"How can money be the root of all evil, when shopping is the cure for all sadness..." Elizabeth Taylor
Instagram boasts 15 times more engagement than Facebook and more than Twitter or Google. In between the latest selfies (which may or may not include your pets, your cool new bedding or your just-ordered meal), branded hashtags and location-based tagging, it’s clear that Instagram is the channel to tap for retailers that want to make an impression.
Many young women, particularly the millennial generation born 1982 – 2000 have become their own online celebrity, documenting every aspect of their lives – and watching others do the same. Sheena Auvaire, global marketing and communications director of Topshop says “What we are seeing now with that younger millennial, is that she is peacocking on social media”. Other analysts believe that the rise of the selfie is driving young women to buy something more often.
One millennial follows Victoria Beckam and reality television stars on Instagram for fashion inspiration. But she also follows retailers such as Zara and Topshop. “I like to emulate the luxury fashion brands. Seeing what new styles have come into the shops, via Instagram, helps me decided what I may want to buy”....
According to the fourth annual snapshot of Australian social media habits, retailers are driving the growth in social media marketing among small and medium sized businesses. Half of small - medium sized retailers are now using social media to drive business, up from just 32% in 2013. The rise is the biggest leap of any sector.
The full article is from Inside Retail and can be read here.
Why the leap? Because they are getting the picture: consumers are spending more of their time on social networks than ever. Combine that with the slew of new social ad formats Facebook and Twitter have introduced—many of which retailers say are very effective—and retailers see the results in big growth in traffic and sales that stem from social networks.
Word of Caution (or Don’t Be “That Person”)
You know those people who go to networking events and try to sell you long before they learn anything about your needs? Who are pushing their product or service as they give you their never-let-go-G.I.-Joe-with-the-Kung-Fu-grip handshake? It’s easy in real life to see how obnoxious that behaviour is, right?
Well, then don’t behave that way on facebook. (Or on any social media site, for that matter.) Anyone jumping into social media as a way to make a quick sale will be sorely disappointed, and may irrevocably damage their reputation.
Social media is about building relationships; you build your network and your reputation over time by providing value to other people. The best book ever written on social media marketing could well be How to Win Friends and Influence People by Dale Carnegie.
Remember; You need to focus on building rapport, reaching out to connect with others, adding value, sharing information relative to your niche and marketplace.
Whenever there is a new type of technology, media or fad of any kind everyone hops on the new wagon. The foolish think just because it's new, the seat on the new wagon must be better. They think it will cost less, be easier, bring more customers. It's normal to look for a solution.
To hope that something will fix the issues that keeps you up at night. It is normal to hope and dream of the day you can go to sleep without waking up in the middle of the night to solve a problem.
Many do the same thing with social media.
They think once they are on Twitter, have a facebook page, and get everything automated their business problems will be solved. Sorry to break the news to you but that’s not how it works.
The reality is that social media will probably highlight these issues even further. It may even shine like a strobe light on the very broken areas of your business. It may put departments, people and even individuals under pressure. Why? Because you will be forced to talk about these things. Why? Because it is now more out in the open.