Smart Robbie

I'm a digital design professional. I hope to share articles, images, designs, digital solutions that I find interesting and hopefully you will find inspiring.
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Physical Pinterest board pops up at Westfield UTC shopping centre

real-world Pinterest board has been spotted at a Westfield mall in California that promotes products from the mall’s shops, as well as an actual Pinterest competition to win the items shown. Lots of retailers are jumping on board with Pinterest as Christmas draws near, including half of the top 10 UK online retailers, which have created Christmas-themed boards. New research has found that Debenhams has the highest average pins per week of these UK retailers, with ASOS and John Lewis not far behind.

The Report from Econsultancy:

Retailers turn to Pinterest to boost Christmas sales

E-commerce is a well-established part of the Christmas shopping rush, with shoppers spending £7.9bn online in December 2011.

Social media is an important tool for attracting online shoppers and promoting gift ideas, and this year many retailers have turned to Pinterest to try and maximise their visibility online.

Research by Searchmetrics shows that five of the top 10 UK online retailers have created Christmas themed pinboards containing ideas for gifts, decorations and food.

And it’s not difficult to see why. Research shows that Pinterest drives more sales and a higher order value than either Facebook or Twitter, though for sheer volume of referral traffic it’s still difficult to beat Facebook.

Looking at how retailers are using Pinterest, Argos leads the way with six pinboards including gifts for him and her, secret Santa and top toys.

Tesco and John Lewis both have four Christmas boards, New Look has two and ASOS has one.

It’s interesting to note the different strategies of each of the retailers. ASOS and Tesco obviously see the value in engaging with other users on Pinterest and their pinboards include a lot of content from other sites around the web.

New Look also includes one or two pins from other users, but at the other end of the scale Argos and John Lewis only feature their own products.

It’s common for brands to use Pinterest simply to promote their own products, which seems to totally miss the point of social media.

However it could be that they don’t want to dilute their brand or that they want to avoid the murky waters of copyright infringement.

Even so, in our post listing nine best practice tips for brands using Pinterest, we recommend that they consider pinning third party content in order to help personalise the brand image and encourage consumers to identify with the business.

Searchmetrics’ research also looks at which brands are achieving the most shares on Pinterest.

Images and pages from ASOS were found to have been shared most overall, but Debenhams is currently top when looking at the number of shares per week.

Up to the 12 November, 80,071 links to content on ASOS had been pinned on the social network, compared to 45,157 for John Lewis and 27,067 for Debenhams.

But Searchmetrics’ weekly data found that Debenhams currently generates the highest number of average pins per week (1,963), followed by ASOS (1,499) and John Lewis (755).

Please note, this table is a screenshot so the hyperlinks don’t work.

NAB opens 7-day-a-week social media command centre

Posted on December 10, 2012 by Marketing

NAB has opened a customer service ‘social media command centre’ that, in the lead up to Christmas, will be manned seven days a week.

The command centre will consist of seven staff from the bank’s digital, marketing and corporate affairs team who will monitor and respond to the 5000-odd comments its social media channels currently receive in an average month.

Executive general manager of direct banking at NAB, Sam Plowman, says the investment, in which the bank has partnered with Salesforce Marketing Cloud, has been made to improve the customer service experience no matter the channel.

“This state-of-the-art centre will complement our award-winning customer contact centres to make banking with NAB easier and more accessible for our customers. Our customers don’t switch off on weekends, and now neither do we,” Plowman says.

NAB’s social media community grew more than 350% in 2012 and now has more than 135,000 followers across Twitter, Facebook, YouTube, LinkedIn and Google+.

The bank receives around 5000 comments and resolves 600 customer service requests through social media every month, a 10% growth in customer service interactions on social media, on average, for every month in 2012.

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