Archive for category All
Internet Trends 2010 by Morgan Stanley Research
Posted by Josh Feldberg in All, News, Trends on September 6, 2010
How Amnesty used social media to raise awareness of abused women
Posted by Josh Feldberg in All on August 20, 2010
The app that makes travel social
Posted by Josh Feldberg in All, Business, Travel on August 16, 2010
In an effort to establish a middle ground between public and personal transportation, recently launched NYC ride-sharing service Weeels is attempting to define that space as “social transit.” The idea is to blend the lower cost and carbon footprint of mass offerings like subways and buses with the door-to-door convenience and speed of taking a livery cab by yourself.
Through a free mobile app, users enter a destination and search for available rides. The service looks for potential matches based on time (windows last up to 20 minutes) and proximity, providing users with a list of options that they can review and select. Weeels then orders a cab to a specified location, providing a walking map, fellow rider’s picture and and cost of the fare. After the ride, users can submit feedback about their experience through the app.
Full story on PSK Conference site
Social media for Retailers – slideshow
Posted by Josh Feldberg in All, Business, How to guides..., Retail on August 12, 2010
Sainsbury’s runs recipe challenge on Facebook
Posted by Josh Feldberg in All on August 11, 2010
In order to encourage parents to think differently about the food they give to their kids during summer holidays, Sainsbury’s has launched a Facebook challenge. Four videos posted once a week will feature parents and grand parents who create a creative recipe for their children. A panel of 9-year-olds will judge the meals and the recipes that “The Tiny Taste Team’ likes the most will be posted online for other parents to copy.
John Lewis’ social media strategy pays dividends
Posted by Josh Feldberg in All, Retail on August 11, 2010
John Lewis is one of Britain’s most iconic stores and last September re-launched its JohnLewis.com/Fashion site to coincide with its autumn fashion lines. The company wanted to come up with a social media plan that would help it become a major player in the UK online fashion market.
London-based communications agency Cohn & Wolfe was brought onboard to help generate awareness for John Lewis’ online offering and help it compete more effectively against established online specialist fashion retailers such asASOS and Net-a-porter. To put it in context, prior to the launch of JohnLewis.com/Fashion, just six per cent of sales of fashion items came via the company’s website.
Cohn & Wolfe’s first challenge was educate the fashion media, online influencers and fashion conscious consumers that it had an attractive online fashion offering. Two key objectives were agreed; to position John Lewis as a major player in the online fashion arena using social media, and to drive traffic to JohnLewis.com/Fashion and increase sales.
Spreading the word
Cohn & Wolfe’s digital team analysed conversations around fashion and identified the key influencers – bloggers, journalists and industry insiders. The team then measured their influence via metrics such as in-bound links, traffic and author background. Cohn & Wolfe also identified a group of ‘mummy bloggers’ who were increasingly influential in providing style advice to an important audience segment; John Lewis’ core customer group of 30-45 year-old women.
The digital team then also determined the digital footprint of key media by measuring their presence on Twitter, blogs, Facebook and Flickr. This gave Cohn & Wolfe multiple entry points and increased opportunities to extend the conversation about John Lewis’ fashion re-launch during the outreach phase, explained Steve Parker, director of digital media at Cohn & Wolfe UK.
Execution
- Cohn & Wolfe created e-vouchers to encourage users to browse the site and purchase items, make style recommendations and share them with their own personal networks
- Influencers were contacted via their preferred medium
- One-to-one interviews were conducted with key influencers and when one in particular – online fashion community Shopstyle.co.uk – began sending significant traffic to JohnLewis.com/Fashion, the team created a unique social media contest specifically for that site.
Bags of coverage
- Cohn & Wolfe estimates that in total the campaign reached more than 1.6 million people and achieved positive coverage from 86 per cent of the digital influencers identified at the outset.
- A 250 per cent increase in positive social media conversations containing the keywords “John Lewis” and “fashion”, exceeding targets.
- The ShopStyle competition resulted in 350 “looks”, the site’s most successful competition to date. 248 tweets and re-tweets were achieved on Twitter, resulting in a potential 132,622 influencers engaged via the microblogging platform.
Most importantly for John Lewis, fashion sales grew by 385 per cent and order value by a fifth (21 per cent)
Full story on NewMediaKnowledge
How to use social media in crises management – slideshow
Posted by Josh Feldberg in All, How to guides... on August 10, 2010
Social media and the travel industry…what works
Posted by Josh Feldberg in All, Business, Travel on August 10, 2010
One sector that is really embracing social media is the travel and leisure industry. And it is an industry well suited to social media and online communities – people share an experience or situation and this provides a reason for them to connect and engage with each other (and with a brand). We have seen some great uses commercially from companies like Marriott and InterContinental and Expedia but social media really works well in the travel and leisure industry when it is used in real time. In the latest FreshNetworks Video, Matt Rhodes describes three areas where this works well:
For customer service – Social media is a great customer service tool – not only does it allow you to connect with and engage customers online, but it also means that when you solve one query you do so publicly for all to see and for all to share. This winter I was skiing in the French Alps this winter when snow back in the UK caused a halt to most of the flights leaving Geneva for London. I knew that Easyjet were using Twitter, but rather than tweet them myself to ask if my flight was going I saw that somebody else already asked the question and I could see the response. Saving me from having to ask the question and Easyjet the hassle of having to respond to the same question multiple times.
For real time experience capture – Social media is quick and easy making it the perfect media for allowing people to express the way they are feeling in the moment, which does not always come through if you are writing a review after the experience has finished.
For real time information sharing – Holidays and stays don’t always got to plan and things change: the weather, the times, the traffic etc and so social media is great for being able to transmit information in real time.
Full story on FreshNetworks
Estee Lauder’s World Pink social media campaign
Posted by Josh Feldberg in All, Business, FMCG on August 9, 2010
Measuring the ROI of social media may not yet be an easy way to track sales. But when it comes to word of mouth, social is a great way to see who is talking about and sharing information online.
That’s something beauty brand Estee Lauder learned last year when trying to spread awareness about breast cancer during its World Pink campaign.
Estee Lauder spends a lot of time marketing its products to women, but the company has also invested heavily in cancer research. Senior corporate vice president Evelyn Lauder actually helped develop the pink ribbon that has become a staple of breast cancer awareness and founded the Breast Cancer Research Foundation.
Estee Lauder worked with Attention! PR to create its “World Pink” campaign, which set out to spread awareness and facts about breast cancer worldwide.
Rather than invite editors from top women’s magazines, the company enlisted beauty bloggers for their cause.
According to Marisa Thalberg, VP of global digital marketing at Estee Lauder, this was a “milestone of corporate change.”
The party created a lot of good will. Bloggers tweeted about the event and took pictures of themselves in the space. One blogger took a photo of herself behind Mrs. Lauder’s desk.
According to Dina Fierro, executive director of beauty and fashion at Attention! PR:
“This event gave bloggers real access to the Estee Lauder companies. The advocacy we saw from this event laid the groundwork for the outreach we did later in the campaign, by starting to create early education and advocacy.”
The company used Brickfish to create The World PINK Mosaic, “a virtual tapestry of faces.” Survivors, supporters and those “touched” by cancer uploaded profiles.
Estee Lauder has a wide line of products that donate some proceeds to the The Breast Cancer Research Foundation. But the goal of this campaign was not to move product. It was to see how far a message could travel and how often it could be shared.
According to Fierro:
“To supplement the effort, we tapped into the influencers, telling them “We want you to be the first to upload your story.’”
The company created a viral map to see who was sharing and contributing to the campaign, and saw that it had travelled to unexpected places like the Maldives, Camaroon, Nepal, Slovenia and Pakistan.
Full story on econsultancy
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