The document provides an analysis of Ed Hardy's social media presence and competitive landscape: 1) Ed Hardy is most active on Facebook, using it to engage fans through promotional posts, vintage galleries, and tattoo features. Twitter replicates Facebook content and uses polls for engagement. Instagram focuses on products, polls, and vintage ink. 2) While among the top clothing brands globally, Ed Hardy could better utilize Twitter and engage more on Instagram. 3) Competitors Affliction and True Religion effectively use multiple channels like Facebook, Instagram, YouTube for athlete/artist features, collections, and engagement. This shows opportunities for Ed Hardy to similarly diversify content across channels.

1. 5 November 2012
ED HARDY SOCIAL MEDIA –
COMPETITIVE ANALYSIS

2. Overview
• History and origin
• Ed Hardy social channels
• Activity snapshot
• Observations
• Competitive analysis

3. History and origin
• The label is based on Don Ed Hardy’s tattoo art and print
making background
• In 2004, Christian Audigier licensed the rights to produce
the Ed Hardy clothing line
• The clothing line is plays on people’s aspirations and is
premium in nature and branding

4. Social channels
Channel
Facebook Twitter Instagram iOS app
INVITING – INFORMATIVE - ILLUMINATING – REWARDING –
Driving Loyalty Brand hygiene & Spreading advocacy Nurturing opinion
Role
Support leaders
Seasonal promos Feed from Facebook Seasonal Promos Create your own tattoo
Vintage features and Instagram: Vintage Features art
Role & content
Tattoo features Vintage features Tattoo features Share cards and
New product features Tattoo features Polls/Discussions artwork created on
Seasonal promos social networks
Polls/Discussions
Engagement
Consumer Consumer Consumer Consumer
engagement: High engagement: engagement: Low engagement: High to
Moderate moderate
Performance
Fans: 1,721,644 Followers: 8,738 Followers: 342 Reviews: 3.5 stars
Talking About 16,288
Engagement rate:
0.9%

5. Content snapshot - Facebook
Sales and promotional Vintage gallery posts have Ink of the week posts
posts get good engagement slightly lower engagement – perform very well and
– over 2000 likes, about 1000 likes, comments there is an improvement
comments and shares on and shares on each of them. when the post copy invites
each of them. a response.

6. Content snapshot - Twitter
Twitter posts are an automatic duplication of the These types of questions and engagement-polls
Facebook posts interspersed with Tweet polls are a regular feature on Twitter. Images from the
and questions using Instagram images. Official Ed Hardy account are used for these
posts.

7. Content snapshot – Instagram
Product/Sale posts Poll, Question, Discussion – Vintage Ink celebrates the
generally use existing these posts are published to founder of the Ed Hardy
images from Facebook and Twitter and are a form of clothing line and his
highlight sale items or new engagement for the audience. connection to tattoos and
releases. tattoo art.

8. Overall observations
• Facebook: This is the primary social channel for the Ed Hardy brand and the
main avenue for conversation between the brand and the audience. Content
includes a mix of promotional posts, vintage features and tattoo art features
• Twitter: The content for Twitter feeds off the Facebook page currently. There are
also poll/discussion images that are published from Instagram to build
conversation. The brand could utilize Twitter to a greater extent with more
frequent posts and a separate content strategy
• Instagram: Content topics are consistent with Facebook and Twitter. Polls and
discussion images are pushed to Twitter as well. The brand’s presence on the
channel is new (started earlier this year) but people have been tagging their
photos with #edhardy and the brand should look into engaging with and
activating this audience group who does not yet follow the official account
presence
• App: The app works well for the target audience allowing them to connect with
the brand by creating their own tattoo designs and sharing them with friends

9. Competitive analysis

10. Top clothing Facebook pages
The Top 5 clothing pages worldwide
• The top 5 clothing brands are
a mix of luxury and mass
consumption brands –
Burberry to H&M. There is a
strong female focus for all the
brands in the Top 5 –
Victoria’s Secret, ZARA.
• Ed Hardy is at #48 globally The top pages in Retail/Consumer
and brands performing Merchandise
similarly are New Look
(female focus) and Billabong
(surfing and outdoor sport
focus)

11. Competitors’ analysis
Here are some other clothing brands that have a marketing style that
is similar to Ed Hardy’s or are speaking to the same target audience:
• Affliction
• True Religion

12. Social channels – Affliction
Channel
Facebook Twitter Instagram YouTube
INVITING – REWARDING – ILLUMINATING – REWARDING –
Driving engagement Promoting the brand Inside look Nurturing opinion
Role
leaders
Collection launches Promotions and Behind the scenes Branded ambassador
Role & content
Athlete features contests Artwork in progress content
Artist features Athlete features Designs in progress
Behind the scenes Behind the scenes
Engagement
Consumer Consumer Consumer Consumer
engagement: High to engagement: engagement: High engagement: Low to
moderate Moderate moderate
Performance
Fans: 178,360 Followers: 21,296 Followers: 3,273 Views: 7,847,281
Talking about: 2,700 Subscribers: 3,766
Engagement rate:
1.5%

13. Content snapshot - Affliction
Twitter:
Content includes athlete features,
artwork, Instagram content
Facebook: Instagram:
Content includes designer artwork, Content includes behind the scenes,
athlete/ambassador features, artwork and culturally relevant posts
behind the scenes, new collection
launches and online shop
promotions YouTube:
Branded content featuring sponsored
musicians, athletes, behind the
scenes

14. Social channels – True Religion
Channel
Facebook Twitter Pinterest Tumblr YouTube
ENGAGMENT – UPDATE – staying ILLUMINATING – REWARDING – INFORMATIVE -
Driving interaction current Building brand Nurturing opinion Brand hygiene &
Role
history leaders Support
Collection launches ‘Live’ event tweeting Brand content Influencer interviews Branded content
Editorial features Content from Inspiration Behind the scenes
Role & content
Influencers Facebook and Celebrities ambassadors
Promotions Tumblr New collections
Consumer Consumer Consumer Consumer Consumer
Engagement
engagement: High to engagement: engagement: Low engagement: Low to engagement: Low to
moderate moderate moderate moderate
Performance
Fans: 875,392 Followers: 17,355 Followers: 796 - Views: 26,793
Talking About: Subscribers: 86
13,506
Engagement rate:
1.5%

15. Content snapshot – True Religion
Twitter:
Content includes sponsored event
tweets, content from Facebook &
Tumblr
Facebook: Pinterest:
Content includes new collection Content includes collections, style
launches, sponsored events, inspirations and celebrities
influencers, editorial features
Tumblr:
Content includes Interviews, behind
the scenes images, blogger features

16. THANK YOU.