Tag Archives: instagram

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.

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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

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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.

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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.