Remember when the term “social media” was an oxymoron, instead of a reality? When Facebook was a just a sparkle in Mark Zuckerberg’s eye, and the idea of purposefully limiting your communication to 140 characters was downright laughable?
Times have changed, and more companies are aware of the lasting impact of social media, but some retailers still haven’t caught the social media wave. It’s true that sometimes it’s hard to see the connection between online and offline, but the good news is now it’s easier than ever to merge the brick and mortar world with the digital world to form a cohesive marketing strategy. Here are four ways you can use social media to “think outside your store.”
1) Teach with tablets: Social media is all about engagement and visual content, and videos and pictures are all the rage. On Facebook, videos are shared 12 times more often than links and posts combined. So how can you adapt this information to your retail marketing? One word: tablets. Use a YouTube channel with dynamic videos of your products or services; play these videos on tablets strategically placed throughout your store. Make sure you embed social media buttons within the video so your consumers can follow you on social media and share the videos with their friends. You can also use this content to spark more in-depth conversations between your customers and your employees about the product and the overall brand.
2) Say Cheese: A picture is worth a thousand words. An example of this is how Diesel transformed this concept for their social media channel. The edgy apparel company installed “Diesel cams” in the dressing rooms of their Spanish boutiques to start online conversations about their products. Shoppers could try on clothes, and then instantly take and upload photos of themselves to Facebook asking their friends’ opinions on their appearance.
Some may argue this type of marketing is a bit risqué, but we applaud Diesel for executing an ingenious concept that few would dare to implement.
You could easily adapt this strategy to your store on a smaller scale. Set up a photo booth that allows your consumers to take pictures of themselves with your products. They can then post these pictures to their accounts to share with friends. If you’re running an in-store promotion, encourage your customers to tell their friends to come into the store for a special deal.