BlendTec shows how to measure the effects of a social marketing strategy

The blender manufacturer uses coupon codes and analytics to track shoppers.

Social media is where blender manufacturer BlendTec connects with consumers. The company’s YouTube channel has more than 440,000 subscribers and its videos have been viewed more than 181 million times. In addition, more than 85,000 shoppers Like the retailer’s Facebook page, and at least 7,300 consumers read Blendtec’s tips and recipes on Twitter.

That kind of attention is nice, but it doesn’t pay the rent. So BlendTec.com, No. 716 in Internet Retailer's Second 500 Guide, looks more deeply to determine whether social media buzz is translating into sales—one of the main marketing challenges faced by online retailers when they use social media to drum up sales.

“We’re in the business of making and selling blenders,” says Nate Hirst, BlendTec’s global marketing analyst. “If people are regularly using their blenders they’re more likely to either want to upgrade the blender they have or recommend their Blendtec blender to a friend.” Because the first step to getting people to buy a blender is getting them to click from YouTube, Facebook or Twitter to Blendtec.com, that’s one of the primary measures the manufacturer tracks to gauge its social marketing success. 

Read full article. Cited in SmartBrief eNews Update, Friday 23 December 2011.

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