische tips en inzichten voor het opzetten van een YouTube-kanaal voor leerlingen.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
This is the final project for Social Media: Objectives and Strategies class. By analyzing and evaluating Disney's social media performance, recommendations are proposed for online engagement.
This is the final project for Social Media: Objectives and Strategies class. By analyzing and evaluating Disney's social media performance, recommendations are proposed for online engagement.
Manipm Is it a problem that celebrities endorse products using twitter and ot...VantageManipm
Created by
Becky Johns - Project Manager
Freya Saxby - Researcher
Dave Pound - Presentation and Dissemination
Combined effort on the role of Content Creator.
Second group project for this module
https://www.youtube.com/watch?v=Auuk1y4DRgk&t=2261s&ab_channel=MichaelSugrue
For this assignment you only need to watch the video lecture until timestamp 14:22 and answer the questions Reminders: Don't forget to cite evidence (timestamp) of where you derive your response, and to provide an explnation in your own words. Specific examples are very helpful and are a great way to ensure you answer the question fully.
1. What is Stoicism especially characterized by? Its rejection of what?
2. What does the stoic fear the most?
3. What, according to the stoic, is really the only matter of concern? Elaborate.
4. What are things or behaviors the stoic would disdain? Give a specific real life example that we would commonly encounter or perhaps even enact ourselves.
5. According to stoicism, why can anyone be a good person no matter one’s position is in the social structure?
Essay
Course: 2021-FA-MKTG-3700-WEB Principles of Marketing Section WEB Fall 2021 CO
Criteria
Level 5
Exceeds the
standard
20 points
Level 4: Meets
the standard
16 points
Level 3:
Attempted,
but does not
meet the
standard
12 points
Level 2:
Attempted
but does not
meet the
standard
10 points
Level 1: Not
attempted
0 points
Criterion
Score
Introductory
Organizatio
n
/ 20There is a
well-focused
Thesis
Statement that
introduces the
essay and
clearly
addresses all
elements of
the writing
prompt.
Introduction
clearly states
the main topic,
adequately
addressing the
writing
prompt.
Introduction is
somewhat
clear, but only
partially
addresses the
writing
prompt
Introduction
does not
address the
writing
prompt.
No
introduction is
present
Criteria
Level 5
Exceeds the
standard
20 points
Level 4: Meets
the standard
16 points
Level 3:
Attempted,
but does not
meet the
standard
12 points
Level 2:
Attempted
but does not
meet the
standard
10 points
Level 1: Not
attempted
0 points
Criterion
Score
Support for
Thesis
(Concrete
Details)
/ 20Each body
paragraph
contains a
topic sentence
and relevant,
telling,
quality
concrete
details
that give the
reader
important
information
that goes
beyond the
obvious or
predictable.
All supporting
details
serve to
substantiate
the
thesis
statement.
Each body
paragraph
contains a
topic sentence
that is
adequately
supported by
relevant
concrete
details. Most
supporting
detailsserve to
substantiate
the thesis
statement.
Topic sentence
is stated in
some body
paragraphs.
Supporting
details are
relevant, but
some key
issues are
unsupported.
Support for
the thesis
statement is
weak.
Topic sentence
is weak.
Supporting
details and
information
are typically
unclear or not
related to
the topic.
There is a
seemingly
random
collection of
information
Thesis
statement
lacks
proof.
No topic
sentence is
present OR no
concrete
details are
present. The
paragra ...
1. S O C I A L M E D I A
M O N I T O R I N G
WA LT D I S N E Y A N I M A T I O N S T U D I O S
Ta y l o r C o x
2 1 A p r i l 2 0 1 5
1
2. E X E C U T I V E
S U M M A RY
2
Marketing is now synonymous with
relationship building. And how we
create and bolster these
connections is heavily rooted in our
social media platforms. In our
technology-driven society, brands
cannot survive without being active
on social media. In this
presentation, I will be monitoring
and expanding on how Walt Disney
Animation Studios uses social
media to their advantage, and what
they can do to improve their
techniques and posting patterns.
3. A S S E E N O N S I T E
3
The brand’s official website
left out a link to its Tumblr blog
4. S TAY C O N N E C T E D
FA C E B O O K
Walt Disney Animation Studios uses Facebook to share photos and videos related to their previously
released/upcoming films. They also use the comment function as a way to open conversations with
Disney fans and to foster a familiar consumer-brand relationship. Additionally, the brand shares links
from other websites in order to self-promote and to update fans on Disney film-related news.
From left to right: Walt Disney Animation Studios reaches out to fans; photos from the official Facebook page; post about an upcoming film
4
5. R E A D A L L A B O U T I T
T W I T T E R
Walt Disney Animation Studios’ official Twitter is
similar to their Facebook page, in that it is used
primarily to promote previously released/upcoming
films through photos, videos, and links. However,
more fan acknowledgement is evident. While there
are duplicate posts, the brand marketers are careful
to adjust the wordings of the posts, so as to minimize
redundancy. Furthermore, they do a great job of
maintaining the brand voice in all their posts. This
keeps all the posts consistent and engaging.
Above: photos from the
official Twitter profile
Above: link to behind
the scenes video
From top to bottom: upcoming film announcement; Big
Hero 6 DVD promotion
5
6. D O Y O U WA N N A B U I L D A
B L O G P O S T ?
T U M B L R
In comparison to the content on
the company’s other social
media platforms, the content
found on the official Walt Disney
Animation Studios Tumblr is very
much original. There are very few
duplicates. Also, because Tumblr
is a heavily visual social media
platform, Disney posts a huge
assortment of photos from the
early stages of film development,
thus giving Disney fanatics a
behind the scenes look into
the brand. Lastly, the brand
engages with and recognizes fans
by launching art competitions,
in which Disney selects and
reposts original artwork submitted
by Disney aficionados.
Above: Fan-submitted artwork From top to bottom: original Big Hero 6
artwork
6
7. S E E I T T O B E L I E V E I T
Y O U T U B E
Walt Disney Animation Studios’ official YouTube
channel offers a wide variety of videos that are
helpful to a broad spectrum of consumers. For
example, there are videos geared toward
prospective employees, those with a yearnin’
for some learnin’ about character or film
development, and Disney fanatics who just
wish to browse clips from their favorite
films! This is a great example of fulfilling the
wants and needs of specific target markets
while maintaining entertainment value. Like
the other social media platforms, YouTube
allows Disney to strengthen its relationship with
its fans by providing them with the inside
scoop on their brand.
All images: original video clips from the official Walt Disney Animation Studios YouTube channel
7
8. I T H I N K I ’ M S E E I N G
D O U B L E
D U P L I C A T E S
Although Walt Disney Animation Studios
posts duplicative content across their social
media platforms, they are careful to avoid
redundancy. To prevent boring, repetitive
posts, Disney tweaks their content
descriptions, while maintaining a consistent
voice that is representative of the brand.
From top to bottom: Frozen 2 announcement from the official Facebook page; Frozen 2 announcement from the official Twitter profile
8
9. D O E S S L O W A N D S T E A D Y
R E A L LY W I N T H E R A C E ?
Facebook Twitter Tumblr Youtube
Tues 4/14 N/A N/A N/A N/A
Wed 4/15 N/A N/A N/A N/A
Thurs 4/16 N/A N/A N/A N/A
Fri 4/17 N/A N/A N/A N/A
Sat 4/18 N/A N/A N/A N/A
Sun 4/19 N/A N/A N/A N/A
Mon 4/20 N/A N/A N/A N/A
Tues 4/21 N/A N/A N/A N/A
P O S T F R E Q U E N C Y
(No.)
9
10. I T ’ S B E E N A W H I L E
L A S T P O S T S
T I T L E
#ofPosts
0
1
2
Date Posted
3/11 3/18 3/30 4/13 4/14 4/15 4/16 4/17 4/18 4/19 4/20 4/21
= = = =
10
11. “ W E ’ R E L AT E ! ”
It is understandable that Walt Disney
Animation Studios runs out of content to post
when their film hype dies down. However,
letting a week pass without posting anything
is a bit iffy. I think a simple check-in with fans
would be beneficial to their consumer-brand
friendship. Perhaps they could
utilize this time to respond to
tweets and Facebook
messages.
11
12. F R I E N D S P I R AT I O N
On their social media, Walt Disney Animation Studios makes it clear that they
are more than just a brand — they are a loyal friend. They post inspiring photos
and quotes from their films in an attempt to connect with their fans on a
below-the-surface, emotional level. This sincerity, although a marketing tactic,
is what makes consumers proud to be investors in the Disney brand.
From left to right: virtual E-card from Walt Disney Animation Studios to fans; words of encouragement from Walt Disney Animation Studios
12
13. C A L L T O A C T I O N
• Sales
• Promotions
• Friendships
Although Disney’s primary
goal, like every other
corporation, is to generate
revenue, they are cautious
about letting consumers in on this. They strategically
mask their desire for money with an overwhelming sense
of loyalty to their fans. However, this is not to say
that those working for Disney are deceptive. Rather, there
is a standard to uphold to achieve success.
All images: promotional posts to encourage product purchases
13
14. F U N , F U N , F U N , F U N ,
F U N !
Walt Disney Animation Studios’
social media platforms all offer
fun and clever features that
captivate fans, while
simultaneously promoting their
films and products. With the
increasing popularity of Big
Hero 6 and Frozen, Disney has
shared a wide variety of
content related to these films,
ranging anywhere from DIY to
silly music videos. It is effective
that Disney incorporates
references to technology into
their content (and even into
their Twitter) handle to appeal
to our technological culture. From top to bottom: official Twitter
handle; Baymax DIY ornament
From top to bottom: link to Big Hero 6
Creators Lab on the official Tumblr blog;
Frozen as told by emojis video
14
15. E F F E C T I V E
E N G A G E M E N T S
Walt Disney Animation Studios does a great job of
providing fans with opportunities to engage in open
discussions about the brand and its products. In their posts,
Disney seems to genuinely care about their consumers’
feedback, which prompts fans to comment on the content
they view. In turn, Disney will occasionally retweet fans’
responses to new films, social media content, and more.
Disney’s authenticity and desire to connect with fans is what
keeps the consumer-brand relationship alive and well.
From top to bottom: virtual E-card from Walt Disney Animation Studios to fans;
tweet from a Disney fan; Walt Disney Animation Studios reaches out to fans
15
16. D I S C U S S I O N
D O W N FA L L S
While Disney opens discussions
for fans to engage in, they do not
typically continue these conversations.
Fans are able to answer open-ended
questions, but typically receive no
response. Occasionally, Disney will
retweet fans (as mentioned previously),
but this is rather passive and can be
easily misconstrued as lazy.
Furthermore, personalized responses
are extremely rare across all platforms.
On Twitter specifically, Disney is frugal
with their retweets and favorites, which
are seemingly reserved for celebrities,
other branches of Disney, or those
who belong to the Walt Disney
Animation Studios team.
From top to bottom right: tweet from a Walt Disney Animation Studios team member;
tweet from a Walt Disney Animation Studios team member; tweet from the official
Jimmy Kimmel Twitter profile; number of Walt Disney Animation Studios Twitter
favorites
16
17. PA R T Y P O O P E R S
N E G A T I V E C O M M E N T S
One would imagine that every brand, no
matter how reputable and respected,
faces negative feedback from the “Scars”
of the social media world. However, after
scrolling through page after page of
comments on the Walt Disney Animation
Studios social media platforms, I can
easily say that this branch of Disney does
not face much negative criticism and
hate mail online. If it did, however, I am
positive the situations would be
handled with maturity and
empathy.
17
18. I S C R AT C H Y O U R B A C K ,
Y O U S C R AT C H M I N E
Walt Disney Animation Studios empowers
pre-existing websites by sharing links
that redirect consumers to said sites. For
example, they often repost links to official
Disney blogs, such as Disney Insider. By
doing so, they are giving Disney Insider
exposure in exchange for film publicity.
This creates a symbiotic relationship
between the two distinct branches of
Disney. Walt Disney Animation Studios
does not seem to promote their own
website on their social media platforms,
presumably because their website is aimed
more toward prospective employees,
rather than those who seek entertainment
value.
18
19. G I V E A L I T T L E W H I S T L E
PA R T I C I PA T I O N
Disney often encourages fans to participate in their various social media communities for two
reasons: to increase fan familiarity with the brand and to boost product popularity. While most
of these attempts to increase fan activity are free from incentives, Disney will occasionally host
giveaways for those who share their content. This is a successful technique, due to the Big Idea that
people are narcissists — they will do something if they receive something in return.
From left to right: Big Hero 6 sweepstakes offered on the official Twitter profile; Big Hero 6 clip to celebrate National Hug Day and to encourage shares
19
20. W H O O O O O ?
While Walt Disney Animation Studios’ products
appeal to a wide range of people, their social media is more
specifically geared towards young adults, teenagers
with access to the Internet, older Disney
fanatics, and parents. While younger
children are drawn to Disney and their
products, it is unlikely that they
have the means to access official
Disney social media, the funds to
personally invest in Disney
products, and the ability to
comprehend social media.
However, it is probable that
children and their guardians use
YouTube together to watch
and rewatch their favorite film
clips.
20
21. T I C K T O C K
Most posts are made
midday, when many
people (both young
and old) are on their
lunch breaks. Posts
are also made early
in the evening, when
people are coming
home to relax after
a long day of school
or work. This clever
timing is what keeps
the brand noticeable.
If posts were made
during the typical
work or school day,
it is unlikely that Disney
would garner the same
visibility.
21
22. H O W W O U L D
Y O U R AT E Y O U R
E X P E R I E N C E ?
O N A S C A L E O F 1 - 1 0
22
23. C O N C L U S I O N
In comparison to social media platforms
operated by other branches of The Walt Disney
Company, Walt Disney Animation Studios could
improve on their posting frequency. By allowing
days to pass without reaching out to fans,
updating followers on news, and engaging
in dialogue, they suffer a minor loss in credibility
and reliability. Furthermore, more fan interactions
would increase their perceived trustworthiness.
Overall, Walt Disney Animation Studios
demonstrates an astounding grasp of
social media, and how to operate social
media platforms to best suit the wants
and needs of their consumers. They
incorporate content into their social
media sites that is both entertaining
and informational, something that many
businesses struggle to do.
23