Tag Archives: twitter

MailChimp for Twitter

Social media marketers are often one-dimensional in their strategy, thinking only in terms of posting branded content, and promoting said content in a media buy. What they overlook is that social can, and should be, used for relationship and loyalty building, as well as a direct response channel. One of the best tactics towards achieving positive results in this strategy is to treat social channels more like email, in which consumers opt-in to one-to-one marketing, and your brand delivers quality personalized content directly to them at the right moments.

While we enable marketing automation across multiple social platforms, the best platform for this type of engagement is Twitter. Unlike most all other platforms, Twitter enables two-way communication via both public @reply and private DM without there being an existing relationship.

Here are a few great examples on Twitter of consumers opting in to social media marketing automation…

Subscribing to Twitter marketing automation

In the above example fans are prompted to like a tweet to subscribe to personalized updates. Then, every Sunday @WestworldHBO pushes content directly to each subscriber.

Pushing content and rewards to subscribers based on CRM data

In the above example @MarriottRewards is pushing Marriott Rewards Points to those that have opt-ed into their social media loyalty program. The point totals, imagery, and copy are all dynamic and differentiated based on what tier level the consumer is who receives the Tweet. The points are automatically deposited to members accounts. So, when it is the day of a member’s loyalty anniversary, a surprise and delight Tweet is automatically delivered to them with a personalized message and reward.

To enable this type of social media marketing automation brands need a “MailChimp for Twitter“. An engine that enables the following features:

  • Listening engine for activities such as keywords, hashtags, likes, retweets, follows, replies, with natural language processing
  • Chatbot functionality to respond to consumers differently based on campaign, crm, natural language, and user data
  • Rules engine to control for content, rewards currencies, geo-fencing, response frequency, and more
  • Content and rewards delivery system
  • Member opt-in/opt-out functionality
  • Social CRM to gather, filter, sort, and manage members
  • Software that can scale to respond instantly to millions of consumers simultaneously
  • Analytics engine to measure effectiveness
  • Yes, that is a high level list of Chirpify’s platform.

    Once brands have access to all these features, it becomes clear that the strategy of spray and pray media buying is unintelligent by comparison. Direct one-to-one marketing at scale, delivering the right message, the right content, at the right time, is a much more compelling reason for consumers to engage with your brand, and enables your brand to measure ROI, and deliver personalized content to millions of consumers driving billions of organic impressions, deeper loyalty, and increased sales.

    Let’s chat about how we can enable this for your brand.

Brands Focus on Digital for #BackToSchool

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One of the biggest shopping “holidays” every year is back to school shopping. With hundreds of thousands of families flooding into stores and browse online, this gives major retail players the opportunity to significantly boost sales. This year, these brands took to social media to help leverage and generate buzz towards their individual back to school shopping sales. With retail brands such as Walmart, Kohls, Macys and various others launching campaigns at the same time, one of them must have emerged as the “winner” of the shopping season. 

Determining the criteria for the winner is where the debate begins.

In an article published on Social Times, they offered various different analytics to determine the rank and success of each retail brand during the back to school shopping season. These major analytics included brand mentions, response rates, and posts with the highest engagements. It stopped at engagement. All of these retail brand’s campaigns generated a combined 963,542 mentions and yet, there is no indication of how many of those led to direct conversion or revenue. The highest engaged post by a long shot was a post by JCPenney and was consequently a post regarding a 25% discount on online— with a combined 24,233 engagements.

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Do we know how many of those users actually capitalized that deal? With such a focus on digital, is anyone paying attention to the bottom line?

Chirpify’s platform provides brands with the tool to assess this area. While engagement will always be important, conversion rate is even more essential as it reveals how many consumers (plus a detailed profile of these consumers) are actually capitalizing on the post. As with the example of the highest engaged post, Chirpify’s platform would have allowed JC Penney to asses and capitalize on the 25,000+ of consumer’s engaging & actually using the promo code.

Although many brands are focusing heavily on social and mobile for #BackToSchool campaigns and are willing to spend more digital ad dollars, they will have to become more accountable with return. With no valuable data on ROI or conversion, it is difficult to crown any retail brand the true social media champion.

Read more about how CPG brands are preparing for the holiday season here.

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.

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

 

Twitter Testing RT with Comments- Chirpify Approves!

Today Fast Company reported that Twitter is testing RT’s with Comments. Instead of quoting a tweet and adding a comment, you can now embed a tweet that looks more like a card with your comments up top. See below:

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We’re excited for this upgrade here at Chirpify because we think that marriage between ‘RT’s & Comments’ works nicely with users who are participating in an Actiontag campaign. When users see a brand’s call-to-action post on social, they can easily retweet the message and add the appropriate Actiontags. 

Many of the brands we work with encourage followers to simply retweet their message to participate in their campaign, which is simple enough as is! With this new update, users can participate by retweeting while having more character space to let their followers know what kind of deal they are getting, content they are unlocking or contest they are entering. 

For now, this update is only showing up for a few people and only mobile only, but we’ll keep an eye out and keep you updated. 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.

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