What you will find in this section Here is a sample of a social media plan. Social media planning takes into consideration the target market and its unique biases and preferences. As part of the Integrated Marketing and Communications plan (IMC) a sound social media plan strives to connect with the customer in a seemingly passive way to allow for the illusion of organic connections, that continually fostered, breeds unquestioned brand loyalty.
Client: Joan Shepp Boutique
Project Description: Create social media plan in support of e-commerce restructuring and in-store sales
Background information: For this project I worked with social media maven and former student Migdalia Gonzalez *(check out her site here http://www.ohmydalia.com) to create a focused social media plan for Joan Shepp boutique located in center city Philadelphia. The intent was to first identify her online target audience via an online survey that asked target questions and supplied them with an incentive to fill out the form (in this case 20% OFF their next purchase). Once this information was analyzed the a social media plan was constructed to reach the Joan Shepp audience directly on their own terms. I worked closely with Joan's employees to help craft their own voice which best expressed the brand meaning within their identified market niche'.
Introduction The following plan has been generated to act as a guideline for the possible creation of a social media presence online. It must be noted that special care must be taken to gradually build each of the chosen pieces carefully and purposefully and an internal action plan must be generated and supported to ensure a sustained effort will be successful.
Joan Shepp Social Media Plan Outline Joan Shepp has been a go-to staple of Philadelphia’s fashion since 1971. Offering a beautiful range of eclectic and simple fashion that are all truly one of a kind. Joan Shepp is huge on customer service and making clients feel like family is top priority. When considering social media, it is important to know who your online customers are and where to find them.
Social Media Platform Recommendations
Facebook There are over 800 million users on Facebook. It is an undeniable marketing tool that will help with branding, promotions and sales. Joan Shepp currently has 714 fans on its Facebook page with sparring engagement. Building excitement about the brand through content and photography will be key in stirring more interaction between Joan Shepp and its fans and prospect customers.
Things to refresh Create a welcome tab: Just like when a customer walks into your establishment and they are greeted by a smiling face, it is important to maintain the same atmosphere online. Creating a welcome tab will allow an online wanderer to land on your Facebook page and be welcomed. The welcome tab is your 1st impression to someone who may not be familiar with your brand so it is important to make it stand out and remain consistent with your brand.
Examples provided on the following pages
Inner Vision Eye-wear
Richard Nicholas Hair Studio
Welcome tab for Inner Vision Eye-wear
Welcome tab for Richard Nicholas Hair Studio
_Welcome tab for Distanté
_Content Creating content is the most
difficult part of maintaining a Facebook page along with any other social
efforts. It is important to be consistent and update daily. A content calendar
promotes organization and consistency on a page, along with making it easy for
everyone working on the page to know what information is going on the page and
when. Content on a Facebook page needs
to be engaging and conversational. Asking questions and sharing photographs
work best with Facebook fans and really creating strong call to actions in
order to improve a page’s edge rank.
_Facebook ads allow businesses to
target their customers precisely online by using targeted reach options in
order to inform the public about your business and what it does. Coming up with
creative ad copy along with an eye catching image would help target about 13
million people who are females, 21-65, who are interested in beauty, fashion,
blogs and online shopping. It is important to narrow the search more in order
to find the perfect customer. (This is just an example to share how easy it is
to target on Facebook)
_Twitter In the fashion industry, Twitter
and blogs are always on top as favorite platforms. Twitter let’s you send out
bits of information is quick, yet still informative messages. Twitter is known
as a micro-blog, which means taking the current information, news or event
you’d like to share and shorten it so that it can be distributed quickly among
many media channels.
_Joan Shepp has a solid following,
so it’s important to continue to make short and sweet posts that will intrigue
fashionistas, prospect clients and bloggers. Short posts with photographs and
information about what’s going on in-store along with, links to new
merchandise, blog posts and any Facebook specials are all good things to tweet
When reaching out to bloggers it
is important to do research and find out which bloggers fit your customer
profile. Usually when it comes to blogger outreach, it is very important to
know what they like and what brands and products they like to wear. Well known
fashion bloggers have millions of views a week, if not a day. To have a product
you sell be featured on a well-read blog will lead to items being sold out
instantly, especially if the product resonates with that blogs readers.
Be sure to let your in-store
clients know that you are on Twitter! It is important to give them value- Why
should they follow you? Will you give 1st looks to new merchandise?
Will they be able to have a say in the design of the next store window? Even if
it’s not monetary, value is key.
Instagram & Pinterest These
photo/inspiration sharing platforms are a heavenly match for any
retailer, especially one who carries high end and stunning pieces.
_The above images are photos by top fashion blogger during
NYFW- Designers, brands, bloggers and everyday users flock to Instagram in
order to take quick photos, add professional filters and share them with the
This would be a great tool to help take quick photos of new
merchandise, a new window, what your stylish employees look like on any given
day or just anything that happens on a regular day in the shop. It may seem
mundane, but people really respond to seeing brands from the inside out and
they make an emotional and personal connection to your posts, photos and
updates that you share.
_People follow brands on Pinterest for inspiration, knowledge
and simply to create boards of their own with clothing, shoes and accessories
that they love. Pinterest is a digital inspiration board where users can create
boards like “wedding ideas”, “recipes to try” and even “fall shopping list”
If Joan Shepp had a Pinterest account they could create
boards of their every day inspirations, collections they carry, things they
love and maybe even celebrity looks. The best way to approach Pinterest as a
brand is to not only push the products and brands you carry, but to share the
things you love and inspire you. Again, all of this reinforces the emotional
connection between your customer and your brand
Pinterest Sample Boards
_* If you add your own “pins” you can attach your website to
it, so if people like a particular dress, they may click the photo, be taken to
your site and potentially purchase.
Blog A blog is a fundamental part to a website. People want to
know what’s going on in the store, on the runway and all things “Joan Shepp”.
Creating an editorial calendar for the blog (and all social efforts) will help
keep ideas organized and content consistent and cohesive with the brand.
An actual blog that is hosted on your own site helps allow
users to shop on your site and then continue to stay on your site to learn more
about fashion, trends, styling tips and whatever else you’d like to use that
space for. It is important to have readers come back to the blog daily and for
them to know what to expect on certain days.
Monday Blog Post: Product of the day- Feature
any of the items in your shop (preferably one that can be purchased online) and
take a photo (using Instagram, helps with consistency) talk about the item, why
you like it.
Tuesday Blog Post: Inspiration of the day- Maybe
you’ve been using Pinterest and have found some really great images you’d like
to share with your blog readers, compile them all together and write a quick
paragraph on why those images are inspiring.
Wednesday Blog Post- Staff Style. Simply post an
image of one of the employees and something that they are wearing, or their
entire outfit. Items don’t necessarily need to be from Joan Shepp. This helps
the reader make a connection to the store and want to come back and learn more
about the people of Joan Shepp.
Thursday Blog Post- Celebrity Style: Feature a
celebrity or model who you feel represents your brand, and talk about what
they’re wearing and why you love it.
Friday: Photo of the day- Any picture that represents
anything fashionable or relevant to the moment. People love “Happy Friday”
Note: These are just ideas and you certainly do not have to update
the blog everyday at first, but keep in mind that it is very important to keep
a schedule and follow it. So whether you decide to do 3 updates a week or 7, be
sure to keep it consistent. Creating this content is also helpful because you can later
share it on your Facebook page and Twitter to let people know that a new post
Local Bloggers to connect with *(These local fashion blogs receive between 5,000- 45,000 unique views a month)
Know your audience
Create content that will engage and spark action
(contest or pursue store visit and purchase)
Inspire your users and keep them interested in
what you have to say.
Know your voice. Use it. You are not a robot.
People respond to personal messages, emotion, and excitement. Use them all.
Have fun. Social media changes all the time so
keep up with what’s new but know what works best
Be where your readers are. Do they read one
specific blog everyday? Then try sponsoring or partnerships with the blog.
Want new customers? Google & Facebook ads
are inexpensive and easy!
Recommendations to support
Staff restructuring recommendations
two employes reassigned to be your “social media” managers. This will be
their sole full time responsibility moving forward. They will need to work
together to support each other.
Allow for one other employee to work with both of them 1
full day a week on generating and editing content.
part time or full time graphic design and photography intern from Art Institute
(or other institution) for additional graphics support and ideas for visual
Employee # one's focus is on generating ideas for verbal content as well as the content itself, social
media verbal content management, and issuing weekly calendar of activities for
social media efforts for Joan’s approval.
Employee # two's focus is on creating and managing visual content (graphic and photographic) in
support of social media efforts.
Employee # three focus to provide support for employees #1 and #2
intern pool should be directed as needed and encouraged to share ideas on
visual content in support of any and all efforts
Additional education and training recommendations Cross-train all 3 employees on graphics
management and creation and use of social media by sending them for further
Social Networking: Getting Started
Social Networking for Business
Adobe Photoshop CS
Adobe Illustrator CS
Digital Photography Basics
Additional tools needed
Mac-Book Pro 15” *(for social media use only)
Possible upgrade to in house computer as
Work schedule recommendations
Employees will present their ideas (day to be determined, preferable Monday)
and focus for cross platform social media content at weekly all staff meeting for
discussion and final approval from Joan to be implemented the following week.
Employees should work in support of Joan regarding planed annual calendar of
events and promotions. This calendar should also be reviewed quarterly to
determine in advance the content needed *(particularly visual)
Initial technical issues and
concerns to be addressed moving forward
Which platform to use is an important question
to answer as it may help determine future issues regarding integration and / or
migration to a larger extended site. The recommended platform for this initial
effort is Word Press as it is readily scalable to and e-commerce configuration
if needed and is also currently the preferred blogging platform.
It should be noted, as with many template driven
platforms, the overall design themes are already established and as such are
limiting in some respects. Though they can be modified by a professional
programmer if need be, the objective at this point is to maintain simplicity of
work flow and content management until such time the internal infrastructure of
Joan Shepp allows for a larger more in-depth effort.
Sample blog template I created from Wordpress
Redirect from current web address Once the blog has been established and is up and running you will need to contact your web site administrator and have them reflect your current URL (web address) to your blog so as to maintain continuity for customers who have used your site thus far.
Establishment of graphic standards
The logo and for Joan Shepp should be standardized for all future applications both in print and online to include;
Establishment of master logo / graphic identity
Type font identification
PMS standards for color printing where applicable
CMYK and RGB equivalent standards for digital printing and online applications where applicable
Recommendations for additional efforts to support the social media plan Social media plans need to be promoted maintained and nurtured. They need to maintain a tangible connection to your audience. All facets of your business must directly or indirectly support and further the “social” aspects of your company. The following are some initial ideas that help remind customers of your connection.
Visual cues and tools
Display Window signage
Based on which platforms are chosen display graphics in window in support of them ex: “follow us on Facebook, Twitter, etc.” icon on window. *(sample idea)
Monthly Postcard mail
monthly postcard to be put in each customer’s bag at checkout reminding them
about your social media efforts in conjunction with added promotion: possible
discount, online contest, and / or any other promotional effort. *(sample idea I created)
long range idea
Set up minibar area for customers to sit enjoy beverage,
cocktail, snack and offer recharging station for cell phone while viewing you
on in-store i-pad. *(sample idea)
_Summary and Analysis As noted in the introduction of this plan the current state
of the infrastructure of Joan Shepp has several challenges to address. By
starting on a smaller scale it is hoped that the ongoing internal need to plan,
generate, manage, share verbal and visual content can be mastered and serve as the
initial starting point for possible future plans and goals.