- L.L. Bean aims to strengthen its social media presence and online marketing to appeal to younger customers while maintaining its small business feel. It will hire additional staff to actively engage customers on Facebook, Twitter, YouTube and respond promptly to comments and complaints. The company will increase its digital advertising budget to $4 million annually and utilize targeted Google AdWords and Facebook ads to drive more traffic to its sites and measure effectiveness. Key goals within 1 year include 1000 daily AdWords hits, 500 daily Facebook ad hits, 5000 Facebook fans and 13,000 Twitter followers.

2. Company Values
The Golden Rule:
“Sell good merchandise
at a reasonable
profit, treat your
customers like human
beings and they will
always come back for
more.”
–Leon Leonwood Bean

3. Target Market Challenges
- Active outdoorsmen - Utilization of social
- Men and women ages media and keeping
35-54
1 hometown, small
- Adventure-seekers business feel
- Increasingly targeting - Positioning the brand
younger active to the younger
consumers generation
- Marketing new “L.L.
1http://www.nytimes.com/2002/08/27/business/ll-
bean-tries-to-escape-the-mail-order-
Bean Signature” line
wilderness.html?pagewanted=all&src=pm

4. Goals
- Become and stay
active on Facebook
- Continue and form
relationships with
customers on Twitter
- Develop YouTube
channel and create
relevant content

5. Social Media
- 6 people in charge of
Facebook, Twitter, and
YouTube
- 2 employees for each
social media outlet
- These employees will
spend time responding
to customers and
updating content

6. Social Media Social Media, cont.
- Twitter: 2 employees will - YouTube: 2 employees are
respond to customer responsible for creating
tweets, will tweet about videos for all products.
current deals, and will Videos will have
hold contests online. All specifications and show
content will be relevant to details which otherwise
the current day
cannot be seen unless in
- Facebook: 2 employees person. All community
will post online version of and company events will
most recent catalogue and
post customer photos. All be filmed and posted on
content will be relevant to YouTube, along with
the current month and videos showing L.L.
upcoming events Bean products in use.

7. Internet Marketing Public Relations
- L.L. Bean will utilize - 3 employees will be
Google AdWords to a responsible for monitoring
fuller extent, creating mentions of L.L. Bean on
more specific keywords. Twitter and respond to
customer complaints
- Will create banner ads - All complaints on
for related Facebook will be promptly
websites, such as travel addressed
and outdoors websites - All comments on
- Will utilize consumer- Facebook, whether
specific Facebook positive or negative, will
advertisements be responded to within
one week.

8. - Utilizing Google
AdWords, all “clicks” will
be recorded.
- Keywords which are less
ineffective will no longer
be used, replaced by
variations of that
keyword phrase
- Google Analytics will be
used to monitor
AdWords campaigns
- If AdWords budget is
being reached before
3pm during the
day, budget will be
increased

9. Budget
- Google AdWords:
$1500 per month, will
increase as needed
- Facebook Ads: $1000
per month
- Total Digital Strategy:
$4 million per year
(1/10 of current
advertising budget)

10. 1-6 Months:
- Create and maintain
Facebook, Twitter, and
YouTube pages with
relevant content posted at
least twice a week.
Develop AdWords
campaign with at least 5
keyword phrases.
6 Months-1 Year:
- Have set AdWords
campaign with at least
1000 hits/day, have set
Facebook ads campaign
with at least 500 hits/day.
Have 5000 fans on
Facebook and 13,000
followers on Twitter.