tweet a coffee campaign

Social Media Campaign Realities

You may have heard about the new data released by IBM, suggesting that social media barely drives 1% of e-commerce sales. It’s disheartening, but not necessarily an indication of the medium’s merit. Perhaps it’s an indication of the measurement system & social media campaign strategies being used at large?
Let’s take for example the recent Starbucks tweet-a-coffee campaign. The campaign embraces several key factors:

  1. Sharing; You can’t directly benefit, but your friends can, (you may benefit reciprocally) providing a strong incentive to share.
  2. Customer behaviour; Whilst there’s always a portion of people that buy just the one coffee and leave, most people buy other products too. The campaign doesn’t force cross & up-sells, but takes advantage of the broad understanding of client behaviour.
  3. Altruism; giving things away is perceived as a good thing to do, especially when it’s tied in to a cause. As Richard Branson writes “quote here on brand value”, you are your brand, and you need constant positive brand reinforcement.

Tweet A Coffee   Starbucks Coffee Company

 

It’s a social media based strategy, that positively benefits your branding and provides trackable (account creation & spend) results. Whilst I’m not privy to the success of the strategy, I’m confident more than a few people have been sending their friends coupons.

The “inherently social” or “designed to share” component is what makes the campaign successful on Social Media. If you have an app or a product that provides any type of interesting data, allow your users to share it! It makes your product more valuable to them, and is a great way for you to promote yourself.

Nobody’s interested in sharing a Starbucks app, or a Starbucks website, but they’re more than happy to share a $5 coupon. Ensure that whatever’s valuable to your users, is easy for them to share (preferably via a social medium).

Smiley Feedback

Awesome Social Recommendation

I’ve just started working with psd2html on a new web design project, and I noticed that they have a “rate our performance button”. What’s brilliant is that after your select a rating it asks you for a written comment. If your comment is good it asks you to tweet your comment. You don’t need to retype anything or do anything other than click the button again. I’m not surprised they regularly have great twitter reviews.

The ability to instantly convert positive feedback into a social recommendation is incredibly powerful, especially given that each recommendation is coming from an existing customer that’s already taken the time to write a positive comment. Most of the time it’s hard to find content to engage your clients, this technique has them socially (and positively) engaging with your brand – without you creating any new content.

At what point in your sales cycle are you collecting feedback? What are you doing with that feedback?
Are you showing off all your awesome customer reviews?

Staying relevant

Lurk Pipe

Lurk Pipe (Photo credit: prawnpie)

With so much content being produced, writing meaningful relevant content has never been so important. You need to be deserving to be noticed let alone sung-about by your crowd. There are a few ways to stay on-top, the most important of which is the age of old trick of lurking.

Tip #1 – Lurk quietly & listen to your audience. They’ll tell you what they want, and you can cater to them. Knowing you audience, has always been important. Every one talks about it. Very few people actually have the patience to do it, and it does take patience. AaronLee does a good job of illustrating this fact.

Tip #2 – Use the technology Luke. There are some great tools that’ll keep you on-top of everything. Crunching all those RSS feeds into something more useful. Tools like Zemanta are great too. Just remember that you readers are looking for your own personal flavour. Not a regurgitated photocopy of something else.

Have fun writing.

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