Retail Online Integration

You will be automatically redirected to retailonlineintegration in 20 seconds.
Skip this advertisement.

Advertisement
Follow us on
Connect
Advertisement
 

The Monthly Retail Social Juice Index Spotlight: Bebe, Foot Locker and 1-800-Flowers.com

February 25, 2013 By Carolee Sherwood
Get the Flash Player to see this rotator.
 

A scroll through the Facebook Timelines of Bebe, Foot Locker and 1-800-Flowers.com reveals a common trait: each anchors its content with repeating themes and formats.

RSJI bebe shop trend
[+] click to enlarge

Fashion retailer Bebe has over 3.1 million fans on Facebook and typically posts twice per day.

RSJI bebe Valentine's Day
[+] click to enlarge
It's not uncommon for the brand's posts to attract 10,000 likes to 30,000 likes, top 1,000 shares and earn hundreds of comments. What makes Bebe unique on Facebook? It posts about its products all the time while maintaining high engagement scores on Media Logic's Retail Social Juice Index (RSJI).
RSJI bebe "Solemate"
[+] click to enlarge

In fact, with few exceptions, all of the brand's posts resemble catalog pitches and rarely stray from a very specific formula. The typical Bebe post uses the following formula:

  • opens with an attention grabber in all caps (e.g., "3 PERFECT VALENTINE'S DAY OUTFITS");
  • follows with descriptive copy that pulls you into the product's story (e.g., "Still searching for the perfect V-Day look? Whether you're going on a hot date, a casual outing or a romantic getaway, we've got you covered from head to toe!");
  • asks a question (e.g., "Which look are you wearing?");
  • concludes with links for shopping (e.g., "Shop Valentine's Day Looks"); and
  • presents a professionally shot photo or spread (in the case of its Jan. 28 post in this example, a single model showing off three very different outfits).

One of the only ways Bebe mixes it up on Facebook is by changing the product focus post to post. It jumps from shoes to little black dresses to accessories.

Like Bebe, Foot Locker has a large fan base (4.5 million) and posts a couple times per day, always relying on mainstay posts. However, instead of having a single formula, Foot Locker works with several themes at once.

RSJI Foot Locker Release
[+] click to enlarge

Currently, the brand is achieving high engagement scores by repeating the following content series:

 

SPONSORED CONTENT

MORE ON CUSTOMER SERVICE >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

SUBSCRIBE TO DirectMarketingIQ Insider

Receive our FREE
e-newsletter:
     Privacy Policy
 

RETAIL ONLINE INTEGRATION MAGAZINE:

Get Your FREE Subscription to Retail Online Integration:
July/August 2014
     Privacy Policy