Tag Archives: social media

Insights from Loyalty Expo 2016: Social Media Loyalty No Longer Optional

Thom Kozik, Vice President of Loyalty at Marriott, showing off how Marriott uses Chirpify

I spent last week at the 9th annual Loyalty Expo in Florida, where loyalty marketers came together to share best practices, new trends, and lessons learned. It’s a great forum for sharing and learning and between the many keynotes and expo floor discussions, a major theme crystallized: Social Media Loyalty is no longer optional.

Nearly every session I attended, including the keynote from Ken Thewes the CMO of Regal Entertainment Group, highlighted social media loyalty as an initiative, making it clear over the course of the show that social media loyalty is no longer a nice to have, but rather a business imperative. For instance, Thom Kozik, Vice President of Loyalty at Marriott (Chirpify customer), gave a great breakout session that highlighted how…

“Consumer expectations around being rewarded for dollars spent has shifted. Today’s consumers recognize there is greater value in their time, attention, and their social media footprint, and expect to be rewarded accordingly for that.”

I also held a session along with Lindsay McCann, our customer from Columbia Sportswear, about A Social Media Remote Control For Loyalty. Our presentation slides are available for download here.

Brands & the Industry Have Decided

This position has evolved from both brands and the industry coming to a similar conclusion. The traditional cornerstones of loyalty programs cannot continue to succeed – much less thrive – without social media as an integral component. Consider:

Data – It’s always been important to know who your loyalty members are in order to treat them appropriately. For example, when booking a hotel room, a Platinum Premiere might proactively identify themselves, but when tweeting about their experience on the property, they may not do so. Yet, being able to identify when your Platinum Premieres engage over social media and reward them for that behavior serves to further several loyalty strategies.

Moreover, collecting information about these communications regardless of channel is imperative to ensuring success – from future marketing segmentation and outreach to encouraging social advocacy and rewarding members appropriately to their relationship with your program. Behind all of these strategies is the ability to link social IDs to your membership database. It is simply not optional if you want to ensure you have the needed data to drive all these activities across channels.

Customer experience – Loyalty program members have come to expect personalized customer experiences with tailored processes based on their interaction. However, customers increasingly want to engage with brands over social media. In fact, a recent report by Influencer and Adweek found that 76% of US female social media users interact digitally with brands several times a week.

The majority of these social interactions occur over a mobile device, which has translated into consumers demanding the utility of a social media remote control for loyalty. Lindsay McCann, Marketing Analyst for the Columbia Sportswear Loyalty Program, who I had the pleasure of presenting with at the conference, rightly noted that once a member connects their social account to the Columbia Sportswear Greater Rewards program, they have a social media remote control with the ability to convert future calls to action from anywhere – whether that be email, their website or elsewhere. Because the program knows who they are, the reward for using this remote control can be tailored to them, to the conversion activity, and more.

Customer Relationship Management – Building strong and engaging relationships with customers whose value increases over time is a key tenet of loyalty marketing. Yet, as more and more people move their relationships to social media they also expect brands to interact with them there – in meaningful ways, with decent response times.

Technology like the Chirpify Platform allows marketers to drive timely, meaningful 1:1 engagement at scale. For example, if ten thousand people at the Super Bowl tweet a photo and say that they want a seat upgrade, Chirpify can automatically tweet back to those 10,000 people who shared a photo thanking them and inviting them to opt in. This type of automation of the message simply can’t be achieved without technology that monitors for consumer interaction and applies rules to engage and respond with them. The benefit brands get in addition to continuing to build the customer relationship is countless organic impressions and implicit social proof from those members sharing their brand moments with their networks.

Omni-Channel Loyalty – When all these elements unite, loyalty members begin to see no difference in the level of personalization and experience regardless of the media used to engage with the brand. By bringing customers a consistent, expected and optimized experience across all channels, brands are able to meet and exceed customer demands for utility and ease of interacting with the brand. When you factor in the amount of time people spend honing their social personas, and the degree to which they rely on social outreach, it’s easy to see why social media has become a business imperative in the loyalty marketing equation.

The overarching take-away from this year’s Loyalty Expo was that social media loyalty is a business imperative. With seeming consensus by brands and across the industry, it is increasingly clear that social media is integral to reaching member loyalty goals. As this theme begins to crystalize, social media and customer loyalty disciplines will need to learn how to establish automation and processes to bolster the four cornerstones of customer loyalty. Please contact us today if you’d like to explore how Chirpify can help you establish a social media loyalty program with lasting competitive advantage.

OREO Case Study

How Chirpify drove instant conversion from TV during the Grammys

 

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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 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.

A Step-by-Step Guide to Social Direct Response

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A central part of any social media strategist’s job is to stay up-to-date with the latest changes in newsfeed algorithms, analytics features and paid post programs. After managing social programs for a wide variety of brands, I’ve discovered that the best strategy is not to be reactive to these changes, but rather to authentically engage with users.

That means that, instead of seeking to take advantage of the latest loophole, engage to the point where customers — or potential customers — actually want to share their data (name, email address, zip code, etc.) because they are genuinely interested and want to participate. There are three important steps to achieving success in generated social direct response:

1) Engagement

Think of engagement as the foundation upon which you build your strategy. Approach your effort across screens and marketing vehicles so that your message reaches your target audience both offline and online. Remember, the consumer is looking for an easy and consistent experience when taking the time to engage with you, so allow your marketing messages to prompt a consumer action no matter where they see your messaging.

For example, Sprint recently partnered with The Voice to give fans of the TV show a chance to unlock exclusive, behind-the-scenes videos of the contestants. Fans had the opportunity to express interest, and Sprint responded by providing access to the content. This sort of interaction creates dialogue between brand and consumer while executing a data/content trade off. This balance between benefit received and information given allowed Sprint and the Voice to achieve specific awareness and conversion goals.

2) Conversion

Conversion can mean a sale, but it is so much more. Being able to learn about your core audience – those who consistently engage with your brand — will allow you to test and improve what you offer on each channel. To be able to connect offline (quiet) channels to social ones amplifies your brand message in a public way while giving consumers the ability to get something in return.

There is already so much time, creativity and money that goes into the content brands create — particularly with real-time social strategy during large events or holidays — that it’s time to make content that converts in an action-oriented way. You’re probably doing it already, so why not exchange valuable content that consumers want for additional information about them, which will allow you to further tailor future conversion campaigns as well.

Per our example above, Sprint and The Voice were able to capture social handle information in exchange for exclusive content. The consumer is happy sharing the data, because they get delivered to them exactly what they are asking for, on the channel they are active in. In return, the brand knows more about which channel and which consumers are willing to take action with the brand for particular marketing initiatives.

3) Measurement

Set KPIs at the outset of your campaigns and measure against them. It’s time to move beyond engagement and impressions to focus on metrics and calls-to-action that map to specific business goals. Use your metrics as a way to assess and improve. Social direct response provides terrific feedback mechanisms, allowing marketers to measure and answer key questions in new ways, such as, “What messages resonate most with which customers in which social channels?” and “What activation mechanisms are most effective for our target market?” Take advantage of the opportunity to measure, test and improve your results.

There is a lot to keep up with in social. The good news is that you can build a strategy with social direct response that, while watching the latest changes to the social networks, doesn’t mean you have to constantly change your strategy. Your decisions are based on your specific audience and what they are willing to do, not what everyone else is doing. While your individual tactics may change, keeping an eye on higher-level goals that drive higher interest and intention from consumers will keep your marketing programs running efficiently and effectively while returning dividends to the business.

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.

Embracing the Mobile Movement & the Rise of the Multi-Screen Campaigns

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Brace yourselves because we are all part of the mobile takeover. Consumers are progressively moving daily routines away from the desktop and on to their mobile devices. These routines include browsing social media platforms, checking favorite apps for updated and tailored information and even completing purchases right through their smartphone or tablet screens.

Marketers and Advertisers are recognizing this trend as well.  91% of advertisers polled by Jivox, a data company, said their company will spend more on mobile ads this year. Despite this massive mobile push, a large cloud of uncertainty looms over this major shift in spending. Below we will detail the perceived benefits of using multi-screen campaigns and how Chirpify meets or even exceeds those benefits. Following that, we will address the “fears” of the mobile movement and how Chirpify can ease those pains.

Highlighting the Benefits

40% of advertisers surveyed felt that the biggest benefit to a multi-screen campaign was it’s ability to extend a campaigns reach. Over here at Chirpify, we couldn’t agree more with this statement. We have been able to extend the reach of our clients social campaigns on marketing channels such as billboards, TV and as far as in-venue events. After activating a multi-screen campaign, 76% of the advertisers felt as engagement rate was the top measurement to report. While engagement is a very important statistic to measure, Chirpify takes it a step further by measuring which engagements directly correlate to revenue. Conversion rates measurements takes a step beyond conversations and provides valuable data on ROI from multi-screen campaigns.

Squashing the Fears

A shocking 51% of the advertisers that aren’t running a multi-screen campaign felt that the biggest thing holding them back was a lack of viable technology. Chirpify provides support where that lack of technology is currently frustrating marketers. Our Marketing Conversion Platform successfully enables multi-screen campaigns while capturing a wide array of key metrics. The biggest hurdle for advertisers, audience tracking, also falls under the umbrella of Chirpify abilities. Of the those surveyed, 33% felt as this was the most significant hurdle in running a  multi-screen campaign. Our platform creates the ideal two way street for brands by benefitting engaged consumers and also capturing key consumer profiles for a brand’s CRM.

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With a number as high as 91% shifting ad dollars to mobile, we want to assure you that there is method behind the madness. Chirpify serves as the bridge from tradition to innovation with multi-screen campaigns. Our goal is to help brands ease into and eventually fully embrace the mobile movement.

Direct Dialogue on Social Media: Celebrities & Fans

Many years ago, the closest connection fans could get to a celebrity or sports star was by simply watching them on TV or going to a venue to see them in person. Social media introduced a new connectivity to these influencers by allowing fans to follow them and receive, for the most part, original content from these individuals. This form of connectedness has its own roadblocks as well. With thousands, even millions of fans following each influencers, the continuation of the issue of one way communication continues. As with watching on TV or going to a venue, the artist is just projecting outwards to their audience of thousands or millions followers in a digital setting. Only a few individuals are lucky enough to engage in a two way interaction with these influencers. Facebook is working towards generating more two way engagements with a new app.

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Facebook Mentions

Described as “a new Facebook Creative Labs app that makes it easy for public figures to talk with their fans and each other on the go” and clearly with the goal of generating more two way engagements. Techcrunch dives even further into the app by discussing how it will eliminate the clutter of advertisements, unrelated articles, game invites and many other distractions that occur on a traditional Facebook feed. This will allow the app to create more intimate relationships between fans & influencers by placing emphasis on engagement.

The Problem

One hurdle the app faces is the exclusivity of the app. A user must request access and be approved to participate. This may leave a significant population of fans feeling isolated from being able to further connect with celebrities. The overarching themes of this app is connectivity and establishing valuable,  two way connections.

The Solution

Chirpify has recognized the value in both of themes and has partnered with major entertainers to help further establish them. In an earlier blog post, we discussed how Jason Aldean and Rascal Flatts have engaged fans during their concerts. These fans receive personal messages from the musician’s Twitter account when they tweet the customized hashtag for their concert, they establish connectivity. These connections are valuable because the fans are able engage with the artist and earn a free seat upgrade. For the entertainer, they gain valuable consumer information and positively enhance their relationships with fans. Above all, anyone at the venue with a Twitter account can participate thus working to eliminating the feeling of isolation.

If you are interested in learning more about how innovative brands are engaging consumers, register for our upcoming webinar here.

Why Facebook & Twitter are Entering the World of Online Commerce

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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

 

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 In-Venue Media ROI Using Social Media

So far we have talked about how to convert customers from traditional advertisements within social media. We saw how Ariana Grande allowed Time’s Square pedestrians to instantly download a preview of her newest song, and how TaylorMade gave viewers of the PGA tour a chance to win their newest golf club from their living room couch.

For our last post, we explore how in-venue clients are using real-time Actiontags to allow concert goers a seat upgrade straight from their mobile device. Not only does this create an easy experience for users but it allows sponsors within all arenas (concerts, sports, etc) to display their message and enable consumers to complete a call-to action.

How it works:

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Another great example of cross-channel marketing conversion highlights a concert series, or what we call “in venue” conversion. Rascal Flatts and Jason Aldean are using Chirpify live in concerts to offer seat upgrades. When fans enter a show, a promotion for a free seat upgrade is displayed on the big screen. To have a chance to upgrade all fans have to do is Tweet #Enter and one of their branded hashtags, #BurnItDownTour or #Rewind. Chirpify automates the artist account to respond for conversion and the consumer’s info is shipped to the band’s CRM.

Value:

This allows musicians and their record label to keep tabs and create profiles for those who are attending their concerts This also opens up the door to  retarget them later with merchandise and information about future shows.

By allowing your potential customers to ask, opt-in and receive access to a wide variety of information  at a moments notice is crucial for continuing them down the purchase funnel. 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. Stay tuned for more activations to come!

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