Valentines day: a social marketing for bussiness
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wishpond EBOOK
Valentine’s Day:
A Guide to Social
Media Marketing
for Businesses
wishpond.com
Table of Contents
Chapter 1 - Content Marketing on Different Social Networks
6
Chapter 2- Social Media Branding for Valentine’s Day
10
Chapter 3- Understanding the Power of Valentine’s Day Emotions
13
Chapter 4- Provide Solutions for Your Market’s Needs
17
Chapter 5- Connect With Customers and Clients
20
Chapter 6- Promotions and Campaigns During Valentine’s Day
24
Chapter 7- Targeting Facebook Ads
26
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Introduction
Why engage in social media marketing for
Valentine’s Day?
Over 50% of women in relationships say they would break up with their partner if they did
not receive a Valentine’s Day gift. This shows you how serious the day is for half of women in
relationships. If Valentine’s Day is important to your consumers, shouldn’t it be important to your
business?
Not to mention, Valentine’s Day produces a great deal of revenue each year. The average annual
spending is $13.19 Billion. Not enough businesses take advantage of the opportunities of holiday
seasons. The holidays are a time to grow your relationship with customers and clients via social
networking.
Do Valentine’s Day like the pros in social media marketing. In this white paper
you will learn:
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wishpond EBOOK
How to get people to share your Valentine’s Day content
How to run Valentine’s Day promotions
The impact of photos on customer engagement
Why to start early on the promotion of the occasion
Strategies on using Facebook Ads to target demographics
Valentine’s Day: A Guide to Social Media Marketing for Businesses
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Chapter 1
Content Marketing
on Different Social
Networks
Posting about topics, holidays, and current events that Facebook users are already thinking about tend to go more viral
than other posts.
For example, posts that mentioned Independence Day on July 4th created somewhere near 90% more engagement than
all other types of posts published that day.
What kind of content is best to post on Facebook?
• Photos on Facebook Pages receive 53% more likes than the average post.
• Photos attract 104% more comments than the average post.
• Fill-in-the-blank posts generate about 90% more engagement than the average text post.
Source: />
Google+
Google+ is home to the tech-savvy. Which means outdated posts are not going to bode well with your audience. Relevant and
trending topics are to be paid attention to. Keep track of when Valentine’s Day is trending on Google+ so you can get on top of it as
well.
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Valentine’s Day: A Guide to Social Media Marketing for Businesses
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The content shared by successful businesses like H&M
always includes an interesting image and the occasional
links to interesting content, promotions, and videos.
Posting links to your original content will get indexed by
Google and improve your SEO.
Pinterest is a powerful tool for social promotions. Yet as of October 2012, 71% of businesses were not on Pinterest.
Pinterest users spend more money, more often on more items than any other of the top 5 social platforms.
This makes Valentine’s Day the perfect season to utilize Pinterest.
Especially with women using Pinterest for holiday shopping ideas.
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Valentine’s Day: A Guide to Social Media Marketing for Businesses
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How women (70% of all Pinterest accounts) use Pinterest for holiday shopping:
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60% to find gift ideas
26% to create a wishlist to share
23% top in photos of gifts I’ve bought/made for others
36% to do research on gifts for others that are already in consideration
Sources: />
It’s hard to get heard with all of the noise on Twitter. There are approximately 3,000 tweets sent per second! So make your tweets
exciting. In less than 140 characters, you have to grab the attention of your audience.
Giving followers a peek into behind-the-scenes can go a long way. To the audience, it feels exclusive. It’s necessary to provide
content that they feel is worth their time.
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Valentine’s Day: A Guide to Social Media Marketing for Businesses
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Chapter 2
Social Media
Branding for
Valentine’s Day
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Valentine’s Day: A Guide to Social Media Marketing for Businesses
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Incorporating Valentine’s Day into your social media
branding is easy.
Here’s how you do it on Facebook and Twitter:
On Facebook, consider making a seasonal cover photo for the occasion.
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On Twitter, you could do the same with your header image or background image.
Shoppers Drug Mart Example
Start ahead of time - Walmart started three weeks ahead
of time last year. They have over 26 million fans to date,
so they are a great example to follow.
This is an example of a campaign getting users to post on
their wall. When you have a significant fanbase, you will
have fans willing to post content on your wall, especially
if there’s an incentive. Walmart asks fans to post dessert
creations for the chance to have their entry featured as
a Meal Solution. This is effective because friends of fans
will see that they’ve posted on Walmart’s wall, prompting
them to take a look and possibly like the page.
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Chapter 3
Understanding
the Power of
Valentine’s Day
Emotions
Evoke emotions from readers with content. Provide entertaining or heartfelt content that triggers readers to feel emotional
engagement between themselves, your business, and the holiday.
Many marketers believe that evoking emotion through content marketing is essential to make posts go viral. It could be a picture of a
mother hugging her baby, or a story of a soldier reuniting with his love for the first time in a year.
In a study regarding the shareability of articles at the New York Times, it was discovered that:
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Awe was the second most viral type of content to be shared
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Conversational posts receive twice as many comments on average
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Posts filled with emotion are typically shared more
Source: />wishpond EBOOK
Valentine’s Day: A Guide to Social Media Marketing for Businesses
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According to a study conducted by the University of Indiana, there are 6 primary emotions that humans have that you can tap into
with your content.
1. Surprise
2. Joy
3. Sadness
4. Fear
5. Anger
6. Disgust
Although especially for Valentine’s Day, it is easier to stick to the first two; Surprise and Joy. Anything unexpected or positive in an
inspirational or humourous manner will lead people to share your content.
Google’s Valentine’s Day post last year was a touching
video that only lasted a minute long, yet created
emotional reactions from the viewers. It featured a
famous song by Tony Bennett which helped assist in
winning the viewer’s hearts.
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What do you dislike most about Valentine’s Day?
Still have no idea how to relate your business to Valentine’s
Day? Why not post anti-Valentine’s Day content? Get in touch
with people’s dislike or disgust of the holiday. You may find
that some people will react negatively to this, but this is a
common risk with social media.
Topics that allow you to share an alike interest or
opinion with your fans and followers bring on engaging
conversations.
Include an image or list of things you hate about Valentine’s
Day. Engage your audience by posing a question such as,
“What do you hate about Valentine’s Day?” Get the entrants
to discuss it on your Facebook page.
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Chapter 4
Provide solutions
for your market’s
needs
People are going to listen to what you have to say if it’s going to help them. Providing Valentine’s Day ideas not only helps them, but
helps your business create trust with consumers.
Valentine’s Day related promotional posts with a solution don’t seem as pushy as the regular ones without a purpose. It’s more about
suggesting as opposed to telling. The buyer will come to a natural “yes” and feel confident about purchasing the product.
Burberry suggests a gift idea for
the man in your life.
House of Blues in Anaheim let their followers know that they have
an easy solution for Valentine’s Day plans. They are effectively
solving their customers needs on Valentine’s Day.
Being specific about who the products/services are for grab the
attention of your target market. People that are genuinely interested
in your product are likely to click through.
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If you don’t feel any of your products/services are relatable to Valentine’s Day, dig a little deeper. Businesses of all sorts find creative
ways to market during all seasons.
Make a ‘limited edition’ product/service for Valentine’s Day.
Diamond Candles does a great job at this. They even found a way to get more virality on their post - by getting people to tag their
significant others in the comments!
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Chapter 5
Connect With
Customers and
Clients
One of the important aspects of social media is communication between your business and your customers/clients. With a push in
the right direction, people will feel more inclined to communicate with your business in social communities.
Showing a connection between
employees and customer
Give fans a reason to interact with your business.
What aspect(s) of your business do your fans love the most? What are their
hobbies? Do your customers love low prices? What about quality customer service?
Victoria’s Secret takes note of everyone
who looks forward to the annual Victoria’s
Secret Fashion Show. In this example, they
get the Angels from the fashion shows
to respond to tweets about their plans
on Valentine’s Day. Fans anticipate the
response eagerly from the Angels.
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Share a fan’s photo of your product/service.
Make a connection between your business and the holiday. Incorporate your brand, product, or service without being promotional.
These types of posts are more likely to become viral because fans feel It’s for their entertainment value as opposed to your
businesses profit.
*NOTE: Doing this during other times of the year is also encouraged. It doesn’t have to be a holiday to share your appreciation of
your fans!
If you don’t have any of your fans photos incorporating your business, you
can find a way to do it yourself. It’s just as effective, although it requires
more work on your part.
Find a creative way to use your
product/service to celebrate
Valentine’s Day. Burberry uses
some fabric to create a heart
shape. Then they simply wish
their fans a Happy Valentine’s
Day.
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Starbucks used their Valentine’s Day merchandise to tell their fans they love them. A very simple concept sent an efficacious message.
Thank them after asking for feedback.
Your customers will feel great knowing that you appreciate their business, and it goes a long way after getting them to help you out.
Even if the post doesn’t result in a lot of likes or comments, it’s still valuable to express your gratitude.
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Chapter 6
Promotions and
Campaigns During
Valentine’s Day
Make online promotions that get fans involved. Take advantage of Valentine’s Day and use contests to acquire more followers, likes,
engagement, or whatever your goal may be.
Make sure your campaign/promotion is mobile compatible.
Why?
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There are over 1.2 Billion people accessing the web from their mobiles
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32% of people ages 18-24 use social networking in the bathroom. Yeah...
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38% of smartphone owners use their device in front of the TV every day
Create your own hashtags to be used on either Twitter, Instagram or Pinterest. Diamond Candles commonly uses #candlecraze,
which works perfectly for their brand because people go crazy over their candles, literally. You can also utilize generic hashtags
applicable to your campaign such as #giveaway which was used in the Diamond Candles example.
Entice fans to comment on your posts by giving them
an incentive, whether it be big or small. Comments,
shares and likes all attribute to the increase in virality
of your posts.
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Chapter 7
Targeting
Facebook Ads
