RETAIL SOCIAL BUSINESS IMPACT IN RETAIL
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1 SOCIAL BUSINESS IMPACT IN RETAIL Learn how top retail brands like Radioshack, REI, Jason s Deli, HomeAway, and Whole Foods Market deliver business impact through social 1
2 WHAT SMART RETAIL MARKETERS ACHIEVE We have about 600 social media accounts and about 2500 people who are creating social content on behalf of the brand everyday. So for us Spredfast means a couple of things, it means the ability to get a lot of very robust data about all of those accounts to analyze and understand them in a scalable way and it means that we can make those people who spend time engaging with customers more productive. Natanya Anderson, Whole Foods Market Whether brick-and-mortar or ecommerce, retailers of all types rely on social media to earn mindshare with today s connected consumer. The smartest retail marketers are using social media more often and more strategically to deliver the right message at the right time to the right consumers. Spredfast works with dozens of top retail brands including Radioshack, REI, Jason s Deli, HomeAway, and Whole Foods Market. These customers report that Spredfast has helped them: Increase Online and In-store Sales A national foodservices provider, executing social programs at 500 campus dining facilities nationwide, ran a social couponing campaign via Spredfast. The campaign performed 500% better (higher conversion and average purchase) than a traditional print campaign. Drive Referral Site Traffic An online vacation-rental marketplace increased website referrals by 67% with traffic from social channels. At the same time, this retailer increased social engagement and freed up resources to think and act more strategically. Improve Customer Service A consumer-electronics retailer used Spredfast to increase customer-care response by 650% in 12 months. This retailer also increased its customerresponse rate to 97%, while dropping response time to 2.5 hours. Operationalize Local Engagement A multinational grocery retailer enabled community managers at 350 stores to engage with local audiences in less than one hour a day. The company was also able to distribute approved brand content across the enterprise and gained important visibility into program performance in every region and local market. 2
3 5 Social Media Best Practices for Retail Brands 1 Use Targeting Options to Reach the Right Audience While it is important to cast a wide net when building brand awareness, it is also important to reach the right people with the right message. Take advantage of publishing options that allow you to target by geography (promote local specials, announce new store openings), language (share culturally appropriate messaging), demographics and interests (discuss specific products with the most appropriate consumers). 2 Make Customer Service Personal Customers increasingly look to social to find answers or resolve issues. Savvy retail brands leverage social as a powerful channel for strengthening customer relationships. This strategy can be achieved in a variety of ways: resolving customer issues in a timely manner, educating customers about where to find and how to use products, and personalizing care responses based on a fan s interaction history and profile information. 3 Share positive ratings and reviews 70% of Americans look at reviews before making a purchase decision and that user-generated feedback is more trusted than your brand s advertising. [Google, Zero Moment of Truth] Amplify your fans voices by sharing positive ratings and reviews across social channels. 4 Provide Exclusive Social Content Insider Information is always compelling. Sharing exclusive, social-only news and announcements is a great way to increase word of mouth buzz and drive brand awareness. (Who doesn t love sharing a juicy secret?) Providing unique deals to social fans and followers demonstrates customer appreciation and serves as a compelling purchase incentive for your best customers. 5 Use Social Insights to Optimize Campaigns Take advantage of the wealth of social performance data to understand which types of content are driving quality engagement and which campaigns perform best. Use these insights to optimize your social content across channels and make informed decisions about paid social promotions. 3
4 Why it s time to expand your social marketing efforts Consumers consult social before they buy With so much information readily available across the social web, consumers are researching purchase decisions more than ever, often from their mobile devices in store aisles. Many of them are turning to social media for answers. 78% said that posts by companies they follow on social media affect their purchases and 71% are more likely to purchase from a brand when referred by social media. [wommapedia.org] Social fans are your best brand evangelists Engagement, reviews, and brand mentions by consumers on social channels serve as powerful word of mouth marketing. They reach more people and persist longer than online ads, marketing, or conversations once held while out with friends or around the office. 92% of consumers worldwide trust recommendations from friends and family more than any form of advertising. [wommapedia.org] And those customers acquired through word of mouth are 16% more valuable to a brand than those generated through conventional advertising. [mediapost] Their value is often immediately apparent Pinterest referrals spend 70% more money than visitors referred from non-social channels. [Search Engine Journal] Social helps you understand customers better than ever Social customers willingly provide personal information with the expectation that they will receive a more customized brand experience. By mining the audience and demographic data provided by social networks, you can understand and communicate with your audience in more targeted and effective ways. Plus, you get direct feedback when users comment, like, retweet or share your brand s post. 4
5 Common Questions from Retail Brands While many retail brands are already using social media to drive business impact and results, others have yet to go all in on social and realize its full potential. Here are a few common questions we hear from retail marketers, and the ways that Spredfast can help. How do I surface executive-level insights from social-network data so I can demonstrate impact and obtain budget and buy-in? Leverage powerful analysis to gain insight that helps you understand your audience, measures quality engagement, defines and tracks social conversions, and calculates return on engagement across multiple social properties. What if I don t have the collaboration, workflow, planning and organizational tools I need to expand social at the local retail level? Empower regional and local contributors by using a centralized platform to coordinate publishing calendars, automate collaboration and workflow, and facilitate engagement on localized accounts. Protect brand integrity by assigning access and permissions and making approved content and messages readily available. How do I meet high consumer expectations across an increasing number of touch points? Customer demands for a consistent, positive experience are particularly high on social media. You can meet their needs and exceed expectations by being present, delivering valuable social content, and engaging in conversations. Use sophisticated workflow and moderation to make sure questions and issues are resolved by the right team or individual. What if my team is outgrowing first generation technologies and their insufficient functionality and insights? It s time to upgrade to new technology that can deliver robust social insights. You also need technology that is powerful and flexible enough to include your extended social team and meet the evolving needs of your business. 5
6 Let s get started. We help dozens of retail brands to achieve meaningful business results through social media. Top retail brands are using Spredfast not only because we provide a technology platform that is powerful and flexible enough to suit each organization s unique structure and goals. They also choose Spredfast because we become their trusted partner. We look beyond software intallation details and also assist customers by providing strategic guidance and sharing best practices that help them succeed in social business. There are many reasons why the time is right to expand your social marketing efforts: whether you are looking to build brand awareness, provide targeted engagement and personalized customer care, or drives sales. We are ready to answer any questions and share how Spredfast can help your retail brand expand your social media programs to deliver meaningful business results. Ready to find out how? LET S TALK info@spredfast.com 6
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