Three Lessons For Marketers From Black Friday Social Buzz

By Tom Hasselman

Is it Cyber Monday already? Wow, the holidays flew by like 50% off televisions at a Black Friday sale. On the topic of Black Friday, all the data is in on social media conversations around the event. Leading up to the big day the social media buzz was up year over year with some clear leaders that you would expect to see and some new entrants that broke new social marketing ground. Overall conversations were up nearly 20% from 2014 with a huge spike in the last week before the day.

The big winner on Friday’s social conversation was Kohl’s. How did Kohl’s grab the attention of the Black Friday shopper? They did it by combining traditional marketing strategies on new social channels. Their Twitter contest #KohlsSweepstakes combined social and traditional marketing for a strong Black Friday showing. This is a good strategy that any marketer can turn into a campaign.

One of the biggest winners of the weeks leading up to Black Friday and the day was REI. Their decision to close on Black Friday and encourage shoppers to #OptOutside via a social media campaign consistently placed in the most discussed topics on social media. This campaign was true to their brand and likely resonated well with their customers making it a success that will have a lasting effect. Marketers should think about how to use PR and social to take a contrarian or different position on an event or news and turn it into a marketing win.

The last big lesson of Black Friday 2015 came from the consumers themselves. One of the biggest themes of the conversation were around how many were going to wait for Cyber Monday to “avoid the crowds” and “find better deals.” The second most frequent conversation and the conversations with the most positive sentiment were around Cyber Monday. While the overall trend to ecommerce isn’t new the conversations of those waiting have grown significantly this year. Retailers and marketers should make sure their campaigns include Cyber Monday messaging and that they stay in the conversation after the big day.

We’ll be back later today with a Cyber Monday update to see which brands and retailers are capturing the attention of online shoppers. You can also follow along live with our Black Friday/Cyber Monday Social Tracker. This data was pulled from Salesforce Marketing Cloud’s Social Studio. Social Studio analyzes hundreds of millions of data sources from Twitter, Facebook, YouTube, blogs, news sites, and more.

Check out the full Slideshare analysis below for more on Black Friday and Cyber Monday:

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