Steve Madden is a footwear brand that has been in business for over 25 years. It is known for making affordable versions of popular shoe trends. The company has an impressive social media presence with over 1.6 million Instagram followers and a large Facebook and Twitter fan base. However, the company's YouTube channel focuses on music rather than fashion, which lacks relevance to the brand and products. It is recommended that Steve Madden invest in its YouTube channel by providing more fashion-based video content and search engine optimization to better engage customers online.

1. Steve Madden
Ilana Schwartz
New Media Drivers License

2. Its all about Steve
Steve Madden, a long time footwear company has
been a major leader in the shoe industry for over 25
years. The brand is known for creating affordable
versions of the latest shoe/accessory trends, always
changing their sense of style towards whats currently
the top hottest look. Steve Madden’s brand’s motto is
“There's no such thing as too many shoes”. With over
120 stores across the United States and 250 stores
internationally, Steve Madden is a fashion revolution.

3. Socialize with Steve
The Steve Madden Company currently has an
impressive social media presence with over 1.6
million followers on Instagram and a large fan base
on Facebook, and Twitter. The use of these social
media platforms has successfully reached their
target audience which are teenagers and young
adults interested in the latest fashion trends. The
use of Steve Madden’s social media is to promote
the latest looks and designs from the company.

4. Steve on the Web
Steve Madden’s website is quite impressive as there is a
lot of information organized in an efficient manner. The
display consists of drop down categories listing the
different products Steve Madden offers to help visitors find
things easily.
Key Performance Indicators(KPI), Steve Madden should
be measuring how many shoes are being sold based on
online views. They should also be tracking the number of
visits, views, time spent on the page, and if they searched
the brand to visit the page. The determinate of a
campaign’s is a success is the increase in sales or views
for the website during a time period following the launch.

5. Why People buy Steve’s
Shoes
Facebook, Instagram, Twitter, and Snapchat are all outstanding
forms of engagement and publicity for the brand. As these social
media platforms can feature their advertisements, embedded links
to purchase products and offer a method of customer feedback.
Steve Madden should continue with their practices in regards to
these social media platforms as they are highly successful and
appropriate to their target audience (young adults).

6. Where the Problems are….
The critical area that needs to be redeveloped and
requires investment focuses in on Steve Madden’s
Youtube channel. Currently the Youtube channel’s main
purpose features bands that are titled as SM Music.
While the concept is an additional method to expand
the brand name and way to form exponential
connections, the idea truly lacks relevance to the
company and their fashion trend setting products.

7. Start Spending Steve
Steve Madden’s Youtube weaknesses is primarily due to
their inability to make a concerted commitment towards
search engine optimization (SEO) and their overall
Youtube channel. For example, when you type in “Steve
M” into Youtube’s search there are ten suggestions, none
of which being Steve Madden or even remotely related.
When actually searching Steve Madden the brands
channel is actually the seventh icon to appear. This low
placement is a direct reflection of Steve Madden’s lack of
spending on their online SEO and cost per clicks.

8. More Youtube Issues
In addition to Steve Madden’s poor attempts to compete with
other major brands on Youtube, the content posted poses a
major issue. While the idea of having SM Music diversifies and
offers a copious amount of new connections to the brand
image, this methodology is not appealing to the viewers and
the connection between the music and Steve Madden are
lost. That being said the SM Music content is irrelevant to
fashion and the products they sell. Therefore, I can only
surmise the true viewers are must be interested in searching
the musical band for musical purposes and fail in connecting
their musical passion to the Steve Madden brand.

9. We Want More Fashion
and Less Music
A viable solution to Steve Madden’s Youtube
predicament can be to implement more fashion based
videos while aiding the campaigns with the necessary
funding for popup ads and search engine optimization
tools. The videos should be highlighting the products
Steve Madden is promoting currently.Providing fashion
based content would directly reach the constant
consumer latest trends persona. This would engage
them in the details of fashion forecasting and insight
into how Steve Madden creates the designs.

10. For the Future
In order to secure its brand image from a digital
marketing perspective Steve Madden should invest in
revamping its Youtube channel and enhance it through
SEO efforts would be an excellent way for Steve
Madden’s brand to continue thriving online.