What Every Social Media Marketer Should Know About Empathica’s GoRecommend

GoRecommend, a patent-pending “advocacy engine” from Empathica, helps convert consumers into brand advocates by enabling them to share positive retail experiences.

After customers complete a survey on a recent retail experience, the GoRecommend engine prompts those who were happy with their experience to make an online recommendation. An automated referral process gives customers the opportunity to pass along their positive messages via Facebook, Twitter and email.

Ways the product benefits social media campaigns

Empathica has found that approximately four in five customers have had a positive retail experience and would be willing to promote the brand to their communities. GoRecommend facilitates sharing their retail experiences and becoming brand advocates. To date, GoRecommend is being used by more than 50 brands, and has generated over 181,000 consumer recommendations, exposed to more than 33 million individuals.


by Neil Glassman
http://www.socialtimes.com

GoRecommend, a patent-pending “advocacy engine” from Empathica, helps convert consumers into brand advocates by enabling them to share positive retail experiences.

After customers complete a survey on a recent retail experience, the GoRecommend engine prompts those who were happy with their experience to make an online recommendation. An automated referral process gives customers the opportunity to pass along their positive messages via Facebook, Twitter and email.

Ways the product benefits social media campaigns

Empathica has found that approximately four in five customers have had a positive retail experience and would be willing to promote the brand to their communities. GoRecommend facilitates sharing their retail experiences and becoming brand advocates. To date, GoRecommend is being used by more than 50 brands, and has generated over 181,000 consumer recommendations, exposed to more than 33 million individuals. Leer más “What Every Social Media Marketer Should Know About Empathica’s GoRecommend”

Touchpoints Bring the Customer Experience to Life

In the first two pieces in this series we looked at defining customer experience, and using a customer journey map to gain more insight into how customers engage with your organization. A customer journey looks at things entirely from the customers’ point of view:; their actions, goals, questions, and barriers over time. In this installment we’ll look at a framework for understanding how your organization supports the customer throughout that journey. This is accomplished by orchestrating touchpoints — a touchpoint being any interaction point between the customer and your brand.

Being creative with how you think about the touchpoints along the customer journey can yield surprising benefits. For example, in the car insurance customer journey, one of the stages — if you’re unlucky — is getting in an accident and having to report a claim. With most insurance companies this is a complicated and poorly-defined process that takes place at a traumatic time.


by Adam Richardson
http://blogs.hbr.org/cs/2010/12/touchpoints_bring_the_customer.html

In the first two pieces in this series we looked at defining customer experience, and using a customer journey map to gain more insight into how customers engage with your organization. A customer journey looks at things entirely from the customers’ point of view:; their actions, goals, questions, and barriers over time. In this installment we’ll look at a framework for understanding how your organization supports the customer throughout that journey. This is accomplished by orchestrating touchpoints — a touchpoint being any interaction point between the customer and your brand.

Being creative with how you think about the touchpoints along the customer journey can yield surprising benefits. For example, in the car insurance customer journey, one of the stages — if you’re unlucky — is getting in an accident and having to report a claim. With most insurance companies this is a complicated and poorly-defined process that takes place at a traumatic time. And for insurers it is also a time of risk because a significant number of claims are fraudulent — the accident never happened. Progressive Insurance rethought this step of the journey and introduced a new touchpoint — their now-famous white vans show up at the scene of the accident as soon as it’s reported. This helps the customer feel taken care of at a stressful moment, and it minimizes the possibilities for fraud because the accident can be verified. (I’m endebted to Frances X. Frei, who wrote about Progressive in this HBR article, and revealed the insights about the dual benefits of its operational choices.) Leer más “Touchpoints Bring the Customer Experience to Life”

The Power of Customers’ Mindset

re your customers in a concrete or abstract mindset as they think about purchasing your product? The answer can affect how much they buy.

Every day consumers make purchase decisions by choosing among large sets of related products available for sale in the aisles of stores. What factors might systematically affect how consumers make decisions among an array of products? Our research explores one aspect of that question.

As most marketers realize, not all shoppers are created equal. Within the same store, one may be searching for a specific product to meet an immediate need, while others may simply be browsing. Just as they can have different goals when they enter a store, individual consumers may approach purchase decisions with different mindsets that can affect how they shop. In social psychology, a mindset is defined as a set of cognitive processes and judgmental criteria that, once activated, can carry over to unrelated tasks and decisions. In other words, if you get a consumer thinking a certain way, that way of thinking — that mindset — can influence his or her subsequent shopping behavior.

In particular, social psychologists have identified two distinct mindsets that are relevant to how consumers make decisions when choosing among large sets of related products: abstract and concrete. An abstract mindset encourages people to think in a more broad and general way. Consumers in an abstract mindset who face an array of related products will focus more on the shared product attributes associated with an overarching purpose — for example, the general category of hair care or car maintenance. Conversely, a concrete mindset draws attention to lower-level details and attributes associated with execution or usage; consumers in a concrete mindset will thus focus on factors that differentiate between products.

(…)


By Kelly Goldsmith, Jing Xu and Ravi Dhar
Full article [PDF]
http://sloanreview.mit.edu/the-magazine/articles/2010/fall/52112/the-power-of-customers-mindset/

Are your customers in a concrete or abstract mindset as they think about purchasing your product? The answer can affect how much they buy.

Every day consumers make purchase decisions by choosing among large sets of related products available for sale in the aisles of stores. What factors might systematically affect how consumers make decisions among an array of products? Our research explores one aspect of that question.

As most marketers realize, not all shoppers are created equal. Within the same store, one may be searching for a specific product to meet an immediate need, while others may simply be browsing. Just as they can have different goals when they enter a store, individual consumers may approach purchase decisions with different mindsets that can affect how they shop. In social psychology, a mindset is defined as a set of cognitive processes and judgmental criteria that, once activated, can carry over to unrelated tasks and decisions. In other words, if you get a consumer thinking a certain way, that way of thinking — that mindset — can influence his or her subsequent shopping behavior.

In particular, social psychologists have identified two distinct mindsets that are relevant to how consumers make decisions when choosing among large sets of related products: abstract and concrete. An abstract mindset encourages people to think in a more broad and general way. Consumers in an abstract mindset who face an array of related products will focus more on the shared product attributes associated with an overarching purpose — for example, the general category of hair care or car maintenance. Conversely, a concrete mindset draws attention to lower-level details and attributes associated with execution or usage; consumers in a concrete mindset will thus focus on factors that differentiate between products.
(…) Leer más “The Power of Customers’ Mindset”

Facebook is becoming real life

I’ve covered a few articles on the blog that show how Facebook is moving out of the confines of a typical social network and becoming more and more integrated with other parts of our lives. Delta Airlines turned it into a booking engine, Coca Cola took it into amusement marks with real-world Likes and we’re starting to see many other examples that show how the site is growing at an alarming pace and steadily diversifying. The latest addition comes from Target, who are introducing Facebook Credit gift cards into their stores.


Author of Facebook is becoming real lifeby Lauren Fisher

I’ve covered a few articles on the blog that show how Facebook is moving out of the confines of a typical social network and becoming more and more integrated with other parts of our lives. Delta Airlines turned it into a booking engine,  Coca Cola took it into amusement marks with real-world Likes and we’re starting to see many other examples that show how the site is growing at an alarming pace and steadily diversifying. The latest addition comes from Target, who are introducing Facebook Credit gift cards into their stores.

facebook gift cards Facebook is becoming real life

This is Facebook’s first foray into the retail world and it’s an important one. While the concept may not be all that new – we’ve had iTunes gift cards for a few years now – this has important implications for the way we consume our social content. While the iTunes card leads to one site and one purchase, the potential for Facebook gift cards is phenomenal.

The area of online purchases through games and social objects is ready to hit the mainstream and Facebook have just made this a little bit easier. By providing a physical purchase point they tap into common behaviour – purchasing a gift card – but use this for something completely new. I think it’s absolutely genius  and brings us one step closer to a unified shopping experience, where your real and virtual currency are no longer separated.

Leer más “Facebook is becoming real life”

What’s New in Consumer Web

[Más…]

FollowStyle has entered the shopping experience market creating a hip network of fashion minded people to post their outfits, tag products and truly rate the sexiness of clothes. Pretty soon when you are shopping at a retail store you will be getting text (SMS) coupons, can take digital photos while trying things on and even have apps to make suggestions of how to look better or create a more ‘personalized’ look. How scary is that to make the clothing and fashion experience a wide open show for the web? To some that might be appealing, to others concerning. Even better, what are the retail shops going to do about this dilemma? As a corporation how do you cater to what is becoming a social media divide? Old school vs. new school.

What we learned this week about Consumer Web:

* Privacy is not sexy
* Advertising standards are increasing
* Mobile is the new internet


by Ellie Cachette

marijuana.leafConsumer advocacy groups seem upset with concerns about internet privacy, while research indicates the average consumer will and is sharing more information than ever if they are promised something of value in return.  Target starts selling Facebook credits gift cards and we already know how 7-11 stores are pimped out in Farmville branding. No one is talking about Foursquare anymore as all eyes were on Apple this week. On the bright side you can locate the best medicinal marijuana in your neighborhood using Weedmaps.com

Leer más “What’s New in Consumer Web”

Timberland Offers 3D View of Earthkeepers

Leagas Delaney is the agency behind the print and TV ads; Holst created the 3D window displays and microsite.

This is not the first time that Timberland has boasted its green initiatives. Last October, the footwear and apparel brand tapped singer Wyclef Jean as its “Earthkeeper hero.” The two partnered on a U.S. campaign to promote environmental and humanitarian efforts in Haiti.

Several months later, the company began running a series of outdoor, environment-themed events in 10 U.S. cities as part of its 2009 sponsorship of the Green Apple Festival, an annual music and Earth Day awareness event. The brand launched a contest in conjunction with the event to promote the Earthkeepers line.


– Elena Malykhina
Timberland is putting its best foot forward in a new global campaign showcasing the Earthkeepers collection of eco-friendly apparel.

The effort, dubbed “Nature Needs Heroes,” includes TV, print and retail ads, as well as social media and a microsite that uses 3D technology to help consumers become better acquainted with Earthkeepers. The site allows users to examine a frozen moment on screen at a 360-degree angle.

Retail ads, too, utilize 3D technology. Starting Thursday, select store windows in the U.S. started featuring oversized graphics, which consumers can bring to life using 3D glasses handed out in stores. Point-of-purchase displays show an x-ray image of the Earthkeepers 2.0 boot, touting the company’s use of recycled materials.

In the past, Timberland focused on traditional elements like TV and print, said Jim Davey, Timberland’s vp of global marketing. “This is the first time we’ve reflected new media realities with additional elements like 3D microsites and interactive windows in our retail stores,” he said.

Furthermore, Timberland aims to drive its eco-friendly message home through TV and print ads, which focus on a “lost bottle.” The humorous ads depict a man chasing a runaway water bottle so that he can recycle it. TV spots will air in the U.S., Europe and Asia during live sports, primetime and late night programs. And those consumers who want to create their own heroic moments can do so using Timberland’s Earthkeepers Facebook app, called “Virtual Forest,” which debuts later this month.

“We’re finding that consumers are being drawn to the styling and performance of the new Earthkeepers collection, but it’s also the most environmentally-innovative collection of products we’ve ever launched,” said Davey. “Great products that happen to be more sustainable makes for a great story.” (Timberland has had a good year so far, with sales growing in the high teens, said Matt Powell, an analyst at SportsOneSource.) Leer más “Timberland Offers 3D View of Earthkeepers”

MasterCard Brings E-Commerce to City Streets

For the past month, MasterCard has been running an out-of-home campaign to promote its MarketPlace e-commerce site. The goal? To get consumers’ attention both online and offline.

The credit card brand has put up storefront ads featuring black-and-white vinyl panels and taglines like: “A Smarter Way to Shop Online” and “Where Bargains Find You.” The effort, which includes ads in New York, Chicago, Miami and Philadelphia, wraps up this month.

The displays, set up in busy retail locations, consist of motion sensor-activated screens on which items like a purse, laptop and sneaker pop up when someone walks by. There is also a mobile component: Pedestrians can view the latest offers via MasterCard MarketPlace’s RSS feed and e-mail deals to themselves.

MasterCard hopes “to capitalize on consumers’ dual online-offline shopping behavior by directly placing the MasterCard MarketPlace ‘shop smarter’ message within the physical, brick-and-mortar shopping experience,” said Cheryl Guerin, the company’s svp of digital marketing. Storefronts were a “natural channel extension,” she said.


– Elaine Wong
For the past month, MasterCard has been running an out-of-home campaign to promote its MarketPlace e-commerce site. The goal? To get consumers’ attention both online and offline.

The credit card brand has put up storefront ads featuring black-and-white vinyl panels and taglines like: “A Smarter Way to Shop Online” and “Where Bargains Find You.” The effort, which includes ads in New York, Chicago, Miami and Philadelphia, wraps up this month.

The displays, set up in busy retail locations, consist of motion sensor-activated screens on which items like a purse, laptop and sneaker pop up when someone walks by. There is also a mobile component: Pedestrians can view the latest offers via MasterCard MarketPlace’s RSS feed and e-mail deals to themselves.

MasterCard hopes “to capitalize on consumers’ dual online-offline shopping behavior by directly placing the MasterCard MarketPlace ‘shop smarter’ message within the physical, brick-and-mortar shopping experience,” said Cheryl Guerin, the company’s svp of digital marketing. Storefronts were a “natural channel extension,” she said. Leer más “MasterCard Brings E-Commerce to City Streets”