Betsey Johnson Social Media & Marketing Recommendations Casey Schipper ADV 420 New Media Driver’s License
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Betsey Johnson Social Media & Marketing Recommendations
Casey Schipper
ADV 420 New Media Driver’s License
Challenges
Lack of effective keywords to draw visitors to the site
Facebook and Twitter are very similar
SEM & SEO require monitoring in order to drive sales and produce results
Goals
Streamline and focus social marketing practices in order to Drive site traffic Drive sales Increase brand
awareness Gain more customer
loyalty
198,802 likes
Active site – Betsey asks a question and her fans respond
Very similar to her Twitter account Must provide some value
to fans
http://www.facebook.com/xobetseyjohnson?sk=wall
125,330 followers
Tweets are very similar to Facebook posts
Does not promote products as much on Twitter Must provide value to
fans
SEO & SEM
Currently not taking advantage of keywords (examples include designer, funky, bold, fun, flirty followed by words like dresses, apparel, shoes)
Must direct consumers to website using these words
Measures of SuccessIncrease site traffic by 50%
Increase conversion rates by 20%
Increase online sales by 15%
…all within one year of updated social marketing
Budget
Estimated traffic summary (SEM) Avg CPC: $0.63 - $0.95 Clicks/day: 137-168 Cost/day: $106.05 -
$129.62
At most, SEM expenditures would equal $47,311.30 ($129.62 x 365)
Monitoring Facebook and Twitter accounts should not add any additional costs Costs may arise from
offering exclusive deals via social media platforms
Timeline
December 2011: pick and monitor essential keywords for SEM
December 2011: work with marketing and buying department to determine exclusive offers to be given to Facebook and Twitter followers
March 2012: update keywords depending on how successful they are in driving traffic
April 2012: launch first ‘social media’ exclusive offer (20% off in store or online with special code)
Timeline (continued)May 2012: analyze results from exclusive offer to determine its effectiveness in driving traffic/conversion/sales
June 2012: update keywords depending on how successful they are in driving traffic