See how RadioShack Activates and Rewards Brand Advocates
 

See how RadioShack Activates and Rewards Brand Advocates

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Shifting away from traditional social engagement measurements such as likes and shares allowed RadioShack to extend customer loyalty and see true business impact. By closely monitoring the types of ...

Shifting away from traditional social engagement measurements such as likes and shares allowed RadioShack to extend customer loyalty and see true business impact. By closely monitoring the types of content fans engage with, RadioShack is able to create innovative content offers and reward their brand advocates. Facebook offers drove a 7% redemption rate in a 3-month period—with one offer increasing basket size by 25%.

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    See how RadioShack Activates and Rewards Brand Advocates See how RadioShack Activates and Rewards Brand Advocates Document Transcript

    • Social Stories Here’s a social story about building and rewarding brand advocates from RadioShack, a national electronics retailer. Cosmin Ghiurau Director of social media A Story from: “The Social Experience” eBook and a Stores article, “Monetizing Social” The Why: Social Goals To strengthen relationships and drive better engagement with customers through a deeper understanding of their social behaviors and preferences. The What: Social Strategy • RadioShack shifted social strategy away from fan or follower acquisition, to study the demographics and psychographics of their social community as a way to inform content strategy. RadioShack develops innovative Facebook content that extends customer loyalty beyond traditional social engagement (Likes, Shares) to actual business impact (revenue). The How: Social Tactics • Closely monitoring the type of content Fans engage with enables RadioShack to better understand consumer purchasing behavior and the type of products they want to buy. • RadioShack regularly creates Facebook Offers to reward Fans for their engagement with the brand. • The national electronics retailer tests multiple offers by varying the duration and type of promotional content to optimize deals and drive redemption. Facebook Offers drove a 7% redemption rate on all claims offered in a 3-month period. The most successful offer, $10 off a $40 purchase, brought a 25% lift on the average customer’s basket size during the promotional window.