Long before you decide on the logistics of your retail promotion on Facebook (prizes, duration, how to handle technical issues, who’s responsible for monitoring, etc.), there are some fundamentals you cannot overlook...
Each week we highlight the biggest jumps of Media Logic's Retail Social Juice Index (RSJI) and review the social tactics top-performing brands have utilized to earn positive engagement spikes... or sometimes, the campaigns that backfired. Winning strategies are often successfully replicated by a number of brands over a wide range of industries. Our analysis of this week's top-moving brands reveals four tips to consider for your brand's social marketing strategy.
Tip #1: Capitalize on Seasonal Opportunities. Make Them Relevant to your Brand
DSW snagged the RSJI's top spot with a flash promotion in honor of Mother's Day. With this "Shoe Frenzy," which offered a special surprise to every liker who gave mom a shout-out on the DSW Facebook page, the brand earned a 411-point spike!
Another week, another successful social promotion from DSW. The leading fashion footwear retailer earned the top two spots on Media Logic's Retail Social Juice Index “Big Movers This Week” and the highest score among all brands – 724! The brand continued its streak of generosity by offering a special prize to every fan who correctly predicted the winner of the Super Bowl, and likers responded by passionately expressing support for their favorite team on the brand’s Facebook wall. The next day, DSW offered likers a free clutch handbag with a purchase, earning a myriad of wall posts, comments and likes… as well as more than 13,000 new fans in one day! Also jumping on the Super Bowl bandwagon were some unexpected brands—jewelers Bulgari, Pandora and Ice.com.