Digital Communications
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Master class delivered to Bournemouth University International College students working on their business ideas - January 2018
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Digital Communications
- 1. Digital Marketing: basics & latest trends Dr Elvira Bolat MIDM, FHEA ebolat@bournemouth.ac.uk @Elvira_Mlady Check my latest project: digitalmebu.worpress.com Read my latest publication: http://www.tandfonline.com/doi/abs/10.1080/0267257X.2017.1328458?journalCode=rjmm20 Read my latest book chapter: https://link.springer.com/chapter/10.1007/978-3-319-63480-7_7 ©DrElviraBolat
- 2. @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat 620 000 @Elvira_Mlady digitalmebu.worpress.com
- 3. @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat 87000 @Elvira_Mlady digitalmebu.worpress.com
- 5. @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat WHY? @Elvira_Mlady digitalmebu.worpress.com
- 7. ? is What did go wrong?
- 8. Product: C5 Price: £399 Place: electricity stores Promotion: PR coverage across the UK Targets: kids, commuters, housewives
- 9. Product: Repositioning – a fun novelty leisure item Targets: 18-25 year old holiday makers Price: doubled
- 11. Digital = business survival! ©DrElviraBolat @Elvira_Mlady digitalmebu.worpress.com
- 13. @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat @Elvira_Mlady digitalmebu.worpress.com Agenda • Today’s Digital Customer • Digital Customer Journey Mapping • Digital Media Trifecta • Digital Marketing Communication Tools & Digital Trends 2018
- 14. @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat @Elvira_Mlady digitalmebu.worpress.com Who are customers? Persona(s)Persona(s) CommunityCommunity
- 15. Process of Market Segmentation Persona segmentation: Breakdown method – Assuming similarity – Identifying particular differences – Most common Community segmentation: Build-up method – Customers are all different – Seeking similarities – More customer oriented as seeking out the customers needs
- 18. Today’s Customer Lambin & Schuiling 2012, Market-Driven Management, p. 75
- 19. Lambin & Schuiling 2012, Market-Driven Management, p. 75 Today’s Customer
- 21. When the Path to Purchase Becomes the Path to Purpose
- 23. Today’s Customer - Chameleon
- 24. Today KEY Customer insights are: • Customer media consumption • Customer search behavior • Communities!!!!! – What is in it for ‘WE’? ©DrElviraBolat @Elvira_Mlady digitalmebu.worpress.com
- 26. @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat @Elvira_Mlady digitalmebu.worpress.com Customer Journey Mapping Kipling’s 6 Qs a. What do customers buy? b. Where do they buy? c. When do they buy? d. Why do they buy? e. How do they buy? f. Who buys?
- 27. Simple buying model Engel, Kollat and Blackwell (2001) ↓ Need recognition (Difference between Actual and Desired State) ↓ Search for information ↓ Pre-purchase evaluation of alternatives (Routine/Non Routine Purchase) ↓ Purchase ↓ Consumption ↓ Post-consumption evaluation ↓ Divestment
- 28. Simple buying model – in action @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 29. DIGITAL buying model – in action … @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 33. Media Trifecta
- 34. ©DrElviraBolat @Elvira_Mlady digitalmebu.worpress.com Internetlivestats (2018): By "Website" we mean unique hostname (a name which can be resolved, using a name server, into an IP Address). It must be noted that around 75% of websites today are not active, but parked domains or similar.
- 35. Digital marketing communication tools Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30.
- 36. Jakob Nielsen’s Customer Satisfaction factors for the digital content and touchpoints 1. Delivery of relevant information 2. Easy navigation 3. Allowing download 4. Updated content
- 37. It is important! Digital could be your CA
- 39. Businesses’ digital presence: purposes • Services-oriented / relationship building (e.g. British Gas, Eon) • Brand-building (e.g. Coca-Cola, Heineken) • Transactional e-commerce (e.g. Amazon, Net-a- Porter, Asos) • Portal or media (e.g. Google, silicon.com) • Social networking CLEARLY NOW ALL of THESE are OVERLAPPED/INTEGRATED
- 41. Mobile app Website Prototype stage (cont)
- 42. Chaffey and Ellis-Chadwick (2016), p. 384 Website Blueprint
- 43. Chaffey and Ellis-Chadwick (2016), p. 385 Website Wireframe Navigation Header/footer Containers
- 44. Content Fold
- 46. Plain Design
- 47. 2018 trends: Grid layouts become popular
- 48. 2018 trends: Site (includes Social Media pages) style is important
- 49. 2018 trends: Site personality (includes Social Media pages) is even more important
- 50. 2018: Mobile first approach
- 51. Mobile website or App or SM?
- 52. New ways of Interacting: hyper- reality https://www.youtube.com/watch?v=YJg02ivYzSs
- 55. @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat @Elvira_Mlady digitalmebu.worpress.com PRODUCT PEOPLE PLACE PROMOTION PROMOTION PRODUCT PEOPLE PLACE Creating BUZZ before you have
- 57. Source: adapted from Chaffey and Eliis-Chadwick, 2012. Digital marketing, p. 30. Website? Or perhaps just Digital Presence… ©DrElviraBolat @Elvira_Mlady digitalmebu.worpress.com
- 58. from the Fortune 500 companies to start up businesses Social Media Top interest for all business @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 59. Social Media landscape @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 60. Few Tips for Digital Media use in Business @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 62. Channels selection: i.e. Social Media footprint – planned approach @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 63. 2. Treat your Digital Media audience/user as actual people AUTHENTICITY ENGAGEMENT @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 64. 3. Leverage KOLs but SMART leveraging @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 65. Anastasia Moraites – BU Students, fitness and perfecting your body adviser: @anastasiamfitness https://www.instagram.com/anastasiamfitness/ @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 66. 4. Content that “sticks” – use PISD content formula ASPRATIONAL ATTRACTIVE Visual (Augmented Reality), humor, …. STORY (Real-time – Relevant) @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 67. What sticks? Plutchik’s emotional map @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 72. What sticks? Emotions + Senses? @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 74. What sticks? Story … narrative large or small – all do it! @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 75. • Create value (i.e. information, entertainment, assistance) • Call to action • Concise • Use images (videos!) and # • Connection @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat PISD (Personalized, Immersive, Short-Lived, and Dense) content formula
- 76. 2018 Trends! • Twitter user is falling but LinkedIn is on the rise! • AI rules the business world – live-chat tools integrated within websites plus don’t ignore messaging apps (i.e. Whastapp, Snapchat) • Ephemeral content – disposable content to create personality and engagement • Influencer (KOLs) marketing is back and stronger! ROI = $6.50 per $1: clothing and beauty brands are still pioneering the practice – key is AUTHENTICITY • New forms of advertising to fight ad-blocking • Privacy protection • Trustworthy Content is a KING • Excitement everyone is expected to do – AR + variety within the video (i.e. live, mobile)@Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 77. Developing VR experiences could not be easier …
- 78. 5. Content Only? + INCENTIVE • Use tools to leverage relationships • LISTEN • Incentive = Exclusivity “Make the Offer They Cannot Refuse!” @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat
- 80. 6. What can’t be measured, can’t be managed @Elvira_Mlady digitalmebu.worpress.com ©DrElviraBolat • Volume (Salience and Valence) • Engagement (Sentiment) • Conversion (ROI)
- 81. Instant way of being relevant
- 83. Great example from Russia http://yslbeauty.afisha.ru/
- 84. #AfterPartyKit
- 87. Result: 96% increase in sales within three days of campaign - across Russia!
Editor's Notes
- Case: Juicero is a startup that sells a $400 machine that squeezes packets of diced fruit and vegetables to produce fresh juice. A person might assume that a product so simple and boring, yet weirdly expensive, couldn’t possibly attract the entire internet’s derision. A person would be wrong. TheSan Francisco-based firm received $120 million in startup venture capital starting in 2014, from investors including Kleiner Perkins Caufield & Byers and Alphabet Inc.[1] On September 1, 2017, the company announced that it was suspending sales of the juicer and the packets, repurchasing the juicer from its customers and searching for a buyer for the company and its intellectual property.[2] Juicero was founded in 2013[3] by Doug Evans, who served as CEO until October 2016, when former president of Coca-Cola North America Jeff Dunn took over the position. The company's juicing press was originally priced at $699 when launched in March 2016,[4] but was reduced to $399 in January 2017, 12 to 18 months ahead of schedule, in response to slow sales of the expensive device.[5] Produce packs for the press, containing blends of chopped fruits and vegetables prepared by workers in a Juicero facility, cost between $5 and $7 each[5], and each pack had a limited lifespan of about 8 days.[6] Each pack had a QR code which was scanned and verified by the Internet-connected machine before it could be used.[4] CEO Jeff Dunn claimed this was to prevent packs from being used past their expiration date, and to facilitate food safety recalls, though critics felt that the feature was a form of digital rights management as it would prevent operation of the press with any produce pack not produced by the company.[7] Industrial design for the press was completed by Yves Behar's studio Fuseproject, based in San Francisco.[8] In 2017, Juicero was the target of widespread criticism when Bloomberg News published a story suggesting that the company's produce packs could be squeezed by hand very easily and effectively, and that hand-squeezing produced juice that was nearly indistinguishable in quantity and quality from the output of the company's expensive Press device.[9] The company defended its product and its process, claiming that squeezing packs by hand created undue mess and promoted a poor user experience, and later offered full refunds to any customers unsatisfied with its Press device.[10][11] After taking apart the device, venture capitalist Ben Einstein wrote that "Juicero’s Press is an incredibly complicated piece of engineering", but that the complexity was unnecessary and likely arose due to a lack of cost constraints during the design process. A simpler and cheaper implementation, suggested Einstein, would likely have produced much the same quality of juice at a price several hundred US dollars cheaper.[12][13][14] Juicero filed a complaint in federal court in April 2017 against a competing cold-press juicing device, the Froothie Juisir, for allegedly infringing its patent and copying Juicero's trade dress.[15]
- https://www.youtube.com/watch?v=Ybq1R4DMLZc
- constantly changing shops online but demands the human touch insists on individualized service but communicates in packs hard to read and even harder to please
- Step 1. Need Recognition Buyer Recognizes a Problem or Need Internal Stimuli • Hunger •Thirst •A person’s normal needs External Stimuli • TV advertising • Magazine advert • Radio slogan • Stimuli in the environment Step 2. Different sources of information: •Family, friends, neighbours •Most effective source of information •Advertising, salespeople •Receives most information from these sources •Mass Media •Consumer-rating groups •Handling the product •Examining the product •Using the product Answering questions: What kind of purchase will address problem? •How can the product be obtained? •What information is needed?
- t is important to have a presence on a whole host of different social networks. The Chinese are very active users and will regularly use a number of different platforms. Cross promotion is key. Weibo (akin to Twitter) is a micro-blogging platform. It’s the most ‘open’ network for businesses and marketers, as users can see posts from anyone, including those they are not friends with. QR codes linking directly to a brands WeChat account can be embedded in content shared on Weibo. With 400 million registered users, Weibo is a vital platform to have a strong presence on. Content shared here must be short and immediately striking, like on Twitter certain topics trend on Weibo so keep abreast of what is popular on the site. WeChat is the largest social network in China with over 500 million users. It has developed into a fully integrated networking platform with an instant messaging service for written text, video clips and soundbites. Make sure that you create a variety content that includes text, video and audio for WeChat. It’s vital to set up an official subscription account, your posts on WeChat (unlike on Weibo) will only be seen by those who follow your account so building a following is the first step. Other important platforms include Baidu Tieba (a community sharing platform), Meipai (a video sharing and editing platform) and Q Zone (largely an instant messaging service but users create groups to discuss certain subject matters). Here’s more information about what to expect on Baidu.
- Not communicating with users It is vital that you engage directly with users on social media in China. People really appreciate direct communication. You will need to translate your messages into Mandarin and promptly reply to users. The Chinese are particularly influenced by their immediate social circle. Engaging with potential consumers in a positive way results in positive feedback that can be spread within their whole social circle. The Chinese like to feel part of a brand. During the age of mom-and-pop stores, businesses relied on personal relationships to make sales and retain customers. They built genuine trust with their clients and delivered in heart-to-heart exchanges, instead of account-to-account transactions. As a business owner, you need to try to create the same experience for your social media followers. Instead of playing the numbers game and focusing solely on vanity metrics or pageviews, you should instead pay attention to engagement. Engagement essentially refers to the number of authentic, real (as in not spam) comments and shares you receive from your online community. When you focus on engagement metrics, it forces you to treat your followers like actual people. It makes you think more about who they are, what they need help with, and why they chose to interact with you online at all in the first place. n order to stand out on social media, businesses need to concentrate more on the people and less on the dollars. The people who follow you may well not be customers yet, but they are potential ones. There are a million other companies around who are stuffing ads in their face, discounts on their screen, and one-liners on the side of the profile they choose to view. Savvy customers ignore these and look for companies that focus on them as individuals. How can you tell if you’ve gone overboard with the promotional messages? The 5-3-2 rule is a good way to keep things in check. Developed by TA McCann of Gist, it involves posting in a ratio of: Five social media posts based on information from others that’s relevant to your audience. Three non-sales related posts based on your information that’s relevant to your audience. ngIf: initialized && active Two personal posts that aren’t business-related and help humanize you and your brand. Work in a sales related message now and then, but strive to keep this ratio intact otherwise. In order to be successful on social media in 2015, you need to stop focusing so much on getting immediate sales from new followers, and instead focus on building authentic relationships with people. It is called “social” media after all! Gary Vaynerchuk talks frequently about how building those social, non-monetary relationships lead to increases in sales. While in may seem odd at first, it has helped Gary build a $60 million online wine business from the back of his dad’s local liquor store. He has written three books detailing his tested theories and methods of harnessing social media for his business. Social media is all about the long sell. Your goal isn’t necessarily to generate sales with every promotional tweet or status update you run (although it’s great when that happens from time to time). Instead, look at every new interaction as an opportunity to build engagement with your followers. With each message, their comfort with your brand grows, as does their willingness to buy from you in the future. ProTip: To make sure you’re building relationships with the right people right off the bat, use tools like Narrow.io to engage with people that fall within your target audience. In order to reach an interactive weibo status, the company must leverage an experienced weibo team that is capable of launching content that actively drives interaction, interesting activities, and engaging discussions that hook followers and foster a close and lively relationship with them. At the highest level, this level of interactivity should allow the weibo to rely mainly on user-generated content and drive internet word-of-mouth. Read more: http://wallblog.co.uk/2012/02/23/five-things-you-need-to-know-about-how-brands-use-weibo-in-china/#ixzz4Bo4TJxEt Follow us: @brandrepublic on Twitter
- Chinese influencers can be a valuable tool for Australian brands looking to deepen their relationship with the Chinese market. Whether they’re a ‘mummy blogger’ who shares their thoughts on the latest products as a hobby, or a glamourous film celebrity known in households around China, working with an influencer can strengthen your relationship with Chinese consumers and expose your business to a broader audience. These are the ways an influencer can help Australian businesses boost their brand. nfluencers can help you gain trust The behaviour of Chinese online consumers means influencers have a great power, possibly more so than their Australian counterparts. With 46% of Chinese online consumers reporting they find out about overseas products from friends, and another 34% discovering new overseas goods from social media, according to research from Think China, the reach of micro-influencer isn’t so little after all. The reviews of friends and trusted influencers are particularly important in China due to the abundance of counterfeits products. With consumers often coming across fake clothing, handbags, and even counterfeit food, a trusted recommendation or warning from a fellow customer can give a consumer the confidence to try your product or even abandon their shopping trolley. The wariness of Chinese consumers mean influencers can help Australian SMEs gain trust in their brand and products, which is especially important if they are beginning exports to China for the first time or are relatively unknown in the region. Micro-influencers can draw from ‘offline’ networks whereas large-scale celebrities draw from a huge fanbase Although a so-called ‘micro-influencer’ may have only 500 friends on social media platform WeChat, their relationships with these influencers are more likely to be stronger. A micro-influencer’s contacts are more likely to be ‘offline’ relationships, such as those with family, friends, colleagues, and classmates, and as result, their opinion can have an equal, if not greater, impact than that of a more prominent celebrity influencer. One of the most underappreciated types of micro-influencers are ‘mummy bloggers’, those that review baby and pregnancy products. These women are powerful as they often have a tight-night community of friends going through a similar life stage of pregnancy or raising a young family. With 85% of Chinese mums naming safety as their top concern when buying baby goods online according to research from CTR, achieving trust from this group is particularly important. More prominent celebrity influencers can have a large impact on your brand. Even a small engagement such as a repost or mention on Chinese micro-blogging platform Weibo can amass a significant number of new fans, assisting a brand to broaden their reach to an untapped wider audience. Micro-influencers do it as a hobby and ‘professional’ KOLs often court other brands Being an influencer isn’t a full-time job for micro-influencers – most do it as hobby. They genuinely love the products, sharing their opinions, and trying new brands. Since micro-influencers are genuine fans of the products they review and don’t rely on being an influencer alone for their income, it is often simpler to negotiate a deal which suits both your business and the blogger. On the other hand, self-professed KOLs are more likely to make a career out of becoming an influencer. Although this means they may have more experience in reviewing goods and dealing with brands, you can bet that they are also working with a number of other businesses – some of which may be your competitors. Working with a ‘professional’ KOL means running the risk of having them recommend your brand this week, and your rival’s the next. There are influencers for every budget For the majority of Australian SMEs looking to enter the China market for the first time, their budget is often a chief concern. Since micro-influencers don’t rely on being an influencer as their main source of income, arrangements with them are often much cheaper, and as a result, are often a better choice for brands with a limited budget. Many micro-influencers will be happy to receive samples of your products in lieu of payment. Working with a professional KOL can be expensive, depending on the size of their fans and the commitment required. For example, providing a product mention or simple product review on one social media platform will be less expensive than requesting multiple mentions and instructional videos on multiple platforms as this will require a larger investment of their time. However, for larger brands looking to make the greatest impact in the Chinese market, working with Chinese celebrities, such as engagements from actors, musicians or socialites, can attract plenty of attention to your business. Influencers are more useful for certain industries Engaging with influencers will have a greater impact for certain products and industries. Women are more likely to be swayed by influencers and reviews, with 37% of females reporting a peer influence as a reason for buying an overseas product, compared to only 29% of men. With this in mind, it can be more effective to use influencers for products that are purchased by women, such as vitamins, beauty products, or pregnancy goods. Please feel free to get in touch with me for more on the Chinese tourism market and its potential through eCommerce at ben@thinkchina.com.au
- he gigantic user base of native social platforms has spawned quite a few Chinese iterations of Michelle Phan. For instance, beauty vlogger Little B has garnered over 1 million views for her video on how to do "natural makeup" on the Chinese version of YouTube - YouKu. <img src="http://static1.squarespace.com/static/55db56f4e4b0d73f3e003a5a/t/55ebb5ece4b0a5619b3155d5/1441510896231/Chinese-video-beauty-blogger.jpg" alt="Chinese-video-beauty-blogger.jpg" /> With 80 percent of all Internet users on mobile and 50 percent of these mobile users constantly on social networks, China has undeniably become a main stage for social media. WeChat, one of China’s most popular native social platforms, boasts an impressive monthly unique user base of 240 million. So how can foreign brands leverage the massively-growing social media market? In the second installment of our Globally Social Series, we dive deep into how you can target socially-savvy Chinese consumers wherever they are and however they like it. The psyche behind all this is Chinese people’s perennial pursuit of “face” - similar to FOMO (Fear of Missing Out). So if a friend posted a picture where he was having dinner at a new restaurant, you would feel compelled to go to the place yourself and take photos as “proof” that you are not “OUT.” Additionally, for Chinese women, social media is where they find inspiration for their outfits, beauty routines and resort destinations. If they notice that everyone in their social circles is carrying a Louis Vuitton monogram bag, they think that signals the latest fashion trend. Influencers They Look Up To On Social The gigantic user base of native social platforms has spawned quite a few Chinese iterations of Michelle Phan. For instance, beauty vlogger Little B has garnered over 1 million views for her video on how to do "natural makeup" on the Chinese version of YouTube - YouKu. More importantly, we have found that some American influencers have predominant audience in China. According to InstaBrand’s DNA database, Julie Lee, a LA-based food stylist and Instagram influencer of 250k followers, has substantial fan base in China. This means that American brands can appeal to Chinese consumers without having to partner with influencers based in China and overcoming language and cultural barriers. If you are a brand marketer looking to tap social influencers for developing Chinese consumers, take a deeper look at the audience profile of the influencers you have identified beyond just selecting ones that have a huge following or represent your brand category. Think beyond finding influencers based in China -- you might have someone right in your neighborhood who has major influence in the Chinese market. More importantly, we have found that some American influencers have predominant audience in China. According to InstaBrand’s DNA database, Julie Lee, a LA-based food stylist and Instagram influencer of 250k followers, has substantial fan base in China. This means that American brands can appeal to Chinese consumers without having to partner with influencers based in China and overcoming language and cultural barriers. If you are a brand marketer looking to tap social influencers for developing Chinese consumers, take a deeper look at the audience profile of the influencers you have identified beyond just selecting ones that have a huge following or represent your brand category. Think beyond finding influencers based in China -- you might have someone right in your neighborhood who has major influence in the Chinese market. Another area in which micro-bloggers are proving useful for brands is helping them reach overseas Chinese communities, particularly international students. Regional or local influencers, such as New York’s Mr. Bags (包先生), a recent transplant to the city, can quickly pull together exclusive groups of students to take part in specific events or promotions, giving brands a pipeline to a big-spending and highly active group of consumers. Despite a relatively modest number of Weibo fans—less than 300,000 in the case of Mr. Bags—for most brands or retailers, working with this type of influencer pays off. In most cases, the most difficult part of working with micro-influencers is finding them, which often proves a time-consuming process that can entail exhaustive Weibo, blog, and BBS searches. As always, when checking out potential micro-influencers, the key is to remain skeptical of all publicly viewable statistics, and to take a look at all of his or her social media accounts. From there, the question is how you intend to work with them. Micro-influencers in the cosmetics segment— particularly those active on BBSs—are partial to cosmetics samples or product seeding campaigns, while fashion influencers often ask for upfront fees for coverage of new collections or events. However, these are often negotiable, particularly among influencers hoping to build a long-term relationship. If nothing else, micro-influencers largely prove themselves to be flexible and enthusiastic, demanding far less than self-proclaimed “KOLs” in China, many of whom stand firm on five-figure fees for single Weibo posts, business class flights to Europe or the United States, and five-star hotels.
- There are types of content that are popular among the Chinese. Cartoon graphics are popular with many large internet giants such as Baidu and Tmall. They include these kind of images in their logos (Baidu use a paw whilst Tmall’s logo is a cartoon cat). Video media is widely shared if it’s humorous or visually striking. The key is to create highly stylized content that users will want to share with their network.
- Social media is not about you!
- Social media is not about you!
- Social media is not about you!
- Social media is not about you!
- Social media is not about you!
- Once you’ve taken the time to develop authentic relationships with followers based on trust, allow them to digitally “window shop.” Create excellent content. Make your website easy to navigate. Notify them of great deals and new items via social media without bombarding them with updates trying to squeeze every possible extra dollar out of their pockets. Allow them to make the choice to purchase from your business, instead of asking for their money in the first place. If you aren’t sure whether or not you’re meeting the mark here, do a quick gut check. If you were a new visitor who wound up on one of your social profiles, what would you think of your brand? Would you feel like you’re being over-sold? Or would you feel that your company is providing you with helpful, interesting and engaging information that makes you want more? If you can’t honestly say that you’ve struck the right balance, hit the drawing board and revise your posting ratio to ensure you’re delivering more quality content than sales messages. MONTBLANC AND “MOON PHASE” CAMPAIGN: The Swiss watch brand has launched a campaign which is based in the importance of moon phases for Chinese population. Montblanc offers to its followers the chance to participate in a promotion of its Meisterstück Heritage Perpetual Calendar and Bohème Perpetual Calendar Jewelry watches, which includes on the watch dial a moon phase complication that tracks the wax and wane of the moon. In the campaign, members had to type their gender and birthdate into the app in order to receive information of their birth moon phase and the effect on their personality, love, hobbies and work. Wang Xiaoya, a Chinese astrology author was the person in charge to develop the results. YVES SAINT LAURENT: The French fashion brand created the campaign “Kissing Habits Survey” on WeChat along with its lipsticks collection. Members before ask the eight-question survey about kisses, had to choose their gender and star sign. Once finishing, users received the results and lipstick recommendations. A short time later, YSL continued the marketing strategy with the campaign “An Invitation to Kiss” based on its mini-movie which talks about six couples and each one of which is tied to one lip gloss color from its collection Gloss Volupté. To participate, users had to share their love stories and tag their lovers for an opportunity to win a lip gloss.
- Once you’ve taken the time to develop authentic relationships with followers based on trust, allow them to digitally “window shop.” Create excellent content. Make your website easy to navigate. Notify them of great deals and new items via social media without bombarding them with updates trying to squeeze every possible extra dollar out of their pockets. Allow them to make the choice to purchase from your business, instead of asking for their money in the first place. If you aren’t sure whether or not you’re meeting the mark here, do a quick gut check. If you were a new visitor who wound up on one of your social profiles, what would you think of your brand? Would you feel like you’re being over-sold? Or would you feel that your company is providing you with helpful, interesting and engaging information that makes you want more? If you can’t honestly say that you’ve struck the right balance, hit the drawing board and revise your posting ratio to ensure you’re delivering more quality content than sales messages. MONTBLANC AND “MOON PHASE” CAMPAIGN: The Swiss watch brand has launched a campaign which is based in the importance of moon phases for Chinese population. Montblanc offers to its followers the chance to participate in a promotion of its Meisterstück Heritage Perpetual Calendar and Bohème Perpetual Calendar Jewelry watches, which includes on the watch dial a moon phase complication that tracks the wax and wane of the moon. In the campaign, members had to type their gender and birthdate into the app in order to receive information of their birth moon phase and the effect on their personality, love, hobbies and work. Wang Xiaoya, a Chinese astrology author was the person in charge to develop the results. YVES SAINT LAURENT: The French fashion brand created the campaign “Kissing Habits Survey” on WeChat along with its lipsticks collection. Members before ask the eight-question survey about kisses, had to choose their gender and star sign. Once finishing, users received the results and lipstick recommendations. A short time later, YSL continued the marketing strategy with the campaign “An Invitation to Kiss” based on its mini-movie which talks about six couples and each one of which is tied to one lip gloss color from its collection Gloss Volupté. To participate, users had to share their love stories and tag their lovers for an opportunity to win a lip gloss.