threadless smp
DESCRIPTION
TRANSCRIPT
June 9, 2013 – Channel Management – Giovanni White –Threadless– Designbyhumans, SnorgTees
ON
LIN
E P
RE
SE
NC
E
13,165 TWEETS
690,507 FOLLOWING
2,157,754 FOLLOWERS
716,912 Likes
2,993 SUBSCRIBERS
2,005,253 VIEWS
2000 FOUNDED
51-200 EMPLOYEES
Internet INDUSTRY
515 PHOTOS
217,374 FOLLOWERS
873 FOLLOWING
37 BOARDS
630 PINS
5,823 FOLLOWERS
BLO
G
BLO
G
BLO
G
ST
OR
E
ST
OR
E
ST
OR
E
TO
OL
S &
KE
YW
OR
DS
• 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
RE
PU
TA
TIO
N
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_superstar_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
DIA
GN
OS
IS &
CO
NC
LU
SIO
NS
Threadless X X X X X X X X
Design By Hümans
X X X X X X X
Snorgtees X X X
• 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)
• 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
CO
MP
ET
ITIO
N
• 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)
CO
MP
ET
ITIO
N
• 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
CO
MP
ET
ITIO
N
CO
MP
ET
ITIO
N
• 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)
TA
RG
ET
AU
DIE
NC
E
TA
RG
ET
AU
DIE
NC
E
Source: Alexa
SM
P T
AR
GE
T
Parents – ages 25-‐54 (approx.)
OB
JE
CT
IVE
S
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
KID
S L
INE
KE
YW
OR
DS
ST
RA
TE
GY
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
CO
RE
ME
SS
AG
E
Threadless makes the coolest kids tees. In tons of sweet varieQes. Always growing, always new. Designs so fun, they'll say WOOHOO!
PL
AT
FO
RM
S
PL
AT
FO
RM
S
3,188 Likes
PL
AT
FO
RM
S
PL
AT
FO
RM
S
69 TWEETS
79 FOLLOWING
298 FOLLOWERS
PL
AT
FO
RM
S
PL
AT
FO
RM
S
PL
AT
FO
RM
S
KP
Is
• 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
CO
MM
UN
ICA
TIO
N P
RO
TO
CO
L
• 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)
MA
NA
GE
ME
NT
PR
OT
OC
OL
• 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.
MA
NA
GE
ME
NT
PR
OT
OC
OL
• 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.
MA
NA
GE
ME
NT
PR
OT
OC
OL
• 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.
CR
ISIS
PR
OT
OC
OL
• 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
AC
TIV
ITIE
S
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.
GIV
E-A
WA
YS
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.
TW
ITT
ER
PO
ST
#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.
CO
NT
ES
TS
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!
CO
NT
ES
TS
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
TH
RE
AD
LE
SS
KID
S T
EE
VE
E
YouTube channel showcasing animated kids’ t-‐shirt designs to be be viewed and commented on. We disseminate the videos through TwiCer and Facebook.
CA
LE
ND
AR
OF
AC
TIO
NS
July 2013 – One month SMP
Blog, Facebook, TwiQer, YouTube, Contests, Giveaways