brand success
How Social Media Builds Community
Caroline Duley
COM313 | Dr. Gournelos
April 28, 2015
background
Bloomingdale’s is one of the most recognizable
specialty retail brands in the world, from women’s,
men’s and children’s clothing, to home goods
• Bloomingdale’s differentiates themselves
through marketing
such as,
• Bloomingdale’s
fallsstrategies,
utilizes
into
social
an interesting
media
as“100
niche
an
as
percent
campaign
outlet
a
“middle
forBloomie's”
these
child”marketing
in the
fashion
strategies
industry
to create
a• sense
of
community
Emphasizes
diversity Sears,
and creates
high-end
Below:
J.C.
Penney,
Macy’s,
Target luxury
•
•
feel
(Luxury
2014).with
2-Way
Communication
customers
Above:
SaksDaily,
Fifth Avenue,
Neiman
Marcus,
“Our
customers
are boutique
looking for
a product that is
Barney’s
Newcommunication
York,
stores
Symmetrical
a unique or limited distribution product.” –
Executive V.P. of Marketing at Bloomingdale’s
literature review
Scholars of marketing and branding suggest that social media is a
necessary component to create the sense of community that builds
a successful retail brand; however, traditional marketing cannot be
abandoned
Three themes throughout these five scholarly sources
•• Electronic
Word-of-Mouth
(EWOM)
Media
Awareness
• Social
Integration
of Increases
TraditionalBrand
Branding
and Social Media
“social media has boosted interest in WOM and viral
“social
media
is nowbranding
viewed as
anlead
opportunity
toconsumer
improve
“strong
[traditional]
can
to
strong
marketing among luxury brands…when WOM travels on the
customer
relationships
and
to ultimately
capture a larger
interest
media”
(Komaromi,
2011).
Internet,initsocial
can be
viral and
most powerful”
(Mohr, 2014).
audience” (Mohr, 2014).
•• “both
traditional
communications
and
social media
“motivations
of communicators
and
receivers
in eWOM
• “many
companies
have
utilized
social
media
marketing
as
communications
havenot
a significant
impactthose
on brand
communication may
be commercial,
activities
a
new channel
to reach their consumers” (Rumman, 2014).
equity”
(Bruhn,names
2012).
often contain
of brands/products/venues, and
therefore they are likely to affect the perception of
commercial entities or their products” (Wolny, 2013).
•
••
method one | sample | results
Through a content analysis of its social media (Facebook, Twitter, Instagram,
Pinterest), we can see that Bloomingdale’s is, in fact, interacting with customers and,
therefore, increasing awareness, involvement and engagement
November 2014 – February 2015 | 6 posts from each platform a month
Facebook (24), Twitter (24), Instagram (24), Pinterest (24)
Coded Themes
•
Demographic
•
Tone
•
Content
•
Sales vs. Community
• Social Media automatically connects with
younger generation, but marketing to younger
generation is not “over-the-top”
• “Fashion humor”, Light-hearted and Happy
• Indirect marketing
• No direct selling – Focus is on Bloomingdale’s
community
method two | sample | results
However, in-depth interviews with an older generation whom still identify as a
Bloomingdale’s customer suggest that a combination of both traditional media and
social media is necessary to fulfill a sense of community with both older and younger
generations
In-depth Interviews with three women whom feel apart of Bloomingdale’s community
Mid 20s | Mid 50s | Bloomingdale’s employee
Coded Themes
• Generational Gap
•
All women recognized the generational gap in social media
• Community (online & offline)
•
•
Online, new marketing is used to create a broader and younger audience
Offline, traditional marketing is needed for the original and older Bloomingdale’s audience
discussion
Traditional marketing methods are still needed to retain brand
strength, while social media has created a “Bloomingdale’s
Culture” for a younger audience
• Social media allows Bloomingdale’s to connect with
a newer, larger and younger audience
• Traditional, face-to-face communication is still
needed to retain the original, older audience and
maintain loyalty
“New innovative
incorporate
social
“Skillfully
integratingbusiness
media tomodels
delivermust
coherent
marketing
media to allow
firms
to build
strong customer
relationships
and
messages,
reach
diverse
audiences,
and build
a strong brand
encourage
loyalty, and
withincludes
customers
through new
image
[is necessary].
This interact
integration
traditional
channels,
or revenue
models”
(Mohr, 2013).
advertising
andformats,
social media
campaigns”
(Komaromi,
2011).
references
• Mohr, Iris. 2013. “The Impact of Social Media on the Fashion Industry” Journal
of Applied Business and Economics. Vol. 15(2)17-22.
• Komaromi, Kurt. 2011. “Using Social Media to Build Community” Competition
Forum. Vol. 9(2) 325-333.
• Bruhn, Manfred. 2012. “Are Social Media replacing Traditional Media in terms
of Brand Equity Creation?” Management Research Review. Vol. 35(9) 770-790.
• Wolny, Julia. 2013. “Analysis of Fashion Consumers’ Motives to Engage in
Electronic Word-of-Mouth Communication through Social Media Platforms”
Journal of Marketing Management. Vol. 29(5) 562-583.
• Rumman, As’ad. 2014. “The Impact of Social Media Marketing on Brand
Equity” Society of Interdisciplinary Business Research. Vol. 3(1) 315-326.