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Strategy for Integrating Social Media into eCommerce Marketing - 1 -
Strategy for Integrating Social Media into eCommerce Marketing
1.
 
Executive Summary
a.
 
Backgroundb.
 
Objectives
2.
 
Our Current Position
a.
 
Communications toolsb.
 
Social brand awareness and advocacyc.
 
Comparison to elsewhere in the industry
3.
 
Using Social Media as a Marketing Channel
a.
 
Other Businesses Who Currently Use Social Mediab.
 
Communicating with Customers through Social Media
4.
 
Building a Social Media Community
a.
 
Product Blogsb.
 
Social Networksc.
 
Labeling and Advertisingd.
 
Mobile Web
5.
 
Next Steps
a.
 
Things to Considerb.
 
Staffing a Social Marketing Teamc.
 
Executive Support
6.
 
Conclusion
 
 
Strategy for Integrating Social Media into eCommerce Marketing - 2 -
1. Executive Summary
A. Background:
This Web Strategy for Integrating Social Media into eCommerce Marketing aims to help developalternate marketing communications channels that support our already existing marketing efforts todrive increased traffic to the web and increase Operating Income (OI). “Generation Y online buyers” participate in Internet activities more than any younger generation, andthis influences their online spending habits.Online buying is developing in such a way that conventional PR and marketing strategies are quicklybecoming irrelevant. Shoppers are influenced by social and communications sites when they arelooking to buy something. As eMarketer says in “Social Media and Shopping Behavior,” To reach thisdemographic segment, Web retailers are marketing to them on their own turf.” Change in the patternsof influence means more speaking directly to customers, defining new methods of influencing themand their buying habits.
B. Key Objectives:
The key objectives are to:1.
 
Drive traffic to the external web site2.
 
Build email database.3.
 
Increase the social brand awareness and viral advocacy of external web site4.
 
Enhance the company’s reputation as influencers, thought-leaders and industry experts inapparel.
 
 
Strategy for Integrating Social Media into eCommerce Marketing - 3 -
2. Our Current Position
A. Current Communications tools
Our primary method of electronic communication is through email campaigns.
B. Social Brand Awareness and Advocacy
Since the transition to one brand, the company has worked diligently to spread the word about ourproducts and value message to the public. We continue to work to understand who our onlinecustomer is, and how to best service them. Developing a Social Media-based dialogue with ourcustomer can improve upon the level of intimacy we already enjoy, as well as strengthening the brandadvocacy that keeps us forefront in the minds of fashion conscious, value oriented families.
C. Comparison to elsewhere in the industry
The medium is relatively new to being recognized as a viable marketing channel, and as such there arerelatively few large retail companies leveraging Social Media.We currently have the opportunity to delve into the space and begin the process of understanding howbest to utilize it to our benefit.
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