About : Punto Fa, S.L., trading as MANGO, is a clothing design and manufacturing company, founded in Barcelona, Catalonia (Spain) by brothers Isak Andic and Nahman Andic. Mango's first website was created in 1995 and in year 2000, it opened its first online store. H. E. by Mango is a men's line created in 2008, and renamed Mango Man in 2014. They have a net income of 113,446,00€ and 12,200 employees.
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
- Tag cloud
- Video - Sharing
RSS is a web feed that allows users to be automatically updated with new content from the web. For example, if a user subscribes to an RSS feed on a web page, then every time a new article is published, the user will receive the article automatically, via a program called a reader.
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.
above is a picture of Mango’s online website and an idea how this RSS feed might look
A tag cloud (word cloud, or weighted list in visual design) is a visual representation of text data, typically used to depict keyword metadata (tags) on websites, or to visualize free form text. Tags are usually single words, and the importance of each tag is shown with font size or color.
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:
We are unsure if this is a great social media strategy but Mango could share their tag cloud on Twitter, Instagram and let their customers know what they are apparently famous for, because perhaps the main word in the tag cloud is “mango makes me happy”, and this shows a very positive view of the customers of Mango and will promote Mango further because people who see this tag cloud will think “Mangos customers are happy”.
Folksonomy, also known as tagging, is a way of categorizing internet content through collaboration. When users upload content to the internet, they can also associate keywords to the upload. When another user then searches for something the relevant information will appear. The collaborative element comes when other users also add new and additional labels to the same upload.
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.
customers from all over the world with "ALMARIE" bikini
Microblogging is a social media form related to the normal form of blogs. The only difference between them is the size. Microblogging platforms normally restrict its users to a sign limit. Therefore posts are really short and only consists of a few sentences. Users are often also able to post a picture or videos with their text. The most known microblogging site is twitter.
As we have already seen Mango has its own twitter account. After analyzing their profile we can see that they post very regularly, with a maximum of 2 days between posts. Most of the posts are related to the ongoing work of different departments in Mango. This gives their followers a feeling of being involved in the company and also the opportunity to leave comments or complaints. In conclusion, their twitter profile is really up to date and doesn't really need a lot of improvement. They post on a regular basis, their content is engaging and followers have the opportunity to create a conversation. Comparing the followers to their competitors mango can only show half the followers ZARA has. Although, taking the market share in consideration, this seems quite self explanatory.
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.
Video sharing platforms are platforms on which users can upload their videos publicly or with limited access. These publicly uploaded videos become accessible for everyone and every other user is able to comment on them. The most known platform is YouTube.
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.