This is a group social media presentation I gave in my Social Media Marketing class during my Fall, 2012 semester. We had to set up a social media campaign on any topic/business we were involved in, monitor metrics, learn, adjust our strategies, and present what was done and what was learned.

1. Social Media Strategy for Intwined Bows
Maya Mikati| Pamela Sam|Gayatri Shukla|Kimberlyn Dennis Smith
Social Media And The Brand | December 14, 2011

2. A Quick Introduction to Intwined
 Sells bow-tie accessories creating a
dapper look
 Price point: $27
 Sold at brick & mortar stores in CA &
Etsy.com
 Faces high competition from both
similar small shops & larger
businesses
 Operates within a large competitive
price range ($15-$50)

3. Insights
generation
- General istening
- Competitive research
ROI /
Optimization Audience
framework planning
- KPI setting - Defined target profiles
- Tracking & reporting - Barriers
- Optimization
strategies
Socializing
Intwined Experience
Behavioral social
activation architectures
- Integrated channel - Touchpoint models
- Key messages
strategies
- Behavioral
outcomes
Activation Social media
framework program toolbox
- Presence & participation - Style guide / brand
- Social distribution voice
- Influencer activation - Message matrix
- Editorial calendar
3

4. Listening: Bow Ties
…Bow ties can
…Bow ties used to be complete anyone's
synonymous with black tie, but Bow ties are an essential part of
wardrobe
in 2011 they traverse the smart any man’s wardrobe. Do me a
casual divide, meaning that favor: Don’t ever buy or wear a pre-
they’re just as at home at a tied bow tie. Learn how to tie your
black-tie dinner as they are on own and then rock it like a champ.
the streets. This is perhaps best
exemplified by looking to the
silver screen (James Bond) and
the small screen (Matt Smith’s Dr
Who), who show that given the
right outfit, the bow tie is an
incredibly versatile menswear …I would say that neck
accessory. wear is one of the
most crucial pieces to
looking like a champ
– whether its the
…always opting for inclusion or the
self-tie bow ties exclusion of a tie or
ascot
…Men’s fashion may not be complete without having the
newly shaved face and blemish-free footwear, and to top
this all is a complementing bow tie which will finish any
man’s debonair look.

5. Listening: Use Case
 “Genuine Gentlemen”
 Classic bow tie wearer
 Conservative. Formal. Debonair.
“….Bow ties are the primarily
neckwear to be harmonized with a
tux, it’s being a match manufactured
in bliss which you can never fail
about…”
“…The use of bow ties and cuff links
are still regarded as essential parts of
modern dress codes….”

6. Listening: Use Case
 “Fashionable Pet Owners”
 “Mini me” versions of owners
 Love dressing up pets in latest
“doggy wear” fashions
“…Make your dog stand out in our dog
bow ties as well…”

7. Listening: Use Case
 “Average Joe”
 New to world of bow ties
 Information seeker
“…How do I tie a bow-tie (and wear it
casually)?...”
“…What to don with a bow tie?
“….How to choose the correct tie for
the occasion?”

8. Listening: Use Case
 “Dapper Dons”
 Style conscious, fashion focused
 Hip. Uban. Chic. Swag.
“…no longer an “old man’s favorite.”...
the young and the daring are discovering
creative ways in using bow ties and
without having to shed off the wild side
of their personalities.”

9. Target Profile
Personal / Demographic Addressable Need States
Dapper Men, Fashionista Women •Active/Participation in
fashion blogs and forums
Age: 15-50
•Online research on fashion
Status: Single, Married, living w/
trends, bowties
spouse
•Offline Socializing
Household Income: $35k - $150k
•Research on tying bow ties
Attitudinal / Psychographic Personal Media Habits
on Youtube
Socially
Socialite Internet: •Window-shopping
awkward
•Social Media and Internet Savvy fashionable custom
• Reads Fashion Blogs on and off accessories
Conformist Rule- to keep a tab on what’s in and
breaker what’s out Driving Insight
• Shops online very often for
“I love expressing myself
trendy clothes and accessories
Introvert
Expressive through what I wear, and
am always game to try out
Power channels /
fun new ensembles. I’d
Fashion
Trend-setter Touchpoints
•Social networks rather not be just a face in
victim •Fashion Blogs and forums the crowd wearing what
everyone else is wearing.“
•Search
Analytical
Creative •YouTube: ‘How to” guides
•Online stores for fashion
Play-it-safe accessories

10. General Goals & Objectives
 Primary Objective: Acquisition + Visibility
 To help the business acquire new customers and to get the
Intwined brand name out there.
 Secondary Objective: Engagement + Participation
 To ensure current followers are engaged with the brand, and
that they participate and interact with the brand to drive
influencer activation, and social echo.
 Encourage past customers to increase social echo by
reviewing on Etsy and Yelp

11. The Campaign
 Christmas Giveaway
 11/23 – 12/11
 Primary LP drove to
Facebook
 Main CTA
 Comment to win
 Campaign Goals
 25 entries
 5 sales

12. Social Media Attribution Framework
 What do we want to achieve?
 Build the brand through engagement and visibility
 Make at least 1 sale, preferably 5
 What are our behavioral KPIs?
 Likes, comments, retweets, @replies - any positive interactions
 Optimization process?
 Monitor and learn/modify as we go
 How will it change the brand?
 It will show our client how utilizing social media channels can
increase visibility, engagement and <3

13. Intwined Style Guide
 Persona: “Bowie” - Youthful and friendly
fashionista on the cusp of new trends and
bringing back the love for the bow tie
”
ie  Tone: Young. Casual. Hip. Urban.
ow
“B  Key Phrases: Swag. Swagger. Dapper.
Check it! Check this out!
 Engage fashion and bow-tie enthusiasts
 Promote Intwined’s Holiday Giveaway,
company and products
 Softsell to IntwinedBows on Etsy

14. Intwined Visual Style Guide

15. Channel Roadmap

16. Touchpoint Model
barrier: clutter
key message: check out our giveaway
touchpoint mix:
KPIs: clicks, replies
swap style advice in
forums
posts pics and asks
shops online questions on social
networks
searches online for
reads style blogs
inspired styles

17. Touchpoint Model
barrier: clutter
key message: we create a dapper style, you
could win a dapper bow
touchpoint mix: FB, Twitter, G+
KPIs: followers, fans, comments, @ mentions,
RTs, circle
swap style advice in
forums
posts pics and asks
shops online questions on social
networks
searches online for
reads style blogs
inspired styles

18. Touchpoint Model
barrier: clutter
key message: we create a dapper style
touchpoint mix: tumblr, wordpress,
youtube
KPIs: followers, comments, reblogs,
swap style advice in subscribers, views
forums
posts pics and asks
shops online questions on social
networks
searches online for
reads style blogs
inspired styles

19. Touchpoint Model
barrier: clutter
key message: n/a
Touchpoint mix: search
KPIs: search ranking, traffic swap style advice in
forums
posts pics and asks
shops online questions on social
networks
searches online for
reads style blogs
inspired styles

20. Touchpoint Model
barrier: clutter & consideration
key message: we create a dapper style
touchpoint mix: etsy, yelp
KPIs: conversions, shop visits, etsy views, swap style advice in
circles
forums
posts pics and asks
shops online questions on social
networks
searches online for
reads style blogs
inspired styles

21. Channel Strategy

22. Store Front Revamp
 promotion of our Facebook promo
 links to our other social networks

23. Optimizing the Store
 Revised the “About” section so that all social networks were
aligned in tone and content
 Revised “Favorite Materials” to make the store searchable

24. Etsy Feedback Incentivized
 Personalized messages set to past purchasers who have yet to review Intwined on Etsy
 Coupon incentive provided
 A gentle nudge to our Facebook promo included

25. Building Intwined’s Etsy Network
 Connected Jenn’s gmail to Etsy to leverage existing contacts she already had
 Cast a wide net in adding Etsy members to Intwined’s circles
 Favorited items of Etsy members who were added to Intwined’s circles
 Messaged Etsy members when they added Intwined to their circle and informed them of our Facebook
Promo

26. Campaign Results
 5 conversions (ie FB promo engagement) directly
attributed to Etsy engagement tactics
 other results included:
Baseline New Lift
circles 17 51 200%
feedback 38 38 -
visits 72 405 463%
sales 39 40 2.5%

27. Channel Strategy

28. Holiday Promo E-mail Blast

29. New Product E-mail Blast

30. Channel Strategy

31. Channel Strategies
 Tumblr
 2 posts per day with original content
 BOTD – Bow of The Day
 Steal This Look!
 IntwinedBows Holiday Giveaway
 IntwinedBows instructional videos
 Re-blogged relevant content
 Engaged with followers and contributors

32. Examples etc.
Original Content
• Steal this Look!
• Most followers
after a single post

33. Examples etc.
Original Content
• Best follower
engagement

34. Examples etc.
Original Content
• BOTD
• Bow Promo

35. Optimizations
 Tumblr
 Followed relevant trend topics, content editors and
contributors
 Trend topics: menswear, fashion, black & white, vintage
 Editors & Contriubtors: GQ, thestylebuff, urbanemenswear,
iqfashion
 Reblogged relevant on-topic content
 # of followers increased 43% from 7 to 10
 Direct messaged key bloggers, and dropped links – but
not an available option in most blogs

36. Results
 Tumblr
 50 unique visitors
 5mins on site/visitor
 Top traffic drivers
 Facebook, Twitter, Tumblr
 Final Results
 102 following
 10 followers
 2 reblogs
 1 engagement

37. Channel Strategy

38. YouTube Channel
 2 Videos:
 ‘How to tie a perfect bowtie’:
 74 views
 3 Shares
 ‘Speed-tying bow ties’:
 37 views
 1 Share
 1 external duplication

39. YouTube Channel Analytics
• Channel Views: 7
• Video Views: 109
• Likes: 3
• Shared 4 times, including:
• On an external website
• On StumbleUpon

40. Channel Strategy

41. Google Plus
 Primary Objective:
 Increasing overall web visibility,
especially Search rankings
 Secondary Objective:
 Additional Engagement with
past customers/social circle
 Baseline Metric: 0, No G+ profile
 Results:
 33 adds, 18% traction
 2 Shares on Content
 1 Referral to Twitter
 Substantial Increase in
Search page rankings, esp for
branded keyword ‘Intwined’

42. Search

43. Search – the Frontend

44. Search – the Backend
 +1’s
 Google Profile – Managing Information and Online
Identity on the Web
 Google Alerts

45. Channel Strategy

46. Types of Posts

47. Types of Posts

48. Optimizations

49. Optimizations

50. Engagement

51. Optimizations
contest
video

52. Campaign Results
Baseline New Lift
Followers 115 25 22%
Retweets 0 16 -
@mentions 2 10 400%
Past results were averaged from 1.5 months prior to campaign, which ran: 11/24-12/11

53. Channel Strategy

54. Facebook

55. The Offer

56. Wall Posts

58. Optimizing at the mid-point
11/30
12/5

59. Final Facebook Results
Tab Views Tab Views – 2.5 weeks
Offer Landing Page 377
Wall 312 Type Posts Likes Comments
Photos 22 Wall 28 30 4
Information 18
Esty Store App 6
Contest - 16 22
YouTube 8

60. Campaign Results
New Likes Entries Sales
Goals 120 25 5
Actual 29 22 2

61. Overall Results
Channel Baseline Final Lift Actual
Results
Facebook 484 513 6% 29
Page Likes
Facebook - 79 - 79
Interactions interactions
Twitter @ + RT 1/wk 10.4/wk 900% -
Twitter Followers 115 140 22% 25
Tumblr Subscribes 0 10 - 10
YouTube Views 0 109 views - 109
Google+ 0 32 - 32
Etsy Sales 39 40 2.5% 1

62. Overall Results
 Highest traffic drivers to FB:  Highest traffic drivers to Etsy
 Twitter store:
 Tumblr  Etsy itself
 G+
 Intwinedbows.com
 Intwinedbows.com
 Search
 Highest traffic drivers to Tumblr:  Facebook
 Facebook
 Tumblr
 Twitter
 Tumblr
 Highest traffic drivers to Twitter
 Highest traffic drivers to Youtube:  Twitter itself
 Direct: Combination of other
channels
 YouTube Search

63. Key Learnings
 Facebook
 Present value to the customers in your posts in order to get them
to react
 Just because there is an offer, it doesn’t mean they will bite
 Twitter
 Provides an amazing track record of allowing for discovery
 But, it is really labor intensive
 Tumblr
 Maintaining presence is essential to visibility and engagement
 25% of visits on 12/6 from original and re-blogged content
 Make re-blogged content your own by adding a witty comment

64. Key Learnings
 Etsy
 It is a passionate and involved community, therefore, showcasing your
own passion is imperative to ‘fitting in’
 Having a richer store front with more products would have helped in
attracting additional sales & in increasing our circle
 our store would be more 'searchable'
 a wider spectrum of products would gain more attention from a
broader audience
 Search
 The best way to improve your Search rankings free of cost: Go Google all
the way!
 Linking all your web properties at every single channel is crucial:
Helps optimizing traffic to multiple channels
 More than any isolated channel effort, an Integrated campaign works
best in generating traffic and action