“Nature Meets Fashion”

Nature meets fashion as reported by Facebook Business is the over-riding theme of the clothing retailer, tentree.

The company has its roots in Vancouver, BC and upholds an incredibly high standard to its Corporate Social Responsibility stating this on their homepage “we have a responsibility to protect and preserve the world we live in”.

They have achieved this by promising to plant 10 trees for every item purchased and to date have planted over 40 million trees worldwide.

In 2018 they launched a Facebook ad campaign utilizing an option referred to as its Value Optimization Tool. The target audience was high-value shoppers. These are customers who are willing to pay a higher price for a product that offers value in the form of social responsibility.

Looking at their Facebook and Instagram pages I feel their audience is a mix of millennials and environmentalists. Check out a few pics from their Instagram page:

Focus and Strategy

Delving more into tentree I notice that they primarily focus on their Facebook and Instagram social media accounts. This follows what I have discussed in my post Content Marketing, Tips and Tricks which is to target your marketing with one or two platforms.

Through my research I discovered a great podcast, on building custom audiences presented by Buffer, a social media scheduling app that encourages creating “thumb-stopping” content.

In this podcast they summarize many of the details of this social media essentials course. The over-arching theme is using the various statistics provided by the various social media sites and what sets one apart from the other.

Buffer noted that the star of ads and business to customer servicing would have to be Facebook and Instagram whereas Twitter and LinkedIn were more business to business based.

Last year for Earth Day (week) tentree once again created a campaign that focused on their core belief; tree planting. They hit their target and then some curating over 15.5 million likes over the week, their goal was five million. Now that’s a successful strategy. Check out How tentree overtook Instagram and created one of the most powerful social media campaigns to date.

Final Thoughts

tentree has been in business since 2012 and has been able to stay true to their roots and consistently deliver on their promise to plant trees worldwide, maintain their attention to environmental awareness and lessen the carbon footprint of a successful clothing retailer.

They have achieved this by finding and nurturing their customer audience, building on look-alike audiences and creating client loyalty within their clothing brand through targeted strategies and commitment.

This week we covered some basic set up and usage of the most popular social media platforms. My post this week will be an overview of what we have covered and what makes each network unique and how one may work better than others for certain uses.

Facebook

I’ll start with the most well used and known platform; Facebook. According to the Pew Research Centre Facebook has consistently maintained the most active users (over one billion) going back to 2012. The graph below shows the percentages of U.S. adults using various social media sites.

I find Facebook to be the easiest platform to use and see it as the most cohesive platform as it is used for so many things. You start with your personal page where you can share personal or business information with or without graphics.

Some new things I learned this week that I hadn’t known before were some of the options available on my business page. I discovered how to unpublish my page while I work on it. I have a stream of posts where I was updating my cover photo over and over again. Happy to know now how to avoid that in the future.

As well I was introduced to more of the insight features that are available on a Facebook business page. I will definitely be tuning into those stats more often as I create content for my page.

I have also found that recently Facebook has increasingly been advocating the use of groups as a safer way for members to connect. Check out this post for more insight into this trend; How to Create a Facebook Community.

Instagram

For me Instagram would be second on my list of personal favourites for social media networking. This is a site that is heavily visual. It is a great site where stories are told through a host of styles of pictures. I feel that Instagram is best for those who are trying to sell products either as a business or as an influencer. Sales are made through the effective use of photographs.

I have a side hustle as a Virtual Assistant that I started last Fall. You can find my website here: tracymosby.com

Through this I have been trying to build up my business through increased use of social media networks. One area I have been working on, through Instagram, is my grid. This is the top nine pictures in your feed. A recommendation I read in this week’s content was to add a personal picture every nine frames, so yesterday I added one. You can find my business account here Tracy Mosby Virtual Assistant Services.

Twitter

Next on the list is Twitter. I have had an account with Twitter since 2012 and I rarely use it. This week’s content indicated that Twitter is primarily used for breaking news, entertainment and sports. One of the most effective features for me on Twitter is the ability to search a topic then select “latest”. This feature then provides the most recent tweets and links on the topic you searched. It is a fabulous platform for staying up to date on anything breaking in the above categories.

This course has us using Twitter frequently and I am enjoying learning and using it to stay current with my classmates for my Social Media Essentials course.

LinkedIn

LinkedIn is another platform I have had an account on for quite some time, but again rarely use. This is a great platform for networking with co-workers and acquaintances and is very specifically business-based. You should not use this site as a place to share personal updates.

This week I learned that I should separate my personal page from my business page, another task to add to my ever-growing list of social media updates!

YouTube

YouTube although social, is also a fantastic search engine. I have used it and uploaded a couple of crazy videos in attempt to see if it would be a direction I wanted to take for an online business that I no longer operate. I am nervous and excited to use this platform for our final assignment!

Upon review of my post I see it is quite clear which platform I am the most familiar with and use the most! I look forward to gaining insight from my instructor and classmates on the sites that I do not use as much. Let me know in the comments about your preferred social media sites!