How mr porter use youtube and twitter to boost sales wemakewebsites by Greg Ball

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13 September 2013

How Mr Porter use YouTube and Twitter to boost sales By Rob Oxborough

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Follow us for free daily ecommerce advice Mr Porter are making huge waves in fashion world Thanks forthe stopping by! and, of course, play a big part in London's Fashion Week. But how do they gain exposure? One

way is through their impressive social channels.

YouTube Mr Porter represent the quintessential British male. Something that they have reflected incredibly well on their YouTube channel.

Like their clothing, they have kept the page stylish, but simple. The banner image at the top gives a clear and precise direction to not only who they are, but also the type of clothes they sell. In turn, creating brand recognition which is so often ignored on companies' social media outlets. Their guide "Five ways to Wear - The Navy Suit" entices the typical Mr Porter customer - the suit wearing, well polished, modern man. This engaging video content isn't slap-dash, but carefully considered to their 'typical' audience.

The "Office Etiquette" guide is another great video. It is slightly more light-humoured and gives you the lowdown on not being the laughing stock of the office. Your YouTube page (if you have one) should do the same. It should be a space for some serious and some light-hearted material which will encourage customers to keep on coming back. The overall theme of this page is spot on. It encapsulates their brand and creates an outlet which is engaging and smart, this reflects Mr Porter in every way.

Twitter

A clever, if questionable, Twitter page. In my opinion Bill Nighy is the personification of the cool, classy "older guy" and I love the background photography, but I also think this poses a potential problem. In a recent article by Sysomos "65% of Twitter users are under the age of 25". Whilst Mr Porter's core audience is the over 25s, it is also important to consider Twitter's demographic. Perhaps the inclusion of a younger style icon, alongside Nighy, would redress the balance. That said, it's a very minor criticism - there's plenty to be learnt from Mr Porter's Twitter page.

Their engagement with their followers is fantastic. Retweeting customers and other businesses is a must and something we recommend as a basic for your social media strategy at We Make Websites. Their wording is slightly cautious, which is good. Tweeting with a formal language suits their clean-cut brand. It sounds simple, but the language you use is a vital consideration. In a previous posts on Luvocracy I mentioned that they can get away with fun and informal language, as their products and brand represent this. So consider this when you are reviewing your social media strategy.

Final Thoughts on Mr Porter Have Mr Porter mastered the art of social media? In short, yes. They are stylish, classy and sleek - and this is reflected in their social outlets.

They combine engaging, fun material with an indepth consideration into their brand and audience. The result: a social presence that enhances their position as the premier online retail destination for men's style. Image sources: mrporter.com youtube.com twitter.com

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ABOUT THE AUTHOR

With expertise in business development and content marketing, grounded in a technical understanding of the web, Rob helps us gain traffic and exposure with innovative and effective tactics. Prior to helping both our clients and ourselves with

lead generation, he worked on social media strategy and execution for James Caan's HB Prime Advantage advisory business. He combines entrepreneurial skill with a dynamic approach and a focus on results.

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