two thumbs up—or down—on social media efforts

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© Copyright 2010 Resource Interactive and Luckie & Company TWO THUMBS UP (or down) ON SOCIAL MEDIA EFFORTS... Dan Shust - Resource Interactive David Griner - Luckie & Company

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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.

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Page 1: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

TWO THUMBS UP (or down) ON SOCIAL MEDIA EFFORTS... Dan Shust - Resource Interactive

David Griner - Luckie & Company

Page 2: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

A QUESTION TO GET US STARTED

Page 3: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

Burberry Art of the TrenchSocial Microsite

Page 4: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

BURBERRY ART OF THE TRENCH

Page 5: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

BURBERRY ART OF THE TRENCH

Page 6: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

BURBERRY ART OF THE TRENCH

Page 7: Two thumbs up—or down—on social media efforts

© 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

Page 8: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LET’S VOTE

Page 9: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

David’s take: Dan’s take:

BURBERRY ART OF THE TRENCH

Page 10: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

IKEA Photo TaggingFacebook Engagement

Page 11: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

IKEA PHOTO TAGGING

http://www.youtube.com/watch?v=P_K1ti4RU78

Page 12: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

IKEA PHOTO TAGGING

Results:

Lots of PR!

Page 13: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LET’S VOTE

Page 14: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

David’s take: Dan’s take:

IKEA PHOTO TAGGING

Page 15: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

Levi’s Friends StoreSocial Commerce

Page 16: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LEVI’S FRIENDS STORE

Page 17: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LEVI’S FRIENDS STORE

Page 18: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LEVI’S FRIENDS STORE

Page 19: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

Benefits:

More engaged shoppersReal-time custom shopping experiencesEnhanced insight into demand signals

LEVI’S FRIENDS STORE

Page 20: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LET’S VOTE

Page 21: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

David’s take: Dan’s take:

LEVI’S FRIENDS STORE

Page 22: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

Resource Interactive Off The WallSocial Commerce

SOCIAL COMMERCE

Page 23: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

RESOURCE OFF THE WALL

Page 24: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

RESOURCE OFF THE WALL

Page 25: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

RESOURCE OFF THE WALL

Benefits:

Reward fans with special offers, etc. Allow fans to shop without leaving FacebookShareable with all commerce capabilities

Page 26: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LET’S VOTE

Page 27: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

David’s take: Dan’s take:

ABSTAIN

RESOURCE OFF THE WALL

Page 28: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

Uniqlo UTweetTwitter API

Page 29: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

UNIQLO UTWEET

Page 30: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

UNIQLO UTWEET

http://www.youtube.com/watch?v=b5IyQE2AY38&feature=related

Page 31: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

UNIQLO UTWEET

Page 32: Two thumbs up—or down—on social media efforts

© 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

Page 33: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LET’S VOTE

Page 34: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

David’s take: Dan’s take:

UNIQLO UTWEET

Page 35: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

Jimmy Choo Trainer HuntGeolocation

Page 36: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

JIMMY CHOO TRAINER HUNT

Page 37: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

JIMMY CHOO TRAINER HUNT

Page 38: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

Results:

33% increase in sneaker sales40% increase in positive mentions4,000 online participants

JIMMY CHOO TRAINER HUNT

Page 39: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LET’S VOTE

Page 40: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

JIMMY CHOO TRAINER HUNT

David’s take: Dan’s take:

Page 41: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

Procter & Gamble CauseWorld Third Party App Sponsorship

Page 42: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

PROCTER & GAMBLE CAUSEWORLD

Page 43: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

PROCTER & GAMBLE CAUSEWORLD

Benefits:

Gives “checking in” a purposeMarketers know when a product is in handGame mechanics encourage repeat use

Page 44: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LET’S VOTE

Page 45: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

David’s take: Dan’s take:

PROCTER & GAMBLE CAUSEWORLD

Page 46: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

Moosejaw Break Up ServiceEngagement

Page 47: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

MOOSEJAW BREAKUP SERVICE

Page 48: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

MOOSEJAW BREAKUP SERVICE

Page 49: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

MOOSEJAW BREAKUP SERVICE

http://www.youtube.com/watch?v=fnkDt5xq2M4

Page 50: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

MOOSEJAW BREAKUP SERVICE

Page 51: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

MOOSEJAW BREAKUP SERVICE

Page 52: Two thumbs up—or down—on social media efforts

© 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?”

Page 53: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

LET’S VOTE

Page 54: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

David’s take: Dan’s take:

MOOSEJAW BREAKUP SERVICE

Page 55: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

Our Tips and Takeaways

Page 56: Two thumbs up—or down—on social media efforts

© Copyright 2010 Resource Interactive and Luckie & Company

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

Page 57: Two thumbs up—or down—on social media efforts

© 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

Page 58: Two thumbs up—or down—on social media efforts

© 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