After a 9-week long social media campaign, I gave this presentation in class. We were tasked with creating and executing a social media campaign of any of our choosing. I decided to go with something a little tongue in cheek and have a bit of fun with it - while learning the best practices of running a social media campaign along the way.

1. Socializing Sriracha
Social Media and the Brand | NYU | October 19 2011
Pamela Samathivathanachai

2. So, what is Sriracha?
• Made from red chili peppers,
garlic, vinegar, salt, and sugar
• Huy Fong Foods in the 80s
• > 10 million bottles sold per year

3. Listening + overheard:
“Sriracha hot sauce is the shit. I put it on EVERYTHING”
“My husband practically drinks it straight from the bottle”
“Sriracha. Good heat and the garlic gives it a nice, complex flavor. I
use it as a condiment, as an ingredient in sauces and it goes great in
a Bloody Mary. It's a game changer.”
“All I really want for Christmas is Kashi GoLean cereal, china dieter''s tea, or
hot sauce - Sriracha. FOR REAL.”
Source:

4. More Listening…

5. Applied Listening
• Social monitoring content
• Message/audience • Social channel
strategies management
• Domains / influencer • Influencer node
• Content strategy + activation
identification activation
• Tracking & measurement
• Asset development
• Ongoing optimization
• Brand personality
development
planning • Style guide development
activation

6. Planning

7. Audience: Definition & Objectives
• Primary:
Existing users of Sriracha
• Engagement + Advocacy
• Secondary:
Non-users of Sriracha who love hot sauce
or spicy foods in general
• Curiosity + Conversion + Trial

8. Sriracha Prosumer
PERSONAL/DEMOGRAPHIC ADDRESSABLE NEED STATES
• 14-35 age group is the • They want to declare their
most vocal love out loud and want
• No income/gender positive affirmation
barrier
• Attention and recognition
for having such fine taste
POWER CHANNELS/
TOUCHPOINTS
• They are comfortable
communicating with ATTITUDINAL/PSYCHOGRAPHIC
friends online.
• Majority are active on shy bold
multiple social networks,
Twitter, and consume
their media through passive vocal
online mediums such as
blogs and forums. eat to live live to eat
VERBATIM individualistic community
“Woke up with a bottle of
calm excitable
Sriracha in my pocket last
night”
@Pquinner

9. Influencer Identification
• The manufacturer does not have
any real presence on any SoMe
sites. There is no “voice”.
• The closest entity that gives the
brand a personality is the writer
of “Sriracha Cookbook”
• WLS’ GOAL:
• Make friends
• Join forces
• Cross promote

10. Applied Listening
• Social monitoring content
• Message/audience • Social channel
strategies management
• Domains / influencer • Influencer node
• Content strategy + activation
identification activation
• Tracking & measurement
• Asset development
• Ongoing optimization
• Brand personality
development
planning • Style guide development
activation

11. Content Development

12. Engagement Strategy
• Drive more consumption of
Behavioral Sriracha
objectives • Induce more people to share
Sriracha use cases
Affirmation
• Leverage the combined +
Disruption power of targeted WOM /
social + social to drive
strategy targeted peer to peer Community
message discovery & sharing
Message • Eating everything with
Sriracha is what the cool kids
strategy do. You’re one of us.

13. Experience Architecture
Content Life etc.
• Recipes
• Funny anecdotes
• Sriracha related memes
Context
Chill
• Twitter
online
• Tumblr
• Facebook time
Engagement
Meal
• Retweet content
• Have “conversations” time
• Ask for submissions Tweet/FB
about
meal
Page 13

14. WLS Style Guide
Graphic Assets:
• We are a “Chili Sauce Collective”
• Gender-less, face-less
• Guise that it’s run by a group of people
• “Join the club” mentality
Brand Personality
• Foul-mouthed and loud
• Fun-loving and passionate
• Unabashedly and
unashamedly obsessed
with Sriracha hot sauce
• Your hyper-enthusiastic
BFF who loves high five-ing

15. Channel Roadmap
Instead of having one primary engagement platform, I tried to
use all of the available options to work together, simultaneously.

16. Toolkit
• Consumer facing: • Backend:
• Twitter • Google Analytics
• Tumblr • Facebook Insights
• Facebook • Bit.ly
• Twitter Counter
• Tweet Stats
• Tweet Feel
• Manage Flitter

17. Metrics, Goals & KPIs
CAMPAIGN GOALS
User # Engagements Ratio of E to #
Twitter 100 150 1.5
Tumblr 50 100 2
Facebook 50 100 2
*Engagement #s in tumblr include only reblogs that are directly tied my user
account (no reblog of a reblog is counted)
*Engagement #s in Twitter refer to replies, mentions, retweets

18. Applied Listening
• Social monitoring content
• Message/audience • Social channel
strategies management
• Domains / influencer • Influencer node
• Content strategy + activation
identification activation
• Tracking & measurement
• Asset development
• Ongoing optimization
• Brand personality
development
planning • Style guide development
activation

19. Activation

20. Twitter
Day 2

21. Day 3

22. People Like Affirmation
Day 12

23. Twitteractions

24. Watch Your Language!

25. Day 14

26. Day 6

27. Facebook Efforts
Day 4

28. Facebook Efforts
Day 4

29. Facebook Efforts
Day 19

30. Day 12

31. Day 13

32. Optimization

33. Day 14

34. What happened on Oct 13?

35. 1. Going Viral
• Optimized content
• Seasonal reference
• Increased relevance by
including link to
purchase
• 5 days
• 65 likes/reblogs

37. 2. Influencers’ Impact
• 21 likes/reblogs
in total
• 19 as a direct
result of this
reblog from
Sriracha
Cookbook

38. Influencing the Influencers

39. Campaign Evaluation

40. Metrics: Results
CAMPAIGN GOALS
User # Engagements Ratio of E to #
Twitter 100 150 1.5
Tumblr 50 100 2
Facebook 50 100 2
CAMPAIGN RESULTS
User # Engagements Ratio of E to #
Twitter 72 39 0.5
Tumblr 19 32 1.7
Facebook 44 6 0.14
*Engagement #s in tumblr include only reblogs that are directly tied my user
account (no reblog of a reblog is counted)
*Engagement #s in Twitter refer to replies, mentions, retweets

41. Following: 63 | Day 18

42. Got Klout?
Day 14
Day 18

43. Day 14

44. Day 18

45. Learnings + Insights

46. Tumblr for Engagement?
• Better as a landing page
• Hard interface to use in general for engagement, plus audience is
very very young
Day 13

47. Learnings: Twitter
Twitter WLS posts - WLS posts -
Twitter
Date interactions @ or original
followers
from users mentions content
10/12/11 8 3 15 2
10/13/11 9 6 16 5
10/14/11 7 6 14 4
10/15/11 2 4 21 1
From this short time period, we can see that in order to maintain a
healthy number of new followers and interactions, it is best to maintain
a good balance of retweets and mentioning people as well as original
content – so they have something to take away.

48. Twitter Volume
Source: TweetStats

49. Combined SoMe Efforts Affect
# of Twitter followers
Source: Twitter Counter

50. Source: Facebook Insights
Facebook Active users somehow
increased after 13th, even
though I did not do anything
specific on FB.

51. Questions do work:
Day 13

52. Facebook Has Serious Pull
Remember how Facebook was an after thought?
Source: Google Analytics

53. Search Day 13 vs. Day 18

54. Management Tools
Helps to keep the
ratio of followers
to following
healthy – so that
we don’t look like
spam.

55. Thank you.