Pinterest – Michael Kors
With 23 boards and more than 750 pins, Michael Kors’ Pinterest gives his
fans a lot to look at. But only about half his boards are about the products
themselves, such as watches and shoes. One board is “Style Tips,” a great
resource for fashion enthusaists, while others like “Travel Diary” offer a
sneak peak into the designer’s glamorous lifestyle. “Michael’s Milestones”
feature photos of Michael’s past, including his child-modeling work in the 60s. “On Broadway” presents Michael’s favorite
shows, while “Eat Up” presents his favorite foods. It's clear taht Michael Kors is using
Pinterest not just to sell his products but also to connect with fans and give
them an inside look at his life.
Twitter
– Whole Foods
Named one of the Top
Ten Twitter Brands of 2011 by Social Fresh, Whole Foods boasts more than 2.6
million followers. What makes them so popular? Their profile description
includes this promise: “Ready to answer you questions Mon-Fri 9am-5pm CST!” I
constantly remind clients that social media is a two-way conversation, and
Whole Foods has embraced that idea by inviting
questions (and, most likely, complaints). Whole Foods also tweets plenty of
cooking tips and recipes, and dozens of images – not only of food but also of branded events, like its "Ring of Fire" ski tour of Pacific Northwest volcanoes. And the chain makes good on its guarantee,
responding to comments and questions throughout the day. It’s a fun,
enthusiastic, helpful channel, which is what every brand should aim for.
Facebook
– Starbucks
Starbucks is one of the brands most engaged with
its audience, according to social marketing firm SocialBakers. Their Timeline
is filled with responses to fans' posts, ranging from “Is your decaf coffee
decaffeinated through the Swiss Water Process?” to a complaint about a rewards
card that hadn’t arrived. In some cases, Starbucks takes a day to reply; in
other cases, just minutes. The brand keeps things simple on Facebook, with no
apps or games except for a tab that allows fans to send Starbucks Card eGifts
to friends. There are plenty of photos and videos, though, featuring employees,
music, and Starbucks’ scrumptious products. Best of all, the brand devotes one
of its eight tabs to job-seekers, with a job search Facebook app that’s intuitive and
easy. The result is more than 30
million likes, making Starbucks the second-biggest brand Facebook Page in the
world.
Google
Plus – BMW
Brands are still finding their way on Google+, but BMW sets a great
example.
For one thing, BMW has constructed a photo of its new i8 Spyder
concept car through a clever use of its four profile images – which some brands
are still struggling with. The carmaker post lots of photos and videos of
its products in action. Like Whole Foods, the brand is rewarded for engaging fans; its
simple question of what rims to put on the new Gran Coupé elicited
433 answers. There are user-submitted photos, too. And while BMW may be a luxury
brand, it never talks down to its fans on Google Plus, covering racing along
with its high-end cars. Such compelling content and breezy conversations have
garnered BMW 491,000 +1’s, and the brand is in 490,000 people’s Circles.
Glad I found this post. It’s really awesome. Specially your point about social media channels. Today in Branding strategy social media channels have gained great importance like YouTube, LinkedIn, and others, to reach consumers.
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