Professional Documents
Culture Documents
SOCIAL
EVOLUTION
What’s
next
for
social
media
marketing.
©
2010
Ipsos
Image © of blog.bestiario.org - flickr
1
The Open Thinking Exchange
2
Forward
Shelly Zalis
CEO , Open Thinking Exchange
3
An opportunity….
And a challenge
Inspiration…
Inspira.on
adj.
[In-‐spir-‐a.on]
A
source
of
ideas
and
new
thinking.
A
s.mulus
Innovation…
Innova.on
noun.
[Inn-‐o-‐va.on]
Our mission with this report:
(the
use
of)
a
new
idea
or
method.
Change
Consolidate current thinking about what
or
Innovatory
adj.
new
thinking
is happening in the Social Media
space.
Filtering…
Filtering
noun.
[filter-‐ing]
Discover the unexpected and slightly
A
pro-‐ac.ve
selec.on
of
the
most
important
ahead of the curve to illustrate what
issues.
forward thinking companies are doing
right now. 5
What are we talking about?
The insights, trends and examples we have used within this document are not
survey centric, nor do they necessarily represent actual Ipsos insights - but they
have been taken from a variety of sources and are meant to inspire new ideas
across Ipsos and the Ipsos client network
Contents:
• Section 1 – This is now
• Section 2 – What about Brands…
• Section 3 – A few predictions
• Section 4 – Real life examples
The Power of Conversations – advice from Friends and Strangers
The Power of Social Motivations – the value of social currency
The Power of Human Connections – enabling new emotional behaviours aligned
with new utilities
6
“Ipsos,
through
our
new
community
technology,
is
taking
on
the
world
of
social
media
to
collaborate
and
observe
real
people
in
real
time.
But
we’ve
only
just
begun.”
Andrew Leary
Open Thinking Exchange
Social Community Innovator
7
“Social
listening
is
a
game
changer
for
market
research.
Though
we
have
room
to
make
the
medium
more
rigorous
and
disciplined
for
market
research
means,
Ipsos
is
setting
itself
up
to
be
a
leader
in
mining
insights
from
the
conversations
happening
online.”
Andrew Nelson
Open Thinking Exchange
Social Listening Innovator
8
About the Contributors
Graham Saxton, Global Insights – Consumer Behaviours and Trends:
Curious, persistent, and occasionally right, Graham has relentlessly travelled the globe in pursuit of consumer insights
and emerging trends. He s been part of the Ipsos Open Thinking Exchange for a few months blending research
agency-side sensibilities with client-side learnings from a 10 years stint at MTV Networks as International Research
champion. His past activities have included entrepreneurial media start ups, resulting in one winning the license for the
UK s largest independent Radio Station. He lives in the UK with his wife and two grown up (almost) daughters who
provide an endless stream of logistical challenges, but also an entertaining and continuous deluge of anecdotal
information about contemporary culture. His only vice is an indulgent interest in classic cars resulting in the ownership
of a 23 year old Mercedes with an attitude problem.
©
2010
Ipsos
with
Social
Media
10
Social Media has emerged
from the Hype Cycle
11
Is Social Media the new normal?
Not so long ago, the “Digital” world was seen as somehow different from mainstream
consumer behaviour. Constant research and insight efforts almost continuously compared this
new world with the old analogue world.
Move to the present day and arguably the landscape has seen seismic shifts in thinking.
Commentators, Media Planners and Strategists are now suggesting that this same Digital”
world is the “New Normal”. What was new such a short time ago is now embedded (and
taken for granted) in our everyday life. Social Media is simply part of the evolution in Digital. It s
meteoric and transformational evolution has created hyper interest in this area from
marketers and consumers alike.
The implications of understanding emerging consumer behaviours with Social Media are
profound ‒ everyone accepts it is fundamentally changing the way people both live and think
©
2010
Ipsos
about their lives and relationships.
12
Putting Social into context
Over 30 billion pieces of content shared on
Facebook monthly
Average Facebook user has 130 “friends”
55 million “tweets” are sent on Twitter daily
24 hours of video is added to YouTube every minute
Equivalent of 46.2 years of video is watched daily on
Facebook
Estimated 126 million blogs on the internet globally
©
2010
Ipsos
13
1
in
6
marriages
that
occurred
last
year
were
between
couples
who
met
via
social
media
©
2010
Ipsos
Source: “What the F*ck is Social Media Now?,” by Marta Kagan, Nespresso
Sharing ads and “liking”
brands increases affinity
©
2010
Ipsos
Q6e/Q6ee. Sample = 1,426 & 1,878 users of YouTube & Facebook respectively who have shared brand videos/’liked’ a brand (UK) Source: OTX
Recommendations impact behaviour
©
2010
Ipsos
Base: all past month users, August 2010 (UK) Source: Ipsos MORI
Using the internet is
in itself a social activity
Q How often, if at all, do you tend to look at websites together with others?
70%
59%
56%
42% 42% 41%
©
2010
Ipsos
Base: all past month users, August 2010 (UK) Source: Ipsos MORI
There’s more to social media
than Facebook and Twitter
Prominent consumer social media outlets get most of the attention
by the press and by marketers. However, history has sometimes
shown that platform leadership can often be fleeting
So despite the hype it s important to take the longer term view and
accept that
©
2010
Ipsos
Social Collaboration: Opportunity to share, create or fulfill a
mission .
18
18
The Architecture of Social Media
©
2010
Ipsos
19
Social media properties to know:
emerging platforms
©
2010
Ipsos
established players
Quirky
Disruptors
20
Social Media Typologies
MASS NETWORK PLATFORMS
COMMUNITY COMMERCE
SOCIAL GAMING
21
Section
2
Brands
in
Social
Media
©
2010
Ipsos
22
If Social Media is “new normal”
When a brand starts to engage its existing and potential consumers through a number of social
media channels, the traditional rules of marketing are not necessarily going to apply
Having a brand presence in a social space is more than just “marketing” – it is a combination of
content curation, a commercial offering, an on-going community dialogue and a content creation
space as well as an extension of internal communications.
And measurement of ROI in this new world is obviously a challenge – depending largely on the
role that social media is deemed to be playing.
23
Do more, be inventive…
Social Media is a challenge for brands given the rapidly
expanding number of platform and technology options.
©
2010
Ipsos
emerging activities and proactive approaches that inspire
new thinking and move past the here and now. Picture credit: The Invention of Hugo Cabret
24
24
Key Questions from Brands…
What are the Social Media Marketing ground rules & best practice?
1. How do I measure social media return on investment?
2. How do I reach my target markets with social media – will I be welcome?
4. What are the main reasons consumers follow brands in Social Media?
25
Core philosophical shifts
1. “Social” conversations are with people not consumers
2. A Social Agenda is not necessarily the same as a Business Agenda
3. It’s all about continuous conversations – not campaigning (“always on” rather than “drip or burst”)
4. A longer term view is needed – not quick fixes
5. It’s marketing with people not to people
6. Be authentic not persuasive (Social Media is forcing a lot of companies to distil what they really
stand for)
7. There are no final versions – accept everything will always be in Beta mode
8. Technology is changing much faster than people’s behaviour
9. Measurement, Measurement – there has never been so many options
10. Failure in Social Media is a very public experience
11. Change will never be this slow again!
Source – various - via the Institute of Practitioners in Advertising - UK
26
What are brands doing in Social Media?
87 of the top 100 brands in the published Superbrands list have a Facebook Page
Globally the total number of fans of these brands adds up to 30m
27
What can brands do to improve
consumers perceptions of them?
28
What are the main reasons consumers
follow brands in Social Media?
29
What are the most popular
social media tools used by brands?
©
2010
Ipsos
Source – socialmediaexaminer.com
30
3:
2011
horizon
Section
©
2010
Ipsos
31
What’s Next for 2011?
Social media has been a hyper focus of marketing of late, but as with
any new marketing technology it s buzz will fade ‒ and like search,
branded content, online display advertising and crm before it, social
will become a mainstream and embedded part of media and
marketing.
Social
Media
isn’t
just
about
media
and
marketing.
It’s
a
disruptor
that’s
shifting
the
way
companies
do
business
and
how
people
go
through
their
daily
lives.
32
What’s Next for 2011?
1. Majority of mainstream brands will employ social technology into comms,
websites, retail and internal IT infrastructure.
2. Retail will see disruptive technology make deal hunting and best product
finding even more seamless for consumers (a.k.a. Groupon).
3. Mobile technology will create new value for consumers, new ways to save
money and time. Savvy marketers will adapt and invent new promotional
channels, while more rigid marketers will be left behind.
33
What’s Next for 2011?
4. Social media within business IT will accelerate direct connections and co-
creation activities between marketers, executives and consumers.
5. Despite it s lack of precision, the number of brands turning to social media
listening, digital ethnography and new semantic search tools first for
qualitative insights, measures of brand health and feedback for product
development will rapidly accelerate.
6. Advertisers will experiment with new location-based mobile campaigns and
find new breakthrough technology beyond Foursquare or Gowalla.
34
2011: More social disruptors for retail?
The potential rise of “retail hacking”:
Some believe we are just beginning to see a whole new dimension of retail emerging. Groupon,
a group-sourced online couponing site almost acquired by Google for a record sum, along with
our new economic realities, have fueled more speculation in this regard. From Wired
Magazine:
Groupon s genius, is to to take the time consuming and previously unattractive world of coupon shopping from the
striving fringes of culture and make it mainstream cool (acceptable amongst a group of peers). One might call it retail
hacking: the reconception of shopping as not just a full-time job but a contact sport, a scrum in which consumers
increasingly refuse to buy on the terms dictated to them.
In this passionate consumer underground, techniques for chiseling a few percentage points (or more) off a sticker price
can quickly spread to millions of shoppers.
2011
will
surely
reveal
new
disruptors
for
retail
marketing
with
the
convergence
of
social,
mobile,
location
based
tech
and
crowdsourced
retail.
This
will
allow
for
new
methods
of
product
discovery,
shopping
and
perhaps
even
an
opportunity
for
loyal
brand
followers
to
become
sales
agents
for
the
brand.
35
Section
4
Real
Life
Examples
©
2010
Ipsos
36
An Index of Possibilities
What we are seeing today in Social Media
This section:
• The Power of the Crowd – crowdsourcing and co-creation
37
Image © of life.com
#1
THE POWER OF THE CROWD
38
Importance and power of the crowd.
There are small crowds and there are big crowds…
The value of Word of Mouth has grown in importance across the marketing landscape.
This has been driven by the way friends and acquaintances can be almost permanently
connected via digital and mobile devices. And of course the power of recommendation is not
simply dependent on just friends and acquaintances. The opinion of total strangers has
never before been so influential.
Companies have seized this opportunity that technology has provided to broaden the scope
of connecting people ‒ both groups of friends and also complete strangers. They are
actively exploiting this both at the point of sale and by inserting themselves into the
conversations that are taking place.
On a more personal level Crowd Connectivity has also changed the way that
people both portray themselves and subsequently feel about themselves. Never
before have profiles and personal information been so public.
The phrase brand me springs to mind - the means for consumers to market
themselves (in almost in the same way as a brand communicates) and for them
to package and control the way they are seen by friends and strangers alike.
Technology
means
this
information
can
be
shared
and
constantly
commented
on
–
with
“personal”
decisions
often
being
taken
by
group
consensus
40
And then there is crowdsourcing
This is the act of outsourcing tasks, traditionally performed by an
employee or contractor, to an undefined, large group of people or
community (a crowd), through an open call.
©
2010
Ipsos
research frameworks that companies are using to understand their
consumers ‒ and in our view, the easier that digital technology and
social connection makes this, the more it is going to be used.
41
41
Typical Crowdsourcing tactics
It s hard to clearly define exactly what constitutes crowdsourcing
activity. There is a fine line between a public competition, an open
on-line forum, message boards, twittering and a physical gathering
of total strangers. All these have been reported recently as
crowdsourcing activity by a number of brands.
A recent high profile example was the issue of Gap s new logo ‒ only a week after
unveiling a revamped logo, Gap decided to return to its original version after a
hurriedly launched crowdsourcing exercise was undertaken to counter a wave of
negative comments about the new logo on social networks.
Other interesting cases worth noting were the UK Government s interest in asking the
crowd how to reduce the country s budget deficit ‒ probably the biggest crowd
utilised to date.
And at the other end of the scale, Unilever broke new ground with a campaign for
©Rob Cottingham Peperami. Over 1,200 ideas were received from the public, with winners receiving a
$10,000 prize. This aired on TV in August 2010.
42
Actual Examples
43
Real
Life
Example
strangers
on
comments they Twitter, it's more difficult to judge whether the
image they're trying to project is really what others see.
Self
Image
can they turn to for an honest image appraisal? German
consumers can now upload a few pictures to
checkyourimage.com and have impartial strangers evaluate
their appearance
The results are only visible to clients, are private and don't turn
into "hot or not" contests, which would likely be the case in a
more open and transparent set-up.
Website: www.checkyourimage.com
Source springwise.com 44
Facebook introduces groups
This is a high profile and mass market application
that enables like-minded friends or groups of people
connected by shared interests to collaborate and
Real
Life
Example
share ideas on line, in real time ‒ with functionality
Group
ranging from group chat to document sharing.
Collaboration
This is a commercial platform positioned as a
customisable crowdsourcing application targeted
at both business and also direct to consumers ‒ it
offers the functionality to collaborate in real-time to
45
Real
Life
Example
Website: crowdspring.com
46
Real
Life
Example
Consumers are able to join the force and can then take
part in active assignments where they are asked to submit
names for various projects.
Real
Life
Example
In return the namers can receive cash payments for the
best received ideas.
Naming
47
Global Ideas Overnight with Idea Cultures
If two heads are better than one, it's hard to argue with the
premise of crowdsourcing, which taps multiple brains for a
common end.
Problem
Solving
problem. There are more than 200 agents from eight
countries on the books, and each earns AUD 100 for four
sessions. Is there no stopping the power of the Twitter-
enabled crowds?
Source springwise.com
Website: www.ideasculture.com/ideas.ph 48
Real
Life
Example
Social
Enabled
Research
&
Shop
Field Research - one respondent at
time.
Website: fieldagent.net
49
Real
Life
Example
Creative thinkers all over the world were able to submit and
rate new ideas for a sustainable and convenient alternative
in the form of image, audio or video files.
Fashion
Advice
on how they look - from either the whole GoTryItOn
community or just close friends .
Website: www.gotryiton.com
Source springwise.com
51
Real
Life
Example
iPhone
Fashion
Big Night Out.
Website: www.ifrockup.com
Source springwise.com
52
How Do I Look?
Diesel stores in Spain have introduced Diesel Cam, an
interactive installation that allows shoppers to
photograph themselves and post the pictures
immediately to their Facebook profiles.
As they try on clothes they can ask their Facebook friends for
Real
Life
Example
advice about which garments they should buy, or they can simply
publish photos to show off all the new clothes they are buying.
Connection
53
Real
Life
Example
Serious
Business
Innovation
Open Source B@B Co-Creation Community
©
2010
Ipsos
Website: https://www.pgconnectdevelop.com
54
Real
Life
Example
Sourcing
Social
Change
Ventures For Good.
©
2010
Ipsos
to a panel of experts.
Website: http://www.ennovent.com/
Source: http://beth.typepad.com
55
Real
Life
Example
The feedback is obviously more personal than an open poll like Yahoo answers, with the difference being the advice is from people
who are trusted. A great advantage is that access is through the users existing social community ‒ like Facebook for example so
there is no need to download registration or gain access via a separate website.
Source www.help-me-decide.net
56
Real
Life
Example
Primarily offered as a mobile application via iTunes (with a limited web presence) the functionality can be linked to the
whole community or specifically to the members own Facebook connections. Whether it s for advice when shopping, or a
little reassurance, Opinionaided is positioned as a solution for questions and good advice.
Source www.beopinionaided.com
57
Anonymous pool of experrs Anonymous Pool of Experts.
Expertise
http://vark.com/
©
2010
Ipsos
58
Real
Life
Example
Automated
“Intelligent”Advice
via
the
Crowds
Taking the concept to a whole new level, Hunch is a brand-new decision-making tool that gets to know
the user first and then offers customised suggestions. Users begin by telling Hunch a little bit about
themselves through an introductory set of questions.
Then, when it comes time to make a decision, a core algorithm based on machine learning asks the user
up to 10 structured questions on the topic, any of which can be skipped at the user's request.
59
THE
POWER
OF
CONVERSATION
#2
©
2010
Ipsos
60
Social Conversation
Electronic Word of Mouth?
Deeper than just posting opinions, a conversation can either be one way (someone
tuning in to the conversation of others) or a genuine two way exchange
Technology and the Social Media environment are patently facilitating the spread of
on-line conversations ‒ but the game changing moment is that we are now seeing the
emergence of tools to make that process so much easier. Either consolidating
conversations or automatically linking them to transactions or activities.
61
Conversational tactics
The following examples show how far the loose concept of
conversations has moved on from people just writing random reviews
or sharing experiences on forums.
62
Real
Life
Example
Social
Retail
Widgets
Friends Helping Friends Buy Products
©
2010
Ipsos
every major retailer within the US.
Source bazaarvoice.com
63
Real
Life
Example
Real
time
purchase
conversations
Swipely has developed a secure platform for consumers to share their purchase
experiences online by rating the experience and adding comments or photos.
Users begin by signing up and importing purchases from their credit or debit card
accounts; email can also be used for purchases made online.
Users can start conversations around specific outfits, meals, songs, movies,
gadgets and millions of other products . Upon seeing a compelling new purchase,
other users can click to see the venue on the map and add the item to their own
wish list. For music, movies and apps meanwhile, users can just press play on
select purchases to hear a song preview, see a video trailer or browse app screen
shots.
©
2010
Ipsos
Source springwise.com swipely.com
64
Real
Life
Example
Real
time
purchase
conversations
Shop Talk.
Blippy is also a service that allows consumers create
conversations around purchases.
©
2010
Ipsos
purchases worth over $500k per day in the US.
A few months ago, Levi s was one of the first web sites to
Real
Life
Example
use social plug-ins on Facebook.
©
2010
Ipsos
fanbase and generated thousands of likes .
Source: insidefacebook.com
66
Another
way
to
share,
rate
and
discover
media
Consumers going out to a bar or restaurant can already check in via sites
like Foursquare to let their friends know where they are.
Some 4.5 million new ratings and check-ins for TV shows, movies, music
and books are submitted on GetGlue every month.
In a partnership with HBO, users who check in to HBO's hit shows can
reportedly win exclusive branded stickers. The free service is available via
©
2010
Ipsos
browser add-on or iPhone app.
Source: getglue.comcom
Source Springwise
#3
Image © of psfk/Berghs School of Communication
68
Social Currency
Rewarding consumers for loyalty to a product or service is not a new idea ‒ indeed the original concept
can be traced back to the era of Green Shield Stamps in the 1960s. Schemes have come a long way since
then ‒ and digital technology and emerging behaviours are providing a number of exciting ways in which
companies are able to offer rewards and incentives. So the principle isn t new ‒ but the activation is now
definitely 3rd Generation.
The concept of a Social currency is obviously closely aligned to this. The social value of being seen (by
friends) to be engaging in a particular activity with the added affiliation or association with a brand, is
potentially an important equation, particularly in the area of recommendation and referrals.
©
2010
Ipsos
But
what
motivators
are
people
using?
69
Social currency tactics
Creativity is evident in the number of ways that companies are
motivating consumers to collect rewards through social media activity.
These range from benefits in kind such as free meals and travel all
the way through to free products and cash.
70
Selling Products for
the Price of a Tweet
Aiming to make social media's value explicit Pay with a Tweet is a
platform that lets content owners sell their goods in exchange for a
single tweet rather than cash.
71
Social Retail &
Customer Tweet Fleet
Website: spotandtell.se
72
Selling Products for the
Price a Post.
Taking a page from TasteCasting s book̶travel company
YokmoK is now offering popular bloggers free trips.
Owners of popular blogs̶which YokmoK defines as those with
10,000 or more incoming links̶relating to travel, adventure or
adrenaline sports are invited to apply for free travel on one of
YokmoK's upcoming trips. They need only submit their name,
the URL of their blog, which trip they're interested in and a few
sentences about themselves in order to be considered. Then,
when YokmoK finds itself with an unused slot on a trip, it lets
qualified bloggers know̶in general, at least two to three
weeks before the schedule date of departure. If the blogger is
available to participate, YokmoK will pay for all services
included in the price for the corresponding trip. In exchange,
the blogger is expected to share their experience of the trip,
including at least four entries before the trip starts, one entry
per day during the trip, and another four entries after the trip
ends; each entry must include at least one direct link to
YokmoK's website.
www.yokmok.com/bloggers-travel-free.html
Website: source springwise 73
Domino’s Recruits
Fans to Sell Pizza
Through Social Networking Pages
The music industry has long been putting fans to work
for help with promotions and sales, and now it looks like Domino s
Pizza is getting in on the action as well.
©
2010
Ipsos
Website: www.kluster.com
Social Media Check-ins
Earn Hotel Rewards
It's standard practice for hotels and airlines to offer discounts and other rewards to their own best customers, but a new
service aims to pass those benefits on to other consumers as well. Specifically, users of location-based social networking
services including Foursquare, Gowalla, Yelp, Loopt, Brightkite, Google Buzz and Google Latitude can now coordinate
their check-ins through Topguest for a variety of rewards.
Topguest is a free members-only service that automatically gives users real rewards program points for their location-
based check-ins - users simply sign up for Topguest and sync their check-in app account(s) to the service. Rewards
include a complimentary stays for those who check into four Standard hotels in the course of a single week, and a 25
percent discount for those who check into Standard properties 10 times.
76
Viral Tourist Ambassadors Promote
NZ Event - in Return for Rewards
Pass It On is an initiative to turn the nearly one million New Zealanders who live overseas into a network of virtual
ambassadors in anticipation of the Rugby World Cup 2011 event.
It aims to get expat New Zealanders to spread the word about everything the country has to offer. With funding,
distribution and content support from a variety of New Zealand partners, the effort offers monthly prize draws for
participants with Kiwi-centric prizes for the winners.
Participants begin by signing up with the effort and then sharing stories from the Pass It On site with friends, family and
Colleagues such as sharable videos focusing on travel and cuisine. When the recipients of those stories follow the sender's
link back to Pass It On and sign up, the sender earns pass points. Those points then become entries in a prize draw.
77
A Reward Based Check-in App
78
Section 4
THE POWER OF
HUMAN CONNECTION #4
©
2010
Ipsos
79
Human Connection is a Powerful Driver….
Firstly - as with all emerging trends, there are a number of ways in which consumers adopt new
behaviours and likewise a number of ways that companies line up to offer new services to cater for these.
Digital Utilities is a useful phrase to describe the explosion in applications and services that are aimed at
better organising consumers online worlds.
The concept of a personal online concierge has been around for a while ‒ the idea being that a tool that
could efficiently organise a disparate number of information sources to simplify a persons information /
entertainment feed into an intuitive dashboard is compelling.
In the same way, as the amount of information we all collect explodes, we need better aggregation tools so
that we can both see it more easily ourselves as well as showing it to friends
We
are
now
seeing
the
emergence
of
the
3rd
Generation
of
“smart”
self
publishing
tools
which
allow
consumers
to
aggregate
digital
content
and
social
media
output
into
digital
magazine
/
newspaper
style
formats.
80
Commercial Exploitation of Social Media
Behaviours
• Secondly - another aspect that we think is important is how companies will exploit new
social skills that consumers adopt.
81
iPad app turns social content into a
personalised digital magazine
Source: flipboard.com
82
A Social
Streams Manager
Another tool for simplifying the fragmenting activities of consumers
in order to bring them back to one central place is offered by
thecadmus.com
Source: thecadmus.com
83
Applying the Format of Old Media to
New Media
paper.li organises links shared on Twitter and
Facebook into an easy to read newspaper-style
format.
Source: www.paper.li
84
Unfriend Finder Lets Users Discover Who
is “Unfriending” them on Facebook
85
“Path” - A new Social Network
that limits the user to only 50 friends
Source wired.co.uk
86
Vocabulary tool by Berlitz uses
Twitter for Social Learning
A new tool from Berlitz adds a social element to learning with multimedia
instructions and Twitter-like capabilities.
Vocabu helps users learn the words from their wordstreams by trawling
the web for visual references using sites like Flickr or for examples of the
words used in sentences from real-time tweets on Twitter. Users of
Vocabu can form groups for mutual learning and inspiration, and a follow
me function mimics the one on Twitter for sharing and comparing the
wordstreams being studied.
Apps for iPhone and Android are on the way, too. Vocabu will operate on
a business model that offers both freemium and premium services.
The first thing every tween or teen girl does after a shopping spree is to
show off their haul - and now girls in the US are doing more than
bragging about their fashion finds to their best friends.
A growing phenomenon called "haul videos" allows the girls to show off
their purchases to the whole world on sites like YouTube.
There are thought to be over 150,000 haul videos which are recording
millions of viewsNow, major retailers are giving the haul video makers a
commercial makeover by actively recruiting a handful of them for back-to-
school marketing campaigns.
The stores are also compensating some of the vloggers. J.C. Penny has
deals with six girls to create back-to-school videos in exchange for gift
cards from $250 to $1,000, according to reports. "It's one of the most
innovative things we're doing this fall," Mike Boylson, chief marketing
officer at J.C. Penny, told USA Today. "All of these haulers have
followers and friends. That's how you start the ball rolling." In the same
report - American Eagle is also getting in on the action, with its own
version of AE hauls.
Source ABC News & YouTube
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