Case Study 3: Compare and Repair Halo Top Creamery and Ben & Jerry’s University of Wisconsin - Green Bay Amanda Jo Danihel, Marissa Herm, Jennifer Maki, Kaylie Noll, Danielle Shea, and Roxanne Simonnet Comm 477 Sec 0001 1 Table of Contents Executive Summary………………………………………………………………………………2 Introduction……………………………………………………………………………………….3 Brief Company Overviews………………………………………………………………………..3 Halo Top………………………………………………………..3 Ben & Jerry’s…………………………………………………...4 Goals and Strategies………………………………………………………………………………5 Halo Top………………………………………………………..5 Ben & Jerry’s…………………………………………………...7 Platform Analysis…………………………………………………………………………………9 Research Method……………………………………………….9 Active/Passive Platforms……………………………………….9 Facebook………………………………………………………10 Instagram………………………………………………………12 Twitter…………………………………………………………17 Pinterest………………………………………………………..20 YouTube……………………………………………………….22 Websites……………………………………………………….26 Network Analysis……………………………………………………………………………….27 Overall Evaluation and Comparison…………………………………………………………….29 Repairs…………………………………………………………………………………………..37 Rejected Solutions……………………………………………………………………………....39 So What?………………………………………………………………………………………..40 Conclusion……………………………………………………………………………………...40 Appendices……………………………………………………………………………………..42 References……………………………………………………………………………………...69 2 Executive Summary Our group analyzed two ice cream brands and their social media platforms in order to evaluate each company’s strategy, then make the necessary repairs to their social media plans. The two ice cream brands include Halo Top and Ben & Jerry’s. We researched each of these companies and their backgrounds to determine their goals and strategies, then compare these with their utilization of social media. The platforms we analyzed consisted of Facebook, Instagram, Twitter, Pinterest, and YouTube, with the addition of an examination each company’s website. We conducted our research within a two month period, and created graphs and charts to depict important findings from our research. These findings included engagement trends, posting patterns, and categorical analyses. These pieces of information, along with our connections matrix and network analysis, helped us further evaluate each company’s presence on social media in more detail. After reviewing each platform individually, using channel-specific evaluation tools to grade both Halo Top and Ben & Jerry’s, we created a more broad evaluation tool to review each company as a whole. The 5 C’s of Social Media, which consists of Coordinates, Content, Channels, Connections, and Corrections, was a key source of information that helped us outline our evaluation tool. These results led us to find the holes in each of their strategies, and therefore come up with thorough points to repair them. By being able to note the differences in the portrayal of each brand, we are able to create a more comprehensive plan for these companies going forward. Overall, this case study uncovered the fact that social media effectiveness, as well as alignment and connection with goals and strategies, is crucial to improvement and growth within a company. 3 Introduction In the following case study, we were instructed to first, compare the social media presence of two competing brands, and second, prepare recommendations for repairs for each brand’s social media. We chose to compare and repair the social media of two competitors in the ice cream industry: Halo Top Creamery and Ben & Jerry’s. In order to do so, we reviewed each brand’s social media presence across multiple platforms for a two month period. From this examination and analysis, we then were able to evaluate their effectiveness, based on the evaluation tools we crafted. Depending on the results of this evaluation, we developed suggestions for repairs that we feel would enhance each brand’s social media strategy. Brief Company Overviews Halo Top Halo Top Creamery is a relatively new ice cream brand that specializes in low calorie, low sugar and high protein ice cream. It was founded by former lawyer, Justin Woolverton, who came up with the idea because of his hypoglycemic diet restrictions (Calderone, 2017). It started ​ ​ out as Woolverton experimenting in his own kitchen to make ice cream for himself, and then eventually expanded into the rapidly growing company it is today. It started by selling ice cream in Los Angeles, before expanding across the United States, and even into other countries, such as Australia and Singapore. Currently, Halo Top only offers about 17 flavors (Calderone, 2017). However, having more limited flavor options hasn’t hindered sales. Halo Top’s sales have recently surpassed more established competitors, such as Ben & Jerry’s and Haagen-Dazs (Calderone, 2017). It has quickly built a cult-like following and gained the support of notable 4 celebrities such as Brie Larson and Karlie Kloss (Calderone, 2017). This following has been built up through word of mouth and social media, rather than traditional forms of advertising. Woolverton has publicly explained that his strategy is to promote the brand primarily through social media, because he believes it is the most cost-effective and authentic way to reach customers (Liffreing, 2017). The social media accounts are managed by an in-house team, to preserve what Woolverton feels is their most authentic and original brand voice (Liffreing, 2017). Ben & Jerry’s Ben & Jerry’s is one of the most highly recognized ice cream brands in America. It was founded in 1978 by Ben Cohen and Jerry Greenfield, who had originally wanted to start a bagel company, but settled for ice cream because the equipment was cheaper. They opened their first ice cream shop in a renovated gas station in Burlington, Vermont, and from there, the company continued to grow. Today, Ben & Jerry’s operates 577 stores and services 38 countries ("Fast Facts," n.d.). Its growth lead to it being purchased by Unilever for $326 million in 2000 ("2016 Social," n.d.). However, through it all, the brand has never lost sight of its mission to not only sell good ice cream, but also to practice and promote social responsibility. In 2012, Ben & ​ Jerry’s became the first wholly owned subsidiary to gain B-corp certification ("2016 Social," ​ n.d.). Basically, this certification means that Ben & Jerry’s “uses the power of business to solve social and environmental problems”("2016 Social," n.d.). Ben & Jerry’s makes a point to express and honor this commitment through both actions and words, and this is also evident in their social media presence. Their social media accounts, which are managed by an in house social media team, have garnered attention by experts. According to a 2016 report by social media 5 analytics platform NetBase, Ben & Jerry’s has the best social media presence of any U.S. restaurant chain. Not only did Ben & Jerry’s place first, but the brand did so by a fairly wide margin: 5,627 mentions per dollar in sales. That’s 39% higher than second-place Chipotle’s score and nearly double than that of Starbucks (O'Brien, 2016). Ben & Jerry’s notoriety as a brand, and now as a voice on social media, only helps to enhance their position in the industry. Goals and Strategies Halo Top Before assessing each brand’s social media presence, we felt it was first important to identify each company’s business goals, social media goals, and overall intended social media strategies. When it came to Halo Top’s business goals, we felt they were fairly obvious. First, Halo Top wants to promote healthy ice cream. The company can only be profitable if it sells enough of its product, and the fact that their ice cream is more health-conscious is the unique selling point of Halo Top’s product. Second, Halo Top wants to beat their less health-conscious competitors. This is evident on their website, when they directly compare their product to competitors such as Haagen-Dazs and Ben & Jerry’s. Third, relating back to the first goal, Halo Top wants to make a profit. This is a pretty self-explanatory business goal of any for-profit organization. A fourth business goal that Halo Top has is to maximize their advertising budget. Woolverton, Halo Top’s CEO, has said publicly that one of the reasons Halo Top is active on social media, but does not often advertise on traditional media, is because he feels social media is more cost-effective. 6 Based on these business goals as well as our research, we were able to identify Halo Top’s social media goals. Woolverton has also said publicly that he has chosen to promote Halo Top on social media because he feels it keeps the brand more authentic and true to a “small business feel”. Maintaining this brand identity is one of their goals. Another social media goal for Halo Top is to reach consumers who have specific dietary concerns. As mentioned before, Halo Top was designed with this consumer in mind, because they offer low-sugar, vegan and gluten free options. Social media is the main way they attempt to reach these specific people, and hopefully convert them into Halo Top fans. In addition to targeting those with specific dietary restrictions, another goal of Halo Top is to target millennials. This is evident through their trendy posts, which reference topics such as the TV show Friends, Pokemon Go, and Harry Potter, as ​ ​ ​ ​ well as their ability to capitalize on other popular social media trends, such as memes. Halo Top’s fourth social media goal is to create an environment where two-way communication can happen. Instead of just pushing out their own content and not interacting, Halo Top actively