Some companies just get it. Long before the words “brand” and “ambassador” were paired into a marketing catchphrase, Vans was weaving itself into the fabric of skating life by supporting athletes, shop owners, artists and community enthusiasts of all types. It has cultivated an incredibly devoted following who live and breathe the lifestyle. As Vans celebrates 50 years in business, it is in possession of an enviable heritage that has helped make it a force in the brave new world of social media.
I had a spectacular Sunday last week. I woke up to a text from my friend Brian Corcoran, President of Shamrock Sports that read, “Want to go to the Superbowl? I had a client bail out.” It didn’t take me long to say yes to that one! I worked closely with Brian on sports marketing programs when I worked at Levi’s and we’ve kept in touch over the years. More recently we’ve been comparing a lot of notes as we’ve started our own businesses.
As we close in on Black Friday we took a look at a couple retail giants, Target and Wal-Mart, to see who is better at engaging their social media audiences. The winner is…Target.
As the HubNami chart above shows over the last month Target has driven 478K engagements across Facebook, Twitter, You Tube, and Instagram. Wal-Mart has driven only 382K. This is surprising because Wal-Mart has a much bigger total audience (34 million for Wal-Mart vs. Target’s 26 million).
I wanted to share an interesting article from Marketing Mag on Social Media Command Centers. We particularly like their comments on the need to automate monitoring so social media managers are able to spend the bulk of their time driving engagement with their communities vs. wrangling data. Hubnami is helping social media managers around the globe automate reporting and set up alerts to reduce the man hours needed to monitor efforts. Check it out. Best, Aaron
About five years ago when we started a major push in social media for The North Face we asked all our sponsored athletes to step up their game with more posts, photos and videos. Some jumped at the opportunity, others didn’t. Out of the seventy North Face sponsored athletes one person stood out as a social media superstar - Jimmy Chin. His climbing and skiing career was at a high point, but his photography/videography career was on a major upswing. So how’d he do it?
In my last blog post I talked about the challenges social media managers face when trying to track ROI on social media investments. In a recent poll of social media managers done by Trust Radius 60% of social media managers say ROI tracking is their number one concern. One thing we know intuitively is that positive reviews in social media are invaluable. In my last post I mentioned that I have seen quantified proof of social media’s impact on sales through media mix modeling. But you shouldn’t just take my word for it.
I think the biggest shift in marketing over the last five years has been the realization that what other people say about your brand is more important than what you say about yourself. The top down communication approach has been obliterated by social media. Now every brand is increasing investment in social media. What’s interesting is that tracking ROI is still the number one challenge for social media managers. Even linking traffic to social media is tough.
We are pleased to announce that we've given our marketing site a facelift this week with new graphics and easier navigation. For our users in Japan we have also translated all sections into Japanese.
This is just the beginning - stay tuned for a full site experience overhaul in early July with improved user experience across our dashboards, charts, alerts, and automated reports, as well as translations into additional languages. Thanks to everyone for all the great feedback and ideas for improvement!