SOCIAL AUDITAPRIL 2015

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Macy’s Instagram is used to display Looks and Lifestyle

● Followers: 283k ● Regularity: 1- 3 posts per day● Engagement: 2-4k Likes per post● Type of content: Trends, vacation pictures, featured products, outfits and special days i.e. prom

day, christmas, valentines, etc● Content Observations: Insta is used as a place to tell picture stories and inspiration. They

display images for summer vacations, styling looks, and holidays/special events. Content is high quality and very sharp.

● Community Management: The client engagement is commenting and shares, but the Macy’s team does not comment back in general. Posting is 1 - 3 times a day. They show charity events like Light it Up Blue” and the “Go Red” campaigns.

● Takeaways: On instagram Macy’s seems to be appealing to a younger crowd teens to 30’s. They also inspire with ocean/beach photography for summer,prom promotion pics, etc. They seem to displays looks and inspiration more than offer and sales. The posts that do best are the ones with a shareable message such as national sisters day.

Macys on SnapChat - Younger users, Sale announcements and Sneak Peeks

● Username: MacysSnaps● Target to millennials and create awareness

in real time through visuals.● Content: Pictures and videos of sales,

specials and new arrival sneak peeks● the announced the launch on twitter.● Takeaways: Macy’s presence on this

platform with increase the credibility with younger users. Also, the quick window of time to view the image may stimulate the user towards impulse buys.

Pintrest - Portal for Point of Sale & Inspiration

● Followers: 107,102 / Likes: 194● Posting regularity: 44 Boards / 15,154 Pins● Engagement: 300-1,500 likes per post.● Types of content: The boards are organized into

events for inspiration or into collections of items. The pins have direct lins to the website acting as a portal for the point of sale. Boards are also organized for Holidays special events and charity events: Santa, Valentines, Go Red,

● Boards display collaborations as with Heidi Klum, Marilyn Monroe line and Clinton Kelly wedding,

Facebook : A publishing platform and engagement platform with consumers.

• Following: 13 Million• Posting Regularity: Once per day• Engagement: 1k-40k likes per post• Content Observations: Macy’s content focuses on the

latest trends, events, nearby locations and sales. However, most of the content shows outfitting, and customer favorites.

• Community Management: Macy’s engages with customers through comments with real employees.

• Facts: Generated the most interest on Facebook During holidays. Macy’s also won Black Friday and Cyber Monday on Facebook in 2014.

• Takeaways: Macy’s FB content isn’t designed to showcase coupons or offers.

Youtube focuses on traveling, exciting events, appearances from stars and the best new fashions.

• Following: 16.8k subscribers—4 million views• Posting Regularity: 2-7 videos per month• Engagement: 500-100k+ views per post• Types of content: Travel, Fashion, Campaigns,

latest trends, Events, Celebrity Interviews• Content Observations: Macy’s focuses more on

traveling, Thanksgiving parade, home essentials, and interviews.

• Takeaways: Macy’s YouTube page doesn’t have customers engagement such as commenting or giving feedback on their videos. Most of their viewers is an older audience. Also they do not feature fashion shows.

A lifestyle Blog, on the Macy’s esthetic.

“How to” lists.

“Best Dressed” Lists.

10 Most….

10 Best….

Macy’s Social Media Usage Across Platforms Instagram, Twitter, Facebook, Google vs. YouTube

Top Competitors for Macy’sThe retailing industry is intensely competitive. The company’s operations compete with many retailing formats, including department stores, specialty stores, general merchandise stores, off-price and discount stores, manufacturers’ outlets, online retailers, mail order catalogs and television shopping, among others. Some of the top retailers Macy’s competes with include Kohl’s, Sears Holdings, J.C. Penney, Nordstrom, and Dillard’s. Macy’s seeks to attract customers by offering superior selections, obvious value, distinctive marketing in stores and sales.

Company 2015 USA Retail Sales

USA Stores

Macy’s 28.11 Billion 850

Kohl’s 19.02 Billion 1,160

Sears Holdings 31.2 Billion 926

J.C. Penney 12.26 Billion 1,060

Nordstrom 13.51 Billion 271

Dillard’s 6.78 Billion 300