Category Archives: Social Marketing
May 17, 2012
Good Mothers and Baaaad Mothers Rule the RSJI this Week
It’s no surprise that retailers catering to moms dominated the week. Media Logic’s Retail Social Juice Index (RSJI) scored ProFlowers, Shari’s Berries, FTD and 1800Flowers in the top 15 most socially-engaged brands as of Saturday, May 12. But what would Mom say about the fact that sitting at the top of the list was not a flower or candy merchant, but an ammo dealer with the survivalist bent, Cheaper Than Dirt? Is there something about flowers and bows that sends one class of guys running to their bunkers with 365.2 gallons of gasoline and 5,000 rounds of hollow points?
May 11, 2012
Demographics Schmemographics: Who You Callin’ a Mother?
By definition I am a mommy blogger, but don’t you dare call me one. The category irks me. Or maybe the stereotype irks me. Most mommy bloggers I know don’t blog “just” about being mommies, and they certainly don’t blog about coupons or cleaning products. They blog about things like relationships, half-marathons and poetry, like I do (though I sometimes take weeks off between posts despite knowing better through my day job).
Do not refer to me as “soccer mom” or “hockey mom,” either, though my sons play both sports. You should also avoid “SAHM” (though I was one for a while) and “working mom” (duh, isn’t every mother? The President says so, anyway). Yes, what they say about people who assume is true, and mom stereotypes are old-school. I don’t drive a minivan or a humungous SUV. I don’t buy diapers, lunchmeat or fruit roll-ups. I don’t organize bake sales (who would dare to these days?) or hide in the bathroom for alone-time.
Posted in Social Marketing
Tagged bloggers, blogging, Facebook, Klout, marketing for a social world, Twitter
May 10, 2012
Promotions and Pictures Get Likers Engaged!
Bulgari topped Media Logic’s Retail Social Juice Index (RSJI) Big Movers This Week proving yet again that likers the world-over love to see beautiful women in beautiful jewelry. Despite its closed Facebook timeline and a week-long lapse in updates, the luxury jeweler earned a major spike — from 3 to 179 — by posting photos of international actresses sporting Bulgari.
Diapers.com made its first appearance on the Big Movers This Week with a successful giveaway of… what else?… diapers! The brand posted to Facebook, promoting the sweepstakes and earning its highest level of engagement in more than two months. And it’s worth noting that this update, from a Friday, earned more than double the engagement of similar updates posted the subsequent Tuesday and Sunday — consistent with our research indicating that Sundays are the slowest days for retail brand pages!
May 3, 2012
Retailers Score Big with Cause-Related Campaigns and Coupon Offers
PetSmart topped the Big Movers This Week on Media Logic’s Retail Social Juice Index (RSJI) by using a “like-this-status” update on National Kid & Pet Day to get likers engaged. By asking fans to “like” a photo if they considered their pets to be four-legged children, the brand received a resounding “YES!” from more than 20,000 respondents.
An exclusive $50 Facebook coupon had loyal New York & Co. likers taking to the brand’s wall to express love and appreciation, more than doubling New York & Co.’s RSJI score — from 49 to 101!
April 26, 2012
April Engagement Boosters: Motorcycle Regulations, Conan O’Brien and Halloween!
A controversial decision by the State of Michigan sparked engagement for J&P Cycles, this week’s biggest mover on Media Logic’s Retail Social Juice Index (RSJI). The retailer announced that a law requiring Michigan motorcyclists to wear helmets was recently repealed, prompting likers from both sides of the argument to sound off on the decision. … Yet another example of how political and social events can light a fire in the form of engagement for Facebook brands.
Both Zales and Newegg.com used simple and effective “like-this-status” posts to amp up their Facebook interactions. When the jeweler asked fans to “Click ‘like’ if you love bold and stunning diamond earrings!” more than 22,000 fans responded! And Newegg took advantage of Timeline’s pinning feature to promote a giveaway and used a “like-this-status” update to build promotion among 11,000 likers and counting!
April 25, 2012
Beating the Big Guys at Their Own Game through Word of Mouth
Last weekend, a small movie, financed for about $13 million and headlined by a comedian you likely aren’t that familiar with, took the number one spot at the box office, grossing more than $33 million in its opening weekend. How?
Posted in Social Marketing
Tagged Facebook, Kevin Hart, marketing for a social world, Twitter
April 23, 2012
Brands, Want to Be Unforgettable? Tell a Story
These kinds of commercials are truly my favorite. The ones that tell a story. That touch upon emotions or events relatable to nearly everyone. And the ones that relegate the product or brand at hand to merely a supporting role instead of in-your-face hero.
Posted in Social Marketing
Tagged Adidas, branded content, marketing for a social world, P&G
April 20, 2012
Social on the Fly
Air travel and I have a checkered past. I’ve shared arm-rests with the delightful and the un-savory. As such, the recent KLM Airlines venture into socially-enabled seat assignments intrigues me.
The Netherlands-based carrier takes the crap shoot out of airline seating through “Meet and Seat,” allowing flyers to find their perfect seatmates based on access to social media profiles on Facebook and Linked In. (The service is open to ticketed passengers on select KLM flights. If you find yourself flying on KLM from JFK or SFO, you can try it out. You must have a booked ticket to peruse who is on board and where they are seated, and potential seatmates must have opted in.)
Consider the possibilities.
Posted in Social Marketing
Tagged Facebook, KLM, marketing for a social world
April 19, 2012
Newcomers Earn Top Spots Celebrating Birthdays, Mother’s Day and Sneaker Launches
Bulgari took top place in Media Logic’s Retail Social Juice Index Big Movers This Week, making it two weeks in a row the jewelry retailer made the list. Perhaps proving absence makes the heart grow fonder, photo posts of some of show business’ finest wearing the brand’s goods earned it a 138-point engagement spike – from 8 to 146 in one day!
Marc Jacobs made its debut on the Big Movers This Week by posting a birthday greeting to its founder that generated thousands of fan likes, shares and comments. Another new Big Mover brand was the NBA Store. Photo posts of new athletic shoes from the Lebron James and Kobe Bryant collections initially received a lackluster fan response. However, a second posting proved much more engaging. The reason? We think it was the timing. The first post went out on a Saturday (not a strong day for retailers on Facebook), the second on a Thursday.
April 13, 2012
Is Social Engagement Dropping for Retailers Post-Timeline?
Social engagement, as measured by Media Logic’s Retail Social Juice Index (RSJI), has dropped steadily since Facebook forced brands onto Timeline. And this week, the RSJI has reported some of the lowest averages since it launched last November. But correlation is not causation. Other reports, like this Wildfire study and this one from Simply Measured, suggest the flip to Timeline has boosted engagement.
Hmm… What do we know for sure?
Posted in Social Marketing
Tagged marketing for a social world, Media Logic, Retail Social Juice Index