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Archive for August 2010

How H&M Approaches Social Media

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A couple of weeks back, when I was visiting Stockholm, Sweden, I had the chance to touch base with Miriam Kuronen, H&M’s Social Media Project Manager (http://se.linkedin.com/pub/miriam-kuronen/13/545/4a1). Over the last few years, H&M has grown from a local Swedish retailer to a worldwide phenomenon.

Shopping is a social activity, so I wanted to gain insight into their approach. What I’ve found interesting is that their overall strategy for social media is one voice across multiple local markets. They’ve found success in this realm by going after passion point customers; engaging with their core audience in a way that encourages them to discuss the brand and interact with others who have the same passion. According to Miriam, “Interaction is the key, simply pushing a sales message or marketing initiative is not enough.”

What’s in store for H&M’s social media future is local adoption and sharing of information across various platforms (social sites, company sites). Since every individual has their own “sphere of influence,” the ease of sharing and communicating is how they will find success.

A common theme I found throughout my discussion was “one voice across multiple markets.” In my experience in social media, I’ve found that there are often rogue strategies not aligned with their overall marketing objective of the company. It’s great to hear H&M is implementing a holistic strategy tweaked for individual markets. A great number of companies can learn from what they’re doing.

Written by Derek Reese

August 16, 2010 at 10:02 am