Can social media move the needle for brands during the holidays?

TOPIC QUESTIONS

Q1) Coming Soon

Q2) Coming Soon

Q3) Coming Soon

Event Details

Event Date:
2011-12-13
Event Time:
12PM - 1 PM EST

Participants:
23
Tweets:
292

Embed:

Moderator

Kary Delaria

twitter: @KaryD

web: http://www.kaneconsulting.biz

BIO: Kary Delaria has 12 years of experience in public relations, media relations and marketing communication. She helps clients to develop and manage their online presence and reputation through social media analysis, monitoring and community engagement. Kary also acts as Kane Consulting's community manager and digital PR strategist.

As a social media analyst, Kary specializes in monitoring and measuring social engagement and interpreting ...more

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RT @Marc_Meyer: Can #socialmedia move the needle for brands during the holidays? Find out at noon with @KaryD #sm139
Posted by: @jasonbreed - 12/13/2011 11:38:01 AM
RT @Marc_Meyer: Can #socialmedia move the needle for brands during the holidays? Find out at noon with @KaryD #sm139
Posted by: @meganelizabethe - 12/13/2011 11:39:03 AM
very timely! RT @Marc_Meyer FYI Today's chat focuses on social, the customer, & brands during the holidays. Your host? @KaryD #sm139
Posted by: @nikkirogan - 12/13/2011 11:48:01 AM
RT @KaryD: Join me in 15 min. for #socialmedia chat. We're talking impact & opportunity for brands & customers during the holidays. #sm139
Posted by: @Marc_Meyer - 12/13/2011 11:50:01 AM
RT @KaryD: Join me in 15 min. for #socialmedia chat. Were talking impact & opportunity for brands & customers during the holidays. #sm139
Posted by: @AppleBoxStudios - 12/13/2011 11:53:01 AM
Join @KaryD oin me in 10 min. for #socialmedia chat. We're talking impact & opportunity for brands & customers during the holidays. #sm139
Posted by: @KaneCoTweet - 12/13/2011 11:53:01 AM
RT @KaryD: In less than 5 min., I'm hosting #socialmedia chat - talking about social media and the holidays. Join me? #sm139
Posted by: @Marc_Meyer - 12/13/2011 11:59:01 AM
In less than 5 min., I'm hosting #socialmedia chat - talking about social media and the holidays. Join me? #sm139
Posted by: @KaryD - 12/13/2011 11:59:01 AM
getting ready for this week's #socialmedia chat w/@KaryD on impact for brands & customers in social over the holidays. follow #sm139
Posted by: @jasonbreed - 12/13/2011 12:00:06 PM
RT @KaryD: In less than 5 min., I'm hosting #socialmedia chat - talking about social media and the holidays. Join me? #sm139
Posted by: @Ken_Rosen - 12/13/2011 12:00:07 PM
Holidays, already?? RT @karyd: In less than 5 min., I'm hosting #socialmedia chat - about social media and the holidays. Join me? #sm139
Posted by: @BarryBirkett - 12/13/2011 12:01:07 PM
So are you being influenced by brands this holiday season? #sm139
Posted by: @Marc_Meyer - 12/13/2011 12:01:07 PM
getting ready for this week's #socialmedia chat w/@KaryD on impact for brands & customers in social over the holidays. follow #sm139
Posted by: @jasonbreed - 12/13/2011 12:01:07 PM
Let's chat it up for our 139th #socialmedia tweetchat with your host @KaryD Please welcome her with open minds & hearts! #sm139
Posted by: @Marc_Meyer - 12/13/2011 12:02:05 PM
@BarryBirkett That's what my calendar says, but I'm not totally convinced. ;-) #socialmedia #sm139
Posted by: @KaryD - 12/13/2011 12:02:05 PM
RT @Marc_Meyer: Lets chat it up for our 139th #socialmedia tweetchat w/ your host @KaryD Welcome her w/ open minds & hearts! #pgh #sm139
Posted by: @AppleBoxStudios - 12/13/2011 12:03:03 PM
I've a bunch of getting ahead RT @karyd: @BarryBirkett That's what my calendar says, but I'm not totally convinced. ;-) #socialmedia #sm139
Posted by: @BarryBirkett - 12/13/2011 12:03:03 PM
@Marc_Meyer Thanks so much for having me, Marc. I'm excited to be here. Hi all! #socialmedia #sm139
Posted by: @KaryD - 12/13/2011 12:03:03 PM
@Marc_Meyer I'm really liking what @nordstromsanta is doing on twitter. tweet what you want & it is re-tweeted as hint to fam/friends #sm139
Posted by: @nikkirogan - 12/13/2011 12:04:03 PM
@marc_meyer: welcome @KaryD I do have an open mind & heart... #sm139
Posted by: @dgcattaneo - 12/13/2011 12:04:03 PM
A bunch of getting ready, that is. RT @karyd: That's what my calendar says, but I'm not totally convinced. ;-) #socialmedia #sm139
Posted by: @BarryBirkett - 12/13/2011 12:05:05 PM
@nikkirogan That's interesting...but how is it executed? #sm139
Posted by: @KaryD - 12/13/2011 12:05:06 PM
@nikkirogan That is kind of cool #sm139
Posted by: @Marc_Meyer - 12/13/2011 12:05:06 PM
A bunch of getting ready, that is. RT @karyd: That's what my calendar says, but I'm not totally convinced. ;-) #socialmedia #sm139
Posted by: @BarryBirkett - 12/13/2011 12:06:04 PM
@KaryD tweet what item u want to handle, then they turned around & tweet it to person. 1 prob-only works if fam/friend is on twitter #sm139
Posted by: @nikkirogan - 12/13/2011 12:07:04 PM
It's OK Barry, we heard u the first time: you'll be getting from everyone ;-) RT @BarryBirkett: A bunch of getting ready, that is. #sm139
Posted by: @Ken_Rosen - 12/13/2011 12:07:05 PM
Ok, let's get this party started! Q1: How can bizs create brand affinity by leveraging holiday emotion using social media? #sm139
Posted by: @KaryD - 12/13/2011 12:07:05 PM
@AppleBoxStudios I don't think I've seem them. Can you explain? #sm139
Posted by: @KaryD - 12/13/2011 12:08:03 PM
@nikkirogan Ah, I see. Yeah, would be challenging if family/friends aren't on Twitter. #sm139
Posted by: @KaryD - 12/13/2011 12:08:03 PM
A1 "Make the obligation pain go away" under guise of "Bring cheer" #sm139
Posted by: @Ken_Rosen - 12/13/2011 12:08:03 PM
@KaryD A1: Be available. Be genuine. Have a personality. Offer fun and useful info, contests, games etc. #sm139
Posted by: @threeThou - 12/13/2011 12:08:03 PM
Q1 - RT @KaryD: Q1: How can bizs create brand affinity by leveraging holiday emotion using social media? #sm139
Posted by: @jasonbreed - 12/13/2011 12:08:03 PM
@KaryD You mean beyond the annoying Lexus commercials? I mean they semi-insult sensability #sm139
Posted by: @AppleBoxStudios - 12/13/2011 12:08:03 PM
@KaryD tweet what item u want to handle, then they turned around & tweet it to person. 1 prob-only works if fam/friend is on twitter #sm139
Posted by: @nikkirogan - 12/13/2011 12:08:03 PM
@ken_rosen That quick trigger finger gets me on tweets and emails at times! #sm139
Posted by: @BarryBirkett - 12/13/2011 12:09:05 PM
RT @KaryD Ok, lets get this party started! Q1: How can bizs create brand affinity by leveraging holiday emotion using social media? #sm139
Posted by: @SteveMurthey - 12/13/2011 12:09:05 PM
@threeThou Any specific platforms better than others? #sm139
Posted by: @KaryD - 12/13/2011 12:09:05 PM
@DRMGListens So, that emotion...people seem to have a little more of it during the holidays. How does that affect our rel w/ bizs? #sm139
Posted by: @KaryD - 12/13/2011 12:10:04 PM
#sm139 Q1 this article has some good examples - like the Best Buy gift hint on FB http://t.co/xPHf42cP
Posted by: @dgcattaneo - 12/13/2011 12:10:04 PM
A1 act as a bridge to connect family members, "brought to you by brand x." 'bridge' should be fun, engaging, meaningful to brand #sm139
Posted by: @DigitalMatty - 12/13/2011 12:10:04 PM
@KaryD Oh you've seen them, they've been runnin apparently for the past 12 years, I beleive Satchi & Satchi has the account #sm139
Posted by: @AppleBoxStudios - 12/13/2011 12:10:04 PM
@KaryD A1: Depends where your target audience is. We get more convo on Twitter but more fans on FB. We use both #sm139
Posted by: @threeThou - 12/13/2011 12:11:04 PM
@DigitalMatty At what point do tactics like that appear "gross" ? What's the balance there? #sm139
Posted by: @KaryD - 12/13/2011 12:11:04 PM
A1 People want to get something and they know that you need to give something, Surprise them and show real engagement #sm139
Posted by: @csinkus - 12/13/2011 12:11:04 PM
A1: quit selling: make it easy to buy. meaning less messaging, more tools, help, recommendations, shipping options, etc #sm139
Posted by: @jasonbreed - 12/13/2011 12:11:04 PM
@KaryD it has to be relevant to the consumer AND the brand, and not just thinly veiled advertising #sm139
Posted by: @DigitalMatty - 12/13/2011 12:12:03 PM
@csinkus That real engagement thing is always key, isn't it. :-) #sm139
Posted by: @KaryD - 12/13/2011 12:12:03 PM
@DigitalMatty So, does this really go back to active listening for engagement opportunities or can biz be more proactive? #sm139
Posted by: @KaryD - 12/13/2011 12:13:03 PM
@KaryD There's a unique opportunity to create an emotional bond, but I think it has to be tied into value, & great Cust. Svc. #sm139
Posted by: @DRMGListens - 12/13/2011 12:13:03 PM
RT @LoisMarketing: Extend sincere holiday wishes and greetings but don't overdo it. Recognize charitable efforts. #sm139 A1
Posted by: @Jason_Bournesm - 12/13/2011 12:14:03 PM

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Moderator

In less than 5 min., I'm hosting #socialmedia chat - talking about social media and the holidays. Join me? #sm139

@BarryBirkett That's what my calendar says, but I'm not totally convinced. ;-) #socialmedia #sm139

@Marc_Meyer Thanks so much for having me, Marc. I'm excited to be here. Hi all! #socialmedia #sm139

@nikkirogan That's interesting...but how is it executed? #sm139

Ok, let's get this party started! Q1: How can bizs create brand affinity by leveraging holiday emotion using social media? #sm139

@AppleBoxStudios I don't think I've seem them. Can you explain? #sm139

@nikkirogan Ah, I see. Yeah, would be challenging if family/friends aren't on Twitter. #sm139

@threeThou Any specific platforms better than others? #sm139

@DRMGListens So, that emotion...people seem to have a little more of it during the holidays. How does that affect our rel w/ bizs? #sm139

@DigitalMatty At what point do tactics like that appear "gross" ? What's the balance there? #sm139

@csinkus That real engagement thing is always key, isn't it. :-) #sm139

@DigitalMatty So, does this really go back to active listening for engagement opportunities or can biz be more proactive? #sm139

@LoisMarketing Elaborate on recognizing charitable efforts. Are you talking about efforts of the biz or customer? #sm139

@csinkus I like that...but, is it realistic? Biz would have to have quite a savvy CRM in place. #sm139

@LoisMarketing Elaborate on recognizing charitable efforts. Are you talking about efforts of the biz or customer? #sm139

Heavy focus on retail...what about other biz that isn't selling products to consumers. Any opps there? #sm139

@slgutierrez Yes, that'd be a great example. #sm139

Ok, Q2 coming up shortly.... #sm139

Heavy focus on retail...what about other biz that isn't selling products to consumers. Any opps there? #sm139

Q2: Buying frenzy aside, do customers change how they interact with biz during the holidays using social media? #sm139

Q2 cont'd...do consumers have higher expectations? Are they more/less forgiving? What tone do they want from engagement? #sm139

@DRMGListens @dgcattaneo Interesting - one of you says more apt to engage, the other says less time to engage. #sm139

@csinkus Strategy and planning? Gasp! ;-) #sm139

If biz steps up all of this engagement during December, are they setting an expectation for the other 11 months of the year? #sm139

@DRMGListens @dgcattaneo Interesting - one of you says more apt to engage, the other says less time to engage. #sm139

@jgombita So, offer good customer service and let them be on their way? #sm139

@Ken_Rosen @jgombita @KenRosen - let's talk about that. When does opportunity become exploitation? What's the line? #sm139

@fontosaurus Certainly a different animal, and, holidays and calendar year probably have less impact. #sm139

@jgombita So, offer good customer service and let them be on their way? #sm139

@nikkirogan Totally agree. So, biz need to be prepared to sustain. Again, comes back to trategy and planing. #sm139

@Marc_Meyer How can bizs plan accordingly to sustain the momentum that builds during the holidays? #sm139

THIS: RT @threeThou: @KaryD @Marc_Meyer Have a social media strategy in place before you even begin holiday engagement #sm139

@jgombita Are you seeing any SM campaigns directed at kids? #sm139

@nikkirogan Totally agree. So, biz need to be prepared to sustain. Again, comes back to trategy and planing. #sm139

@LoisMarketing Offering premium content/deals/etc. via social platforms? #sm139

Can businesses *ethically* leverage consumer behavior and emotion during the holidays (or anytime, really)? #sm139

@DigitalMatty So, when it comes to guilt, that's where it crosses that line for you? #sm139

@jgombita @threeThou They are, but...not all businesses know that. #sm139

@threeThou Why yes. Yes, it should. ;-) Know what your customers want, and be ready to give it to them when & where they want it. #sm139

Ok, so nice bridge to Q3: How can social teach us abt customer interactions during the holidays?Do customers want to talk want deals? #sm139

Re Q3 - Engagement/convo versus deals. Can you do both? Should you? Does it depend on type of product? #sm139

@threeThou You really are stealing my heart away. #sm139

If customers are more apt to "share" during the holidays - pics, experiences, etc., should bizs be involved in that engagement? #sm139

@jgombita Now there's a good point. It'd certainly make me feel good about a biz who put my need ahead of their sale. #sm139

@Marc_Meyer Like if I tweet a pic of my husband w/ item from XYZ retailer, should XYZ bop in and say thanks? Is that gross? #sm139

@Marc_Meyer Even more gross, but yes, you see where I'm going. #sm139

@csinkus How should biz to thank people for social sharing? (thinking ethical and legal implications) #sm #sm139

Yes, about that. Are there opps there during holidays? RT @slgutierrez: What about biz like auto repair & dentists? #sm139

@Marc_Meyer But...is it working and that's why it happens? #sm139

@DRMGListens Is there any way to do it genuinely? What abt what !@LoisMarketing said re charitable giving? #sm139

@Marc_Meyer Those brands are likely only measuring eyeballs and sales, not effective lead gen. #sm139

@jgombita Customers are becoming more savvy and resistant to trad marketing. How should brands adjust? #sm139

Ok, we had the DD example, but what else? Q4: What are good examples of brands utilizing/leveraging SM for the holidays? #sm139

@jgombita Read...strategic engagement? ;-) #sm139

@threeThou Target has received some neg feedback on web interface. What are they doing well w/ social? #sm139

@DRMGListens You're right. Can anything a biz does be altruistic? It all goes back to sales iin the end. #sm139

We don't want to be marketed to, but all agree we want brands in the space so we have access to them. What's the balance? #sm139

@threeThou You want brands to have a personality. #sm139

@AppleBoxStudios Should brands use social engagement to drive things other than sales - email subscriptions, etc.? #sm139

@Marc_Meyer Tossing you a life preserver. :-) #sm139

@slgutierrez @threeThou Is wit better than friendly or other attributes? Some brands have a hard time with wit. #sm139

@AppleBoxStudios Thanks for joining! #sm139

@LoisMarketing Thank you for participating. Great responses and great to see you, too! #sm139

@Marc_Meyer Thank you. And, gotta say thanks again to @jsandford (couldn't join us today) for suggesting this topic. #sm139

Second that! RT @Marc_Meyer: and you...@threeThou better keep coming back every week for our tweetchats! You rock! :) #sm139