On Tuesday our group met at our normal class time in our normal spot and talked about our project. Everyone was there which was good. We mainly discussed our findings on each of the social media technologies that each of us was responsible for covering. We shared our data tables as well. We only met for a few minutes because everyone was prepared and didn’t struggle too much. We also went over again what part of our final paper each person is responsible for. Everyone is sailing along smoothly, or so it seems, but I guess the final deliverable will truly show how well everyone did. I am responsible for the first portion/part of the paper, the purpose section. I have started to brain storm on what I am exactly going to write, but nothing is set in stone yet.
Although the monitoring portion/section of our project is over I am still interested in keeping up on Taco Bell’s twitter activity. I still regularly check TweetDeck and my own personal twitter. Even though I have not become a fan of Taco Bell’s food, I sort of have become a fan of their multiple twitter accounts. It is kind of weird. I think it is because there is so much positive energy that can be found on their twitter account pages. Everyone that tweets at Taco Bell is saying something positive, and Taco Bell is always re-tweeting things that people say about Taco Bell that has a positive vibe too it.
During our last team meeting our group continued to further discussed how our research was coming. I myself found some interesting twitter facts. Taco Bell’s official twitter page currently has 418.7K followers. They are following 17 people and have tweeted over 22K times. Taco Bell’s page also features pictures of their latest new menu items, daily promotions/deals and famous celebrities enjoying their product.
Taco Bell also has another official twitter account called the “Taco Bell Truck.” This black, UPS style/looking truck has their new motto/catchphrase “Live Mas” painted in huge white letters down the side. The “Taco Bell Truck” has been featured in many commercials. It drives around the United States handing out free tacos. This particular account has 18.5K followers, is following only one other account (Taco Bell) and has tweeted 1,807 times. The Taco Bell Truck’s last tweet was on April 8th, so this account does not tweet nearly as much as the main Taco Bell twitter account which tweets several times a day. The “Taco Bell Truck” account also features pictures of its various stops throughout the country. Mainly at big name colleges such as the Ohio State University, Minnesota University, big sports venues, and my personal favorite, under the Gateway Arch right here in our home town of St. Louis.
There is also another Taco Bell twitter account but it does not feature a “little blue official twitter checkmark” although it is still clearly an official Taco Bell account. It’s called “Taco Bell for Teens.” This account has only tweeted 128 times, is following 219 other accounts, and this particular account has 981 followers. I do however find in some what troubling the “Taco Bell Truck” account does not follow this twitter account. This account is promoting “The Taco Bell Foundation for Teens.” This foundation “inspires and enables teens to graduate high school and reach their full potential.” One other interesting note, February 15, 2013 was this accounts first tweet, so this is a fairly new account.
When our group (team seven) first got together to start discussing/deciding what to do our social media audit on, there were several good ideas thrown out there. Nike was one brand that we almost did, the National Collegian Athletic Association (NCAA) was another organization that I thought of that we almost did, but ultimately we decided on Taco Bell. Yum! Although I’m not the biggest fan of Taco Bell, and I really don’t eat it too often, there are a few good, tasty items on the menu, and they do have a huge following. There are definitely some die hard fans out there, especially when it comes to their new Doritos Locos tacos.
This project is designed/intended to help us to monitor and evaluate social media conversations. Just as it is important for an organization/brand to know what’s being said about it in traditional media, so it’s important for an organization/brand to know what’s being said about it in social media.
During our first meeting, our team decided that we would agree on some key search terms when monitoring our brand. For Taco Bell we decided on the following list: Taco Bell, think outside the bun, Doritos Locos taco, Live Mas, fast food, and Taco Bueno (a competitor of Taco Bell in the Southwest region of our country).
Our group also discussed who would monitor what. I am monitoring micro blogs, Keith is monitoring blogs, Carolyn is monitoring sharing and discovering technologies, Ciera is monitoring networking, and finally, last but not least, Courtney is monitoring curating technologies.
As I finished up my AT&T case analysis I felt confident in my work. This topic was the one I immediately wanted to do as soon as I saw our list of choices because I have actually heard of it and its popularity.
Overall, AT&T was very effective in achieving their objectives. The way they communicated with their audience and the objectives they set for the means of communication with their public was what made achieving their objectives possible. As a result of AT&T achieving their objective to get external and internal audiences to commit to not texting while driving, they were able to obtain over 27,400 Facebook pledges, and across dozens of posts: over 5,220 likes, over 1,600 comments, and there were also over 3,100 tweets following the release of the documentary. Many of those tweets included link to the YouTube video of the documentary. The tactics and actions AT&T took in order to support their strategies is why this campaign was so successful.
All in all I can’t say that I have any suggestions to help improve the campaign. I mean after all it did win a Silver Anvil Award of Excellence which is the highest honor given out by the Public Relations Society of America. Even though the award was won in 2011 I still see on televisions and hear on the radio heart wrenching commercials from the “Txtng & Drivng…It Can Wait Campaign” featuring victims of horrible automobile accidents involving the negative effects texting and driving can have. This is a perfect example of keeping the campaign ongoing and AT&T sustaining their tactics.
For project number one I chose to do my case analysis on the AT&T no texting and driving campaign. The title of their campaign was “Txtng & Drivng…It Can Wait.” When conducting my research on this campaign the first two websites that I went to were www.itcanwait.com and the campaigns Facebook page. The campaign’s Facebook page is where you can actually take a pledge to not text and drive. On the campaigns main website, www.itcanwait.com, if you click on the icon to sign the pledge, it is actually just a link to take you to the Facebook page, thus making Facebook the main for of social media used in the campaign.
The audiences/publics with which AT&T was attempting to communicate with was anyone who owns a cell phone and is tempted to use their cellular device while driving. Even though the campaign didn’t specifically say that it was targeting teens, it’s certainly safe to say that teen drivers are more at risk to text while driving. Therefore it makes sense for AT&T to communicate the most with teens.
AT&T’s objective for the communication with its audience is to help educate the public on the dangers of texting while driving. They wanted to use traditional and social media to educate external and internal audiences. AT&T also wanted to get external and internal audiences to commit to not texting while driving. Finally, AT&T hoped to evangelize ambassadors to help spread the message.
I also found a pretty cool mashable, Forbes, and CNN article about/discussing AT&T’s campaign. Finally, the best part of my research was the AT&T “Don’t Text While Driving Documentary.” This was a very emotional, eye opening documentary highlighting the negative effects of texting while driving and the tolls it has taken on some lives.
In class number eighteen our guest speaker taught us about discovering technologies. We mainly focused in on foursquare and Groupon. Basically these discovering technologies enable people to connect with others in a specific location. Many local companies use these discovering technologies to engage their audience locally and to draw them into their specific venue.
In class we first discussed foursquare. Foursquare allows their users to “check in” to a specific location when ever they are there. Foursquare encourages competition amongst users by giving the title of “mayor” to a person who “checks in” to a specific venue the most. Many companies offer special deals to people for checking in, such as a free drink for example at a bar. The local, family owned, small business that I work at is on foursquare and sometimes offers specials for “checking in.” Personally, I do not have foursquare and I will never get it. The issue of “security” was brought up in class, but only momentarily. I myself just am not comfortable letting people exactly where I am, and when. I just don’t feel secure about it.
Next, we discussed Groupon. Groupon is used by businesses to offer and promote a deal. A deal is only valid if enough people sign up to purchase the specific offer in order to make sure the business offering the promotion makes a profit. For this reason Groupon highly encourages people to share the offers with family and friends. The local pizza pub that I work at has used Groupon in the past and but we haven’t used it recently. I do have the Groupon app on my phone and I have bought several before, mainly consisting of local eating establishments. These offers are just too good to pass up; I’m a sucker for them!
In class number seventeen we learned about discussing technologies. We mainly focused in on a TiVo Community Forum and a broadband forum (dslreports.com). We learned that forums are used to kind of like “tap into the intelligence of the masses.” Forums are an excellent source of discussing technologies because they “bring collective intelligence to one place.”
In class we learned about the anatomy of a community via the TiVo Community Forum. We also learned about the discussing technologies fundamentals and the hierarchy of these technologies. The main thing and most important thing I got from class is that forums are within a community, and threads are within the forums.
I found it most interesting that the TiVo forum that was not company sponsored was much more popular than TiVo’s company sponsored one that can be found on their website. We discussed why this could be in class as well. In my opinion it’s because when you go to a company sponsored forum it is more “controlled.” For example, as we all know dealing with a company’s customer service representative can be very frustrating and the conversation usually consist of very broad, general “troubleshooting problems.” With a forum you are able to discuss problems that you might have with your TiVo for example with a real person who has/had the exact same problem as you and fixed it themselves.
I also love the Orange Power forum sponsored by Oklahoma State Athletics that we reviewed in class. It is one of my favorite forums. I myself was accepted to and almost went to OklahomaState and had two cousins that graduated from there. I found it pretty funny how the Mizzou forum looked compared to the OSU one. It literally made me laugh out loud. Naturally I had to go find a forum of OSU’s biggest rival OU (U of Oklahoma). It of course is not as organized or as good as the Orange Power forum, but there are some interesting things on it like the “arcade tab.”