How Brands Are Taking Social Media Into the Real World to Connect With Us

The umlaut-studded Swedish outfitter Fjällräven has been around since 1960. Back then, it was dedicated to providing sturdy Scandinavians with parkas and backpacks that could stand up to the region’s frigid temperatures and rugged terrain. Now, nearly 60 years later, you’re as likely to spot Fjällräven’s iconic fox logo on a backpack in Brooklyn as you are on a trail in the Arctic Circle. Fjällräven didn’t change, but it’s marketing tactics did.

The brand’s transformation was a conscious one. Fjällräven didn’t want to be seen as just another clothing brand; it wanted to inspire fierce devotion among its customers. That drive to differentiate was behind the creation of Fjällräven Polar and Fjällräven Classic, a pair of bespoke excursions that lets customers experience the brand in the wild. Both have been a huge success, attracting new customers while giving established ones something novel to be excited about. In an increasingly digitized world, physical experiences can create a visceral link between consumer and brand, and savvy companies are making that bond a priority through every channel possible.

THE EXPERIENTIAL FEEDBACK LOOP

The demise of brick-and-mortar retail has been greatly exaggerated. So says Scott Lachut of retail consulting firm PSFK. He points to digitally native brands that are discovering the appeal of physical stores to potential customers. “There’s a direct-to-consumer luggage company that found a 40% lift in website sales wherever they open a new store,” Lachut says. “They’ve realized they can capture passersby by having them come in, speak to an expert, have an experience, and test out a product before they buy it online.”

Those bridges are becoming even more central to social-media strategies as retailers start to realize that throwing money at Facebook and Instagram without a comprehensive plan can result in diminishing returns. “Brands are moving into physical spaces almost as a marketing channel,” Lachut says. “A lot of discovery is happening online, but that’s starting to draw people into stores where they can walk out with a product and share with their respective audiences right away.” Think of it like a feedback loop: A customer discovers a product on Instagram, visits the store in person, snaps a picture of the product, and then shares it on Instagram, starting the cycle again. The physical amplifies the digital.

ANALYZE, CUSTOMIZE, REPEAT

Brands are awash in data, and the smart ones are funneling information about customers into innovative marketing approaches. Artificial intelligence and machine-learning techniques are being applied to old-school social-media strategies, with brands feeding what they know about their patrons-;and potential patrons-;into algorithms that can make interactions more personal and human.

“As machine learning and AI become more generally available, retailers can create smart digital interactions,” says Jeff Neville, executive vice president of BRP, a retail-transformation consultancy. He cites the rise of chatbots as a prime example of AI becoming more mainstream in retail. “There isn’t a script that the chatbots are following. They’re listening and then they’re responding as best they can.” By extending that logic and technology to the rest of a brand’s footprint, companies can provide customized experiences across the board. “Maybe it creates a unique branded landing page depending on the situation, or if I go in store it might create an in-store experience through an app,” Neville adds.

Data remains the best conduit between the physical and digital worlds. The more you know about your customers, the more customized, personalized experience you can give them, both on- and offline. Neville likens it to a return to the “good old days” of retail, with a digital twist: “I worked with a merchant who told me, ‘I remember when it was just my grandfather in the shoe store with his customers, and he knew everybody-;knew their parents, their kids’ names, what they liked, where they lived.’ I think we’re close to digitizing that one-on-one conversation.”

Targeted social-media marketing is just one of the advanced services Mailchimp offers in its all-in-one marketing platform. Find out more here.

By: MailchimpView

Source: How Brands Are Taking Social Media Into the Real World to Connect With Us

967 subscribers
Share it: http://on.fb.me/10Qxxhx | Tweet it: http://clicktotweet.com/x6V15 Social Media and all the Brands and Companys, who try to get you to like them and try to get into a “conversation” with you. We imagined, what it would feel like if Brands behaced in Real Life, like they do on Facebook. If you like our funny videos, subscribe to our Channel and follow us on http://facebook.com/youjustdontdo and http://twitter.com/youjustdontdo . This video got inspired by an episode of Build & Analyze (RIP) with Marco Arment and Dan Benjamin.

Engagermate

 

1.png

 

ENGAGERMATE is the worlds ONLY tool that will open the flood gates to organic traffic & will have your account engaging 24/7. iT drives you free, organic traffic by engaging with your target market 24/7. Watch the automatic reciprocation of engagements come back to you daily as your accounts go viral.

Engagermate will like and follow hundreds of photos from users in YOUR target market a day, while unfollowing users for you that are not engaged in your content! Follow users based on hash tags you enter. E.g. If I enter #tennis I will follow users who have posted pictures with the hash tag tennis.

Have your instagram account follow the FOLLOWERS of ANY page you choose (Even your competitors). Instantly follow people who have ENGAGED with any profile you choose(the most active fans). It lets you unfollow users who don’t follow you back and unfollow users who Instaeasy followed only (which will ensure anyone YOU have followed will still be there).

2.png

Engagermate allows users to send users an INBOX of their choice the moment they follow their profile – this is the first tool EVER to allow this. It actually tracks WHERE your fans come from, allowing you to engage with the content that your customers ACTUALLY are.

Source: http://engagermate.com/payspecial/?aid=1

5 Powerful Examples Of Social Media Customer Care – Alina Gorbatch

1.jpg

Social media customer care doesn’t sound like something worth an entire article. After all, social media has been with us for a while. We know that customer care is important, we have business pages on multiple platforms, we reply to messages and direct tweets, solve tickets, and gradually forget how to use a phone. What else is there to do? Unfortunately, it turns out that most of us don’t do even that. Social media customer care suffers from a sheer lack of attention. Research shows that brands reply to only 11% of customers…….

Read more: https://www.jeffbullas.com/social-media-customer-care/

 

 

 

Your kindly Donations would be so effective in order to fulfill our future research and endeavors – Thank you

How Social Media Can Change Your Business – Pj Germain

1.jpg

Going viral is almost everyone’s dream. If your company goes viral you make more sales because more eyeballs are looking at you. Social media has taken branding to a whole new level because it’s easy to reach everyone around the world no matter where you are. Also because of all the content, you can bombard your fans/customers with, such as promotional videos or exclusive discounts and events coming up…..

Read more: http://pureresiduals.com/how-to-free-traffic-social-media/

 

 

 

Your kindly Donations would be so effective in order to fulfill our future research and endeavors – Thank you
https://www.paypal.me/ahamidian

The Future of Social Media Education – Laura Tierney

1.jpg

Teens build relationships with friends through FaceTime and group chats. They nurture friendships with compliments on Instagram and Snapchat. They stay in touch with friends and family overseas with messages on WhatsApp. Social media is just how they socialize these days.

Students are spending an average nine hours each day on their screens, according to Common Sense Media, and social media has become one of the greatest influences on our children’s happiness, health, safety, and future success, according to other reports. Many of the parents and school leaders I’ve talked with initially just wanted social media to go away, but now that it’s here to stay, some adults and students are beginning to see it as a powerful and positive tool.

According to The Social Institute’s 2017–2018 Social Media Survey with nearly 4,450 students from independent schools, more than 80 percent of fifth- through 12th-graders said they believed that social media can have a positive impact on their world, whether that means their school or local community, state, or country.

This is why many independent schools are adopting a proactive, growth-minded, and sustainable approach that empowers students, parents, and educators to positively navigate social media. They strengthen their reputations, protect their privacy, follow positive role models, and more. This new approach better aligns with a school’s mission and values, supporting students’ health and wellness. The future of social media is bright, and it’s one where we empower and equip, rather than scare and restrict.

The Current Landscape for Schools

Since social media really took off 10 years ago, few institutions or parents have found a relevant, effective solution to helping kids navigate the world of posts, texts, and selfies. Why? There are three current issues at play: what schools teach about social media, who teaches it, and how it’s taught.

Schools continue to approach social media education as a matter of digital citizenship. Common Sense Media defines digital citizenship as the ability to “think critically, behave safely, and participate responsibly in our digital world.”

We all want students to have digital skills, but telling students to use “digital citizenship” when using technology is like telling them to use “proper navigation” when driving a car. In the world of social media, relevance is everything, and “digital citizenship” is simply not relevant.

Furthermore, most schools use a top-down approach in which adults teach students. Of course, this happens for nearly every school subject, why not social media? The problem again lies with relevance.

According to the 2017–2018 Social Media Survey, 100 percent of students said they believed they know more about social media than their parents or school faculty. How are schools and parents supposed to teach something teens believe they know better (and likely do)?

Lastly, digital citizenship is often taught by adults strictly through “don’ts.” Don’t post this, and don’t share that. Don’t join that app, and don’t post anything you wouldn’t want your grandmother to see. However, imagine if a coach only taught how not to throw a ball or how not to shoot it. Players wouldn’t know what to do. Students are not being taught what to do on social media.

This relevance-lacking, top-down, don’ts-driven approach is failing our students. Students are progressing through school unequipped to navigate life with a phone in their hand. They are overwhelmed by the pressures of cyberbullying. They are being rejected by colleges because of racist Facebook posts. Sleep deprivation among teens is rising because they can’t put their phones away at night. Nude photos of teens are shared around school. Tweens are committing suicide because they’re cyberbullied.

As long as students feel like they are being lectured, they will tune out. They will fall victim to the same landmines, and this negative cycle will continue, potentially tarnishing the reputation of both students
and schools.

The Future of Social Media Education

We must refine social media education with a positive and proactive approach. The Social Institute works with several independent schools to implement such an approach and empowers students, parents, and faculty. We are halfway through a three-year strategic partnership with Ravenscroft School (NC) and have learned four best practices.

Integrate the curriculum. Rather than putting “digital citizenship” in a corner, Ravenscroft integrates social media life skills into its school’s advisory program, which encourages character development, health, and wellness. The school weaves lessons throughout its advisory program, which promotes “leading self,”
“leading with others,” and “changing your world.”

Students learn to have their social media profiles represent their true self and character. They learn to use empathy when engaging with and posting about others. And because social media is a student’s microphone to the world, sixth- through 12th-grade students learn how to use platforms to spark positive change. The program resonates with students because it supports their belief that there is no distinction between your “real self”
and “digital self.” It’s simply “you” and your ability to have high integrity and character—with or without a device in your hand.

Use a bottom-up approach. Rather than using a top-down approach, in which students are lectured by adults, Ravenscroft students co-lead the program. Student focus groups help develop materials and lesson plans, ensuring they are most relevant to the apps and behaviors students witness online. It’s effective because younger students admire the older student-leaders, and student-leaders help set the standard around social media use at the school. With a train-the-trainer approach, Ravenscroft’s 11th- and 12th-grade student-leaders are now learning to teach sixth- through 10th-grade students, parents, and faculty about positive social media use. It’s a team approach.

Focus on the do’s. Rather than harping “don’t do this” and “don’t share that,” we have found that reinforcing the actions to take allows students to strengthen their reputations, better handle the challenges, and change their worlds for the better. In Ravenscroft’s #WinAtSocial program, students learn seven Social Standards—including “protect your privacy like you’re famous,” and “use your mic for good.” (See “Gold Standards,” below.)

Assemble a cross-departmental team. The power of social media impacts nearly every administrative department. Susan Perry, Ravenscroft’s assistant head of school for student affairs, says, “Our students and parents have longed for a sustained, systemic message about how to connect conversations and educate about technology and social media. Our work with our faculty, students, and parents allows us to have an ongoing, supportive, and educational dialogue about how to leverage social media for respectful outcomes. We feel our commitment to community health must include such a systemic educational approach to understanding the potential positive impact social media can bring.”

How We Get There

As one of the most powerful influences on a child being happy, healthy, and successful, social media needs to be a priority. Schools have the opportunity to get ahead of the game. It starts with administration teams determining why it’s a priority and championing a holistic approach to educating students, parents, and faculty. The upfront work is hard, but the impact is remarkable—these are lifelong skills that students require.

Once schools make the commitment, there will be less helicoptering and more huddling. Less fear and more trust. Less bullying and more empathy. Fewer fire drills and more high-fives. Less negativity and more positivity. The future of social media education is bright, and it’s one where students are empowered and hold one another to high standards, whether online or off.  ▪

Your kindly Donations would be so effective in order to fulfill our future research and endeavors – Thank you

%d bloggers like this: