Rebecca
JAYNE Boutiques
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Social Media Strategy Plan
Boutique History & Demographics
JAYNE was founded in 2013, and now has more than eight locations in the Chicago area. JAYNE’s primary line of business is women’s apparel and footwear, and their target market is women anywhere from 18 through 50’s - 60’s.
Mission Statement: An ageless shopping adventure of color, quality, function, and style, all tastefully accompanies by body products, home goods and gifts with purpose and passion.
Current likes & Follows
5,170 likes
1,471 followers
57 followers
Social Media Capabilities & Use
What Social Media Accomplishes
[Free] Advertising
Social media allows businesses to advertise by posting photos, captions, and more to their page. Advertising on social media can be taken a step further by paying for promoted posts.
Location & Tags
Social media allows users and potential customers to see stores near them that they may not otherwise know about. Business pages can also be found by tags and by activities of mutual friends.
Connect with Customers
Another amazing feature of social media is that it allows businesses to connect with their customers in many different ways. For example, businesses can see what products that their customers like the best based on how many likes and comments they are getting. Another is that customers can comment on posts with questions about products or give feedback. Businesses can also put up polls to see what their customers like, are looking for, and would purchase.
How Smartphones are Influencing Social Media
Social media has continued to become more and more popular as new platforms and apps are coming out, and as it becomes easier to pull up on our phones. As a whole, people are becoming more connected to the world around them and to people around the world. Examples of this include Facebook’s check-in feature where you can post showing people where you are and share your experience. Customers can also tag the store that they go their clothes from in photos and posts.
Benefits of Using Social Media
The benefits that social media has on businesses is seemingly endless. It’s important for each platform user to understand these benefits:
1. First off is getting feedback from customers on everything from products, services, and experiences through likes, comments, polls, and reviews.
helps businesses to make sure that their posts are being seen by their target market. Targeted advertisements
2. Next is targeted advertisements, which allows stores to promote posts exclusively to their target customer by putting in criteria like age, gender, interests, and more.
3. Social media has also proven to improve customer retention as well as build customer loyalty. When customers are constantly interacting with the businesses and stores that they shop at, they are more likely to be returning and even frequent shoppers.
4. Another benefit is that businesses can easily keep tabs on their competitors without actually traveling to the store and talking with sales associates--anyone can see the sales and promotions going on as well as various products and merchandise.
5. Arguably the most important benefit of social media platforms is the relationships that business are able to build with their customers through listening, sharing, and engaging.
6. Making a profit! Being able to advertise on social media brings more customer traffic to your website as well as your store.
Customer Insights & Feedback
Targeted Advertisements
Customer Retention & Loyalty
Build Relationships with Customers
Watch
Competitors
Making a Profit
Growing Social Media Presence
Setting Goals & Having a Marketing Plan
Setting Goals is an important part of every marketing venture. Having a short term and long term marketing plan is important especially when it comes to measuring return on investment.
How to Increase Followers and Engagements
1. Sponsor bloggers to give you shout outs and wear your merchandise.
2. Sponsor local events or work with charities to get your name out there.
3. Ask your followers and customers questions that will prompt responses and sharing of stories and experiences.
4. Share with followers interesting stories about JAYNE and it’s workers. If you can, share publicly the praise of a happy customer.
5. Since JAYNE has several locations, most people in the Chicago area have the ability to stop into a store. Let them know how convenient trips to JAYNE are!
Recommendations to Increase Social Media Presence
1. Hold giveaways and contests for things like best outfit customer styling or best fan photo showcasing merchandise. Prizes could be anything from a discount or a piece of merchandise.
2. Start a membership club that will send emails to customers regularly. Emails are advantageous because they announce sales, promotions, events, and new arrivals. When customers see what’s going on, they will be more likely to stop into the store and to stay loyal customers.
3. Give birthday discounts or coupons.
Making Your Brand Likable
The Dos and Don'ts of Social Media
• Listen to what people are saying by setting up Google alerts for when the store is searched or mentioned and search social media for people looking for your product.
• Don’t be disruptive by bombarding customers with emails and posts; instead, connect with your customers by posting about their interests—even if it doesn’t relate to your product.
• Respond to all comments, especially if they are negative.
• Be authentic and personable, don’t use scripts on the phones, answering machines, when responding to negative comments, etc.
• Be transparent: don’t cover up issues, when in doubt, disclose, and be honest about mistakes • Tell interesting stories that will allow your customer to connect with you.
• Ask questions to spark conversations and feedback.
• Do the little extra things: go above and beyond your customer’s expectations.
• Never delete comments made by customers, no matter how bad they may be. • Train your associates to be authentic, personable, outgoing with customers.
Which Platforms Should You Choose?
Reach of Selected Social Networks in the United States by Age Group
Because of JAYNE's large age demographic, the boutique should be active on the most platforms possible. Looking at the graph above and JAYNE's demographic of women 18-50+, the top platforms used include: Facebook, Instagram, Twitter, Pinterest, and Snapchat.
Recommended Platforms
Facebook allows people to interact with friends and businesses in an online community with real advertising opportunities and brand awareness.
Since it is the most used platform among all age groups, it should be the main platform that JAYNE uses. I think that JAYNE can get away with saying more in their Facebook posts, and should be asking more questions, which will prompt customer responses and feedback.
Instagram is a photo-sharing platform where businesses can share photos and/or videos with customers. JAYNE's Instagram should be photo-driven, with a little less text. Don't be afraid to post multiple photos per post on Instagram (keep it to 2-3 images). Experiment with your Instagram story and have fun with it. There is a poll feature in Instagram stories that could provide nice and quick feedback from customers.
Pinterest links networks and boards and allows users to understand what each other likes. The photos used are also links to webpages. It allows businesses to see what their customers are liking and their interests.
Use Pinterest to post individual photos of products, then post styling tips and ideas. This platform can also be used to be fun, meaning it is safe to post styling, decorating inspiration, recipes, and things like that.
How to Measure ROI on Social Media
How to Measure
Facebook has a service offered where you can track likes and engagements compared to your own targets and they can make reports that demonstrate ad performance including demographics of engagements and impressions. They also offer Ad Level Reporting, which shows you engagements in relation to costs of advertising, and cost per action.
The Cost
Facebook charges advertising on the basis of cost per click, where they only charge for the number of engagement that the ad receives. As of last year, it is $0.27 per click, or $7.19 per thousand clicks.
How to Measure
Instagram Insights is the platform’s free analytics tool that shows the performance of posts by engagements. Promoted post analytics can also be viewed in Facebook’s Ad Level Reporting. (Instagram is owned by Facebook).
The Cost.
Facebook charges advertising on the basis of cost per click, where they only charge for the number of engagement that the ad receives. The average cost per click on advertised posts is $0.80 as of last year.
How to Measure
Instagram Insights is the platform’s free analytics tool that shows the performance of posts by engagements. Promoted post analytics can also be viewed in Facebook’s Ad Level Reporting. (Instagram is owned by Facebook).
The Cost.
Facebook charges advertising on the basis of cost per click, where they only charge for the number of engagement that the ad receives. The average cost per click on advertised posts is $0.80 as of last year.
Other Ways to Measure ROI
About
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. By setting up socail media objectives and goals, Google Analytics will show you how well your store's profile is performing. The service will help you to come up with S.M.A.R.T goals that will help you to achieve your objectives.
Costs
Google Analytics' basic program is free. There are a lot of additional features offered on the program, Google Analytics 360, with a yearly cost of about $150,000 (without a quote).
About
Hootsuite is a social media management platform with several special features. Some of these include scheduled posts to various platforms, multiple profile and campaign management, and track analytics in relation to ROI.
Costs
Hootsuit is free for up to three platform profiles. For a premium membership to Hootsuite, you can choose the scale that your company falls into. Monthly costs range from $29 to $300.
Questions, Comments
This plan was made by Rebecca Kelm. If you have any questions or comments about its contents, please contact at kelmrebe@my.dom.edu.
Sources
Graph: https://www.statista.com/statistics/305245/us-social-network-penetration-age-group/ By site facts graphics: https://www.socialmediatoday.com/social-networks/top-social-network- demographics-2017-infographic , https://blog.hootsuite.com/pinterest-statistics-for-business/ Edited platform data: https://zephoria.com/top-15-valuable-facebook-statistics/
Kerpen, Dave. Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and Other Social Networks). McGraw-Hill, 2011. Vaynerchuk, Gary. Jab, Jab, Jab, Right Hook How to Tell Your Story in a Noisy, Social World. Harper Business, an Imprint of HarperCollins Publishers, 2013.
Holloman, Christer. The Social Media MBA Guide to ROI: How to Measure and Improve Your Return on Investment. Wiley, 2014.