She was and remains witty, cheerful and conversational — and her followers on Facebook, Twitter and Tumblr have responded. The brand has more than 135,000 followers on Twitter and more than 370,000 on Facebook, and a “true reach” of nearly 20,000 people, according to Klout.
Lucky required the development of a different voice, Jannuzzi says. “Lucky‘s brand is all about shopping. Our editors are market experts and our writers know everything about where to buy what and at what times … so we position ourselves as an authority on shopping and we try to bring our shopping-obsessive nature through in social as much as possible.”
The result is a feed that balances traffic-driving links to luckymag.com with images and posts about window displays and where editors are shopping for deals. Jannuzzi also posts shopping-focused questions designed to get followers engaged in a dialogue.
その結果が、ウィンドウディスプレイに関する画像や投稿でluckymag.comへの訪問者の往来を活発化させることと、編集者が取引のためにどこでショッピングをするかの2つのバランスをとるフィードだ。Jannuzziは対話形式でフォロワーを獲得するように設計されたショッピングに絞った質問も投稿している。
画像を掲載したluckymag.comへリンクしてバランスを取ってやり取りし、ウィンドウディスプレイについてのことと当社の編集者がどこでショッピングするのかということを掲載した実績がある。Jannuzzi氏はまた、フォロワーには会話を通して関わってもらえるようにショッピングに絞った質問事項を掲載している。
“Just like Kate Spade, I’ve seen that the followers really enjoy the day-to-day more than anything else,” Jannuzzi remarks. “It’s not that they don’t appreciate the content that drives to our site, it’s just that people want to feel a connection, they went their authorities to be approachable now. They have no problem sharing their dislikes with us either, which is very valuable when used appropriately.”
Keeping the voice consistent across channels is difficult, Jannuzzi admits. He finds Twitter easier than the other channels because it is “short and conversational,” mimicking the conversational patterns that exist between friends in online and offline environment.
いろんなチャンネルにわたって一貫した声を保つのは難しい、とJannuzziは認める。ツイッターは「短くて会話形式」でありオンラインとオフラインの環境での友人間の実際の会話パターンに似ているので他のチャンネルよりもそれが分かりやすいことに彼は気づいた。
Facebook is trickier because the volume of posts has to be moderated, and although a tweet will sometimes work perfectly for Facebook, “you [generally] have to provide a little more information about what you’re saying,” Jannuzzi says. “Still, we speak like a friend would speak. At all times, we want Lucky to be the friend you never knew you had or needed on Facebook.”
On Tumblr, Jannuzzi says the magazine has been most successful reblogging and liking others’ content, and replying with animated GIFs and images. “We don’t do it often, but that’s a common practice among the community so it makes sense,” he says.
タンブラーでは、再ブロギングと他人のコンテンツにいいねをつけることや、GIFアニメや画像で返信するのに、マガジンが最も成功しているという。「当社はあまりそれをやっていないが、コミュニティ内で実際よく使われるのだから、意味があるのだろう」と彼は言う。
On Foursquare, where the brand enjoys “most popular fashion magazine” status thanks to its following of more than 100,000, Lucky adapts its monthly city guides into tips and checks into its staff’s favorite shopping destinations daily.
Like Lucky, Esquire has adapted its existing editorial focus and tone to social media environments. Although web director Matt Sullivan is behind most of Esquire‘s communications on Twitter — some of which is cross-posted to Facebook — he says he aims for an “all-encompassing” voice. “We like to have it speak for all of us,” he says, adding that it’s important to assign a real editor to manage an institution’s voice on social networks, and not an intern or someone in the marketing department.
がいるが、彼は「全てを取り囲む声」を求めていると言う。「当社はその声が私たち全てのために語ってほしいと思っている」と彼は言う。また、ソーシャルネットワーク上で公共機関の声を現実世界で管理する、インターンやマーケティング部門の人物ではない編集者を雇うことが大事だとも付け加えた。
Esquire‘s voice on Twitter is in perfect keeping with the magazine — it’s intelligent and authoritative, and yet it doesn’t take itself too seriously. Articles aren’t delivered in a “[headline] – [link]” format; they tend to be descriptive and, where appropriate, humorous. One-liners, etiquette “rules” and links to articles from other publications are interspersed with Esquire‘s own web content.
“Traffic is nice, but conversation with the reader is nicer,” says Sullivan. “A glorified RSS feed is a waste of time.”
