Getting Social with ShoesHow Famous Footwear uses social media to

meet marketing objectives.

#socialshoes

Initial challenges

• Lack of brand awareness, lots of competitors in the space

• Lack of relevant, engaging content to provide to our fans

• No pulse on our brand’s reputation in the social sphere

• No measurement and metrics tracking

• Limited internal resources

The importance of monitoring

Fan insights:• Women ages 25-44

• Family-oriented

• More budget-conscious than fashion-conscious

• Leery of technology, not early adopters

• Socially, they are most active on Facebook, Twitter and blogs. Some penetration on Foursquare.

• Primarily “like” Famous Footwear for:

1) Coupons

2) Customer service

How do we change behavior

From this… To this…

We offer:

• Exclusive discounts

-1-day only St. Patrick’s Day (20% off)

• Fan-only contests that drive engagement

- Shoe O’Clock, Converse Step It Up for Your School

• Relatable, interesting content

• Good customer service

St. Patrick’s Day Offer Overview & Recap

Date: Thursday, March 17, 2011Creative assets: Email, Facebook tab & sitewide banner

• Total redemptions up 500%

• Total sales increased about 800%

• Average order increased about $8 per transaction

• 14,886 new Facebook “likes”

• 894% increase in daily active users

• Top 20 referrers were ff.com and email providers

• 17,860 unique page views

• 502 interactions with posts

Email Creative

Facebook Tab Creative

Coupon Creative

Sitewide Banner

Shoe O’Clock Overview & Recap

Date: 6/12/11-6/25/11 Creative assets: Email tile, Facebook banner & FF.com homepage tile, Facebook marketplace ads

• Total entries: 2,863

• New “likes” acquired: 4,903

• Total promotion cost: $3,101

• Received 1,638,988 news feed views (up 56% from our usual)

• Received 2,078 likes and comments on our wall (up 2.1% from our usual)

• Received 876 shares, 1,124 link clicks and 14,234 views of our Make Today Famous tab

• Top clicked sapplets on Make Today Famous tab during promotion:

o Meet the Social Team – 2,413

o Poll – 882

o YouTube/Famous Videos – 604

o Email opt-in – 257

o REWARDS bonus points – 156

o Gifts – 126

Converse Step It Up For Your School contest

DETAILS:• 7/31-9/24 • Presented by Famous Footwear & Converse• Contest will increase equity of Converse brand with Famous Footwear customers and drive Converse

Facebook fans to retail.

HOW IT WORKS:

1.Nominate your high school. In 250 words or less tell us what your high school would do with the money.

2.Share with your friends and family encouraging them to vote. You can vote daily.

3.Threshold promotion. The more votes received the more money both you and your high school will win!

4.One vote = $1

5.The high school with the most votes wins.

Converse Step It Up For Your School contest

RESULTS:• Over 106,000 new Facebook “likes”• Over 73,788 Back-to-School tab views (28% increase)• Over 500 entries• Over 700 new email opt-ins• Over 14,072 votes• Post views up 6.2%• Post feedback up 44%• Over 94,256 contest tab views•Over 6,307 new Twitter followers• Coverage from 15 bloggers with a monthly average unique visitor

count of 41,876 (not including Forbes, BizReport and MediaPost)• Average Facebook ad impressions of 9,278,386• Over 50,000 “likes” from Facebook ads

Relatable, interesting content

We drive customer engagement by providing

valuable content that she cares about.

Understanding mom, her needs for her family and gaining balance in her life. Provide tips/tools to achieve this.

Healthy living and fitness tips. We’re known for athletics, continue to reinforce this.

Stay top-of-mind by incorporating newsworthy events.

Brand awareness. Continually introduce customers to the Famous Footwear brand and what’s happening with us (promotions, in-store events, etc).

Good customer service

Respond to every customer, regardless of the sentiment of their comments.

Be proactive instead of reactive. Reach out to people and establish relationships.

Create customer tickets for all issues to expedite problem-solving and mitigate recurring incidences.

Be honest. Tell people when we’ll get back to them with an answer, call them, etc.

Apologize when we’re wrong or make a mistake. We’re only human!

Success of these programs depends largely on marketing interconnectivity

Social

FF.com

Rewards

Blogger Outreach

Vendor Partnerships

Print(2MM)

In-Store

Email(3.2MM)

Style Guide(1MM)

MBS Magazine(1MM)

Tabs(17MM)

Local

Digital Media

Lessons learned

• Monitoring filters• An “acceptable use” policy• Customer service hours disclosure• Social media style guide• Meet the social staff - personalization• Less sales talk, more fun• Disaster preparedness plan

Continued Emphasis Evolve New

Facebook fan acquisition & engagement

Monitoring

Customer service/response times

Twitter acquisition and engagement

Metrics reporting and analysis

Monitoring – more proactive outreach rather than reactive

Strategy – Keep campaigns fresh, innovative and engaging

Innovation - ensure we stay on top of latest technologies, applications, etc.

Metrics reporting - as social data availability evolves

Blogger outreach

Location-based marketing

Integrate with in-store experience

Mobile

Identifying, targeting and energizing influencers/brand advocates

Questions? Comments?

Connect with Famous Footwear:

@FamousFootwear

facebook.com/famousfootwear

Connect with me:

@STLstude

laura.stude@gmail.com