Digital marketing strategy for Vogue magazine.

1. VOGUE
Digital Strategy
Emily Allor

2. "The foundation of VOGUE's leadership and authority is the brand's unique role as a cultural parameter
for a global audience."
-Conde Nast
The VOGUE Brand
»»Fashion and lifestyle magazine
»»Founded in 1892
»»Picked up by Conde Montrose Nast in 1902
»»Current editor-in-chief: Anna Wintour

3. Research & Analysis
Current Audience
»»11.4M print audience/ 1.2M web audience
»»Females in mid thirties
»»Some college education and employed
Target Audience
»»Young professional women
»»24 to 31 years of age
»»Next generation of readers
Main Competitors
»»Harper's Bazaar
»»Elle Magazine

4. Goals & Objectives
Social Media
»»Twitter- 3,000,000 followers
»»Facebook- 4,000,000 fans
»»Tumblr- 2,000 notes per post
»»Pinterest- 2,500,000 followers
»»YouTube- 10,000,000 video views
Overall
»»Increase subscriptions to print and tablets

5. Budget
$192,000 a year
»»$12,000 a month on social media/internet
»»$4,000 a month on mobile

6. #hello
Continue to build and improve on Twitter, Facebook, and
Tumblr accounts, while adding a Pinterest and YouTube
account.
Why add Pinterest and YouTube?
Social Media/Internet Strategy

7. Social Media Content
»»Twitter- employee involvement, link up, retweets
»»Facebook- previews, link up, fan discussion
»»YouTube- interviews, photo shoots, Vogue Closet
»»Tumblr- previews, vintage Vogue photography
»»Pinterest- advice, information, DIY, How to's
Events
»»CFDA- emerging designers
»»Fall/Spring Fashion Weeks- US, Paris, Milan, and London
Social Media/Internet Strategy

8. Tone
»»Friendly, upbeat and savvy
Frequency
»»Twitter- 5 tweets per day
»»Facebook- 3 posts per day
»»Tumblr- 2 posts per day
»»Pinterest- 5 pins per day
»»YouTube- 1 to 3 videos per week
»»Increase frequency during special Events
Response
»»Actively engage in communication
»»Stay positive, carefully choose what to respond to
Social Media/Internet Strategy

9. Updates
»»Vogue Stylist- integrate affordable fashion
»»Vogue Wish List- update/new version
QR Code
»»On cover and traditional media
Mobile Strategy

10. Google Goggles
»»Searchable images and articles with in the magazine
»»Links to exclusive content/only access is through app
»»Time sensitive
»»Updated for every new issue
»»Encourages subscriptions
»»Promote through Twitter and Facebook
Mobile Strategy