brand successHow Social Media Builds Community

Caroline DuleyCOM313 | Dr. Gournelos

April 28, 2015

backgroundBloomingdale’s is one of the most recognizable

specialty retail brands in the world, from women’s, men’s and children’s clothing, to home goods

• Bloomingdale’s differentiates themselves through marketing strategies, such as, “100 percent Bloomie's” campaign• Emphasizes diversity and creates high-end

luxury feel (Luxury Daily, 2014). • “Our customers are looking for a product that

is a unique or limited distribution product.” –Executive V.P. of Marketing at Bloomingdale’s

• Bloomingdale’s utilizes social media as an outlet for these marketing strategies to create a sense of community• 2-Way Communication with customers• Symmetrical communication

• Bloomingdale’s falls into an interesting niche as a “middle child” in the fashion industry• Below: J.C. Penney, Sears, Macy’s, Target• Above: Saks Fifth Avenue, Neiman Marcus,

Barney’s New York, boutique stores

literature review

• Integration of Traditional Branding and Social Media• “strong [traditional] branding can lead to strong

consumer interest in social media” (Komaromi, 2011).• “both traditional communications and social media

communications have a significant impact on brand equity” (Bruhn, 2012).

Scholars of marketing and branding suggest that social media is a necessary component to create the sense of community that builds a successful retail brand; however, traditional marketing

cannot be abandonedThree themes throughout these five scholarly sources

• Social Media Increases Brand Awareness• “social media is now viewed as an opportunity to

improve customer relationships and to ultimately capture a larger audience” (Mohr, 2014).

• “many companies have utilized social media marketing as a new channel to reach their consumers” (Rumman, 2014).

• Electronic Word-of-Mouth (EWOM)• “social media has boosted interest in WOM and viral

marketing among luxury brands…when WOM travels on the Internet, it can be viral and most powerful” (Mohr, 2014).

• “motivations of communicators and receivers in eWOM communication may not be commercial, those activities often contain names of brands/products/venues, and therefore they are likely to affect the perception of commercial entities or their products” (Wolny, 2013).

method one | sample | results

Through a content analysis of its social media (Facebook, Twitter, Instagram, Pinterest), we can see that Bloomingdale’s is, in fact, interacting with

customers and, therefore, increasing awareness, involvement and engagement

November 2014 – February 2015 | 6 posts from each platform a monthFacebook (24), Twitter (24), Instagram (24), Pinterest (24)

Coded Themes• Demographic

• Social Media automatically connects with younger generation, but marketing to younger generation is not “over-the-top”

• Tone• “Fashion humor”, Light-hearted and Happy

• Content• Indirect marketing

• Sales vs. Community• No direct selling – Focus is on Bloomingdale’s

community

method two | sample | resultsHowever, in-depth interviews with an older generation whom still identify

as a Bloomingdale’s customer suggest that a combination of both traditional media and social media is necessary to fulfill a sense of

community with both older and younger generations

In-depth Interviews with three women whom feel apart of Bloomingdale’s community

Mid 20s | Mid 50s | Bloomingdale’s employee

Coded Themes• Generational Gap

• All women recognized the generational gap in social media

• Community (online & offline)• Online, new marketing is used to create a broader and younger audience• Offline, traditional marketing is needed for the original and older Bloomingdale’s audience

discussionTraditional marketing methods are still needed to

retain brand strength, while social media has created a “Bloomingdale’s Culture” for a younger audience

• Social media allows Bloomingdale’s to connect with a newer, larger and younger audience

• Traditional, face-to-face communication is still needed to retain the original, older audience and maintain loyalty

“New innovative business models must incorporate social media to allow firms to build strong customer relationships and encourage loyalty, and interact with customers through new channels, formats, or revenue models” (Mohr, 2013).

“Skillfully integrating media to deliver coherent marketing messages, reach diverse audiences, and build a strong brand image [is necessary]. This integration includes traditional advertising and social media campaigns” (Komaromi, 2011).

references• “The Impact of Social Media on the Fashion Industry” (Mohr, 2013).

• “Using Social Media to Build Community” (Komaromi, 2011).

• “Are Social Media replacing Traditional Media in terms of Brand Equity Creation?” (Bruhn, 2012).

• “Analysis of Fashion Consumers’ Motives to Engage in Electronic Word-of-Mouth Communication through Social Media Platforms” (Wolny, 2013).

• “The Impact of Social Media Marketing on Brand Equity” (Rumman, 2014).