Are you ready for another breakdown? A social media breakdown, not a mental breakdown (…*strained laughter*).
Check out my previous breakdowns (social haha I’m going to keep this joke going so beware) here:
Today, we will be taking a detour from tech companies and moving over to the consumer goods brand – GeneralMills. If you haven’t heard of them, then you were not a child of the ’90s hyped up on sugar and eating dessert for breakfast (sigh, good times).
Social Post Rating:
“From Pac-Man Cereal in the 1980s to the recent limited-edition launch of Barb’s Choco Boom Booms, General Mills has been a player in the video game space for decades. Which cereal box promotion is your favorite? https://bit.ly/3djlIOU“
Accompanied with the nostalgic pictures from General Mills promotional cereal box covers from the ’80s, General Mills claims its spot as a family favorite for GENERATIONS with this playful post. The copywriting begins with a big brand name, “Pac-Man”, establishing its longevity by mentioning the decade it came out and claiming its title as a favorite for the video game space. The post ends with a question and an URL leading viewers to the article: Game on: The history of General Mills Cereal and gaming. One emoji is used, and the objective is clear – to get viewers to leave Twitter and land on the General Mills site. When scrolling through the site, you see eye-catching and colorful content and, at the time bottom, a link that draws you in to learn more about their products.
And when you click the link, you can see why General Mills is drawing people to the other side–there is UTM tracking. This allows companies to track viewers’ actions when driving them to the site.
Here is the link:
The source is from Twitter, so General Mills used “utm_source=Twitter” to identify to their digital marketing team that viewers of this website started from the Twitter post.
Medium = social is to differentiate to the DM team that it was a social output that drove the result to the website. It does not indicate whether the post is organic or paid, but I will assume it is organic.
Campaign = Clash-of-clans, which is a reference to the article the social post is leading viewers to.
Now, it’s time for everyone’s favorite hypothetical persona Jane to take the stage as we consider different viewer’s journeys:
- Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the General Mills post. She looks at the post but does not engage.
- Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the General Mills. Finding the post interesting, Jane “likes” the post but does not engage further.
- Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the General Mills post. Finding the post interesting, Jane “likes” the post and clicks the link, interested to know more. Scrolling through the content, Jane eventually closes out of the site.
- Jane, a 25-year-old woman from New Jersey, opens Twitter and sees the General Mills post. Finding the post interesting, Jane “likes” the post and clicks the link, interested to know more. Scrolling through the content, Jane finds herself enjoying her time and wants to learn more about the history of General Mills’ brands and partnerships and clicks the link.
- Jane looks at the post but does not engage, so her view will be considered an “impression”.
- Jane looks and “likes” the post, so her view and “like” will be captured as an impression and engagement.
- Jane looks, likes, and visits the website. Jane scrolls through the page but does no other actions. In this scenario, Jane’s actions will be captured and can be reviewed in Google Analytics. Here the DM team will see that a viewer was brought in from the organic post, and they will also see the average engagement time of all of their viewers. Though Jane is only one person, through the data that is collected, the DM can team can learn from this experience and strategize how to target users better. They can consider many things – “If viewers are being taken to our site, they are not lingering? Is it because the website is taking too long to load? Should we reconsider the user journey? Is it easy to navigate? Is the content engaging enough?” So despite Jane not visiting another site, Google’s DM team can still use the captured data to restructure their strategy to get more Jane #4’s.
- Oh, why can’t there be more Jane #4’s in the world? Jane does exactly what General Mills wanted – she viewed the post, liked it (which allows other people that Jane follows to see that she engaged with; go JANE), clicked the link to the website, viewed and engaged with the content, AND clicked a link to view more of their content. Google’s DM team will be able to review all of Jane’s captured data and try to understand better why she pre-ordered and get others to follow suit. And because Jane is a 25-year-old woman from New Jersey who frequently engages with Twitter, we can start targeting her knowing her behavior. From this interaction, we know that Jane likes a post that has a slightly playful ToV but are still informative enough to have a clear CTA. Jane also is nostalgic; she wants to know more about General Mills memorable products and information pertaining to the posts. Jane is more likely to click a post to investigate rather than be content with a simple post with a few sentences. So Jane is patient and nostalgic–and hopefully, she will spend some time on a landing page and go into a store and buy a product.
Thank you, Jane, for being interested in cereal and interacting with General Mills posts.
What are other posts you want me to break down?