2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results
3. EXECUTIVE SUMMARY
2018 is going to be a very big year for Lululemon’s company. Our
priorities revolve around more millennial engagement which includes
social media platforms such as Instagram and Twitter.
The primary focus is to raise awareness to living a healthy lifestyle
through our brand which promotes living a more happy and
mindfulness life.
Two major social media strategies to bring awareness:
1. Encourage discovering yourself by going out of your comfort zone
2. A plan to generate more revenue by creating traffic through social
media
4. SOCIAL MEDIA AUDIT
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter twitter.com/lululemon 1 million 20 5%
Facebook
facebook.com/lululem
on 2 million 10 4%
Instagram
instagram.com/lulule
mon 2.4 million 6 2%
LinkedIn linkedin.com/lulu 200 thousand 3 0%
Social Media
Assessment
Assessment Summary: Instagram is the most prominent social media platform for
Lululemon. With their 2.4 million followers, they engage on average 2% per post. With
Twitter and Facebook catching up to this follower count, it continue to increase
awareness. LinkedIn suffers from the least amount of followers, posts, and engagement
activity.
5. SOCIAL MEDIA AUDIT
Website Traffic Sources Assessment Column1 Column2 Date: Column3
Source Volume % of Overall Traffic Conversion Rate
Twitter 2000 unique visits 14% 3%
Facebook 4000 unique visits 20% 3%
Instagram 1000 unique visits 5% 2%
LinkedIn 200 unique visits 1% 0.40%
Audience Demographics Assessment Column1 Column2 Date: Column3 Column4 Column5
Age Distribution Gender Distribution Primary Social Network
Secondary Social
Network Primary Need Secondary Need
18-30 70% Female 70% Female 50% Facebook
Wearing athletic wear that
is comfortable, fitting, and
stylish to enforce living a
healthy lifestlye
Becoming a part of a
community that is so
much bigger than
yourself
31-40 30% Male 30% Male 30% Twitter
41-55 40% Instagram 18% Instagram
56-80 40% Facebook 2% LinkedIn
20% Twitter
Traffic Summary: According to our data, Facebook develops the most unique visits to
their brand. With the 20% overall traffic, this makes Lululemon’s conversion rate at a
strong 3%. With Twitter following with 2000 unique visits, this is giving 14% overall
traffic.
Audience Demographics Summary: Most of Lululemon’s consumers are Female. The
age distribution primarily focuses around millennials, ages 20-40. As social media
has become a prominent advertising force, it is apparent that Facebook and
Instagram are a leading factor to share awareness of primary and secondary needs.
6. SOCIAL MEDIA AUDIT
Competitor Assessment: Column1 Column2 Date: Column3
Competitor Name Social Media Profile Strengths Weaknesses
Athleta Twitter: Athleta
Discounted sales; very comfortable athletic
wear similar to Lululemon. Athleta target
older women on Facebook ads.
Discounted sales; very comfortable athletic
wear similar to Lululemon. Athleta target
older women on Facebook ads.
Nike FB: Nike Air
Great brand identity with their usage of
celebrity promotions. 24/7 customer
service. Targeting customers who value
specfic sports and they constantly are
engaging with customers on twitter. They
are very good with incorporating polls for
product feedback with the #Nike
Very male dominated; They appeal
specifically to those who play sports and
not everyday wear. Too many social media
posts, which makes it harder for customer
engagement
Adidas Instagram: Adidas
Casual and comfortable leisure wear. Great
shoe department. Signed Kanye West.
Kanye promotes his brand on all social
media platforms especially Instgram, which
accounts for a large amount of Adidas's
revenue
Brand focuses primarily on soccer gear.
Athletic wear is not as prominent. Not as
appealing to the non-athlete on social
media because most of their posts are
professional athlete oriented
Competitor Summary: Lululemon has three strong competitors: Athleta, Nike, and
Adidas. With each of their social media handles, they reach their audience through
Twitter, Facebook, and Instagram. Most of these businesses have strengths regarding
their athletic wear, but they are not appealing to a wide variety of consumers. Athleta
has cheaper pricing, but this gives the perception of low quality. Nike has great
consumer engagement, but they do not have many comfortable clothes for everyday
activities. Lastly, Adidas is on the come up in this industry, but they have had many
7. SOCIAL MEDIA OBJECTIVES
In 2018, the main objective is to increase awareness through social media.
With the powerful use of social media, Lululemon wants to focus on sharing
more sentimental posts to interact with their audience.
Some specifics include:
oIncrease unique visitors by 30% by December 2018
oTwitter followers – reach 3 million
oFacebook followers – 5 million shares and 4 million followers
Increase visual content
Produce clever hashtags, polls, and messages to engage audience
KPI
1. Number of unique visitors from all social media platforms: Facebook, Instagram, Twitter, and LinkedIn
2. Followers
3. Posts per week/month/year
Key Messages
1. Healthy lifestyles are fun, and with the help of Lululemon, we will turn your life into an
enjoyable and nurturing excitement
2. Being healthy does not always mean going on diets. It includes a healthy mind, body
and soul.
8. ONLINE BRAND PERSONA AND
VOICE
Online Brand Persona and Voice
Adjectives that Describe our brand:
o Adventurous
o Engaging
o Athletic
o Sleek
o Empowering
When interacting with customers we are:
1. Empowering
2. Informative
3. Encouraging
4. Friendly
9. STRATEGIES AND TOOLS
•Paid: Every Wednesday we post a positive, empowering Instagram post promoting
yoga and mindfulness for our consumers. The post must have a minimum reach of
10,000, as well as at least 4,000 likes and 200 comments.
•Owned: Introduce a new hashtag, #Lovemylulus to our Instagram and Twitter
accounts to increase brand awareness and encourage more customer engagement.
The more we promote this hashtag, we could potentially offer a 10% discount if
people show they are using this hashtag on their social media post.
• Earned: Because Instagram is a prominent platform, we need to monitor key words
like mindfulness, yoga, peacefulness, and exercise sites. We then need to extend our
advertisements and our follow engagement to these pages to draw more awareness
to Lululemon and promote our brand more frequently.
Tools:
Hootsuite
Rejected Tools:
N/A
Existing Subscriptions:
Photoshop
10. TIMING AND KEY DATES
- January (New Years Resolution)
March (Spring Break / Summer Ready)
November / December (Christmas)
-June 21st (International Yoga Day)
-June 6th (International Running Day)
-November 7, 2018 (20 Year Anniversary of Lululemon)
Internal Events
January 1-8 - Recycle my Lulus: Turn in any old Lululemon leggings
June 20th + 21st - Free Yoga classes hosted in Major Cities across the US
and Canada
11. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Social Media Roles and Responsibilities:
Marketing Director: Sara Wilson
Social Media Manager: Patrick Fergus
Social Media Coordinator: Gabby Seiler
Supporting Social Media Team Members:
Luke Collins (Social Media customer support)
Callie Pupe (Social Ads support)
12. SOCIAL MEDIA POLICY
Social Media plays a key role in everyday life. We use it to interact with customers and partners while
delivering relevant content to promote company messages. Employees are ambassadors of the
Lululemon brand and are expected to uphold values established by the company. Guidelines have
been established for employees to follow, including:
•Be respectful
•Do not engage in fights or social media “wars”
•Do not disrespect our competition
•Be polite
•Be helpful
•Promote Lululemon events
•Ask before you post if unsure
Lululemon expects an appropriate use of social media. Any employee found in violation of the social
media guidelines may be evaluated for suspension or termination. Employees may be subject to legal
action and criminal prosecution. Any questions about social media use should be directed to a
Manager or the HR department.
13. CRITICAL RESPONSE PLAN
Scenario 1- Inappropriate follow from @Lululemon
Action Plan
When follow is detected from our account:
Take a screenshot of the follow from the Lululemon account
Immediately contact head social media advisor
Alert our social media team as soon as possible which includes Patrick Fergus, Gabby Seiler, Luke Collins and
Callie Pope
Patrick immediately develops an apology message in case the follow is not
detected immediately
We call in all our social media team to review the situation and develop a way to make sure this does not
happen again
We all agree that accidents happen, but something to this extent cannot happen
again because this could potentially ruin our Lululemon brand and our company
Disciplinary action may be required if happens more than once or if we find that it
was not an accident and it was purposeful
No pre-approved messaging in this scenario
14. CRITICAL RESPONSE PLAN
Scenario 2- Customer comes back with damaged product
For example, Customer buys a product from over a month ago and realizes that product is already starting to pill, which is
not to the standard of our Lululemon product.
Site to crew alert manager of store to review product and see the damages to the product
Staffer on floor and manager review the product to determine if the product can be replaced/ if the product can obviously
be known that the product was worn and the product should not have pilled
Once the product is reviewed, we either give customer full refund on site or we provide the customer with other
alternatives
Alternatives include full refund, gift card if necessary or we can have the product replaced on site if the product is in stock in the store
Store manager must approve of one of the alternatives and we must always remember to keep the customer happy because
that is a reflection on Lululemon
Customer reviews online are a huge factor in what people purchase from our store.
The more engaging with are with our consumers, the better reviews our customers will give Lululemon
The more forgiving we are to our customers will also continue to keep our customers loyal to Lululemon all together
Pre-approved messaging:
Twitter: “We do realize that our material may not be suited for certain types of activities. If you are ever unsatisfied with a
product we have lifetime guarantee with our products. Feel free to come into our store or contact customer support if you
ever have an issue”
15. MEASUREMENT AND REPORTING
RESULTS Quantitative KPIs
Reporting Period: 6
months
Data as of January 1,
2018
Social Network
Data Column1 Column2 Date Column3 Column4
Social
Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Facebook
facebook.com/lululemo
n
1.8 million; 8%
growth
10 posts per week;
10% increase 8%
Twitter twitter.com/lululemon
800 thousand;
4% growth
20 posts per week;
400% increase 7%
LinkedIn linkedin.com/lulu
100 thousand;
2% growth
4 posts per week; 50%
increase 1.50%
Instagram
instagram.com/lululem
on
2 million; 6%
growth
8 posts per week; 25%
increase 10%
Website Traffic Data Column1 Column2 Date: as of January 1,2018 Column3
Source Volume % of Overall Traffic Conversion Rate
Twitter
1000 unique visits; 10%
growth 10% 3.10%
Facebook
4000 unique visits; 25%
growth 25% 2.30%
LinkedIn
200 unique visits; 10%
growth 4% 0.03%
16. MEASUREMENT AND REPORTING
RESULTS
#LoveyourLulus Hashtag Performance
From January 1, 2019-March 1, 2019 the hashtag was mention 1.8 million times on Instagram and 600,000
times on Twitter. The hashtag was Trending on Twitter on January 25, 2019.
An additional 700,000 followers were gained on the Lululemon Twitter account. Our Instagram account
gained 1 million followers.
An analysis of the interactions on 500 Facebook Posts, 500 Instagram Posts and 500 Tweets revealed:
Positive customer reactions including quote tweets, likes and favorites and comments about products.
Biggest force behind negative comments are price related. Customers express frustration regarding the price
point of products or limited availability of products.
Proposed Action Items
Continue the #LoveyourLulus campaign.
Run the #showusyourstrength campaign encouraging customers to show us their strength while wearing
Lululemon products.
Plan events in Major Cities to attract new and existing consumers to Lululemon products
Host free exercise classes in Major Cities promoting products and their athletic performance
