About Channel 24
If you plan to be active on social media, then one of your main goals should be to get people to follow you on the social channels that are relevant for your business…the channels where your target customers spend their time. If they follow you on those channels, then they will see your content when you post it. Because they are still just considering you, it will be important to present content that will help them become educated about their problem, your solution, and your expertise. You will begin to build a relationship with them.
Channel 24 Superstar: Marc Jacobs – Heaven |
| https://www.marcjacobs.com/default/heaven/Founder: Marc Jacobs
Overview: Marc Jacobs is an American Fashion Designer who has done multiple collaborations with artists and cultural icons. As mentioned above, if your customer is in the consideration phase, they are aware of their problem, and are beginning to look for a solution. They are looking for a business that truly connects with them as an individual. It is important to deeply understand your target customer, because it will allow you to create content that resonates with them. Marc Jacobs has a strategy for creating new customers in Gen Z. L’Officiel writes, “In a spirited resurgence of Jacobs’ love for youth subculture, Heaven is the newest line that exemplifies Gen-Z fashion. With grunge elements, vintage books, and Sofia Coppola references, it’s an archive of Y2K memorabilia curated alongside current fashion trends. With Nicki Minaj modeling for Heaven’s most recent campaign, the hype has only increased with each collection.” Because social media feeds are continuous, by the time you read this book you may not be able to see a full picture of how Marc Jacobs used social media posts. As part of his Heaven line, he created stickers and did collaborations with popular influencers and artists known to Gen Z. He utilizes Instagram for artistic photographs of his projects. On Twitter he posts photographs that are slightly odd…looking for the reTweet. You can buy his products directly from his Facebook Page. Just as an example, at the writing of this book, he has 500 ads running on Facebook. He uses Pinterest to highlight individual products, and his Pinterest profile looks much like a catalog. He uses YouTube for gorgeous videos of his shows, and for behind-the scenes looks. At some point he was using Tumbler to show a more sketchy-style, bright color edgy side of his brand, for the Gen Z population. |