p&b uf smm project 1

Kristina Manus

February 2, 2016

Table of Contents

1. Executive Summary

2. Social Media Audit1. 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

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.

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

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

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


• 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.


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

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

• 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

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


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!


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!

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

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

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

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

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

Critical Response PlanContact Information

Title Name Telephone Alt. Telephone Email

Manager Brooke Allie 352-927-6453 n/a [email protected]

Social Media

Intern

Kristina Manus 407-310-1914 n/a [email protected]

Co-owner Tygh Bailes 702-856-7878 352-466-8973 [email protected]

Co-owner Stephanie Bailes 702-856-7020 352-466-8973 stephanie@penningtonandbailes.

com

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

For Your AttentionAnd Time!