Social media has evolved into a dynamic ecosystem where brands can use a multitude of tactics to interact with consumers. Updates to algorithms have increasingly limited organic reach and will continue to do so, but brands can reposition their social media strategies to complement marketing goals by fully utilizing the toolkits available through each social platform.
OTC brands face unique challenges driving engagement on social channels as the nature of the products don’t lend themselves to visually appealing content as easily as categories like fashion or beauty. However, creative campaigns catalyzed by well-timed promotional spend can generate organic reach through social sharing while retargeting warm leads with coupons and e-commerce links can nudge shoppers closer to purchase. Additionally, advertising a loyalty program to fans post purchase can increase engagement and spur a network of social brand evangelists.
While many brands capitalize on driving awareness with social media, very few maximize the post-purchase opportunity. Only six brands used either the word “reward” or “loyalty” in a Facebook post in the past 180 days, with Systane and Zyrtec accounting for a combined 48% of related post-purchase content. A look at how brands in L2’s Digital IQ Index®: OTC Health Care use social media suggests more could integrate purchase and post-purchase goals in their strategies.
Systane provides an example of how brands can deploy these tactics. The brand prioritized Facebook as a CRM tool in 2016, uploading a promoted post roughly once per week. This strategy helped the page earn over 405,000 interactions in the past 180 days (nearly three times the average of brands benchmarked in L2’s inaugural OTC Health Care Index). The top post for this period directed fans to register at Systane.com/Rewards in exchange for a three-dollar-off coupon. This link redirects to EyeFile.com, the destination for parent company Alcon’s eye care loyalty program. Both Systane.com and EyeFile.com experienced a roughly 60% increase in traffic since November 2015, demonstrating that social media can be highly effective in engaging shoppers in post-purchase mode.
By targeting a neglected subset of OTC Health Care shoppers, Systane drove fans into its rewards program, creating a direct line of communication with opt-in consumers. Through its Facebook investment, the brand will now be able to collect explicit data and more effectively target leads with personalized content in future campaigns. Furthermore, the majority of millennials identify brand engagement on social media as a key tool for securing their loyalty, which positions Systane’s tactics as best-in-class.
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