social media strategy – lion brand yarn
TRANSCRIPT
Lion Brand YarnsKerissa Ward
Emerging Topics in GC: Advanced Social Media and Digital StrategyMay 5, 2015
Contents
● Company Information● Competitor Review● Current Digital● Mission & Objective● Target Market● Recommendations
Background
● Founded in 1878● Privately held, family owned● Estimated revenue is $100-200m/year● Opened first retail store in 2008● Martha Stewart and Vanna White have their
own yarn lines
Sales Platforms
● Physical Retailers○ Walmart, Michaels, Joann’s
● Local Yarn Stores● Lion Brand Stores
○ Manhattan○ Hudson Valley○ New Jersey
● Online
Digital Presence
● Website○ Blog○ Podcast
● Facebook● Twitter
● YouTube● Pinterest● Instagram● Craftsy
Red Heart
● Too busy● Too many typefaces● Content competing with each
other● Duplicate links● Social media links at the
bottom of the page
Knit Picks
● Simple search bar● Purchasing call to action● Simple UX● Main menu stays in place● Social media call to action● Social media channels at
the bottom
Right● Colorful, but not
obnoxious
● Search bar at the top
● Newsletter call to action
● Large photos
● Two menus● Three areas to sign up
for newsletter● Number for phone
orders● Social media at the
bottom of the site● Block of text in middle
of site● Video on how to
connect with Lion Brand
● No responsive design
Wrong
MissionSell yarn, needles, notions, and books.
ObjectiveMore than building a community,
it’s about building a family.
The Aging Hippie Grandmother
● 55+● Middle income● Leaves in the Midwest● Primarily crochets● Provides a creative
outlet● Reduces stress● Stitch & Bitch member
● Doesn’t use internet often○ Finds patterns in
magazines, books, and yarn labels
● Facebook is primary social media
● Buys yarn and supplies in stores
The Cool Aunt
● 35-54● Middle and upper
income● Lives in the Northeast● Primarily knits● Enjoys making things for
others● Improves mood● Knits alone
● Goes online often○ Ravelry member○ Uses Pinterest○ Pattern searches
● Other social media:○ Facebook○ Instagram
● Yarn buying:○ At least once a month○ Retail and online
The Old School Millennial
● 18-34● Low- to middle-income● Lives in the West● Knits and crochets daily● Learned from
mother/grandmother● Provides a sense of
accomplishment● Active in charity work
● Goes online often for patterns
● Very active in social media:○ Ravelry○ Pinterest○ Instagram○ YouTube○ Twitter
● Prefers online or local yarn stores
Voice & Tone
● Voice○ Wise○ Loving○ Supporting○ Mentoring
● Tone○ Conversational○ Cheerful○ Friendly○ Humorous○ Laudatory○ Respectful
Recommendations
● Make entire site responsive● Slim down to one menu● Remove content describing the website● Remove "How to Connect" video● Move FAQs to bottom of page● Make store finder to link at top of the page● Put 1-800 number under "Contact Us"
● One menu○ Keep menu titles simple○ Detailed contents will present on the left after click-through○ Anchor each page with menu
● Move newsletter/discount call to action to above the menu
● More space between content and media○ Allows for larger text
● Move social media icons to top of page
Recommendations
Recommendations
● Share media (photos, videos) between platforms
● Craft different content for each platform● Continue engaging users through social
media○ Retweets○ Replies on Facebook, Twitter, Instagram
Questions?
Resources
● Blumenthal, David. “How I Did It: David Blumenthal”, Inc., Feb. 1, 2005
● Collins, Glenn. “Knitting Through the Downturn”, New York Times, Nov. 17, 2008.
● Craft Yarn Council, 2014 Tracking Study,http://www.craftyarncouncil.com/know.html, Jan. 2015
● Henderson, Tim. “How America’s Middle Class Has Shrunk Since 2000”, The Pew Charitable Trusts, Mar. 19, 2015