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The final installment of LiftMetrix’s blog series on our latest webinar, “How Retailers are Driving Business from Social during the Holiday Season“, we discuss the social strategies discount retailers are utilizing to accomplish their business objectives on Twitter.

If you haven’t done so yet, check out our latest blog posts for this series to see how brands like Nordstrom and Home Depot are using other social platforms to reach their social goals this holiday season.

Taking a quick look at Kmart’s holiday tweets we can see they do a great job moving their user off of social and onto their site. Their tweets feature hashtags, tagged brands  and links to their site. These features help drive site conversions. Kmart uses links in their tweets to help direct consumers to their products and their partnership with St. Judes. The addition of links helps Kmart directly measure the impact clicks have on their business objectives.

Screen Shot 2016-12-29 at 12.07.19 PMWe analyzed Kmart’s twitter posts further by clicking on the link provided in their Black Friday tweet. We are redirected to their gift guide site, much like the like2b.uy site Nordstrom used in an earlier blog post. This site drives users to make purchases, use coupons, view more pages, click on ads, sign-up for credit cards and reward programs, and download their app. This site does a great job to help Kmart accomplish their objectives.

Screen Shot 2016-12-29 at 12.11.04 PMNext we compared the social ads on twitter for Kmart’s competitor, Target. With a quick analysis you can see the twitter posts of Target generate a larger number of engagements than Kmart. However, Twitter lacks a call to action for their users to visit their site. Target is implementing an awareness strategy by using fun captions and emojis to enlist engagement but doesn’t provide any information about their provide.

Screen Shot 2016-12-29 at 12.02.07 PMTarget could optimize their business objectives by including hashtags and direct links into their tweets. Direct links could drive page views by bringing users to webpages that promote their gift guides, purchases, ad clicks, credit cards and rewards, and coupons.

The companies we covered during this webinar series can optimize their business objectives by properly utilizing their social strategies. In the last part of this webinar we share a few tips to prove how social is driving business objectives. Brands should make sure they’re tracking objectives by social networks. Determine what your objective is and what network helps to accomplish it. Lastly, analyze what content themes are driving your objectives.

Stay tuned for our next webinar recap series after the New Year. In the meantime, you can download our “How Retailers are Driving Business from Social during the Holiday Season” presentation by clicking here, or you can view the presentation recording by clicking here. You can also check out the first three installments to this series on our blog by clicking here.

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Posted by Morgan