There’s so much talk about brands that have their social media management all wrong – but what about the companies that are doing it right? Kitchen and bath manufacturer Kohler is definitely one to watch in the social world, with consistent engagement and some really novel marketing ideas.
Kohler’s Facebook page packs a punch for the company’s social media marketing, with more than 689,000 followers. Their content is built for engagement and features everything from product maintenance tips to renovation photos and vintage Kohler ads. The page has steady engagement, and their team manages customer requests and complaints via posts and a built-in reviews section.
Kohler’s Twitter page is probably the company’s most effective social showpiece. While the number of followers doesn’t approach those on Facebook, at “just” 75,300, the brand is religious about retweeting brand mentions, creating a showplace for true brand fanatics. Word-of-mouth rules the marketing world, and Kohler’s Twitter page is where the company shines.
The Kohler Instagram page approaches marketing in an eclectic way. In addition to straightforward product shots, they have a number of photos that feature products paired with inspirational quotes – one features a modern, white pedestal sink paired with the quote “Design speaks louder than words.” Another invites customers to “Instagram yourself rocking out with Moxie,” the company’s shower head with a built-in wifi speaker. Throw in a few food porn shots, random photos of employees’ feet, and an airplane-window photo or two for good measure, and you’ve got a page that is, to say the least, entertaining.
The company’s Pinterest is a wonderland of interior design and renovation photos, with 75 boards with names like “White Done Right!” and “Pet Friendly Homes.” While Kohler products are featured in a number of pins, there is an overall focus on useful and well-tagged content for users’ general pinning pleasure. Considering that interior design is consistently one of the most-pinned categories on Pinterest, the brand is entirely in its element here.
Houzz
Houzz is another platform where the Kohler brand just makes sense – the interior design community is a natural fit, and the brand has contributed more than 22,000 photos to the site. They maintain an active presence, and have earned two badges for service as well as a multitude of positive reviews from design and installation professionals.
YouTube
Kohler’s YouTube blends marketing and useful information in a way that really works. In addition to product-specific marketing videos and Kohler TV commercials, they have well-populated playlists devoted to the art of product installation and maintenance.
Tumblr
The company’s drop-dead gorgeous Tumblr is a veritable buffet of eye candy, and it does a truly admirable job of pairing content with Kohler products in an organic way. A photo of a decadent-looking cake on a white marble countertop simply reads “Heavenly!” followed by links to the recipe and a page for the company’s “Sweet & Sleek kitchen.” A photo of an adorable Boston Terrier in black-tie beckons users to “Explore our black-tie bathroom,” but also links to an article titled “Most Elegant Dogs with Bow Ties!” It’s another great example of the company’s eclectic approach to content marketing.
Kohler may have a stellar in-house team, or they may have a best-in-class social media management company on board – but either way, the company consistently shines in the social media world. If you’re looking for ways to make your brand stand out but don’t have the resources for a full-time social media team, contact Marketing.com today to discuss their social media management services – their experts can help make your brand memorable.