2014's must have resolutions for marketers

Most marketers approach the New Year with a burst of resolve; a vow to unearth those wish lists and tackle those

dream projects. You’re excited to introduce innovative new campaigns and initiatives, but you’re also overwhelmed

with options. The digital space is evolving so rapidly; what trends and technologies should you invest in this year?

Our big prediction for 2014: consumers will become the new content marketers. Brands have already started weaving

social elements into all of their marketing campaigns — for example, you’ll find hashtags in most TV commercials.

Marketers are using these elements to collect photos, videos, and other content from

consumers. In 2014, companies will fully realize the benefits of user-generated content (UGC) in offering consumer

insights, humanizing their brands, and amplifying the reach of their messages.

We’ll see UGC play more of a central role across all marketing programs. Brands will run more frequent UGC cam-

paigns to leverage brand advocacy and grab more impressions. And to take advantage of the wider

audience, they’ll build out more programs and tactics to convert their audiences through social.

Want to get in on the action? These resolutions will help you stay ahead of the curve, embrace marketing trends, and

get big results in 2014.

Introduction

02 2014’s Must-Have Resolutions For Marketers

http://www.slideshare.net/edtsue/building-brand-advocacy http://branderati.com/the-age-of-advocacy-and-influence-26-stats-marketers-should-know/

Everyone knows that content is king.User-generated content may just be heir to the throne. The explosion of smartphones, Vine andInstagram have made it easier than ever for consumers to snap and share photos and videos from mobile. Social media gives brandsopportunities to aggregate content from their customers. Prompting fans to show off their passions and forge a stronger bond – and with the right incentives, UGC campaigns result in bigparticipation.

According to research from Forrester, every time a consumer posts a piece of content on the web, it reaches 150 people. By triggering your fans to share content, you’re helping new consumers discover your brand.

User-generated content can be repurposed in a myriad of creative ways. You can add user photos to your website, user videos in your TVadvertisements — even a stream of real-time user tweets in displays at your live events. Messages and endorsements that come from users make your brand seem reliable and authentic, and are a powerful revenue driver. In fact, an increase in brand advocacy of only 12% results in a 2x increase in revenue.

With the #UniqloNatGeo hashtag campaign,

Uniqlo received 1,990 entries and added

23,500 fans.

Build brand authenticitywith user-generated content1


http://go.brandlift.com/ANAIndustrySurvey.html?LS=eMarketer112513

Tie social totraditional advertising 2

In 2014, integrating social promotions into your marketing programs will be a critical success factor. So bust social out of the silo by weaving a social layer across campaigns to maximize campaign reach and turn conversations into sales.

Include hashtags in your TV ads, print ads, in-store displays, and events you sponsor and attend to drive more conversation. Get even more participation by offering coupons or prizes.

A great example comes from L’Oreal’s Matrix brand. They launched the #MakesMeHappy photo contest to revitalize the launch of their Biolage Exquisite Oil product. Fans and followers submitted photos with the hashtag#MakesMeHappy across Facebook, Instagram and Twitter, for the chance to win a year’s supply of the product.

The campaign was advertised via print ads inGood Housekeeping. As a result of the promotion, they received 13.8 million impressions and 37,000 contest entries. They also gave out thousands of product samples, driving early customer adoption and advocacy. Digital and social are transforming TV ads too. Recent research from Nielsen found that 88% of marketers believe that integrated multi-screen campaigns will become very important in the next three years. To com-pete, marketers must extend their TV ad campaigns across multiple channels and touchpoints – like real-time video ads and hashtag campaigns on social media. This year, watch for new and compelling ways to engage your con-sumers across all devices and screens.


http://pages.exacttarget.com/resources/sff22-us

Connect the dotsbetween social and email 3

We can’t emphasize this enough: 2014 will be about making connections across all marketing programs. Email and social are two powerful channels with a symbiotic relationship. In combi-nation, they build, target and convert brand audiences. Resolve to reap the benefits.

According to a recent report from ExactTarget, 70% of marketers find product or prize give-aways to be an effective tactic for audience acquisition. These incentives prompt fans to opt into email lists, helping you build a robust, rele-vant base of subscribers. For example, Giant Eagle ran a Facebook sweep-stakes for free tanks of gas, and included a call-to-action to sign up for their email list. By touting access to “exclusive offers,” they received over 45,000 email opt-ins.

This year, kick performance up a notch by creating targeted lists from your social promotions. Collect user preference data to get unique insights about the interests of your consumers, and use them to create lists for targeted content and offers. This will help optimize campaigns so that you see increases in revenue. And don’t forget – email campaigns drive social activity too. Use your email campaigns promote your sweepstakes and UGC campaigns. You’ll drive more participation, capture more user data, and leverage your current email audience to spread the word.


http://www.gartner.com/newsroom/id/1409213

http://www.factbrowser.com/facts/12377/

Embrace social’s rolein driving commerce4

Still believe social media is just about engagement? That’s so 2013. Social media plays a part in every stage of the customer journey, from brand awareness through purchase. Gartner research shows that 74% ofconsumers now rely on social networks to guide theirpurchasing decisions. So in 2014, companies will need to get strategic about driving sales directly from social channels. One tactic to explore is mobile couponing. With the explosion of smartphones, digital and in-store are more closely related than ever. In fact, Business Insiderpredicts that 47.1 M consumers will use mobile coupons in 2014. Offering digital coupons through social channels adds a viral component. Fans and followers feel compelled to share your deals – an impulse you can stoke withincentives to refer.

Unique coupon codes are another great tactic. Not only do they allow you to limit how many people redeem online or in-store, they ensure that those that redeem are campaign recipients who interacted with your brand in order to redeem. This makes it easy to track the efficacy of your campaigns.

Flash sales site PLDNR (a Karmaloop brand) used

Offerpop’s New Follower product to give each new follower a

direct message with a promo code for 10% off. The couponing

had a 10% redemption rate, achieving 1430% ROI on their

Offerpop campaign spend.


http://www.businessinsider.com/pinterest-ads-may-drive-high-value-orders-2013-9Pinterest is playing a big role in the rise of social commerce. In Q2 2013, 23% of socially driven sales came from Pinterest. In 2014, brands will invest more in building a Pinterest strategy that fuels productdiscovery. There are many ways drive more traffic from Pinterest, from cross-promotion to Pinterest contests to “guest pinner” programs from relevant influencers. Try a combination of these tactics to build an audience and convert followers.

Social data gets a lot of buzz. In 2014, we’ll start to see its practical application indriving commerce. Brands will seek user input via social channels to make product and marketing decisions. By building user content and feedback into their business model, they can make a measurable impact.

No matter the tactic for driving commerce, tracking will play an important role. After all, how will you know what’s working unless you measure it? Make sure all of your campaigns have distinct tracking mechanisms like conversion pixels, so you can measure end-to-end performance. Use your findings to impact future campaigns and initiatives, and maximize conversions.

Online retailer ModCloth has found success in applying user data to inform their

inventory decisions. Their “Be the Buyer” program allows consumers to vote for

the designs that ModCloth will sell on their site. Items created as a result of the

“Be the Buyer” program sell twice as much overall as other inventory.

Embrace social’s role in driving commerce


Increase the frequencyof your social campaigns 5

A few years back, brands ran a single marketing campaign for months on end. But the rise of social has turned brands into publishers,constantly cranking out new content andcampaigns. Moreover, social gives brands thefreedom to create and launch campaigns on the fly — amplifying everything from productlaunches to flash sales to Flag Day fun. To stay competitive, you need to run multiple, frequent campaigns that engage multiple segments of your audience.

A great example is online shoe retailer JustFab. In 2013, they ran more than 50 sweepstakes, couponing campaigns, and UGC campaigns on Facebook. During that period, their fan count more than doubled, from 1.17 million to 2.6 million fans. Their fan base is active and engaged, frequently liking and sharing their content. This drives up their PTAT score, giving brands more real estate in fan news feeds. The result is even more input from fans.

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JAN

2014’s Must-Have Resolutions For Marketers

River Island's #RIHANNAFORRIVERISLAND Hashtag Gallery

displayed more than 13,000 entries from Twitter and

Instagram. The brand won the prestigious Drapers award

for best fashion marketing campaign.09

But don’t limit your campaigns to Facebook. As Pinterest, Twitter, and other networks build their user base, you’ll need to engage and convert those audiences too. You should have distinctive campaign strategies for each network. Plus, many marketers favor cross-networkcampaigns that pull in entries from multiple networks, like Vine, Instagram and Twitter, via a hashtag.

Increase the frequency of your social campaigns

2014 will be a pivotal year for social marketers — and a big year calls for big resolutions. But you can’t achieve these ambitions alone. Work towards your goals by aligning with other team members,extending the synergy between social and functions like ad buying and email. Communicate the value of your efforts up the chain by measuring social com-merce and demonstrating ROI. Listen to consumerfeedback, and harness the contributions of your advocates. The year will be all about working together to embrace change. We’re confident you’ll rise to the challenge!

Final Thoughts

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Offerpop helps marketers launch powerful social marketing campaigns to reach, engage and connect with consumers. Global brands, agencies and small businesses use Offerpop to increase revenue and grow fans, followers and email subscribers. Launch campaigns across any marketing channel - website, advertising, email, and TV - and drive engagement on Facebook, Twitter, Instagram and Pinterest. Offerpop provides Hashtag & UGC campaigns, Contests & Promotions, and Social Commerce solutions. Our Social Data solution provides powerful reporting, rich consumer profiles, and UGC libraries.Offerpop has over 10,000 paid customers in more than 100 countries and is a Facebook Preferred Marketing Developer and a member of Twitterʼs Certified Product Program.

About Offerpop

Website: www.offerpop.com | Phone: 646-380-4609 | Twitter: @Offerpop | Facebook: www.facebook.com/offerpop

2014's must have resolutions for marketers

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