Be Actionable. Be Different. Facebook Listen & Read Buttons & Google Offers as Examples.

Before the holiday, I wrote that Facebook was testing "listen buttons" in the Ticker. I commented that it was sure to boost activity and conversions... but what happens when the 'action' graph expands and there are buttons galore? A couple thoughts / notes on that: click image for full-size

1. This is the first time I have now seen "Read" buttons. They look exactly like the listen button - but clearly focused on different actions, publishers and canvas apps. It really stands out.

Again: what happens when the entire ticker is action-oriented? Is it too noisy? Is there new column? Unsure... but I like the fact that posts are action-oriented.

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2. Which brings us to point #2: it is a reminder to be action-oriented and to stand out... whether you are creating content, delivering emails or crafting ad units. Great example below from Google's own search ads.

The first unit is for Google Offers. It *of course* looks great and stands out: big branding, big imagery, etc.

The second is a little further down and is by Lonely Planet. The unit stands out because it is different and integrates ratings. The copy is action-oriented.

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Klout, Perks and Packaging.

During the holiday season, why not write about great packaging? (a theme I have written about before) I am a big fan of Klout. Whether your specific number is truly accurate - it represents a general level of influence. And that's important for brands, marketers, etc. And it reminds me of Ken Blanchard's great quote, which in today's world means everyone is capable of influencing and therefore leading:

"The key to successful leadership today is influence, not authority."

But back to packaging. I received a free Windows Phone from Klout's Perks program. It arrived in this colorful, branded box. The box itself is fun, the quotes are funny and on-brand (you got perk'd!)... and the experience of opening it and receiving a great perk is both exciting and fun. That's a win for Klout and, in this case, Microsoft.

It's also worth reading the insert from Microsoft. "Take it for a spin and tell the world what you think." That sums up the Perks experience well. Get product in front of relevant people. Provide a unique, fun experience. And encourage those 'influencers' to discuss and share.

Redbox SMS Program: Users Get Discounts; Redbox Gets Marketing Channel.

I write a lot about Redbox, in part because I am frequent users and in part because they are terrific marketers. Here's yet another example of Redbox leveraging SMS to drive promotions (and to collect user data ... and create ongoing marketing touch-points). The promotion: send Redbox an SMS and get discounted delivered via mobile. That's not entirely unique.

But, it's smart. As noted above, its a clever way to collect data about their users and create ongoing marketing touch-points... like the example below. Once you SMS Redbox, they follow up with an SMS that allows you download the mobile app (just reply APPS).

And that's the big takeaway here: be creative about driving engagement. Redbox uses SMS to deliver discounts and drive app downloads. The discount is the incentive for consumers and its a marketing cost for Redbox to distribute their app and drive engagement (a tactic they have used in email as well).

Both parties win. And Redbox has created a simple, low-cost marketing program that drives long-term benefits.

Perplexed by Best Buy

I'm perplexed by best buy. Terrific customer service, convenience and return policy (30 day, return anything - no questions). But high pricing (see hdmi cables and blu rays) and limited inventory (other than tvs).

Perhaps consumers are getting more savvy (thanks mobile) and more price conscious (thanks economy) and less convenience needy (thanks amazon prime).

Why Best Buy is Going Out of Business... Gradually

Consider a few key metrics. Despite the disappearance of competitors including Circuit City, the company is losing market share. Its last earnings announcement disappointed investors. In 2011, the company’s stock has lost 40% of its value. Forward P/E is a mere 6.23 (industry average is 10.20). Its market cap down to less than $9 billion. Its average analyst rating, according to The Street.com, is a B-.

Those are just some of the numbers, and they don’t look good. They bear out a prediction in March from the Wall Street Journal’s Heard on the Street column, which forecast “the worst is yet to come” for Best Buy investors. With the flop of 3D televisions and the expansion of Apple’s own retail locations, there was no killer product on the horizon that would lift it from the doldrums. Though the company accounts for almost a third of all U.S. consumer electronics purchases, analysts noted, the company remains a ripe target for more nimble competitors.

But the numbers only scratch the surface. To discover the real reasons behind the company’s decline, just take this simple test. Walk into one of the company’s retail locations or shop online. And try, really try, not to lose your temper.

iTunes Best of 2011 is Curated by Apple. Time for Retails to Curate with Social Data.

It's that time of year when iTunes - and countless other retailers / merchandisers - publish their "Best of 2011" lists. It's fun to review the lists, particularly when a great merchant / voice crafts them. But the example below of reading through iTunes "Best Music of 2011" list isn't nearly as powerful as it could be. What's missing? A list curated by the merchants I most care about: my friends. Show me what my network bought, listened to and loved. That's most interesting and would ultimately be the highest converting.

Of course that requires Apple to either integrate Facebook Connect (or even less likely, have Ping succeed).

But it's a relevant lesson to those retailers who do in fact integrate Facebook Connect and collect social data. There is great value and intelligence within.... think of it as more than social sharing: it's a merchandising and conversion lever.

Hulu's New Social Sharing Gives Visual Control

Hulu has introduced a new sharing mechanism that does two things: 1. It allows users to comment specifically on 'moments'. That then publishes the specific scene to your Facebook wall and stores your comment at the specific moment within the timeline. At scale that creates a very interesting concept: a dialogue that moves along the video's entire timeline. At scale that also poses a problem: will I want to read all of that content? Not sure... but interesting.

2. The preview UI is terrific. This is what first caught my eye: the pop-up box showcases the specific screenshot, comment and formatting that will appear on Facebook. That's really good-looking, unique and powerful.

Why is it potentially powerful: first, because I think users like to feel control over what is published and this is a visually, fully controlled experience. Second, it is different... and that means that users will drawn to it (as compared to a standard like button).

I really like this experience and don't see why it can't be applied to other visual mediums like e-commerce.

Bonobos Adds a Clever Twist to Viral Contest, Sharing.

Bonobos is currently running a viral giveaway on Facebook: Win a Wardrobe. Giveaways on Facebook aren't unique - they are great ways to drive Facebook fans, sharing and awareness. But what is unique is the viral hook that Bonobos is using:

"The more you share, the more chances you have to win."

That too isn't unique - usually contests give extra weight for the number of shares, referrals, etc. Bonobos is doing it differently though - and its very clever:

If one of your friends wins, you win the same prize. That's different and very cool. If the prize is enticing enough, its a more interesting way to incent referrals and sharing.

Bonobos + Fab Looks More Like Groupon than Gilt.

I find this example so interesting: two fast-growing e-commerce brands working together to solve one another's needs: Bonobos delivers heavily discounted product to Fab, who delivers a user acquisition channel. From afar, I believe example is more similar to how merchants use Groupon / Living Social than how they use Gilt Group: it is more about attracting new buyers than it is for dumping inventory efficiently:

Even Groupon, the King of Conversions, Battles Clutter

I often give the advice of studying web leaders and learning from what they are great at. For instance, Amazon is unrivaled in the ease of navigation, findability and user experience. For user acquisition, onboarding and funnel optimization - Groupon and Living Social are as good as it gets (see more here). But as Groupon tries to grow its product offering and business - it is encountering the common problem of *too much*. How do you keep the experience simple, clean and therefore optimzied with too many offerings and too much noise? It is effectively the inverse of my "In the River" concept.

Here's the example of a recent Groupon. Notice all that's going on: - the Groupon itself (the primary focus) - an expanded promotional unit for "Groupon's Getting Personal!" - Holiday Groupon Gifts - Groupon Now! - the referral program

So in addition to the primary Groupon, the user is exposed to four programs: Personal Groupon, Groupon Gifts, Groupon Now!, and the Referral Program (which has been around from the start). That's a lot!