Tag Archives: social commerce

OREO Case Study

How Chirpify drove instant conversion from TV during the Grammys

 

background-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 Grammys.

Campaign Results:

  • The campaign proved consumers can and will transact directly from a Television at scale with a single Tweet.

  • The campaign drove up to 5,000 tweets per hour, catapulting the campaign to become a nationally-trending Twitter topic.

  • @Oreo gained over 15k new followers in 12 hours with Chirpify – they normally average 1K in a day.

  • #SendMeOreo accounted for 5.3% of the total Grammy impressions on Twitter.

  • Oreo added 20K new members to its database. (Oreo limited the quantity to 20K)

  • Social product sampling program delivered 20,000 boxes to engaged social customers. (Oreo limited the quantity to 20K)

  • #Actiontag participation and sharing drove more than 46 million impressions and reached 22 million social accounts.

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.

image

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.

Why Facebook & Twitter are Entering the World of Online Commerce

image

Consumers today value simplicity and convenience. Social media has significantly contributed to this by simplifying information to as little as 140 characters and allowing users to filter what information they receive, whenever they want. Social has also created a more interactive platform for consumers. It is norm for users to share, retweet, comment, like, as well as various others activities on a daily basis. Twitter and Facebook are trying to take simplicity and convenience to the next level by enabling their platforms to be centralized locations for online commerce. These two social media giants are working towards making the word “buy” a social media norm along with the rest of the standard activities – something that is very meaningful to us here at Chirpify.

AdvertisingAge recently published an article which highlights the moves that both Facebook and Twitter are making to enter the online commerce space. Facebook released the “buy” button, which allows consumers to purchase products by simply clicking a button on an advertisement or original post. Techcrunch further explains that the entire purchase flow will occur completely on Facebook. Personal and credit card information can be stored on Facebook to eliminate even further online purchase time. However Chief Operating Officer Sheryl Sandberg emphasized the aim is to streamline the transaction process for sellers, and not for Facebook to become a seller itself.

In a counter move, Twitter acquired CardSpring, a payment startup that allows developers to write application systems for payment systems. 

image With these two major moves, one has to wonder the motivation behind these investments. It brings us back to the idea of simplicity and convenience. Consumers seek frictionless commerce. To further expand on this idea, lets map out a traditional online purchase. You may see an advertisement online for a new line of product, click that advertisement, search the website for the correct product, add it to your basket, input multiple pages of personal information and finally you have made your purchase. With these new solutions, it significantly cuts down that friction. You simply click one button, potentially enter in some personal information (if you are a first time user that is) and the purchase is complete.

Chirpify has been enabling that simplicity and convenience for major brands across multiple industries. We understand that consumers want activities completed as quickly as possible and our Actiontags have worked to accomplish this. We have been able to harness this understanding and expand across multiple marketing channels such as billboards, TV and in-venue. We have already been able to see huge successes for both commerce and attribution for our clients using Actiontags and we are happy the rest of the industry is making moves to allow consumers to engage seamlessly. If you are interested in learning more about how we are using social media for cross channel promotion, join us for our upcoming webinar by registering here

 

Chirpify In The News: Actiontags for TV

image

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!

#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.

Chirpify Helps Debut adidas Carmouflage Cleats

Football, sneakerhead and music fans rejoiced as adidas revealed their new #Carmouflage 5-star cleats and sleeves as part of an ultimate game day giveaway.

image

The adidas cleats were debuted on field to Aggie fans and on TV to college football fanatics as Texas A&M took on the Missouri Tigers last Saturday.

adidas worked with Chirpify to run two simultaneous “Tweet to Win” posts on Twitter during the game, allowing fans and followers a chance to win the exclusive apparel. adidas revealed the gear using photos and a Vine video so fans were quick to participate with a simple RT.

The adidas Carmouflage social content quickly spread when hip-hop artist and sneaker aficionado Riff Raff shared the post to his fans via Facebook and Twitter, amplifying the buzz around the giveaway. 

The campaign saw huge success with thousands of accounts reached resulting in millions of branded impressions. Interested in learning more about it? Check it out for yourself:

In-Stream Facebook Commerce Is Here

Twitter, Instagram, and now In-stream Facebook Commerce

Along with Twitter & Instagram, our brands, merchants, record labels and individual members have asked us for Facebook integration. The Chirp abides. We we’ve added Facebook commerce to our in-stream transaction capabilities.

New Members Selling In-Stream

We’re not the only ones excited about this. We’d like to welcome the following new members to the Chirpify nest. Some of these new members have already launched with us on Facebook, and now we’re opening Facebook Commerce up to everyone.

In-stream = In News Feed

Along with Twitter and Instagram, Chirpify now enables anyone to sell, fundraise and pay directly within the Facebook News Feed simply by commenting with the words “buy” or “donate”. This means that sellers can now list once on Chirpify, and distribute their listings across the three top social media platforms, where consumers can purchase or donate without ever leaving the conversation. We’re the only platform that enables in-stream payments and commerce across the social web.

Brand Pages

In-stream commerce not only works directly in a consumer’s news feed, but also directly within a brand page. So, both businesses and individual members can take advantage of selling in-stream.

“By expanding Chirpify to the top three major social media sites, we’ve created the only social commerce platform that enables businesses to list and distribute products to each social media platform, and consumers to purchase in-stream on each without ever leaving,” said Chirpify CEO Chris Teso. “We are excited that businesses like Adidas sought us out to develop frictionless commerce for Facebook.”

Transaction Types

We’ve enabled Facebook in-stream transactions for giveaways, physical and digital commerce, and fundraising for non-profits.

Transactional Processing

Similar to Instagram and Twitter, if a member of Chirpify comments on your listing with the words “buy”, “donate”, or “gimme”, the transaction will process instantly without any other steps. Both buyer and seller will receive receipts and fulfillment data. If someone comments to your Chirpify listing and they aren’t a Chirpify member, we’ll automatically reply to them on Facebook with a link to complete their transaction.

Get Started

If you’re already a member, you can connect your Facebook profile or page in the Social Streams tab of your Dashboard. If you’re not a member, you can sign up using Facebook.
 Connect your Facebook

E-Publications and Chirpify – A Perfect Match

Today we had author and contributing editor at Wired Magazine David Wolman list an ePub version of his book,The End of Money, for sale on Chirpify. David Wolman is an ideal partnership for Chirpify for numerous reasons.

The End of Money delves into the rapid disappearance of physical money and how technology and other means are shifting age-old currencies. Since we’re working to build a product that makes payments frictionless, social, and simple, this is easily one of our favorite books of 2012.

Check out David’s book below!

So are you an author/writer yourself? Chirpify is a great, simple, and social way to sell your e-publication in-stream on Twitter. To list a publication for sale, sign up with Chirpify first. Once you’re in your dashboard, select “New Listing” on the left column and follow the steps of creating the listing.

Select “Digital” on the item type and upload the file for your ePUB file.

Once you’ve finished filling out the price information on the listing and adding a photo for your publication you can publish the Tweet. And that’s all there is to it!

Have questions about listing your e-publication on Chirpify? Contact us, we’re happy to help!