Social Media Strategy Cashmere & Coco

Transcription

1 Social Media Strategy Cashmere & Coco

2 Why Social Media Works Sam Tan

3 Social Media and Ecommerce 17.8% increase in revenue (ShopSocially) 74% of consumers rely on their social networks (Fedelta) 357% increase in sales in 2013 from social traffic (ShopSocially)

4 4 Ways Social Media Will Increase ecommerce 1. Visibility 2. Customers 3. Content 4. Involvement

5 Visibility Expand your reach across a global market % increase in social traffic compared to 2012 (ShopSocially) Utilize native features

6 Customers Increases customer base Understanding your customers Equal proportions of online and in-store purchases (Vision Critical)

7 Content Provide relevant content 8.5% increase in traffic attributed to social sharing (ShopSocially) Advertise discounts and specials

8 Involvement Establish loyal customers Quality matters 14.7 times higher engagement rates for qualified fans compared to random visitor (Digiday) 3.2 times more revenue per qualified fan compared to random visitor (Digiday) Learning your clientele

9 How Social Media Works for You Mikayla Kim

10 Starting Points #1 The 80:20 Principle 80% : Discussion and Entertainment Includes: Seasonal posts, engaging captions, questions directed to audience, contests that encourage users to share/like/comment Purpose: Keeping audience involved and attracting more followers 20% : Proper Advertising Includes: Specific product promotion, general store advertising, sales, Purpose: Promote specific products, sales

11 #2: Everything Should Link Back to the Store

12 #3: Photos are Essential

13 Starting Points: Photos (continued) What Social Media Sites Your Audience is Using % % 93.30% 80.00% 63.30% 60.00% 46.70% 40.00% 40.00% 30.00% 26.70% 20.00% 10.00% 6.70% 0.00% Facebook Twitter Pinterest Instagram None Women Men

14 Starting Points: Photos (continued) How Often Your Audience Uses These Sites 100% 80% 38% 63% 60% 79% 79% 40% Frequently Rarely 63% 20% 37% 21% 21% 0% Facebook Twitter Pinterest Instagram

15 4 Strategies Use Colorful Photos Interact with Your Audience Post Strategic Contests and Creative Sales Turn Visitors into Patrons

16 Strategy 1: Colorful Photos Relevancy Related to store themes, but not necessarily store products 80:20 ratio

17 Color and Anthropologie This photo from Anthropologie s facebook page received 971 likes. On average, all other photos from Anthropologie received 600 likes

18 New Arrival Monday ASOS, one of the most successful online-only clothing stores in the world, devotes about 50% of its posts to new arrivals Cashmere and Coco s newest items should be shown off at least once a week via Facebook and Pinterest #newarrivalmonday Specific items like dresses can be featured on Instagram

19 Strategy 2: Interact with Your Audience Involve the Audience One company, ShopBop, celebrates Born Free Friday, which encourages users to take pictures of themselves supporting HIV prevention in Africa. In two weeks, #bornfreefriday has received about 40 independent posts.

20 #Note: Repeating Hashtags ASOS used #TickTockShop to promote flash sales Also important: they always included a direct link back to the store

21 #Note: On Hashtags (cont d) Consistently use the most effective hashtags: Giveaway Spring Dress Giftcards Sale *Data from our Twitter analysis

22 Use In-Store Help Single biggest thing to cut down on management time Have employees use down-time to reply to tweets, comments, and posts Audience prefers light, personable interactions, especially from small businesses

23 Strategy 3A: Utilize Creative Contests Promote customer interaction Post with a picture Offer giftcard or item of choice Suggestions Finish the caption Share to win

24 Selfies delia s: Share a pic of you & your bestie on Instagram with #hellobeautiful & to be entered to win a $250 gift card. Since this post 4 days ago, #hellobeautiful has been used over 35,000 times

25 Strategy 3B: Post Creative Sales Effective for organically growing a follower base Flash sales Free shipping weekend Mother s day 48-hour sale Most effective: trading

26 Trading: A Share for a Discount Holidays like Mother s Day make for easy marketing opportunities In this example, customers were offered a 10% discount for captioning this picture

27 Strategy 4: Turn Visitors into Patrons the In- Store Strategy 5% off current purchase for liking Facebook A coupon for giving address. Kick-off the website All other sales and contests

28 Four Strategies Institute New Arrivals Monday and use colorful photos Interact with your audience Post contests and sales that require the audience to disseminate your social media content Utilize in-store resources

29 Ready, Set Where are We Going Again? First post: Kick-off your Website current subscribers Pinterest, Instagram, Facebook, and Twitter

30 Ready, Set Where are We Going Again? Pinterest boards 10 new boards a few suggestions Spring Fashion Dresses Quotes Household goods Pin all current clothing

31 Managing: Pinterest

32 Managing: Pinterest 3.

33 What You Should Do with Social Media Collin Thompson

34 Organizing Your Web Presence Posting regularly Varying posts Responding to comments Keeping tabs on social media

35 Posting Regularly Example of a Schedule Monday Tuesday Wednesday Thursday Friday Saturday Sunday New Arrivals Interactive Post Something unrelated to Cashmere & Coco, but starts a conversation Interactive picture from the store Special Promotions Announce winners (if applicable) Weekly goals: Pinterest updates: 1 during the week, 1 during the weekend Instagram updates: 1 per day Blog : 1 post per week Announce winners (if applicable) Interactive posts

36 Varying Posts Unrelated to Store Interesting Articles Post based off observations of users Remember who your competitors are Avoid polarizing subjects (like politics) Inspiration

37 Varying Posts Semi-Related to Store Fashion Tips Celebrity Fashion

38 Varying Posts Related to Store Sales, Discounts, etc. New Arrivals

39 Responding to Comments Order of priority: Complaints Questions Compliments Within an hour 52% customers expect a reply to a question (Millward Brown Digital) 72% customers expect a reply to a complaint (Millward Brown Digital)

40 Keeping Tabs on Your Social Media Share posts between platforms Online Store Pinterest Facebook Instagram Facebook Twitter Use metrics to understand which posts are popular

41 Keeping Tabs on Your Social Media True Social Metrics Facebook Insights Bit.ly Hoot Suite

42 Questions Sam Secondary Research Team Leader Why Social Media Works Mikayla Project Manager How Social Media Works for You Collin What You Should Do with Social Media Phil Deliverables Team Leader Adam Primary Research Team Leader