Walmart’s new social media strategy has boosted app downloads 50%
Walmart is employing a new social strategy to be more reactive in real time with a new more conversational brand voice.
Doing so isn’t simply about being part of the social conversation online but to help the business. The retailer enacted this social change with the recently launched “Famous Visitors” campaign, which touted the ability to order what you need online and pick it up curbside, but the effort to be more conversational and reactive will continue as the brand aims to transform its social presence. Doing so has increased mobile app downloads for Walmart increased 50% week-over-week (the retailer declined to share from what it increased from and what it increased to). Currently, Walmart is the number two shopping app in the Apple app store (Amazon is number one).
The new approach to social kicked off during the Super Bowl as the retailer talked to 171 other brand accounts on Twitter. Some of the conversations were planned, like those with Lego or Pepsi, as the brands were featured in Walmart’s 60-second Super Bowl spot, which was the first time the retailer has advertised during the game. Others, like Avocados from Mexico, happened on the spot and Walmart’s six-person in-house creative team worked to craft quick replies to the unexpected brand account replies.
“This was a first for us and the social team’s role in that was bigger [than ever before],” said Jodi Durkin, director of brand social, Walmart. “The ‘bantering’ is part of our on-going strategy. We know that when brands talk to each other in a fun and playful way that does really well on social.”
Overall, Walmart’s in-house social team is looking to figure out how to take advantage of social trends in real time in ways that make sense for the retailer, according to Durkin, adding Walmart recently participated in the viral “broomstick challenge” earlier this week. “We’ve started publishing proactive tweets using popular internet speak,” said Durkin. “We also did a ‘summoning circle’ tweet that was tied into a meme a lot of people were using at the time.”
As the brand works to be more reactive and engage more quickly with trends online, Walmart is training more of its internal talent to understand its brand voice so that they have more people who are able to write copy in real time, explained Durkin. The retailer is also looking to use the local social footprint of its various stores — each store has a Facebook page that’s run by the associates of that store — to boost its responsiveness online.
Being “nimble and agile” online isn’t exactly a unique strategy, according to brand consultant and co-founder of Metaforce Allen Adamson, adding that most brands have been employing a similar social strategy for the last five years. “It’s become an expectation that if I tweet at Walmart or anything other brand that they need to tweet back at me,” said Adamson. “In terms of talking to other brands, I’m not sure how relevant that is but talking to consumers is important. If they don’t they’re seen as unresponsive and out-of-touch.”
Working to increase mobile app downloads, however, is necessary for the retailer, per Adamson. “Most people have Amazon’s app on their phone and most people are doing more and more of their ecommerce on their phone,” said Adamson. “No one uses a web browser on a phone so they have to get there. Downloading the app is one thing but getting people to use it is another and consumers are getting more reluctant to clutter up their phones with five or six pages of apps on their phones.”
Aside from the new push to engage more with consumers and trends on social, Durkin said paid social is now part of almost every campaign the retailer runs. The paid social channel depends on the campaign objectives. For example, Pinterest and YouTube campaigns are seen as more “upper funnel” awareness campaigns whereas other channels can be used for more performance social pushes to drive conversions for consumers to buy and pick-up near wherever that consumer lives, explained Durkin.
How Salesforce is gathering its own customer data through its new streaming video play
Salesforce is combining data from Salesforce+ with data gathered from sales and customer service channels viewers inside its customer data platform.
‘We’re all figuring out what our new reality is’: How DTC underwear brand Thinx is diversifying its media mix with more OOH
As a cookieless future and Apple's data privacy updates loom over advertisers, at least one DTC brand is diversifying its ad spend by doubling down on OOH efforts.
Pay On Demand: Immediate payment for work growing in popularity as tech companies fight for talent
On-demand pay could be just the ticket for industries like the restaurant business struggling to find and keep workers in key roles.
SponsoredHow retailers can be ready for holiday shoppers this year
Suchi Sastri, managing director and partner, Boston Consulting Group As the holiday season approaches and the pandemic continues to evolve, retailers want to know what to expect. Will e-commerce continue to grow at the rate it did last year? How big of a role will in-store shopping play in holiday shopping? While it’s still early, […]
Misfits Gaming partners with The E.W. Scripps Company in a bid to bring esports content to Floridian television viewers
Misfits’ is the most prominent Florida-based esports organization. Both its Call of Duty League team and its Overwatch League squad are based in the Sunshine State.
‘It’s really just like a catalog’: Overheard at the Digiday Media Marketplace Strategies Forum
Top concerns expressed included navigating selling on a multitude of new marketplaces and maintaining brand equity in the face of third-party sellers