Tag Archives: news

Better Product Sampling with Social Media

Since before social media, product sampling was already intuitively social. From grocery store tasting trays to department store perfume reps- sampling has been a great way for brands to connect with potential consumers directly. Giving an undecided purchaser the chance to try your product, at little cost to the company, can highly influence their on-the-spot decision making.

Since digital landscapes evolved, brands have learned to listen and participate with users who are talking about their product and intervene on the conversion. Rather than “the data blindness that comes from selling most of its products through retailers,” CPG brands in particular have been running social sweepstakes and building coupon microsites in order to learn more about interested consumers and track engagement based on products.

However, consumers and brands are getting smarter. Consumers expect to get products in their hands when they participate and brands are expected to respond or provide the consumer with their ask instantly. Now, brand marketers can’t make product sampling random- but that they have to make it matter and contribute to the bottom line.

Social media has proven a successful channel to reach out to consumers in the most direct and instant way. According to Neilsen, “Globally, 46% of consumers use social media to help make purchase decisions.” When focused on the right shopper, and finding them in the right medium brands now have the power to “drive impact and determine what drives the biggest return on investment.”

Social Sampling Done Right:

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Social technology and automation software allows brands to instantly engage and convert interested users from any media outlets (social, TV, print, billboard, digital ads). By using #actiontags (#try #newproduct) across media, brands can automatically find and respond to a user with their offer. This acts as a consumer opt in— allowing them to get something in return instantly and on-the-go (mobile, mobile, mobile!). This technology also allows companies to capture unique data (shipping address, social ID, age, location, favorite ice cream flavor) of engaged consumers and allows products to be distributed to those most likely to purchase.

Benefits of Social Sampling via Chirpify:

  • More Qualified – gather information about consumers first so that you can put samples in the hands of those most likely to have a good product experience, and spread the word

  • Higher Amplification – Because friends and followers can see when a consumer requests a sample using an #Actiontag, there is a dramatic increase in the earned media amplification. This is also a great way to reach audiences that don’t respond to traditional ads/offers.

  • Cost Effective – By using Chirpify to offers samples directly via social conversion, brands avoid the typical costs associated with a microsite or custom sampling form.

Examples of Social Sampling Done Right:

1. 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 2014 Grammys.

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

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Results:

  • The campaign drove up to 5,000 tweets per hour, catapulting the campaign to become a national Trending Twitter Topic. 
  • oreo gained over 15k new followers in 12 hours with Chirpify – they normally average 1k per day.
  • #SendMeOreo accounted for 5.3% of the total Grammy impressions on Twitter.
  • Social product sampling program delivered 20k product packages to engaged social customers.
  • #Actiontag participation and sharing drove more than 46 million impressions and reached 22 million social accounts.

2. Secret

Secret used Chirpify for a product sampling campaign– getting their new Secret Clinical Strength deodorant into the hands of busy, social moms. Seeding began by activating a product post within a Twitter mom’s group.

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Activating social posts allows brands to capitalize on fan conversations and participation. It propels content across feeds, and sometimes across channels, enabling organic content to spread like wildfire. Additionally, brands are able to reward users and distribute product to those who have shown intent by using the #actiontags.

Results:

  • News of the deal spread online and then to Facebook, with thousands of Tweets using the branded actiontags
  • The campaign hashtag #StressStinks then became a national Twitter Trending Topic.
  • 5,000 products were claimed within 4 hours.

3. TaylorMade

TaylorMade Golf launched their new Project (a) Golf Ball at the AT&T National Pro-Am at Pebble Beach. To expand the excitement around the new product TMaG ran a #Enter to win Chirpify campaign on Twitter, Facebook and through their email marketing, with the goal of giving away 10K sleeves of the new ball.


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TaylorMade Golf was able to use their email marketing list to engage people within social media. By putting a tweet intent in their email (“Tweet #Want #ProjectA on social to enter to win”) they took a private offer into the public sector. Because of the data collection, TMaG was able to get the balls into the hands of qualified consumers, likely to purchase the ball in the future.

Results:

  • Through Chirpify, TMaG was able to give away all 10K sleeves within 2 days of the campaign launch, the same weekend of the Pro-Am.
  • There were 32,000 intents, all of which TMaG was able to capture data for specific golfers (type of handicap).
  • One tweet reached 1.19MM accounts and generated upwards of 1.42MM estimated impressions.
  • Chirpify delivered over 7k direct responses to people to complete their entry.

Find out more about how Chirpify’s tehcnology works here or download our Sampling Solution One-Pager for more detailed information.

Why Infrastructure Matters

My Metaphorical Introduction

Within metropolitan areas, infrastructure and the ability to scale up are constant concerns during population booms.

Portland, my personal residence, is no exception to the rule. Every morning, traffic light after traffic light, stop sign after stop sign, I trudge along at snails pace. Obviously, getting to and from work faster would make life easier for me, but it would also expedite my productivity and time dedicated to Chirp things.

Technology is no different than roads and bridges. The more people you have accessing your technology, the more important it is to optimize processes, infrastructure, and accessibility. You need to be able to support more hypothetical cars on the road and prevent the volume from creating massive traffic jams.

We’ve been working on a few ways to make Chirpify’s infrastructure faster so your realtime marketing efforts can take it to the next level of effectiveness, efficiency, and speed.

What We’ve Done

Improved Response Time on Social, or “We feel the need. The need for speed.”

Whether it’s a sign up notification or a confirmation of success, the time between your audience posting actiontags and receiving an automated message is precious. Our engineering team optimized that portion of the platform to ensure that messages are sent quickly and consistently despite the volume of tweets the technology is processing. After doing numerous load tests, we are seeing responses averaging about 6 seconds to be delivered. You can see the expedited solution implemented in AT&Ts recent giveaway of HTC devices.

But, how does this benefit your brand?

In short, the faster the message, the better capability you have to reach out to individuals engaging with your brand. We see the message that Chirpify sends to actiontag users as the automated beginning to brand dialogue, passing the torch to your community managers to engage further. 

During a recent campaign, adidas Soccer did exactly that and the results were great! Users were excited and felt confirmed in their successful entry to their contest.

Faster Page Loads and Higher Capacity Support on Campaign Landing Pages (And More to Come!)

A good landing page experience is paramount to us. It’s where you gather the data the means the most to your brand. It’s where the users that mean the most to you further engage with your campaigns. Simply put, it’s a pivotal plot of land in numerous ways.

We’ve been working on implementing better server-side solutions to support more people on-site, while not experiencing performance dropoffs as a result. I’m happy to say that the capabilities are 10x improved week-over-week since we launched these enhancements.

So, what’s this mean to you?

Your users can access your content and campaigns more reliably, quickly, and seamlessly than ever before. We can support more traffic than ever before. The site loads just shy of the speed of light. But…there’s more optimizations on the landing page to come.

I can’t specify what they are at this point, but in the coming days and weeks we’ll be enhancing both the user experience AND infrastructure supporting your campaign landing pages. Sit tight, and buckle up folks.

My Metaphorical Conclusion

Over the next few months, we’re going to continue to roll out enhancements to the platform. Whether these improvements take the form of new features or better infrastructure our goal will remain the same- Build a platform that gives brands the most reliable, cutting-edge, and streamlined method to market in realtime.

So, to sum everything up in the form of my favorite quote from Back To The Future, “Roads? Where we’re going, we don’t need roads.”

Introducing Chirpify’s Landing Page Builder

The Summary

After running successful campaigns for the likes of Oreo, Sprint, Adidas, and Secret it’s clear to us that the path to success differs from brand-to-brand and vertical-to-vertical. We want to build our platform in a way that is configurable to each brand and their specific goals, so we took a few steps back and used these learnings to build our newest feature, The Chirpify Landing Page Builder.

The Landing Page Builder gives you the keys to determine what data you require from your fans to complete actions with Chirpify. Whether you’re running a giveaway, contest, eCommerce deal, or other campaign types, our Landing Page Builder will allow you to request the exact data you want from your users. Our implementation features a drag and drop builder that allows you to add both custom and predefined fields to your landing page experience. You can also choose to make certain fields required, while leaving other fields optional.

Because marketing and commerce are becoming more agile, we built the Landing Page Builder so you can log into your Chirpify account and add or remove these landing page fields at-will. If you want a new piece of data, or want to shorten the completion process it’s easily doable. In realtime. Without developer intervention. Without any knowledge of code. Whatsoever.

The Benefits

  • Easily configurable data-capture without developer intervention
  • Quicker turnaround time on launching Chirpify campaigns
  • Ability to be agile with learnings from current and past campaigns
  • Campaign-to-campaign data specificity

The Demo

Because I’m a product manager, I could talk about the feature all day long, but I think this feature speaks for itself. Here’s an undersized video demo of the new feature. Do yourself a favor and fullscreen this bad boy.

Below is a photo of what the landing page will look like after you’ve customized the required data in the Chirpify dashboard.

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The Live Examples

We silently rolled out the feature to TaylorMade Golf and Adidas Football and immediately saw a couple interesting use cases. TaylorMade Golf collected user golf handicaps during their recent giveaway of 10,000 ProjectA golfballs. 

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Adidas Football ran an in-the-moment campaign during the Super Bowl to give away some socks to Broncos and Seahawks fans. They used the Landing Page Builder to gather user age and team preference.

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The End

We’ll continue to roll out features to make Chirpify more flexible and configurable for you and your brand. If you have any thoughts or ideas on how Chirpify can be more relevant to your brand, whether via data or other features feel free to contact me.

Chirpify In The News: Actiontags for TV

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Today we announced Actiontags for TV and wanted to share some great metrics we’ve seen from the last 90 days!

You can find all of  the information & metrics in our full product press release. Some highlights include:

5,000 Tweets Per Hour

A recent brand campaign featured #actiontags in a prime-time TV commercial, offering customers first access to a new product. That campaign drove up to 5,000 tweets per hour — catapulting the campaign to become a nationally-trending Twitter topic.

300,000 Consumers in 90 days

More than 300,000 consumers used the #actiontag service to buy or sample a product, enter a promotion, or buy premium content in the last 90 days.

Huge Conversion

65% of #actiontag users followed through to either buy a product or enter a promotion.

Increasing Followers

During one Chirpify campaign, a brand added 20,000 Twitter followers (a 10% increase) in under a week.

Earned Media

#actiontags drove 50 million earned media impressions, and reached more than 25 million social accounts. 

Never before has TV been activated as a two-way form of communication where consumers can respond immediately and get something in return, based on a hashtag they saw on TV.

“Chirpify enables adidas to engage our customers in fundamentally new ways, leveraging social media as the point of conversion. They’ve allowed us to drive more value – and revenue – from our brand marketing efforts.”
– Jeremy Darlow, senior brand and digital marketing manager at adidas

It’s been great to see the coverage from our local PDX outlets like KGW News (watch the video clip!) Portland Biz Journal and Silicon Florist. You can also find more details via GeekWire, Marketing LandThe DrumMy Social Agency, The Realtime Report & Digital Transactions.

We can’t wait for what is to come. Stay tuned!

Social Media Week: Chirpify on “Like Minds” Panel

During Social Media Week in New York, Ogilvy put on a great panel called “Like Minds New York” which features thought leaders from the digital industry to discuss topics around social business.

Chirpify was on the panel discussing: “How To Convert Your Followers Into Sales” led by Chris Brogan, and was joined by Callan Green, Senior Social Media Specialist for Sony Electronics, Hugh Boyle, Global Chief Digital Officer at Geometry Global.

Some highlights & quotes from the discussion:

#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.

Let’s Stop Debating Whether or Not Super Bowl Ads are Worth it

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Every year the industry debates whether or not Super Bowl ads are worth the millions of dollars that brands invest for a TV spot (current estimate for the 2014 Super Bowl: $4 million for a 30-second spot).

I’m not here for that debate, because it’s absolutely worth it if your primary goal is brand lift.

But as important as brand lift is, it’s not where the value of a Super Bowl commercial should end, but rather where it should begin. Beyond just lift, brands should also expect their Super Bowl commercials to contribute consumer engagement, purchase intent and even instant conversion. That’s right, every Super Bowl commercial should be contributing to the bottom line. Here’s why and how…

Why

If you’re spending $4 million on 30 seconds – you should expect some measurable ROI. ‘Nuff said.

How

The key to unlocking engagement and conversion opportunities from Super Bowl ads lies in effective use of the second screen… tapping into the 50 percent of consumers who are watching TV with a tablet or smartphone in their hand.

I realize that touting the second screen is not a new idea. But what has changed – and changed radically over the past two years – is the best way to access and leverage that second screen.

The Rise of the Super Bowl Hashtag

In 2013, 38 percent of all Super Bowl TV commercials included a hashtag. That’s a massive uptick from only 7 percent in 2012, and I’m willing to bet that number will be at least 75 percent in 2014. Advertisers have clearly realized the potential for and tapped hashtags to amplify their TV ad onto the second screen.

Hashtags have become so popular because they are like marketing “glue.” Hashtags are the bridges that connect campaigns to conversations. They enable viewers to join the conversation around a message or idea, and brands to curate that conversation for maximum amplification.

That’s cool and all, but these “traditional” hashtags don’t result in any of the ROI should haves that I mentioned earlier; consumer engagement, purchase intent and instant conversion. Hashtags have served as passive containers… you can’t “do anything” with them. What if by posting an activated hashtag the viewer not only added to a brand conversation, but instantly transacted with the ad?

What’s Next: Super Bowl Actiontags

An activated hashtag, or Actiontag, enables viewers to instantly participate in marketing and commerce from a Super Bowl ad. Here’s how it works: An Actiontag sits in front of a hashtag, giving viewers an instant way to “raise their hand” in response.

For example, instead of ending the commercial with a passive hashtag:

“Look for us on Twitter or Facebook at #NewCar.”

You can end it with an Actiontag:

“Want a test drive? Just Tweet or Post #TestDrive #NewCar.”

When a viewer posts an Actiontag to social media, brands are able to respond directly and capture interest, leads or transactions. Consumers can instantly #Buy something, #Enter a contest, #Want to sample, or #Donate to give.

Unlocking the ROI of TV Advertising

By giving viewers a simple mechanism to participate and transact with a brand’s campaign, a Super Bowl commercial can result in measurable ROI, lead generation, and the direct attribution of social identity tied to marketing and commerce conversion. This can all be accomplished while amplifying a brand conversation from the first screen to the second, without changing viewer behavior.

Advertisers: If you’re going to spend $4 million on your Super Bowl ad, and give it a hashtag, why not activate it for some measurable ROI?

By Chris Teso, Chirpify CEO

A new blog and a new look

Lots of exciting things are happening this month at Chirpify HQ. We have new hires, new features, and now a new blog complete with new look! This jump to Tumblr will bring many benefits, but we’re most excited about getting to know the fantastic Tumblr community more. If you were following our old blog on RSS be sure to update your feed with the new RSS address. Or if you’re already a Tumblr user be sure to follow us for the latest Chirpify news! Who knows… maybe we’ll be activating tags on Tumblr next!

Chirpify powers in-stream donations for MasterCard #DoGood

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We’re delighted to announce that Chirpify has partnered with MasterCard to offer the first-ever hashtag donation campaign with in-stream giving.

Chirpify is powering Mastercard’s Dig In & Do Good campaign, which launched today in support of Stand Up To Cancer.  Mastercard programs have raised more than $12 million to date for the celebrity-sponsored charity.

In addition to social donations, MasterCard customers can also raise money for the cause simply by spending $10 or more when they dine out – or even order in – and choose to pay with their MasterCard.

Enabling #Hashtag Donations

MasterCard’s campaign centers around the #DoGood hashtag, which Chirpify has ‘activated’ to allow anyone to donate directly to the cause – simply by posting or replying with #DoGood and “donate” on Twitter, Facebook or Instagram.

Thanks to the power of hashtags, people can donate instantly – on any social platform – even if they saw the campaign on a billboard or advertisement.  Using hashtags, Chirpify gives advertisers the power to drive social conversions from any channel.

Feeling inspired ? You can donate right now!

Tweet to Donate