Tag Archives: digital

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.

Hashtags: The True Star of a Campaign

Recently, fashionista.com published an article, “Calvin Klien’s Fall Campaign Stars Lara Stone and a Hashtag,” that focuses on the brands use of hashtags for their new fall line. #MyCalvins, will be featured on various forms of media such as print, digital, in-store and outdoor advertisements. While the hashtag has already engaged 6 million fans, it is easy to see the strategy is working- but is it succeeding? It comes down to converting consumers who engage and measuring ROI from those consumers. This is accomplished by shifting more focus to the true star of the ad (with no offense to Lottie Moss of course), the hashtag.

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Problem:

While the hashtag reached 200 million fans in 23 countries since it’s launch, it’s productivity ends at conversation. What incentive does Calvin Klein provide for consumers to post photos (especially in their underwear!) and use the hashtag? For the consumer that engages with the hashtag, how is that data used to measure performance? These answers can be found when major brands shift focus from conversation to conversion.

Solution:

If hashtags are the glue that hold marketing together, Chirpify is focused on turning that glue into concrete and giving it utility. This is accomplished through activating hashtags (Actiontags) for cross-channel promotions. Actiontags allow brands to provide consumer incentive for using the campaign hashtag. When consumer’s participate in those Actiontags, brands are able to see a tangible ROI and conversion rate from their campaign. Success can be achieved across media platforms such as billboards, TV, and even In-Venue.

The Calvin Klein #MyCalvins campaign has been a clear success but it has the potential to be taken to a whole new level with Actiontags. By giving a user to participate beyond just a conversation but in a business conversion, both the user and brand benefit from seamless access and data collection.

To see how innovative brands have utilized this method and learn more about how to use social media for cross-channel promotion, register for our webinar here.

Measure Television Media ROI Using Social Media

In case you missed part one of this three part series, we discussed how to use social as a point of conversion from traditional media placements. We’ve already covered how this works for billboards placements and today we are going to talk about television conversion.

Many people have discussed the connection between TV and social media. Unfortunately,  those discussions have been limited to engagement, not actual conversion. We’ve learned with several different clients that giving viewers a yes button on a TV (Actiontags) allows traditional media offers to be claimed and amplified by viewers within social media. Actiontags allow brands to display a call to action on any media (TV, billboards, print, in venue) giving consumers the ability to respond to the message instantly on social. When consumers utilize this call to action, they can continue down the conversion funnel to their desired end result.

Some of our clients are utilizing this feature for several different programs on traditional media including sampling and sweepstakes:

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As the PGA Byron Nelson Championship aired on television, TaylorMade promoted their Actiontag sweepstakes for their newest product, The SLDR S golf club. The Actiontag sweepstakes was aired live during the CBS Broadcast. Users who saw the call-to-action during the PGA broadcast on CBS could enter the sweepstakes to win a SLDRs or trip to the US Open by posting two branded hashtags on social.

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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 2014 Grammys.

By activating a TV commercial within social media using Actiontags, Oreo was able to amplify their message within an online channel, reward engaged viewers and distribute product to those who have shown intent.

By adding a conversion component to hashtags that we see on TV today, brands can expand their reach and ultimately learn about their most engaged consumers- within a whole new, noisy and social channel.

Stay tuned for our final piece on how Chirpify helps connect the dots between in-venue advertising and converting consumers in social.

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.

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.

3 Ways to Drive Revenue Through Social Media

The never-ending discussion around Social Media ROI has morphed into several definitions over the past couple of years. Where it becomes particularly interesting is during the holidays, when brands and companies use social as a channel to drive people to make purchases more than any other time of the year. Before the 2014 holiday season comes and goes, it’s time to lay out the groundwork for how brands will drive direct revenue on social- and it’s not just about referrals anymore.

People are shopping via their mobile devices so it’s no surprise that channels like Pinterest and Twitter were among top referrals to the eventual purchasing funnel last year. One study found that consumers are 71% more likely to make a purchase based on social media referrals- but why not make the purchase (or any sort of brand-to-consumer exchange) directly in social? The odds of a purchase greatly increases when you create a shortcut for the consumer.

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1. Direct commerce

Then: This usually works by promoting a particular product or sale and linking from social to a microsite or product page. Brands have placed value on trackable referral links from social to determine if social consumers follow through with purchases. This has mostly been dependant on social discovery- not commerce.

Now: Rather than driving people away from social channels- brands can now use Actiontags for in-stream commerce. These are specific hashtags that brands can promote within their campaigns that consumers can use on Facebook, Twitter and Instagram to actually make a purchase (#buy #newproduct). This is similar to #Amazoncart but works across social channels and is accessible to brands’ individual marketplaces. By keeping the transaction process within social, conversion rates are often much higher.

2. Discounts and Promo Codes

Then: You often see brands offering special holiday promotional codes that may be unique to their social followers or email subscribers. This allows insights in determining where your customers are that are most likely to make a purchase. By individualizing codes, you can learn which channels drive more purchasing, but you still can’t connect the social ID to the purchase- something become important for digital targeting.

Now: Brands can offer a promotional code to social media users who ask for it. Instead of a silent click on a promotional link, brands are asking their social and email audience who want a code. Those who opt in, using Actiontags (#want #promo) instantly get replied to with the code and a link to continue to their purchase. This way brands can pin-point their shoppers within their audience, create direct dialogue with their participating consumers and amplify your brand message at the same time- as all followers of those who opt-in will also see the message.

3. Data, Data, Data

Not a direct form of commerce from social media, but companies are now starting to put a high price on knowing who their most engaged and likely-to-purchase social followers are. Leading up tp the holidays, brands should know what their audience wants from them in social and which channels work best for generating sales. Knowing whether your audience wants good content, good deals, or product exclusives can set you up for success during the holiday season.

»sMajor brands are already starting to plan what their social and email strategy will be leading into Black friday and holiday shopping.  If they test now, they can put their learnings to use and turn insights into strategies.

#SportsConf 2014 Recap: Sports Activation

In case you missed it, our very own Chris Mike spoke during a Q&A panel at this years Sports Conference– an all virtual conference with the industries top sports, tech and social leaders. He spoke on the topic of sports ‘activation’ and how brands can utilize social as the point of conversion in sports arenas, on billboards and in social. 

We had a great time along side some great companies and loved seeing the engagement from listeners in real-time.

Follow the conversion on twitter with #SportsActivation and be sure to drop us a question if you have one. 

Check out the video in full:

See a recap of the entire conference here.

We had a great time at CES this year, joining some great companies at the The Mindshare HuddleA round robin with emerging companies in the industry revolving around the theme of Adaptive Marketing. 

We joined Foursquare, Tumblr, Percolate, Wave, Kiip and many more to discuss the importance of social + mobile + hashtags and what they mean as a serious social conversion opportunity for brands both online and offline. 

Watch the video above to see our very own Kevin Tate talk about Chirpify and it’s value to brands in social media. 

Read the full article on Beet.TV here.

Soundscan Has Arrived


The musicians and labels that we’ve been working with over the past few months have been extremely helpful- providing feedback, suggesting new features, etc. One of the features most requested by our musical partners was the implementation of Soundscan.

After a couple months of conversations with Nielsen, back-end development work and a good amount of testing, we’re proud to announce that we have implemented Soundscan reporting for music sales on Chirpify.

The process is pretty simple. When you upload a digital piece of content on Chirpify, a few new text fields will pop up.

In those fields, you just need to put the artist name (double check spelling as all information has to be the same as Soundscan’s documentation states). You also need to put the song/album title as it’s officially registered.

The last step, and most important (once again, double/triple/quadruple check the information), you need to input the ISRC or UPC number for the digital piece of content you are listing. Whether it’s a single or an entire album, Soundscan will work for both!

If you want more information on Chirpify and/or Soundscan implementation, email our VP of Music Development,Rory Felton

So there you have it- Chirpify + Soundscan for world domination! Enjoy and report.