Social Media Example: DSW

At the top of my new favorite websites list is DSW’s Twitter page, @DSWShoeLovers.  In addition to the expected updates about new merchandise, appearances of DSW in the press, and other fairly standard tweets, DSW is doing something I find fairly rare: creating a truly interactive experience for its followers.

So how do they do it?

1.  Communicating Directly With Followers

After receiving a tweet from @supershopgal regarding what type of clothing to wear with a pair of booties seen on the DSW Website, @DSWShoeLovers responds:

@Supershopgal We recommend wearing them with jeggings, skinny jeans, or leggings. Jeggings r all over the fashion mags. #dsw #dswcares

Instead of tweeting about booties and their fashion appeal or posting a generic response regarding the use of booties, @DSWShoeLovers posts directly to @supershopgal.   Not only is DSW providing useful information to its Twitter following, but it is also (1) connecting with an individual who is considering purchasing from DSW, and (2) showing other followers that “DSW cares and will respond to you.”

2. Holding Contests

Who doesn’t love free stuff? From  “Shoe Lover of the Day” to  “Free Shoe Friday,” DSW does a great job of inviting followers to participate and rewarding them for doing so.  These contests invite users to post their personal photos, reply with messages, and participate in trending topics.

For example, for “Free Shoe Friday,” @DSWShoeLovers posts a question at noon every Friday.  Followers must then email the answer to the provided address, and the first ten correct respondents receive free shoes!  The questions are simple (i.e. name 10 evening shoes found at dsw.com), answering only requires a few minutes, and everyone has a fair shot of winning.  The only catch—you must be a follower of @DSWShoeLovers to win.  Not only is it interactive and fun, but it also gives followers the chance to score free goodies!

3.  Making It Personal

In addition to the “Free Shoes Friday” contest I mentioned, @DSWShoeLovers asks followers to post pictures of their shoes in return for a chance to win.  The users post a picture and include a trending topic so that DSW can easily find and re-tweet the pictures, resulting in a page of links to images of proudly displayed shoes (and often the pictures feature feet hiding under a desk—perhaps a commentary about taking a break from work?)

DSW is accomplishing what many social media marketing campaigns do not: enhancing the typical social media problem of providing something useful to its followers.  Not only are the followers gaining information about new shoes, they are building a relationship with DSW and in part creating the content of DSW’s Twitter page.  What an incredible “feet”!