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Revolve Social Media Audit
The document provides a social media audit and strategy for Revolve Clothing for 2018. It analyzes Revolve's current social media presence, including follower counts, engagement rates, and traffic sources. The objectives are to increase Instagram followers by 20%, boost engagement on Twitter, and drive more traffic to the website. The strategy includes influencer partnerships, monthly themed events, and diversifying content. Key roles and a critical response plan are also outlined.
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Revolve Social Media Audit
- 1. SOCIAL MEDIA AUDIT IsabellaArjomand October 8, 2017
- 3. TABLE OF CONTENTS 1.Executive Summary 2. Social Media Audit 3. Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Roles and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10.Measurement and Reporting Results
- 4. EXECUTIVE SUMMARY •Our majorsocial media priorities for Revolve Clothing in 2018 will be to increase our online following and enhance content performance. •The primary focus will be to strengthen community relationships through more meaningful and sharable content and using our influencer partnerships to enhance brand awareness and increase profit goals. •2 major social media strategies that will support this objective: 1. Plan a chic, influencer-focused event each month with a unique hashtag to drive traffic to our social media and website. 2. Increase the volume of content we share on all social media channels and diversify the content. Social media strategy and the tools and tactics planned to be implemented to achieve Revolve Clothing goals in 2018
- 5. SOCIAL MEDIA AUDIT Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter https:// twitter.com/ revolve/ 42.3K1 post 0% Instagram https:// www.instagram.c om/revolve/ 1.9M 80 posts 1.25% Facebook https:// www.facebook.c om/REVOLVE 752,978 5 posts 0.25% Snapchat Revolveclothing 1M 20 posts 1% Social Media Assessment: Revolve’s strongest social media engagement is with Instagram. Posts on Instagram have the highest interactions with our audience.There is very minimal, if any, interactions throughTwitter. Moving forward, Revolve should change the tone on this platform or do away with it . The following is an audit of Revolve’s social media presence to date. It includes and assessment of all social media, web traffic, audience demographics, and competitor analysis. Data from October 2017
- 6. SOCIAL MEDIA AUDIT SourceVolume % of Overall Traffic Conversion Rate Facebook 15M unique visits 6.5% 2.5% Snapchat NO DATA NO DATA NO DATA Instagram 20M unique visits 20% 1.8% Twitter 5M unique visits 2% 0.1% WebsiteTraffic Sources Assessment Timeframe: Monthly average August 8-October 8 Instagram is the largest contributor to web traffic for Revolve.With 40 million people visiting the website every month, Facebook comes as a close second to Instagram bringing in 2.5% of traffic.Twitter, our weakest source, has a conversion rate of 0.1%
- 7. SOCIAL MEDIA AUDIT AudienceDemographic Assessment Data from October 2017 0-18 18-30 31-40 41-55 Primary Social Network Secondary Social Network Instagram 50% Instagram 30% Facebook 30% Facebook 40% Twitter 2% Twitter 0% Snapchat 18% Snapchat 30% Primary Need Secondary Need Needing to be chic, and trendy. Want inspiring content. Buying a name brand article of clothing
- 8. SOCIAL MEDIA AUDIT •Audience Demographic Analysis • The majority of our social media audience is 18-30, mostly female.According to the data, Instagram and Facebook are the core platforms. The primary motivators for visiting the Revolve website are wanting inspiring content and the need to be chic and trendy.
- 9. SOCIAL MEDIA AUDIT CompetitorAssessment Competitor Social Media Profile Strengths Weaknesses Nasty Gal FACEBOOK: Nasty Gal Has hit over 1 million followers on Facebook. Posts engaging content and not just Nasty Gal merchandise updates. Content can be very diverse and not a clear representation of their brand. ShopBop INSTAGRAM: @shopbop Has a very appealing aesthetic. Encourages a positive social media relationship by featuring followers on their account. Not much diversity when it comes to content. Has a much smaller following/ presence than Revolve. Nordstrom TWITTER: @nordstrom Doesn’t feature new merchandise/ events as much as it could. Constantly up to date with customer mentions.Very quick responses from customer service representatives onTwitter. The above shows @REVOLVE’s largest competitors on social media.After doing an analysis of Revolve’s 3 main platforms, we can conclude that diverse content is needed for engagement. Nordstrom is the leading competitor in customer service and usesTwitter as platform for that.After completing this analysis, Revolve should focus on usingTwitter as a platform for customer service, should engage with followers by giving them an incentive to post with our clothing, and post more diverse content.
- 10. SOCIAL MEDIA OBJECTIVES •In 2017, the primary focus will be to strengthen community relationships and increase profits.To do this, we plan to post more meaningful and sharable content and use our influencer partnerships to enhance brand awareness. • Specific Objectives 1. Increase website traffic from social media by 20% in 6 months. 1. Use brand hashtags such as #revolvearoundtheworld 2. Boost content on Facebook and Instagram 2. Increase followers on Instagram by 20,000 in 6 months. 3. Focus on ourTwitter content and increase engagement by 10% in 6 months.
- 11. SOCIAL MEDIA OBJECTIVES Examplesof current social media for Revolve…..
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- 18. SOCIAL MEDIA OBJECTIVES KPIsKEY MESSAGES Number of Instagram followers Clothes are a woman’s best friend Sentiment Analysis Chic.Trendy. Babe. Number of #hashtag uses across all platforms Girls just want to have fun! Social Media Interactions
- 19. ONLINE BRAND PERSONA ANDVOICE •Social • Authentic • Stylish • Trendy • Bold • Supportive • Lively • Encouraging • Solution- orientated • Uplifting Adjectives that describe Examples of Brand Voice in Social Media
- 20. STRATEGIES ANDTOOLSPaid: Boost poston Instagram that received the most likes and comments. Pay for advertisements on snapchat.Also pay for a geofilter. Owned: On the bag all orders are shipped in, have the snap code graphic all over the bag. On this inside of the package, include a thank you note that has all social media handles. By doing this we can increase followers across all platforms. Promote the hashtag #Revolvelovesme, and encourage followers to use the hashtag when posting a photo in their new Revolve outfit.Then, on Wednesday post content dedicated to the followers that participated in using the hashtag. Earned: Implement a 15% off discount for any user that likes all Revolve social media pages. Partner with 5Victoria Secret Angels to create a campaign devoted to the key message of confident and healthy women. Schedule an event in Fiji with the models and have them post the event on their social media channels as well. Use the hashtag #AngelsloveRevolve for any posts featuring the models and encourage women around the world to post a confident and healthy selfie with the hashtag for a chance to win a trip to the nextVictoria’s Secret Fashion Show.
- 21. STRATEGIES ANDTOOLS • Approved •Hootsuite • Iconosquare • Rejected • N/A • Existing Subscriptions/Licenses • Adobe Creative Cloud • Canva
- 22. KEYTIMING AND DATES KeyDates Internal Events LeadTimes Reporting Dates Coachella Future Pop-ups 4 months March National Girls Day Collaborations 1 week July Valentines Day Dinner parties 1 month September Labor Day #Revolveintheh amptons 4 months December
- 23. SOCIAL MEDIA ROLES& RESPONSIBILITIES • Social Media Director: Charina Scott • Has all final say, does all of the higher level planning • Social Media Manager:AnnaTran • Manage campaigns, day-to-day execution • Social Media Coordinator: SusanYi • Manage and increase social media engagement, copywriting, fashion blogging, trend monitoring, writing creative content, and engaging with our followers
- 24. SOCIAL MEDIA POLICY Asa company that has created their reputation based off of their social media, here at Revolve we believe our social media is one of the most important components of our brand.As an employee or brand ambassador, you are expected to follow our social media policies and continue to spread the Revolve mission with our followers in the best way possible.To make sure this goal is reached the following policies have been out in place: • Do not discriminate in any way • Be appropriate and respectful • Do not speak poorly of any competitor • Always post to make Revolve look better • Nervous about the content you want to post? Ask us for help! • Put the audience first. • Be tasteful Violations of any of these rules can result in the termination of your position at Revolve.Violations of our social media policy is also subject to legal action, and the company has the right to take further action depending on the situation. Should you have any questions or concerns, speak to the manager of your team or anyone in HR.
- 25. CRITICAL RESPONSE PLAN Scenario1: Instagram is hacked. Action Plan: 1. When hack is detected immediately contact the social media manager or the social media director. 2. Manager or director will delete any content posted by hacker. 3. Manager or director immediately changes the password to the account. 4. Manager and director develop appropriate follow up post. 5. Have the technology department look into who the hacker was, and if found, take action from there. Pre-approved messaging: No pre-approved messaging here. Message will depend on the gravity of the situation.
- 26. CRITICAL RESPONSE PLAN Scenario2: One of our main influencer suddenly passes away. Action plan: 1. Notify the social media manager or director right away. 2.Social Media team will draft an appropriate and respectful social media post in remembrance of the influencer. 3. Director must approve the post. Pre-approved Messages: Instagram caption:“____, you blessed the lives of so many people, including us here at Revolve. #Gonetoosoon
- 27. CRITICAL RESPONSE PLAN ContactInformation Owner Name Telephone Email Marketing Director Ryan Pabelonia 305-678-9222 [email protected] Social Media Director Charina Scott 678-912-0098 [email protected] Social Media Manager AnnaTran 407-780-7199 [email protected] Social Media Coordinator SusanYi 754-578-2244 [email protected]
- 28. MEASUREMENT AND REPORTING RESPONSE •Quantitative KPIs Reporting Period: 3 months /Data as of August 8, 2017 Social Network Data Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter https://twitter.com/ revolve/ 50K 6 post 1.3% Instagram https:// www.instagram.com/ revolve/ 2M 90 posts 2.25% Facebook https:// www.facebook.com/ REVOLVE 800K 10 posts 2% Snapchat Revolveclothing 1.3M 40 posts 1.7% • We have chosen to use ourTwitter as a customer service resource. Since making this such we have seen very positive results such as an increase in content, followers and engagement.We have been able to reach larger audiences with our hashtags. #AngelsloveRevolve #Revolvelovesme Instagram continues to be our most successful social media.We are on track to each our goal of 20,000 followers in 6 months. By increasing our content by 10 posts a week we have 2.25% increase in engagement.
- 29. MEASUREMENT AND REPORTING RESPONSE WebsiteTrafficSources Assessment Source Volume % of OverallTraffic Conversion Rate Facebook 16M unique visits 6.9% 2.5% Snapchat NO DATA NO DATA NO DATA Instagram 35M unique visits 25% 1.8% Twitter 6M unique visits 2.5% 0.1% • We are very pleased with our progress in terms of Instagram.We are on track to hit a 6% increase of traffic from Instagram, already having a 5% increase in just 3 months.We believe this is due to the increase in diverse and inspiring content. • After switching ourTwitter to a customer service resource we have seen a 0.5% increase in traffic. • After not seeing as much of a difference in numbers when it comes to Facebook, our social media team is re- evaluating when/what to boost.We really want to be as effective as possible when boosting because its paid media.
- 30. MEASUREMENT AND REPORTING RESPONSE •Qualitative KPIs • Sentiment Analysis: • After completing and analysis on 50 Facebook posts, Instagram posts, and Twitter Post: • Positive sentiment came from customers.We saw this through the increase in mentions, tags, and hashtag use. Customers raved about the new approach to customer service and the different discount opportunities. • Negative sentiment came from pricing. Some customers tweeting at Revolve saying the price of our clothing is too high.
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