We aim tocreateconversationthroughorganized & MISSIONcohesive social STATEMENTmedia
SUCCESSFULTACTICS10.7 million likesEmbraced the timeline layoutof FacebookFrequent postings on Twitter &FacebookOPPORTUNITIESFORIMPROVEMENT77 thousandfollowers, 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%
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, Marketi export.ly how to ng, PR, Leg Interact & attract engage al, etc. Monitor & brand 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 ResponsibilitiesMonitorconversation, listen tosocial 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