Like a King in Street Culture

Culture King leads streetwear apparel in Melbourne. Innovative, trendy and cost effective, the products have won trust from its customers. It also mixed sport, music and fashion culture. In the store, whatevet the style you were that you would change differently, compeletly Hip-hop style. U even can get your haircut in the store, where AMAZING happened!

（http://www.culturekings.com.au/melbourne/）

But it is only as part of its ambitious initiatives, culture king also designed to make their social webiste become a part of life for their followers. Because their customers will find professional advice on their mainpage how to match accessories and shoes with fashionable clothing of the seasons. And you can find all of these in their store.

As you can see, their major style is Hip-Hop, focuses on the unique consumer group, not designed for white-collar.Then their did not set their digital marketing plan to blindly jump into Facebook or Twitter. They spend more time on Instagram and Youtube, through images and videos always showcase their particular style. They used to posted imange about some clothes matching and new collection arriving. And also they usually posted some live rap in store, in order to attract more people who love Hip-hop culture.

（https://instagram.com/culturekings/）

The great success of their Instagram mainpage(226K followers) mainly benefits from their market segment , images would better appeal to their customers. And also they would not miss any opportunity to communicate with their customer on Twitter.

（https://twitter.com/culturekings）

The must known brand for chocolate lovers

Lindt is one of my favorite chocolate brands, so I followed it on Facebook. They will post their new products and dessert recipes, which is convenient for me to get the newest information and choose the product that looks like delicious. Sometimes, they will also hold interesting activities, such as the “Catch Lindt Gold Bunny” competition, which was posted on 23 March just before the Easter. People were encouraged to show where and how they caught their Lindt gold bunny and tag Lindt Australia in the photo, so they could win one gold bunny soft toy.

It was easy to join in this competition, no matter you could get the prize or not, it was an exciting experience to share happy with other chocolate lovers. There were so many replies for this competition, people shared their stories about how and where they get the Lindt gold bunny, it is really enjoyable to read these stories.

On 31 April, the winners were selected for the reason that “ The way you captured your Lindt Gold Bunny captured our hearts and imagination”, and they showed their prizes in comments. Look at this happy face, I think this competition is so successful! A good advertisement is not only bringing profit to the company, but also bringing happiness to the customers.

Lastly, I will post my Lindt bunny on.

Let’s tweet in effect and efficiency

Keep post on the social network to maintain consistency

On Facebook,most of top brands posted more than 5 times per week, most of the brands post on weekdays more than the weekend.For the posted time, each brand has its own posting time, once the brand of posting time is found, it is necessary to maintain consistency, adhere to publish new posts at this time.

On Twitter, most brands are more active on Twitter, the brands usually published the different content on Twitter and Facebook, they will be slightly adjusted for Twitter audience characteristics.

Just simply compare the different content been posted on Myer facebook and twitter.

2. Keep Things Short

On social network to attract more followers with short post, maybe some posts are ingenuity , but a compelling short post is more effective. The research shows that although most of social website doesn’t put strict limits on post length, the brand usually posted 75 to 175 words.

Look at this, Myer always post in short, if have to post in long then blog it.

3. Images and videos are King

photos are one of the most engaging types of posts on Facebook and that people prefer to interact with photos more than any other type of post, such as simple status updates, links, or videos.Most of Twitter and facebook messages containing pictures or videos. Images and videos are more attractive than text，because people take time to look at or watch an image or a video will more easier than read a paragraph.

（http://cdn.cinesyn.com/wp-content/uploads/2012/12/TextVsVideoPNG1-1140×457.jpg）

Reference：

facebook study, 2014, （http://get.simplymeasured.com/rs/simplymeasured/images/Q32014FacebookStudy.pdf）
A Complete Guide To The Best Times To Post On Social Media，2014，（http://www.slideshare.net/TrackMaven/when-to-postslidesharepdf）
5 Reasons Images are King with Social Media Marketing，（http://www.jeffbullas.com/2012/04/05/5-reasons-images-are-king-with-social-media-marketing/#2yyPPY0zD3KELr0E.99）

A vison enjoyment ad from Lotte duty free

The sales revenue for Korea duty-free is 5.3 billions dollars in 2012, which accounts for 10% of the global duty-free industry. The market share of Lotte duty-free in Korea is over 50%. In addition to the policy, channels and products, its digital marketing is a vital success factor for Lotte duty-free.

In order to celebrate the tenth anniversary of Lotte Korean marketing, in September 2013 Lotte duty-free synchronize opened advertising MV “You Are So Beautiful” to the world via various social media portals, which causes a worldwide sensation. The total length of the MV is up to 15 times longer than the normal ads, more than 150 staff worked on this video. It tells a story about that stars take airplanes, cruises and submarines travel around the world like a famous board game Monopoly, to show that ‘a great traveling always begins with Lotte duty free, and the video used elements from different countries, in order to attract customers from other countries.

（https://youtu.be/EvQ-4iYULU0）

In their official Facebook page, they also advertised this video before it was opened, they promoted this event by encouraging their fans to sing the chorus and upload their videos and win the prize. The engagement of customers made this event more famous and successful.

Up to now, there are 5,932,553 views in Youtube for this Lotte duty free music video, the gorgeous and shiny scene, the famous and beautiful stars in the video are so attractive, many people also shared this video on Google, which made this brand known by more people.

WELL DONE LOTTE DUTY FREE

Don’t hesitate！ Join now！

What makes a company taking the lead in social media market? Talents, techniques, or spending? The answer is striking. The most important element is which company come first in the social network and keep active.For most company, early involved in means earn more fans than their competitors.

The fans usually been called ‘Early adopters’ who can play a leadership role in a new product or service launch. However it can be affected by the level of the company’s brand awareness. Some well-known global brands, no matter how late they joining social network, they alway can accumulate a large number of fans immediately. In other words, early adopters effect is more important for those who are less well-known brands. There was a positive correlation between active time and the number of fans, then the active time is important for the less well-know company. They need seize the initiative, gain lead and then grasp the core competitive power. Nevertheless, even the big brands, they should not hesitate too long.

For myself, when I would like to buy camera lens or other accessories, I always choose DWI which provides a fast and convenient shopping channel. But also when the first time I tried to buy camera online, DWI was the only option in 2007.

（http://3zgehi1uaxi23dphbrgqa50r6z.wpengine.netdna-cdn.com/wp-content/uploads/2013/05/vcsPRAsset_513951_109506_6c093a52-486f-4e8a-a9a6-9f8a43e457b5_0.jpg）

Reference:

5 Often Untapped Strategies of Early Adopter Marketing5 Often Untapped Strategies of Early Adopter Marketing
（http://www.business2community.com/marketing/5-often-untapped-strategies-of-early-adopter-marketing-01230121#y86lEykJMOpkyJPQ.99）
SHINY NEW THINGS
（http://adage.com/images/bin/pdf/shiny_new_things.pdf）
Early adopter（http://en.wikipedia.org/wiki/Early_adopter）

Kiwi Lime Slurpee back in select stores NOW.LET’S GO!!

Last Sunday, Slurpee Australia posted this news on its facebook. Kiwi and Lime which is my favourite flavour, just waiting for this flavour since 2 years ago.

Slurpee always use this kind of strategy to whet customers’ appetite. But it is effective and embed in your mind. And right now, Slurpee possess this strategy through their social website to make it to the extreme.

Furthermore, many customers wish to find out when the next ‘BYO CUP DAY’ will be held unless you follow their social website, otherwise you will miss it!!! The BYO CUP DAY, make lots of people crazy in love with this day， which you can take any cup you like but must fit upright through a display hole in store and fill it for $2.8.

（https://www.youtube.com/watch?v=EIjNIF0s-Qw）

However, all of this must built on Slurpee always bring positive interaction with customers on their social media. Slurpee also encourage customers to tag others in their images and share this on Facebook, tweet it on twitter tofriends. Slurpee sincerely treat every customer, and try to become good friends,because Slurpee always respond to comments on facebook. Social media help them well–implemented their digital marketing strategy on the web.It make interpersonal communication becoming more and more convenient, or “zero distance“.

Just can’t wait next BYO CUP DAY be holding in Melbourne, DO U?

Hey There! You wanna get a free TESLA SUPER CAR？！

（http://learnbonds.com/wp-content/uploads/Tesla-model-sjpg.jpg）

April 25，Tesla Motors’s Twitter and its e-mail account were hacked, as well as Elon Musk who is CEO and product architect of Tesla Motors becoming the victim.

（http://static.businessinsider.com/image/553c01f469bedd3b569c0c8f/image.jpg）

One tweet presented a phone number to call to get a “free Tesla”， the owner of the number have answered hundred of phone call, lastly he had to change his voice mail to “There is no free Tesla,” and asked callers do not call back. About an hour later the Twitter account was compromised, it was restored.

For Tesla, they have to issued an apology after that. However, the strategy of the corporate respond for this kind of event has necessarily changed in theGoogle, Twitter, and Facebook era.

There are some tips to help you to facing crisis management on social media.

Respond fast
Ensure corporate social responsibility efforts are authentic
Maintaining good communication with customers

For every company applied digital marketing strategy or even not, should formed a crisis team, because crisis management become not easier than pre–Internet, as the Internet is the express way for conveying various information in a timely manner.

As a result the crisis team should do:

Monitor social website of company whether there is any negative news about the company
Rating the crisis
Low level crisis-do not affect company reputation, appropriate response immediately on social website
High level crisis-would affect company reputation, products or service sales, then put press conference or publish related news on company’s home page.

Reference:

“Planning for a Social Media Crisis” – July 9, （2013http://www.prdaily.com/Main/Articles/Planning_for_a_social_media_crisis_15044.aspx）
“Who’s on First? Social Media Crisis Communications Strategy” – October 1, 2013（“Who’s on First? Social Media Crisis Communications Strategy” – October 1, 2013）

Novel experiences given by VITAMINWATER

First of all, just take a look how brilliant of design for VITAMINWATER’s website.

The Left side, DRINK UP, presented all products introduction includes nutrition facts.

The Right side, BE INSPIRED, presented an Tumblr which is an interactive web communication platform. There are photograph from customer, there are experience activities and competitions, there are animated gifs advertisment from Kevin Hart.

（http://38.media.tumblr.com/2f0a07617b934d6c45c8572686726c11/tumblr_n69bi9jYs11tvd5kco1_400.gif）

However, their flavor creator app on facebook help them achieve great sucess. Their fans were able to creat flavor,packaging, and naming for the new drink. The winer can get $5000 bonus. This smart strategy help the company understand their customers’ demand and has mostly attracted the attention of the people who really enjoy this new experience. Help its popularity continues to grow at a phenomenal rate among on facebook. Lastly, when the new product shelves, there were already thousands of potential buyers.

（http://smbp.uwaterloo.ca/wp-content/uploads/2014/10/vitaminwater-facebook.jpg）

For myself, I wasn’t a big fan of The Water, after watched the pictures and experiences posted by the fans, then why not to try it!

（http://40.media.tumblr.com/0d877ba1ca6d50fc72af02fe45a023d2/tumblr_n5kzznOg7n1row7b2o1_1280.jpg）

Digital Marketing

Despite there is great opportunity for digital marketing, everything has two sides, the marketing strategy may be very effective, but it also has weaknesses. For instance, social media to promote communication between consumers and company, then the company can directly understand the response of consumers for the products and services. Also social media encourage consumers to publish the feedbacks and complains on the websites, the other people can easily follow these comments. Therefore, if a company applied digital marketing strategy, they have to spending a lot of effort on managing their strategies, because it can improve brand loyalty, also can magnify their shortage.

But Good News! This blog will share both good and bad cases have been applied digital marketing.