These days, marketers often discuss the challenges and opportunities involved in optimizing a single message for multiple social channels. There are several top brands out there that show a nuanced understanding of how their customers interact with each channel, and taking a close look at how these brands make an impact in each environment can be an enlightening way to inform our messaging.
With this goal in mind, I tracked the way that Anthropologie - which has a robust social presence - conveyed the announcement of its September catalog through email, Facebook, Twitter and Pinterest, with special attention to the copy used in each channel.
Anthropologie effectively uses Twitter to publish frequent messaging on a single topic. Because of the nature of Twitter, followers are less likely to find multiple daily messages irritating than would email users, and they might not even catch all of the tweets depending on how frequently they check their Twitter feed. This allows Anthropologie to send several messages touching on different aspects of the same message. In this case, they mention their catalog in terms of its photo shoot location (Scotland), a highlighted item (boots) and a direct announcement of the catalog's release, boosting the chances that each follower will find a tweet that appeals to her.
Compared to their copy in other channels, the copy in Anthropologie's Facebook postings is a bit longer and more conversational, worthy of the "status update" that will pop up in the newsfeeds of those who "like" their brand page. Their Facebook page is interspersed with bold imagery and simple text status updates, often with links back to their website. Using an image that looks like a video player entices click-throughs to a video landing page that not only inspires daydreams of stylish jaunts around Scotland but that also invites viewers to interact with Anthropologie on other social channels. Here, as on Pinterest, Anthropologie approaches the catalog message from multiple angles to drum up more interest.
Anthropologie keeps multiple pinboards up to date with a steady stream of imagery and almost no copy. The pins on their "Away We Go" pinboard highlight the location rather than the fashions of their catalog (though their primary catalog model can be spotted in one of the pins on this page). The lack of a marketing feel to the images on the "Away We Go" pinboard invites customers to repin them to their own pinboards, subtly incorporating Anthropologie's fall feel into the lifestyles and aspirations of Pinterest users and revealing a respectful grasp of how their customers use Pinterest.
Finally, Anthropologie's August 30th email is elegantly concise. It draws from the same collection of aspirational imagery that graces its social networking messages, and the headline and subhead call out a "fall feeling" and the location of the catalog photo shoots. While there is a small submessage announcing the catalog on the left side of the email, the straightforward subject line ("Our September catalog has arrived") does the heavy lifting in creating a context for the email's creative elements.
Seen other strong approaches to cross-channel messaging? Please share in the comments!