Leonie Bulman's recent articles
Tesco’s “Share and Earn” scheme generates advocacy on its Facebook page
Tesco has doubled the level of consumer advocacy on its Facebook handle, using a new Share & Earn Facebook app which encourages consumers to recommend products to others.
Tesco launched a new initiative at the end of June combining their store Clubcard with social media. Clubcard owners must share or like items on the Tesco e-commerce site with their friends on Tesco's Facebook page. If their friends buy it on their recommendation, they are then awarded double Clubcard points.
WaveMetrix analysis shows that the new scheme has increased the level of advocacy on Tesco’s Facebook page. In the week after the scheme was introduced, 54% of comments on the Tesco Facebook page recommended an item to others, compared to just 26% before the announcement of Share & Earn. This shows that small incentives can have a major impact on consumer engagement and advocacy levels. In addition, overall consumer sentiment with Tesco becomes more positive with the introduction of Share & Earn, showing that it has generated an uplift in positive buzz about the Tesco brand.
The proportion of comments recommending Tesco products doubles with Share & Earn:
- Share & Earn strengthens advocacy levels: The introduction of the app encourages consumers to recommend products to their Facebook friends. This allows Tesco to enjoy increased consumer advocacy on their social media handle, which can contribute to driving sales as it impacts consumer purchase decisions
The introduction of Share & Earn creates an uplift in sentiment for Tesco buzz:
- Share & Earn creates more positive Tesco buzz: The Share & Earn app generates positive discussion around Tesco as consumers praise the products they recommend to their friends