Friday, July 24, 2009

One Day Promotion Strategy

This week, Imaginary Foundation, a t-shirt company, and Starbucks offered one-day promotions to entice customers to visit either physical or online locations and purchase products. Both companies leveraged social media and email to connect with their target audience and engage potential prospects.



Case Study 1: Imaginary Foundation

Imaginary Foundation had their one day sale coincide with The 40th Anniversary of Apollo's Moon Landing. On June 22, 2009, the apparel company sent an email about the 1/2 off t-shirt sale.



(Imaginary Foundation Apollo Anniversary Promotion Email)


Lessons Learned: Imaginary Foundation


What Worked: The campaign appealed to the rational and emotional benefits of a prospective customer. From an emotional perspective, the email was sent on the day of the anniversary, which gave only 24 hours for the email recipient to make a purchasing decision. Customers needed to quickly respond and purchase a-shirt. From a rational perspective, a prospective customer saved 50% off the retail price or $15.00. Even in today's economic downturn, a 50% discount is substantial.

Areas of Improvement: The three promoted t-shirts were offered in limited sizes. For example, the t-shirt on the left of the email (see image above) was only available in small and XXL. Unless the customer was the size of a Tiny Dance or The Hulk, he or she was out of luck.




Case Study 2: Starbucks

One day after Imaginary Foundation's promotion, Starbucks had a "Free Pastry Day" promotion. For one day, before 10:30 AM PST, the company gave patrons who purchased a beverage a free pastry.

(Starbuck's blog informing site visitors about the promotion)


Lessons Learned:

What Worked: Giving away a free product, stirred up a lot of social media discussion. According to Twist, Starbucks was one the top Twitter trending topics on June 21, the day of the promotion. The chart below illustrates an initial surge of discussion relating to Starbucks the day before the promotion and a strong surge on the promotion's day.


(Frequency of Tweets relating to Starbucks)


Starbucks heavily relied on Twitter, which allowed for convenient sharing and forwarding of the promotion.

Areas of Improvement: If Starbucks created a YouTube video to promote the campaign, the company could have created earlier awareness for the Free Pastry Day Promotion. The earlier awareness could have increased discussion and ultimately sales for the company. Starbucks has an established YouTube presence and the experience to make a quality promotional film.


Takeaways: Strategically offering a one-day promotion on a holiday, anniversary, or special day can engage current clients, create awareness with prospects, and stimulate brand discussion. Furthermore, it is crucial to have enough available stock to meet the promotion's demand and an established social media community to help stimulate discussion.




Thursday, July 23, 2009

Friday, July 17, 2009

Cool Twitter Resources

Listed Below are some cool (no pun intended) resources shared from the speakers at the recent Twitter Conference in San Diego, CA.

Key Resources:

* Bit.ly: Creates a Tiny URL and allows creators to track the links

* Cli.gs: Creates a Tiny URL and allows creators to track the links

* Tweetlater: Schedule your tweets

* Future Tweets: Schedule your tweets

* ParaTweet: Streams real time tweets at conferences. At the event, people were encouraged to add the hash tag #ctc to their tweets. A moderator then approved the tweets, which were streamed on a projector for everyone to see. It is a concrete of incorporating social media in the real world.

* Tweetphoto: Quickly upload pictures via mobile or traditional Internet connection and share with community on Twitter.

* Tweetdeck: Easy way to organize tweets

* Twtpoll: Create polls for Twitter.

* PollDaddy: Another online poll resource

* Trottr: Record your voice via a mobile phone and post on Twitter or Facebook

* Mgive.com: SMS donation process resource

* Tipjoy: Easy way to give and process donations through Twitter

* Mobileactive: Links to resources for mobile activism

* Hootsuite: Allows users to manage multiple Twitter accounts, create tiny URLs and track performance

* Trendrr: Realtime social media tracking, helps measure ROI

* CheapTweet: Searches Twitter for eCommerce deals

* Izea: New service to sponsor Tweets

* Magpie: Sponsored Tweets website



A special thanks to all of the presenters for sharing new these resources!

@bobfine
@magreed
@mike_stelzner
@nrek
@bcarroll7
@mirnabard
@mcmilker
@rumford
@ingridcroce
@joannaseetoo
@cottageantiques
@birch_quarium
@seantiner
@jbruin
@aaswartz




Using Twitter to Engage Constituents

Using Twitter to Engage Constituents v1

Enjoy the slides from my recent presentation at the Cool Twitter Conference in San Diego, CA.




Wednesday, July 15, 2009

Cool Twitter Conference

(Sean Tiner)


(Sean Tiner)



(Christian)


(Sean Tiner)

(Sean Tiner)


(Rodney Rumford, Co-Founder of Tweet Photo)

(Jennifer Van Grove, Mashable)

(Jennifer Van Grove, Mashable)

(Sean Tiner)




(Mirna Bard, Nureach Global)

(Marta Donayre, GrantsWiz)

(Marta Donayre, GrantsWiz)

(Bob Fine, Cool Blue Company LLC)

(Becky Carroll, Customers Rock!)

(Angie Swartz, Twitter Talk Radio)

Today, I spoke at the Cool Twitter Conference in San Diego, CA. I lectured on "Using Twitter to Engage Constituents." Although, I used nonprofit case studies to convey successful Twitter engagement and fundraising examples, the marketing theories from my presentation are applicable to corporations, brands, and individuals that desire to use Twitter as part of their integrated marketing communications plan.

At the event, I really enjoyed exchanging social media ideas with various marketing professionals. I will post tips and tricks from the conference soon.




Monday, July 13, 2009

Border Ride

(Laguna Beach, CA to USA/Mexico Border Bike Ride)






On Saturday, two friends and I rode our bikes from Laguna Beach, CA to the USA/Mexico Border. From seeing new surf breaks to exploring new bike trails, the 110 mile journey was really enjoyable.




Friday, July 10, 2009

The PEN Story



Ever wonder what your entire life will look like in pictures?

Olympus, a camera digital manufacture, brings this reality to life. The company recently posted this phtographic montage video depicting the candid stages of life. From unique perspectives to a continuous narration, the film functions more as an art exhibit instead of a branded commercial.

When you create your next big "viral hit," focus on highlighting unique functionality that engages the viewer on the product's value, instead of the product's name.





Cooliris








(Cooliris' 3d interactive wall of Flickr images tagged with "Sean Tiner"
(requires Adobe Flash to view))


If you are searching for a cool widget to display a Flickr stream, Cooliris , is an excellent resource for artists, graphic designers, and photographers. The site creates a free 3D interactive wall of artwork and allows individuals to embed it on website.





Thursday, July 9, 2009

Kiva Alerts

(Kiva Alert's "Kiva Tweets")

Today, Twitter is still the buzz of the social media world. From Starbucks to the American Red Cross, brands and nonprofits are constantly encouraging their customers, supporters, and constituents to follow their organizations on the micro-blogging service.

Although a large number of Twitter followers can increase a website's traffic for the short-term, how does a brand engage a target audience through Twitter for the long-term? Several brands, companies and nonprofits are exploring strategies for long-term engagement, however Kiva has recently found a possibly solution.

Kiva Alerts, a microsite created to promote Kiva Microfunds, a 501 (c) 3 organization that "allows people to lend money via the Internet to microfinance institutions around the world which in turn lend money to small business" (Kiva.com), implements a peer-to-peer Twitter marketing strategy. Kiva Alerts allows visitors to "donate" their Twitter accounts to the Kiva and allow Kiva to send tweets through the individual's account. The peer-to-peer marketing tenichque allows Kiva to use its advocates to help market its service.


(example of Kiva sending Tweets through a user's account)


Do you market to your target audience or allow your target audience to market for you?

When you create social media marketing strategy, consider implementing peer-to-peer marketing strategies to engage your target audience and have them market your product or service for you.




Tuesday, July 7, 2009

Downtown Los Angeles Aerial Photographs

(University of Southern California (C) Tiner)


(Staples Center (C) Tiner)

(Disney Concert Hall (C) Tiner)



(Shrine Theater (C) Tiner)


(Santa Monica (C) Tiner)


(Santa Monica (C) Tiner)


(Los Angeles (C) Tiner)


(Long Beach (C) Tiner)


(Long Beach (C) Tiner)


(Los Angeles (C) Tiner)




Saturday, July 4, 2009

Fourth of July 2009




"Fireworks, surfing and rock & roll? Sounds like just another typical Southern California Fourth of July. Quiksilver's dynamite surfing movie highlights the explosiveness of buzz and the potential for established companies to create waves of awareness for their brand through new media." -Tiner, 2008 post


Wishing everyone a Happy Fourth of July!



Thursday, July 2, 2009

San Diego Twitter Conference

I'm excited that I will be a guest speaker at "Cool Twitter Conference" in San Diego, CA on July 15, 2009. The event is part of The Twitter Conference World Tour Series and is meant to teach marketing professionals how to connect with audiences through Twitter.

I will be sharing how nonprofits and individuals can use Twitter to engage constituents and raise funds online.

Follow me on Twitter: @seantiner



Wednesday, July 1, 2009

Desktop Wallpaper Calendar: July 2009

(July 2009 Desktop (C) Tiner, 1280 x 800)


“You must live in the present, launch yourself on every wave, find your eternity in each moment.” -Henry David Thoreau