Tag Archives: social media how-to

F-Commerce: Oscar de la Renta Plans Facebook e-Commerce Initiative

F-Commerce: Oscar de la Renta plans a Facebook e-commerce initiative

The fashion design house of Oscar de la Renta already has emerged as one of the leaders in social media marketing within the fashion industry and, though best known for $4,000 cocktail dresses, plans to be a leader in social media commerce as well. “We expect Facebook will become a major channel of e-commerce,” says CEO Alex Bolen, in a wide-ranging interview with Lauren Indvik for Mashable.

Oscar de la Renta is very active on Facebook, Twitter, and Tumblr. It streamed its Resort 2011 collection on Facebook in June 2010 and, as part of its conversational strategy, the designer took questions from the audience over Facebook and Twitter during the live stream. It has attracted 224,000 people on Facebook and drew requests for 25,000 samples in three days when it launched its first fragrance in 10 years via a Facebook sampling campaign.

Its @OscarPRGirl Twitter account has more than 83,000 followers.  She is not used to sell products, but to provide advice from and about the Oscar de la Renta brand.  The company invited people to provide photo coverage of its Spring/Summer 2012 collection and some 1,000 photos of the show were uploaded to Tumblr with the hashtag #odlrlive from editors, bloggers, models and viewers at home in its inaugural social media crowd-sourcing effort.

The brand is planning to launch a major f-commerce effort on Facebook in the next six weeks. It has developed a product from its fragrance and beauty lines that it thinks will sell well – and far better than those expense dresses it’s known for – on Facebook, even though the $65 pricetag is a bit high for this platform.

Bolen says he’s not just after increased sales or gathering more likes and followers. “We’d rather have a smaller group of deeply engaged evangelists for our brand,” he says. “Ultimately, the goal is to get people to think more about Oscar de la Renta and less about our competitors.

His advice:

  • Experiment. Try new things. It’s difficult to know now what will work well and what will increase community engagement.
  • Be authentic. In the social world (and in the real world), people hate phonies or blatant sales pitches.
  • Be conversational. Oscar de la Renta learned to engage its audience in a discussion rather than simply broadcasting. “We adjust to what we hear, we don’t just talk.”
  • Expand internationally. Bolen wants his social media team to engage customers in other countries and to communicate in multiple languages.
  • Innovate. It comes naturally to Oscar de la Renta and it’s what people expect of the company.
  • Take full advantage of social media. “We have a huge opportunity, a whole new wold of people we weren’t able to speak to before. Figure out the best way to do that for your brand and what fits in with your DNA.”
Want more?  Check out the full interview on Mashable.

With all of this expertise and an engaged following, do you think Oscar de la Renta will be successful with its Facebook e-commerce campaign?

A Doughy Tale of Social Media ROI: Twitter + Humor Helps Naked Pizza Find Both Customers and Investors

Naked Pizza Uses Twitter To Gain Investors, CustomersFor its light-hearted Tweets over the years, Naked Pizza has always been one of our favorite foodies to follow (see our previous post). An article in The Wall Street Journal this week reinforces our view, demonstrating yet again how the New Orleans-based chain known for its all-natural  ingredients has achieved striking results from its social media strategy.

Besides bringing in customers, Naked Pizza’s tweets have prompted more than 8,000 people in the past year and a half to inquire about investing in the company or opening a franchise. About a quarter of those folks have invested in the company, according to co-owner Robbie Vitrano. That’s helped the franchiser open 20 stores across the country and the world, with another 450 soon to come.

“Gettin’ our global on this yr: stores to open sydney, mumbai, beirut & some other places we can barely spell. #nakedrevolution” was one of its tweets this summer. And shortly thereafter, “first person to name their newborn superbiotic – free pizza for life!” (that refers to the fact that its pies are made from a crust of 10 grains, prebiotic agave fiber, & probiotics).

The idea to use Twitter came from one of their early investors, Dallas Mavericks owner Mark Cuban. Frustrated at the difficulties involved in re-establishing the business after Hurricane Katrina and by not finding much interest from potential franchisees, the owners followed his advice.

As they say, the rest is history. Customers found the offbeat tweets tasty enough to get them to try the pizza and pack the take-out place. Investors found their way in soon afterward as Naked Pizza’s tweets such as “one more glass of wine and I will b buying pop tarts from that damn vending machine for dinner, again” were retweeted frequently.

Do humorous posts on Twitter work, or do the jokes risk falling flat or turning away potential customers? While this strategy might not work for everyone, Naked Pizza has used a bit of social media ‘attitude’ to gain plenty of attention.

Let us know your thoughts – could this work for your brand?

What Quora Users Can Learn From the Stack Overflow FAQ

After browsing through a few questions on Quora, I realized I was looking at Stack Overflow for non-programmers. Both Quora and Stack Overflow try to bubble up the best answers to a question, based on other users’ votes.  Stack Overflow has been around a couple of years; and techies have been using less sophisticated versions of the idea (bulletin boards with reputation levels) for as long as I can remember.

Will the community-driven Q&A model work across other, less objective, disciplines?  Or will the good questions and answers — the ones that actually help people solve a problem — be drowned out by open-ended philosophical discussions?

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How Cisco Manages 100 Twitter Feeds

Busy as beavers in social media, Cisco social media mavens maintain over 100 Twitter identities, 26 Facebook pages, 300 YouTube channels, 61 communities and 37blogs. In an interview with SmartBlog on Social Media Senior Manager of Global Social Meida LaSandra Brill explains how the company can avoid duplicate and cross-marketing of these accounts. To do that, it has internal lists identifying the Continue reading

Real-Time Toolbox Panel (Part 3 of 3)

Laura Fitton of oneforty.com moderates a discussion about real-time tools with panelists Joshua Auerbach, Senior Vice President, betaworks; Ryan Bell, President, Gremln; Dave Hendricks, LiveIntent; Melyssa Plunkett-Gomez, Vice President, Crimson Hexagon; and Michele Dundas Macpherson, MediaFunnel.

The panelists name their favorite small business success story on Twitter (including the baker tweets, a restaurant promoting specials with tweets, and a t-shirt company), and then discuss examples of how to provide tools for the small businesses that can’t afford to buy expensive apps.   The panelists then take questions from the TWTRCON audience. Continue reading

86% of B2B Companies and 82% of B2C Have A Social Media Presence

According to a White Horse report based on a March 2010 survey, 86% of B2B marketers are using social media, compared to 82% of B2C. However, the degree of engagement varies significantly: 52% of B2C marketers are engaged in daily social media marketing, while only 32% of B2B marketers have a daily social media presence.  The full report compares B2B social media marketing use to B2C in the areas of staffing, support, utilization, and measurement. Continue reading

Using Foursquare to Drive Sales at a Restaurant

AJ Bombers, a Milwaukee restaurant, is no stranger to using Twitter and Foursquare.  Restaurateur Joe Sorge first hosted a party for his patrons to earn the Swarm Badge, which boosted traffic and sales by 110%. Last week Sorge set out to top his previous efforts, this time enabling customers to earn Foursquare’s “I’m On A Boat!” Badge, which requires them to check-in to a location that has been tagged “boat.”  Sorge partnered with a local outdoor retailer to have boats at AJ Bombers, so Continue reading