VOGUE  Digital Strategy                     Emily Allor
"The foundation of VOGUEs leadership and authority is the brands unique role as a cultural parameter  for a global audienc...
Research & Analysis        Current Audience        »»11.4M print audience/ 1.2M web audience        »»Females in mid thirt...
Goals & Objectives        Social Media        »»Twitter- 3,000,000 followers        »»Facebook- 4,000,000 fans        »»Tu...
Budget         $192,000 a year         »»$12,000 a month on social media/internet         »»$4,000 a month on mobile
#helloContinue to build and improve on Twitter, Facebook, andTumblr accounts, while adding a Pinterest and YouTubeaccount....
Social Media Content»»Twitter- employee involvement, link up, retweets»»Facebook- previews, link up, fan discussion»»YouTu...
Tone»»Friendly, upbeat and savvyFrequency»»Twitter- 5 tweets per day»»Facebook- 3 posts per day»»Tumblr- 2 posts per day»»...
Updates»»Vogue Stylist- integrate affordable fashion»»Vogue Wish List- update/new versionQR Code»»On cover and traditional...
Google Goggles»»Searchable images and articles with in the magazine»»Links to exclusive content/only access is through app...
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Vogue Digital Strategy

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Digital marketing strategy for Vogue magazine.

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Vogue Digital Strategy

  1. 1. VOGUE Digital Strategy Emily Allor
  2. 2. "The foundation of VOGUEs leadership and authority is the brands unique role as a cultural parameter for a global audience." -Conde NastThe VOGUE Brand »»Fashion and lifestyle magazine »»Founded in 1892 »»Picked up by Conde Montrose Nast in 1902 »»Current editor-in-chief: Anna Wintour
  3. 3. Research & Analysis Current Audience »»11.4M print audience/ 1.2M web audience »»Females in mid thirties »»Some college education and employed Target Audience »»Young professional women »»24 to 31 years of age »»Next generation of readers Main Competitors »»Harpers Bazaar »»Elle Magazine
  4. 4. Goals & Objectives Social Media »»Twitter- 3,000,000 followers »»Facebook- 4,000,000 fans »»Tumblr- 2,000 notes per post »»Pinterest- 2,500,000 followers »»YouTube- 10,000,000 video views Overall »»Increase subscriptions to print and tablets
  5. 5. Budget $192,000 a year »»$12,000 a month on social media/internet »»$4,000 a month on mobile
  6. 6. #helloContinue to build and improve on Twitter, Facebook, andTumblr accounts, while adding a Pinterest and YouTubeaccount.Why add Pinterest and YouTube? Social Media/Internet Strategy
  7. 7. Social Media Content»»Twitter- employee involvement, link up, retweets»»Facebook- previews, link up, fan discussion»»YouTube- interviews, photo shoots, Vogue Closet»»Tumblr- previews, vintage Vogue photography»»Pinterest- advice, information, DIY, How tosEvents»»CFDA- emerging designers»»Fall/Spring Fashion Weeks- US, Paris, Milan, and London Social Media/Internet Strategy
  8. 8. Tone»»Friendly, upbeat and savvyFrequency»»Twitter- 5 tweets per day»»Facebook- 3 posts per day»»Tumblr- 2 posts per day»»Pinterest- 5 pins per day»»YouTube- 1 to 3 videos per week»»Increase frequency during special EventsResponse»»Actively engage in communication»»Stay positive, carefully choose what to respond to Social Media/Internet Strategy
  9. 9. Updates»»Vogue Stylist- integrate affordable fashion»»Vogue Wish List- update/new versionQR Code»»On cover and traditional media Mobile Strategy
  10. 10. Google Goggles»»Searchable images and articles with in the magazine»»Links to exclusive content/only access is through app»»Time sensitive»»Updated for every new issue»»Encourages subscriptions»»Promote through Twitter and Facebook Mobile Strategy
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