This document provides an analysis of the social media presence and reputation of three t-shirt design companies: Threadless, Design by Humans, and SnorgTees. It finds that all three have strong engagement across major social media platforms and positive communities. For Threadless, the document recommends developing a social media plan to increase traffic and sales for its kids line by targeting parents aged 25-54. Key strategies include improving search engine optimization for kids-related keywords and running social media campaigns and ads focused on parents. Engagement metrics and goals are outlined for the company blog and Facebook page.
SCORE Success Steps Social Media Lunch March 2012Katy Martin
Keeping up with the evolving Social Media World!
Thursday, March 15th, 11:30 to 1:00 at the Smokehouse Restaurant, Steamboat Springs, CO.
Are you struggling with whether or not you should be marketing your business with social media? Or, are you on Facebook and Twitter, but not sure if you efforts are worthwhile? Do you know what to post? When? Which social networks should you choose? Facebook, Twitter, Google +, LinkedIn, TripAdvisor, Pinterest, Instagram? An what's with the Facebook timeline? Get answers on these questions and more. Social media takes time and knowledge lets you invest your time wisely.
Leading this program is Katy Martin, who has teamed up with David Wittlinger to form Colormark Media Marketing late last year after 10 years at ResortQuest where she had been the Colorado Regional Marketing and Sales Director. In Steamboat since 2002 with an Honors Degree in Design (Visual Communications) from the University of Technology, Sydney, Australia.
Michael Hoffman, CEO of See Communications' presentation to the 2010 Partnership for Excellence in Jewish Education on how schools can effectively and responsibly use social media to meet their goals and build up their communities.
Chester Co Internet & Social Media Marketing Meetup - April 2012610 Digital, LLC
Slide deck from April 2012 Meetup.com meeting of Chester County Internet & Social Media Marketing
Two for Tuesday: Social Media Marketing and Ads & WordPress Blogging Basics
@ChescoMarketing #ChescoIM
Presented by @JeffTincher http://bit.ly/TinchLI
ASR August 14, 1020 - Leveraging the Power of Social MediaSage Island
Presented by: Mike Duncan, Sage Island Marketing Agency and Danny Keith, Santa Cruz Skate and Surf Shop
Over the last few years, social media platforms like Facebook and Twitter have gone from college networking sites to marketing powerhouses. Businesses today tap into Facebook to reach their audience in more targeted, local, and efficient ways than ever before. This seminar, presented by Danny Keith, owner of the Santa Cruz Skate and Surf Shop, and Mike Duncan CEO of Sage Island, teaches the latest tactics and applications that elevate social media from self promotion sites to professional lead generating tools.
SCORE Success Steps Social Media Lunch March 2012Katy Martin
Keeping up with the evolving Social Media World!
Thursday, March 15th, 11:30 to 1:00 at the Smokehouse Restaurant, Steamboat Springs, CO.
Are you struggling with whether or not you should be marketing your business with social media? Or, are you on Facebook and Twitter, but not sure if you efforts are worthwhile? Do you know what to post? When? Which social networks should you choose? Facebook, Twitter, Google +, LinkedIn, TripAdvisor, Pinterest, Instagram? An what's with the Facebook timeline? Get answers on these questions and more. Social media takes time and knowledge lets you invest your time wisely.
Leading this program is Katy Martin, who has teamed up with David Wittlinger to form Colormark Media Marketing late last year after 10 years at ResortQuest where she had been the Colorado Regional Marketing and Sales Director. In Steamboat since 2002 with an Honors Degree in Design (Visual Communications) from the University of Technology, Sydney, Australia.
Michael Hoffman, CEO of See Communications' presentation to the 2010 Partnership for Excellence in Jewish Education on how schools can effectively and responsibly use social media to meet their goals and build up their communities.
Chester Co Internet & Social Media Marketing Meetup - April 2012610 Digital, LLC
Slide deck from April 2012 Meetup.com meeting of Chester County Internet & Social Media Marketing
Two for Tuesday: Social Media Marketing and Ads & WordPress Blogging Basics
@ChescoMarketing #ChescoIM
Presented by @JeffTincher http://bit.ly/TinchLI
ASR August 14, 1020 - Leveraging the Power of Social MediaSage Island
Presented by: Mike Duncan, Sage Island Marketing Agency and Danny Keith, Santa Cruz Skate and Surf Shop
Over the last few years, social media platforms like Facebook and Twitter have gone from college networking sites to marketing powerhouses. Businesses today tap into Facebook to reach their audience in more targeted, local, and efficient ways than ever before. This seminar, presented by Danny Keith, owner of the Santa Cruz Skate and Surf Shop, and Mike Duncan CEO of Sage Island, teaches the latest tactics and applications that elevate social media from self promotion sites to professional lead generating tools.
Week 3 - Illuminous Marketing's 30 Day Marketing PlanGwen Beren
The third installment of our 30 Day Online Marketing plan builds on the last two weeks of tasks and goes into using social media for your small business.
Social Media Hospitality Best Practices for The Bricton Group by Elly DeutchElly Deutch Moody
Learn about the hospitality industry in social, best practices, and specific strategy suggestions for The Bricton Group from my presentation on August 19, 2013
In this presentation, Trevor Jones explains why businesses should consider using Social Media as a component of their communications plan, and the process they should use to develop goals, select networks, build an audience and ultimately measure success. Trevor also shares some real-life examples of social media’s impact on web search and customer service.
The presentation references several free tools that can make the process of social media marketing easier. Presented at Social Media Breakfast Maine, January 25, 2013.
Social Media and Online Marketing Made Simple Series: An introduction to Onli...Molly O'Kane
In this series you will learn the essentials of social media marketing and online marketing for small businesses and entrepreneurs. With billions of social media users, learning how to design and use the right social media channels for your business is crucial. But you need to approach your social media and online marketing activities strategically to get real results. So, in this series we’ll share proven social media tips and strategies you can use to reach your business’s goals.
By the end of the series you will choose a platform to go “all-in”. Have a plan of action and tools you need for success.
Who Should Attend:
• Small Business Owners
• Start Ups
• Those just getting started with Social Media
• Those interested in understanding how social media works
Class One: Introduction to Online Marketing & Social Media:
In this class you will learn what online marketing is, an introduction to social media channels, how to evaluate what’s right for your business, and what you’ll need to get started.
Worksheet available for download at: http://bloggerithm.com/blog/intro-online-marketing-social-media-scheduling-slides-viewing/
Week 3 - Illuminous Marketing's 30 Day Marketing PlanGwen Beren
The third installment of our 30 Day Online Marketing plan builds on the last two weeks of tasks and goes into using social media for your small business.
Social Media Hospitality Best Practices for The Bricton Group by Elly DeutchElly Deutch Moody
Learn about the hospitality industry in social, best practices, and specific strategy suggestions for The Bricton Group from my presentation on August 19, 2013
In this presentation, Trevor Jones explains why businesses should consider using Social Media as a component of their communications plan, and the process they should use to develop goals, select networks, build an audience and ultimately measure success. Trevor also shares some real-life examples of social media’s impact on web search and customer service.
The presentation references several free tools that can make the process of social media marketing easier. Presented at Social Media Breakfast Maine, January 25, 2013.
Social Media and Online Marketing Made Simple Series: An introduction to Onli...Molly O'Kane
In this series you will learn the essentials of social media marketing and online marketing for small businesses and entrepreneurs. With billions of social media users, learning how to design and use the right social media channels for your business is crucial. But you need to approach your social media and online marketing activities strategically to get real results. So, in this series we’ll share proven social media tips and strategies you can use to reach your business’s goals.
By the end of the series you will choose a platform to go “all-in”. Have a plan of action and tools you need for success.
Who Should Attend:
• Small Business Owners
• Start Ups
• Those just getting started with Social Media
• Those interested in understanding how social media works
Class One: Introduction to Online Marketing & Social Media:
In this class you will learn what online marketing is, an introduction to social media channels, how to evaluate what’s right for your business, and what you’ll need to get started.
Worksheet available for download at: http://bloggerithm.com/blog/intro-online-marketing-social-media-scheduling-slides-viewing/
16. • Manage multiple social networks
• Schedule messages and tweets
• Track brand mentions
• Analyze social media traffic
• Klout scores
• Content analytics
• Social analytics
• Conversion analytics
• Advertising analytics
• Google Alerts
17. REPUTATIO Name
URL
Medium
Comment/2tle
#
of
comments
Value
Date
David
Staffell
hCp://www.threadless.com/play/forum/
post/58457/25_giP_cerQficate_giveaway
Forum
$25
GiP
CerQficate
Giveaway
10,038
PosiQve
13-‐Jul-‐06
Aled
Lewis
hCp://www.threadless.com/play/forum/
post/715558/tumblr_promo_thread
Forum
Tumblr
Promo
Thread
1,298
PosiQve
31-‐May-‐11
Threadless
hCps://www.facebook.com/threadless
Facebook
Support
Oklahoma
disaster
relief:
The
Flaming
Lips
tee
is
available
for
pre-‐sale:
5
PosiQve
25-‐May-‐13
Threadless
hCps://www.facebook.com/threadless
Facebook
ALL
TEES
ARE
$15!
This
weekend
only:
hCp://bit.ly/12PZfKZ
17
PosiQve
23-‐May-‐13
Alexmdc
hCp://www.threadless.com/play/forum/
post/468997/threadless_bloggers_chat_/
Forum
Threadless
Bloggers
Chat!!!
5,342
PosiQve
13-‐Jun-‐09
Evan
Ferstenfeld
hCp://www.threadless.com/play/forum/
post/196736/
the_official_slogan_club_congrats_sloag_s
uperstar_courtney_pie/
Forum
The
Official
Slogan
Club
20,680
PosiQve
1-‐Mar-‐07
ThreadlessTeeV
hCp://www.youtube.com/watch?
v=z2HYkp_41YU
YouTube
Threadless
Direct
To
Garment
PrinQng,
Featuring
The
Muppets
21
Neutral
31-‐Jan-‐12
ThreadlessTeeV
hCp://www.youtube.com/watch?
v=f7sMFOfVeS8
YouTube
How
to
Threadless
22
PosiQve
26-‐Jul-‐12
ThreadlessTeeV
hCp://www.youtube.com/watch?
v=z2TsGBDSNJs
YouTube
Meet
Threadless
ArQst
JusQn
White
6
PosiQve
21-‐Oct-‐12
Threadless
hCps://twiCer.com/threadless/status/
340232570895757313
TwiCer
Tag
your
#threadpics
and
join
the
party.
hCp://ow.ly/lyG0x
5
PosiQve
31-‐May-‐13
19. • Dynamic
&
flourishing
digital
presence
across
all
plaqorms
• Engaged
and
loyal
community
of
users
• Key
messages
– Make,
pick,
play,
and
shop
now!
– You
are
Threadless
– Make
great
together
• Valuable
content
– Submit
designs,
score/criQque
designs,
Bestee
Awards
(web)
– Design
contests,
giveaways
(blog
&
social
media)
– Forums,
Threadless
Tee
V,
arQst
stories/interviews
(web
&
YouTube)
– PrinQng
techniques
&
processes
videos
(YouTube)
20. • An
ongoing
t-‐shirt
design
compeQQon
and
community
where
arQsts
and
t-‐shirt
lovers
can
create,
buy,
and
talk
about
art
and
t-‐
shirts
(e-‐commerce).
• Each
day
a
new
t-‐shirt
design
is
selected
($1,000
cash
prize)
• PosiQve
image
amongst
community
COMPETITION
21. • Key
messages:
Do
you
LIKE
____?
(FB),
Tag
your
friends
wearing
____
(FB,
TW),
discount
codes,
disaster
relief,
etc.
• Valuable
content:
Style
guides
(blog),
special
news
&
offers
(blog),
arQst
interviews
(web),
submit
&
vote
on
designs
(web)
COMPETITION
22.
23. • Specialize
in
pop-‐culture
inspired,
random,
and
all
around
funny
t-‐shirt
designs
(iPhone
cases,
socks,
etc)
• “Funny
name,
funnier
shirts”
• 28%
of
the
design
ideas
come
from
customers
(those
chosen
receive
$150)
• PosiQve
image
amongst
community
COMPETITION
24. COMPETITION
• Key
messages:
$5
off
unQl
____
(FB,
TW),
Win
a
free
shirt
contests
(FB),
discounts
(FB),
3
funny
tees
every
week
(FB)
• Valuable
content:
Inspiring
emails
(FB),
meet
the
Snorg
models
(YouTube),
new
designs
(FB),
Send
in
your
ideas
(web)
29. OBJECTIVES
1. Increase
website
traffic
amongst
users
underrepresented
on
Threadless:
– People
with
children
between
approximately
25-‐54
years
old
2. Improve
posiQoning
and
reputaQon
for
kids
line
targeted
keywords
3. Increase
“Kids”
line
sales
31. STRATEGY
1. Define
and
develop
a
Social
Media
Plan
(SMP)
targeQng
parents
to
increase
their
social
engagement
and
drive
sales
2. Use
SEO,
SEM
and
SMO
techniques
to
improve
posiQoning
for
kids
line
keywords
and
reputaQon
amongst
our
parent
consumers
3. Run
social
media
campaigns
and
PPC
adverQsing
aimed
at
parents
to
engage
their
parQcipaQon
and
drive
traffic
to
the
e-‐commerce
store
32. COREMESSAGE
Threadless
makes
the
coolest
kids
tees.
In
tons
of
sweet
varieQes.
Always
growing,
always
new.
Designs
so
fun,
they'll
say
WOOHOO!
40. KPIs
• Blog:
– 10-‐20
comments
per
post
– At
least
100
“Likes”,
tweets
&
shares
per
post
– Top
5
Google
posiQoning
for
keywords
• (e.g.
kids
t
shirts,
kids
shirts,
cool
toddler
clothes,
cool
boy
clothes)
• Facebook:
– 1,000
fans
per
month
– At
least
100
“Likes”,
shares,
&
comments
per
post
in
total
• TwiQer:
– 1,000
followers
per
month
– At
least
100
“RT’s”
or
menQons
per
tweet
in
total
• YouTube:
– 1,000
views
per
video
– At
least
20
comments
41. COMMUNICATIONPROTOCOL
• Tone:
–
Close,
simple
&
friendly
–
We
want
our
message
to
be
understood
by
both
parents
and
kids
alike
• Language:
–
Common,
everyday
&
emoQonal
words
• Content:
–
Using
keywords
for
SEO
(see
“Kids
Line
Keywords”
slide)
• Style:
–
Bold,
italic
and
underlined
for
SEO
(with
relevant
anchor
text
and
landing
pages)
42. MANAGEMENTPROTOCOL
• Who:
–
Each
type
of
communicaQon
or
post
across
all
social
media
plaqorms
will
be
facilitated
by
the
Community
Manager
(CM)
–
Any
quesQons,
issues
or
general
comments
will
require
a
response
within
24
hours,
no
excepQons
(by
the
CM)
–
All
campaigns,
contests,
blog
posts,
etc.
will
be
under
the
direcQon
of
the
MarkeQng
Director
&
markeQng
dept.
• How:
–
We
will
idenQfy
all
materials
uploaded
properly
with
filenames
that
contain
some
keyword
branding
and
posiQoning
to
facilitate
SEO.
43. MANAGEMENTPROTOCOL
• Rules
of
conduct:
The
Threadless
Kids
segment
is
targeted
at
children
and
their
parents.
Therefore
all
designs,
content,
language,
comments,
etc.
will
be
held
to
strict
familial
standards
and
must
be
age
appropriate.
–
We
define
the
following
rules:
1. No
offensive
comments
will
be
allowed
to
disqualify
other
users
or
enQQes.
2. The
uses
of
profanity,
insulQng
or
humiliaQng
expressions
are
prohibited.
3. Racist,
xenophobic
or
homophobic
comments
are
prohibited.
4. Any
other
behavior
out
of
what
is
understood
by
normal
use
using
common
sense
is
prohibited.
–
Any
user
not
meeQng
these
basic
rules
of
conduct
will
be
publicly
warned
to
make
all
users
aware
and
consequently
blocked,
removed/deleted,
or
ignored
whenever
possible.
44. MANAGEMENTPROTOCOL
• Timing:
–
Replies
must
be
made
in
no
more
than
24
hours
to
comments,
quesQons,
complaints,
etc.
on
the
blog
and
social
profiles.
–
Blog:
At
least
2
posts
weekly
with
original
content
(from
markeQng
department)
–
Facebook:
At
least
5
daily
posts
with
interesQng
and
engaging
content.
Prompt
interacQon
with
users
when
possible.
–
TwiCer:
At
least
10
daily
tweets
during
prime
Qme
hours.
Prompt
interacQon
with
users
when
possible
(Thank
RT’s
and
reply
to
menQons,
DM’s)
–YouTube:
2
videos
per
week.
Responses
to
comments
in
no
more
than
24
hours.
45. CRISISPROTOCOL
• Any
complaint
or
negaQve
comment
must
be
noQfied
in
wriQng
via
email
to
the
Director
of
MarkeQng!
• In
general,
the
following
guidelines
will
be
followed:
1.
Do
not
speculate
(i.e.
rumors)
2.
Facilitate
informaQon
from
the
necessary
sources
3.
Do
not
lie
under
any
circumstances
4.
Show
empathy
with
those
affected
by
the
problem
5.
Do
not
limit
press
access
to
the
scene
(if
any)
6.
Establish
direct
communicaQon
channels
with
stakeholders
7.
Share
informaQon
with
other
bodies
involved
8.
Keep
value
chain
informed
(employees,
customers,
suppliers)
9.
Do
not
avoid
responsibility
or
blame
10.
ConQnue
communicaQon
aPer
the
crisis
46. ACTIVITIES
KIDS
Check
out
our
young
fans
rockin’
Threadless!
Join
the
fun
and
post
your
#threadkids
pics
to
TwiCer
and
Instagram.
Pictures
will
show
up
on
Threadless.com.
47.
48. GIVE-AWAYS
We're
giving
away
this
very
AWESOME
book
on
TwiCer
right
now!
Follow
@threadlesskids
for
a
chance
to
win!
Example
of
a
Facebook
give-‐away
of
a
children's
book
encouraging
people
to
follow
the
TwiCer
page.
49. TWITTERPOST
#Cool
#kids
#tshirts!
#Clothes
for
#boys,
#girls
&
#toddlers
hCp://ow.ly/lMJhz
Use
of
hyperlink
for
SEO
posiQoning
driving
parents
to
the
e-‐
commerce
store.
Use
of
keywords
as
hashtags.
50. CONTESTS
Score
Teenage
Mutant
Ninja
Turtles
designs
for
a
chance
to
win
prizes.
Tweet
and
“Like”
our
page
for
a
chance
to
win
a
free
t-‐shirt!
51. CONTESTS
What?
Best
picture
contest
Who?
Families
How?
A
contest
for
parents
and
their
kids.
Tag
pictures
of
your
family
wearing
Threadless
tees
using
#ThreadlessFamily
to
enter
a
chance
to
win
a
$250
Threadless
giP
card
and
an
art
panel.
Where?
TwiCer
&
Instagram