Learn From Michael Kors’ Social Media Strategies
What platforms is MK using?
MK has an official page for all on Facebook. Every store in the U.S. has its own page mainly for informing location and contact. MK also has pages for other countries but only US pages have been verified.
Facebook main page (https://www.facebook.com/MichaelKors/)
Post at least once in two days — active.
Contents include “celebrity in MK”, “street style”, product showcase, runway shows, event photos, and national days. All photos are of high quality and every post has corresponding MK products. Texts and photos are linked to each other — Product-orientated & influencer effect.
Each post has thousands of likes/loves/wows. Engagement rate=0.00395
Average 4 tweets daily — active.
High-quality pictures.
Texts are shaped by the audience and different from those on Facebook for the same images.
Not too much engagement on Twitter but still has millions of followers.
YouTube
Upload high-quality videos seasonally.
Plenty views on each video.
Advertising and influencer interviews.
Post daily. Only posts that include celebs have high engagement.
Youku
Post seasonally. Not too much engagement.
Weekly blog & customer service.
Consistent cover images for all boards make the whole page look attractive and amazing. Pins include product pics and fashion runway shows photos. Not too much engagement.
High-quality Pics with related texts. Active on Instagram with high engagement. Contents include street style, seasonal products, national days, event photos, celeb showcase, etc.
Destination Kors
“Fashion trends, advices, runway shows & more from Michael Kors.”
A third place where MK connects with the audience by giving valuable info and offering share options.
Look as a whole
All platforms work together in a digital ecosystem.
All pictures are of high quality which is the best thing in this fast digital era where people pay more attention to photos than words.
Text for the same picture varies on different channels.
Pinterest boards are in consistency with same-tone cover pictures.
Destination Kors is a brilliant idea where MK provides something for people to learn, share and add opinions on.
What insight I find thru the contents
MK’s target audience is young people, especially women, who are fashion trend chasers and easily influenced by celebrities.
What to learn
- Content drives action. Use high-quality images and videos, always.
- Listen to the audience. Provide customer service channels on each platform.
- Create topics where the audience can act on.
- Take advantage of influencers if the audience is interested in celebrities.
- Lead the audience to the new trends.
