Full-spectrum social media marketing on the Web

Since 2010 we have been advising and assisting Ludwig Görtz GmbH, one of Europe’s largest shoe retailers and one that is steeped in tradition as few others are. The focus of our work is the entire field of social media marketing. And that is quite a task in itself.

The Task

The task put to us in 2010 was, in brief, as follows: “Help us with our multichannel marketing in the social media and mobile domains.” Because these areas at that time lacked the sort of standards that apply in conventional or online marketing, the task, as further elaborated, was to conceive a comprehensive strategy for marketing through social media and mobile devices and to make it compatible with existing brand and communication norms.

Medienwerft for Görtz – multichannel marketing for social media and mobile devices

The expectations we had to meet were many and varied, ranging from an increase in brand awareness and brisker sales to customer acquisition and greater customer loyalty, from networking of offline and online content to longer campaigns and collateral measures to reinforce them. The task was a challenging and inviting one involving virtually all of the company’s channels of communication.


  • Strategic consulting based on platform innovations
  • Development of content and marketing strategies
  • Social media campaign planning
  • Creation of postings, including editorial planningDesign creation (posting visuals, apps, landing pages, microsites)
  • Programming of apps, landing pages, microsites
  • Community management
  • Blogger relations
  • Planning and realization of Facebook media campaigns
  • Continuous reporting of success metrics
  • Continual process optimization through the use of social media tools

Hootsuite, Fanpage Karma, Facebook Insights, Audience Insights, Graph Search, Ads Manager, Ad Reports, Power Editor, Agora Pulse, Various APIs for connecting or integrating apps, databases, etc.

  • Opening up entirely new communication channels, which are used on a highly flexible, potential-oriented, and often day-by-day basis.
  • An eye for the broader picture beyond the exigencies of communication
  • Uniting offline business, conventional marketing planning, sales and promotional activities, and numerous cooperative activities
  • Often bluntly straightforward dialog that occurs among fans
  • Programming of apps for use in ways that are non-terminal-specific and optimized for mobile devices
  • Conducting cross-community and cross-branding campaigns
  • Incorporating social media activities into offline business
  • Initiating blogger relations and cooperation
  • Developing social commerce potential on the Web and at the point of sale
  • Developing social media guidelines (corporate tonality and behavior, crisis communication, ...)
Online Marketing
Social Media


The planning of social media activities involves such a broad array of considerations that intensive study of every aspect of communication associated with the brand as a whole is obligatory. It quickly becomes clear that a couple more or fewer “Like” clicks are of far less consequence than continuous brand management through every channel. For Görtz, therefore, we not only use platforms such as Facebook, Pinterest, or Google+, but also have the entire communication plan in mind at all times. Understanding it and developing actions, campaigns, and dialog marketing measures based on that understanding is a fine art. It is important that both the requirements of the brand and the needs of the groups targeted by Görtz be served to best advantage in the communication channel in question. From that perspective, a user asking where a size 38 BELMONDO Kitten Heel pump is to be had has roughly the same priority as gaining a new GÖRTZ Card customer or developing major brand cooperation. This multifaceted approach to communication is highly demanding, exciting, and endlessly challenging.

About the client

Görtz, a company established in Hamburg in 1875, has developed from traditional retailer to successful multichannel provider in keeping with its role as a European market leader in the premium quality segment for shoes and accessories. Görtz sells its “Collections for Personalities” with the help of some 3,700 employees in roughly 170 retail outlets. It is one of Europe’s largest shoe retailers and one that is steeped in tradition as few others are. Along with this concentration on its retail outlet business, Ludwig Görtz GmbH is advancing its multichannel strategy through broad use of online marketing channels. Currently in the spotlight is the online shop at www.goertz.de, which marked its 10-year anniversary in 2013. Görtz has been represented in the social media channels since 2009 with its own Facebook presence, which has some 70,000 fans to its credit as of 2014. Along with platform evolution and expansion of its performance marketing potential, the role of collateral or supporting measures to enhance the customer journey on Facebook has been increasing steadily in importance. Other channels, such as Google+, Pinterest, and blog marketing, complete Görtz’s social media portfolio.


2010 to 2016