Tag Archives: social sampling

Social Discovery: How Brands Are Showcasing Products in Social Media

As Social Networks evolve, one common emerging theme is that they are becoming more visual. Facebook and Twitter have expanded how images are posted and shared while Twitter’s new layout has proven that rich media and photos are the best way to engage scrolling users. Now more than ever, brands are starting to shift the way they reach consumers by using rich media outside of content marketing and using it to get products in consumers hands.

It’s no surprise that we have seen the most social revenue come from a platform like Pinterest, whose entire platform is the posting, sharing and pinning of images. With social networks following Pinterest’s suit and becoming more visual, brands can literally giveaway, introduce and visually show products all within social media.

Recently Adobe published a study looking at the amount of revenue that each social platform contributes to. Among the highest are Facebook, Twitter and Pinterest. These platforms are allowing advertisers to become more content oriented, engaging people within streams, pushing to product microsites or sweepstakes landing pages.

What attributes to this success is Rich Media.

Rich media in brand posts is more important for engagement than ever. Text posts as a share of all brand posts have dropped from 50 to 19 percent this quarter. Facebook knows what it’s doing in this. Everyone knows images are the most engaging, so they want brands to diversify their posts.” – Joe Martin, senior analyst, Adobe Digital Index.

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What This Means For Brands

Brands are making products more accessible to consumers by using social channels (where consumers are already most active in) to feature and advertise products. By pairing product images with a call to action or opportunity to sample– brands are finding ways to turn the engagement around a product into an actionable offer-, all while collecting valuable information about the interested consumer.

What This Means For Consumers

When brands give access to products in social media, they are giving consumers direct and instant access to them and their products. Consumers have come to expect branded interaction and easy access to try, win, or get discounts on products. By promoting products in an actionable way, consumers can ‘raise their hand’ to get instant access to products, content & offers they want – from anywhere.

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Why This Makes Social Sampling Better

Social Means Sharing: If a consumer is engaging or requesting a product in social, most likely their friends or networks will see this action. This amplifies both impressions of the brand and/or product.

  • Instream Conversions: Rather than spending time and money on microsites, brands are able to offer samplings, sweepstakes or discounts directly in social. This eliminates the drop off or conversion rates of consumers who want a simple click navigation when engaging with the brand.

  • Qualified Consumers: When brands customize the data they want to collect from consumers who opt-in to try their product, they can put product in the hands of consumers who are most likely to have a great experience.

See how this works be downloading Chirpify’s Social Sampling Best Practices Guide.



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.