Social media practices of past are simply a thing of the past, and unless you grasp the new rules of engagement you’re going to miss the best in social media interaction; The Sale. Wal-Mart informs you of their sales in every post, every day, their few and far between exceptions are all about the community, the military or the latest in sustainable practices. That’s just what their Fans want; what’s hot today, what do you have for me Today Wal-Mart, that’s why we’re here.
While Target throws another brick on the wall post in the form of a question “If you could master the moves of any Michael Jackson song, which would it be?”, the Wal-Mart Wall makes a statement “Practice your moonwalk and get ready to dance. Introducing Michael Jackson: The Experience for Kinect, where you learn to dance from the King of Pop, now available at your local Walmart”. Always Be Closing, the ABC’s of Social Media Marketing, keep it simple, not too salesy and don’t make it a 2 click sale.
Optimal Space and Time and Money
1. Make the best use of space, (there’s a low read rate past the 10th post)
2. Short call to action marketing messages; not a paragraph, no questions, direct them to the sale.
3. Keep a tether on the heart strings; Prices, Military Families and Sustainability
The days of social media socializing through engaging surveys and open ended questions are a thing of the past when it comes to the Big Box Retailers. Look closely on Facebook and see the Walls of Shame of JC Penny with 1,629,599 Fans, Sears with 490,585 fans and K-Mart with 363,273 Fans; They’re all stuck in the social media marketing of yesteryear. JC Penny can’t even sort out their own Facebook “Share The Love Contest”, there are more than seven entire pages, (I stopped at 7, it was that sad) of frustrated fans on the walls of shame; the poor fans are painfully figuring out just how to make their contest entry, all of them brides to be, vying for a wedding ring valued at more than $2400.00. In all seven pages, two ads were found from JC Penny.
Wal-Mart is known on and off line for its innovative and forward thinking and they stepped forward again with a recent $300,000.00 acquisition of the Kosmix technology platform. You can expect a major surge in phone app integration and an upbeat and trendy environment evolving quickly. Kosmix has a great social media marketing track record behind them with Daily Deal sites like Groupon and LivingSocially which grew into billion dollar businesses in just under 18 months. That’s Impressive.
How do you stop a savvy social media marketing giant who has the daily online reputation management services issues of simply being the King of the Big Box Retailers, that’s a question Target, Sears, K-Mart and JC Penny better get in their arsenal real quick. You would think after the recent JC Penny - Google Fiasco, that JCP would embrace Facebook marketing with open arms.
Edward Mugits, Edward is the CMO of SEO Brand Management LLC. of Mesa Arizona and its new Chicago expansion office. Edward reports his findings through our dedicated online reputation management services systems to monitor the major shifts within the social media and social network platforms and the significant influencers who’s market share changes are worthy of reporting. Edward last reported on Wal-Mart Dollar Store social media marketing events and will continue monitoring the activities of the Top Big Box Retailers on Facebook.
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