Two thumbs up—or down—on social media efforts

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Dan Shust, Director of Emerging Media, Resource Interactive David Griner, Social Media Strategist, Luckie & Co. How to market and sell using social media is one of the hottest topics in online retailing today. Everyone knows that opportunities exist—but few really know how to exploit them. This session will feature two expert—and opinionated—marketing and retailing consultants who specialize in social media. They will review retailers' social media campaigns and tell why in their opinions they succeed—or fail. They won't agree on the successful—or not so successful—elements of each, so be prepared for some spirited give and take as they decide thumbs up or thumbs down on social media campaigns.

Business Technologie

TWO THUMBS UP (or down)
ON SOCIAL MEDIA EFFORTS... Dan Shust - Resource Interactive
David Griner - Luckie & Company

© Copyright 2010 Resource Interactive and Luckie & Company

A QUESTION TO GET US STARTED

© Copyright 2010 Resource Interactive and Luckie & Company

Burberry Art of the Trench
Social Microsite

© Copyright 2010 Resource Interactive and Luckie & Company

BURBERRY ART OF THE TRENCH

© Copyright 2010 Resource Interactive and Luckie & Company

BURBERRY ART OF THE TRENCH

Results:

7.5 million page views
150 countries
5 million minutes spent on the site
1 million Facebook fans
10% increase in same-store sales

© Copyright 2010 Resource Interactive and Luckie & Company

LET’S VOTE

© Copyright 2010 Resource Interactive and Luckie & Company

BURBERRY ART OF THE TRENCH

David’s take: Dan’s take:

© Copyright 2010 Resource Interactive and Luckie & Company

IKEA Photo Tagging
Facebook Engagement

© Copyright 2010 Resource Interactive and Luckie & Company

IKEA PHOTO TAGGING

http://www.youtube.com/watch?v=P_K1ti4RU78

© Copyright 2010 Resource Interactive and Luckie & Company

IKEA PHOTO TAGGING

Results:

Lots of PR!

© Copyright 2010 Resource Interactive and Luckie & Company

IKEA PHOTO TAGGING

David’s take: Dan’s take:

© Copyright 2010 Resource Interactive and Luckie & Company

Levi’s Friends Store
Social Commerce

© Copyright 2010 Resource Interactive and Luckie & Company

LEVI’S FRIENDS STORE

© Copyright 2010 Resource Interactive and Luckie & Company

LEVI’S FRIENDS STORE

Beneﬁts:

More engaged shoppers
Real-time custom shopping experiences
Enhanced insight into demand signals

© Copyright 2010 Resource Interactive and Luckie & Company

LEVI’S FRIENDS STORE

David’s take: Dan’s take:

© Copyright 2010 Resource Interactive and Luckie & Company

SOCIAL COMMERCE

Resource Interactive Off The Wall
Social Commerce

© Copyright 2010 Resource Interactive and Luckie & Company

RESOURCE OFF THE WALL

© Copyright 2010 Resource Interactive and Luckie & Company

RESOURCE OFF THE WALL

Beneﬁts:

Reward fans with special offers, etc.
Allow fans to shop without leaving Facebook
Shareable with all commerce capabilities

© Copyright 2010 Resource Interactive and Luckie & Company

RESOURCE OFF THE WALL

David’s take: Dan’s take:

ABSTAIN

© Copyright 2010 Resource Interactive and Luckie & Company

Uniqlo UTweet
Twitter API

© Copyright 2010 Resource Interactive and Luckie & Company

UNIQLO UTWEET

© Copyright 2010 Resource Interactive and Luckie & Company

UNIQLO UTWEET

http://www.youtube.com/watch?v=b5IyQE2AY38&feature=related

© Copyright 2010 Resource Interactive and Luckie & Company

UNIQLO UTWEET

David’s take: Dan’s take:

© Copyright 2010 Resource Interactive and Luckie & Company

Jimmy Choo Trainer Hunt
Geolocation

© Copyright 2010 Resource Interactive and Luckie & Company

JIMMY CHOO TRAINER HUNT

© Copyright 2010 Resource Interactive and Luckie & Company

JIMMY CHOO TRAINER HUNT

Results:

33% increase in sneaker sales
40% increase in positive mentions
4,000 online participants

© Copyright 2010 Resource Interactive and Luckie & Company

JIMMY CHOO TRAINER HUNT

David’s take: Dan’s take:

© Copyright 2010 Resource Interactive and Luckie & Company

Procter & Gamble CauseWorld
Third Party App Sponsorship

© Copyright 2010 Resource Interactive and Luckie & Company

PROCTER & GAMBLE CAUSEWORLD

© Copyright 2010 Resource Interactive and Luckie & Company

PROCTER & GAMBLE CAUSEWORLD

Beneﬁts:

Gives “checking in” a purpose
Marketers know when a product is in hand
Game mechanics encourage repeat use

© Copyright 2010 Resource Interactive and Luckie & Company

PROCTER & GAMBLE CAUSEWORLD

David’s take: Dan’s take:

© Copyright 2010 Resource Interactive and Luckie & Company

Moosejaw Break Up Service
Engagement

© Copyright 2010 Resource Interactive and Luckie & Company

MOOSEJAW BREAKUP SERVICE

© Copyright 2010 Resource Interactive and Luckie & Company

MOOSEJAW BREAKUP SERVICE

http://www.youtube.com/watch?v=fnkDt5xq2M4

© Copyright 2010 Resource Interactive and Luckie & Company

MOOSEJAW BREAKUP SERVICE

Results:

Over 200 breakups in progress
(also a few hookups)
Moosejaw fans always wondering “what next?”

© Copyright 2010 Resource Interactive and Luckie & Company

MOOSEJAW BREAKUP SERVICE

David’s take: Dan’s take:

© Copyright 2010 Resource Interactive and Luckie & Company

Our Tips and Takeaways

© Copyright 2010 Resource Interactive and Luckie & Company

OUR TIPS AND TAKEAWAYS

David:
Think beyond the launch

Empower your customers on the product level

Engage fans in their daily lives, not in a web browser

© Copyright 2010 Resource Interactive and Luckie & Company

OUR TIPS AND TAKEAWAYS

Dan:
Be part of the experience

Consider tools that are freely available first

Have fun!

© Copyright 2010 Resource Interactive and Luckie & Company

Thanks!
For more information about Resource Interactive or Luckie & Company contact:

Dan Shust / Director, Emerging Media - Resource Interactive
dshust@resource.com
twitter: @getshust

David Griner / Social Media Strategist - Luckie & Company
david.griner@luckie.com
twitter: @griner

© Copyright 2010 Resource Interactive and Luckie & Company

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7. BURBERRY ART OF THE TRENCH Results: 7.5 million page views 150 countries 5 million minutes spent on the site 1 million Facebook fans 10% increase in same-store sales © Copyright 2010 Resource Interactive and Luckie & Company

25. RESOURCE OFF THE WALL Beneﬁts: Reward fans with special offers, etc. Allow fans to shop without leaving Facebook Shareable with all commerce capabilities © Copyright 2010 Resource Interactive and Luckie & Company

32. UNIQLO UTWEET Results: Uniqlo generates fun...again Thousands of custom Twitter movies created Tens of thousands of free brand impressions © Copyright 2010 Resource Interactive and Luckie & Company

43. PROCTER & GAMBLE CAUSEWORLD Beneﬁts: Gives “checking in” a purpose Marketers know when a product is in hand Game mechanics encourage repeat use © Copyright 2010 Resource Interactive and Luckie & Company

56. OUR TIPS AND TAKEAWAYS David: Think beyond the launch Empower your customers on the product level Engage fans in their daily lives, not in a web browser © Copyright 2010 Resource Interactive and Luckie & Company

58. Thanks! For more information about Resource Interactive or Luckie & Company contact: Dan Shust / Director, Emerging Media - Resource Interactive dshust@resource.com twitter: @getshust David Griner / Social Media Strategist - Luckie & Company david.griner@luckie.com twitter: @griner © Copyright 2010 Resource Interactive and Luckie & Company

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