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ED HARDY: A SOCIAL MEDIA ECOSYSTEM             LLOYD JOHNSON           ABOUT.ME/LLOYD.JOHNSON
Ed Hardy’s marketing efforts have historically relied on the one of the oldest                      forms of influencer mar...
A peek into today’s Internet, however, belies the success of Ed Hardy’s                               approach.           ...
Are Ed Hardy’s  social mediamarketing efforts   in need of a  refresh, too?
FACEBOOK            Ink                                                           Memes                                   ...
TWITTERNearly identical to its Facebook content. Ed Hardy’s lack of responsiveness to its fans andcustomers here leaves a ...
INSTAGRAMSensing a pattern here? Same visual formula as Facebook                (minus the Tweegrams).
iOS APPPRO: Choose from a selection of original Ed Hardy flash art      to create tattoos and iPhone/iPad wallpapers.CON: u...
SO, HOW DO THESE DIFFERENT SOCIAL         PARTS ADD UP?
“SOCIAL SWOT” ANALYSIS                 STRENGTHS                                           WEAKNESSES-Continuing brand awa...
SOCIAL WORKS BETTER FOR ED HARDY IF IT:  -Doesn’t mistake consistency for sameness  -Is responsive to customer complaints ...
NOTES FROM THE INTERWEBS -- BEST IN CLASS EXAMPLES       IWC Globetrotter                                                N...
THANKS FOR CHECKING ME OUT.       ABOUT.ME/LLOYD.JOHNSON             @LLOYD2ND
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Ed Hardy: A Social Media Ecosystem

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A look into what Ed Hardy is doing in social media and what it can do better.

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  • Transcript of "Ed Hardy: A Social Media Ecosystem"

    1. 1. ED HARDY: A SOCIAL MEDIA ECOSYSTEM LLOYD JOHNSON ABOUT.ME/LLOYD.JOHNSON
    2. 2. Ed Hardy’s marketing efforts have historically relied on the one of the oldest forms of influencer marketing: CELEBRITIES
    3. 3. A peek into today’s Internet, however, belies the success of Ed Hardy’s approach. CURRENT CELEBRITY PRESENCE (No Ed Hardy clothing in sight)
    4. 4. Are Ed Hardy’s social mediamarketing efforts in need of a refresh, too?
    5. 5. FACEBOOK Ink Memes MusicFacebook is Ed Hardy’s most robust social media offering. In addition to its bread-and-butter content of ink, music, and memes, the page showcases new merchandise and notifies fans about sales and promotions.
    6. 6. TWITTERNearly identical to its Facebook content. Ed Hardy’s lack of responsiveness to its fans andcustomers here leaves a lot to be desired in a channel where good engagement can pay enormous dividends.
    7. 7. INSTAGRAMSensing a pattern here? Same visual formula as Facebook (minus the Tweegrams).
    8. 8. iOS APPPRO: Choose from a selection of original Ed Hardy flash art to create tattoos and iPhone/iPad wallpapers.CON: utility of app does not seem to match its $3 price tag.
    9. 9. SO, HOW DO THESE DIFFERENT SOCIAL PARTS ADD UP?
    10. 10. “SOCIAL SWOT” ANALYSIS STRENGTHS WEAKNESSES-Continuing brand awareness among an -Social touch points on its e-commerce site notinternational following optimized to drive conversion-Has a solid social media presence where it -Brand message too consistent--content does notmatters--Facebook play to each channel’s strengths-Consistent brand message throughout its social -No true interactivity with its fans/customersmedia channels -No use of Pinterest or Tumblr--places with unique opportunities for fashion brands to build effective presences OPPORTUNITIES THREATS-Exploit its music, sports, and entertainment -Popularity of tattoo culture passesassociations to create cool branded experiencesthat increase fan engagement -Brand falls out of favor with celebrities/club culture/youth culture-Take advantage of Don Ed Hardy’s place intattoo culture to tell more tattoo-related stories -Competitors create more dynamic social media presence
    11. 11. SOCIAL WORKS BETTER FOR ED HARDY IF IT: -Doesn’t mistake consistency for sameness -Is responsive to customer complaints and concerns -Offers fans value with content that only it can provide -Makes the social experience easy to share and easy to navigate
    12. 12. NOTES FROM THE INTERWEBS -- BEST IN CLASS EXAMPLES IWC Globetrotter Net-A-Porter Fashion Fix Bringing IWC store locations to life A central place for fans to keep tabs on with local recommendations from all of Net-A-Porter’s varied socialtastemakers that know the city best. media activities. VICE Tattoo Age Sponsored video content telling the stories behind the best tattooers in the world.
    13. 13. THANKS FOR CHECKING ME OUT. ABOUT.ME/LLOYD.JOHNSON @LLOYD2ND
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