The document outlines the goals, team, and strategies of an H&M social media team, including increasing brand awareness by 20% and sales through social media by 10% in the next six months, as well as improving customer service, by engaging customers, analyzing metrics, and monitoring conversations on platforms like Facebook, Twitter, blogs and forums. It provides details on social media tactics, opportunities for improvement, and how employees can engage through monitoring conversations, content planning and representing the brand's voice.

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%

9. Generate
increased
discussion
& content
from
Fashion

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, export.ly how to
Marketing, Interact &
attract engage
PR, Legal, Monitor & brand
etc. 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.

23. QUESTIO