Enhance omnichannel messaging based on social engagement

Using social media, you can build robust influencer or VIP programs. Here’s how that works:

1. Build your segment(s):
   Group a segment of profiles that have engaged with you and have a high follower count. You can either build one segment of influencers or split it into 2 like so:
   • Macro influencer (Route into your Influencer program): Customers with a high number of UGC shares and a large follower count. Treat them as influencers.
   • Micro influencer (Route into your Loyalty program): Customers with a high number of UGC shares but a small follower count. Treat them as VIP shoppers.
2. Build your outreach flows:
   Build segment-triggered flows that engage these profiles as soon as they reach your segment thresholds. If you did the 2-segment approach listed above, this might look like:
   • Influencer flow (for influential, macro influencers): Triggered by segment membership, reach out with an intro and offer to work together via direct payment or a major incentive.
   • VIP or loyalty flow (for less influential but loyal micro influencers): Trigger your micro-influencer segment of those who share your content frequently, but have a smaller follower count. Treat these profiles as VIP shoppers and route them into future loyalty programming or messaging to show that you appreciate their continued support. You can provide discount incentives or free gift items without explicitly paying them as influencers.
3. Adjust your campaign content calendar
   Send monthly messages to your active influencer group with clear benefits, what's new, and exclusive updates to keep them engaged and informed. Similarly, consider looping VIP content into your micro influencer audience, or into both micro/macro influencers, to show them you care; think of these as surprise-and-delight campaigns!

Identify what is trending among your user base this month based on what is being shared in the Social Content section of Klaviyo. That can then allow you to curate specific social media-trending content for your entire audience or for those who you know have seen it on your social channels.

For instance, you may complete the following steps:

1. Build segments around trending topics
   For example, a segment of those who engaged with a specific social media post of yours. Alternatively, segment for a specific demographic that has shown interest in a particular topic; say, segmenting women ages 25-35, since that is the demographic that has shown the most interest in a spring color palette online.
2. Draft your “What’s trending” campaign copy
   Run a "Trending this spring" campaign across channels, using channel affinity to reach each customer where they’re most active, and build messages that speak to this interest in email and text.
3. Feature social in your template design
   Use the Social Content section to find top posts in your community. Reach out to the creator for permission, then feature this top UGC as the main image in your email to make the content feel authentic and community-driven.

Use custom questions to understand what your subscribers care about most and then tailor your omnichannel messages accordingly.

For example, a plant store might ask: "What content are you most interested in?" with 3-5 top response options like Gardening, Indoor plants, Gift giving, or Flowers.

Note: Responses to sign-up forms and shopping reviews can also align with this strategy. All answers, regardless of where they were collected, are aligned with the unified customer profile, giving you richer data over time.

The steps to complete this:

1. Ask for a single top priority or preference
   Do so in your Social Auto-reply, keeping it simple and straightforward (e.g., what item are you most interested in, which category are you shopping in, who are you shopping for, etc.).
2. Edit your welcome series flow
   Add distinct paths to your welcome series for each interest answer. That way, you can deliver personalized content from the very first message and provide tailored recommendations for someone’s first purchase after subscribing.
3. Create interest-group segments
   Use the custom property to build interest-based segments (e.g., Shoppers interested in gardening vs. those who buy plant-specific gifts).
4. Target your campaigns
   Using the segments you build, send targeted content via email, push, text, etc. that speaks to someone’s unique interests. Moreover, populate recommendations in that category within the message design (e.g., show best-selling gardening supplies to one group and gift bundles to the other).

When a customer tags your brand, trigger a Klaviyo flow to reward and deepen the relationship over time.

Here’s how this flow might be set up in Klaviyo:

1. Trigger the flow when someone tags your brand
   You can use any of the social media events to trigger flows, but in this case, let’s use tagging as an example. Whenever someone completes this action, it will kickstart the next sequence of events.
2. Optional: Send an alert to your internal team
   If you’d like your social media team or teammate to know that your brand has been tagged (say, to respond directly on social), you can drag an internal alert into your flow path after the trigger. That way, when a customer first triggers or reaches the point in your flow where this alert lives, your team will be notified via email to follow up or review the post.
3. Send a thank you after the first tag
   After someone first tags you and enters this flow, add a unique message via email, text, etc. to thank them for sharing. A thank you can go a long way to show you care; that said, if you’d like to take it a step further, you may even offer a small discount as an added sign of appreciation.
4. Add a conditional split to tier the response by engagement history
   Don’t stop at just 1 send. Create a tiered approach to your flow, dragging in conditional splits based on how many tags someone has left for you brand to continue showing appreciation over time. That said, each message should feel distinct and special in its own way; don’t simply re-use the same message each time:
   • 2nd tag: Send a second, more exciting discount or offer. For example, “You just unlocked buy-one-get-one free since you tagged us in your second post. Thank you so much!”
   • 3rd tag: Send an exclusive gift or even a handwritten note in the mail (if you integrate Klaviyo with a direct mail provider, this can be done automatically). Get creative here!
   • 4th tag: Ask someone if they want to be part of your VIP program, or share context about any referral programs you offer (e.g., refer a friend and get $50 off your next order). You can optionally apply a profile property at this stage, assigning them the “VIP status: Potential VIP” profile property and launching them into a potential VIP flow to encourage them to become a loyalty member.