A roadmap to results for retailers

Attract a fan base, market deals and offers to them and then use your social followers to help you acquire new customers. Drive traffic to your storefront and allow people to share social offers on your website with their friends on social channels. Use the best of what people are saying about the products you stock to help drive purchase decisions. Understand who your best customers are on social channels and reward them.

The UK's third largest online retailer achieved a 500% lift in Facebook referred revenue

Play.com_Results_01 Nov

Step 1 - Build a fan base

Attract social followers on Facebook & Twitter through the use of interactive social promotions. Check out this example of a social promotion launched by Play.com, the UK's second largest online retailer. Pay attention to the viral features that help spread the promotion and build fan numbers.

Just one promotion won't cut it

Frequent and often is the key to success
You could try to 'buy' a fan base with a massive giveaway, or through your ad budget, but that won't get you success. Fans need to be engaged on an ongoing basis. The secret to success is to 'earn' your fan base through providing lots of engaging promotions to social media users that they will share with their friends, bringing you more fans. EngageSciences has made this very easy to do. Our simple wizards allow you to easily configure lots of different types of interactive promotions such as prize draws, contests, quizzes, exclusive content campaigns and much more. Our customers get 'earned' results fast as the above graph showcasing the results at Play.com illustrates.

Social promotions such as sweepstakes, quizzes and contests should also be embedded in the relevant category pages of your retail site to help convert shoppers into fans. EngageSciences can enable a pop up from within your site for people to enter and share with their friends helping you substantially increase your fan count.
Read the Play.com Case Study

Step 2 - Get offers and deals out to your fans

Research has shown that one of the biggest drivers as to why a person would follow a retailer on social media is to get access to discounts and offers. EngageSciences has a set of capabilities that will enable retailers to begin to monetize their following.

Offers Tabs

Showcase multiple types of promotions to your fans
Offers tabs via EngageSciences are intelligent. They can optimize offers based on performance and an individuals last activity. Automatically using flare tags for things such as 'last chance', the offers tab can help drive commercial return for your social activity.
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Coupons

Promote social offers that people will share
Retailers can use coupons to drive purchases in store or online. EngageSciences uses the social features of networks like Facebook & Twitter to ensure that people can easily share your offers with friends.
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Flash deals

Create urgency with time limited offers
Flash deals that use immediacy of a time limited special offer, matched with the ability to share and invite on social networks, can create exciting commercial potential for retailers.
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Click through cross promotions

Drive traffic to your retail web storefront
Base your interactive social promotions such as prize draws, quizzes and contests around product genre's and then cross promote a click through promotion to your store to purchase the product, such as this Harry Potter click through promotion on the confirmation page of a retailers Facebook prize draw competition about the new film. Think of social promotions as a key adjunct to your ecommerce strategy.
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Step 3 - Participate in the conversation

Social media has to be a two way process so monitor Facebook and Twitter and reply to your fans as the conversation is happening. You can also schedule messages to carry on the interaction when you are out of the office. We will flag how engaged a fan is when they post messages so you can start to build up relationships with your best fans.

Interact with your fans and followers

Manage your Facebook and Twitter accounts
View messages, comments and post replies across all your Facebook & Twitter channels. See intelligence on each post such as how many likes and comments it has received as well as view data on the individuals that are interacting. You can view their reach to see how influential they may be in terms of the numbers that follow them, as well as their engagement score which is calculated as the aggregate amount of activities they have performed in interacting with your marketing - the amount of likes and comments to your posts, the amount of promotions they have entered and the amount of referrals they have driven through sharing and inviting their friends to your campaigns.

You can also schedule messages to be published as well as see the timeline of future messages tabled to be published.
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Step 4 - Integrate social offers into your website

Give shoppers a reason to share offers and deals with the friends on Facebook & Twitter to drive more traffic to your site.

Incent web traffic to share offers with friends

Deploy social offers to your web storefront
Embed social offers right into the confirmation page of your storefront to promote web users to share deals with their friends. Offers can be used to reward both purchase behavior and social sharing, such as giving people that have purchased product category X a 10% discount voucher if they share a new social offer with ten of their friends. Offers can be embedded by one of our library of pre-built display widgets such as sidebars or hero banners. They are as easy to embed as a youtube video and customers can sign-up for offers, connect to social channels and share with friends all from a pop-up right on your site.

Step 5 - Build your social marketing database

Monitor the activity of each fan. View their demographics, what social promotions they have engaged with, what social offers they have taken, how many comments and likes they have made about your messages and how many share and invites they have enacted around your marketing campaigns. You can even see how many people they have referred to your campaigns who have actually converted. You get to understand the value of each fan and can reward them for their activity. This is the democratization of marketing.

Understand how your fans are interacting

Then reward those that are helping drive campaigns and offers
Monitor the activity of each fan. View their demographics, what social promotions they have engaged with, what social offers they have taken, how many comments and likes they have made about your messages and how many share and invites they have enacted around your marketing campaigns. You can even see how many referrals they have driven from their sharing activity. That means you know the value, in real terms, of each follower.

Provide incentives to encourage the right behavior from your followers, with special offers for your best fans, similar to how many loyalty programs run today to provide incentives for consumers to engage in repeat business. The unique difference using EngageSciences is these loyalty programs can be run to drive people to not only engage in repeat business, but also get their friends to engage with you.
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