With the recent emergence of the social consumer, expectations for engagement around products and services across social media have increased. Research shows that active social users are looking for brands that connect with them emotionally. Turning this emotional connection into a buying experience is a very unique challenge for most retailers. Moontoast’s co-founder Marcus Whitney, puts it best when he describes it as “social activation,” a process that engages the consumer on social networks through the entire purchase process.
The two psychology principles of exclusivity and scarcity are important elements to leverage when connecting social fans with your brand. It’s one thing to talk about “social activation” but when our clients embrace the tenants of social activation to a level that demonstrate best practice examples for all social marketers it is really exciting! Recently, Giro, an Easton-Bell Sports brand, worked with ShopTab to create an application to support their dedicated social marketing program that highlights the impact of this approach.
We were fortunate enough to speak with Stacey Peterson, Digital Commerce and Content Manager, at Easton-Bell Sports, about their strategy for developing this marketing program, application, and their overall experience with their fans.
What are your goals for social media as it relates to your overall marketing?
Through social media we can connect, engage and interact with our consumers in a real-time manner as well as involve our fans.
Recently you worked with ShopTab to create a custom application, what were you trying to accomplish with this app?
We chose ShopTab because we were looking to integrate a storefront on Facebook to link up with PayPal, which would allow us to extend our First Friday 50 marketing promotion to our fans. We came to ShopTab with an idea on how we wanted to tell the story of our limited edition products and they were extremely helpful in creating a great user experience.
The First Friday 50 program provides Giro fans a chance to buy limited-edition products directly from Giro. The items will be available on the First Friday of each month, with 50 pieces of each exclusive design available through the Giro Sport Design’s fanpage on Facebook with a first-come, first-served basis. By connecting with PayPal for payments, we were able to open the store up to our International fans.
This fan-based deal store was launched in early January, how did it go? Did it meet your expectations?
Yes, ShopTab was extremely helpful in accommodating our needs, our desire to allow our fans to share socially. We were also able to gain likes, and emails address to best reach out to our newly added fans from the appeal of being able to purchase something truly unique. Even more interesting, we sold out of our first 50 pieces in 26 hours, which was a fantastic outcome.
Did you learn anything that surprised you with the launch?
The biggest addition to our original requirements was the integration of PayPal and inventory management. Since this program centers on the fact that there are only 50 pieces, over selling our inventory was not an option.
What did you find worked best for the promotion of the fan-based deal store?
What worked best was promoting the program through social and email channels and by properly telling the story of the exclusivity of the program and products.
Do you have any other comments about working with ShopTab to deliver this application?
ShopTab has been incredibly accommodating in helping create a custom storefront that would meet our requirement and objectives.
A few days ago we talked about creating a daily deal store with ShopTab’s Facebook store application. What if I told you that you would be able to work with some of the new features that were created from our work with the team at Easton-Bell Sports? Soon you will be able to do just that! We’re working to turn a number of these features (inventory control, countdown clock, multiple images, unique single product page and others) into a product option called SharedDealTM that can be activated within ShopTab’s Ultimate Plan. Look for a future blog post on how you can take advantage of this opportunity.