Social Media Strategy Deck

December 9, 2014

Professor Wendy Bendoni

FMRK 3701 Marketing Fashion Online

Chelsea Wilson

Outline

•  Effective social media marketing strategy •  Brand positioning in digital space •  Distribution of branded digital content •  Consistent brand voice and messaging across social strategy •  Planning development to activation

•  Identify new consumer’s expectations •  Communication with audience •  Consumer input •  “Visual Consumption Generation” activation address this •  Personalize consumer online experience •  Social communities create more engagement

•  Digital SWOT analysis •  Identify digital footprint •  Market research •  Tools of the trade

•  One comparable campaign launch

plan and

asses

Brand positioning in digital space Facebook

♠ 1.9M likes ♠ Weekly posts ♠ Product & Campaign

posts ♠ High levels of engagement

Twitter ♠ 726K followers ♠ Daily tweets ♠ Product & lifestyle posts ♠ Active campaign posts ♠ High levels of retweets

Instagram ♠ 878K followers ♠ Posts every couple of

days ♠ Life of the Kate Spade

girl posts ♠ Video Posts ♠ High levels of

engagement YouTube

♠ 5,725 subscribers ♠ Monthly updates ♠ Campaign videos ♠ Medium level of

engagement

Pinterest ♠ 224,271 followers ♠ 20 boards ♠ Variety of board obsessions ♠ Lifestyle based posts ♠ Medium level of

engagement

Tumblr ♠ Daily updates ♠ Campaign clips,

lifestyle posts, current events, & the life of the kate spade girl

♠ High level of engagement

!

Distribution of branded digital content Kate Spade has been strategically using each platform to their advantage:

♠ Facebook (brand awareness, customer inquiries)

♠ Twitter (fan engagement, hashtag driven campaigns)

♠ YouTube (for distributing brand short films)

♠ Instagram (inside look at kate spade headquarters)

♠ Tumblr (engage on a visual level)

♠ Pinterest (engage on a visual level)

create and

launch

Clear goals of social media strategy Kate Spade’s social media efforts must support the brand’s main goals:

♠ Awareness: The Kate Spade brand is growing and marketing efforts have been

established to reposition the brand and focus on the company’s growing ready-to-wear.

Leveraging Brad’s expertise will help to elevate the Kate Spade girl to the next level, while

still staying true to the company’s aesthetic (Strugatz, 2011).

♠ Engagement: Connecting with followers to get them more involved and excited about

the brand. Developing content followers will socially engage with and obtain what they

need in regards to trends, lifestyle, and information as it relates to the Kate Spade girl

and the advancement of the brand online.

♠ Promotion: This introduction of Kate Spade’s new stylist must utilize social media as a

layer to all Kate Spade marketing efforts to successfully launch the collaboration and

new direction of Kate Spade, a curated 2,500 square foot space on-site (Kate Spade

Madison Ave Store) featuring Brad Goreski as new brand stylist.

Social media efforts To ensure campaign effectiveness, we will design, execute, track, and measure, providing

understanding of the three main goals above. Social media efforts will primarily focus on:

♠ Social Platform Growth: All social media content will focus on increasing audiences

on Instagram, Twitter, Facebook, Pinterest, and Tumblr, from users and followers to

influencers and designers, in order to strengthen owned channels and distribute tools for

all Kate Spade content.

♠ Consumer Engagement: Social media content will be strategically designed and

developed in a manner that supports growth while increasing the number of likes, shares,

and retweets in order to elevate the Kate Spade brand.

♠ Buyer Experience: Social media content online and in-store will serve to improve the

buyer experience at Kate Spade, providing information that will help followers

understand the new direction of the brand and the creative motivation for brand

advancement.

choosing the right

platforms

Planning development to activation Social Content Strategy by Platform

Tumblr ♠  Inception point for all original content. All content must be distributed to

all social channels relevant to each platform. ♠ Frequency: Post twice a day between the hours of 10AM and 10PM Monday

through Friday, Saturday & Sunday one post a day at 2PM Instagram ♠ Must feature photos that are relevant to the launch party; exclusive

details, BTS, attendees, location, & user generated content involving appropriate hashtags (#geekischic, #shesquick, #andcurious, #andplayful, #andstrong)

♠ Leverage Brad’s social presence and use his followers to their advantage. Instagram should be a content source focused on conversation & amplification.

♠ Frequency: 2 photos a day consisting of campaign surrounding introduction of Brad Goreski, #regram all user generated ocntent, Brad Goreski’s original posts, & any content relevant to audience regarding the launch party.

Pinterest ♠ All content and photography will be added to specified board designed for

this event ♠ Frequency: Daily posts

Planning development to activation Social Content Strategy by Platform

Twitter ♠ Utilized as a real-time resource of the day-to-day activities of Brad as new

brand stylist. All hashtags should be used to encourage engagement in anticipation of launch party

♠ Twitter stream will feature information regarding launch party & the happenings in New York leading up to party, including in-store events, event activations, #geekischic campaign, winners, & logistics.

♠ Frequency: Brad will take over Kate Spade’s Twitter until launch party… He will tweet twice a day, tweets consisting of his daily doings as stylist and posts relevant to #geekischic campaign. He will also retweet and favorite tweets.

Facebook ♠ Will serve as an informational hub that will distribute original content

found on the website & Tumblr. ♠ Frequency: Kate Spade must post twice a week, specifically Monday

through Friday between 8AM and 4PM and Saturday between 3-5PM ♠ Facebook growth will develop from comments, likes, shares and clicks.

engage and

cultivate

Identifying consumers expectations Target Audience ♠ Industry professionals

♠ Brad Goreski ’s followers ♠ Users & Influencers

Points of Entry ♠ Instagram ♠ Twitter ♠ Tumblr ♠ Facebook ♠ Pinterest

KPI ’s We will drive social engagement using the following techniques: ♠ Brand Interaction: Increase social following by 10 percent on

Tumblr, Twitter, Instagram, and Facebook. ♠ Audience Engagement: Brad Goreski will interact with Kate

Spade audiences through Twitter, and Kate Spade will interact with audiences on other platforms to drive interactions and engage with followers enticing excitement surrounding the brand.

How People Can Engage ♠ To increase excitement and capitalize on a new collaboration, Kate Spade users will be encouraged to “@” or “tag” Kate Spade by submitting an original photo on Instagram for the chance to be invited to the launch party featuring Brad Goreski. Followers can submit a photo using the #geekischic and taking a photo that creatively embraces the nature of Kate Spade (#shesquick, #andcurious, #andplayful, #andstrong). Kate Spade will actively monitor tags and “@” and reply, retweet, comment, or favorite as an appropriate level of interaction.

♠ Kate Spade will encourage followers to submit their original photos to drive conversations on Twitter and Instagram. Increasing hype for the launch party introduction.

!

Value, reward, & credit the consumer Instagram Editorial Content

While Tumblr is the source for all curated and original content of Kate Spade, Instagram is going to be the platform that drives social engagement and increases overall brand awareness for this specif ic campaign.

♠ Campaign: #geekischic Introducing Brad Goreski as the new exclusive brand styl ist for Kate Spade. Launch party surrounding the introduction of Brad will lead to a photo contest on Instagram where all content must fall into “tags” that will serve as categories on Tumblr.

♠ Original Photo Guidelines: Here at Kate Spade we want you to l ive colorfully, staying true to the nature of the Kate Spade girl , we have developed four photo categories followers can choose from when submitting their original photos on Instagram. ♠ Follow @katespadeny on Instagram ♠ Upload your own original photo on Instagram that

shows your idea of what it means to be: #shesquick : (ex. You in a taxi cab) #andcurious : (ex. You at the l ibrary) #andplayful : (ex. ootd inspiration) #andstrong : (ex. work self ie)

♠ Tag it with the appropriate hashtag and @katespadeny

♠ The three most creative images will be invited to the launch party where they will get to meet Kate Spade’s new exclusive styl ist, Brad Goreski.

!

Launch outline ♠ 6-month launch

♠ January: Brad Goreski signs a two-year contract with Kate Spade to become exclusive

brand stylist.

♠ February: President and Creative Director Deborah Lloyd and Brad Goreski begin

designing and developing a launch party to officially introducing Brad as brand stylist.

♠ March: #geekischic Campaign is developed, photo-shoot for campaign begins.

♠ April : Campaign photos are launched both digitally and print, introducing Brad as Kate

Spade’s new stylist with the hashtag #geekischic, encouraging followers to use the

hashtag when discussing excitement over the brands new collaboration.

♠ May: Instagram Campaign is introduced, giving followers an entire month to submit

their original photos for a chance to win an invitation to the launch party; more

campaign photos are introduced, circulating all social media platforms with the hashtags

(#shesquick, #andcurious, #andplayful, #andstrong).

♠ June: June 1st Instagram contest winners will be announced, and the launch party will be

hosted during the second week of June.

Digital S.W.O.T. Analysis Strengths

♠ Strong brand image ♠ Distinctive product recognition ♠ Strong social media presence ♠ Consistent & diverse messaging

through all social media platforms ♠ Clear understating of customer ♠ Brand loyalty ♠ Variety of product lines ♠ Unique & creative

Weaknesses ♠ No strong heritage or brand story ♠ Competition has stronger brand

awareness ♠ Expansion

Opportunities ♠ Expansion into emerging markets ♠ E-commerce techniques ♠ Customer interaction ♠ Hashtags ♠ Greater variety of products ♠ Social media presence ♠ Collaborations

Threats ♠ Competition ♠ Counterfeits ♠ Economic crisis ♠ Product reviews

!

Comparable campaign

♠ Highly creative campaign ♠ User generated content ♠  Incorporated consumer input ♠ Sharabiltity ♠  Inspirational ♠ Personalize consumer experience