Tag Archives: actiontags

OREO Case Study

How Chirpify drove instant conversion from TV during the Grammys

 

background-oreo

 

For the first time ever, OREO launched a product sampling campaign by featuring an #actiontag in a prime-time TV commercial. It offered customers first access to a new product flavor by adding the hashtag #SendMeOreo at the end of the TV spot, which aired during the Grammys.

Campaign Results:

  • The campaign proved consumers can and will transact directly from a Television at scale with a single Tweet.

  • The campaign drove up to 5,000 tweets per hour, catapulting the campaign to become a nationally-trending Twitter topic.

  • @Oreo gained over 15k new followers in 12 hours with Chirpify – they normally average 1K in a day.

  • #SendMeOreo accounted for 5.3% of the total Grammy impressions on Twitter.

  • Oreo added 20K new members to its database. (Oreo limited the quantity to 20K)

  • Social product sampling program delivered 20,000 boxes to engaged social customers. (Oreo limited the quantity to 20K)

  • #Actiontag participation and sharing drove more than 46 million impressions and reached 22 million social accounts.

3 Ways Brands Can Facilitate Social Loyalty

In our last blog post, we discussed how ongoing social media efforts are driving loyalty and lifetime customer value. Picking up that thread, today we’ll share three concrete ways brands & agencies can help facilitate Social Loyalty. 

First

Your social media followers and fans are likely to include happy, loyal customers. If you have not already done so, do the work to identify and group these consumers. You can do so by socializing an existing email list of these customers, encouraging them to take a specific social action which will help you connect the dots between their information in your CRM and their social handle.

Second

Determine a social currency, or value around the actions a consumer takes, specifically on social, that mention your brand. Whether they are talking directly to you, to their audience or recommending something to a friend, already be prepared to surprise and delight someone for their action.

For Example

A sporting goods store has information on consumer “Jen” who has opted in her social ID and email, and has frequently purchased dresses. When Jen visits a storefront down the line, she checks in. The brand is able to listen for that check-in action and piece it together with her consumer data that has been stored. New tools can allow the system to recognize that it was Jen who checked in and automatically send her a personalized (mobile) email, thanking her for visiting the shop and rewarding her with 10% off the spring collection.

4KHjxpN

Third

Create a virtuous cycle!  Using the information you gain at a macro and micro level, continue to fine-tune your reward offerings in ways that continue to surprise and delight customers. With the ability to gain deeper access to what consumers say and do, social has the opportunity to be a key data input to new loyalty strategies which can drive ongoing personalization—which itself has been proven to increase lifetime customer value.

Social Media Reward & Loyalty Ideas

  • Discounts and Coupons (send directly to consumer via email to reward social action)
  • Geo location rewards (visiting store front, event venue)
  • VIP Access (Exclusive access to content, events, access to new products before general public, etc.) 
  • Early Access entries into sweepstakes (redeem points for a chance to win a bigger prize which can be as small as a monthly $100 prize or something larger)
  • Experiential rewards (Meet and greets, backstage passes to events, upgraded seats)

Reach out to Jessica@Chirpify.com to see how your brand can get started!

A Step-by-Step Guide to Social Direct Response

Bn2XG6eIAAIHIIz

A central part of any social media strategist’s job is to stay up-to-date with the latest changes in newsfeed algorithms, analytics features and paid post programs. After managing social programs for a wide variety of brands, I’ve discovered that the best strategy is not to be reactive to these changes, but rather to authentically engage with users.

That means that, instead of seeking to take advantage of the latest loophole, engage to the point where customers — or potential customers — actually want to share their data (name, email address, zip code, etc.) because they are genuinely interested and want to participate. There are three important steps to achieving success in generated social direct response:

1) Engagement

Think of engagement as the foundation upon which you build your strategy. Approach your effort across screens and marketing vehicles so that your message reaches your target audience both offline and online. Remember, the consumer is looking for an easy and consistent experience when taking the time to engage with you, so allow your marketing messages to prompt a consumer action no matter where they see your messaging.

For example, Sprint recently partnered with The Voice to give fans of the TV show a chance to unlock exclusive, behind-the-scenes videos of the contestants. Fans had the opportunity to express interest, and Sprint responded by providing access to the content. This sort of interaction creates dialogue between brand and consumer while executing a data/content trade off. This balance between benefit received and information given allowed Sprint and the Voice to achieve specific awareness and conversion goals.

2) Conversion

Conversion can mean a sale, but it is so much more. Being able to learn about your core audience – those who consistently engage with your brand — will allow you to test and improve what you offer on each channel. To be able to connect offline (quiet) channels to social ones amplifies your brand message in a public way while giving consumers the ability to get something in return.

There is already so much time, creativity and money that goes into the content brands create — particularly with real-time social strategy during large events or holidays — that it’s time to make content that converts in an action-oriented way. You’re probably doing it already, so why not exchange valuable content that consumers want for additional information about them, which will allow you to further tailor future conversion campaigns as well.

Per our example above, Sprint and The Voice were able to capture social handle information in exchange for exclusive content. The consumer is happy sharing the data, because they get delivered to them exactly what they are asking for, on the channel they are active in. In return, the brand knows more about which channel and which consumers are willing to take action with the brand for particular marketing initiatives.

3) Measurement

Set KPIs at the outset of your campaigns and measure against them. It’s time to move beyond engagement and impressions to focus on metrics and calls-to-action that map to specific business goals. Use your metrics as a way to assess and improve. Social direct response provides terrific feedback mechanisms, allowing marketers to measure and answer key questions in new ways, such as, “What messages resonate most with which customers in which social channels?” and “What activation mechanisms are most effective for our target market?” Take advantage of the opportunity to measure, test and improve your results.

There is a lot to keep up with in social. The good news is that you can build a strategy with social direct response that, while watching the latest changes to the social networks, doesn’t mean you have to constantly change your strategy. Your decisions are based on your specific audience and what they are willing to do, not what everyone else is doing. While your individual tactics may change, keeping an eye on higher-level goals that drive higher interest and intention from consumers will keep your marketing programs running efficiently and effectively while returning dividends to the business.

To Grow Your Social Marketing Budget, Determining ROI Is a Critical Job Skill

social_CRM

Written by Nadia Uddin, Client Solutions at Chirpify

“We’re the red-headed stepchild.” My friend Dave, who is a global social director at a major fashion brand, lamented as we commiserated over oysters and drinks at Island Creek Oyster Bar in Boston (a must to visit if you’re ever in the area).

No offense to red heads or step children, but the phrase has meaning, especially among social media teams at big brands. And Dave isn’t the only one who feels this.

Most social media directors have difficulty proving the value of social media marketing at organizations. Sure they can measure it, but they cannot attribute it back directly to things like sales. With Dave’s case, his brand has some of the largest social media followings of any company, and fans around the world post pictures of the product, like, share, re-tweet all to the millionth degree with no incentive to do so, only because they love it. But, when it comes time to ask for budgets for staffing, marketing programs, and the like, Dave’s got an uphill battle because he can’t offer a solid ROI.

“From the outside looking in, we’re perceived as best-in-class in social. But behind closed doors, our company has gone bankrupt two times already. We really need to prove that we drive the business,” says Dave, who often times is asked to dumb down his presentations when explaining social to his colleagues. “There’s always an elephant in the room about the business meaning of a ‘like’.”

Luckily, Dave’s got hope. I shared the following ways to prove social media ROI based on what I’ve seen from my clients—it all comes down to understanding what the business values.

image

Start Gathering Emails

TaylorMade knows for sure that once someone signs up for a brand email, they’re on that path to purchase and becoming a loyal customer. And even Craig Brommers, SVP of marketing for Abercrombie and Fitch said that loyalty club members are, on average, six times more valuable than nonmembers, and the top 10% of club members purchase eight times per year. Which means there’s value in an email.

While Dave is in no way connected to his brand’s email program or has knowledge of the ostensibly complex systems, he can work on a series of promotions on social that will ask his social media followers for emails in exchange for brand relevant things like content and prizes. TaylorMade did a series of bursts just like this on social, and within a course of a year, was able to hand over more than 60,000 emails to the CRM team. This left little question on whether social media marketing delivered value to the business.

Help with Ad Targeting

Promotions on social media can offer an opportunity to gather social media identities such as individual handles on Twitter, Facebook, and Instagram. Those handles can then be fed into ad buying systems, which then can target the ads on the applicable social media channels. The handles themselves can be targeted, as well as friends of those handles. For the media buying department at Dave’s company, this would help them deliver proven ROI, such as click-throughs. By connecting better click through rates to those handles who participated in the promotion, then the reasoning and value of doing a promotion on social media increases.

Find Out Which Social Media Followers are Customers

To give you another example, one retailer I worked with wanted to know which subscribers of their list were also following them on social media. To do this, they offered their email list subscribers a special if they tweeted a special hashtag. The tweet intent was embedded in the email, so once the subscriber responded to the call-to-action directly from the email, we were able to get their social handle. From there, we compared their social handle to their Twitter followers and was able to discern which followers were customers as well. This helped the strategy team figure out which customers were the most valuable based on spend and advocacy.

As I talk to more and more friends like Dave, it’s becoming clear that to fight and win more budget for social marketing, brands need to show how their budget is bringing real business returns. Connecting the dots between social handles, email, the customer journey and ultimately sales is becoming a critical career skill for in-house social strategists.

Brands Focus on Digital for #BackToSchool

image

One of the biggest shopping “holidays” every year is back to school shopping. With hundreds of thousands of families flooding into stores and browse online, this gives major retail players the opportunity to significantly boost sales. This year, these brands took to social media to help leverage and generate buzz towards their individual back to school shopping sales. With retail brands such as Walmart, Kohls, Macys and various others launching campaigns at the same time, one of them must have emerged as the “winner” of the shopping season. 

Determining the criteria for the winner is where the debate begins.

In an article published on Social Times, they offered various different analytics to determine the rank and success of each retail brand during the back to school shopping season. These major analytics included brand mentions, response rates, and posts with the highest engagements. It stopped at engagement. All of these retail brand’s campaigns generated a combined 963,542 mentions and yet, there is no indication of how many of those led to direct conversion or revenue. The highest engaged post by a long shot was a post by JCPenney and was consequently a post regarding a 25% discount on online— with a combined 24,233 engagements.

image

Do we know how many of those users actually capitalized that deal? With such a focus on digital, is anyone paying attention to the bottom line?

Chirpify’s platform provides brands with the tool to assess this area. While engagement will always be important, conversion rate is even more essential as it reveals how many consumers (plus a detailed profile of these consumers) are actually capitalizing on the post. As with the example of the highest engaged post, Chirpify’s platform would have allowed JC Penney to asses and capitalize on the 25,000+ of consumer’s engaging & actually using the promo code.

Although many brands are focusing heavily on social and mobile for #BackToSchool campaigns and are willing to spend more digital ad dollars, they will have to become more accountable with return. With no valuable data on ROI or conversion, it is difficult to crown any retail brand the true social media champion.

Read more about how CPG brands are preparing for the holiday season here.

Social Commerce & the Twitter Buy Button

Today Twitter announced a ‘Buy Button’ as a new feature to its service. As Bloomberg News put it, “For Twitter, a tweet will soon be more than a form of communication or an ad — it will be an invitation to buy.”  The new buy button is enabled by Twitter Cards which have up to now been used to enhance tweets with features like media, photos and media experiences.

While the ultimate purpose of Twitter Cards is to drive traffic to your website, Twitter offers eight different card types, three of which are specifically designed to drive action from tweets. After enabling Twitter Cards, users are able to track analytics such as impressions and URL clicks. These analytics are used to provide insight on how your content is being shared.

image

Comparing Chirpify and Twitter Cards is similar to comparing a whole pie to its ingredients. With Twitter Cards, marketers are presented with a variety of options to optimize conversion, but are left to mix and match them on their own. And it’s still a ‘silent click.’ Analytics provide some insight into the success of campaigns but they stop at engagement— with no real insight into ROI. 

At Chirpify, we enabled true social commerce (purchase and payment with a single comment) on Twitter, Facebook and Instagram over 2 years ago. What we found is that brands think of social commerce as a small subset of a much larger opportunity: Marketing Conversion.

Today Chirpify’s Marketing Conversion Platform enables brands to…

  1. Convert marketing from any channel (TV, In-store/venues, mobile, digital, billboards) from consumers using any device
  2. Attach social identity for attribution to every conversion
  3. Determine advertising performance and ROI across each of these channels

Twitter’s move into commerce doesn’t compete, but rather helps Chirpify.  Any time one of the major social platforms enables a Chirpify feature, we get a lot of interest from brands looking for a solution that works across all social platforms, all advertising channels and for any marketing messages.

In 2014 alone, over 100 brands and more than 500,000 consumers have used Chirpify Actiontags to respond via social (Twitter, Facebook & Instagram) to advertising and content on TV, at concerts & events, and in digital/social channels.

4 Ways to Benefit from Combining Facebook Brand & Direct Marketing

image

Many marketers think of Facebook marketing as a brand activity – not one that can drive conversion directly. However, it doesn’t have to be an either-or proposition. By combining brand marketing and direct marketing actions, social media marketers can drive both amplification and conversion.

Companies are growing their social media budgets and with more money comes increased expectations (and scrutiny). The need to prove ROI of efforts and social media’s role to the bottom line is becoming essential. This still isn’t down to a science, however. As Social Media Examiner points out in its 2014 Social Media Marketing Industry Report, 88 percent of marketers still want to know how best to measure social media ROI.

This makes Facebook ripe for a convergence of brand marketing and direct marketing. Why? Because by combining brand marketing and direct marketing actions, social media marketers contribute to specific data and revenue objectives, allowing them to show ROI and measurable business impact. In the process, they prove the value of the social media investment and the social marketer’s value as well.

This is already starting to happen, and there are several things we can learn from early adopters. They are combining brand and direct response marketing by:

1)   Using Facebook as a ‘point of conversion’ for their other marketing activities. That is, they give customers a way to respond via social channels to what they see on TV, billboards or even email.

2)   Creating conversation opportunities linked to premium brand content.  Engaged customers appreciate “VIP access” and are often willing to share their data and insight in return for exclusive content.

3)   Creating programs that incorporate Facebook actions and behaviors into a brand’s broader, cross-channel “Customer Journey” – in measurable way.

image

Early adopters who have successfully blended brand and direct response marketing in this way consistently see added benefits from their existing social media strategies. It’s also worth noting that these benefits play off of one another, creating a positive ROI cycle. Specifically, early adopters are:

1)   Identifying more qualified consumers and in the processgetting products directly in the hands of their best customers.

2)   Achieving higher amplification, allowing consumers to amplify a brand’s message, boosting their organic Facebook reach.

3)   Gaining greater efficiency.  New, automated social response solutions allow brands to convert consumers at scale.

4)  Increasing campaign effectiveness with new insights analytics that go beyond engagement and tap into social conversation rates, sales and consumer profile data.

It should come as no shock that Gartner Research found that “42 percent of respondents see analytics as a top future investment for Social Marketing.”  With greater budget comes greater responsibility to drive concrete outcomes.  And while many marketers are focused today on how best to measure social marketing efforts, they should also explore new opportunities to combine brand marketing and direct marketing activities within social to drive additional ROI.

Embracing the Mobile Movement & the Rise of the Multi-Screen Campaigns

image

Brace yourselves because we are all part of the mobile takeover. Consumers are progressively moving daily routines away from the desktop and on to their mobile devices. These routines include browsing social media platforms, checking favorite apps for updated and tailored information and even completing purchases right through their smartphone or tablet screens.

Marketers and Advertisers are recognizing this trend as well.  91% of advertisers polled by Jivox, a data company, said their company will spend more on mobile ads this year. Despite this massive mobile push, a large cloud of uncertainty looms over this major shift in spending. Below we will detail the perceived benefits of using multi-screen campaigns and how Chirpify meets or even exceeds those benefits. Following that, we will address the “fears” of the mobile movement and how Chirpify can ease those pains.

Highlighting the Benefits

40% of advertisers surveyed felt that the biggest benefit to a multi-screen campaign was it’s ability to extend a campaigns reach. Over here at Chirpify, we couldn’t agree more with this statement. We have been able to extend the reach of our clients social campaigns on marketing channels such as billboards, TV and as far as in-venue events. After activating a multi-screen campaign, 76% of the advertisers felt as engagement rate was the top measurement to report. While engagement is a very important statistic to measure, Chirpify takes it a step further by measuring which engagements directly correlate to revenue. Conversion rates measurements takes a step beyond conversations and provides valuable data on ROI from multi-screen campaigns.

Squashing the Fears

A shocking 51% of the advertisers that aren’t running a multi-screen campaign felt that the biggest thing holding them back was a lack of viable technology. Chirpify provides support where that lack of technology is currently frustrating marketers. Our Marketing Conversion Platform successfully enables multi-screen campaigns while capturing a wide array of key metrics. The biggest hurdle for advertisers, audience tracking, also falls under the umbrella of Chirpify abilities. Of the those surveyed, 33% felt as this was the most significant hurdle in running a  multi-screen campaign. Our platform creates the ideal two way street for brands by benefitting engaged consumers and also capturing key consumer profiles for a brand’s CRM.

image

With a number as high as 91% shifting ad dollars to mobile, we want to assure you that there is method behind the madness. Chirpify serves as the bridge from tradition to innovation with multi-screen campaigns. Our goal is to help brands ease into and eventually fully embrace the mobile movement.

Actiontags: The Next Wave of Call-To-Actions

image

We recently read an article where B2C author defines a call-to-action as a “button, banner or some type of graphic or text meant to encourage a user to click.”

To extend on this marketing practice that can be seen across various channels (TV, social, emails) we see this strategy as a motivation tool for consumers. This practice creates a sense of urgency by the brand when they use action words in the advertisement – but how do you know if the consumer is following through? What do you have to offer for a consumer to take action on your ask?

The tips in this article “Calls-To-Action: What Are They” list out design elements like white space, strong font and bold design. However, the bigger question brands and businesses need to ask is “How and why will the user take action?” 

One tip that specifically stood out amongst the suggestions was “copy to get people to act.” Strategic wording needs to be carefully selected to generate an immediate action from consumers. With call-to-actions, sometimes less is more. Brevity is key as it is possible to lose the consumer’s interest with long and descriptive copy. Instead, one word actions like “buy” or “donate” can successfully capture a consumer’s interest. In the world of social media, a marketer may have as little as 140 characters to inspire the call-to-action so using concise wording becomes even more important.

Chirpify has helped pioneer call-to-actions into the field of social media- a platform consumers are comfortable with and have access to from their mobile devices. We have been able to further simplify call-to-actions beyond buttons and banners with Actiontags. By utilizing an Actiontag, consumers are able to perform the call to action by simply retweeting or using the specific hashtags from advertisements they see anywhere. Actiontags also plays into the idea brevity by using one word hashtags such as #buy or #enter. Using those call-to-actions generates an immediate response from brands on a select social channel. These practices can also be implemented into previously uncharted marketing territory. Brands are able to enable these call-to-actions from social into marketing channels such as billboards, TV and even in-venue events.

Learn more by listening to our recorded webinar on cross-channel conversion opportunities (using CTAs!) here.

Direct Dialogue on Social Media: Celebrities & Fans

Many years ago, the closest connection fans could get to a celebrity or sports star was by simply watching them on TV or going to a venue to see them in person. Social media introduced a new connectivity to these influencers by allowing fans to follow them and receive, for the most part, original content from these individuals. This form of connectedness has its own roadblocks as well. With thousands, even millions of fans following each influencers, the continuation of the issue of one way communication continues. As with watching on TV or going to a venue, the artist is just projecting outwards to their audience of thousands or millions followers in a digital setting. Only a few individuals are lucky enough to engage in a two way interaction with these influencers. Facebook is working towards generating more two way engagements with a new app.

image

Facebook Mentions

Described as “a new Facebook Creative Labs app that makes it easy for public figures to talk with their fans and each other on the go” and clearly with the goal of generating more two way engagements. Techcrunch dives even further into the app by discussing how it will eliminate the clutter of advertisements, unrelated articles, game invites and many other distractions that occur on a traditional Facebook feed. This will allow the app to create more intimate relationships between fans & influencers by placing emphasis on engagement.

The Problem

One hurdle the app faces is the exclusivity of the app. A user must request access and be approved to participate. This may leave a significant population of fans feeling isolated from being able to further connect with celebrities. The overarching themes of this app is connectivity and establishing valuable,  two way connections.

The Solution

Chirpify has recognized the value in both of themes and has partnered with major entertainers to help further establish them. In an earlier blog post, we discussed how Jason Aldean and Rascal Flatts have engaged fans during their concerts. These fans receive personal messages from the musician’s Twitter account when they tweet the customized hashtag for their concert, they establish connectivity. These connections are valuable because the fans are able engage with the artist and earn a free seat upgrade. For the entertainer, they gain valuable consumer information and positively enhance their relationships with fans. Above all, anyone at the venue with a Twitter account can participate thus working to eliminating the feeling of isolation.

If you are interested in learning more about how innovative brands are engaging consumers, register for our upcoming webinar here.