Social Media Strategy for Kate Spade New York

1. Social Media
Strategy

2. 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

3. 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.

4. 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

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.

10. 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.