AMAZON.
Adding a notch to its social belt, Amazon is launching brand pages. This means marketers will have yet another social site to maintain and operate.
Registration for brands is free, and you can create a Facebook-type page that’s a bit more focused on products. A “hero widget” at the top of these pages looks an awful lot like a Facebook cover photo. The pages also include social links and “merchandising widgets” to highlight certain products.
According to Amazon, “You can enhance your words with an image or a product. And you can plan ahead, scheduling the release of a series of posts on successive days.”
This is one of those initiatives that will either be a step toward monetizing social, or it will fall flat and become one of those “Remember Amazon Pages” warnings. Amazon, of course, is banking on the former.
“With a personalized Amazon Page, you extend your reach to Amazon.com customers and encourage immediate sales through a familiar and trusted purchasing environment,” the company writes in its FAQ. “Link to content on Amazon.com, feature products, and lifestyle imagery about your brand.”
Amazon Analytics promises to gather “a wide variety of metrics” to help you prove increased sales and ROI.
FACEBOOK.
Once you’re aware of the rules of running a competition on Facebook, you can start creating them. You need to make sure that you run competitions within "Apps For Facebook," but there are many third-party apps that will help you run one on your Facebook page. Among the most popular is wildfire, which offers a lot of functionality, but apps such as Snap App, Votigo, Woobox, and Strutta are also useful. What functionality they provide will help you determine and shape the type of competition you’re going to run.
Once you decided upon the competition format, you need to look at promotion. You will promote it through your own channels, but you need to decide whether you will run an ad campaign to help promote it.
STARBUCKS.
Starbucks' ability to wear so many hats—corporate success, "local" favorite, and Internet sensation—warrants strategic examination. The following is a breakdown of why Starbucks is a social media marketing success story:
It has "super influencers:" Instead of solely focusing efforts on accumulating new customers, it cultivates its current relationships. This ensures more fans/followers in the long run, as well as the continued existence of brand advocates. This holds true across the board: In-store experiences are highly valued—along with online engagement—emphasizing the importance of customer service.
It encourages sharing: Those happy customers are eager to share good experiences and offers. For example, the Starbucks holiday promotion "buy 1 get 1" garnered an extraordinary amount of engagement on Facebook through comments, "likes," and shares.
It customizes the experience: Consumers want to feel like valued individuals, not disposable dollars. Starbucks provides that through programs such as My Starbucks Rewards, personalized signature drinks, and localized store experiences. Their social sites, in particular Pinterest and Instagram, encourage users to share their Starbucks moments—whether it be the return of a favorite holiday drink or just an artsy coffee cup shot.
Its causes are timely and consistent: Coffee drinkers are known for brand loyalty, and giving consumers a charitable reason to buy that steaming cup is beneficial for all. The takeaway from Starbucks is to know your customer and tie that in with what matters in the world—so, pay attention to how your brand can fit into trending topics.
It cross-promotes: When Starbucks takes a photo, it shares it on Instagram, posts it to Facebook, tweets it on Twitter, pins it on Pinterest—well, you get the idea. Social cross-promotion gains importance as the world becomes more digitally focused.
Each network provides an opportunity to reach a new audience, and integrating your strategy on each is crucial to increasing visibility. Just remember that those distinct groups respond to different marketing messages, and each message should be optimized in relation to the network.
Starbucks makes it count: Its mission is "to inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time." Taking the focus off money has helped it make more—lifting customers up will lead to loyalty. its "The way i see it" quote campaign is an inspiring example.
Starbucks is one of many businesses we can learn from. Please posts your comments below, offering questions or your own great examples of social marketing strategies.
It cross-promotes: When Starbucks takes a photo, it shares it on Instagram, posts it to Facebook, tweets it on Twitter, pins it on Pinterest—well, you get the idea. Social cross-promotion gains importance as the world becomes more digitally focused.
Each network provides an opportunity to reach a new audience, and integrating your strategy on each is crucial to increasing visibility. Just remember that those distinct groups respond to different marketing messages, and each message should be optimized in relation to the network.
Starbucks makes it count: Its mission is "to inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time." Taking the focus off money has helped it make more—lifting customers up will lead to loyalty. its "The way i see it" quote campaign is an inspiring example.
Starbucks is one of many businesses we can learn from. Please posts your comments below, offering questions or your own great examples of social marketing strategies.
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