H&M Social Media Strategy
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H&M Social Media Strategy

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  • Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  • Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  • Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  • Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  • Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  • Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  • The time to move is instantly, when a crisis occurs waiting only makes things worst be prepared by having an infrastructure of the following things in place.
  • Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)

H&M Social Media Strategy H&M Social Media Strategy Presentation Transcript

  • Lawrence Chu JB Cianciarulo Ricky Estrada Sami HillBrittany Jackson Wendee Meyers Eric Quach
  • MEET USAbout TheTeam.Eric Quach JB Ricky Cianciarulo
  • We aim tocreateconversationthroughorganized & MISSIONcohesive social STATEMENTmedia
  • SUCCESSFULTACTICS10.7 million likesEmbraced the timeline layoutof FacebookFrequent postings on Twitter &FacebookOPPORTUNITIESFORIMPROVEMENT77 thousand followers,following 531RSS feed should be movedto a more accessiblelocation
  • GOALSWhat We Strive ToDo.We aim to increase awareness & discussion 1 about H&M by 20% in the next six months. 2 We will show an 10% increase in sales through social media over the next six months. 3 We will improve customer service through social media platforms.
  • 1. INCREASE AWARENESS ANDDISCUSSION ABOUTH&M BY 20% IN THENEXT SIX MONTHS.
  • SOCIAL MEDIA A2.7 million totalmentions. 692,327 Blogs 29% 1,537,78 57% 9 3% Twitter 15% 403,946 Forums 69,054Query: "H&M" between 26-Apr-2011 and 25-
  • Blogs Sweden 18.0% other 17.0% USA 16.2% Twitte r 4,202 tweets / Germany 7.6% UK 5.8% 84% day Spain 5.4% Norway 4.6% Finland 4.6% 175 tweets / USA 32.6% other 23.0% hour UK 12.9% 6.3% Netherlands France 5.0% Canada 4.1% Singapore 4.1% Spain 4.0%
  • Generateincreaseddiscussion& contentfromFashion
  • Target College Campuses. Brand ambassadorprogramCollege designprogram #WDYWTInstagram contests #OOTD #WAYWT
  • Create customer advocates. Organizatio Utilize Analyze Think long1. PREPARE 4. MAINTAIN 2. SEARCH 3. SPECIFY nal Change available demograp term Increased software hics Empower support in - Determine customers IT, export.ly how to Marketing, Interact & attract engage PR, Legal, Monitor & brand etc. scan advocates social Use media incentives sites
  • 2 SHOW A 10%INCREASE IN SALES THROUGH SOCIAL MEDIA WITHIN THE NEXT SIX MONTHS.
  • Feature coupons & sales for socialmedia friends and followers.
  • Use the power ofCustomer Advocates
  • Poll Assess &customers on applywhat designers they like to consume see H&M collaborate r with. feedback Engage theconsumer basis . and generates
  • IMPROVE CUSTOMERSERVICE THROUGH 3 SOCIAL MEDIA.
  • ONE. Response must be immediate.ANAGEMEN TWO: Conversation monitoring switches to 24/7 mode. CRISIS THREE: Direct engagement & apologizing must occur. FOUR: Update the ‘influencers’ in your industry. FIVE: Learn how to filter ‚trolling.‛ SIX: Listen & engage, avoid generalizing the crisis.
  • Re-organize howthe social mediateam interacts withcustomer service.
  • EMPLOYEE INVOLVEMENTWhat Can Employees Do To Engage In The Conversation?
  • SOCIAL MEDIA POLICY Community Manager Responsibilities Employee ResponsibilitiesMonitor conversation,listen to social customer,& engage
  • CONTENT CALENDARAPRIL23rd APRIL 24th APRIL 25 th 10AM PST 11AM PST Did 12PM PST Missed you rock Fashion with a #fashionstar@hmusa fashion purpose. last night? during Purchase Check out the#Coachella12? items from @hmusa styles Tweet us your our available at favorite collection. www.hmfashi pctures using http://www.h 1PM PST Want onstar.com.#hmfashion to m.com/us/faa to spread 1030AM PST 3PM PST Check be featured! your H&M Get this weeksout the photos fashion to Fashion Starof our favorite your college styles before fashion this campus? they sell out! weekend & go Become a Check them to Campus rep! out athttp://hmcoac http://www.h www.hmfashi hella.comto m.com/us/ onstar.com
  • MEASUREMENTGOAL “ Conversational Audit 1. “ SalesGOAL 2. “ Metrics AnalysisGOAL “ Survey 3.
  • QUESTIO