Table of Contents. Introduction - Holiday Shopping Motivators. Section 1 - Holiday Wish List. Section 2 - Product Exploration

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2 Table of Contents Introduction - Holiday Shopping Motivators Section 1 - Holiday Wish List Section 2 - Product Exploration Section 3 - Charitable Giving Section 4 - Holiday Games Section 5 - Offers Section 6 - Holiday Sharing Conclusion

3 Introduction Holiday season is the largest consumer-spending event of the year, and consumer behaviors across social channels and mobile devices will be playing their largest role in holiday purchasing ever. From 2011 to 2012, there was a 250% increase in mobile traffic over Thanksgiving, Black Friday, and Cyber Monday; and, in 2012, 66% of online purchases on Black Friday came from social media referrals. This year the increase will be greater and, for large brands, the stakes higher. As brands compete to break through the holiday noise and onto the radar of busy shoppers, social and mobile engagement will be a critical ingredient for grabbing customer attention, creating engagement, and driving sales. The staggering growth in purchases made online, through mobile, and as a result of social media interactions continue to reinforce the fact that traditional holiday campaigns alone are no longer enough. Brand holiday campaigns must be just as connected as the world we live in and the consumers we hope to influence. Luckily, the holidays provide a variety of ways to engage consumers using digital channels. Gift shopping is inherently social and, now, mobile; therefore, your brand should be taking advantage of these elements to create holiday campaigns that drive significant revenue this season. From wish lists to social promotions, holiday games to holiday content sharing, brands now have more opportunity than ever to create meaningful interactions with consumers as they prepare to part with their purchasing dollars during the biggest season of the year. Here, we ll take a look at six different campaign types and provide successful case studies for each. Stuzo has deep insight and experience in this space gained from over 800 custom social and mobile campaigns, and we offer the tactics and strategic best practices needed to design, execute on, and deliver marketing solutions with maximum performance and return on spend. In 2012 alone there was a 250% increase in mobile traffic over Thanksgiving, Black Friday, and Cyber Monday than in Compuware APM Mobile will impact holiday purchasing decisions for 87 percent of consumers. - Mobile Marketing 1 Compuware: Driving Engagement for Holiday Shopping

4 Holiday Wish Lists Driving Engagement Wish lists have always been an integral part of the holiday season. With the emergence of social + mobile, marketers now have the opportunity to turn a holiday tradition into a branded experience that encourages users to explore product, share lists with their network, and ultimately allows brands to capture consumer dollars.. Key Benefits Drives engagement with your products as users browse, research, and explore items to add to the wish list. As users share their wish list, it builds awareness, bringing other users into your product ecosystem to explore and purchase. Wish lists with product- or interaction-notifications drive multiple engagements, keeping your brand top of mind during the busy holiday season. Case Study Sephora launched a holiday campaign in 2009 dubbed Sephoraclaus, where fans posted their wish list of products from Sephora.com. This custom social experience then aggregated the Twitter and Facebook posts which, in the process, were building brand and campaign awareness in a dynamic and interactive visualization. Based on the submissions, Sephora granted one wish per day for 30 days leading up to Christmas. Driving Engagement for Holiday Shopping

5 Consumer Engagement Tips Generate a top 10 most listed items which will give brands a chance to further showcase their product while also giving fans additional gift ideas. Think mobile first to give users a convenient way to fulfill their wish list while in-store. Let users submit their wish list for a chance to win. This gives users more of an incentive to create the wish list, encourages them to add more items, and provides a gallery of wish lists for users to browse and gain additional gift ideas. Driving Engagement for Holiday Shopping

6 Product Exploration Social Browsing Product exploration gives brands the opportunity to bring traditional holiday catalogs to social platforms and mobile devices with rich, in-depth product showcasing. Whereas the traditional catalog was typically browsed through individually, digital product exploration turns the experience social and drives story after story throughout social ecosystems and networks. Key Benefits Last holiday season 8 in 10 smartphone owners researched and browsed products on their phone. Product exploration is a social way of appealing to consumers during this critical purchase phase. Product exploration drives traffic back to your website as consumers click through to get more information. Analytics gained from interacting with products gives brands insights into what is resonating with social consumers. Case Study In 2012, Capital One created a 12 Days of Pinterest campaign which featured 12 holiday themed gift boards. Capital One retail partners such as Visa, Saks Fifth Avenue, and Best Buy, could feature product to be explored, pinned, and won through the campaign. When users clicked on the pin, they were redirected to the sponsors sites for further information and purchasing. Although the campaign launched on Pinterest, it was also tightly integrated into Facebook and Twitter where users of all three networks were able to spread the word and further promote the campaign as well as the products. Driving Engagement for Holiday Shopping

7 Consumer Engagement Tips Be creative, if users only wanted an online catalog, they would simply visit your site. Generate social signals with share to win incentives through Pinning, tweeting, or sharing on Facebook. Give users an extra incentive to buy by connecting deals, coupons, and offers to the featured product. Driving Engagement for Holiday Shopping

8 Charitable Giving Building Emotional Connections In a season that s seemingly all about buying gifts, it s the social campaigns that are about giving back and charitable causes that, many times, are the ones that break through the clutter of discounts and coupons. Many brands, especially non-retailers, find that they can boost engagement and awareness during the holidays by integrating a cause and making donations that positively impact thousands or millions of lives. Key Benefits Builds emotional connection with fans during the season of giving. Surveys show that most customers would switch to a competitor that exhibits corporate responsibility. Charitable Giving can be tied to revenue by donating a dollar value or percentage of purchase to a relevant charity. Case Study MasterCard, for example, a longtime partner of Stand Up To Cancer, promotes their Ugly Sweater campaign, which asks fans to post pictures of themselves in their ugliest, funniest holiday sweaters. For each ugly sweater shared, MasterCard donates to support cancer research, which incentivizes fans to share this branded content with friends, building awareness for MasterCard and its corporate responsibility initiatives. Driving Engagement for Holiday Shopping

9 Consumer Engagement Tips Allow your users to take an action that positively affects your charitable giving. For example, for every tweet, share, and purchase, we will donate $1! Encourage users to share their positive action and how it contributed to a charitable campaign. Show the results in real time. Let users see how a single interaction can make an environmental or societal impact. Driving Engagement for Holiday Shopping

10 Holiday Games Simple User Engagement Social + mobile lightweight gaming is a great way to engage your most loyal audience, and it is absolutely applicable to Holiday 2013 verticals. Brands can leverage social games for their biggest advocates, offering promotions, prizes, and points for high scores. When combined with other campaign types, such as Charitable Giving like Disney did in 2012 with Coins for Change or Product Exploration, social and mobile games can gain an additional incentive layer and can become even more successful for the brand. Not every gamified social experience has to be tied to an interactive experience. Most campaigns can be gamified and powered by participants use of social signals such as likes, tweets, shares, comments and pins, to name a few. Key Benefits Middle-aged women a large part of the target audience that many holiday marketers are trying to engage are the social gaming industry s fastest growing market. Gaming plays into several aspects of human nature: social interaction, the need for a relaxing distraction, and friendly competition. With the strategic use of social signals, marketers can create additional branded engagement and amplification by allowing users to earn points for sharing content, recruiting friends, watching a video, or a number of other social actions that increase the player s likelihood of winning. Case Study During the last holiday season, Disney s Club Penguin launched its annual Coins for Change campaign that encourages its over 200 million players from around the world to donate their virtual game coins to a good cause. Donating the virtual coins essentially equates to voting for which charitable cause will receive the annual Disney $1 million dollar donation. 3 Google Think Insights: Driving Engagement for Holiday Shopping

11 Consumer Engagement Tips Games that allow multiple people to work towards a common goal are not only more effective, but will allow you to reach more networks through strategic social stories and social sharing. Design for the mobile player. Social gaming is traditional used to fill gaps in the day - during the commute, during lunch breaks, etc. - and therefore are extremely skewed toward the on-the-go user via phone or tablet. Use notifications and Open Graph stories strategically by pulling users data about their likes and network to make the story more personalized, relevant, and share worthy. Driving Engagement for Holiday Shopping

12 Offers Engaging Deals Promotions, offers, deals, and discounts are the primary driver of holiday campaigns. In 2012, department stores grew Cyber Monday sales by 43.1% with compelling deals and promotions. With so much noise and so little time, promotional offer campaigns must compel users to stop, engage, and take action. This is especially true in the social + mobile space where users are bombarded with special offers, deals, and sales all competing for their attention and purchasing dollars. Key Benefits Offers can be a large driver of foot traffic to retail locations. Great deals wrapped in engaging experiences travel fast through the social ecosystem. While researching and shopping, a compelling offer could be the difference between showrooming and purchase. Case Study Uniqlo, the Japanese retailer, launched a compelling campaign last season called GIF Box with a custom social microsite. Fans submitted their to digitally unwrap their GIF Box, revealing a humorous, holidaythemed animated gif, playing off of the already viral gif format. The unwrapped box featured a one-time use coupon code to be redeemed on their webstore. Driving Engagement for Holiday Shopping

13 Consumer Engagement Tips When building your campaign you must take a mobile first approach, as many will be redeeming the coupon right from their phone, perhaps even claiming the coupon while in-store. Maximize reach and awareness by integrating the offer across social platforms such as Facebook, Twitter, Pinterest, and even your own dedicated social and mobile microsite. This will quickly build momentum and amplify the reach of your campaign. Gamify the experience by making users take a lightweight action that pushes the deal through social networks via social stories, retweets, repins, and . Driving Engagement for Holiday Shopping

14 Holiday Sharing Spread the Cheer Socially Leading up to, and just after, the holiday season, brands can join in the conversation and produce content designed for the sole purpose of sharing it with friends. Before the holidays, campaigns can take the form of funny, viral content, such as clever season s greetings cards. Since the holidays are a stressful time of year, lighthearted comic relief will certainly be a welcomed break from the seasonal frenzy. After the holidays, campaigns may take the form of fan user-generated content by encouraging fans to share what gifts they received (or those that they wanted, but didn t receive), their favorite holiday photo, or a holiday themed photo of the fan with your product. Key Benefits Funny holiday themed content can spread quickly through social networks. Bringing branded joy to the season is a good way to stand out from the frenzy of ads consumers are bombarded with. Funny viral content shows the human side of brands, making connecting with customers easier and more meaningful. Case Study Peeps produced Someecard esque content to complement their holiday Candy Cane Flavored Dipped Marshmallow Chick. These branded holiday themed e-cards offered humorous faux-apologetic statements such as, I m sorry I sneezed in your eggnog, and I m sorry for using mistletoe as an excuse to kiss your Mom. The e-cards quickly spread across Facebook and were ed by fans to friends and family looking to share in the holiday humor. Driving Engagement for Holiday Shopping

15 Consumer Engagement Tips Make the content just as much about your customers as your brand or product. Find the right mix of branded content, holiday theme, and humor. Encourage users to submit their own version of holiday branded humor. Driving Engagement for Holiday Shopping

16 Conclusion As social + mobile continue to have an ever-increasing impact on consumer purchasing behavior, their strategic integration into holiday campaigns has become more important than ever. In 2013, most customers (80% according to Google ) won t start their holiday purchases in the store. They ll turn to social and digital channels from mobile and desktop devices to search for deals, product information, and social proof. While this can present challenges for marketers, it s also a season laden with opportunity. Successful social + mobile campaigns will go beyond increasing the bottom line during the holiday season, but also lay the foundation for continuous drip marketing and engagement throughout the year. As you prepare for your upcoming campaigns, begin planning in the early stages the benchmarks and KPIs that the success of the campaign will be measured on. This will allow you to incorporate deep analytics that will give you insight into the social + mobile consumer behavior. Applied correctly, these insights can be just as valuable as many of the other ROI measurements of the campaign. Since reach and awareness will be a critical component to your holiday campaign, be sure to design experiences that drive social stories deep into fan networks. A good rule of thumb is that this is typically done by allowing fans to create content, providing valuable content including offers and deals, and making the campaign seasonally entertaining. With these elements in mind, your campaign will break through the holiday marketing overload and engage users while creating the actions needed to drive sales through the holiday season and beyond. 80% of shoppers will research online before making a purchase this season, and they will switch devices to suit their needs. - Google Google Retail: Driving Engagement for Holiday Shopping

17 About Stuzo Stuzo is the industry leader in the design, development, management, and optimization of custom engagement solutions across the social and mobile web. With clients across dozens of verticals, including entertainment, travel, retail, and CPG, Stuzo is the top partner for brands who need world-class custom engagement solutions with nearly 900 solutions designed since Headquartered in Philadelphia, Stuzo was one of the first 7 companies selected by Facebook as a Preferred Developer Consultant in 2009, and is currently certified for custom solutions by Facebook, Twitter, Google, and LinkedIn across the desktop, ios, and Android. Stuzo is honored to count as its clients, Procter & Gamble, HBO, MasterCard, CBS, AB-InBev, and many other global brands million shares 450+ million fans added 800+ social solutions delivered Contact us today to set up a one-on-one consultation with a Stuzo Solutions Architect about your social and mobile efforts for this holiday shopping season and beyond: hello@stuzo.com Driving Engagement for Holiday Shopping