Rosetta Stone leveraged social engagement to drive consumers to its platforms on Cyber Monday by strategically engaging all its marketing platforms and aligning them to work together.
The language instruction program reached 35.2 million people on one of the biggest shopping days of the year, or about 20 percent of the U.S. audience. The results reflect how marketers can reap the benefits from mobile expertise as the audience on smartphones and tablets grows.
Mobile has been the primary driver of how Rosetta Stone generates digital engagement, not just the fact that most of our social channels have consumption on mobile, but because they are engaging with our apps, said Michelle Alvarez, public relations director at Rosetta Stone.
We have 3.2 million fans across all social channels, of which 2.4 million are on Facebook. An equally powerful driver for us has been the users who have installed our language learning app, who only partially overlap with the Facebook fan base and the website visitors, she said.
Rosetta Stones mobile audience skews younger and is tech-savvy, enabling the brand to engage both its traditional and new Rosetta Stone customers. Many of these mobile-only users wish to learn only on their mobile devices.
Mobile Web site.
On Cyber Monday, mobile engagement was at an all-time high - 84.8 percent helped by the brands mobile optimizing of its Web site and various earned channels. IPhone users accounted for 29 percent of all site visits for Cyber Monday.
Last year, engagement was primarily through desktop.
Driving engagement in mobile over the shopping weekend caused people to remember to visit the Rosetta Stone site on Cyber Monday.
More than 75 percent of Rosetta Stones social traffic is on mobile devices, whether organic or ad-driven, so every one of our experiences is geared towards this, Ms. Alvarez said. The percentage of folks who open our emails on mobile devices is also in this range.
Having the $199 price on Cyber Monday - the lowest price Rosetta Stone ever had, enabled by its move to a cloud-based program, created a perfect storm of mobile/social sharing, she said.
Users of Rosetta Stones family of mobile apps (learn languages, Rosetta Stone Kids, Fit Brains, and 20 others) were driven into social, Web, email, and other channels.
Facebook fans hear about Rosetta Stones family of native mobile apps. App users are more likely to search for Rosetta Stone on Google and more likely to come to the site to buy.
People are expecting deals, they are on mobile, and they like to share, Ms. Alvarez said. The traffic we saw across all channels jumped consistently, which propelled us into the Top 10 brands worldwide in digital engagement.
We even saw this across Twitter, Instagram, Pinterest, and other networks, whether we actively were promoting or not.
Rosetta Stone has been actively monitoring and responding in mobile social channels, which drives sharing, sales, and organic into non-mobile.
Our team of responders reply to more than 100 inquiries a day on social, Ms. Alvarez said. We collect emails from app installers who opt in so we can continue to nurture them via drip campaigns.
The brand had a big focus on app installs, the thinking being that being in the top 10 in language apps has a spill-over effect into other digital channels.
An emphasis on video also boosted traffic. Organic video views assisted with paid efforts in YouTube and Facebook and had a spillover effect. Average viewing times were much higher on mobile than desktop.
Mobile: a primary driver.
The initiative also expanded beyond language instruction and into childrens reading and Brain Fitness products, creating a multiplying effect.
We're super proud to see our team's hard work pay off, especially given that we're a much smaller U.S.-based operation than most of the brands that joined us as leaders in engagement, Ms. Alvarez said.
Michael Barris is staff reporter on Mobile Marketer, New York.