TOMS: What's Next?

TOMS Shoes' new campaign, Next Chapter, puts a fresh spin on the classic social media campaign model where brands ask their fans to create content. The company that donates a pair of shoes for every purchased pair is about to unveil the next chapter in its history. As it is gearing up for the big announcement, it is asking its fans what they want from the future and how they are contributing to making a difference in the world. 

Anyone who's set up one of these campaigns asking for photo and video submissions knows that content creators are far and few in between and it's a lot to ask consumers to go film something, post it and tell all their friends about it. These campaigns need inspiration. They also need a system that makes it easy for consumers to create and submit content. 

TOMS is speaking to a certain type of idealist consumer. Folks who choose their brand not just as a fashion statement, but also as a social business. These people are likely to have something to say about the future. They have hope. They have ideals. They want to make a difference. Most importantly, they believe they can make a difference. 

For this audience, telling and sharing their story would not be enough. It's ordinary. It's not that exciting. But TOMS is tapping into their ideals and giving nature by asking them to think about the future. 

Given the audience's mindset and TOMS' motivating messages, I hope we see many submissions. 

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The Word on Banking

The latest report from the Large Purchase Study shows that offline WOM is significantly more likely to influence banking-related purchases than online WOM. Yet, there is a twist in this all too familiar plot line. The impact of online word of mouth on banking product and service purchases has been significantly increasing over the past couple of years.  

Banks have a significant opportunity to grow their customer base and invest in long-term relations through online communications and marketing. The report shows that young adults and ethnic minorities, are more likely than their respective counterparts to listen to online buzz when choosing their banks.

As young customers get older and go through various life events and changes, they will need banks' help with credit, mortgage and retirement products. They will continue to turn to their online sources. Banking brands that earn their trust today will have significant competitive advantages in the future to earn these customers' business.

The latest census data pointed to significant growth in Hispanic population between 2000 and 2010. Considering the Hispanic population's (especially the younger Hispanic segment's) affinity for social media, banks that manage the word online and proactively communicate with Hispanic customers through social channels will stand a real chance with them. 

To download the full report and read more about the influence of word of mouth on banking-related purchases, click here.

 

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Don't Just Call It An App

Smart clients are pushing back on app ideas -- they don't want an app for app's sake. Considering the sea of content competing for attention in social media, they are right. There are hundreds of thousands of apps being downloaded as we speak. What will make yours noticeable and compelling to use?

Think of an app like a web site or any other destination on the web your brand owns. You need to take care of it the same way: develop interesting content, make sure it fulfills a need, make sure it works without a glitch and promote it!

So, an app is not just a widget on your Facebook page's corner to engage users. It is an extension of your brand and your service. Therefore it needs to be part of your marketing and communication plans. 

An app can collect data, keep users focused for minutes at a time and get them to return to your site and revisit your brand. Why not give it the push it deserves, so it can work hard for you? 

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