Social Media…a not so new concept, yet one which can still allude many brands if they do not strategize their content appropriately for each channel in regards to how it fits their brand. But we’re not here to criticize, we’re here to learn from the ones who take advantage of social media and elevate their brand to another level.
Victoria’s Secret converted to the new Timeline ahead of the curve and wow does that timeline grab your attention. With over 18 million fans and over 200 thousand people talking about the brand…you have to take a second glance (not just for the pictures). The brand took advantage of the picturesque platform, made it interactive for fans to engage with the contact, offer coupons, notify consumers of real-time sales, and more. It captivates not only the female audience but the male audience to imagine, dream, and bring to reality what could be. The story has been unfolded, and the brand fully utilized Facebook Timeline to do so.
Social Media Case Study: Victoria Secret was ahead of the curve with Facebook’s timelineTwitter
Zappos may be an obvious win here…but perhaps it’s because they really do take their brand marketing to heart. The brand has been humanized by their CEO, Tony Hsieh, who lets his own personality shine through the brand name. How many CEOs do you know who take the time to do such, especially through social media?
Blendtec, demonstrates with 190 million views and 400 thousand subscribers, that even a blender can be entertaining. Who knew?! The brand took a brave yet awesome take with social content…they leveraged humor and experimentation to make their videos fun to watch and create a viral effect. I am impressed by their leverage of humor, as it is way easier said than done. Would you blend your iPhone? Watch them do it instead!
Burberry, a brand known for evoking desire and lust for fashion, transcends their fashion leadership to the social sphere. They adopt early, and adopt well. While doing research a while back for the Google Plus brand pages, I saw that Burberry was one of the first to take advantage of the channel and demonstrate it could bring style and allure even to a channel that was too new to be adopted by most at that time. My favorite part? The GIFs used for the images…catches your eye before you even get to the heart of the content.
Keeping it local
Four seasons known for its luxury and decadence, takes a simple and relaxed approach to its social endeavor. The brand chose to simplify and localize its Twitter and Facebook channels. There is a fan page and twitter account dedicated to individual hotel locations in order to optimize the care needed for local guests and the language in each region/city. Luxury care simplified for local effort.
It’s about a few things:
1. Listen for the latest greatest ‘shiny toys’
2. Don’t just jump in to all of the social channels; Gauge which channels are going to best fit your overall content strategy and help to amplify it
3. Use social media to augment your marketing efforts in a real-time, community driven effort
4. Humanize the brand
5. Show your consumers you are there for what they need; not what you need
6. Make it fun; see: Blendtec example
Note: This post was originally written for Socialnomics and can also be found here.