16. • Manage multiple social networks
• Schedule messages and tweets
• Track brand mentions
• Analyze social media traffic
• Klout scores
• Content analytics
• Social analytics
• Conversion analytics
• Advertising analytics
• Google Alerts
17. REPUTATIO Name
URL
Medium
Comment/2tle
#
of
comments
Value
Date
David
Staffell
hCp://www.threadless.com/play/forum/
post/58457/25_giP_cerQficate_giveaway
Forum
$25
GiP
CerQficate
Giveaway
10,038
PosiQve
13-‐Jul-‐06
Aled
Lewis
hCp://www.threadless.com/play/forum/
post/715558/tumblr_promo_thread
Forum
Tumblr
Promo
Thread
1,298
PosiQve
31-‐May-‐11
Threadless
hCps://www.facebook.com/threadless
Facebook
Support
Oklahoma
disaster
relief:
The
Flaming
Lips
tee
is
available
for
pre-‐sale:
5
PosiQve
25-‐May-‐13
Threadless
hCps://www.facebook.com/threadless
Facebook
ALL
TEES
ARE
$15!
This
weekend
only:
hCp://bit.ly/12PZfKZ
17
PosiQve
23-‐May-‐13
Alexmdc
hCp://www.threadless.com/play/forum/
post/468997/threadless_bloggers_chat_/
Forum
Threadless
Bloggers
Chat!!!
5,342
PosiQve
13-‐Jun-‐09
Evan
Ferstenfeld
hCp://www.threadless.com/play/forum/
post/196736/
the_official_slogan_club_congrats_sloag_s
uperstar_courtney_pie/
Forum
The
Official
Slogan
Club
20,680
PosiQve
1-‐Mar-‐07
ThreadlessTeeV
hCp://www.youtube.com/watch?
v=z2HYkp_41YU
YouTube
Threadless
Direct
To
Garment
PrinQng,
Featuring
The
Muppets
21
Neutral
31-‐Jan-‐12
ThreadlessTeeV
hCp://www.youtube.com/watch?
v=f7sMFOfVeS8
YouTube
How
to
Threadless
22
PosiQve
26-‐Jul-‐12
ThreadlessTeeV
hCp://www.youtube.com/watch?
v=z2TsGBDSNJs
YouTube
Meet
Threadless
ArQst
JusQn
White
6
PosiQve
21-‐Oct-‐12
Threadless
hCps://twiCer.com/threadless/status/
340232570895757313
TwiCer
Tag
your
#threadpics
and
join
the
party.
hCp://ow.ly/lyG0x
5
PosiQve
31-‐May-‐13
19. • Dynamic
&
flourishing
digital
presence
across
all
plaqorms
• Engaged
and
loyal
community
of
users
• Key
messages
– Make,
pick,
play,
and
shop
now!
– You
are
Threadless
– Make
great
together
• Valuable
content
– Submit
designs,
score/criQque
designs,
Bestee
Awards
(web)
– Design
contests,
giveaways
(blog
&
social
media)
– Forums,
Threadless
Tee
V,
arQst
stories/interviews
(web
&
YouTube)
– PrinQng
techniques
&
processes
videos
(YouTube)
20. • An
ongoing
t-‐shirt
design
compeQQon
and
community
where
arQsts
and
t-‐shirt
lovers
can
create,
buy,
and
talk
about
art
and
t-‐
shirts
(e-‐commerce).
• Each
day
a
new
t-‐shirt
design
is
selected
($1,000
cash
prize)
• PosiQve
image
amongst
community
COMPETITION
21. • Key
messages:
Do
you
LIKE
____?
(FB),
Tag
your
friends
wearing
____
(FB,
TW),
discount
codes,
disaster
relief,
etc.
• Valuable
content:
Style
guides
(blog),
special
news
&
offers
(blog),
arQst
interviews
(web),
submit
&
vote
on
designs
(web)
COMPETITION
22.
23. • Specialize
in
pop-‐culture
inspired,
random,
and
all
around
funny
t-‐shirt
designs
(iPhone
cases,
socks,
etc)
• “Funny
name,
funnier
shirts”
• 28%
of
the
design
ideas
come
from
customers
(those
chosen
receive
$150)
• PosiQve
image
amongst
community
COMPETITION
24. COMPETITION
• Key
messages:
$5
off
unQl
____
(FB,
TW),
Win
a
free
shirt
contests
(FB),
discounts
(FB),
3
funny
tees
every
week
(FB)
• Valuable
content:
Inspiring
emails
(FB),
meet
the
Snorg
models
(YouTube),
new
designs
(FB),
Send
in
your
ideas
(web)
29. OBJECTIVES
1. Increase
website
traffic
amongst
users
underrepresented
on
Threadless:
– People
with
children
between
approximately
25-‐54
years
old
2. Improve
posiQoning
and
reputaQon
for
kids
line
targeted
keywords
3. Increase
“Kids”
line
sales
31. STRATEGY
1. Define
and
develop
a
Social
Media
Plan
(SMP)
targeQng
parents
to
increase
their
social
engagement
and
drive
sales
2. Use
SEO,
SEM
and
SMO
techniques
to
improve
posiQoning
for
kids
line
keywords
and
reputaQon
amongst
our
parent
consumers
3. Run
social
media
campaigns
and
PPC
adverQsing
aimed
at
parents
to
engage
their
parQcipaQon
and
drive
traffic
to
the
e-‐commerce
store
32. COREMESSAGE
Threadless
makes
the
coolest
kids
tees.
In
tons
of
sweet
varieQes.
Always
growing,
always
new.
Designs
so
fun,
they'll
say
WOOHOO!
40. KPIs
• Blog:
– 10-‐20
comments
per
post
– At
least
100
“Likes”,
tweets
&
shares
per
post
– Top
5
Google
posiQoning
for
keywords
• (e.g.
kids
t
shirts,
kids
shirts,
cool
toddler
clothes,
cool
boy
clothes)
• Facebook:
– 1,000
fans
per
month
– At
least
100
“Likes”,
shares,
&
comments
per
post
in
total
• TwiQer:
– 1,000
followers
per
month
– At
least
100
“RT’s”
or
menQons
per
tweet
in
total
• YouTube:
– 1,000
views
per
video
– At
least
20
comments
41. COMMUNICATIONPROTOCOL
• Tone:
–
Close,
simple
&
friendly
–
We
want
our
message
to
be
understood
by
both
parents
and
kids
alike
• Language:
–
Common,
everyday
&
emoQonal
words
• Content:
–
Using
keywords
for
SEO
(see
“Kids
Line
Keywords”
slide)
• Style:
–
Bold,
italic
and
underlined
for
SEO
(with
relevant
anchor
text
and
landing
pages)
42. MANAGEMENTPROTOCOL
• Who:
–
Each
type
of
communicaQon
or
post
across
all
social
media
plaqorms
will
be
facilitated
by
the
Community
Manager
(CM)
–
Any
quesQons,
issues
or
general
comments
will
require
a
response
within
24
hours,
no
excepQons
(by
the
CM)
–
All
campaigns,
contests,
blog
posts,
etc.
will
be
under
the
direcQon
of
the
MarkeQng
Director
&
markeQng
dept.
• How:
–
We
will
idenQfy
all
materials
uploaded
properly
with
filenames
that
contain
some
keyword
branding
and
posiQoning
to
facilitate
SEO.
43. MANAGEMENTPROTOCOL
• Rules
of
conduct:
The
Threadless
Kids
segment
is
targeted
at
children
and
their
parents.
Therefore
all
designs,
content,
language,
comments,
etc.
will
be
held
to
strict
familial
standards
and
must
be
age
appropriate.
–
We
define
the
following
rules:
1. No
offensive
comments
will
be
allowed
to
disqualify
other
users
or
enQQes.
2. The
uses
of
profanity,
insulQng
or
humiliaQng
expressions
are
prohibited.
3. Racist,
xenophobic
or
homophobic
comments
are
prohibited.
4. Any
other
behavior
out
of
what
is
understood
by
normal
use
using
common
sense
is
prohibited.
–
Any
user
not
meeQng
these
basic
rules
of
conduct
will
be
publicly
warned
to
make
all
users
aware
and
consequently
blocked,
removed/deleted,
or
ignored
whenever
possible.
44. MANAGEMENTPROTOCOL
• Timing:
–
Replies
must
be
made
in
no
more
than
24
hours
to
comments,
quesQons,
complaints,
etc.
on
the
blog
and
social
profiles.
–
Blog:
At
least
2
posts
weekly
with
original
content
(from
markeQng
department)
–
Facebook:
At
least
5
daily
posts
with
interesQng
and
engaging
content.
Prompt
interacQon
with
users
when
possible.
–
TwiCer:
At
least
10
daily
tweets
during
prime
Qme
hours.
Prompt
interacQon
with
users
when
possible
(Thank
RT’s
and
reply
to
menQons,
DM’s)
–YouTube:
2
videos
per
week.
Responses
to
comments
in
no
more
than
24
hours.
45. CRISISPROTOCOL
• Any
complaint
or
negaQve
comment
must
be
noQfied
in
wriQng
via
email
to
the
Director
of
MarkeQng!
• In
general,
the
following
guidelines
will
be
followed:
1.
Do
not
speculate
(i.e.
rumors)
2.
Facilitate
informaQon
from
the
necessary
sources
3.
Do
not
lie
under
any
circumstances
4.
Show
empathy
with
those
affected
by
the
problem
5.
Do
not
limit
press
access
to
the
scene
(if
any)
6.
Establish
direct
communicaQon
channels
with
stakeholders
7.
Share
informaQon
with
other
bodies
involved
8.
Keep
value
chain
informed
(employees,
customers,
suppliers)
9.
Do
not
avoid
responsibility
or
blame
10.
ConQnue
communicaQon
aPer
the
crisis
46. ACTIVITIES
KIDS
Check
out
our
young
fans
rockin’
Threadless!
Join
the
fun
and
post
your
#threadkids
pics
to
TwiCer
and
Instagram.
Pictures
will
show
up
on
Threadless.com.
47.
48. GIVE-AWAYS
We're
giving
away
this
very
AWESOME
book
on
TwiCer
right
now!
Follow
@threadlesskids
for
a
chance
to
win!
Example
of
a
Facebook
give-‐away
of
a
children's
book
encouraging
people
to
follow
the
TwiCer
page.
49. TWITTERPOST
#Cool
#kids
#tshirts!
#Clothes
for
#boys,
#girls
&
#toddlers
hCp://ow.ly/lMJhz
Use
of
hyperlink
for
SEO
posiQoning
driving
parents
to
the
e-‐
commerce
store.
Use
of
keywords
as
hashtags.
50. CONTESTS
Score
Teenage
Mutant
Ninja
Turtles
designs
for
a
chance
to
win
prizes.
Tweet
and
“Like”
our
page
for
a
chance
to
win
a
free
t-‐shirt!
51. CONTESTS
What?
Best
picture
contest
Who?
Families
How?
A
contest
for
parents
and
their
kids.
Tag
pictures
of
your
family
wearing
Threadless
tees
using
#ThreadlessFamily
to
enter
a
chance
to
win
a
$250
Threadless
giP
card
and
an
art
panel.
Where?
TwiCer
&
Instagram
