3 Fresh Approaches to Social Media
Earlier this week, I was prepping to participate in a webinar on marketing and was handed a list of topics the moderator was planning to address. One specific question caught my eye: “What are some of the new marketing trends that have leveraged social media platforms?”
Like most of you, I’ve been involved in the traditional uses of social media — some were highly successful while others were deeply disappointing. But as the platforms evolve, so does the learning (from both the client and the platform), and both are looking for new ways to leverage the relationship between consumers and their apps.
I did a little deeper research on the topic and in speaking with the other panelists on the webinar, I came across some innovative new ideas I thought were worthy of sharing:
1. Snapchat Geo-targeting for CoverGirl
Adweek reported that P&G successfully used Snapchat to promote their CoverGirl limited-edition Star Wars collection of eye and face makeup. Since the products were only available at Ulta stores, P&G used Snapchat’s geo-targeting feature to offer a branded overlay/filter atop any post that was created within the specific proximity of an Ulta store. At first my reaction was “how could this possibly affect sales?” But the story went on to share that through segmentation and the isolation of key targeting variables, P&G could attribute sales to their Snapchat investment.
While P&G declined to share actual performance, they did compare same-store sales for a similarly themed Hunger Games collection (whose marketing included TV and Tumblr), and the Star Wars campaign was more cost-efficient and had more of an impact. My translation?
In trying to identify new ways to generate revenue, Snapchat has figured out how to leverage some of the data they’re already collecting. Since this app is tracks users by real-time location (as are most other apps), why not overlay that knowledge to specific retail locations in order to push a relevant message to the user? I can see lots of useful marketing applications for this intelligence.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.