How Ted Baker InnovaTED the Social Media Scene Fashion Journalism Assignment: Write a blog post on a successful social media account

Imagine: millions of users addicted to social media. Actually, not so hard to imagine, considering that millions of users actually are addicted to social media. In fact, out of the 7.4 billion people in this world, nearly 32% are active social media users. That’s an audience of 2.3 billion people all interacting over a few social media platforms! Besides individual users, businesses have also found success at capitalizing on this massive audience and that was the birth of social media marketing. According to 62% of marketers, using social media for their marketing campaigns has become more important to their outreach and ultimately, their engagement with new and existing users.

Now imagine these copious amounts of information flashing by the billions of users’ screens each and every day. Advertisements, alerts, and engagements leave an awful small space for companies’ posts to stand out, right? So how do they do it? What’s the secret strategy and how can we learn from such a plan of action?

On the helm of successful social media marketing is one British company in particular: Ted Baker. Established in 1988 in Glasgow, Scotland, Ted Baker remains one of the few companies existing that have been able to expand from one single store in Scotland to become an international company with over 330 stores and concessions without an advertising campaign.

How?! Can that be done in this day and age? It can and it did. Being touted as the “no ordinary designer label”, Ted’s marketing strategies have been heavily influenced by in-store engagement. Starting small and growing large has mostly been due to the focus on creating a “no ordinary experience” in their stores; however, a large contributor to their success has also come from their innovative approach to social media marketing.

It doesn’t take a genius to see how effective and unique their social engagements are with their customers via social media outlets. Just the other day, I was in one of their stores and at the checkout, the saleslady asked if I would like to enter for a chance to win something special. ExciTED at the prospect of winning something unique, I happily obliged. With a first-ever fashion partnership with Google, I was to enter a phrase on a card into my Google Voice app, which led me to clues that led me to a special prize.

If

you’re more of an Instagram shopper, Ted’s got it covered there too. Throughout the launching of their new

campaign “Mission Impeccable” Ted has been sharing “classified documents” in which customers are encouraged to decode in order to take part in an online scavenger hunt.

Or perhaps you fancy a traditional visit to the website. The campaign video, directed by Guy Ritchie, allows viewers to automatically click items featured in the video that they wish to purchase. Not only do they visually experience what the clothes look

like on people, but it’s a new form of customer engagement, one that seems to be working rather well for the British brand.

So what makes Ted Baker’s social media platforms so successful? Throughout the entirety of their social media presence, one thing can be expertly ascertained: they have consistent branding. One of the crucial aspects of social media marketing is consistency. Not only is it an important ingredient in creating a community feel, but users experience the company values as well. Ted Baker has undoubtedly succeeded in creating a flourishing omnichannel experience with its users.

Ted Baker has topped the list of most socially engaged retailers, bringing “personality to life with playful and sophisticated content” (The Retail Bulletin). By using vivid imagery, well-designed and strategically timed posts, as well as embracing new technologies, they’ve created an immersive experience for the customers. Ted has been at the forefront of digital innovation.

They’ve held my attention. For years, I have followed them and looked forward each season to what new and creative method they’ll use in which to engage me with. They’ve creaTED. They’ve innovaTED. And they’ve succeeded.

Works Cited:

Chaffey, Dave. "Global Social Media Research Summary 2016." Smart Insights. N.p., 8 Aug. 2016. Web. 26 Sept. 2016.

Carlisle, Steven. "Ted Gets It Right." TFM Insights. N.p., 12 Aug. 2014. Web. 26 Sept. 2016.

Chaffey, Dave. "Global Social Media Research Summary 2016." Smart Insights. N.p., 8 Aug. 2016. Web. 26 Sept. 2016.

Kelly, Kevin. "Ted Baker Goes All in on Social Media in Its New Marketing Campaign." News Talk. N.p., 7 Sept. 2016. Web. 26 Sept. 2016.

"Ted Baker Named as Most Socially Engaged Own-brand Menswear Retailer." The Retail Bulletin. N.p., 7 Jan. 2016. Web. 26 Sept. 2016.