MEC's Selena McLachlan on Community and Social Media

Posted by: Mark Smiciklas

Mountain Equipment Co-op's Manager of Marketing and Research, Selena McLachlan, provides some insight into how MEC engaged their existing community to create an award winning customer acquisition program.

Takeaways:

• Leverage the authentic relationship with your existing community to reach out to new members
• Create specific communication that is relevant to your audience and takes advantage of the powerful demographic targeting capabilities within Facebook's ad platform
• Before hiring dedicated social media staff, get your existing team to build in social media work flows off the "side of their desk"
• Soft launch programs via pilot projects in test markets - whether by region or selected stores.