3 Brands – 100’s of Touchpoints

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Written by aschmidtshow

How are brands using social media?  Are they just scrolling through their newsfeed while waiting in line at the bank? Certainly not!  Brands are engaging with their past and future customers using Twitter, Facebook, Instagram, Google+ and other platforms.  Let’s see how Alex and Ani, Kappa Alpha Theta, and The Franklin Institute are using their social media presence to reach out and touch their followers.

Alex and Ani

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Alex and Ani’s brand message, posted on their sites, is that they offer eco-friendly, (+) positive energy products that are Made in America with Love by Carolyn Rafaelian.  In their efforts to be environmentally friendly, much of their marketing campaign takes place online.  They have an expansive internet presence, utilizing not only their website, but also multiple social media channels.

In addition to the most popular social media channels, Alex and Ani is also exploring Wanelo.  From my brief introduction, Wanelo requires users to sign in with either Facebook or an email address to access the products for sale on their site.  Since their brand, at the end of the day, is about selling jewelry, being on a niche social media platform for selling carefully made jewelry is excellent product placement.  Twitter, Facebook and Instagram can create the great feelings about the brand, but aren’t number one when it comes to making sales.

Alex and Ani mix consistent messaging and voice throughout their social media platforms with unique content. They are not just copying and pasting one newsfeed to the next.  Google + has some content from their Twitter feed, but not at the same exact time.  The cover photos are updated to promote this seasons newest line.  They are Periscoping pumpkin picking as we speak, which is potentially a  behind the scenes look at one of their future photos for the fall season.

One hashtag that is seen on all platforms is #motivationnation.  The theory of motivation nation is in line with their brand message of positive energy and being environmentally friendly.  With inspirational messages for the mind, they are easily lending their brand to be re-pinned on Pinterest, re-tweeted when a follower is feeling blue, or even printed and framed should the right message meet the right person.

Hashtags are also used to promote new lines.  Right now, #unexpectedmiracles adorns their cover photos.  The shadowed picture in the above photo quote is actually pictured on the bracelet in the cover photo.  Subtle, yet still connected and well thought out.

Alex and Ani products come from the heart, their logo has a heart, and so do their responses to social media communication.  Facebook boasts that Alex and Ani have an average response time of less than an hour.Screen Shot 2015-10-08 at 12.52.31 PM
Their omnipresence online helps to keep Alex and Ani top of mind when brand fans see their product in stores, need a quick yet personalized gift, or are looking for a little sunshine to brighten their day.  By communicating regularly with their fan base, they are maintaining relationships on social media that will lead to future sales.

Kappa Alpha Theta

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The first Greek letter fraternity among women is also aware of the importance of maintaining a brand consistent social media presence.  What is nice to discover as I look more closely at their channels, is that since becoming a member of Kappa Alpha Theta has traditions and processes, all material is not available to the general public.  LinkedIn has a review process to join their group, to ensure legitimate Kappa Alpha Theta membership.  Plenty of other channels are accessible to everyone – sisters, schools, parents and potential new members.

While Facebook has the most followers, Pinterest does a great job of advertising Kappa Alpha Theta’s other social media platforms.  Below is the Pinterest cover page for Kappa Alpha Theta Fraternity, encouraging follows on Facebook, Twitter, Instagram and LinkedIn.

Screen Shot 2015-10-09 at 1.16.13 PMIf you notice, their poorly followed Google+ channel is not being advertised here.  With only 60 followers, that is clearly not where they are making the greatest impact.  This channel needs to be more frequently maintained in order to improve their search engine results as young women are looking to make Greek life decisions.

Kappa Alpha Theta does know that their target audience of young women 17-22 is on Instagram, and they guide which hashtags to use in their posts, as well as what to search.  #ThetaLove #Theta1870 #LeadingWomen are advertised on their Instagram cover page, along with the organizations website.  All three tags clearly relate to their goals of sisterhood, tradition, and moving forward.

There are hundreds of chapters across the country.  Each is connected to Theta, but also is run by individuals and is influenced by the part of the country they live in.  They run their own Facebook pages, Twitter accounts and Instagrams, but there is still the national page to bring everyone together.

Since brand loyalty is created while in college, Kappa Alpha Theta recognizes the importance of staying true to their traditions.  As the real world causes sisters to drift apart, Kappa Alpha Theta is using social media platforms to keep the fraternity connected across the miles.

The Franklin Institute

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The Franklin Institute is located in Philadelphia, Pennsylvania.  Founded in 1824, in honor of Benjamin Franklin, The Franklin Institute continues to educate and inspire scientific curiosity in not only its visitors but also the surrounding communities.  With the Institute’s scientific and technological roots, I am happy to see that The Franklin Institute is also keeping up to date with social media technologies as well.

Being mainly one physical location, they are trying to drive people into their museum and to their events.  As an interactive and multimedia attraction, they can make the most impact on visitors to the Institute.  Online participation is great, but hands on is better. Hashtags like #scienceafterhours, #VaticanSplendors, and #ArtoftheBrick are used to promote different programs specific limited time exhibits being offered.  While not much response comes from The Franklin Institute, what they do post is relevant to their current exhibits, applicable to science in the news, and with easy to remember and use hashtags, so that the conversation can continue with The Franklin Institute name in mind. Screen Shot 2015-10-10 at 11.42.53 AMBased on this thread, The Franklin Institute even used Periscope to broadcast behind the scenes footage of the arrival of artifacts from the Vatican.  Did anyone watch? I’m not sure.  On their LinkedIn page, there is actually has a posting for a marketing manager. They are aware that their social media platforms could use more engagement and plan to give these newest tools in their integrated marketing communications campaign more attention.

Three different brands are all using social media in different ways to promote their brand’s goals. All three stay consistent with their logo and tone of voice in their integrated marketing campaigns.  While Alex and Ani have grown their fan base through social media, and use it to keep the conversation going, Kappa Alpha Theta and The Franklin Institute were established prior to the internet, but have learned to adapt.  They know they need to be social, and have created accounts that they use, but they have room for improvement. Kappa Alpha Theta could post more frequently, and pay better attention to their Google+ account.  The Franklin Institute can continue to promote their handles during their live presentations and mobile events.

To be successful in social, it’s not enough to just have a social media account – it’s about what you do with that account and how you create touch-points with your followers that really matters.

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