Tag Archives: conversion

Measure Traditional Media ROI Using Social Media

Welcome to Chirpify’s three part series covering Cross-Channel Marketing, and more specifically how brands are using social media as the point of conversion for all marketing efforts. We’ve learned a lot with our great clients and want to share some of our findings with you.

During a typical day, people see thousands of advertisements- whether in real life or online. Since digital advertising properties have grown, it’s been a long standing debate about how to measure its success. From click-through-rates to impressions, measuring advertising ROI usually depends on budget, goals and placement.

Historically, traditional advertising metrics (billboards, TV, and print) have been based on assumptions and out-of-the-box tactics to measure success. However, with the growth of social media and hashtags, brands have been discovering ways to measure and convert consumers who use the hashtags they see anywhere, within social media. How? By using activated hashtags they are now able to allow consumer action instead of just being the glue that holds together a large conversation.

Brands we work with have been acquiring metrics from Actiontags including:

•Activating #hashtags for instant participation & purchase

•Acquiring customer data in return for premium social content

•Driving social conversion from TV, Events and in-Store media

How It Works:

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Recently, we launched a Time’s Square Billboard activation for pop star, Ariana Grande. During her hosting appearance during “Total Ariana Live,” the star gave access to her first single from her newest album My Everything. She used a billboard, social media and her appearance on television to promote how her fans could get access. Since you can’t click on a link from a billboard or TV, they instead displayed #NowPlaying #TotalArianaLive. When fans tweeted the hashtags, Chirpify automated the artist account response with the link to her new song instantly.

Value:

Because Ariana was promoting this across several different platforms, Actiontags allowed her fans to see a call-to-action and get instant “product” and gratification.

In order to use social media to bridge the gap between social followers and participating 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?

Stay tuned for part two & three of this series as we will share more examples of brands taking advantage of cross-channel conversion opportunities.

We will be hosting a webinar on August 14th at 11am “Leveraging Social Media for  Cross-Channel Marketing Conversion.” Read more and join us by visiting our Channel 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.

Upcoming Chirpify Webinar. Register Today!

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Brands have invested significantly in their social content and audience development – and many are now looking to drive meaningful new customer acquisition and conversion via social as well.

At Chirpify, we have been fortunate to work with innovative brands as they explore these new social conversion opportunities such as:

•Activating #hashtags for instant participation & purchase
•Acquiring customer data in return for premium social content
•Driving social conversion from TV, Events and in-Store media

In this session, we’ll be sharing some of our most successful programs – along with best practices for maximizing social marketing conversion.

REGISTER NOW for 6/11 webinar at 11am PST.