2. Table of Contents
1. Executive Summary
2. Social Media Audit
1. Social Media Assessment
2. Web Traffic Assessment
3. Customer Demographics Assessment
4. Competitor Assessment
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
3. Executive Summary
• Objectives:
• Increase amount of engaging content published to social networks
• Increase brand awareness by posting interesting content and gaining followers.
• Become known as the leading/ go-to brand for collegiate and preppy apparel.
• Increase conversion rate through social media
In 2016, Pennington & Bailes will become more active on social media and increase
engagement with customers. We will do so by focusing on fewer social media accounts
and posting content that our customers will be interested in. By doing this, we hope to
drive traffic to the website and increase sales.
4. Social Media Audit:
Social Media Assessment
Social Network URL Follower
Count
Average Weekly
Activity
Average Engagement
Rate
(# interactions / reach)
Facebook https://www.facebook.com/Pen
ningtonAndBailes/
7,000 4 posts per week 2.7%
Twitter https://twitter.com/PnBRemain
True
1,700 10 posts per week 3%
Instagram https://www.instagram.com/pen
ningtonbailes/
650 3 posts per week Average interactions per
post = 20
Pinterest https://www.pinterest.com/PnB
RemainTrue/
310 15 pins per week Average daily
impressions = 610
*This assessment was conducted on Feb 4
5. Social Media Audit:
Web Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Facebook 1,500 unique visits 14% 1.8%
Twitter 800 unique visits 9% 0.7%
Instagram 450 unique visits 5% 1.1%
Pinterest 1,700 unique visits 18% 2.2%
*Monthly average from January to December 2015
6. Social Media Audit:
Customer Demographics Assessment
• The customers are mostly on Facebook
and Twitter.
• They are mainly b/w the ages of 35-54.
• The majority of our customers are
female.
*Information and graphics collected from MailChimp
7. Social Media Audit:
Customer Demographics Assessment
• Customer example #1: Mary, 48, is married and has 2 children in
college. Her family income is over $100,000 annually. She is college
educated. Her husband works, but she does not. She often shops for
her husband and children.
• Customer example #2: John, 37, is married and has a young child. His
annual income is $75,000. He has a bachelor’s and master’s degree.
John is very proud of his alma mater. He enjoys golfing and watching
sports.
8. Social Media Audit:
Customer Demographics Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
55+ (12%) Mostly female Facebook Twitter news entertainment
35-54 (59%) Mostly female Facebook Pinterest news entertainment
25-34 (22%) Mostly female Facebook Twitter entertainment shopping
18-24 (7%) Mostly male Instagram Facebook entertainment shopping
9. Social Media Audit:
Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Southern
Tide
Instagram:
southerntide
145k followers; Posts relate to the brand;
Decent amount of interaction; Post about 5
photos/week
Post same content to Facebook, Twitter
and Instagram; All of the content is fairly
similar
Peter Millar Facebook: Peter
Millar
Active and engaged w/ customers; All posts
are on brand; Post a lot of lifestyle shots
A lot of sales and marketing posts; only
about 3 or 4 posts/week; repetitive
content on all social networks
Southern
Marsh
Twitter:
@southernmarsh
10-20 engagements per posts from the
audience; ~37k followers;
Do not have much interaction w/ their
audience; Post the same content to
Twitter as Facebook and Instagram
10. • Social Media Objectives to meet Brand Goals:
• Increase amount of engaging content published to social networks
• Increase brand awareness by posting interesting content and gaining followers.
• Become known as the leading/ go-to brand for collegiate and preppy apparel.
• Increase conversion rate through social media
• KPIs
• The amount of likes photos on Instagram receive
• Number of follows on Instagram and Twitter
• Calculate conversion rates
Social Media Objectives
11. Online Persona & Brand Voice
Words that describe the brand:
• Southern
• Classic and Classy
• Preppy
• Pride
• Bold
• Adventurous
• Light-hearted
When interacting w/ customers
we are:
• Friendly
• Caring
• Understanding
• Personable
• Inclusive
12. Online Persona & Brand Voice
This Facebook screenshot shows how
P&B should respond to customers.
Light-hearted but also respectful.
Most importantly, TIMELY!
P&B’s content makes the customer feel like a part of the
brand. We want our customers to feel welcome!
13. Online Persona & Brand Voice
We often keep the
content light-hearted
on social media,
even on the holidays.
Who doesn’t like
humor?
Our ‘Brand Persona’ could
be compared to sports
fanatic whose world will end
if they miss the big game.
P&B is all about
having FUN, being
bold and being
yourself! Sports are
competitive and we
love hearing who our
customers are rooting
for!
14. Strategies & Tools
• Paid: Boost 2 posts every week on Facebook that get the most
engagement.
• Owned: Post engaging content based around the theme of “Remain
True”. Launch #OOTG (Outfit of the Game) on Instagram and ‘The
Game to Watch Today’ on Twitter which tell our audience which sports
game they should be watching. Repost customer posts with #OOTG.
• Earned: Reach out to influential college football coaches and have them
wear P&B for games and press conferences.
• Tools Approved: Canva, Adobe Creative Cloud, Pinterest Analytics,
Facebook Insights
• Existing Subscriptions: Hootsuite
15. Timing & Key Dates
• Events
• College Football Season
• College Colors Day
• Super Bowl
• Kentucky Derby
• Trade Shows
• Big sporting events
• Holidays
• Valentine’s Day
• Easter
• Thanksgiving
• Christmas
• New Years Eve
16. Social Media Roles & Responsibilities
• Social Media Intern (responsible for all
social media) – Kristina Manus
• Develop ideas for content and schedule
social media posts
• Manager – Brooke Allie
• Approve social media posts
• Develop supplementary content
• P&B Co-owners – Tygh Bailes &
Stephanie Bailes
• Other team members that have access
to social media:
• Addison Llano
• Samantha Regula
17. Social Media Policy
Social media is crucial to building and maintaining Pennington & Bailes trustworthy
reputation and friendly customer service. Every social media account should be
handled with the utmost care.
• Be mindful of what you post
• Show respect to all social media users & other companies
• Understand etiquette on each social site
• Know the limits – don’t get into arguments on social media
• Be caring and have good customer service
• Collaborate with others before posting
18. Critical Response Plan
• Situation 2: Someone posts something bad
about Pennington & Bailes on social media
1.Never delete or report the post unless it is
harassment or harmful information
2.Discuss the issue that the customer is
complaining about with Tygh or
Stephanie
3.Respond to the customer in a positive
and friendly way
4.Give the customer contact information to
further discuss the issue
• Situation 1: Inappropriate social media
content posted by Pennington & Bailes
1.Take a screenshot of the content
2.Delete the content immediately
3.Inform Tygh or Stephanie of the issue
4.Discuss how the post will effect P&B
and decide if further action needs to be
taken
5.The employee responsible for the
content will receive appropriate
disciplinary action
19. Critical Response Plan
Contact Information
Title Name Telephone Alt. Telephone Email
Manager Brooke Allie 352-927-6453 n/a brookeallie@gmail.com
Social Media
Intern
Kristina Manus 407-310-1914 n/a kristiemanus22@gmail.com
Co-owner Tygh Bailes 702-856-7878 352-466-8973 tygh@penningtonandbailes.com
Co-owner Stephanie Bailes 702-856-7020 352-466-8973 stephanie@penningtonandbailes.
com
20. Measurement & Reporting Results
• Track follower growth on Instagram, Facebook, Twitter and Pinterest
at the end of every month
• Use our quantitative KPIs to track growth
• Use Facebook Insights and Pinterest Analytics to track audience
engagement; Find out which type of content does best and why; Find
out what the best time to post is
• Track the amount of conversions and website clicks from social media
posts
• Track website traffic
