I was on Facebook yesterday when an advertisement for Chipotle in the side bar caught my attention. Usually, these tailored ads are more funny than functional, but in this case, I was intrigued. Since Lubbock just built its' first Chipotle, this company made great use of the timing of this social media campaign.
It is a public event that states if you check-in at any Chipotle location November 13-14 using the Facebook Mobile Places application and show your phone to an employee, you will receive a BOGO (Buy One, Get One) burrito, bowl, salad, or order of tacos.
I think this is a great use of social media to drive consumer traffic to Chipotle locations. Many people still do not use FourSquare so I think using a social media tool such as Facebook, which is much more widespread at this point, was a smart idea.
Apparently, this social media campaign worked well for the company so they created a second event for November 20-21. The event is identical except that they were more clear in the description and instructions for receiving the free food. It was specified that you must be physically at the restaurant (...obviously?) in order to participate in the BOGO deal. It also clarified that you could not simply post "Checking-in at Chipotle" on your Facebook status. Some consumers were confused by the last event and merely "checked-in" on the wall of the event. A link to Facebook's blog describing the details of the new application Deals was posted at the bottom of the event description.
Chipotle looking for and responding to user feedback was a smart move. It shows that the company cares about connecting with and clarifying any misconceptions its consumers may have had. People will remember that Chipotle, as opposed to competitors like Freebirds and Sazón, made use of up-and-coming social media trends to provide deals as well as took the time to relate to its' consumers on a more personal level.
Personally, I'm a Freebirds fan through-and-through. But after observing Chipotle's commitment to its' customers, I just may switch today and make use of this BOGO deal.
Saturday, November 20, 2010
Sunday, November 14, 2010
A Glimpse at the Future of Foursquare
This article from Mashable.com discusses how the location-based social media tool, Foursquare, plans to dominate "what happens after the check-in." While CEO and co-founder Dennis Crowley acknowledges that the check-in aspect of Foursquare is vital, he believes the real value of this service begins after the access point. These new additions to Foursquare can be expected by the end of this year or early next year.
One feature Foursquare is working on implementing is customized recommendations. These recommendations would be based on a user's check-in history. Crowley wants to be able to offer special deals consumers would be interested in as well as have Foursquare tailored enough to recommend things users should do next. For example, if a user frequents a certain bar, the application would recommend a number of others he or she might be interested in. Or if you go to a city you've never been to, Foursquare would recommend places and activities based on your previous check-ins in your home city.
I think these ideas are essential to the survival of social media tools like Foursquare. The web and mobile continue to become more personalized every day and if services do not adapt, they will not be able to stay at the forefront of the competition. Personalization is becoming the norm for users - it is a part of social media consumers have come to expect.
Another inventive idea Foursquare has developed is the instant check-in. This would enable users to walk in to a familiar place, have their phone recognize that location and ask if they would like to check in. Crowley says the only barriers to this idea becoming a reality are the fact that GPS technology is not quite sophisticated enough yet and in order for the phone to recognize your location, users would have to keep that feature on and it would run down the phone battery.
I think this idea is the perfect balance between ease of usability as well as concern for user privacy. The only action required on the part of the user is clicking yes or no when the device asks if you would like to be checked-in. But also, the feature is discrete in that it would not automatically check the user in which I think people will appreciate.
One feature Foursquare is working on implementing is customized recommendations. These recommendations would be based on a user's check-in history. Crowley wants to be able to offer special deals consumers would be interested in as well as have Foursquare tailored enough to recommend things users should do next. For example, if a user frequents a certain bar, the application would recommend a number of others he or she might be interested in. Or if you go to a city you've never been to, Foursquare would recommend places and activities based on your previous check-ins in your home city.
I think these ideas are essential to the survival of social media tools like Foursquare. The web and mobile continue to become more personalized every day and if services do not adapt, they will not be able to stay at the forefront of the competition. Personalization is becoming the norm for users - it is a part of social media consumers have come to expect.
Another inventive idea Foursquare has developed is the instant check-in. This would enable users to walk in to a familiar place, have their phone recognize that location and ask if they would like to check in. Crowley says the only barriers to this idea becoming a reality are the fact that GPS technology is not quite sophisticated enough yet and in order for the phone to recognize your location, users would have to keep that feature on and it would run down the phone battery.
I think this idea is the perfect balance between ease of usability as well as concern for user privacy. The only action required on the part of the user is clicking yes or no when the device asks if you would like to be checked-in. But also, the feature is discrete in that it would not automatically check the user in which I think people will appreciate.
Saturday, November 6, 2010
Gap Turns to Social Media to Draw Shoppers
I came across this article on the Wall Street Journal online. It focuses on Gap's innovative social media idea to draw customers into the stores. They offered 10,000 pairs of free jeans to people who checked in to any men's and women's Gap U.S. location using Facebook's new Deals feature. Deals allows users to earn special discounts when checking in to different businesses via Facebook's Places application. This benefits local businesses because it allows them access to Facebook's 200 million mobile phone users. Customers showed their check-in to a Gap employee and then received the free jeans. Shoppers who weren't quick enough to get one of the free pairs of jeans were offered 40% off any full-price item.
This is just one example of how Gap is creatively using social media to bolster sales. In August, Gap teamed up with daily deals site Groupon to present users with $50 worth of Gap products for $25. The corporation ended up selling 441,000 Groupons and made sales records in the process. That same month, Gap also offered 25% discounts to customers who checked in to a location via Foursquare.
Gap has been aggressive with traffic-driving promotions and the results are positive. The company's pioneering efforts to integrate social media with marketing and sales is genius. Gap is the country's largest apparel retailer and hopefully other businesses will follow their lead. Gap President Marka Hansen said, "This is about igniting our most loyal customer and acquiring new ones where they are." I think this method of drawing customers is effective and should be used by more companies, even smaller ones. It is a good way to raise awareness of your business while also increasing revenue.
Gap says that it will continue utilizing social media outreach techniques but will not overuse them. They plan to learn from the techniques but will use them as one-time occurrences. I think this is a good idea because if a company is constantly offering specials, they are no longer unique and people do not have a sense of urgency to get to the store for the deal.
This is just one example of how Gap is creatively using social media to bolster sales. In August, Gap teamed up with daily deals site Groupon to present users with $50 worth of Gap products for $25. The corporation ended up selling 441,000 Groupons and made sales records in the process. That same month, Gap also offered 25% discounts to customers who checked in to a location via Foursquare.
Gap has been aggressive with traffic-driving promotions and the results are positive. The company's pioneering efforts to integrate social media with marketing and sales is genius. Gap is the country's largest apparel retailer and hopefully other businesses will follow their lead. Gap President Marka Hansen said, "This is about igniting our most loyal customer and acquiring new ones where they are." I think this method of drawing customers is effective and should be used by more companies, even smaller ones. It is a good way to raise awareness of your business while also increasing revenue.
Gap says that it will continue utilizing social media outreach techniques but will not overuse them. They plan to learn from the techniques but will use them as one-time occurrences. I think this is a good idea because if a company is constantly offering specials, they are no longer unique and people do not have a sense of urgency to get to the store for the deal.
Thursday, October 28, 2010
When Are Facebook Users Most Active?
I was browsing Mashable today when I came across this study analyzing when Facebook users are most active. The results were interesting. The three biggest spikes in usage were found to be on weekdays at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET, with the biggest spike occurring at the 3:00 p.m. on Wednesdays.
The study also found that although weekday usage at 3:00 p.m. was the most widespread, posts published in the morning garnered more attention than those posted in the afternoon. It was discovered that these morning brand posts were 39.7% more effective in terms of user engagement and maintaining your target audience's attention is vital in public relations, this information is extremely valuable to PR practitioners.
The study also revealed that the top of the hour (:0 to :15) tended to see more interaction than other parts of the hour. This is because people often perform a quick social media check before another meeting or task. Public relations practitioners can make use of this information by posting relevant information pertaining to their clients during this time, ensuring that it will show up at the top of consumer's Newsfeeds.
In a previous article about how users interact with brands, it was noted that "...65% of Facebook users only access the site when they're not at work or school..." I think this presents a valid point that if companies only make social media a part of their 9 to 5 work day, they are missing out on connecting with a large portion of potential customers.
The obvious goal for public relations professionals is to efficiently and effectively engage with the target public to promote a message. Becoming aware of when potential consumers are connecting with your page is key in getting the most successful message across. Paying attention to these patterns will allow PR practitioners to capitalize on the way in which they interact with consumers.
The study also found that although weekday usage at 3:00 p.m. was the most widespread, posts published in the morning garnered more attention than those posted in the afternoon. It was discovered that these morning brand posts were 39.7% more effective in terms of user engagement and maintaining your target audience's attention is vital in public relations, this information is extremely valuable to PR practitioners.
The study also revealed that the top of the hour (:0 to :15) tended to see more interaction than other parts of the hour. This is because people often perform a quick social media check before another meeting or task. Public relations practitioners can make use of this information by posting relevant information pertaining to their clients during this time, ensuring that it will show up at the top of consumer's Newsfeeds.
In a previous article about how users interact with brands, it was noted that "...65% of Facebook users only access the site when they're not at work or school..." I think this presents a valid point that if companies only make social media a part of their 9 to 5 work day, they are missing out on connecting with a large portion of potential customers.
The obvious goal for public relations professionals is to efficiently and effectively engage with the target public to promote a message. Becoming aware of when potential consumers are connecting with your page is key in getting the most successful message across. Paying attention to these patterns will allow PR practitioners to capitalize on the way in which they interact with consumers.
Thursday, October 14, 2010
How Has “The Social Network” Changed Facebook’s Brand Perception?
I saw The Social Network over fall break and found it very interesting. I wondered how, if at all, it would alter the public's perception of both co-founder Mark Zuckerberg as well as Facebook as a social media tool. As they say, any publicity is good publicity. The most influential result of this movie is that it got people talking about Facebook as a brand. It gave users and non-users alike a more personal understanding of how the company was founded.
Mashable.com published an article analyzing data compiled by YouGov BrandIndex about the effect The Social Network has had on Facebook as a brand. Zuckerberg was presented in a fairly unflattering light in the movie - betraying his best friend, "stealing" the idea for Facebook, etc. I questioned whether this portrayal would leave people with a bad taste in their mouth and in turn influence them to make another social media site their main networking tool. However, I highly doubt this will end up being the case.
YouGov BrandIndex asked people: "Do you have a general positive feeling about the brand." The resulting chart shows a start date of September 16th, 2010 and an end date of October 6th, 2010. The greatest negative impact was among adults ages 50 and older. I don't think this is surprising as this age group generally doesn't use Facebook or necessarily understand its' relevance as a social media and networking tool.
The impression among adults 18 to 34 more than doubled between the start and end dates. This age group had the most notable shift in perception of Facebook. This is also the group that is most active in utilizing social media tools so I don't think the results are surprising. I think having a better understanding of the history of Facebook led to a greater respect for the brand and the hard work put in to creating such an expansive social media site.
I think the media buzz surrounding this film has sparked discussions (both positive and negative) in most demographic groups. It helped Facebook become a more prominent topic in every day conversations and I think Zuckerberg should be thankful for the free publicity.
Mashable.com published an article analyzing data compiled by YouGov BrandIndex about the effect The Social Network has had on Facebook as a brand. Zuckerberg was presented in a fairly unflattering light in the movie - betraying his best friend, "stealing" the idea for Facebook, etc. I questioned whether this portrayal would leave people with a bad taste in their mouth and in turn influence them to make another social media site their main networking tool. However, I highly doubt this will end up being the case.
YouGov BrandIndex asked people: "Do you have a general positive feeling about the brand." The resulting chart shows a start date of September 16th, 2010 and an end date of October 6th, 2010. The greatest negative impact was among adults ages 50 and older. I don't think this is surprising as this age group generally doesn't use Facebook or necessarily understand its' relevance as a social media and networking tool.
The impression among adults 18 to 34 more than doubled between the start and end dates. This age group had the most notable shift in perception of Facebook. This is also the group that is most active in utilizing social media tools so I don't think the results are surprising. I think having a better understanding of the history of Facebook led to a greater respect for the brand and the hard work put in to creating such an expansive social media site.
I think the media buzz surrounding this film has sparked discussions (both positive and negative) in most demographic groups. It helped Facebook become a more prominent topic in every day conversations and I think Zuckerberg should be thankful for the free publicity.
Monday, October 4, 2010
The Future of Event Planning and Social Media
I came across this article on Mashable.com and found it particularly relevant since I want to be an event planner. This story highlights the ways in which event planners are using social media to promote and organize events of every size. Facebook Events is a common and easy-to-use planning tool but now there are so many more resources available to the public to spread a message.
One innovative way event coordinators are using social media is by making social media a part of the event itself. For example, using geolocation by partnering with a site such as Foursquare to create a badge that acts as an invitation to an exclusive after party. Social media is also used to communicate with event guests by creating a special venue on Foursquare and offering tips to attendees such as recommending they try a unique drink or appetizer.
I think having people check-in at an event is a great way for coordinators to promote themselves as well as the charities/companies they represent. Anything that helps guests feel more involved is a great thing. It is imperative to create your own image and specific brand. People will remember your company and the innovative techniques you implemented.
Another goal is to encourage conversation before, during and after an event. Promotional videos can be sent out before the event to be get people talking. It is a way to get people involved and excited for the upcoming occasion. Social Climbing, a charity rock-climbing event, encouraged people to log their climbs on a social media site during the event. Each climb translated directly into donations for the charity.
I think this makes the attendees feel more connected to one another and promotes unique social interaction. It is important to get people talking about your event and using a modern technique such as this almost guarantees that people will remember your event long after it is over.
At this point, Twitter is arguably the most useful and widely-used social media tool for event planners. Twitter is an invaluable resource when searching for reputable vendors for an event. It is also crucial when planning a destination event because an event coordinator can interact with social networks in that location to secure vendors. Twitter can also be used to promote other companies who, hopefully, will promote your company in return. It is useful in solidifying your reputation and it is a great way to enhance and grow your networking capabilities.
One innovative way event coordinators are using social media is by making social media a part of the event itself. For example, using geolocation by partnering with a site such as Foursquare to create a badge that acts as an invitation to an exclusive after party. Social media is also used to communicate with event guests by creating a special venue on Foursquare and offering tips to attendees such as recommending they try a unique drink or appetizer.
I think having people check-in at an event is a great way for coordinators to promote themselves as well as the charities/companies they represent. Anything that helps guests feel more involved is a great thing. It is imperative to create your own image and specific brand. People will remember your company and the innovative techniques you implemented.
Another goal is to encourage conversation before, during and after an event. Promotional videos can be sent out before the event to be get people talking. It is a way to get people involved and excited for the upcoming occasion. Social Climbing, a charity rock-climbing event, encouraged people to log their climbs on a social media site during the event. Each climb translated directly into donations for the charity.
I think this makes the attendees feel more connected to one another and promotes unique social interaction. It is important to get people talking about your event and using a modern technique such as this almost guarantees that people will remember your event long after it is over.
At this point, Twitter is arguably the most useful and widely-used social media tool for event planners. Twitter is an invaluable resource when searching for reputable vendors for an event. It is also crucial when planning a destination event because an event coordinator can interact with social networks in that location to secure vendors. Twitter can also be used to promote other companies who, hopefully, will promote your company in return. It is useful in solidifying your reputation and it is a great way to enhance and grow your networking capabilities.
Monday, September 27, 2010
Dancing With the Stars Contestants Use Social Media To Get Ahead
Dancing With the Stars contestants have been utilizing social media forums to get ahead in the competition. E! Entertainment News reported that contestants such as Mike "The Situation" Sorentino have taken to the Twitter world to recruit fan votes.
This is controversial because competitors who may not be as talented other contestants will receive votes nonetheless due to their large fan-bases. After last week's performance Sorentino tweeted, "Situation VOTE! Tonight at 8:00 get it on ur speed dial now so there won't b a bad situation later 800-VOTE-410 (800-868-3410)" After he made it through to the next round he again tweeted, "thx again 4 all the voting frm #situationnation i couldnt hav moved 2 the 2nd round w/out u!!..." He admits he doesn't necessarily possess the skills needed to compete so he relies on his fans. Sure, it is a shameless act of self-promotion but with his 276,018 followers on Twitter alone, he could gain a significant competitive advantage.
This is not the first time social media has been used in relation to celebrity promotion. Last spring, a man created a Facebook fan page called "Betty White to Host SNL (please?!)" The page attracted 515,731 fans and as a result Betty White was invited to host Saturday Night Live.
From a public relations perspective, I think using social media to gain votes or promote an idea is an ingenious concept. Social media forums, and Twitter in particular, allow a two-way symmetrical communication connection between celebrities and their fans. Helping push their favorite celebrity over the top makes fans feel connected in a personal way. This in turn reinforces the image of the celebrity as personable and accessible.
The only two contestants this season who do not have Twitter accounts are Bristol Palin and Florence Henderson. I think these competitors are missing out on a great and quick way to promote themselves to hundreds of thousands of people.
Social media is a powerful promotional tool. Celebrities should take every opportunity to promote themselves and their branded image. Some people may view it as "cheating" in this type of situation but I think it encourages people to watch the show and get involved. These examples of celebrities and fans alike using Twitter and Facebook demonstrates the true power behind social media usage. Social media is the best kind of free PR anyone can get.
This is controversial because competitors who may not be as talented other contestants will receive votes nonetheless due to their large fan-bases. After last week's performance Sorentino tweeted, "Situation VOTE! Tonight at 8:00 get it on ur speed dial now so there won't b a bad situation later 800-VOTE-410 (800-868-3410)" After he made it through to the next round he again tweeted, "thx again 4 all the voting frm #situationnation i couldnt hav moved 2 the 2nd round w/out u!!..." He admits he doesn't necessarily possess the skills needed to compete so he relies on his fans. Sure, it is a shameless act of self-promotion but with his 276,018 followers on Twitter alone, he could gain a significant competitive advantage.
This is not the first time social media has been used in relation to celebrity promotion. Last spring, a man created a Facebook fan page called "Betty White to Host SNL (please?!)" The page attracted 515,731 fans and as a result Betty White was invited to host Saturday Night Live.
From a public relations perspective, I think using social media to gain votes or promote an idea is an ingenious concept. Social media forums, and Twitter in particular, allow a two-way symmetrical communication connection between celebrities and their fans. Helping push their favorite celebrity over the top makes fans feel connected in a personal way. This in turn reinforces the image of the celebrity as personable and accessible.
The only two contestants this season who do not have Twitter accounts are Bristol Palin and Florence Henderson. I think these competitors are missing out on a great and quick way to promote themselves to hundreds of thousands of people.
Social media is a powerful promotional tool. Celebrities should take every opportunity to promote themselves and their branded image. Some people may view it as "cheating" in this type of situation but I think it encourages people to watch the show and get involved. These examples of celebrities and fans alike using Twitter and Facebook demonstrates the true power behind social media usage. Social media is the best kind of free PR anyone can get.
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