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| Picture Source: eMarketer |
Social networks enable marketers to send out information, new collection updates, and latest offers or even have the ability to influence customers' purchase intention. Ultimately, branding socialization is “word of mouth” and it’s the most effective promotion medium. (Learn more about how Chinese luxury brand integrate their social media campaign here).
According to eMarketer, businesses or retailers are planning to focus on building out social media on key channels such as Facebook and Twitter in 2012: 39% are planning to increase spending on Facebook marketing programs, and 24% will be spending more on Twitter. Additionally, 25% of businesses are planning to increase spending on social media management technology, viral and referral marketing campaigns. It has clearly indicated that businesses and retailers have increased understanding of the importance of measuring and optimizing the values of social media.
Retailers are already doing all sorts of different social media campaigns with different objectives. I have collated two case studies and learnt how retailers leveraged social channels (Check out the Top social networking site across Asia here).
7-11: 7-iCollection
7-11 in Hong Kong lunched a social media campaign, which required players to download the 7 iCollection app and players would be able to catch the collectible bear virtually while they went to 7-11 outlets via the apps. After collecting 9 bear icons, player could get a real bear from 7-11. This campaign was to draw people to go to their convenience outlets. (Find out more about social media trends in HK here)
Video: 7-Eleven 7-iCollection
Toys “R” Us
Toys “R” Us uses Facebook to communicate with fans by sharing news, information, videos and weekly deals based on your geographic location. So fans are interested in returning to their Facebook page to find out the latest weekly deal.
For more great social media articles, please go to Moonlight HK.
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