Social Media Marketing in

Strategy Team 6: Siyu Chen (Jojo)

Xuepei Liu (Chuck) Sayaka Honda

YuiOn So (Fanson)

December 8, 2015 T MKTG 490 A-Social Media Strategy&Analytics

Dr. Haluk Demirkan University of Washington, Tacoma

Background Knowledge• An online shoes and clothing shop based in Los Angeles, established in

1999.• Main business covers shoes and clothing of men, women and children,

bags and handbags, accessories, watches, boutiques, and so on.

• Our company is also known as the best company to work for, because of high employee satisfaction supported by our company culture.

Current Social Media Presence

• Twitter: We create a page that includes all the mentions of the firm.

• Facebook: Our customers are encouraged to pin about their recent purchase.

• YouTube: Zappos uploads new videos about our company products, culture and fashion onto the page.

Current Social Media Presence

• Instagram: Fashion commerce and social media are integrated to offer personal shopping service to users.

• Pinterest: Consumers will find other products and are given individualized recommendations.

• Site page: Sharing allows consumers to share a page with their significant others.

Goals and Objectives• Goals

– Develop and maintain a close relationship between our brand and consumers.

– Build the right corporate culture.• Objectives

– Gain insight into a community of interest.– Build brand visibility and authority.

Project Goals

Create social media strategies based on our current social media presence and business goals and objectives.

Target Groups Identification

• Identify the target groups for the social media presence• Through web analytics and statistics, or other market

researches (the data of our existing social media platforms)

Target GroupAge: 25 - 49 Who have a median household income of more than $75, 000.

Target Groups Identification

• When we conduct further research on the target group, we find the following important issues.– Consumers are more likely to follow a brand that is active on more

than three social channels.– Facebook presence of brands is expected by more than 95 percent

millenniums, approximately 90 percent Gen X’ers.– Consumers are expecting more brands presence on LinkedIn and

YouTube.

• Solutions.– Increasing our online presence on Facebook– Increase our presence on LinkedIn and Instagram

Available Resources

• Externally – When we need professional knowledge and skills

• Internally– We will use our employees and volunteers.

Content strategyWe will adopt mainly include photographs, videos, member reminders, relevant articles on Facebook, Twitter, YouTube, LinkedIn, blog, etc.• Facebook: company details, products and services,

advertisements, discounts, articles, blogs, and comments etc. • Twitter: product and service information of our company. • YouTube: company details, latest news and other interesting

information.• Pinterest: recommend products and services to the

consumers, fashion collections, and comments from the audiences etc.

Tactics • We will enter the participants at specific time on a daily basis. • Sweepstakes will be used to increase consumer engagement.

• Our products will be the winning prizes• Provide more presents on specific days.• Enable our social media platforms to be easily connected on

mobile phones.

Steps to Develop, Implement, and Maintain our Strategy• Attract more followers on our Facebook page

– We will ask the most talented employees to create contents, participate in the pages

– The pages will be maintained regularly on a daily or weekly basis. – We will spend below $2, 000 to pay for the outside consulting

firms.

Results Forecasting and Measurement• To forecast results, we will measure

– the number of people who click our social media pages– the number of users who are interested in building a like-

like relationship with us– the number of fans who click our advertisings

• To measure the performance and outcome of our social media strategies we will look for data on – the engagement metric– the followers metric– the page like metrics– social traffic and conversations.

Web Traffic Generation• Concentrate on use high conversation key words to lead social

network• Expand our reach with hashtags• Use more visual contents and images to attract more

engagement• Join active groups and communities where there are a great

number of population.

Software• Hootsuite and Sprout social as software to monitor the

social media solutions.

• Google Analytics can be adopted by managers to better manage social media solutions.

Possible Next Step

Create a detailed editorial calendar to include specific pieces of contents and the duration in each social platform.

References• Arthur, R. (2014). Zappos is piloting a personal shopping service on Instagram with #nextootd.

FASHIONISTA, 21 Mar 2014, http://fashionista.com/2014/03/zappos-personal-shopping-service

• Felix, S. (2012). Here’s how Zappos huge bet on Pintrest actually works. Business Insider, 29 Aug 2012, http://www.businessinsider.com/how-zappos-huge-bet-on-pinterest-actually-works-2012-8

• Stampler, L. (2013). Why Zappos sees sponsored posts on Facebook as “a necessary evil’. Business Insider, 6 Feb 2013, http://www.businessinsider.com/zappos-on-facebook-and-social-media-2013-2

• Steinert-Threlkeld, T. (2009). ZDNet case study: Following Zappos.com. http://www.thefutureorganization.com/wp-content/uploads/2010/01/ZDNet-Zappos-SR.pdf?ref=binfind.com/web

• Leonard, H. (2013). How Zappos uses Facebook to drive massive site activity. Business Insider, 7 Feb 2013, viewed 16 Nov 2015, http://www.businessinsider.com/zappos-uses-facebook-to-drive-activity-2013-2

• Ratcliff, C. (2014). How Zappos uses social media: Twitter, Facebook, and Instagram. E Consultancy, 1 Oct 2014, viewed 16 Nov 2015, https://econsultancy.com/blog/65526-how-zappos-uses-social-media-twitter-facebook-and-instagram/

Thank You