two thumbs up—or down—on social media efforts
DESCRIPTION
Dan Shust, Director of Emerging Media, Resource Interactive David Griner, Social Media Strategist, Luckie & Co. How to market and sell using social media is one of the hottest topics in online retailing today. Everyone knows that opportunities exist—but few really know how to exploit them. This session will feature two expert—and opinionated—marketing and retailing consultants who specialize in social media. They will review retailers' social media campaigns and tell why in their opinions they succeed—or fail. They won't agree on the successful—or not so successful—elements of each, so be prepared for some spirited give and take as they decide thumbs up or thumbs down on social media campaigns.TRANSCRIPT
© Copyright 2010 Resource Interactive and Luckie & Company
TWO THUMBS UP (or down) ON SOCIAL MEDIA EFFORTS... Dan Shust - Resource Interactive
David Griner - Luckie & Company
© Copyright 2010 Resource Interactive and Luckie & Company
A QUESTION TO GET US STARTED
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Burberry Art of the TrenchSocial Microsite
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BURBERRY ART OF THE TRENCH
© Copyright 2010 Resource Interactive and Luckie & Company
BURBERRY ART OF THE TRENCH
© Copyright 2010 Resource Interactive and Luckie & Company
BURBERRY ART OF THE TRENCH
© Copyright 2010 Resource Interactive and Luckie & Company
Results:
7.5 million page views150 countries5 million minutes spent on the site1 million Facebook fans10% increase in same-store sales
BURBERRY ART OF THE TRENCH
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LET’S VOTE
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David’s take: Dan’s take:
BURBERRY ART OF THE TRENCH
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IKEA Photo TaggingFacebook Engagement
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IKEA PHOTO TAGGING
http://www.youtube.com/watch?v=P_K1ti4RU78
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IKEA PHOTO TAGGING
Results:
Lots of PR!
© Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE
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David’s take: Dan’s take:
IKEA PHOTO TAGGING
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Levi’s Friends StoreSocial Commerce
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LEVI’S FRIENDS STORE
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LEVI’S FRIENDS STORE
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LEVI’S FRIENDS STORE
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Benefits:
More engaged shoppersReal-time custom shopping experiencesEnhanced insight into demand signals
LEVI’S FRIENDS STORE
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LET’S VOTE
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David’s take: Dan’s take:
LEVI’S FRIENDS STORE
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Resource Interactive Off The WallSocial Commerce
SOCIAL COMMERCE
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RESOURCE OFF THE WALL
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RESOURCE OFF THE WALL
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RESOURCE OFF THE WALL
Benefits:
Reward fans with special offers, etc. Allow fans to shop without leaving FacebookShareable with all commerce capabilities
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LET’S VOTE
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David’s take: Dan’s take:
ABSTAIN
RESOURCE OFF THE WALL
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Uniqlo UTweetTwitter API
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UNIQLO UTWEET
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UNIQLO UTWEET
http://www.youtube.com/watch?v=b5IyQE2AY38&feature=related
© Copyright 2010 Resource Interactive and Luckie & Company
UNIQLO UTWEET
© Copyright 2010 Resource Interactive and Luckie & Company
Results:
Uniqlo generates fun...againThousands of custom Twitter movies createdTens of thousands of free brand impressions
UNIQLO UTWEET
© Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE
© Copyright 2010 Resource Interactive and Luckie & Company
David’s take: Dan’s take:
UNIQLO UTWEET
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Jimmy Choo Trainer HuntGeolocation
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JIMMY CHOO TRAINER HUNT
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JIMMY CHOO TRAINER HUNT
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Results:
33% increase in sneaker sales40% increase in positive mentions4,000 online participants
JIMMY CHOO TRAINER HUNT
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LET’S VOTE
© Copyright 2010 Resource Interactive and Luckie & Company
JIMMY CHOO TRAINER HUNT
David’s take: Dan’s take:
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Procter & Gamble CauseWorld Third Party App Sponsorship
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PROCTER & GAMBLE CAUSEWORLD
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PROCTER & GAMBLE CAUSEWORLD
Benefits:
Gives “checking in” a purposeMarketers know when a product is in handGame mechanics encourage repeat use
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LET’S VOTE
© Copyright 2010 Resource Interactive and Luckie & Company
David’s take: Dan’s take:
PROCTER & GAMBLE CAUSEWORLD
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Moosejaw Break Up ServiceEngagement
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MOOSEJAW BREAKUP SERVICE
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MOOSEJAW BREAKUP SERVICE
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MOOSEJAW BREAKUP SERVICE
http://www.youtube.com/watch?v=fnkDt5xq2M4
© Copyright 2010 Resource Interactive and Luckie & Company
MOOSEJAW BREAKUP SERVICE
© Copyright 2010 Resource Interactive and Luckie & Company
MOOSEJAW BREAKUP SERVICE
© Copyright 2010 Resource Interactive and Luckie & Company
MOOSEJAW BREAKUP SERVICE
Results:
Over 200 breakups in progress(also a few hookups)Moosejaw fans always wondering “what next?”
© Copyright 2010 Resource Interactive and Luckie & Company
LET’S VOTE
© Copyright 2010 Resource Interactive and Luckie & Company
David’s take: Dan’s take:
MOOSEJAW BREAKUP SERVICE
© Copyright 2010 Resource Interactive and Luckie & Company
Our Tips and Takeaways
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David:
Think beyond the launch
Empower your customers on the product level
Engage fans in their daily lives, not in a web browser
OUR TIPS AND TAKEAWAYS
© Copyright 2010 Resource Interactive and Luckie & Company
Dan:
Be part of the experience
Consider tools that are freely available first
Have fun!
OUR TIPS AND TAKEAWAYS
© Copyright 2010 Resource Interactive and Luckie & Company
Thanks! For more information about Resource Interactive or Luckie & Company contact:
Dan Shust / Director, Emerging Media - Resource [email protected]: @getshust
David Griner / Social Media Strategist - Luckie & [email protected]: @griner