In the shadows of College Basketball’s Mecca on the campus of the University of Kentucky, stands a mecca of its own. Oneness Premium Boutique sits at 431 Jersey Street in Lexington, a premium menswear boutique with a “focus in premium footwear.” The aesthetics of the shop are visually stimulating to sneakerheads and casual passersby alike, but where they set themselves apart is in their unique approach to social selling.
By leveraging their active communities within Twitter and Instagram, Oneness 287 is able to penetrate into markets previously out of their reach as a brick and mortar shop. This small business with a very specific, high-end-sneaker-craving clientele, is consistently selling out their products utilizing social media community monitoring as the backbone of its online sales.
How It Works
Oneness Premium takes high quality professional photographs of new product inside their store. These photos often accompany a caption with sizes, release dates and order information. The key here is Oneness Premium creates their own custom images of a shoe in their store. The shoes are visible elsewhere on the web, but the Oneness Atmosphere creates an aura of “cool” that stock photos simply can’t replicate.
Oneness Premium then leverages their community size (~7,000 on Twitter, ~9,000 on Instagram) and offers direct selling through each platform. Want to purchase a pair of shoes on Instagram? Depending on availability, it’s as simple as commenting with your size and email address. Once Oneness has received your inquiry, the designated social media “monitor” will respond saying they have sent an invoice to your email address. Upon checking your email, you’ll find that Oneness has sent a PayPal Invoice with the product information and shipping charges. If you’re an active PayPal member with your credit card information attached to your account, the invoicing process takes only about 2 minutes. The longest part of this purchase is entering your address and credit card information.
Brands are looking for new, innovative ways to leverage new social media platforms to grow their business. Oneness Premium has turned Instagram, one of the more difficult platforms to define ROI, into a direct sales tool and revolutionized the social sneaker purchase experience. For more information on Oneness Premium, visit their website or connect with them on Twitter or Instagram. Looking for innovative ways to build your brand through social media? Contact Splash Media Group today!
Rob Howe is an Account Manager at Splash Media Group in Addison, Texas. Connect with him on LinkedIn.
This time of year is known for many things, but two things that are high on the list are charitable giving and fun movies. As we gather with our families, it’s a great time to head out for a movie together, but it’s also important to think about giving back, remembering those who are less fortunate. Subway has come up with a fantastic idea this year, combining one of the hottest new movies of the season with an opportunity to help—and they’re promoting it all through social media.
The movie, of course, is Catching Fire. The second film in the Hunger Games series, this one has the right combination of action, drama, spectacle, and pretty people to please just about everyone in the family. The way Subway is using it to give back is pretty clever: participants simply head to a Subway store, snap a picture of themselves with a Catching Fire standee, and tweet it using the hashtag #subtracthunger. That’s it! For every photo shared, Subway will donate a meal to a needy person. Participants are encouraged to share news of the contest with their friends, via Facebook and Twitter, in order to bring more people on board.
This charitable promotion goes along with Subway’s current Catching Fire Sweepstakes. For a chance to win the sweepstakes, customers look for codes on 30-ounce collector cups and select bags of chips, which they then enter online to win prizes that include things like food, movie tickets, gym memberships, and even trips to Hawaii and Hollywood. Some of the codes earn instant prizes, while others enter participants for a chance at the bigger-ticket items.
All in all, this is a pretty smart way to drum up business. People will buy Subway food in order to find the sweepstakes codes, and then will leave feeling good about themselves and the company, having taken a silly picture in order to donate to charity. It’s an easy way to give and an easy thing to share on social media, which means there will be plenty of warm fuzzies about Subway in conversations—social and otherwise—this year.
This is just one more example of a company using social media to promote itself, and combining it with a charitable act in order to look good doing it. If you’re trying to find new and clever ways to promote your business, Splash Media can help. For more information on social media solutions or best practices visit our website or connect with us on Facebook, Twitter, and YouTube.
If there were ever a digital red carpet that we could roll out – it would be for this.
Karl Lagerfeld, head designer and creative director for the fashion house Chanel, brought Coco back to Dallas. Partnering with Neiman Marcus for the Métiers d’Art fashion extravaganza, Lagerfeld took all 900 invitation-only guests on a tour through Chanel’s history. So where does marketing come in? Well, Lagerfeld has been promoting his short film of Chanel, “The Return,” for weeks now, and the film debuted before the fashion show began.
Lagerfeld is not the only genius in this equation; all Dallas traditional and digital publications have published articles and were among the invite list to document one of the largest, document-worthy, fashion soirées to hit Dallas. Among their press list, editors from the top fashion magazines in the world such as Vogue, W, and Harper’s Bazaar were said to have been in attendance. In fact, a Vogue Australia editor was caught doing some last-minute shoe shopping at Neiman’s yesterday.
The promotion for this event has been going on for weeks, with Neiman’s leading the way by providing all the details you need via its blog. Before yesterday at 5 p.m. the hashtag that Chanel has been promoting, #chaneldallas, had an average of 1500 uses, mostly all on Twitter. Today, that number was closing out over 12,000. Now, we are not talking #NYFW numbers, but for an invite-only guest list, this is pretty becoming for Dallas nightlife. Kristen Stewart was definitely the highlight of the evening, social media-wise, that is. Her fan Twitter accounts garnered most of the action, tweeting an average of 35-40 times last night.
When you take into account how many Twitter and Instagram accounts live-posted—not to mention the blogs, articles, and YouTube videos that will be captured in the upcoming weeks—the social sphere of Dallas will have exceeded a new level that even Mark Zuckerburg cannot comprehend.
| LESSON |
When you take history (relevant and interesting content) of an industry and apply the best practices of marketing:
- Partnership (Fashion House, Chanel + Neiman Marcus, Kristen Stewart)
- Promotion (The Return Film)
- Publicity (2 Words: Invite-Only)
– And then top it all off with the social twist of hashtags/instant uploads/ and live tweeting, you have what you could call the “Little Black Dress” of Marketing. It just goes with every ‘outfit.’
It’s a Dallas version of New York Fashion Week in a day, minus the New York skyline but with the beauty of Fair Park, Reunion Tower and the Omni Hotel taking center stage.
Now, if we only would have been on that guest list…
Did you know that the Dallas Business Journal hosted a Twitter chat today? Here are some of the highlights!
Q1: What has been the most effective social medium for your company, why?
- @SouthwestAir says, “Our first step into social media was w/http://blogsouthwest.com.”
- @mikedmerrill says, “Facebook seems to have more engagement but we’ll be investing more in LinkedIn in 2014.”
- @Chilis says, “We love Twitter for talking to our guests. Instagram for sharing candid moments. Facebook for promoting new news!”
- @JennaBrom says, “So far for @pizzahut, Facebook; killer mix of engagement, customer service and DR. Easy to track sales, too.”
- @StephanieScott says, “It depends entirely on key message & intended audience e.g. if visual, Instagram or Vine. If newsworthy, Twitter.”
Q2: On average how many times do you tweet a day? Why?
- @Chilis says, “We might Tweet a few messages throughout the day, but most of our activity is around engaging with our awesome fans!”
- @StephanieScott says, “We post across our channels 2 to 4 times per day to keep engagement high throughout the day and on average, we reply to about 1,000 customer tweets per day.”
- @JennaBrom says, “@pizzahut publishes 3 brand tweets/day, around meal decision times. And 300-500 customer svc replies per day!”
- @SouthwestAir says, “1-2 corporate messages per day; plus as many customer service and fun conversations we can manage!”
Q3: How much red tape is there in regards to posting social media content?
- @Chilis says, “We just try to be relevant and have fun with the content we put out there, so there’s not a ton of red tape.”
- @JennaBrom says, “The @pizzahut legal team is stellar. A brand our size has to be careful, but we like to be bold (within reason) and we have a lot of freedom in our day to day posting; we spend more time fact checking w/ subject matter experts.”
- @SouthwestAir says, “We have a lot of freedom in our day to day posting; we spend more time fact checking w/ subject matter experts.”
Q4: Do you respond to negative messages/news about your co. on social media? If so, how?
- @Chilis says, “We take guest feedback very seriously and respond to any and all negative experiences posted in social.”
- @StephanieScott says, “You bet we do! That’s our opportunity to engage & resolve issues. We daily turn detractors into advocates. Unless conversation requires the exchange of private information, we will try to resolve in public @reply.
- @JennaBrom says, “Absolutely. Social is a two-way conversation.”
Q5: What types of messages do you retweet? Do you ever retweet another company’s tweet?
- @Chilis says, “We RT anything that makes us laugh! And we love sharing our brand advocates’ Tweets to us.”
- @JennaBrom says, “RTs witty content worth amplifying. And we’re always down for a brand social flirt .”
- @SouthwestAir says, “We LUV sharing and retweeting content that is relevant to the @southwestair travel experience.”
Q6: How do you deal with employees who may tweet inappropriate/negative content related to the brand?
- @Mikedmerrill says, “Well, a social media policy and constant education is important. I think this for most orgs will be an ongoing issue.”
- @StephanieScott says, “We agree – a social policy & continued education are key. We encourage employees to share using good judgment.”
- @SouthwestAir says, “We have a social media policy for Employees; violations are handled offline on a case by case basis.”
As social media becomes a staple of the consumer experience, it’s important to learn what works and what doesn’t and how the big brands are approaching it. Chili’s, Southwest Airlines, American Airlines and Pizza Hut are all doing a great job in the social media sphere, and it’s great to hear what they have to say. Thanks, Dallas Business Journal, for hosting such an informative chat! We hope this becomes a regular occurrence.