It’s All About Her
With 1,600 brands, 1.2 million registered players, 1.1 million Facebook fans, and 176,000 forum followers, HSN is a giant in the retail television world. But how does one stay engaged with such a large and diverse array of participants across all social networks? Does it involve masterminding a complicated series of social personas and accounts, each with its own unique calendar catering to the interests of each and every brand that they represent? Or perhaps a multi-layered collaboration with each brand’s social team and contracts that dictate how much social time is allocated to each brand depending on the volume of sales and interest?
Thankfully, no. It’s not actually as complicated as one might think. Matt, who is a pro at managing the HSN consumer relationships, says it’s all about the buyer… and in the case of HSN, it’s all about her.
Who is she? What does she like? How does she spend her time? And, most importantly, how can we add value to her daily life? With those simple questions, Matt has built a solid community for his customers and brand ambassadors like Nicki Minaj that improves relationships and closes sales.
In This Episode
Why focusing on the consumer means putting the product second
How a well thought out toolkit leads to a profitable celebrity endorsement
Why “building awareness” doesn’t always mean “pushing sales”
How non-monetized programming can lead to organic engagement that beats paid social
Quotes From This Episode
“We love to talk about our customer. That’s really what we focus on.” —@MatthewSee (highlight to tweet)
“I build it …
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