Top Ranking Retailers Combine Strategy and Engagement Boosters
For social platforms and engagement, we know what works: photos, videos, calls-to-action. But it’s also important for brands to use strategic tactics along with these standard engagement boosters. This week’s Big Movers on Media Logic’s Retail Social Juice Index (RSJI) combined those go-to practices with deeper strategies to come out on top.
Jump on seasonal trends, as shown by UGG Australia
For most children and parents, the end of August represents two major events: the final days of summer and the beginning of the school year. And while many students dread the start of classes, UGG attempted to make it a little more bearable by sharing an image of an UGG boot that screams, “Playful & colorful. Perfect for back to school!” The tactic worked, as the image amassed over 37,000 likes—a sign of success for any brand, especially one whose key product offering is currently in its off-season!
Utilize platforms to integrate PR & social, as shown by T-Mobile
As PR and social become more hand-in-hand, brands like T-Mobile are effectively utilizing social platforms to reach wider audiences. Last week, T-Mobile unveiled an industry first offering—an unlimited nationwide 4G data plan. The brand took to Facebook and Twitter right away to share the news. The press release was very well received as it earned over 30,000 Facebook interactions and 1,000 Twitter interactions.
Tap into your audience for photos & more, as shown by Advance Auto Parts
At this point it’s clear: photos are a necessary and significant engagement booster for brand pages. And, sometimes, it makes sense to tap into fans to understand what visuals work. Advance Auto Parts shared an image of a witty bumper sticker, which on its own scored successful engagement. However, the retailer took it one step further — inviting likers to share their favorite bumper stickers on the brand Timeline. With mobile and social blurring the lines and becoming more integrated daily, fans were able to shoot and share accordingly!
Simply: Ask! as shown by Lush (but keep it legal!)
Lush didn’t rely on pictures, links or videos; it just asked, “What’s your ‘can’t live without’ product?” Over 3,500 likers responded enthusiastically, chiming in with their favorite must-use products from Lush. There was one slight problem, though. The brand announced it would pick one winner from the comments—a practice deemed illegal by Facebook, as no contests, sweepstakes or giveaways are allowed to take place directly on a brand’s Timeline! Our weekly analysis tells us that even without the contest, simple questions inspire feedback, so the risk of running an illegal promotion is not worth it.
Know your audience and what excites them, as shown by ProFlowers
ProFlowers earned the final spot on the RSJI’s Big Movers This Week by sharing a photo of—what else?—flowers! The brand kept it literal and appealed to its fan base of flower lovers. The photo of the beautiful dahlia earned the brand high engagement for a 163-point spike… potentially inspiring likers to order their own bouquets with the flower from the online retailer!
Stay tuned to the daily updates of the Retail Social Juice Index to see which brand’s scores spike this week!
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