When it comes to the DTC model, many people will think of Warby Parker, an online eyewear retail brand that is revolutionizing the industry overseas. Warby Parker provides users with a full range of eye care products and services. It was born in the crisis and opportunity of giant monopoly and early dividends of social media, but it turned the tide and found a way out of the crisis. Last year, it was successfully listed directly on the New York Stock Exchange and became an online eyewear brand favored by countless consumers. It has also become one of the best practices in the DTC business model.
This time, we scraped the latest 100 posts on Warby Parker’s Facebook page and found the following:
▶ Basic introduction
The Warby Parker Facebook account has been authenticated and the basic content has been configured. The number of fans is as high as 760,000. For an official media, this number can be said to be quite impressive.
Judging from the number and frequency of posts, the number of posts in recent months is: 35 in March, 28 in April, and 20 in May. There is no fixed time and frequency of updates. Brand hot spots and activities determine the number and time. It is in line with the update characteristics of general social media accounts. No rules are the best rules, and it will also reduce the mechanical feeling when interacting with customers.
▶ Topic experts
Use topics well. From official production of PGC to customer production of UGC, the topic content is accumulated, diversified in form, and distributed in a decentralized manner. It is continuously superimposed and repeated within the entire platform ecosystem, increasing brand voice, enhancing user awareness, and shaping brand image.
The main topics of Warby Parker are: #wevegotoureyeson - introduction by dedicated expert users; #TeamWarby - a common community for brand users and employees; #warbyhometryon - UGC area for users to try on and share; #warbyblue - brand VI, Warby Parker blue area.
You can even find content from 2014 when you click on many topics, which is surprising about the huge value of social media content. After the content is produced, it has social customer service value, communication value across time cycles, and the potential energy of adding up to a large amount of buzz.
On many Internet platforms, topics are also a carrier through which companies can penetrate the official account itself and form a large amount of content. Moreover, occupying valuable topics early will also make it easier for users to search for keywords on social media platforms and find your brand by clicking on the picture.
▶ Expert interaction
Under the topic #wevegotoureyeson, you can see many personalized introductions from real expert users/KOC users. In the introduction, you can also promote the expert users, and you can also bring their account links or FB homepages. For Daren users, it is not only a promotion for Warby Parker, but also a promotion for their own business. Two-way publicity and interactive publicity will be of higher value to both parties, 1+1>2. Social media is inherently a field that relies on interaction and communication to generate unlimited value.
From the perspective of onlookers, the output of such interactive publicity is naturally more trustworthy and closer to each other. Expert users/KOC users are originally the bridge between amateurs and brands. From the user's perspective, they are accessible, authentic and trustworthy. From the brand's perspective, they have certain influence and network capabilities. There are many propaganda tricks, but sincerity is the biggest trick.
▶ Brand image
Every brand has its own personality, and in our words, it has its own baggage. Warby Parker's baggage is the temperament of urban youth, sometimes elegant, sometimes lively, sometimes outdoors, sometimes elite. They are a group of people who pursue quality life, which is reflected in the VI image and promotional content of the entire brand. From the social identities of many expert users, the Warby Parker blue that is implemented online and offline, and the seemingly casual but carefully shot and edited videos, all reveal the consistent image and temperament of the brand.
In the process of corporate DTC brand global expansion, brand building is reflected in every word, picture and text. Maintaining a consistent style and rhythm can strengthen brand VI recognition and internal image recognition, making it easier for users to understand and remember the brand.
In Warby Parker's post, a separate #warbyblue topic was created. Companies continue to add content to this topic, and the more it is repeated, the more impressive it becomes to users. In the brand DNA, color science such as "Hermès orange, Tiffany blue" is also a way to deepen the impression.
Regarding DTC brand color science, SocialEpoch will conduct special sharing research in subsequent content. Welcome to continue to pay attention to SocialEpoch
▶ Interaction situation
Posts on Warby Parker's homepage mainly focus on new product launches, introductions by expert users, new store openings, and product displays. The number of likes generally ranges from 10 to 40. The number of comments is basically good reviews from users, and occasionally there are some complaints and negative feedback.
For example, in the picture above, I don’t know whether it is a complaint from a real user or a negative fan sent by a competitor to comment and complain on multiple posts in succession. Once there is too much negative information like this, it will definitely have a negative impact on the brand image and sales. On the contrary, if there are more positive comments in the post, it will also have a positive effect on the brand and eliminate the negative impact of these negative comments. Therefore, hurry up and invite users to interact and communicate.
▶ How to increase post interaction volume in a short time?
Facebook’s monthly active users are 2.91 billion, ranking first in the world’s social media. In terms of brand promotion value, it is no less important than the official WeChat official account of our domestic enterprises. The quantity and quality of interactive sharing of posts will play a decisive role in users' purchasing decisions. Especially for many impulsive consumers, a stimulating evaluation plus a mall address will directly promote their order transactions.
So, how can cross-border enterprises do Facebook post marketing in a short time? Batch + multi-account operation!
Through multiple accounts + batch operation, a large number of keywords and topic content for the brand can be formed on the FB platform, increasing the brand's reputation.
Of course, frequent switching between multiple accounts can easily lead to account suspension and cumbersome operations. You can also choose our Facebook product announcement. Batch login with multiple accounts, batch offline, batch posting and automatic reposting can significantly increase the interaction volume of your FB account in a short time and build brand reputation. More functions are waiting for you to explore!
