Flowers? Chocolate? Jewelry? What is the best gift to give the person who gave you life? For those tired of the conventional Mother’s Day gift ideas, it’s a worthwhile endeavor to look at different companies’ social media campaigns for inspiration. So, in honor of that upcoming holiday (May 11 will be here sooner than you think), here are 8 creative ways brands have celebrated Mother’s Day:
Coke Zero, 2013: Mother Pieces
Forgetful sons/daughters were encouraged to tweet their best excuses for forgetting mothers day to Coke Zero with the hashtag #motherpieces. Each tweeter was then entered into a contest to win a painted self-portrait that would be sent to his or her mother as a belated Mother’s Day Gift.
Michaels, 2013: Memories with Mom
Michaels provided a custom-made gallery app for users to create a “virtual scrapbook” of significant moments shared with their mothers. The galleries could easily be shared on Facebook and other social media platforms. Using the app also entered users in a sweepstakes to win a $300 gift card.
Indiegogo, 2013: Orphans Over Orchids
Instead of buying mom flowers, Indiegogo teamed up with The Miracle Foundation to give people the opportunity to raise money for orphans. The total goal was to raise $100,000. For certain amounts given, the donor received gifts like an e-card, video, photo, or personal phone call from the Founder of the charity. Indiegogo exceeded their goal with a total of $110,727 raised.
Dressbarn, 2012: (MOM)ents
Users were invited to share their favorite memory of their mothers by submitting content such as texts, images, videos, or written memory. Users then voted on their favorite (MOM)ents, and the top ten winners received a spa day for two. Additionally, for every submission, Dressbarn donated $1 (of up to $60,000) to help underprivileged children buy Mother’s Day gifts.
Redbox, 2012: Mother’s Day is For Everyone
Users were encouraged to send an e-card to their Facebook friends with an invitation to LIKE the Redbox Facebook Page and receive a coupon code for a free movie rental to be used on Mother’s Day.
eBay, 2011: Every Mom’s a Hero
Facebook and Twitter users were asked to honor their mothers by submitting a photo of their “Superhero Mom” along with a story on the eBay Facebook page. The best story received an all-expense-paid spa weekend for two, and an eBay shopping spree. Other prizes included 64GB iPads and $250 gift cards. Twitter users were specifically encouraged to re-tweet submissions or thank a “superhero mom” with the hashtag #eBayMomHeroes so they could be entered into a daily raffle to win a $100 gift card.
Epic Change, 2010: To Mama With Love
Beginning in 2010, a custom made online platform was created for users to build a “heart space” and donate money in their mother’s name to aid children in Tanzania. The “heart space” is a personalized profile that allows users to post a photo or video, and is then pinned on a global map for others to see. It also allows the capability of turning the “heart space” into an e-card to send mom.
iVillage, 2010: Mommy & Me Contest
iVillage partnered with the Focus Features’ film Babies for a mommy/baby photo contest. Mothers were asked to upload photos of themselves with their babies to be entered into a contest to win a professional makeover and a mommy/baby photo session.
As Mother’s Day approaches, you are surely considering ways to engage your audience to share in their celebrations of this special holiday. Consider how your brand might have license to talk to your audience about Mother’s Day and enhance their experience!
Our client, MediaMath, was looking for a #cutthru idea that would help them engage with senior marketers and ultimately lead to a conversation about programmatic digital ad buying. Their platform is called TerminalOne Marketing Operating System (T1), which helps marketers identify market segments, as well as run and automatically optimize ad campaigns using proprietary programmatic algorithms. T1 is also nicknamed "The Brain."
We all know CMOs are extraordinarily busy people. They’re juggling strategic, tactical, managerial, vendor and customer challenges, all while trying to stay ahead of the curve. This is where Renegade saw the opportunity for a brainy introduction to MediaMath.
We partnered with leading brain trainer Alvaro Fernandez of SharpBrains, to learn the best ways to keep your thinker ticking. At The CMO Club House during SxSW 2014, we introduced the concept of #TrainYourBrain, a triple threat brain treatment that would help keep CMOs at the top of their games.
At SxSW, we gave CMOs brain food – dark chocolate to be exact – to stimulate receptors and activate the parts of the brain needed for deep concentration (not a bad treat if we say so ourselves!). Alongside the delicious brain boosting snacks were brain-training postcards containing puzzles and brainteasers to exercise critical thinking muscles.
CMOs also had the opportunity to win a two-hour coaching session for their entire marketing team with Alvaro Fernandez. These sessions include all the exercises needed to maintain tip-top mental cognition specifically for marketing professionals. Other prizes included two free months of Lumosity, an online “gym” jam packed with brain exercises.
With their demanding schedules, CMOs need to exercise their noggins so they can keep their schedules, tasks and campaigns all running smoothly. What better way than a few brain teasers, a healthy brain food and coaching? Our CEO, Drew Neisser, interviewed MediaMath SVP of Marketing Rachel Meranus about the campaign.
Train Your Brain is another example of “Marketing as Service,” enabling MediaMath to start a relationship with CMOs by delivering a substantive value rather than a sales pitch. Helping CMOs step up their overall mental game in turn opened the door to a deeper conversation about how MediaMath’s own “Brain” could help marketers make smarter digital marketing buying decisions. It's good to be smart!
It’s been beaten and mocked. Sodden with shame by Jimmy Fallon and Jonah Hill and aligned with ‘selfie’ and ‘food porn’ too often. Now opponents doubt it’s relevance on the (still relevant) social network Facebook. Yes, Facebook is still relevant.
We, of course, are referring to our ol’ friend, the hashtag. As a friend, we are here to show you how to augment your Facebook strategy by implementing purposeful, timely, and engaging tags without subjecting your fans to #hashbaggery. We’re here to help, and to warn.
1. Ground your hash tags in #reality, not #groundyourhashtagsinreality
We’ve seen #thistypeofhashtaguse on social before. But you’re a stoic and reputable organization that wants to be taken seriously. By implementing unwieldy hashtags that are more than 3 words, you lose the ability to contribute and join a conversation on real-life, viable and sensible topics. Brands would be more successful designing and implementing their hashtags categorically. Keep your hashtags to one or two word combinations and be specific. Anything else is probably too long-winded to understand or replicate.
2. Integrate, promote, track, and drive your multi-platform social contests.
You may have already held social contests for users via Twitter and Instagram, where tracking your branded hash tags has been possible for quite some time. Facebook is presumably one of your earliest adoptions of social, and there’s a chance you’ve ignored them when it comes to contests. With the introduction of hash tag support last year, user-generated contests tracked by specific hash tags can now include Facebook, making your tag-driven contests more dynamic by being multi-platform.
As an added perk, your social media manager will appreciate that content can be designed to fit all platforms, streamlining the writing process while saving your organization time and resources.
3. Hug your neighbor.
The best and brightest brands understand that being a part of conversations in your surrounding area may draw the attention of someone who may not have otherwise cared about you. Is the restaurant next door to your shop having a promotion or grand opening? Give it a shout-out on Facebook using its official hashtag. Don’t want to shout out? Take a look at who is using the tag for some insights on your geographic market. It’s all about being a good neighbor.
4. Be limited.
Limit! Limit! Limit! #posts #that #look #like #this are not only difficult to read but show a lack of vision and creativity. This may be acceptable on Twitter, but the sentiment towards hash tags on Facebook is that they are new and annoying. Why push any buttons? Using only 1 hash tag per post is a strategic way to drive conversation around a single event without being overzealous and off-putting. Presumably, your goal for each post is to drive traffic, interest, or awareness to a given topic or event, so 1 hash tag is plenty.
5. One for good measure.
When it comes to tracking, using a hash tag once every few posts allows you to monitor and report on engagement for updates that include hash tags vs. those without them. By having these insights, you can make better decisions on how to use tags moving forward. Content is king but measurement is everything, so keep your hash tagging on Facebook few and far between.
Facebook hash tagging can be an effective way to drive conversation around your brand. The practice is critical to measuring engagement while saving social media managers time in developing multi-channel content. At the end of the day, remain strategic and use proper judgment when implementing tags on Facebook; otherwise you may find yourself more alienating than engaging.
Mobile traffic is growing rapidly and marketers need to learn how to adjust brand content to this trend. Mobile marketing and its related strategies, such as location-based marketing, have gained traction. BI Intelligence found that 91% of companies plan to increase their investments in location-based marketing.
At Renegade, we want to know how significant the growing mobile usage is on social media as it relates to brands. We looked at four brands from different industries on Facebook and compared the percentage of Likes gained from mobile users on a daily basis over a seven-month period.
The combined daily average percentage trend varied in the internet, telecom, travel, and food/nutrition industries. However, there was a 6.42% increase in mobile Likes overall. More notable is that the low points of the likes in the last three months for every industry are higher than the first three months. This indicates that it’s not just the spike driving the increasing trend, but the concentration of mobile activity overall.
Looking at the industries individually, the study showed the food/nutrition brand had an average of 18% mobile Likes, except a slight lapse in October. The Internet brand grew its mobile Likes to 5% in the New Year. The telecom brand’s mobile Likes increased in October for two months, similar to the travel brand’s significant growth, which is attributed to the holiday season.
These findings correspond to Forbes’ industry prediction that “Mobile is the future of everything.” According to Forbes, mobile is replacing desktop consumption overall, and you can expect to see continued growth in social media engagement.
Tips for building a mobile brand
As mobile becomes an increasingly important part of marketing in 2014, brands should take steps to improve their mobile performance.
Adapt your website to have a responsive design to provide a streamline viewer experience on smartphones and tablets.
Consider how you construct your content to make it easier to read and navigate by optimizing font size, buttons, and video length.
A mobile app is also an option but keep in mind the investment an app requires versus mobile-optimized online content.
Your brand needs to go where the audiences are across all channels. Now go mobile!
Methodology: With data from Facebook Insights, daily page likes gained from mobile, mobile ads, mobile page browser, mobile page browser invite, and mobile page suggestions were combined as mobile likes. These mobile likes were compared to the total likes on daily and monthly bases. Data was collected from July 1, 2013 to January 31, 2014.
The Oscars is a great time for brands to take advantage of real-time marketing — it’s a night full of celebrities, entertainment, and second screen social engagement with millions of Americans who are tuning in. Here are some tips for your brand to prepare for this year’s big moments.
1. Incorporate your real-time channels. Post your messages simultaneously on Twitter and other networks. Your audience may be watching live and browsing on multiple channels. You want to be sure your content will be wherever they are looking.
2. Be human. Remember your content should be adding to the experience of the show. So, participate in show like the audience does. People are more likely to respond to your messages if you behave like them.
3. There will be many quotes, surprises, and funny moments onstage and in the press room. Remember Jennifer Lawrence’s epic fall last year? That went viral right away on the Internet. Keep your eyes both on the television and online to monitor the trends while thinking about how your brand can mingle with the show.
4. Follow The Academy (@TheAcademy) to see backstage moments in the Green Room during the Oscars. Thanks to Twitter Mirror (@TwitterMirror), a mirror-shape machine offstage at awards shows, celebs can easily take selfies and tweet them spontaneously during the show. It'd be fun to see what people are doing off-camera.
5. Research the nominees for links to your brand. Maybe your products have appeared somewhere in a film or is mentioned by certain characters. Use this opportunity to show your support for an actor/actress or a candidate that is special to your brand. (For example, the nomination for "HER" will be great for Apple!)
Real-time marketing is an everyday habit. While it takes long-term commitment to engage your social audience, you will find it most rewarding during big events, when you see your daily devotion pay back with the followers and new faces responding to your messages like never before.
See you on the Oscars stream!
In a recent study by Renegade, we explored the question, “Is Google Plus a valuable investment for brands for social media marketing?” According to our results, the answer is no.
We took the top 10 brands on Google Plus and compared the performance of their (same) content on both Facebook and Google Plus. Even with Facebook’s constraints on post reach, Facebook posts on average received 36 times as many engagements per post than those same posts on Google Plus. Taking into account the relative fan and follower bases, Facebook posts were 12 times more effective than Google Plus posts in terms of engagement rates.
"Facebook posts received 36 times as many engagements per post than those same posts on Google Plus."
Compared engagements per post from Facebook and Google Plus.
Compared engagement rates on Facebook and Google Plus.
While some brands (and people) have found pockets of success on Google Plus, the relatively new and growing platform still has not yet caught up with the powerhouse Facebook for a couple of reasons. First, as of Q3 in 2013, Google was reported to have 300 million active users compared to Facebook’s 1 billion. Second, Google Plus’s content targeting capabilities based on profile data are a far cry from the variations that Facebook has to offer.
Twitter, however, is a different story. While many of these brands have high number of followers on Twitter, their engagement varies from brand to brand. Google Plus seems to be a better investment of time and energy for H&M, Red Bull, Mercedes, and Android, all of whom have over 50% more engagement on Google Plus than Twitter. Burberry, PlayStation, and Angry Birds, however, all had better engagement on Twitter than on Google Plus.
Compared engagements per post on Twitter and Google Plus.
Compared engagement rates on Twitter and Google Plus.
Facebook is still the clear winner in engagements per posts and engagement rates for the top brands overall. Despite its diminishing reach and fuddled EdgeRank algorithm, the network seems to be delivering the right content to the most appropriate users. Subscribing to the assumption that all content on Google Plus is served to a brand’s followers, it would seem that Google Plus users simply aren’t as engaged as those on Facebook. We shall see if the landscape changes as the fledgling network grows.
Methodology: Posts from the top-performing brands on Google Plus were tracked and cross-referenced between Google Plus and Facebook. Average engagements per post, engagement rates and % increase from engagement were calculated on posts with the same content topic using likes, comments, shares (or the equivalent on the Google Plus). Data was collected from March 1, 2013 to October 1, 2013. Engagement rates were calculated using the page’s audience on October 1, 2013.
We all know who won the Super Bowl on Sunday night, but Renegade is more interested in who won the high-stakes real-time marketing melee. After a thorough review of the contenders, we’re declaring Tide the big winner!
Taking advantage of the fact that all the Super Bowl commercials were released well in advance of the big game, Tide came prepared with entertaining stain-themed Vine responses to each of the night’s ads. It just goes to show that if you’re creative and opportunistic, you don’t have to spend mega-bucks to get great publicity during massive events such as the Super Bowl or the upcoming Winter Olympics.
Check out all of Tide’s clever real-time responses below:
Which of the 2014 Super Bowl ads are boom and which are bust? Watch them all and vote for your favorite!
While last Sunday's GRAMMYs showcased some amazing helmets and hats that you will surely see on the street this year, brands took this opportunity in the social space and reacted promptly by claiming rights to the most wanted prize – Pharrell Williams' oversized hat. During big events like this, marketers jump on the opportunity to make funny content and gain brand exposure.
Here are some brilliant brand tweets that might inspire you for the next big event, such as the Oscars on March 2.
Arby's certainly was the secret sponsor behind the hat.
Or maybe it was Smokey Bear's.
They looked pretty good together.
Who knew laundry detergent could be a trendsetter?
Vogue revealed that it's vintage style.
It's officially on ELLE Magazine.
Professor Snape wasn't happy about the stolen Sorting Hat.
And then there is Pharrell-hat-inspired art, from Toy Story...
To the New Yorker illustration.
Finally, Quaker Man found his counterpart on the red carpet — now we know why he's smiling.
To make a splash during the Oscars for your own brand, look out for celebrities wearing funky clothing, making funny faces in the audience, and their meme-worthy moments onstage and backstage. We know you love celeb-initiated memes like "Lawrencing" as much as we do!
Samsung is hoping to beat out Google in the latest tech-race to be the first provider of a computing eyewear device. Samsung calls their version “Galaxy Glass.” The device would connect directly with your smartphone and offer many of the same capabilities that have been advertised with the “Google Glass,” including push notifications, music display info, and photo capabilities. Since Google has put off the launch of their Glass to the latter half of 2014, we’ll see if Samsung can come up with a quality product before that time, or end up producing another flop like the Galaxy Gear. Either way, I raise a glass to their efforts.
For more information check out this great article on TechCrunch.
Do you think Samsung will beat Google to the punch? If so, will you hold out for Google Glass?