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OBJECTIVE:

TO DEVELOP A PRAGMATIC AND

SUITABLE SOCIAL MEDIA STRATEGY

FOR JOCKEY INTERNATIONAL TO

EMPLOY IN EUROPE AND ELSEWHERE

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What is Jockey International?

More than an underwear company.

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A brand can mean something different to everyone.

Modern marketing empowers consumers by encouraging

two-way conversations instead of one-way promotions.

Social media provides a platform for companies to

inspire and cultivate these conversations.

The subsequent strategy is rooted deeply in the brand’s

five pillars and the “Show You’re Jockey” message.

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Show You’re Jockey

Status

Story

Secret

Confidence

Comfort

Tradition Style

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Share. Show. Jockey.

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Share. Show. Jockey.

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Share. Show. Jockey.

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Share. Show. Jockey.

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Share. Show. Jockey.

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ShowYoureJockey.com

The eventual integration into ShowYoureJockey.com

A universal hub for consumer-facing media (photos, videos, PR stories, blogs, etc.)

Partners would be able to leverage content that originates here

Site would optimize across varied platforms (desktop, tablet, mobile, etc.)

See Dan for more

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Stickers, Pins, and Window Clings

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USA Originals Packaging

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Jockey Sport Packaging

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In-Store Displays

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Tee Shirt Promo

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Ideal Posting Times and Frequencies

Mid-week / mid-day is often the best time to post.

Paid post promotions are smart on Facebook (not yet on Instagram).

It’s possible, but uncommon, to geo-target posts.

Varying posting times will allow more engagement in the long-run.

Generally, a post per day is the maximum recommended on Facebook, Instagram, and Google+.

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Sample Planning Calendar

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HootSuite and other tools

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Plans and Pricing

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Brands have options when deciding who to manage social media.

Interns, contractors, or full-time employees can be responsible,

though a hybrid of the three is also common.

The responsibilities of a social media manager can be divided into

categories: creation, scheduling, listening, responding, and learning.

The following pages will outline what each activity entails, as well as,

assign to each an associated time cost value.

Keep in mind that time values may vary according to the skills and

expertise of the responsible individuals.

Social Media Management

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Creating Content

Responsibilities

Skills

• Editing images to fit social networks

• Creating graphics and advertorials

• Developing appropriate copy

• Writing blog posts

• Proficient in Adobe Creative Suite

• Strong writer / knows the “lingo”

• Good knowledge of products and services

• Excellent in English spelling, grammar, etc.

5-12 hours per week

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Responsibilities

Skills

• Organizing existing content into a calendar

• Determining best times of day to post

• Establishing appropriate frequency

• Posting unscheduled posts

• Organized and systematic

• Knowledge of HootSuite or Spredfast software

• Ability to work across multiple divisions/teams to

gather needed info/updates

Scheduling Posts

1-2 hours per week

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Listening to the Conversation

Responsibilities

Skills

• Detecting relevant media attention

• Finding consumer-originated content

• Monitoring of competitor/industry conversations

• Collecting online analytics

• “Online” personality / social savvy

• Detail-oriented

• Awareness of current events

• Experience with Google and information systems

3-8 hours per week

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Responsibilities

Skills

• Reposting relevant content

• Performing customer service (crisis management)

• Reporting back to appropriate divisions

• Energizing the brand

• Genuine, engaging, personable

• Public relations savvy

• Optimistic communicator

• External cheerleader

Responding to the Conversation

2-5 hours per week

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Responsibilities

Skills

• Reading articles/blogs about new trends

• Maintaining knowledge of latest SEO standards

• Forecasting the future of social media

• Reviewing social marketing strategy

• Active learner

• Flexible personality

• “Young at heart”

• Responsive

Learning and Adapting to the Environment

1-3 hours per week

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Hours Overview

Total Hours Per Week

Creating 5-12

Scheduling 1-2

Listening 3-8

Responding 2-5

Learning 1-3

Total 12 - 30

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It is important to set SMART* goals before initiating any strategy.

As with any initiative, it is key to establish phases that are scaled to meet current and future resources.

The closer social media management is tied to e-commerce and SEO, the better a brand can ensure a positive return on investment.

Since social media’s primary benefits involve consumer loyalty, brand awareness, and ecommerce activity, results may not be immediate.

Though the online landscape will most certainly transform in the coming decade, a social media strategy will help a brand prepare for what is next.

*Specific, Measurable, Attainable, Realistic, and Timely