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Holiday Social Media Marketing: Tips, Tricks, Examples

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  • Holiday Social Media Marketing: Tips, Tricks, Examples

    Blaise LuceySenior Content Strategist

    #SocialHolidays

    Brittany BergerContent & PR Manager

  • Agenda

    1 How Consumers Use Social & Web to Research & Buy Gifts

    2 Examples of Great Social Holiday Campaigns

    3 How to Prep Social Channels for the Holidays

    4 What You Need to Get Started

    +#SocialHolidays

  • Social Commerce is not a thing.

    Source: eMarketer / Market Track +#SocialHolidays

  • But social research is happening.

    Source: eMarketer / Market Track

    52%

    of consumers plan to use social media for shopping during the holiday season.

    36%

    of consumers plan to use social media to look for discounts.

    32%

    of consumers plan to use social media to research gift ideas.

    +#SocialHolidays

  • And social referrals grew ~200% from Q1 2014 to Q1 2015.

    Source: Business Insider +#SocialHolidays

  • The Social Revenue Breakdown

    Source: Business Insider

    Facebook makes up 50% of social referrals to eCommerce sites & 64% of total social revenue.

    Instagram is mostly used for branding, but sees around 400% more engagement than other social networks (Forrester)

    While great for brand awareness, Twitter sales are relatively lower, but extremely effective in specific industries, like event planning

    Despite a smaller audience, Pinterest drives 16% of social revenue.

    +#SocialHolidays

  • The Social Audience Breakdown

    http://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-season

    http://www.addthis.com/blog/2015/10/13/how-to-use-social-media-to-drive-sales-during-the-holidays/#.ViAO4hCrTBI

    +#SocialHolidays

    When youre optimizing your channels for the holidays, you should consider when your audience is most active. At Bitly, we use Audience Intel, a feature of Bitly Brand Tools, to figure out the best time to post content.

    We can drill down by specific social network to analyze audience behavior. We can also dig into specific subsets of each audience, finding out, for example, when Facebook users on iPhones are most often engaging with content.

    This can help businesses time specific mobile ads and other initiatives.

    http://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.addthis.com/blog/2015/10/13/how-to-use-social-media-to-drive-sales-during-the-holidays/#.ViAO4hCrTBIhttp://www.addthis.com/blog/2015/10/13/how-to-use-social-media-to-drive-sales-during-the-holidays/#.ViAO4hCrTBIhttp://www.addthis.com/blog/2015/10/13/how-to-use-social-media-to-drive-sales-during-the-holidays/#.ViAO4hCrTBIhttp://www.addthis.com/blog/2015/10/13/how-to-use-social-media-to-drive-sales-during-the-holidays/#.ViAO4hCrTBI

  • And if your audience is mobile, your ads should be mobile, too.

    Image: Sarlitt.me

    Facebook Ad(fake)

    Zappos HomeWait I wanted those

    sweet boots.

    Zappos ProductOh snap. What a deal.

    Add to cart.

    vs.

    +#SocialHolidays

    Deep linking on mobile ensures that you can personalize the experience for mobile users. Here, we can see a mock-up of a Zappos Facebook Ad.

    Without deep linking, the ad opens the app to the main page. Thats a confusing user journey and can have a big impact on conversion.

    In the second example, Zappos uses deep linking to send users directly to the location in the app where they can buy the shoes they wanted.

  • 5Examples of Social Holiday Marketing

    http://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-season

    +#SocialHolidays

    http://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-season

  • DOWNLOAD THE APP!

    BUY NOW!

    1. OMNICHANNEL RETAIL

    combines digital, mobile & physical sales. HOLIDAYS, FACEBOOK-STYLE

    1

    IN STORE

    TOOLS

    + 1,500 New Customers+ 2,500 Unique Purchases

    + 15x Member Reg.+ 40x Site Traffic

    RESULTS

    +#SocialHolidays

    Retailer Adore Me used Facebook Ads during Cyber Week 2014, targeting young female professionals aged 18-36.

    The ad copy offered percentages off, limited time offers, comparisons of sales vs. regular pricing, and call-outs of free shipping.

  • DOWNLOAD THE APP!

    BUY NOW!

    1. OMNICHANNEL RETAIL

    combines digital, mobile & physical sales. GIVING BACK

    2

    IN STORE

    TOOLS

    + 5m views+ Ongoing video content

    + Social shares

    RESULTS

    +#SocialHolidays

    Last November, TD Bank ran a campaign that offered 24 different people in 24 different communities around $30,000 each.

    The giveaways - and the community service involved after - were filmed. Results were posted onto a micro-site & shared via #MakeTodayMatter.

  • DOWNLOAD THE APP!

    BUY NOW!

    1. OMNICHANNEL RETAIL

    combines digital, mobile & physical sales. MAKING THE LINE SOCIAL

    3

    IN STORE

    TOOLS

    + Social & Retail Engagement

    + Long-Lasting Social Campaign

    + Customer Experience

    RESULTS

    +#SocialHolidays

    Old Navy offered a giveaway campaign where one of the first 100 people in line at a store won one million dollars.

    The campaign engaged retail customers with the Old Navy social and digital marketing teams. The result was a much more interesting waiting experience.

  • DOWNLOAD THE APP!

    BUY NOW!

    1. OMNICHANNEL RETAIL

    combines digital, mobile & physical sales. MAKING A PRODUCT COME ALIVE FOR LOYAL FANS

    4

    IN STORE

    TOOLS

    + 121k Twitter followers+20.7k Instagram followers+22% Sales YoY at launch

    + Personalization+23 marriage proposals

    RESULTS

    +#SocialHolidays

    The Pumpkin Spice Latte from Starbucks is an extremely popular product. To capitalize on that seasonal popularity, Starbucks created social accounts for the beverage itself - giving the product a personality and a way for loyal customers to engage with it.

    The results were impressive, to say the least.

  • DOWNLOAD THE APP!

    BUY NOW!

    1. OMNICHANNEL RETAIL

    combines digital, mobile & physical sales. GAMIFYING ADS WITH DISAPPEARING DEALS

    5

    IN STORE

    TOOLS

    + New channel for ads+ Fun, 10-second deals

    + Captive audience

    RESULTS

    +#SocialHolidays

    SnapChat is a newcomer to the social advertising game, but can provide a really interesting experience for customers.

    Here, Amazon gamified disappearing deals by offering codes that vanished after 10 seconds. Other brands work with influencers to make the most of SnapChat.

  • So what about service? http://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-season

    http://www.addthis.com/blog/2015/10/13/how-to-use-social-media-to-drive-sales-during-the-holidays/#.ViAO4hCrTBI

    +#SocialHolidays

    http://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.clickz.com/clickz/column/2422906/8-social-media-tips-to-prep-for-2015-holiday-shopping-seasonhttp://www.addthis.com/blog/2015/10/13/how-to-use-social-media-to-drive-sales-during-the-holidays/#.ViAO4hCrTBIhttp://www.addthis.com/blog/2015/10/13/how-to-use-social-media-to-drive-sales-during-the-holidays/#.ViAO4hCrTBIhttp://www.addthis.com/blog/2015/10/13/how-to-use-social-media-to-drive-sales-during-the-holidays/#.ViAO4hCrTBIhttp://www.addthis.com/blog/2015/10/13/how-to-use-social-media-to-drive-sales-during-the-holidays/#.ViAO4hCrTBI

  • Robert Fransgaard @fransgaard 5 Jun 2013praised @virginmedia in a questionnaire last week However, engineer suppose to come today is not coming until next week. nobody told me ;/

    Driving social inquiries to landing pages helps streamline customer interactions:

    +#SocialHolidays

  • Tactics & Strategy

    +#SocialHolidays

  • 1Optimizing for Marketing

    +#SocialHolidays

  • Update cover photos and avatars

    +#SocialHolidays

  • Pin posts to your profiles

    +#SocialHolidays

  • Determine your promotion schedule

    Campaign #1 Campaign #2 Campaign #3

    Launch Date Nov. 1 Nov. 15 Dec. 1

    1 Day Later

    3 Days Later

    7 Days Later

    10 Days Later

    +#SocialHolidays

  • Schedule posts

    +#SocialHolidays

  • 2Optimizing for Support

    +#SocialHolidays

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