So, on the Trifunk blog, we’ve talked a lot about the business growth possibilities of e-commerce – you know, a way to sell your products online instead of in a physical store. But Marc Jacobs has taken the concept of e-commerce in a completely different direction with its Daisy Marc Jacobs Tweet Shop. Instead of going to a website to purchase their products, for two days, customers could head into their New York pop up store, tweet a photo while there, and receive a Marc Jacobs item in exchange for their post. It’s like reverse e-commerce!
Erika Morphy from Forbes made some interesting comments about this concept, saying that brands are still figuring out the actual value of social media. Because e-commerce and social media have a special relationship where you can literally track which ads brought in the most money, many companies can’t resist judging the success of a campaign by the difference between dollars spent and dollars earned. But what about customer loyalty and brand awareness? Ignoring the value of both of these things can be a costly mistake in the social media marketing world.
“But here is what I think Marc Jacobs’ pop up store experiment does spell the end of: trying to put a dollar value on social media campaigns, especially as analysts can’t seem to get their arms around the valuations of the social media providers themselves.
Research companies have been trying to do this–establish the value of, for example, a Facebook Like–for several years, producing widely diverse numbers. Retailers, though, have long caught on to the notion that having a slew of Facebook fans does not necessarily convert into increased sales.
Now, increasingly, retailers are catching onto the fact that connecting ROI with content marketing–in which social media plays a key role–is equally as elusive.” – Erika Morphy
For now, I’m pretty confident that the average person’s tweet isn’t equivalent to the price tag on something like a shearling vest, but apparently it is worth some swag and the occasional handbag. If Marc Jacobs is able to measure the success of this reverse e-commerce stunt in some form (monetary or otherwise), we might be seeing more pop-up tweet shops in the future.