During the holiday season, social media marketing can become a powerful tool for marketing, sales, and customer service. Your team needs to be ready during Cyber Monday, Black Friday, and other holiday campaigns. This presentation shows the changing consumer behavior patterns during the holidays, dives into five great examples of holiday marketing, and discusses the tools you need to help create a great social media marketing campaign for the holidays.

1. Holiday Social Media Marketing:
Tips, Tricks, Examples
Blaise Lucey
Senior Content Strategist
#SocialHolidays
Brittany Berger
Content & PR Manager

2. 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

3. Social Commerce… is not a thing.
Source: eMarketer / Market Track +#SocialHolidays

4. 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

5. And social referrals grew ~200% from Q1 2014 to Q1 2015.
Source: Business Insider +#SocialHolidays

6. 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

7. The Social Audience Breakdown
+#SocialHolidays
When you’re 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.

8. And if your audience is mobile, your ads should be
mobile, too.
Image: Sarlitt.me
Facebook Ad
(fake)
Zappos Home
“Wait… I wanted those
sweet boots.”
Zappos Product
“Oh 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. That’s 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.

9. 5
Examples of Social Holiday Marketing
+#SocialHolidays

10. 1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
HOLIDAYS, FACEBOOK-STYLE
1
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.

11. 1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
GIVING BACK
2
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.

12. 1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
MAKING THE LINE SOCIAL
3
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.

13. 1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
MAKING A PRODUCT COME ALIVE FOR LOYAL FANS
4
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.

14. 1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
GAMIFYING ADS WITH DISAPPEARING DEALS
5
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.

15. So what about service?
+#SocialHolidays

16. Robert Fransgaard @fransgaard 5 Jun 2013
praised @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

17. Tactics & Strategy
+#SocialHolidays

18. 1
Optimizing for Marketing
+#SocialHolidays

19. Update cover photos and avatars
+#SocialHolidays

20. Pin posts to your profiles
+#SocialHolidays

21. 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

22. Schedule posts
+#SocialHolidays

23. 2
Optimizing for Support
+#SocialHolidays

24. Include support hours on your profile
+#SocialHolidays

25. Determine how you’ll delegate & prioritize
Priority #1 Priority #2 Priority #3
Brittany Promotion Engagement Support
Patricia Support Engagement Promotion
+#SocialHolidays

26. What You Need to Get Started
+#SocialHolidays

27. Social Content Calendar
+#SocialHolidays

28. Social Listening Tool
+#SocialHolidays

29. Analytics
+#SocialHolidays

30. Documentation
+#SocialHolidays
Campaign social timelines
Social posting calendar
Team delegation plan
How to prioritize incoming messages
KPIs and reporting processes

31. THANK YOU
#SocialHolidays
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