Social Media Marketing Analysis of Tiffany & Co

Fashion 225: Group AssignmentTiffany & Co.

Fashion 225: Group Assignment

Tiffany & Co

Table of Contents

EXECUTIVE SUMMARY 3

STEP A: SITUATION ANALYSIS 4-7

INTERNAL COMPANY ANALYSIS 4-5EXTERNAL COMPANY ANALYSIS 6SWOT ANALYSIS CHART 7

STEP B: OBJECTIVES 8

STEP C: TARGET AUDIENCE 9-10

TARGET MARKET PROFILE 9-10SOCIAL MEDIA PROFILE 11-13

STEP D: SOCIAL MEDIA ZONES & VEHICLES 14-18

SOCIAL COMMUNITY 14-15SOCIAL COMMERCE 16SOCIAL PUBLISHING 17SOCIAL ENTERTAINMENT 1810

STEP E: RECOMMENDATIONS 19-20

BIBLIOGRAPHY 21-22

Elizabeth Kyi, Andrea Della Mattia, Rebecca Ventura, Ceilidh Hurst & Jacqueline Trunks

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EXECUTIVE SUMMARY

Tiffany & Co. is in the strategic phase of their social media marketing plan. They have developed a strong digital identity that extends across multiple media zones and vehicles. The company’s online identity reiterates their overall brand message in an effective and consistent manner. With the marketing plan Tiffany’s has been developing, the company has created the opportunity to increase adoption rates among those who are now merely displaying interest in the brand.

The main objectives behind Tiffany & Co.’s social media marketing plan involve the maintenance of currently held relationships with brand loyal customers, as well as an initiative to encourage new buyers to take the leap from interest and evaluation stages of adoption to trial and adoption of the Tiffany’s brand.

The objectives behind Tiffany’s marketing plan target Tiffany, a social and fun-loving girl who places a lot of emphasis on love and tradition. She is a very active social media user and especially likes social networks and feeling connected. She uses social media for multiple purposes, including communication and entertainment.

In order to appeal to Tiffany’s social media habits, Tiffany & Co. employed a social media marketing plan that encompasses all social media zones. Facebook and Twitter accounts allow the target audience to engage in communication with other Tiffany’s customers as well as with the brand itself. On Tiffany & Co.’s microsite, whatmakeslovetrue.com, users can publish their own love stories and pictures of true love. Tiffany.ca allows its visitors to purchase items online and Tumblr and YouTube appeal to the target audience’s desire for entertainment.

To maximize the potential of social media with regards to the Tiffany’s brand, the company would benefit from maintaining constant activity on all accounts, making sure all content is recognizably Tiffany’s, and introducing more diversity and creativity into their content.


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STEP A: SITUATION ANALYSIS

INTERNAL COMPANY ANALYSIS

A. What activities exist in the marketing plan, which can be leveraged for social media marketing?

Tiffany & Co. possesses a strong digital presence, especially in social media, a strong brand name, a high standing image and reputation based on high quality, and a loyal following and brand equity. All of these traits can be leveraged for social media marketing success.

Strong digital presenceTiffany’s is already one of the front-runners when it comes to an online digital presence and a favourable social persona. They own an effective corporate website that has both promotional and transactional functions, as it allows customers to make purchases, as well as provides in-depth information about products, the company, and their promotions. They currently have two apps focusing on engagement and their “What Makes Love True” promotion, as a well as a strong standing in social media, with avid Twitter followers, Facebook fans, among others.

Strong brand nameTiffany & Co. is a brand name synonymous with romance, quality, and sophistication and is known worldwide. Tiffany’s blue has become so famous that it is protected as a colour by trademark. Tiffany’s has created such a strong following in the engagement ring market that they became know for their standard engagement ring setting known as the “Tiffany mount” or “Tiffany setting” in which a set of prongs holds a gemstone (diamond) attached to a plain band (Mayntz). Tiffany & Co. is one of the top brands in the fine jewelry market. Having a strong brand name facilitates the success of their social media marketing.

High standing image based on high quality Tiffany’s is one of the most well-known and reputable brands in the world. The brand is based on consumer perceptions, primarily the perception of high quality jewelry and accessories. Additional factors, including the little blue box packaging, luxurious storefronts, and professional and knowledgeable sales staff, add to consumer’s perceptions of a luxury brand.

Brand loyalty & brand equity Brand loyalty and brand equity stem from having a strong brand name and having a high standing image based on high quality. Tiffany’s is also customer service oriented and dedicated to the “Tiffany’s experience”. All of these factors encourage first time and repeat customers that will pay the extra price just to purchase something that is from Tiffany’s. This brand loyalty is part of the company’s competitive strategy and allows them to maintain market share.


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B. What is corporate culture?

Tiffany & Co.’s corporate culture is a reflection of the company’s values, which include quality products, customer service, and building long-term, lasting relationships (CRM). Social media marketing ties right into their corporate culture, as it simply promotes their values and aids in building and maintaining a strong and loyal consumer base. Social media is able to highlight and promote Tiffany’s products, particularly their bridal jewelry, while securing a loyal consumer base. The company is also heavily focused on corporation social responsibility (CSR), which they are able to promote through their social media vehicles. Well-established social media is already a part of Tiffany’s corporate culture and business strategy.

C. What resources exist that can be directed to social media activities?

Tiffany’s is a vertically-integrated company, as they produce 60% of their merchandise in-house (Data Monitor). This positively impacts the company’s market position and gives the company increased control and access to information. This centralization of information allows the company to more closely monitor and protect the quality brand image it has established and makes marketing, and more specifically social media marketing, easier.

The fact that Tiffany’s has such strong brand loyalty and brand equity translates into a comfortable segway into social media marketing and amplified success. The company is able to harness its success in traditional marketing and transfer into the tradigital world of marketing.

D. Is the organization already prepared internally for social media activities (in terms of policies and procedures)?

Tiffany & Co. is currently implementing a social media marketing plan and is therefore thoroughly prepared for social media activities. The company is currently in the strategic phase of social media marketing maturity, as they utilize a formal process to plan social media marketing activities w/ clear objectives and metrics (Tuten and Soloman). Within their marketing plan, Tiffany’s uses integrated marketing communications to ensure coordinated and consistent marketing efforts at every customer touchpoint. This important as it allows for a fluid transition between the brand’s social media vehicles and incorporates their traditional brand image into their tradigital one. For example, each vehicle is consistent in using Tiffany’s blue, similar pictures with a noticeable “Tiffany’s” mood and a focus on love and romance.


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EXTERNAL COMPANY ANALYSIS

A. Who are our customers? Are they users of social media?

Tiffany & Co. customers are predominantly females aged approximately 18-50. A large proportion of the target market consists of millennials, aged 18-33, who are heavy users of social media (Tuten and Soloman). Social media can therefore be used to continue to target already existing customers and maintain their brand image and loyal followers. It may also be utilized to target potential customers that are already interested in Tiffany’s products bridge the gap to adoption and purchase.

B. Who are our competitors?

Tiffany & Co. unfortunately suffers from intense competition in the jewelry market consisting of low-end and high-end competitors. While Tiffany’s is predominantly a high-end fine jewelry brand, the company has a product line-up that ranges from high to low and thus has competitors at every point. Tiffany’s lower end competitors include Pandora, Links of London and mall jewelers, such as People’s, Mappins and Ben Moss. Tiffany’s also faces competition from more upscale retailers such as Cartier, Bulgari, David Yurman, Harry Winston, and Fred Leighton. Tiffany’s strongest competitor continues to be Cartier.

C. What are the key trends in the environment, which may affect our decisions regarding social media marketing?

The biggest threat to Tiffany & Co.’s success as a brand is the current economic climate. The current standing of the global economy is desperately low. With recent job losses and increasing interest rates come a decrease in discretionary income and discretionary spending for many Tiffany’s consumers. Most if not all of Tiffany’s products are discretionary products, eliminating a need for purchase in tough economic times. Given this outlook, the global economic state poses a great threat to Tiffany’s sales and profits and stock performance, as there is a slowdown in purchases, particularly high-end pieces. As well, this will maintain the gap between interest and adoption in Tiffany’s potential customers.

Another environmental trend affecting Tiffany’s social media marketing relates to demographics and the fact that on average, people are getting married later. Therefore Tiffany’s target markets, who follow their social media, are not in a place where they are necessarily getting married. This creates issues as their social media message does not align with their target market, as their social media focuses heavily on marriage, love and romance.


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SWOT ANALYSIS CHART

STRENGTHS WEAKNESSES

Strong online presence, especially in social media

Strong brand name High standing image and reputation

based on high quality Brand loyalty & brand equity

High interest, yet lower adoption rates

Being viewed as an “exclusive” brand may hinder purchasing in target market

OPPORTUNITIES THREATS

Opportunity to expand marketing focus to a slightly younger population with a moderate income

Opportunity to integrate e-commerce into social media in order to promote purchase with potential customers

Poor economy Social media tightly focuses on

marriage Intense competition


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STEP B: OBJECTIVES

Tiffany & Co. ’s targets market is comprised of the tech-savvy individuals between the ages of 18 and – 35 with their social media marketing efforts. Within this age group, there are two different segments of consumers:, the loyal customer and the aware consumer. These two segments determinebreak into Tiffany’s two social media objectives.

OBJECTIVE # 1

The first segment of people involvesis the loyal customer. These people have already purchased a piece of jewelry from Tiffany’s. The 80/20 rule states that 20% of a brand’s customers purchase 80% of all sales and thus, appealing to this loyal segment of the market is crucial for productivity. The company aims to maintain their brand image, brand loyalty and exclusivity in the minds of this consumer segment with their social media tactics. In order to accomplish this goal, Tiffany incorporates a pull marketing strategy. What the company aims to do through their social media marketing with this segment is to maintain their brand image, brand loyalty, and exclusivity. The way the company does this is through a pull strategy. Thus, cis means that consumers actively seek out information from the company as opposed to Tiffany’s pushing their marketing and promotions on consumers. The company accomplishes this technique by blending traditional and tradigital marketing with their social media efforts in a consistent manner to strengthen their brand image. Tiffany’s does this very well by using social media marketing in addition to traditional marketing (print ads, billboards, commercials, etc.). TheyThrough the use of Twitter, LinkedIn, Tumblr, and Facebook. These social media sites do a better job of Tiffany’s informs consumers about their products and allows consumers to interact with the company and with each other. Overall, customer relationship management is employed to make users feel connected to the Tiffany’s brand., as they are more relevant to the target market and the customer is seeking out these sources which solidifies brand image and brand loyalty.

OBJECTIVE # 2

The second segment of the market encompassesindividuals is the aware consumers. These are the people, who know of Tiffany & Co. but have yet to actually purchase the product for various reasons, such as a lack of discretionary funding. Tiffany’s pull strategy is also directed at this segment of the market because it reiterates exclusivity. Social media also effectively encourages the aware customer to develop a stronger relationship and emotional connection to the Tiffany’s brand. Furthermore, their social media efforts encourage in store visits and guide consumers to the Tiffany & Co. online transactional website, promoting product trial and adoption. until now have not had the ability to purchase a product for various


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reasons, such as lack of discretionary funds for such items. What the company is trying to do with their social media marketing for this segment is to also use a pull marketing strategy to attract consumers towards Tiffany’s, but to also show them the new styles, reiterate the exclusivity of Tiffany’s, and to try and get them into a store for product trial. Encouraging store visits, online and in person, increases the chance that consumers will make a purchase, thus moving this segment into the brand loyal categorysegment of customers.


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STEP C: TARGET AUDIENCE

TARGET MARKET PROFILE

TiffanyCATEGORIES VARIABLES BREAKDOWN

Geographics Region Developed nations internationallyCity or Census Metropolitan Area Size

250,000-1,000,000+

Density UrbanClimate Any; Cold OR Warm

Demographics Age 18-3540Gender FemaleFamily Size 1-4Stage in Family Life Cycle

Young single adult Older single adult Young married, w/ or w/o kids Older married, w/ or w/o kids

Income $60,000-200,000Occupation Professional

Sales Managerial

Education College or University graduateEthnic Background

All ethnic backgrounds

Home Ownership

Owns or rents home

Psychographics Personality Tiffany is a rather traditional woman who places a lot of emphasis on love and romance. She is outgoing and friendly, but at the same time, on the conservative side. She believes in marriage and notions of true love and fidelity. She carries with her a sense of elegance and class.

Lifestyle Tiffany is very social. She spends a lot of time with friends and going out on dates. She’s also actively involved in her career. Since Tiffany & Co. is at a relatively high price point, the target consumer must have a higher than average income to accommodate discretionary purchases.

Behaviouristics Benefits Sought Tiffany generally hopes to attain the status and gratification involved in


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owning a piece of Tiffany jewelry. The pieces are usually quite traditional and classic. Potential consumers may buy Tiffany & Co. jewelry as an investment.

Usage Rate Tiffany & Co. targets a wide array of usage rates from light to heavy users. The brand focuses heavily on their selection of engagement rings, which a couple may save up for and cherish for a lifetime. However, they also focus on a strong sense of brand loyalty, which would appeal to those of higher incomes who can afford to always buy multiple piecestheir of precious jewelry at Tiffany’s regularly.

User Status Similar to the usage rate, Tiffany & Co. attempts to target people of all user statuses such as first time users, regular users and loyal users. They offer items at a wide range of price points to appeal to all ages and purposes. The company has built such a strong brand image that the name Tiffany’s has become synonymous with high status and quality. Consequently, women develop a desire for the brand from an early age. Tiffany & Co. targets these young users with their sterling silver jewelry at lower price points and targets more regular and loyal customers with higher incomes with their high quality bridal, anniversary, and other more expensive pieces.


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SOCIAL MEDIA PROFILE

Social Media SegmentationTAXONOMIES VARIABLES BREAKDOWN

Social Technographics

Joiner Tiffany visits and maintains her Facebook, Twitter, and Instagram on a daily basis – updating her statuses, tweeting, and posting pictures.

Conversationalist She engages in small talk with friends as well as deep conversation through Facebook message, Twitter direct message and Email regularly. She also uses social media as a means of engaging in public discussions about things that interest her.

Collector Tiffany demonstrates her collector nature by keeping a Pinterest account, where she frequently repins content posted by others to her “wedding”, “style”, and “food” boards.

Pew Internet Technology Types

Media Mover Tiffany can be classified as a media mover because of her tendency to use social media on the go via her smartphone. Her Pinterest app allows her to repin as she waits for her appointment in the dentist’s office for example.

Anderson Analytics

Fun Seeker Tiffany sees social media as a way to cure boredom and engage in fun discussion. She finds it moderately useful and sees no barriers such as privacy issues standing in her way of participating in the world of social media.

Social Media Maven

She is a social media maven because she is incredibly familiar and apt with social media and technology and uses it frequently.

Microblog User Types

Attention Seeker Tiffany rarely creates her own content because she enjoys surfing through the content of others and reposting those things that speak to her to create her digital identity.


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Why Tiffany Logs In

Affinity Impulse Tiffany frequents social networking sites and enjoys publicly acknowledging her relationships with her friends and family by writing on their walls, commenting on their pictures, wishing them a happy birthday, etc.

Prurient Impulse She also uses the same social networking sites to keep up with the lives of people she knows; for example, she likes to keep a Ffacebook friendship with her high school classmates so she can know what they are up to. She feels a curiosity about the lives of others and social media allows her to feed it.

Contact Comfort and Immediacy Impulse

Social media acts as a way for Tiffany to feel close to her friends and acquaintances even in today’s busy world. She is able to communicate with others and receive relatively immediate response, allowing her to maintain friendships even if she cannot physically see the person. She derives comfort from this ability to feel close to people even from a distance.

Validation Impulse

Another purpose Tiffany uses social media for is to show others what is going on in her life. She assumes others feel the same prurient impulse she does and would like people to perceive her a certain way when they indulge it.


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SOCIAL MEDIA PROFILE

Social Media Segmentation Con’tSocial Media Habits

Tiffany is a digital native, having been born into a digital world. Upon waking each morning, she checks her Facebook, Twitter, and Instagram feeds before even leaving bed to see what she missed during the night. She keeps up with her social media outlets constantly throughout the day, both by posting her own statuses and tweets and viewing and sharing content posted by others. She frequently retweets her friends and accounts she finds interesting, comments on statuses, and ‘likes’ the company profiles she wants to stay up to date with.

Product Usage Tiffany is part of the majority category in the diffusion of innovation in terms of technology. She currently uses an iPhone 4s and on it, she has downloaded many social apps such as Twitter, Facebook, Instagram, and Tumblr. She doesn’t always post but she likes to make sure she does not miss out on anything important.

Social Activity Tiffany enjoys an active social life. She loves going out at night with her friends and going shopping on weekends with the girls. During every outing, she generally uses some sort of social media to inform her followers of her activities, whether it be a tweet about the amazing new bracelet she just bought or an Instagram photo of her and the girls ready for a night out.

Social Style Her style of post is generally to show her friends and followers what is going on in her life and to feed her curiosity about the lives of those she follows. She tweets classic, picture, and sharing tweets. She also posts on friends’ walls that she hasn’t seen in a while to catch up. She enjoys using Tumblr to reblog things she thinks are interesting or catch her attention but she rarely creates original content to post.


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STEP D: SOCIAL MEDIA ZONES & VEHICLES

SOCIAL COMMUNITY

The vehicles in this zone focus on building and maintaining customer relationships, customer service, building brand/ product awareness (earned media) and building the brand’s personality (Tuten and Soloman). They engage in brand to customer relationships by encouraging consumers to interact with the brand. They also promote their products and collections by providing share applications that will allow people to share with their connections, creating earned media and expanding the company’s reach.

FACEBOOK Posts pictures of events, products and collections, consumer-generated

media (“True Love” pictures) and provides share applications for the fan to engage in conversation (comment), share, and like the content

Provides links to their other social media websites (e.g. “What Makes Love True”)

WHAT MAKES LOVE TRUE View others love stories or share your own (provides share applications) Company shares places to inspire romance within New York City (provides

share applications) Provides romantic playlists and must see romantic movies (provides share

applications) Allows couples to mark their initials on a map of NYC and share their

“moments of true love” through a photo gallery

YOUTUBE Company shares videos of their history and vision, product and brand image

(“The World of Tiffany), videos of real life love stories (What Makes Love True), events the company has hosted and sponsored (Events), and insight into the designers vision (Tiffany Designers)

Viewers can comment, like and share the videos Viewers can subscribe to the page like

TIFFANY.CA Provides applications that allow you to share the product your viewing with

Facebook, Twitter and Pinterest Provides applications to email viewed product to a friend Provides application called “Drop A Hint” to send the viewed product to a

significant other


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TWITTER Tweets pictures of events, products and collections, consumer-generated

media and provides share applications for the consumer to engage in conversation (reply) and retweet

They also engage with followers through retweeting the followers photos and tweets

FOURSQUARE Company gives “tips” on places to visit in New York City Provides applications to like, save and share on Facebook, Twitter and via

email

INSTAGRAM Company posts pictures of tips, poetry, consumer- generated media (true

love pictures), product and collections Provides applications to share on Facebook, Twitter, Google, Tumblr and

Pinterest

LINKEDIN Allows the company to interact and connect with eligible candidates and Allows the interested candidates the opportunity to interact and connect

with the brand


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SOCIAL COMMERCE

The company uses social media applications on their e-commerce website and smart phone app to allow consumers to interact while they shop. This is designed to help the consumer through their decision making process, as they can seek feedback from family and friends by sharing the information and make it an enjoyable experience. They also use LinkedIn for human resources purposes. This website makes it easy for the company to connect with potential candidates and vice-versa.

ENGAGEMENT RING FINDER (APP) Smartphone app that allows consumers to view the perfect engagement ring

(and view on hand model), find their ring size, save their favorite rings, book a consultation and read about the company’s standards and quality

Provides applications to share the viewed ring on Facebook and Twitter Provides application to email a friend the viewed ring

LINKEDIN This vehicle is used for human resources purposes Allows the company to interact and connect with eligible candidates and Allows the interested candidates the opportunity to interact and connect

with the brand Provides a forty-one second video (career’s at Tiffany & Co.) about the

company and its reputation as an employer for interested candidates

TIFFANY.CA Company’s digital storefront allows consumers to purchase product online

(transactional website) Provides applications that allow you to share the product your viewing with

Facebook, Twitter and Pinterest Provides application to email viewed product to a friend Provides application called “Drop A Hint” to send the viewed product to the

significant other


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SOCIAL PUBLISHING

In these vehicles, the company is sharing branded content that will increase the awareness of the brands overall message. It also uses the branded content to bring people back to the brand’s other social sites and the company’s international website by providing links. This branded content includes information about product and events, tips to live by (advice), art (store windows), and videos (Tuten and Soloman)FACEBOOK

Posts pictures of events, celebrities and product with links that direct you back to the company’s international website to view the related information

YOUTUBE The videos shared increases the awareness and strengthens brand image There are links at the right-hand side of the company’s official YouTube page

that direct you back to the other social sites they participate in and the company’s international website

TWITTER Tweets about events, celebrities and products with links that direct you back

to the company’s international website to view the related information

INSTAGRAM Company posts pictures of tips, poetry, consumer-generated media (true

love pictures), products and collections that strengthen the brands image

TUMBLR From “Out of the Blue” posts pictures of product, store windows, tips and

consumer-generated media (true love pictures) that strengthen the brands image

Company also provides a list of links on the left-side of the homepage to their favorite blogs which also increase awareness of the brands personality


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SOCIAL ENTERTAINMENT

In this zone, the company provides a number of romantic music playlists that enable the viewer to connect emotionally with the brand. They also share videos that are both educational and entertaining.

WHAT MAKES LOVE TRUE “The art of romance” provides several romantic music playlists that viewers

can listen to via iTunes under a number of different titles, for example “Tiffany’s playlist”

YOUTUBE A number of videos posted by the company that are entertaining and

informational These videos are about the brand and about love, for example “kids talk

about true love”


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STEP E: RECOMMENDATIONS

REVIEW OF FINDINGS

Overall, Tiffany & Co. has their bases covereddoes an effective job of creating a strong online presence that consistently demonstrates their brand image through social media. With profiles on Twitter, Facebook, Tumblr, FourSquare, and Youtube, in addition to their own applications and websites, the company seemingly has a strong presence in the social media worlddeveloped a clear digital identity. The problems, however, are greatHowever, there are opportunities to improve their social media marketing strategy. : almost a year of inactivity on FourSquare, a sparse Facebook page, lack of creativity in their photos, and fairly emotionless YouTube videos. Tiffany’s could benefit from an improvement in the areas of personal consumer interaction, posting frequency, and content originality. needs to step their game up and drastically change their frequency and content in order to reach a broader audience.

RECOMMENDATIONS

First and foremost, Tiffany & Co. needs to be consistently active on all of their social media accounts. Without consistent activity, users will not want to follow the company or learn about their products from an online source. A solid presence in social media will give Tiffany’s recognition and help attain new followers. A great way to practice this would be to engage customers on their social media accounts such as Twitter and Facebook. Retweeting customer praise, answering questions and comments from followers, and asking questions to followers are all effective ways to interact with consumers on a personal level with consumers and receive feedback on both what is working and what needs to be improvedimprovement.

Another issue to address is Tiffany’s lack of diversity in their photos. By posting the same photos on their Tumblr, Twitter and Facebook, they are isolating followers to only one account. If users can see the same photos on each site, they will not feel the desire to subscribe to each account. If Tiffany’s were to use different photos on each account, users would be more interested in checking each account for different content. Instead of photoshopping the jewelry onto a Tiffany blue background, the company should post photos of the jewelry, as it would lie on a real body, or ask consumers to send in photos of themselves wearing their Tiffany’s pieces.

Tiffany & Co. has not been active on its FourSquare account since June of 2011. For a company such as Tiffany’s where romance is integral, FourSquare could be a great marketing tooloffers many marketing opportunities for the company. The page currently lists romantic places in New York City for lovers to share intimate moments, but isolates its customers by focusing only on New York. By expanding into different locales and cities, posting more tips on different locales in different


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cities, or places that have more than one location, Tiffany’s would reach more customers and keep them interested in their FourSquare page.

YouTube is a large player in the world of social media and there is room for improvement in Tiffany’s utilization of the vehicle. In order for Tiffany’s to capitalize on YouTube’s marketing potential, the company should develop a stronger presence on the site and attract those customers falling under the social technographic sector of spectator, who enjoy consuming content posted by others. More specifically, One of the most important aspects of social media is Youtube, and Tiffany’s is not utilizing the website in an effective manner. with such an important role in the new Great Gatsby film, Tiffany’s should be pushing to promote the film with each of their social media accounts. The company could create videos withabout behind the scenes access and , interviews with the cast. They could also produce videos, and discussing which pieces were chosen and why they are relevant to the film. It is far from common knowledge that Tiffany & Co. supplied the jewelry for the film, and the company is missing out on great amounts of publicity and sales because of it.could facilitate enormous amounts of publicity by making their involvement in the film more widely known.

Finally, Tiffany & Co. needs to update their applications. The “Engagement Ring Finder” comes on quite strongis rather intimidating in it’s approach,, which could push away men and the average engagement ring consumer from using the app. To make the app less overbearing, Tiffany’s should make it more appealing to their male audience. If the company were to include suggestions on romantic gestures, ways to propose, and stress relievers to make men feel at ease, the application might would receive much more use and more favourable reviews. Tiffany’s should also bring more attention to their “What Makes Love True” app. This application is a wonderful way to have Tiffany’s consumers interact with one another and with the company. With romantic stories and maps to tag your intimate moments, the website and app are the perfect offering to Tiffany’s customershave a lot of marketing potential, but it should be more easily recognizable. . However,, but the website and app are rather unknowndetached from the other Tiffany & Co. social media outlets. A link to the website on the Tiffany’s homepage and perhaps adding Tiffany & Co. to the name would bring more traffic and users to the website and app.


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BIBLIOGRAPHY

Anand, Shitika. "Tiffany and Co know what makes love true." Fashionising.com. N.p., 22 Jun 2011. Web. 21 January 2013. <http://www.fashionising.com/industry/b--Tiffany-Co-know-what-makes-love-true-7097.html>.

“Discover the city’s romantic secrets with Foursquare, Tiffany & Co.” Foursquare.com. Foursquare. 2013. Web. 10 February 2013.

"From Out of the Blue by Tiffany & Co.." Tumblr. N.p., 28 Nov 2012. Web. 21 January 2013. <http://tiffanyandco.tumblr.com>.

Mayntz, M. (n.d.). Tiffany Settings. Love to know: engagement rings. Retrieved January 24, 2013, from http://engagementrings.lovetoknow.com/wiki/Tiffany_Settings

“Official tiffany and co.” Youtube.com. YouTube, n.d. Web. 10 February 2013.

Tiffany.ca. Tiffany & Co. T&CO. 2013. Web. 10 February 2013.

"Tiffany & Co.." Facebook. N.p., 9 Feb 2009. Web. 21 January 2013. <http://www.facebook.com/Tiffany>.

"Tiffany & Co." Foursquare. N.p., 1 Jun 2011. Web. 21 January 2013. <https://foursquare.com/tiffanyandco>.

“Tiffany & Co” Linkedin Corporation. 2013. Web. 10 February 2013. <http://www.linkedin.com/company/tiffany-and-co>.

"Tiffany & Co.." Twitter. N.p., 18 Nov 2009. Web. 21 January 2013. <https://twitter.com/TiffanyAndCo>.

"Tiffany & Co.." Youtube. N.p., 23 Sep 2010. Web. 21 January 2013. <http://www.youtube.com/user/officialtiffanyandco>.

"Tiffany & Co.." When Did You Join Twitter?. N.p., n.d. Web. 4 Feb 2013. <http://www.whendidyoujointwitter.com>.

Tiffany & Co.: Company Profile. New York: Data Monitor, 2010. Print.

"Tiffany & Co. Engagement Ring Finder." iTunes Preview. N.p.. Web. 21 January 2013. <https://itunes.apple.com/ca/app/tiffany-co.-engagement-ring/id375427126?mt=8>.

“Tiffany and co.” Web.stagram.com. A-FIS PTE.LTD. 2011. Web. 10 February 2013.


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Tuten, Tracy L., and Michael R. Solomon. Social media marketing. Boston: Pearson, 2012. Print.

"What Makes Love True." Tiffany & Co.. N.p., 22 June 2011. Web. 21 January 2013. <http://www.whatmakeslovetrue.com/true-love-stories/?main-nav>.

“What makes love true, Tiffany & Co.” whatmakeslovetrue.com. T&CO. 2013. Web. 10 February 2013.

"What Makes Love True by Tiffany & Co.." iTunes Preview. N.p.. Web. 21 January 2013. <https://itunes.apple.com/ca/app/what-makes-love-true-by-tiffany/id440867041?mt=8>.


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Documents

Social Media Marketing Analysis of Tiffany & Co