Social Media Marketing

Following a sprinkling of ads from brands in other categories, Macy's is the first retailer to roll out Facebook's auto-play video ads within mobile news feeds, Adweek has learned. A rep for the department store giant claimed there were two other merchant brands testing the platform, but didn't disclose names. Macy's ads, which are marked as sponsored, ran on Friday within Facebook's iPhone app at the top of the news feed. They automatically began playing as users scrolled down the screen.

When a handbag manufacturer started hearing from her retail customers that her products were being offered at or near wholesale prices on Facebook, she was taken aback. The retailers weren't too happy either, seeing the merchandise readily available on the web at prices well below what they had been charging for the same products. The manufacturer, who spoke to EcommerceBytes on condition of anonymity, began poking around Facebook and quickly discovered that invitation-only co-ops are proliferating on the social network. 

Amazon.com unveiled a partnership with Twitter on Monday that may signal the future of shopping lies in your social media feed. Starting today, Twitter users can link their accounts to an Amazon account, and automatically add items to the shopping cart by responding to any tweet with an Amazon product link with the hashtag #AmazonCart. Users never leave the Twitter feed, and the product is waiting for them when they head over to Amazon. It's potentially a new business model for Twitter, which so far has relied on sponsored tweets for revenue. 

I'm here to say that the reason for Sears’ 78 percent stock price plunge from its peak in April 2007 — and associated tattered financials that are putting it incrementally into the grave — is the outcome of a culture of losing. This attitude emanates from the top brass and permeates the entire organization, resulting in customer needs not being satisfied. In turn, that's led to material market share being gobbled up by the likes of Wal-Mart, Target and, of course, Amazon.com. 

I have to be honest, every time someone mentions "social currency," I immediately wonder what the catch is. Yes, social media is a powerful marketing channel for brands and a great way to engage with consumers, but retailers know all too well that a slew of Facebook Likes or #mentions on Twitter doesn't always yield a strong return on investment. So, what's a mere 140 characters really worth to a brand? Apparently, around $20 bucks.

Target, Nordstrom and other big retail chains are pinning their hopes of attracting shoppers on social media. Retailers increasingly are using Pinterest to draw business to their own sites. Shoes, handbags and other popular items on Pinterest are being prominently displayed in Nordstrom stores with special tags. Target, the nation's No. 2 discounter, is creating exclusive party-planning collections with top Pinterest users, or "pinners." And Caribou created a coffee blend that was inspired by the coffee chain's Pinterest fans.

United Colors of Benetton plans to develop its own social platform, The Drum has learned, as the fashion retail brand opened a new concept store in the heart of Milan. The "One Canvas" concept store has been created as part of Benetton's plans to drive a new brand strategy that will evoke its "Italian essence" with "comfortable, functional and dynamic" clothing. The concept store has been divided across several collections using canvas "walls," which can be easily remodeled when necessary to suit new fashion lines.

Here's one way Disney will try to recoup the $950 million it plans to spend buying YouTube network Maker Studios: with web series backed by deep-pocketed marketers. One example arrives Thursday, when Maker will post the first episode of "The Next Style Star," an online reality series listing Macy's as a co-producer. The 10-episode series will pit 16 fashion stylists against each other in a competition for $10,000 judged by fashion aficionados like Whitney Port, originally of MTV's "The Hills," and Made Fashion Week founder Jenne Lombardo. 

Lululemon got some unwanted attention last year after it recalled its "see through" athletic pants, but now the clothing company is ready to get in on the joke. Jimmy Kimmel spoofed Lululemon on his late night show last Thursday, running a fake ad for spray-on yoga pants called "Lululemon Pledge." "When they spray on, they stay on," a voice-over says. Lululemon took it in stride

Eco-friendly jewelry retailer Alex and Ani increased its sales and average order value (AOV) last year by ramping up its Facebook ad program.