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

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

Who's Charging What Who's Charging What!

Who's Charging What! -- Your Guide to Direct Marketing Creative Services gives you complete facts on top copywriters, agencies, designers, and consultants, providing you with the critical information you need to make decisions when looking for a copywriter. These top-flight professionals can deliver powerful, response-generating direct mail, e-mail, Websites, catalogs,...

ORDER NOW

 

COMMENTS

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

SUBSCRIBE TO eM+C Daily

Receive our FREE Daily
e-newsletter:
     Privacy Policy
 

RETAIL ONLINE INTEGRATION MAGAZINE:

Get Your FREE Subscription to Retail Online Integration:
September/October 2014
     Privacy Policy