#llbeansocialmedia

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Part_2__Digital_IQ__How_L.L._Bean - GeorgianaKlem2593's library

Part 2 of my podcast on L.L. Bean’s Social Media

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How L.L. Bean Successfully Implements Social Media in the 21st Century

Before going into details about how L.L. Bean, a privately held mail-order, online, and retail company, ended up executing social media successfully, it is important to understand how the company began doing business.

 Brief Background:

Leon Leonwood Bean founded L.L. Bean in 1912. L.L.Bean was an outdoorsman first and a businessman second. Due to his passion for nature, he began to design the Maine Hunting Shoe. L.L. Bean designed his famous boot in order to revolutionize outdoor boots.

 Source: http://www.llbean.com/customerService/aboutLLBean/timeline/#year-1021

 As history shows, L.L. Bean’s reputation was not tarnished as it faced difficult times. In fact, the company continued to flourish throughout tough historical moments such as the sinking of the Titanic, the Great Depression, World War II, and the attack on Pearl Harbor. During the Great Depression, middle-class families who could afford vacations to the wilderness sought out L.L.Bean. L.L.Bean supplied the gear for their adventures. During World War II, L.L.Bean did business in Washington as the company began to outfit servicemen with boots and outerwear. Back in Maine, the company continued to build a sturdy business with a blossoming reputation that was winning most of America over.

 Over time, the company has adapted its services to cater to the needs of its customers. The company’s focus has always been on practical apparel but customers began to demand casual-wear so the company decided to implement both, practical apparel and casual-wear while staying true to its signature piece, the Maine Hunting Shoe too.

 For the next 100 years, we can anticipate that the Maine Hunting Shoe will remain as the staple piece in L.L. Bean’s catalog, which like the shoe has “vastly improved and yet fundamentally unchanged, much like the company itself” according to L.L.Bean.com.

 L.L.Bean’s Current Social Media and its Standing:

Currently, L.L. Bean has exposure on 7 different social media channels plus has a blog known as Trailmix. Its blog, Trailmix, is a place where customers can keep up with all of the latest news. The blog allows customers to check out great ideas and receive advice that can inspire great outdoor adventures—as well as updates on the brand’s products, sales, and events taking place in Freeport, Maine plus around the country. In addition to its major blog, Trailmix, the company has the following channels: Facebook, Twitter, Pinterest, YouTube, Google+, Foursquare, and Instagram. L.L. Bean’s 7 social media channels each offer their own benefits and aim to positively represent the brand and its products.

 L.L. Bean decided to implement social media and go digital because of a few reasons:

·      Increase brand awareness

·      Acquire new customers

·      Drive traffic to llbean.com

·      Drive buyer file growth

·      Drive incremental demand

·      Provide exceptional customer service

·      Offer a platform for friendly, two-way communication

Facebook:

It allows you to share your favorite L.L. Bean stories, check out the company’s Daily Markdown deals and also participate in exclusive contests, giveaways plus more

 Twitter:

This account allows you to receive first word on L.L. Bean’ news, exciting giveaways, promotions plus more

 Pinterest:

This account features pinboards on the brand’s favorite gear and clothing brought to users from everywhere. The pinboards are focused on inspiring users to get outdoors plus discover art, photos, and more from the brand’s rich heritage.

 YouTube:

Videos are available that showcase the brand’s products, Users can also check out the brand’s TV ads and access exclusive, behind-the-scenes footage

 Google+:

When a user adds L.L. Bean to their circle, they can receive great advice on gear and destinations for their next outdoor adventure.

 Foursquare:

This social media channel allows users to scout the current specials at the nearest L.L. Bean store, find the ideal spot to put a kayak, and even more all through their mobile device.

 Instagram:

Users can explore photos and videos inspired by their love of the outdoors and things found in the great state of Maine.

 Source: http://www.llbean.com/customerService/aboutLLBean/social_media.html

 For this presentation, I will focus solely on 4 of L.L. Bean’s social media channels. I will go into further discussion about their Facebook, YouTube, Instagram, and Twitter accounts.

 Facebook:

Two accounts:

1.     Facebook.com/LLBean

2.     Facebook.com/LLBeanSignature

·      Account was created in November 2008

·      553,000 likes

·      71,000 people have been to the store

·      6,076 people are talking about the company on Facebook (source: http://brands.ignitesocialmedia.com/l-l-bean/)

·      Post on a daily basis

·      Provides its consumers with information they are interested in and the brand cares about its consumers’ input

 Ex: April 20, 2015: Good luck to all the runners in The Boston Marathon today! We’re lacing up for a summer of training, exercise and more races – what inspires you to get out and run?

Shop running apparel: http://bit.ly/LLBean_Running

 ·      Conveniently include the URL for customers to easily click on and access the company website in order to check out the deals they are offering  

 Save while you stock up for spring – receive a FREE $10 Gift Card with your purchase of $50 or more. Hurry, offer ends this Sunday, 4/19. Shop now:

 http://bit.ly/LLBean_Spring_Gift-Card

 ·      Interactive posts where customers and enthusiastic fans comment on their posts

·      The company has 2 employees who post online versions of the most recent catalogue and post customer photos.

·      All content posted will be relevant to the current month and upcoming events (ex: National Park Day April 20/ Boston Marathon April 20)

YouTube:

2 channels

*Youtube.com/LLBean

* Youtube.com/LLBeanPR

·      Created on November 2008

·      2 employees are in charge of creating videos for all products displayed

·      Videos created will have specifications and show details which otherwise would not be seen unless in person

·      All community and company events are filmed and posted on YouTube along with videos that specifically show L.L. Bean products in use

 Instagram:

2 accounts:

llbeansignature

·      574 posts

·      26.1k followers

·      384 following

·      It is an Instagram page dedicated to showcasing the spirit of New England through the display of authentic classics with a modern sense of style and fit

Llbean

·      388 posts

·      72.8k followers

·      442 following

·      showcases images of Maine, the great outdoors and the everyday moments that inspire the brand

  Twitter: (source: https://twitter.com/LLBean)

·      Was established as of January 2009

·      Tweets: 6,340

·      Following: 1,050

·      Followers: 36.5 k

·      873 photos and videos

·      features giveaways and promotions

·      posts about 5-6 tweets per day

·      aims to retweet its customers’ tweets

·      2 employees respond to customer tweets, tweet about current deals plus hold contests online

·      All content is relevant to that day

·      *Has 4 accounts: @LLBean; @LLBean_PR; @LLBeanHuntFish

·      @LLBean_Chicago

 Ethics/Philosophy about doing Social Media for L.L.Bean

 A Recommendation for L.L. Bean

·      Establish an app dedicated to the brand’s products or an app that is centrally focused on establishing one platform for all of its 7 social media channels

·      Create a brand specific Tumblr account rather than one created by L.L. Bean brand enthusiasts or lovers

 Closing Words:

1st Annual Social Media Outstanding Citizen Award (SMOC) from Blue Archer

Source: http://www.llbean.com/customerService/aboutLLBean/images/FactSheet_2014.pdf

 L.L. Bean has been successful due to its ability to create a cohesive image to represent the brand across all of its social channels.

 The one thing that draws people to L.L. Bean is that it’s a down to earth old fashioned company but keeping those old fashioned values doesn’t mean that you cannot modernize yourself with effective marketing strategies that target customers on all levels.

 Sources:

http://www.slideshare.net/wenzelhe/ll-bean-marketing-strategy

 http://simplymeasured.com/blog/2014/06/24/how-l-l-bean-scored-a-437-1-instagram-engagement-rate-hint-puppies/

 https://www.pinterest.com/llbean/your-llbean-selfies/