It feels really good to hear this kind of feedback about our social media client’s strategy- seems like we know what we are doing :)
Why do I like Kate Spade as a brand? (I don’t look good in Kate Spade in my personal opinion…)
Simple. They get social.
They hit the perfect spot in the product/passion equation that I preach to my clients. The equation is simple - too much product in your social stream and you crush the passion out of your fans while if you express your brand through the prism of passion you will lead fans/followers/likes to your product and build a true community.
What is the prism of passion?
For the UFL I talk about football, Dad, other sports, being outside in the stadium and provide photos/stories/videos of the life of a football player. We try not to do too much product pushing because we’re in the business of brand building.
Kate Spade nails it.
They use instagr.am perfectly, use @katespadeny as the social handle, push colors/passion/fun as content.
What is the end result? More fans and followers, more people identifying with a brand. Community!
The Rise of Instagram
“To put that into perspective, that’s like 1% of the population of the US using a service that currently only fully exists on a iPhone.”
I personally love this platform - you can find my feed on there under JessicaKia (like my twitter handle). I think the potential for brands is wonderful. We launched kate spade new york there in December and a ton of other fashion brands have followed suit. Now you can find Oscar de la Renta, Burberry, Marc Jacobs, Club Monaco, Bergdorf Goodman and I am sure many others to come. The nice thing about what they are doing is allowing community managers to create beautiful content (you can take a picture of a wall and if you use the right filter it looks like art) and spread it to Tumblr, Facebook, Twitter, Posterous, Flickr, Foursquare and email. That is a pretty efficient tool. I also like the community on Instagram itself.
The downside is that it’s only on the iPhone (though that doesn’t seem to matter much in terms of adoption) and there is no web-based community/interface. Though there is a community of developers rallying around this app and some interesting spin-offs have popped up - like web.stagram.com which allows you to bring a feed of photos into a desktop based browser. I think it’s particularly interesting to bring feeds in around a hashtag.
Anyway, exciting things are happening for them and they seem just as surprised as we are! It may be time for PicPlz to throw in the towel.
senior director of social media at ralph lauren.
hater of bellybuttons.
nothing on this blog has ANYTHING to do with my employer and everything to do with my point of view.