Monetizing Social Interactions

Ulla Popken, an international retailer featuring stylish plus-size wear for women, enjoyed 15,000 likes on its Facebook page, but needed to turn that interest into action. The retailer offered shoppers a chance to win $250 for liking products on Facebook, and 20 percent off for sharing on Facebook, Twitter or via email. In just 60 days, Ulla Popken's social promotions reached 65,000 people, generated $16,000 in incremental revenue, and triggered peer referrals with a 17 percent conversion rate.