Ch. 22 - Social Media And Marketing

Tory Burch currently has a number of owned media for her company, which has benefited her a whole lot. For instance, Tory Burch herself, the CEO of the company will often be active on the company's social network sites such as Facebook and Twitter. Even though Tory Burch is much more active on Twitter than Facebook, at least she is active. This actually influenced her customers to actually interact with her through social media, which made the customer feel much more important. Just to know that the CEO of a very popular company actually has the time to personally interact with the clients is something that is quite valuable.

There is also e-commerce that exist on Facebook, where consumers actually get a chance to shop through Facebook. She called it "social shopping". She seen it as the future of e-commerce. Consumers can also give comments, suggestions and etc. through the Facebook page. Tory Burch actually observes her consumers' comments and picture through social media sites in order to better serve them. It allows the company to find out what makes their consumers happy and what gets them upset. They try to figure out their consumers' taste and what improvements need to be made within the company. Consumers even inform the company of counterfeit sites. I actually came across an excellent video of Tory Burch explaining how the use of social media successfully helped the company grow dramatically.

Toryburch.com is another site where consumers can purchase the company's products. The website helps the company reach its international consumers around the globe. It's also very convenient for consumers who barely have time to shop in stores. The website provides a section where consumers can sign up for an email list, which saves all their information so then every time they do shop online, they won't have to re-enter their address and etc. It makes things much more convenient especially for the company's loyal consumers. The company's website also contains border colors and styles that are incorporated from the designs seen in Tory Burch products.

There is also a blog for the company which showcases similar styles and colors to the brand itself. It creates an atmosphere where the customer will feel as if they're in Tory Burch's living room. After all, one of Tory's goals was to incorporate her own sense of style not only into the products from the company but anything else that had to do with the company as well. This then gave a feeling of comfort and familiarity for her consumers. The blog would often show things such as "book of the week", "food recipes", "what's new in the company" and a lot of other interesting things that helped Tory Burch engage with her consumers.