SOCIAL MEDIA & INFLUENCER MARKETING
Social Media takes a sound content strategy and a proper understanding of the entire social ecosystem - it's important to know what platforms are right for your brand, but even more important to know which platforms aren't right for you. Simply using the channels as another form of media to blast out your message, is a quick strategy for social suicide. Remember its just as easy to follow a brand as it is to unfollow - so a thoughtful content plan that allows each channel to act natively to what it was designed for is key. Each platform is really like a country, with it's own values, history, population, and most importantly it's own cultural nuances. So when it comes to social media, my philosophy follows that of "When in Rome, do as the Romans do." Don't try to force behaviors, your fans will smell it a mile away, the goal here should be authenticity & genuine interactions.
CLUB MONACO GLOBAL SOCIAL MEDIA STRATEGY & CONTENT PLAN
When I first arrived at Club Monaco - Social Media was not part of the marketing plan and treated more like an after-thought. After solidifying the brand positioning of "Get Inspired by What Inspires Us" we developed a global social content strategy based on the channels that we felt were appropriate for the Club Monaco brand. We started with Facebook, Twitter & Youtube and quickly expanded our community to include Tumblr, Instagram, Pinterest, Weibo & WeChat. Over the course of 18 months, we quickly grew our global social media community of 5K to over 1.5MM highly engaged fans - only proving that a sound content strategy tailored to each channel can truly produce results.
CLUB MONACO "CULTURE CLUB" TUMBLR BLOG
Developed the creative and content strategy for the widely successful Club Monaco Culture Club Blog. Rooted in the brand positioning of "Get Inspired by what Inspires Us" the blog focuses on 5 cultural pillars that drive the inspiration behind the people at Club Monaco: Fashion, Food, Music, Art, and Travel. Each month we also partnered with a social influencer as a featured contributor of content for the blog.
ORIGINAL PENGUIN "BE AN ORIGINAL" TUMBLR BLOG
With the introduction of the new brand positioning of "Be An Original" a social content platform was created to help drive engagement and greater awareness of the meaning behind the positioning. Each month influencers across multiple areas of culture were photographed in their style of Original Penguin clothing, and asked to answer one question: What it means to Be An Original.
ERNEST ALEXANDER SOCIAL AMBASSADOR & INSTAGRAM PROGRAM
In an effort to engage more male-centric consumers on social media, Ernest Alexander launched a social ambassador program on Instagram to showcase different influencers of all walks of life and how they used their Ernest Alexander products.
