Unfortunately I didn’t get to attend the New Media Age conference but here are a couple of ideas I got from the live Twitter stream and what I think about them:
@NMAlive: Consumers still don’t fully understand Facebook places, the potential is massive! Watch this space!
The general consensus seemed to be that there’s more in store from Facebook’s use of ‘Places’ and I tend to agree. At the moment people don’t understand how or why to use ‘Places’ but the potential for advertising and looking at visitor numbers is huge. Businesses could use it to scout ideal spots, recognise problems people are having with certain stores or like Foursquare, offer discounts. Incentives may drive people to use it, but if there was some way to make it compulsory it would be ideal. James Blunt was cited as someone who’s using ‘Places’ for fantastic effect so going to have to look into that. Also mentioned was a fact that I’d already seen floating around:
“The number one reason that people follow brands on Facebook is to receive discounts and vouchers.”
Yesterday I mentioned this fact in a social media presentation to the company. Another great statistic I’d found was that 39% of people want to show their support of a company to other people. Since the dawn of advertising brands have become status symbols and Facebook ‘Likes’ allow you to align yourself with a set of people who have certain ideals. Despite this only 13% of people are said to want to interact . So I guess we need to look at our follower base and find out which 13% are our chief interactors. Maybe give them discounts to encourage more interaction among the lazy bones.
Another thing to consider is that (as @MattRhodes pointed out), giving away discounts to hundreds of Foursquare followers could be counter productive.
@JanaWheeler: 50% of people find location based vouchers useful and over 55% will use a mobile site for store location
@NMALive: Primary aim for Jimmy Choo was not to sell shoes, they wanted to increase coverage and position themselves as SM innovators
@JoshFeldberg: Jimmy Choo campaign evolved around shoes checking in on 4sq and people having 5mins to reach location to win the them.
Jimmy Choo brand has been hailed as geniuses of location-based marketing and if the rumours are true then they definitely are! Apparently they invited their fans to attend a private function and even sold products there. Fantastic endorsement! I’ll definitely be keeping an eye on their future campaigns. Their latest competition (released 2:30pm today)
“We want to see how you wear your new UGG and Jimmy Choo boots. Style yourself in your new boots and send us your photo to post on Facebook and you could win a bag to complete the look.”
This promotes the new products, engages the customer in online buying, rewards the best customers and creates unique and new content that is effectively free advertising. Cha-ching!! Looking at their ideas you can see how more accessible Facebook has made this luxury brand and why they’ve seen an 87% growth in sales (Don’t trust me on this fact, check for youselves). Apaprently their positive mentions on Facebook also increased by a huge 40%.
Other interesting tweets:
@MatthRhodes: 94% of transactions happen in physical stores – you still need to drive footfall
@rdelevan: Smartphone penetration in EU near 30% – Navteq
@JanaWheeler: Using ads in maps to attract people before they even know they want what you’re offering = new business
@NMALive: Privacy issues and LBS: a challenge for marketers to use LBS when the mainstream press says it is dangerous!
@NMALive:Marketers need to think outside the box. How do you actually want to engage your customer’s. Offering vouchers is not enough!
I took away a lot from just watching the feed but I want to know,
“It’s easy for shops but how can financial brands and service providers use LBS?”
Answers on a postcode (or in comments below)
Find out more about NMA here.