Luring buyers on social media

Marketing is no more restricted to traditional advertisements in newspapers. As they say, go where your consumers are. Given that 140 million Indians are on Facebook, 35 million each on Twitter and Google Plus, and 20 million on Pinterest, there is no way retailers can avoid these media. The Retail Jeweller organised a session on “Social Media” in its annual Trendsetter Summit. Nikita Peer

The panel started off with an interesting video by BZ–The Original, called Happily Married Man. It was shared only on YouTube, but it received over a million views there and led to sale of a significant (but undisclosed) number of solitaires of over 30 points. In another incident, Azva sold three gold jewellery sets to a lady customer in Dubai who was inspired by their designs on social media.
Samir Sagar, director of Mumbai-based Manubhai Jewellers, claims to have been able to spread the word about his Borivali store quite effectively, leading to higher footfall. “We learned that women travel for jewellery and so we kept posting images of jewellery” on social media, said Sagar, who is known for taking and uploading selfies with his best jewellery pieces.
Though conversions can be an advantage, a social media presence isn’t really about praising your brand or about the hardsell. “On social media your objective should not be to convert into sales,” said Prem Hinduja, CEO, TBZ–The Original. “Go to social media with three mantras: listen, monitor, learn. These platforms give great data on where your brand is going wrong and what corrective steps can help add sales in the future.”
Ashish Arora, vice president–social media, Interactive Avenues, which handles social media for Tanishq, said: “Social media is all about online public relations. Online is the best place to announce your vision. What makes social media more interesting than traditional newspaper PR is that the data analytics advantage allows brands to get real-time information on the kinds of conversations happening on their page.”
He explained, “It’s not just about having a wide fan base on these social media platforms but about having the exact target audience and then driving engagement. Most companies hire social media agencies as it helps them target their audience. Another glitch is that Facebook has dropped the reach of posts (rate of share among fans) from 16 per cent to 2 per cent. So the more money you spend on advertising, the wider your reach. But this doesn’t mean you should mass-market on these sites. Creative posts can also go a long way in ensuring virality.”

For that reason, some jewellers continuously launch fresh campaigns to keep their page buzzing. Yashraj Vakil, CEO, Bazzinga Digital, gave an instance from his client Orra. “Orra launched its jhumki baali collection by asking social media users to upload a side profile photo of themselves. It then added images of the jewellery pieces onto users’ ears to create photomontages that they then published, and tagged, on social media.” Another client, Forevermark, “asked participants to write a promise on a whiteboard and tweet it; in return each promise-maker was presented with a song composed by a musician to showcase the promise. This highlighted typical Indian sentiments of love and promise-making.”

When looking to hire social media agencies, jewellers talk about return on investment (ROI) of spending on social media. Vakil explained, “The ROI metric is usually decided in conjunction with the client based on their goal. Fan follower count and engagement rate are tangible communication metric. Besides, it is possible to procure website traffic-related data, Facebook insights, Google analytics and comScore. Now Facebook itself has come out with an option where users can shop directly from there.”