Post by @AlanaGolob
We’ve always been huge advocates of finding creative ways to help our partners humanize their brands and grant unique access for fans, whether through Random Acts of Shaqiness, #RockTalk or the White Sox #SoxPhone. As the social platforms continue to evolve, their new product offerings allow brands to get creative with accessibility and value exchange.
Last week the Chicago White Sox celebrated their final Social Media Night of the season with a theme: Google+. In honor of this theme, they partnered with Google Local Chicago to host a Google+ Hangout On-Air with two players from the 1983 Winning Ugly Team, Kittle and Dotson. Five select fans were invited to participate in the Hangout and ask their questions, while all White Sox fans could tune-in live and submit their questions on the Hangout Event page.
Google+ Hangouts also have the ability to influence purchasing decisions for retail brands. Last week, actress, supermodel and now entrepreneur, Amber Valletta launched her socially responsible fashion and lifestyle brand, Master & Muse. To introduce the new brand, Amber partnered with Yoox.com & hosted a Google+ Hangout from the Google office with four of the featured designers from the Master & Muse selection. For 30 minutes they discussed the inspiration behind their brands and sustainable fashion. Not only were fans able to get a unique perspective of Amber’s newest venture, but they also were able to submit questions that were answered by Amber and the designers live on-air during the hangout.
What was unique about this particular Hangout is that there was also a “Shoppable” feature embedded within the video so that viewers could “shop Amber’s look” directly from the video. Essentially, while watching the video you could click on Amber’s earrings and be directed to the shopping cart to purchase and checkout. Total game-changer for real-time conversion.
Recently, Facebook rolled out a Q&A feature for brand pages. Facebook Q&A’s are a great way to offer that unique access to a celebrity, athlete or brand. Simply by enabling the “reply” feature within Facebook settings, the Q&A can take place between two accounts or two pages. The payoff: Increased page engagement, higher visibility, community growth and the ability to establish relationships with fans/consumers.
The Life Is Beautiful Festival recently experimented with the Facebook Q&A feature with their Head of Culinary Art to offer attendees the ability to ask any questions they might have about the upcoming festivals culinary offerings, directly to the expert. Fans were engaged and pumped with the opportunity. It not only gave fans and attendees the opportunity to have some of their burning questions answered and increase their excitement for the festival, it also gave Life Is Beautiful the opportunity to humanize their brand by showcasing one of the faces behind the creation of the inaugural festival.
The beauty of Facebook Q&A’s is that they can also be co-branded social executions that allow multiple brands to leverage their influence and target new audiences. In tandem with the launch of Master & Muse, Amber Valletta took over the Glamour Facebook page and hosted a Facebook Q&A directly on their page. Leading up to the event, Glamour, Master & Muse and Amber’s social channels promoted the takeover. The payoff: Fans got direct access to Amber and she was able to expose the many facets of her personal brand to a new audience. Fans loved the conversation and so did Amber. Additionally, Glamour’s Facebook page experienced a high-level of engagement and access to unique content as a result. It was a win-win for all parties involved.
We’re pumped to watch the social platforms continue to evolve, in favor of creative ways to bridge the gap between a brand and their audience. Providing a unique value exchange is key for humanizing any brand.