Понравилась презентация – покажи это...
Слайд 0
Holiday Social Media Marketing:
Tips, Tricks, Examples
#SocialHolidays
Blaise Lucey
Senior Content Strategist
Brittany Berger
Content & PR Manager
Слайд 1
Agenda
1
How Consumers Use Social & Web to Research & Buy Gifts
2
Examples of Great Social Holiday Campaigns
3
How to Prep Social Channels for the Holidays
4
What You Need to Get Started
#SocialHolidays
+
Слайд 2
Social Commerce… is not a thing.
Source: eMarketer / Market Track
#SocialHolidays
+
Слайд 3
But social research is happening.
52%
of consumers plan to use social media for shopping during the holiday season.
36%
of consumers plan to use social media to look for discounts.
32%
of consumers plan to use social media to research gift ideas.
Source: eMarketer / Market Track
#SocialHolidays
+
Слайд 4
And social referrals grew ~200% from Q1 2014 to Q1 2015.
Source: Business Insider
#SocialHolidays
+
Слайд 5
The Social Revenue Breakdown
Facebook makes up 50% of social referrals to eCommerce sites & 64%
of total social revenue.
Despite a smaller audience, Pinterest drives 16% of social revenue.
While great for brand awareness, Twitter sales are relatively lower,
but extremely effective in specific industries, like event planning
Instagram is mostly used for branding, but sees around 400% more
engagement than other social networks (Forrester)
Source: Business Insider
#SocialHolidays
+
Слайд 6
The Social Audience Breakdown
When you’re optimizing your channels for the holidays, you
should consider when your audience is most active. At
Bitly, we use Audience Intel, a feature of Bitly Brand Tools,
to figure out the best time to post content.
We can drill down by specific social network to analyze
audience behavior. We can also dig into specific subsets of
each audience, finding out, for example, when Facebook
users on iPhones are most often engaging with content.
This can help businesses time specific mobile ads and
other initiatives.
#SocialHolidays
+
Слайд 7
And if your audience is mobile, your ads should be
mobile, too.
Facebook Ad
(fake)
Zappos Home
Zappos Product
“Wait… I wanted those
sweet boots.”
“Oh snap. What a deal.
Add to cart.”
Deep linking on mobile ensures that you can
personalize the experience for mobile users. Here,
we can see a mock-up of a Zappos Facebook Ad.
vs.
Without deep linking, the ad opens the app to the
main page. That’s a confusing user journey and can
have a big impact on conversion.
In the second example, Zappos uses deep linking
to send users directly to the location in the app
where they can buy the shoes they wanted.
Image: Sarlitt.me
#SocialHolidays
+
Слайд 8
5
Examples of Social Holiday Marketing
#SocialHolidays
+
Слайд 9
1
1.
OMNICHANNEL RETAIL
HOLIDAYS, FACEBOOK-STYLE
combines digital, mobile & physical sales.
Retailer Adore Me used Facebook Ads
during Cyber Week 2014, targeting young
female professionals aged 18-36.
TOOLS
The ad copy offered percentages off,
limited time offers, comparisons of sales vs.
regular pricing, and call-outs of free
shipping.
RESULTS
+ 1,500 New Customers
+ 2,500 Unique Purchases
+ 15x Member Reg.
+ 40x Site Traffic
#SocialHolidays
+
Слайд 10
2
GIVING BACK
Last November, TD Bank ran a campaign
that offered 24 different people in 24
different communities around $30,000
each.
The giveaways - and the community service
involved after - were filmed. Results were
posted onto a micro-site & shared via
#MakeTodayMatter.
1.
OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
TOOLS
RESULTS
+ 5m views
+ Ongoing video content
+ Social shares
#SocialHolidays
+
Слайд 11
3
1.
OMNICHANNEL RETAIL
MAKING THE LINE SOCIAL
combines digital, mobile & physical sales.
Old Navy offered a giveaway campaign
where one of the first 100 people in line at a
store won one million dollars.
The campaign engaged retail customers
with the Old Navy social and digital
marketing teams. The result was a much
more interesting waiting experience.
TOOLS
RESULTS
+ Social & Retail
Engagement
+ Long-Lasting Social
Campaign
+ Customer Experience
#SocialHolidays
+
Слайд 12
4
1.
OMNICHANNEL RETAIL
MAKING A PRODUCT COME ALIVE FOR LOYAL FANS
combines digital, mobile & physical sales.
The Pumpkin Spice Latte from Starbucks is
an extremely popular product. To capitalize
on that seasonal popularity, Starbucks
created social accounts for the beverage
itself - giving the product a personality and
a way for loyal customers to engage with it.
The results were impressive, to say the
least.
TOOLS
RESULTS
+ 121k Twitter followers
+20.7k Instagram followers
+22% Sales YoY at launch
+ Personalization
+23 marriage proposals
#SocialHolidays
+
Слайд 13
5
1.
OMNICHANNEL RETAIL
GAMIFYING ADS WITH DISAPPEARING DEALS mobile & physical sales.
combines digital,
TOOLS
SnapChat is a newcomer to the social
advertising game, but can provide a really
interesting experience for customers.
Here, Amazon gamified disappearing deals
by offering codes that vanished after 10
seconds. Other brands work with
influencers to make the most of SnapChat.
RESULTS
+ New channel for ads
+ Fun, 10-second deals
+ Captive audience
#SocialHolidays
+
Слайд 14
So what about service?
#SocialHolidays
+
Слайд 15
Driving social inquiries to landing pages helps streamline
customer interactions:
Robert Fransgaard @fransgaard 5 Jun 2013
praised @virginmedia in a questionnaire last week…
However, engineer suppose to come today is not
coming until next week. nobody told me ;/
#SocialHolidays
+
Слайд 16
Tactics & Strategy
#SocialHolidays
+
Слайд 17
1
Optimizing for Marketing
#SocialHolidays
+
Слайд 18
Update cover photos and avatars
#SocialHolidays
+
Слайд 19
Pin posts to your profiles
#SocialHolidays
+
Слайд 20
Determine your promotion schedule
Campaign #1
Launch Date
Campaign #2
Campaign #3
Nov. 1
Nov. 15
Dec. 1
1 Day Later
3 Days Later
7 Days Later
10 Days Later
#SocialHolidays
+
Слайд 21
Schedule posts
#SocialHolidays
+
Слайд 22
2
Optimizing for Support
#SocialHolidays
+
Слайд 23
Include support hours on your profile
#SocialHolidays
+
Слайд 24
Determine how you’ll delegate & prioritize
Priority #1
Priority #2
Priority #3
Brittany
Promotion
Engagement
Support
Patricia
Support
Engagement
Promotion
#SocialHolidays
+
Слайд 25
What You Need to Get Started
#SocialHolidays
+
Слайд 26
Social Content Calendar
#SocialHolidays
+
Слайд 27
Social Listening Tool
#SocialHolidays
+
Слайд 28
Analytics
#SocialHolidays
+
Слайд 29
Documentation
Campaign social timelines
Social posting calendar
Team delegation plan
How to prioritize incoming messages
KPIs and reporting processes
#SocialHolidays
+
Слайд 30
#SocialHolidays
THANK YOU
WANT MORE?
Learn how to grow your business by listening:
bit.ly/monitoring101
Mobile, content, social, branding, metrics, oh my!
Learn 37 different ways brands are using Bitly!
bitly.is/everywhere
Слайд 31