Archive | December, 2011

2012 Social Media Marketing Predictions

26 Dec

Here are three important trends to bank on in 2012:

Go Mobile:Mobile continues to be adopted heavily as a research and purchasing tool by savvy consumers, accounting for 14% of all Black Friday traffic by some reports. Marketers should view it as a core tenet of 2012 planning. Stay ahead of the curve in 2012 and interact with your on-the-go audience in fun and unique ways. Utilize check-ins, instant offers or coupons to engage your audience in real-time. Think about using QR codes, which are underused and often misunderstood; when used properly they can help drive consumer behavior and can be a great compliment to a promotion such as a sweepstakes. Go beyond the web and reach customers in person or through print ads that utilize QR codes to drive consumers to your website, social channels, or a dedicated microsite.

Go Cross-Platform: Cross-channel promotions are becoming more essential than ever, as Google+ and other platforms continue to grow in popularity and cater to different user types and behaviors. The most social brands on the web are already experimenting with Google+ to find ways to authentically interact with their audience on this emerging platform. Google already announced that promotions cannot be hosted on the social network, surprising many brands that look to promotions to grow their audiences and interact with their fans. Instead, brands can use dedicated microsites, promoted and linked from their Google+ pages like they already do with Twitter sweepstakes, as the hub of a promotion geared toward their Google+ audiences. Microsites are the perfect way to allow engagement for users from their preferred networks, while controlling the visual branding, sharing tools and features.

Get In the Cloud: You know about the cloud, but you thought it was just for storage, security or distributed processing? It’s time to take your marketing into the cloud, too. Proactive brand marketers, already investing resources to engage audiences across social channels, think of their marketing as an always-on service targeted across a vast network of consumers, rather than a series of one-off campaigns and promotions. They use technology partners to deliver on-demand marketing utilities, ranging from promotions to branded apps to powerful back-end management and metrics dashboard.

You can start integrating the cloud by licensing a Software-as-a-Service tool (such as the Votigo Platform for creating audience engaging apps across all social platforms) or by tapping into a powerful API which your own developers can use to build out the social marketing apps that your need to take your audience to the next level.

Mobile…cross-platform…cloud.  Three technology trends in a grander context, and three critical components of your 2012 plan.  Check back here often, sign up to hear from us, or follow us on Twitter for frequent updates, offers, and examples of great executions.

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Post Holiday Social Media Tips

18 Dec

As I write this column, figures for online sales for the 2011 holiday season are starting to pour in. If the surveys and forecasts are correct, it looks like retailers will have a strong year. In fact, comScore is reporting sales are already up 14 percent year-over-year for the first 20 days of November and sales are expected to reach $27.6 billion in December, a 15 percent gain over last year. While these figures are without a doubt stronger than the 2009 to 2010 (12 percent) season, many experts agree this year’s diligent planning due to the tough economic conditions including earlier promotions, extended store hours, and free shipping offers, as well as better integrated marketing with social support has contributed greatly to getting Americans to open their wallets. So with less than 30 shopping days left, what should every brand be doing now to keep the momentum moving into 2012?

  1. Welcome and say thank you. As you tally receipts and analyze the data, be sure to ready and fine-tune your post-holiday community efforts and communications. That includes identifying new customers, dormant customers who came back, lapsed customers, and brand advocates. Be sure to invite these customers to become members of your social communities, thank existing customers for their patronage, and recognize brand advocates for their support. Consider leveraging this intelligence to kick-start post-holiday sales pushes with viral programs starting immediately through December 25.
  2. Survey and build buzz. In a world where people increasingly turn to others for the things they need, a positive endorsement can be your best and most trusted sales tool. Consider a post-holiday survey and encourage those who had a great experience with your product or brand to share it in the community and across the social web.
  3. Schedule a post-holiday analysis/learnings meeting. If it’s not on the calendar yet, it needs to be. Run the numbers to determine what impact your social media and community efforts had on overall sales. Look at lift and contribution to sales, consumer feedback, and program engagement. Additionally, analyze the competition’s efforts and summarize learnings. Be sure to build cross-functional teams involved with building and supporting your social community efforts and remember to include “new ideas” for 2012 to get the ball rolling early. Last but not least, share your learnings with key consistencies including internal teams, brand/product managers, executives, and strategic and agency partners. Thorough collaboration and better communication, you will be building a solid foundation for success in 2012.
  4. Create an innovation budget. Dedicate a portion of your 2012 budget to test new ideas and social media programs, networks, and technologies. As we begin 2012, we’ll no doubt continue to see the emergence of new community players (Google+ brand pages) as well as the continued expansion and maturity of others, making them viable community platforms. Be sure to set aside an adequate budget to support the build-out of such platforms and the testing of new programs including but not limited to new programs on location-based services, augmented reality players, and more.
  5. Establish a measurement framework. I believe 2012 will be a critical year for marketers as it concerns social media measurement. While the growth and expansion of social media marketing continues, much of it can best be described as experimental. In 2012, brands will get serious about social media marketing as its impact and influence continue to grow. As a result, leading brands will dedicate more time to building social media measurement frameworks to better track and analyze the impact of their social media efforts on their brand. Measurement frameworks will include looking at such key metrics as:
    • Awareness. Reach and impressions
    • Interest. Views
    • Excitement. Likes, comments, +1’s, @mentions
    • Advocacy. Shares, retweets, testimonials, endorsements
    • Conversion. Attributable sales
    • Economic value. Upsell success, multiple product ownership, increase in satisfaction/likelihood to recommend, loyalty, multi-channel engagement, lifetime value

So little time, so much to do. But by paying a little attention to post-holiday community building and empowering your community to share their positive experiences with others across the social web, you’ll be making two important steps to driving revenue and success throughout 2012. Combine these efforts with some post-analysis, innovative thinking and testing, and a focused attention on measurement, and you’ll be winning invaluable friends and support internally as you drive competitive advantage for your brand for years to come.

Holiday Social Media Marketing Ideal Practices

12 Dec

Making the Most of the Holiday Season

Although consumer budgets continue to remain tight this year, online retailers have little reason to worry. Consumers, who previously thronged brick and mortar stores during the holiday season, are shifting their focus to online shopping. What is attracting these shoppers to online stores? In addition to the convenience of saying goodbye to the crowded stores catering to last-minute-shoppers, the availability of discounts is a big crowd-puller. According to the 2011 Holiday Shopper Survey:

  • 79% of shoppers said saving money was one of the reasons they preferred shopping online.
  • This, along with other reasons like saving time (77%), easily locating products (76%) etc have made online shopping a hot favorite this holiday season.
  • 56% shoppers surveyed said that they planned to spend about the same on shopping this year (during the holidays) as they did in 2010.

The above statistics indicate that this is the perfect opportunity for online retailers to get their sales charts soaring. Marketers, who may not have had such a great year so far in terms of revenue, are looking forward to making up for this. Going by the Shop.org’s eHoliday survey, 68% digital marketers are expecting to see a +15% growth over last year. One of the crucial things that brands need to keep in mind is that, although people may not make immediate purchases, they are definitely doing their research online before deciding to buy; which is why we recommend marketers to be one step ahead.

  • Planning Ahead

With the holiday season just around-the-corner, there is one thing that both consumers as well as online marketers are doing i.e. planning ahead. The fact that 61% consumers (2011 Holiday Shopper Survey) are planning to first check-out a product on the web before spending their hard-earned-money means brands have much planning to do. Before overwhelming consumers with irrelevant or one-too-many promotional messages, here are some things that brands need to check in their to-do list:

  • Research Social Buzz

Brand Monitor - Age and Gender BreakupConsidering how lucrative the returns can be, the temptation to launch that Facebook campaign or upload the Christmas special promotional video on YouTube may be tough to pass up. However, diving into the vast and highly crowded world of online marketing without doing some background research may not be the best approach. Our advice? Make use of social media monitoring tools like Brand Monitor™ to a) monitor the buzz surrounding your brand and determine if you need to tweak your existing marketing strategy b) find out what social media channels are most popular with your target audience c) determine the demographic that is likely to buy your products and aim marketing messages accordingly and d) know what time of the day are your consumers most likely to engage with your brand.

  • Start Early:

The secret to a successful online holiday campaign is to start early instead of focusing on the holidays as they happen. Social media creates buzz for the product way ahead of the launch phase, thereby increasing demand. The Shop.org study indicates that 52.9% of retailers planned on starting their promotions by Halloween. With Black Friday, Cyber Monday and Free Shipping Day fast approaching, and Christmas not too far away, brands can entice shoppers by treating them to early deals, alerting them about special promotions and offering seasonal discounts. In our opinion, enticing customers with the prospect of avoiding the last minute rush is also a good way to stay ahead of the competition.

  • Identify Your Competitors:

This is where social media monitoring tools come to the rescue…yet again. Keeping a tab on competitor activity is a vital part of the planning process. This helps a) position yourself better to attract customers b) determine how you can design your holiday special promotional material to be different from or better than that of your competitors’ c) understand where you stand in a crowded, competitive environment. Monitoring competitor activity is also a great way to find the gaps and fill them in, giving consumers a good reason to choose your brand over others in the industry.

  • Preparing for the ‘What-If’ Situations:

For both marketers as well as consumers, the holiday season can be chaotic and sometimes stressful. Consumers, who are looking for last-minute deals or are facing problems accessing a coupon, have little patience with brands that are slow to respond and may end up looking for alternatives. Although many social media savvy brands today have a crisis communication plan in place, it would be a good idea to customize it for the holiday season. The holiday season for instance, brings with it a deluge of questions around return policies, complaints regarding shipping issues etc. Considering the tight deadlines that marketers have to work with during this time, it would be smart to plan ahead for certain ‘what-if’ situations that could arise and not risk being caught off-guard.

  • The Must-Haves of Holiday Special Campaigns

Forrester - 2011 Online Holiday Retail Sales ForecastConsider this; Forrester Research has predicted e-commerce sales to climb 15% in the holiday period this year. Despite the economy being in the recovery phase since 2008, shoppers, who tighten their purse strings throughout the year, don’t mind indulging during the holidays; and 2011 is going to be no different. Also, the otherwise cautious marketers are a little more indulgent in their investments. What makes shoppers indulge and how can online marketers design their strategies to make the most of consumers’ willingness to spend during the holidays? Let’s look at some must-haves of holiday special campaigns:

  • Time-Sensitive Deals:

2010 Holiday Spending DataThe holiday season, for most marketers, significantly impacts their financial goals, making the last two months of the year a crucial time to announce those half-price sales and discounts. As for consumers, they are only too happy fill in their shopping carts. Timing those deals in accordance with the key dates is a good way to increase sales. Black Friday, for example, is synonymous with online shopping deals, with Green Monday, Cyber Monday and Free Shipping Day being the other hot favorites. According to ComScore’s 2010 Holiday Spending Data, e-commerce spending for the first 49 days of the November – December 2010 holiday season was up by 12% ($28.36 billion spent online) in comparison with the previous year. Thanksgiving Day particularly saw a 28% increase in online spending. These statistics further highlight the importance of time-sensitive deals and are a good reason why digital marketers should develop a specific marketing strategy for each day.

  • Holiday-Special Social Media/Web Pages:

Best Buy - Facebook PageDesigning a creative Facebook or Twitter page for the holiday season is a good way to attract consumers and does wonders to brands’ visibility online. Best Buy’s Facebook page is a great example of what a holiday special webpage should look like. Besides focusing on the season-special offers, the festive images and colors used further add to the visual appeal.

  • Throw in Some Benefits:

Besides discounts and special offers, if there’s something else that stressed-out shoppers would love during the holidays are added benefits like getting early access to sale prices, hassle-free delivery of purchases and free shipping. Although consumers are willing to pay the full price for the product that they ‘absolutely have to have’, they consider high shipping costs to be one of the deterrents that prevents them from making an online purchase. The 2011 MarketLive Consumer Shopping Survey shows that 45% consumers felt that high shipping costs is one of the top reasons why they wouldn’t shop online. Why don't you plan to buy more gifts online this holiday season?Despite free shipping being an important driver of e-commerce, offering this benefit to all their shoppers all the time is impractical for online marketers. A wise approach, in our opinion, would be to a) offer free shipping on all orders, but for only limited periods or during the holidays or b) offer this service only to repeat customers and those who make purchases exceeding a certain amount.

  • Get Creative:

It is no secret that creativity is a crucial deciding factor as far as the success of a campaign is concerned. With an overload of season special campaigns during the October-December period, a creative digital campaign stands out and gets the brand noticed. After posting unsatisfactory results over the last three quarters, retailer Gap is doing everything it can in the social media marketing ‘how to’ book to turn their fortunes around this holiday season. On checking out their recently launched ‘I want Candy’ campaign on Facebook and YouTube, we have every reason to believe that the company’s marketing team has been at their creative best. Launched to increase their Children wear business during the holidays, the USP of the campaign is music video featuring viral music sensation, Maria Aragon. This, along with exclusive offers ($5 off or 50% off one regularly priced item) for those who share videos with their friends, makes this campaign something to watch out for.

  • The Role of Mobile

Holiday Purchases via SmartphoneThe modern consumer is almost always on-the-go and has little time to spend browsing through shopping lists over PC’s and even laptops. As far as visiting actual brick-and-mortar stores is concerned, they would rather make purchase decisions based on the information they can access on their mobiles or smartphones. For retailers, this means making their webpages mobile friendly in order to better meet the requirements of today’s shoppers. A recent PayPal surveyof smartphone and tablet owners shows that holiday m-commerce could nearly crack the half-way mark this season, with 46% consumers planning to make holiday purchases via mobile devices this year. To know how the advent of the mobile age influences or has changed consumers’ shopping behavior during the holiday season and what can retailers do to benefit from this, brands have to first understand three aspects of m-commerce:

  • What Are Consumers Looking for?

According to a 2011 Mojiva survey, consumers are using their mobile devices to look for:

        1. Product Information: 56% respondents want to do their homework via mobile before visiting actual stores or even buying online.
        2. Coupons/Sale Information: Coupons, special offers and information on sales is a driving factor for 56% mobile shoppers.
        3. Product reviews: For 53% respondents, what their friends have to say about a product or service on various social networking channels will greatly influence their holiday purchasing behavior.
        4. Store Information: 51% shoppers looked for the nearest store that sells their product via their smartphones and mobiles.
        5. Buying Products: 32% will actually buy the products through their mobile devices.
  • How Can Marketers Help this Decision Making Process?

From the Mojiva survey, it is clear that research is majorly what consumers will use their mobile devices for. With so little time and so much to shop, mobile devices are the perfect solution for time-strapped holiday shoppers. For marketers, it all comes down to making it convenient for them. Here’s what we suggest:

      1. Create mobile friendly websites for your brand(s) and include all the required information in an easy-to-navigate format. Smartphone users often scan the bar code to obtain product details see if it is actually discounted. Also tailor your marketing messages for the mobile channel by keeping in mind text-limitations, mobile capabilities and handset variations into account.
      2. Allow customers to download coupons via smartphones. Consumers sometimes do this when they are at the physical location.
      3. Provide a link to map directions. Consumers who are driving around will find it much more convenient to locate your store from their mobile devices by following the directions provided.
      4. Provide customer reviews to mobile users. This can immensely influence how they shop, especially during last-minute shopping excursions.

Conclusion

Despite being weighed down by financial constraints during the rest of the year, otherwise frugal consumers are loosening their purse strings when shopping during the holiday season. According to Matthew Shay, president-CEO of the National Retail Foundation, retailers are “optimistic that a combination of strong promotions and lean inventory levels will help them address consumer caution this holiday season.” The attraction of season-special offers and promotions is expected to be a major crowd puller during the October-December period this year. However, shoppers also recognize value beyond low prices, with a significant number looking for added benefits like free shipping and timely delivery of purchases.

With people starting to shop as early as Halloween, retailers are designing their holiday special online marketing strategies earlier than expected. Online shopping means saying goodbye to crowded shopping malls and long billing queues; therefore it is unsurprising to see consumers hitting the web much earlier than expected this year. For online marketers looking to keep up with the ever changing taste of consumers, the choice is between staying one step ahead and getting left behind. Keeping this in mind, marketers have increased focus on time-sensitive deals and creative social media campaigns. Although the coupon collectors and discounts seekers will continue their quest for the best deals, we expect to see a significant increase in the percentage of holiday shoppers who do their research online before making a purchase.

While the experienced online retailer knows that offers and deals almost always guarantee healthy revenues, the modern marketer’s attention is diverted to the next big thing in online marketing; m-commerce. With IBM expecting 15% of online shoppers in the US logging into a retailer’s website via their mobile devices this year, retailers are tweaking their digital marketing strategies to offer a smarter and a more convenient shopping experience to this fast-growing demographic. For social media marketers and online retailers, the last three months of the year hold a lot of promise and offer the opportunity to make up for slowing sales during the rest of the year. With a little smart planning and adequate preparation, this should be easily achievable.


Holiday Social Media Strategies!

5 Dec

Snow is starting to fall, the halls are being decked with holly, Frosty the Snowman tunes have returned to the radio, and marketers are fervently working to make their social strategy holiday-friendly with the addition of holiday keywords and copy. You may think you’re ahead of schedule having already done this, but with the jolly man’s holiday just around the corner, have you revamped your social strategy to incorporate the winter holidays within your Facebook marketing messaging? Have you revamped and fully “seasonalized” your Facebook strategy and content schedule – including profile picture, messaging, holiday offers, etc.?

Here’s what you can do to make your social strategy more holiday-friendly, starting with your Facebook marketing:

 1. Branded calendars

Here is your chance to increase daily engagement with your fans. This Facebook strategy takes its roots from the advent calendar. For each day, reveal something meaningful to your fans. You could 1) provide a tip of the day, 2) select random days to give away a special prize, 3) reveal a coupon each day, or 4) give clues for a contest. The beauty of this advent calendar-inspired Facebook marketing idea is it isn’t limited to only Christmas; you could do an 8 Days of Hanukkah countdown or a 31 Days of Social Media in addition to 12 Days of Christmas – be creative, the possibilities are endless!

 2. Holiday-related questions tied to your brand

The trick is to keep the question simple, something your fans don’t have to think too intensely about before answering. For example, Kraft Foods asked its fans how they use leftover Halloween candy and provided a link to a post-Halloween treat recipe. Short and simple!

 3. Promotion reminders

Do you sometimes forget something if you don’t write it down? So do your fans. Post reminders to give your fans a gentle push to enter your sweepstakes. Ask fans to share the contest link with their friends. And don’t forget to mention when your Facebook marketing promotion ends to create a sense of urgency – no one likes to miss out!

 4. Take advantage of nostalgia

Engage your fans with Facebook messaging that asks them to share holiday stories they have with your brand. For example, to make its social strategy more holiday-friendly, Nestle Toll House shared one of its customer’s Halloween baking stories then asked the fans to tell their stories.

 5. Highlight seasonal products and services

Are you running seasonal promotions? Incorporate it into your Facebook strategy! Highlight the release of any seasonal products or services within your Facebook messaging. There’s something about the holidays that make new products that much more exciting.

 6. Advice for fans

Fans like exclusivity, so give them the inside scoop! Post season-specific advice and tips, especially if your brand wants to be an industry thought leader. A great example is how HP informed its fans that taking a Halloween snapshot at night could result in red-eye, blurriness and underexposure.

 7. Give your fans a special treat

It’s good to mix things up. Occasionally offer your fans a little surprise. To ramp up its holiday Facebook strategy, Vevo created a Halloween playlist and shared it with fans.

8. Humanize your brand

Add a personal touch to your social strategy by showing the people behind your brand and how they celebrate the holidays. It allows fans to see who makes your company so great. Levelwing used this concept by posting a photo album of its employees in their Halloween costumes.

 9. Suggest holiday-themed uses for your brand’s products

Use your creativity to brainstorm ways to put a holiday spin on your products or services, and share them in your Facebook messaging.  The holidays provide a great opportunity to highlight a way to use your product that your fans may have not thought about before.

 10. Have fun!

It’s simple: the more fun you’re having, the more fun your fans will have! Post a Facebook photo as a holiday card or get creative with Photoshop, like Silk did for Halloween, when it posted a ghoulish version of Silk, Silk Pure Brains.

How is your business integrating social media into your holiday marketing mix?  Leave us a comment below or comment on our Facebook profile!  http://www.facebook.com/pages/Sala-Social-Marketing/122955221135179