ThinkGeek has a huge online presence, and they have to. If you've never visited the Web Store before, I invite you to take a tour; it's where all us geeks shop for toys! Since ThinkGeek is marketing products to tech savvy clientele it makes sense that they would be taking advantage of everything social networking and the web has to offer.
Upon visiting ThinkGeek's website you can click on the heading “OMGWTFUN!”, which brings you to all the ways to follow the store online. So where do they have an online presence? The store has it's own blog, multiple Twitter feeds, Flickr page, YouTube channel, Facebook page, and a Ustream channel. ThinkGeek has the largest online presence of any retailer I've ever encountered. With all of these different outlets, you'd think you would see the same information repeated over and over again, but you'd be wrong. Instead each tentacle of it's social networking beast gives customers unique information and insight into ThinkGeek's inner workings. Also, unlike many other retailers the information provided in these different places often doesn't have anything to do with their merchandising, but instead deals with the geek and technology culture, creating a hardcore and loyal following.
So what are people saying about ThinkGeek? Taking a look at Tweet Scan you see lots of positive reactions to receiving or purchasing products from ThinkGeek. Most tweets sound a lot like mojojay's comment “@thinkgeek: Got the a-ok email today! Looking forward to getting' my loots!” Other people are sharing links to products through their feeds and still others are posting comments to @thinkgeek telling them about geek facts or how much they love shopping at their store.
ThinkGeek's Facebook page tends to be the most interactive of all the social networking tools. Not only is it constantly updated, but someone (Timmy the ThinkGeek monkey) almost always replies to posts on left of their wall. The replies usually aren't sent 2 or 3 days after, but instead within hours (weekends excluded). Also, the ThinkGeek monkeys don't just reply to customer complaints. When a customer posted: “I am so beyond excited to order from you guys! Can't tell you how glad I am I found you before V-day...my husband is going to freak! YAY!” ThinkGeek replied: “Hope he likes it!! ♥”. On the few occasions that a customer does have an issue with a product, ThinkGeek replies with helpful information. When one customer posted a warning to other customers about receiving a broken watch, twice, ThinkGeek replied:
So sorry for all the trouble, Ian! It definitely sounds like you got a dud--twice--and of course we'll set you up with a refund if you don't want to try another replacement. You've probably already taken care of it, but if you still need to contact us about the refund, you can call 1888GEEKSTUFF or start a live chat on the site. Again, our apologies!
As I mentioned earlier the social networking that ThinkGeek employs is not about pushing their products or driving sales, but is instead about creating strong customer loyalty. They post information about geek holidays, science news, and more! The store also has ongoing customer contests, such as the “Customer Action Shot” where customers take photos of themselves wearing or using ThinkGeek products. Another contest involves writing geeky haikus. Winners are then selected and given gift certificates. ThinkGeek will even take customer suggestions for products, which often become the real deal or if it already exists will start to be sold through the site. Every April Fools Day the company launches fake products and if customers make enough noise they too often become real products. Talk about listening to your customers wants and desires!
I think ThinkGeek does an amazing job building relationships and engaging customers online. Through the Facebook and Twitter pages customers and interact with staff and many people feel as if the ThinkGeek staff were friends. People share fun videos and links with staff as well as praise for their products. Even when you see negative comments about products they usually also include things like “AND I STILL LOVE YOU THINKGEEK!!!!!!!!!” Customers know their problems will be handled and that if they receive a not so great product, the next thing they buy will be awesome.
Myself and many of my friends have been loyal ThinkGeek shoppers for years. We love their products, service, and all the fun things that they post online. ThinkGeek cares about its customers and has invested a huge amount of time and staff to create an awe inspiring online presence. Many other retailers can learn from their example. Social networking doesn't and probably shouldn't be just about announcing new products, but instead connecting with customers on a personal level. The more connected they feel the more likely they will continue buying from your store.
ThinkGeek Office Staff Battles it out with Harry Potter Wands
Thanks for the great information! It sounds like ThinkGeek uses social media the right way - to engage with customers at the same time promoting their products. I love the video, by the way! I guess that makes me a geek, lol.
ReplyDeleteI should have thought of ThinkGeek as a great example. I have the link to their facebook page and everything. It is definitely different than a store page that just pushes product and sales at you. Unique content on every outlet? Way to go! Although considering the sell to a niche market of geeks they would have to be ashamed of themselves if they didn't.
ReplyDeleteIt sounds like ThinkGeek is a great example for how companies can use social media.
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