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Project 1
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- 2. Table of contents Executive Summary Social Media Audit Audience Demographic Assessment Competitor Assessment Social Media Objectives Online Brand Persona and Voice Strategies and Tools Timing and Key Dates Social Media Roles and Responsibilities Social Media Policy Critical Response Plan Measurement and Reporting Results
- 3. Executive Summary Theprimary focus is to increase revenue both online and in store by creating brand loyalty through engagement, empowerment, and reliability
- 4. Social Media Audit Social NetworkURL Follower Count Average Weekly Activity Average Engagement Rate Twitter https://twitter.com/VictoriasSec ret?lang=en 10.8 M 19 post per week 5% Instagram https://www.instagram.com/vic toriassecret/ 55.6 M 19 post per week 5% Facebook https://www.facebook.com/vict oriassecret/ 28 M 19 post per week 5% Source Volume % of Overall Traffic Conversion Rate Twitter 300,000 10% 1.50% Instagram 500,000 45% 3.70% Facebook 200,000 30% 2.50%
- 5. Audience Demographics assesment Age DistributionGender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 18-25 Female Instagram Facebook Sex appeal Quality 26-30 Female Instagram Facebook Sex appeal Quality 30-40 Female Facebook Sex appeal Quality
- 6. Competitor Assessment Competitor Name SocialMedia Profile Strengths Weaknesses Adoreme https://twitter.com/AdoreMe?lang=en all online, inexpensive, and advertizes all sizes no personal interactions since online, sizing may be off Aerie https://twitter.com/Aerie?lang=en in person, fun styles for a young audience.
- 7. Social Media Objectives Overall Business Goals- Increase sales by 10% in 3 months Social Media Objectives to Support Business Goals Increase email list by 100,000 people in 3 months Increase both Instagram and Twitter followers by 100,000 in 3 months KPIs Number of new email sign ups Number of new followers on Instagram and Twitter Key Supporting Messages Affordable exclusivity Effortlessly sexy
- 8. Online Brand Personaand Voice Adjectives That Describe Our Brand Timeless/ Classy Effortless Sexy Comfortable Affordable/ Approachable Examples of Brand Voice in Social Media Interactions Friendly Helpful/ Attentive Solution oriented Personal and private (direct message when possible)
- 9. Strategies and Tools Paid- Create sponsored ad for specific high profile sale/ event Owned- Post images of special sale item with images of models wearing it Earned- monitoring #bra, #lingerie, #sexy for new ideas for product and costumer feed back Tools Approved- Buffer Rejected- N/A Existing Subscriptions/Licences- Photoshop, Adobe Premier
- 10. Timing and KeyDates Key Dates Valentine’s Day Christmas Semi Annual Sale Victoria’s Secrets Fashion Show Internal Events White out days once a month Lead Times At least 2 weeks before event Reporting Dates Reporting will occur once a quarter in February, May, August and November. Exact dates TBA.
- 11. Social Media Rolesand Responsibilities Social Media Director: Jill Smith Responsibilities-Over sees big picture media management, final approval Social Media Manager: Amy Swan Responsibilities- Ensures all media strategies are being executed Social Media Coordinator: Phil Hoffman Responsibilities- ensures that customer service/feed back is being handled
- 12. Social Media Policy Only approved members may respond or comment to media. Employees not apart of direct Social Media Management team are not allowed to engage customers on social media.
- 13. Critical Response Plan Scenario 1- Customer complaint on SM Action steps: screenshot message, Determine if comment warrants a response (does if its about the quality of product/ product issue). Pre-approve message: Publically apologize to customer and state that you will privately message them to resolve issue. In private message obtain more info on product, offer return and a discount on the replacement. Scenario 2- Victoria’s Secrets Model Inappropriate tweet Action Steps: Take screenshot of tweet, Contact person in charge of models and inform of incident. Pre-approve Message: apologize and distance from model, State her opinion does not reflect that of VS, Depending on severity of tweet inform of model’s departure from the company.
- 14. Measurement and ReportingResults Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter https://twitter.com/VictoriasSecret?lang= en 11 M 21 post per week 7% Instagram https://www.instagram.com/victoriassecr t/ 56 M 21 post per week 7% Facebook https://www.facebook.com/victoriassecre / 29 M 21 post per week 7% Source Volume % of Overall Traffic Conversion Rate Twitter 400,000 15% 1.90% Instagram 550,000 45% 4.10% Facebook 300,000 33% 2.80% Overall there was an increase in followers, but not to the extent wanted. In future, increase postings, engage customer fan base, and introduce new and exciting bras to create more SM buzz.