The COVID-19 has made the need for social commerce deeper. If you’re struggling to develop a strategy, learn from these companies using social commerce.
Social commerce is the use of social media platforms to promote and sell products and services. Moreover, it refers to how consumers interact and buy on social channels. Social commerce also covers how brands drive those shoppers to their own websites.
The number of companies using social commerce has grown dramatically due to the rise of online shoppers. It is best to learn from the examples of others. Read on to see a few examples of companies using social commerce and what can we learn from them.
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Nike – customer service
Everyone hates being on hold on the phone for minutes or sending off a support email, hoping it doesn’t end up going unseen. Social media solves such problems. It enables users to interact with their favorite online brands at any given moment. Moreover, users expect brands to be ready with an answer to their queries.
Thus, you must plan how to address such concerns quickly on social channels. Your brand’s customer service is the deciding factor whether someone buys from you again or gets involved in other forms of social commerce.
Nike is a great example on great customer service. The company’s Twitter support, @teamnike, engages quickly and reliably. What makes them unique is they offer support in conversations.
They only move people to direct messages (DMs) when they need more specific information. This strategy enables other potential customers to see how Nike helps their customers. Moreover, other social media users may even see an answer to their question.
What can we learn
Engage with people in the right ways. This results in better customer service and more people will see that. If you do those, you’ll likely enjoy higher retention rates and improved customer lifetime value. Companies using social commerce that have great customer service can even hit customer retention rates as high as 92%.
Fabletics – testimonials
Consumers are more inclined to buy when they hear real-world customers talk about their experience with your product. Of course, you can tell them how great your product is. However, they will listen more from a fellow shopper, not to a brand trying to make a sale.
Fabletics is a great example of leveraging testimonials as a direct sales tool. Their customers share how much they enjoy the products. Then, Fabletics utilizes these public comments in its sales funnel.
Moreover, the company even encourages shoppers to share their experiences on Instagram and elsewhere using the hashtag #myfabletics.
What can we learn
Testimonials are an engaging type of content (and even more convincing). You may leverage them at every step of your social commerce process.
Moreover, encourage your customers to share videos, photos, and other content around your products. You may choose to accept and leverage it according to the social media platform’s nature.
Furthermore, make sure you use the right tools for testimonials. For instance, you may ask product reviews via email. Or you can ask Net Promoter Score rankings if you’re in the B2B eCommerce space.
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