{"id":11628,"date":"2012-03-29T03:57:53","date_gmt":"2012-03-29T03:57:53","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/tw\/blog\/what-brands-can-learn-from-macys-social-media-strategy\/"},"modified":"2020-10-29T15:34:32","modified_gmt":"2020-10-29T15:34:32","slug":"what-brands-can-learn-from-macys-social-media-strategy","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/tw\/blog\/what-brands-can-learn-from-macys-social-media-strategy\/","title":{"rendered":"\u6211\u5011\u53ef\u4ee5\u5f9e\u6885\u897f\u767e\u8ca8\u7684\u793e\u7fa4\u5a92\u9ad4\u7b56\u7565\u4e2d\u5b78\u5230\u7684\u4e8b"},"content":{"rendered":"<p>Department store giant, Macy\u2019s recently revamped their shopping strategy with a clever marriage between concierge shopping and <a href=\"https:\/\/ui.benchmarkemail.wpengine.com\/email-marketing\/Features-Social-Media\">social media<\/a>. With over 800 stores worldwide, the company has taken what would have been an otherwise blanket generic marketing campaign for any competitor of comparable size, and turned it inside out with a social media strategy that invites customers into \u201cback doors\u201d for an experience that delivers exclusivity.<\/p>\n<p>In just 2010, Macy\u2019s worked to enhance their social media presence by launching Facebook, Twitter and YouTube campaigns. Macy\u2019s now boasts over 2.4 million Facebook fans (with the help of a clever \u201cMillion Dollar Makeover\u201d campaign), and continues to utilize various Twitter strategies with a range of Twitter feeds. But here\u2019s how the company went beyond just basic social media use and soared into success\u2026<\/p>\n<p><b>Backstage Passes<\/b> \u2013 An in-store effort, Macy\u2019s now offers customers a \u201cBackstage Pass\u201d program. Customers can snap a picture of a <a href=\"https:\/\/blog.benchmarkemail.wpengine.com\/qr-codes-what-they-are-how-to-use-them-in-your-online-marketing\">QR code<\/a> with their phones to pop up a promotional video of a specific product. The idea isn\u2019t completely unique. Just yesterday I saw the same type of marketing approach in Home Depot, of all places. Snapping a QR code there could get me tips on planting my favorite flowers.<\/p>\n<p>Macy\u2019s approach is getting their star-backed products synced with videos made by those stars. You may not have celebrities to rely upon, but you could partner with other authorities or even local personalities. You could also take a cue from the custom content Macy\u2019s offers with their \u201cTrend Report.\u201d While there are thousands of qualified trend and fashion sites, Macy\u2019s sets itself up as one too. After all, why let your customers look elsewhere when they can look to you?<\/p>\n<p>Macy\u2019s strategy was years in the making, including years of analyzing customer behavior data and developing customer-centric approaches, so Macy\u2019s could \u201cbetter search each consumer\u2019s individual needs.\u201d The approach has led to the new strategy, which initially began as a \u201csystematic experimentations and testing of new marketing approaches in 2011.\u201d Clearly though, it\u2019s beyond experiment status with such winning results.<\/p>\n<p><b>YouTube<\/b> \u2013 Unlike too many small and mid-sized businesses, Macy\u2019s understands the power of video. Their media relations manager, Orlando Veras, adds that, \u201cIn a format like YouTube, you have the opportunity to have longer length content rather than delivering smartphone or SMS. It\u2019s an opportunity to expand on the message.\u201d Macy\u2019s takes what can be found in the stores via QR codes and more, and plugs them online for everyone to see without even having to step foot in the store. The move is a smart one that helps navigate and influence the large number of online shoppers.<\/p>\n<p>If you want to know the golden formula to what makes social media a winning campaign, you can find it with the words of Holly Thomas, Macy\u2019s Media Relations and Cause Marketing VP, who says, \u201cIt\u2019s in constant evolution, and we continue to be flexible as we hear from our fan or consumer what they really want in that space. It tends to be a mix of expertise, fashion perspective and great, iconic events.\u201d<\/p>\n<p>There are essentially two lessons to take home. The first is creativity (after of course claiming your online presence). The second is spending. Macy\u2019s spends an average of $120 million out of a $1 billion advertising budget on digital media alone. While most of us don\u2019t have either of those amounts to play with, we can recognize that a successful campaign by one of the leading department stores worldwide sees the importance of allocating a good chunk of their marketing budget to digital media efforts \u2013 which of course includes social media marketing.<\/p>\n<p>We should be doing the same.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Department store giant, Macy\u2019s recently revamped their shopping strategy with a clever marriage between concierge shopping and social media. With over 800 stores worldwide, the company has taken what would have been an otherwise blanket generic marketing campaign for any competitor of comparable size, and turned it inside out with a social media strategy that&hellip;<\/p>\n","protected":false},"author":309,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-11628","post","type-post","status-publish","format-standard","hentry","category-2186"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u6211\u5011\u53ef\u4ee5\u5f9e\u6885\u897f\u767e\u8ca8\u7684\u793e\u7fa4\u5a92\u9ad4\u7b56\u7565\u4e2d\u5b78\u5230\u7684\u4e8b - Benchmark Email<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/tw\/blog\/what-brands-can-learn-from-macys-social-media-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u6211\u5011\u53ef\u4ee5\u5f9e\u6885\u897f\u767e\u8ca8\u7684\u793e\u7fa4\u5a92\u9ad4\u7b56\u7565\u4e2d\u5b78\u5230\u7684\u4e8b - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Department store giant, Macy\u2019s recently revamped their shopping strategy with a clever marriage between concierge shopping and social media. 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