A look into what Ed Hardy is doing in social media and what it can do better.

1. ED HARDY: A SOCIAL MEDIA ECOSYSTEM
LLOYD JOHNSON
ABOUT.ME/LLOYD.JOHNSON

2. Ed Hardy’s marketing efforts have historically relied on the one of the oldest
forms of influencer marketing:
CELEBRITIES

3. A peek into today’s Internet, however, belies the success of Ed Hardy’s
approach.
CURRENT
CELEBRITY
PRESENCE
(No Ed Hardy clothing in sight)

4. Are Ed Hardy’s
social media
marketing efforts
in need of a
refresh, too?

5. FACEBOOK
Ink Memes
Music
Facebook is Ed Hardy’s most robust social media offering. In addition to its bread-and-butter
content of ink, music, and memes, the page showcases new merchandise and notifies fans
about sales and promotions.

6. TWITTER
Nearly identical to its Facebook content. Ed Hardy’s lack of responsiveness to its fans and
customers here leaves a lot to be desired in a channel where good engagement can pay
enormous dividends.

7. INSTAGRAM
Sensing a pattern here? Same visual formula as Facebook
(minus the Tweegrams).

8. iOS APP
PRO: Choose from a selection of original Ed Hardy flash art
to create tattoos and iPhone/iPad wallpapers.
CON: utility of app does not seem to match its $3 price tag.

9. SO, HOW DO THESE DIFFERENT SOCIAL
PARTS ADD UP?

10. “SOCIAL SWOT” ANALYSIS
STRENGTHS WEAKNESSES
-Continuing brand awareness among an -Social touch points on its e-commerce site not
international following optimized to drive conversion
-Has a solid social media presence where it -Brand message too consistent--content does not
matters--Facebook play to each channel’s strengths
-Consistent brand message throughout its social -No true interactivity with its fans/customers
media channels
-No use of Pinterest or Tumblr--places with
unique opportunities for fashion brands to build
effective presences
OPPORTUNITIES THREATS
-Exploit its music, sports, and entertainment -Popularity of tattoo culture passes
associations to create cool branded experiences
that increase fan engagement -Brand falls out of favor with celebrities/club
culture/youth culture
-Take advantage of Don Ed Hardy’s place in
tattoo culture to tell more tattoo-related stories -Competitors create more dynamic social media
presence

11. SOCIAL WORKS BETTER FOR ED HARDY IF IT:
-Doesn’t mistake consistency for sameness
-Is responsive to customer complaints and concerns
-Offers fans value with content that only it can provide
-Makes the social experience easy to share and easy
to navigate

12. NOTES FROM THE INTERWEBS -- BEST IN CLASS EXAMPLES
IWC Globetrotter Net-A-Porter Fashion Fix
Bringing IWC store locations to life A central place for fans to keep tabs on
with local recommendations from all of Net-A-Porter’s varied social
tastemakers that know the city best. media activities.
VICE Tattoo Age
Sponsored video content telling the stories
behind the best tattooers in the world.

13. THANKS FOR CHECKING ME OUT.
ABOUT.ME/LLOYD.JOHNSON
@LLOYD2ND