Blog 4b – Week 5

Your friend is about to launch an online fashion store. Your friend is seeking your advice regarding social media marketing tactics.

Outline some possible social media marketing tactics suitable for a thrift store.

  • What is social media marketing?
  • Become an influencer 
  • Social Customer Relationship Management 
  • Content strategy 
  • Key social media metrics

The internet is useful for promotion and distribution and two-way communication models make brands interactive, with potential to interrupt and disrupt already established sectors with new technologies and services.

For the new thrift store e-business, there are opportunities to build on the new brand and to use social media for sales. Think about some of the successes like ASOS, The Iconic and Net-a-Porter.

For an online e-business the benefits relate to the motivation to purchase in this already established category.

  • Convenience
  • Remote delivery 
  • Sustainability
  • Efficiency in distribution
  • Trends and responsiveness.

Source: The Closet (2020) Instagram. 

Key messages link category need and benefit, including quality, online convenience, thrift prices, free returns.

Social marketing, behaviour change, encouraging more people to buy ethically, and a marketplace for thrift shopping online on consignment are facilitated through the use of e-commerce websites.

Overall the digital marketing objectives for a new business are to:

  • establish and build brand awareness, recognition and recall for all audiences
  • elevate share of voice over competitors
  • encourage more favourable brand attitude
  • increase sales
  • drive traffic to the e-commerce website
  • reinforce relationships with past customers and create brand loyalty. 

What is social media marketing?

Social media marketing is the use of social media technologies to create, communicate, deliver and exchange offerings that have value for customers. 

Social media describes internet and mobile based channels and tools that allow user interaction to share content and opinions, using networks to build communities for participation and engagement (Chaffey, 2019).

Social commerce is a subset of e-commerce, the practice of buying and selling on the internet. 

Using social media to enable shoppers to interact and collaborate during their online experience, stepping buyers through decision purchase, using social shopping, social marketplaces and tools to increase sales are part of a strategic social media approach to social commerce (Tuten and Solomon. 2018).

Social commerce uses social media channels and platforms to share user and brand information.

Useful tactics for retailing and e-commerce

Positive consumer ratings are the best way to encourage a purchase decision.

Become an influencer

Social media amplification is the way that brand awareness is increased through organic and paid social media updates and posts through social media networks and advertising.

Online fashion retailers are good at creating influence with models and fashion editorial. 

There are core social media user activities in a social community that relate to functionality and usability: converse, share, post, tag, upload content, comment.

Use social media to:

  • Gain recommendations from grassroots influencers
  • Work with influencers and experts to create thought leadership
  • Drive viral marketing 
  • Invite endorsement.

A new e-business should focus on brand.

Online brands can create trial and purchase using social media promotions.

Brand advocacy generates favourable brand perceptions and develops online brand personality through assets and tone of voice and prevents cognitive dissonance through consistency.

Online brand values are the core characteristics that build brand equity and help maintain and grow market share in that category. A new brand is built around core product offering. 

The frequency and depth of interactions with a brand can be enhanced through the internet, by creating an online C2C brand community (Chaffey, 2019). Listening and monitoring can result in increased audience understanding.

A multichannel strategy means that brands are accessible to different audiences through different platforms when they want them rather than the brand trying to reach out to them via traditional advertising on TV, magazines, radio. They are available on demand.

There are various uses for social media to develop and create customers through

  • customer and market communities
  • user-generated content (UGC)
  • consumer-to-consumer interactions (C2C).

Social Customer Relationship Management (CRM)

Use social selling to understand where prospects are and determine the best way to get in on conversations to generate leads, eg sales.

Email marketing for CRM can engage loyal audiences. Updates on fashion trends and promotions can be featured included fashion editorial with links to a fashion blog within the new website.

These tactics enhance customer experience (CX) to create brand loyalty and encourage following.

Content strategy

Tactically you can use high quality content to develop an audience, with hero content to engage target audiences. 

Create content to establish and maintain reputation as an expert and thought leader in the industry (Tuten and Solomon. 2018).

Consider governance, moderation policies and administration of social media.

Establish success metrics

Create a measurement framework using metrics and KPIs (Barker, 2017, p316).

Word-of-mouth 

  1. Share of voice
  2. Audience engagement
  3. Conversion reach

Promoting advocacy metrics

  1. Advocacy Impact (AIM)
  2. Advocate influence (AIN)
  3. Active advocates (AA)

Generating new product ideas

  1. Topic trend
  2. Idea impact.

Key social media activities

  1. Listen and manage reputation
  2. Transform the brand through social media
  3. Acquire new customers
  4. Increase sales to existing customers
  5. Deliver customer service.

References

Barker. et al. (2017) Social Media Marketing: A Strategic Approach, 2nd Edition.

Chaffey. and Ellis-Chadwick. (2019) Digital Marketing: Strategy, Implementation and Practice. Seventh edition. Harlow, England; Pearson. Print.

Percy, L., & Elliott, R. (2016). Strategic advertising management (Fifth edition.). Oxford University Press.

Roberts, M., & Zahay, D. (2013). Internet marketing: integrating online and offline strategies (3rd ed.). South-Western, Cengage Learning.

The Closet. (2020). Instagram. https://www.instagram.com/theclosetau/?utm_source=ig_embed

Tuten and Solomon. (2012). Social Media Marketing. Pearson Education, Upper Saddle River, NJ USA.

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