A/B Split Testing On Social Media

Summary: Throughout I will be explaining how A/B split testing is implemented on social media, its importance, and its role in increasing conversation.

Social Media Marketers Are Scientists!

It’s true social media marketers are constantly running different experiments to find the best way of converting consumers into customers and one of the most productive ways of doing this is by performing A/B split testing.

A/B Split Testing; What It Is And How It Works

Split testing is an experimental process that trials different variations against each other in order to find out what will make your audience react the way you want them to. In regards to social media, the winning combination will display:

The right image with the best copy, aimed at a specific target audience, at the perfect time.

It’s this combination that will prompt your audience to click, purchase and visit your webpage more than they did before.

In order to find that winning combination the idea is to keep one variable consistent while changing others. For example; to find the image that is most engaging for your consumers you would continually change this aspect of your campaign while keeping the copy and layout the same. Here is one example:

After discovering the image that generates the most conversation, the next step is to test varying copy while consistently using the most successful image throughout.

Once gaining an understanding of the visual combination that best appeals to consumers, it’s important to discover what target audiences are most responsive to the overall campaign. Then with that data you can test which day of the week and at what times your target audience best engage in conversation.

This is something worth experimenting with when posting daily quotes, as there might be a larger response when posting on #MotivationMonday:

As opposed to posting on #WisdomWednesday:

The Importance And Advantages Of Split Testing

• A/B split testing is an important, straightforward process that allows you to validate business ideas before fully deploying them, ultimately saving a company from making expensive, and difficult to change, technical investments.
• It allows you to determine your most profitable market and the best way of engaging them in conversation.
• Defining what elements within you campaign your target markets respond to most positively, providing an insight as to what will work best in the future, saving marketers both time and money.
• It is useful in low-data rate test, if your landing page has only a few conversations per day; it’s an advanced tuning method.
• Ease of test design variations could create new and unexpected vision paths.
• Ease of analysis means you only have to compare the baseline version of each challenger to see if you’ve reached your desired statistical confidence level.

Remember

With new markets occurring all the time A/B testing becomes a never-ending experiment as it is a marketer’s job to continually improve and look for the best way of communicating the brand message and encourage conversation.

Links:
http://www.bluefountainmedia.com/blog/how-to-implement-ab-testing-on-social-media/
http://www.emarketingandcommerce.com/article/advantages-and-disadvantages-ab-split-testing-landing-pages/1
https://www.optimizely.com/resources/multivariate-test-vs-ab-test

GoPro – Always On

Social Media Campaign

Summary: Throughout this blog I will be delving into GoPro’s most successful social media campaign. Explaining the original goals and targets, the strategies and tactics employed and the financial and non financial impact the campaign generated all in order to determine the likely ROI.

GoPro – The Original Goal

GoPro has officially become the maker of the world’s most versatile camera, generating some of today’s most engaging viral content.

According to the Shorty Awards, “GoPro’s marketing vision has grown into empowering a generation of consumers and professional producers alike to capture, create and share their unique perspectives with the world”. Prompting individuals to upload their content to the GoPro website, the team are entertained by hours of footage on a daily basis, selecting there favourites and sharing them with the brands online community. A campaign both rewarding for the participants and the brand, with both name attached to hours of entertainment that generates free publicity for all involved.

However this wasn’t always the initial game plan; GoPro launched a campaign by hiring professional stuntmen and extreme athletes to showcase the capability of their small yet high performance cameras. They were unaware at the time that producing footage in this way would become such a phenomenon for so many, a trend that on estimation generates 6,000 videos shot with the camera everyday by consumers. With such a powerful recourse at hand, naturally GoPro created an ongoing campaign powered by its customer’s content.

Targets

The campaign was designed to drive and engage brand awareness, intent and growth of product sales through integrated online platforms, meanwhile developing a social community.

Strategy And Tactics

GoPro’s main aim was to build an ‘always-on’ shareable content distribution network. In effect a social ecosystem that would become the hub for the brands viral content, they achieved this by performing the following strategies:

‘Word of Mouth’ via an integrated marketing platform

Each video shared showcases every existing customers enthusiasm for the product, acting like a product review page, this strategy entices new customers by using social proof as a technique of persuasion, increasing both sales and brand visibility.

Gamification ‘Contest and Promotion’ strategy

In order to keep consumers engaged and participating in sharing their content, GoPro created an incentive; the opportunity for consumer’s footage to win exposure across the brands multiple platforms. Also giving the brand free publicity as it’s their consumers doing all the advertising for them.

To bring this strategy to life, GoPro’s founder & CEO, Nicholas Woodman, designed several simple campaign competition platforms that entice both new and existing customers to share their content. The campaigns are as follows:

• Everything We Make: For people who did not yet own a GoPro but wanted a chance to win one.
• Photo And Video of the Day: For customers, who regularly shared their best photos and videos with GoPro in social media. The brand rewards the top producers by showcasing their work through each of their online marketing channel: Facebook.com/GoPro, Twitter.com/GoPro, Instagram.com/GoPro,com, GoPro App. These entrants also qualify for selection to be featured in other GoPro marketing assets such as general online ‘share programming’, print ads, billboards, and product packaging.
• Video Distribution And TV – for customers who capture mind-blowing moments with their GoPro’s, the brand offers the opportunity to be featured in video distribution through their Youtube channel, TV advertising, & other video distribution channels such as Virgin America and Xbox.

The core aspects of the brands strategy on a whole are; customer content distribution, customer recognition, to be ‘always-on’ and connected, supporting shareable engagement and win opportunities.

What’s The Impact?

“By involving its fans in content creation, GoPro has built a loyal and engaged audience,” YouTube states in its report, as “The authenticity of the channels content helps viewers feel connected to the brand”. With the enthusiasm of their audience and new subscribers growing by the thousands each day, a cycle of content sharing is pushing sales continually. The brand is now seen as one of the most admired consumer brands due to its social media strategy and audience engagement.

Facts and Figurers:

The Shorty Awards stated; as of 2/7/2014:

Everything We Make Entries = 40K+ / day
GoPro.com Visits = 300K+ / day
GoPro.com Customer Photo & Video Submissions = 150+ / day
Facebook Fans =7M+, and growing by 2000 / day
Youtube Subscribers = 1.6M+, and growing by 2000 / day
Youtube Views = 400M+, and growing by 500K+ / day
Instagram Followers = 1.6M+, and growing by 25K / day 

Within GoPro’s recent quarterly report Nicholas Woodman stated, “We are seeing a tremendous volume of quality content generated by our users and a 200% year over year increase in video views on YouTube, which is fuelling our virtuous cycle whereby viewership of GoPro content drives sales. In our 2014 second quarter performance it demonstrates our users’ continued passion for GoPro’s products, content and brand.”

Likely ROI

Looking back at GoPro’s sales and marketing expenses beside their revenue and net income it’s clear to see that GoPro has the ability to get a satisfying return on investment.

The company managed to triple its revenue in 2011 and more than doubled sales in 2012. In 2013 again their revenue almost doubled again, surging 87% higher to $985.7 million and looking at the first quarter of 2014, the brand has already beaten its total revenue for all of 2011.

In 2011 GoPro’s net income reached $24.6 million, up 112% over the $11.6 million that was received in 2010, yet the brand only had to spend $50,515 more in marketing costs to achieve this. Spending $50,515 and getting $13 million more in return. In 2013 GoPro did even better, raising its marketing costs by $41,000 and making $28 million more in bottom line income than it did in 2012.

Looking at GoPro’s quarterly results; revenue in the second quarter of 2014 was $244.6 million, up 38.1% compared to the $177.1 million reported in the second quarter of 2013. Second quarter 2014 revenue increased 3.8% compared to $235.7 million reported in the first quarter of 2014.

Looking Back Trough The Lense  

It’s obvious that GoPro are pioneers when it comes to engaging their target audience. Creating a brand ecosystem that drives a sense of community, brand awareness and most importantly product sales. Relying on their consumers to spread word-of-mouth and then rewarding them with win opportunities. A simplistic campaign idea that has seen to be extremely beneficial both non-financially and financially.

Related  content:

http://investor.gopro.com/releasedetail.cfm?releaseid=863521

http://gopro.com/

https://www.youtube.com/user/GoProCamera

Tweet-a-Coffee

A social media campaign created by Starbucks

Summary: After recently looking at Starbucks social media campaign I wanted to explore their strategy further. Throughout this blog I will be analysing how they responded to challenges, identifying all the CARAT elements, what research they carried out in the process and questioning whether or not the campaign brought the brand success.

How It All Started

There’s no denying that Starbucks understands technology, and more importantly, their customers. On the 28^th October 2013 Starbucks partnered with twitter to launch their ‘Tweet-a-Coffee’ campaign across the US. The initial idea was all about buying anyone, anywhere (well within the US) a coffee as a small gesture of kindness, and according to Adam Brotman, the chief digital officer at Starbucks, Twitter had the strength to help them achieve this.

In order for the campaign to work users had to link their Starbucks and credit card account to their twitter profile, then by tweeting @tweetacoffee with a friends twitter handle attached, an eGift worth $5 was sent to their desired recipient.

The Ultimate Challenge

Enticing the public to participate in a social media campaign is harder than one may think, so Starbucks needed to find a bigger incentive than just the element of gifting to another to get us stubborn lot involved. Not many of us like to do something for nothing these days so Starbucks stated that from the launch date until November 6^th if you were one of the first 100,000 customers to ‘Tweet-a-Coffee’ using a visa card, you also got a $5 gift voucher as well as your friend. According to Keyhole this resulted in 32% of purchases occurring within the first day of launch, but how did Starbucks find the answer to this once impossible challenge?

The CARAT Process Was The Key

 A process that makes the impossible challenges possible.

It’s All About The Research!

 

Who’s Involved In The Starbucks Community?

 

Target Market

Almost half of Starbucks’ total business comes from its primary target market of men and women aged 25 to 40, it’s this group alone that account for almost half (49 percent) of the brands total business. I believe for this campaign especially this target market were Starbucks most desired as people of this age are more likely to be cardholders and active on social media. These customers tend to be professional urbanites with relatively high incomes, who are interested in socially responsible and environmentally friendly policies. They consider the Starbucks logo as a status symbol and want to be associated with it.

Influencer

This campaign is reliant on influencers; friends, family and followers on Twitter. The influencers are the individuals who initially get the ball rolling, driving the campaign by sharing and gifting friends, ultimately encouraging them to do the same with others or to return the favour.

Partner

Twitter and Starbucks have worked together to help bridge the gap between our online and offline worlds, this is something beneficial for both brands. It’s a great opportunity for Twitter to become a direct response marketing channel while Starbucks now has information for all their gifters and recipients in their system, which could have massive longer-term impact on the ROI of this campaign.

What Are Starbucks Aiming For?

• An engaging campaign that customers wanted to interact with.
• Enticing new and existing customers to be more active or to set up an online account with their brand.
• Bridging the gap between our online and offline lifestyles meanwhile connecting multiple people across the US.

All of which fits in with their customer mission statement:

‘When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Of course, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection.’

What Were The Resources?

 

The Bucks Budget

In 2013 Starbucks spent $11 million on digital advertising and a whopping $93 million on advertising as a whole.

Time, People, Skills

Starbucks spokesperson Linda Mills mentioned in an interview back in 2013 that ‘For quite some time, Starbucks has offered an eGift program.’ Suggesting that the eGift program is something the brand has invested a substantial amount of time into over a period of years before the launch of Tweet-a-Coffee.

In fact since 2011, Starbucks began accepting mobile payments through an app they developed. The app would allow customers to connect Starbucks cards to the app and reload them via PayPal or credit card. Customers could then easily pay for their in-store purchase by holding their phone up to the cash register.

But now the idea of eGifting and online payments have developed even further, creating the beta programme for Tweet-a- Coffee that linked both the publics Twitter and credit card accounts would have required a team of tech specialists. Once the platform was set and glitches had been tried, tested and fixed, an in-house communication team who are social media savvy would have been enabled to help drive and promote the campaign on Twitter while also responding to customer tweets.

Tools And Technology

This campaign is all about the collaboration of the Twitter and Starbucks online customer accounts.

Business As Usual Activity

Starbucks are all about increasing interaction and engagement between friends, family, strangers and their brand. Tweet-a-Coffee enabled them to achieve the above in a creative and inventive way that has helped set them apart from other popular brands (see sale stats from 2013).

 

The Concept

 

Approach

The approach links back to the brands initial challenge which I touched upon earlier; how they encouraged their target audience participation.

Starbucks gave their audience a simple but strong motive to tweet, the idea of gifting a friend and receiving a little something for themselves in the process, the incentive that if you buy one, you get one free.

Style Of Approach

They built a community that allowed individuals to engage and they achieved this by prompting customer generated content.

Value For Customer

A $5 gift voucher for a friend and themselves for no extra cost!

Visibility For The Brand

Research firm Keyhole tracked all the instances in which someone used “@tweetacoffee” in conjunction with a friend’s Twitter handle and found that more than 27,000 fans used the program. Some 34% of users bought multiple gift cards and 32% of the purchases occurred on the first day.

Brand Credibility

The campaign feel holds a sense of community, making the brand feel warm, inviting and generous. The new technology that they have created also suggests that Starbucks is up and coming, ahead of other coffee brands.

Personality

Being a coffee company, you would expect nothing less than the friendly, warm tone Starbucks delivers.

Responsive

Throughout the campaign Starbucks proved to be responsive and interactive with its audience, something that helped boost credibility and portray its inviting tone of voice.

Implementation

 

Technology And How Starbucks Will Measure Their Success

 As these users continue to be customers, Starbucks now has a tie-in between the Twitter accounts,  credit cards,  mobile devices and their customer list (and they have it for 54,000 people gifters and recipients) which is something to be excited about!Even tech companies have struggled so far with creating a link between these different IDs for their customers, let alone consumer brands. This Starbucks campaign was about a lot more than just $180k in eGift sales. It was about customer understanding, identification and targeting that will help them for a very long time.

 

Few, So In Short, Was This Campaign Successful?

It’s clear to see that the ROI for this campaign alone wasn’t a huge success for Starbucks, with their total of $11million spent on digital media and a return of only $180, 000 from the Tweet-a-Coffee campaign, it seems that a few pockets have been left empty. However it hasn’t all been for nothing; the brand now has strong links with twitter, access to its online customer list plus access to their customer’s card details and mobile devices, a huge achievement that will provide them with knowledge they never had before. The campaign has also given Starbucks exposure online and enabled them to create a community and engagement centre for not only themselves but new and existing customers.

It’s not all ‘bean bitter’ after all!

Related:

http://www.socialmediatoday.com/content/how-starbucks-crushes-it-social-media

https://www.starbucks.com/tweet-a-coffee

http://blog.keyhole.co/post/69080821142/starbucks-twitter-campaign

http://mashable.com/2013/12/05/starbuckss-tweet-a-coffee-180000/

Social Media Campaign Review

Spotify – #Thatsongwhen

 

The Campaign

Created by Ogilvy & Mather New York; Spotify’s new campaign focuses on the personal side of music, looking for the stories behind the songs customers of their service love. Using the hashtag #Thatsongwhen Spotify’s audience is being encouraged to share a song and the personal significance that that song holds to them. The campaign is a great use of storytelling that really engages the target market while giving the brand a perfect opportunity to find out some market research, what music really means to the everyday man.

 

Social Platforms

With the campaigns presence including a landing page as well as various social media sites Vines videos, Facebook and Twitter the campaign is easily accessible and with the public today sharing every aspect of their lives on social media, getting consumers to participate in sharing their stories online has been achievable. With Spotify turning the best stories into viral videos, there is also extra incentive for consumers to get involved.

 

Community Feel

When visiting all media pages you can feel an overwhelming sense of community and being part of that is nice. Even though stories are personal, their relatable allowing people to connect, much like what the brand stands for itself, allowing people to easily connect with the music and artists they love. Ogilvy’s New York president Adam Tucker stated ‘The realness of the campaign is key’. They wanted to tap into the truth about music and it was important to tap into real people and their feelings about songs that inspire them. The campaign has helped fuel passion and growth in the US that will subsequently roll out to the UK and Germany.

 

Not All Good News 

However it’s not all good news for Spotify, the campaign has also fuelled negativity towards the brand with both the public and musicians hijacking the hashtag on twitter to rip on the company’s notoriously low payment to artists.

 

On A Whole

I think the initial idea of the campaign is engaging for Spotify’s audience and builds a great honest relationship between the public and the brand. The use of storytelling creates a sense of community that has allowed the customers passion for music to grow, hopefully encouraging people to listen to more music and sign into a Spotify contract. With negativity still building it will be interesting to see how Spotify react. The problem now being that they need to prove to their customers that they give enough back to their artists. Perhaps the best public stories can win tickets to events and festivals that Spotify have purchased, showing that they are willing to give money back to the music industry. Spotify need to make it apparent to their target market that the more users they gain the more royalties they are able to pay back into the industry.

Related content:

http://www.adweek.com/news/advertising-branding/spotify-ties-music-personal-stories-its-new-ads-160447

http://www.campaignlive.com/article/spotify-thatsongwhen-ogilvy-mather/1316594

https://www.youtube.com/watch?v=Jx0ni01q3is&list=PLS4Ugv1bs-u-nyLzuV728yPgQiXleS_OA

What the future holds for social media in the next 3- 5 years?

In this post I aim to consider the impact of social media on our society. What will happen within the next few years and how both companies and individuals may deal with this fast evolving online world.

Companies And Consumers On Social Media

Social media dominates our lives in a big way, spending hours a day writing and reviewing blogs, editing personal profiles, private messaging, file sharing, streaming and checking in with our latest apps however no matter how much time we dedicate to our online life we will never be able to see everything that’s available to us. Companies are becoming more aware that thousands of their messages are getting lost in translation everyday due to an overflow of content and lack of consumer’s time. The world around us is going to become a breading ground for social media content and the more we are exposed to it the less interested we will become. In the next few years it’s going to take more than a post or 6 second viral ad to grab our attention and I believe if a company wants to be heard on social media it’s going to have to start paying big money to make itself visible. A detrimental proposition for smaller companies, as it’s likely they will get lost in all the white noise that’s already online, that will become even more dominated by the financially able.

 

The Double Edged Sword 

Most of the time companies feel as long as their on social media their reaching their target market however as already explained this is clearly not the case and it’s only going to become more of a struggle. Being on social media is a double edged sword even when you are reaching those you deem valuable to you; in the blink of an eye high customer engagement can promote pitfalls and be full of risks. With brands and businesses getting slated by the public’s endless bad reviews money and popularity is being lost. The consumers are in control at the moment and their opinions are trusted and heard above most companies. But what if businesses start to distance themselves from social media? Will the public still have the same opportunities to share their opinions and will they do so as much if companies make it harder for them? Businesses could start pulling back some control over content available to us, filtering out the bad and only showing us the information that will benefit them financially. The customer could loose some power and this could leave us feeling more vulnerable than ever.

 

They Have More Control Than We Think Already! Thing’s Are Only Likely To Get Worse

When it comes to social media we are all guilty of giving away huge amounts of information each day on our personal profiles, so much so that companies are going to start to know us better than we know ourselves. We are giving companies an invitation to manipulate and predict our actions more than ever and individuals are already taking advantage of that. Insurance companies are judging their prices on our online presents, the more reckless we are perceived the higher our insurance becomes and employers are judging whether or not we are representing ourselves in a way that is good enough for their company image, if they don’t like what they see we could be living of a green card. Considering the next generation is growing up more rebellious and reckless than ever, could the future consist of even more unemployed youths who are going to pay for their behaviour later in life? As time passes it is possible that brands and businesses could start looking to our online profiles for information more than they look at us as people.

The Overall Outcome      

Over the next 3-5 years I believe the scary reality is that social media will consume every aspect of our lives and we will never again be able to escape it. Businesses and services will use our online presents to create an in depth character profile of us, discovering character traits before we have time to do so yourself and those traits will more than likely be used against us. Larger businesses will almost defiantly pull back some power over consumers by using our online information and distancing their own online presents so we can’t portray them in a negative light. Meanwhile smaller companies will perish in the competitive dog eat dog world.

 

Related Content:

http://www.cnbc.com/id/102029041#.

http://www.bizjournals.com/nashville/blog/2014/01/the-impact-of-social-media-on-the-next.html?page=all

http://www.theaggie.org/2014/02/14/social-media-can-impact-future-employment/

http://www.peppersandrogersgroup.com/view.aspx?DocID=33314

Why use GooglePlus?

Summary: I’ll be highlighting what features make GooglePlus amazing and why your business need’s to be part of its community.

GooglePlus is not Facebook. It’s not Twitter either!

If you think GooglePlus is just another social network or identity service, you are in for a big surprise. What has been created is a phenomenal tool for human communication and more. The platform encourages you to build new relationships based on passion, interests, professions and careers. It offers a space to find information that’s relevant to you and share it with those who have the same interests, not just every individual on your friends list. Helping you build new networks with contacts the platform can bring your brand closer than ever to your market due to its integration with Gmail, YouTube, Google Analytics, Google Images, Google Maps, Google Earth, Google Finance, Google Drive, GoogleDocs, Google Wallet and most importantly Google Search. In other words, GooglePlus is now the portal to the entire Google ecosystem.

So what is it that makes GooglePlus great and how will your business benefit?

 

Everything on GooglePlus is promoted by the biggest technology platform on the planet, Google! 

What happens on GooglePlus is going to be prioritized and indexed by Google. This is huge for companies and professionals, because the websites that appear on the first page of Google Search, especially in the first few positions, get around 36.4% of all clicks from users, according to a study by Optify. It is a great way to gain exposure with new customers and build a broader following.

 

GooglePlus Local Pages

Google’s local pages are another efficient way of making people aware that your business is out there.  It puts you on the map and helps users discover and share places they want to visit while allowing them to rate and review theirs and others experiences. It’s Google’s 5-point scoring system that gives detailed insight into businesses before people visit, and then Zagat that summaries users reviews. This is a great tool that will offer up customer insight, allowing you to adapt to your target markets wants and needs.

Ready to use Google+ Local?

 

Communities And Circles  

Communities and circles are a great way of managing people into different social and professional groups. Within these groups you can select and share specific content with the individuals who will benefit from it most. In Communities, you’ll find it easy to build new connections with people who are active on GooglePlus, and those who have similar interests as yourself. These people are more likely to connect and engage in the content you share.

Find out more about Communities and Circles!

 

Ripples and Influencers

GooglePlus Ripples is a visualization graph that lets you glance at the manner in which your content has been shared across the platform. Most people know ten of the biggest influencers in their industry, however what many don’t realize is that there are more people online who maybe aren’t as publicized but who still have a lot of pull within certain communities. GooglePlus Ripples is one tool that can help you find these individual influencers, sharing content with them could help you business reach out to a much larger circle of people.  

Tell me more about Ripples and Influencers!

 

Hangout And Hangouts On Air

GooglePlus Hangouts allow you to conduct and participate free live video conferencing with up to as many as 10 people. The benefits for a small business are obvious: you can reach out to customers, dealers, vendors and social media contacts at no cost. You can also participate in Hangouts initiated by others and communicate with thought leaders in your niche.

More about Hangouts!

 

GooglePlus +1’s 

+1 is Google’s answer to Facebook’s like button or Twitters hashtag. When people +1 your content it’s away of showing their approval and allows others to see what’s trending. It’s a great way of letting others do your work for you, with each +1 the distribution of your content will only broaden, reaching a wider target audience and increasing visibility for your business.

So what is GooglePlus +1?

 

Google Authorship

Google Authorship helps raise your authority as a writer on Google. If your company has one or more industry expert bloggers they can take advantage of this opportunity to boost their status and credibility online. Catalyst Search Marketing published a case study showing that adding authorship data and other types of rich snippets to a sample site increased search clicks by 150 percent during a one month period.

How will Authorship help me?

 

So What’s The Big Picture?

Do I really have to summaries why you should go out and get GooglePlus right this second?

• The platform is designed to make every aspect of your life easier.
• Every feature is designed to optimize your marketing strategy and take your business even further.
• It means having all your resources in one place, not only just the Google tools but a large amount of your influencers and target market too.
• It combines information, people and context.
• Your business will be partnered with the biggest technology platform on the planet and will therefore show up on thousands of searches across the internet increasing visibility.
• Once you have published your content you can let others do some of the work for you.
• Most importantly it connects you with the world in an innovative, up and coming way, and everyone is intrigued by new and exciting experiences.

 

Get GooglePlus NOW!

Relevant Links: http://www.google.com/+/learnmore/

Ciuri Ciuri Social Media Campaign

Cure a day with a Ciuri Ciuri! 

Ciuri Ciuri is a small independent ice cream parlour based in Falmouth and located on the main high street. The company serve up a variety of delicious ice cream flavours, ice cream cakes and coffees. Popular with those familiar with them, Ciuri Ciuri have a fun and friendly tone of voice that is welcoming to its market.

Present already on social medias; Facebook, Twitter, Instargram, G+ and Trip Advisor, Ciuri Ciuri are great at reaching their followers.

Confident they are building a strong relationship with existing customers our aim is to reach out to the people outside of their followers by starting conversations on Twitter with those in the local area. Ciuri Ciuri would follow #Falmouth, #FalmouthUni, #Cornwall and anyone who checks in around the local area on FourSquare.  On Twitter we will get Ciuri Ciuri to start a conversation with people who tweet about their day, this could be negative or positive, either way we will aim to offer a select few a treat with a discount if they come into store.

Examples:

Public Tweet

Today was just a good day J #goodday

Response

Why not make it great with a double chocolate sundae. We will give you 10% off in store when you show this code CIURI1068

Public Tweet

The happiness of your life depends on the quality of your thoughts. #GoodDay

Response

…Or the quality of your ice cream. Come in store and get 10% off your ice cream with this code CIURI2054

Public Tweet

Everyone in my crew is in a relationship or seeing someone and I’m still single! #FuckMyLife

Response

Who needs a relationship when you’ve got ice cream? Come date our flavour of the week. Get 10% off in store with our discount code CIURI2016

Public Tweet

One can only hope that the clanking of the radiator means the heat will turn on soon. #Falmouth #Itscoldinhere

Response

Come warm yourself up with one of our coffees. 10% discount code just for you..CIURI1057

This campaign will create awareness with more people through direct and responsive contact with the public. We believe the discount will give people the incentive to come into store and by doing so we will reward them. We believe this will create positive word of mouth and generate popularity while allowing Ciuri Ciuri to build strong relationships with locals, holiday makers and student. Although this may seem time consuming it’s cost effective and we feel with a company so social media savvy it wont be too much of a challenge.

 

Related:

https://plus.google.com/102636377083158610003/about?gl=uk&hl=en

https://twitter.com/ciuriciuri_uk

http://www.tripadvisor.co.uk/ShowUserReviews-g186235-d7059757-r227111722-Ciuri_Ciuri-Falmouth_Cornwall_England.html