threadless smp
DESCRIPTION
TRANSCRIPT
![Page 1: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/1.jpg)
June 9, 2013 – Channel Management – Giovanni White –Threadless– Designbyhumans, SnorgTees
![Page 2: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/2.jpg)
ON
LIN
E P
RE
SE
NC
E
![Page 3: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/3.jpg)
13,165 TWEETS
690,507 FOLLOWING
2,157,754 FOLLOWERS
![Page 4: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/4.jpg)
716,912 Likes
![Page 5: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/5.jpg)
2,993 SUBSCRIBERS
2,005,253 VIEWS
![Page 6: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/6.jpg)
2000 FOUNDED
51-200 EMPLOYEES
Internet INDUSTRY
![Page 7: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/7.jpg)
515 PHOTOS
217,374 FOLLOWERS
873 FOLLOWING
![Page 8: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/8.jpg)
37 BOARDS
630 PINS
5,823 FOLLOWERS
![Page 9: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/9.jpg)
BLO
G
![Page 10: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/10.jpg)
BLO
G
![Page 11: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/11.jpg)
BLO
G
![Page 12: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/12.jpg)
ST
OR
E
![Page 13: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/13.jpg)
ST
OR
E
![Page 14: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/14.jpg)
ST
OR
E
![Page 15: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/15.jpg)
TO
OL
S &
KE
YW
OR
DS
![Page 16: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/16.jpg)
• Manage multiple social networks • Schedule messages and tweets • Track brand mentions • Analyze social media traffic • Klout scores
• Content analytics • Social analytics • Conversion analytics • Advertising analytics • Google Alerts
![Page 17: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/17.jpg)
RE
PU
TA
TIO
N
Name URL Medium Comment/2tle # of comments Value Date
David Staffell hCp://www.threadless.com/play/forum/post/58457/25_giP_cerQficate_giveaway Forum $25 GiP CerQficate Giveaway 10,038 PosiQve 13-‐Jul-‐06
Aled Lewis hCp://www.threadless.com/play/forum/post/715558/tumblr_promo_thread Forum Tumblr Promo Thread 1,298 PosiQve 31-‐May-‐11
Threadless hCps://www.facebook.com/threadless Facebook Support Oklahoma disaster relief: The Flaming Lips tee is available for pre-‐sale: 5 PosiQve 25-‐May-‐13
Threadless hCps://www.facebook.com/threadless Facebook ALL TEES ARE $15! This weekend only: hCp://bit.ly/12PZfKZ 17 PosiQve 23-‐May-‐13
Alexmdc hCp://www.threadless.com/play/forum/post/468997/threadless_bloggers_chat_/ Forum Threadless Bloggers Chat!!! 5,342 PosiQve 13-‐Jun-‐09
Evan Ferstenfeld
hCp://www.threadless.com/play/forum/post/196736/the_official_slogan_club_congrats_sloag_superstar_courtney_pie/
Forum The Official Slogan Club 20,680 PosiQve 1-‐Mar-‐07
ThreadlessTeeV hCp://www.youtube.com/watch?v=z2HYkp_41YU YouTube Threadless Direct To Garment PrinQng, Featuring The
Muppets 21 Neutral 31-‐Jan-‐12
ThreadlessTeeV hCp://www.youtube.com/watch?v=f7sMFOfVeS8 YouTube How to Threadless 22 PosiQve 26-‐Jul-‐12
ThreadlessTeeV hCp://www.youtube.com/watch?v=z2TsGBDSNJs YouTube Meet Threadless ArQst JusQn White 6 PosiQve 21-‐Oct-‐12
Threadless hCps://twiCer.com/threadless/status/340232570895757313 TwiCer Tag your #threadpics and join the party. hCp://ow.ly/lyG0x 5 PosiQve 31-‐May-‐13
![Page 18: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/18.jpg)
DIA
GN
OS
IS &
CO
NC
LU
SIO
NS
Threadless X X X X X X X X
Design By Hümans
X X X X X X X
Snorgtees X X X
![Page 19: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/19.jpg)
• Dynamic & flourishing digital presence across all plaqorms • Engaged and loyal community of users • Key messages
– Make, pick, play, and shop now! – You are Threadless – Make great together
• Valuable content – Submit designs, score/criQque designs, Bestee Awards (web) – Design contests, giveaways (blog & social media) – Forums, Threadless Tee V, arQst stories/interviews (web & YouTube)
– PrinQng techniques & processes videos (YouTube)
![Page 20: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/20.jpg)
• An ongoing t-‐shirt design compeQQon and community where arQsts and t-‐shirt lovers can create, buy, and talk about art and t-‐shirts (e-‐commerce).
• Each day a new t-‐shirt design is selected ($1,000 cash prize)
• PosiQve image amongst community
CO
MP
ET
ITIO
N
![Page 21: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/21.jpg)
• Key messages: Do you LIKE ____? (FB), Tag your friends wearing ____ (FB, TW), discount codes, disaster relief, etc.
• Valuable content: Style guides (blog), special news & offers (blog), arQst interviews (web), submit & vote on designs (web)
CO
MP
ET
ITIO
N
![Page 22: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/22.jpg)
![Page 23: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/23.jpg)
• Specialize in pop-‐culture inspired, random, and all around funny t-‐shirt designs (iPhone cases, socks, etc)
• “Funny name, funnier shirts” • 28% of the design ideas come from customers (those chosen receive $150)
• PosiQve image amongst community
CO
MP
ET
ITIO
N
![Page 24: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/24.jpg)
CO
MP
ET
ITIO
N
• Key messages: $5 off unQl ____ (FB, TW), Win a free shirt contests (FB), discounts (FB), 3 funny tees every week (FB)
• Valuable content: Inspiring emails (FB), meet the Snorg models (YouTube), new designs (FB), Send in your ideas (web)
![Page 25: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/25.jpg)
![Page 26: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/26.jpg)
TA
RG
ET
AU
DIE
NC
E
![Page 27: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/27.jpg)
TA
RG
ET
AU
DIE
NC
E
Source: Alexa
![Page 28: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/28.jpg)
SM
P T
AR
GE
T
Parents – ages 25-‐54 (approx.)
![Page 29: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/29.jpg)
OB
JE
CT
IVE
S
1. Increase website traffic amongst users underrepresented on Threadless: – People with children between
approximately 25-‐54 years old 2. Improve posiQoning and reputaQon for
kids line targeted keywords 3. Increase “Kids” line sales
![Page 30: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/30.jpg)
KID
S L
INE
KE
YW
OR
DS
![Page 31: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/31.jpg)
ST
RA
TE
GY
1. Define and develop a Social Media Plan (SMP) targeQng parents to increase their social engagement and drive sales
2. Use SEO, SEM and SMO techniques to improve posiQoning for kids line keywords and reputaQon amongst our parent consumers
3. Run social media campaigns and PPC adverQsing aimed at parents to engage their parQcipaQon and drive traffic to the e-‐commerce store
![Page 32: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/32.jpg)
CO
RE
ME
SS
AG
E
Threadless makes the coolest kids tees. In tons of sweet varieQes. Always growing, always new. Designs so fun, they'll say WOOHOO!
![Page 33: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/33.jpg)
PL
AT
FO
RM
S
![Page 34: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/34.jpg)
PL
AT
FO
RM
S
3,188 Likes
![Page 35: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/35.jpg)
PL
AT
FO
RM
S
![Page 36: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/36.jpg)
PL
AT
FO
RM
S
69 TWEETS
79 FOLLOWING
298 FOLLOWERS
![Page 37: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/37.jpg)
PL
AT
FO
RM
S
![Page 38: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/38.jpg)
PL
AT
FO
RM
S
![Page 39: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/39.jpg)
PL
AT
FO
RM
S
![Page 40: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/40.jpg)
KP
Is
• Blog: – 10-‐20 comments per post – At least 100 “Likes”, tweets & shares per post – Top 5 Google posiQoning for keywords
• (e.g. kids t shirts, kids shirts, cool toddler clothes, cool boy clothes) • Facebook:
– 1,000 fans per month – At least 100 “Likes”, shares, & comments per post in total
• TwiQer: – 1,000 followers per month – At least 100 “RT’s” or menQons per tweet in total
• YouTube: – 1,000 views per video – At least 20 comments
![Page 41: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/41.jpg)
CO
MM
UN
ICA
TIO
N P
RO
TO
CO
L
• Tone: – Close, simple & friendly – We want our message to be understood by both parents and kids alike
• Language:
– Common, everyday & emoQonal words
• Content: – Using keywords for SEO (see “Kids Line Keywords” slide)
• Style:
– Bold, italic and underlined for SEO (with relevant anchor text and landing pages)
![Page 42: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/42.jpg)
MA
NA
GE
ME
NT
PR
OT
OC
OL
• Who: – Each type of communicaQon or post across all social media plaqorms will be facilitated by the Community Manager (CM) – Any quesQons, issues or general comments will require a response within 24 hours, no excepQons (by the CM) – All campaigns, contests, blog posts, etc. will be under the direcQon of the MarkeQng Director & markeQng dept.
• How:
– We will idenQfy all materials uploaded properly with filenames that contain some keyword branding and posiQoning to facilitate SEO.
![Page 43: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/43.jpg)
MA
NA
GE
ME
NT
PR
OT
OC
OL
• Rules of conduct: The Threadless Kids segment is targeted at children and their parents. Therefore all designs, content, language, comments, etc. will be held to strict familial standards and must be age appropriate.
– We define the following rules: 1. No offensive comments will be allowed to disqualify other
users or enQQes. 2. The uses of profanity, insulQng or humiliaQng expressions are
prohibited. 3. Racist, xenophobic or homophobic comments are prohibited. 4. Any other behavior out of what is understood by normal use
using common sense is prohibited.
– Any user not meeQng these basic rules of conduct will be publicly warned to make all users aware and consequently blocked, removed/deleted, or ignored whenever possible.
![Page 44: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/44.jpg)
MA
NA
GE
ME
NT
PR
OT
OC
OL
• Timing: – Replies must be made in no more than 24 hours to comments, quesQons, complaints, etc. on the blog and social profiles. – Blog: At least 2 posts weekly with original content (from markeQng department) – Facebook: At least 5 daily posts with interesQng and engaging content. Prompt interacQon with users when possible. – TwiCer: At least 10 daily tweets during prime Qme hours. Prompt interacQon with users when possible (Thank RT’s and reply to menQons, DM’s) –YouTube: 2 videos per week. Responses to comments in no more than 24 hours.
![Page 45: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/45.jpg)
CR
ISIS
PR
OT
OC
OL
• Any complaint or negaQve comment must be noQfied in wriQng via email to the Director of MarkeQng!
• In general, the following guidelines will be followed:
1. Do not speculate (i.e. rumors) 2. Facilitate informaQon from the necessary sources 3. Do not lie under any circumstances 4. Show empathy with those affected by the problem 5. Do not limit press access to the scene (if any) 6. Establish direct communicaQon channels with stakeholders 7. Share informaQon with other bodies involved 8. Keep value chain informed (employees, customers, suppliers) 9. Do not avoid responsibility or blame 10. ConQnue communicaQon aPer the crisis
![Page 46: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/46.jpg)
AC
TIV
ITIE
S
KIDS Check out our young fans rockin’ Threadless!
Join the fun and post your #threadkids pics to TwiCer and Instagram. Pictures will show up on Threadless.com.
![Page 47: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/47.jpg)
![Page 48: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/48.jpg)
GIV
E-A
WA
YS
We're giving away this very AWESOME book on TwiCer right now! Follow @threadlesskids for a chance to win!
Example of a Facebook give-‐away of a children's book encouraging people to follow the TwiCer page.
![Page 49: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/49.jpg)
TW
ITT
ER
PO
ST
#Cool #kids #tshirts! #Clothes for #boys, #girls & #toddlers hCp://ow.ly/lMJhz
Use of hyperlink for SEO posiQoning driving parents to the e-‐commerce store. Use of keywords as hashtags.
![Page 50: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/50.jpg)
CO
NT
ES
TS
Score Teenage Mutant Ninja Turtles designs for a chance to win prizes. Tweet and “Like” our page for a chance to win a free t-‐shirt!
![Page 51: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/51.jpg)
CO
NT
ES
TS
What? Best picture contest Who? Families How? A contest for parents and their kids. Tag pictures of your family wearing Threadless tees using #ThreadlessFamily to enter a chance to win a $250 Threadless giP card and an art panel. Where? TwiCer & Instagram
![Page 52: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/52.jpg)
TH
RE
AD
LE
SS
KID
S T
EE
VE
E
YouTube channel showcasing animated kids’ t-‐shirt designs to be be viewed and commented on. We disseminate the videos through TwiCer and Facebook.
![Page 53: Threadless smp](https://reader031.vdocuments.mx/reader031/viewer/2022013121/54bd444e4a79599c468b4574/html5/thumbnails/53.jpg)
CA
LE
ND
AR
OF
AC
TIO
NS
July 2013 – One month SMP
Blog, Facebook, TwiQer, YouTube, Contests, Giveaways