June 28, 2012
As Summer Rolls In, Engagement Increases for Brands
Photos and the start of summer ruled Media Logic’s Retail Social Juice Index (RSJI) this week, as brands capitalized on both to soar to the top of the Big Movers This Week.
Diapers.com came in at the number one spot of the highest movers with a photo and quote about parenting. It earned a 419-point spike and allowed the brand to connect with fans … a lot of fans. The post attracted over 16,000 likes and 3,000 shares – a significant jump from its previous update’s 11 likes and 1 share. The quote on the photo – “You know your life has changed when going to the grocery store by yourself is a vacation” – clearly hit home with the brand’s fan base. This retailer took a second spot on the Big Movers This Week when its score returned to a more normal number — a dip that’s only the sign of an extremely engaging post from the day prior.
Retailers Lids and Wet Seal utilized similar strategies to earn top spots on the Index. With the NBA finals just coming to a close, Lids took advantage of the social buzz to connect with likers. The brand capitalized on the ongoing Lebron James vs. Kobe Bryant vs. Michael Jordan debate about which superstar reins supreme in order to get fans talking. Lids shared a funny photo of the three athletes, which hit a nerve with some likers, who debated the strengths of their favorite players. Wet Seal, though just barely edged from the Big Movers This Week, also used photo-sharing to amp up Facebook engagement. Just prior to the kickoff of summer, the brand shared an image describing its thoughts on the best of all-things-summer—from late nights and pool parties to bikinis and flip flops. Over 36,000 fans responded enthusiastically—a sure indication of a connection with the brand.
Coldwater Creek used a “like this” approach to connect with consumers this week. In announcing the final prize of the Coldwater Creek FANtastic Summer Sweepstakes, the brand asked its fans to like the highlighted post if they hoped to win the $100 gift card. Over 10,000 fans responded to the call-to-action!
Rounding out the week’s top movers was Lakeshore Learning Materials. The educational retailer earned its first place on the Big Movers This Week when it asked its fan base to share their kids’ favorite outdoor activity for the summer months. The update earned the brand its highest engagement of the year, but there was a slight problem. Lakeshore Learning offered a prize to random commenters, and unfortunately, this goes against Facebook’s promotional guidelines.
Wondering how your brand can turn up the heat on its social strategy this summer? Talk to us and see how we can help.