The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereChoosing Tactics for Your Content MarketingFrom the Corn Field to the Digital Era: Content Marketing Starts with TrustWhere Is Content Marketing Headed? An Interview with Michael Brenner
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Ann Taylor, You Are Breaking My Heart.
Posted on May 2nd 2012
I think the marketing executives at Ann Taylor must have a gorgeous AT silk scarf tied over their eyes. Or maybe they are so busy running constant 40% off sales that they forget there are other great ways to market their product without giving away the farm.
Anyway, they simply aren't on board with what Facebook could do for their bottom line - and IT'S A CRYING SHAME.
While Ann Taylor's use of celebrity names to enhance their advertising is a stroke of brilliance, their social media strategy is completely bland, uninspired, and missing the entire concept of...umm... being social. It's really too bad, becuase they have the power to influence women of all ages and really make a difference.
I was looking over my Facebook activity, when I saw yet another post touting a new dress. Kate Hudson was stunning, as always, and the dress was pretty - but.... really?
A major label of business fashion that does nothing but promote their line? That's fair enough as an advertising play, but social media is different - and they just don't get it. It's like putting a Kia motor in a Ferrari.WHAT A WASTE.
Facebook can be a powerful branding tool, but also a fantastic way to influence. Using it just to push out a stream of promotions shows they simply don't understand where they COULD go with this. Prromotional posts would be absolutely fine and appropriate - if it were part of a larger content mix.
If Ann Taylor wants to be the "go-to" brand for women of all ages - or even women in their 20s, 30s and 40s (which their advertising suggests), who are looking for sophistication and confidence through the clothes that they wear - why not use Facebook as a resource to share all things related to a confident, successful life?
After all, that's the image they want their brand to embody, right?It's all about how to be successful in their career, to be confident, to move full steam ahead in their job AND their life...
So take that brand, and roll it into a useful Facebook strategy. Intead of just over a half million in likes, do something interesting to quadruple that number.
Nice clothes are fantastic - but teach me to be a total rockstar at my job, and to look as confident as Kate Hudson? Baby, I'm yours for life!!
Post quotes from Kate, Demi and the other spokesmodels on what it means to be successful, how they stay confident and gorgeous, their worst fashion faux pas, how Kate felt about that dress during the photo shoot, what Demi wears from AT in real life. Then mix in hyperlinks and expert opinions on career success, life balance, confidently workign with difficult people, winning over your boss, how to present in style, etc.
Now THAT would be amazing. It would embody their brand on every level, and provide a lot more value to its customers than "spend here!" It would also have the legs to tie into their public relations efforts and advertising.
What do you think? Cruise over to https://www.facebook.com/AnnTaylor then post your comment here.