Brooke Jensen B2793023 MMC 3630

Project 1 Mini Social Media Case Study

Organization Name: Deutsch Inc. Social Network: Facebook Hyperlink to Profile: https://www.facebook.com/deutschinc

Background: Deutsch Inc. is a well-known marketing agency that caters to notorious clients such as DIRECTV, Voltzwagon, Microsoft, and Dr. Pepper. In order to establish itself, Deutsch pursues popularity and recognition by targeting the audiences of its clients, rather than simply marketing to businesses and potential clients themselves. However, despite its immense success in terms of logistics and business, Deutsch Inc. is criticized on its overly-simplistic profile, its failure to convey a strong, unique social media persona, and its poor communication with its followers. In order to make Deutsch as effective as possible, we must implement a few changes in both appearance and function. Profile Makeover: Deutsch emphasizes a minimalistic design element in all of its profiles, including a sans-serif textual logo, a vivid hue of orange, and an occasional collage of pictures against a pure black background. To continue its minimalist efforts, the Profile Makeover will seek to relieve its layouts of clutter and confusion while maintaining the necessary

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Deutschian elements. On Facebook, the cover photo should be a black background with the Deutsch text stretching across its entire length. Instead of being solid orange, however, each letter will be filled with a variety of images of its offices, its employees, its clients which will all be colored different variations of orange. The pages profile picture can remain the same (all black background with orange text), but the Photo and Video covers will be changed to reflect that orange-andblack theme to provide consistency. Social Media Posts: Alright, its time we admit it: we arent the best at communication (why else would there not be a Mrs. Deustch Inc. running around?) We promise to personally respond to every post on our Wall from here on out. Unless theyre mean. Or boring. (Kidding!) This post establishes personality and a persona for the page while also making a commitment to its followers that they will be heard and given the attention they desire. Moreover, it admits to its own faults and flaws in a joking manner, giving the impression of caring, but not enough to cause its own audience to worry about its inconsistencies. Oh man, our GoDaddy.com SuperBowl commercial sure is receiving a lot of feedback. Negative feedback, at that! We apologize for the gross

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factor, but lets admit it: if hot women never kissed geeky guys, youd probably never have been born. #justsayin While perhaps a little brutal, this post deflects the lashes that Deutsch has received from its explicit GoDaddy.com commercial. It apologizes while not really apologizing, which emphasizes that Deutch doesnt regret its commercial creation, only regrets the reactions demonstrated by its closed-mindedness viewers. How do you like our new look? Does it make us lookphat? Frequent fishing for compliments (and criticisms!) are a key element in trying to engage with audiences. Not only will audience feedback be given (which Deutsch can use to its benefit), but it will also create a little buzz and allow people to feel like they have an opinion. (Now the real key is responding to them in a timely and consistent fashion!)

Contest Goal: Because Deutsch is so reliant upon audiences of its own clients in gaining recognition and popularity, we need to regain their attention (and engagement!) through social media.

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Contest Implementation: Entice audiences to create and submit their own commercials for Taco Bells Live Mas ad campaign calls-to-action will revolve around graphics rather than text in order to play upon the strength of visual appeals. Contest Title and Catchphrase: Can You Ring Our Bell? Start living mas. Create your own Live Mas commercial and send it in. If it rings our bell, well air it. And we might throw in a lifetime of free tacos, too. Contest Objectives: Commercials should follow and expand upon the current Live Mas catchphrase Ideas for commercials must be demonstrated through either screenplays, actual video footage (2 minute maximum), or drawn/computerized storyboards All entries submitted by May 5th, 2013 The top 3 submissions (chosen by Chairman Donnie Deutsch himself!) will be featured on the Deutsch Inc. main website, and will be up for voting by audiences from May 5th to May 15th

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The winning submission will be either remade professionally (while maintaining the overall concept) or used as is, depending on the strength of the submission Strategy: Advertise contest on all social media networks (Twitter, Facebook, Instagram) and the Deustch Inc. website itself. Contest advertisements will be 90% graphic, 10% textual; reinforcements and reminders will screenshot potential submissions, give personal shout outs to submitters (i.e, Hey @randomsubmitter123, we received your storyboard, and havent stopped laughing! Well done! to attract attention from those who are unaware of the contest. Tag use is vital to the campaign, as Deutschs following on social media networks alone is not as large as it needs to be to generate a successful campaign. The main hashtag will be #CanYouRingOurBell? and its related variations and campaign tags, (#LiveMas), while lesser tags should appeal to the creative, innovative (and hungry!) masses, as well as any marketing/advertising novices (#marketing, #create-an-ad, #freetacosforlife)