An article appearing in Information Week illustrates the perfect example of an old company leveraging new tricks to attract consumers: When the grand daddy of the blue jean, Levi Strauss, starts to make inroads in yet another century (the company invented blue jeans in 1873) it forces us to stand up and take notice of how much Facebook and social media has upped the game for businesses.
The clothing maker was ranked No. 2 in the 2011 Information Week 500 ranking and it’s achieved this peak via Facebook and other media to build its brand and establish its connection with the consumer base of the 21st century.
Blue jeans are far from going out of style. Neither, it seems, is Levi Strauss’s brand message and companies across the board, whether they produce clothing or offer a service, should take note of how the simple use of Facebook and other social media can make headway into a whole new marketplace.
According to an article in InformationWeek, the company’s media strategy is all about “redefining how the business relates to its customers.” Levi Strauss, the article states, “was the first major retailer to add Facebook’s ‘Like’ button to its commerce site, and it created the first Facebook-oriented social shopping experience, the Levi’s Friends Store. There, customers can share ‘Likes’ and purchases through their Facebook networks, possibly influencing friends’ buying decisions.”
And this, the article concludes, translates into brand value.
So what, you ask? My company isn’t as well known as Levi Strauss and we don’t have the resources to engage in social media.
That’s the thing about social media: All you need is a keyboard, an internet connection and a desire to get out there and tell people what you’re about. Keep your message focused and true to what you stand for and you’ll slowly build your own list of “Likes.”
There’s no rocket science behind it. Levi Strauss didn’t build an empire constructing a highly technical product. They make jeans, people. Just so happens they make them well. What do you make well? What is your company’s claim to fame?
Figure that out; keep your message focused and engaging for those who are interacting and you’ll slowly build your own list of “Likes.” You might not get the more than 10 million Facebook “Likes” that Levi Strauss has, but you will start to understand the power of those interrelated social media connections as they begin to build and multiply.
In this new world of doing business, the retail floor or office cubicle needs to expand beyond the old confines – the internet represents infinite space, a business spectrum that allows for more attention to brands than was ever allowed before. Take innovation to a new level; involve and encourage your employees, especially those who embrace the new facets of the new IT and Marketing mix.
If you keep all this in mind, you might just build your own version of Levi’s Facebook empire.