snickers: get hungry for change
DESCRIPTION
This presentation was constructed by media students at Buena Vista University as an assignment aimed at auditing and monitoring the social media usage of Snickers. We also offer constructive criticism and a strategic plan for them to follow to get even more loyal fans to retweet and share their content more often.TRANSCRIPT
Snickers: Are You Yourself Today?
Patrick SmithGrace BodeyFawn Hallum
Jenna Bremer
A Chocolaty History
• Mars Inc.: 1930• Variations galore– Maple, Spread, Hard, Adventure Bar
• Campaigns that give them $2 billion/yr– Not Going Anywhere for a While?– Superbowl commercials – Mr. T “Get Some Nuts” series– You’re Not You When You’re Hungry
Audit
Online Presence
• Well-developed online presence– Snickers Home Page: http://snickers.com – Facebook: https://www.facebook.com/snickers– Twitter: https://twitter.com/snickers – YouTube: http://www.youtube.com/snickers
• Observed from Nov. 25 – Dec. 1 • Key messages: “make everyday life more fun”,
“find joy in the simple things”, and “let’s all just be friends [who eat Snickers].”
Home Page
• Promo ads/pics • Fan submissions
Home Page Advertising
• Comedic videos• Product info
Demeanor Portrayed• Personality: fun and casual!
Home Page Evaluation
• Irregular posting (last post is Halloween-themed)• Contains suitable amount of:– Customer opinion– Product information– Links to other sites
• http://tinyurl.com/997twxv
Facebook Presence
• 5 million Likes– 38, 097 new Likes in 1 week
• Audience age: 18-24 • Witty syntax based off current slogan• Pays attention to basic culture trends• Content: product advertising– Lots of pictures, but none from customers
Holiday Timeline Photo
Snickering on Twitter
• 7,925 followers and 1-6 tweets/day• Casual voice that incorporates slogan• Almost same content as Facebook• Engaging customer questions that AREN’T
about Snickers garner the most results
Attention to Trends
Listening and Monitoring
Redundant to Customers
• Twitter has same content as Facebook• Lack of customer response on Twitter• Consistency: amount varies and when they
will most it varies greatly– They do post on Facebook/Twitter every day
• Basic message: slogan• YouTube: what’s the point if you aren’t going
to update it?
Redundancy Example
Customer Response• Amazing feedback on current campaign
despite initial scrutiny– Celebrity sponsorship by model and footballer
• Halloween: 68% of SM candy mentions
Recent Customer Mentions
• Many mentions aren’t of the company
• Majority of product mentions are positive
The Numbers
• Facebook Analytics, Social Mention, Kurrently, and Who’s Talkin: all used/compared
• Twitter photos with #Snickers hash tags were mostly of pets and people posing with them
• Customers see them post something new at least once a day
Relatable Trends
• Trends like football games and holiday shopping were incorporated – “Disarm shoppers by carrying a Snickers.”
• No-Shave November– Mustached candy bars w/ voting for best one
• Cocoa sustainability at Halloween– $30 million commitment
• Complaints met with genuine concern
Strategy
The Grade• B+• Good at: Campaign variety, complaint
response, product courage, design• The Plan: – socially-engaging campaigns– rally fans (age and kind) from more social sites– build trust
Problems That Need Fixing• Dead Tweets• Dead Home Page• Repetition• Fun, casual robot: no connection• People to be reached:– Ages 18-35– Active people (lots of male marketing) who travel– Busy people who need a quick hunger fix
How to Fix It• Dead Tweets– Differentiation between Twitter and Facebook• Content unique to one site versus blanketing
– Push harder for customer replies• hash tags for holiday season/sports: brand awareness
– Gender specificity edging out female market?– GOAL: about 21 tweets/wk = about 3 dead tweets• If you tweet 6, then no more than 1 should be dead.• If you tweet once, it shouldn’t be dead. • TIMELINE: within a few weeks
How to Fix It• Dead Home Page– Share customer content when given it
• Could help engage on Twitter, too!• Don’t get lost in the adorable pet pictures!• Fan creations (photos, recipes, etc.)
– About section that’s isn’t advertising?– More robust YouTube: use fan vids!
• Build brand trust
– GOAL: update above the scroll at least once a week• New article, funny story: share on Twitter/Facebook!• TIMELINE: right away
How to Fix It• Repetition• Official Pinterest and Instagram account = more content
– Encourage evangelism, traffic
• Social features are often broken– Bad comments clog feed– Social games: more interactive (robot syndrome)
• Content unique to certain websites: attract fans from various platforms
– GOAL: they must have different wording for every post even if it’s same content• Include customer stories as secondary advertising• TIMELINE: within a few weeks
How to Fix It
• Becoming Human– More charitable activity– Responding to more than just complaints– Trigger conversations instead of talking at them– GOAL: retweet and share customer content• company employee involvement• Open-ended statuses and tweets = responses• TIMELINE: two months
The End• Keep your attitude• Put more effort in• Build some relationships• Satisfy the hunger for food AND conversation