Following Tom Hiddleston on twitter he has smashed the 100K follower record with the help of the hashtag #LokisArmy which begs the question, did he need to bother with bringing Aliens to earth at all?
Sometimes the e-commerce underdog (not quite so full of death and hate I hope) is royally smashed into the floor by those big ‘retailers’ whom your buyers seem to instantly revere as the ‘good guys’
Even though you have been around for a while, carefully understanding your customer base and what they need (not quite subjugation I hope)……along come the ‘Avengers’, or as some know them ‘the outletters’ who completely wade in and become the law in your category.
But don’t forget even the underdog has fans and social media is one way you can get this loyal following. Even if your not the one in the shiny red iron suit.
Twitter is a great way to get quick messages across and start trends. If you are unsure about twitter and how to play it take a look at one of my favourites:
Being in F1 they know about fans, what they want and how to get purchases made.
Facebook is great for brand development. Sometimes you have to play the same game as these big branded retailers and carve yourself in the the conciousness of the people. Don’t be afraid to become a brand.
One of my favourite clients is becoming just that: http://www.facebook.com/Passion4italianfashion
Great giveaways, showing who they are as a company because they are a group of dynamic women who source and provide great fashion and discounts unmatched by outlet retailers.
So use the power of social media to create your army and take over your category! You were MADE to RULE!
On the flip side if you are one of the Avengers or eBay outlets if you don’t ‘bring it’ you will be trounced by the younger brothers in your category who could ‘outfox’ you as your swinging around the hammer of power.
It doesn’t always work, being the biggest and strongest…especially if you are late to this party.
Some of the big retailers had the foresight to integrate themselves into online marketplaces from the beginning (thinking of Littlewoods and Schuh) and like Iron Man and the Hulk have had plenty of story lines and incarnations to work with. Already loved by the public before the outlet programme was assembled.
Take a good look at how THEY use social media to engage. Schuh retweet their followers comments on purchases. I’ve had two re-tweets myself so with over 8000 followers (remember e-commerce business don’t have scream-y fan bases like actors so don’t expect 100K from a retailer too often) they still manage to read and retweet.
Social media DOES take time and time is money but with patience and management can be a great way to communicate who you are to customers, as this is what they like.
Try not to become a megalomaniac though and take over the world. Because even though we love twiddleston as an actor of evil guys…in reality balls of hate trying to take over the world by force are not generally a good thing!