Tag Archives: brands

Brands Leverage Chirpify For #SXSW

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Avos from Mexico #GuacNRoll

Frictionless contesting – smart rules based recipe delivery

Coming off of a strong SuperBowl campaign in which its efforts were lauded among the best of show, Avos from Mexico has teamed up again with Chirpify to activate social as a mechanism for converting consumers. Bringing to the table (pun intended) just the zesty mix that the SXSW Music Fest has become known for, Avocados from Mexico mixed music, technology and tasty recipes this past week with its SXSW #GuacNRoll campaign.

With a South Bites food court tent as home base, Avocados from Mexico hosted 34 bands as they made their own batches of guacamole. They encouraged SXSW attendees – and folks at home – to participate by entering for a chance to win amazing music prizes such as tickets and cash to any U.S. concert or a concert in Mexico along with a 3 day/2 night trip to the Hard Rock Hotel.

Specifically, Avocados from Mexico used the Chirpify platform to engage and convert consumers who interacted with the social trigger #GuacNRoll. In the background Chirpify was listening, applied rules from its rules engine and automatically responded to the consumer. In this case, fans who tweeted with the hashtag were entered into the contest and thanked with a recipe, which could be found at a special GuacNMusic landing site where they could get additional recipes and learn more about the contest.

Rewards like these increase organic reach; as people share the brand moment, others see it and join in because their friends have already advocated socially for the brand, and they know they will also be rewarded by the brand for participating. Activating this campaign at SXSW further proves the effectiveness of social mobile campaigns where consumers can engage and transact with a brand by simply setting off a trigger—in this case #GuacNRoll. Avocados from Mexico smartly uses this omni-channel remote control to their advantage with this activated campaign that converts marketing instantly.

Marriott #WithTheBand

Geo-fenced social media surprise and delight

Marriott’s Loyalty team was one of a handful of brands that stole the show, according to AdWeek. Marriott’s efforts promoted its loyalty program during the SXSW Interactive and Music Fests, achieving 42.8 million Twitter impressions and over 2,055 mentions. Marriott livestreamed sponsored music from the show on Twitter and Periscope and promoted it with #Withtheband.

Chirpify helped Marriott get the word out with a geo-targeted response campaign. Our platform listened for SXSW attendees who tweeted an intent to learn more about music events taking place at SXSW. If the attendee’s presence in Austin could be confirmed with Twitter geodata, they received a single automated response containing an image invitation to concerts taking place at the JW Marriott Austin on Wednesday, Thursday, and Friday nights.

This highly targeted, highly relevant interaction asked nothing of the targeted Twitter user and contained content of significant value. Randomized responses allowed for engagement at scale without being impersonal, and the overwhelmingly positive response to the invitation tweets reflected that.

Both Avocados from Mexico and Marriott Rewards embodied the spirit of innovation and creativity inspired by SXSW in partnership with Chirpify. To learn more about how you can inspire your customers with Chirpify, reach out today.

Brands Focus on Digital for #BackToSchool

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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.

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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.

3 Ways CPG Brands Acquire Customers via Social Media

How brands focus on digital channels is forever evolving. Especially in social media where brands have grown from listening and joining conversations around their products to engaging their new audiences with content. Now that brands have determined the best ways to engage users, some are looking at the way social and digital channels lead to acquiring paying customers and contributing to their businesses bottom line.

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In order to use social media to bridge the gap between social consumers and paying customers, there are three questions the brand needs to ask themselves:

  • ROI Focus:
    Do you want to drive direct commerce? Collect customer profile info for CRM?
  • Activation Points:
    Do you want to run a social only campaign or create cross channel opportunities?
  • Incentives:
    What do you have for the consumer who participates with your brand? Exclusive access? Prizes? Coupons?

Once you have answered those questions, your brand is ready to use social to acquire customers and create a way to use social and mobile as the bridge between advertising and commerce. Here is how some brands are doing it:

Run Sweepstakes

Run a sweepstakes or giveaway directly through social using Actiontags which allows for amplification, instant auto-response and data collection. Although many brands already run social sweepstakes, they are missing the value of consumer data of those who participate and the ability to respond to everyone, not just the winner. Creating a social specific CRM pool helps greatly with retargeting.

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Consumer VIP Programs

Give access to your most engaged users while learning about the products they are interested in based on intent and conversions. By giving consumers an easy “yes” button from their mobile phone through social without landing pages or tedious sign up forms, more people will engage and ultimately purchase.

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Sample Products

Place products in the hand of consumers who have shown interest or participated with the brand messaging. OREO launched a cross-channel 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.  By activating a TV commercial within social media using an #actiontag, Oreo was able to bridge their traditional media with social while collecting data from users who already showed interest in their products. 

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Brands are beginning to think about the relationship between social and CRM and are testing ways to convert consumers within social and mobile. These brands have a hand up on creating intelligent and social consumer databases that can lead to direct revenue and a profitable lifetime value. CPG Companies like Mondelez are putting their media budgets in digital channels as they connect their engaged social media consumers with their growing CMS house-files.  Adweek reports that “[Mondelez] a $35 Billion Company Will Spend 50% of Ad Dollars on Digital.

Seeing successes from digital initiatives that lead to new customers (who are willing to give information in exchange for a product or service) allows brands to build databases of consumers who want to hear from them. By reaching consumers through their mobile devices within apps that they are most familiar, brands are realizing the value social media conversion can have on their business.