Download - Betseyjohnson
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Betsey Johnson Social Media & Marketing Recommendations
Casey Schipper
ADV 420 New Media Driver’s License
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Challenges
Lack of effective keywords to draw visitors to the site
Facebook and Twitter are very similar
SEM & SEO require monitoring in order to drive sales and produce results
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Goals
Streamline and focus social marketing practices in order to Drive site traffic Drive sales Increase brand
awareness Gain more customer
loyalty
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198,802 likes
Active site – Betsey asks a question and her fans respond
Very similar to her Twitter account Must provide some value
to fans
http://www.facebook.com/xobetseyjohnson?sk=wall
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125,330 followers
Tweets are very similar to Facebook posts
Does not promote products as much on Twitter Must provide value to
fans
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SEO & SEM
Currently not taking advantage of keywords (examples include designer, funky, bold, fun, flirty followed by words like dresses, apparel, shoes)
Must direct consumers to website using these words
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Measures of SuccessIncrease site traffic by 50%
Increase conversion rates by 20%
Increase online sales by 15%
…all within one year of updated social marketing
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Budget
Estimated traffic summary (SEM) Avg CPC: $0.63 - $0.95 Clicks/day: 137-168 Cost/day: $106.05 -
$129.62
At most, SEM expenditures would equal $47,311.30 ($129.62 x 365)
Monitoring Facebook and Twitter accounts should not add any additional costs Costs may arise from
offering exclusive deals via social media platforms
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Timeline
December 2011: pick and monitor essential keywords for SEM
December 2011: work with marketing and buying department to determine exclusive offers to be given to Facebook and Twitter followers
March 2012: update keywords depending on how successful they are in driving traffic
April 2012: launch first ‘social media’ exclusive offer (20% off in store or online with special code)
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Timeline (continued)May 2012: analyze results from exclusive offer to determine its effectiveness in driving traffic/conversion/sales
June 2012: update keywords depending on how successful they are in driving traffic