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.
2. Ezra’s Pinterest ‘How-to’s
In the summer of 2014, Pinterest unveiled its new business model called Promoted Pins. If you know anything about Pinterest, you know that it’s about ideas and inspiration — and not about promoting items that are on sale. In all my research, the best article I found was from blogger Ezra. He spells out EXACTLY how he uses Pinterest to drive revenue, and what I loved most is that he did it by using tried and true direct response marketing techniques (which are often a lost art).
By using free and useful “how to” content as his lure, he then sent readers to his website where the “how to” guide continued with supporting video — and the opportunity to place the product right in your shopping cart. Ezra reports that a small $775 in advertising spend on Pinterest netted him $41,254 in sales. That’s a 5323 percent return on investment!
3. Target Marketing on Pandora
Pandora, the free, personalized music streaming service, reports that only 2.4 percent of their users pay for their subscription — so that means 97.6 percent are exposed to their audio (and digital) ads. One of my fellow webinar participants shared that one of their clients successfully used Pandora to drive traffic to their clients’ tourism website — and that those results were far better than any digital advertising they had ever used.
Pandora provides a host of case studies on their website but their most recent, for Woodbury University, was fascinating. By using age, gender, HHI, geo and Hispanic targeting tools, Woodbury served ads promoting their Graduate School program to a specific target in a specific DMA. As a result, they were able to increase page views to their campus tours page by an impressive 4,000 percent.
All of these uses of social media are smart, targeted, and painstakingly planned for success. I’d love to hear about more social media innovations — what can you share?