Mantras are a big deal at Diane von Furstenberg – from Diane’s personal “mantra of the month” on the company’s blog to mantras around the company’s fashion shows. So it made sense that the company created five mantras to provide employees with clear goals on how to leverage social media. Company editorial brand director Meredith Fisher outlined the mantras today in her social media session:
1. Friend your fans. When Facebook created pages and pushed out the concept of “fans,” many people in the DVF offices were put-off: they didn’t like the term. It didn’t feel engaging. To create a sense of community and interaction, the company tries to friend its fans, Fisher said. “These are not just people we have a customer relationship with. We relate with and connect to them.”
2. Go local. Even though social is all over the world, you can have a local presence.
3. Cross the channels. It’s not all about your website. Or your store. Or your Twitter page. Or your YouTube channel. (You get the picture, right?) Think about everything holistically to maximize communication (and sales).
4. Create consistency. Through social networking, Fisher suggests scheduling certain promotions or posts every week so people know to come back. “Your fans become aware and feel like they can relate to you.”
5. Simplify interaction. At the end, Fisher said, “It’s about the interaction our fans are having with each other.” Don’t over-think this!
Fisher spent the rest of her presentation providing really compelling examples and takeaways of how DVF is leveraging those social mantras to create communities on Facebook, Twitter and the company blog.
Missed the session? Looking for examples? Sorry. I’m not sharing. (There were too many great examples & I don’t type that fast.)
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