This document provides a social media strategy for Zappos. It includes an audit of Zappos' current social media presence and sets objectives to increase traffic and engagement. The strategy outlines the brand's online persona and voice, and recommends paid, owned and earned strategies across platforms like Facebook, Instagram, Twitter and Snapchat. It also defines roles and responsibilities, and provides templates for critical response planning and reporting metrics and results.
Questions for business:
-How much is your business, as a whole, spending on social media related activity?
-What innovations is it hoping to achieve?
-And what is the return on investment?
If you don’t know the answers to these vital questions you are in need of a Social Media Audit. We can help.
A project for my social media management class at the University of Florida. The objective was to design a social media strategy campaign for the company, and include possible results to go along with my campaign ideas.
Questions for business:
-How much is your business, as a whole, spending on social media related activity?
-What innovations is it hoping to achieve?
-And what is the return on investment?
If you don’t know the answers to these vital questions you are in need of a Social Media Audit. We can help.
A project for my social media management class at the University of Florida. The objective was to design a social media strategy campaign for the company, and include possible results to go along with my campaign ideas.
Companies often jump into social media without proper preparation or planning. Developing a social media strategy requires situational analysis and that is where a comprehensive social media audit plays a role.
It provides insights into the kind and quantity of content an organization already has and in what form, the size and vibrancy of the surrounding community and ongoing conversation, and, finally, the activities of competitors in relation to social media, community management, and content strategies.
This presentation provides the key components of a social media audit and competitive analysis to inform the development of a social media strategy.
A mock social media strategy for Starbucks Coffee for my Social Media Management class at the University of Florida. Includes KPI's, demographics, goals, traffic sources,online persona and voice and more.
How to measure and improve your social media roiJeraldine Phneah
Organic reach has decreased drastically over the past few years on Facebook. As a result, Marketers invest more time, money and effort to create good content to get higher engagement and boosting their content.
This leads the management or client often questioning: Is my investment in social media really paying off?
Through this guide you will learn:
1. How to measure your social media ROI
2. How you can optimize your adspend through top quality content and better targeting
Wondering how to assess your current social media efforts, and how to use that information to create goals?
Tim Patterson, @tradeshowguy on Twitter, explains - and offers you a free Social Media Audit Template at the end.
Over the past decade, the rise of social media has caused a huge shift in the way businesses interact with customers. Pharma, often thought of as a guarded industry when it comes to social, is upping its game and using social to reach a wide audience including patients and healthcare professionals.
How to Perform a Social Media Audit Before 2019Falcon.io
With 2019 looming it's never too late to conduct a social media audit. We'll walk you through the how-tos of effectively reviewing your social presence and past performance. You'll learn:
How to conduct a social media audit
Tips on competitor benchmarking
Defining your 2019 goals
Companies often jump into social media without proper preparation or planning. Developing a social media strategy requires situational analysis and that is where a comprehensive social media audit plays a role.
It provides insights into the kind and quantity of content an organization already has and in what form, the size and vibrancy of the surrounding community and ongoing conversation, and, finally, the activities of competitors in relation to social media, community management, and content strategies.
This presentation provides the key components of a social media audit and competitive analysis to inform the development of a social media strategy.
A mock social media strategy for Starbucks Coffee for my Social Media Management class at the University of Florida. Includes KPI's, demographics, goals, traffic sources,online persona and voice and more.
How to measure and improve your social media roiJeraldine Phneah
Organic reach has decreased drastically over the past few years on Facebook. As a result, Marketers invest more time, money and effort to create good content to get higher engagement and boosting their content.
This leads the management or client often questioning: Is my investment in social media really paying off?
Through this guide you will learn:
1. How to measure your social media ROI
2. How you can optimize your adspend through top quality content and better targeting
Wondering how to assess your current social media efforts, and how to use that information to create goals?
Tim Patterson, @tradeshowguy on Twitter, explains - and offers you a free Social Media Audit Template at the end.
Over the past decade, the rise of social media has caused a huge shift in the way businesses interact with customers. Pharma, often thought of as a guarded industry when it comes to social, is upping its game and using social to reach a wide audience including patients and healthcare professionals.
How to Perform a Social Media Audit Before 2019Falcon.io
With 2019 looming it's never too late to conduct a social media audit. We'll walk you through the how-tos of effectively reviewing your social presence and past performance. You'll learn:
How to conduct a social media audit
Tips on competitor benchmarking
Defining your 2019 goals
This is a potential social media strategy for Taco Bell. The purpose of this social media strategy is to increase brand awareness and sentiment among customers as well as increase revenue.
This is a proposed social media strategy for Chick-fil-A. I followed the format in Hootsuite Social Media course as taken for my public relations class.
VaynerMedia is one of the leading, and fastest-growing digital media marketing agencies. In this slideshow, I take a look closely at their social media numbers and create a plan to increase their exposure online.
Social media strategy for Chipotle Mexican Grill. This includes Social Media Audit, Social Media Objectives, Online Brand Persona and Voice, Strategies and Tools, Timing and Key Dates, Social Media Roles and Responsibilities and Social Media Policy
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2. Table of Contents
Executive Summary
Social Media Audit
Social Media Objectives
Online Brand Persona and Voice
Strategies and Tools
Key Dates and Timing
Social Media Roes and Responsibilities
Social Media Policy
Critical Response Plan
Measurement and Reporting Results
3. Executive Summary
The main objective for this social media for 2018 will be to increase the online
following and community and increase sales.
The primary focus will on driving more traffic to our website and by sharing more
engaging and relevant content about our product and building a relationship with
our customers.
Two major social strategies will support this objective:
A plan to increase the volume of content we publish on social media profiles.
Encourage the community conversations and cultivation relationships.
4. Social Media Audit
The following is an audit of Zappos® social media presence, which includes an assessment of social networks, web traffic,
audience demographics, and a competitor analysis.
Social Media Assessment:
Assessment Summary:
Currently the highest number of interactions are on Facebook, with Twitter & Instagram
having the lowest interactions.
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
https://www.faceboo
k.com/pg/zappos/ph
otos/?ref=page_inter
nal 2245548 3 3.50%
Twitter
https://twitter.com/Z
appos 2.83M 7 2.50%
Instagram
https://www.instagra
m.com/zappos/?hl=e
n 97000 7 2.50%
Youtube
https://www.youtube.
com/user/zappos 6780 5 4%
Reddit
https://www.reddit.co
m/r/Zappos/ 71 0 27.80%
5. Website Traffic Sources Assessment :
Assessment Summary:
Currently Facebook is the biggest driver of traffic to the website. Pinterest is
at the lowest ranking by only 0.7%.
Source Volume % of Overall Traffic Conversion Rate
Facebook 5697 38% 3.8
Twitter 2152 4.96% 1.96
Pinterest 3532 7.83% 0.7
Reddit 4235 27.83% 2.8
Youtube 6257 19.63% 1.96
6. Audience Demographics Assessment
Assessment Summary:
The majority of the demographic belong to women between the ages of 31 and 51.
Their primary source of social network is Facebook, Reddit and Youtube. They seek
affordable and stylish shoes for all occasions.
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
30% 18-30 70% Female 70% Female 38% Facebook Affordable Shoes Fashanoble Shoes
45% 31-40 30% Males 30% Males 37.83% Reddit
12.5% 41-55 50% Facebook 15% Pinterest
12.5% 56-80 20% Youtube
10% Twitter
7. Competitor Assessment:
Assessment Summary:
The above analysis focused on three major competitors with a strong social media presence on Facebook, as this is
highest performer. They succeed in providing high visual content to the audience and use unique customer service
skills to drive their brands. Areas where the competitors need improving is response times to customers and
interaction with their audience.
Competitor Name Social Media Profile Strengths Weaknesses
DSW
FB: DSW Designer Shoe
Warehouse
Daily fun visually stimulating posts
what to ware and how to
Long response times to customer
complaints / problems.
Nordstorm Rack FB: Nordstrom Rack Affordable ellegant shoes Very little social media activity.
Macy's FB: Macy's
Daily fun visually stimulating posts.
Quick responses to customers.
Promotional video's receive low
engagement.
8. Social Media Objectives
The overall business goal is to improve the website traffic received from social media
and to improve customer relationships, including response times.
Social Media Objectives to Support Business Goals:
1. Increase unique visitors from social websites by 20% in the next 6 months by:
a. Expanding social media platforms to Instagram and grow the community.
b. Expanding social media platforms to include Snapchat and grow that community.
2. Increase Twitter followers by 4000 in 6 months.
3. Increase the volume of visual content (photos and videos) to be published on all
channels by 30% in 6 months.
9. KPIs :
Quantitative
1. Number of new followers from Facebook, Instagram and Twitter.
2. Number of new Snapchat followers.
Qualitative
1. Number of weekly visual content on Facebook and Instagram.
2. Sentiment Analysis of social media engagements.
Key Supporting Messages:
Shoes for every occasion and for every budget.
10.
11. Online Brand Persona & Voice
Reliable
Responsible
Fun
Friendly
Happy
Adventurous
Examples of Brand Voice in Social Media Interactions:
"Thank you for your feedback. We will replace the shoes for you at no cost."
"We are delighted to hear that our shoes were such an inspiration to you. Thank you for
being such a wonderful customer."
12. Strategies & Tools
Strategies to Will Support Our Social Media Objectives
Paid
1. Review the best performing organic post on Facebook and boost it on Fridays. The post must
have 100 reaches, 50 likes and 10 comments.
2. Review the best performing organic post on Instagram and boost it on Fridays. The post must
have 100 reaches, 50 likes and 10 comments.
Owned
1. Every second Friday of the month introduce a sale #FabulousFridays to inspire customers to
share the content and drive more traffic. This will be on FB, Instagram and Twitter.
2. When customers buy two or more pairs of shoes reward them with a 20% on their next
purchase if they share their experience and the hashtag on social media.
Earned
1. Monitor Twitter and Instagram for hashtags related to our market shoes, kicks, kickz, creps,
biscuits, jays, sneakers and more and extend a discount to any mentions of the brand.
2. Partner with 2 influences in fashion to promote our product.
14. Key Dates and Timing
Key Dates:
Valentines Day
Easter
St. Patrick's Day
Memorial Day
Mother's Day
Father's Day
Thanksgiving
Christmas
New Years
15. Internal Events:
May 10th - 13th - Team Building Weekend in Las Vegas
December 24th - 26th - Community Soup Kitchen
Lead Times:
One month before each event
Reporting Dates:
Reporting will occur once a quarter in February, May, August and November. Exact dates
will be provided once finalized.
16. Social Media Roles & Responsibilities
Social Media Director: Caroline Forbes
Responsibilities: Driving loyalty initiatives including Zappos Rewards. Managing
Creative Services department. Heading up demand generation marketing channels
including display, retargeting, and social ads as well as mobile marketing program.
Social Media Manager: Ben Parker
Responsibilies: Driving the health and success of the Social Sensei circle, identifying new
platforms for Zappos.com to grow its brand presence, analyzing listening data for
consumer insight, leading a team of community managers, bringing social data into
Zappos.com's CRM, working with Amazon.com on technology and social product
integration.
Social Media Coordinator: Carl Peters
Responsibilities: Manage paid search portfolio for high-growth categories. Also
developed cross-channel reporting solutions for ecosystem analysis, served as liaison
between search and merchandising teams, supported SEO team, and led trademark
compliance efforts.
17. Social Media Policy
Zappos does not have a social media policy as they believe that happiness at work
equates happiness at home and focus on customer service results in repeat
business.
http://www.jobcast.net/how-zappos-got-social-media-right/
18. Critical Response Plan
Scenario One
Inappropriate Tweet Sent from @Zappos
Action Steps
1. When Tweet is detected:
a. Take a screenshot
b. Delete Tweet
c. Alert Ben Parker (Social Media Manager). If unavailable alert Caroline Forbes (Social Marketing Director).
2. Caroline and Ben are to evaluate the impact, and if any further action is needed.
3. Ben should develop a follow-up Tweet with approved by Caroline.
4. If the Tweet was picked up by the media, Caroline should manage all direct contact. If Caroline is
unavailable, Megan (Marketing Director) will manage all contact.
5. Caroline and Ben should follow-up with the employee responsible for this Tweet to evaluate if any
disciplinary actions are needed.
Pre-approved Messaging
Will depend on the nature of the Tweet.
19. Scenario Two
Disgruntle employee goes viral
Action Steps
1. When video, Tweet or interview is detected:
a. Alert Ben Parker (Social Media Manager). If unavailable alert Caroline Forbes (Social
Marketing Director).
b. Caroline and Ben will coordinate with Olivia Pope to release a statement to the press.
Contact Information:
Owner Name Telephone Alt. Telephone Email
Marketing Director Megan Peterson 777-521-6253 777-555-2693 Megan@zappos.com
Social Media Director Caroline Forbes 777-786-3438 777-786-5263 Caroline@zappos.com
Social Media Manager Ben Parker 777-858-5261 777-858-6254 Ben@zappos.com
Social Media Coordinator Carl Peters 777-985-8547 777-987-4261 Carl@zappos.com
PR Agency Oivia Pope 777-958-7416 777-963-5247 OliviaPope@OliviaPope.com
20. Measurement and Reporting Results
Quantitative KPIs
Reporting Period: 3 months
Data as of February 1,2017
Social Network Data
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Facebook
https://www.face
book.com/pg/za
ppos/photos/?re
f=page_internal 2245548 + 5% growth10 posts per week, 5.50%
Twitter
https://twitter.co
m/Zappos 2.83M + 2% growth10 posts per week, 4.50%
Instagram
https://www.inst
agram.com/zap
pos/?hl=en 97000 + 10% growth 20 posts per week 4.50%
Youtube
https://www.you
tube.com/user/z
appos 6780 + 3% growth 8 posts per week 5%
Reddit
https://www.red
dit.com/r/Zappo
s/ 712 posts per week 27.80%
21. Website Traffic Data
Results Assessment:
The Instagram community has grown by 9700 followers in the past 3 months, thus the
team has already surpassed their goal.
All other social media platforms has grown, indicating that the strategies and tools in
place are successful.
The social content has improved and engaging more people.
#FabulousFridays Performance has been constant at driving new customers.
Source Volume % of Overall Traffic Conversion Rate
Facebook 5697 43% 3.8
Twitter 2152 6.96% 1.96
Instagram 3532 17.83% 0.7
Reddit 4235 27.83% 2.8
Youtube 6257 22.63% 1.96
22. Qualitative KPIs
Sentiment Analysis:
An analysis of the interactions on 150 Facebook posts, 100 Instagram posts and 100
Tweets revealed the following:
All customers are satisfied and truly happy with their purchases. They promote their
by word of mouth and by way of social media which drives more traffic to our websites.
No real negative sentiments were found.
