Takeaway: Driving the brand‚Äôs growth across social media platforms, this digital editor has helped increase Facebook referral traffic by 2,000 percent year-over-year.
Jannuzzi began his journey in media in 2009, starting out as a marketing coordinator with designer clothing company Kate Spade before joining Cond√© Nast in March 2011 at the request of Lucky‚Äôs editor-in-chief, Brandon Holley. Since then, Jannuzzi has been responsible for Lucky‚Äôs rise on the social media circuit.
‚ÄúI work heavily in social media, making sure that all of our feeds are being maintained the best they can,‚ÄĚ he says. ‚ÄúFor the past 12 months, there have been so many different platforms to manage. It was feasible to have one person manning them all, but it‚Äôs shifted to a team effort that I‚Äôm overseeing. It‚Äôs still a big learning process.‚ÄĚ
Year-over-year, Lucky‚Äôs Facebook following has increased by more than 150,000 fans (as of press time, a total of 212,700 fans), which represents about a 400 percent increase. Twitter has grown by over 100,000 followers year-over-year (up to 152,685 at press time), or by about 300 percent. Facebook referral traffic has increased at ‚Äúan insane amount,‚ÄĚ says Jannuzzi‚ÄĒover 2,000 percent year-over-year. Lucky is currently the number two-fashion brand on Foursquare behind fashion designer Louis Vuitton, he says.
As the brand‚Äôs Digital Editor, Jannuzzi serves as the bridge between the blogger community and Lucky. He currently leads the blogger content flow for Lucky‚Äôs recently launched user-generated platform, ‚ÄúLucky Community,‚ÄĚ which features the most influential fashion voices in media. The platform allows readers to hear from their peers as well as from editors.
‚ÄúWe‚Äôre building these really strong communities,‚ÄĚ he says. ‚ÄúIt‚Äôs helped us get a foothold on the Web. The Lucky Community lets us provide hyperlocal content, plus-size content, nail art and natural hair‚ÄĒany kind of content you‚Äôd want. We‚Äôre building up the users, and there‚Äôs a voting mechanism there as well. It‚Äôs a way for the readers of the website to discover new voices across the Web.‚ÄĚ