the social media strategy presentation for Wolfgang clothing store in Gainesville

1. Tanya Brathwaite
Social Media Management Spring 2017-
Due 19/02/2017
WOLFGANG

2. Main Strategy to Support this Goal
1. Increase volume of content
on certain channels
2. Create more engaging
content – videos customers
are more likely to share etc.
3. work with local influencers
to promote the brand &
encourage increased
customer participation

3. Table of Contents
Executive Summary 3
Social Media Audit 5
Audience Demographic Assessment 9
Competitor Assessment 11
Social Media Objectives 15
Online Brand Persona and Voice 17
Strategies 18
Tools 19
Timing & Key Dates 20
Social Media Roles and Responsibility 21
Social Media Policy 22
Critical Response Plan 23
Measurement and Reporting Results 25

4. Executive Summary
■ Our primary social media goal in
2017 will be to increase our
online following & community
among our primary target
audience – college aged
females living in Florida-
especially Gainesville & the
surrounding area.

5. Social Media Audit

6. Social Media Assessment
Social Network Url Follower Count Avg. Weekly
Activity
Avg. engagement
rate
Twitter https://twitter.c
om/WolfgangGvi
lle
207 1 post a week 1%
Facebook https://www.fac
ebook.com/Wolf
gangGainesville/
?hc_ref=SEARC
H
3,584 3 post a week 1%
Instagram https://www.inst
agram.com/wolf
gang_gainesville
/
3,118 10 post a week Avg interaction
per post 89 per
post

7. Assessment Summary
■ Currently Wolfgang's highest
engagement is through Instagram
with post often reaching 100 likes
and videos being viewed over 200
times.
■ Although the Facebook has been
liked over 3,000 times their post
receive little to no interactions.
■ Twitter is the least frequently used
channel & has the lowest
engagement.

8. Web Traffic Source Assessment
Source Volume Percent of Overall
Traffic
Conversion Rate
Twitter 47 unique views .5% .25%
Facebook 140 unique views 4% 1%
Instagram 460 unique views 20% 2.1%

9. Audience Demographic Assessment
Age Distribution Gender Distribution Primary Need Secondary Need
14-17 – 5% 95 % female Cute & unique outfits
to wear on nights out
and to functions
To see pictures of
friends & peers
featured on the page18-30 – 90% 5 % male
31<- 5%

10. Audience Demographic Summary
■ The overwhelming majority of wolf gangs audience is college aged females who live
in Gainesville, this audience is primarily make up of UF and Santa Fe student & the
brand is especially popular with girls involved in Greek life on campus. Energy
should be dedicated to attracting influential people within those circles to drive
sales and increase online engagement.

11. Competitor Assessment
■ Wolfgang's’ primary
competitor is
Henrigirl boutique
which is also located
on university ave.
■ This shop carries
similar designs and
attracts a similar
audience

12. Social Media Profile
Henrigirl has very active Instagram, Twitter and Pinterest. They are also mentioned frequently on Facebook.

13. Strengths of Henrigirl
1. They have a much larger following. Henrigirl has 16.7
thousand followers on Instagram and an avg. of 320
likes & many more comments on their pictures.
2. Social media team seems to create a higher quality
of content- high quality pictures and themed shoots
3. More store locations
4. Website features brand ambassadors
5. One more social media platform than Wolfgang –
Pinterest. This platform has 2572 followers and
boards designs for the school as each of their
locations
6. Online rating of 5.0

14. Weakness of Henrigirl
1. High prices
2. Location somewhat out of the way

15. Social Media Objectives
■ In 2017 our primary social media goal will be to increase both foot
traffic & traffic to the website from social media channels by 30 %
■ In order to achieve this goal we will be working on increasing our
online following & creating more engaging & relevant content to foster
greater relationships with out customers. We want to increase our
post engagement on Instagram and Facebook by 10 %
■ Our key messaging will be that our brand is here to support college
educated women and that we believe that fashion is a vital way of
expressing yourself.

16. Some Specific Objectives Include
1. Increase following on Instagram by 25% this year
2. Increase brand awareness with use if hashtags
3. increase volume of content published on Facebook by 30%
4. Create Pinterest account and grow following to 1.5 thousand in 1 year

17. Online Brand Persona and Voice
Adjectives that Describe the Brand
■ Fun
■ Trendy
■ Girlish
■ Stylish
■ Young
When Interacting with Customers
 Friendly
 Helpful
 Encouraging

18. Strategies
■ Paid- weekly boosted ads on facebook and Instagram featuring an influencer wear a
new arrival to the store
■ Owned – introduce hashtag #girlgang on website & social media & encourage
customers to use it when wearing items from the store
■ Earner- partner with popular local bloggers to have products reviewed & promoted.
Share their reactions post to all social media platforms

19. Tools
■ Hootsuite
■ Over
■ canva

20. Timing and Key Dates
■ February 26th – March 4th – Spring Break sales
■ May 30th – Memorial day sale
■ July 4th – Independence day sale
■ September 5th – Labor Day
■ Increased activity is also be needed around game days in the fall in order to drive
sales of game day wear.

21. Social Media Roles and Responsibilities
■ Since Wolfgang is a small local store the social media team will consist of only two
people.
1. Social media Director – this position will be filled by the store manager
Role : making final approvals before anything is posted, assigning different themes for
shoots, deciding on compensation for models and photographers etc.
1. Social media intern - this position will be filled by a UF undergraduate student who
is involved in Greek life.
Role: sourcing models and photographers, directing shoots and submitting for approval,
timing post to be seen by that largest number of customers.

22. Social Media Policy
■ Since we are a small company social media is really an integral part of
our efforts. In addition social media is central to the lives of majority
of customers & it’s the perfect way to engage with them & keep them
up to date on what is going on in the store. As an employee &
representative off Wolfgang a few simple guidelines for the use of
social media are as follows:
■ Always be respectful
■ Answers questions & concerns honestly & quickly
■ Always look for ways to be helpful to customers
■ Never criticize always be positive
■ Keep things visual
■ Try to be as engaging as possible

23. Critical Response Plan
■ Scenario 1 – complaint about quality of a piece of clothing from
customer on Facebook
Action Plan
1. When comment is detected social media intern to notify social media director & get
apology & suggested solution approved
2. Contact customer privately & suggest exchange & or store credit
3. Social media director to evaluate claim & see if it is a more wide spread problem

24. ■ Scenario 2 – inappropriate tweet from staff member about having a
better selection that top competitor- Henrigirl
Action Plan
1. Social media intern screen shoots tweet then deletes
2. Contact store manager & send picture evidence
3. Store manager review the situation, determine if disciplinary action is necessary
4. Remove that member of staff from having access to social media accounts

25. Measurement and Reporting Results
■ Quantitative KPIs Reporting Period – 2 months Date as of April 16 2017
Website Traffic Sources Assessment Time Frame:
monthly Average February 2017 to April 2017
Source Volume Percent of Overall
Traffic
Conversion Rate
Twitter 65 unique views, 12
% growth
2% .5%
Facebook 190 unique views, 20
% growth
9% 2%
Instagram 590 unique views 32
% growth
32% 3.2%

26. Social Media Data
Social Network URL Follower Count Avg. Weekly
Activity
Avg. engagement
rate
Twitter https://twitter.c
om/WolfgangGvi
lle
260
25% growth
6 post a week
600% growth
2%
Facebook https://www.fac
ebook.com/Wolf
gangGainesville/
?hc_ref=SEARC
H
4,021
12.2& growth
6 post a week
100 % growth
3%
Instagram https://www.inst
agram.com/wolf
gang_gainesville
/
3638
16.7 % growth
18 post a week
80 % growth
Avg interaction
per post 156 per
post