#BringBackTheBees Campaign Analysis

 

website banner of bringbackthebees.ca
The website banner of bringbackthebees.ca.

Where Did Buzz Go?

During the year 2017, you may have noticed something peculiar about your normal box of General Mills Honey Nut Cheerios. The iconic bee named Buzz was missing! No, this was not a printing mistake or graphic design error. In fact, it was a rather clever way to gain followers, new customers and of course, save the dwindling bee population.

General Mills started a successful social media campaign that raised awareness about the declining bee population. If we don’t act now, many precious foods like Honey Nut Cheerios, apples, almonds, and countless other foods will no longer be available for us to eat. The image of Buzz the bee disappearing helps people to stop and think about a world without bees.

A packet of wildflower seeds

Not only did General Mills capture the attention of the United States and Canada, they provided a way to act on the problem. They partnered with Veseys, a large company that produces many different types of seeds for planting. They first set a goal in Canada to plant 100 million wildflower seeds. To do this, packets of seeds were attached to every Honey Nut Cheerios box. Canada exceeded their goal by 4 times. In the U.S., you could sign up to receive a free packet of seeds in the mail. The U.S. had a goal of giving away 100 million wildflower seeds. In the end, they gave away 1.5 billion seeds. They exceeded their goal by 10 times! That’s a lot of seeds.

How were they so successful?

Honey Nut Cheerios spread the word about this campaign through several social media platforms including Facebook, Instagram, Twitter, and Youtube. Advertisements, articles, and videos were seen all over the internet for a period of time. Check out this short video that makes you feel a need to save all of the bees.

Honey Nut Cheerios’ Principles of Success

Value Principle: This campaign made people feel like they were a part of something bigger and better. They helped people to understand there was an actual problem and that by planting wildflowers, they were helping to save the bee population and the planet.

Principle of Least Resistance: In order to save the bee population, all they had to do was either buy a box of Honey Nut Cheerios or enter their address on their website to receive a packet of seeds in the mail. It was so easy that they even persuaded me to do it and I received the wildflower seeds in the mail shortly after.

Zeitgeist Principle: In their 30 second video, they set the tone of having faith in humanity restored. This phrase is used often by people in this generation when they see videos of people doing good things. By showing clips of others saving animals, it helps them to think “oh, I could do that too by planting seeds!” The phrase “helping is in our nature” also does a great job of reaching out to a vast audience.

Attention Principle: The hashtag #BringBackTheBees allowed those who received their seeds to show their friends and family that they contributed to saving the bees. It’s in human nature to do something good and want to be recognized for it. In fact, this is one of the most rewarding things in life. Many people shared photos of themselves planting their seeds and seeing them grow.

Screenshot of an instagram post of a flower

Story Principle: Having Buzz the Bee disappear helped to create a story of what could be like if all of the bees were gone. They also put out a great video that helped to imagine a story in the future of what it would be like without honeybees. These types of story help to put the situation into perspective.

 

Here is an article that explains what didn’t go so well with the campaign after it had all happened.

Week 13 Reflection (B250)

Well, we have arrived at the end of the semester. This semester went by very quickly but I feel that I have learned so much in that short time. I know that I will carry the skills that I have learned into my future careers and they will be an asset to my resume and skill set.

This week we learned more about link building for our website. Link building is how you network with other companies to boost your SEO ranking and create more traffic to your website. There are many different methods to build links that direct to your site. Adding links on all social media platforms is a good way to start although this method won’t increase your SEO ranking. To increase SEO ranking, you can also comment on other blogs and websites with a link back to your website. Another great method is offering a service to another website, such as writing a review or article, and having them place a link to your site in return. There are many out there who need to link build but don’t know who to network with so asking around through email, or phone call is a good method to begin.

Here are some links about ideas on how to begin link building:
http://www.searchengineguide.com/stone-reuning/a-brief-intro-to-link-building-for-small.php

https://www.searchenginegenie.com/advanced-link-building-strategies.html

https://www.searchenginejournal.com/link-building-strategies-checklist/17256/

 

Link building can also be a difficult task so it is best to set goals before you begin. Here are some questions to get started:

Map Out Your Strategy

  1. Who and when?
  2. What and how?
  3. Where will the links be gathered?

Here is my plan that I have created for this website.

1. Who and When?

I will be the one that is doing the work of finding places that I can place links to my website. I want to increase my score on woorank.com, so I will begin searching for places this week and hopefully will have at least 2 reliable websites with a link back to my site by next Tuesday.

2. What and How?

I will mostly be focusing on gathering links from blogs and websites of friends. Some of the keywords that I will be using are “handmade jewelry” “boho chic jewelry” and related terms without all of them being too similar.

3. Where will the links be gathered?

Boho and Basil Etsy Page (the jewelry business)

My personal blog

My friend’s blog

Facebook

Instagram

Week 12 Reflection (B250)

I can’t believe this semester is already almost over! I have learned even more than I thought I would at the beginning of the semester. This week we learned about SEO and social media. The big question or overall theme of the week was how can we use social media to increase the amount of followers or customers that we get?

The first topic we discussed was how we can optimize social media to get more traffic to our webpage. I really liked this article about the 4 steps we can implement for social media.
http://www.toprankblog.com/2010/07/4-social-seo-success/

The four steps are:
1. Listening
2. Content
3. Socialize
4. Measure

One of the biggest steps that I feel I need to implement is content. I don’t have enough content on my webpage for my page to be found through the words that I use. This is where a blog can be very beneficial to the webpage because it directs others to the page through the keywords that are used on my site. Using specific keywords throughout my blog allows others to find my website through searches.

Another important step and one goal that I have over the next few months is to socialize. My website already has both Instagram and Facebook accounts but I need to take the time to use those accounts to build up the characteristics of the brand and gain trust through the things that I post, share, like, and comment on. Those four actions are essential to gaining followers.

Here is another article that helped me:
http://www.socialmediaexaminer.com/7-steps-for-a-successful-social-media-strategy/

Overall, this week has mostly shown me the things that I need to improve on in order for my website to be successful. I haven’t had a purchase on my actual website yet (there have been purchases on the Etsy page) and I feel the reason why is because I haven’t been using social media to gain the traffic that I need.

Week 11 Reflection (B250)

Along with the week that we actually designed our webpage, this week was one of my favorite weeks because we learned how to assess the landing page that is placed in our advertisements. Using the statistics given in Google Adwords, we can evaluate what needs to be changed in order to bring more views and purchases.

In order for a landing page to be successful, it is important to ask if the landing page shows what is promised in the advertisement. If someone clicks on the ad and doesn’t see what they are looking for easily, then they will leave the page quickly. This is known as the bounce rate. A landing page needs to be visually appealing, but also needs to be usable by the viewer.

Here are a few articles that I used to help evaluate my own landing page:
https://support.google.com/partners/answer/2404197?hl=en
https://moz.com/blog/6-essential-ppc-landing-page-optimizations

The next thing we learned about was the basics of Search Engine Optimization (SEO). Before this week, I didn’t really understand exactly what SEO was, or how to implement it. This video really helped me to understand what it is and what changes can be made to my webpage to increase traffic:
https://www.youtube.com/watch?v=hF515-0Tduk&feature=youtu.be

While learning about SEO and creating a successful landing page, I was able to come up with a few things that could be changed in order to make my website better. I used this article to base my answers off of:
https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization (The first graphic is very helpful!)

1. Text, images, and multimedia are remarkable: My images are not the best right now because they are temporary images that my friend who makes the jewelry for the company took on her phone. This is one of the most important things that I need to update because it makes the page seem less appealing.

2. The page loads quickly: It takes a lot longer for the first image that appears on the homepage to load than the rest of the content because it is such a large file. I need to either resize the file or choose a different image that will work better for the page.

3. Primary keyword phrase is the first words of the title element: I don’t know what the title of my webpage is right now. I need to figure out how to use HTML to change the title for my site however, I don’t think that Wix allows me to do this. I will need to find an alternative way so that search engines can read my sites title and show up in search results.

4. Mobile friendly: My website takes longer to load on a mobile device and the content isn’t arranged the way that I want it to be. I need to take the time to make my website mobile friendly especially because all of the people who have clicked on my link have come from a mobile device.

5. Primary keyword is found in the body content two times: I don’t have much body content on my page right now but I know that I need to add content so that my website will appear more in search engines.

 

Week 10 Reflection (B250)

As we have continued working with Google Adwords and Google Analytics, I feel that I have learned a lot about the different techniques of creating successful ads for google. When I was in middle school and high school, I always said that I wanted to either be a nurse or work with advertisement. This week has taught me that I still have an interest in advertisement. Even though I am just barely brushing the surface and still have a lot to learn, I could see myself continuing to create ads and monitor the success of each ad. It is really interesting to me to watch what draws a person to view the ad.

This week we learned a way to see if the advertisements are actually drawing in success. The best way to tell is by looking at the conversion tracking. Conversion is the action that happens after a user clicks on the advertisement and is brought to the webpage. On my webpage, the conversion is when someone purchases one of my products. Each purchase averages about $18. Knowing the conversion rate is helpful to knowing how much profit I will bring in.

The way to determine how much you are making with advertisements is to look at the return on investment (ROI). It compares how much you’ve spent on the ad to how much you’ve made on the ad.
Here is a helpful article to calculate the return on investment:
https://support.google.com/adwords/answer/1722066?hl=en&topic=1713968&ctx=topic

We also evaluated the performance of our ads by looking at the statistics that are provided in Google Ads. Assessing my current statistics was helpful because it allowed me to see that I still have a lot to change about my advertisements and webpage. My advertisements have been viewed over a couple thousand of times which really excites me. However, I have not received anywhere near as many clicks. This helps me to see that there is still a lot of changes that need to be made.
I used these two links to help me assess what changes need to be made in order for my site to see my growth:
https://support.google.com/adwords/answer/2453976?hl=en
https://support.google.com/adwords/answer/2404196?hl=en

Overall, this week has helped me to see that I still have a lot of improvements to be made on my advertisements. I will continue to work hard to make sure that I see the progress that I need in order to draw traffic to my website.

Week 9 Reflection (B250)

We are still working with Google Analytics and Google Adwords this week. I was amazed to find out that Google Analytics does so much more than I previously thought. Not only does it track the views that each of your pages receive, but it also points out the geographical location of where that click came from. It can also tell you what directed a viewer to your page and if the click came from a different webpage, it can tell you the link. This is not all that Google Analytics can do. There is so much more to be discovered!

Here is a great link to a lesson on what Google Analytics is, and what it can do for your business:
https://analyticsacademy.withgoogle.com/course/1/unit/3/lesson/1

The specific video that I linked in lesson 3.1 talks about how google analytics actually works. I thought that this was a useful tool for me because I am uncertain of the limitations of Google Analytics. I have yet to activate my campaign on Google Adwords, but once I get everything rolling, I think that I will be able to understand the abilities of Google Analytics.

The most surprising thing this week has taught me is that I really enjoy looking at statistics and the trends of webpages. I think that I have sparked an interest in thinking about social media management where I could create the content for a company and analyze the data that comes from Google Analytics and other sources. I think that it is interesting to see the different trends based on statistics.

Week 8 Reflection (B250)

This week we have been continuing our project for Google Adwords. This time we focused on the actual text of the ad, or what shows up to users in Google searches. It is very important to do the research on what makes a successful text ad. Creating a text ad with grammatical errors will cause viewers to scroll right past the ad. Even though there is a limited number of characters available for a text ad, it is important create the appropriate words that will grab their attention. Using action words like “shop now” or using sales promotions help to get clicks.
Here are a few useful articles that helped me to determine the text for one of my ads:
About Text Ads
Write Successful Text Ads
12 Tips to Successful Ads

In the end, this was the text ad that I created for the Ad Group Handmade Jewelry

Unique Handmade Jewelry | Boho and Basil
www.bohoandbasil.com/shop
Spice up your wardrobe with new handcrafted pieces. Shop one of a kind, boho chic jewelry.

I feel that I have learned a great deal this week even though we only focused on one assignment. Creating text ads is an important step in the process of forming an online business because that is what draws viewers to a webpage.