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In retail, social media is everywhere.
Whether online or offline, onscreen or in the shops, current trends in geo-location, group buying, mobile payments and more is revealing a staggering change in consumer behaviour, as well as an overall growing dependency on the digital sphere.
A new report published last month by Famecount revealed that retail, food and fashion brands are amongst the most popular categories on Facebook, Twitter and YouTube, with Starbucks boasting a top index score of 69.2% and an unfathomable Facebook fan count of 7.5 million – and counting.
Online retailers are also getting craftier with social media, with brands such as Dell and NAKEDPizza using promotion and discount-related tweets to drive traffic to their fan base, webpage and – eventually – shopping trolleys (as shown by another recent study by Compete).
As a result of this huge shift in buying and selling behaviour, retail brands have had to up the ante on their social media activities – the results of some of which are demonstrated in the case studies below.
Although it’s difficult to predict whether or not retailers will continue to adopt and capitalise on the consumer-led world of social media, one thing remains certain: that “personalised, targeted, and context-aware marketing is the new mantra.” (Larry Danna)
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Starbucks | Smart Blog | 29-06-2010
Andy’s Answers: How Starbucks used social tools to launch VIA
Channels and platforms: Facebook, Twitter, MSN, Photo sharing
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Burberry, IKEA, Levi’s, Resource Off The Wall, Uniqlo, Jimmy Choo, P&G Causeworld, Moosejaw | Social Media Biz | 24-06-10
Eight Case Studies: How Retail Is Using Social Media
Channels and platforms: Facebook, Photo sharing, Microsite, Interactive resources, Twitter, Geolocation, Third party app sponsorship, Engagement, UGC (user generated content)
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Best Buy | Jeffbullas.com | 26-05-10
How Best Buy Energized 170,000 Employees With Social Media
Platforms: Blogs, Forums, Wikis, Video, MySpace, Facebook, Twitter
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TM Lewin | Ecademy| 19-05-10
Business: Social Media for Ecommerce – A case study about TM Lewin’s “off the cuff” community
Platforms: Blogs and forums
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TM Lewin and Jimmy Choo | Fresh Networks | 19-05-10
Social media and the retail industry: the importance of strategy and passion
Platforms: Facebook, YouTube, Twitter, Foursquare
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Staples | Social Media At Work | 06-05-10
Twitter is a Marketing and Sales Engine for Staples
Platform: Twitter
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Steaz | Social Media At Work | 03-05-10
Doubling Sales of Organic Tea Via Social Media
Channels and platforms: Twitter, Facebook, SocialMention, Viralheat, Blogs and Emails
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Steaz | iMedia Connection | 30-04-10
Case Study: Doubling sales through social media
Channels and platforms: Facebook, Twitter, SocialMention, Viralheat, Blog, Email
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Jimmy Choo | Marketing | 28-04-10
Jimmy Choo uses Foursquare for real-time shoe giveaway
Platform: Foursquare
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AJ Bombers | HubSpot Blog | 20-04-10
Restaurant Uses Foursquare and a Boat to Hit Sales Record
Platform: Foursquare
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Gap | MobileCommerceDaily.com | 12-04-10
Gap makes shopping more social with iPad app
Platform: iPad app
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LandO’Moms | Social Media At Work | 23-02-10
Appeal of Social Media Grows for Lunch Meat Makers
Platforms: Facebook, Twitter and YouTube
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Estee Lauder | Thoughtpick | 18-02-10
Put Your Best face Forward With Estee Lauder
Platform: Facebook
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Whole Foods | Social Media At Work | 11-02-10
Reaching Millions With Twitter: The Whole Foods Story
Platform: Twitter
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American Greetings | Social Media At Work | 04-02-10
American Greetings Launches Valentine’s Day Twitter Contest
Platform: Twitter
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Einstein Bros. Bagels | Social Media At Work | 29-01-10
Get a Free Bagel With Friendship in Facebook’s First Digital Coupon Campaign
Platform: Facebook
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REI | Business Blogging Blog | 04-01-10
REI’s Twinkie eating contest (and other goofy videos)
Platforms: YouTube, Twitter, Facebook
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Garrido’s Restaurant | Social Media At Work | 30-04-10
Yelp Works Better Than Twitter for One Restaurant
Platforms: Yelp, Twitter, Facebook
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Kodak | 1000words.Kodak.com | 30-12-09
Your Photo in Times Square – When You Want It There!
Channels: Email, Photo sharing, UGC
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Levi’s | Social Media At Work | 28-12-09
Levi’s Twitter Campaign Success in Australia, NZ
Platform: Twitter
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Whole Foods | Social Media Examiner | 09-02-09
Reaching Millions With Twitter: The Wholefoods Story
Platform: Twitter
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Burger King | BrandWeek | 08-01-09
Burger King Makes ‘Sacrifice’ on Facebook
Platform: Facebook app
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American Apparel | Twitter 101 | Date unknown
Platform: Twitter
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ASOS | Seven Squared | Date unknown
Platform: Facebook
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Best Buy | Twitter 101 | Date unknown
Platform: Twitter
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CoffeeGroundz | Twitter 101 | Date unknown
Platform: Twitter
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Etsy | Twitter 101 | Date unknown
Platform: Twitter
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Levi’s | Twitter 101 | Date unknown
Platform: Twitter
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NAKEDPizza | Twitter 101 | Date unknown
Platform: Twitter
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Tasti D-lite | Twitter 101 | Date unknown
Platform: Twitter
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Teusner Wines | Twitter 101 | Date Unknown
Platform: Twitter
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The North Face | Twitter 101 | Date Unknown
Platform: Twitter
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As an IT consultant I am fully aware that IT management is struggling with whether social media is productive or obstructive for companies and their employees. Software is being developed and policy and restrictions are being decided everyday by IT managers. The security of the networks of various organizations are at stake but the potential for innovation using social media is a large enough incentive for the discussion of how to properly utilize the medium continues. Palo Alto networks came up with a whitepaper, http://bit.ly/d2NZRp, which will explore the issues surrounding social media in the workplace. It is important to not only understand the immediate benefits of doing business how one lives, but the threat it presents to an organization’s greater ROI and productivity when it comes to the server’s safety and security. If your IT Department wants to block social media apps on the company network…http://bit.ly/d2NZRp and http://bit.ly/cR80Al
Thanks for injecting a new perspective Brian. After seeing the results that social media can bring to businesses, I believe it is productive. However, I believe IT management needs to be brought in early on in the social media strategy development process to advise on the possible pitfalls and suggest how they can be dealt with. Unfortunately many businesses don’t do this and keep the activity within their communications departments, when in fact IT, HR, Legal etc should all be involved.