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  1. Facebook & Twitter viral promotion

    November 16, 2011 by admin

    Afternoon. Just thought I’d ‘share’ a little story. I run the digital department at a small, pure play, gift website. We have lots of wealthy customers and part of my role was to attract a younger, more web savvy audience. Social seems the way to go. We’re still tiny and don’t have much money to spend on advertising, so the stats aren’t huge but they’re significant in our world. As our social following has grown, social and in particular Facebook and Twitter (never Twitter and Facebook is it?!) send us directly attributable sales each week…and for every sale you can definitely attribute to those sources, there will be other sales generated by them, but not directly attributed to them. So, user checks FB at work, sees your offer, goes home, turns on iPad, searches Google for you, clicks and buys – your metrics show a direct or organic sale, but it was your social activity which actually generated the sale. Anyhoo. So when I joined we had a Twitter feed in our CEO’s name which isn’t great for any exit strategy she may have in the future so we created a new one from scratch. And we had a couple hundred FB fans.

    We now have just shy of 800 Twitter fans and 1,500 Facebook ‘likes’. As I said, tiny numbers, but they deliver more and more sales each week, so every fan does have a monetary value.

    The cost beyond my time and some design was around £1,200 and that’s been paid back time and again. The cost was based on the cost price to us of items we used for a competition. We delivered the majority of those followers via three promotions seeded by email and then the social platforms themselves.

    The first was an email to our ‘active’ email database of around 5,000 subscribers. It was simply;

    ‘like us on Facebook to win £1,000 to spend at Gift Library’

    We had a 30% open rate (versus 24% averagely), a 10% click rate, meaning a click-to-open rate (my favourite metric) of 33% ish. And crucially, we had a click to engagement rate in the high 90%. O.K, it’s easy to ‘like’ something but we still had to get people over the line. The £1,000 is pretty strong but we’re having to cut through inbox clutter so time of send, richness of offer, ease of mechanic etc was all important to get right. Plus we had no idea how it would go. What was interesting was how quickly people acted and how obvious it was that companies don’t seem to be blocking Facebook use as much as I thought they might be. Most of the likes happened during work hours, whereas I thought we’d get a decent click through rate followed by a staggered action rate as people went home, remembered the email and then acted on it. Anyway, that delivered us nearly 800 likes in a couple of days. Creative is below.

    Like us on facebook -an example email promotion

    Like us on facebook email creative - sent July 2011

    O.K, so it worked nicely and we were starting to join our email and social channels and we’d established a new, albeit fledgling sales channel. We made sure we welcomed our new fans and gave them all a nice little discount code to say ‘thanks’ and summarily converted a few prospects into actual customers.

    Then we interviewed the winner and talked about what she’d spend the voucher on and blogged about it and then linked to that in the next email. And finally we got a photo of her in the necklace she chose and posted that on FB and Twitter, a site banner and linked to it from another email. The goodwill from the audience which didn’t win the competition towards the winner was really nice and things like that help break down any ‘them and us’ people may feel exists.

    From then until now, everything we do across the site, email, youtube, whatever is echoed on FB to ensure the message is consistent and so we’re talking to customers and prospect wherever they happen to be.

    Next up, Twitter. Ours is a very a visual product range. Selling in 140 characters is a challenge and a chore. We decided that although we’d use Twitter to push products, we’re better off using it as a customer service and an added value channel. So we ask our followers questions or for product suggestions or we get them to ask our CEO style questions and so on. But we do get sales from it so we wanted more followers. Although the people who get Twitter are an engaged bunch, it’s a tougher gig getting a retweet than a getting a like. The mechanic is more complex and lots of people won’t read what you write or follow instructions! However after as much simplification as possible we came up with a fairly straight forward promo which went;

    1. follow us on Twitter
    2. Retweet the following -’I've just entered the @giftlibrary competition to win this fabulous bag #giftlibrary’
    3. That’s it

    And we got a big jump in followers and more importantly, retweets. Over the period of the promo we went from 200 to 600 followers and we got around 250 retweets. Not bad for a bag which cost us £190 and retails for £500.

    An excerpt from the email is below

    Example Twitter promotion creative

    Example Twitter promotion creative

    And again we welcomed our new Tweeps with a discount code and told them how ready we were to listen to them and their problems, compliments, suggestions and so on. We asked the winner, who seemed ecstatic at the time, for a photo and although she promised to send one, never did. Boo to her!

    And the final promo which launched today is designed to go one step further than ‘liking us’ which can almost be a throw away action in some ways. A ‘share’ is a big commitment from a user. It’s a public display of affection for a brand. Our range isn’t that sensitive, but by sharing, you’re endorsing and depending on what the share is, it could say something about you. For instance, the social marketing dude at BMW probably has a much easier task than his or her counterpart at Anusol. Anyway, this one was again seeded by email after a soft launch on Facebook. Sent to both active and inactive email subscribers as well as promoted on Twitter and site banners, we produced some really nice creative promoting ‘luxury his and hers stockings worth £1,200+ delivered in time for Christmas’. The creative itself, as you’ll see, incorporates the mechanic as well as the prize; the idea being that once one of our fans (who know and trust us to an extent) has shared, the creative needed to be explicit enough to stand on its own two feet in order to go viral.

    Share on facebook example creative

    Share on facebook example creative

    It’s difficult to know how it’ll pan out but after the first couple of hours, we’d generated 270+ shares and 220 new likes. The real shares figure will be much much higher as the only shares you able to view are those where the user has his or her share settings set to ‘public’. It’s shame as I believe FB are missing a trick. We, and presumably many other companies, would be happy to pay a monthly fee to know the depth their posts were shared to. What a powerful metric it would be to know the amplification and reach of a piece of content. Knowing that one offer got from fan to friend of fan to friend of friend of friend of fan and so on versus which which went no further would be key to optimising. Anyway, I’m sure there’s a few bright sparks at FBHQ and they’ll get it sooner rather than later!

    And of course, we’ll follow up the winner with interview, photo and soundbite and flog it to death via as many channels as possible!

    Anyway, we’ll see where it goes from here.

    UPDATE: After 22 hours, we’ve reached 1,000 shares on the main picture, 160 on the album and 750 new ‘likes of our page. The discrepancy between number of shares and new likes proves not everyone reads instructions but more, that you don’t need to offer a huge incentive to get some serious traction. I think the fact the picture was very nicely designed and included both the prize AND the campaign mechanic has helped this have a somewhat viral effect. In the great scheme of things, these numbers are tiny but they will make a difference our little world. Consider that the Cool Hunter on Facebook gets an average of 1,000 odd shares per post via 500,000 fans, we did that with 1350 fans. Yesterday was a good day!

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  2. (H)aitch

    November 14, 2011 by admin

    It’s never, ever ‘haitch’

    Regional dialects I get, like even. In fact the world would be a much duller place if we all sounded the same. I love accents, Geordie probably my favourite with a soft Cork lilt following close behind. I can happily forgive the lower classes the dropping of their ‘aitches as it’s how they learned to speak from their cockney parents. However, what I can’t bear is ‘Haitch’. Recently a man in Curry’s was trying to sell me a telly and every other sentence was ‘Haitch Dee 1080i’ or whatever.

    When we learn the alphabet, we learn it firstly phonetically and then go on to use the adult version. At no point during that process should the word known as ‘aitch’ be pronounced with a preceding ‘h’. And if it ever is, the teacher in question ought to be struck off. It’s not a variation, it’s just wrong and makes whoever who says it sound like a moron. It’s like they’ve mastered ‘huh’ phonetically and then ‘aitch’ and then stuck the two together in order to announce their stupidity to the world.

    They wouldn’t dream of pronouncing ‘c’, ‘key’ or ‘f’, ‘feff’ so why they do this is a mystery and it’s being perpetuated by ignorant parents and teachers and we’re being sucked down an idiot wormhole. There’s another word which is being used by the yoof of today which is ‘axe’ in place of ‘ask’ and whilst I hate that, I understand it’s more a rebellious, teenage thing that all generations pass through and then with any luck, come out the other side. At least they know it’s not ‘axe’; people who say it ‘haitch’ genuinely think they’re pronouncing it the way Shakespeare would have done.

    So, in summary, the letter ‘aitch’ has just one ‘h’ and it’s at the end and NEVER the beginning. Wise up people.

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  3. Committing to the click

    October 27, 2011 by admin

    To click or not to click

    I work in online marketing so I’m guilty of over scrutinising every email which comes to my inbox. But analyse them I do, whether it’s Betfair trying to win me back or a mate sending a you tube link, I always think ‘can I be arsed to click the link’. Whilst an email from a mate will have a higher open rate than the one from Betfair, actually Betfair’s email is more likely to get a click.

    The reason is the laziness familiarly affords. For a time, I used to work at Betfair as a consultant and I can tell you their CRM department was packed with bright young marketing grads continually optimising creative, A-B testing, automating and dynamically populating offers based on recency, frequency, monetary value etc, etc. All that equals a lot of effort and the results, whilst they would vary from campaign to campaign, were impressive.

    ‘Amazing, check this out!’ accompanied by a you tube link equals nearly zero effort from a pal. And because of that I almost always don’t bother clicking until others on the initial email list start commenting and the thread builds intrigue. And still, there’s a likelihood I’ll not participate. There are a number of factors, not least that my IE is very slow and that’s the browser my gmail comes to (my work stuff is all done in Chrome)…but it shows that no longer is only relevance key to generating the click(the metric all marketers used to evangelise about), but that buzz is becoming more and more important. We know how important peer group recommendation is for online conversion but in general banter, we want to be involved more when others are talking about it. And that’s why I’ll click a trending topic quicker than a link in an email from a mate. Ridiculous when you think about it – to click on something total strangers are harping on about than a hyper personal recommendation from a trusted friend.

    I heard a quote somewhere which said ‘Facebook is where you share less and less honestly with your friends, whereas Twitter is where you’ll bear your soul to complete strangers’. I like that, it shows that something which ‘trends’ is doing so genuinely, or nearly so, and because of that it’s more likely to be trusted.

    And it goes deeper. Jeremy Clarkson was trending this morning and, although I saw it at number 10, I didn’t click until he was at number five, which is the equivalent of the example above. And only then because I thought, perhaps he died. I didn’t click until the discussion got deeper and more widespread. It just proves cutting through will get more and more difficult, with testing more and more important. A strong offer won’t cut it anymore, to get clicks you’ll need a combination of personalisation, recommendation, buzz and some luck but there’s still no guarantees.

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  4. Unique Gadgets from Gift Library

    October 13, 2011 by admin

    Unique Gadgets from Gift Library – ideal Christmas presents

    O.K., I’ll admit I’m biased but since coming to work for Gift Library, the site has taken a decidely more male feel. I’ve been banging on about getting more unique and futuristic gadgets and generally more gifts for men.

    And I’m pleased to say that largely, my work is done! We had a fair amount of USB products which sold well, indeed this very cool USB man continues to be on our best seller list. But we didn’t really sell mobile phone accessories or iPads or cameras or whatever. Anyway, that’s all changed and we now have a great range of gadgets and and lots of them are exclusive to Gift Library.

    Customised iPads – Exclusive to Gift Library

    Caroline has some incredible contacts and as such, now and again we get exclusive products. This is a real coup, especially when it comes to our latest products. While we’re talking about unique and futuristic gadgets, we should mention these incredible customised iPads, we’re the only place in the UK you can buy one of these. You can create your own design and have it made as a one off or choose from leopard, zebra, studded a union jack or any number of cool designs. And these aren’t cheap clip on covers, they’re sprayed and lacquered and air dried over a period of days. A real work of art.

    Tweety – Exclusive to Gift Library

    And this is the one I’m really excited about. Mainly, because I can’t afford the customised iPad and I can afford a Tweety! Billed as the world’s smallest speaker, this is a rechargeable mobile phone speaker. So what, you might ask? Well, wait to you a) see it and marvel at it’s incredible design (it took me half an hour to work out what it was) and b) hear it. It really is incredible and you’ll never need another portable speaker again. It fits in a handbag and is a welcome relief from hearing people trying genuinely to get their groove on using their mobile’s inbuilt speaker.

    Anyway, we’ve come a long way in only 6 months and Gift Library can now boast an impressive range of unique and futuristic gadgets.

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  5. YUBZ – retro handset for mobiles

    August 15, 2011 by admin

    Another cool product from Gift-Library. The YUBZ retro handset for mobiles is right on the money as it shirks the modern trend of making every smaller and less wirey. It’s retro so it’s got a cord like in the olden days. And you plug it into your phone and then start talking…and the point of all this? Well, there isn’t one; at least not of any worth, it’s just cool and that’s enough for us! Check out the promo video below.

    In case it doesn’t load here’s the YUBZ demo video on YouTube.

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  6. Polaroid GL10 Instant Mobile Printer

    August 12, 2011 by admin

    I wrote about this before, but it’s such a great product, I went and made a little promotional / demo video for it. At Gift-Library, our photography and copy is pretty good but sometimes nothing other than seeing something in action will do. Anyway, I think this explains it pretty well. Enjoy.


    YouTube link to Polaroid GL10 Instant Mobile Printer
    The Polaroid GL10 Instant Mobile Printer – demo video

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  7. Polaroid GL10 Instant Mobile Printer

    August 2, 2011 by admin

    This is genius. I love this product as an example of how a traditional brand has updated itself to embrace modern technology. In a world where many brands continue to rest on their laurels and trade on past dominance, some companies forge forward happily admitting that their previous successes won’t carry them forever. Polaroid was always an innovator, the first company to remove the delay between pressing the shutter button and seeing an actual picture – in many ways its technology was then to the physical picture as today’s digital technology is to the virtual picture. Anyway, it has now gone on to further innovate and solve another problem.

    The problem being that we click, view, perhaps share and then consign our photos forever into a folder deep inside our phone or pc. However, the Polaroid GL10 Instant Mobile Printer solves this by simply connecting to your mobile phone or Bluetooth-enabled digital camera (these will surely soon become standard) and hey presto, within seconds, an actual, physical photo is printed.

    So breathtakingly simple it’s not funny. See a problem, see a solution. I love it.

    The Polaroid GL10 Instant Mobile Printer is available at Gift Library for £125. Go get one today and FREE YOUR PHOTOS!

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  8. Boy meets Girl

    July 25, 2011 by admin

    It used to be that ‘distance dating’, at least in the 80′s, was the preserve of the psycho, the weirdo or the downright desperate. People were roundly mocked for joining video dating services, sitting nervously in front of a massive video camera and posting off their profiles via a dating agency in the hope of finding true love. It seems unfair but a few high profile cases involving murder didn’t help change people’s perception that looking for love this way was a bit odd.

    And then came the internet and internet dating. Initially the same reservations were muted but kind of in the same way that people thought it was absurd to buy flights online or look for long lost friends. And now it is just the done thing. No stigma, no sniggers, it’s just acceptable and the thriving online dating market is testament that, actually using technology to solve the problem makes a lot of sense. For ages lots of my single friends told me that the dilema was that whenever they went out, it was with the same people and meeting new people was not as easy it might seem. So having them find you and break the ice virtually, allowed you to maintain the regular social life and pick and choose before maybe embarking on the love life.

    So up sprung loads of ‘me too’ dating sites and amazingly new ones seem to be getting funding even now – see zoosk.com – but My Single Friend put a great twist on things and solved the classic problem of false advertising. Lots of these sites suffered from over hyped profiles only for users to feel somewhat mis-sold to when it came to the actual date. Promises of Brad Pitt online turned out more like Dean Gaffney in the flesh and many awkward 90 minute dates had to be endured thereafter before agreeing ‘we must do this again’ and subsequently running to the nearest internet connection to delete the account. My Single Friend requires a friend to endorse the dater – sure, your best mate is hardly going to paint you as pox-ridden, miserly woman-hater, but it does at least mean you need at least one friend – something not all lonely hearts can boast.

    Anyway, my mate Simon asked me to write his endorsement (he has more than one friend). Here’s what I wrote:

    “Simon’s the life and soul of the party, he’s first to put his hand up to organise it all, then make sure everyone’s having a good time plus he’s got a few cool party tricks as well. Always having a laugh and looking out for people, that’s Simon. A true, loyal friend and he thinks about himself last. He always books the holidays, buys the tickets and keeps us all in check, but does it without having to seem to be in charge. Simon’s just as happy belting out ‘Mustang Sally’ to a wedding crowd as he is giving advice and listening to other people’s problems. My female friends all say he just keeps getting better looking, but I can’t see it myself! A great bloke.”

    All true. He met the lovely Gemma through the site a couple of years ago and the wedding is in Cape Town on the 4th November this year. I’m taking all the credit.

    Can’t wait!

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  9. Arseblogger, we salute you!

    July 21, 2011 by admin

    There’s a chap, somewhere in Dublin, who writes about The Arsenal. That in itself is pretty unremarkable given virtually everyone has, at one time or other started a blog with the intention of writing daily about a subject close to their hearts; what is remarkable is that whilst most blogs fade from manic enthusiasm to laconic apathy in a matter of days or perhaps weeks, he’s written about The Arsenal every day for nearly a decade. Well, certainly every day since I started reading in 2006.

    It’s going to be a hard sell this one because if you’re not into at least football and preferably Arsenal, you’re likely not going to give a ‘fishes tit’ to steal an expression. And that’s a shame because this blog consistently gets voted for (and wins) various blog awards for its writing and content and not just at an Arsenal or football level. Anyway, if you’re still reading and fancy seeing what all the fuss is about have a look at Arseblog. It’s fuckin’ excellent by the way.

    And it’s got some competition too. There seem to be more Arsenal blogs than for other teams to quite an extent. I’m not sure why but it’s likely a mix of the fact that I’m not looking for the likes of hullfcblog.com and that many Gooners have taken inspiration from Arseblog and thought ‘I can do that.’ Which invariably they can’t. And just while I’m blowing smoke up AB’s arse, I’d like to give a nod to Gunnerblog, another excellent AFC blog and in fact the first I started reading. I guess in the close season a few years ago my clicking finger slipped from searching Google for ‘everything’ to ‘blogs’ and found a new world of ‘news’ and opinion and I’ve been hooked ever since. Gunnerblog is kind of like Arseblog without the swearing and John Terry hatred – o.k. clearly Gunnerblog hates JT, insofar as he’s not a Chelsea fan and actually human, but he’s a tad more subtle in his approach. So I read them both, but Arseblog will always be my first port of call. In fact whenever I upgrade to a new phone, it’s the first RSS, bookmark and app I add.

    Every morning I get to work 15 minutes early and read it with my latte before starting the day pretending to work in between refreshing Newsnow. I think I enjoy it most for its honesty and blatant disregard for anything even approaching PC. His use of the word ‘cunt’, often as it happens, turns what most regard as earth’s most offensive word into something more like poetry. Maybe the Irish lilt from the podcast helps me hear ‘cont’ instead when I read it but whatever, the use is refreshing and is what makes the internet so great; that anyone can write almost whatever they want (unless it’s slagging off Usmanov) and be published. Sure there’s a ton of crap but the cream will always rise to the top.

    From what I can gather, Arseblogger likes a drink and often starts his posts with descriptions of his hangover and rum/ beer-invoked dreams of Arsenal players in varying scenarios. They say the one thing more boring than listening to someone’s problems is listening to someone’s dreams, however such is his intense description of what happens to JT / Ashley Cole et al, that somehow it still makes me read!

    There must be times, and especially when hungover, that he must wake up and think he can’t arsed, but still the posts come. Sure there’s times I can tell he was still ‘tired and emotional’ from the night before, but it’s always (nearly) on time and wherever I am in the world I wait with anticipation for the ping of my inbox. And it’s not just opinion, swearing and humour, there’s some knowledge and insight there too….his ‘sources’ seem like they might know a thing or two and often early predictions turn out to become fact which is something not many bedroom bloggers can compete with. I guess my only criticism is that he ought to give us more of himself. We know he plays footy, has a bassett hound, a Mrs Blogs and likes the Jameson’s but more of the back story would be great. I suspect it’s somewhere in 4 or 5 years I didn’t read but there’s a limit to how much bloggery I can consume!

    Anyway to wrap this up, for all the awards and daily ‘arses’ (the comments below each post) which back slap a good piece, I wonder how many people have actually bothered to say ‘thanks’…I’m sure he makes some money from all this writing but, like so many others, probably not as much as the quality and consistency deserves. So, writing this is the least I can do to say cheers for helping me start my day and continuing to make me laugh at, repost and quote your stuff.

    So cheers Arseblogger, I’ll salute you in the only way I know how.

    *boilk*

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  10. Personalised wedding gifts

    June 22, 2011 by admin

    So, whilst this blog is not JUST going to be about where I work. I will use it to point out the various products we sell. Gift Library sells perfect gifts for every occasion and also in every budget. Granted, you can spend £107,500 on this Dottling Bel-Air customisable safe (and I particularly like how they show it being used to store shoes – how many pairs of Jimmy Choos can someone have!), however our products start from around a tenner for something like this cute personalised teddy bear from My 1st Years and we have over 2,000 products from 150 designers.

    And the coolest part is that we can personalise virtually anything that we sell. Whether you want embroidered initials, engraved dates or even a line from a favourite song, our personalisation department can create something even more special.

    And really, nothing says special more than a personalised wedding gift. We sell lots of silver wedding gifts which are perfect for personalisation…the hallmark says quality, but the date of the wedding and the happy couples’ initials says ‘forever’.

    Personally, I hate buying the towels, bed sheets or teaspoons from a wedding list. I know I’m not like a lot of guys, who see buying a gift as a pain and who will just buy the first thing in their budget, but I always like to get the thing which isn’t part of a set, or something which will last forever. My mum’s always pointing out things she got for her wedding 40 years ago and says ‘so and so bought us that’….and that’s what I want my gift to do – be a constant reminder that it was me who thought it through and selected it based on what it says about me, my relationship with the couple and how much I appreciate the free champagne!

    Anyway, the point is, whatever your budget, if you personalise the wedding gift, it instantly gains sentimental value and ensures what you buy will stand out.

    Happy shopping!

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