Leveraging Social NetworksTo connect with your Shoppers
Leveraging Social Networks to connectwith your Shoppers1. Introduction2. The Social Shopper3. Integrate Social Cross Channel, to connect with your Shoppers & Consumers4. Best Practice Examples5. Top 10 Vivid Brand Tips
2 billion Social media accounts are actively used worldwide on a daily basisNielsen 2012
Russians are the most avid Social media users in the world. At 9.8 hours per month, you spend more than twice as much time on social media networks than the global averageSource comScore data
Social media and e-commerce are growing in Russia...
E-commerce is growing rapidly in Russia... Countries with the largest predicted e-commerce growth by 2013Source: econsultancy.com 2012
48% check of 18-34 year olds check their Social proﬁlesas soon as they wake upEnsure that your Company, Brand and Productsare top of mind, ﬁrst thing in the morning
3. Integrate Social Cross Channel,to connect with your Shoppers & Consumers
Understand how to target your Shopper- Age- Socio-Demographic- Lightstyle- Device Ownership- Income- Digital savvy-ness1. Choose your communicational Channels2. Select Platforms to communicate3. Consider your Shopper and their lifestyle Mrs Sarah Case, 364. Think like your Shopper Married Mum of 3 Children5. Develop oﬄine and online Works Socio Demographic B-C1 creative content & tools Owns an iPhone, Mac and iPad > Busy > tired >time poor
* * Identify the key Social Opportunities: * * * * ** * * The Shopper’s Multi Channel Journey
Integrate Traditional Media with Social Networking Social Media vs. Traditional MediaSource: econsultancy.com 2012
How to Socialise SuccessfullyDrive Content Brand Build Brand Enhance & RewardPreference Love Loyalty Chat
Engaging with your Social Followers Content Brand Advocacy Dialogue Fan Brand Acquisition Engagement Love Apps Propensity to Purchase Oﬀers & Rewards
Inspiring everybody: Nike for the London 2012 Olympics http://www.youtube.com/watch?v=LsXRj89cWa0&feature=player_embedded
Inspiring everybody: Nike for the London 2012 OlympicsNike were not oﬃcial sponsors ofthe games, however by usingdigital channels and creatingquality video content, Nikecapitalized upon the Olympicopportunity.- Nike connected directly with millions ofamateur sportsmen and women’s desire to winand be the best.- 7million + hits on Youtube(10% of UK Population!)
Giving Back: Pepsi RefreshPepsi had $20million to spend.This was usually used to sponsorthe Superbowl. But in 2010, PepsiUSA did something radical....- Pepsi gave away $20 million to fund good ideas,big and small, that move communities forward.- Pepsi became one of the most talked aboutbrands during the Super Bowl, despite notadvertising. (Nielsen)- Generated over 3 billion audience impressionsin eight months, more than 140,000 tweets,whilst Facebooks ‘likes’ increased 600%+
Building Advocacy: ConverseAt shelf there is minimalspace to ‘sell’ Sports Shoes.Social media allows the brandto build brand advocacy- 100 Club Gigs- Regenerate Skateboard Parks- Converse Tracks: eg: Gorillaz- Unique Events via Facebook / Twitter- Unique Content
The personal touch : Coca-ColaVia Facebook, Coca-Cola invitedAustralian shoppers topersonalise Coke Bottles- Traﬃc on Coke’s Facebook page increased by870%- 378,000 custom cans were printed- Sales went up by 7% - making 2011 Coca-Cola’smost successful summer in Australia
The personal touch : Coca-Cola http://www.youtube.com/watch?v=2X8Bd3-G6IU
Generate Buzz: Grey Poupon MustardGrey Poupon’s Does not want justANYONE to be a fan.Can you ‘Cut the mustard’ and beaccepted into this exclusivesociety?- A Facebook app searches and judges potentialapplicants proﬁles based on their proper use ofgrammar, restaurant check-ins, and movieselections, to name a few.- Those who do not qualify, will have their likedeleted, and be asked to reﬁne their proﬁlebefore trying again."The result: 5x average fan engagement
Be fun: Compare the Market.com / MeercatMeet Alexsandr Orlov,An Aristocratic Meercatfrom Russia http://comparethemarket.com - Fun / Irreverent Market brand mascot- Treated as a ‘real’ individual- Ampliﬁed via social media and Yotube- Supporting App ‘iSimples’- Hello magazine supported campaign- Compare the Meerkat spoof website- Highly shareable http://meerkat.comparethemarket.com/history/ - Get toys from website / Facebook page- Consistent ‘tone of voice’ (Russian Style)
Be fun: Compare the Market.com / Meercat http://www.youtube.com/watch?v=a1s7o_LVU2o
Be fun: Compare the Market.com / Meercat http://www.youtube.com/user/CompareTheMeerkat?feature=relchannel
Clever Engagment: BurberryBurberry have introduced severaldevices to engage lovers of theirbrand involving the Trench coat1. The Art of the Trench- Browse a selection of trench coat images- Like and comment on the style- Share
Clever Engagment: BurberryBurberry have introduced severaldevices to engage lovers of theirbrand involving the Trench coat1. Create your own Trench- Interest canvassed via e-mail- Facebook app- Links to the website to purchase
Bring the brand to life: Old SpiceOld Spice is an aftershave thathas been around for generations.‘ The man, your man could smelllike’ campaign re-invented theproduct with humour.- Youtube was used to share the TV adverts- Spook ads were created by users- Old Spice responded with further spoof Ads inresponse on Viral Channels.
Bring the brand to life: Old Spice http://www.youtube.com/watch?v=owGykVbfgUE
Tweet Shop: KelloggsTo support the launch of newSpecial K Crackers Crisps,Kellogg’s set up a pop-up “TweetStore” in Soho, London- Tweets became social currency- Shoppers tweeted to get free Crisps- Cheap Activation- Promoted on Twitter and Facebook- Merging physical with digital- Letting consumers become the advocates
Images and Video Sharing: PinterestPinterest is the fastest growingand 3rd largest social networkIt is the second highest driver of traﬃc to retailsites, accounting for over 11%.The average order for a buyer referred byPinterest is $168, vs. $94 for Facebook.83% of Pinners are women.- Diesel pin Fashion shots, behind the scenesimages and magazine spreads.- Pins are themed clearly.- Diesel considers what pinners browse for.- Cutler and Gross are utilising pins to re-inforcetheir quirky immage.- Surrealist images are pinned with very artyimages and also trendy magazine layout shots
The Power of Viral: “Gangnam Style”South Korean rapper Psy hasreceived over 460 millionYoutube hits, via his hit“Gangnam Style” (or RublovklaStyle!!)- The song’s dance has become a viral hit,parodied by politicians, sportsmen and thegeneral public alike- It is the most ‘liked’ video in Youtube history- Showing the power of viral video networks tospread the word, worldwide.- Spawned hundreds of spooks - PhilippinePrisoners ganging style, Western Gingham,etc..
The Power of Viral: “Gangnam Style” http://www.youtube.com/watch?v=9bZkp7q19f0
1. Don’t leave your social media in the hands of the Intern!- Clear Strategy: content & engagement- Brand expression- Values, attributes, style- Tone of voice- Writing style- ContentLeaving your accounts to an intern is tantamountto handing them the keys to your most importantPR assets.
2. Choose your Platform and Channel - Who is your Shopper? - What does she like to do / share? - What devices does she have? - What websites does she visit? - What eCommerce sites does she shop on? Make it easy for her to see your brand or your content and for her to Pin / Share / Digg / Like your content with HER friends
3. Create quality, unique content- Video- Events- Rewards- Comments- Links to like minded events- Activations- By oﬀering well curated content alongside oﬀersand promotions, shopper are more likely to act asbrand advocates.- A smaller network of fans, who engage with andshare your content, is a more valuable asset than alarger, less focused spread.Ampliﬁcation Engagement
4. Use the ‘like’ function/re-tweets as a gate to oﬀers- Friends of fans are assets to accrue!- Content ‘ Liked’ by your fans will be viewed by their extended network. By asking fans to share posts. . Providing them a genuine incentive
5. Engage in a conversation- Shoppers are reluctant tofollow brand pages whichfunction as direct marketing- Driving conversation is criticalto the success of social sites- Ask you fans questions andencourage discussionBe relevant.Talk about stuﬀ that is brand appropriate.Talk in the tone that is brand appropriate.Don’t PUSH the brand. EngageThis is a DIALOGUEAllow freedom of speech... But censor rudebits!
6. Multi Channel Approach- Your Social should be relevant tothe big idea and widercampaigns.- Integrate across online andoﬄine channels- Mobile is your friend!Social media platforms are increasingly enablingcross-media sharing - for example, Youtube linksare instantly embedded on Facebook timelinesand Twitter feeds can be linked to otheraccounts. Jack Wills, London
7. Include social widgets on eCommerce and Brand sites92% of shoppers checkonline reviews,recommendationsand price comparisonsites before they buyanything- Ensure that your Websiteproduct pagesFeature a ratings andrecommendations platform. - Make it easy for your customer to share, like and tweet about productGoogle ZMOT 2012
8. Monitor and respondAlways monitor and manageyou’re your social sites!www.Amazon.comBic for her Biro reviews
9. React to current events-Topical issues account for over 50%of Social Media chatter- Reacting to current events is aneﬀective way of generatingdiscussion and buzzDuring the London 2012 Olympics, the North Koreanwomen’s football team came onto the pitch to begreeted by a South Korean ﬂag - such was theirindignation, that they walked oﬀ the pitch and onlyreturned an hour later, after the error was corrected.In a masterstroke of ambush marketing, Specsaversimmediately ran an ad which sent up the incident -the image quickly went ‘viral’ and subsequentlyspread across the major social networks.
10. Develop your social presence now! Online reviews are the most trusted source of information after friends and family...Source: Nielson
Is it time to make your brand Vivid? Rachel Wilkinson +44 (0)20 7421 1750 Rachel@vividbrand.com www.vividbrand.com London . Hong Kong . Melbourne