iSuperStore implemented a social media strategy for the 2017 holiday season to increase brand loyalty and attract new customers. Key objectives included increasing repeat customers by 15%, social content by 200%, and gaining Facebook/Instagram followers. Strategies included paid ads, owned content like product photos, and earned engagement through a hashtag promotion. Roles assigned social responsibilities and a critical response plan addressed issues like incorrect pricing. Reporting found objectives were exceeded with increased engagement and traffic. The hashtag promotion was successful and should be repeated next year.

1. ISUPERSTORE
SOCIAL MEDIA STRATEGY

2. TABLE OF CONTENTS
• Executive Summary – 3
• Social Media Audit – 4
• Social Media Objectives – 6
• Online Brand Persona – 7
• Strategies & Tools – 8
• Key Dates – 9
• Social Media Roles and
Responsibilities – 10
• Social Media Policy – 11
• Critical Response Plan – 12
• Measurement & Reporting – 14
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3. EXECUTIVE SUMMARY
• For the 2017 holiday season we are striving to keep our customers satisfied with their
purchases but we are also striving to attract more customers than ever before. Brand
awareness and loyalty are practically non existent right now and that is something we wish to
change. We want our happy customers to keep coming back whenever they’re in need of
something new, something that can only be achieved when they actually know the name of
your company and where to find you.
• Our strategies to increase brand loyalty are:
• Provide expert service to those customers who are in need of extra technical help.
• Promote ourselves more heavily through our social channels and get customers engaged on these
channels
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4. SOCIAL MEDIA AUDIT
Social Network URL
Follower
Count
Average Weekly
Activity
Average Engagement
Rate
Facebook https://www.facebook.com/isuperstore/ 65 0 0
Instagram https://www.instagram.com/theisuperstore/ 1849 0 0
Social Media Assessment
Currently, while it appears that iSuperStore has a presence on social media, it appears that is all it has.
The pages are not active and have not made a post in a while. There also appears to be no post
engagement whatsoever, which in turn has reduced brand loyalty and affiliation.
Website Traffic Sources Assessment
The only data that could be obtained is from Amazon. It appears that the conversion late is lower than
desired. iSuperStore has an even stronger presence on several other sites, which is the source of most of
their traffic and sales.
Source Volume (per week) % of Overall Traffic Conversion Rate
Amazon 279,711 100 .04%
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5. SOCIAL MEDIA AUDIT (CONT.)
Age Distribution Gender Distribution Primary Social Network Secondary Social Network
18-24: 20% 60% M, 40% F Instagram Facebook
25-37: 20% 45% M, 55% F Instagram Facebook
38-50: 40 % 55% M, 45% F Facebook Twitter
51-75: 20% 75% M, 25% F Facebook Twitter
Competitor Name Social Media Profile Strengths Weaknesses
Seattle Cell Market
https://www.facebook.com/seattlecellma
rket/
Page exists. Sales are promoted
on page. Marketing is targeted to
classrooms
Limited amount of content
available on page. Contact
info not listed on page.
Audience Demographic Assessment
A majority of the customer base is in the 38-50 age range. These are primarily people who work to make a living
and can afford to buy personal electronics. There is a lower percentage of older people in the customer base due
to a lack of knowledge of how to use electronic devices. The rest of the customer base is divided equally.
Competitor Assessment
While there are numerous other competitors who appear on the same marketplaces as iSuperStore, only one of
them has a social media presence. This makes sense as a lot of these retailers are unauthorized sellers and would
potentially get into legal trouble for promoting products they do not have the rights to. Seattle Cell Market is the
only competitor who has a SM presence and while it does have content on its Facebook page, it is very limited.
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6. SOCIAL MEDIA OBJECTIVES
• This holiday season, our goal will be to not only promote sales and increase revenue but also to increase brand loyalty, which
will cause customers to shop with us for more than just one occasion.
• Specific Goals:
• Increase repeat customers by 15%
• Increase volume of social content by 200%
• Gain 300+ Facebook followers
• Gain 1000+ Instagram followers
• KPIs
• Unit Sales Results
• Revenue results
• # of repeat customers
• # of Facebook/Instagram posts
• # of Facebook/Instagram followers
• Key Messages
• Bring home something they actually want this holiday season!
• Get a special deal for that special someone this holiday season!
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7. ONLINE BRAND PERSONA
• Adjectives that describe our brand:
• Personable
• Friendly
• Funny
• Educated
• Example of Voice
• "Hey You! Running out of storage space on that old iPod you've had for years? Maybe its
time for a new one!"
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8. STRATEGIES & TOOLS
• Paid
• Instagram and Facebook ads will raise brand awareness to people who are unfamiliar with the company.
• Giveaways will also entice people to pay attention to our social media channels.
• Owned
• Posting holiday themed product photos twice a week reminds encourages them to buy gifts from our company.
• Promoting the hashtag #SuperGiveAwayDays will keep people locked in on our social media channels in combination with the
giveaways.
• Earned
• Monitor the use of the branded hashtag and offer smaller giveaways to the people who use the hashtag the most.
• Tools
• Approved: Hootsuite, Buffer
• Rejected: N/A
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9. KEY DATES
• Black Friday – November 24
• Cyber Monday – November 27
• Christmas – December 25
• New Year’s Day – January 1
• Reporting dates: Financial reporting occurs every other Saturday.
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10. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Social Media Director: Zachary Kampf
• Oversees strategy and ensures they are implemented.
• Social Media Manager: Robin Kampf
• Interacts and engages with customers on various social channels.
• Social Media Coordinator: Lexi Kampf
• Responsible for day to day content and monitors activity of branded hashtags.
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11. SOCIAL MEDIA POLICY
• As a family owned business, using social media is a huge part of who we are as it is a means
for us to communicate with friends and family about what's happening in our lives. That being
said we strive to ensure that we project a positive image of our company into the minds of our
customers. Employees are encouraged to use their personal social media channels to help
promote the company, as we believe it creates a strong image of our family business in the
minds of our consumers. Employees are also expected to:
• Be respectful.
• Be helpful.
• Not use any unauthorized logos.
• Not to bash the competition.
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12. CRITICAL RESPONSE PLAN
• Scenario One: Incorrect pricing information of Facebook/Instagram
• 1. Screenshot post
• 2. Contact SMD
• 3. Verify incorrect information
• 4. Issue pre approved messaging
• 5. Address individual customer concerns/questions
• Pre-Approved Messaging: "Oops! It looks like an earlier post on this page contained
inaccurate pricing information. If you wish to seek more information about the
product that was misrepresented, shoot us a direct message."
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13. CRITICAL RESPONSE PLAN
• Scenario One: Unhappy customer posts on Facebook page
• 1. Contact SMM
• 2. Issue apology to customer
• 3. Resolve customer issue
• 4. Delete angry post if necessary
• Pre Approved Messaging: There is no PAM as customer issues may vary.
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14. MEASUREMENT & REPORTING RESULTS
Social Network URL
Follower
Count
Average Weekly
Activity
Average Engagement
Rate
Facebook https://www.facebook.com/isuperstore/ 465 10 20%
Instagram https://www.instagram.com/theisuperstore/ 2449 7 25%
Social Media Assessment
We have successfully reached our follower goals and have even exceeded them. This has led to an overall
stronger online presence and has also increased our audience engagement.
Website Traffic Sources Assessment
As a result of the holiday season we saw increased web traffic. In addition we were also able to increase
our conversion rate as more people were tempted to buy products as gifts compared to the rest of the
year.
Source Volume (per week) % of Overall Traffic Conversion Rate
Amazon 500,000 100 1%
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15. MEASUREMENT & REPORTING RESULTS
• #SuperGiveAwayDays
• Our branded hashtag was mentioned more than 250 times this holiday season, which is far more than we
originally projected. This promotion should definitely be brought back next holiday season.
• Qualitative KPIs
• After examining all of the posts from this holiday season, we noticed that people were more actively
engaging on our social channels. With the increase in the amount of content that was on our channels,
people took advantage of it to tell us what they wanted most and how we could help them get it.
• Proposed Action Items
• Repeat #SuperGiveAwayDays next holiday season
• Continue to use social channels to help customers with their problems/answer questions
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