Retail brand Macy's has managed to cultivate its social media strategy around that exact premise. The company, which has 800 stores worldwide, has not only openly embraced social media but also has found a way to tailor each platform to its ongoing programs. Whether the brand touchpoint is in-store, on the web or during a primetime TV commercial, the Macy's social team (which is fully integrated into the overall communications department) does its best to provide relevant content that's a perfect fit for all of its fans.
Mashable spoke with Holly Thomas, VP of media relations and cause marketing, and Orlando Veras, media relations manager for events and special campaigns, about the brand's social media digital strategy. What do you think of the retailer's social media presence? Let us know in the comments.
In-Store Efforts
One of the biggest interactive programs Macy's has launched in the last few years is its "Backstage Pass" program. The in-store feature enables users to snap QR codes in different departments to get expert advice from some of the brand's celebrity partners. For example, you could snap a picture of a QR code in the shoe department to queue up a video of Jessica Simpson offering advice on how to wear stacked heels.
"Our customers are telling us they want to use our expertise in putting outfits together, and we have a great stable of celebrity designers that our customers look up to," Veras explains.
The celebrities aren't just hawking their products, either. Each Backstage Pass code is updated with current trends and fit advice -- so it's more like a celebrity concierge than a pre-packaged advertisement. And there's more incentive than just the advice: Every time a customer takes a Backstage Pass, she is eligible to win a $500 shopping spree that day. Thomas says the brand aims to use the authenticity of its celebrity partners to give each customer an added value experience.
"We're really kind of using the brand and the celebrity talent behind the stores to tell about the merchandise and fashion," Thomas explains. "It's like a one-on-one conversation with Tommy Hilfiger and Martha Stewart."
Now in its third season, Backstage Pass has become a regular fixture in Macy's retail stores, branching out from fashion and into other departments of the store. Veras says the response has been positive, and that it provides great access to the company's celebrity advocates.
"It's also another way to engage with our customer, and it certainly has been useful for them," Veras adds.
Social Media Concierge
The "Backstage Pass" experience doesn't end with a QR code. For customers interested in more fashion and style videos, Macy's YouTube channel has a dedicated playlist that features the videos that can be found in-store, in addition to backstage footage from photo shoots and fashion shows and candids from Macy's designers and models.
"In a format like YouTube, you have the opportunity to have longer length content rather than delivering smartphone or SMS," Veras explains. "It's an opportunity to expand on the message."
But YouTube isn't the only arena where Macy's is strutting its stuff. As one of the launch partners for Facebook's Timeline Brand Pages, the retailer cultivates both Backstage Pass and other program content (including major events like Macy's Fourth of July Fireworks and Thanksgiving Day Parade) for its audience. And it's working: As of this writing, Macy's Timeline has more than 4.9 million Likes, as well as fleshed-out program tabs, like the "Million Dollar Makeover" and "Trend Report." Macy's also manages several dedicated Twitter accounts, such as an events feed and one for the "Impulse" department, in addition to the primary @Macys handle -- which to date has nearly 94,000 followers.
"What we're trying to do is take a really integrated approach around our major programs," Thomas says. "Those kinds of things where we have really exciting and fun consumer stories to tell."
Expanding Engagement
There isn't an end in sight for Macy's brand changes -- Thomas says that the company is constantly looking for new ways to integrate meaningful programs into its many social media outlets.
"It's in constant evolution, and we continue to be flexible as we hear from our fan or consumer what they really want in that space," Thomas adds. "It tends to be a mix of expertise, fashion perspective and great, iconic events."
One of the biggest opportunities for the brand's social reach is the company's involvement in the new NBC primetime reality show, Fashion Star -- viewers will be able to buy the on-air fashions at Macy's (and other stores) the day after each episode airs on NBC. Thomas says that show, which premiered on Tuesday, will offer the brand new and interesting ways to reach out to fans over the 10 weeks of the show. And she adds that it's all about reaching out with authority.
"Our social media is the culmination of the ability to offer great fashion and the credentials we have in delivering entertainment to our customers," Thomas explains. "We're able to be a part of our customer's life in a very meaningful way."
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