Effective Social Media Marketing for Retail Businesses

www.freshnetworks.com

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Social Media Marketing for Retail BusinessesGetting viral success and ongoing engagement

Talk to us: www.freshnetworks.com | [email protected] | +44 (0)20 7692 4376


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Today is about two things:

Shirts Shoes

&


Actually it’s about:

1. Viral success2. Ongoing engagement


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Viral activity create buzz...


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...and sustained engagement brings real benefit


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But the best is to achieve both

&


Two ways of achieving this:

1. Online communities2. Social media events


T.M.Lewin : An online community



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Why T.M.Lewin is

• Be seen as an authority on business dress

• Get customer insight into our product, marketing and services

• Educate and excite customers about the brand and products

• Clearly differentiate our brand from our competitors

• Reach a new audience

• Encourage word-of-mouth


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Outcome – Off The Cuff community


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Blogs from all areas of the business


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Sartorial advice from experts


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We aim to turn responses into conversations

“ …shirts for my size are usually too narrow but I’ve never tried a classic. I have a 44" chest 36' waist can anyone shed some light?”

“…At present our slim fit shirts are really more semi fitted so I don’t think you will have any problems with them being too fitted”

“Seriously, TM will always have my business and in fact I have turned some of my co-workers on to the site”


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Twice

People who enter the community are

as likely to convert on their first site visit

Conversion


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Maintaining interest

Regular updates with new blogs and polls,and quick responses to comments have helped build engagement

1/3 of community members have already returned


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The conversation has gone viral

43% visitors

from outside the UK

134different countries


Jimmy Choo : Social media events



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Sept May

Project PEP

Facebook

Twitter

MIXI

CatchAChoo

Blogger Outreach

Six months of community building

www.freshnetworks.comA social media event


4,000 individuals participated on Foursquare,Twitter and Facebook.


1 in 17 London Foursquare users were chasing CatchAChoo.


The campaign was mentioned over 5,000 times on Twitter.


250 blogs and publications mentioned the CatchAChoo campaign.

21 Apr 24 Apr 27 Apr 30 Apr 03 May 06 May 09 May 12 May-

20m

40m

60m

80m

100m

120m

140mCumulative reach – top 30 blogs (based on monthly traffic data)

Media Week

Mashable

PSFK

Reuters

Yahoo news

Vogue.co.uk

Evening Standard


The campaign was widely covered in: The Evening Standard, Reuters, Marketing Magazine, PR Week, Mashable, Vogue…


Daily trainer sales in-store went up 33% after the Evening Standard coverage.

www.freshnetworks.com“We have seen some great feedback both from media and a variety of individuals who have been impressed by this initiative.” – Jimmy Choo

“Probably my favourite campaign that I’ve seen in social media. Period.” – Tristan Walker (Foursquare) at Web 2.0 EXPO


And one unsuspecting member of the public was mistakenfor the CatchAChoo team


What’s next for Jimmy Choo?

CatchAChoo is on the move…


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So how do you do this?


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• Summary of what to do next

Have strategic plan for your engagement:

1. Find out who is saying what and where they are saying it

2. Work out what you are trying to achieve and how you will measure your impact

3. Experiment with social networks and work hard to get successful engagement

4. Have a clear process to measure your impact and refine your strategy


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And bring your online community andsocial media events together


That’s it