SlideShare a Scribd company logo
Lawrence Chu
 JB Cianciarulo
  Ricky Estrada
    Sami Hill
Brittany Jackson
 Wendee Meyers
    Eric Quach
MEET
 US
About The
Team.

Eric Quach




                          JB
             Ricky
                     Cianciarulo
We aim to
create
conversation
through
organized &
     MISSION
cohesive social
    STATEMENT
media
SUCCESSFUL
TACTICS
10.7 million likes
Embraced the timeline layout
of Facebook
Frequent postings on Twitter &
Facebook


OPPORTUNITIES
FOR
IMPROVEMENT
77 thousand
followers, following 531
RSS feed should be moved
to a more accessible
location
GOALS
What We Strive To
Do.We aim to increase awareness & discussion
 1   about H&M by 20% in the next six months.


 2
     We will show an 10% increase in sales
     through social media over the next six
     months.

 3   We will improve customer service
     through social media platforms.
1.
         INCREASE
  AWARENESS AND
DISCUSSION ABOUT
H&M BY 20% IN THE
NEXT SIX MONTHS.
SOCIAL MEDIA A
2.7 million total
mentions.                                  692,327
                                             Blogs
                      29%              1,537,78
            57%                               9
                             3%            Twitter
                       15%            403,946
                                           Forums
                                           69,054
Query: "H&M" between 26-Apr-2011 and 25-
Blogs  Sweden 18.0%
         other 17.0%
            USA 16.2%
                         Twitte
                                    r
                        4,202 tweets /
       Germany 7.6%
             UK 5.8%

 84%                    day
          Spain 5.4%
        Norway 4.6%
        Finland 4.6%
                        175 tweets /
                                 USA 32.6%
                               other 23.0%
                        hour UK 12.9% 6.3%
                             Netherlands
                                France 5.0%
                                 Canada 4.1%
                               Singapore 4.1%
                                 Spain 4.0%
Generate
increased
discussion
& content
from
Fashion
Target College
 Campuses.
 Brand ambassador
program
College design
program
 #WDYWT
Instagram contests

  #OOTD
 #WAYWT
Create customer
              advocates.
       Organizatio         Utilize            Analyze              Think long
1. PREPARE




                                                           4. MAINTAIN
                     2. SEARCH




                                       3. SPECIFY
       nal Change          available          demograp             term
       Increased           software           hics                 Empower
       support in          -                  Determine            customers
       IT, Marketi         export.ly          how to
       ng, PR, Leg                                                 Interact &
                                              attract              engage
       al, etc.            Monitor &          brand
                           scan               advocates
                           social             Use
                           media              incentives
                           sites
2
       SHOW A 10%
INCREASE IN SALES
   THROUGH SOCIAL
  MEDIA WITHIN THE
 NEXT SIX MONTHS.
Feature coupons &
 sales for social
media friends and
   followers.
Use the power of
Customer Advocates
Poll
                 Assess &
customers on     apply
what designers
 they like to    consume
   see H&M
 collaborate     r
    with.
                 feedback
   Engage the
consumer basis   .
 and generates
IMPROVE
      CUSTOMER
SERVICE THROUGH
                  3
  SOCIAL MEDIA.
ONE. Response must be immediate.



ANAGEMEN   TWO: Conversation monitoring switches
                       to 24/7 mode.
 CRISIS
           THREE: Direct engagement & apologizing
                         must occur.

           FOUR: Update the ‘influencers’ in your
                         industry.

               FIVE: Learn how to filter ‚trolling.‛



       SIX: Listen & engage, avoid generalizing the crisis.
Re-organize how
the social media
team interacts with
customer service.
EMPLOYEE
 INVOLVEMENT
What Can Employees Do To
            Engage In The
           Conversation?
SOCIAL MEDIA
    POLICY
   Community Manager
           Responsibilities
         Employee
  Responsibilities
Monitor
conversation, listen to
social customer, & engage
CONTENT
  CALENDAR
APRIL
23rd
      APRIL
      24th
            APRIL
             25                        th
                                       10AM PST
  11AM PST Did        12PM PST          Missed
    you rock      Fashion with a   #fashionstar
@hmusa fashion        purpose.        last night?
      during          Purchase      Check out the
#Coachella12?       items from     @hmusa styles
 Tweet us your           our         available at
     favorite       collection.    www.hmfashi
 pctures using    http://www.h
                  1PM PST Want       onstar.com.
#hmfashion to     m.com/us/faa
                     to spread       1030AM PST
 3PM PST Check
  be featured!       your H&M      Get this weeks
out the photos       fashion to     Fashion Star
of our favorite    your college    styles before
  fashion this        campus?      they sell out!
 weekend & go         Become a       Check them
        to          Campus rep!          out at
http://hmcoac     http://www.h     www.hmfashi
  hella.comto        m.com/us/       onstar.com
MEASUREMENT
GOAL      “ Conversational Audit

  1.
          “ Sales
GOAL 2.   “ Metrics Analysis


GOAL      “ Survey

 3.
QUESTIO

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H&M Social Media Strategy

  • 1. Lawrence Chu JB Cianciarulo Ricky Estrada Sami Hill Brittany Jackson Wendee Meyers Eric Quach
  • 2. MEET US About The Team. Eric Quach JB Ricky Cianciarulo
  • 3. We aim to create conversation through organized & MISSION cohesive social STATEMENT media
  • 4. SUCCESSFUL TACTICS 10.7 million likes Embraced the timeline layout of Facebook Frequent postings on Twitter & Facebook OPPORTUNITIES FOR IMPROVEMENT 77 thousand followers, following 531 RSS feed should be moved to a more accessible location
  • 5. GOALS What We Strive To Do.We aim to increase awareness & discussion 1 about H&M by 20% in the next six months. 2 We will show an 10% increase in sales through social media over the next six months. 3 We will improve customer service through social media platforms.
  • 6. 1. INCREASE AWARENESS AND DISCUSSION ABOUT H&M BY 20% IN THE NEXT SIX MONTHS.
  • 7. SOCIAL MEDIA A 2.7 million total mentions. 692,327 Blogs 29% 1,537,78 57% 9 3% Twitter 15% 403,946 Forums 69,054 Query: "H&M" between 26-Apr-2011 and 25-
  • 8. Blogs Sweden 18.0% other 17.0% USA 16.2% Twitte r 4,202 tweets / Germany 7.6% UK 5.8% 84% day Spain 5.4% Norway 4.6% Finland 4.6% 175 tweets / USA 32.6% other 23.0% hour UK 12.9% 6.3% Netherlands France 5.0% Canada 4.1% Singapore 4.1% Spain 4.0%
  • 10. Target College Campuses. Brand ambassador program College design program #WDYWT Instagram contests #OOTD #WAYWT
  • 11. Create customer advocates. Organizatio Utilize Analyze Think long 1. PREPARE 4. MAINTAIN 2. SEARCH 3. SPECIFY nal Change available demograp term Increased software hics Empower support in - Determine customers IT, Marketi export.ly how to ng, PR, Leg Interact & attract engage al, etc. Monitor & brand scan advocates social Use media incentives sites
  • 12. 2 SHOW A 10% INCREASE IN SALES THROUGH SOCIAL MEDIA WITHIN THE NEXT SIX MONTHS.
  • 13. Feature coupons & sales for social media friends and followers.
  • 14. Use the power of Customer Advocates
  • 15. Poll Assess & customers on apply what designers they like to consume see H&M collaborate r with. feedback Engage the consumer basis . and generates
  • 16. IMPROVE CUSTOMER SERVICE THROUGH 3 SOCIAL MEDIA.
  • 17. ONE. Response must be immediate. ANAGEMEN TWO: Conversation monitoring switches to 24/7 mode. CRISIS THREE: Direct engagement & apologizing must occur. FOUR: Update the ‘influencers’ in your industry. FIVE: Learn how to filter ‚trolling.‛ SIX: Listen & engage, avoid generalizing the crisis.
  • 18. Re-organize how the social media team interacts with customer service.
  • 19. EMPLOYEE INVOLVEMENT What Can Employees Do To Engage In The Conversation?
  • 20. SOCIAL MEDIA POLICY Community Manager Responsibilities Employee Responsibilities Monitor conversation, listen to social customer, & engage
  • 21. CONTENT CALENDAR APRIL 23rd APRIL 24th APRIL 25 th 10AM PST 11AM PST Did 12PM PST Missed you rock Fashion with a #fashionstar @hmusa fashion purpose. last night? during Purchase Check out the #Coachella12? items from @hmusa styles Tweet us your our available at favorite collection. www.hmfashi pctures using http://www.h 1PM PST Want onstar.com. #hmfashion to m.com/us/faa to spread 1030AM PST 3PM PST Check be featured! your H&M Get this weeks out the photos fashion to Fashion Star of our favorite your college styles before fashion this campus? they sell out! weekend & go Become a Check them to Campus rep! out at http://hmcoac http://www.h www.hmfashi hella.comto m.com/us/ onstar.com
  • 22. MEASUREMENT GOAL “ Conversational Audit 1. “ Sales GOAL 2. “ Metrics Analysis GOAL “ Survey 3.

Editor's Notes

  1. Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  2. Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  3. Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  4. Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  5. Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  6. Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
  7. The time to move is instantly, when a crisis occurs waiting only makes things worst be prepared by having an infrastructure of the following things in place.
  8. Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)