Isabella Arjomand

1. SOCIAL MEDIA AUDIT
Isabella Arjomand
October 8, 2017

3. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10.Measurement and Reporting Results

4. EXECUTIVE SUMMARY
•Our major social media priorities for Revolve Clothing in 2018 will be to
increase our online following and enhance content performance.
•The primary focus will be to strengthen community relationships
through more meaningful and sharable content and using our influencer
partnerships to enhance brand awareness and increase profit goals.
•2 major social media strategies that will support this objective:
1. Plan a chic, influencer-focused event each month with a unique
hashtag to drive traffic to our social media and website.
2. Increase the volume of content we share on all social media
channels and diversify the content.
Social media strategy and the tools and tactics planned to be implemented to achieve
Revolve Clothing goals in 2018

5. SOCIAL MEDIA AUDIT
Social
Network
URL
Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter
https://
twitter.com/
revolve/
42.3K 1 post 0%
Instagram
https://
www.instagram.c
om/revolve/
1.9M 80 posts 1.25%
Facebook
https://
www.facebook.c
om/REVOLVE
752,978 5 posts 0.25%
Snapchat Revolveclothing 1M 20 posts 1%
Social Media Assessment:
Revolve’s strongest social media engagement is with Instagram. Posts on Instagram have the highest
interactions with our audience.There is very minimal, if any, interactions throughTwitter. Moving
forward, Revolve should change the tone on this platform or do away with it .
The following is an audit of Revolve’s social media presence to date. It includes and assessment of
all social media, web traffic, audience demographics, and competitor analysis.
Data from October 2017

6. SOCIAL MEDIA AUDIT
Source Volume % of Overall
Traffic
Conversion
Rate
Facebook 15M unique
visits
6.5% 2.5%
Snapchat NO DATA NO DATA NO DATA
Instagram 20M unique
visits
20% 1.8%
Twitter 5M unique visits 2% 0.1%
WebsiteTraffic Sources Assessment
Timeframe: Monthly average August 8-October 8
Instagram is the largest contributor to web traffic for Revolve.With 40
million people visiting the website every month, Facebook comes as a
close second to Instagram bringing in 2.5% of traffic.Twitter, our
weakest source, has a conversion rate of 0.1%

7. SOCIAL MEDIA AUDIT
Audience Demographic Assessment
Data from October 2017
0-18 18-30 31-40 41-55
Primary Social
Network
Secondary
Social Network
Instagram
50%
Instagram
30%
Facebook
30%
Facebook
40%
Twitter 2% Twitter 0%
Snapchat
18%
Snapchat
30%
Primary Need Secondary Need
Needing to be chic, and trendy.
Want inspiring content.
Buying a name brand article of
clothing

8. SOCIAL MEDIA AUDIT
• Audience Demographic Analysis
• The majority of our social media audience is
18-30, mostly female.According to the data,
Instagram and Facebook are the core platforms.
The primary motivators for visiting the Revolve
website are wanting inspiring content and the
need to be chic and trendy.

9. SOCIAL MEDIA AUDIT
Competitor Assessment
Competitor
Social Media
Profile
Strengths Weaknesses
Nasty Gal
FACEBOOK:
Nasty Gal
Has hit over 1 million
followers on Facebook.
Posts engaging content
and not just Nasty Gal
merchandise updates.
Content can be very
diverse and not a clear
representation of their
brand.
ShopBop
INSTAGRAM:
@shopbop
Has a very appealing
aesthetic. Encourages a
positive social media
relationship by featuring
followers on their account.
Not much diversity when
it comes to content. Has
a much smaller following/
presence than Revolve.
Nordstrom TWITTER:
@nordstrom
Doesn’t feature new
merchandise/ events as
much as it could.
Constantly up to date with
customer mentions.Very
quick responses from
customer service
representatives onTwitter.
The above shows @REVOLVE’s largest competitors on social media.After doing an analysis of Revolve’s 3
main platforms, we can conclude that diverse content is needed for engagement. Nordstrom is the leading
competitor in customer service and usesTwitter as platform for that.After completing this analysis, Revolve
should focus on usingTwitter as a platform for customer service, should engage with followers by giving
them an incentive to post with our clothing, and post more diverse content.

10. SOCIAL MEDIA OBJECTIVES
• In 2017, the primary focus will be to strengthen community relationships and increase profits.To
do this, we plan to post more meaningful and sharable content and use our influencer
partnerships to enhance brand awareness.
• Specific Objectives
1. Increase website traffic from social media by 20% in 6 months.
1. Use brand hashtags such as #revolvearoundtheworld
2. Boost content on Facebook and Instagram
2. Increase followers on Instagram by 20,000 in 6 months.
3. Focus on ourTwitter content and increase engagement by 10% in 6 months.

11. SOCIAL MEDIA OBJECTIVES
Examples of current social media for Revolve…..

12. SOCIAL MEDIA OBJECTIVES

13. SOCIAL MEDIA OBJECTIVES

14. SOCIAL MEDIA OBJECTIVES

15. SOCIAL MEDIA OBJECTIVES

16. SOCIAL MEDIA OBJECTIVES

17. SOCIAL MEDIA OBJECTIVES

18. SOCIAL MEDIA OBJECTIVES
KPIs KEY MESSAGES
Number of Instagram followers Clothes are a woman’s best friend
Sentiment Analysis Chic.Trendy. Babe.
Number of #hashtag uses across all
platforms
Girls just want to have fun!
Social Media Interactions

19. ONLINE BRAND PERSONA
ANDVOICE
• Social
• Authentic
• Stylish
• Trendy
• Bold
• Supportive
• Lively
• Encouraging
• Solution-
orientated
• Uplifting
Adjectives that describe Examples of Brand Voice
in Social Media

20. STRATEGIES ANDTOOLSPaid:
Boost post on Instagram that received the most likes and comments.
Pay for advertisements on snapchat.Also pay for a geofilter.
Owned:
On the bag all orders are shipped in, have the snap code graphic all over the bag. On this inside of the package, include a thank
you note that has all social media handles. By doing this we can increase followers across all platforms.
Promote the hashtag #Revolvelovesme, and encourage followers to use the hashtag when posting a photo in their new Revolve
outfit.Then, on Wednesday post content dedicated to the followers that participated in using the hashtag.
Earned:
Implement a 15% off discount for any user that likes all Revolve social media pages.
Partner with 5Victoria Secret Angels to create a campaign devoted to the key message of confident and healthy women.
Schedule an event in Fiji with the models and have them post the event on their social media channels as well. Use the hashtag
#AngelsloveRevolve for any posts featuring the models and encourage women around the world to post a confident and
healthy selfie with the hashtag for a chance to win a trip to the nextVictoria’s Secret Fashion Show.

21. STRATEGIES ANDTOOLS
• Approved
• Hootsuite
• Iconosquare
• Rejected
• N/A
• Existing Subscriptions/Licenses
• Adobe Creative Cloud
• Canva

22. KEYTIMING AND DATES
Key Dates Internal Events LeadTimes Reporting Dates
Coachella Future Pop-ups 4 months March
National Girls
Day Collaborations 1 week July
Valentines Day Dinner parties 1 month September
Labor Day
#Revolveintheh
amptons
4 months December

23. SOCIAL MEDIA ROLES &
RESPONSIBILITIES
• Social Media Director: Charina Scott
• Has all final say, does all of the higher level planning
• Social Media Manager:AnnaTran
• Manage campaigns, day-to-day execution
• Social Media Coordinator: SusanYi
• Manage and increase social media engagement, copywriting, fashion
blogging, trend monitoring, writing creative content, and engaging with
our followers

24. SOCIAL MEDIA POLICY
As a company that has created their reputation based off of their social media, here at Revolve we believe our social media is
one of the most important components of our brand.As an employee or brand ambassador, you are expected to follow our
social media policies and continue to spread the Revolve mission with our followers in the best way possible.To make sure this
goal is reached the following policies have been out in place:
• Do not discriminate in any way
• Be appropriate and respectful
• Do not speak poorly of any competitor
• Always post to make Revolve look better
• Nervous about the content you want to post? Ask us for help!
• Put the audience first.
• Be tasteful
Violations of any of these rules can result in the termination of your position at Revolve.Violations of our social media policy is
also subject to legal action, and the company has the right to take further action depending on the situation. Should you have any
questions or concerns, speak to the manager of your team or anyone in HR.

25. CRITICAL RESPONSE PLAN
Scenario 1: Instagram is hacked.
Action Plan:
1. When hack is detected immediately contact the social media manager or the social media director.
2. Manager or director will delete any content posted by hacker.
3. Manager or director immediately changes the password to the account.
4. Manager and director develop appropriate follow up post.
5. Have the technology department look into who the hacker was, and if found, take action from there.
Pre-approved messaging:
No pre-approved messaging here. Message will depend on the gravity of the situation.

26. CRITICAL RESPONSE PLAN
Scenario 2: One of our main influencer suddenly passes away.
Action plan:
1. Notify the social media manager or director right away.
2.Social Media team will draft an appropriate and respectful social media post in remembrance of the
influencer.
3. Director must approve the post.
Pre-approved Messages:
Instagram caption:“____, you blessed the lives of so many people, including us here at Revolve.
#Gonetoosoon

27. CRITICAL RESPONSE PLAN
Contact Information
Owner Name Telephone Email
Marketing Director Ryan Pabelonia 305-678-9222 rpabelonia@revolve.com
Social Media
Director
Charina Scott 678-912-0098 cscott@revolve.com
Social Media
Manager
AnnaTran 407-780-7199 atran@revolve.com
Social Media
Coordinator
SusanYi 754-578-2244 syi@revolve.com

28. MEASUREMENT AND
REPORTING RESPONSE
• Quantitative KPIs Reporting Period: 3 months /Data as of August 8, 2017
Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter
https://twitter.com/
revolve/ 50K 6 post 1.3%
Instagram https://
www.instagram.com/
revolve/
2M 90 posts 2.25%
Facebook https://
www.facebook.com/
REVOLVE
800K 10 posts 2%
Snapchat Revolveclothing 1.3M 40 posts 1.7%
• We have chosen to use ourTwitter as a customer service resource. Since making this such we have seen
very positive results such as an increase in content, followers and engagement.We have been able to reach
larger audiences with our hashtags. #AngelsloveRevolve #Revolvelovesme
Instagram continues to be our most successful social media.We are on track to each our goal of
20,000 followers in 6 months. By increasing our content by 10 posts a week we have 2.25% increase in
engagement.

29. MEASUREMENT AND
REPORTING RESPONSE
WebsiteTraffic Sources Assessment
Source Volume % of OverallTraffic Conversion Rate
Facebook 16M unique visits 6.9% 2.5%
Snapchat NO DATA NO DATA NO DATA
Instagram 35M unique visits 25% 1.8%
Twitter 6M unique visits 2.5% 0.1%
• We are very pleased with our progress in terms of Instagram.We are on track to hit a 6% increase of traffic from
Instagram, already having a 5% increase in just 3 months.We believe this is due to the increase in diverse and
inspiring content.
• After switching ourTwitter to a customer service resource we have seen a 0.5% increase in traffic.
• After not seeing as much of a difference in numbers when it comes to Facebook, our social media team is re-
evaluating when/what to boost.We really want to be as effective as possible when boosting because its paid media.

30. MEASUREMENT AND
REPORTING RESPONSE
• Qualitative KPIs
• Sentiment Analysis:
• After completing and analysis on 50 Facebook posts, Instagram posts, and
Twitter Post:
• Positive sentiment came from customers.We saw this through the increase
in mentions, tags, and hashtag use. Customers raved about the new
approach to customer service and the different discount opportunities.
• Negative sentiment came from pricing. Some customers tweeting at
Revolve saying the price of our clothing is too high.

31. THANKYOU!