Social Media Strategy Deck 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
YouTube ♠ 5,725 subscribers ♠ Monthly updates ♠ Campaign videos ♠ Medium level 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 Pinterest Tumblr ♠ 224,271 followers ♠ Daily updates ♠ 20 boards ♠ Campaign clips, lifestyle posts, current ♠ Variety of board obsessions events, & the life of ♠ Lifestyle based posts the kate spade girl ♠ Medium level of ♠ High level of engagement 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
♠ 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.
♠ 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
♠ 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.
♠ 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
Points of Entry
KPI’s
How People Can Engage
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♠ Industry professionals ♠ Brad Goreski’s followers ♠ Users & Influencers ♠ Instagram ♠ Twitter ♠ Tumblr ♠ Facebook ♠ Pinterest 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. ♠ 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
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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 specific campaign. ♠ Campaign: #geekischic Introducing Brad Goreski as the new exclusive brand stylist 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 live 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 library) #andplayful : (ex. ootd inspiration) #andstrong : (ex. work selfie) ♠ 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 stylist, 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
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Comparable campaign
♠ Highly creative campaign ♠ User generated content ♠ Incorporated consumer input ♠ Sharabiltity ♠ Inspirational ♠ Personalize consumer experience
References Cowles, C. (2011). The Cut: Brad Goreski Land Kate Spade Stylist Contract. Retrieved from http://nymag.com/thecut/2011/12/brad-goreski-lands-kate-spade-stylist-contract.html Kate Spade History. (2014). Kate Spade: About Us, History. Retrieved from https://www.katespade.com/THE-HISTORY/katespade-the-history,en_US,pg.html Martirosian, S. & Sharp, L. (2014). SlideShare: Kate Spade Brand Strategy. Retrieved from http://www.slideshare.net/SonaMartirosian/kate-spade-brand-strategy?related=3 Meehan, M. (2012). Bazaar Voice Blog: Interview: How Kate Spade Uses Social to “Live Colorfully” (part 1). Retrieved from http://blog.bazaarvoice.com/2012/02/07/interviewhow-kate-spade-uses-social-to-live-colorfully-part-1/ Strugatz, R. (2011). Brad Goreski’s New Gig. Retrieved from http://www.wwd.com/fashionnews/fashion-scoops/brad-goreskis-new-gig-5445744 The Social Lights. (2014). Kudos to Kate Spade. Retrieved from http://www.thesociallights.com/kudos-to-kate-spade/