pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

All Eyes on Warby Parker: Driving RetailSales Through SocialBy Jennifer Beese on March 2, 2015

ADVERTIS ING HO ME

Sprout Social Call us at: 1.866.878.3231 LO G IN

INSIGHTSFilter: NONE ARTIC LES RES O URC ES PRES S

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

By Jennifer Beese on March 2, 2015

Advertising Customer Care Instagram

Not since Clark Kent have eyeglasses looked so sexy. With retail visionary

Warby Parker turning some serious heads on social, we examine how to

develop a winning strategy that engages customers by crossing every channel

possible.

Curating User-Generated Content on Social

Branding is all about buzz. This is especially true online, where 81 percent of

consumers are influenced by their friends’ social media posts. And with 92

percent of consumers trusting recommendations from friends and family more

than they value any other form of advertising, you can see why user-generated

content is critical.

81 percent of consumers are influenced by friends’ social mediaposts.91 percent of consumers trust personal recommendations morethan ads.

FREE TO O LS

C O NNEC T

Visit our social mediachannels:

Twitter LinkedIn Facebook Google+

RSS

FEATURED

Try our freeEngagementReport

Share jobs onsocial with JobBoard

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Integrate user-generated content into your social strategy to grow your

audience, increase your reach, and build stronger relationships with your

customers. Here are some examples of how Warby Parker is doing just that.

#WarbyHomeTryOn

Warby Parker has reinvented the way people shop for glasses through its Home

Try-On program. At no cost, customers can have up to five pairs of glasses

shipped directly to their homes through the company’s website, so long as they

return them after five days.

Built around customer feedback, this campaign encourages consumers to take

pictures of themselves wearing different frames and then post those photos to

their social profiles and the brand’s Facebook Page, using the

hashtag #WarbyHomeTryOn. It’s a win-win: Warby Parker gathers product

feedback while customers generate positive social sentiment around the brand

in a natural way.

“We were able to develop an amazing community on Facebook and Twitter by

answering the simple question, ‘How do I look in these glasses?’” Jen Rubio, a

social media manager at Warby Parker, told Contently. “As a result, the majority

of posts on our Page are user-generated, and it’s made for some great

conversations (and ultimately conversions).”

Social Media in HigherEducation: Strategies toMake You Best in Class

How to Find the BestTwitter Hashtags

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Here I am in my old and current glasses, plus 5 frames from WarbyParker! #WarbyHomeTryOn #withcaptions http://t.co/xHC3KIJEmZvia @YouTube— Paul Roth (@paulidin) February 22, 2015

It’s paid off: According to a July 2013 report, consumers have posted more than

25,000 images on Warby Parker’s Facebook Page and tagged more than

40,000 photos on Instagram since the #WarbyHomeTryOn campaign launched

five years ago.

“We were able to develop an amazing community on Facebook andTwitter by answering the simple question, ‘How do I look in theseglasses?’” — Warby Parker Social Media Manager Jen Rubio

#WarbyBooth

Adding to its at-home sales drive, Warby Parker has also curated an

exceptional in-store experience. In a 2014 interview, the company’s co-CEO

David Gilboa discussed how buying glasses is a highly social shopping

experience — with people bringing along their friends, significant others, and

family members. As a result, Warby Parker retail spaces combine the ease of

36 Free Tools forCreating Unique Images

How To ScheduleFacebook Posts WithSprout Social

Always Up-to-Date Guideto Social Media ImageSizes

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

ordering online with the fun of real-life shopping, complete with artist-designed

photo booths.

#warbybooth Tweets

While visiting one of Warby Parker’s retail locations, customers can step inside

the photo booth and snap a few pictures. Two copies of the photo strip are

printed out in the store, and customers have the option of getting digital copies

emailed to them to be shared online later.

Whether shoppers want feedback on how the new glasses look or just want to

document an enjoyable day out, Warby Parker’s photo booths add a fun perk that

enhances the overall experience with some digital crossover.

#SmileChicago

In addition to photo booths, Warby Parker introduced a Frame Studio in its

Chicago location, where customers can get their photo taken by a professional

photographer free of charge. Patrons are invited to bring friends, relatives,

neighbors, and even props.

“It’s the perfect place to stage your holiday card, celebrate a great day out,

recreate a favorite editorial, and of course, see how your new frames look,” the

company said.

VIEW MO RE ARTIC LES →

How to Use Hashtags onEvery Social MediaNetwork

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Our Chicago team gives our Half-Decade Collection a try in theFrame Studio! http://t.co/sKdr3NSEUf #smilechicagopic.twitter.com/lLItO08g3D— Warby Parker (@WarbyParker) February 17, 2015

Anyone who attends a portrait session is encouraged to talk about their

experience and share photos online, using the localized hashtag #SmileChicago.

JP Palmares was one of many people who flocked to the Warby Parker grand

opening in Chicago and said he was impressed with the brand’s personal touch.

“It makes me feel more personally connected to this big brand,”

Palmares said. “Warby Parker is headquartered in New York, but its social

outreach makes it feel much closer to home.”

palmares • 4 months ago

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

“Warby Parker is headquartered in New York, but its social outreachmakes it feel much closer to home.” — Warby Parker fan JPPalmares

Takeaway: Good content increases online engagement and website traffic. If

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

you need help, enlist brand advocates, including employees and customers,

through creative campaigns. Done well, user-generated material can have a

dramatic impact on your organic reach.

How to Make Data More Social Media Friendly

Today more than ever, data drives business. But when sharing company insights

with your customers, keep it interesting — no one wants to see text-heavy

documents on social. Consider how Warby Parker turned its annual reports into

engaging, shareable content.

2011 Warby Parker Report

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Warby Parker debuted its first annual report in 2011 with an infographic that

captures a year’s worth of company data. It’s highly visual while touching on

everything from web traffic to company culture. (Watch how it was made here.)

2012 Warby Parker Report

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

The company stuck with a similar theme in 2012, but instead of using a linear

timeline, it presented its annual report as a wheel with interesting facts,

company milestones, collection launches, and more.

2013 Warby Parker Report

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Warby Parker’s 2013 annual report was presented as an interactive calendar with

an update for each of the year’s 365 days. According to AdAge, this unique

approach led to the brand’s three biggest sales days at the time. Intended to go

viral and create more awareness for the brand, the calendar features plenty of

lighthearted information, such as an employee survey on emoji use. Look more

closely, and you’ll see it subtly weaves in some heavier-hitting data, such as

sales growth.

2014 Warby Parker Report

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Warby Parker mixed it up again in 2014 with its Year in Review and Make-Your-

Own Annual Report.

The Year in Review features a mix of 24 milestones from across the country. It

highlights everything from new products and store openings to employee

growth and Oprah’s approval.

The Make-Your-Own Annual Report provides users with a customized annual

report of their very own that can be shared with friends and family. Answer a few

questions, and the generator transforms your results into a colorful report, to be

shared online with the hashtag #WarbyReport.

Takeaway: You don’t have to be serious to make a meaningful impact. Whether

you’re a community manager, digital strategist, or data scientist, metrics matter.

But show off your company’s assets in a way that is fun to interact with. That

way, it’s more likely to be shared.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

The 4 Cs of Social Promotion

Products may be your bread and butter, but they shouldn’t totally consume your

feed. Successful content strategies balance a mixture of different types of

posts, media, and topics. Remember, your content is competing with posts from

friends and families. Constantly advertise, and people will scroll right past.

Here’s how Warby Parker focuses its efforts through what we call the 4 Cs.

Culture

Warby Parker is a quirky brand, and people want to know who is behind its logo.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Through its employee advocacy plan, Warby Parker refers to its workers

as “stewards” of the brand’s identity. To that end, each team member receives a

style guide and a copy of Jack Kerouac’s The Dharma Burns.

The style guide clarifies issues around grammar and usage but also encourages

employees to “write like Warby Parker is the person you’d want to be next to

you at a dinner party.” Other directives, such as color and font preference, fit the

same persona.

Warby ParkerProduct/Service · 396,577 Likes · January 28 ·

We welcome new members of our team to the office with—what else—a Warby blue balloon!Want to work with us? http://warby.me/HQRVX

Share · 21 1 1

Profile

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

As for the Beats reference: Warby Parker gets its name from two of Kerouac’s

characters.

Conversation

Clearly, there is much ado about Warby Parker. But that’s because the brand

communicates with customers at every level, like a good friend (rather than one

who suddenly reaches out to you when he needs help moving).

To show it cares on a deeper level, Warby Parker invites people into its stores

to fill out New Year’s resolution postcards. Later in the year, it mails them out to

make sure customers are on track with their personal goals. The brand also

keeps the conversation going by sharing resolution postcards from its

employees on Instagram.

warbyparker • 2 months ago

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

The Warby Parker blog is also worth highlighting. It features the typical product

launches and company news, of course, but it also peppers in the unexpected,

such as humorous flow charts and downloadable games.

Customers

It’s easy to see that Warby Parker values its customers. Not only does the brand

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

have an excellent response rate, but it also goes above and beyond to provide

its community with good service — even when it’s not product related.

For example, a Warby Parker customer arrived to pick up her glasses on a day

that wasn’t going so well. After kvetching with some Warby Parker stewards,

she returned home to find an envelope in her mailbox, with a gift certificate to a

local bar.

tessjoh • 2 weeks ago

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Meanwhile, with product promotions, Warby Parker surpasses expectations with

interactive assistance. The company maintains a customer support YouTube

Channel to answer frequently asked questions. It also features a special

series with supermodel Karlie Kloss.

Community

In addition to running an active open-source program — where the company

gives away the software it creates — Warby Parker also devotes itself to

the Buy a Pair, Give a Pair program. Each month, the number of glasses sold is

tallied, and the company makes a donation to its nonprofit partners to cover the

cost of sourcing that number of glasses.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

In turn, the nonprofit trains men and women in developing countries to provide

basic eye exams and sell glasses to their communities at affordable prices. The

program has been a resounding success, with more than a million glasses

distributed to people in need.

Takeaway: It’s not always about you. The power of social media lies in your fans

and customers. Tap into that power by starting a conversation that can help

people in more ways than one.

A 20/20 Outlook for a Social Friendly Brand

With these helpful insights from Warby Parker, your brand will have a clearer

vision of how to more effectively communicate across channels, collaborate

across teams, and provide an exceptional customer experience. Stay focused,

and your brand will become sharper than ever.

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

JENNIFER BEESE

Jennifer is a former sorority girl turned geek, writer, and

mobile app enthusiast. She has worked as a community

manager/social media strategist for several startups. Most

recently she has written for Sprout Social, Today’s iPhone,

and 20 Something Bloggers. Jennifer is passionate about

social media, apps, and physiology – she literally has a

skeleton in her closet.

UP NEXT

They Said Yes to #TheDress:10 Retail Brands Making theMost of a Moment

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Newest | Oldest | Top Comments

Sign in or Post as Guest 5 people listening

0 C O MMENTS

+ Follow Share Post comment as...

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

TwitterTwitter Certified Product

Sprout is a Twitter certified partner

for Engagement and Analytics.

FacebookPreferred Marketing Developer

Sprout is a Facebook Preferred

Marketing Developer for

Management & Insights.

Google+Google+ Pages API Partner

Sprout is a Google+ Pages

certified third-party management

tool.

FEATURES

Engagement

Monitoring

Social CRM

Publishing

Analytics

Team

Collaboration

HelpDesk

Mobile

SOLUTIONS

Customer Service

Social

Management

Social Marketing

Agencies

ABOUT

Pricing

Customers

Company

Careers

Privacy

Legal

Brand Assets

SUPPORT

Email Us

System Status

DOWNLOAD

iPhone/ iPad

Android

INSIGHTS

Articles

Resources

Press

Contact Insights

SHARE

TWEET

SHARE

SHARE

PLUS 1

SECURE, RELIABLE and TRUSTED

pdfcrowd.comopen in browser PRO version Are you a developer? Try out the HTML to PDF API

Sprout Social 131 S. Dearborn St., Ste. 1000 Chicago, IL 60603 1.866.878.3231Sign up to have social media resources sent to your inbox every week.

youremail@company.com SIGN ME UP!