Smart Moves on Social Networks

It's well know that social media spending will increase in the next few years, and now there are some recent excellent case studies on how retailers are engaging with relevant ways to interact - whether it's social networks, microsites, widgets, or mobile devices. This week highlights some of the stories of interest that provide interesting ways to engage consumers in online and emerging channels.

Placement on YouTube Matters!

In an article from ClickZ, when JCPenny launched their back to school campaign online , JCPenney bought "promoted video" placements on YouTube for their Sheckler line. This helped get about 60,000 views in one month. According to JC Penny the click-through-rate of the ad is ten times higher than the average promoted video ad on YouTube and 33 percent of views are from users are in their target demographic. The JCP teen page offers a view of the full JCP collection, plus concert tours, scavenger hunts, and more.

Coca Cola: How a great product is ideal for WOM

Coca Cola has a new, very cool way to dispense over 100+ beverage options at your favorite restaurant, and it's called the Coca Cola Freestyle. Becuase it is so new and different (it uses RFID to track and manage dispensor operations for example), it's an ideal product to spread via word of mouth. Coca Cola has done just that - launched info about the Freestyle on Facebook and set up a Twitter account to tweet about new available locations. In fact, it seems to be the plan - using social media to " drive traffic to participating outlets." Last count, their facebook fan had about 1,200 users. Many users are contributing content, and uploading photos of the latest development in drink dispensers. It's even greener than the previous dipensers!

Channel Shift in Spending

Last week for example, GAP's launch of the "Born to Fit" campaign placed 'greater emphasis on Web advertising and social media -- Facebook, specifically -- than any effort in the retailer's history.' The campaign includes invites to "Born to Fit" parties in various cities across the country, and asks fans via a Facebook widget "what were you born to do?" From here, fans could upload pictures of themselves and a caption ("Born to Dance!") to their profile and add it to a mural of GAP fans. This multi-channel digital launch includes a microsite, Facebook page, videos, and widgets, and an iPhone App. Check out the Facebook page.