The retailers that stood out as the Big Movers This Week are no strangers to the top of the Media Logic Retail Social Juice Index (RSJI). They consistently implementing tactics to engage fans and spur both interest and loyalty. Here are the tactics these brands used and how they can help your brand amp up its engagement:
Tip #1: Offer exclusive information
There are two things that nearly everyone likes – receiving “secret” insider information and getting anything for free. Carter’s took advantage of consumers’ penchant for these two perks and utilized a Facebook update to reap the benefits. The brand told its likers that it was letting them in on a secret and to stay tuned for a free giveaway the following day. It then instructed fans to “like” the status if they were excited. Over 25,500 fans clicked the “like” button—earning 50x higher engagement than the update on the day of the giveaway! This shows that sometimes the excitement for an exclusive giveaway trumps the sweepstakes itself!
Tip #2: Highlight creative and striking images
Shari’s Berries cracked into the top movers this week with an eye-catching picture of a unique treat. With baseball season in “full swing,” the brand capitalized on America’s favorite pastime to show off white chocolate covered strawberries designed to look like baseballs. The strategy was a hit, garnering thousands of likes and shares. Similarly, Tiffany & Co. received its highest engagement of the year promoting what it’s most renowned for—its diamond engagement rings. The luxury retailer shared a photo of a matching diamond wedding band and engagement ring and linked to the brand’s website so that likers could find their own “perfect engagement rings.” Nearly 60,000 fans liked the post—proof of a well-received message.
Tip #3: Encourage open and honest communication
Think Geek, a brand known to take part regularly in witty banter with its fans, took to its Facebook page to explain some missing wall posts. Due to an unfortunate Facebook glitch, the brand’s posts from the previous three days had mysteriously disappeared. Rather than keeping the Think Geek community in the dark, the retailer used a status to explain what had happened. Think Geek’s fans appreciated the update, sending their thanks and appreciation to the brand, while sending virtual boos and hisses Facebook’s way.
Tip #4: Use calls-to-action
Cabela’s earned a major spike when it asked fans to describe a photo featuring a scenic landscape on the brand’s Facebook page. A simple call to action — “In two words or less, how would you describe the photo?” — encouraged nearly 8,000 fans to chime in. In addition to effectively using the call-to-action strategy, Cabela’s also hit the nail on the head with the choice of the image. The outdoorsy shot was the perfect picture to grab the attention of the retailer’s fan base.