By Jonathan Farb on August 12th, 2015 | 60670Comment on this postListenFirst%3A+Lego+was+most+highly+engaged+brand+in+Q2%2C+fueled+by+YouTube2015-08-12+11%3A15%3A19Guest+Bloggerhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D60670
Everything is awesome for Lego. With over 189 million engagements, including 184 million on its YouTube channel alone, Lego was the brand with which consumers were the most highly engaged throughout the second quarter of 2015, according to the ListenFirst Digital Engagement Ratings (DER).
For this analysis, we studied the owned, earned, or organic consumer behavior across Facebook, Google+, etc for the Redbooks 500 — a cohort of companies based on a weighting of variables, including brands’ revenue, advertising spend, and social media engagement.
This quarter, Lego’s social channels were very content-heavy, with Lego sharing more than 700 new pieces of content, with a special focus on YouTube content. The content that accumulated the most views and engagements on Lego’s official YouTube channel were a series of promotional videos for “Jurassic World” with the video “A Day in the Life at Jurassic World” standing as the top post across all channels for the quarter when it accumulated over 3.2 million interactions. (read more…)
Do you ever get the sense that retail technology is overhyped?
Personally, I love it. In my career, I have overseen technology roll-outs at thousands of high-touch retail stores nationwide. I have also consulted with major retailers and automakers on a raft of tech-related projects.
But let’s take a moment to get real about the role of technology in retail.
One of the biggest stumbling blocks I often see is the tendency to apply new technology to old techniques. We all feel comfortable sticking with known commodities — the approaches that have generally worked for years or even decades. All too often, the Web and ad agencies with which retailers have existing RFPs and retainers find it easier to rely on status-quo methods. This leads to shortcuts along the lines of, “We already paid $XX,XXX to create that message for the end cap, so let’s just make that show up on someone’s phone, too.” Or, “Make sure to tweet about that new (brand/product/feature).”
Tweeting might seem advanced, but if you think about it, it’s really a one-way communication — the equivalent of taking out a newspaper ad. (read more…)
Today, your pipeline depends on digital marketing. Customers aren’t taking the time to talk to your sales team before making a purchase; instead, they’re often relying solely on the information they find about you online to decide whether or not to work with your company.
Because of this, it’s crucial that you understand and maximize your digital marketing strategy to attract and nurture leads through the sales pipeline all the way to close. As a business leader, you must ensure your marketing team is leveraging tactics that will actually support your brand and increase revenue. Here are the tools and trends proven to grow your sales pipeline:
Today, 42 percent of mobile users consider mobile the most important resource in their purchasing process. Mobile isn’t the next frontier in business, it’s what’s happening now. When Google changed their algorithm to favor mobile-friendly sites in April, it became essential for businesses to have a mobile site. (read more…)
By Andy Sernovitz on July 9th, 2015 | 60081Comment on this postAndy%27s+Answers%3A+How+Old+Navy+brought+a+social+campaign+to+the+real+world2015-07-09+11%3A05%3A08Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D60081
When Old Navy turned 20 last year, they held a celebration meant to put the spotlight back on their fans — as well as earn some real-world buzz. Using 20-foot machines in Times Square and Hollywood, they recreated rasterized images of their fans’ selfies by blowing up nearly 1,000 balloons.
How it works: Fans tweet a photo to Old Navy with #selfiebration, Old Navy’s community managers manually approve and prep the images, the machines illustrate them in balloons, and Old Navy creates a gif to tweet back to the fan of their selfie being blown up.
But to make it a success, Old Navy’s Associate Marketing Manager of Social and Digital Media Angela Scibelli says they worked across teams to develop a fully integrated campaign. In her presentation at SocialMedia.org’s Member Meeting, Angela shares these key points:
- Influencers can be more powerful than you think. Angela’s team worked to create a party-like atmosphere around the physical spaces by bringing in social media influencers to pump up the crowd.