Here are some takeaways from Tory’s presentation on their social media journey and how it has played a pivotal role in the success of the Tory Burch brand.
The brand embraces two-way conversation with their community and sees it as an integral part of their narrative. Tory Burch and her team have built a passionate community with their customers and advocates by engaging and allowing relationships to develop naturally.
As Tory says, “People know when you’re being honest and real.” To create an authentic brand voice, all of the brand’s content is created and managed in-house, and both Tory and her team are spontaneous in sharing content that inspires them, such as photos, quotes, or books.
Being in the Moment
Asking questions and receiving immediate feedback through social media has helped shape the Tory Burch brand. Tory shares the story of going through JFK airport security and tweeting to her followers asking if she should design a line of travel socks. The response was a resounding yes, allowing the brand to identify a customer need that might otherwise have gone unnoticed.
With social media comes both positive and negative feedback, and Tory emphasizes the importance of being open to criticism and handling it in a transparent way. By being honest in acknowledging issues and communicating clearly with customers, the Tory Burch brand has converted detractors to advocates, building trust and strengthening their community.
The Customer Experience
Tory Burch and her team have created an interactive shopping experience for their customers by layering content and creating a narrative around their brand and products. They want their fans to experience what they are experiencing, from sharing behind-the-scenes images to telling the story behind the launch of a new product line.
The Tory Burch brand embraces new technology and wants to be present where their customers are. They are constantly exploring new social platforms and in the last six months, have expanded their social media presence to Pinterest and Google Plus.
Knowing when the timing is right is critical for Tory Burch and her team. They don’t do anything without purpose and take the time to plan, create, and test content before establishing themselves on a new social network. As an example, they waited until they opened a location in China before launching their presence on the microblogging site Sina Weibo.
Tory Burch embraces philanthropy with the Tory Burch Foundation, as well as other efforts. After the Japanese Tsunami, the brand created a special edition t-shirt, with one hundred percent of the proceeds going toward the Red Cross. 16,000 of the shirts were sold globally in support of the relief effort.
If you would like to view the full presentation, we’ve included the video below.
What takeaways from Tory’s presentation did you find most valuable and why?