Target on Social Media – 5 Lessons from One of The World’s Most Successful Retail Brands

Posted on August 29th 2012

Target on Social Media – 5 Lessons from One of The World’s Most Successful Retail Brands

Target, America’s third largest retailer, added more than 2 million Facebook fans in the last month alone, making them one of America’s fastest-growing social brands, according to Track Social. Many brands are able to spike likes through great marketing, big ad buys or both. But few are able to maintain high engagement levels as sometimes less qualified traffic floods the page. Target Facebook engagement has been trending upward all year, driven largely by an increase in Likes on brand posted content. We’ve highlighted five of the mechanisms and best practices we think are helping make Target one of the most successfully brands on Facebook.

1. Encourage Shares by keeping messaging and delivery mechanisms simple and relevant with a clear benefit to the Customer.

Increasing Fan and Follower content sharing is a brass ring for Facebook marketers. Retail brands are constantly attempting to craft tools and applications that not only facilitate interaction among online friend-networks, but actually draw these groups into new opportunities for retail transactions. Enter Target’s “Give With Friends” Facebook app, released this past March. The easy-to-use app allows Facebook friends to pool their resources and give a gift card to another lucky friend. It’s a simple concept that weds the social prerogative of Facebook with an obvious retail benefit for Target.

2. Twitter isn’t just a coupon feed. Leverage it as a real time response tool to create conversations.

Many brands treat Twitter as merely a high volume digital coupon dispenser. Instead, Target takes advantage of Twitter’s instant response to create truly interactive fan contests. To publicize the recent release of the Hunger Games on DVD, Target used Twitter to conduct a live national trivia contest. Followers had the chance to win Hunger Games related prizes by being the quickest to Tweet answers to trivia questions. This kind of contest, attached to such a high profile pop-culture product, was a great way to engage Twitter followers, build buzz around a product launch and make connections with new customers by tapping into the Hunger Games huge fan base – all with minimal cost.

3. Whenever possible, say it with pictures.

Track Social’s recent white paper “Optimizing Facebook Engagement” showed that photos are the hands-down winner when it comes to boosting engagement scores. Target’s photo posts receive significantly better response than other types of posts (as seen below), and Target leverages this by posting photos more often than any other type of content.





4. Community Engagement = Social Engagement

Target has a long history of community involvement. The bullseye brand’s recent “Give With Target” campaign used recurring wall posts to encourage Facebook users to vote for their favorite local school in order to win Target gift cards for the schools to use.

 

The campaign was supported by a series of posts with a simple message –  “Add another vote to the school of your choice. 25 votes = $25 Target GiftCard to that school. Remember to share with friends and family to get your school to $10k.” It was so successful they reached their $2.5 million donation goal more than a week ahead of schedule.

5. Think Global, Post Local

Too often, big brands waste their chance for more relevant dialogue by treating Facebook or Twitter as just another mass-media mega-phone.Target customizes posts based on users’ locations, like these posts targeting Los Angelinos:

Target’s commitment to innovating online is in keeping with its forward-looking image. Staying relevant with savvy consumers means engaging the social space in ways that are meaningful, creative and mutually beneficial for both brands and consumers.

 


 

Morgan J. Arnold

Morgan J. Arnold

CEO, Track Social

Morgan J. Arnold is a marketing entrepreneur with a PhD in Engineering. Morgan is CEO of Track Social, the leader in Engagement Optimization.

Track Social monitors, aggregates and analyzes the Social Media accounts of thousands of businesses across multiple social media platforms such as Facebook, Twitter, LinkedIn and YouTube. Track Social provides a self-serve Analytics Platform as well as Professional Reporting, Social Advertising and Enterprise Consulting services.

Morgan is also CEO of Sprokkit, The Smart Marketing Agency.

See Full Profile >

Comments

brittanybotti
Posted on August 29th 2012 at 3:29PM

Interesting...I've been following Target's Facebook page for a while now and they top my list as having one of the worst social media strategies I've seen from a large corporation. It's very disjointed, they don't have control over their local stores, they don't have a unified voice or content strategy. I think they ride on the coat tails of their huge marketing budget and popularity. I definitely wouldn't take lessons from them on how to be successful.

kntoepfer
Posted on August 31st 2012 at 12:54PM

I can't say I'm all that impressed either. Nothing personal, unique or clever about their messaging. It all comes across as a marketing push. What I've found to more engaging is when brands spend time talking about something unrelated to their products. For example, Old Spice tweeting about Taco Bell. Or talking about a relevant topic that doesn't point back to your brand. The public appreciates authenticity. 

kmskala
Posted on October 12th 2012 at 12:20PM

Yes, consumers don't want to be blatantly advertised to, people also appreciate relevancy. I don't follow PUMA to hear them talk about music all the time. I follow PUMA because I like their products, I want to hear about their products and I want to hear them engage with me about things I'm interested in. There needs to be a healthy mix. But keep in mind, people follow your brand because they like your brand. I've never followed a brand who's products I didn't like simply because they occasionally talked about basketball (a sport I enjoy).

Marty K.
Posted on September 4th 2012 at 10:48AM

Target is not going to drive its business from social media.  They are in it to stay relevant and exploit this new medium as it evolves.  What Target does do, however, is run brilliant weekly flyers and electronic media advertising to position the store as unique from its major competitors.  Target also is extremely sophisticated with store signage, something the average customer (and probably some of their store associates) will not even notice.  Make no mistake...social media are not going to significantly impact their bottom line nearly as much as their weekly ad or store communications programs.  Not even close.

Chase McMichael
Posted on September 4th 2012 at 12:19PM

This is a great post Morgon  Target really does have lots trending on their post it's coll to see this in real-time here http://bit.ly/TargetTrends     this is so true!  big brands waste their chance for more relevant dialogue by treating Facebook or Twitter as just another mass-media mega-phone @chasemcmichael

joedidonna
Posted on September 5th 2012 at 1:19AM

About Social Media Optimization, I can add a very interesting case study for the hospitality sector: Breezes.com

This company uses a strong S.O.M. with strong presence in the most important social media and with a continuos updating of contents. Definetely one of the best example of Social Media Optimization for the hospitlaity sector. I will speak care of the University of Applied Sciences, BiTS, in Germany on September 12nd about this case study. In BiTS, it will be a congress on Social Media.


Joe Di Donna

www.linkedin.com/in/joedidonna

Twitter: JoeDiDonna1