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Posts tagged ‘WhiteCloud Marketing’

29
Feb

How to Effectively Crowdsource & Increase Consumer Engagement

The phrase “crowdsourcing” has been thrown around for the past couple of years.  You might have even heard it called out in your marketing or even customer service meetings, but do you actually know what it means, and most importantly, are you able to employ crowdsourcing strategies in your company?

What is crowdsourcing?

Crowdsourcing is a portmanteau (combination of two words) of crowd and outsourcing.  Crowdsourcing decentralizes (goodbye bureaucratic, organizational pyramid) by sourcing tasks performed by specific individuals, group of people, or a community through an open call for contributions.

Unlike the blow horn effect, crowdsourcing goes after people that have a specific interest and skill-set for involvement.  Wikipedia is a good example of crowdsourcing.  Through an open-call, Wikipedia attracts and engages a specific type of person and group of people who contribute to Wikipedia knowledge.

 

Crowdsourcing with MavenSocial

MavenSocial has run campaigns that engage crowdsourcing techniques for our clients.   This past year, MavenSocial powered by

Carhartt, user-generated, or crowdsourcing campaign with MavenSocial

WhiteCloud Marketing, created a crowdsourcing Facebook campaign for Carhartt Inc.

Who is Carhartt?

Carhartt Inc., is a U.S.-based clothing company founded in 1889. It is still a family-owned company, owned by the descendants of company founder Hamilton Carhartt, with its headquarters in Dearborn, Michigan.

The Problem:

Carhartt approached us because they wanted to increase engagement on Facebook by increasing Likes and opt-ins.

Carharrt wanted to approach their loyal followers and have them tell their Carhartt story.  Brand testimonials draw high

Carhartt Crowdsourcing campaign - Sign-up page

engagement and conversion rates for current customers (reminding them of the great benefits of the product, encouraging up-selling opportunities), while also bringing in new customers.

Carhartt understands that customer re-engagement and new customer acquisition is possible on Facebook and other social networking sites.

Our Solution:

MavenSocial recommended a WhiteFire Social User Generated Campaign.  Users could upload images or videos on how they have creatively used their clothing. Campaign users could then share their images with friends on Facebook, Twitter and via eMail. Every share provided an additional ballot to the user. Users were offered spot prizes for adding an entry and the top creative photos or videos were granted grand prizes.

The Results:

+Facebook Likes increased by over 100,000 during the campaign

+Almost 6K new email registrations

+50,000 plus consumer voter interactions

+Top 20 influencers brought in 8% of all the new email registrations. One influencer brought in 88 potential customers.

+219% Lift on Sharing, Total Social Lift including Facebook referrals was 1,627% on Paid Media drivers

We understood that the best way to engage with fans to increase Facebook Likes and opt-ins was through interaction with

Carhartt crowdsouring campaign - Vote Page

people.  The power of social media influencers, or Mavens is apparent, with a 219% WhiteFire Social Lift on sharing.  Social lift is the amount of people that actively participate in the campaign, without the company paying for the direct marketing costs; in other words, these Likes and opt-ins were obtained free of charge for Carhartt.

Carhartt’s social media Mavens are the people who shared Carhartt’s information amongst their friends; who in turn interacted with the campaign.  One of Carhartt’s Mavens is one Influencer who brought in 88 potential customers.

For proper brand engagement and consumer growth, it is important to respect and interact with your current consumer base, while finding new clients.  Crowdsourcing benefits both the brand and the targeted group.  The brand receives positive praise and re-engagement of past customers, which draws in news customers, and the target group receives products and services that desire.

16
Jan

Cougar Boots Goes Viral: “How Far Would You Go For a Great Pair of Boots?”

This morning, the Financial Post featured the viral marketing success of a Canadian classic, Cougar Boots and their latest online campaign. WhiteCloud Marketing, a subsidiary of  MavenSocial, set-up the execution plan for the retro Cougar Boots campaign that is featured.

A decades old family business, brothers Steve and Ron Sedlbauer, decided that it was time to freshen up their marketing, business, and brand strategy as things reached a plateau two years ago.  The brothers understood the power of online, especially when wanting to reach their target audience of young 18 to twenty-something year olds.

Cougar Boots make a comeback with the question: "How Far Would You Go For a Great Pair of Boots?"reaching their target audience of young 18 to twenty-something year olds.

The premise:

“How Far Would You Go For a Great Pair of Boots?” People were asked to create videos and post them on Livedress.com, explaining what they would do for a pair of limited edition Cougar Boots from the 1970’s and ‘80’s that were relaunched in 2011.  Little did they know that Cougar Boots would show up at their door and get them to do it!  Entrants really had to ante up!

The campaign focused on a fashion-savvy niche market on Livedress.com, pulling in contestants that truly enjoyed the 1970’s and ‘80’s vibe of the limited edition Cougar Boots – but with a refined, up-dated twist.

Livedress.com founder, Jonathan Davids, explains, “it’s all about fun and getting people involved. People love fashion, it’s “about getting a fashion brand into the younger mindset. “We thought, let’s just ask our followers what crazy things they would do to win a pair of boots, pick our favourites, show up at the door with a camera crew, and make them do it. It had to be spontaneous for it to work.”

Cougar Boots make a comeback with the question: "How Far Would You Go For a Great Pair of Boots?"

The Results:

The campaign attracted hundreds of qualified entrants.  To date, each winning video has garnered more than 30,000 views to date. Davids explains “Cougar also had a bump in its organic search results, leading to even more visits to its site.”

The campaign took four months to execute, and cost less than $100,000.

Overall, Cougar Boots’ viral marketing campaign success lies in one key component: to not make it about selling the boots, Mr. Sedlbauer says. “It was about engaging pop culture and generating excitement at the retail level.”

16
Jan

MavenSocial Case Study: Sharp and the Toronto Blue Jays

Ever wondered how to increase Facebook ‘Likes’ and interaction on your company’s Facebook Page?  MavenSocial, a subsidiary of WhiteCloud Marketing worked with Sharp to create a Facebook campaign with the Toronto Blue Jays, and saw great results.

 

The Objective:

The objective was to increase Facebook ‘Likes’ and activity on their Facebook Page, we executed this by providing the with an user-generated Facebook campaign.

 

Hit a Home Run Sharp and Toronto Blue Jays Campaign

The Program:

The program consisted of four specific things:

 

  1. On-line Interactive Facebook Baseball Quiz

The Facebook quiz engaged Facebook fans, asking them specific questions about baseball.  The grand prize was a 70’ LCD TV.  Other prizes to be won were a HTSB600 sound bar home system, an IGBC2UB Plasmacluster Ionizer, and a XLHF200P microsystem, and more!

  1. Weekly questions/play against your friends on Facebook

    Hit a Home Run Sharp and Blue Jays Quiz Question

The more questions entrants entered correctly, the more ballots an entrant received.  Weekly questions brought people back and kept the participant rate high.

  1. See your success on the Leaderboard

A leaderboard is extremely important for a campaign like this.  People are naturally competitive, and like to see themselves at the top of the game.

The leaderboard also acts as a way to have people come back the contest week after week.

  1. Share the event for a chance to win free VIP Jay’s Tickets

Entrants were encouraged to share the event with friends for a chance to win free Toronto Blue Jay’s VIP tickets.  The contest combined baseball and electronics for a killer combination.

 

Campaign KPI’s:

KPI’s are what we measure the success of the campaign against, based on stated objectives.  We were able to provide some amazing results.  Using MavenSocial, we were able to track and manage the campaign results.  MavenSocial is a software the increases walk-in and online traffic to the local retail outlet or eCommerce site. MavenSocial increases visits, opt-ins and FB ‘Likes’ through digital and traditional channels.

Hit a Home Run Sharp and Blue Jays Conversion Rate – Visitor to Opt-in

The contest saw:

  • Over 8M impressions
  • Over 39,584 votes and user interactions
  • Generated 5,000 new “Likes’
  • 25,000 visitors
  • 4,000 New email opt-ins
  • Over 22,000 sharers and Facebook referrals

We were able to create an ROI of over 4x of the initial investment.

We’ll keep you posted on additional MavenSocial case studies, as 2012 evolves into a great year!

13
Jan

FREE Webinar: Social Media Mega-Trends 2012

As we power into the new year, understand what 2012 Social Media Mega Trends influence your company, and stay ahead of your competitors:

Harness the Power of Social Media Mega –Trends

Understanding Value

  • Are you able to identify the social media mega-trends that affect the success of your company every day?
  • With over 2 billion people online, and 1 billion people connected through social media, it is important to understand the

    Free Webinar: Social Media Mega-Trends 2012

    effect of social media on how to market.

Join WhiteCloud Marketing on Tuesday, January 31 at 11:00am EST for information on social media mega-trends, how they affect your market, and how you can use it to your advantage.

WhiteCloud Marketing will show you:

  • What the current social media mega-trends are
  • The value of social media mega trends, and how you can form your social media strategy around these trends
  • The importance of Analytics and Data in your social media campaign, with real case studies

Join us for our webinar on Tuesday, January 31, 2012 at 11:00am EST

Looking forward to seeing you there!


10
Nov

MavenSocial Case Study: Carhartt Facebook User Generated Campaign

This past year, MavenSocial created a Facebook campaign for Carhartt Inc.  We saw some amazing results, and thought that we would share it here.

Who is Carhartt?

Carhartt Inc., is a U.S.-based clothing company founded in 1889. It is still a family-owned company, owned by the descendants of company founder Hamilton Carhartt, with its headquarters in Dearborn, Michigan.


Social Media Influencers (Mavens) share avidly with their groups of friends, creating social lift.

Objective:

Carhartt approached us because they wanted to increase engagement on Facebook by increasing Likes and opt-ins.

Now, why would Carhartt, a well-known staple in many a wardrobe, be worried about reaching people through social media outlets?  They understand that there is a large potential market that can be reached through Facebook and other social networking sites.

Scott Haiges, President of ROI Research Inc. explains the social media facts:

+One in 4 respondents have 4 or more active social network accounts,

+More than one quarter access their Facebook or

Twitter accounts at least once a day via their mobile phones.

Haiges, explains “we knew that these sites are extremely popular for socializing, but the level of interest for branding and promotional marketing content is surprisingly large.”  Social media outlets truly are becoming a powerful way to reach an otherwise untapped market.  Facebook is coming out on top with 44% of online sharing occurring on Facebook.

So what does this all mean for Carhartt?

Carhartt knew that they wanted to actively engage a vast amount of people over Facebook; this is where we came in.

Solution:

Facebook Campaigns encourage Sharing, identifying Social Infuencers (Mavens).

MavenSocial recommended a User Generated Campaign.  Users could upload images or videos on how they have creatively used their clothing. Campaign users could then share their images with friends on Facebook, Twitter and via eMail. Every share provided an additional ballot to the user. Users were offered spot prizes for adding an entry and the top creative photos or videos were granted grand prizes.

Results:

+Facebook Likes increased by over 100,000 during the campaign

+Almost 6K new email registrations

+50,000 plus consumer voter interactions

+Top 20 influencers brought in 8% of all the new email registrations. One influencer brought in 88 potential customers.

+219% Lift on Sharing, Total Social Lift including Facebook referrals was 1,627% on Paid Media drivers

We understood that the best way to engage with fans to increase Facebook Likes and opt-ins was through interaction with people.  The power of social media influencers, or Mavens is apparent, with a 219% lift on sharing.  Social lift is the amount of people that actively participate in the campaign, without the company paying for the direct marketing costs; in other words, these Likes and opt-ins were obtained free of charge for Carhartt.  Carhartt’s social media Mavens are the people who shared Carhartt’s information amongst  their friends; who in turn interacted with the campaign.  An example of the campaign’s Maven would be one influencer who brought in 88 potential customers – now that’s great sharing!

8
Nov

Data: The Future of Marketing

There is a fundamental reset occurring in the marketing sector; is your company on board?  In the past, emotions have been the prerequisite for a powerful marketing campaign.  Leo Burnett once said “advertising is the ability to sense, interpret… to put the very heart throbs of a business into type, paper and ink.”  While emotions are important, they are quickly taking a backseat to data, some may know it as, social media metrics.

What has brought data to the forefront, you may ask?

It started around the time of the 2008 Global Recession.  People quickly lost confidence in not only the banking system, but the world around them.   We all promised ourselves that we would not be duped again.  Emotions are not quantifiable; data is.  Data is the surest way to analyze a product, service, and business venture, etcetera.

A Marketing Digital Footprint:

The future of marketing is about identifying and tracking people’s digital footprints.  Klout is a perfect example of the tracking and ranking of our impact.   Klout explains on their website that

Data on brand influencers is crucial to every business!

Klout measures influence online. When you create content or engage, you impact others. Klout analyzes that impact to find your Klout Score, influential topics, and your influencers.
Klout is the standard for influence. Top brands such as Disney, Audi, and Turner use Klout Perks to reach and engage influencers. Over 3,000 applications and partners use Klout data to display Klout Scores,

prioritize based on Score or topics, and segment users.”

Everyone who has a Facebook, Twitter, Foursquare, or a plethora of other social media outlets has a Klout score, already calculated online.  Klout gives people a number between 1 and 100; the closer you are to 100 the better.  Programs like Klout are taking data and extricating valuable information from it, ranking you on a virtual leaderboard with your peers.

Data provided by WhiteFire: Amy is the brand influencer - creating social lift.

Another form of data aggregation and interpretation is WhiteFire Social.  WhiteFire is a Social Media Platform used to accelerate social media activity, which displays results in a dashboard compiled of deepSocial Analytics.  One is able to identify their social media influencers, and see how social lift is created, right down to the name of the person!

Companies are able to see who influences the outcome of their campaigns, or disseminates their brand message across multiple platforms.

Now THIS is what I call powerful data.

Data allows companies to identify and connect with their social media influencers, changing the way they reach their market.  It is key for businesses to understand and embrace the changing tides, and create a marketing strategy that is founded on data – facts, as opposed to emotions.