Parc Boutique: A Social Media Case Study
Posted on: 03/19/14, 5:56pm
Minneapolis’ Parc Boutique has reached global audiences through their savvy social media strategies. Curious to hear more about Parc’s appraoch to social, we conducted a Q+A with Elizabeth, Parc’s Social Media Manager.
Parc Boutique is a very social company. Was social integrated from the very beginning, or has it evolved recently?
When Parc first opened Facebook was the most popular social media platform at the time. After the years went by Twitter became popular then Pinterest, Instagram, etc. We always knew social media was an excellent way to form a relationship with our customers so we always made it a priority to keep joining new platforms our customers used.
Where do you find inspiration for social media content?
Bloggers are always inspiring with social media. They’re so unique because they have a clear voice and point of view which is so important on those platforms. A quick shout-out to my Minneapolis ladies who do it very well. Kate from Wit and Delight and Chelsea from Zipped.
In your role managing social media for Parc, what’s one thing you‘ve done that you’re extremely proud of?
Nothing makes myself and the team more happy then seeing new fans interact with us from different states and countries. For example, we had a blogger post about us from Scandinavia and she noted she had found us due to our social media engagement (even though she had no clue where Minneapolis was!). It’s so cool to see how far a message can travel through social media.
Many brands struggle to connect with their audiences from a visual standpoint, but Parc shines thru with crisp, on-brand photography. Can you describe this planning & posting process a bit?
First off, we have to thank Wing Ta from Canary Grey Photography. She’s been a friend of Parc’s from the very beginning and shoots a lot of our images and lookbooks. She has an amazing aesthetic and we are lucky enough to have learned that from her. Also, working with Thao is always inspiring because she always has had a clear brand-image in mind for a product. The Parc aesthetic comes to her very naturally so she’s a great educator of what makes a great photograph.
What are some of the challenges you’ve encountered managing the
Parc communities, and how did you overcome them?
I’ve learned that timing is everything, especially on Facebook. You really have to catch our fan’s during their “sweet spot” time. Since most of our Facebook fans are 20-35 we have to catch them while they’re online before bed which is usually around 9PM EST. On the weekends they‘re usually out and about so we stick to weekly posts.
What’s your favorite social media platform and why?
Recently it’s been Instagram. It’s a platform a lot of our customers are on so it’s so fun to see them take photos of the product and it’s so visual that it always brings our products to life.
For more on Parc Boutique, see their recent feature in The Everygirl.
Follow Parc Boutique on Social: Facebook | Twitter | Pinterest | Instagram