5 Ways to Leverage the Power of Social Communities This Holiday Season
Tough economic conditions have led to some pretty dramatic changes this holiday season, including earlier and more aggressive promotions, extended store hours, and more aggressive digital marketing efforts such as extended free shipping offers. How can brands leverage their social communities to best stand out from the crowd and drive success this holiday season and beyond? Here are five simple ways to leverage the power of your social community this holiday season:
1. Time and execution. Every marketer is working towards Shangri-la — i.e., the right offer to the right consumer in the right channel at the right time. One of the easiest tactics in this equation is to get the timing right. Take the time to analyze critical response patterns within each of your social communities, including what day and time of day your community members are more likely to engage with your social posts. Then schedule your holiday promotions accordingly to increase reach, response and conversion.
2. Integrate and coordinate. Support your holiday promotional efforts with coordinated social posts. Test the sequencing of these efforts and their impact on sales. Take it a step further by offering exclusives to community members and/or early or special access to sales events and specials. Finally, encourage sharing and consider rewarding those that do with additional discounts and/or rewards. Remember to tag and track all social media efforts so you can measure the impact they have on overall sales. Also be mindful of the Federal Trade Commission's guidelines governing social media endorsements.
3. Localize and alert. Leverage the power of social media to update communities about local events, extended hours, price changes and even restocking/delivery of popular out-of-stock items. Use geo-targeted posts on platforms like Facebook as well as location-based services like foursquare to help spread the word and optimize sales both online and in-store at the local level.