Warby Parker's social media strategy focuses on growing their community and fostering deeper relationships. Their primary goals are to produce engaging content that grabs wider audiences and increases brand awareness through influencers. Key objectives include increasing Facebook followers by 90k in 6 months and app visits by 25% in 4 months. Their brand persona is described as rebellious, revolutionary, spirited and fashion forward. Their strategies include paid social ads, owning hashtags, and earning recognition for philanthropic work. Metrics will measure goals quarterly.
A presentation created for ADV 420 at Michigan State University, tackling how the action camera tycoon GoPro can grow business via a digital marketing strategy.
This presentation was created as a final project for my New Media Marketing Class - It is a detailed analysis on the successful and not-so-successful aspects of GoPro's marketing strategy.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
A presentation created for ADV 420 at Michigan State University, tackling how the action camera tycoon GoPro can grow business via a digital marketing strategy.
This presentation was created as a final project for my New Media Marketing Class - It is a detailed analysis on the successful and not-so-successful aspects of GoPro's marketing strategy.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
Digital Beauty Retail: Top players and strategiesMihai Dragan
The Beauty and Cosmetics category is
one of the fastest moving digital commerce
areas. It is a highly competitive and
innovative market with large brands
quickly adopting digital models and challengers
innovating their way to the top.
In this study you’ll find the top players in
the market, a brief overview of their evolution
and an outline of the strategies they
use to address their customers.
Give Your Brand A Makeover - How Top Beauty Brands Stand OutEvgeny Tsarkov
Give Your Brand A Makeover - How Top Beauty Brands Stand Out (by NewsCred)
Нанесите макияж на ваш бренд - как выделяются ведущие бренды из индустрии красоты
Koovs Digital Marketing Presentation, prepared by Disha Nahata at IIDE - Indian Institute of Digital Education.
About Koovs-KOOVS is the one-stop online fashion destination for all your fashion needs. Inspired by the international runways and the global street scene we offer wearable fashion at pocket-friendly prices, right to your doorstep.
A first for fashion online, our team of dedicated buyers work round the clock from our offices in London and India to curate an exclusive selection of the best British and international high street brands.
About IIDE-The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.
Benefit Cosmetic has it’s act together when it comes to content. In Frank Marquardt’s Digital Strategy class, we were tasked with performing a content analysis for the brand to become familiar with the process. I focused on the brands’ presence and engagement on social media, their cross-platform executions, and primary messaging. Here’s a summary of what I picked up in the colorful sea of Benefit Cosmetic content.
Which visual social media channels are most fit for beauty brands? Which channel do you pick for what kind of content? Check out these examples of beauty brands on social media!
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
GoPro IPO IPO values GoPro at $3 billion, we check out the valueJohn Ashcroft
IPO values GoPro at $3 billion. Check out the summary of GoPro and the valuation, part of the valuing High Tech Stocks in the Dimensions of Strategy Series by John Ashcroft and Company, experience worth sharing.
A case study of Sephora for a graduate class at University of Baltimore that had an emphasis on the many ways that designers and business people can work together to provide the synergies that successful design can bring to any organization.
Digital Beauty Retail: Top players and strategiesMihai Dragan
The Beauty and Cosmetics category is
one of the fastest moving digital commerce
areas. It is a highly competitive and
innovative market with large brands
quickly adopting digital models and challengers
innovating their way to the top.
In this study you’ll find the top players in
the market, a brief overview of their evolution
and an outline of the strategies they
use to address their customers.
Give Your Brand A Makeover - How Top Beauty Brands Stand OutEvgeny Tsarkov
Give Your Brand A Makeover - How Top Beauty Brands Stand Out (by NewsCred)
Нанесите макияж на ваш бренд - как выделяются ведущие бренды из индустрии красоты
Koovs Digital Marketing Presentation, prepared by Disha Nahata at IIDE - Indian Institute of Digital Education.
About Koovs-KOOVS is the one-stop online fashion destination for all your fashion needs. Inspired by the international runways and the global street scene we offer wearable fashion at pocket-friendly prices, right to your doorstep.
A first for fashion online, our team of dedicated buyers work round the clock from our offices in London and India to curate an exclusive selection of the best British and international high street brands.
About IIDE-The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources.
The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.
Benefit Cosmetic has it’s act together when it comes to content. In Frank Marquardt’s Digital Strategy class, we were tasked with performing a content analysis for the brand to become familiar with the process. I focused on the brands’ presence and engagement on social media, their cross-platform executions, and primary messaging. Here’s a summary of what I picked up in the colorful sea of Benefit Cosmetic content.
Which visual social media channels are most fit for beauty brands? Which channel do you pick for what kind of content? Check out these examples of beauty brands on social media!
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
GoPro IPO IPO values GoPro at $3 billion, we check out the valueJohn Ashcroft
IPO values GoPro at $3 billion. Check out the summary of GoPro and the valuation, part of the valuing High Tech Stocks in the Dimensions of Strategy Series by John Ashcroft and Company, experience worth sharing.
A case study of Sephora for a graduate class at University of Baltimore that had an emphasis on the many ways that designers and business people can work together to provide the synergies that successful design can bring to any organization.
With over 2 billion active social media users, maintaining an active presence on these networks is crucial to getting in front of your ideal audience. You see, more consumers want to engage and connect with their favorite brands on social. One-third of millenials state they actually prefer to communicate with brands on social media (Source: Business2Community).
Developing a strong social media marketing strategy will help boost brand awareness, increase followership, drive traffic to your website and generate leads for your sales funnel. In 2017, no brand should be without a plan that actively places their business on social media.
Here are five simple yet profound steps to creating your social strategy to build a stronger presence today.
I want to elaborate on the importance of social media from my end. Why Social Media is so important in our current scenario. Actually, it allows you to reach people locally, regionally, nationally and even internationally. If you understand the characteristics of your target audience, you will be able to personalize your messages to resonate with that audience more appropriately.
Similar to Warby Parker-Social Media Strategy (20)
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Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
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Visit us at -https://www.filose.com/
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Your Path to YouTube Stardom Starts HereSocioCosmos
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Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
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2. Table of
Contents
1. Executive Summary
2. Social MediaAudit
1. Social MediaAssessment
2. Traffic SourcesAssessment
3. Customer DemographicsAssessment
4. CompetitorAssessment
3. Social MediaObjectives
4. Online Brand Persona andVoice
5. StrategiesandTools
6. Timing and Key Dates
7. Social Media Rolesand Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results
3. Executive
Summary
– Our biggest goal will be growing our community and fostering
deeper relationshipswith those in it already.
– Our primary focuswill be producing content true to our brand that
grabsthe attention ofa wider range ofaudiences.
– Strategiesinclude:
– Creating, curating, and interacting with a wider range of influencers
– Making our content more discoverable and engaging
5. Social Media
Assessment
Network URL Follower
Number
Average
Weekly
Activity
Average
Weekly
Engagemen
t
Facebook https://www.
facebook.co
m/warbypar
ker
648,345 5 120 likes on
average per
post (0.02%)
Instagram https://www.
instagram.co
m/warbypar
ker/
337K 12 1,750likes on
average per
post (0.4%)
Twitter https://twitt
er.com/warb
yparker
84.1K 12 20 likes on
average per
post (0.3%)
Twitter https://twitt
er.com/Warb
yParkerHelp
9,344 1 1.93%
Tumblr http://warby
parker.tumbl
r.com
NO DATA 3 4 notes on
average per
post
The highest number of interactions occurs onInstagram andTwitter (help
account). Tumblr is the least active.
6. Traffic Sources
Assessment
No Data, but based on the Social MediaAssessment, one can
assume that most traffic comes from Instagram andTwitter because
most activity and engagement occurson those accounts.
7. Audience
Demographics
It seems most customers are of a younger generation—early 30’sor
younger.Thismakessense due to the fact Instagram isone of their
more prominent social media accounts,for itsusers are of this
younger generation.Warby Parker’sstyle isalso vintage and
fashion-forward,similar to what one could associate with the term
“hipster,” which isa “subculture of men and women typically in their
20’s and 30’s that value independent thinking,progressive politics,
an a appreciation ofart,creativity,intelligence,and witty banter.”
Warby Parker producesglassesof a vintage quality that are fashion-
forward.They also give a pair to someone in need when a pair is
bought.
8. Competitors
ZenniOptical
Instagram
Pros: frequency of
posting, good theme,
use of hashtags
Cons: low engagement
(low likes)
EyeBuyDirect
Facebook
Pros: frequent posts,
responds to customers
Cons: generic photos
(no persona or voice in
activity)
GlassesUSA
Twitter
Pros: good
engagement
(responding to
inquires)
Cons: infrequent or no
activity (postings), low
to no customer
engagement directly
on posts)
Competitors do a good job of responding and interacting
with with their customers, but they can do better in having
a persona and voice of their company’s brand.
10. Primary focus will growing a
following—reaching new
audiences—and building our
relationships that we have
with our existing customers.
We will also try to draw
attention to our app and
direct traffic there.
SpecificGoals
– Increase Facebook followers
by 90,000 in 6 months
– Invest in Facebook ads
– Increase app visits by 25% in
4 months
– Increased brand awareness
through influencers
– Adding more/using our
hashtags on Instagram
posts
KPIs
– Number of app downloads
– Number of unique visitors
from Instagram
– Number of Facebook
followers
Key Messages
• Being conscious—socially and
fashionably
• Revolutionary in our prices and
mission
14. Paid
– Boost top Instagram visual ofweek as ad
on FB for next week
– Social influencer sponsorship—1 a month
15. Owned
– Encourage audience to use #warbyblue when posting picturesto
Instagram,and encourage employeesto use #teamwarby on
posts dealing with our brand
16. Earned – Recognitionfor philanthropic work giving out free glassesto those
in need—partner with influencer to support
18. Timing and
Key Dates
– August—back to school season;time to get newglasses
– Summer—sunglasses
– Memorial Day
– 4th of July
– December—giving back to the community;like our charities
– Valentine’sDay—love;giving back like our charities
19. Social Media
Roles and
Responsiblities
– Marketing Director—in charge ofvision and persona
– Social Media Manager—manageseditorialcalendar and approves
final campaignswith Marketing Director
– Social MediaCoordinator—helpsSMMcreate and curate content
– Customer Support—runsTwitter account (@warbyparkerhelp)
20. Social Media
Policy
As part of #teamwarby,you are to be friendly and social while
maintainingetiquette and grace,alwaysstriving to put our best foot
forward.
– Respectful/nice
– No controversy
– Polite
– Helpful and supportive
– No negativity
– Share your favorite frames! Be sociable!
– If you don’t know, ask!We are here to help!
Warby Parker is serious about
this policy.Violationcould result
in corrective action and/or
termination. Always ask! We’re
here for you!
22. Scenario 1
Leakage ofConfidential Information
Action Plan:
1. Track back information to source ofleakage
2. Deal with “leaker” employee
1. One-on-one meeting to discuss situation
2. Say how action has negative impact
3. Discuss consequences
3. If source not found
1. Stay alert
2. Disclose information in parts to individual employees(if happens
again, you know who leaked it)
Pre-approved
message unknown—
based on intel leaked
23. Scenario 2
EmployeeTweetsnegative comment about competitor
Action Plan:
1. ScreenshotTweet
2. Contact employee
1. Have employee delete tweet/send out a retraction
2. Talk out consequences for policy violation
3. Discuss impact and reach for further action
Pre-approved message unknown—
case by case basis
24. Measurement
and Reporting
– KPIs will be measured every 3 months
– Will see development ofgoalsand performances
– I think ifstrategiesare followed the goalsshould be met, for
Warby Parker hasalready seen and increase of20,00 followerson
Facebook due to its publicity oftheir app with eye correction
checkups.Although the qualitative KPIs for thisfunction are
controversial,most seem to like it which iswhy there has been an
increase.