Jul 09

How Etsy & Kite Add Social Right Into UX

Social media marketing is more essential than ever in the growing world of digital marketing. As Small Business Trends reported last year, 7 out of 10 consumers prefer a business with a social media presence, which is why companies are continually trying to find new ways to engage in conversation with their audience. The recent trend is to integrate social platforms and campaigns right into their services, helping them boost engagement and retention in one fell swoop. Instead of trying to come up with the next hit innovation in the field, these two companies are applying the tried-and-tested techniques that consumers love on other platforms, right into their own service for more effective UX.

Etsy Makes eCommerce Social with Crowdfunding ‘Fund’

[caption id="attachment_8678" align="aligncenter" width="300"]Fund on Etsy. Credit: Etsy Inc. Fund on Etsy. Credit: Etsy Inc.[/caption] The company that prides itself in connecting creative entrepreneurs with their target customers is expanding into the profitable and viral sensation world of crowdfunding. Taking the idea behind Kickstarter, Etsy hopes that their Fund service will  ““help...sellers [continue to] grow their businesses and create new products. By funding a campaign, buyers can participate in a new product’s journey from initial concept to their front door, while forging even more meaningful relationships with Etsy sellers they care about.” It’s a genius natural integration that puts the creative marketing aspect right into the eCommerce marketplace, ensuring a full-service venue for their crafty user demographic to reach their strategic goals in the financing and development process. Right now, Fund is in it’s Pilot Program with limited sellers, but if users respond well Etsy hopes to roll out the service to all sellers soon.

Kite is Differentiating Themselves from the Competition Through Integrated Social Marketing

[caption id="attachment_8679" align="aligncenter" width="300"]Kite Interface. Credit: Fast Company Kite Interface. Credit: Fast Company[/caption] In the past month, there has been a slew of announcements about new News apps and platforms: from Apple News to Facebook Instant Articles, and the newly announced BuzzFeed News. Among those is Kite, but the difference between this app and the rest is that Kite plans to change the game of searching for reading material by disguising its full service browser-centric service into a standalone social network similar to that of Instagram. Instead of using algorithms or having users navigate through an infinite amount of search results, the service plans to embrace both types of effective search curation used by other platforms, “social is one and the other is journalistic curation," Users can follow trusted friends and personalities for easily-digestible reading suggestions from people with similar tastes and opinions they actually care about. It’s the equivalent of getting music recommendations from your credible friend who knows what they’re talking about. The best thing--the app will not redirect you to read in Safari:  it’s a specific browser designed with user-accessibility in mind, focusing on a minimal look that showcases the actual multimedia content right in app because we all know content is king nowadays. They hope to become their users’ primary browser, by focusing on the interactive social marketing approach in selling their service. Need help integrating your social media platforms into your marketing strategy? Digital Operative can help you come up with the best method to ignite conversation with your audience. Contact our Marketing Team today.