SlideShare a Scribd company logo
5/16/12 Why Milk Processors Want to Spy on Your Breakfast Twitter Chatter
1/2mashable.com/2012/05/15/got‑milk/?utm_source=feedburner&utm_medium=feed&utm_campaign=Fee…
Why Milk Processors Want to Spy on Your Breakfast Twitter
Chatter
1 day ago by Sam Laird 5
You might think breakfast is an odd time to be spied on. But
that’s actually just when representatives of milk processors around
the nation are tuning into your social media chatter.
From behind a row of computer monitors in a Chicago office, social
media detectives track milk-related breakfast posts from 8 a.m. to
noon every weekday. They keep tabs on sentiment, engage milk
drinkers, broadcast testimonials from celebrities like Maggie
Gyllenhaal (see photo), and offer recipes and health tips. Their
purpose? To humanize and promote the national “Got Milk?”
campaign.
The installation is called a social media “listening and engagement center,” and it’s the creation of the public
relations firm Weber Shandwick.
“It has three main components — it’s a listening center, a content hub and way to build our social media
community,” says Weber Shandwick senior vice president Melanie Strah. “We realized there were millions and
millions of conversations happening about breakfast every morning. It’s a bonding time for families.”
The breakfast-time focus is part of a milk processors’ campaign to re-emphasize milk’s ties to day’s first meal.
Strah says the social team finds tweets mentioning milk about once every 5 seconds during peak breakfast time.
They respond to tweets through the @MilkMustache Twitter handle, and also monitor conversations on Facebook,
Pinterest and other networks. They’ve arranged milk deliveries for influential tweeters who run out or can’t find a
fresh carton, and frequently banter about the beverage’s many virtues with followers.
It’s a cool idea, but also part of a growing trend as social media permeates more and more aspects of life. A “social
media command center” at this year’s Super Bowl drew considerable attention. And Weber Shandwick has similar
operations functioning or in the works for additional clients including American Airlines and RadioShack as well.
Weber Shandwick powers the listening and engagement center using Salesforce’s Radian6 social intelligence
products. David Alston, Radian6′s chief marketing officer, says he wouldn’t be surprised to see such operations
continue to become increasingly mainstream.
“It’s a great example of learning with a community and engaging with a community, coupled with content
marketing,” Alston told Mashable.
Most of the content marketing side of the Got Milk? campaign lives on the website MilkMustache.com. But articles,
recipes and tips there also take a different approach than the typical content marketing campaign. While the classic
branded microsite might hope to take 20 minutes or so of someone’s time and make a positive impression, Weber
Shandwick’s chief creative officer Josh Rose says this campaign takes a different approach.
“Everything here is designed to be shared,” Rose told Mashable. “The concept that behind what we put on there is
to engage people and get them to share. It’s sparking conversation and getting a lot of people excited.”
Do you think the Got Milk? listening and engagement center is a smart brand campaign or not? Let us know in the
5/16/12 Why Milk Processors Want to Spy on Your Breakfast Twitter Chatter
2/2mashable.com/2012/05/15/got‑milk/?utm_source=feedburner&utm_medium=feed&utm_campaign=Fee…
comments.
Email Story Reprints
5 Comments
1. Hugh Macken Follow
I’d be curious to know how they are monitoring sentiment. Are they using automated sentiment
analysis in conjunction with human-powered analysis or just automated? What are they doing with the
sentiment analysis? How does that connect to their objectives?
23 hours ago Reply 0 Flag this comment
Ricky Albert Follow
Most likely automated: sentiment calculation by keyword ==> *some sort of “magic”
happens* ==> the way by which they engage their audience is influenced.
22 hours ago Reply 0 Flag this comment
2. vlb Follow
If you want to “humanize” the “Got Milk” campaign, for goodness sakes, Wipe Your #&*( Mouth!
21 hours ago Reply 0 Flag this comment
3. Melissa Riedy Follow
Wait, they’re humanizing this with artificial intelligence? Isn’t that a little like asking people to
describe sex to a robot? Honestly, though. Computers and robots can approach sentiment, but they can’t
pick up on sarcasm. Seems like the stats could be a bit off, imo.
1 hour ago Reply 0 Flag this comment
4. jaybaer Follow
On behalf of a corporation, an agency uses Radian6 to listen for opportunities to engage on Twitter
and beyond, and then does so? How is this news or even remotely unusual or interesting?
14 minutes ago Reply 0 Flag this comment

More Related Content

What's hot

May 27, 2020: How Nonprofits Can Adapt Their Storytelling in the Time of Soci...
May 27, 2020: How Nonprofits Can Adapt Their Storytelling in the Time of Soci...May 27, 2020: How Nonprofits Can Adapt Their Storytelling in the Time of Soci...
May 27, 2020: How Nonprofits Can Adapt Their Storytelling in the Time of Soci...
Julia Campbell
 
Social Intelligence for Event Marketers
Social Intelligence for Event MarketersSocial Intelligence for Event Marketers
Social Intelligence for Event Marketers
Jason A. Metz
 
How Your Nonprofit Can Win Online With Network for Good
How Your Nonprofit Can Win Online With Network for GoodHow Your Nonprofit Can Win Online With Network for Good
How Your Nonprofit Can Win Online With Network for Good
HubSpot
 
This is connected nonprofit slideshare
This is connected nonprofit slideshareThis is connected nonprofit slideshare
This is connected nonprofit slideshare
ConnectedNonprofit
 
How to Mobilize Supporters to Fundraise for You
How to Mobilize Supporters to Fundraise for YouHow to Mobilize Supporters to Fundraise for You
How to Mobilize Supporters to Fundraise for You
Julia Campbell
 
The Power of Social Media for Substance Abuse Prevention
The Power of Social Media for Substance Abuse PreventionThe Power of Social Media for Substance Abuse Prevention
The Power of Social Media for Substance Abuse Prevention
LEAD
 
The Online Fundraising Formula: A Step-by-Step Guide to Planning and Launchin...
The Online Fundraising Formula: A Step-by-Step Guide to Planning and Launchin...The Online Fundraising Formula: A Step-by-Step Guide to Planning and Launchin...
The Online Fundraising Formula: A Step-by-Step Guide to Planning and Launchin...
Julia Campbell
 
20 Super Actionable Social Media Tips
20 Super Actionable Social Media Tips20 Super Actionable Social Media Tips
20 Super Actionable Social Media Tips
HubSpot
 
Do's and Don'ts of Social Media
Do's and Don'ts of Social MediaDo's and Don'ts of Social Media
Do's and Don'ts of Social Media
Marketing Wallah
 
Social Media for Nonprofits: What the CSuite Should Know
Social Media for Nonprofits: What the CSuite Should KnowSocial Media for Nonprofits: What the CSuite Should Know
Social Media for Nonprofits: What the CSuite Should Know
Bryann Alexandros
 
Social4good Final
Social4good FinalSocial4good Final
Social4good Final
chelseaaures
 
5 Social Media Storytelling Trends for Nonprofits
5 Social Media Storytelling Trends for Nonprofits5 Social Media Storytelling Trends for Nonprofits
5 Social Media Storytelling Trends for Nonprofits
Julia Campbell
 
The Art of Storytelling in the Digital Age
The Art of Storytelling in the Digital AgeThe Art of Storytelling in the Digital Age
The Art of Storytelling in the Digital Age
Julia Campbell
 
5 Essential Stories to Drive Donations At Year-End presented by Julia Campbell
5 Essential Stories to Drive Donations At Year-End presented by Julia Campbell5 Essential Stories to Drive Donations At Year-End presented by Julia Campbell
5 Essential Stories to Drive Donations At Year-End presented by Julia Campbell
Julia Campbell
 
WLA 2021 - Digital Programming for Top Results
WLA 2021 - Digital Programming for Top ResultsWLA 2021 - Digital Programming for Top Results
WLA 2021 - Digital Programming for Top Results
Morgan Mann
 
10 Current Trends in Digital Marketing That Will Shape Your Cooperative Commu...
10 Current Trends in Digital Marketing That Will Shape Your Cooperative Commu...10 Current Trends in Digital Marketing That Will Shape Your Cooperative Commu...
10 Current Trends in Digital Marketing That Will Shape Your Cooperative Commu...
Julia Campbell
 
How to Use Social Media to Maximize Your Giving Tuesday Campaigns
How to Use Social Media to Maximize Your Giving Tuesday CampaignsHow to Use Social Media to Maximize Your Giving Tuesday Campaigns
How to Use Social Media to Maximize Your Giving Tuesday Campaigns
Julia Campbell
 
#GivingTuesdayNow: Social Media Tips, Tricks, and Strategies for Success
#GivingTuesdayNow: Social Media Tips, Tricks, and Strategies for Success#GivingTuesdayNow: Social Media Tips, Tricks, and Strategies for Success
#GivingTuesdayNow: Social Media Tips, Tricks, and Strategies for Success
Julia Campbell
 
How to Promote Your #GivingTuesday Campaign to Get More Buzz
How to Promote Your #GivingTuesday Campaign to Get More BuzzHow to Promote Your #GivingTuesday Campaign to Get More Buzz
How to Promote Your #GivingTuesday Campaign to Get More Buzz
Julia Campbell
 
Nonprofit Online Awareness Campaigns - What Works and How To Do It
Nonprofit Online Awareness Campaigns - What Works and How To Do ItNonprofit Online Awareness Campaigns - What Works and How To Do It
Nonprofit Online Awareness Campaigns - What Works and How To Do It
Julia Campbell
 

What's hot (20)

May 27, 2020: How Nonprofits Can Adapt Their Storytelling in the Time of Soci...
May 27, 2020: How Nonprofits Can Adapt Their Storytelling in the Time of Soci...May 27, 2020: How Nonprofits Can Adapt Their Storytelling in the Time of Soci...
May 27, 2020: How Nonprofits Can Adapt Their Storytelling in the Time of Soci...
 
Social Intelligence for Event Marketers
Social Intelligence for Event MarketersSocial Intelligence for Event Marketers
Social Intelligence for Event Marketers
 
How Your Nonprofit Can Win Online With Network for Good
How Your Nonprofit Can Win Online With Network for GoodHow Your Nonprofit Can Win Online With Network for Good
How Your Nonprofit Can Win Online With Network for Good
 
This is connected nonprofit slideshare
This is connected nonprofit slideshareThis is connected nonprofit slideshare
This is connected nonprofit slideshare
 
How to Mobilize Supporters to Fundraise for You
How to Mobilize Supporters to Fundraise for YouHow to Mobilize Supporters to Fundraise for You
How to Mobilize Supporters to Fundraise for You
 
The Power of Social Media for Substance Abuse Prevention
The Power of Social Media for Substance Abuse PreventionThe Power of Social Media for Substance Abuse Prevention
The Power of Social Media for Substance Abuse Prevention
 
The Online Fundraising Formula: A Step-by-Step Guide to Planning and Launchin...
The Online Fundraising Formula: A Step-by-Step Guide to Planning and Launchin...The Online Fundraising Formula: A Step-by-Step Guide to Planning and Launchin...
The Online Fundraising Formula: A Step-by-Step Guide to Planning and Launchin...
 
20 Super Actionable Social Media Tips
20 Super Actionable Social Media Tips20 Super Actionable Social Media Tips
20 Super Actionable Social Media Tips
 
Do's and Don'ts of Social Media
Do's and Don'ts of Social MediaDo's and Don'ts of Social Media
Do's and Don'ts of Social Media
 
Social Media for Nonprofits: What the CSuite Should Know
Social Media for Nonprofits: What the CSuite Should KnowSocial Media for Nonprofits: What the CSuite Should Know
Social Media for Nonprofits: What the CSuite Should Know
 
Social4good Final
Social4good FinalSocial4good Final
Social4good Final
 
5 Social Media Storytelling Trends for Nonprofits
5 Social Media Storytelling Trends for Nonprofits5 Social Media Storytelling Trends for Nonprofits
5 Social Media Storytelling Trends for Nonprofits
 
The Art of Storytelling in the Digital Age
The Art of Storytelling in the Digital AgeThe Art of Storytelling in the Digital Age
The Art of Storytelling in the Digital Age
 
5 Essential Stories to Drive Donations At Year-End presented by Julia Campbell
5 Essential Stories to Drive Donations At Year-End presented by Julia Campbell5 Essential Stories to Drive Donations At Year-End presented by Julia Campbell
5 Essential Stories to Drive Donations At Year-End presented by Julia Campbell
 
WLA 2021 - Digital Programming for Top Results
WLA 2021 - Digital Programming for Top ResultsWLA 2021 - Digital Programming for Top Results
WLA 2021 - Digital Programming for Top Results
 
10 Current Trends in Digital Marketing That Will Shape Your Cooperative Commu...
10 Current Trends in Digital Marketing That Will Shape Your Cooperative Commu...10 Current Trends in Digital Marketing That Will Shape Your Cooperative Commu...
10 Current Trends in Digital Marketing That Will Shape Your Cooperative Commu...
 
How to Use Social Media to Maximize Your Giving Tuesday Campaigns
How to Use Social Media to Maximize Your Giving Tuesday CampaignsHow to Use Social Media to Maximize Your Giving Tuesday Campaigns
How to Use Social Media to Maximize Your Giving Tuesday Campaigns
 
#GivingTuesdayNow: Social Media Tips, Tricks, and Strategies for Success
#GivingTuesdayNow: Social Media Tips, Tricks, and Strategies for Success#GivingTuesdayNow: Social Media Tips, Tricks, and Strategies for Success
#GivingTuesdayNow: Social Media Tips, Tricks, and Strategies for Success
 
How to Promote Your #GivingTuesday Campaign to Get More Buzz
How to Promote Your #GivingTuesday Campaign to Get More BuzzHow to Promote Your #GivingTuesday Campaign to Get More Buzz
How to Promote Your #GivingTuesday Campaign to Get More Buzz
 
Nonprofit Online Awareness Campaigns - What Works and How To Do It
Nonprofit Online Awareness Campaigns - What Works and How To Do ItNonprofit Online Awareness Campaigns - What Works and How To Do It
Nonprofit Online Awareness Campaigns - What Works and How To Do It
 

Viewers also liked

Got milk
Got milkGot milk
Got milk
Tuna Taş
 
Got Milk - It’s Good for You – Unless It Is Contaminated
Got Milk - It’s Good for You – Unless It Is ContaminatedGot Milk - It’s Good for You – Unless It Is Contaminated
Got Milk - It’s Good for You – Unless It Is Contaminated
Chris Groves
 
Humor in Advertising "Got milk?" campaign
Humor in Advertising  "Got milk?" campaignHumor in Advertising  "Got milk?" campaign
Humor in Advertising "Got milk?" campaign
AUEB MBA full-time alumni
 
Got milk
Got milkGot milk
Got milk
Surajeet Singh
 
Milk - Integrated Marketing Communications Plan
Milk - Integrated Marketing Communications PlanMilk - Integrated Marketing Communications Plan
Milk - Integrated Marketing Communications Plan
Elizabeth Brennan
 
Product Life Cycle & Marketing Strategy of Colgate, Dairy Milk and Samsung 3D tv
Product Life Cycle & Marketing Strategy of Colgate, Dairy Milk and Samsung 3D tvProduct Life Cycle & Marketing Strategy of Colgate, Dairy Milk and Samsung 3D tv
Product Life Cycle & Marketing Strategy of Colgate, Dairy Milk and Samsung 3D tv
Rajat Gandhi
 
Product life cycle & marketing strategy
Product life cycle & marketing strategyProduct life cycle & marketing strategy
Product life cycle & marketing strategy
Hitesh Sunny
 

Viewers also liked (7)

Got milk
Got milkGot milk
Got milk
 
Got Milk - It’s Good for You – Unless It Is Contaminated
Got Milk - It’s Good for You – Unless It Is ContaminatedGot Milk - It’s Good for You – Unless It Is Contaminated
Got Milk - It’s Good for You – Unless It Is Contaminated
 
Humor in Advertising "Got milk?" campaign
Humor in Advertising  "Got milk?" campaignHumor in Advertising  "Got milk?" campaign
Humor in Advertising "Got milk?" campaign
 
Got milk
Got milkGot milk
Got milk
 
Milk - Integrated Marketing Communications Plan
Milk - Integrated Marketing Communications PlanMilk - Integrated Marketing Communications Plan
Milk - Integrated Marketing Communications Plan
 
Product Life Cycle & Marketing Strategy of Colgate, Dairy Milk and Samsung 3D tv
Product Life Cycle & Marketing Strategy of Colgate, Dairy Milk and Samsung 3D tvProduct Life Cycle & Marketing Strategy of Colgate, Dairy Milk and Samsung 3D tv
Product Life Cycle & Marketing Strategy of Colgate, Dairy Milk and Samsung 3D tv
 
Product life cycle & marketing strategy
Product life cycle & marketing strategyProduct life cycle & marketing strategy
Product life cycle & marketing strategy
 

Similar to Why milk processors want to spy on your breakfast twitter chatter

The Benefits of Social Media - VAL - Future Focus 15
The Benefits of Social Media - VAL - Future Focus 15The Benefits of Social Media - VAL - Future Focus 15
The Benefits of Social Media - VAL - Future Focus 15
Paul Webster
 
The Benefits of Social Media - VAL - Future Focus 15
The Benefits of Social Media - VAL - Future Focus 15The Benefits of Social Media - VAL - Future Focus 15
The Benefits of Social Media - VAL - Future Focus 15
Paul Webster
 
The Social Landscape eBook - Republic Media
The Social Landscape eBook - Republic MediaThe Social Landscape eBook - Republic Media
The Social Landscape eBook - Republic Media
Republic_Media
 
6 Simple Mistakes that Block Social Media Success
 6 Simple Mistakes that Block Social Media Success 6 Simple Mistakes that Block Social Media Success
6 Simple Mistakes that Block Social Media Success
MavSocial
 
Help Employees Socialize Your Brand
Help Employees Socialize Your BrandHelp Employees Socialize Your Brand
Help Employees Socialize Your Brand
The Safdar Group
 
Beyond the Hype: How to Use Social Media Tools to Grow Your Business
Beyond the Hype: How to Use Social Media Tools to Grow Your BusinessBeyond the Hype: How to Use Social Media Tools to Grow Your Business
Beyond the Hype: How to Use Social Media Tools to Grow Your Business
batchblue
 
Social Media and CACFP
Social Media and CACFPSocial Media and CACFP
Social Media and CACFP
Samantha Daleiden
 
2014 social media marketing trends and the independent pharmacy final
2014 social media marketing trends and the independent pharmacy final2014 social media marketing trends and the independent pharmacy final
2014 social media marketing trends and the independent pharmacy final
Cody Midlam
 
7 Social Media Secrets
7 Social Media Secrets7 Social Media Secrets
7 Social Media Secrets
iStrategy
 
Connecting The Dots: Which pharma companies are succeeding in the social medi...
Connecting The Dots: Which pharma companies are succeeding in the social medi...Connecting The Dots: Which pharma companies are succeeding in the social medi...
Connecting The Dots: Which pharma companies are succeeding in the social medi...
Ogilvy Health
 
Understand Your Customers' Social Behaviors
Understand Your Customers' Social BehaviorsUnderstand Your Customers' Social Behaviors
Understand Your Customers' Social Behaviors
Charlene Li
 
Socialgraphicsframeworkjan19final 100121000544-phpapp02
Socialgraphicsframeworkjan19final 100121000544-phpapp02Socialgraphicsframeworkjan19final 100121000544-phpapp02
Socialgraphicsframeworkjan19final 100121000544-phpapp02
Brian Im
 
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targetingSocialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
Red Keds strategy
 
Organic Social Media
Organic Social MediaOrganic Social Media
Organic Social Media
Jaspar Weir
 
Healthcare Content Marketing: Managing Chaotic Marketing
Healthcare Content Marketing:  Managing Chaotic MarketingHealthcare Content Marketing:  Managing Chaotic Marketing
Healthcare Content Marketing: Managing Chaotic Marketing
Anne Moss Rogers
 
7 Secrets Using Social Media to Crush the Competition
7 Secrets Using Social Media to Crush the Competition7 Secrets Using Social Media to Crush the Competition
7 Secrets Using Social Media to Crush the Competition
Lawebstrat
 
You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?
You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?
You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?
Ripple6, Inc.
 
Demystifying Social Media Webinar 10-20-09
Demystifying Social Media Webinar 10-20-09Demystifying Social Media Webinar 10-20-09
Demystifying Social Media Webinar 10-20-09
Jennings Healthcare Marketing (Dan Dunlop)
 
Demystifying Social Media Webinar 10-20-09
Demystifying Social Media Webinar 10-20-09Demystifying Social Media Webinar 10-20-09
Demystifying Social Media Webinar 10-20-09
Jennings Healthcare Marketing (Dan Dunlop)
 
Social Dentists - Get more bite from your Social Media
Social Dentists - Get more bite from your Social MediaSocial Dentists - Get more bite from your Social Media
Social Dentists - Get more bite from your Social Media
Greg Fry
 

Similar to Why milk processors want to spy on your breakfast twitter chatter (20)

The Benefits of Social Media - VAL - Future Focus 15
The Benefits of Social Media - VAL - Future Focus 15The Benefits of Social Media - VAL - Future Focus 15
The Benefits of Social Media - VAL - Future Focus 15
 
The Benefits of Social Media - VAL - Future Focus 15
The Benefits of Social Media - VAL - Future Focus 15The Benefits of Social Media - VAL - Future Focus 15
The Benefits of Social Media - VAL - Future Focus 15
 
The Social Landscape eBook - Republic Media
The Social Landscape eBook - Republic MediaThe Social Landscape eBook - Republic Media
The Social Landscape eBook - Republic Media
 
6 Simple Mistakes that Block Social Media Success
 6 Simple Mistakes that Block Social Media Success 6 Simple Mistakes that Block Social Media Success
6 Simple Mistakes that Block Social Media Success
 
Help Employees Socialize Your Brand
Help Employees Socialize Your BrandHelp Employees Socialize Your Brand
Help Employees Socialize Your Brand
 
Beyond the Hype: How to Use Social Media Tools to Grow Your Business
Beyond the Hype: How to Use Social Media Tools to Grow Your BusinessBeyond the Hype: How to Use Social Media Tools to Grow Your Business
Beyond the Hype: How to Use Social Media Tools to Grow Your Business
 
Social Media and CACFP
Social Media and CACFPSocial Media and CACFP
Social Media and CACFP
 
2014 social media marketing trends and the independent pharmacy final
2014 social media marketing trends and the independent pharmacy final2014 social media marketing trends and the independent pharmacy final
2014 social media marketing trends and the independent pharmacy final
 
7 Social Media Secrets
7 Social Media Secrets7 Social Media Secrets
7 Social Media Secrets
 
Connecting The Dots: Which pharma companies are succeeding in the social medi...
Connecting The Dots: Which pharma companies are succeeding in the social medi...Connecting The Dots: Which pharma companies are succeeding in the social medi...
Connecting The Dots: Which pharma companies are succeeding in the social medi...
 
Understand Your Customers' Social Behaviors
Understand Your Customers' Social BehaviorsUnderstand Your Customers' Social Behaviors
Understand Your Customers' Social Behaviors
 
Socialgraphicsframeworkjan19final 100121000544-phpapp02
Socialgraphicsframeworkjan19final 100121000544-phpapp02Socialgraphicsframeworkjan19final 100121000544-phpapp02
Socialgraphicsframeworkjan19final 100121000544-phpapp02
 
Socialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targetingSocialgraphics: digital behaviour targeting
Socialgraphics: digital behaviour targeting
 
Organic Social Media
Organic Social MediaOrganic Social Media
Organic Social Media
 
Healthcare Content Marketing: Managing Chaotic Marketing
Healthcare Content Marketing:  Managing Chaotic MarketingHealthcare Content Marketing:  Managing Chaotic Marketing
Healthcare Content Marketing: Managing Chaotic Marketing
 
7 Secrets Using Social Media to Crush the Competition
7 Secrets Using Social Media to Crush the Competition7 Secrets Using Social Media to Crush the Competition
7 Secrets Using Social Media to Crush the Competition
 
You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?
You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?
You have Twitter and Facebook, but do you have a Comprehensive Social Strategy?
 
Demystifying Social Media Webinar 10-20-09
Demystifying Social Media Webinar 10-20-09Demystifying Social Media Webinar 10-20-09
Demystifying Social Media Webinar 10-20-09
 
Demystifying Social Media Webinar 10-20-09
Demystifying Social Media Webinar 10-20-09Demystifying Social Media Webinar 10-20-09
Demystifying Social Media Webinar 10-20-09
 
Social Dentists - Get more bite from your Social Media
Social Dentists - Get more bite from your Social MediaSocial Dentists - Get more bite from your Social Media
Social Dentists - Get more bite from your Social Media
 

More from Amanda Snyder

Mos exp 10rules
Mos exp 10rulesMos exp 10rules
Mos exp 10rules
Amanda Snyder
 
2011 9 mashable article
2011 9 mashable article2011 9 mashable article
2011 9 mashable article
Amanda Snyder
 
Services and-rates
Services and-ratesServices and-rates
Services and-rates
Amanda Snyder
 
Entrepreneur
EntrepreneurEntrepreneur
Entrepreneur
Amanda Snyder
 
Think creative
Think creativeThink creative
Think creative
Amanda Snyder
 
Page insights en_us
Page insights en_usPage insights en_us
Page insights en_us
Amanda Snyder
 
Facebook bestpractices
Facebook bestpracticesFacebook bestpractices
Facebook bestpractices
Amanda Snyder
 
21 ways togrow_fb
21 ways togrow_fb21 ways togrow_fb
21 ways togrow_fb
Amanda Snyder
 
Brand
BrandBrand
Meerman scott
Meerman scottMeerman scott
Meerman scott
Amanda Snyder
 
Facebook & body image 1
Facebook & body image 1Facebook & body image 1
Facebook & body image 1
Amanda Snyder
 
Spredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideSpredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guide
Amanda Snyder
 
Jackmortonfacebooktimelineguide2012 120301035924-phpapp01
Jackmortonfacebooktimelineguide2012 120301035924-phpapp01Jackmortonfacebooktimelineguide2012 120301035924-phpapp01
Jackmortonfacebooktimelineguide2012 120301035924-phpapp01
Amanda Snyder
 
Goodwill npo case study
Goodwill npo case studyGoodwill npo case study
Goodwill npo case study
Amanda Snyder
 
360i marketing social
360i marketing social360i marketing social
360i marketing social
Amanda Snyder
 
For brands, social media shows returns but measurement hurdles remain e mar...
For brands, social media shows returns but measurement hurdles remain   e mar...For brands, social media shows returns but measurement hurdles remain   e mar...
For brands, social media shows returns but measurement hurdles remain e mar...
Amanda Snyder
 
Socially engaged companies see 4 x greater business impact
Socially engaged companies see 4 x greater business impactSocially engaged companies see 4 x greater business impact
Socially engaged companies see 4 x greater business impact
Amanda Snyder
 
Social guide to_link_building
Social guide to_link_buildingSocial guide to_link_building
Social guide to_link_building
Amanda Snyder
 
Inbound marketing
Inbound marketingInbound marketing
Inbound marketing
Amanda Snyder
 
27 linked in social media marketing tactics oktopost
27 linked in social media marketing tactics   oktopost27 linked in social media marketing tactics   oktopost
27 linked in social media marketing tactics oktopost
Amanda Snyder
 

More from Amanda Snyder (20)

Mos exp 10rules
Mos exp 10rulesMos exp 10rules
Mos exp 10rules
 
2011 9 mashable article
2011 9 mashable article2011 9 mashable article
2011 9 mashable article
 
Services and-rates
Services and-ratesServices and-rates
Services and-rates
 
Entrepreneur
EntrepreneurEntrepreneur
Entrepreneur
 
Think creative
Think creativeThink creative
Think creative
 
Page insights en_us
Page insights en_usPage insights en_us
Page insights en_us
 
Facebook bestpractices
Facebook bestpracticesFacebook bestpractices
Facebook bestpractices
 
21 ways togrow_fb
21 ways togrow_fb21 ways togrow_fb
21 ways togrow_fb
 
Brand
BrandBrand
Brand
 
Meerman scott
Meerman scottMeerman scott
Meerman scott
 
Facebook & body image 1
Facebook & body image 1Facebook & body image 1
Facebook & body image 1
 
Spredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guideSpredfast 7 whiteboard sessions guide
Spredfast 7 whiteboard sessions guide
 
Jackmortonfacebooktimelineguide2012 120301035924-phpapp01
Jackmortonfacebooktimelineguide2012 120301035924-phpapp01Jackmortonfacebooktimelineguide2012 120301035924-phpapp01
Jackmortonfacebooktimelineguide2012 120301035924-phpapp01
 
Goodwill npo case study
Goodwill npo case studyGoodwill npo case study
Goodwill npo case study
 
360i marketing social
360i marketing social360i marketing social
360i marketing social
 
For brands, social media shows returns but measurement hurdles remain e mar...
For brands, social media shows returns but measurement hurdles remain   e mar...For brands, social media shows returns but measurement hurdles remain   e mar...
For brands, social media shows returns but measurement hurdles remain e mar...
 
Socially engaged companies see 4 x greater business impact
Socially engaged companies see 4 x greater business impactSocially engaged companies see 4 x greater business impact
Socially engaged companies see 4 x greater business impact
 
Social guide to_link_building
Social guide to_link_buildingSocial guide to_link_building
Social guide to_link_building
 
Inbound marketing
Inbound marketingInbound marketing
Inbound marketing
 
27 linked in social media marketing tactics oktopost
27 linked in social media marketing tactics   oktopost27 linked in social media marketing tactics   oktopost
27 linked in social media marketing tactics oktopost
 

Recently uploaded

SOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and serviceSOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and service
viralbusinessmarketi
 
Top Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's PerformanceTop Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's Performance
Elysian Digital Services Pvt. Ltd.
 
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
AJHSSR Journal
 
Using Playlists to Increase YouTube Watch Time
Using Playlists to Increase YouTube Watch TimeUsing Playlists to Increase YouTube Watch Time
Using Playlists to Increase YouTube Watch Time
SocioCosmos
 
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
9u4xjk4w
 
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdfUR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
urbhattiacademy
 
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
anubug
 
一比一原版(CSULB毕业证)加州州立大学长滩分校毕业证如何办理
一比一原版(CSULB毕业证)加州州立大学长滩分校毕业证如何办理一比一原版(CSULB毕业证)加州州立大学长滩分校毕业证如何办理
一比一原版(CSULB毕业证)加州州立大学长滩分校毕业证如何办理
exqfuhe
 
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
7lkkjxt
 
一比一原版(UCSD毕业证)加利福尼亚大学圣迭戈分校毕业证如何办理
一比一原版(UCSD毕业证)加利福尼亚大学圣迭戈分校毕业证如何办理一比一原版(UCSD毕业证)加利福尼亚大学圣迭戈分校毕业证如何办理
一比一原版(UCSD毕业证)加利福尼亚大学圣迭戈分校毕业证如何办理
wozek1
 
ChatGPT 4o for social media step by step Guide.pdf
ChatGPT 4o for social media step by step Guide.pdfChatGPT 4o for social media step by step Guide.pdf
ChatGPT 4o for social media step by step Guide.pdf
almutabbil
 
Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........
SocioCosmos
 
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
AJHSSR Journal
 

Recently uploaded (13)

SOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and serviceSOCIAL MEDIA MARKETING agency and service
SOCIAL MEDIA MARKETING agency and service
 
Top Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's PerformanceTop Google Tools for SEO: Enhance Your Website's Performance
Top Google Tools for SEO: Enhance Your Website's Performance
 
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
CYBER SECURITY ENHANCEMENT IN NIGERIA. A CASE STUDY OF SIX STATES IN THE NORT...
 
Using Playlists to Increase YouTube Watch Time
Using Playlists to Increase YouTube Watch TimeUsing Playlists to Increase YouTube Watch Time
Using Playlists to Increase YouTube Watch Time
 
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
 
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdfUR BHATTI ACADEMY AND ONLINE COURSES.pdf
UR BHATTI ACADEMY AND ONLINE COURSES.pdf
 
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
 
一比一原版(CSULB毕业证)加州州立大学长滩分校毕业证如何办理
一比一原版(CSULB毕业证)加州州立大学长滩分校毕业证如何办理一比一原版(CSULB毕业证)加州州立大学长滩分校毕业证如何办理
一比一原版(CSULB毕业证)加州州立大学长滩分校毕业证如何办理
 
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
原版制作(Hull毕业证书)赫尔大学毕业证Offer一模一样
 
一比一原版(UCSD毕业证)加利福尼亚大学圣迭戈分校毕业证如何办理
一比一原版(UCSD毕业证)加利福尼亚大学圣迭戈分校毕业证如何办理一比一原版(UCSD毕业证)加利福尼亚大学圣迭戈分校毕业证如何办理
一比一原版(UCSD毕业证)加利福尼亚大学圣迭戈分校毕业证如何办理
 
ChatGPT 4o for social media step by step Guide.pdf
ChatGPT 4o for social media step by step Guide.pdfChatGPT 4o for social media step by step Guide.pdf
ChatGPT 4o for social media step by step Guide.pdf
 
Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........Maximize Your Twitch Potential!..........
Maximize Your Twitch Potential!..........
 
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
On Storytelling & Magic Realism in Rushdie’s Midnight’s Children, Shame, and ...
 

Why milk processors want to spy on your breakfast twitter chatter

  • 1. 5/16/12 Why Milk Processors Want to Spy on Your Breakfast Twitter Chatter 1/2mashable.com/2012/05/15/got‑milk/?utm_source=feedburner&utm_medium=feed&utm_campaign=Fee… Why Milk Processors Want to Spy on Your Breakfast Twitter Chatter 1 day ago by Sam Laird 5 You might think breakfast is an odd time to be spied on. But that’s actually just when representatives of milk processors around the nation are tuning into your social media chatter. From behind a row of computer monitors in a Chicago office, social media detectives track milk-related breakfast posts from 8 a.m. to noon every weekday. They keep tabs on sentiment, engage milk drinkers, broadcast testimonials from celebrities like Maggie Gyllenhaal (see photo), and offer recipes and health tips. Their purpose? To humanize and promote the national “Got Milk?” campaign. The installation is called a social media “listening and engagement center,” and it’s the creation of the public relations firm Weber Shandwick. “It has three main components — it’s a listening center, a content hub and way to build our social media community,” says Weber Shandwick senior vice president Melanie Strah. “We realized there were millions and millions of conversations happening about breakfast every morning. It’s a bonding time for families.” The breakfast-time focus is part of a milk processors’ campaign to re-emphasize milk’s ties to day’s first meal. Strah says the social team finds tweets mentioning milk about once every 5 seconds during peak breakfast time. They respond to tweets through the @MilkMustache Twitter handle, and also monitor conversations on Facebook, Pinterest and other networks. They’ve arranged milk deliveries for influential tweeters who run out or can’t find a fresh carton, and frequently banter about the beverage’s many virtues with followers. It’s a cool idea, but also part of a growing trend as social media permeates more and more aspects of life. A “social media command center” at this year’s Super Bowl drew considerable attention. And Weber Shandwick has similar operations functioning or in the works for additional clients including American Airlines and RadioShack as well. Weber Shandwick powers the listening and engagement center using Salesforce’s Radian6 social intelligence products. David Alston, Radian6′s chief marketing officer, says he wouldn’t be surprised to see such operations continue to become increasingly mainstream. “It’s a great example of learning with a community and engaging with a community, coupled with content marketing,” Alston told Mashable. Most of the content marketing side of the Got Milk? campaign lives on the website MilkMustache.com. But articles, recipes and tips there also take a different approach than the typical content marketing campaign. While the classic branded microsite might hope to take 20 minutes or so of someone’s time and make a positive impression, Weber Shandwick’s chief creative officer Josh Rose says this campaign takes a different approach. “Everything here is designed to be shared,” Rose told Mashable. “The concept that behind what we put on there is to engage people and get them to share. It’s sparking conversation and getting a lot of people excited.” Do you think the Got Milk? listening and engagement center is a smart brand campaign or not? Let us know in the
  • 2. 5/16/12 Why Milk Processors Want to Spy on Your Breakfast Twitter Chatter 2/2mashable.com/2012/05/15/got‑milk/?utm_source=feedburner&utm_medium=feed&utm_campaign=Fee… comments. Email Story Reprints 5 Comments 1. Hugh Macken Follow I’d be curious to know how they are monitoring sentiment. Are they using automated sentiment analysis in conjunction with human-powered analysis or just automated? What are they doing with the sentiment analysis? How does that connect to their objectives? 23 hours ago Reply 0 Flag this comment Ricky Albert Follow Most likely automated: sentiment calculation by keyword ==> *some sort of “magic” happens* ==> the way by which they engage their audience is influenced. 22 hours ago Reply 0 Flag this comment 2. vlb Follow If you want to “humanize” the “Got Milk” campaign, for goodness sakes, Wipe Your #&*( Mouth! 21 hours ago Reply 0 Flag this comment 3. Melissa Riedy Follow Wait, they’re humanizing this with artificial intelligence? Isn’t that a little like asking people to describe sex to a robot? Honestly, though. Computers and robots can approach sentiment, but they can’t pick up on sarcasm. Seems like the stats could be a bit off, imo. 1 hour ago Reply 0 Flag this comment 4. jaybaer Follow On behalf of a corporation, an agency uses Radian6 to listen for opportunities to engage on Twitter and beyond, and then does so? How is this news or even remotely unusual or interesting? 14 minutes ago Reply 0 Flag this comment