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H&M Social Media Strategy
- 1. Lawrence Chu JB Cianciarulo Ricky Estrada Sami Hill Brittany Jackson Wendee Meyers Eric Quach
- 2. MEET US About The Team. Eric Quach JB Ricky Cianciarulo
- 3. We aim to create conversation through organized & MISSION cohesive social STATEMENT media
- 4. SUCCESSFUL TACTICS 10.7 million likes Embraced the timeline layout of Facebook Frequent postings on Twitter & Facebook OPPORTUNITIES FOR IMPROVEMENT 77 thousand followers, following 531 RSS feed should be moved to a more accessible location
- 5. GOALS What We Strive To Do.We aim to increase awareness & discussion 1 about H&M by 20% in the next six months. 2 We will show an 10% increase in sales through social media over the next six months. 3 We will improve customer service through social media platforms.
- 6. 1. INCREASE AWARENESS AND DISCUSSION ABOUT H&M BY 20% IN THE NEXT SIX MONTHS.
- 7. SOCIAL MEDIA A 2.7 million total mentions. 692,327 Blogs 29% 1,537,78 57% 9 3% Twitter 15% 403,946 Forums 69,054 Query: "H&M" between 26-Apr-2011 and 25-
- 8. Blogs Sweden 18.0% other 17.0% USA 16.2% Twitte r 4,202 tweets / Germany 7.6% UK 5.8% 84% day Spain 5.4% Norway 4.6% Finland 4.6% 175 tweets / USA 32.6% other 23.0% hour UK 12.9% 6.3% Netherlands France 5.0% Canada 4.1% Singapore 4.1% Spain 4.0%
- 10. Target College Campuses. Brand ambassador program College design program #WDYWT Instagram contests #OOTD #WAYWT
- 11. Create customer advocates. Organizatio Utilize Analyze Think long 1. PREPARE 4. MAINTAIN 2. SEARCH 3. SPECIFY nal Change available demograp term Increased software hics Empower support in - Determine customers IT, export.ly how to Marketing, Interact & attract engage PR, Legal, Monitor & brand etc. scan advocates social Use media incentives sites
- 12. 2 SHOW A 10% INCREASE IN SALES THROUGH SOCIAL MEDIA WITHIN THE NEXT SIX MONTHS.
- 13. Feature coupons & sales for social media friends and followers.
- 14. Use the power of Customer Advocates
- 15. Poll Assess & customers on apply what designers they like to consume see H&M collaborate r with. feedback Engage the consumer basis . and generates
- 16. IMPROVE CUSTOMER SERVICE THROUGH 3 SOCIAL MEDIA.
- 17. ONE. Response must be immediate. ANAGEMEN TWO: Conversation monitoring switches to 24/7 mode. CRISIS THREE: Direct engagement & apologizing must occur. FOUR: Update the ‘influencers’ in your industry. FIVE: Learn how to filter ‚trolling.‛ SIX: Listen & engage, avoid generalizing the crisis.
- 18. Re-organize how the social media team interacts with customer service.
- 19. EMPLOYEE INVOLVEMENT What Can Employees Do To Engage In The Conversation?
- 20. SOCIAL MEDIA POLICY Community Manager Responsibilities Employee Responsibilities Monitor conversation, listen to social customer, & engage
- 21. CONTENT CALENDAR APRIL 23rd APRIL 24th APRIL 25 th 10AM PST 11AM PST Did 12PM PST Missed you rock Fashion with a #fashionstar @hmusa fashion purpose. last night? during Purchase Check out the #Coachella12? items from @hmusa styles Tweet us your our available at favorite collection. www.hmfashi pctures using http://www.h 1PM PST Want onstar.com. #hmfashion to m.com/us/faa to spread 1030AM PST 3PM PST Check be featured! your H&M Get this weeks out the photos fashion to Fashion Star of our favorite your college styles before fashion this campus? they sell out! weekend & go Become a Check them to Campus rep! out at http://hmcoac http://www.h www.hmfashi hella.comto m.com/us/ onstar.com
- 22. MEASUREMENT GOAL “ Conversational Audit 1. “ Sales GOAL 2. “ Metrics Analysis GOAL “ Survey 3.
- 23. QUESTIO
Notes de l'éditeur
- Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
- Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
- Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
- Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
- Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
- Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)
- The time to move is instantly, when a crisis occurs waiting only makes things worst be prepared by having an infrastructure of the following things in place.
- Approach upstanding relationships to get more coverageGet blogs that have a lot of followers and already have relationships with H&M to write more frequently (not just special releases)