Case Study: Burberry on Facebook

ImageNow, I am not much of a Burberry girl. That is by default not by choice. This college student income is killing me! However, when I dream of how many nice, new clothes I have once I land that first job, I hope on over to Burberry’s Facebook page and start planning my new wardrobe. The Burberry Facebook page is all together “liked” by  12,750,595 people. The brand’s page has even been ranks 15th out of corporate brands for the most Facebook likes. The question is, why do so many people “like” this page and what makes it a successful social business?

 This is do to the way Burberry advertises its newest collections of clothing and accessories. For example, recently Burberry has posted about its new White Collection with pictures and a video on its wall. The pictures that they posted received 18,384 likes, 262 comments and 897 shares. The video that was posted received 4,725 likes and 71 comments.

 Other campaigns that have been posted onto the Facebook page include the Spring/Summer 2010 campaign that was comprised of 14 photos, the Burberry Prorsum Menswear Autumn/Winter 2011, which included 47 photos and Burberry Exotics, which was a total of 10 photos.

 Burberry is using Facebook like an online catalog. They are using this platform as another way to Imageshowcase the items that they are selling without it appearing like an actual advertisement.

 I also like the way that Burberry shows its appreciate to all of its Facebook fans. According to The Daily Mail, last January when the page initially hit 10 million likes, “Chief Creative Officer Christopher Bailey uploaded a personal thank you via a video message to the site.” Consumers loved so much that they were being appreciated for simply clicking a button that a day after the video was posted another 163,000 had liked the page. Click the above link to watch the video for yourself!

 I feel that Burberry has also done a great job of adapting to Facebook timeline. The timeline goes all theImage way back to its founding in 1856. It even has a photo of the first store in Basingstoke. From there, it has pictures of its founder, Thomas Burberry, the opening of new stores in different countries, old advertisements of what are now staples of the brand and pictures of celebrities at the time wearing the brand.

 The brand has effectively learned to tell its story through the new timeline feature. In the end, that is what this new tool is all about. Where other brands have failed at accomplishing this, Burberry has surpassed expectations. 

Case Study: Real Simple on Pinterest

ImageReal Simple is a magazine that is tailored towards women. According to it’s website, the magazine specializes in articles focusing on food and recipes, home and organizing, beauty and fashion, holidays and entertaining, health, and work among others. According to Mashable.com, Real Simple magazine has the second most popular brand on Pinterest. Real Simple’s account has 59 boards, 2,667 pins and 99,036 followers. What makes this magazine so popular on this particular platform?

 To discover the answer, we first need to examine the demographic of Pinterest. An infographic, also found on Mashable.com, breaks down the audience on Pinterest.  Accorind to this, 68.2% of Pinterest users are women. It Imagealso says that 50% of these users have children. Finally, 27.4% of users are between the ages of 25 and 34 and 22.1% of users are between the ages of 35 and 44.

 This can tell us a few things about why the magazine is popular on Pinterest. More often than not, it is women who are decorating the home and doing more crafty projects. Therefore, pictures showing these crafts with a link that would drive the pinner back to the website for information on it, would be incredibly popular. This also goes for pins associated with recipes, decorating, and several other categories that the print magazine incorporates.

 This infographic also told us that half of Pinterest users have children. Real Simple magazine has several articles that relate to children. A few of these articles include “Healthy Snacks for Kids,” “3 Party Themes for Kids,” and “Fun DIY Activity Kits for Kids.” Pictures referencing these articles would definitely appeal to half of all Pinterst users.

 Finally, from the age demographics we can assume that most Pinterest users have a job and a stable income. We can also assume that they would have their own residence, whether that is a house, condominium or apartment. Real Simple’s decorating tips would be loved by women with space to decorate and room to entertain dinner parties.

 When one actually looks at Real Simple’s Pinterest page, the 59 boards cover a wide range of topics. A few of the board titles include “Easy Hairstyles & Accessories,” “Inspiring Living Rooms,” “Food Favorites,” and “Weddings.” Everything on this account is very women-oriented. Also, nearly every single pin has a link connected to it that will take the user back to the website. In turn, this creates a boost in website traffic and possibly, another subscriber to the magazine.

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 In the end, Real Simple’s audience is a perfect match for the demographics of Pinterest. This is a match made in Pinterest heaven. 

Case Study: H&M on Facebook

ImageH&M, the Swedish fashion giant, has one of the most followed brand pages on Facebook. In fact, when it comes to corporate brands, it is ranked 21. Currently, the page has 10,862,848 likes, 157,585 people talking about it and 138,752 Facebook check-ins. What is it about this brand and their social business strategy that makes them so successful on this platform?

 The posts on H&M’s Facebook page are very diverse and are also updated frequently. According to allfacebookstats.com, in the past month H&M has posted a new status 8 to 12 times per week. These statuses have made up 42.6% of the page’s content, pictures have made up 42.6% as well, videos made up 7.4%, links havemade up 4.4% and the other 2.9% falls into a miscellaneous category.

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 H&M also does a great job of interacting with their fans. Just one example that shows this is on April 30, when the page received a 6,299 likes and comments from other Facebook users according to allfacebookstats.com. I believe that the key to this is that H&M asks for their customer’s opinions on the page. For example, on May 2, one post was “Fans, our designers would like to know if you will go for slim or straight fit denim this season!” This particular post received 4,221 comments, 5,570 likes and 82 Imageshares.

 As I mentioned earlier, H&M posts numerous pictures to their Facebook page. If we can learn anything from Pinterest, another booming social media platform, it’s that people love to be able to see things as well as read about them. H&M posts pictures of items from different collections that one could find in the store. For example, the most recent pictures that were posted are from the Beach Sensation, 2012, swimwear line. They have also posted pictures form the Conscious Collection, 2012, which is a collection where the clothing is made from sustainable materials such as organic cotton and recycled polyester.

 The page also has an “Event” section, which tells users when this particular collection will be at the store nearest them. If they don’t know where they can find a store, the page also incorporated their locations into another section to make it extremely easy for the customer.

Image Along with posting albums of collections, I believe H&M also does a great job of highlighting certain items on sporadic days. On these days, they will upload one large picture of an item of clothing along with three smaller ones. Even if you cannot get a potential customer to love an entire collection, which oftentimes is centered around one particular theme; you can show them all of the other items, which H&M has.

 H&M does a great job of promoting themselves as a social business on Facebook. Through their frequent and diverse postings, there is always new content for the user to be excited bout. They also showcase their items in an effective way. With so many options it could be possible for the amount of items on the page to be overbearing. However, they do it a tasteful and informative manner. 

Linking in with LinkedIn

ImageNetworking is one of the most important things in business. After all, the saying is “It’s not what you know but who you know.” A social media platform called LinkedIn seeks to take networking online. Instead of making “friends” on Facebook or following someone on Twitter, on LinkedIn you link with other professionals. Instead of a basic description on Twitter or s short About Me on Facebook, on LinkedIn you can upload your resume and post any job qualifications you may have.

 Currently, LinkedIn has acquired over 150 million users. I am one of them. However, I do not check my LinkedIn as often as I probably should. Pinterest, Facebook and Twitter take up most of my time due to its ever changing content. LinkedIn appears to me much more static to me.

 150 million users means that there are a lot of potential contacts that I could be making and with this job hunt still hanging over my head, I can’t have too many. That being said, how can I get the most out of my LinkedIn account?

 BusinessInsider.com published an article on April 24, 2012, with 13 little tips and tricks for LinkedIn. For example, did you know that you could share interesting stories with professional contacts and see them pop up on LinkedIn today? LinkedIn Today is “a daily digest of news and links people are sharing on ImageLinkedIn.”

 You can also search status updates on LinkedIn much like you would see on Facebook. All you have to do is click “Update” on the search bar, which should appear on the right side of the screen. You can specify that search to only include status updates from professionals in a certain industry, region, state or even by company.

 Adding apps to your LinkedIn page can show others work you have done, even presentations. There is also an event app, which can tell you where and when the next professional and networking event is. Another potential app you could link to your page is the “Reading List by Amazon” app. This will show colleagues and others what your currently reading and what you should be reading. You can find more apps here: http://www.linkedin.com/static?key=application_directory&trk=hb_side_apps

 What do you think is the best way to use LinkedIn or what way have you found to make your resume stand out on this platform? 

foursquare fears

This semester, through my social media class, I began using the platform foursquare. 

ImageTo be honest….it kind of creeps me out. I don’t care if I can get five dollars off a meal, I don’t want some creeper knowing where I am every second of the day. What I really don’t understand is why some people check-in to their houses or apartments! The only people that should know where I live are the ones I tell personally. Not through social media. However, this platform is pretty big. Does no one else feel the least bit eerie about it? How safe is it really?

 According to an article on Gizmodo.com, a white-hate hacker by the name of Jesper Anderson, was able to collect data from over 870,000 foursquare check-ins. That even includes the ones that were set to be visible only to friends. Before I go on, a white-hat hacker is someone who is hired to try to hack in Imageto different websites. If they can hack in, they supply recommendations to the company on how to protect themselves against hackers who are not nearly so nice. Back to the point…

 While nothing serious happened in this case, it does show how it is pretty easy it could be for someone to hack into your account.

 In an attempt to be fair and see both sides, I also looked at what foursquare says about keeping your account private. For the consumer to better and more easily understand how to keep him or herself safe foursquare created a privacy grid, which breaks down the different privacy options. These can be changed within your account settings.  This grid has information on how to protect your linked accounts, photos, check-ins, contact information and badges acquired.

Image My favorite part of foursquare’s privacy settings, and the one that makes me feel a lot less creeped out, is the ability to check-in “off the grid.” What this essentially means is that when you check-in at a location, no one else can see it. Not even your foursquare friends, however, you can still receive a badge.

 Even though I may not check-in everywhere I go, I do use foursquare for the tips that other users leave. It is nice to be able to find someplace new to go, whether it’s in Milwaukee or on a trip, and be able to see the user reviews.

 What do you think? Am I just being overly cautious here or could foursquare have the potential to go really wrong? 

Social Media Policy: Best Buy

Best Buy’s social media policy has very good points along with some that I feel could be expanded on. You can find Best Buy’s social media policy here: http://forums.bestbuy.com/t5/Welcome-News/Best-Buy-Social-Media-Policy/td-p/20492

I really like how this policy seems to be set aside from other employee policies. I think that by making this document separate from others it can serve as a better reference for employees. They will not have to search through the entire policy to find maybe one or two bullet points on social media. Also, social media is now such a large part of business the policy for it deserves to have its own in-depth document of rules and regulations.

A highlight that I see in this policy is that an employee should, “Disclose your affiliation: If you talk about work related matters that are within your area of job responsibility you must disclose your affiliation with Best Buy.” I feel this is particularly important because if a consumer reads what they think is a neutral third party giving a recommendation, it will be received differently than if it is an employee giving that recommendation.

Honestly, when I first saw this regulation I immediately thought of the PR stunt Wal-Mart did with the couple that would camp out in Wal-Mart’s parking lot. They would then give positive reviews on each Wal-Mart. They later came under fire when it was exposed that this couple was actually being compensated by Wal-Mart, which would clearly influence their reviews. If something like this doesn’t work offline it certainly will not be condoned online.

One “Don’t” that I felt was particular important in Best Buy’s policy was “Do not publish, post, or release information that is considered confidential or top secret.” Now, I feel like this would be kind of a no brainer. If you know something about the corporation that is confidential, like anything having to do with a legal situation, don’t talk about it on social media. It is called confidential for a reason.

I do wish that the policy was a little less broad. For example, if an employee at Best Buy posts on Facebook or on Twitter how much they love the new iPad, which Best Buy sells, without saying that they are an employee is that grounds for getting fired? Also, oftentimes on a Tweet there may not be room to say, “Oh, and I work for Best Buy.” Does that then have to go into your description on social media? Does anything you post about technology or even a CD that is sold at Best Buy need this disclosure?

In total, I feel that Best Buy is on the right track with their social media policy. The basic foundations are there but they are not very descriptive. There is still a lot of leeway between what an employee can and cannot do. Now, I know with any corporate policy it would be nice if it could be broken down into black and white but that just isn’t possible. I am not necessarily asking for that but a bit more description on each point couldn’t hurt, right?

Guerilla PR/Marketing

I just had to write a blog about this. TNT is trying to launch its network in Belgium and the result is amazing guerilla PR.

I don’t know about the rest of you but I absolutely love stunts like these. I think they take such a large amount of creativity and not to mention an incredible amount of planning. According to tamebay.com, the first day this video went viral it had 5 million views and at the time of this post it had 16,576,103 views .It really shows how PR can be so creative in so many ways. When guerilla marketing works and makes this kind of an impact it’s a great thing!

In an article written by Jay Conrad Levinson, the man who coined the phrase “guerilla marketing”, says that this tactic is so successful because “it’s simple to understand, easy to implement and outrageously inexpensive.” He continues to say, “Guerrilla marketing is needed because it gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world.”

An article on Mashable.com discusses 10 other guerilla marketing acts that they feel were excellent as one. One of these was a stunt by Absolut Vodka. In this stunt, a battered box containing one bottle of Absolut Vodka was released on a luggage carousel in an airport in Stockholm. On one flap of the box it says “Absolut Temptation.” This is a great location for a stunt like this since everyone with luggage has to wait there so it’s inevitable that this box would be seen! It also looked like some airport workers gave into their temptation and took the rest of the bottles out of the box. Here is the link to see it for yourself: http://www.youtube.com/watch?v=5pqhhAIDKos

Another idea falling into this “Top 10” list comes from IKEA. This campaign titled “Everyday Fabulous” actually won them a Silver Effie Awards in 2007. What IKEA did in a nutshell was place unexpected items in familiar places all around New York City. For instance, they placed oven mitts on a subway train for travelers who are weary of dirty rails. They also changed a bus stop into a living room for commuters to relax in. Here is the link: http://www.youtube.com/watch?v=pXXFNtnZTX8

What do all of you think about this tactic? Do you agree that it is a necessity as Levinson says?