Website - https://www.yorkshiretea.co.uk/
Slogan - 'Where everything is done proper'
Current Social Accounts
As this project will bes based around social media avdertising, and creating a effective social media campaign from research collected the current social media accounts and campiagns for the brand will be studied. This is as to collect more information on how the brand apperas on social media allowing the outcome to fit with with current tone of voice, but also as to elaborate on how their current social media works fails.
The campaign must fit well within the brand's exsiting social media platforms, intergrate effectivly with their current posts and style but with the new aims and concept applied to achieve the new aim/new coverstation.
Anyalasing the current issues, style, current style of communcation, current promotinal ideas to achieve a new fresh ideas fitting with the concepts taken from the essay.
https://www.facebook.com/yorkshiretea/
-uses photo of sign reather than logo, gives more personal/real touch to the site (less digital)
-direct account name, easily contactable/searchable
-verified, made clear as the offcial account
-large follwoing, and likes therefor large arouns of epopel which will see their posts
-wide audeince range to connect with via this media
-good rating/review, postive page
POSTS
-images of low quailty
-humour related
-based around seasons/times
-popculture related
-colour, style related to brand, all image include logo as to promote
-doesn't post commonly, 10 times a month on average
-doesn't aim to start any trends or convertstaions with the audience will repsonde to, no questions
-based around colour scheme
-include product imagyer
-cominc/lighthearted
-based around the 'tradtionally british themes'/brands ideas
-includes past campaigns
-used to show other peoples imagry
-no converstation staters
RESPONCES
How do they control the coverstation?
Is there a two way converstation?
-The brand comment back to users after they comment on their posts, this shows brand interatcion with the audience but often these then are the end of the convertstaion.
-Very serious responces, doesn't fit with the tone of voice of the brand but very formal
-Not trying to start a converstations, trying to express a tone/present
-No reason give for audience to post/No Inspirtion for posts
-use the account to promote consumers/repost peoples views
-used to showcase their campiagns, show their promotional work
-no campiagn based arounds facebook
-used to reply to comments from consumers, but with a formal nature also people do not reply back so the convertstation stops
-no reason to post on facaebook/no interaction with the audience
-based arounds brands logo, colours, and tone of voice
-mostly humourous post/light hearted
-used to showcase new products eg rather than get feedback
-heavy following but low interaction rate
Same branding as facebook for logo, name, and slogan used as to keep a cross media link but this sites uses a different background to promote current advertising campaign.
https://twitter.com/yorkshiretea/
POSTS
campaign related
Many posts related to current campaign, many post related to brands link to cricket, this is part of their campiagn to brand Yorkshire as the criket mans tea related this to their post via the current ashes. Shows a range of mocked up tea boxes with current scores and players names as to celebrate wins, post tweets about the games/updates as well as reposts tweets about cricket as to show support for the british teams.As the essay discusses social media advertising is all about engagement with the brand, and people viewing their post this increase this.
-links to 'typically british' tone of voice
-links to current events, gives relvance
-shows support for a british team
-talking point, gives the audience something to talk about/common subject discussed on social media
-links to target audience, interested in current sports/current themes
-doesn't reply to repsonces
-one way converstation
-doesn't much replies/repsonces on twitter even from large following
compertation
One of the social media advertising techinques studied is online compertations, yorkshire tea used twitter to express their give aways and allow raiseawareness around this. This is in the attemped to recieve more shares and re-tweets, expressing the brand over a wider social media audience by using the consumer to share the brands content in attemp to win. As the essay discusses social media advertising is all about engagement with the brand, and people viewing their post this increase this.
-retweet for chance to win, make consumer retweet the images, 226 people then shared in image to their followers allowing the brand to reach a larger audeince,
#teapoem is the brands first social media campaigns, started by them to create audeince content, first incentive to post and create the 2 way converstation. But this only works on social media, and is only mentioned once. THIS COULD HAVE BEEN SO MUCH BIGGER, AND MADE INTO A EFFECTIVE CAMPAIGN
popculture references
Aswell as reference to cricket in relation to their campaigns, the yorkshire tea twitter account also post tweets relating to 'trending' popular twitter topics. The account related tea and their brands to current subject as to appear more relvant and also appeal to the target audeince, who will have interest in the pop culture. By creating tweets related to the popular subject areas using the hastags also allows the brands tweets, therefor logo to appear along side these hashtags, showing the brand to a wider audeince. As the essay discusses social media advertising is all about engagement with the brand, and people viewing their post this increase this.
-uses trending hashtags to give a wider audience, than those not just following the account
-gives the brand more relvance for the younger audience
-uses humour to express tone of voice
-links to 'typically british' culture as to link to brands themes
facebook content
As well as the other posts, the twitter account is used to promote many of the same content as the facebook page. This is to promote people to post imagyer related to the brand, also to give the brand more content to post, as to keep appearing on users feeds, keeps in the users view point.
-include product imagery
-comic/lighthearted
-based around the 'tradtionally british themes'/brands ideas
-used to show other peoples imagry
-no converstation staters
-shows interest in the brand/brands support
SUMMARY
-promotes brands tone, campaigns, interests
-doesn't create many hastag campaigns (doesn't create audience coverstation)
-relates to popular culture to seems more relevent and to increase views
-based around getting the brand seen, about views
-large following but low interaction with tweets
-links to other accounts
- no mention of cricket campigns/boxes on other sites, no cross media interactive campaign
https://www.instagram.com/yorkshiretea/
Same branding as facebook for logo, name, and slogan used as to keep a cross media.
The instagram account has a much lower following that then facebook and twitter accounrs from the brand. Also uses the account not to promote the current advertising campaign and slogan but the criket campaign, this is also promoted over twitter but is very confusing for the audience, the mix of different slogans and campaigns rather than one overall campaign.
Same as the twitter and facebook accounts the same content is shared. This is mostly brand related imagyer post by consumers combined with a few images to celebrated company milestones. There is not attempt to created at hashtag campaigns, or motives created to allow the audience to interacte or enage with the audeince.
-based around colour scheme
-include product imagery
-comic/lighthearted
-based around the 'tradtionally british themes'/brands ideas
-used to show other peoples imagry
-no converstation staters
-shows interest in the brand/brands support
-audience responde to posts, but no brand responces to these
-recieve a large amount of likes and comment
-one way converstation
-no interaction
-this account has the most consumer interaction, but the least following
-still no attempt to allow the audience to create the converstation
-no 2 way converstation
-no celeb posts
-no instagram influnerces used
-doesn't match the brands campiagns/style which is confusing for the audience
-doesn't fit
YOUTUBE
-uses the same branding/image
-popculture veidos recveive more views
-light heartde videos are the more popular
-used to post adverts
-used to post their campiagns videos, inform bout past campiagns
-used to promote videos of work they do
SUMMARY
-NO COVERSTATION CREATED
-is about show casing the Tv adverts and the campaigns done by the brand
-only account that has more interaction than followers
-all videos are of professional quailty, inlike other sies
AIMS
After studying the brands different social media account thus social media advertising, there is a lack two way converstation starters or ways to motivie the audience to post about/for the brand. As the essay disscusses the two converstation is how social media advertising is sucessful, like how coke creates share a coke the audience created the advertiisn via their shares. Also, as the research into social media infleuncers showed, may consumer are more likely to be persuade by adverts produced not via the bran, but it's user, this brand fails to create any sort of coverstation started or campaign that would give the audience a reason to post this should be the need for the outcome. THE CAMPAIGN SHOULD ALLOW AND GIVE THE AUDEINCE A REASON TO POST
Also one of the majour issues with the clients social media advertising is that it does not fit or take advantage of the different benefits of the channels, the content is oftens post on all the range rather than be based around the channels styles, design and uses. The outcome need to take of social media uses and benefits as to intergate, rather than use the channels just as a expression medium. WORK, AND BE MADE FOR THE DIFFERENT MEDIAS
The brands twitter use and facebook use, also link to current popculture and trending tweets but does not create many hastags, these are a popular way to promote brands and allow the audience ot interact therefor this should be worked on. CREATE A HASTAG
The social media campaign created and used by the brand, for example the twitter criket boxes are not shared over the different media or even across the social media channels. There is heavy show of the 'everything done proper' campaign on the youtube and facebook accounts, the cricket campign on the twitter and instagram accounts there should be one created that works and is applied to all the channels as to create a simialr and brand indentity for the audience. Also as the essay discussed this should also be applied over different advertising channels, and should work on the different channels like broadcasting ads and TV ads as the sucessfull campaigns researched achieve as to be effective. ONE CAMPIAGN OVER THE DIFFERENT MEDIA
The clients guidlines and branding is kept the same over the different accounts, this need to be applied to the campaign, this is seen over all the different social media channels and promtional work. SHOULD FIT WITH THE CURRENT BRANDING BUT HAVE A NEW CONCEPT AS TO GIVE THE AUDIENCE A REASON TO POST.
CONTACT
https://www.yorkshiretea.co.uk/contact/thanks
As to get more feedback on the brands used of social media and how this can be improves, what they aim for i've contacted the brand. This is as to get more feedback for how social media is used by them, and any feedback they can give related to how the brief could be expanded.
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