Ed Hardy: A Social Media Ecosystem
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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.

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

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Ed Hardy: A Social Media Ecosystem Ed Hardy: A Social Media Ecosystem Presentation Transcript

  • 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 marketing: CELEBRITIES
  • A peek into today’s Internet, however, belies the success of Ed Hardy’s approach. CURRENT CELEBRITY PRESENCE (No Ed Hardy clothing in sight)
  • Are Ed Hardy’s social mediamarketing efforts in need of a refresh, too?
  • 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.
  • 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.
  • 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: utility of app does not seem to match its $3 price tag.
  • SO, HOW DO THESE DIFFERENT SOCIAL PARTS ADD UP?
  • “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
  • 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
  • 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.
  • THANKS FOR CHECKING ME OUT. ABOUT.ME/LLOYD.JOHNSON @LLOYD2ND