Social Media Strategy

Table of Contents• Executive Summary• Social Media Objectives• Online brand persona and voice• Strategies and Tools• Timing and Key Dates• Social Media Roles and Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting Results

Executive Summary• We sell top quality handbags, wallets, shoes, clothing and other

accessories. • We have been in business since 1993 when Kate Spade designed six

different handbag silhouettes in colorful, utilitarian styles. Our first shop opened in New York City in 1996. Today we are a global lifestyle brand and promote colorful living in everyday life. • The company plans to promote brand awareness, provide excellent

customer service, reach new audiences, and improve sales with our social media strategy.

Social Media Objectives• Reach new audiences• Provide up-to-date brand information for our customers• Display our products to an interested audience• Increase sales and revenue• Continue to be a trustworthy company that produces the highest

quality handbags, clothing and accessories• Promote brand awareness• Provide excellent customer support that is easy for the customer to

access via social media networks

Online Brand Persona and Voice• Our online brand persona is to “Live Colorfully.” We will consistently

promote this message with our company. • The age range of our fan base is women and girls from 15-70 years of

age. • Our products are represented in Kate Spade New York stores as well

as department stores and online.

Strategies and Tools• Social media platforms that will be used are Instagram, Facebook and

Twitter. • Video is a key component to catching the customer’s eye as well as

pictures of the products and customers using our products.

Timing and Key Dates• Holidays such as Christmas, Easter, Hanukah and Black Friday are very

important times for the company in terms of an increase in sales. • An increase in social media posts is needed. • All sales must be clearly stated with the correct information.

Social Media Roles and Responsibilities• The team will consist of an Executive Social Media Director, an Instagram Manager,

Facebook manager, Twitter manager, a team of photographers, a team of writers, and a team of editors.

• The executive social media director oversees, delegates and approves all social media posts and inquiries.

• The Instagram manager oversees the photographers and writers working for their team. • The Facebook manager oversees the photographers and writers working for their team. • The Twitter manager oversees the photographers and writers working for their team. • The photographers are split up to working for each separate social media platform, each

having two to their team. • Writers are also split up two to a team for each social media platform. • Editors oversee all social media productions before they are posted for the public.

Social Media Policy• Everything that is posted under the company name on any social

media platform must represent Kate Spade NewYork in a positve way. • It must be approved by the Executive Social Media Director • All posts must be in the best interest of the company • All posts must achieve the social media objectives.

Critical Response Program• In the case of an issue with the company such as customer

dissatisfaction due to a faulty product, the critical response program is in place. • We will respond to the public via our social media channels stated in

previous slides at the permission and judgment of the CEO and Executive Social Media Director. • The company will handle matters and reach out to the public to

transparently and truthfully explain the situation and what issues occurred. All efforts will be made to earn the satisfaction of the customer(s) who were not pleased with our products or services.