Diary Format

1. James Southwood

This is Fusion Internship 2015

Monday June 1
st
2015

 Orientation
 Briefing on various Summer Projects e.g.: Long Term – Anhauser Busch
(Budweiser, Bud Light etc.), Short term- Campari America- wild turkey
whiskey.
 Will be developing an online research program to aid Fusion in terms of
acquiring insights etc.
 Fusion Marketing partners with IMG Live
 Main focus being experiential retail marketing
 Introduced to Iconoculture: online consumer research mechanism

Tuesday June 2
nd
2015

 Began working on Campari America brand, Cabo Wabo Tequila. Researching
ways in which to alter brand perception in terms of an online campaign. “
Legends in the Making campaign”
 Sat through a webinar: an hour-long presentation on current trends by
Iconoculture.
 Report back on Cabo Wabo Tequila insights into online “ Legends in the
making” campaign.

Wednesday June 3
rd 2015

 Orientation briefing
 Cabo Wabo Tequila request- research insights Kingsford charcoal “grilling
campaign”
 Analyze and provide report


Thursday June 4
th 2015

 Cabo Wabo Tequila: Extensive research on Kingsford charcoal’s online
campaign for ‘Grilling Season’. Research and analyze and report back on core
communication strategies, tone of the campaign, social/digital platforms that
could be borrowed/avoided in the Cabo Wabo online campaign.
 Report

2. Friday June 5
th
2015

 Cabo Wabo Tequila: Research on Kingsford charcoal’s Grilling season
campaign. Researching the links between all social media platforms and how
they go about promoting their Grilling season campaign.


Monday June 8
th
2015

 Research on Millenials demographic- what makes them tick?
 Understanding the target market- What brands prospects are for this target
market

Tuesday June 9
th
2015

 Wild Turkey Bourbon- research why millennials will respond to the new
packaging? New packaging- personal identity. Need to Understand millenials
demographic. Authenticity, personal- what factors will attract the millenials?

Wednesday June 10th 2015

 Report back on Wild Turkey –Bourbon
 Brief on Purina –Pet Food
 Request for creation of emotional home- meeting to assign roles and begin
strategy.
 Research ideas for activation. How-where-why??
 Bring the brand to life via mobile movement/pop-up etc.

Thursday June 11
th
2015

 Iconoculture Webinar- Millennial men-
 Introduction of a new Rum Brand
 Brainstorming for Purina
 Research on pet/owner relationship
 Social Media report on the Bud Light #whateverUSA campaign
 Report on comparison between both #whateverUSA events using Crimson
Hexagon social media analytics tool


Friday June 12
th
2015

 Social Media Analytics tool.
 Shows differences between different social media trends
 Bud Light #whateverUSA- Twitter, Facebook, Instagram used

3.  Analyzing positive and negative social media trends leading up to the event
and 12 days after the event.
 What did they tweet about?
 Anything negative about the event? Etc.
 Present informative Graphs and report.

Monday June 15
th
2015
 PowerPoint presentation for Bud Light social media analytics
 Simplified PowerPoint into 4 core slides
 Using social analytics tool (crimson hexagon) to determine social media
trends

Tuesday June 16
th
2015

 Completion of Bud Light #whateverUSA PowerPoint presentation
 Report back
 Cardinals vs. Twins game

Wednesday June 17
th 2015

 Look into insights regarding human-pet interaction that we can use on
the Purina ‘Pet House’ campaign.

 What activities are constructive to put into the ‘pet house’ in terms of a
human-pet relationship.
 Look into previous pet related campaigns to similar ideas, insights.


Thursday June 18
th
2015

 Dive into relevant insights for the Purina ‘Pet House’ plan.
 What do they want to achieve?
 Purina: Building on the concept meeting

Friday June 19
th
2015

 Need to find activities from past dog related events
 Activities that will be fun for both owner and put and that emphasize
the human-pet relationship

Monday June 22
nd
2015

 Hand in report on Purina findings
 Begin looking into various Analytics platforms for the development of
Fusion’s in house analytics tool.

4.  Portland Marketing Analytics- Marketing analytics group that focuses
on experiential analytics and assistance with agencies.
 Report back on findings.

Tuesday June 23
rd
2015

 Budweiser festival: Buds and Burgers
 Find small, local businesses that can promote the Buds and Burgers
festival to reach 10 000 consumers
 No food, No alcohol
 Businesses have to have a popular social media presence across all
platforms

Wednesday June 24
th
2015

 Continue finding small, local businesses that can promote buds and
burgers
 Use Groupon to promote the event
 Make a Groupon offer for Budweiser
 Look at Living social promotions
 Begin formulating Fusions analytics toolkit

Thursday June 25
th
2015

 Researching various analytic toolkits that Fusion already has access to
 Iconoculture, Crimson Hexagon, Portland Marketing Analytics
 Tools that analyze social media trends and trends alike
 Research Qualitative and quantitative data

Friday June 26
th
2015

 Continue research on various analytics toolkits
 Dive in deeper and define questions that can be answered as well as
strategic implications being applied.
 Iconoculture training 10.am
 Teleconference showing me different facets of Iconoculture
 Social analytics tool

5. Monday June 29
th
2015

 Report Back on Social Analytics tool findings
 Research qualitative analytics toolkits that have been used by other
marketing agencies
 American marketing agency, Vision live, Edelman 8095,
 Report back on various online qualitative research toolkits
 Focus groups, surveys, mobile apps, in depth interviews, bulletin
boards, webinars.
 Find features that stand out that we can use in our in house research
toolkit.

Tuesday June 30
th
2015

 Further Research on Prospective online toolkits
 Formulate report and submit to Tyler
 Summer Internship project- Research various mobile applications and
traits that could apply to six flags

July

Wednesday July 1
st
2015

 Cabo Wabo Tequila discussion of Google Analytics
 Submit Report on Prospective analytics tools
 Marriot Regency Hotels brief
 Find events/locations that Millenials are attracted to
 Millenials put experiences before anything else
 Music festivals in North America

Thursday July 2
nd
2015

 Find stats on Millenials and music Festivals
 Why they are so attracted to Music Festivals
 Which Kinds? Rock, EDM, etc.

Friday July 3
rd
2015

 Day Off- Day of Independance

Monday July 6
th
2015

 Rodriguez live in Chicago

6. Tuesday July 7
th
2015

 Cardinals vs Chicago cubs Baseball game

Wednesday July 8
th
2015

 Budweiser: Buds and Burgers campaign
 Monitor ‘Taste makers’ on social media and report back
 Tastemakers are small, local businesses that Budweiser have included
to attract that specific demographic.
 Create insights in the relationship that McDonalds has with Nascar.
Coca cola would like to introduce a Nascar driver on the Mcdonalds
cups in house. What impact would that have on consumers?
 Create Report on Nascar Impact
 Report on the popularity of Mobile Browsing compared to desktop
browsing. Show historical trend change and find information on why
it is so popular. Stats to define.

Thursday July 9
th
2015

 Malibu Beach House: Create a social report using Crimson Hexagon on then
three Malibu Beach house events that recently took place
 Compile slide with relevant charts, tables, stats, etc.
 Meeting with CoolFire Studios. They are involved with above the line
production with brands such as Build a bear (Bearville). Discussed ways in
which Fusion could use them as a means to better their Youtube content etc.

Friday July 10
th
2015

 Report on Malibu: Best Summer Ever
 Social Analytics using Crimson Hexagon
 Research various Experiential marketing analytics platforms
 How can we measure Experiential marketing??
Monday July 13
th
2015

 Cabo Wabo tequila monthly social media report
 Compile report on Facebook activation
 PPT report using excel files with information of Facebook activity
 Most popular posts and how they effected engagement

Tuesday July 14
th
2015

 Cabo Wabo Social Report.
 Analytics on Twitter and Instagram pages
 Summer Intern Project: Review

7. Wednesday July 15
th
2015

 Continue with social analytics for Cabo Wabo 2015
 Twitter and Instagram pages
 Begin the social influencers section
 Analyze Cabo Wabo content across all media channels
 Twitter, FB, Instagram, Youtube.
 Tabulate all content in excel including total impressions and summary

Thursday July 16
th
2015

 Continue report on Cabo Wabo tequila
 Analyze social influencers and their impact (BBQ Experts)
 Address all forms of social media
 File report in PPT

Friday July 17
th
2015

 Finish report on Cabo Wabo Influencers
 Use Crimson Hexagon- a social analytics tool to determine the
comparison between 2014 and 2015
 Create PPT slides

Monday July 20
th
2015

 Create PowerPoint template for summer internship project on six
flags
 Work on social analytics project
 Brief on IMG Live Ryder cup brief

Tuesday July 21
st
2015

 Buds and Burgers social analytics review
 Using Crimson Hexagon, determine the sentiment, total volume, top
influencers, top topics etc. of the buds and burgers campaign
excluding the final event.
 Execute for St Louis event- Evaluate final festival in terms of social
media content and construct PPT presentation.

Wednesday July 22
nd
2015

 Submit PPT presentation for Budweiser final festival
 Find demographics on smoking brand-who do they target market

8. Thursday July 23
rd
2015

 Continue with research on smoking brand Swedish Match; - do
research on specific target market. Find out who they are targeting
and how we can enforce that.

Friday July 24
th
2015

 Continue exploring demographic for Swedish Match- using social
analytics tools, audience analysis tools, and Facebook audience
analysis.
 Report

Monday July 27
th
2015

 Summer intern project- go over slides and prepare speech for
tomorrow.

Tuesday July 28
th
2015

 Run through Summer Intern Project: Prepare speech and run through
PPT in preparation for presentation
 Presentation to Fusion Board: Six Flags

Wednesday July 29
th
2015

 Brief on AFA (American Fence Association)- fusion built and maintain
website
 Look at ways in which we can increase (SEO) – Search Engine
Optimization
 Research different tools that can provide this
 MOZ.COM set up an acc. and retrieve info on ways in which we can
improve SEO
 Use FOLLOWONK.COM to analyze twitter followers for Cabo Wabo.
Find out which are the most influential users with the most followers.

Thursday July 30
th
2015

 Create Youtube Playlist for Cabo Wabo Tequila Brand
 Research WARC- Research and Insights toolkit- similar to Icooculture-
providing case studies etc. as well as current trends etc.

9. Friday July 31
st
2015

 Conference call with WARC- Discuss how fusion could potentially use WARC
in house for employees.
 Report on Woorank – complete all website analytics via Woorank on all of
Fusion’s brands. Use as a means to benefit their social media and SEO- search
engine optimization.
 Use colour schemes, headers and footers etc. in report.


August

Monday August 3
rd
2015

 Complete report for Fusion Brands via WooRank
 Malibu, Wild Turkey, 10 Barrel, Cabo Wabo Tequila etc.

Tuesday August 4
th 2015

 Update Cabo Wabo Influencers page- monitor social media activity on each
influencers page
 Document activity and update file.
 Peter Cremer North America- research specific tank leasing companies to
introduce their tanks
 They want to lease out 1 000 000 gallon tanks to other companies

Wednesday August 5
th
2015

 Continue with Peter Cremer North America research- provide excel
spreadsheet.
 Search for possible publication areas- whether it be online or print
 List at least 10

Thursday August 6
th
2015

 Continue with Peter Cremer publication research
 Excel Spreadsheet
 Quotes- Call each client
 Ryder Cup- Research Soccer World Cup and the patriotism it carries in terms
of America
 Research viewer increase for the duration of the world cup- numbers on how
many people watch important games

10.  IMG live want to know as they want to base the Ryder Cup around the World
Cup event- interactive sporting venue where people can come watch all
sports outside of the Ryder Cup.

Friday August 7
th
2015

 Format Peter Cremer North America spreadsheet
 Include monthly visitors as well as circulation tabs


Monday August 10
th
2015

 Add additional information the Peter Cremer spreadsheet
 Include an online magazines page where by monthly visitors and circulation
are included.
 Include rates for online advertising as well as print.

Tuesday August 11
th
2015

 Using WARC- online research portal which provides case studies, interactive
client service etc.
 Research current trends in the craft beer industry- why are consumers
moving towards craft beer?
 What are there motives/
 Define demographics and purchasing power?
 What influences these consumers??

Wednesday August 12
th
2015

 Build consumer profile using WARC and Iconoculture
 What type of Millenial market are Baron Semedi targeting?
 What type of consumer will purchase Baron Semedi?
 Build profile on what kind of person they are and what brands they engage
with.

Thursday August 13
th
2015

 Flake out consumer profile by searching online
 Answering questions such as: what would the target market be interested in?
 What kind of car would they drive?
 What would you find in the liquor closet?
 Give us an indication of what the would be interested in so that we can
formulate a profile based on this consumer and define our target market

11. Friday August 14
th
2015

 Submit report for Baron Semedi
 ‘Clean up’ Analytics toolkit page for review on Tuesday
 Dig further into competitor market

Monday August 17
th
2015

 Look into competitors for Analytics toolkit
 What are other agencies using as research tools?
 How can we compare to these agencies?

Tuesday August 18
th
2015

 Continue to flake out consumer profile for up and coming Rum Brand
Baron Semedi
 Food trends?
 Digital trends?
 Website activity?

Wednesday August 19
th
2015