Posts Tagged ‘consumers’

Recommended Read: The Social Media Bible

July 5, 2012

I recently started reading The Social Media Bible, by Lon Safko. I highly recommend this book to everyone; it’s full of great insight and interesting facts. Below are a few quotes I felt were worth sharing!

“The next most-asked question at my keynotes are ‘Where’s the ROI in social media marketing?’ and ‘How much money should I be spending on social media marketing?; My answer is always, remove the term social media from those questions and ask them again ‘Where’s the ROI in marketing?’ and ‘How much should I be spending on marketing?'” 

“Social media is only a new set of tools, new technology that allows us to more efficiently connect and build relationships with our customers and prospects. It’s doing what the telephone, direct mail, print advertising, radio, television, and billboards did for us up until now. But social media is exponentially more effective.” 

“Social media marketing is all about listening first, understanding the conversation, and then speak last.”

“Whether it’s a social network like Facebook or LinkedIn, Twitter or blogging, it’s about participating in that conversation and being there with a relationship when your prospect is ready to buy.” 

“By building relationships through social media, you build a more lasting trusted relationship that will result in more sales, fewer returns, and greater word of mouth.”

“The reason for Twitter‘s success was best put by Mark Twain, when he said in the late nineteenth century, ‘I apologize for the length of my correspondence. Given more time, it would have been shorter.'” 

Kakul Srivastava, the general manager for Flickr, told me that there are three cell phones for every man, woman, and child on the planet. With that kind of technology penetration, you and your company needs to be participating.” 

“Anytime there is a tool that millions of people in one place at one time, all with common interests, are clamoring to use, you, as a businessperson, need to understand it and be a part of it.” 

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Facebook Coupons: The Key to Engagement

May 21, 2012

A recent study from a report by Wildfire Interactive looked at 10,000 random Facebook campaigns to see which got the highest response rates and earned media. The first thing the study revealed is the lack of correlation between the two; campaigns that got the most earned media did not get the highest response rates. 

If the purpose of your campaign is to increase engagement among fans, offering coupons is the way to go.

If you want fans to share the posts of your campaign, use “pick your favorite” queries, quizzes and trivia contests. 

The report touches on why some campaigns tend to be more sharable among fans. One reason could be questions allow the fan to discover more about his or her personality. Another reason could be the fan wants to show off among his or her friends: quizzes show the fan’s knowledge and “pick your favorites” allow the fan to share his or her opinions with others. 

This study shows broadly that coupons can increase engagement, while quizzes and contests can increase “shareability”. More specifically, this study shows that adding personality to campaigns and allowing fans to share his or her personality is the key to a successful Facebook campaign.

A full version of Wildfire’s report is available here

Successful Pinterest Campaign by Kotex

April 5, 2012

Kotex, a feminine health and hygiene company, created a low-cost, highly-successful Pinterest campaign. This campaign gave Kotex 2,000 interactions between women and their friends and almost 695,000 impressions. Extremely impressive!

Kotex searched through thousands of women’s Pinterest boards and found 50 women that engage in the social platform regularly and have active followers. Through looking at the 50 womens’ Pinterest boards, Kotex found their interests and inspirations. Knowing this about the women, Kotex created custom gift boxes, investing $50-$100 per box, for each woman and filled the box with items they thought would inspire them.

When the women received the box, almost all 50 of them did as Kotex had planned: the women posted and talked about it online. Kotex then asked the women to take part in the campaign by sharing their stories about the inspiring gifts they received.

This campaign produced thousands of online interactions and impressions and also presented Kotex as a creative and inspirational brand.

Launching a Social Media Contest

March 14, 2012

In the past, we have created fun Facebook contests for our clients that have successfully increased “likes” and page activity. Something as simple as giving away a gift card or a unique item will generate interest and activity on social media platforms. Mashable’s article on how to successfully launch a social media contest provides great tips and insight. Here are some tips that we have found helpful.

1. Know who the contest is targeting and why.

The first step of creating a contest is understanding your target audience and the objectives you want to come from the contest.

2. Make the contest rules simple.

Be sure that the entry process of the contest is easy to understand. Also, make sure the requirements of the contest are clearly explained and laid out.

3. Continuously communicate.

It is important to continuously communicate to your audience throughout the entire contest. Communication should target both prospective contestants and active participants. You should also communicate to your audience after the contest is over, such as announcing the winner and thanking them for participating.

4. Learn from your experience.

Once the contest has ended, take the time to learn what succeeded and what failed. Use this evaluation as an opportunity to improve your future contests.

These tips, along with experience, will help you start and improve contests for your brand and for your clients.

Employees…the heart of the brand.

November 9, 2010

Mary Beth West sent this Advertising Age article to me this morning, just as I hung up the phone with a client who so desperately needs to follow this advice! It is definitely worth the full read, but I’ll paste the wrap-up here:

5 Reasons to Engage Employees in Your Marketing Strategy

They’re consumers, too
Their opinions are already fully formed and ready for you to tap.

They’re on the frontlines
The product should always be the focus in marketing, but its delivery is crucial — and employees are charged with making that delivery. Investing in their knowledge will pay off.

If you sell the message to them, they’ll sell it for you
You have to convert your employees before you can expect to win over consumers. If successful, you’ll gain genuine, loyal ambassadors for your brand.

It humanizes your brand
Using employees rather than the CEO makes your message instantly less pitchy, and consumers are more likely to trust people they can relate to — people like them.

You might just get something
Remember, this isn’t just a ploy. Tapping your talent for their creative input could produce a sea of duds, but it is also likely yield some solid, workable concepts that fit your brand. (And that a winning idea came from the mailroom is a PR line in and of itself.)

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Let the (Online) Shopping Begin

December 1, 2009

Today is Cyber Monday- the day retailers cater to their online shoppers with special deals like free shipping and discounted items.

Have you done any online shopping? Have you taken advantage of any deals, and if so, where did you hear about them? We loved this Newsweek article about Cyber Monday and the growing influence of social media in online and traditional shopping. Enjoy!

Let the (Online) Shopping Begin

Black Friday is old news. This year, the real retail boom will arrive on Cyber Monday.  By Nancy Cook | Newsweek Web Exclusive

Nov 25, 2009

Forget Black Friday. The real bargains this year are showing up on Cyber Monday, the first work day following Thanksgiving when people return to their offices, ignore the tasks at hand, and begin to surf the Internet in earnest for this year’s holiday gifts. Roughly 45 percent of online retailers expect their holiday sales to increase this year by at least 15 percent compared with 2008, according to the industry group Shop.org. “People view the Internet as the place to save money and find the best prices through comparison shopping,” says Scott Silverman, Shop.org’s executive director.

Online sales may be the lone sweet spot for retailers in this otherwise dismal economy. With double-digit unemployment and a foreclosure crisis that just won’t quit, consumers are expected to spend even less this season. Overall, the National Retail Federation expects consumers to spend an average of $682.74 on holiday-related gear, food, and gifts, compared with an average of $705.01 in 2008.

While traditional retailers have had their ups and downs over the last decade, online sales have risen steadily since 1999. That’s when companies such as Amazon.com, Priceline, and eBay first rose to prominence, prompting NEWSWEEK to proclaim that these three businesses had set out to “change the way you shop.” Since then, the sector has grown from a $4.6 billion industry to a $31.5 billion industry. “The story of the last decade is that there has been consistent 20 percent growth,” says Ken Cassar, vice president of industry insights for the Nielsen Co., about online shopping.

That growth may have something to do with online retailers’ willingness and ability to pass on their reduced overhead costs in the form of discounts to consumers. Roughly nine out of 10 online businesses recently surveyed by Shop.org planned to offer some type of promotion for Cyber Monday in the form of one-day sales, free shipping, and “deal of the hour” sales. Roughly 57 percent plan to offer free shipping this year; Target started waiving shipping and handling fees on Nov. 1, a full two weeks before the promotion normally starts. This year, about 15 percent of all retailers will no longer require consumers to spend a certain amount of money to qualify for free shipping.

For their part, traditional retailers are increasingly making use of online social-networking sites like Twitter and Facebook to drive foot traffic and boost in-store sales. Staples and Toy “R” Us are letting followers know about special deals on a daily basis. Toys “R” Us sent its Facebook fans an announcement on Wednesday—a full two days before the “holiday”—that detailed its Black Friday specials. Other stores such as Best Buy, Gap, and American Eagle are using these sites to hand out coupons, much the way they once relied on grocery-store or newspaper circulars. “Social media stimulates sales and creates demand,” Silverman says. “It’s a great way to communicate with your customers.”

From the retailers’ perspective, the best part about online holiday shopping is that its success is not measured on a single day. The results from Black Friday are often used to forecast consumers’ moods about the entire holiday season or, worse, the first quarter of the following year. By comparison, online holiday shopping remains steady throughout the month of December, says Andrew Lipsman, director of industry analysis for ComScore, a research firm. If there is a peak with holiday online sales, it happens over an entire workweek, usually between Dec. 10 and 15, he says.

Even with this cheerleading over online sales, retail researchers acknowledge that e-commerce will never really usurp Black Friday. Online retail spending year-round—including spending on food, cars, and gas—still accounts for just 8 percent of retail sales overall, says Lipsman. “People like to get out into a store,” he says. “Black Friday is [still] a cultural phenomenon.”

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Bargain hunters tap social media for holiday deal tips

November 24, 2009

Bloomberg’s Gigi Stone reports on the use social media websites for exclusive member-only holiday shopping promotions.

And if you want to hear more from the Best Buy Twelpforce Carolers, check this out.

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