Chile has over 50% of their country population online, that’s more than 8.3 million people. Most of these people spend their time online (one of every four minutes) on social networking sites including Facebook and Twitter.
According to the same report from comScore, Chile ranks in the top five worldwide for Facebook usage and 11th in the world for their Twitter usage. Though Facebook and Twitter are the most embraced, Chile also has Fotolog, Windows Live Profile, Sonico, Badoo, and LinkedIn included in the top ten social sites used tools in the country.
Chilean businesses have taken notice. With the growth of adoption and usage of these social networking sites, more and more companies in Chile are looking to Facebook, Twitter, and LinkedIn to secure new clients, incorporate into their marketing plans, connect with employees, and share information and increase customer loyalty with existing clients. Chilean organizations including Domino, telepizza, and Falabella are even sponsors of the upcoming Social Media Day in Chile on June 30, 2011.
Falabella, a department store retailer that currently operates more than 39 locations in Chile, is one of a few key multichannel retailers in Chile taking full advance of social tools to engage and communicate with their customers and fans.
While a great product may be enough to get some people to “like” or “follow” a company or brand on social channels, there are three specific things Falabella has done that gives them social superstar status in Chile.
- Facebook for Virtual Product Catalogs & Event Marketing. According to Socialbakers.com, 57% of Chilean Facebook users are between 18-34 years old. This key target market in Chile is spending more of their time on social media and less time on email. With those facts in mind, Falabella has begun posting their product catalogs and store event information on their Facebook page. They are where their customers are. With daily updates on Facebook, it is easy to see how they already have over 154,000 likes/fans and have engagement from customers and fans on every single post on their wall.
- It’s All About Deals and Steals. Around the world, consumers that “like” or “follow” retailers have deals in mind. In fact, in a recent Shop.org study, over 58% of people indicated deals as a primary driver to proactively follow retailers. Falabella has taken notice and continually posts great deals on wide variety of products on their Facebook and Twitter page. The company also takes this to the next level by introducing deals and giveaways exclusive to their Facebook fans, that just this month included a giveaway of five gift cards to those that participate in sharing photographs of their dads for their “Super Papa” campaign.
- Tweeting for Customer Service and Engagement. Anyone can create a Twitter page, but smart retailers are using Twitter as a tool to communicate with their customers on new products, special events, specific store information, and more. The best retailers, are doing everything aforementioned, but consistently are replying to questions, comments, and mentions from their fans and followers. With over 18,000 fans and growing in Chile alone, Falbella is on top of their tweeting.
Already recognized as an award-winning eCommerce player in Chile, Falabella is using Facebook and Twitter (in addition to other social and digital channels like their own YouTube channel) to get their customers product catalogs, information about deals and events, and as customer service and engagement tools. Perhaps most importantly, Falabella not only promotes these channels on their corporate website, but also cross promotes their key social channels within each other. Their Twitter page clearly promotes their Facebook and YouTube pages, and vice versa, as each channel has different benefits, engagement strategies, and response styles and teams in place. For Falbella, it is obvious that social networking sites are a part of a planned, strategic marketing communications and customer service framework.
What could be next for Falabella? They will have to work harder to grow with the recent entry of two American retail powerhouses, Wal-Mart (with the acquisition of D&S) and Groupon, into the country in the last two years. Falabella must continue to focus on what they do best and establish and highlight their Chilean roots. Additionally, with consumers being driven more and more by deals, Falbella may want to consider their own daily or weekly deal marketing campaigns, even with just a subset of products.
As long as this social superstar keeps their eyes on their digital, deal-seeking, social customers and fans – they will continue to grow and succeed in Chile, and beyond.