Takeaway: Driving the brandâ€™s 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 CondĂ© Nast in March 2011 at the request of Luckyâ€™s editor-in-chief, Brandon Holley. Since then, Jannuzzi has been responsible for Luckyâ€™s rise on the social media circuit.
â€śI work heavily in social media, making sure that all of our feeds are being maintained the best they can,â€ť he says. â€śFor the past 12 months, there have been so many different platforms to manage. It was feasible to have one person manning them all, but itâ€™s shifted to a team effort that Iâ€™m overseeing. Itâ€™s still a big learning process.â€ť
Year-over-year, Luckyâ€™s 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 â€śan insane amount,â€ť says Jannuzziâ€”over 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 brandâ€™s Digital Editor, Jannuzzi serves as the bridge between the blogger community and Lucky. He currently leads the blogger content flow for Luckyâ€™s recently launched user-generated platform, â€śLucky Community,â€ť which features the most influential fashion voices in media. The platform allows readers to hear from their peers as well as from editors.
â€śWeâ€™re building these really strong communities,â€ť he says. â€śItâ€™s helped us get a foothold on the Web. The Lucky Community lets us provide hyperlocal content, plus-size content, nail art and natural hairâ€”any kind of content youâ€™d want. Weâ€™re building up the users, and thereâ€™s a voting mechanism there as well. Itâ€™s a way for the readers of the website to discover new voices across the Web.â€ť