How Philadelphia Cream Cheese is Using Social Media

Category: Netelixir Updates

Imagine you’re a brand with a rich history.  Your followers are loyal but sales have been less than favorable over recent years.  You need to revitalize your brand and give people new reasons to consider why they loved it in the first place.

Integrating social media into their advertising, the company launched a promotion geared towards amateur cooks.   The Real Women of Philadelphia site was created as platform for interaction and engagement among consumers.    Philadelphia Cream Cheese partnered with Food Network personality Paula Deen for their venture.  The campaign kicked off in March with a YouTube video hosted by Paula announcing a cooking contest.  Cooks  were asked to submit videos highlighting their best recipes…using Philadelphia Cream Cheese, of course.  The aspiring cooks were judged on personality rather than technical expertise.  Deen and a panel of judges narrowed the field to 16 semi-finalists, who will be invited to a cook-off in Savannah, Georgia on June 3oth.  The competition will stream live on the site and there will be winners in four categories: appetizers, entrees, side dishes, and desserts.  Each lucky winner will receive a $25,000 contract that includes hosting a weekly online cooking show, participating in publicity tours, being featured in cooking videos, and appearing in a cookbook featuring the community’s favorite cream cheese recipes.  After the four winners have been chosen, they will be in charge of soliciting recipes from other women in the growing online community.  This contest, held over a period of 16 weeks, will culminate in a winner receiving a $500 prize.

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Source: www.nationaldirectmedia.com

We live in a world of bite sized communication.  Our attention spans are short and if you don’t grab our attention in the first minute, we’ve most likely checked out and are on to the next thing.  Brands seem to have picked up on this and are producing slick viral videos on YouTube.  These are the videos we talk about, which in turn promote brand awareness or product sales.  The examples below are the top viewed brand-driven ad campaigns for the first week in June.  Though the videos come from established brand names, this is not to say that a smaller company can’t get involved.  This is the beauty of user driven video content on YouTube.  What makes these videos successful is how they entertain without a hard sell angle.  Viral content doesn’t work unless it’s viewed as entertainment rather than a commercial.  Take a look, get inspired.

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After an exciting time at IRCE 2010, we are back at the office.  It was the largest Internet Retailer conference to date, with several thousand attendees and hundreds of exhibitors!  We spent most of the time at our booth speaking with attendees but were able to sit in on Imran Jooma’s presentation.  Imran is the Senior Vice President & General Manager of E-Commerce at Sears and spoke on the subject of social media.

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Source: http://www.mimifroufrou.com

Peer reviews dictate how we shop, teenagers in particular.  They seek approval from their friends who often hold more influence over fashion choices than a carefully planned out advertisement.  Today’s reviews are not in the pages of magazines but broadcast via webcam for an audience of millions over the web.  “Haul” videos, if you’re not tuned in, are basically a review of one’s shopping trip.  These videos are made predominantly by teenage girls and mostly cover shopping sprees of the apparel and makeup persuasion.  The goods are usually from mid to mass retailers like Forever 21 or Target, making them attainable purchases for the avid watcher.  This phenomenon feeds right into the need of consumers to “keep up with the Joneses”.  Plus it’s kind of fun to live vicariously through the spending of others.

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Members Only- The Online Sample Sale

Category: Netelixir Updates
Source: www.businessweek.com

Are you already on the list?  Sample sales are not new; it wasn’t too long ago that people lined up at private, invitation only New York warehouses.  They were crowded and shoppers came ready for battle.  I mean, where else were you going to get designer wares at 75% off?  But now consumers can enjoy the same satisfaction from the privacy of their home.  The adrenaline is still there, as items this deeply discounted move quickly.  It’s a rush for the shopping enthusiast and a pretty good deal for the sites as well.  Gilt Groupe, which launched in 2007, is projecting $400 million in sales for 2010.  Each site seems to have its own niche and since I’m never one to discriminate, I am a member of them all.  Here’s a rundown of the most popular sites:

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Tips For Retailers to Win the Social Marketing Battle This Holiday Season

Category: Netelixir Updates
Source: © Matthias Kulka/Corbis

Think it’s too early to plan for the holiday season already?  Think again.  Holiday shopping season kicks off November 1st and tapers off just before Christmas on December 23rd.  If you want to make the most of your online sales, it’s time to start thinking about how to plan your social media program.

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Don’t Leave! Why Your Shoppers Abandon Their Carts

Category: Netelixir Updates
Source: http://blog.sitebrand.com

I love to shop online.  I don’t have to deal with pushy salespeople, I have peer recommendations at my fingertips and there’s just something so gratifying about getting a real package in a the mail.  The other day, I was browsing my usual stores and decided that it was time for a new pair of running sneakers.  Click, click, click and oooh, I definitely need socks and a pedometer!  But then at the checkout, my finger hovering over the mouse, I couldn’t pull the trigger.

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NetElixir brings World Cup flair to Internet Retailer

Category: Netelixir Updates

It’s about that time again…IRCE 2010 begins tomorrow and we can’t wait!  We have a timely theme for this year’s booth: FIFA World Cup!  Come by Booth #224 to take a closer look at the handmade South African keychains we’re giving away.  And for the true soccer fan, we will be raffling off 10 copies of Wii’s FIFA World Cup Game.  Make sure to pick up a copy of our brand new “Fresh Ideas” booklet, containing more than 20 actionable online advertising tips for retailers to stay ahead of competitors during this year’s holiday season.  Stop by and say hello…we can’t wait to meet you!

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Social Media Insights from Zak Stambor of Internet Retailer

Category: Netelixir Updates
Source: www.internetretailer.com

Since we’re gearing up for next week’s Internet Retailer Conference and Exhibition, I thought I’d reach out to someone who has their finger on the pulse of retailers.  Zak Stambor, in addition to editing the daily newsletters, covers Social Media for Internet Retailer Magazine.  At the Internet Retailer Conference, Zak and the rest of IRM’s editorial staff will be visiting with vendors in the exhibition hall and covering speaker presentations.

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Retailers: Enter Our Video Contest!

Category: Netelixir Updates
Source: www.pdastage.com

Here’s your chance to win 10 free hours of expert counsel from NetElixir’s seasoned ad operations team.  Send us a short video telling us about the challenges you face and why you think you need our help with your paid search advertising.  All videos will be viewed by our panel of judges and the winning retailer will be announced at the end of June.  Simply respond to our YouTube announcement and upload your video.  We can’t wait to see you!

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