I had an interesting chat with Steve Lazarus, head of social media at ToysRUS. He’s a Sprinklr client, so naturally, we wanted to know what is working (and what’s not) for him on the platform.
One of the most valuable things for us is using social to help guide our buyers and business units about what they should put in our stores he said.
Toys “R” Us uses the tagging feature when it comes to publishing via multiple social channels. With tagging, they curate or create a piece of content, tag it with keywords such as lego, or skateboards, and use Sprinklr to manage which of their multiple social outposts should get it.
Then, when a buyer comes to Steve and says, hey, we were thinking of putting some more of product X in our stores, or running a promotion he can pull out a comprehensive report on how those tagged posts performed to help guide their decisions.
Steve recalled an example, When we ve posted about skateboards in the past few weeks very few people seemed to be engaged and excited. They didn’t comment or retweet. But the Lego postings that got people fired up and engaged.
What I love about this story is how Steve has recognized the importance of diligently tagging upfront. Now, he has a wealth of data about what their customers think, and can use this to drive real business value. They can help buyers find the products that will sell and make sure they don’t put money into something that probably won’t.
Just a nice example of being a cutting-edge social marketer.
- Jeremy Epstein, VP of Marketing at Sprinklr
Previously, impressions gained from initial shares were included in page’s total and viral impressions, but impressions from subsequent “shares of shares” were not.
