More and more companies are exploring social media marketing. According to forecasts from Forrester Research, spending on social media marketing will increase from $716 million in 2009 to more than $3 billion by 2014.
We looked last week at strategies for social media marketing and I found these cutting edge examples from Charlotte Russe and Petco. Both companies have embraced social media, but Charlotte Russe has teamed up with Red Door Interactive, a San Diego marketing firm, and Petco’s strategy is to allow employees and customers to drive their efforts.
Highlights from a recent SanDiego Union-Tribune article, Social network put to work:
- Charlotte Russe added a social networking tool called “ShopTogether Friends” to its Web site. It allows shoppers to chat with each other in real time about the merchandise.
- Charlotte Russe has seen indications that social media are driving sales. The company used Twitter to link to an article in Star magazine that plugged sunglasses from Charlotte Russe. The customer response was impressive. – “The sunglasses were essentially gone within 24 hours,” said Karin Toranto, director of marketing for Charlotte Russe.
- On Petco’s Facebook page, the community of more than 3,000 fans can post pictures of their pets, swap tips or ask questions. Some contributors even post content as if written by their pets.
- Petco uses social networks to respond to customer complaints. A perusal of its Twitter and Facebook accounts reveals postings from dissatisfied shoppers — and quick responses from Petco.
What’s your strategy?
Mary Grimborg
www.kmkmedia.com
