Social Media Affects Consumer Holiday Buying Decisions

Liel Leibovitz is a visiting assistant professor at NYU Steinhardt, primarily focusing on video game and interactive media research and theory. His studies in the ontology of electronic game play, ranges from representations of death and violence in video games to human-machine interaction, gaming and the construction of player subjectivity. A founding member of the NYU Faculty Council on Games, he also serves as a member of the advisory board of the New York chapter of the Digital Games Research Association.  His latest research, commissioned by Offerpop, a ‘next generation’ social media marketing company, finds that Social media outranks TV, newspaper and online advertising as source for consumers’ holiday buying decisions. The study surveyed a demographically-precise sample size of the American population, to gauge their perceptions of holiday shopping via social media.

Mark Cooper is Co-Founder and CMO of Offerpop, a fan-marketing platform for Facebook and Twitter. Thousands of companies use Offerpop to run promotions, sweepstakes and fan engagement programs – launching campaigns in minutes and tracking performance in real-time.

Mark has helped launch an array of online, mobile and media businesses, including the first TV product placement ratings service (Nielsen IAG) and the wireless industry’s first mobile virtual network operator (ESPN Mobile). He began his career building brand campaigns for leading consumer marketers in the US and Asia / Pacific, including NIKE, General Mills and Apple. Mark holds a BA in History and a BA in International Economics from Brown University.

Lisa Chau speaks with both men on their collaboration:

Why is social media the leading source for consumers’ holiday buying decisions?

MC: Today’s consumers are constantly interacting with social content — in fact, 22% of their time online is spent on social networks. Social media offers consumers a platform for seeking advice about their buying decisions from trusted, influential sources like friends, family, and the brands they follow.

In your study, 90% said that following a brand on social media influences their buying habits, with 32% using social to discover new gift ideas. Please explain this with specific examples.

MC: Social media is a great discovery tool by nature. When fans of a brand redeem a coupon or comment on a brand’s status update, their friends see that action in their news feeds. That’s why it’s important for brands to consistently post about their products and offers via channels like Facebook and Twitter.

Many brands ramp up these activities around the holidays with gift-themed campaigns. For example, last year we saw clients like Barney’s creating holiday look books on Facebook that allowed brands to browse gift ideas and click through to their site to make purchases. Additionally, American Eagle recently ran a successful holiday photo contest using Offerpop’s Photo Contest 3 app. They accepted entries across Facebook, Twitter, and Instagram — driving brand awareness across the three biggest photo sharing platforms.

How can retailers leverage this knowledge to boost sales even more, especially now that the holiday season is upon us?

MC: Offering fans exclusive coupons and offers is a very effective way to boost sales, particularly around the holidays. Brands can also drive more sales by tracking the content that their fans interact with on social channels — and using that knowledge to target them with offers via other marketing channels like email.

What is the best use of social media for sales that you have seen?  Why?

MC: Last year, Bonobos accelerated e-commerce with a successful coupon program on Twitter that gave followers deals on gifts like gloves and scarves. Using Offerpop’s Viral app, they gave followers three hours to unlock three time-sensitive deals by retweeting the offers. It was a smart way to facilitate sharing and drive sales — they exceeded their virality goal by 60%.

LL: I can absolutely say that there is little doubt that those businesses that distinguish themselves in this field believe that social media are not just tools but platforms and that consumers expect to have an dialogue/ongoing relationship that far transcends spot considerations.

What do you foresee as the next big development in social media? 

LL: People actually learning how to use it.  I think that there what we’ve been seeing with social media is what we’ve been seeing with all other nascent kinds of media.  As soon as they appear, people try to assume that it’s just like the previous medium. It’s a completely different medium, with completely different rules, completely different vibes, completely different expectations.

The companies that do it best, are the companies that understand that there is a possibility there for a wholly different relationship that is deep and meaningful and based not just on limited commercial transactions but around shared tastes, passions, and interests.

I think that brands that really try to be category aggregators do really well. These are the brands that don’t just post about their products, but post about things that interest their consumers.

 
Lisa Chau has been involved with Web 2.0 since graduate school at Dartmouth College, where she completed an independent study on blogging. She was subsequently highlighted as a woman blogger in Wellesley Magazine, published by her alma mater.  Lisa currently works as an Assistant Director in Alumni Relations at Dartmouth College.  She has been published in US News and Forbes.

A Student’s Perspective: What the hell is transmedia?

Donovan X. Ramsey is a student at Columbia’s School of Journalism and one of ten students providing on the ground coverage of SMWNYC.

What the hell is transmedia? It was certainly the question on my mind. Having been trained as a print journalist, I considered it a feather in my cap to have digital media skills. In fact, I was live tweeting the “Collaborative Storytelling” panel as a part of New York’s Social Media Week. Twitter is something journalists are just starting to really understand. Now this? So there I was, and iPad in my lap for note taking, my digital camera around my neck and cell phone in hand for tweeting. Was I creating in transmedia? The panelists would attempt an answer.

The panel was lively, made possible in part by gag slides displayed behind the speakers. It included Lina Srivastava, Mark Harris, Brian Clark and Aina Abiodun, who served as moderator. The diverse group was often funny and consistently thoughtful.

Srivastava studied law at New York University and now runs Lina Srivastava Consulting, where she promotes transmedia activism. She also makes documentaries like “Born into Brothels” and “The Devil Came on Horseback.” Mark Harris makes films too and unlike the other panelists he might be considered something of a techie. Harris develops software to “facilitate transmedia experiences.” Brian Clark is the CEO of GMD Studios, a company I deduce is an ad agency that works across platforms. He calls himself an “experience designer.” Our moderator, Aina Abiodun, said she stumbled into transmedia while working on a film. She is yet another filmmaker that has expanded the reach of her work through the elusive “transmedia.”

In an interview with Ad Geek in 2011, Abiodun defined transmedia as “a style of storytelling in which one core narrative idea sprouts many rich, new story tentacles across media platforms.” The discussion kicked off with each panelist’s individual definition of the term. This led to the first tangible revelation surrounding transmedia: no one can agree on exactly what it is. There were words that came up regularly however. There was talk of storytelling, experiences and collaboration. 

Clark brought up the popular “It Gets Better” campaign as an example. “It Gets Better,” the series of videos across the Internet is certainly collaborative. Everyone from President Obama to average Youtube users has recorded themselves to share stories of adversity in youth with the underlying mission of preventing suicide in LGBT teenagers. Abiodun didn’t think that was transmedia. She argued that the medium was still practically the same: video.

Then Abiodun asked a question that was sure to raise some dander “Is the bible transmedia?” The panel bounced the idea around for a while. There is the story told by a cathedral for example and that of the text. There are sermons and stained glass windows depicting biblical scenes. Heck, there are even movies like “The Ten Commandments.” The debate fired up. Srivastava offered that transmedia can’t be accidental, there has to be some intention. Did Matthew, Mark, Luke and John intend on a multi-platform experience?

A slide appeared behind the speakers that read, “You’ve grown old and died at this panel.” I looked to my phone and saw tweets flooding in with the hashtag #smwtransmedia. The audience was uploading and sharing pictures of the slide, arguing about the concepts of transmedia while the panel did. One Twitter user wrote, “#smwtransmedia wondering if the slide experience is dependent on the conversation.”

If Srivastava, Harris, Clark and Abiodun couldn’t agree on a definition, they may have designed an experience toward one.

 

Interview with Stephen Duncombe, SMWNYC Panelist for Literature Unbound

Stephen Duncombe is an Associate Professor at the Gallatin School and the Department of Media, Culture and Communications of New York University where he teaches the history and politics of media. He is the author of Dream: Re-Imagining Progressive Politics in an Age of Fantasy and Notes From Underground: Zines and the Politics of Underground Culture; co-author of The Bobbed Haired Bandit: Crime and Celebrity in 1920s New York; editor of the Cultural Resistance Reader and co-editor of White Riot: Punk Rock and the Politics of Race.  He writes on the intersection of culture and politics for a range of scholarly and popular publications, from the cerebral The Nation, to the prurient Playboy.

Stephen will speak at Literature Unbound: Radical Strategies for Social Literature at NYU during Social Media Week. I interviewed Stephen to learn more about his work and experiences.

What are the best ways for political activists to harness social media’s value?

There’s the obvious ways: using social media as a way to communicate better than we’ve been able todo before, reaching more people, with more information, faster, easier and cheaper. But what excites me most about the power of social media in activism is less how it is being used as a instrumental tool and more how it is had been integrated into on-the ground activist practice as a sort of social protocol. The organization of social media — distributed, participatory, individualized within the context of a collectivity — is being mirrored on the streets in the very social forms of the protests that are taking place: the largely leader-less, horizontally-organized, mass occupations of public space that are sweeping the world. Back in the 1960s the great critic Lionel Trilling called the demonstrations that were happening “Modernism in the Streets.” I think we could call what is happening around the world today “Internet in the Streets.”

Can you explain the ramifications that recent political uprisings aided by social media channels have had on the social media landscape as a whole, and particularly where restrictive governments reign?

I think the simplest answer to this is that restrictive governments have a hard time reigning-in Twitter and Facebook. They can try, and sometimes they succeed. Some governments, like China, are very good at these restrictions, but repressive governments are caught in a fundamental bind. The very tools of communications and networking that are essential for economic innovations and the wealth of the nation, can be — and are — also used for political innovations as well.

What is social literature?

This is what we’ll find out on February 14! Literature has always been social, that is: it’s a communication between an author and a reader. The development of print greatly expanded the range of this relationship — a writer in India could reach a reader in Canada, but it also restricted the sociality into a one-way communications: the author writes and the reader reads. With the digital revolution all this has changed. Since every digital device is both a receiver and a transmitter, the flow of communications can go both ways and, because these devices are networked, this conversation can be opened up to many others.

You created the Open Utopia, an open-access, open-source, web-based edition of Thomas More’s Utopia. What inspired this project?

A few years back I had the privilege of teaching a Fulbright seminar at Moscow State University on the topic of “political imagination.” In preparation for doing this, I re-read Thomas More’s 16th century classic Utopia. But when I did this I read a completely different book that what I had remembered reading in High School. This time I realized that what More was creating was less a authoritative plan of an alternative society and more an “imaginal machine” — a technology for stimulating the imagination of his readers. How he does this would take a long time to explain, but simply put, by creating an alternative world that he then names No-Place (which is what Utopia means in Greek), more pushes his readers to imagine what an alternative some-place might look like for themselves.

But More was stuck with the technology of his day: the printed page, and so his readers had to do all their imaginative work in their heads and as individuals. By creating an open-access, open-source, web-based edition of Thomas More’s Utopia, I’ve tried to “Open” up the book to the reader’s active participation. In my digital edition of Utopia readers become writers and editors and collaborators.  One of the ways they can do this is WikiTopia–a mediawiki on which people can draft their own ideal society, or collaborate with others in creating a collectively authored Utopia. And with a platform designed by the folks at the Institute for the Future of the Book called “Social Book,” visitors to Open Utopia can annotate and comment upon what More – or I – have written, and then share their comments with others. The idea here is to help people to imagine their own Utopias and share them with others, and not be content with an “authorized” Utopia, be it More’s or anyone else’s.

In what [other] ways does the internet honor the primary precept of Utopia — that is, that all property is common property?

I’ve always thought that it was ironic that a book about the abolition of private property was locked up in copyright. So in my mission to open up Utopia, I’ve created the only complete Creative Commons licenced English language edition of Utopia.  Most of the text I’ve taken from old translations that have passed into the public domain, but some of the letters I had newly translated from the original Latin into English specifically so I could enter them into the public domain.

Do you have any plans of giving another book the same treatment?

I don’t think so.  One of the great luxuries of my job as a tenured professor is I get to study and experiment…and then move on to study and experiment something else. But I do think some of the features of the Open Utopia — the rich media, the ability for readers to become writers, the shared annotations, the lack of a restrictive copyright — are going to be part of any and all books that we all “write” and “read” in this coming century.

With funding from the Open Societies Foundations, you co-created the School for Creative Activism in 2011, and you are presently Co-Director of the Center for Artistic Activism.  What are some of the projects you’ve been working on?

When I’m not mired deep in a historical text about Utopia, I’m trying to figure out ways in the present to create an alternative society for the future. The work we do at the Center for Artistic Activism and the School for Creative Activism is very much a part of this. We think activism is, or rather its should be, an art: it should be creative and it should be inspirational. So we work with grass-roots organizers to bring an artistic eye and a creative hand to their tactics, their strategies and their goal setting. We think you need to do this to be an effective activist in the 21st century. The first rule of guerrilla warfare is to know your terrain and use it to your advantage. Today’s political topography includes signs and symbols, stories ans spectacle, and an activist needs the creative weapons to fight on this terrain. But creativity in activism is also important for another reason: we have to be able to imagine a better world if we want to have any hope of changing this one.

 

Lisa Chau has been involved with Web 2.0 since graduate school at Dartmouth College, where she completed an independent study on blogging. She was subsequently highlighted as a woman blogger in Wellesley Magazine, published by her alma mater. Since 2009, Lisa has worked as an Assistant Director at the Tuck School of Business. In 2012, she launched GothamGreen212 to pursue social media strategy projects. You can follow her on twitter.