A Social Media Audit by Ericka McGriff
2010
Grows from 6,600 to 51,083 fans
2011
New showrooms opened
Buy a pair, give a pair
2013 500,000 distributed to people in need
2012
1 million glasses sold
2014
2015 Most innovative company by Fast Company
Mil
l a i n n e l
$$$$$$$
y n a f Tif
Social good
Content:
A clear culture
Delightful content A sharable experience
@warbyparker
219,000 followers
2-3 post per day
#HomeTryOn #warbybooth #warbyparker
Brand awareness, sales, loyalty
@warbyparker
476,482 Likes
Once every 1-3 days
Customer support, brand awareness & sales
@warbyparker
30,492 followers
Sporadically
Brand awareness & loyalty
@warbyparker
25,700 followers & 4,092,858 views
2-3 times a week
Brand awareness
@warbyparker @warbyparkerhelp
1,848 subscribers
1 every month
Brand awareness & loyalty
@warbyparker
1,848 subscribers
1 every 2-3 days
Brand awareness
86,000 followers
3 post/day but reply immediately
Customer support
Unknown
1 post every 3 days
Brand awareness, raw traffic
Integration
$$$$$$
www.warbyparker.com
Recommendations:
p p A e l i b o M
Conclusion: • • • •
Service Personalization Culture Platforms
“Don’t view social media as just another way to push your marketing messaging,” Gilboa advises. “Think of Facebook, Instagram and Twitter as critical customer service gateways and take the time to respond to each and every customer who reaches out to you there. Each comment, photo and tweet gives you an opening to directly communicate with them on a meaningful, personalized basis that encourages brand loyalty.”
According to a July 2013 report, consumers have posted more than 25,000 images on Warby Parker’s Facebook Page and tagged more than 40,000 photos on Instagram since the #WarbyHomeTryOn campaign launched five years ago.
http://www.huffingtonpost.com/jeanette-cajide/how-a-genxer-came-to-unde_b_8351844.html http://www.ignitesocialmedia.com/social-media-examples/5-brands-using-tumblr-effectively/ https://www.impactbnd.com/master-3-social-media-platforms-like-warby-parker http://sproutsocial.com/insights/sales-through-social-media/ http://www.skyword.com/contentstandard/news/how-warby-parker-is-winning-with-user-generated-content/ http://www.insidesocial.com/blog/creating-loyal-customers-and-a-successful-business-with-social-media-warby-parker/#i.iiytr5ze4elsuk
Sources:
http://www.similarweb.com/website/warbyparker.com http://www.business2community.com/social-media/creating-loyal-customers-successful-business-social-media-warby-parker-01144580#1JECgLTuctkdhs2D.97 https://www.linkedin.com/company/warby-parker_2 http://www.referralcandy.com/blog/warby-parker-marketing-story/ https://contently.com/strategist/2012/02/14/warby-parker-annual-report-2011/ http://www.entrepreneur.com/article/227399
Their social media accounts: @warbyparker Inspired by: https://www.warbyparker.com/annual-report-2013#