Most marketers are now employing some form of social media presence, even if it’s as simple as creating a FaceBook Fan page or Twitter account. Your strategy for using these social media tools requires thought and development. They can be effective methods of connecting with an audience, and provide the means to drive more activity back to your web site and 
loyalty club, where you can not only extend the engagement opportunity but create new revenue from the traffic. While many are using social media, a large percentage are stuck on exactly what to do with it. Here are five ideas to leverage these tools and drive activity into your loyalty clubs.
1) Post a daily question of the day. Allow participants to answer with comments on Facebook, but provide a link to a poll (inside surveys) in your club to “vote”. Find a daily question that is compelling, emotional and provocative and suggest they invite Facebook friends to come in and participate a well.
Related, but slightly different tactic: Ask the social media fan base for suggestions, ideas and criticism for your brand! Ask one perceptual or behavioral question in your fan page, with a link to a 3-5 question survey inside loyalty to finish the survey. Change the fan page question every day, and be VERY specific with solicitation for responses. Also include questions asking about offers, games, incentives, etc. they would most prefer in your club. Result: New fans on your Facebook page, new membership in loyalty, and more page views back to your site.
2) Set up a new Twitter account that’s just for prize updates. Promote on the main page of your web site. Use the twitter account to announce new contests offered, a reminder that a valuable contest is about to close and exactly what time new prizes are being offered as Trade-Ins (your free store). Note: This should be a separate Twitter account specifically for this purpose. Result: Loyalty members get an extra “advantage” for connecting on Twitter, while you gain a new touch point with them. And, you now have a specific, unique reason for that Twitter account to exist!
3) Contest for Social Media followers only. In your loyalty club, you have an option to make any contest (or other content) “stealth”. This means it will not appear to visitors of the site, but they can find the content via a link you provide. Create a contest that is only available to those who follow you on Twitter or Facebook. Promote it aggressively! On Facebook, post the link each day while the contest is active. On Twitter, send the url to followers at specific times. Promoting that “in 15 minutes I’m going to tweet a contest url only available to my Twitter followers” is certain to increase numbers who are following! It’s not necessary to promote that this a contest inside loyalty-just a contest being conducted to those fans only.
4) Promote contests and offers on Facebook. Increase followers on Facebook by purchasing keyword advertising for contest offers, which places a clickable ad next to similar content. This will not only increase fans on Facebook, but drive more members into loyalty for the contest offer. Be sure to include the prize closet offers available as well. These are highly promotable prizes.
5) If you promote your brand at events or mobile appearances, use Twitter and Facebook to announce where you are, when you’re there and especially what you’ll be doing that has value to your members! In Los Angeles, there’s a taco truck alled Kogi. Everyday they Twitter (http://twitter.com/kogibbq) where they’re going to be. People line-up an hour before their arrival just to get their food. Imagine if you turn your public appearances into a Free Ice Cream promotion, with an ice cream truck at your events. In addition, you’d hand out bonus code point cards and instructions on how to become loyalty club members. Announcing this to members only could drive membership, and activity to your events.
No Comments
No comments yet.
RSS feed for comments on this post. TrackBack URL
