Best practice: social media tips from the best

Linking shopping data with social profiles to create true brand loyalty is no easy feat – but Old Navy is ready for the challenge. WGSN Associate Digital Editor Sam Aldenton reports.

This month I interviewed Old Navy’s director of digital and social innovation, Taylor Bux as part of a monthly series highlighting the social strategies behind some of the industry’s most digital savvy brands and retailers.

During our interview, Bux revealed an interesting tactic Old Navy uses for working with its wide variety of influencers.

The retailer has created a three-tier system to categorise the different talents it works with to best fit its various digital properties. And the result? A pretty innovative – and efficient – social strategy. Here’s how Bux explains the three layers…

1. Top tier: “Influencers and talent with lots of reach, brand credibility, and people we can call on at certain times of the year. One example would be the partnership we have with the designers who founded denim brand Current/Elliott and the way they could speak to and create credible fashion content for us.”

For the full strategy, head here:

http://www.wgsn.com/blogs/the-digital-digest-old-navys-tiered-social-media-strategy/