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.
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