A kid-friendly social network
Ganz went head-first into social media when the company introduced its Webkinz plush pets in 2006. Webkinz, this millennium's answer to Beanie Babies, reached out to internet savvy kids by including a secret code with each toy, granting kids access to a virtual Webkinz world. By entering the Webkinz secret code, the child can access a safe and fun social network. In the Webkinz virtual world, kids receive an adoption certificate, biography and an avatar that looks like their Webkinz pet. They can play games, design a custom home, decorate a room for their pet and interact with other Webkinz pets. Parents can also choose a level of restriction for the Webkinz messaging system, which allows their children to send either pre-constructed messages or create their own with a limited dictionary.

Observations
Thanks to the viral success of its social networks, Webkinz has quickly amassed a following. Videos of kids with their Webkinz collections immediately began appearing on popular video-sharing sites. Bloggers and the news media started buzzing about the Webkinz phenomenon. During the 2006 holiday season, the buzz behind Webkinz landed the company on "Good Morning America" and "Regis & Kelly." And with a new line of accessories, trading cards and additions to the Webkinz family, the upcoming holiday season looks even brighter.

Actionable ideas
This holiday season, learn from Webkinz; try giving your customers a password or code allowing them access to specialized site content including videos, surveys, games or message boards. Send a welcome email after a purchase that includes a URL to generate an exclusive, members-only feel without having to create more advanced platforms. Like Webkinz, you can provide an extra incentive to purchase and give added value to your product.

Nurture your customer base by providing content that enhances their shopping experience. You can update your content through your interactive community via blogs and message boards. However, you need to participate and monitor these outlets regularly to protect your brand reputation and maintain a healthy relationship with your customers.