Social Media Case Study E-Commerce

Fast Facts: #1 online retailer of home fitness equipment

255th largest e-commerce site in the U.S (Internet Retailer)

Average consumer purchase: $1,450

But, the consumer can’t…

Try it at the gym Touch it at the store

Which leaves…

Or, rather…

What we need to do…

Target social media users that have the highest potential to convert to sales with a specific emphasis on those interested in weight loss, physical fitness and new mothers.

Participate and give incentives to these tribes, while offering valuable content that will distinguish Smooth Fitness as a leader in the health and fitness space.

While avoiding the #1 social media pitfall…

Sell without “selling.”

How we did it…

Focus messaging on nutrition and fitness tips.

The tips offered a daily chance for current fans/followers to interact with the brand, as well as an incentive to encourage new connections.

Key Learning: Offer valuable on-topic information to build trust in your brand with the hope that when it comes time to make a purchase, you will be top of mind.

“Insider” Exclusives

Smooth Fitness offered sales that were only advertised to our fans and followers, giving them yet another reason to pay attention to our messaging.

These sales generally consisted of only one product at a time that was highly discounted, occasionally we offered returned or scratched items at an even deeper discount.

After the first few sales, people began asking when the next one would start, and requesting specific equipment they would like to see in future sales.

Key Learning: Sales messaging is better received and even anticipated when it is the exception, rather than the norm.

Practical Considerations

Social Media happens 24 hours a day, 7 days a week.

Accounts have to be monitored throughout the day.

Start with accounts on a large number of sites and pare down our list to only those sites that draw significant participation and site visits.

Key Learning: It isn’t practical or necessary to be everywhere. Just make sure you make informed choices.

ResultsThe Breck Effect

2411 followers

1632 followers

247 followers

9280 followers

372 followers

885 followers 1114 followers

329 followers

Results

#mamavation sponsorship

Thousands of moms are involved in the group, all with twitter accounts, and many with blogs.

Smooth Fitness became a mamavation sponsor, providing a free treadmill to the two mom’s chosen for the 7-week, intensive program.

This sponsorship resulted in many brand mentions, blog posts, and positive product feedback from the chosen moms (one of whom has over 20k followers on twitter).

Results

1000’s of fans and followers within Facebook and Twitter, as well as a few niche social networking sites.

Social network interactions gave us an incremental increase in website visits and additional sales, as well as a new sales channel going forward.

Our social network participation also allowed us to connect with relevant groups and created sponsorship opportunities. These sponsorships resulted in more widespread positive publicity for Smooth Fitness.