Social Media Strategy

Alexandra Fedele February 21, 2016

Table of Contents:• Executive Summary• Social Media Audit • Social Media Objectives• Online Brand Persona and Voice• Strategies and Tools• Timing and Key Dates• Social Media Roles and Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting Results

Executive Summary:• We sell both men and women’s luxury workout clothes and

accessories. • From different kinds of workout tops, to pants, to jackets and even

headbands too!• We were founded in Vancouver BC in 1998.• Shared its first retail space with a yoga studio.• Our products are now available all over the globe.

Social Media Audit:•We are fortunate enough to have a multi-platform content

strategy.•We use Bog, Facebook, Twitter, YouTube, Flickr and Tumblr.• Our competitors are other athletic brands including Adidas,

Nike, Atletica and many more. • Our target for our audience is mainly directed toward yogis.

We carry a lot of yoga athletic clothes.

Social Media Objectives:• Social media sites include- Bog, Facebook, Twitter, YouTube, Flickr and

Tumblr.• Our main objective is to post at least twice a day on Instagram. With

our 1.2 million follower base we focus on not only posting pictures of our athletic wear, but also interesting pictures taken all over the world.

Brand Persona and Voice•The target consumers have an interest in yoga and that is their biggest focus. •Not only do they focus on the retail portion on their blog, some of their recent pieces include exercises and healthy recipes. •We build a trust with our audience and brand through blogging.

Brand Persona and Voice

Strategies and Tools:• Tools• Instagram• Maximize user interaction with relatable posts

• Twitter• Respond to customers as a support system.

• Facebook• Engage customers with video promos, hyperlinks to sales, and

entertaining media• Online Blog• Engage customers in the brand culture with useful and

entertaining information

Timing and Key Dates:•On special occasions we have sales that mainly occur

for back to school.

•We have an increase in sales/revenue during holidays.•Christmas, Black Friday, Cyber Monday and Easter.

Social Media Roles and Responsibilities:• Lululemon has a specific blog for their social media sites. It is

called “Meditate now, tweet later.”•We tend to post inner dialogue of things that are running

through our mind during our meditations. • As far as Twitter goes, we use it as a support center because

it is easier and more efficient to reach customers in a timely manner.

Social Media Policy:•Respect- always be fair to all customers and associates •Appropriate- secret trade information stays

confidential •Honesty- even deleted postings can be searched •Accuracy- if information is inaccurate, correct it

quickly

Critical Response Plan:• If our in store customers have any issues, we

immediately report it to our headquarters for further assistance. We resolve these issues as fast as we possibly can.

Measurement and Reporting Results:

• We have a code of business and ethics and integrity line.• Guest support• Track your order• Shipping • Returns