Operators could follow Kellogg’s example and provide something in exchange for positive feedback on Twitter
now possible to pay-by-tweet. Launched in partnership with American Express, this is Twitter’s fi rst attempt to build e-commerce directly into the site. The partnership allows users to link their Amex accounts to their Twitter profi le. Transactions are made when users tweet a hashtag, notifying the brand of their intent to buy. Amex then responds with an authorisation tweet that the user must retweet within 15 minutes to con- fi rm their purchase. The payment will then be taken from the synced Amex account and the product shipped to the corresponding address. Currently only available to select part-
ners in the US, this may not be the most feasible option, but it shouldn’t put you off experimenting with payments on Twitter. It could just mean that (for now) no actual money should exchange hands. A recent pop-up shop in London let
customers pay for a snack with a Tweet. The Kellogg’s Tweet Shop asked cus- tomers to show the brand some love on Twitter in exchange for a free treat.
AM 2 2013 ©cybertrek 2013
The Kellogg’s Tweet Shop asked customers to show the brand some love on Twitter in exchange for a free treat
Similarly, Danish chocolatier Anthon
Berg offered free luxurious chocolates to customers in exchange for their prom- ise to do a good deed – shared publicly on Facebook. Customers could ‘buy’ a box of chocolates using iPads at the checkout desks to log into Facebook and make their public promise to a chosen loved one. This promise was sent via the Anthon Berg page creating huge buzz for the brand on Facebook and tagging in hundreds of potential new fans. While these case studies may not
be technically e-commerce, they’re examples of social commerce at its best – PR-worthy events that reward customers or visitors for being social.
MOBILE
Mobile phone usage, in particular smartphones, has developed at an exponential rate over the past few years. It’s estimated that more than half the UK population have a smartphone, with the US not far behind at 44 per cent (Google: Our Mobile Planet 2012). Thanks to this technology, people are
always online, increasing the opportuni- ties for interaction and expanding the term digital campaign to include mobile. A simple way to integrate mobile into
any digital campaign is via mobile pay- ments. Studies show that people are most likely to use mobile payments for relatively small amounts when looking
Read Attractions Management online
attractionsmanagement.com/digital 63
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96