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Carri Bugbee

Retailers Shut Facebook Storefonts Amid Apathy - Bloomberg - 0 views

  • Last April, Gamestop Corp. (GME) opened a store on Facebook to generate sales among the 3.5 million-plus customers who’d declared themselves “fans” of the video game retailer. Six months later, the store was quietly shuttered. Gamestop has company. Over the past year, Gap Inc., J.C. Penney (JCP) Co. and Nordstrom (JWN) Inc. have all opened and closed storefronts on Facebook Inc.’s (FB) social networking site.
  • “We just didn’t get the return on investment we needed from the Facebook market, so we shut it down pretty quickly,” Sheetz said in a telephone interview. “For us, it’s been a way we communicate with customers on deals, not a place to sell.”
  • “It was basically just another place to shop for all the stuff already available on the retailer websites,” Gerten said. “I give so-called F-commerce an ‘F.’”
Carri Bugbee

WE KNOW WHERE YOUR TV IS: Why Location-Based Marketing Matters to Connected TVs | Inter... - 0 views

  • Location technologies like GPS are sharing analytics on where and how this content is being viewed.  The good news?  Connected TVs definitely have a role to play in the multiscreen IoT – especially in the area of building new models of marketing and advertising relationships.
  • The way we look at location-based marketing (LBM) is unique – our definition is basically: The intersection of people, places and media.  We don’t equate LBM to just mobile [devices]. – Asif Khan, LBMA
  • once you know the location of the person you’re trying to influence – the question you should ask is: what media happens to be near them in that particular place? Could be a billboard, radio, television – anything. We’re very focused on media context.”  
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  • on the TV front – we work with connected TV ecosystem companies like Shazam, Cisco, and others that are building Automatic Content Recognition (ACR) into HD and 4K displays. In the increasing model of TV/mobile co-viewing/browsing, a sponsor could deliver a message that is first seen on the TV but is also sync’d to become a Call-To-Action (CTA) on the mobile device of the viewer.  And as the ad will know the location of the user, they could tailor the message to direct the customer to the nearest retail location of the brand advertiser.”
  • In 2011 we worked with Fox TV and our member company Loopt on the show 'Bob’s Burgers.' They approached us with an LBM idea –they wanted to build a fanbase as the show was just starting.  So, we partnered with the California-based chain Fatburger in 64 locations to rebrand them as Bob’s Burgers.  On one of the episodes, one of the animated characters checked-in on their mobile device.  We’re also worked with Bravo on shows like Real Housewives and Top Chef – to drive viewers to real-world retail locations that the characters on the show frequent.”
  • Let’s take a big retailer like The GAP – they spend $$$ on great TV ads with great music.   Instead of The GAP saying 'Check in on Foursquare today at the GAP and save 20% on a pair of jeans'  – essentially giving their margin away, wouldn’t it be better if I could say 'Hey, you know that great commercial you saw that got you into the store? Let me give you a free copy of that song as a download right now.'  So we’re seeing a shift from just discounts and coupons and moving toward an exchange of valuable content.  The producers and broadcasters of that content have a huge opportunity to participate in that.”
  • Regarding the potential for backlash against location-based marketing, Khan is optimistic:  “The way we look at it is, if you can demonstrate real value and relevance to an individual user, they will be willing to share their location data. It’s almost a mathematical equation.  You have to articulate opportunities around the value exchange.   Four years ago, the stats for Foursquare showed that more than 82% of the location data (check-ins) were driven by men.
Carri Bugbee

5 predictions for Facebook advertising in 2014 - Inside Facebook - 0 views

  • acebook has known for a while that the things its users talk about are supremely interesting and relevant for advertisers. Twitter proved that basing an advertising model around brand mentions really works; Facebook is bound to follow suit. Already, we are seeing Facebook taking steps into Twitter’s territory by showcasing which topics and brands are trending in users’ News Feeds, and by aggregating hashtagged terms
  • Offline conversion for retailers. Speaking of consumers’ path-to-purchase on Facebook, the ability for retailers to track offline sales conversions from ads viewed on Facebook is another critical step Facebook is taking to give advertisers deeper insight into how their ads actually drive some type of consumer action.
Carri Bugbee

Here's What 8 Digital Execs Predict for Mobile in 2015 | Adweek - 0 views

  • more strategic thought around how to deploy mobile in a shopping arena—not necessarily the new technologies or the new checkout system because that’s going to happen no matter what.”
  • s you start to see third parties map indoor spaces [and] you start to see retailers put beacons on the shelves, I think there is going to be some massively interesting creative unlocked [in 2015].” 
  • adoption of mobile payments and loyalty programs by both retailers and consumers. We’ve finally reached a long-awaited tipping point with beacons and NFC, and these technologies are poised to supercharge in-store sales and turn the tables on showrooming.” 
Carri Bugbee

Survey: Shoppers' Use Of Social Media Drops, But It Remains Vital To Those Who Use It - 0 views

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    In 2013, brand social was 18% and retailer social was 16%,
Carri Bugbee

Social Media - Twitter buys a social media talent agency - Internet Retailer - 0 views

  • Nicheworks with more than 6,300 social media influencers ranging from comedic personalities to photographers to foodies to fashion bloggers. Among the more than 100 brands and agencies it has worked with are Hewlett-Packard Co., Coca-Cola Co. and the National Football League. Hewlett-Packard’s HP Home & Home Office Store is No. 35 in the Internet Retailer Top 500 Guide while the National Football League is No. 151.
  • As a part of Twitter, Niche aims to build more tools, platforms and ways to help influencers link up with brands, write Niche co-founders Rob Fishman and Darren Lachtman in a blog post.
  • By acquiring Niche, Twitter will be the rare social network that stands to directly profit when an influencer works with a brand. But it won’t be alone. Tumblr last month launched Creatrs Network,
Carri Bugbee

Instagram adds in-app checkout as part of its big push into shopping - The Verge - 0 views

  • nstagram hopes that allowing people to complete their purchases inside the app will inspire them to shop more — and to create a big new business for parent company Facebook, which has recently signaled that it expects commerce and payments to represent the future of the company. For now, payment information stored with Facebook will only be used on Instagram. But it’s easy to imagine Facebook letting you use your credentials elsewhere in its family of apps.
  • In the meantime, Facebook says it won’t share your payment information with other users or with retailers.
  • Instagram believes shopping represents a massive new business opportunity. The Verge reported last year that the company is building a standalone shopping app. It also said Monday that 130 million people a month tap on product tags in shopping posts.
Carri Bugbee

Whose answers do shoppers want - brands' or consumers' - online and in stores? - Bazaar... - 0 views

  • Seeking questions ask for product-specific use cases, and look for facts rather than opinions. “Does this hotel offer free wifi?”
  • Our study found that most questions asked in automotive (81%), travel (79%), and consumer electronics (79%) were seeking questions.
  • Samsung reps answer shopper questions on retailer sites under the moniker “Mr. Samsung,” and find that questions reveal large gaps in product information: 91% of the content they provide in answers is not already on the site.
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  • products with answers from official brand reps get 100% more questions than others – suggesting that, upon seeing that the brand is engaged, shoppers are more likely to ask questions (when they may’ve otherwise left the site to look elsewhere).
  • After a consumer answers a question or submits a review, never leave them at a dead end; once someone contributes, they’re more likely to contribute again. Take them to a thank you page that includes a few more related, unanswered questions.
Carri Bugbee

The strength of 'weak signals' | McKinsey & Company - 0 views

  • Arising primarily from social media, they represent snippets—not streams—of information and can help companies to figure out what customers want and to spot looming industry and market disruptions before competitors do. Sometimes, companies notice them during data-analytics number-crunching exercises.
  • potting weak signals is more likely when companies can marshal dispersed networks of people who have a deep understanding of the business and act as listening posts
  • Nordstrom, for example, took an early interest in the possibilities of Pinterest, the digital-scrapbooking site where users “pin” images they like on virtual boards and share them with a larger community. Displayed on Pinterest, the retailer’s products generate significant interest: the company currently has more than four million followers on the site.
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  • Nordstrom began rolling out the test more broadly to capitalize on the site’s appeal to customers as the “world’s largest ‘wish list,’” in the words of one executive.2 2.See Rachel Brown, “Nordstrom touts merchandise with Pinterest,” Women’s Wear Daily, July 2, 2013, wwd.com. The retailer continues to look for more ways to match other customer interactions on Pinterest with its products.
  • listening for weak signals isn’t enough—companies must channel what’s been learned to the appropriate part of the organization so the findings can influence product development and other operational activities.
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    dispersed networks of people who have a deep understanding of the business and act as listening posts.
Carri Bugbee

How "Data In, Data Out" Solves Social Marketing Challenges | Forrester Blogs - 0 views

  • Percolate first identifies which social topics matter to brands’ audiences, then finds matching assets in those brands’ databases. SocialFlow tracks how many of a brand’s social followers are active throughout the day, then automatically posts the brand’s content at the best possible moment. Brand Networks taps historical sales and weather databases to tell retailers which products will generate the most social interest, based on local forecasts. SimpleFeed helps brands’ affiliates automate content selection — dynamically publishing social posts that have worked for other affiliates in the past.
Carri Bugbee

The Ideal Length for All Online Content - 1 views

  • 100 characters is the engagement sweet spot for a tweet. 
  • But 40 is the magic number that Jeff Bullas found was most effective in his study of retail brands on Facebook. He measured engagement of posts, defined by “like” rate and comment rate, and the ultra-short 40-character posts received 86 percent higher engagement than others.
  • The ideal length of a headline is 6 words
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  •  we tend to absorb only the first three words and the last three words of a headline. If you want to maximize the chance that your entire headline gets read, keep your headline to six words.
  • MailChimp published the following headline on its blog: Subject Line Length Means Absolutely Nothing. This was quite the authoritative statement, but MailChimp had the data to back it up. Their research found no significant advantage to short or long subject lines in emails. Clicks and opens were largely the same.
  • Organizers of TED have found that 18 minutes is the ideal length of a presentation, and so all presenters—including Bill Gates and Bono—are required to come in under this mark.
  • By forcing speakers who are used to going on for 45 minutes to bring it down to 18, you get them to really think about what they want to say. … It has a clarifying effect. It brings discipline.
  • The ideal length of a domain name is 8 characters
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    Interesting opinion on the blog post length, I always thought it was a little shorter but the 'seven minute' mark tends to make sense...good article!
Carri Bugbee

Adobe Q1 report: clickthrough rate up, cost per click down - Inside Facebook - 0 views

  • cost-per-click (CPC) is down 2 percent year-over-year and 11 percent quarter-over-quarter, while clickthrough rate (CTR) rose 160 percent YoY and 20 percent QoQ. Facebook ad clicks overall were increased by 70 percent YoY and 48 percent QoQ. Impressions are up 40 percent YoY and 41 percent QoQ.
  • Comments on ad posts are up 16 percent YoY and 40 percent QoQ; likes are down 4 percent YoY and shares are up 2 percent. Engagement on video is up 25 percent YoY and 58 percent QoQ, showing that auto-play videos haven’t been as toxic as feared. Video plays are up 785 percent YoY and 134 percent QoQ after auto-play videos were implemented in Q4. Nearly 1/4 of all video plays on Facebook happen on Fridays. Posts with images still gain the most engagement, though the percentage of engagement for photo, link and text posts are all down YoY. Posts with links are up 77 percent YoY and 167 percent QoQ, as Facebook has made great strides in making link posts more visual. Most impressions in Q1 came on a Friday, with 15.7 percent of all impressions. Sunday is the least likely day to receive a comment on a post. Facebook referred revenue per visit is up 11 percent year-over-year and 2 percent quarter-over-quarter. Facebook produces 75 percent of traffic to retail sites, up 2 percent year-over-year and 13 percent quarter-over-quarter. Facebook refers 52 percent of social traffic to B2B high tech sites, up 34 percent year-over-year.
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