RSJI Insights: Tips for Implementing Successful Social Strategies
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! DSW’s wall, which is accustomed to flurries of activity from its passionate shoe-loving fan base, erupted with likers vying for the Mother’s Day prize!
Tip #2: Set Goals and Get Likers Invested
Five Below got fans enthused about its climb toward the 100,000 Facebook liker mark to make its debut on the Big Movers This Week. By unveiling (and pinning) a promotion that offered five $100 shopping sprees upon reaching the major social milestone, Five Below motivated customers to flood its wall with appreciation and congratulations. The push was enough for a spike in engagement, but the brand page still needs a few thousand more likes to reach its target.
Tip #3: Demonstrate Liker Appreciation with Small Giveaways
Just barely edged out of a spot on the week’s Big Movers This Week was clothing retailer Hanna Andersson, which ran a modest promotion for a $250 gift card that successfully elevated liker engagement. In fact, the promotion earned 1,000+ comments – more than 4x as many as the brand’s previous statuses in the month of May combined!
Tip #4: Tap into Your Brand Identity and Likers’ Passions!
Both Crayola and Bulgari – very different brands with very different audiences – utilized strategies that recognized exactly what their audiences wanted to see and interact with. A simple Facebook update from Crayola got likers back in touch with their “inner child” by challenging fans to “like this [status] if you still color!” Lo-and-behold, more than 12,000 fans happily obliged! And Bulgari took advantage of famous faces rocking its jewels and handbags to earn a 141-point spike. A staple at recent red carpet events, Bulgari jewels made appearances at the Met Gala, Malaga Film Festival and Women of Style Awards, and the brand used Facebook to share star- and gem-studded images with its adoring fans.
Keep an eye on the Retail Social Juice Index to discover the latest tips for success in marketing for a social world. Or give us a call – we’re experts at it.
