Amazon Social Media Marketing Strategy

5 min readMar 15, 2021

Amazon is, without a doubt, the number one online shopping site in the country. As a business, they thrive on customer engagement, affordability, and trust. They don’t spend time worrying about the competition — instead, they keep their eyes forward, focusing on customer service and retention. The company’s current objectives are to increase customer satisfaction and brand loyalty by strengthening social media engagement strategies.

#AskAmazon

In an effort to increase customer satisfaction, Amazon is focusing on customer service by monitoring social media feedback and responses performance. With this in mind, they will launch their new hashtag, #AskAmazon and encourage followers to post questions for their customer service team. Amazon is already proud of their response time and resolution performance, but plans to develop and market those skills by opening up a new line of communication on social media.

Loyalty Contest

The second part of this campaign will focus on increasing brand loyalty through customer engagement. To celebrate Customer Appreciation Day this May, Amazon would like to thank its loyal customers by hosting a giveaway. Using social media, customers will be encouraged to share their Amazon photos, stories, and videos across Instagram, Twitter, and TikTok, using the hashtag — #AmazonLoyal. From the participants, Amazon will select 100 winners to receive a $25 Amazon gift card. As an extra special treat for our Prime members, they can share content as well, using #AmazonPrimeLoyal, where 25 lucky winners will receive a $50 gift card. With this contest, customers will pledge their loyalty to Amazon — creating a sense of community while also fostering user-generated content. As mentioned, the campaign goal here is to increase brand loyalty and customer retention through engagement.

SMART Goals

The SMART goals for this campaign are:

Reduce social media response time by 15%
Increase resolution performance by 10%
Increase social media interactions by 10%
Hit 50,000 mentions with all three campaign hashtags

Each of these goals should be obtained by the end of Q2, making them all specific, measurable, attainable, realistic, and time-based.

Key performance indicators

In order to accurately measure the success of this campaign, it is crucial for Amazon to keep track of its key performance indicators. Defining their KPIs will provide information about which social media platforms are performing well, if/how they are profiting, and if the campaign strategy is effectively contributing to their goals.

Reducing social media response time and increasing resolution performance are essential in increasing customer satisfaction. Being responsive not only helps to avoid complaints, it also shows customers that you care and that you are listening to them. The KPIs for this specific goal will be first response time, average response time, average resolution time, and customer service score. According to HubSpot, 80% of customers expect a response on social media within 24 hours and, on Twitter specifically, 64% of customers expect a response within one hour. Amazon must observe both first response time and average response time in order to get those numbers down 15%. It’s also important to not only respond, but resolve conflict as efficiently as possible. Throughout this campaign, Amazon will closely monitor average resolution time as well as customer service scores. By examining these KPIs, Amazon can focus on increasing resolution performance.

Brand loyalty is truly at the heart of Amazon’s values, but is also important to any brand. According to AdEspresso, it is approximately five-times more expensive to get new customers than it is to retain existing ones. There’s also a 60–70% chance of selling to a current customer versus a 5–20% of chance of selling to a brand new one. Strengthening engagement is a huge part of growing brand loyalty, which is why Amazon aims to increase social media interactions by 10% and hit 50,000 hashtag-mentions. The KPIs they will use to track this goal are the major forms of engagement — likes, retweets, shares, comments, and hashtag usage. During this campaign, Amazon will focus on the growth rate of interactions, by keeping track of how many engagements were recorded before the campaign started and comparing it to the number of engagements after the campaign ends.

Outcomes

Monitoring and analyzing social media KPIs are crucial to accomplishing Amazon’s campaign goals. However, including social listening to the strategy will take this campaign to the next level. By social listening, Amazon will have the opportunity to engage with customers, tweak their strategy in real time, and truly understand the wants and needs of their audience. All of which will increase customer satisfaction and loyalty to the Amazon brand.

*This is not a real Amazon campaign*

Sources

https://blog.hubspot.com/service/social-media-response-time

https://adespresso.com/blog/build-brand-loyalty-with-social-media/