Part
01
of one
Part
01
How to diamond jewelry retailers digitally market themselves (blogs & social media)?
Hello there! Thank you for asking Wonder to research how diamond jewelry retailers market themselves digitally.
For each of the companies you listed, I first searched for any articles about effective social media strategy. I then searched their websites, Facebook, Twitter, Instagram, and Pinterest for numbers of followers. I have included links for all of these. Based on the information, I included summaries before numbers for the following results, which are in no particular order.
DMN wrote about Blue Nile's digital marketing in September 2016. Since not everyone knows the four Cs in choosing a diamond (color, clarity, cut, and carat weight), Blue Nile has decided to provide that education. Its website content includes printable ring style guides, four Cs videos, and diamond-choosing tips. Web searches like “what to look for in diamond clarity” or “what to look for in a diamond cut” can help drive traffic to the brand's website. The company also leverages email marketing and can tailor content based on different kinds of shoppers. "The company can decipher what a consumer might be in the market for by asking for his or her relationship status upon opt-in (single, engaged soon, engaged, or married) or by analyzing the subscriber's past purchase data or online behavioral data."
The company posts regularly to Facebook and is very responsive to users, according to the site. The About section states: "The Blue Nile Facebook page is devoted to fun discussions on diamonds, fine jewelry, weddings, and engagements. We invite you to comment, share stories, and ask questions." The Twitter page gives focus to other types of jewelry, like necklaces and earrings, while still including engagement rings. Its Pinterest puts the focus back on wedding sets: "We’re a diamond and jewelry retailer pinning wedding and fashion inspiration. View engagement rings, wedding rings, earrings, necklaces and more." And Instagram features closeups of Blue Nile jewelry, particularly engagement rings.
Followers:
An October 2015 article in InStore said "Social-Media Strategy Key to Brilliant Earth’s Online Success." It mentioned that the socially conscious, ethically sourced Brilliant Earth had come in 6th among the top 10 popular jewelry websites, “ahead of bigger jewelry retailers and brands like Jared, Helzberg, Ross Simons and Cartier,” according to the article. The site for the top 10 list states: "What we can see from the top 10 is that Brilliant Earth is way ahead of the others with a whopping 14.94% of their traffic coming from their various social channels. We decided to dig a bit deeper into this and found that over 85% of this traffic comes from their Facebook and Pinterest accounts."
Followers:
A January 2016 article at Clickz noted that Simon G. Jewelry had a 25 percent share of voice in the jewelry space, and this was the result of a social audit that changed the brand’s social strategy. "Posts would just go up when they went up, with very little engagement," according to the article. "The brand seemed trying to get as many followers and fans as possible on social, and expecting that to turn into sales."
Simon G. worked with Three Degrees, a New York digital agency, to determine an action plan for more engagement. One of the biggest helps was data. It now uses previous social data when determining future posts, and real-time data helps Simon G. "congratulate couples as they make engagement and wedding announcements on social media," according to the article. The company now quickly responds to comments and questions and routinely checks its notifications. It follows people and comments on their posts, and it chimes in on market-appropriate hashtags. Followers feel like they are appreciated and part of the brand.
Followers:
An August 2016 story on The Centurion noted that Tacori was was one three jewelry "geniuses at Instagram engagement," coming in second to Tiffany & Co. For influencer content, Tacori worked with Whitney Port (of tv show The Hills fame) and Katherine Schwarzenegger, among others. For co-promotion and cross posting, Tacori worked with Smyth Jewelers. And Tacori believes consistency in its brand message it crucial: “Our customer may log on to Facebook in the morning, then check Instagram several times a day, and then go home and conduct research on Pinterest later that night, whilst streaming YouTube content. They may also be searching on Google, or flipping through a magazine, or reading blogs,” the brand is quoted as saying.
Followers:
Pace called Tiffany & Co. a "Digital Marketing Gem" when it wrote of them in February 2016. With 9 million Facebook followers, it would be difficult to argue this point. "Tiffany is impressing consumers and consumer researchers alike...by tapping into the sentiment involved in purchasing fine jewelry, particularly engagement rings. Their latest campaign, 'Will You?' celebrates 'love in all its forms' and features real-life couples, including a same-sex engaged couple," according to the article. Additionally, The Centurion mentioned that Tiffany was number one in Instagram engagement, according to number of followers.
Followers:
___________________________
Thank you for the opportunity to research this fun topic! I hope the links, summaries, and data will prove useful to you in developing a social media strategy. We appreciate you choosing Wonder for your research needs!