{"id":8422,"date":"2011-12-02T10:17:19","date_gmt":"2011-12-02T15:17:19","guid":{"rendered":"https:\/\/www.delvinia.com\/?p=8422"},"modified":"2020-04-05T08:30:41","modified_gmt":"2020-04-05T12:30:41","slug":"5-steps-for-brands-to-meet-the-needs-of-social-shoppers","status":"publish","type":"post","link":"https:\/\/www.delvinia.com\/5-steps-for-brands-to-meet-the-needs-of-social-shoppers\/","title":{"rendered":"Webinar: 5 Steps for Brands to Meet the Needs of Social Shoppers"},"content":{"rendered":"

\"\"<\/a>Earlier this week, Rosalina Lin-Allen, Delvinia\u2019s Director of Client Strategy, hosted a complimentary webinar on the Canadian Social Shopper, sponsored by Tenzing<\/a>.<\/p>\n

Social networks have experienced explosive growth in the last few years. Today, social networking is the number one activity on the Internet,\u00a0accounting for 23 per cent of user\u2019s time spent online (source: Nielsen, September 2011). Consumers are using social networking sites and features in all aspects of their lives, including shopping.<\/p>\n

Roz outlined the following five steps that retailers and brands can take to meet the needs of these social shoppers.<\/p>\n

Step 1 <\/strong>\u2013<\/strong> Listen<\/strong><\/p>\n

Understand how your target audience interacts with your category and brand on social media in their shopping process.<\/p>\n

One example is to map out the customer journey and understand what the projected adoption will be. According to our survey in AskingCanadians<\/a>™, 38.1 per cent of consumers follow or friended a brand on a social media page.<\/p>\n

Step 2 <\/strong>\u2013<\/strong> Define Strategy<\/strong><\/p>\n

Identify the sweet spot for your brand and category. Establish key performance indicators along the way. Taking Starbucks for example, they identified the most social component of their offerings \u2013 gift cards \u2013 and are selling them in the Facebook environment. Within that environment, consumers can select a Facebook friend and send them a gift card, which the recipient can redeem in store using the code that comes along with the card. Consumers can also include a personalized message. What Starbucks did well here was focusing on things that made sense in the social environment, complementing other customer touch points that they have.<\/p>\n

Step 3 <\/strong>\u2013<\/strong> Cultivate the Community<\/strong><\/p>\n

Before you can sell to consumers, you need to have a fan base and audience you can reach out to. While social commerce may be a couple of years away, start cultivating your community now.<\/p>\n

Today, the top three reasons Canadian consumers engage with brands are to:<\/p>\n