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Threadless smp Threadless smp Presentation Transcript

  • June  9,  2013  –  Channel  Management  –  Giovanni  White  –Threadless–  Designbyhumans,  SnorgTees  
  • ONLINEPRESENCE
  • 13,165 TWEETS 690,507 FOLLOWING 2,157,754 FOLLOWERS
  • 716,912 Likes
  • 2,993 SUBSCRIBERS 2,005,253 VIEWS
  • 2000 FOUNDED 51-200 EMPLOYEES Internet INDUSTRY
  • 515 PHOTOS 217,374 FOLLOWERS 873 FOLLOWING
  • 37 BOARDS 630 PINS 5,823 FOLLOWERS
  • BLOG
  • BLOG
  • BLOG
  • STORE
  • STORE
  • STORE
  • TOOLS&KEYWORDS
  • • Manage multiple social networks • Schedule messages and tweets • Track brand mentions • Analyze social media traffic • Klout scores • Content analytics • Social analytics • Conversion analytics • Advertising analytics • Google Alerts
  • REPUTATIO Name   URL   Medium   Comment/2tle   #  of  comments   Value   Date   David  Staffell   hCp://www.threadless.com/play/forum/ post/58457/25_giP_cerQficate_giveaway   Forum   $25  GiP  CerQficate  Giveaway   10,038   PosiQve   13-­‐Jul-­‐06   Aled  Lewis   hCp://www.threadless.com/play/forum/ post/715558/tumblr_promo_thread   Forum   Tumblr  Promo  Thread   1,298   PosiQve   31-­‐May-­‐11   Threadless   hCps://www.facebook.com/threadless   Facebook   Support  Oklahoma  disaster  relief:  The  Flaming  Lips  tee  is   available  for  pre-­‐sale:   5   PosiQve   25-­‐May-­‐13   Threadless   hCps://www.facebook.com/threadless   Facebook   ALL  TEES  ARE  $15!  This  weekend  only:  hCp://bit.ly/12PZfKZ   17   PosiQve   23-­‐May-­‐13   Alexmdc   hCp://www.threadless.com/play/forum/ post/468997/threadless_bloggers_chat_/   Forum   Threadless  Bloggers  Chat!!!   5,342   PosiQve   13-­‐Jun-­‐09   Evan  Ferstenfeld   hCp://www.threadless.com/play/forum/ post/196736/ the_official_slogan_club_congrats_sloag_s uperstar_courtney_pie/   Forum   The  Official  Slogan  Club   20,680   PosiQve   1-­‐Mar-­‐07   ThreadlessTeeV   hCp://www.youtube.com/watch? v=z2HYkp_41YU   YouTube   Threadless  Direct  To  Garment  PrinQng,  Featuring  The   Muppets   21   Neutral   31-­‐Jan-­‐12   ThreadlessTeeV   hCp://www.youtube.com/watch? v=f7sMFOfVeS8   YouTube   How  to  Threadless   22   PosiQve   26-­‐Jul-­‐12   ThreadlessTeeV   hCp://www.youtube.com/watch? v=z2TsGBDSNJs   YouTube   Meet  Threadless  ArQst  JusQn  White   6   PosiQve   21-­‐Oct-­‐12   Threadless   hCps://twiCer.com/threadless/status/ 340232570895757313   TwiCer   Tag  your  #threadpics  and  join  the  party.  hCp://ow.ly/lyG0x     5   PosiQve   31-­‐May-­‐13  
  • DIAGNOSIS&CONCLUSIONS Threadless   X   X   X   X   X   X   X   X   Design  By   Hümans   X   X   X   X    X   X       X   Snorgtees   X   X       X                  
  • •  Dynamic  &  flourishing  digital  presence  across  all  plaqorms   •  Engaged  and  loyal  community  of  users   •  Key  messages   –  Make,  pick,  play,  and  shop  now!   –  You  are  Threadless   –  Make  great  together   •  Valuable  content   –  Submit  designs,  score/criQque  designs,  Bestee  Awards  (web)   –  Design  contests,  giveaways  (blog  &  social  media)   –  Forums,  Threadless  Tee  V,  arQst  stories/interviews  (web  &   YouTube)   –  PrinQng  techniques  &  processes  videos  (YouTube)  
  • •  An  ongoing  t-­‐shirt  design  compeQQon  and   community  where  arQsts  and  t-­‐shirt  lovers   can  create,  buy,  and  talk  about  art  and  t-­‐ shirts  (e-­‐commerce).   •  Each  day  a  new  t-­‐shirt  design  is  selected   ($1,000  cash  prize)   •  PosiQve  image  amongst  community   COMPETITION
  • •  Key  messages:  Do  you  LIKE  ____?  (FB),  Tag   your  friends  wearing  ____  (FB,  TW),  discount   codes,  disaster  relief,  etc.   •  Valuable  content:  Style  guides  (blog),  special   news  &  offers  (blog),  arQst  interviews  (web),   submit  &  vote  on  designs  (web)   COMPETITION
  • •  Specialize  in  pop-­‐culture  inspired,  random,   and  all  around  funny  t-­‐shirt  designs  (iPhone   cases,  socks,  etc)   •  “Funny  name,  funnier  shirts”   •  28%  of  the  design  ideas  come  from  customers   (those  chosen  receive  $150)   •  PosiQve  image  amongst  community   COMPETITION
  • COMPETITION •  Key  messages:  $5  off  unQl  ____  (FB,  TW),   Win  a  free  shirt  contests  (FB),  discounts  (FB),   3  funny  tees  every  week  (FB)   •  Valuable  content:  Inspiring  emails  (FB),  meet   the  Snorg  models  (YouTube),  new  designs   (FB),  Send  in  your  ideas  (web)  
  • TARGETAUDIENCE
  • TARGETAUDIENCE Source:  Alexa  
  • SMPTARGET Parents  –  ages  25-­‐54  (approx.)  
  • OBJECTIVES 1.  Increase  website  traffic  amongst  users   underrepresented  on  Threadless:   –  People  with  children  between   approximately  25-­‐54  years  old   2.  Improve  posiQoning  and  reputaQon  for   kids  line  targeted  keywords   3.  Increase  “Kids”  line  sales  
  • KIDSLINEKEYWORDS
  • STRATEGY 1. Define  and  develop  a  Social  Media  Plan  (SMP)   targeQng  parents  to  increase  their  social   engagement  and  drive  sales   2. Use  SEO,  SEM  and  SMO  techniques  to  improve   posiQoning  for  kids  line  keywords  and  reputaQon   amongst  our  parent  consumers   3. Run  social  media  campaigns  and  PPC  adverQsing   aimed  at  parents  to  engage  their  parQcipaQon   and  drive  traffic  to  the  e-­‐commerce  store  
  • COREMESSAGE Threadless  makes  the  coolest  kids  tees.   In   tons   of   sweet   varieQes.   Always   growing,   always   new.   Designs   so   fun,   they'll  say  WOOHOO!  
  • PLATFORMS
  • PLATFORMS 3,188 Likes
  • PLATFORMS
  • PLATFORMS 69 TWEETS 79 FOLLOWING 298 FOLLOWERS
  • PLATFORMS
  • PLATFORMS
  • PLATFORMS
  • KPIs •  Blog:     –  10-­‐20  comments  per  post   –  At  least  100  “Likes”,  tweets  &  shares  per  post   –  Top  5  Google  posiQoning  for  keywords     •  (e.g.  kids  t  shirts,  kids  shirts,  cool  toddler  clothes,  cool  boy  clothes)   •  Facebook:   –  1,000  fans  per  month   –  At  least  100  “Likes”,  shares,  &  comments  per  post  in  total   •  TwiQer:   –  1,000  followers  per  month   –  At  least  100  “RT’s”  or  menQons  per  tweet  in  total   •  YouTube:   –  1,000  views  per  video   –  At  least  20  comments  
  • COMMUNICATIONPROTOCOL •  Tone:     –  Close,  simple  &  friendly     –  We  want  our  message  to  be  understood  by  both  parents   and  kids  alike       •  Language:      –  Common,  everyday  &  emoQonal  words       •  Content:    –  Using  keywords  for  SEO  (see  “Kids  Line  Keywords”  slide)     •  Style:   –  Bold,  italic  and  underlined  for  SEO  (with  relevant  anchor   text  and  landing  pages)  
  • MANAGEMENTPROTOCOL •  Who:     –  Each  type  of  communicaQon  or  post  across  all  social   media  plaqorms  will  be  facilitated  by  the  Community     Manager  (CM)     –  Any  quesQons,  issues  or  general  comments  will  require  a   response  within  24  hours,  no  excepQons  (by  the  CM)   –  All  campaigns,  contests,  blog  posts,  etc.  will  be  under  the   direcQon  of  the  MarkeQng  Director  &  markeQng  dept.     •  How:      –  We  will  idenQfy  all  materials  uploaded  properly  with    filenames  that  contain  some  keyword  branding  and    posiQoning  to  facilitate  SEO.    
  • MANAGEMENTPROTOCOL •  Rules  of  conduct:  The  Threadless  Kids  segment  is  targeted  at   children  and  their  parents.  Therefore  all  designs,  content,  language,   comments,  etc.  will  be  held  to  strict  familial  standards  and  must  be   age  appropriate.          –  We  define  the  following  rules:   1.  No  offensive  comments  will  be  allowed  to  disqualify  other   users  or  enQQes.   2.  The  uses  of  profanity,  insulQng  or  humiliaQng  expressions  are   prohibited.   3.  Racist,  xenophobic  or  homophobic  comments  are  prohibited.     4.  Any  other  behavior  out  of  what  is  understood  by  normal  use   using  common  sense  is  prohibited.   –  Any  user  not  meeQng  these  basic  rules  of  conduct  will  be  publicly   warned  to  make  all  users  aware  and  consequently  blocked,   removed/deleted,  or  ignored  whenever  possible.  
  • MANAGEMENTPROTOCOL •  Timing:   –  Replies  must  be  made  in  no  more  than  24  hours  to   comments,  quesQons,  complaints,  etc.  on  the  blog  and   social  profiles.   –  Blog:  At  least  2  posts  weekly  with  original  content  (from   markeQng  department)   –  Facebook:  At  least  5  daily  posts  with  interesQng  and   engaging  content.  Prompt  interacQon  with  users  when   possible.     –  TwiCer:  At  least  10  daily  tweets  during  prime  Qme  hours.   Prompt  interacQon  with  users  when  possible  (Thank  RT’s   and  reply  to  menQons,  DM’s)   –YouTube:  2  videos  per  week.  Responses  to  comments  in   no  more  than  24  hours.      
  • CRISISPROTOCOL •  Any  complaint  or  negaQve  comment  must  be  noQfied  in  wriQng  via  email  to   the  Director  of  MarkeQng!     •  In  general,  the  following  guidelines  will  be  followed:     1.  Do  not  speculate  (i.e.  rumors)   2.  Facilitate  informaQon  from  the  necessary  sources   3.  Do  not  lie  under  any  circumstances   4.  Show  empathy  with  those  affected  by  the  problem   5.  Do  not  limit  press  access  to  the  scene  (if  any)   6.  Establish  direct  communicaQon  channels  with  stakeholders   7.  Share  informaQon  with  other  bodies  involved   8.  Keep  value  chain  informed  (employees,  customers,  suppliers)   9.  Do  not  avoid  responsibility  or  blame     10.  ConQnue  communicaQon  aPer  the  crisis  
  • ACTIVITIES KIDS Check  out  our  young  fans  rockin’  Threadless!   Join  the  fun  and  post  your  #threadkids  pics  to  TwiCer  and  Instagram.   Pictures  will  show  up  on  Threadless.com.      
  • GIVE-AWAYS We're  giving  away  this  very  AWESOME  book  on     TwiCer  right  now!  Follow  @threadlesskids  for  a     chance  to  win!     Example   of   a   Facebook   give-­‐away   of   a   children's   book   encouraging   people   to   follow  the  TwiCer  page.  
  • TWITTERPOST #Cool  #kids  #tshirts!  #Clothes  for  #boys,  #girls  &  #toddlers     hCp://ow.ly/lMJhz     Use  of  hyperlink  for  SEO  posiQoning  driving  parents  to  the  e-­‐ commerce  store.  Use  of  keywords  as  hashtags.    
  • CONTESTS Score  Teenage  Mutant  Ninja  Turtles  designs  for  a  chance  to  win  prizes.   Tweet  and  “Like”  our  page  for  a  chance  to  win  a  free  t-­‐shirt!  
  • CONTESTS What?   Best  picture  contest     Who?   Families     How?   A  contest  for  parents  and  their  kids.  Tag   pictures  of  your  family  wearing   Threadless  tees  using  #ThreadlessFamily   to  enter  a  chance  to  win  a  $250   Threadless  giP  card  and  an  art  panel.     Where?   TwiCer  &  Instagram  
  • THREADLESSKIDSTEEVEE YouTube  channel  showcasing  animated  kids’  t-­‐shirt  designs  to  be  be  viewed   and  commented  on.  We  disseminate  the  videos  through  TwiCer  and  Facebook.  
  • CALENDAROFACTIONS July  2013  –  One  month  SMP   Blog,  Facebook,  TwiQer,  YouTube,  Contests,  Giveaways