In our last webinar series we focused on how top brands use social to drive business objectives. Find that webinar here. This blog series will follow our most recent webinar, “How Retailers Are Driving Business from Social During the Holiday Season“. The full presentation can be downloaded by clicking here, or you can view the recording by clicking here.
The holiday’s are among us and that means more brands and retailers are implementing social strategies to push their business objectives. In this webinar we pulled together different examples of retailers and how they’re using social this holiday season. We first take a look at Macy’s and Nordstrom and how their holiday social strategies produced the top content. Macy’s and Nordstrom are two retailers that dominate the shopping industry during the holiday season, here we analyzed what strategies they are implementing and how those strategies compare.
In the image below we take a look at Nordstrom’s top holiday related Facebook posts and their engagements, which were measured by shares, likes and comments. Posts included featured photos of products, accompanied by direct links to those products or Nordstrom’s gift guide. Direct from the link brings you to Nordstrom’s page where they have optimized their business objectives by driving page views, purchases, credit card and email sign ups and mobile app downloads.
Next we focused on Macy’s social engagement of the top posts on Facebook. Top posts illustrated the popular Macy’s annual Thanksgiving Day Parade and SantaProject initiative. Rather than linking the posts to Macy’s direct page, we’re taken to an interactive site of the parades route. This direct link to their social page increases video views while prompting us to “learn more” or go directly to Macy’s parade shop. Incorporating these links helps drive their key objectives to increase page views and purchases on their main site.
In comparison Nordstrom and Macy’s used different strategies to accomplish their business objectives. Both sites drove business by including links to their sites.
Join us next week for the next installment of our blog series on how retailers are using social during the holiday season to drive their business objectives. In the meantime, you can download the “How Retailers are Driving Business From Social during the Holiday Season” by clicking here, or you can view the presentation by clicking here.