E Commerce

Branded! : how retailers engage consumers with social media by Bernie Brennan

By Bernie Brennan

Written throughout the eyes of retail and know-how executives, Branded! explores shops who're effectively imposing social media and mobility strategies.
Market-leading shops are enticing technology-savvy buyers notwithstanding social media and mobility. Branded! unearths how those electronic communique channels are an extension of a retailer's tradition and approach leading to development model fairness. entire stories of Starbucks, Zappos, rainy Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut and most sensible purchase are featured. Branded!:

  • Provides a transparent evaluate of social media in addition to the quick alterations within the improvement and use of mobility.
  • Demonstrates why outlets can't 'wait and see', and needs to movement rapidly
  • Shows how every one company's social media and mobility projects are in keeping with the person character of the company.
  • Discusses subtle analytic instruments that allow outlets to degree their functionality and make educated judgements at the data

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Extra resources for Branded! : how retailers engage consumers with social media and mobility

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40 Searching on a retailer such as Macy’s will yield tens of thousands of videos, many of which are not part of the Macy’s channel, which means they were posted by other users, not by the department store chain. It is beneficial for a retailer to create and maintain a YouTube channel if it has a series of videos that help define its culture, strategy, brand, and products for consumers. , Starbucks, Best Buy, Macy’s, JCPenney, and Zappos) all have impressive YouTube channels. Videos from the official channel give the consumer a feel for both the brand and the culture.

Twitter does not publish specific data about the number of its users. 32 One December 2009 study by Retail eCommerce showed that of the top 100 retailers with an e-commerce presence, 92 are on Twitter, but a large number of them are not yet very active. Surprisingly, many major retail chains still have only a few thousand followers, and many more are not yet using Twitter. 79 million), and Starbucks (with just under one million) have the most followers and also have been successful in messaging their culture and building their brand on Twitter.

4. com/article/idustre6290I220100310 (accessed June 16, 2010). 5. htm (accessed June 21, 2010). 6. : A Snapshot,” June 11, 2010, CTIA The Wireless Association®. 7. html (accessed June 21, 2010). 8. : A Snapshot,” June 11, 2010, CTIA—The Wireless Association. 9. v= 5YGc4zOqozo (accessed June 15, 2010). 10. html, August, 11, 2009 (accessed June 15, 2010). 11. Penney Company, Inc. pdf (accessed June 15, 2010). C H A P T E R 2 Social Media N ot a day goes by that a story about social media isn’t headlined in traditional print media such as the New York Times, the Wall Street Journal, or USA Today.

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