{"id":1640,"date":"2018-10-11T07:00:00","date_gmt":"2018-10-11T07:00:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/social-currency\/"},"modified":"2026-05-26T15:49:54","modified_gmt":"2026-05-26T15:49:54","slug":"social-currency","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/social-currency\/","title":{"rendered":"Social Currency Strategies to Bank On"},"content":{"rendered":"<div class=\"l-block-editor\"><!--[--><\/p>\n<section class=\"c-copy-block\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<p>Why are certain brands\u2019 social channels jam-packed with consumer activity while others fall short. One of the most effective ways to boost a brand\u2019s digital engagement is to develop a social currency strategy. For today\u2019s marketers, the approach generally entails offering consumers a reward like free products or access to an exclusive experience. In exchange, the brand receives positive social interaction\u2014likes, posts and shares. Most consumers are willing and even excited to participate in a value tradeoff with their favorite brands. Read on for a glimpse at building social currency strategies you can bank on.<\/p>\n<\/div>\n<\/section>\n<section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section>\n<section class=\"c-copy-block\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<h3>Keep It Simple<\/h3>\n<p>A photo contest is a super simple social currency strategy. Based on a brand prompt, consumers submit a photo along with appropriate handles and hashtags in exchange for product discounts. Participants become social media mini celebrities! <a href=\"https:\/\/medium.com\/marketing-in-the-age-of-digital\/dunkin-runs-on-social-media-bf4e69a9ce43\" target=\"_blank\" rel=\"noreferrer noopener\">Dunkin\u2019 Donuts<\/a> leverages this simple, cost-effective social campaign to keep consumer interaction fun\u2014even besting Starbucks, it biggest competitor. The simple but effective photo contest speaks to the artist and curator mindsets of savvy and newbie social media users alike.<\/p>\n<\/div>\n<\/section>\n<section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section>\n<section class=\"c-copy-block\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<h3>Differentiate Your Products<\/h3>\n<p>If ten apparel brands offer a free basic white t-shirt in exchange for a social mention, few people are likely to participate\u2014there\u2019s no real incentive! Social media users are looking for something new, exclusive and exciting to post about. In the case of the plain tee, there\u2019s nothing to write home (or Twitter) about. However, a new limited-edition tee designed in collaboration with a popular musician or artist turns the tables in the brand\u2019s direction. The lesson: showcase authentic, <a href=\"https:\/\/neilpatel.com\/blog\/social-currency-and-remarkability\/\">remarkable products or services<\/a> that give consumers a reason to share.<\/p>\n<\/div>\n<\/section>\n<section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section>\n<section class=\"c-copy-block\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<h3>Relevant Rewards<\/h3>\n<p>Relevant rewards are absolute paramount! Offering a triathlete a month\u2019s supply of french fries in exchange for a Facebook post isn\u2019t likely to resonate. The reward should match the consumer\u2019s lifestyle connection to the brand.<\/p>\n<p>Coty, parent company of CoverGirl, Rimmel, Sally Hansen, and Clairol, understands its target is always looking for the next great product. The company takes over Story in New York to create a \u201csocial\u201d pop-up shop. Products are \u201cacquired\u201d in exchange for social media interaction\u2014<a href=\"https:\/\/adage.com\/article\/cmo-strategy\/coty-turns-story-s-boutique-hire-showcase-ideas\/310393\/\" target=\"_blank\" rel=\"noreferrer noopener\">a master class<\/a> in social currency strategies. Consumers get their nails done and snag a bottle of Sally Henson polish as a reward for sharing the experience on social media. Rimmel leverages a Vengo Labs digital vending machine that exchanges a lip gloss for a post of an in-store selfie in front of a branded backdrop. Relevant rewards make this social pop-up a huge success!<\/p>\n<\/div>\n<\/section>\n<section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section>\n<section class=\"c-copy-block\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<h3>Social with a Cause<\/h3>\n<p>Citi adds a charitable twist to their social currency strategy. At their <a href=\"https:\/\/www.eventmarketer.com\/article\/citi-social-currency-charitable-taste-of-the-nation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Taste of the Nation<\/a> event series, attendees share pictures of their favorite dishes or drinks along with the event hashtag. For every post, Citi donates a meal to No Kid Hungry. Diners feel good advocating for a worthy cause as well as share their unique dining experience. It\u2019s a win-win-win!<\/p>\n<\/div>\n<\/section>\n<section class=\"c-padding-block content-[''] h-[30px] 2xl:h-[60px]\" with-spacing=\"false\"><\/section>\n<section class=\"c-copy-block\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<h3>Conclusion<\/h3>\n<p>Solid social currency strategies turn social-savvy consumers into brand advocates. The right rewards go a long way to help amplify brand experiences and grow a social media following. Leverage brand social platforms for the kind of marketing reach that few other tactics achieve.<\/p>\n<\/div>\n<\/section>\n<p><!--]--><\/div>\n<p><!----> <!----><!----><!----><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why are certain brands\u2019 social channels jam-packed with consumer activity while others fall short. One of the most effective ways to boost a brand\u2019s digital engagement is to develop a social currency strategy. For today\u2019s marketers, the approach generally entails offering consumers a reward like free products or access to an exclusive experience. In exchange, [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-1640","post","type-post","status-publish","format-standard","hentry","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social Currency Strategies to Bank On - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/social-currency\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Currency Strategies to Bank On - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"Why are certain brands\u2019 social channels jam-packed with consumer activity while others fall short. 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