2. Challenges
Lack of effective keywords
to draw visitors to the site
Facebook and Twitter are
very similar
SEM & SEO require
monitoring in order to drive
sales and produce results
3. Goals
Streamline and focus social
marketing practices in
order to
Drive site traffic
Drive sales
Increase brand
awareness
Gain more customer
loyalty
4. Facebook
198,802 likes
Active site – Betsey asks a
question and her fans
respond
Very similar to her Twitter
account
Must provide some value
to fans
http://www.facebook.com/
xobetseyjohnson?sk=wall
5. Twitter
125,330 followers
Tweets are very similar to
Facebook posts
Does not promote
products as much on
Twitter
Must provide value to
fans
6. SEO & SEM
Currently not taking
advantage of keywords
(examples include
designer, funky, bold, fun, fl
irty followed by words like
dresses, apparel, shoes)
Must direct consumers to
website using these words
7. Measures of Success
Increase site traffic by 50%
Increase conversion rates by 20%
Increase online sales by 15%
…all within one year of updated social marketing
8. Budget
Estimated traffic summary Monitoring Facebook and
(SEM) Twitter accounts should not
Avg CPC: $0.63 - $0.95 add any additional costs
Clicks/day: 137-168 Costs may arise from
offering exclusive deals
Cost/day: $106.05 -
via social media
$129.62
platforms
At most, SEM expenditures
would equal $47,311.30
($129.62 x 365)
9. Timeline
December 2011: pick and March 2012: update
monitor essential keywords keywords depending on
for SEM how successful they are in
driving traffic
December 2011: work with
marketing and buying April 2012: launch first
department to determine ‘social media’ exclusive
exclusive offers to be given offer (20% off in store or
to Facebook and Twitter online with special code)
followers
10. Timeline (continued)
May 2012: analyze results from exclusive offer to determine its
effectiveness in driving traffic/conversion/sales
June 2012: update keywords depending on how successful they
are in driving traffic
Editor's Notes
More value by offeringExclusive dealsExclusive couponsVote on certain styles for Betsey to sell
Offer exclusive deals to followers (just like on Facebook)Twitter is more personal – since Betsey Johnson is the sole user of the xoBETSEYJOHNSON handle
