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Polyvore VS Pinterest

I have no idea why brands think Pinterest is a must have. Whilst I think it’s a nice to have I don’t think it’s a must have.

Polyvore is so under utilised, yet from all stats it shows this channel is out performing Pinterest by so much it’s a joke that brands are not taking advantage of this obvious opportunity.

Jump into your Google Analytics and compare the two channels to see for yourself.

Polyvore vs Pinterest

Now the platforms are quite similar in that users put together boards/sets to show off what they’re feeling or what they’re into. They’re both aspirational and inspirational for users and that is where the true value lies.

I’m advising female fashion brands to continue with Pinterest but start to invest time into Polyvore and lead the fashion world by running a quality listen and reward strategy, the first of its kind.

  • Brands need to create an account
  • Start to create sets around your products.
  • Think aspirational and create mood boards to take Polyvore users on a journey.
  • The added benefit to this is these sets that you’re creating in Polyvore can be used on Facebook and Instagram.

I’m seeing Polyvore bring in more website visits and revenue than Pinterest are you?

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Beacons… get around them!

Beacons are yet to be given a good run here in Australia, but I for one am looking forward to the brands that take on Beacons and give them a spin.

Beacons

Essentially Beacons allow brands to tailor messages to their community that are close to where the Beacons are located.

  1. Store sets up a Beacon in their store
  2. Shopper walks within the Beacon range (low frequency Bluetooth range, generally up to 10 – 20 metres) and a notification automatically pushes up onto the customers mobile screen.
  3. The message doesn’t need to be an offer or reward, but those types of notifications will help bring that shopper from outside into your store.
  4. If shopper is in store the notification may encourage them to get something they weren’t planning on getting.

The only downside that I can see is that for Beacons to work ‘bluetooth’ must be enabled on the users phone and the user must first have allowed notifications to be pushed to them.
I don’t personally always have bluetooth on so these notifications would not work for me. Even so, I would still think it’s worthwhile for brands to adapt this new technology as they’re relatively cheap and easy to run.

If brands were to communicate these type of offers, I’m sure loyal customers would turn their bluetooth on.

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Listening and Responding

 

Listen and Respond always

I cannot stress the importance of this and I can’t believe how poorly this is executed from so many brands around the world.

This would have to be the most basic of marketing, but it gets missed cause it has no bells and whistles and often digital communication teams miss this due to them not having the time or the knowledge to execute it. Below I want to go into some detail of why this is so important and how you can be doing this to better improve your brands digital foot print.

Brands may think they’re doing this, I can tell you, they’re not. Yes they’re responding to direct questions, but they’re missing the ‘gold nuggets’ that’s out there every single day.

I recently sat down with a new bikini brand that’s about to hit Australia and got into a discussion about listening and responding by way of a soft introduction into the new country. The example I used for this is relevant here so I thought I would share.

Listening using the HootSuite platform and geo targeting it to Australia only key terms such as ‘Bikinis’, ‘Holiday’, ‘Summer’, ‘Competition brand names’ etc. These channels will be set up and as a brand which has a presence on Twitter you now have the ability to add value to their conversations.

Example Twitter users are talking about buying bikinis for their Mexico holiday. You now can jump in as the brand and add value to their conversation by showing off your range.
You can take it a step further and really entice a purchase by saying use this code and get 10% off. You don’t want to come across as pushy or to sales driven, so you might first want to join in the conversation with something fun and light, then once they @reply back you can start to form a conversation/relationship and then offer them something for being so nice and friendly.

People love this and appreciate brands going the extra mile to give them something that’s extremely relevant and timely to those people right there and then.

Why Listen:

  • Everyday there are consumers talking about your brand
  • Everyday there are consumers talking about the industry your brand is in
  • Everyday they’re doing this means everyday you’re missing golden opportunities to add value to their conversation.
  • Allows brands that haven’t been directly mentioned, to turn a negative experience into a positive one.
  • Allows brands to find advocates and reward those advocates.
  • Allows brands to find fantastic user-generated content

Listening allows you to hear what the wider community is saying about your brand, allowing you to learn and adapt what you’re doing on the fly. It’s like doing market research everyday for your brand. The learnings are invaluable.

Why Respond:

  • Responding illustrates to the digital community that your brand cares about what is being said in the wider community.
  • Brands can add value to conversations.
  • Conversations are happening now, so your brand to them at that point is at the highest relevance it can be.
  • Helps brands become the ‘authority’ in their space.

Tools to Listen and Respond:

Twitter

A fantastic tool that I use a lot is HootSuite, if you don’t have an account with them I suggest signing up and getting one.
This platform also allows you to post to some of your social channels, but a word of advice I would only use this channel for posting and listening and responding in Twitter (always post to Instagram and Facebook natively).

HootSuite allows brands to set up streams to listen and also gives brands the ability to respond. I cannot speak highly enough of this platform and consider this to be a must for all brands. They’re are similar platforms that do this job, but as my personal preference this is the one to get.

Instagram

HootSuite will also pick up Instagrams that have been shared to Twitter, but not everyone shares their grams to Twitter, so I suggest using Statigram, another great tool for listening, responding and also great for Instagram reporting.

Simply search for your keywords and click on the grams that appear to listen and respond.
You will also want to use this platform to respond to your direct @mentions as well. I find it hard to respond to @mentions natively (on the phone), this platform allows you to respond using desktop (much easier). Using Statigram will ensure you don’t miss any direct and indirect mentions.

Facebook

This is done natively and with this, brands need to respond to private messages, wall posts and comments under branded posts.

Polyvore / Pinterest

This is done natively inside those platforms. To listen you need to search for your brand to see if they have been pinned or if sets have been created. If so, responding by way of liking and/or commenting is needed.

Users in these channels appreciate your brand, so you need to add value where you can.

Response Times:

Every channel is different, but as a brand you need to dedicate time each day to complete this extremely important task.
The more channels your brand has an account in, the more listening your brand is required to do each day.

The times below are all during business hours, Mon – Fri 9am – 5pm.
Brands can go above and beyond this and if possible absolutely do it.

My advice is listen and respond, when you get into work, before you have lunch, after you have lunch and before you go home (4 times per day in each channel).

  • Responding within 2 hours of the initial customer post in all channels
  • Twitter is all about what’s happening now, so if you’re later than 2 hours generally the moment and conversation has been had and gone. If you’re to respond quicker in any channel, do it in Twitter.

Respond to everything

How to handle negative comments in all channels:

All brands will get negative comments and they will come in directly or indirectly. Brands need to acknowledge and respond in a timely manner to all negative mentions. I suggest taking the conversation offline as quickly as you can and resolve there.

Example: Sorry to hear about your most recent experience, please email xxx and we’ll look into this right away for you.

This shows the wider community that you have acknowledged the issue, keeps the angry customer on your side and allows you to solve this privately offline. When solving this offline, know that this conversation could be shared back to the wider community, so choose your words wisely and resolve as quickly as possible.

 

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Why Aren’t All Brands Doing Loyalty?

Brand Loyalty

If you’re a brand that’s selling goods or service that allows for frequent repeat purchase (IE: Fashion), I’m lost to understand why loyalty isn’t high on your priority list.

Q. If  Shop A and Shop B sold the same products at the same price, but Shop A gave you a reward for shopping with them, where would you shop?
A. Shop A. Majority of customers will shop at a place that gives them something more for their dollar, bank for buck!

So, why aren’t all fashion retailers running a loyalty program? Is it that it costs to much to set up? They don’t know how to set them up?
They’re are some great loyalty programs running in Australia that you can learn from; Witchery, Mimco and Tony Bianco (coming soon).

The agency that looks after all of them is Arkade, they’re leaders in this field so are worth dropping a line if you’re serious about loyalty.

*I do work for Arkade, shameless plug haha but honestly we’re the best at loyalty and I stand by that.

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Stop paying for Facebook Likes

Facebook Likes
Unless your page is brand new or has under 10,000 likes, I’m steering away from advising brands to pay for likes. I think brands should let their like count grow organically and any budget they have should be put into executing posts better (spend more time in house or with external agencies) and start to use custom audiences.

 

This may not sit inline with your current brand KPI’s, but my advice is paying for likes is becoming redundant as promoted posts and custom audiences is where Facebook is pushing brands to spend money, and I agree with them that it’s a smarter alternative.

 

Once brands have a solid amount of likes (50K +), if they’re continue to pay for likes their community will continue to grow, but their reach wont necessarily go up with that. Brands Facebook KPIs should be; post reach, post engagement and post generated stories and if they’re not, you need to fight for them to be.

 

What are your thoughts on Facebook likes? Do you agree with my thinking?
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Facebook Custom Audience

Lookalike Audiences

If you’re a brand and you have not considered custom audiences or lookalike audiences on Facebook your digital marketing manager should be fired… well maybe not fired but they should be asked why this feature is not being looked at.

Facebook allows brands to upload customer email addresses to Facebook’s Power Editor helping to locate some of their customers. Customers can only be found if the email addresses match up.

This is a great tool as it allows brands to first segment a group of members based on transactional or behavioural data, then allows brands to tailor a specific communication to those Facebook users. This of course is extremely powerful tool that all brands should be considering and if it was up to me, they should be doing!

CUSTOM AUDIENCES

By uploading data that identifies your brands customers to Facebook brands can create ad segments using these users. Brands can upload data for their Custom Audience using:
• Email addresses or Phone numbers
• Facebook user or app user IDs
• Mobile app advertising IDs (IDFA)
• Viewers of Facebook tracking pixels or the Facebook SDK that have been installed in their sites/apps

Once set up, Facebook allows brands to directly target ads and wall posts using these groups. These ads can be highly targeted and relevant as you’re communicating to a known group (or excluding them). As a result their performance is usually much higher than standard Facebook targeting.

Example: Brands could run an ad campaign to increase purchase frequency by uploading a segment of users that have not made a transaction in the last 6 months. There could be a compelling offer with this to incentivise the user to click through and make a purchase.

LOOKALIKE AUDIENCES

Lookalike audiences allow brands to target more people who have similar interests and
behaviours to their already established customers. Brands use either an existing custom audience or conversion data (using Facebook pixels) as a “seed”. An audience is then built of similar users
that can be optimised for “Similarity” or “Greater reach”.

Similarity Optimised

Will include the top 1% of people in the selected country who are most similar to the seed
custom audience.

Reach Optimised

Includes the top 5% of people in the selected country that are similar to the seed custom
audience, but with a less precise match.

HOW DOES FACEBOOK HANDLE MY CUSTOMER DATA?

Facebook does not store or ‘see’ the data you upload as it is ‘hashed’ prior to being used to
create the custom audience. Meaning your data is secure and you should feel comfortable using this tool to aid in achieving your brands KPI’s.

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Weekly Competition on Facebook

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There are two reasons why I advise on a weekly competition on Facebook.

1. Rewards your active community

2. Helps to build edge rank with your community

Both are very important factors for a healthy, engaged and growing Facebook community.

The best way to execute these types of competitions is :

Every Thursday (days can change) create a wall post asking the community to choose which of the two products they would want to win.

  • By asking them to leave a comment they’re generating a story which can be seen by their community
  • The user is also building up edge rank between themselves and the brand, this boosts the chance that this user will see your next stories.

Every Friday (day after the launch) create a wall post nominating the winning product

  • Winning product goes on sale for everyone to access online using a code at check out
  • Select one (1) winner that engaged with the post and reward them with that product for free . Simply ‘reply’ under the winners comment.

Running simple, quick competitions like this will help to keep your community engaged and your edge rank high.