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Post 1 - Example of Your Brand Using an Influencer & Engagement Rate 

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Post 1 - Example of Your Brand Using an Influencer & Engagement Rate 

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Post and example, from IG preferably, of your brand using an influencer. (If you can't find one for your brand within the last month or two, you can use another brand, but make it a recent post and don't post any duplicates from class.)

Do you feel this is a successful influencer and brand match?  Is the engagement rate based on followers good. A good rate on IG for follower engagement is generally between 1 and 5%

To calculate engagement rate of the post based on followers add comments + likes / followers x 100.

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Post 2. Example of Authentic Brand Content 

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Post 2. Example of Authentic Brand Content 

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Link to an example of your brand (or a brand) posting authentic content as I discussed in video 2. It can be about their CSR or in response to a crisis or issue where they are attempting to be transparent about or truthful. Briefly comment on how this fits the concept of authentic brand content discussed in video 2.

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Briefly Sum Up - Your brand's  authenticity on their dominant channel  - Overall thumbs up or down? 

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Briefly Sum Up - Your brand's  authenticity on their dominant channel  - Overall thumbs up or down? 

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Write a brief statement about how you think your brand/org is doing in terms of brand authenticity. (You can use what seems to be their most dominant social media channel with the most followers activity for purposes of this posting rather than all three.) You may have to scroll back in time for a few weeks on to see CSR content or other content that we might consider authentic. Overall, thumbs up or thumbs down? Are they addressing their customers concerns? Being transparent about issues Posting about corporate social responsibility programs? Employee programs? (Mention at least one source/point from the videos/Padlet presentation about brand authenticity.)

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Aha! From March 22nd this image was posted to the Disney+ IG in response to the Don't Say Gay bill signed in Florida that week. This post has a very high engagement rate of 3.4% with over 7000 comments and 175k likes. Last semester I took Dr. Reardon's corporate social responsibility course (would recommend) and I do think this would be authentic content by Disney+ in following through on their DEI initiatives, but the statement rings hollow.  The comments are almost entirely negative; Disney cannot catch a break from anyone on either side of this debate. The LGBTQ+ community says Disney doesn't do enough and religious and conservative commenters are just losing their minds over this statement. What is very difficult to nail down on the Disney+ social media accounts is a voice. The posts are usually promotional in nature, highlighting whatever show is streaming now and that's about it, there is very little interaction with followers or commenters each day.   So in regards to this statement, does it speak only for Disney+ and their employees or for the entire Disney Company?  This post seems to say the latter but the statement is explicitly clear that it comes from Disney+.  The commenters don't make a distinction and given the lack of a response from Disney+ to any of the comments it's hard to know for sure. In the end, this may very well be an authentic statement, but it misses the mark because there is no follow up dialog exchanged. It's just a blanket statement, and the next post is promoting Marvel's MoonKnight.

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Example of Brand Using an Influencer & Engagement Rate

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Example of Brand Using an Influencer & Engagement Rate

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Disney+ posted this image on 3/31 which was created by IG user and artist @sheisthisdesigns, apparently this is an image created by her in partnership with Disney+ for Women's History Month, but  Disney is currently getting heat for having an opinion on Florida's recently signed 'Don't Say Gay' bill, and conservatives are being (instigated) motived by their media to rage on Disney, hence the abnormal amount of anti-Disney comments which make no sense unless you understand the current manufactured controversy they're in reference to.  In terms of social media engagement, this post has a 0.39% engagement rate. 241 Comments, 18.9k likes, and 4.8million followers, quite poor, yet probably higher than it would have been if this was posted before the controversy started.  In terms of successful influencer / brand match I do think this is a good match, the illustration is unique and well done and it's a positive message being conveyed. It's also an incredible opportunity for this artist to have their work showcased by Disney in any capacity. It'll be a highlight in her career and the fact that Disney is actively looking for artists to highlight on social, and making these partnerships possible is a net positive for Disney Co, even if there is controversy at this moment in time.

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While completing the audit for this week, my brand/organization - the Philadelphia Phillies posted a series of photos showing their diverse employment for Women’s History Month (3/31) (pictured above and below). Although this post did not have much engagement, this is one of the most important posts that the Phillies have currently on their social media. This can be authentic because the Phillies are being truthful and honest about their employment and are showing that women are starting to work more in sports compared to many years ago when it would be mostly male-dominated.

This fits the concept of authentic brand content discussed through the organization/brand being open and honest about who they hire and that they stand by their values of treating everyone with fair opportunities (when applying for a job within the company or trying to move up in the company). This organization/brand is trying to be open about these things in order to show that they accept/hire anyone of all ages, experience background, education, gender, and more.

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Although these are only a few, I do believe the Phillies could have posted more employees.

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Examples of Brand Using an Influencer & Engagement Rate 

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Examples of Brand Using an Influencer & Engagement Rate 

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My brand is a little different in the sense that it is a celebrity owned brand so it has an influencer tied into it already. For this discussion I will talk about how they have been using Kylie's sister, Kendall Jenner for their current social media campaigns. Kylie Cosmetics is launching a collection that is a collaboration with Kendall so she has been seen all over their social media since they announced that the collection was coming. On average the normal everyday posts that don't show Kendall Jenner get about 50k likes and around 200 comments. The posts with Kendall appearing in them have a considerably larger amount more. For example the post I linked with Kendall in it has 319k likes and 499 comments, so you can see that the engagement is much higher when influencers and celebrities like Kendall are used on social media. The fact that Kylie Jenner is literally the face of Kylie Cosmetics gives the brand a huge boost among buyers and against competitors. The fact that she is a member of the Kardashian/Jenner family and has her sisters there to help promote and be apart of the brand gives Kylie Cosmetics an even bigger advantage because of that families influence.

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View this post on Instagram

A post shared by Kylie Cosmetics (@kyliecosmetics)

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Example of brand using an famous Soccer player influencer 

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Example of brand using an famous Soccer player influencer 

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This soccer player you see on the image , he is a biggest soccer player in the world and also he is big influencer for many people  that play soccer including me as well , he is name is Karim Benzema . He is a legend on this Real Madrid Organization because he won lot of trophies for the club and also his jersey selling is insane for the club. He has been working for this organization for a long time. Off the field he is a really good person , he always makes donations for the communities and also creates organizations for the kids that don't have a place to stay or something to eat. The most valuable thing about this organization Real Madrid is the build leadership. This post is on Instagram and the followers of this organization is 113m followers and the post has 554.5K , 1.1k comments.

Real Madrid present authenticity about their players. Karim Benzema and this organization always show their fans honesty. Unlike the rest of FIFA teams, they have always been transparent about money. Real Madrid is always open about where money goes and present this in their social media posts with the sponsors they work with and any donations they make. that is why, sponsors and companies always want to collaborate with them.

Real Madrid does a great job in presenting their authenticity. They know what they represent in soccer so lot of other organizations give them trust because of it. They want to make sure they are always going to the right direction each year so fans, sponsors and companies keep investing in them.

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View this post on Instagram

A post shared by Real Madrid C.F. (@realmadrid)

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In terms of brand authenticity, I think Disney+ has some work to do because each of the social media accounts have the same bio, same number of posts and very little interaction with people who comment on posts.  The majority of posts are what you would expect, promotional material for the various content coming to and/or premiering on Disney+, hashtags and callouts as needed to cover the basics of maximizing engagement.

The two posts I highlighted above are outliers in that they deviate from being purely promotional and have a CSR tint to them. It is debatable whether Disney+ posting a single statement about standing up for LGBTQ+ rights is CSR, I would argue it’s just greenwashing. I think the real issue comes down to the fact that Disney is a global mega conglomerate run by a corporate board & current CEO Bob (who?) Chapek. According to the Sprout social evolution of transparency report ‘CEOs have the unique power to bolster transparency efforts on social and bring out the best in others’, but the new CEO is Disney is a generic businessman, I had to Google who was the current CEO to write this since I only knew Bob Iger recently left the position. Chapek is new and took charge during the pandemic, but his voice and presence do not come through in the company’s communications on social media.

I also think that Disney is so large that responding to comments or concerns of individuals on social media can only have a negative outcome for the company. I’m guessing a policy must exist of not responding to comments. Disney already has a customer complaint / service apparatus and if the company responded to each negative comment on social media, then each response would be something generic like “we’re sorry to hear that please contact customer care to get this resolved” multiplied on 7000 comments.

In terms of promoting awareness around the company’s CSR initiatives, this could be done much better because Disney Co is very engaged with CSR, you can see here on their site https://impact.disney.com/ the numerous ways in which Disney is ahead of the curve when it comes to CSR for a company of its size, which may explain why the Disney+ social media accounts are limited in their ability to respond to comments or controversies.  Disney+ is just a single head of the hundreds of hydras that make up Disney Co., people complain on Disney+ because they cannot complain directly to Chapek.

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Statement from The Walt Disney Company on signing of Florida legislation:

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Statement from The Walt Disney Company on signing of Florida legislation: https://t.co/UVI7Ko3aKS

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Statement from The Walt Disney Company on signing of Florida legislation: pic.twitter.com/UVI7Ko3aKS
— The Walt Disney Company (@WaltDisneyCo) March 28, 2022

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Statement from The Walt Disney Company on signing of Florida legislation: https://t.co/UVI7Ko3aKS

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Statement from The Walt Disney Company on signing of Florida legislation: https://t.co/UVI7Ko3aKS

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Statement from The Walt Disney Company on signing of Florida legislation:

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I had a hard time finding any influencer posts with my brand, Ben & Jerry's, so I switched to look at Athleta for this (I know they do influencer work, as some influencers I follow promote them from time to time). The first influencer post on Athleta's Instagram account was from two days ago and it featured Mariah Bell, an Olympic figure skater, who has around 116k followers. The engagement rate for this post was about .89%, which is just under the range of what is considered to be a good engagement rate.

Personally, I think Mariah makes sense as an influencer for Athleta, as she is a professional athlete and Athleta is - at it's core - an exercise clothing brand. I would think many of their consumers would feel inspired by an Olympian and would like to see an Olympian doing a workout in Athleta gear. I do not really find the post to be particularly engaging, especially as it does not encourage the consumer to engage with the post or with Mariah in any way. Despite it not being engaging, I do find the post do be authentic in terms of Mariah sharing why it's important to mix up your workout routine and the type of workout that is she is doing in the post.

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The brand that immediately came to mind when thinking about brand authenticity within content was Patagonia. This is a brand that really takes the planet into consideration always thinking about the crisis’ that surround it. They  post meaningful content addressing environment issues, ways to help and what they do to help.

About Patagonia:

Patagonia is a popular American clothing brand that sells environmentally friendly outdoor gear and apparel. The brand recognizes that all life on the planet is endangered, so they use their resources like their business and voice to make a difference. Patagonia’s mission statement has informed everything the company does and is committed to as they state that they are “building the best product, causing no unnecessary harm, using business to inspire and implement solutions to the environmental crisis.” Patagonia fulfills its mission and instills a sense of authenticity in its daily endeavors on and off line. This authentic content has helped Patagonia build a loyal customers and followers which translates to their success.

Authenticity Through Content:

Patagonia is a brand that sticks by its beliefs and integrates its marketing and content efforts with its values. Patagonia proves to be a genuine brand through their content on social media, especially on Instagram. Within their Instagram, Patagonia posts a lot about how their gear and apparel are built to preserve the earth and still provide great quality. They also post content pertaining to national parks and lands that need to protected which doesn’t have anything to do with their products, but they’re mission to help the planet. Lastly, they use their platform to promote other companies and brands that have similar values as them.

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https://www.instagram.com/p/CbvYXM1s_p4/

In this post Patagonia elaborates on how they build durable products and use raw materials that cause less environmental harm to the Earth. Specially in this post, they give a bit of history into climbing gear and how it damages the rocks and how they fixed that issue in their product.

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https://www.instagram.com/p/CbaevMwuIxT/

In this post Patagonia expresses the need to actively campaign for environmental causes like preserving America’s national parks. They tag the campaign #VjosaNationalParkNow and tell their followers how to take action. This again is aligns with theirs values of helping and protetcing the planet and lands.

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NoBull posts pictures of their "Community" athletes, influencers, repping their brand frequently. 

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This is an example of my brand, NOBULL, utilizing influencer marketing. This post is the second to appear on the "Community" highlight on NOBULL's instagram page. This influencers name is Ashley Mitchell. Ashley is a wellness coach and advocate. After reviewing her profile, it is clear that she is a great fit for the NOBULL brand. The quote NOBULL posted from Ashley as the caption to this post is evidence of her being an athlete focused on showing up, being courageous, resilient, and relentless. I really enjoy this post mostly because of her authentic smile and this particular influencers own personal brand. Her @ is blackgirlmagicmama, which is fun and authentic, and once you see her page you can feel the trueness of it all. Using the quote form Ashley that NOBULL did really enforces the values of the brand and how their influencers (at least Ashley) are in tune with NOBULL's brand. I think the post was right up no bulls alley for the tone they try to convey throughout their media platforms. One that is real, authentic, and pretty much unwavering. Just like their sponsored athletes and influencers!
NOBULL included a call to action "What is your #IAMNOBULL story?".  As far as engagement goes - the post and CTA elicited only 21 comments. They were all encouraging and positive comments. The engagement rate of the post based on followers { (21+3,846)/(2.1M) x 100 } is 1%. Therefore, on this post NOBULLS engagement rate based on followers is pretty average.

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Example of a brand Using a well known Athlete

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Example of a brand Using a well known Athlete

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Audible is a brand i see all over my youtube ads. Weather it is a youtube family promoting the app or well known basketball player like Blake Griffin. He has 3.8 million followers on instagram while audible only has 999k. They used an expierment of griffin to make fans go listen to it exclusivley on audible. This forces them to have to download the app to learn more. This is one of the most engaged post on the instagram. After my research on the engagment rate for this post it was 6%. I think this is due the the small follow account the instagram has.

Personally, I do think Blake griffin was a good choice. He is a well known basketball player but isnt one of the big ones like Lebron James or Steph Curry. Audible is very under the radar so they picked an athlete that is too. Meaning he would bring them just the right amount of publicity. I did find this post engaging because i wanted to find out how they studied him while he was sleeping and what his sleep patterns more. Therefore, i would have to download the app and listen to it. It was a great move to make the post interactive.

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A post shared by Audible (@audible)

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Audible offers stories of all kinds. It shows its authenticity by telling deep stories about famous influencial people from the past. They have stories that talk about hard subjects and ones that make us have different perspectives on life. They bring every community together to share their experiences. It gives you a chance to connect and understand what the certian stories are telling you and teaches others about probelms that should be talked about.

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View this post on Instagram

A post shared by Audible (@audible)

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Here's another example of NOBULL using influencer marketing to further define and promote their brands. Just like the previous influencer used on one of these posts, this influencer expresses values that are in line with the  NOBULL brand. The athlete pictured is a great fit for the NOBULL brand as she expresses overcoming challenges, not having short cuts to take, and Sydney Peterson is another example of a resilient influencer that NOBULL has selected to advertise on their Instagram.
I do like this post. I think that NOBULL aims to motivate their communities by sharing stories like this one. These stories help develop an idea around what makes up NOBULL and their community of athletes. This post shared the CTA that my previous post had. They both asked "What's your #IAMNOBULL story?" as well as tagging them in a chance to be featured. This post feels very honest. There is the aspect of education and representation and diversity between both of these posts and I personally really enjoy that from NOBULL. The comments on this post are also very positive, uplifting, and there were some very thoughtful ones.
The engagement rate of the post based on current followers is also average.

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The reason I chose TikTok for this brand is because this is the platform they engage with the most next to FaceBook but they didn't have any recent posts with influencers in the given time frame.
This is an example of my brand Duolingo using an influencer in order to show case the use of various idioms in other languages. They had a small series of various videos on TikTok show casing different influencers highlighting different aspects of their languages. In this case, they had Kane Taylor, an influencer who specializes in various languages and his bio states that he makes educational comedy.
Kane is a good fit to market for this brand given that Duolingo is a language learning brand and on TikTok especially where they seem to have their largest following across their platforms and can reach the most people.
Personally I liked the post, on TikTok they tend to be more goofy and really utilize their owl mascot and this is a pleasant break from it. Idiom are probably one of the most difficult things to understand when learning a new language because if it's not something you grow up hearing, you're not likely to understand it later on. So it nice to see it shown to a wider audience and provided an interesting English comparison!
When calculating the engagement there were 523 comments, 21.2k likes and in regards to followers they have 3.6 million, when doing the math {(523+21.2k)/(3.6M)x100} it is 0.6 or 6%. Based on the averages given I'm going to assume that is good, but feel free to correct me.

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@thekanetaylor is teaching us a #Dutch idiom and its pretty bananas! 🙈 🇳🇱 #LearnOnTikTok #Duolingo #LanguageLearning

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@duolingo
@thekanetaylor is teaching us a #Dutch idiom and its pretty bananas! 🙈 🇳🇱 #LearnOnTikTok #Duolingo #LanguageLearning
♬ original sound - Duolingo

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Duolingo is a language learning app that has recently more become known for its goofy posts with its goofy owl mascot but it's taken a break from the usual memes to address a serious issue in the world and try and use its platform for some good. Ukrainian isn't a commonly spoken language outside of it's country, even by its neighbors, so its promoting essential phrases for those assisting or taking in refuges in order to make sure they are being taken care of properly. https://blog.duolingo.com/ukrainian-phrases-english-translation/?111 in this link they have a link to their phrase book along with instructions on how to use it, how to find your language and the correct translation for a long with a pronunciation guide.
Facebook isn't their most dominant social media platform but it's where they try and appear to be the most professional. If they tried to post this on their most popular platform (TikTok) there is actually a higher chance of it getting suppressed or removed despite the larger audience reach.
It's interesting to look into as in terms of brand authenticity, they don't do a lot but with posts like this it's trying to have a positive impact. While I like the goofy owl memes I would like to see more like this post and possible other posts relating to how well or not well Duolingo is helping people learn languages.

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Moving back to my brand - Ben & Jerry's - in terms of authentic content. This is something that I think Ben & Jerry's does really well, and is honestly the main reason that I follow them on Instagram (which makes sense after watching the video for this week and learning that Millennials really value authentic content in brands/people they follow).

Ben & Jerry's does not shy away from posts that are political in nature, and tend to be upfront about where they stand with important political issues. Just yesterday, they posted about Ketanji Jackson Brown's confirmation to the Supreme Court (!), but the post I want to focus on is from 3 weeks ago regarding the anti-LGBTQ legislation that has recently come out of Florida. In this post they take a clear stand against this legislation and have a call to action for consumers to check out the link in their bio for more information. The link related to this post takes users to a portion of Ben & Jerry's website with a whole webpage dedicated to what you need to know about this issue.

I think that this is very authentic content for Ben & Jerry's, and is the type of post that their consumers (or people like me who just follow along and rarely purchase the products) have come to expect from the brand!

I think, on the whole, Ben & Jerry's does well with making authentic posts about their brand and really focus on what people can do about some of the big political (and not so political) issues of today. As I previously stated, they don't shy away from things and post about things related to CSR regularly.

A few issues that I would ding Ben & Jerry's on in terms of authenticity are not responding to concerns of consumers and currently shying away from one big issue of today - Russia's invasion of Ukraine (despite that fact that on nearly every post at least one or two people comment on this specific issue). I have yet to really see them respond honestly to consumers about their concerns. It seems as though Ben & Jerry's really does not engage with their consumers and/or followers on social media, which I was surprised about, given their very specific online personality. The other thing they don't seem to share about is specific employee programs, company policies, company practices, etc - at least not from what I've seen so far on social media.

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Nicola Coughlan is an Irish actress who stars in many roles but most recently, is the well known actress who plays Penelope in Netflix's series, Bridgerton. I personally really like Nicola from her other acting roles and she's overall very well liked as an influencer and celebrity. She kept her caption short and simple because as with Instagram you let the photo do the talking, so all she noted was that #Bridgerton Season Two is now on @Netflix. So you can see she used a popular hashtag to cast a wider audience while also tagging Netflix so that they could re-share her post. It might not be SUPER engaging but it did the job to get the news out about a new season with just the right amount of information and tagging. After calculating the engagement rate of this post, she received a 6.6% engagement rate which is a little higher than average engagement rate. I think this is definitely due to her large following on Instagram (1.7 million followers)

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A post shared by Nicola Coughlan (@nicolacoughlan)

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I couldn't find this on Netflix's Instagram and the Facebook link wasn't working so I took a screenshot of one of my favorite authentic posts from Netflix. I know it's from October, but it really resonated with me for a few reasons. One, to some of the point made within professor Magee's video it shows us a transparent side of their brand and business. I found it really endearing that they're not ashamed of their humble beginnings and in fact have turned it into an inspirational quote. Although Netflix does not comment about world issues, they do so creatively. They have started this "Billboard Series" which is the screenshot above and every few weeks they publish photos like these with witty or trending sayings. I thought it was interesting that one of their billboard posts said "trust science" and this was at the time when the pandemic was raging but they connected it to the Netflix movie "Don't Look Up." So they were able to add something in subliminally and I like that about them. To me, a brand shouldn't always comment on what's trending in industries especially if you're a brand similar to Netflix which is a streaming service. It could potentially ruin their following and they could lose customers if they started to post more frequently about world issues. I also didn't appreciate brands doing this overnight activist messaging after George Floyd's murder. Many of these brands never supported or committed to equity, diversity, and inclusion in the first place but when that happened all I saw were the PR people of that brand coming forth with a statement. Maybe some people wanted to see that from brands but I would rather brands take action instead of just talking about it. Then I would want to see that brand talk about the action they took and the success it had within DEI efforts. So that's just one example of how I feel certain social justice issues could be handled. And my point related to exactly what professor Magee stated in the video that while people want to know where brands stand within DEI, I don't want it to be just "lip service." I want them to emanate an inclusive brand. So while Netflix remains mostly out of the political, social justice realm, I think it's for good reason.

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I used lululemon for this influencer post. The influencer is a tennis player and is part of the women's tennis association. She has 325k followers and lululemon has 4m followers. The post has 7.3k likes and that would be (if my math is correct), it would be .185% engagement. Although they have 4m, the post did not reach many people.

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I honestly could not find anything on Kylie Cosmetics' socials about authenticity so I am using something I saw on social media during March Madness. This happens to tie in both the brand using an influencer and the brand/influencer being authentic. The brand Chegg recently partnered with Paige Bueckers, an NCAA college basketball player at UConn, after NIL was passed and approved for athletes. Bueckers has been growing in popularity and fame since high school and is only continuing to grow as a sophomore. She is one of the athletes expected to be able to make the most money off of NIL, but she has been using her platform and her following to bring light to social issues and give back to her community. Her partnership with Chegg was used to feed over 6,000 meals to families in need while she was in her hometown of Minneapolis Minnesota for the Final Four. I thought this was really interesting because instead of trying to make as much money as she can, which would be a lot because of her basketball success and her following, she has made it clear she will only work with brands that share her values. The whole partnership with Bueckers and Chegg is to draw attention and help the issue of food insecurity among college students. They are now working towards opening grocery store rescue hubs on college campuses and for children in need. This partnership and campaign show not only how brands can use influencers to show their authenticity, but also shows Chegg's and Bueckers dedication to bringing change to social issues.

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A post shared by @chegg

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The NOBULL team gathers all together for the first time in the new Boston Headquarters. 

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Here is an example of authentic non-influencer content NOBULL shared with their Instagram audience late March. Overall, I find that this post is authentic. It feels a lot like the voice of NOBULL that remains so consistent through all of their media platforms. I think there is a perfect amount of sentiment in this caption while acknowledging  their teams accomplishments. While this is not posting about customer concerns it is being transparent about cultural aspects of the company. Through this employee appreciation the company is somewhat introducing them and their faces to the new headquarter location in Boston. I think this post applies specifically because of this journal which discusses how CSR initiative generate positive word-of -mouth. When consumers believe, or have examined, that a company is true to their core values of teamwork and community, positive word-of-mouth is driven. There was an @ tagges, behindthehorns, that actually is a whole page dedicated to employee programs and initiatives. This post is only a sneak peak!