Vogue Digital Strategy

VOGUEDigital Strategy

Emily Allor

The VOGUE Brand » Fashion and lifestyle magazine » Founded in 1892 » Picked up by Conde Montrose Nast in 1902 » Current editor-in-chief: Anna Wintour

"The foundation of VOGUE's leadership and authority is the brand's unique role as a cultural parameter for a global audience." -Conde Nast

Research & AnalysisCurrent Audience

» 11.4M print audience/ 1.2M web audience » Females in mid thirties » Some college education and employed

Target Audience » Young professional women » 24 to 31 years of age » Next generation of readers

Main Competitors » Harper's Bazaar » Elle Magazine

Goals & ObjectivesSocial Media

» Twitter- 3,000,000 followers » Facebook- 4,000,000 fans » Tumblr- 2,000 notes per post » Pinterest- 2,500,000 followers » YouTube- 10,000,000 video views

Overall » Increase subscriptions to print and tablets

Budget$192,000 a year

» $12,000 a month on social media/internet » $4,000 a month on mobile

Social Media/Internet Strategy

Continue to build and improve on Twitter, Facebook, and Tumblr accounts, while adding a Pinterest and YouTube account.

Why add Pinterest and YouTube?

#hello


Social Media Content » Twitter- employee involvement, link up, retweets » Facebook- previews, link up, fan discussion » YouTube- interviews, photo shoots, Vogue Closet » Tumblr- previews, vintage Vogue photography » Pinterest- advice, information, DIY, How to's

Events » CFDA- emerging designers » Fall/Spring Fashion Weeks- US, Paris, Milan, and London


Tone » Friendly, upbeat and savvy

Frequency » Twitter- 5 tweets per day » Facebook- 3 posts per day » Tumblr- 2 posts per day » Pinterest- 5 pins per day » YouTube- 1 to 3 videos per week » Increase frequency during special Events

Response » Actively engage in communication » Stay positive, carefully choose what to respond to

Mobile Strategy

Updates » Vogue Stylist- integrate affordable fashion » Vogue Wish List- update/new version

QR Code » On cover and traditional media

Mobile Strategy

Google Goggles » Searchable images and articles with in the magazine » Links to exclusive content/only access is through app » Time sensitive » Updated for every new issue » Encourages subscriptions » Promote through Twitter and Facebook

Vogue Digital Strategy

Education

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