CHICAGO, Sept. 5, 2014 /PRNewswire/ -- As timely as a
tweet and invaluable as a Facebook birthday reminder, Mintel is
back again with the latest social media trends update from social
media analysts Gabi Lieberman and Lizz Martinez. They have
identified and highlighted three new trends in online consumer
marketplace behavior this quarter that are helping shape the social
media landscape.
1. User-generated content: "Marc
Jacobs launched its #CastMeMarc contest in April 2014. The contest sought Marc Jacobs' next model for its fall line
through Instagram and Twitter with the hashtag #CastMeMarc. The
hashtag has generated more than 26,000 online mentions, and nine
winners were selected. In April 2014,
Lancome merged user-generated content and loyalty rewards with its
Elite Rewards program. People could join the free program and earn
points by buying products, as well as by connecting and interacting
with Lancome USA through social
media. Lancome Elite Rewards members earn 10 points per dollar
spent, up to 25 points for sharing products on Facebook, Instagram,
and Twitter, and up to 50 points when they connect with the brand
on Facebook, Instagram, Twitter, and Foursquare.
"Allowing consumers to insert themselves into brands helps drive
interaction, as noted by the #CastMeMarc levels of participation.
This also helps highlight brands' core values in selecting
participants that reflect their visions. Creating engaging content
lets brands stay relevant to more tech-savvy users," notes
Lizz.
2. Using social media for social good: "Celebrities are
involving themselves in causes and using their social influence for
uses beyond just product promotion. The Avon Foundation for Women
launched the #SeeTheSigns campaign in November 2013, a global social media campaign
aimed at educating the public on recognizing the signs of domestic
violence. Avon teamed up with
celebrities, including actress Megan
Fox, actress and singer Lucy
Hale and NBA player Chris
Paul to further promote the campaign online. Meaningful
celebrity partnerships like this can be a more impactful way for
brands to reach consumers and better connect their overall message
of empowerment and responsibility, whereas consumers may find
greater meaning in the personal stories shared by celebrities and
connecting to a cause.
"CoverGirl tapped the influence of its celebrity spokeswomen for
its 'Girls Can' campaign, launched during the 2014 Sochi Winter
Olympic Games. The campaign kicked off with a video of celebrities
Ellen DeGeneres and Pink sharing
some of the things they were once told they couldn't do," comments
Gabi.
3. Storytelling through social media: "eBay uses its
Facebook and Twitter pages to tell a story around the products sold
on its site, which can be especially helpful for some of the more
unique items. eBay's 'Collections' feature allows users to handpick
items from the site and display them in groups or themes to create
visual stories (similar to Pinterest boards). Members can also
follow other users, including expert curators and celebrity
curators, to gain inspiration for their own collections. Online
retailers are starting to think more creatively about the consumer
shopping experience, and nowhere is this more evident than in the
marketing efforts on the social media pages of these retailers
where consumers are becoming more actively engaged through
different content types," says Gabi.
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