Archives for posts with tag: social media

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7-Eleven is the world’s largest convenience store chain, in both the physical and the digital world. With over 51,000 Twitter followers, they have almost as many people reading their tweets as they have store locations.

And while they undoubtedly need to make a good impression in-store, their social media is of equal importance. Considering that 7-Eleven sells 2,300 fresh sandwiches every hour, 1 million cups of coffee every day, and 100 million hot dogs every year … Well, it looks like their strategy is working.

So why is 7-Eleven’s Twitter presence so strong? It seems they truly understand what consumers are looking for when they click the “Follow” button for a brand.

According to a 2013 Nielsen Twitter Consumer Survey, 55 percent of people who follow brands on Twitter do so simply because they like the brand. 7-Eleven understands that their followers can’t like only the 7-Eleven products, but also the distinct 7-Eleven personality.

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This next tweet works because it shows that 7-Eleven is in touch with what their followers like — in this case, the recently popular “Hot Dogs or Legs” meme. Thirty-four percent of consumers follow brands because they tweet interesting/entertaining content. That 7-Eleven can incorporate popular culture with a reminder to buy a $1 hot dog is a plus.

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Others — 27 percent — want to be able to engage with the brand and provide feedback, and replying in a way that aligns with the brand personality is essential.

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An additional 38 percent want to participate in contests through Twitter, and 7-Eleven is great at using hashtags to generate some friendly competition.

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And, of course, around half want to use Twitter to find out about special offers. Using social media to spread the news about promotions, bundle deals and freebies is a sure way to have followers pay attention.

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Last, another large chunk — 51 percent – want to stay up-to-date with brand news. Making your account a must-follow means sharing information that’s valuable, and more important, exciting … such as surprise visits from NASCAR stars.

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Written by Immediate Consumption

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HOW TO #HASHTAG
Much of today’s communication behavior exists through social medium platforms. With much of the communication aimlessly floating throughout the ether, the need to organize the conversation has become more and more relevant, thus the birth of the hashtag.

Today, hashtags are a simple way to pull conversations together. While their popularity has soared, so has the need for best practice. Here a few hashtag tips to help you better navigate the social chatter.

DO’s

TAKE COMMAND OF YOUR HASHTAGS
Hashtags are a great way to organize the conversation. But don’t just sit back and listen, take part and steer the conversation the direction you want it to go.

CREATE SIGNAL, NOT NOISE
Make your tweets and posts count. Don’t hashtag just to hashtag. Define goals and communicate with purpose.

BUILD A COMMUNITY
Find ways to grow your audience through a hashtag. Whether that is through incentive or relevant conversation, dedicating your brand to fueling the conversation can only strengthen brand loyalty and keep you top of mind.

DON’Ts

WASTE HASHTAGS
Hashtagging just to hashtag is a complete waste of your time and threatens the integrity of future hashtags you might use. It’s okay to show humor, but remember your goal is to bring people together around your brand—that’s where your focus should be.

#DON’T #ABUSE #HASHTAGS
A good rule of thumb is your hashtag count should not go beyond one or two per tweet or post. Using more than that makes your message more about the hashtags, and less about what it is you’re really trying to say.

KEEP IT SHORT
Hashtagging entire sentences might be funny or interesting to some, but it doesn’t help bring people together. Fact is, long hashtags are a novelty, and that doesn’t truly help build an audience or spark a conversation.

Written by Immediate Consumption

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HIGHLIGHTS FROM SOCIAL MEDIA WEEK
Earlier this month, Immediate Consumption hopped a flight to NYC to catch the latest trends, insights and discussions on all things social media. From journalism to music, games to cat memes, we sat in on numerous panel discussions regarding the ever-changing climate on how we communicate and consume content.

Here are a just a few takeaways:

PLAN TO FAIL … AND LEARN
Failure was a resounding theme heard from many of the panelists at Social Media Week. Marketers, journalists and content creators all told tales of mistakes made through social media. Despite hiccups, each said they learned valuable lessons from the chances they took. In many cases, their miscues went unseen. In other cases, panelists said they took advantage of opportunities to discuss issues in an open forum with their followers. This provided transparency and added a well-received human element to their brands — and ultimately strengthened relationships.

JOIN THE CONVERSATION
If you haven’t realized it yet, people are talking about your brand. It’s happening daily and across multiple forums and formats. A lot of us want to join those conversations, but it’s not as easy as launching a promotion or posting a picture to Facebook. Where brands are discussed varies from brand to brand and, based on your audience, from format to format. Before you go and launch an all-out social media campaign, take the time to listen, observe and see if your audience is on Facebook, Twitter or some place else like Snapchat, Tinder or a fanblog. Follow your brand ambassadors and join the conversation in a way that’s noninvasive and complementary. Your brand’s fans will appreciate and respect you for it.

FUEL EVANGELISTS
Every brand has a super fan. These are your brand evangelists, and they can be instrumental in helping your brand grow. To engage them, seek them out through social media. Listen to what they’re saying and reward them with attention. Get creative, give them tasks, ask them questions and inspire them to lead the launch of a new product, or to share their insights on what’s working and what’s not. Brand evangelists are an asset for any brand; it’s your job to recognize them and to make sure they have the tools they need to spread love for your brand like butter.

Written by Immediate Consumption

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A BACKDOOR INTO THE BIG GAME
For many of us the NFL’s finale was more about marketing than it was a football game. Case in point, we’re not even allowed to say the actual name of the big game with out shelling out a few bucks. Needless to say, the final matchup between the AFC and NFC Champs is a hard ticket to get, for fans and marketers alike.

But not to worry! If there’s one thing we learned from the big game, it’s that smart marketers find ways around the marquee media buys and high-polished spots. Here are just a few examples of brands that found their way into the game through the backdoor:

NEWCASTLE — TALES FROM THE POUR HOUSE
If you want a spot in the big game, you better bring the dough. Well, Newcastle came up a little short — but that didn’t keep them from dreaming! Instead of taking out a second mortgage on multi-million dollar ad spot, they cranked out a whole microsite dedicated to what they would have done. These spots and storyboards quickly turned viral before the big game, but it didn’t stop there — they even spoofed big time spots from other brands that actually ran!

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JC PENNEY — PUT DOWN THE SMART PHONE AND WALK AWAY
While the jury is still out on Penney’s Mitten Text Twitter stunt, you can’t argue the boost in brand buzz. The mitten texts generated more than 23,000 shares in just a few minutes for the clothing retailer, and it elicited responses from brands like Kia, Snickers and Doritos. One thing’s for sure, the Go USA mittens at JC Penney are in the consideration sets of more people today than then they were a week ago.

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ESURANCE — CONSERVATIVE PLAY CALLING WINS THE DAY
Financial brands should save their customers money. Well, Esurance gets it. By purchasing the first spot after the big game, they saved 1.5 million — savings they want to pass on to their customers. It’s a smart play that’s not only turning heads towards Esurance, but building trust with existing customers, too.

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As marketers, we’re often times faced with daunting hurdles. It’s our job to find ways over those hurdles, even when they appear to be a little too tall to clear. No matter how exclusive a moment might be, there are always alternative ways to join the conversation — you just have to keep your eyes open for a backdoor.

Written by Immediate Consumption