Tesco expands social selling approach to Tesco Direct

Tesco Direct

Retail giant Tesco launches new social selling campaign with social technology platform Buyapowa 

To drive word-of-mouth sales around its Direct range, Tesco will offer a series of deals and rewards starting with their Entertainment category

NEWS RELEASE

London, 05/08/14 – The UK’s largest retailer Tesco has today launched a new word-of-mouth social selling campaign for its Direct range of products, in partnership with social selling platform Buyapowa. Building on Tesco’s previous experience of social selling with its Grocery division, the campaign enables customers to shop for great deals and earn exclusive rewards when pre-ordering the latest video games, such as new game-of-the-year contender ‘Destiny’.

Aside from using the innovative Co-buy mechanism to lower the price of products as more people shop, customers will be able to win exclusive rewards by creating the biggest buzz via social media. Prizes such as free games, merchandise and bonus content will also be on offer to those who can encourage the most friends to buy into the deals.

This introductory Co-buy on the entertainment products in Tesco’s Direct range will shortly be followed by further Co-buy offers across a broad range of products, as the retailer looks to extend the


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Microsoft utter the unspeakable truth about Facebook likes

The Unspeakable Truth Of Facebook Likes

We've been saying it for a long time. Our clients have privately admitted to us that they feel the same way. But, finally, Philippa Snare, Microsoft UK's chief marketing officer, has publicly said what everyone secretly thinks about brands who hoard Facebook Likes in the same way that old people on that cable show hoard junk and filth and slimy stuff that makes you go: 'Groooooo!"

Rather charmingly reviving the spectre of old-school Facebook pokes (of course, the word has recently been co-opted by Zuck's Snapchat rival), Snare told this week's Direct Marketing Association Integration Summit: "I'm hearing about how many 'likes' you get, how many pokes you get. I don’t care how many pokes I’ve got if it’s from people I don’t want to talk to, but I really care if I’ve got four or five high quality likes from significant influencers."

She added that her board share her utter lack of desire to chase Likes, and went on to say that Microsoft were busy trying to identify metrics which truly measure social engagement, with an emphasis on "rewarding quality over volume".

And that's the interesting bit. Because Snare and Microsoft are by no


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Competitions don't work. This week: Xbox

This Xbox Competition Won't Work

via Xbox UK

Last week, we told you how competitions had absolutely stopped working, and how they're often massively counter-productive.

This week, we thought we'd illustrate the point by looking at a current comp from Xbox UK. Now, we're absolutely not here to criticise Microsoft or the UK Xbox social media team, who do a wonderful job for a fantastic product (we're massive fans). We're just wondering how well this is going to work for them.

There's a few obvious glitches. The entry mechanism requires that you follow @XboxUK on Twitter, then retweet the following tweet from @XboxUK: “I want to win a sack of Xbox swag. #AnXboxChristmas”

Unfortunately, this doesn't all fit into a standard tweet, nor is there any room to tell people what the prizes are, so they're running with this:

Xbox tweet

Inevitably, people on Twitter are assuming they simply need to retweet, but the Ts & Cs (which no one ever looks at) say they also need to follow. That's going to alienate a lot of punters. And, speaking of those Ts & Cs, they're actually hosted on Facebook - along with a list of the prizes. Cue angry Facebook fans wondering...

Comment on Facebook

Erk. You see, you just can't please people with competitions. They'll share like crazy, they'll enter like mad. But they'll get grumpy if they don't


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