Tanya Brathwaite

Social Media Management Spring 2017-

Due 19/02/2017

WOLFGANG

Main Strategy to Support this Goal

1. Increase volume of content

on certain channels

2. Create more engaging

content – videos customers

are more likely to share etc.

3. work with local influencers

to promote the brand &

encourage increased

customer participation

Table of Contents

Executive Summary 3

Social Media Audit 5

Audience Demographic Assessment 9

Competitor Assessment 11

Social Media Objectives 15

Online Brand Persona and Voice 17

Strategies 18

Tools 19

Timing & Key Dates 20

Social Media Roles and Responsibility 21

Social Media Policy 22

Critical Response Plan 23

Measurement and Reporting Results 25

Executive Summary

■ Our primary social media goal in

2017 will be to increase our

online following & community

among our primary target

audience – college aged

females living in Florida-

especially Gainesville & the

surrounding area.

Social Media Audit

Social Media Assessment

Social Network Url Follower Count Avg. Weekly

Activity

Avg. engagement

rate

Twitter https://twitter.c

om/WolfgangGvi

lle

207 1 post a week 1%

Facebook https://www.fac

ebook.com/Wolf

gangGainesville/

?hc_ref=SEARC

H

3,584 3 post a week 1%

Instagram https://www.inst

agram.com/wolf

gang_gainesville

/

3,118 10 post a week Avg interaction

per post 89 per

post

Assessment Summary

■ Currently Wolfgang's highest

engagement is through Instagram

with post often reaching 100 likes

and videos being viewed over 200

times.

■ Although the Facebook has been

liked over 3,000 times their post

receive little to no interactions.

■ Twitter is the least frequently used

channel & has the lowest

engagement.

Web Traffic Source Assessment

Source Volume Percent of Overall

Traffic

Conversion Rate

Twitter 47 unique views .5% .25%

Facebook 140 unique views 4% 1%

Instagram 460 unique views 20% 2.1%

Audience Demographic Assessment

Age Distribution Gender Distribution Primary Need Secondary Need

14-17 – 5% 95 % female Cute & unique outfits

to wear on nights out

and to functions

To see pictures of

friends & peers

featured on the page 18-30 – 90% 5 % male

31<- 5%

Audience Demographic Summary

■ The overwhelming majority of wolf gangs audience is college aged females who live

in Gainesville, this audience is primarily make up of UF and Santa Fe student & the

brand is especially popular with girls involved in Greek life on campus. Energy

should be dedicated to attracting influential people within those circles to drive

sales and increase online engagement.

Competitor Assessment

■ Wolfgang's’ primary

competitor is

Henrigirl boutique

which is also located

on university ave.

■ This shop carries

similar designs and

attracts a similar

audience

Social Media Profile Henrigirl has very active Instagram, Twitter and Pinterest. They are also mentioned frequently on Facebook.

Strengths of Henrigirl

1. They have a much larger following. Henrigirl has 16.7 thousand followers on Instagram and an avg. of 320 likes & many more comments on their pictures.

2. Social media team seems to create a higher quality of content- high quality pictures and themed shoots

3. More store locations

4. Website features brand ambassadors

5. One more social media platform than Wolfgang –Pinterest. This platform has 2572 followers and boards designs for the school as each of their locations

6. Online rating of 5.0

Weakness of Henrigirl 1. High prices

2. Location somewhat out of the way

Social Media Objectives

■ In 2017 our primary social media goal will be to increase both foot

traffic & traffic to the website from social media channels by 30 %

■ In order to achieve this goal we will be working on increasing our

online following & creating more engaging & relevant content to foster

greater relationships with out customers. We want to increase our

post engagement on Instagram and Facebook by 10 %

■ Our key messaging will be that our brand is here to support college

educated women and that we believe that fashion is a vital way of

expressing yourself.

Some Specific Objectives Include 1. Increase following on Instagram by 25% this year

2. Increase brand awareness with use if hashtags

3. increase volume of content published on Facebook by 30%

4. Create Pinterest account and grow following to 1.5 thousand in 1 year

Online Brand Persona and Voice

Adjectives that Describe the Brand

■ Fun

■ Trendy

■ Girlish

■ Stylish

■ Young

When Interacting with Customers

Friendly

Helpful

Encouraging

Strategies■ Paid- weekly boosted ads on facebook and Instagram featuring an influencer wear a

new arrival to the store

■ Owned – introduce hashtag #girlgang on website & social media & encourage

customers to use it when wearing items from the store

■ Earner- partner with popular local bloggers to have products reviewed & promoted.

Share their reactions post to all social media platforms

Tools

■ Hootsuite

■ Over

■ canva

Timing and Key Dates■ February 26th – March 4th – Spring Break sales

■ May 30th – Memorial day sale

■ July 4th – Independence day sale

■ September 5th – Labor Day

■ Increased activity is also be needed around game days in the fall in order to drive

sales of game day wear.

Social Media Roles and Responsibilities■ Since Wolfgang is a small local store the social media team will consist of only two

people.

1. Social media Director – this position will be filled by the store manager

Role : making final approvals before anything is posted, assigning different themes for

shoots, deciding on compensation for models and photographers etc.

1. Social media intern - this position will be filled by a UF undergraduate student who

is involved in Greek life.

Role: sourcing models and photographers, directing shoots and submitting for approval,

timing post to be seen by that largest number of customers.

Social Media Policy

■ Since we are a small company social media is really an integral part of

our efforts. In addition social media is central to the lives of majority

of customers & it’s the perfect way to engage with them & keep them

up to date on what is going on in the store. As an employee &

representative off Wolfgang a few simple guidelines for the use of

social media are as follows:

■ Always be respectful

■ Answers questions & concerns honestly & quickly

■ Always look for ways to be helpful to customers

■ Never criticize always be positive

■ Keep things visual

■ Try to be as engaging as possible

Critical Response Plan

■ Scenario 1 – complaint about quality of a piece of clothing from

customer on Facebook

Action Plan

1. When comment is detected social media intern to notify social media director & get

apology & suggested solution approved

2. Contact customer privately & suggest exchange & or store credit

3. Social media director to evaluate claim & see if it is a more wide spread problem

■ Scenario 2 – inappropriate tweet from staff member about having a

better selection that top competitor- Henrigirl

Action Plan

1. Social media intern screen shoots tweet then deletes

2. Contact store manager & send picture evidence

3. Store manager review the situation, determine if disciplinary action is necessary

4. Remove that member of staff from having access to social media accounts

Measurement and Reporting Results

■ Quantitative KPIs Reporting Period – 2 months Date as of April 16 2017

Website Traffic Sources Assessment Time Frame:

monthly Average February 2017 to April 2017

Source Volume Percent of Overall

Traffic

Conversion Rate

Twitter 65 unique views, 12

% growth

2% .5%

Facebook 190 unique views, 20

% growth

9% 2%

Instagram 590 unique views 32

% growth

32% 3.2%

Social Media DataSocial Network URL Follower Count Avg. Weekly

Activity

Avg. engagement

rate

Twitter https://twitter.c

om/WolfgangGvi

lle

260

25% growth

6 post a week

600% growth

2%

Facebook https://www.fac

ebook.com/Wolf

gangGainesville/

?hc_ref=SEARC

H

4,021

12.2& growth

6 post a week

100 % growth

3%

Instagram https://www.inst

agram.com/wolf

gang_gainesville

/

3638

16.7 % growth

18 post a week

80 % growth

Avg interaction

per post 156 per

post