This document outlines a social media strategy for a company that sells luxury workout clothes and accessories. It includes an executive summary of the company's history and products. It also includes a social media audit, objectives, brand persona, strategies and tools to be used on platforms like Instagram, Twitter and Facebook. It discusses timing of key campaigns, roles and responsibilities, policies, critical response plans, and metrics for measuring results.

1. Social Media Strategy
Alexandra Fedele February 21, 2016

2. Table of Contents:
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results

3. Executive Summary:
• We sell both men and women’s luxury workout clothes and
accessories.
• From different kinds of workout tops, to pants, to jackets and even
headbands too!
• We were founded in Vancouver BC in 1998.
• Shared its first retail space with a yoga studio.
• Our products are now available all over the globe.

4. Social Media Audit:
• We are fortunate enough to have a multi-platform content
strategy.
• We use Bog, Facebook, Twitter, YouTube, Flickr and Tumblr.
• Our competitors are other athletic brands including Adidas,
Nike, Atletica and many more.
• Our target for our audience is mainly directed toward yogis.
We carry a lot of yoga athletic clothes.

5. Social Media Objectives:
• Social media sites include- Bog, Facebook, Twitter, YouTube, Flickr and
Tumblr.
• Our main objective is to post at least twice a day on Instagram. With
our 1.2 million follower base we focus on not only posting pictures of
our athletic wear, but also interesting pictures taken all over the
world.

6. Brand Persona and Voice
•The target consumers have an interest in yoga
and that is their biggest focus.
•Not only do they focus on the retail portion on
their blog, some of their recent pieces include
exercises and healthy recipes.
•We build a trust with our audience and brand
through blogging.

7. Brand Persona and Voice

8. Strategies and Tools:
• Tools
• Instagram
• Maximize user interaction with relatable posts
• Twitter
• Respond to customers as a support system.
• Facebook
• Engage customers with video promos, hyperlinks to sales, and
entertaining media
• Online Blog
• Engage customers in the brand culture with useful and
entertaining information

9. Timing and Key Dates:
•On special occasions we have sales that mainly occur
for back to school.
•We have an increase in sales/revenue during holidays.
•Christmas, Black Friday, Cyber Monday and Easter.

10. Social Media Roles and Responsibilities:
• Lululemon has a specific blog for their social media sites. It is
called “Meditate now, tweet later.”
• We tend to post inner dialogue of things that are running
through our mind during our meditations.
• As far as Twitter goes, we use it as a support center because
it is easier and more efficient to reach customers in a timely
manner.

11. Social Media Policy:
• Respect- always be fair to all customers and associates
• Appropriate- secret trade information stays
confidential
• Honesty- even deleted postings can be searched
• Accuracy- if information is inaccurate, correct it
quickly

12. Critical Response Plan:
• If our in store customers have any issues, we
immediately report it to our headquarters for further
assistance. We resolve these issues as fast as we
possibly can.

13. Measurement and Reporting Results:
• We have a code of business and
ethics and integrity line.
• Guest support
• Track your order
• Shipping
• Returns