MANGO social media
Mango’s social media strategy
With social media being an influential part to modern society, it is therefore up to brands to try to build a personalised experience for consumers by reaching out to them on various digital platforms as “up to 35 percent of consumers indicate that they rely on recommendations from social networks”.
How they use social media?
As you can see from the different social media websites, Mango is very present on social media trying to connect to their customers, yet these are very mainstream social media strategies thus we will introduce Mango to new strategies, as following:
MANGO’s new social media strategy
- RSS
- Tag cloud
- Folksonomy
- Microblogging
- Video - Sharing
Mango can update this tool on their online website where they sell their clothes, thus when you subscribe to their RSS feed you get notifications that an item you have looked at yesterday is on sale, or the shoes that you were looking for in size 38 are now available again, thus Mango connects with the customers making it easier for them to shop. When new products are up Mango can send a notification via the RSS on the users phone or laptop and he will be notified about the new product.
Mango could make a tag cloud with all the instagram hashtags that are made in relation with them, this shows the opinion and “online place” of the company as the tag cloud is only made from the customers hashtags. It could look something like this:
MANGO should start a campaign where normal people become mango models by tagging MANGO in the pictures and it appearing on MANGO social medias (MANGO does not have to do anything in this social media, it is done by itself by them using folksonomy)
"ALMARIE"- Small company but a big success
A good example in order to illustrate how this tool can be very useful is a small bikini boutique that started in Israel few years ago, the owners had no budget to spent on advertising in order to promote her new so she started to create a "social media viruses" company all of her customers posted there pictures from different places wearing "ALMARIE" bikini, in few weeks ALMARIE had thousands of followers and the biggest market share of bikini in Israel.
Tumblr is a combination of microblogging and photo or video sharing platform, very much like Instagram, but mostly used on computers, while Instagram is smartphone based. Mango does not show a lot of presence on Tumblr. This is based on mentionings of the brand or hashtags.
We would recommend to get famous fashion bloggers on tumblr to post pictures wearing their clothes. This would increase the awareness of Mango on tumblr and can potentially attract new customers.
Mango has its own YouTube channel with 26K followers. This number is quite remarkable in relation to the market share they have. They started their channel 9 years ago and upload at least 2 videos a month, usually more. The video topics vary from a makingoff of a photoshooting to interviewing their models. Mango is using is YouTube channel to give their followers a good insight of what the company is about and what they value. They also give them the chance to get involved through comments.
After analyzing their channel and comparing it to their competitors, we can see that they are mostly way ahead of their competitors. Although they might have less followers at the moment than their biggest rival ZARA, they are more active and creative. They are not only presenting their clothes in their videos, but also showing their brand values, as well as vision.