Buffalo wings. Check. Pizza crust and toppings. Check. Tortillas and Chips. Check. All the makings of a great Super Bowl party indeed. Next step: invite guests to watch the game and critique the commercials. Check.
What better VIP guest than Susan Beebe, the Social Media & Online Communities Manager at Tyson Foods, maker of many game time snacks, to invite to our virtual party on Super Bowl Sunday?
Beebe will be joining the lineup of live bloggers during the 3rd annual Marketing Land #Hashtag Bowl, giving readers her take on all the social media mentions in game day ads and reporting on social media sideline stories.
At Tyson Foods since April 2013, Susan is tasked with scaling Tyson’s online communities across the major social media platforms including Pinterest, Linkedin, Facebook, Twitter, Google+ and YouTube. In addition, she is responsible for creating a content marketing strategy, planning PR and crisis response plans, increasing customer engagement and employee training for social media across the enterprise.
A bonafide brand loyalist, Susan can’t pick just one favorite brand, but cites big names Lexus, Google and Twitter among her top choices; her foodie side can’t resist the naturally tasty selections from Ben & Jerry’s, Trader Joe’s, Udi’s Gluten Free foods and Crofter’s jams.
Prior to joining Tyson Foods, Susan was Dell’s first “Chief Listener” and worked with Radian6 to design the now famous global Social Media Listening Command Center at Dell.
Social Strategist, Tyson Foods
- Age: 45
- Apple or Android? Apple
- HQ: Arkansas
- First Job: Jack-in-the-Box
- First Car: Bicycle
- Hobby: Walking, Cooking
What Social Media Trends Will Emerge This Year?
Beebe noted that last year, “Oreo defined the #RTM (real-time marketing) category last year with the power outage event and the Oreo dunk that was heard around the world” in a brilliant display of newsjacking.
The real-time marketing category has seen an explosion since then, as evidenced by Arby’s magic moment on Twitter during The Grammy’s last week. Even more powerful than the Oreo tweet, Arby’s social media win “proved that multiple brands are now jumping in with clever one liners and cute graphics to seize the opportunity RTM affords,” Susan says. Adding there’s “no better way for a brand to appear relevant, agile and highly engaged. This shows not only marketing acumen but also a strong ability to tell their brand’s story ‘in the moment‘.”
She expects that more brands will try to capitalize on every real-time moment they can. Unfortunately, she also predicts some potential losers in this category, noting that some brands will fall short in their attempts at real-time marketing, as some will appear too contrived.
Still, she’s hoping others will be perfectly spot on and genuine. “RTM is a tricky balance between snark and good timing and really puts your brand on display (for better or worse!). It is like trying to tell a good joke: solid delivery and good timing is everything!” says Beebe.
Which Super Bowl Commercials Released Early Won Your Attention?
More and more advertisers are releasing their full length ads online ahead of the game; with just days to go ahead of this year’s Super Bowl, YouTube is filling up with teasers and full length plays of Super Bowl commercials. The shift to advanced viewing affords marketers early insights:
This means we not only get to see them in advance, but we can begin analyzing the heck out of them! It allows us to think through the brand’s key messages more deeply and appreciate the artistic talent and work that goes into these productions. It’s interesting to see values-based marketing becoming a more consistent theme and basis for the brand’s key take-away this year.
Susan tells us these three ads are her favorite so far, in order below. As a U2 fan, she will likely be entertained by the Bank of America ad scheduled to debut a new single by the band, expected to bring an estimated $10 million dollars in donations to RED organization to help fight AIDS.
Budweiser’s “Puppy Love” Super Bowl Commercial
This year, Budweiser returns to melt everyone’s heart with adorable puppies and Bud’s beloved Clydesdales, makes viewers smile with the friendship that follows. They are also betting on everyone following the official hashtag, #BestBuds. Beebe’s take on the ad: “the Budweiser commercial is the best I’ve seen so far. It’s a wonderful story of a puppy that becomes #BestBuds with a Budweiser clydesdale horse. This will be a classic for years to come.”
Chobani Yogurt’s “Ransacked” Bear Ad
While still considered a young brand, Chobani has released the full version of their first Super Bowl ad early in hopes of gaining some ground swell. Early views have trailed well behind the major advertisers, but that may change after game day. Susan will be on the lookout for mentions of their official hashtag for the campaign is #HowMatters.
Chevy Silverado “Romance” Super Bowl Commercial
A fresh new ad from Chevrolet, featuring the love between a strapping, single Cowboy, his truck and some unlikely suitors. Banking on its tough tradition, the social media campaign will be focused on staying #SilveradoStrong.
Want to watch more ads that have come out early? Visit our official Super Bowl ads page and stay tuned for the Marketing Land #Hashtag Bowl live blog featuring Susan Beebe (@SusanBeebe) as one of our social media guest commentators on Sunday, February 2, 2014.