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Getting Social with Shoes


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Laura Stude's Famous Footwear Social Media presentation from The Net Impact's September TXCHANGE Happy Hour event.

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Getting Social with Shoes

  1. 1. Getting Social with Shoes How Famous Footwear uses social media to meet marketing objectives. #socialshoes
  2. 2. Initial challenges <ul><li>Lack of brand awareness, lots of competitors in the space </li></ul><ul><li>Lack of relevant, engaging content to provide to our fans </li></ul><ul><li>No pulse on our brand’s reputation in the social sphere </li></ul><ul><li>No measurement and metrics tracking </li></ul><ul><li>Limited internal resources </li></ul>
  3. 3. The importance of monitoring <ul><li>Fan insights: </li></ul><ul><li>Women ages 25-44 </li></ul><ul><li>Family-oriented </li></ul><ul><li>More budget-conscious than fashion-conscious </li></ul><ul><li>Leery of technology, not early adopters </li></ul><ul><li>Socially, they are most active on Facebook, Twitter and blogs. Some penetration on Foursquare. </li></ul><ul><li>Primarily “like” Famous Footwear for: </li></ul><ul><li>1) Coupons </li></ul><ul><li>2) Customer service </li></ul>
  4. 4. How do we change behavior From this… To this…
  5. 5. We offer: <ul><li>Exclusive discounts </li></ul><ul><ul><li>-1-day only St. Patrick’s Day (20% off) </li></ul></ul><ul><li>Fan-only contests that drive engagement </li></ul><ul><ul><ul><li>Shoe O’Clock, Converse Step It Up for Your School </li></ul></ul></ul><ul><li>Relatable, interesting content </li></ul><ul><li>Good customer service </li></ul>
  6. 6. St. Patrick’s Day Offer Overview & Recap <ul><li>Date: Thursday, March 17, 2011 </li></ul><ul><li>Creative assets: Email, Facebook tab & sitewide banner </li></ul><ul><li>Total redemptions up 500% </li></ul><ul><li>Total sales increased about 800% </li></ul><ul><li>Average order increased about $8 per transaction </li></ul><ul><li>14,886 new Facebook “likes” </li></ul><ul><li>894% increase in daily active users </li></ul><ul><li>Top 20 referrers were and email providers </li></ul><ul><li>17,860 unique page views </li></ul><ul><li>502 interactions with posts </li></ul>Email Creative Facebook Tab Creative Coupon Creative Sitewide Banner
  7. 7. Shoe O’Clock Overview & Recap <ul><li>Date: 6/12/11-6/25/11 </li></ul><ul><li>Creative assets: Email tile, Facebook banner & homepage tile, Facebook marketplace ads </li></ul><ul><li>Total entries: 2,863 </li></ul><ul><li>New “likes” acquired: 4,903 </li></ul><ul><li>Total promotion cost : $3,101 </li></ul><ul><li>Received 1,638,988 news feed views (up 56% from our usual) </li></ul><ul><li>Received 2,078 likes and comments on our wall (up 2.1% from our usual) </li></ul><ul><li>Received 876 shares, 1,124 link clicks and 14,234 views of our Make Today Famous tab </li></ul><ul><li>Top clicked sapplets on Make Today Famous tab during promotion: </li></ul><ul><ul><ul><ul><li>o Meet the Social Team – 2,413 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>o Poll – 882 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>o YouTube/Famous Videos – 604 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>o Email opt-in – 257 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>o REWARDS bonus points – 156 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>o Gifts – 126 </li></ul></ul></ul></ul>
  8. 8. Converse Step It Up For Your School contest <ul><li>DETAILS: </li></ul><ul><li>7/31-9/24 </li></ul><ul><li>Presented by Famous Footwear & Converse </li></ul><ul><li>Contest will increase equity of Converse brand with Famous Footwear customers and drive Converse </li></ul><ul><li>Facebook fans to retail. </li></ul><ul><li>HOW IT WORKS: </li></ul><ul><li>Nominate your high school. In 250 words or less tell us what your high school would do with the money. </li></ul><ul><li>Share with your friends and family encouraging them to vote. You can vote daily. </li></ul><ul><li>Threshold promotion. The more votes received the more money both you and your high school will win! </li></ul><ul><li>One vote = $1 </li></ul><ul><li>The high school with the most votes wins. </li></ul>
  9. 9. Converse Step It Up For Your School contest <ul><li>RESULTS: </li></ul><ul><li>Over 106,000 new Facebook “likes” </li></ul><ul><li>Over 73,788 Back-to-School tab views (28% increase) </li></ul><ul><li>Over 500 entries </li></ul><ul><li>Over 700 new email opt-ins </li></ul><ul><li>Over 14,072 votes </li></ul><ul><li>Post views up 6.2% </li></ul><ul><li>Post feedback up 44% </li></ul><ul><li>Over 94,256 contest tab views </li></ul><ul><li>Over 6,307 new Twitter followers </li></ul><ul><li>Coverage from 15 bloggers with a monthly average unique visitor </li></ul><ul><li>count of 41,876 (not including Forbes, BizReport and MediaPost) </li></ul><ul><li>Average Facebook ad impressions of 9,278,386 </li></ul><ul><li>Over 50,000 “likes” from Facebook ads </li></ul>
  10. 10. Relatable, interesting content We drive customer engagement by providing valuable content that she cares about. Understanding mom, her needs for her family and gaining balance in her life. Provide tips/tools to achieve this. Healthy living and fitness tips. We’re known for athletics, continue to reinforce this. Stay top-of-mind by incorporating newsworthy events. Brand awareness. Continually introduce customers to the Famous Footwear brand and what’s happening with us (promotions, in-store events, etc).
  11. 11. Good customer service Respond to every customer, regardless of the sentiment of their comments. Be proactive instead of reactive. Reach out to people and establish relationships. Create customer tickets for all issues to expedite problem-solving and mitigate recurring incidences. Be honest. Tell people when we’ll get back to them with an answer, call them, etc. Apologize when we’re wrong or make a mistake. We’re only human!
  12. 12. <ul><li>Digital Media </li></ul>Success of these programs depends largely on marketing interconnectivity Social Rewards Blogger Outreach Vendor Partnerships Print (2MM) In-Store Email (3.2MM) Style Guide (1MM) MBS Magazine (1MM) Tabs (17MM) Local
  13. 13. Lessons learned <ul><li>Monitoring filters </li></ul><ul><li>An “acceptable use” policy </li></ul><ul><li>Customer service hours disclosure </li></ul><ul><li>Social media style guide </li></ul><ul><li>Meet the social staff - personalization </li></ul><ul><li>Less sales talk, more fun </li></ul><ul><li>Disaster preparedness plan </li></ul>
  14. 14. Continued Emphasis Evolve New Facebook fan acquisition & engagement Monitoring Customer service/response times Twitter acquisition and engagement Metrics reporting and analysis Monitoring – more proactive outreach rather than reactive Strategy – Keep campaigns fresh, innovative and engaging Innovation - ensure we stay on top of latest technologies, applications, etc. Metrics reporting - as social data availability evolves Blogger outreach Location-based marketing Integrate with in-store experience Mobile Identifying, targeting and energizing influencers/brand advocates
  15. 15. Questions? Comments? Connect with Famous Footwear: @FamousFootwear Connect with me: @STLstude [email_address]