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Social Media Aggregation - The Blog

Image Source: Deloitte Social Media Report for Travel 2015

Harnessing the power of UGC to drive customer aquisition

According to Forrester Research, US marketers are projected to spend $16.2 billion in social media advertising by 2019.  Brands are spending time and resources curating content, sharing and interacting with potential customers on social media channels, but are we truly harnessing the power of social and user-generated content to drive transactions?

Can pushing our customers to brand pages on social media be inadvertently driving customers away from the point of transaction?   What about the stories that are being created and shared every day by users who are telling stories and sharing experiences about your brand?

 

Are we missing the real opportunity that social media has created for marketers?

 

In a session produced by eCornell in June, I explored how the marketing mix has shifted in the age of social media.  Marketers have not truly unlocked the potential of social media,  and specifically user-generated content (UGC) in driving brand awareness, engagement and ultimately transactions.

 

The time and resources that brands spend in creating Social Media posts, images, and contests can actually be directing customer’s off  of the path-to-transaction.

 

Consider how many websites have a direct call-to-action, and link to “Visit us on Facebook” – taking customers off page to Instagram or Pinterest.  Some of those outbound links are even right off of the website home page!  In addition to spending marketing dollars on creating content for social media, why are we also driving hard earned website traffic off of the website to social media platforms that away from the website?  Marketers are spending time and resources creating content for Instagram and Facebook that may not ever be seen by the customer.  In fact, Facebook’s posts on brand pages often don’t even reach those that “Like” a brand page, buried in newsfeed and cluttered with Ad content.

How can marketers fix the broken path to purchase and truly harness the power of UGC and social media content?  I suggest the following:

 

1. Aggregate social media content.

2. Tag and organize both brand generated social media, and UGC.

3. Make social stories available at multiple places along the customer path to purchase – and at the point of transaction.

4. Keep customers engaged with your brand though the path-to-purchase, and lead them towards transaction.

Social Media Integration Platform

Think with Google advocates the importance of being available at all points along the customer path-to-conversion, noting the multiple consumer touch points along the road to transaction.  Additional research from Deloitte points to the importance specifically of social media and UGC as a primary source for travel ideas, ranking second (33%) only to friends and family (50%).

There is no question that user-generated and brand-generated social content bring value to the customer relationship, and build brand awareness, but ultimately sales and marketing efforts should encourage a measurable transaction, and metrics that illustrate success.

Increased”Likes” and “Comments” are not enough, especially now with Google’s increased focus on “Social Signals” in indexing websites. Without measuring how social content contributes to the customer path-to-purchase, and ultimately translates to sales, marketers a missing a powerful piece of the marketing mix.

Harnessing the power of Social and UGC (consumer reviews, fan photos and experiences, Likes, Shares) means integrating powerful social content into places along the consumer journey to purchase.  This might be the key to unlocking the the real value of social and UGC.

For more on this, watch the recap of the eCornell webinar here.  I will also be exploring this topic further in September at the Travel and Tourism Research Association Conference in Niagara Falls, Canada – with a specific focus on how injecting social and UGC into the marketing funnel can impact consumer engagement and buying behaviour.

 

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Alicia Head Shot

About: Alicia Whalen is the Co-Founder and Chief Innovation Officer for Hashtagio.com – The platform that harnesses the power of social and user- generated social content.

Connect with Alicia on Twitter and on LinkedIn

 

 

 

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Catch-a-trend powered by Hashtagio

HASHTAGIO Social Media Aggregator Powers CATCH-a-TREND.COM

FOR IMMEDIATE RELEASE:

Toronto, On, April 14, 2015 — Munich based visual agency Blaublut Edition has announced the launch of CATCH-a-TREND.com, the first shoppable, socially connected website to showcase trendy street-style looks from around the world, using customer generated content and brand social media content, as well as traditional fashion photography– all in one place.

Powered by Toronto based Hashtagio.com, a social media aggregator, CATCH-a-TREND.com features luxury clothes, shoes, bags and accessories as styled and worn by trendsetters, and now allows users to shop the look instantly by gathering visual social media content, along with other brand marketing and editorial content around one central brand hub.

“The collaboration with Hashtagio was from start to finish a success. The Hashtagio development team contributed valuable ideas tied to our vision, and made launch of the aggregated social media platform seamless. The back-end control panel is intuitive, easy to use, and functions perfectly, and our social communities love to be part of telling the brand story.”

                                                                                        Gudrun Wronski | Managing Director, BLAUBLUT EDITION

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Illustrating fashion trends though photography, advertising and posts that originate from social media channels such as Instagram, Facebook, Twitter, Google+ and even YouTube, Hashtagio powered CATCH-a-TREND.com encourages more user engagement with the brand, a longer time-on-site, and a faster path-to-purchase for customers.

It also allows the brand to personalize the shopping experience, and to better understand the consumer path to purchase as content can be tagged and searched by keyword or hashtag, and conversions to sales can be tracked via Google Analytics.

In addition to the shoppable street style imagery, audiences are invited to what becomes an aggregated collection of social network posts collected via Instagram, Twitter and more, by the street style photographers themselves, as well as a selected group of fashion-influencers and magazines, or everyday people who are brand champions themselves and are sharing looks via Instagram and other social sites.

Followers are given a “front-row ticket” to the world of high fashion, and can discover and shop some of the latest and trendiest looks as worn by the influential show-goers of fashion in almost real-time via the CATCH-a-TREND website and it’s partner online stores which include; net-a-porter.com, farfetch.com and louisaviaroma.com

Managed by CATCH-a-TREND editors, the social media hub is a central gathering place for visual content of what is trending in fashion, as well as editorial commentary, brand advertising posts, and native fan submitted social posts all in one place.

 

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ABOUT:  HASHTAGIO.COM

Hashtagio is a Searchable, Shoppable and Interactive Social Media Aggregation Hub.  A Platform for Social Media Aggregation that converts Social into sales, and drives referral traffic to conversion points such as affiliates, partners and advertisers. www.hashtagio.com powers socially integrated websites including www.catch-a-trend.com

ABOUT: Blaublut Edition and CATCH-a-TREND.COM

CATCH-a-TREND.COM is the Brainchild of Blaublut edition, a leading licensor of High end Fashion Travel and lifestyle photos and representing some of the world’s finest photographers since 2009. Blaublut-Edition works as a partner agency with Art Partners and Conde Nast Europe, and represents some of the world’s leading Fashion and Beauty photographers.

 

 

 

 

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