It’s not every day that you get to listen to one of your favourite brands divulge social media success tips, but that’s exactly what happened earlier this week. We went along to watch the leading London-based social media agency Cult LDN (the brains behind the innovative Marc Jacobs tweet boutique) in conversation with Mary Katrantzou‘s digital marketing team at London’s trendy Annabel’s as part of its #TerraceSessions series. Here’s what we found out.
Social Success Doesn’t Cost the Earth
Despite beautiful content, successful social campaigns and an ever increasing list of followers, the team surprisingly revealed that it actually has a very limited social media budget and it’s all about building the brand offline and amplifying any activity with social media.
It’s OK to Make Mistakes
The team did admit to one expensive mistake, however, involving a costly photography shoot for a detailed social countdown for the launch of the new site, which quite embarrassingly couldn’t launch on time! It makes us feel much better that even the best of brands have their hiccups when experimenting with social media.
It’s All About Instagram
The team also reinforced the power of the social influencer, which over the years has transitioned from celebrity placements to bloggers, with Instagrammers now having their influential moment. There’s no denying that celebrities wearing a brand’s collection still translates into sales, but any spike in social followings does tend to dwindle away once the hype fades and fans realize that the usual content just isn’t for them. Mary Katrantzou recently experienced this after Taylor Swift was spotted with one of the brand’s bags.
Humanization Is Key
The team also revealed that collaborating with Instagrammers is one important strategy, but defining a brand’s own Instagram channel is also immensely important as it allows it to tell a story, which is an integral part of the consumer experience. The team credited the success of its channel to the fact that it also gives an insight into the designer as a person, as she often hijacks the account when she’s out and about somewhere interesting.
It was a really insightful evening and there’s no doubt that the next time we see a Mary Katrantzou post pop up on our feeds, we’ll appreciate it a little bit more.