Creating and implementing a social media strategy for Magenta Boutique.

1. Magenta Boutique
Social Media Strategy
Kaylene, Josh, Muriel, Jennifer, and Johnson

2. Agenda
• Background
• Current Social Media Presence
• Target Audience
• Goals and Objectives
• Social Media Platforms
• Long-Term Implementation

3. Background
• Owner: Bridget Autenreith
• Leavenworth, Washington
• Opened in 2008
• Sells clothing, accessories, and home decor
Our mission statement is to provide trendy quality clothing and provide a friendly shopping experience with a
family feel to customers from Leavenworth, WA and beyond.

4. Leavenworth
• Tourist town with a Bavarian theme
• Population around 2000
• Next large town is 30 minutes away
• Seasonal traffic: Oktoberfest, Christmas
Tree Lighting, etc.

5. Current Social Media Presence
• Only two accounts: Facebook and Instagram
• Facebook:
• 380 “likes”
• Last post May 2014
• 4.9 out of 5 stars
• 22 Reviews

6. Current Social Media Presence
• Instagram:
• Most used platform, posts more
than once a week
• 201 posts
• 235 followers and following 283
• Description of merchandise
• #leavenworthboutique

7. SWOT Analysis
Strengths:
• Store front location in heart of
city
• Aesthetics of merchandise
display
• Revenue from tourists
Weaknesses:
• Does not have a strong social
media presence
• Online presence does not invite
tourists
• Does not build relationship with
online community

8. SWOT Analysis
Opportunities:
• Devote more time to updating online
presence
• Personalize with more pictures and
identity of workers
• Can partner with hotel
accommodations in the area
Threats:
• Many businesses are using same
social media platforms
• This creates crowded space
• Vying for tourist dollars with many
other businesses

9. Target Audience
• Women ages 10 and up
• Diverse product line that will appeal to women of all ages
• Variety of inventory home decor, jewelry, lotion, etc.
• Younger girls are not on social media

10. Audience Personas
● Audience Persona 1 is female children. These will be girls ages 10 to 15 who come into
the store with an adult.
● Audience Persona 2 is female teens. These will be girls ages 16 to 18 that are in high
school (and still get most of their bills paid by their parents).
● Audience Persona 3 is female college students. These will be women ages 18 to 29
that go to classes and probably work part time (they also are just taking on their own
living expenses).
● Audience Persona 4 is adult women. These will be women ages 30 to 50 that could be
moms or members of the working world.
● Audience Persona 5 is older women. These will be women ages 50 and over that are
financially established or retiring.

11. Goals and Objectives
1. Grow revenue through updating and growing media platforms
• Increase followers on Instagram and Facebook by 10% in one month.
• For Instagram, post three photos a week to achieve twenty-five likes and three
comments each for two months.
2. Deepen relationship with customers
• Increase interaction through replying to all comments and invite positive
comments by 3% in six months.
• On all social media platforms, implement a permanent schedule to reply weekly to
customer comments, questions, and messages.

12. Goals and Objectives
3. Improve customer relations
• Create a compassionate, personal brand for the company by routinely posting
three candid, behind-the scenes photos a month of day-to-day operations.
4. Expand Magenta Boutique’s reach
• Twice a week for two months, find existing content and post shareable content in
alignment with Magenta Boutique's vision to increase brand awareness. Use
Hootsuite’s monitoring tools to determine if re-posts, shares, and/or re-tweets
increase during the two months. If it doesn’t, re-evaluate the content and expand
the timeframe.

13. Instagram Background
• Online mobile photo and video
sharing social networking service
• Reaches nearly 30% of adults
• Women more likely to use than men
• 80% are under 50 years in age

14. Instagram Tactics
• Already has the most frequent online activity
• Ask engaging questions in content
• Differentiate from Outfit of the Day
• Flannel Fridays, Sunday Sweaters, etc.
• Use social media monitoring tool

15. Facebook Background
• Social networking site making it easy to connect and share online
• Adult usage of 72%
• 77% are women
• Accessible through mobile and desktop devices

16. Facebook Tactics
• Include personalized content
• Update biography and photo to be current
• Act as a hub for their online presence
• Contain compilation of links
• Advertise store sales, promotions, and merchandise
• Use platform to interact through discussions

17. Twitter Background
• Online social networking site where users can read and posts tweets
• Accessible on both desktop and mobile devices
• About 23% of US adults online use Twitter
• More popular in urban areas (vs. suburban and rural)
• 30% of users are under 50
• 60% of users made a purchase because they saw it on Twitter

18. Twitter Tactics • Open a Twitter Account
• Include all relevant information
• Quickly and concisely inform Magenta’s
followers
• Sales, promotions, and events
• Entice tourists to come into the store
• Share relevant and credible fashion
articles
• Remain conscious of Twitter time frame

19. Pinterest Background
• Social networking site where users can visually share, browse, and discover
images/videos/blogs/articles/products
• Users can creates boards: a collection of “pins”
• 31% of online adults using Pinterest
• 33% are women

20. Pinterest Tactics • Open Pinterest account
• Upload current merchandise
• Install “Pin-It” button
• Make it easier for users to repin Magenta Boutique’s
content
• Users can promote brand through repins
• Create boards that leverages their desirable
location
• Market Leavenworth
• Promote the boutique’s actual merchandise and
overall style

21. Tools
• Recommended monitoring tools: Sprout Social or Hootsuite
• Monthly costs $59 or $9.99, respectively
• Depends on type of package selected
• Packages may offer:
• Real-time brand monitoring
• Comprehensive reporting
• Message scheduling
• Vanity/custom URLs
• App integrations
• Technical support

22. Roles and Responsibilities
• Ultimately responsible for the online presence: the employee that is currently
managing the Instagram account
• The steering committee will be made up of three people:
• The employee managing the Instagram account
• Bridget Autenreith, the owner of Magenta Boutique
• The employee with most seniority

23. Implementation • Current employees and owner
responsible for carrying out the
strategy
• Have all information available
• What processes are being put into
place
• Who is responsible
• How will they be measured (goals and
objectives)
• Plan initial staff meeting
• Plan regular monthly meetings

24. For The Long Run...
• Facebook: posting 3 times a week
• Instagram is already on track
• Twitter: post once a day every day or two times a day every two days
• Pinterest: Update available merchandise once a week
• Check daily for new messages or comments, keeping the Twitter timeframe in mind
• Make social media activity a part of employees’ shifts, either before or after
• Make “knowing how to use social media” a part of the job description

25. Recap
• Magenta Boutique’s current social
media presence
• Goals and Objectives
• How to get there
• For the long run