Suddenly Found Treasure's Social Media Marketing Strategy

1. SuddenlyFoundTreasures
--Tsz Lui Chu, Nicole A Summers, Allen NG,
Logan Davis, Ting-Yun Chen, Jiayu Zhong

2. Contents
Introduction/ background
Current social media
SWOT with platform
Target to needs of consumer
Application/ content strategy
KPI
Social media solution
Data collection
Management
MAP

3. Introduction/Background
● Partnership between mother-daughter duo Kris Molnar and Nicole
Summers
● Started because of a love of thrifting and an overflowing house
● Moved from a hobby to a business opportunity
● Expand from just selling to other stores to an online presence

4. MissionStatement
As a consultant team, we aim to promote high quality vintage items
for today’s value conscious shoppers through providing vintage items
without the vintage cost. We also will increase brand recognition among
online users by utilizing more social media outlets to offer a unique way
to acquire specialized collectibles and vintage clothing.

5. Goal:increasethebrand’srecognition
Objective one:
Increase the online visibility
We hope to gain at least 10% of searching volume by January
2017

6. Goal:increasethebrand’srecognition
Objective two:
To build online community for traffic
We hope to increase 20% for second visits, 18% for third
visits and 18% for fourth visits by April 2017

7. Goal:increasethebrand’srecognition
Objective three:
To increase the social media participation
We hope to increase 15% of the revenue on August 2017

8. CurrentSocialMedia
● EBay is its only platform that customers
● The EBay account utilized is KT-GOODS
● It now has 45 followers and 100% positive
feedback on EBay in the last 12 months.

9. SWOTAnalysis
Strengths
● Unique clothing line/vintage
● Partnership means all retained profits
● Few competitors/niche market
● Family type business great company culture
Weaknesses
● Lack of Social Media presence
● No brand recognition
● Does not have online purchase ability
● Lack of products offered by clothing lines
Opportunities
● presence on FB, Twitter and IG
● online ordering/product viewing
● Contracts with large clothing chains
● Sweepstakes to win quality clothing items
● Establish company-owned factory
● International extensions
Threats
● Having too many competitors
● Consumer trends and desires can be fickle
● Stronger brand names of competitors
● Competitors with strong SCM

10. Targettoneedsofconsumer
● Manages to engage in online conversations with the
customers
● Collect feedback about vintage clothing
● Identify customer needs and to produce products and
services that best satisfy the needs of the potential
clients

11. Targettoneedsofconsumer
● Instagram pictures and videos create different reactions
from the Instagram followers where customers can pinpoint
any dissatisfaction about the product as well.

12. Targettoneedsofconsumer
● Engages customers in co-creating the value of products by
using their suggestions submitted through the social
media platforms to know the key area that needs to be
improved

13. Application/contentstrategy
● target group is the people in 20s-30s who like vintage clothing
● provide both pictures and videos once a week
● professional fashion discussion

14. Keyperformanceindicators(KPIs)
● Relied on Customer Relationship Management
● Track operation progress
● Evaluate performance toward goals

15. KPIsApplication
● Keyword Opportunity KPI
○ gain at least 10% of searching volume
● Returning Visit Metric
○ increase 25% of second visit, 20% of third visit, and
18% of more
● Sales Growth Indicator
○ Perform 15% more of sales revenue
● Interaction Engagement
○ 50% of followers are actively in comment or like

16. Socialmediasolution
● Creation of Social Media Profiles
○ Twitter, Instagram, Facebook and Linkedin
● Creation of picture/video advertisements
○ Cross sharing across Social Media Platforms
● Posting items 3 times a day or more
○ Allows for larger viewing audience
○ Allows for different viewers throughout the day
All Advertising will be done through
Social Media
No Advertising Budget

17. Datacollection
● Instagram
○ Free
software -
“Simply
Measured”

18. Datacollection
● Facebook
○ Fan page -
Pagemanager

19. Datacollection
● YouTube
○ YouTube Analytic

20. Management
● Partnership
○ Social Media focus by partners
○ Shared duties
■ Posting
■ Content Creation
■ Sharing posts
■ Responding to comments
● Focusing on return
viewers/customers
○ Raffles/Prizes/Giveaways
○ Social Media Analytics
○ View competitors advertising
practices

21. Map

22. Socialmediapictures