Has Harvey Norman taken the lead in social checkins? Harvey Norman Nunawading has changed the desktop background on their in store computers to read "This is a Facebook Place - Check In for the latest deals and events" encouraging customers to share where they are with their friends.
Lets break down this bit of social marketing and understanding the impact it has on the customer and the extension online.
Artwork Design & Content Communication
- Simple with strong Branding & use of familiar Facebook icons- Communication "For The Latest Deals & Events" provides the reason for check in
Interaction With Brand & Increase Visibility Through Check In
What does the customer do?
1. Open Facebook Application
Login to their Facebook application and touch places
2. Select Facebook Place based on Geographic location
Customers than select a place, (places can be business, locations, icons, your house etc) will be displayed on the iphone based on their relative geographic position. Customers than select the business that they are interacting in. *note some business places will not appear within the Nearby Places, ensure that you have setup your business place properly or contact me on hien@smooptimisation.com for help.
3. Social Proof Through Content
Customers are able to than share what they are doing at their respective place, in this example I was printing off photos at Harvey Norman. Your probably wondering whats the drive behind checkins on Facebook? Its all about social proof, its about me Hien Pham letting my friends know that i am a certain type of person.....
Fun, Adventurous, Active person and i do this by letting my friends know where i am and what brands i interact with, it is these brands and where i am which create this online personality that i am portraying.
Digital Brand Extension Beyond The Place
Value 3.
Other friends commenting and interacting with the brand that are not physically present. When i Checkin to a place it gives my friends the opportunity to comment on where i am and what i am doing.
Is there a return on investment for the effort of setting up an official place? How do i measure?
Customers are able to than share what they are doing at their respective place, in this example I was printing off photos at Harvey Norman. Your probably wondering whats the drive behind checkins on Facebook? Its all about social proof, its about me Hien Pham letting my friends know that i am a certain type of person.....
Fun, Adventurous, Active person and i do this by letting my friends know where i am and what brands i interact with, it is these brands and where i am which create this online personality that i am portraying.
What is the value or worth of a checkin for a business?
We can determine this with several of the touch points the customer goes through in order to check in and also who see's this checkin.
Value 1.
Seeing that their favourite retailer/business/icon is providing an opportunity for their customers to be apart of their brand builds on customer loyalty at the physical store and with the brand as a whole.
Value 2.
The impression your brand has within that day of the customer checking in is not only with the customer but all their friends, remembering that the average Facebook person has 200 (i have 555), so for every checkin your business receives an additional 200(on average) people will also see your brand online. If 100 people check in to your place thats a potential 20,000 powerful impressions.
In the photo below you will see that my friends will see the update i made on my page
Value 3.
Other friends commenting and interacting with the brand that are not physically present. When i Checkin to a place it gives my friends the opportunity to comment on where i am and what i am doing.
Is there a return on investment for the effort of setting up an official place? How do i measure?
For many business's its about justifying the time spent for the return and often at times businesses can look into the numbers too much and often forget the long term gains of this marketing initiative. Its not all about ROI, this initiative is about building on brand equity and engaging with our customers and community.
1. Create an official Facebook Place deal and only let those who check in and show you their check in receive it.
2. Make sure the offer is compelling as your customers are already in your store, lets provide a strong call to action in order to convert.
3. I always find free product X with purchase of Y quite strong. Just be careful with free Product X as you dont want to devalue it too much if your selling that unit individually. In this case we were at a Harvey Norman, so if i had a preference of a social offer it would be.
"Buy AVATAR DVD & RECEIVE FREE ZOOLANDER DVD"
Keep these social offers affordable, remember they are already in your store because they are considering a purchase, the social offer is only meant to compliment their shopping experience it must be a product of low value and consideration.
4. Measure how many of these offers are being taken up each week, than attribute the cost of the campaign to how many conversions you made. Compare this with other campaigns
For consultation on Social Marketing Optimisation feel free to call me on 0423713547 or email hien@smooptimisation.com
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Integrated Social Marketing Expert
Hien Pham
0423 713 547
hien@smooptimisation.com
I love you SMO Man! Thanks for the update
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