Should Brands be Chicken When It Comes to Facebook?

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Does sentiment drive openness or does openness drive sentiment? There is no easy answer to this “chicken or egg” question. But there is no question social media is opening up (a quite public) window on the relationship between top retail brands and their customers. And though it is not necessary for retailers to prioritize openness – say, by defaulting likers to a “Top Posts” Facebook wall – not doing so (or being unable to do so), particularly when key competitors can, says something about a brand and offers clues as to how that brand operates in social space. Media Logic has just completed a quick analysis of the relationship between brand sentiment/passion and the willingness of brands to prioritize customer posts on an open Facebook wall. We examined brands in three retail sectors – Department stores, Discount and Value stores and Hobby stores.

FYE Generates Off-the-Chart Engagement with Lollapalooza Promo

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Media Logic put its experience designing effective Facebook promotions to work for FYE and co-op partner EMI Music, and boy, did we rock it! FYEGUY’s “Make Me The FYE VIP” contest plugged into the excitement surrounding Lollapalooza 2011 with a custom post-a-video-and-vote promotion that really got people talking … and sharing. Post-a-video-and-vote promotions can generate huge traffic and engagement. But they can fizzle when the passion for the promotion is just not there. For example, a recent post-a-video promotion by Dunkin Donuts, all about the coffee with no co-op tie-in, triggered a dismal video entry rate of just 2 out of every 100,000 DD likers. FYE on the other hand generated 2 video entries for every 1,000 likers – that’s 100x better than DD. And those videos pulled in more than 7,000 total visits to vote.

FYE – Independence Week’s Big Facebook Winner

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Two big promos drive FYEGUY. Famous Footwear, Justice and BJ’s buy likers with discounts. And Walmart breaks 7 million by simply wishing America a Happy Birthday.

Smurfette an Unlikely Brand Hero, Though Sweepstakes Still the Biggest Liker Drivers

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Eddie Bauer hangs onto its #1 spot, while two other retailers – FYE and PacSun – repeat on Media Logic’s Top 10 Facebook Retailers list for the week ending 6/26.

Even without an active giveaway, Eddie Bauer again took the top spot on our list of Facebook retailers. The other two repeaters in the top 10 – FYE and PacSun – had to work a bit harder. Fans of FYEGUY got the chance to win a VIP Lollapalooza experience, and PacSun entered the 1-million fan club with a “1 Million Fan March” Liker threshold promotion. Other retailers luring fans with sweepstakes this week included CVS, Burlington Coat Factory, L.L. Bean and Old Navy. CVS just wrapped up a liker threshold promotion, adding greater than 7% this week for the #2 spot. Burlington Coat Factory placed #3, fueled by its “Brag About It” challenge. And #8 Old Navy surged with an MLB World Series sweepstakes. L.L. Bean (#4) made our list for the first time with a sweepstakes that promised $100 a day and a grand prize of $5,000. However, after good spring runs, outdoor recreation brands Cabela’s, Bass Pro Shops and Gander Mountain all fell out of the top 10.

Music, Movies and TV Drive Likes For the Week Ending 6/19

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FYEGUY and Amazon.com Music & TV have been fighting for the title of fastest growing brand the last few weeks on the Media Logic Top 10 Facebook Retailers list. FYEGUY held the top spot (in terms of percentage growth) for the week ending 5/30, building Likers on the back of two strong back-to-back promotions. Amazon.com Music & TV bested the mall chain last week with a Liker-threshold contest that offered a big Father’s Day discount on “ESPN Films: 30 for 30 Limited Edition Collector Set” if the site attracted 32,000 fans (which it did). And then this week, FYEGUY moved back ahead with a hot Lollapalooza promo. However, this week also saw Eddie Bauer beat both entertainment retailers at their own game with a music giveaway sweepstakes that drove a Liker spike of almost 16 percent.

Media Logic Clients FYE and Cabela’s Take #1 and #3 Spots on the Top 10 Facebook Retailers List for the Week of 6/6

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We work hard at Media Logic to remain neutral in our reporting on the state of marketing for a social world. There is a lot of good news and a lot of great ideas to spread around. We don’t need to be hogs. And honestly, we think “rising Likers lifts all boats.” But we have to admit that it does feel pretty good to tell you that at 21 percent, the fastest-growing major brand on Facebook for the week ending June 5 was none other than our founding retail account FYE. It also feels pretty good to report that the third fastest-growing brand, Cabela’s, is a Media Logic client, too. Against some pretty mighty odds, FYE has been growing its FYEGUY social persona at a prodigious rate as of late. In our recent webinar, FYE Naked, we boldly predicted that growth wouldn’t stop – that it would spike. That prediction came true when back-to-back Facebook-based social promotions, Angry Birds and Tech N9ne, drove the big percent increase in Likers and our Zeitgeist & Coffeesm-managed social effort earned FYE the highest Facebook engagement score among 100 tracked brands.

In Praise of the New Oracle of Social Marketing … Billboard Magazine?

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Over the last several months, I’ve found myself turning to Billboard Magazine — in its old-school, dead-tree form — as one of my preferred curators of contemporary media and marketing information. From Twitter to the cloud and a dozen social and tech topics in between, Billboard’s editorial content has, for me anyway, helped move thinking from the theoretical to the applied.

Media Logic Retail Marketing Report May 2011 Update: Kirkland’s Buys Likers; Finds They Come Cheap!

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Kirkland’s adds 200,000 Likers at 12.5¢ per. Build-a-Bear Workshop and Pottery Barn Kids draw big fan participation. Office Max works the co-op. And Walmart adds 1.6mm, while six other retailers grow on Facebook at a 40 percent or better clip since March.

Facebook has been the story of the
Media Logic Retail Marketing Report since our research began last July. Brand after brand has ticked past a million Likers, with a full one-third of our tracked retailers now north of that magic mark. New members of this no-longer-exclusive club include Tommy Hilfinger, Foot Locker, Build-a-Bear Workshop, Walgreens and Bass Pro Shops (with Party City and Cabela’s crossing the line after this survey’s close). And for many brands, the pace of growth is only accelerating. Gain access to the full article to discover what retail sectors and social marketing strategies are yielding the greatest growth on Facebook and Twitter. Plus, view the complete growth chart for the 100 surveyed retail brands. Get the Full Article »

Outdoor Brands Gander Mountain, Cabela’s, Bass Pro Shops and Orvis Attract Fans Fastest in the Week Ahead of Memorial Day

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Looks like Facebook is becoming basic gear for fans of the outdoors!

Media Logic Retail Marketing Report May 2011 Update: Kirkland’s buys Likers; finds they come cheap!

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Kirkland’s adds 200,000 Likers at 12.5¢ per. Build-a-Bear Workshop and Pottery Barn Kids draw big fan participation. Office Max works the co-op. And Walmart adds 1.6mm, while six other retailers grow on Facebook at a 40 percent or better clip since March. Facebook has been the story of the Media Logic Retail Marketing Report since […]