What’s Next in Social?      With Etsy and BirchboxLaura Chin              Rachel Silver   Etsy                  Birchbox @...
Our conversation focused on all the crazy changes insocial media and how marketers are keeping up.                        ...
First, let’s face it. Social is going mobile. And marketersneed to figure out how to adapt.   F      Facebook is increasin...
Meanwhile, social media’s getting more respect – andmore money. Spending on social is on a steep upswing.                 ...
Social networks are getting more visual, too. Marketersneed to think in pictures. Call it the Pinterest effect.           ...
Change is a constant. Almost every major social networkhas announced new features since January.           On January 15, ...
Social data is a huge opportunity for marketers. It’s alsoa big challenge.           Clearly, people are sharing data. 30...
So with all these topics, changes and challenges in mind,we got together to talk with Laura and Rachel.
Thinking about all the shifts we justmentioned, I’m curious: what’s thebiggest way your job has changed overthe past year?
It’s shifted from a                               community management                               role to a marketing  ...
Of all the big updates to major socialnetworks, which are you most excitedabout?
I’m really excited about the new FacebookNews Feed. I think people will start toconsume it like a personal newspaper,repla...
How do you keep up with all the platformchanges? What’s the vetting process?
Try everything that’s new,                             even if it doesn’t end up                             working. The ...
    How much do you pay attention to    influencers? Are you targeting and    identifying them?
We have a very active blogger and   influencer community, and are always   looking at ways to find new influencers to   in...
    Can you share some of your strategies    for Facebook ads?
Our fans would rather seecontent than ads. So we’reramping up SponsoredPosts, rather than creatingtraditional ads.        ...
How are you tackling the growing numberof mobile users engaging with socialcampaigns?
We’re always surprised at how                                  many people engage with us                                 ...
    How do you connect the physical    experience of your brand with the social    media experience?
We look to Etsy sellers tosee how they marketthemselves. A lot of thesetactics can be used acrossthe company. Lately,they’...
What is Social Marketers NYC?Expertise and insight. Thats what it takes to be a social marketer in NYC -and every month we...
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What's Next in Social: Featuring Etsy & Birchbox

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Over 100 people joined us for the first Social Marketers NYC Meetup. The topic was "What's Next in Social?" Rachel Silver of Birchbox and Laura Chin of Etsy joined us to discuss the changes, challenges and opportunities taking place in the social marketing landscape. We put together the stats, news stories and advice collected from that night.

To join us at Social Marketers NYC, join our group here: http://www.meetup.com/Social-marketers-nyc/
To learn more about Offerpop and try out a free social campaign, visit us here: www.offerpop.com

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What's Next in Social: Featuring Etsy & Birchbox

  1. 1. What’s Next in Social? With Etsy and BirchboxLaura Chin Rachel Silver Etsy Birchbox @lorwich @racheljo
  2. 2. Our conversation focused on all the crazy changes insocial media and how marketers are keeping up. The key themes of the evening were… …how social keeps getting more mobile. …the rise of social spending. …social’s more visual look. …the pace of change in social. …the move towards socialOfferpop CMO Mark Cooper moderates a conversation with Rachel and Laura. data.
  3. 3. First, let’s face it. Social is going mobile. And marketersneed to figure out how to adapt. F Facebook is increasingly mobile. As of late last year, the social network had 680 million mobile users. B Twitter naturally aligns with mobile given its texting-like features. It makes sense that 63% of users access them from a mobile device. 60% of smartphone 22% of time spent on owners access social Android phones and networks from their device iPhones is on social on a daily basis. networking apps.
  4. 4. Meanwhile, social media’s getting more respect – andmore money. Spending on social is on a steep upswing. $ Brands will spend 37% more on social this year. And social’s slice of the budget is expected to rise from 8.4% to 21.6% over the next five years.
  5. 5. Social networks are getting more visual, too. Marketersneed to think in pictures. Call it the Pinterest effect. Pinterest broke into the most visited sites list in the US in September at 50th. By January it had rose to 39th. Sept. ‘12 Jan. ‘13 Shortly after Twitter " Facebook’s redesigned News Feed – where released its Vine 40% of users time is product, the new spent – heavily service saw more emphasizes visual than 100,000 videos content, both for uploaded over a people and brands. single weekend.
  6. 6. Change is a constant. Almost every major social networkhas announced new features since January. On January 15, Two weeks later, Facebook ups its Twitter releases P Y search efforts by Vine – inventing announcing Graph Search the six-second film By February 5, On February 20, F U Instagram decides Twitter announced to introduce a Web its Ad API platform March 7 rolls Not even a week around, and H M later, Pinterest Facebook rolls out unveils analytics a new look for the for business pages News Feed
  7. 7. Social data is a huge opportunity for marketers. It’s alsoa big challenge.  Clearly, people are sharing data. 30 billion pieces of content are shared on Facebook every month.  500 million tweets are processed on Twitter per day.  Yet, CMOs consistently report that they don’t feel social media is well integrated with other marketing efforts.
  8. 8. So with all these topics, changes and challenges in mind,we got together to talk with Laura and Rachel.
  9. 9. Thinking about all the shifts we justmentioned, I’m curious: what’s thebiggest way your job has changed overthe past year?
  10. 10. It’s shifted from a community management role to a marketing strategist role. We’re working across departments, and sharing data about how customers are interacting and engaging with us.We’ve become theeducators internally. Socialmedia is becoming muchmore important and it’schanging so rapidly thatwe’ve all had to pitch in toexplain how it works, andhow to be effective.
  11. 11. Of all the big updates to major socialnetworks, which are you most excitedabout?
  12. 12. I’m really excited about the new FacebookNews Feed. I think people will start toconsume it like a personal newspaper,replacing services like Google Reader andRSS. I used to read like 300 articles a day onReader, then I shifted to Twitter. But now Ithink Facebook could be the news aggregator.If brands do content well, then they’ll be ableto take advantage of this change because it’smore visual.
  13. 13. How do you keep up with all the platformchanges? What’s the vetting process?
  14. 14. Try everything that’s new, even if it doesn’t end up working. The idea is to get a sense of what works and what doesn’t. That way, you’re ahead of the trends.Social is now the testingground for new campaignsand ideas. Social hasbecome an immediatefocus group. Through oursocial campaigns, we get asense of what content orcampaigns are resonating.
  15. 15.  How much do you pay attention to influencers? Are you targeting and identifying them?
  16. 16. We have a very active blogger and influencer community, and are always looking at ways to find new influencers to interact with. We create authentic relationships by engaging people that are fans of the brand who post, comment, or ask questions through a variety of platforms. We provide them with Birchbox news and content, invite them to exclusive events, and listen to their feedback.We have relationships with all types of blogswith a range of followers, and we make surewe interact regularly with all of them.
  17. 17.  Can you share some of your strategies for Facebook ads?
  18. 18. Our fans would rather seecontent than ads. So we’reramping up SponsoredPosts, rather than creatingtraditional ads. Our growth over the last two years has really been organic. When we do use Facebook ads, we often use Sponsored Posts to target fans and friends of fans, which makes our ad spend relevant.
  19. 19. How are you tackling the growing numberof mobile users engaging with socialcampaigns?
  20. 20. We’re always surprised at how many people engage with us and shop on mobile, which is why we are constantly brainstorming ways to innovate. Our goal is to make the user experience enjoyable and seamless.We’re trying to go from bucketingmobile as one thing to establishingthe nuances between tablets andsmartphones. It’s not all the sameexperience. So we try to design withthese different experiences in mind,but don’t design exclusively formobile.
  21. 21.  How do you connect the physical experience of your brand with the social media experience?
  22. 22. We look to Etsy sellers tosee how they marketthemselves. A lot of thesetactics can be used acrossthe company. Lately,they’ve been using Vine toshow off their productfeatures. So we’re lookinginto replicating that. What I would do is setup an Offerpop campaign and then ask people to share the experience, using a specific hashtag, for a reward. We find people are really willing to share for a reward.
  23. 23. What is Social Marketers NYC?Expertise and insight. Thats what it takes to be a social marketer in NYC -and every month we deliver. We bring together journalists, analysts, socialmarketers and even scientists to discuss trends, strategies and culturalshifts that impact our brands. Each session includes a short presentationand then a discussion with top experts. Members are encouraged to askquestions and share their own insights. And we leave plenty of time fornetworking with food and drinks. Join us athttp://www.meetup.com/Social-marketers-nyc/About OfferpopOfferpop is a super easy-to-use social marketing platform for Facebookand Twitter. Marketers across the globe use Offerpop to build active fanbases, optimize their social content, and unlock rich, actionable data thatconverts fans into customers. From small businesses to top brands likeAmazon, Pepsi, and MTV, companies use Offerpop to drive success acrosstheir key marketing channels – engaging and converting fans like neverbefore. Offerpop is a Facebook® Preferred Marketing Developer, qualifiedby the PMD program in Apps. Try us out for free at www.offerpop.com.

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