Social Media Project 4

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This is a group social media presentation I gave in my Social Media Marketing class during my Fall, 2012 semester.

We had to set up a social media campaign on any topic/business we were involved in, monitor metrics, learn, adjust our strategies, and present what was done and what was learned.

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  • Social mapping for our strategy\n
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  • KPIs – Sales, New likes, Comments, Follows, retweets, comments etc.\n
  • 2.5 weeks\n
  • pam\n
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  • kim\n
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  • 4 additional conversions may be attributed to etsy, but could not be confirmed because:\n-neither FB nor bit.ly tracked etsy traffic\n-FB names couldn’t necessarily be matched\nit is possible that these 4 individuals may have clicked through and engaged with other channels which motivated them to engage with our promo\n
  • - Mention why we didn’t do it on her main blog\n
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  • - Mention why we didn’t do it on her main blog\n
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  • Uploading the youtube on dec 4 gave us a chance to tweet value added content at people who had never heard of Intwined, this was great for enagement\n
  • Uploading the youtube on dec 4 gave us a chance to tweet value added content at people who had never heard of Intwined, this was great for enagement\n
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  • Uploading the youtube on dec 4 gave us a chance to tweet value added content at people who had never heard of Intwined, this was great for enagement\n
  • When we started linking tumblr posts to twitter, our retweet counter showed significant changes\nHaving a video to tweet at people made a huge difference on engagement\n
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  • - tab was viewed 380 times\n
  • Low barriers to entry\nPeople just had to state which they wanted and why\nIncluded date to enter by\n
  • - Reposted it at the 11 day, 5 day, and 1 day mark to remind people to enter\n
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  • Realized photos did better\nPushed Jenn to create the videos for us to post on 12/4\n
  • - All channels drove to FB\n
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  • FB interactions – 46 content likes, 32 comments = total of 79 interactions\n- However we had another sale, and they contacted her through email so it could have come from any channel. \n
  • FB interactions – 46 content likes, 32 comments = total of 79 interactions\n
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  • Social Media Project 4

    1. 1. Social Media Strategy for Intwined BowsMaya Mikati| Pamela Sam|Gayatri Shukla|Kimberlyn Dennis Smith Social Media And The Brand | December 14, 2011
    2. 2. A Quick Introduction to Intwined  Sells bow-tie accessories creating a dapper look  Price point: $27  Sold at brick & mortar stores in CA & Etsy.com  Faces high competition from both similar small shops & larger businesses  Operates within a large competitive price range ($15-$50)
    3. 3. Insights generation - General istening - Competitive research ROI / Optimization Audience framework planning - KPI setting - Defined target profiles - Tracking & reporting - Barriers - Optimization strategies Socializing Intwined Experience Behavioral social activation architectures- Integrated channel - Touchpoint models - Key messages strategies - Behavioral outcomes Activation Social media framework program toolbox - Presence & participation - Style guide / brand - Social distribution voice - Influencer activation - Message matrix - Editorial calendar 3
    4. 4. Listening: Bow Ties …Bow ties can …Bow ties used to be complete anyones synonymous with black tie, but Bow ties are an essential part of wardrobe in 2011 they traverse the smart any man’s wardrobe.  Do me a casual divide, meaning that favor: Don’t ever buy or wear a pre- they’re just as at home at a tied bow tie.  Learn how to tie your black-tie dinner as they are on own and then rock it like a champ.  the streets. This is perhaps best exemplified by looking to the silver screen (James Bond) and the small screen (Matt Smith’s Dr Who), who show that given the right outfit, the bow tie is an incredibly versatile menswear …I would say that neck accessory. wear is one of the most crucial pieces to looking like a champ – whether its the…always opting for inclusion or theself-tie bow ties exclusion of a tie or ascot  …Men’s fashion may not be complete without having the newly shaved face and blemish-free footwear, and to top this all is a complementing bow tie which will finish any man’s debonair look.
    5. 5. Listening: Use Case  “Genuine Gentlemen”  Classic bow tie wearer  Conservative. Formal. Debonair. “….Bow ties are the primarily neckwear to be harmonized with a tux, it’s being a match manufactured in bliss which you can never fail about…” “…The use of bow ties and cuff links are still regarded as essential parts of modern dress codes….”
    6. 6. Listening: Use Case  “Fashionable Pet Owners”  “Mini me” versions of owners  Love dressing up pets in latest “doggy wear” fashions “…Make your dog stand out in our dog bow ties as well…”
    7. 7. Listening: Use Case  “Average Joe”  New to world of bow ties  Information seeker “…How do I tie a bow-tie (and wear it casually)?...” “…What to don with a bow tie? “….How to choose the correct tie for the occasion?”
    8. 8. Listening: Use Case  “Dapper Dons”  Style conscious, fashion focused  Hip. Uban. Chic. Swag. “…no longer an “old man’s favorite.”... the young and the daring are discovering creative ways in using bow ties and without having to shed off the wild side of their personalities.”
    9. 9. Target Profile Personal / Demographic Addressable Need StatesDapper Men, Fashionista Women •Active/Participation in fashion blogs and forumsAge: 15-50 •Online research on fashionStatus: Single, Married, living w/ trends, bowtiesspouse •Offline SocializingHousehold Income: $35k - $150k •Research on tying bow ties Attitudinal / Psychographic Personal Media Habits on YoutubeSocially Socialite Internet: •Window-shoppingawkward •Social Media and Internet Savvy fashionable custom • Reads Fashion Blogs on and off accessoriesConformist Rule- to keep a tab on what’s in andbreaker what’s out Driving Insight • Shops online very often for “I love expressing myself trendy clothes and accessoriesIntrovert Expressive through what I wear, and am always game to try out Power channels / fun new ensembles. I’dFashion Trend-setter Touchpoints •Social networks rather not be just a face invictim •Fashion Blogs and forums the crowd wearing what everyone else is wearing.“ •SearchAnalytical Creative •YouTube: ‘How to” guides •Online stores for fashionPlay-it-safe accessories
    10. 10. General Goals & Objectives  Primary Objective: Acquisition + Visibility  To help the business acquire new customers and to get the Intwined brand name out there.  Secondary Objective: Engagement + Participation  To ensure current followers are engaged with the brand, and that they participate and interact with the brand to drive influencer activation, and social echo.  Encourage past customers to increase social echo by reviewing on Etsy and Yelp
    11. 11. The Campaign  Christmas Giveaway  11/23 – 12/11  Primary LP drove to Facebook  Main CTA  Comment to win  Campaign Goals  25 entries  5 sales
    12. 12. Social Media Attribution Framework  What do we want to achieve?  Build the brand through engagement and visibility  Make at least 1 sale, preferably 5  What are our behavioral KPIs?  Likes, comments, retweets, @replies - any positive interactions  Optimization process?  Monitor and learn/modify as we go  How will it change the brand?  It will show our client how utilizing social media channels can increase visibility, engagement and <3
    13. 13. Intwined Style Guide  Persona: “Bowie” - Youthful and friendly fashionista on the cusp of new trends and bringing back the love for the bow tie ” ie  Tone: Young. Casual. Hip. Urban. ow“B  Key Phrases: Swag. Swagger. Dapper. Check it! Check this out!  Engage fashion and bow-tie enthusiasts  Promote Intwined’s Holiday Giveaway, company and products  Softsell to IntwinedBows on Etsy
    14. 14. Intwined Visual Style Guide
    15. 15. Channel Roadmap
    16. 16. Touchpoint Modelbarrier: clutterkey message: check out our giveawaytouchpoint mix:KPIs: clicks, replies swap style advice in forums posts pics and asks shops online questions on social networks searches online for reads style blogs inspired styles
    17. 17. Touchpoint Model barrier: clutter key message: we create a dapper style, you could win a dapper bow touchpoint mix: FB, Twitter, G+ KPIs: followers, fans, comments, @ mentions, RTs, circle swap style advice in forums posts pics and asks shops online questions on social networks searches online for reads style blogs inspired styles
    18. 18. Touchpoint Model barrier: clutter key message: we create a dapper style touchpoint mix: tumblr, wordpress, youtube KPIs: followers, comments, reblogs, swap style advice in subscribers, views forums posts pics and asks shops online questions on social networks searches online for reads style blogs inspired styles
    19. 19. Touchpoint Modelbarrier: clutterkey message: n/aTouchpoint mix: searchKPIs: search ranking, traffic swap style advice in forums posts pics and asks shops online questions on social networks searches online for reads style blogs inspired styles
    20. 20. Touchpoint Modelbarrier: clutter & considerationkey message: we create a dapper styletouchpoint mix: etsy, yelpKPIs: conversions, shop visits, etsy views, swap style advice incircles forums posts pics and asks shops online questions on social networks searches online for reads style blogs inspired styles
    21. 21. Channel Strategy
    22. 22. Store Front Revamp promotion of our Facebook promo links to our other social networks
    23. 23. Optimizing the Store Revised the “About” section so that all social networks were aligned in tone and content Revised “Favorite Materials” to make the store searchable
    24. 24. Etsy Feedback Incentivized Personalized messages set to past purchasers who have yet to review Intwined on Etsy Coupon incentive provided A gentle nudge to our Facebook promo included
    25. 25. Building Intwined’s Etsy Network Connected Jenn’s gmail to Etsy to leverage existing contacts she already had Cast a wide net in adding Etsy members to Intwined’s circles Favorited items of Etsy members who were added to Intwined’s circles Messaged Etsy members when they added Intwined to their circle and informed them of our Facebook Promo
    26. 26. Campaign Results  5 conversions (ie FB promo engagement) directly attributed to Etsy engagement tactics  other results included: Baseline New Lift circles 17 51 200% feedback 38 38 - visits 72 405 463% sales 39 40 2.5%
    27. 27. Channel Strategy
    28. 28. Holiday Promo E-mail Blast
    29. 29. New Product E-mail Blast
    30. 30. Channel Strategy
    31. 31. Channel Strategies  Tumblr  2 posts per day with original content  BOTD – Bow of The Day  Steal This Look!  IntwinedBows Holiday Giveaway  IntwinedBows instructional videos  Re-blogged relevant content  Engaged with followers and contributors
    32. 32. Examples etc. Original Content • Steal this Look! • Most followers after a single post
    33. 33. Examples etc. Original Content • Best follower engagement
    34. 34. Examples etc. Original Content • BOTD • Bow Promo
    35. 35. Optimizations  Tumblr  Followed relevant trend topics, content editors and contributors  Trend topics: menswear, fashion, black & white, vintage  Editors & Contriubtors: GQ, thestylebuff, urbanemenswear, iqfashion  Reblogged relevant on-topic content  # of followers increased 43% from 7 to 10  Direct messaged key bloggers, and dropped links – but not an available option in most blogs
    36. 36. Results  Tumblr  50 unique visitors  5mins on site/visitor  Top traffic drivers  Facebook, Twitter, Tumblr  Final Results  102 following  10 followers  2 reblogs  1 engagement
    37. 37. Channel Strategy
    38. 38. YouTube Channel 2 Videos:  ‘How to tie a perfect bowtie’:  74 views  3 Shares  ‘Speed-tying bow ties’:  37 views  1 Share  1 external duplication
    39. 39. YouTube Channel Analytics • Channel Views: 7 • Video Views: 109 • Likes: 3 • Shared 4 times, including: • On an external website • On StumbleUpon
    40. 40. Channel Strategy
    41. 41. Google Plus Primary Objective:  Increasing overall web visibility, especially Search rankings Secondary Objective:  Additional Engagement with past customers/social circle Baseline Metric: 0, No G+ profile Results:  33 adds, 18% traction  2 Shares on Content  1 Referral to Twitter  Substantial Increase in Search page rankings, esp for branded keyword ‘Intwined’
    42. 42. Search
    43. 43. Search – the Frontend
    44. 44. Search – the Backend  +1’s  Google Profile – Managing Information and Online Identity on the Web  Google Alerts
    45. 45. Channel Strategy
    46. 46. Types of Posts
    47. 47. Types of Posts
    48. 48. Optimizations
    49. 49. Optimizations
    50. 50. Engagement
    51. 51. Optimizations contest video
    52. 52. Campaign Results Baseline New Lift Followers 115 25 22% Retweets 0 16 - @mentions 2 10 400% Past results were averaged from 1.5 months prior to campaign, which ran: 11/24-12/11
    53. 53. Channel Strategy
    54. 54. Facebook
    55. 55. The Offer
    56. 56. Wall Posts
    57. 57. Optimizing at the mid-point 11/30 12/5
    58. 58. Final Facebook Results Tab Views Tab Views – 2.5 weeks Offer Landing Page 377 Wall 312 Type Posts Likes Comments Photos 22 Wall 28 30 4 Information 18 Esty Store App 6 Contest - 16 22 YouTube 8
    59. 59. Campaign Results New Likes Entries Sales Goals 120 25 5 Actual 29 22 2
    60. 60. Overall Results Channel Baseline Final Lift Actual Results Facebook 484 513 6% 29 Page Likes Facebook - 79 - 79 Interactions interactions Twitter @ + RT 1/wk 10.4/wk 900% - Twitter Followers 115 140 22% 25 Tumblr Subscribes 0 10 - 10 YouTube Views 0 109 views - 109 Google+ 0 32 - 32 Etsy Sales 39 40 2.5% 1
    61. 61. Overall Results  Highest traffic drivers to FB:  Highest traffic drivers to Etsy  Twitter store:  Tumblr  Etsy itself  G+  Intwinedbows.com  Intwinedbows.com  Search  Highest traffic drivers to Tumblr:  Facebook  Facebook  Tumblr  Twitter  Tumblr  Highest traffic drivers to Twitter  Highest traffic drivers to Youtube:  Twitter itself  Direct: Combination of other channels  YouTube Search
    62. 62. Key Learnings  Facebook  Present value to the customers in your posts in order to get them to react  Just because there is an offer, it doesn’t mean they will bite  Twitter  Provides an amazing track record of allowing for discovery  But, it is really labor intensive  Tumblr  Maintaining presence is essential to visibility and engagement  25% of visits on 12/6 from original and re-blogged content  Make re-blogged content your own by adding a witty comment
    63. 63. Key Learnings  Etsy  It is a passionate and involved community, therefore, showcasing your own passion is imperative to ‘fitting in’  Having a richer store front with more products would have helped in attracting additional sales & in increasing our circle  our store would be more searchable  a wider spectrum of products would gain more attention from a broader audience  Search  The best way to improve your Search rankings free of cost: Go Google all the way!  Linking all your web properties at every single channel is crucial: Helps optimizing traffic to multiple channels  More than any isolated channel effort, an Integrated campaign works best in generating traffic and action

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