In July of 2009, Brown Shoe Company in St. Louis, MO, launched the Make Today Famous campaign for their Famous Footwear division. Famous Footwear has more than 1,100 stores that sell brand-name footwear. After listening to focus groups in their target demographic, they created a national branding campaign based on value, versatility and convenience. In addition to traditional advertising, they added social media components that created viral loops designed to drive traffic to their website. On their Facebook fan page, they randomly select fans to receive a $75 gift certificate on a weekly basis. Their YouTube channel has a variety of inspirational videos that show how they make their customers’ day. The videos feature Jordin Sparks as well as people who have accomplished major goals. The spots are designed to tug at your heart and sole!
You can find them on Twitter, and they recently added an iTunes mobile application for their web site. They also have a LinkedIn Group. In addition to their presence on key social media platforms, they often offer coupon specials on their website and have a rewards program.
In 2010, revenue increased 11% in the first quarter. At the same time in 2009, they reported a loss. Do you think social media campaigns help drive sales?
Go ahead, make my day. – Harry Callahan, Sudden Impact
Tagged as:
Branding,
creativity,
FACEBOOK,
LinkedIn,
Social Media,
St. Louis,
Twitter,
YouTube
In the past, news and stories were written and shared through traditional media such as books, magazines, newspapers, TV and radio. The Internet catapulted decades of expectations into a blended sphere of choices, and the world of journalism was turned upside down. A Mashable article on How the Internet is Affecting Traditional Journalism contains several surveys that illustrate the changes that have been taking place as a result.
Social media communication took the marketplace by storm because of the low cost, accessibility, variety and potential for creativity. The ability to write and share our own story has never been easier. The challenging part is narrowing the choices and creating a focused, measurable communications strategy.
Brian Solis, a prominent thought leader in new media, is the author of Putting the Public Back in Public Relations and Engage!. His article on the 21 Rules of Engagement spells out several effective methods for utilizing social media tools for maximum interaction. In this interview on Social Media Examiner, Brian shares How to Succeed with Social Media.
Blending traditional with new media opens the door to endless possibilities of relevant communication. When you’re ready to chart new territory, engaging through blogging and social media platforms like LinkedIn, Twitter and Facebook is an exciting place to begin.
If time is money, then attention is gold. - Brian Solis
Tagged as:
Blogging,
Branding,
FACEBOOK,
LinkedIn,
Social Media,
TIPS,
Twitter
