Meet Tory Bergmann
This month, we spoke with Tory Bergmann, Senior Social Media Marketing Manager at Ring Concierge, who shared how they transformed a robbery into a successful social campaign, how her team approaches new social platforms and more.
Tell us a bit about yourself:
With nearly a decade of experience ranging from social media and brand marketing to performance and digital marketing, I've anchored my career at emerging luxury brands. After joining Ring Concierge (RC) as the first marketing specialist, I've passionately shaped the brand's trajectory, aiding in RC’s immense Instagram growth with 600,000 followers gained over the past 4.5 years. Passion and creativity have driven me throughout my career.
What do you love about working in social?
You never know what will be the next viral trend! From a baby’s excitement about the Four Seasons Orlando to looking for a man in finance, social media will keep you on your toes. I love navigating trends to decipher what is right for the brand to jump in on. In the same way the most unexpected trends or videos can go viral, a clever comment can do the same! I love that on TikTok a witty response can gain just as much attention as an entertaining video.
Can you share tips on growing your team?
When growing your team, focus not only on your immediate needs but where you anticipate growing in the future to understand what new responsibilities may emerge. That sometimes means not hiring for the specific skill set listed on a job posting, but more so finding the right type of candidate who fits the brand and is already passionate about it from the interview process. By loving the brand and truly believing in the vision, you will grow your team with zealous marketers who will evolve with you.
"Be prepared to pivot constantly. In a world of ever-changing algorithms, evaluate performance daily to determine if you should keep to your calendar or adjust content based on what’s performing. In addition to pivoting, consistently test new themes, iterations, and ideas. Your top-performing post may be your next one — you just haven’t tried it yet."
Tory Bergmann
Senior Social Media Marketing Manager
What social campaign are you most proud of from your time with Ring Concierge?
I am most proud of our burglar campaign. When our Bleecker Street store was broken into, we took lemons and turned them into lemonade. Coincidentally, we had unused campaign images of a glamorous jewelry thief posing for a mug shot, so we took the images and played into the recent event.
Across social and our site, we used phrases like ‘Styles to Steal, RC Bulgar Approved’ and ‘Stack Worth Stealing’ to market our fine jewelry. Our community jumped on the trend and began hashtagging their own Stories featuring their RC pieces. In two days time, we reopened our store with faux newspapers speaking to a diamond heist and tote bags showcasing the model mugshot. Not only did the campaign drive the highest Story link clicks in the brand’s history at the time, the revenue made from the campaign and store reopening recouped any losses.
Top tips on how to be a successful social media manager?
Be prepared to pivot constantly. In a world of ever-changing algorithms, evaluate performance daily to determine if you should keep to your calendar or adjust content based on what’s performing. In addition to pivoting, consistently test new themes, iterations, and ideas. Your top-performing post may be your next one — you just haven’t tried it yet.
How does your brand approach new channels like Threads and features like TikTok Shop? How does your brand consider which platforms to adopt?
When considering new platforms to adopt, it is vital to understand what, if anything, they can provide that your current channels don’t. No matter how large a social team is, there will always be bandwidth constraints so it’s important to balance their time with what is most effective and that sometimes means focusing on larger, established channels rather than testing something new. That being said, constantly re-evaluate. Something that wasn’t right for the brand six months ago, may be exactly what it needs today.
What is your favorite Dash Hudson feature?
Boards! As a brand who prioritizes Instagram Stories, having the ability to group Story arcs together has been instrumental in understanding how different themes perform against one another.
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