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Social Media Case Study

CONVERSE Jessica Ashton

June 5, 2015

Social

Media

Abstract

Converse Overview

As the top most popular sneaker in social media, Converse now has 42.9 million Facebook! Geoff Cottrill, Converse's chief marketing officer and social media manage, was asked in 2011 what the brand should do and he replied, "Nothing." He explained further, “By doing nothing, I meant… acting like a good party guest — we bring something to the table, and we listen more than we talk.” However, since last year Converse has dropped from being #3 in brand social media marketing to #13. This report reviews their social media platforms and how they can rise up to “all-star” status again.

When it comes to marketing, Converse knows how to get into the conversation! They are a progressive brand with a long history of cool associations through sport, music, comic books and video games. However, as consumers become more social media driven, can Converse stay on top? Other than Facebook, they do not chart on any of the other social media platforms.

Social Platforms Converse currently uses the following social media platforms:

! Facebook ! Google+ ! Instagram ! Vine ! Twitter ! Pinterest

They are a Facebook All-Star, but could still do more to intertwine their other sites and market on other platforms.!

CONVERSE Social

Media

Facebook All-Star Facebook is Converse’s main hub of social activity. Their rankings speak for themselves. They use their Facebook page as an exclusive channel for revealing new products. They are also great at getting their fans to interact with them and post the use of their products as you can see in this picture on the right of their latest post.

Google+

Instagram

Converse has set up a Google+ community page for fans to upload their own customized shoes (or chucks) and chat to each other about them. There are great images on this site and this is a fun social network for fans. Only 1.7 milllion people follow this page. There are also no links on their page to other social networks.

This is probably Converse’s last concerted effort in social media marketing. They frequently post great, attractive images using a variety of different marketing tactics. They connect with the super bowl, repost images submitted by users, post random but still related posts and even include video.

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