Currently Viewing Posts Tagged social shopping

Pinterest vs TheFancy: Social Media Marketing for Brands

Pinterest has grabbed the attention (and free time) of women and a lot of interest from social media marketers, but there is another quietly emerging player in the social bookmarking space. TheFancy is a visually stunning collection of the coolest images and products from around the web.

Pinterest has grabbed the attention (and free time) of women and a lot of interest from social media marketers, but there is another quietly emerging player in the social bookmarking space.

TheFancy is a visually stunning collection of the coolest images and products from around the web. Instead of adding images to boards like on Pinterest, users “fancy” images and add them to categories for others to view and “fancy” as well.

Users share images the same way on both sites.  Retailers can add Pinterest and TheFancy buttons to images to encourage users to share, but since both sites are relatively new most images come through users clicking a “Pin It” or “Fancy It” button in their browser’s toolbar.

Pinterest and TheFancy differ in the flavor of what is shared. Pinterest has an undeniably feminine Etsy-esque feel. The majority of Pinterest users are women, and as a result there are a lot of home décor, recipes and children’s product shots shared on the site.

TheFancy has a more unisex, urban, minimalist, high-design feel. The differences between each site’s content are obvious when you look at the brands that have a presence on each. Brands currently on Pinterest: Cabot Cheese, Lands’ End and Paula Deen. Brands on TheFancy: Brooklyn Industries, Williams-Sonoma, and Yves St. Laurent.

If you represent a luxury fashion, home décor, or tech brand then adding products to TheFancy is a smart marketing move, because unlike Pinterest- TheFancy is openly working with brands to drive sales through the site.

On Pinterest, if a user (including the brands that have set up Pinterest accounts) posts a price within a pinned image’s description, the price will appear as a banner in the corner of the image. Pinterest will then automatically pull the pinned image into the gifts category on the site. This is great, however Pinterest wants to keep users within Pinterest and is not at this time making it easy for users to leave the site.

In order to reach the original site to make a purchase, Pinterest users have to click pinned images twice. Some users I have talked to were unaware that they could even do this, since when an image is clicked once users are taken to a page where they are encouraged to like, repin or comment on the image within the Pinterest site. There is no prompt or link for Pinterest users to leave Pinterest and visit the original site. Pinterest has been designed as a social media destination.

TheFancy on the other hand, has been designed to easily move users to original sites for product purchase. When an image is clicked in TheFancy, users are presented with a “Buy It” link on the right hand side. Clicking this link will take the user to the original site where that product may be purchased. This is a great feature since the whole focus of the site is discovering products that you may never come across in a retail store.

Users can also unlock special deals from retailers by clicking “Fancy It” on their product photos. These special deals are typically discount codes that can be used at checkout on the retailer’s site. Current deals offered to TheFancy users are featured within a Deals tab at the top of the page, which makes it easy for TheFancy users to find. There is also an easy to find list of retailers on TheFancy, something which is missing on Pinterest at least at the moment.

TheFancy also seems to be here to stay. With significant investment from the French fashion firm PPR, who owns brands such as Gucci, Alexander McQueen Gucci, Bottega Veneta, Yves Saint Laurent and Balenciaga, as well as Twitter co-founder Jack Dorsey who is also on the start-up’s board. Yves Saint Laurent announced on Jan. 30th that Fancy buttons will be on every page of the brand’s website.

For social media marketers looking to ride the surge in social bookmarking site popularity, especially to promote luxury and boutique brands- TheFancy is one site to hop on.

Facebook Friday: Analysis of Facebook Campaigns – Amex makes online shopping something you can truly Like

Welcome back to Facebook Friday, where we look at various Facebook marketing campaigns and examine what went right, what went wrong, and everything in-between. For this particular analysis we are going to be examining the new offering from American Express (AMEX) that integrates ‘Likes” with online shopping.

This is more than just a campaign in the traditional Facebook marketing sense; this offering is an entirely new platform that integrates “Links, Likes and Loves” with one’s AMEX credit card.

The Campaign:

The crux of the campaign is tying in deals and offers to AMEX cardholders’ social activity.

Users are directed to the application, which is hosted on the AMEX Facebook page.

They then enter their credit card number into the application in order to connect their card. Once the user has hooked up his/her card, an original deals list is populated. This list is based on the user’s Facebook activity, pages they have liked or places they have checked into, as well as the activity of their online “friends.” Over time, the deals being shown will continue to be adjusted based on deals they or their friends may engage or share with, as well as new activity within their Facebook graph.

The Results:

While the campaign has only been running for a week, one success factor has been the amount of buzz it has generated. Numerous articles and postings are being written about this new platform with almost all of them positive. As far as actual impact on the users, I have not seen any data up to this point about enrollments or redemption of deals, so it’s hard to quantify success at this point.

According to monitor.wildfireapp.com, the AMEX fan page has not shown much growth, increasing by less than 1% since the new offering launched. However, most of the consumers who could take advantage of this deal would most likely be active on Facebook and probably already liked the page, so this may not be a fair number to represent success.

What Worked:

  • Buzz Generating – As previously noted, one of the keys to this campaign has been the buzz that AMEX has been able to garner because it is such a new and unique technology. It capitalizes on some larger trends in the online space, including social shopping and deals.
  • Simplicity for the User – The ease of redemption is one of the biggest selling points. The fact that you don’t have to worry about printing a coupon or bother with a code – everything is automatically is taken care of – is huge. This is a big point for not only consumers but also merchants looking to capitalize in the online deal space. I would be remiss to mention that AMEX understands this, and actually launched a program designed specifically for small business to enroll and take advantage of these coupon-less offers. It is called “Go Social” and has tremendous marketing and outreach potential. Now businesses or companies have an easy way to handle these specials, and don’t have to worry about integrating their point-of-sale technology and/or training their staff on redemption methods.

    When a user participates in a deal, AMEX simply updates their statement with the credit that should be received based on the deal the consumer opted into.

Where It May Fall Short*:

*It’s probably too early to say what didn’t work for this campaign. However, I do think there is one hurdle that may seriously hinder this campaign.

  • Privacy – One element of all this that I have not seen addressed in any of the online press for this campaign is the privacy issue. I have to be honest – I was so enthralled with this program that it didn’t even cross my mind. But as one of my colleagues said, “It sounds cool, but I am not sure I would want to give out my credit card to a Facebook application.”

    That makes sense; I still know people who have a hard time handing out that kind of information over to Amazon or online retailers, let alone doing it within Facebook and a third party application. I am not sure if the public is ready for this step or not.

Takeaway:

Regardless if you are willing to give out your information or not, you cannot argue with the “cool” factor surrounding this campaign and the utility that it provides. Being able to be presented with relevant deals based on your likes and interests, as well as that of your social graph, brings new meaning to personalization and is truly a smart way of utilizing social network technology and connections. Knocking down a major barrier related to online deal redemption by making it automatic, and not something a user or merchant has to worry about, should help lift the usage numbers and get more people involved. This could have a big impact on the bottom line of AMEX; in addition, individuals who may not have a card, would be encouraged to get one, because it is the card to have if you are active in social.

Now where is that enrollment link…

ShopSocial 2010

It’s that time of year. Time to get out there and start shop, shop, shopping for those holiday gifts. Some of us love it. Some of us hate it. And some of us never stop. Here at Flightpath, we’ve become a little enamored with the latter, those distinctly devoted shoppers gifted with the skills of finding a good deal anywhere. We’re especially curious about their online shopping prowess and their need (duty?) to share deals, purchases, and other “shopinions” out in the digital open.
The Shoppers
These types of individuals, dubbed social shoppers, make the shopping world go round. They’re digital natives that are part of generation share, and they never shop alone. So this holiday season, we’ve decided to channel our research efforts into learning all about these shoppers—from their point of view. We gathered a handful of social shoppers and put them under our lens to hear what they had to say about their digital-social shopping habits, behaviors, and motivations. We’ve got so much to learn.
The Channel
Visit our ShopSocial 2010 channel on YouTube to check out the one-on-one interviews with our shoppers. See them dish the dirt on the favorite shopping campaigns, mechanisms for sharing, and even how great it feels to get a good deal. Bookmark the channel and stay tuned for more videos from additional interviews and other user-generated submissions. Comment on, like, share, and embed your favorites!

The Contest
Love social shopping, too? Chances are you’re not shy, then, so how about sharing that love with us? Share your own tell-all social shopping video describing how you navigate the social web to find, share, shout out, and support—all in the name of shopping. The contest runs from December 1 – 31, 2010, and you can share your YouTube link at our microsite, www.ShopSocial2010.com. We’ll add your videos to the ShopSocial 2010 playlist, and four lucky shoppers, whose videos receive the most views by midnight December 31, 2010 will win a gift card.