MLB doing a great job engaging Fans on Instagram

Major League Baseball was one of the first sports leagues to launch an integrated web template for all of their teams a number of years ago.  They have now done the same with Instagram and are doing a great job of integrating the fan experience online through it.

A recent promotion is centered around Miguel Cabrera's race for the triple crown (non-baseball fans click on link).  In order to have a chance to a Miguel Cabrera bat they asked users to take a picture of themselves wearing a "Triple Crown", upload the photo to Instagram and tag it with #MiggysCrown.

I love programs like this on a number of levels

1. Customer Engagement  Cabrera is an engaging figure and an exceptional talent.  Whether you are a Tigers fan or not this contest gives you a great opportunity to personally be involved at the end of the season
2. Measurement  To participate in the contest there are some simple steps, but they are all measurable and can be used to identify the key drop off (and acceleration) points
3. Repeatability  As MLB embeds their Instagram photostreams into their websites this type of program can easily be replicated across other activities and other teams
4. Sharable Moment  Taking a photo of yourself, supporting a top player and supporting the Tigers - all moments that as a fan and someone who is engaged with the game will support and share with their friends and followers

Other brands have tried programs like this using Twitter hastags and Facebook Photo Albums but it's the integration and simplicity of Instagram that MLB uses makes it a winner.

What Marketing can learn from Politics

Marketers’ today (myself included) talk about the customer being in control and the increased need for them to be able to drive the processes that they engage with.   This is being done through delivering increased customization and personalization from simple preference settings all the way to behavioural segmentation.

As their understanding increases of how these systems work, their expectations of what will be delivered to them (when, what, why and how) also increases.

Some brands have allowed customers to help them in product development and actively seek feedback and participation.  Starbucks is the champion of this, and the new Barclaycard Ring has really embraced it.

The ultimate trust you can show your customers, with trust being the path to loyalty, is by placing your brand in their hands.  Being guided by their insights, needs and desires to define and refine your brand will be the next step.

Political policy is shaped like this today.  The ultimate democratic tool, the opinion poll, shapes policy like no other mechanism.  Polls are used to guide politicians on every issue, big or small, so they can understand what their constituents think – and what they want them to do.

Yes, this means that political leasers have become more of a spokesperson or figurehead rather than a leader, but that discussion is for another day.

Thinking of your customers like constituents means a change in organizational philosophy.  It’s more than focus groups or getting them to like you on Facebook, it’s integrating them into your company.

• Put their involvement on your CMO and Executive scorecard
• Give them direct access to Marketing Managers and Communication Plans
• Engage advocates and detractors in product development and product testing

Take the number one thing on the mind of politicians - unless you keep constituents (or customers) happy you’ll be out of a job next time an election (or purchase decision) comes along – and you’ll have the same focus that a customer has when they are choosing you.

Combining Social with CRM - how to, and must do

In the digital age, customers own the conversation.  They determine what is important and what the merits of an individual product or brand are.

Traditional CRM however is based on push messaging.  While advancements in dynamic messaging and customized content are helping, Customers are fatiguing from traditional marketing channels like email and direct mail.  Social CRM allows brands to better support users an improving interaction by entering into a collaborative conversation with them.

Social is the platform of choice for a select group of key natural human behaviours
1.  Giving and getting advice "can anyone tell me where a good place to get my oil changed is"
2.  Establishing or building your personal identity "home with my little one today, time to be mommy"
3.  Sharing your interests with others "I love the new batman, Bane is crazy!"

The opportunity for marketers is to identify these behaviours within their customers and support the conversations that are happening around them.  CRM methodology typically builds towards Advocates and the sharing of their message to recruit other customers and support the brand.  Social let's us identify opportunities to amplify our message through the activity of all the user groups (Prospect, Customers, Advocates).   

How?
Giving them the content that will allow them to create social currency within their networks.  You can use the content that you built for your current website, or you can ask users for content.

Behavioural targeting through social lets us align product offers and engagement with actual user activity.
…"looking forward to my family coming over this weekend"
…"school is back, I haaatttte making lunches"
This can be done through Facebook media and community management.

Combining these worlds as a single ecosystem is tough for a lot of companies / brands to do, but it will become a must-have very soon.

Twitter Ads, and now with Targeting why I like them

Twitter has been making a number of changes recently, and with the launch of their new targeted-advertising I think that they are going to finally find that business model they were looking for.

Twitter has used promoted tweets and more recently brand pages to help marketers reach their audience, but with limited success.
 
Targeted ads will let marketers deliver promoted tweets from accounts based on a specific user (or group of users) interests.  Interests are determined by the topics of tweets.
 
I love the idea of targeting users based on subjects for two reasons
1.    Consumers expect relevancy and convert more off meaningful ads
2.    Marketers will pay for targeting – as it leads to higher conversion (see bullet 1)
 
What makes this more interesting is what it could do to the service offering of influence measurers like Klout.  They have been using their perks program (targeting users based on influence / reach on a particular topic) with some success but there is high skepticism around the model and score calculation
 
Announced changes to their API left some core users, and platform providers upset.  But with this new service offering it makes even more sense.  Changing some of the terms of service (what data gets in, what doesn’t, how much/little), Twitter can now provide further assurances that this advertising will be delivered.
 
The monetization of Twitter has always been a question mark.  People have always been skeptical about using advertising on Twitter, but we knew it was coming.
 
Implementing a proven model of relevant content based on user behavior (see Google, Facebook) will generate future success for the platform.

Using Email and Offers to convert shoppers

A great amount of time is spent designing online shopping experiences with great emphasis on having product availability online.

Despite the best efforts of Information Architects, Graphic Designers, Marketers and yes Strategists over 70% of shopping carts are abandoned online.  There is a huge commitment issue there (which is a whole other story), but amuse yourself about thinking if that’s what actually happened at a place like a grocery stores.  That’s a lot of restocking to be done.

Email is a great mechanism to help convert that sale.  You know what the customer was interested in, and it’s inexpensive communication.  Here is an example of a recent experience I had at happysocks.com after just browsing – not adding anything to my cart.

I went to happysocks.com, browsed and not feeling ready to buy anything provided my email address to receive promotions / communications.

Exactly 4 weeks later I received the offer below – 50% off any order of 10 items or more.  A pretty good deal.  I didn't click through, but I did forward the message to a couple of people.

7 days following that I received another email, with an even more compelling offer – 50% off any purchase, no minimum.  I didn't click through – but was interested to see that they dropped the minimum order requirement

7 days following that I received another email, with their best offer yet – 70% off any purchase, no minimum.  I clicked through, found some great socks and added them to my cart.  

I was interested to see how far they would take this, so I closed my browser window after putting in some order information (but no payment)

That afternoon, I received a follow up email from them.  It noted that I had abandoned my cart (had a link back to it) and encouraged me to tell them if there was anything wrong they could help me with and included a promo code for free shipping for me to use to complete my order.

This sort of escalating follow up is a great way to see a customer through to close the sale.  They know I am interested, they know I am ready to buy.  I'm going to assume (okay, hope) they are capturing these interactions to develop an optimal communications model and offer combinations to ensure everyone wears colourful socks.