Birchbox

After I wrote my last post about Sweetgreen, I became increasingly interested in its concept as well as the way it does business. While doing more research I came across an article about businesses that are better than the rest when it comes to content marketing. Sweetgreen was listed as well as another company called Birchbox. How it works is for $10 a month, Birchbox will send you a customized box of sample sized beauty products. 

Birchbox designed its content marketing strategy around the millennial generations’ “fear of missing out” mentality. It is very active on social media sites such as Instagram, Twitter and Facebook where they post photos, videos, and articles. It highlights the previous month’s box showing how to use products as well as how other customers are reacting to these products. 

It is a smart idea for beauty brands to get on the Birchbox bandwagon and provide their products to these trend setting customers. If a sample of their product is included in a box, a customer may decide that they really like the product and then can buy a full size directly from Birchbox’s website. The service that Birchbox provides allows customers to not have to worry about sorting through the hundreds of thousands of beauty products available on the market, the new trends are delivered directly to their door. “The message is simple: If you aren’t getting Birchbox, you are definitely missing out — the perfect push to drive customers to whip out credit cards and subscribe”. 

If you want additional information about Birchbox, I found this video particularly informative. http://mashable.com/2012/01/31/birchbox-video/

You can also visit their website if you want to subscribe! http://www.birchbox.com 

Sweetgreen

Sweetgreen is a company that was started by students from Georgetown University. They saw a growing need for a place that served healthy and local foods in the D.C. area. They began to sell salads with local ingredients from farmers markets. The Sweetgreen brand quickly became one that connected “passion and purpose”, which made social media the perfect way to market the brand and message.

What sets them apart as a company is that they listen to customers well through social media and this allows them to be able to better tailor content on Instagram and Twitter sites. They believe that these are the most powerful platforms for their brand because of how well their product lends itself to being photographed. Sweetgreen also wants to focus on using social media as a tool for long term brand loyalty. The goal is to make a personal connection with customer and maintain it for life.

Something that I found particularly interesting is that Sweetgreen’s social media is tailored based on seasonal trends, just like those on the menu at the restaurant.

Sweetgreen does a great job at appealing to their niche market through social media. They are creating a lifestyle brand that people want to be a part of because of their values or even simply because it is trendy. In order for Sweetgreen to maintain their customer base, they need to convince customers that this is not a short term trend, but something that is going to continue to grow and be successful.

Double Trouble with Instagram

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Adding to my last post, which gave an example of the dangers that can be involved with social media platforms such as Instagram, I found another article having to do with an Instagram scam. More than 100,000 Instagram users fell for the scam that told them that if they inserted their username and password that they would get free followers and likes. This scam  app called InstLike would start liking random photos and following random users after the Instagram user signed up. “We don’t steal your account,” the app developers promised in the login screen. However, InstLike did just that.

We would think that by asking for login information it would make most people hesitant to agree to the terms, but it did not. It even got past Apple and Google for months, as it was available in the App Store and Google Play. From all of the 100,000+ users that downloaded this app, they were able to harvest unimaginable amounts of data from the accounts. Not only did this app steal the users information, but it also convinced many of them to pay money for extra likes and followers. It is crazy to see the extremes that people will go to to get additional likes on their photos.

If you were one of the people that fell for this scam, it is suggested that you change your password immediately and delete the app from your phone.

One way that this could be detrimental to an organization is if scams like this were able to get access to their account and post things from that account. This could be bad for the image of the company dependent on the content of the posts. This could also give scammers access to private information that could be sensitive information.

Mashable also recently posted an article titled “Don’t Fall for These 9 Instagram Scams”. It would be a worthwhile read if you are currently using that platform.  http://mashable.com/2013/11/06/instagram-scams/#_