On 04/03/2012 at 12:28 PM, Catherine wrote;
I spoke to Leah, who manages their website and marketing, to find out more about how they are using social media.
The first thing I wanted to know was why Henryka decided to use social media. For Leah, the answer was simple. They wanted a way to get more attention and raise brand awareness. Leah knew how popular social media was and knew it offered a way to interact with existing customers and reach out to new ones cost-effectively. Plus most members of the team used social media and they knew how often they interacted with brands on sites like Facebook. Henryka and Facebook seemed like a perfect fit.
Having set up Henryka’s Facebook page, the next step was to build up “likes”. At first, their approach was very simple: everyone got in touch with their friends and asked them to “like” the page.
After that, a more formal approach was needed. The technical term would be integrating online and offline marketing. In practice, as Leah explained, this simply means putting postcards on display and into customers’ bags whenever they buy anything. Sometimes these postcards simply let people know about their Facebook page, but Leah says they get a better response when they offer an incentive. For example, one promotion asked people to find a particular pair of earrings on the website, then post the URL on the Facebook wall to get a code that would entitle them to get the earrings free on their next visit to the shop. A fantastic example of raising awareness of not only the Facebook page but the website too!
Of course, social media means just that - you have to be social and interact with people. Henryka’s Facebook page is very active. Leah keeps the page up to date with competitions, “pieces of the day”, upcoming promotions and videos - all things likely to interest fans of the shop and keep them visiting. Fans also interact with lots of positive and enthusiastic comments and recommendations.
Leah and the team’s hard work has been very worthwhile. At the beginning of February 2012, the page had 174 “likes”. Just six weeks later, it has 284 “likes”. Facebook is a central part of Henryka’s marketing strategy now and Leah’s plans on doing more of the same in terms of promotion.
She’s also keen to explore other social media sites. Henryka’s owner, Anna, attended a Rather Inventive workshop on Understanding Twitter, and Leah has been keeping a Twitter feed up-to-date. In Leah’s opinion, it’s been less successful than Facebook, but she’s determined to crack it. And following attending a Rather Inventive workshop on Understanding LinkedIn she’s going to start exploring this too. Watch this space!