Setting an Example: Kate Spade as a Global Brand

As social media continues to evolve, it can sometimes be a little hard to keep a hand on the tactics that make social media thrive for your business and brand. For global design house Kate Spade, social marketing was an integral part of how the brand reached their audience. Mashable recently interviewed Kate Spade’s CEO, Craig Levitt, on Kate Spade’s gain in digital media and e-commerce. Read on to see the three most important things we took to integrate into your social marketing program:

• Develop a personality- know what your brand is all about, who your audience is and always communicate ideas relevant to those two factors across all your mediums. For Kate Spade, their main focus was to “engage with their girl.” They knew the Kate Spade girl, and made all their social mediums align with her:  “The Kate Spade girl aspires to lead an interesting life — to engage in the arts and literature and travel and adventure. We talk about those things on social media because that’s who she is, and she wants to hear about what her peers are doing. It feels very very natural for us.” They developed an authentic voice and persona for their brand.
• Social media is a forethought, not an afterthought- This idea is best articulated in the article itself: “Social media is an integral part of how we look at our marketing and communications and consumer outreach, it’s part of our thinking every single day. In terms of investment, it’s in human resources. We have young people who live and breathe social media and are immersed in it every minute of every day. We allow them to lead and trust them in this space.”
• Try and try again- Engagement is the goal with social marketing. Keeping a high number of followers as an audience is important, and to do this, that audience must be engaged by your brand. This is often done by trial and error. “It’s critical for brands to always be leaders, to always take risks and experiment,” said Leavitt. Social media is a unique space and it is crucial to make sure individuals that are most naturally connected to both the mediums and the brand have a hand in this part of the business.

See the full article here.