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RFID Marketing - POSTmachine (ENG)

POSTmachine provides an internet marketing communication service with which our customers can enable their own satisfied customers to easily share their positive experiences on social networks. (http://www.rfidmarketing.eu/)
by

RFID Marketing

on 12 February 2014

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Transcript of RFID Marketing - POSTmachine (ENG)

Mark Zuckerberg, Facebook
POSTmachine - social media marketing communication service to support sales & marketing activities (e.g. customer loyalty programs)
How can you reach 220 thousand people with 900 users & get 990 thousand message views with 4 thousand messages?
Possible applications
Real time monitoring of
sales promotions
Social communication of
sales promotions
Social communication of
events
Interactive information / photo totem
to support tourism related communication
CRM database building
Results of some pilot projects
917 registered users

more than
3 970 RFID activities
- social messaging, and activities related to other activities (e.g. tombola game, sport events)

nearly
993 thousand social media appearances

- targeted, direct, perso-to-person communication between the message sender and its social media connections... this kind of communication is way more trusted, than conventional marketing communication channels
917
3 970
993 000
Personal recommendation is far the most efficient way of marketing communication: 92% of online consumers believe that “recommendations from people I know” is the most trusted from of advertising. On the contrary, only 36% say that ads on social networks can be trusted, and online banner ads are one of the least trusted forms of advertising (33%).
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38% of 18-64 year old consumers have recommended a brand they "like" or follow on a social network.
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Among those who had been sent relevant recommendations by friends, more than eight out of ten state that they investigated it or even made a purchase (84%).
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On average, 22% said they bought a brand because a friend recommended or followed the brand online.
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The importance of personal recommendation is even more crucial, since only 1.4% of fans and friends of fans of the top 200 brand pages on Facebook are actually engaging with those pages.
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Source: Nielsen, Global Trust in Advertising and Brand Messages (April 2012) - sample: 28 thousand
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Source: IPSOS, Socialogue: I Like You and Will Follow You Anywhere! (June 2012) - sample: 12 thousand
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Source: Vanson Bourne, Pitney Bowes Software, Social media: contrasting the marketing and consumer perspectives (Nov. 2012), - sample: 3 thousand
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Source: Ehrenberg-Bass Institute, Brand Engagement Rate Still 1%, But Facebook Is OK With That (November 2012) - top 200 Facebook brand pages
Importance of personal recommendation in corporate communication
Which communication
types consumers find useful?
Those about discount
or money-saving vouchers

Those about new products/services

Those about upcoming sales

Those about upcoming events

Those about changes to products/services
*
Registration
The user connects the unique identification code of the RFID tag with his/her own Facebook page to enable personal message sending.
Message sending /
activity
RFID-tag is placed near to RFID-reader:
A predefined message is sent to the user's own Facebook page under his own name, or other predefined activity is initiated (e.g. participation in a tombola prize draw).
Social
communication
The message (published under the name of the message sender user) appeares in the News Feed of the Facebook friends.
Targeted, friend-driven word-of-mouth markketing communication!
Process
In practice
Customer loyalty program
Optic Duroc
“People influence people. Nothing influences people more than a recommendation from a trusted friend.”
Case study: MTV
92 registered users
(RFID key holder,
1 glass of Heineken beer, tombola prize draw)

343 RFID-interactions
(wellcome messages; Heineken
game messages)

161 messages (Facebook posts)
sent to Facebook friends

Social multiplicator effect:
The 92 registered users of the campaign had
528 Facebook friends on the average,
The 92 registered users of the campaign had
a
total of 48 565 Facebook friends

Number of Facebook News Feed message appearances: 86 250

An average Facebook message is read by 12% of friends –
the messages were read by at least 10 350 friends
Event-marketing
RFID Marketing
Sales support
Diesel
Event marketing Heineken
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Source: Vanson Bourne, Pitney Bowes Software, Social media: contrasting the marketing and consumer perspectives (Nov. 2012), - sample: 3 thousand
Supporting customer
loyalty programs
www.rfidmarketing.eu / info@rfidmarketing.eu
Full transcript