Archive for February, 2010

Press Releases

Self-service Gift Registries Miss Out

Press Releases

Study Shows Businesses Increasing Ecommerce Efficacy This Year

Press Releases

More e-retailers Are Offering Product Ratings and Reviews

Press Releases

Live From IRWD: How E-tailing Group 100 Merchants Evolved in 2009

Press Releases

Self-service Gift Registries May Hurt Branding Efforts

Press Releases

Lauren Freedman, President, the e-tailing Group..On Product Personalization and More

Facebook Fans: Discover 3 Ways to Get Them

Posted on February 13th, 2010 by

Does this sound like your organization?  “Instead of researching the best ways to engage, many businesses create accounts across multiple social networks and publish content without a plan or purpose”, says Brian Solis, founder and principal, FutureWorks, in the article Why You Need a Strategy for Social Media.  As we found in our 12th Annual Mystery Shopping Study, a study of 100 online retailers, 60% of the retailers featured links to social network presences on their e-commerce sites.

But is that really enough to get customers to engage with your brand via social media vehicles?  According to a recent study by ForeSee Results Inc., 49% of respondents who become a retailer “fan” do so to learn about special deals and options, 45% to learn about products, and 5% for customer support.

So give ‘em what they want!  Here are 3 ways to do that:

  • Offer Facebook-exclusive coupons , discounts, free gifts & “insider” information

    Giving consumers an incentive to join, is a sure-fire way to increase your Facebook fan base. By integrating sharing into the experience, participants will be encouraged to “go viral” and get their friends to also participate.

    This is exactly what happened when in January, Einstein Bros. Bagels gave all of its Facebook fans a “buy one bagel, get one free” coupon. They increased the company’s Facebook fan base from 4,700 to more than 378,000.

  • Create a compelling contest

    Offer contests and sweepstakes that will engage consumers and entice them to join. Here, at the e-tailing group, we get an abundance of merchant e-mails and noticed a recent trend:  more retailers are offering incentives to become a Facebook fan.

    As an example of this, in December, Southwest Airlines saw great success with their Fans Fly Free Facebook contest where more than 400,000 new fans joined and engaged with the brand!  On the right, H20+ coaxes consumers to become a fan and thus to be eligible for their sweepstakes.

  • Enlighten, educate & engage

    Offer media-rich informational resources and applications.  Neiman Marcus with over 66,000 fans has successfully combined customer conversations, product photos, sweepstakes and “how-to” videos to provide consumers with a reason to become a loyal Facebook fan.

    As a fan of select merchants like Sephora , I enjoy getting updates on my wall about upcoming/private sales, new products and breaking company news.  With over 414,000 fans, clearly they’ve been successful at engaging new fans.

These are just 3 ways to get customers to become your Facebook fans, engage with your brand and hopefully “spread the word. “

The e-tailing group wants to know…what ways have you found most successful for attracting customers to your Facebook page?

Press Releases

Mystery Shopper Study Shows Etailers Sacrifice Service For Cost Containment, Efficiencies

Press Releases

Retailers Are Turning to Social Media, Video and Faster Buying

Press Releases

Cross-Channel Gift Registries Move toward Self-Service Model

For many of us gift registries no longer provide the personal experience they once did as technology and self-service have replaced true customer service. An inaugural Mystery Shopping Study of Gift Registries conducted by the e-tailing group in 4Q ’09 revealed that today merchants often opt for self-service models where customers drive the experience and service levels vary from a supporting cast to accessible only upon request.

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