Online style consultancy firm ShoeDazzle offers personalized apparel suggestions, and its marketing campaign has similar customized, interactive elements that are making the business a major success.

Online style consultancy firm ShoeDazzle offers personalized apparel suggestions, and its marketing campaign also has customized, interactive elements that are making it a major success. The business even reached Google's top ten hot searches today. While it probably doesn't hurt that celebrity Kim Kardashian is one of the firm's founding stylists, marketers may look to ShoeDazzle's social campaigns as they try to generate similar online buzz about their brands.

On ShoeDazzle's Facebook page, the company speaks directly to consumers, asking them their opinions on various style or brand-related subjects. Recently, ShoeDazzle asked Facebook fans what they thought of the fashion television series Project Runway, and the question generated more than 100 likes. A post featuring a cryptic picture of an upcoming "Dazzle Deal" asked fans what they thought it was, and more than 70 people offered their guesses, with several eager fans claiming they "couldn't wait to find out." Plus, the user-generated comments spurred further brand enthusiasm as fans began to respond to each other's guesses.

ShoeDazzle may do an even better job of engaging users on Twitter. A look at the brand's Twitter account reveals that many of its posts are @replies to its loyal followers. This strategy taps into consumers' increasing desire for a little more Twitter conversation from brands, which Brafton reported on last month.

On both social channels, ShoeDazzle also offers fans and followers exclusive discounts and the chance to enter contests for free merchandise. The campaigns also rewards active brand advocates, telling users they can get free shoes for inviting friends to join ShoeDazzle.

Marketers in all industries may be well advised to give social followers promotional products and encourage brand referrals. According to a new study from ExactTarget, 40 percent of Facebook users who become businesses' fans are motivated by the chance to win free items or receive discounts, and another 39 percent say they look to show their support of a brand.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.