Data to Drive Your Holiday Campaign Planning
I don’t know about where you are, but where I am, the weather outside is delightful. So it makes sense to ask why we’ve been focusing on the holidays. Earlier in July, we launched the 2015 Holiday Lookbook, full of ideas you can use to enhance your holiday campaigns with unique social experiences. We also shared 10 Tips for Coordinating Social Care During the Holidays. (You could put those tips to use right away.)
Here is why we’re in the holiday spirit: Thanksgiving—which heralds the start of the holiday shopping season in the US—is only two months away. We’re not trying to suggest that you haul out the holly anytime soon, but you may already be planning your holiday social strategy and we want to help you get prepared.
Another thing that will help you plan your holiday campaign? Data. Today we’re sharing a new infographic, Black Friday & Beyond: A Retailer’s Guide to Smart Social Planning. Using the National Retail Federation's Top 100 Retailers of 2014 list and Spredfast Intelligence, we uncovered several useful insights for retail social marketers and social customer care agents to prepare for the holiday shopping season. Here are just a few:
First Thing’s First, Give Thanks
The holidays are the number one shopping season of the year, but as it turns out, people like to give thanks for what they already have before going on a frenzied, month-long quest to get more. During the week of Thanksgiving, there are nearly two times as many conversations about Thanksgiving than Black Friday.
When to Share
Do a Google search for “best times to post on social media” and you’ll get more results than you can shake a (peppermint) stick at. While it’s interesting to understand global trends, it’s even more interesting to see when your own audience is talking about specific topics so you can have the right conversation at the right time.
Using Intelligence, we identified the moment when Black Friday conversations overtake Thanksgiving conversations for several retail cohorts on Thanksgiving Day. If you want to join the conversation right when it is taking off—this is your moment.
Prepare to Care
An increase in shopping means an increase in customer care volume across channels. This year, plan ahead and use last year’s data as a benchmark to anticipate the increase in care request volume. Maybe you need to schedule overtime for your existing social care team or consider bringing on seasonal staff so you can provide the same level of care during the busy season. Don’t forget to leave time to train any new team members before things get busy!