As retailers find their feet in social marketing, it would be interesting to know why they started down the road in the first place. All too often the answer is, “Because my customers expect me to be on Facebook.” Often “So I can push promotions” tops the list. But isn’t it great when the answer is, “I wanted to learn more about a few of my biggest fans, and leverage their influence to generate repeat visits at end of the purchase funnel?” This we don’t hear often.
Social-savvy retailers understand that their platforms aren’t just another outlet for brand messaging and promotions. They are often great listening posts and active drivers of business value. A few thought-starters (and relevant posts) on the subject:
1. Look into curated collections. Search for your brand on curated platforms like Pinterest. When you find someone who is in love with your product, they’ll often have past collections that reflect shared interests, and you’ll be able to discern whether they have ‘tastemaker’ status or not. After a careful identification process, these curators can be invited to broadcast their perspective on your brand.
2. Remember the valuable minority. A few of your most valuable influencers (often less than 10% of your total) can drive significant business value. Irfan Kamal’s great post thoroughly illustrates the point.
3. Turn your fans into advocates. Build a network of endorsers. Or, as our own Gemma Craven put it in her terrific post, turn your attention to “looking at the empowered customer as the new powerhouse that must be considered and included in any advocacy program.”