Tag Archives: shoppesimple

Justifying Social Media — Are We Still Running on Faith?

30 Jul

I’ve been turning over in my mind a social media survey highlighted this week in eMarketer. The study surveyed nearly 2,000 social media marketers on what works and what doesn’t in their world.  For example, social media marketers see these strategies and tactics as an effective way to do things that have typically fallen into the realm of public relations — influence brand reputation and increase brand awareness — as well as digital marketing practices to increase website traffic and search engine rankings.  They report less effectiveness at improving internal communications, generating leads and increasing online sales.

Marketing Sherpa Study, posted by eMarketer

Marketing Sherpa Study, posted by eMarketer

Perhaps more telling are their responses on their ability to measure social media effectiveness.  In a nutshell, that which the marketers feel are the most effective tactics are deemed the least accurately measured.

Over on the ShoppeSimple blog (a client blog), we noted that reports highlight the gap between creating and participating in social conversation, and turning converting that conversation into sales — there is a need for a way to connect consumers to brands and product offers outside of email.   

From a corporate communications standpoint, the study highlights the dilemma of where and how to invest in social media.  The most effective social  tactics appear to be seen by respondents as only marginally more measurable than that traditonal media relations — where you counted clips and assumed they were having an impact on awareness and attitudes (and while the web makes this more cost effective, most businesses do not have or spend the resources to directly measure impact of media relations on customers).

And yet…and yet…

It’s clear that we believe this stuff is working, just like PR has always worked, and maybe even more so.

There is not doubt that corporations ignore the online communications channel at their peril.  If only from a crisis preparedness standpoint, no company should want to risk becoming the next big case study on what happens when blogs and social networks your gaffe goes viral.  That’s a good place to start.

Beyond that, if you don’t look, you won’t see.  In an uncontroversial environment, the issues won’t be obvious.  I have some thoughts on the matter that I’ll save for my next post, but what do you think?

In corporate environments where additional spending is only for initiatives where you can demonstrate a return, what opportunities does corporate communications miss when they don’t engage with social media?

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ShoppeSimple – Building a New Shopping Experience

30 Jun

No one likes being interrupted, so few people will admit that they like advertising.  It is, by it’s nature, interruptive.  Even in search, you get those annoying “Sponsored Links” running up and down the screen.

But we like brands the brands we like.  We feel a connection with them. We want to know what they’re up to, what they have to say and what they have to offer. And then we’re not being interrupted — we’re interested. We’re paying attention.

I’m working with a client called ShoppeSimple that takes this as its starting point — that advertising works best when people are paying attention.  Today, brands have chosen to put the ShoppeSimple icon on their site.  It sends users to a hub, where they can choose to get offers and updates from their brand in a reader, or to check out deals now and buy.

That’s the starting point. Where is it going? The opportunity we see is to reverse the consumer sales information distribution process — instead of users having to search for a new size 5 summer dress, the brands and product choices come to them, when they decide they want them, and where they want to see them.

The technology core is what we’re calling TransactionalRSS, or TRSS — using RSS to create a new and better shopping experience. What matters here isn’t the technology…it’s the capabilities and experience being created around it.

I’m blogging about about this for the company at shoppesimple.wordpress.com.  I hope you’ll check it out and let me know what you think.

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