The document provides strategies for using various social media platforms based on the approaches of top competitors in baby products. For Facebook, it recommends posting daily with diverse content like articles, photos, and sales. Instagram should feature high-quality photos with products as the focal point and a consistent color scheme. Twitter can repost from other platforms while also creating original content. Pinterest boards should focus on products while also including some generic parenting boards. Consistency, quality, and diversity of content are keys to effective use of social media.

1. Pemberley Rose
Social Media Survey
July 2015

2. Social Media Overview:
• Facebook: Be diverse. Post pertinent articles, create original
content, and advertise sales and giveaways.
• Instagram: Post artistic photos with a consistent color scheme,
as well as organic and natural tones. Crop the photo to ensure
that product is always the focal point.
• Twitter: Mix Twitter-only content with Instagram/Facebook
posts.
• Pinterest: make boards diverse, but maintain particular
product collections as the focus. Use a consistent backdrop,
and ensure the pin:board ratio is appropriate.

3. Social Media Platform #1: Facebook
• The most effective competitors (Aden and Anais, One
Kings Lane) post on average of once a day
• Although these two competitors post consistently, the
type of content posted is both diverse and varied.
Specifically, they
– Post pertinent articles
– Create Original Content
– Advertise particular products, giveaways, and
mentions.

4. Facebook Strategy Number 1: Post
pertinent articles.
• As a company specializing in baby clothing, Aden + Anais does
not limit their Facebook posts to their own product.
• By including articles pertinent to mothers, sharing content
relevant to mothers increases the likelihood of reposts.

5. Facebook Strategy Number 2: Creating
Original Content
• In particular, A+A have succeeded in creating their own digital
photo frame, and incorporating clever/humorous words/images
within it.
• Doing so increases interaction with followers, while increasing
the likelihood of shareable content. Image 1 (on the left)
garnered 370 likes and 78 shares, while image 2 compiled 434
likes and 94 shares.

6. Facebook Strategy Number 3: Sales,
Giveaways, and Mentions.
• With all of that said, the focus should nonetheless be
upon the product itself.
• Therefore, incorporate an assortment of media that
sheds light upon the company.
• Specifically, sharing new articles featuring your product,
posting company-sponsored giveaways, displaying new
collections and sale items available for purchase, and
even celebrity/blogger mentions are ways of achieving
exactly that.

7. Sale Items and Collections
• Notice that Little Giraffe always includes a stylized image
with the product as the focal point, and a link to the
particular items for sale.

8. Sale Items and Collections Continued
• Dwell Studio, meanwhile, incorporates artistic, Instagram-style
photos with a short and concise caption. INCLUDE MORE
PHOTOS
• Therefore, when selling on Facebook, 1.) include vivid images of
product, 2.) Include a link to the site., and 3.) Make descriptions
concise.

9. Celebrity and Publication Mentions
• In addition, be sure not to skimp out on photos and links of
celebrities or bloggers with your product, as well as links to
articles that highlight particular collections.

10. Giveaways:
• Moreover, be sure to post giveaways that are occurring.
• A+A posts links to site-specific giveaways, while Little Giraffe has
trivia questions (answered through Facebook comments) to
engage followers with the brand. The first to answer the
question correctly receives a free product!

11. Last but not Least…
• One Kings Lane not only includes product links within their
posts, but also has the optional “shop now” button below their
cover page. Doing so creates more opportunity for product
engagement.
• In addition, Facebook can also be used as a medium to interact
with your fans. A+A answers questions from fans, while Little
Giraffe uses the comments section to announce winners of
giveaways.

12. Instagram
• The top two competitor Instagrams--Aden + Anais and
One Kings Lane—have been able to attract such a
following by posting high-quality, product-specific photos
on a daily basis.
• Specifically, Aden + Anais maintains a consistent visual
aesthetic, while One Kings Lane posts photos in a way
that symbolizes their company mission.

13. Case Study 1: Aden + Anais:
• With over 27.5K followers, A+A’s Instagram success can
be attributed to two characteristics: consistent posting
(1-2 pictures per day) and high-quality photography.

14. Strategy 1: High Quality Photography
• To create a high-quality photograph, Aden + Anais
follows three simple rules:
– Use a consistent color scheme.
– Capture photos with the product as the focal point (but not
overbearingly so).
– Paying attention to form, geometry, and angles.

15. Consistent Color Scheme
• By juxtaposing soft and supple colors (blues, grays, creams) with
bright and eye-popping colors (whites, reds, pinks), Aden +
Anais’s Instagram post is both appealing and easy on the eye.

16. Product as Focal Point
• The photo should always be cropped so that the product is the
focal point (but not overbearingly so).
• To accomplish this, A+A captures action shots of babies and/or
the surrounding environment with particular products.

17. Paying Attention to Form, Geometry,
and Angles
• By paying attention to aesthetic details such as form, geometry,
and angles, Aden + Aneis gives the viewer a diverse array of
shots, all the while providing a consistent aesthetic of warmth
and tranquility.
• Doing so also limits the “overbearing” nature of a normal
product shot.

18. Case Study 2: One Kings Lane
• Similar to A+A, One Kings Lane also follows similar
photography guidelines within their Instagram posts.
• However, one unique variation is that One Kings Lane
elicits a “natural” and “rustic” aura in every single one of
their photographs.

19. One Kings Lane: Natural and Organic
• Specifically, by consistently juxtaposing man-made with nature-made,
One Kings Lane bridges the gap between “sterile” interiors and
“untamed” exteriors.
• Moreover, the use of natural light elicits an aura of warmth.
• Although it is not obligatory to do exactly as One Kings Lane has
done, try to maintain a consistent theme throughout every photo
that symbolically represents the mission of your company.

20. Instagram Continued
• Although Instagram is a medium primarily used for photos,
diversify the way you portray those photos.
• Specifically, Aden + Anais wonderfully incorporates mosaics,
video photo montages (one post that features multiple photos),
and videos into their feed.
• Little Giraffe, meanwhile, makes each post unique by stamping a
logo onto the bottom right corner of every photo

21. A+A Videos and Mosaics Examples
• Mosaics (starting from left) are a fantastic way to diversify the
visual aesthetic of Instagram, photo video montages offer an
excellent way to highlight color variations, while videosbring
new products to the forefront.

22. Instagram: Dos and Don’ts
• DO:
• Use your logo as your profile picture.
• Post 1-2 times daily.
• Post during holidays and special occasions (with product as
focus).
• Use Hashtags

23. Instagram Profile Pictures & Logos
• Regardless of the company, Instagram profile pictures should
show the company logo.
• Doing so is not only professional, but reiterates the brand to
followers
• For more exposure, include a combination of logo and company
name (similar to the A+A logo in the center).

24. Most Importantly, However, DO Use
Hashtags
• Use 5-10 has to drive Instagram traffic and likeslikes.
• Instead of sheer quantity (10+ hashtags is excessive), use
hashtags that are both trending worldwide and relevant to the
post. For example, if you are posting a muslin blanket picture,
use key words such as “muslin,” “babiesofinstagram,”
“babyblanket,” and even “picoftheday.”

25. Instagram “Don’ts”
• Don’t:
• Post pictures with irrelevant quotes
• Include bland and mundane photos that excludes the product as
the focal point. In other words, people respond best to
products.
• Post pictures that feature little light.

26. Twitter
• The most successful competitor Twitter accounts are
once again A+A and One Kings Lane.
• Both companies post 1-3 times per day.
• However, their strategies of obtaining new followers and
social media traffic is quite varied.

27. Twitter Case Study: Aden & Aneis vs.
One Kings Lane
• For one, lots of companies merely repost their
Instagram/FB/website posts to Twitter.
• One Kings Lane does EXACTLY that. Although it may seem bland
and unoriginal, they nonetheless have a very large following
(41.5K followers).

28. Case Study Continued
• However, Aden + Anais offers a different approach. Certainly,
there is the occasional repost of a sale… but A+A provides posts
that are Twitter-specific.
• Examples include retweets, humorous tweets, photos, and even
links to products.

29. Twitter Suggestions
• Coalesce the strategy of One Kings Lane and A+A.
• Include humorous tweets and “shop now” links similar to
Facebook
• However, if there is an Instagram/Facebook post that is
getting an above-average number of likes, share it on
Twitter! Chances are there are more than a few Twitter
followers who do not follow you on Instagram.

30. Pinterest:
• Due to its visual aesthetic constant content sharing and,
Pinterest is a vital social media platform.
• Specifically, by focusing upon product-specific
boards/pins—while simultaneously intermingling the
occasional generic “mom” board—One Kings Lane and
A+A has considerably grown its brand drastically.

31. Pinterest Strategy: The Product
ALWAYS Comes First!
• Although generic mommy boards and pins have the
potential to increase your Pinterest account popularity,
the emphasis is first and foremost upon your product.
• Therefore, create “boards” that highlights particular
collections.
• Similar to Instagram, the cover photo of the board should
be as visually appealing as possible.

32. Pinterest Case Study: Aden & Aneis
• Aden & Anais follows three particular guidelines when posting
boards and pins:
1.) The photos have a consistent theme and backdrop
2.) Each “pin” description features a 5-10 word explanation and
price.
3.) The focal point of the picture is always the product.

33. A+A Pinterest Examples & Suggestions
• The majority of pins picture either include a frontal view of a baby
with the product, or simply a picture of the product itself.
• All backdrops are white/cream.
• The explanation is short, while the price is included.
• Meanwhile, the cover photo is always the most interesting/creative.
• Finally, all pins should include creative product imagery.

34. A+A Pinterest Continued
• With that being said, A+A does not limit their pins and boards to
product shots alone.
• In particular, they occasionally post a board that is pertinent to
mothers and/or young children.
• Doing so not only diversifies their Pinterest account, but also
attracts new followers.

35. Pinterest Suggestion: Keep the
Pin:Board Ratio Consistent
• In other words, do not have 1 board with 96 pins, and another with 5.
As A+A shows, the less pins per board, the less likely you are to
acquire re-pins.
• Below: a pin from a board with 96 pins (38 reposts) vs. a pin from a
board with 12 pins (0 reposts).
• All boards that are created must be well-populated.
• Start with 20 pins per board (with a 100 pin maximum).

36. Conclusion
• Focus majority of efforts on Facebook and Instagram
• Regardless of the social media platform, post consistently
and with specific regards to holidays/special occasions.
• Diversify your posts.
– Facebook: articles, pictures, and sales.
– Instagram: videos, montages, and mosaics.
– Twitter: use IG/FB reposts, as well as original content.
– Pinterest, post product-specific and generic “mom”
boards.