Warby Parker-Social Media Strategy
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Warby Parker's social media strategy focuses on growing their community and fostering deeper relationships. Their primary goals are to produce engaging content that grabs wider audiences and increases brand awareness through influencers. Key objectives include increasing Facebook followers by 90k in 6 months and app visits by 25% in 4 months. Their brand persona is described as rebellious, revolutionary, spirited and fashion forward. Their strategies include paid social ads, owning hashtags, and earning recognition for philanthropic work. Metrics will measure goals quarterly.
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Warby Parker-Social Media Strategy
- 1. WARBY PARKER Social Media Strategy Maggie Milewski May 28th, 2017
- 2. Table of Contents 1. Executive Summary 2. Social MediaAudit 1. Social MediaAssessment 2. Traffic SourcesAssessment 3. Customer DemographicsAssessment 4. CompetitorAssessment 3. Social MediaObjectives 4. Online Brand Persona andVoice 5. StrategiesandTools 6. Timing and Key Dates 7. Social Media Rolesand Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Results
- 3. Executive Summary – Our biggest goal will be growing our community and fostering deeper relationshipswith those in it already. – Our primary focuswill be producing content true to our brand that grabsthe attention ofa wider range ofaudiences. – Strategiesinclude: – Creating, curating, and interacting with a wider range of influencers – Making our content more discoverable and engaging
- 5. Social Media Assessment Network URL Follower Number Average Weekly Activity Average Weekly Engagemen t Facebook https://www. facebook.co m/warbypar ker 648,345 5 120 likes on average per post (0.02%) Instagram https://www. instagram.co m/warbypar ker/ 337K 12 1,750likes on average per post (0.4%) Twitter https://twitt er.com/warb yparker 84.1K 12 20 likes on average per post (0.3%) Twitter https://twitt er.com/Warb yParkerHelp 9,344 1 1.93% Tumblr http://warby parker.tumbl r.com NO DATA 3 4 notes on average per post The highest number of interactions occurs onInstagram andTwitter (help account). Tumblr is the least active.
- 6. Traffic Sources Assessment No Data, but based on the Social MediaAssessment, one can assume that most traffic comes from Instagram andTwitter because most activity and engagement occurson those accounts.
- 7. Audience Demographics It seems most customers are of a younger generation—early 30’sor younger.Thismakessense due to the fact Instagram isone of their more prominent social media accounts,for itsusers are of this younger generation.Warby Parker’sstyle isalso vintage and fashion-forward,similar to what one could associate with the term “hipster,” which isa “subculture of men and women typically in their 20’s and 30’s that value independent thinking,progressive politics, an a appreciation ofart,creativity,intelligence,and witty banter.” Warby Parker producesglassesof a vintage quality that are fashion- forward.They also give a pair to someone in need when a pair is bought.
- 8. Competitors ZenniOptical Instagram Pros: frequency of posting, good theme, use of hashtags Cons: low engagement (low likes) EyeBuyDirect Facebook Pros: frequent posts, responds to customers Cons: generic photos (no persona or voice in activity) GlassesUSA Twitter Pros: good engagement (responding to inquires) Cons: infrequent or no activity (postings), low to no customer engagement directly on posts) Competitors do a good job of responding and interacting with with their customers, but they can do better in having a persona and voice of their company’s brand.
- 10. Primary focus will growing a following—reaching new audiences—and building our relationships that we have with our existing customers. We will also try to draw attention to our app and direct traffic there. SpecificGoals – Increase Facebook followers by 90,000 in 6 months – Invest in Facebook ads – Increase app visits by 25% in 4 months – Increased brand awareness through influencers – Adding more/using our hashtags on Instagram posts KPIs – Number of app downloads – Number of unique visitors from Instagram – Number of Facebook followers Key Messages • Being conscious—socially and fashionably • Revolutionary in our prices and mission
- 12. Adjectives that describe our brand – Rebellious – Revolutionary – Spirited – Fashion forward – Inspired – Supportive – Progressive – Friendly
- 14. Paid – Boost top Instagram visual ofweek as ad on FB for next week – Social influencer sponsorship—1 a month
- 15. Owned – Encourage audience to use #warbyblue when posting picturesto Instagram,and encourage employeesto use #teamwarby on posts dealing with our brand
- 16. Earned – Recognitionfor philanthropic work giving out free glassesto those in need—partner with influencer to support
- 17. Tools – Hootsuite – Photoshop – Youtube
- 18. Timing and Key Dates – August—back to school season;time to get newglasses – Summer—sunglasses – Memorial Day – 4th of July – December—giving back to the community;like our charities – Valentine’sDay—love;giving back like our charities
- 19. Social Media Roles and Responsiblities – Marketing Director—in charge ofvision and persona – Social Media Manager—manageseditorialcalendar and approves final campaignswith Marketing Director – Social MediaCoordinator—helpsSMMcreate and curate content – Customer Support—runsTwitter account (@warbyparkerhelp)
- 20. Social Media Policy As part of #teamwarby,you are to be friendly and social while maintainingetiquette and grace,alwaysstriving to put our best foot forward. – Respectful/nice – No controversy – Polite – Helpful and supportive – No negativity – Share your favorite frames! Be sociable! – If you don’t know, ask!We are here to help! Warby Parker is serious about this policy.Violationcould result in corrective action and/or termination. Always ask! We’re here for you!
- 22. Scenario 1 Leakage ofConfidential Information Action Plan: 1. Track back information to source ofleakage 2. Deal with “leaker” employee 1. One-on-one meeting to discuss situation 2. Say how action has negative impact 3. Discuss consequences 3. If source not found 1. Stay alert 2. Disclose information in parts to individual employees(if happens again, you know who leaked it) Pre-approved message unknown— based on intel leaked
- 23. Scenario 2 EmployeeTweetsnegative comment about competitor Action Plan: 1. ScreenshotTweet 2. Contact employee 1. Have employee delete tweet/send out a retraction 2. Talk out consequences for policy violation 3. Discuss impact and reach for further action Pre-approved message unknown— case by case basis
- 24. Measurement and Reporting – KPIs will be measured every 3 months – Will see development ofgoalsand performances – I think ifstrategiesare followed the goalsshould be met, for Warby Parker hasalready seen and increase of20,00 followerson Facebook due to its publicity oftheir app with eye correction checkups.Although the qualitative KPIs for thisfunction are controversial,most seem to like it which iswhy there has been an increase.