When it comes to social media, if brands are not spread across many channels, they are doing it wrong!
There are way too many brands that do not have a wide spread social media presence when it comes to their brand, but then, there are brands like American Eagle Outfitters, Urban Decay and Carnival Cruise Lines are doing it right with a widespread social media presence.
When I think of a brand that has an amazing IMC approach, my mind goes to American Eagle Outfitters (AEO). I cant log into a single social media platform with out seeing a post that is AEO related. AEO has a presence on YouTube, Twitter, tumblr, Facebook, Instagram, Pinterest, and Google+ just to name a few.
The AEO Facebook page is by far the most popular of the channels with over 11 million “likes” for that page. Their page is filled with content from “shop now” buttons to closest locations, to drives to other channels.
As you can see the most recent post is a drive to Instagram . They also have an Instagram app button on the channel. I think it would be better if they had more links to their other apps since they are so well rounded but it appears their Facebook and Instagram go hand in hand, which I suppose makes sense since they are owned by the same people.
AEO does an amazing job keeping their content up to date. They make mention across their channels with different styles for each holiday. Look at these socks for Presidents Day and the Valentines Day outfit too.
Across every channel, the content is basically the same so no matter what channel you follow your getting the same content. AEO posts on almost all the channels every few hours which may seem like a bit much, but they are a subtle reminder that the brand is out there. As you can see its a lot of the same pictures and even the YouTube video features the same models.
It does seem as if their Google+ page is getting phased out as it gets not near the attention that the other channels get, but with only 8,000 ish followers I can see why the brand chooses to focus on the other high traffic channels.
The brand uses the same hashtag across all the channel, #AEOSTYLE. I am really a fan of the streamed line look they have and I love that. When you google #AEOSTYLE you get all the results from all the channels so you can see roughly the same content in whatever channel you heart desires.
Another Brand that has their IMC strategy oh so right is Urban Decay. I know I talk about Urban Decay but I am seriously just so obsessed with not only their makeup but how they market. The way that their website is a blog, a point of sale, tutorial center, and of course has all the buttons to drive you to their various social media channel and the social media channels all have buttons to their social media channels and link back to the website You name it, UD has a space on that channel and I think that is part of what makes them so great!
Although UD has a decent following on most of their channels, Instagram seems to be their channel of choice with 4.5 Million followers. The brand his highly engaging and even gives a disclaimer on their page saying if you tag them, the are apt to share your picture on their page. The content on Instagram is updated a couple times a day with makeup looks, pictures of the product and even videos to include tutorials and Dub Smash videos.
The content is woven quite nicely between all the channels with slight differences. The brand also has a nice following on Tumblr. Again, we see on Tumblr the links to all the other channels right at the top of the main page as well as a shop button.
The content is updated daily on all the channels and sometimes every few hours. Its not always the “in your face” “buy our product now” type of stuff but rather content that is interesting and informative and exciting to look at it. Read Here about how Urban Decay is #winning at social media IMC.
Gwen Stefani has recently launched an UD exclusive line and UD has used YouTube to help get the word out. The channel offers not only amazing makeup tutorials but has an exclusive interview with Gwen about the collaboration.
Hashtags are a big deal for Urban Decay. Across all the channels the same few hashtags can be found. #UrbanDecay #UDxGwen #UDcultfavorite and all those hashtags are spread across all the channels so even typing that into google will yield over 250,000 results
Well now that I am dressed and I have my makeup on…I must go show off and what better way to do so than take a vacation!
When you visit the Carnival website you see a simple yet colorful set up. You can use the website to book, plan or browse vacation destinations and packages. If you scroll to the bottom of the page you will see the various social media buttons. Carnival appears on many channels to include YouTube where they showcase various videos from ship tours to vlogs from cruisers to fun videos like how to cruise.
Facebook is where we see the most activity with about 3.5 million followers. Carnival does not post as often as some of the other brands I have looked at a most every other day withe the occasional every day post. Their content is update on their Facebook page I just feel that they could up their presence on a channel with so many users in order to keep the audience engaged.
We see an IMC approach through out the channels because its much of the same content woven through with slight differences.
When we look at their Instagram page we see some amazing content that is very integrated with everything else we have seen from carnival. The problem…there isn’t very many users. While the content is up to date they need to be more engaging to get even close to the same level of audience engagement that is on their Facebook page.
When you look on their Twitter you see the same thing. No followers when compared to Facebook and posts that just are not that engaging. I see Carnival Cruise Lines as a brand with limitless potential when it comes to social media because of visual and captivating their brand can potentially be. While the brand is consistent across their channels with imagery and messaging, they just are not getting the message out like the should be. The don’t appear to have a lot going on by way of hashtags but again, I think that is something they should be trying for. This article in adweek talks about how cruise ship lines are trying to market to the millennials and if they want to do that they should make use of hashtags and more visually stimulating social media posts.
I will give it to them, their Pinterest makes me want to travel the world. Just look at all the amazing destinations.
But again, with the followers…It does them no good to have those amazing pictures if no one is seeing them. Carnival does showcase great use of IMC over social media and even email so all that is really lacking is social media engagement and audience but I think with just a little bit of strategy, they can get there.