all eyes on warby parker: driving retail sales through social
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All Eyes on Warby Parker: Driving RetailSales Through SocialBy Jennifer Beese on March 2, 2015
ADVERTIS ING HO ME
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By Jennifer Beese on March 2, 2015
Advertising Customer Care Instagram
Not since Clark Kent have eyeglasses looked so sexy. With retail visionary
Warby Parker turning some serious heads on social, we examine how to
develop a winning strategy that engages customers by crossing every channel
possible.
Curating User-Generated Content on Social
Branding is all about buzz. This is especially true online, where 81 percent of
consumers are influenced by their friends’ social media posts. And with 92
percent of consumers trusting recommendations from friends and family more
than they value any other form of advertising, you can see why user-generated
content is critical.
81 percent of consumers are influenced by friends’ social mediaposts.91 percent of consumers trust personal recommendations morethan ads.
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Visit our social mediachannels:
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Integrate user-generated content into your social strategy to grow your
audience, increase your reach, and build stronger relationships with your
customers. Here are some examples of how Warby Parker is doing just that.
#WarbyHomeTryOn
Warby Parker has reinvented the way people shop for glasses through its Home
Try-On program. At no cost, customers can have up to five pairs of glasses
shipped directly to their homes through the company’s website, so long as they
return them after five days.
Built around customer feedback, this campaign encourages consumers to take
pictures of themselves wearing different frames and then post those photos to
their social profiles and the brand’s Facebook Page, using the
hashtag #WarbyHomeTryOn. It’s a win-win: Warby Parker gathers product
feedback while customers generate positive social sentiment around the brand
in a natural way.
“We were able to develop an amazing community on Facebook and Twitter by
answering the simple question, ‘How do I look in these glasses?’” Jen Rubio, a
social media manager at Warby Parker, told Contently. “As a result, the majority
of posts on our Page are user-generated, and it’s made for some great
conversations (and ultimately conversions).”
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Here I am in my old and current glasses, plus 5 frames from WarbyParker! #WarbyHomeTryOn #withcaptions http://t.co/xHC3KIJEmZvia @YouTube— Paul Roth (@paulidin) February 22, 2015
It’s paid off: 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.
“We were able to develop an amazing community on Facebook andTwitter by answering the simple question, ‘How do I look in theseglasses?’” — Warby Parker Social Media Manager Jen Rubio
#WarbyBooth
Adding to its at-home sales drive, Warby Parker has also curated an
exceptional in-store experience. In a 2014 interview, the company’s co-CEO
David Gilboa discussed how buying glasses is a highly social shopping
experience — with people bringing along their friends, significant others, and
family members. As a result, Warby Parker retail spaces combine the ease of
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ordering online with the fun of real-life shopping, complete with artist-designed
photo booths.
#warbybooth Tweets
While visiting one of Warby Parker’s retail locations, customers can step inside
the photo booth and snap a few pictures. Two copies of the photo strip are
printed out in the store, and customers have the option of getting digital copies
emailed to them to be shared online later.
Whether shoppers want feedback on how the new glasses look or just want to
document an enjoyable day out, Warby Parker’s photo booths add a fun perk that
enhances the overall experience with some digital crossover.
#SmileChicago
In addition to photo booths, Warby Parker introduced a Frame Studio in its
Chicago location, where customers can get their photo taken by a professional
photographer free of charge. Patrons are invited to bring friends, relatives,
neighbors, and even props.
“It’s the perfect place to stage your holiday card, celebrate a great day out,
recreate a favorite editorial, and of course, see how your new frames look,” the
company said.
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How to Use Hashtags onEvery Social MediaNetwork
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Our Chicago team gives our Half-Decade Collection a try in theFrame Studio! http://t.co/sKdr3NSEUf #smilechicagopic.twitter.com/lLItO08g3D— Warby Parker (@WarbyParker) February 17, 2015
Anyone who attends a portrait session is encouraged to talk about their
experience and share photos online, using the localized hashtag #SmileChicago.
JP Palmares was one of many people who flocked to the Warby Parker grand
opening in Chicago and said he was impressed with the brand’s personal touch.
“It makes me feel more personally connected to this big brand,”
Palmares said. “Warby Parker is headquartered in New York, but its social
outreach makes it feel much closer to home.”
palmares • 4 months ago
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“Warby Parker is headquartered in New York, but its social outreachmakes it feel much closer to home.” — Warby Parker fan JPPalmares
Takeaway: Good content increases online engagement and website traffic. If
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you need help, enlist brand advocates, including employees and customers,
through creative campaigns. Done well, user-generated material can have a
dramatic impact on your organic reach.
How to Make Data More Social Media Friendly
Today more than ever, data drives business. But when sharing company insights
with your customers, keep it interesting — no one wants to see text-heavy
documents on social. Consider how Warby Parker turned its annual reports into
engaging, shareable content.
2011 Warby Parker Report
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Warby Parker debuted its first annual report in 2011 with an infographic that
captures a year’s worth of company data. It’s highly visual while touching on
everything from web traffic to company culture. (Watch how it was made here.)
2012 Warby Parker Report
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The company stuck with a similar theme in 2012, but instead of using a linear
timeline, it presented its annual report as a wheel with interesting facts,
company milestones, collection launches, and more.
2013 Warby Parker Report
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Warby Parker’s 2013 annual report was presented as an interactive calendar with
an update for each of the year’s 365 days. According to AdAge, this unique
approach led to the brand’s three biggest sales days at the time. Intended to go
viral and create more awareness for the brand, the calendar features plenty of
lighthearted information, such as an employee survey on emoji use. Look more
closely, and you’ll see it subtly weaves in some heavier-hitting data, such as
sales growth.
2014 Warby Parker Report
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Warby Parker mixed it up again in 2014 with its Year in Review and Make-Your-
Own Annual Report.
The Year in Review features a mix of 24 milestones from across the country. It
highlights everything from new products and store openings to employee
growth and Oprah’s approval.
The Make-Your-Own Annual Report provides users with a customized annual
report of their very own that can be shared with friends and family. Answer a few
questions, and the generator transforms your results into a colorful report, to be
shared online with the hashtag #WarbyReport.
Takeaway: You don’t have to be serious to make a meaningful impact. Whether
you’re a community manager, digital strategist, or data scientist, metrics matter.
But show off your company’s assets in a way that is fun to interact with. That
way, it’s more likely to be shared.
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The 4 Cs of Social Promotion
Products may be your bread and butter, but they shouldn’t totally consume your
feed. Successful content strategies balance a mixture of different types of
posts, media, and topics. Remember, your content is competing with posts from
friends and families. Constantly advertise, and people will scroll right past.
Here’s how Warby Parker focuses its efforts through what we call the 4 Cs.
Culture
Warby Parker is a quirky brand, and people want to know who is behind its logo.
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Through its employee advocacy plan, Warby Parker refers to its workers
as “stewards” of the brand’s identity. To that end, each team member receives a
style guide and a copy of Jack Kerouac’s The Dharma Burns.
The style guide clarifies issues around grammar and usage but also encourages
employees to “write like Warby Parker is the person you’d want to be next to
you at a dinner party.” Other directives, such as color and font preference, fit the
same persona.
Warby ParkerProduct/Service · 396,577 Likes · January 28 ·
We welcome new members of our team to the office with—what else—a Warby blue balloon!Want to work with us? http://warby.me/HQRVX
Share · 21 1 1
Profile
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As for the Beats reference: Warby Parker gets its name from two of Kerouac’s
characters.
Conversation
Clearly, there is much ado about Warby Parker. But that’s because the brand
communicates with customers at every level, like a good friend (rather than one
who suddenly reaches out to you when he needs help moving).
To show it cares on a deeper level, Warby Parker invites people into its stores
to fill out New Year’s resolution postcards. Later in the year, it mails them out to
make sure customers are on track with their personal goals. The brand also
keeps the conversation going by sharing resolution postcards from its
employees on Instagram.
warbyparker • 2 months ago
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The Warby Parker blog is also worth highlighting. It features the typical product
launches and company news, of course, but it also peppers in the unexpected,
such as humorous flow charts and downloadable games.
Customers
It’s easy to see that Warby Parker values its customers. Not only does the brand
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have an excellent response rate, but it also goes above and beyond to provide
its community with good service — even when it’s not product related.
For example, a Warby Parker customer arrived to pick up her glasses on a day
that wasn’t going so well. After kvetching with some Warby Parker stewards,
she returned home to find an envelope in her mailbox, with a gift certificate to a
local bar.
tessjoh • 2 weeks ago
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Meanwhile, with product promotions, Warby Parker surpasses expectations with
interactive assistance. The company maintains a customer support YouTube
Channel to answer frequently asked questions. It also features a special
series with supermodel Karlie Kloss.
Community
In addition to running an active open-source program — where the company
gives away the software it creates — Warby Parker also devotes itself to
the Buy a Pair, Give a Pair program. Each month, the number of glasses sold is
tallied, and the company makes a donation to its nonprofit partners to cover the
cost of sourcing that number of glasses.
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In turn, the nonprofit trains men and women in developing countries to provide
basic eye exams and sell glasses to their communities at affordable prices. The
program has been a resounding success, with more than a million glasses
distributed to people in need.
Takeaway: It’s not always about you. The power of social media lies in your fans
and customers. Tap into that power by starting a conversation that can help
people in more ways than one.
A 20/20 Outlook for a Social Friendly Brand
With these helpful insights from Warby Parker, your brand will have a clearer
vision of how to more effectively communicate across channels, collaborate
across teams, and provide an exceptional customer experience. Stay focused,
and your brand will become sharper than ever.
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JENNIFER BEESE
Jennifer is a former sorority girl turned geek, writer, and
mobile app enthusiast. She has worked as a community
manager/social media strategist for several startups. Most
recently she has written for Sprout Social, Today’s iPhone,
and 20 Something Bloggers. Jennifer is passionate about
social media, apps, and physiology – she literally has a
skeleton in her closet.
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