You are currently browsing the category archive for the ‘Social Media’ category.

Retailers are constantly working to stay ahead of the social marketing curve. Whether they’re using Facebook, Twitter, Pinterest, or Instagram (to name a few), they are thinking of new ways for their products to get in front of a large audience. Better yet? To get in front of a large audience at minimal cost.

Over the years, Facebook has proven to be a productive way of referring customers to your website.

The formula: Interesting Images + Engaging content + Links = Increased Web Traffic

However, there is a limitation to what Facebook provides. Once the platform introduced the People Talking About This metric (PTAT), it shortly became no secret that when a brand page posts something, only a small percentage of its fans will see the post. You are required to solicit engagement from your fans, or actually pay money, to reach a more reasonable percentage of your followers.

Oh, bah humbug!

But, wait! That’s the beauty behind Pinterest. It’s a visually stimulating and free website that allows you to promote your products to thousands of people. Not to mention, that people who are using it are searching for ways to be inspired.

love-pinterest

Don’t believe me? A recent research study conducted by BloomReach showed that Pinterest traffic spent 60% more than traffic coming from Facebook and converted to a sale 22% more than Facebook.

We recently put the numbers to the test for one of our retail clients by working with a popular fashion blogger. She simply took a picture of a cute monogrammed tumbler, posted it to her social channels, and allowed us to also use the image for promotional purposes.

Screen Shot 2013-07-02 at 11.40.11 AM

The key to success was not that we simply used Pinterest – but that we partnered with an influential women in the blogging/Pinterest space. Through this partnership, we were able to reach people who were our client’s target customers, but may have never heard of our client’s brand.

Here are some top line results from the Pinterest/Blogger partnership:

  • The image was repinned 1,100 times in a two week period
  • Referral traffic accounted for 50% of total website traffic
  • In a 30 day period, 49,940 website visits came from Pinterest
  • The product pictured above received 65,633 page views in that same 30 day period
  • The client received the highest monthly website traffic in the store’s history

Wow! Those results obviously made for a very happy client.

Curious at how Facebook compared to the Pinterest giant? Through posting the same exact image on our client’s Facebook account, we were able to garner just over 1,000 website visits. Hm, seems pretty obvious to me that Pinterest won this battle.

Game. Set. Match.

Advertisements

First there was Vine, and now videos on Instagram. Video is the direction social media is heading in.  People use social media to tell stories—personal stories, celebrity stories, as well as brand stories. The option to be able to use a fifteen second clip to animate a story, brings the story to life and gives it an element that didn’t exist with a photo alone.

How is this different from Vine, other than the video length? Instagram filters, which held much of the platform’s appeal, can be incorporated into your video. The new feature gives you thirteen filters to choose from, as well as cover image options to use when your video is not playing, to keep your Instagram content beautiful and personalized.

Consider some of these options as a marketer when utilizing Vine as part of your content strategy:

Showcase and/or demo products

Video is great way to showcase something about your product that a consumer wouldn’t know by looking at a picture. Think technology. You can showcase a lot more about a complicated gadget with video than you can with just pictures.

Give zealots a behind the scenes look

Show them your office! What goes on behind the scenes? Your most passionate followers want to know everything about your brand. Videos are an interactive way to give them this inside look.

Showcase brand personality

Emotions are hard to convey in photos alone. Think about how easy is it to convey humor in a photo. Videos add an element that allows brands to show consumers who they are.

Encourage engagement

Think emotional advertising. If your products are vacation homes, what’s a more engaging message: a picture of the beach, or a family playing on that beach?

Instagram videos add a brand-new artistic appeal to what you are able to create on social media. Check out Instagram’s promotional video for the new feature to get a glimpse of the possibilities.

When you think of social media, who comes to mind? For me, I think of a young audience. Teens and Twenty somethings galore. And while that is correct (83% of people age 18-29 use social media) teens and twenty-somethings aren’t the only ones Facebooking. I found this interesting info-graphic on Mashable. Take a look:

Which-demographics-use-what-social-media

Recently, Pinterest announced its own Web Analytics tool for owners of verified Pinterest pages.

“Bloggers, businesses, and organizations often ask us, ‘what are people pinning from my websites?’ These website owners help create the content on Pinterest and we wanted to help them understand which pieces of content people find most interesting,” says Pinterest. “[This is] a first step towards doing just that. Web Analytics gives site owners insights into how people are interacting with pins that originate from their websites.”

Pinterest Analytics

Prior to this, Pinterest page owners relied on third-party apps for measurement data.

For those who have a verified website, you will now have access to:

  • How many people have pinned from your site
  • How many people have seen these pins
  • How many people visited your site from Pinterest
  • Most repinned pins
  • Most clicked pins
  • Most recent pins

To get started, just follow these steps:

1. Get early access to Pinterest’s new look.

2. Make sure you have a verified website. If you have a website listed on your profile with a check mark next to it, you’re verified. If not, follow these steps to verify.

3. Once your website is verified, go to the top right menu and click on Analytics.

4. Start exploring! Change your date range to see how things have changed over time or download your analytics to sort through the data on your own time.

Like many of us, when I open up Facebook each morning I’ve made it a habit to check my friends’ birthdays and give them a standard shoutout. But last week when I went to wish one of my friends a splendid birthday, I saw something new:

Screen Shot 2013-02-15 at 3.48.14 PM

Send her a Starbucks birthday present? Hm.

So I clicked.

Screen Shot 2013-02-15 at 3.49.38 PM

What a brilliant idea. Gone are the days of paying $1 to gift your friend a worthless Facebook image of a cupcake. Now you can easily buy them a real gift that’s delivered real time. Because let’s face it – we don’t know it’s anyone’s birthday until we see it on Facebook anyway.

Facebook didn’t stop there. What was yesterday? Valentine’s Day. What was at the top of my news feed? The option to buy a gift.

Screen Shot 2013-02-15 at 3.54.04 PM

The gifts were sweet, fun, and funny. And incredibly affordable.

Screen Shot 2013-02-15 at 3.55.40 PM

While I do think Facebook missed an opportunity for waiting until the day-of the holiday to place the “Choose a Gift” option on the site, it’s quite fun. Have any of you received a Facebook Gift yet? How’d it go?

I’m always on the look-out for smart brands. Brands that bring something new to the table or brands that do an amazing job engaging their Zealots. When I first stumbled upon Warby Parker I knew they were someone to take note of.

What’s Warby Parker?
HTOWP is a vintage-inspired eyeglass company based in New York City, known for their online sales program. While selling eyeglasses online doesn’t seem like the smartest business model, WP has thought it through. As a potential costumer, you simply pick out 5 of your favorite frames and WP ships them to your home for free. Your instructions? Wear one pair each day so the people who see you the most can give you feedback. Then, pack all 5 frames in the box and mail them back – shipping covered by WP. If you found a pair you like, simply order that frame with your prescription and the glasses will be custom-made for you. Sounds like a pretty pricey product, right? Not at all. Each complete pair of glasses costs $95. Plus, for each pair purchased, one is donated to someone in-need. Talk about making your customers feel good!

Get Social
Warby Parker has a strong social presence – both on and offline. When WP sends your Home Try-On kit, you’re encouraged to share pictures on the Warby Parker Eyewear Facebook Page. So not only can you to get feedback from your friends, but you can get feedback from the WP community as well.

Screen Shot 2013-01-30 at 2.31.54 PM
For those of you addicted to 140 characters, give WP a Tweet. Even with an average of 3592 Tweets to @WarbyParker each week, they do an amazing job of interacting with their followers. Here’s my friend’s interaction with WP. In fact, it was her posting on Twitter/Facebook that first introduced me to the company. See? Engaging your Zealots truly pays off.

Screen Shot 2013-01-30 at 2.59.15 PM

WP has also thought about their more traditional customers, making their frames available in 12 showrooms across the US as well as on the traveling Warby Parker Class Trip. Visiting 9 cities over six months, this school bus full of frames is touring the US, with members of the WP team posting pictures of their journey along the way. Simply put, this campaign it’s buzz-worthy and fun.

Screen Shot 2013-01-30 at 2.46.59 PM
After all this research about Warby Parker, I think it’s about time to get a new pair of glasses. Stay tuned.

Let’s be honest with one another – Facebook has never been known for its search capabilities. With such poor results, it’s inevitable that marketers have questioned if social media advertising is truly the best option, especially when it comes to ROI.

On average, Google reaches 90 percent of Internet users, while Facebook only reaches 51 percent. On top of that, Google has an average of 0.4 percent click through rate, Facebook only .051 percent.

However, advertisers need to fret no more!

Facebook has announced Graph Search, which Mark Zuckerberg has claimed will be “a great leap forward for search.” Hoping to overtake Google, LinkedIn and Match.com, users will soon be able to ask Facebook for their friends’ preferences before making decisions on restaurants, vacations, career choices, and maybe even life partners.

Some analysts are saying that Graph Search has the potential to close the gap between Google and Facebook by creating a feedback loop between advertisers and Facebook users. For example, if a business has the most “likes” it could ultimately be at the top of search results. With this being a criteria for higher search rankings, Facebook is hoping that advertisers seeking greater Graph Search results will purchase more ads.

Facebook has yet to release any advertising products that Graph Search will provide down the road, but what they are promising to its users is in-depth personalization and an ability to solve questions to answers that you would not expect the internet to solve for you.

So if you asked me, I would simply tell you that the ability to accurately microtarget in an advertising campaign could possibly result in some of the greatest opportunities companies have ever seen. Good move, Facebook. Let’s see what you do with this brilliant platform.

Recent blog from Harvard Business Review expounded the virtues of CEOs using social media. They cited several facts, some of which don’t exactly make the case.  For instance, LinkedIn was the most used medium (26% of CEOs surveyed), however only 4% use Twitter.  Another study predicts CEO use of social media will rise from 16% to 57% in the next 5 years.

Old+School+RocksBeyond “keeping up with the Jones,” here’s a take on why involvement in social media makes sense for CEOs.  Now. Two “old school” reasons:  building trust and gaining insights.

First, social media is about accountability if nothing else. Where does “the buck stop” in a company?  With the CEO of course.  Companies that engage in social media are 82% more likely to be trusted.  Want to be trusted?  Want to convey authenticity?  Play in social media.

And, CEOs love insights … into their customers, how their products are perceived and “what could be.”  Social media, unlike any other media, offers the opportunity for spontaneous research.  Without the recruitment, the staging or the pretense.  Most importantly, the CEO that engages in such forums, not only gains a new appreciation about his customers’ perceptions, he will gain brownie points in terms of referral.  How likely will a customer tweet or post an online discussion they have with the company’s CEO?  How will their followers view the company?

As CEOs discover that social media offers traditional tasks they personally value, more will jump on the bandwagon.

Many of us have been there. Inspired by the “holiday giving” spirit we often wish we could give back to the community or a nonprofit organization. However, with the strains of traveling and buying presents for friends/family, it is easy to feel the financial strains of the holidays. As a result, many of us find ourselves unable to stretch our pocketbook and make a donation.

Problem solved! This year, we came up with an idea. To show each and every one of our clients just how thankful we are for them, we have decided to give back. Today through December 31, 2012, for each “Like” Guest Relations Marketing receives on Facebook, we will donate $1 to our non-profit clients. Up to $10,000.

So, all you have to do is give us a like and help spread the word by sharing with your network.

Remember: 10,000 Likes = $10,000 donation!

We made a quick video. Check it out:

 

We wish you a happy Thanksgiving and joyous holiday season.

Swoozie’s brand colors are pink and orange, but during the month of October they are all pink in support of Breast Cancer Awareness Month. This month, the brand offers its customers the option to purchase a PinkPASS – all proceeds benefiting the Breast Cancer Research Foundation – which also allows the customer to receive 20% off all purchases through the end of the month.

To further help spread awareness for the cause, and to further engage with their core target market in the online community, Swoozie’s hosted a #PINKPASS Twitter chat on October 23rd. The chat included special guest @brokesocialite who recently lost her mother due to a battle with this terrible disease.

The chat lasted one hour and Swoozie’s received participation from strangers, customers, and blogger-friends alike. We hosted the chat in the evening, meeting our core demographic during a time they were generally able to be online and connected. The conversation was heartfelt and authentic, engaging passionate supporters for the cause, while still having a little light-hearted fun with questions like “What is your favorite shade of pink” in the mix.

Through our work with client Swoozie’s, we have created deep-rooted blogger relationships and this paid off as so many of them willingly joined in the conversation and spread the hashtag virally among the online community. What is true in real-life is true online as well; it’s all about the relationships you build and the people you meet along the way. We were thankful to have this group of Zealots to further the engagement for this special online conversation.

In all ….

306 #PINKPASS mentions.
More than 1M impressions.
More than 121K followers reached.

While the chat garnered impressive numbers, the most noteworthy moment of the night was listening to the inspiring story of Kelly Spalding, who lost her mother to breast cancer and is newly diagnosed, herself. We’re proud to support Swoozie’s – and women like Kelly – this October.

Follow us on Twitter

Error: Twitter did not respond. Please wait a few minutes and refresh this page.

Archives

Advertisements