Localized Social Media Plan For Dillard s Bryce Brinkman Sales Associate Store #929 801 372 2167 brycebrinkman@gmail.com Purpose To launch a social media campaign that focuses on individual customer s interests and provides a localized presence on Facebook, Twitter, and Foursquare. This will increase knowledge of the local Dillard s Store and create interest in the products, events, promotions and services, which will increase overall profit. Target Audience Local community members aged 18 49, especially Utah State University students. Connection to the university and community This campaign can help Dillard s to know what is going on in the community and cater messages accordantly: EX 1: If on campus there is a job fair we post, Going to the job fair? Stop by and see our new Murano tailored dress shirts and a selection of 100% silk ties that are on sale. EX 2: If it snowing in the middle of April (yes that happened recently) we can tailor a message such as, It may be snowing and cold outside but at Dillard s all of our coats are on sale so stop by and save up to 70%) EX 3: If it is a slow day we post on our Foursquare and Facebook, Next 10 people to check in get a free fragrance sample. Who will launch this? Bryce Brinkman: This can be done on personal time, either at the store or at my home, on top of my responsibilities as a sales associate. Maintenance Either train Store Mangers, or make a position for a person, who oversees and remains updated with the local weather, events, and interests of the stores in their district. It is expected that the cost of training or hiring one new person would result in an increase in profit throughout the fiscal year due to the new awareness of the company and that money that could be saved from traditional advertising.
Publicity ideas for new social media campaign We can hold in store technology days where we have customers like, follow or check in with us. We can promote through the local Social Media Club chapter, and hold events the university campus about how to use social media effectively in business. To help increase the knowledge of Foursquare we can utilize the pure competition for mayorship and word of mouth, which can lead to more people looking at our sites and seeing what we have for them. Other types of businesses can hear about our new changes and look to see how we created them. Current Results Dillard s has no localized Facebook or Twitter site. The Foursquare location special is generic and is non exclusive and the special can be used without the check in. Management currently has little to no understanding on these sites and most are unfamiliar with all three platforms, and how to use them appropriately and use them to increase their business. As an associate I hear all the time, Oh, I didn t know you had that, and we have gone for 20 minutes without a single customer walking through our store. This should help to solve these problems. Research Results Over 90% of the 15,000 students have a personal social media profile and majority of community does as well. This is an untapped audience we are not currently reaching and most people think of us as too small or too expensive, and this could give us an opportunity to reach out and show them Dillard s high quality items that have very affordable prices. Objectives and Timeline May 1 May 31: Stage 1 Preparation Build Sites Create Publicity: Through employees, word of mouth communication, and ways listed above in the publicity section. Goals: 1. 100 likers in Facebook Page. 2. 100 members in Facebook Group. 3. 75 followers in Twitter. 4. 100 check ins on Foursquare. Launch Party May 31 st : This is when we release our sites to the general public and start posting regularly. June 1 June 30: Stage 2 Updates: In this stage we will increase previous goals by 50%.
Profit Comparison: At the end of this stage we will look at the percentage increase of June 2011 compared to June 2010. Awareness: Figure the percentage of people who hear about Dillard s products, events, promotions, and services through social media. This will done through methods of: Survey Interview Mid Evaluation: An evaluation will take place during this stage to see how we are doing in comparison to out goals and what changes can be made to help improve the project. July 1 September 30: Stage 3 Continue Campaigning: This stage is were most of the Utah State University students would return so we would continue to increase awareness through publicity, and events. Updates: We would like by the end of this stage to see the following: 1. 400 likers in Facebook Page. 2. 300 members in Facebook Group. 3. 200 followers in Twitter. 4. 250 check ins on Foursquare. 5. Increase of 25% of people who are informed about Dillard s through social media. 6. Have continual increase in profit. October 1 October 31: Stage 4 Evaluation In this final stage we will evaluate the campaign and what was successful and what problems arisen and if and how we continue this campaign in other stores. Benefits and Tactics In these next three sections are some benefits and tactics Dillard s could use in the localized social media campaigns. These are all ideas that could be done but I am aware that some might not be allowed for whatever reason. Facebook We can add customers as friends and recognize them by @ tagging them to provide a better customer experience. On a local page we can link to our main competitors within that specific area to show how our prices are lower on similar items We have a connection to not only our local store s page but also to the main company s sites. (Another avenue to see what our company had to offer.) Events are seen by more people and are more successful and easy to plan.
Opens opportunity for constant conversations with our customers. Direct video feed. (Events, testimonials, etc.) Customers inform friends when they are there through Places check ins We can handle customer compliments and complaints directly through direct messages. We can upload photos of new merchandise, events, ect. We can utilize both functions of a group and business page. We can customize our advertising to what the customer wants. Customers can use their mobile devices. Exclusive Facebook giveaways to help promote the page. Helps us campaign for new products though posting. Can have employee recognition as well. Inexpensive advertising thought the ad function. Creates an open dialogue with our customers. Can email group members directly on personal preference items with permission. (Similar to using CAD) Twitter Immediate posting of news that followers will see and can be considered newsworthy for local papers. Utilization of @ and # tags. Leech on popular news to help promote company and page. Customer recognition though re tweets, and @ tags. Continual Updates on items our customers care about. Giveaways for followers. Link out to our main website. We follow our own brands similar to main company s page. Tweet and DM for campaigning for new products. Email lists to follow us or to give them information. Foursquare Have Check in competitions. Newer Product we can get people excited about. People see their friends at Dillard s Logan Utah Easy giveaway options (Next 10 customers to check in get this.) Have to be close to store. Thoughts of I should stop by and check in. Mayor Giveaways, competition to be there the most. Customer feedback, tips on what we are doing right or what we could improve on.
Other ideas for better local service to Dillard s customers: QR Codes on advertisements that lead to Dillard s social media sites. YELP Blogs Evaluation Plan Formative Evaluation: Throughout the campaign we will make changes based on our measures we take of customer awareness. Summative Evaluation: At the end of the six month campaign we will decide whether or not this was successful and what changes could be made; also if we should start incorporating it into other stores. Compensation I will take on these responsibilities for internship credit through Utah State University of 150 200 hours or approximately 7 hours per week. Right to Intellectual Property I will use the intangible assets already approved by Dillard s with approval of a supervisor.