Mobile Transaction Success

There are many exciting developments in mobile space with beacons remembering consumer preferences, Apple watch and smart cars. However, two out of three attempted transactions on smartphones fail due to poor user experience!

Here are some tips on how companies can close the loop with customers across the decision journey by providing in-app support: Feel free to click on the link to webinar with ZineOne, featuring Nielsen insights.

Info-Currents… May is the month of mobile

Emerging Trend #1: The latest Nielsen report on Hispanics’ use of mobile and social media shows that this population segment is significantly more likely than the rest of the population to use mobile devices and social media to connect and communicate. 

Implication: Digitally savvy Hispanic consumers serve as a proxy for proactive consumers who are open to brand communications and who will pay for content. eMarketer projects Hispanics to spend $500 million on mobile apps in 2012.

Action: To augment multi-cultural campaigns, invest in social media and hyper target through mobile. Hispanic users are 25% more likely to follow a brand than the rest of the population.  

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Info-Currents January Trend #1 So-Lo-Mo

Here is a snippet of trends cited in this month’s Info-Currents issue:

Emerging Trend: So-Lo-Mo – In 2012, social will grow locally and extend into mobile space. According to Nielsen NM Incite research, nearly half of visitors to local deal sites recommend these sites, fueling online word of mouth. Meanwhile, smart phone users spend majority of their time on apps, customizing their experiences.

Implication: Social networks will offer hyper-targeted local services to users. As smart phone usage becomes the norm, majority of social networkers will access these local services from their mobile devices.

Action: Consider app makers as content and commerce partners. Invest in f-commerce pages, online review features and mobile opt-in lists. Motivate social networking consumers to shop with deal alerts that match their needs and locations.

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Obama’s Tips on Foursquare: A New Grassroots Political Campaign

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President Obama has been posting tips about his stops on the Midwest economic bus tour through the White House Foursquare account. Beyond accruing ‘cool’ points, what might be the motivation behind setting up yet another social media channel? Here’s my take on what this means:

Mobile grassroots campaign: The President will continue with a grassroots approach that taps young adults in his 2012 bid. Foursquare has set up an automated system so that the White House account immediately follows back every account that starts following Obama. Currently, there are close to 30,000 followers on the @whitehouse Foursquare account. That’s 30,000 (and growing) mobile contacts that can be mobilized locally in the following phases of the campaign.  

Obama’s social media share of voice will grow organically: In the 2008 elections, online searches we ran using social media monitoring tools had to be cleaned of unrelated Obama comments. The name was everywhere. We’ll see a rise on search results and posts with Obama tags, thanks to Foursquare check-ins not only from the White House, but Obama followers. 

Politics will infuse personal social network accounts: Let’s not forget the connecting ties between networks. Foursquare check-ins can easily be Facebook status updates or turn into Tweets. Dashboards like Tweetdeck allow users to manage multiple accounts from one spot. A check-in at an Obama event can spread to multiple personal networks at once.

Security risk? Is it safe for a President to communicate where he is so often and in almost real-time? Arguably, it may not be the best idea. But citizen reporters with social media access are already reporting Obama sightings with updates, pictures, videos. The media are following the Obama tour closely. @whitehouse account is just another official channel of information that’s helping the Obama campaign steer the agenda and direct traffic to Whitehouse.gov and the blog. 

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Making Social Media Work for Your E-Commerce Site

While many marketers remain doubtful of tangible returns from their social media endeavors, transactional sites (e.g., e-commerce, donation, banking, etc.) are uniquely positioned to show the loop from conversation to purchase. To gauge conversions from social media posts to purchases, brands need to look further than the flux of traffic from their social network profile areas to their Web sites. Search advertising, e-mail programs, mobile apps, branded videos also fuel word of mouth, increase online visibility and lead people to online payment pages.

Consider these social-media driven tactics to boost online transactions: 

 

Say it with pictures: Having a clear, easy to adopt and pass along message is priceless in social media. On Twitter or Facebook, you do not have much room to pitch. Use these spaces to hit on key points and plug in photos and videos to tell a deeper, emotional story. Charity: water’s recent fundraising campaign to bring clean water to the Bayaka people in Central African Republic (CAR) did just that. The organization made the strategic decision to use Facebook as the hub of the digital campaign. Visitors could choose from a series of one-sentence key messages, bundle the phrase with a striking photo of people who lack access to clean water in CAR and send it off to their newsfeed.

Offer value on the (engagement) spot: The pathway between social messaging and transaction should be short. The longer your visitors have to look for the check out button, the more customers will lose interest and drop off. Smart shopping apps allow brands build pop-up stores on Facebook. Take a look at these custom tabs 1-800 Flowers and Delta, powered by Alvenda.

Use social media to enhance search engine visibility: Repeating calls to action or news announcements on Twitter is a necessity. Your message may otherwise be lost in a steady stream of updates. Tweeting regularly and updating social media posts increase the number of tags and keywords associated with your brand in cyberspace. These activities give search engines more to grab and catalogue. Embedding keywords in your Twitter editorial calendar can bring you closer to shoppers who start their online journey on Google.

Set your mobile app to accept credit cards: Apps are not just for fun and games on Facebook. Boost your branded app’s functionality with an online store. The grocery store Fresh Direct cuts to the chase with its mobile app that lets customers fill their shopping carts, change orders and have items delivered to their doorsteps. Moviefone’s app marries trailers and reviews with movie ticket purchases. 

 

Get closer to your loyalist through e-CRM: E-newsletters can offer a steady stream of shopping news to brand loyalists who opt-in to receive emails. While Facebook and Twitter give brands a place on fans’ walls and Tweet Decks, the inbox is still one of the most coveted places in social marketing. Membership clubs, insider deals and discount offers delivered through email can turn engaged customers to e-commerce sites and Facebook tabs. 

Customer stories weigh more than star ratings: Star ratings sure help to scan through hundreds of product reviews and note the top performing products on a retailer site. Yet there is much more behind a 3.5 star rating. As case studies from BazaarVoice repeatedly show, authentic customer stories have a positive impact on Web sales. If you are sharing customer reviews on your brand site, consider replicating these stories on Facebook where customers are already getting advice from their friends on what to buy. The online customer service system Get Satisfaction now offers Facebook and Twitter integration, channeling customer Q&A to brands’ social sites. 

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