Morrisons recently heralded the rise of the professional shopper and attributed their recent uplift in profits to the phenomenon. Cited as being evident over the last 8 months or so, Professional Shoppers look hard for bargains and then share their discovery on social networks.

So, those are the two main ingredients - but can we make the Professional Shoppers similarly motivated by sales promotion and sharing those online?

The answer of course has to be yes, otherwise we may as well pack up and go home. Mosaic Marketing has some suggestions to stack the shelves in your favour:

• Fundamentally you need a good promotional idea. Not rocket science but we see so many campaigns which are dull formulaic and uninspired. A simple, appealing, relevant and (ideally) innovative mechanic around which to build a social media buzz. Take a look at some Facebook campaigns on PromoWatch for inspiration.

• Make it as easy as possible for consumers to do the hard work for you: a) host the campaign on Facebook for starters, b) Do whatever you can to get consumers on your website - use QR Codes, SnapTags or short URLs on packaging, display material
• Once on your website facilitate easy sharing, tweeting, liking and even Pinterest in your campaign
• Incentivise sharing if possible. For prize draws give extra entries for friend referrals, reward any interaction with your brand on Facebook - but beware. Soon you won't be able to link your main page image with a call to action (like liking for instance). But as we've explored many times, being liked on Facebook isn't the be all and end all of Social Media Engagement
• Keep up with Facebook rules. It's a constantly evolving beast and you don't want the rug pulled from under your well laid plans