New, exclusively for members
Free Personalized Learning Plan
Find the resources that are right for you with a personalized learning planGet started
Google has just produced a great new case study on how H&M are using Google+.
H&M are a useful example to look at to learn approaches to marketing in Google+ since it has been successful in building a relatively large audience of nearly 1 million followers.
Miriam Tappert, Global Social Media Manager at H&M, explains the objectives for setting up the brand’s Google+ page were simple;
“To be where our customers are, have a dialogue and share the latest fashion.”
This case illustrates a couple of core digital marketing principles:
H&M has integrated Google+ into its social media strategy, making the most of its unique functionality to engage and communicate brand messages to its target audiences.
“At Google+ we have chosen to focus on inspiration,” says Miriam. “Nice images, films, and, of course, a lot of fashion.” Video and photos frequently in posts, as visuals are an effective way to promote fashion and lifestyle.
“We think it is important to be active and post news every day, just as in our other social media channels,” Miriam continues, “and we are also careful to make sure that what we publish is relevant to our followers.”
The steady stream of interactive content tailored specifically to the audience engages H&M’s followers around the globe;
“We want our followers on Google+ to feel that what they get is unique”, Miriam says
Regular posts encourage interaction by inviting followers to share their experiences and opinions on points of fashion. H&M are careful to follow-up and share followers’ contributions, creating a dynamic ongoing dialogue that keeps followers engaged like with this thread about fashion travel:
H&M creates a unique rich media offering that is dynamic and up-to-the-minute. The interactive content is tailored to both medium and target audience, reflecting latest fashion industry trends and its Google+ followers’ profiles.
H&M use regular relevant ‘fashion themed’ artistic, aesthetically pleasing content and often includes celebrities. Tailored content includes exclusive collection previews and contests through Google+, as well as unique experiences, such as access to behind the scenes footage, like being a Vogue editor preparing for an H&M photo shoot.
Achieving an impressive 22% CTR uplift, H&M demonstrates how to make effective use of social extensions integration with its AdWords advertising; its Google+ page receives elevated levels of brand recommendation, +1’s and direct traffic.
H&M uses a good range of engagement metrics to track campaign performance, including:
It achieves a very high rate of shared posts and “View Ripples” allows the team to see who’s sharing content and what is being said – a vital aspect of social media monitoring that identifies important influencers and tracks community formation.
The effectiveness of H&M’s tightly targeted and tailored Google+ communication strategy to engage its audience is in no doubt when you review its results (no commercial results given):
By Kate Boothby
Kate Boothby is a freelance writer, editor and consultant, specialising in direct and digital marketing and online learning. Her experience spans several market sectors, including charity, leisure and marketing education. Kate writes and edits online courses and her direct and digital marketing case studies and more general articles have been published in a variety of European journals. Connect with Kate on LinkedIn.
Start the discussion on our community and social networks
Recommended Blog Posts
Social Media Essentials: 5 updates to inform your social media strategy Welcome to this week’s edition of our Social Media Essentials, a summary of all the highlights in social media for marketers who want to stay ahead of the game …..
Frameworks for measuring social media effectiveness I am fortunate in that I get to spend a lot of time with clients on a daily basis and my current portfolio includes 86 agencies. One increasingly frequent topic of discussion at meetings …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Use the RACE Planning System to get ahead in your digital marketing The first edition of my book Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan. Today, …..