This presentation showcases a potential social media strategy for Ryka, a women's only sport company, and its parent company, Brown Shoe Company. By the end of the presentation readers will have an idea of what to include in their own social media strategy and how possible metrics of success. The presentation also covers an outline of a possible social media policy that Ryka could adopt as their own.

1. Ryka
A Women s Only Sport Company

2. About Ryka
• 1987 by Sheri Poe
• Athletic shoes specifically designed to fit
the special anatomy of a woman’s foot
• Unique biomechanics of active women for
unsurpassed fit, comfort, cushioning and
control
• Acquired by Brown Shoe Company in
2011 from American Sporting Company.
• $2.6 billion global leader in the footwear
industry, with more than 130 years of
experience, passion and product
innovation.

3. Mission Statement
• Our mission is to inspire people to feel good and live better... feet first!
• Strives to create a sense of optimism, energy, happiness and freedom, through
great quality shoes. We want our consumers to have confidence in how they
look and feel and to encourage them to wear our shoes as part of a healthy,
active lifestyle.

4. Goals
• Instill confidence in how consumers look and feel.
• Encourage consumers to wear their shoes as part of a healthy, active lifestyle.
• Provide a portfolio of footwear-authentic retail and wholesale brands that build
deep consumer connections and create shareholder value.
• Focus on consumers, associates and shareholders.

5. Purpose of Social Media
• Our primary target audience are increasingly active online.
• According to the Pew Internet and American Life Project, as of 2010, 54% of women are bloggers
and 58% of women use a photo sharing service (Hampton, Goulet, Rainie & Purcell, 2011).
• Middle-aged and older adults place a relatively high value on social media as a tool to connect
with others around a hobby and interest (Smith, 2011).
• Ties into the Brown Shoe Company’s strategic plan.
• One goal is to encourage consumers to wear our shoes as part of a healthy, active lifestyle. Social
media can enhance this goal by providing our consumers not only information on our brand and
products, but also how our products can assist in living a healthy, active lifestyle.
• Can greatly enhance our consumers purchasing power.

6. Social Media Policy
Purpose of this policy:
This policy is for all employees who work at Ryka intending to engage in social media activities and
tasks.You are representing Ryka and its owner, Brown Shoe Company, when you use its social media
accounts. These guidelines represent the same values, ethics and confidentiality policies employees are
expected to live every day, whether you’re Twittering, blogging, or talking with customers online or in
person.
Who can use social media?
All E-Marketing associates, Creative Services associates, Customer Service Associates, and C-Level staff
members should feel free to utilize Ryka’s social media accounts by publishing original content and
partaking in other social media tasks such as commenting, liking, or responding to forum posts, blog posts,
Facebook statuses, tweets, videos, and photos posted by Ryka and its customers online. In addition, student
interns may have limited access to Ryka’s social media accounts but they will be supervised by senior
management and/or their mentors within the marketing department.
If you, your department, or group plan to create a new social media identity of any kind using Ryka’s name,
you’ll need prior approval from Ryka’s Vice President of Retail and Marketing, Will Smith. Additionally, if you,
your department, or group want use our social media accounts, you’ll need prior approval from the Vice
President of Retail and Marketing, Will Smith.

7. Social Media Policy
1.Be professional.
2.Be truthful, open, and accountable.
3.Post interesting and unique things that Ryka consumers, shareholders, and associates will care about.
4.Use good judgment.
5.You are personally responsible for the content they publish on-line, whether in a blog, social
computing site or any other form of user-generated media. Be mindful that what you publish will be
public for a long time—protect your privacy and take care to understand a site's terms of service.
6.Identify yourself—name and, when relevant, role at Ryka.
7.If you publish content online relevant to Ryka or Brown Shoe Company in your personal capacity
use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent
Ryka’s positions, strategies or opinions."
8.Respect copyright, fair use and financial disclosure laws.
9.Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct
that would not be acceptable in Ryka’s workplace. You should also show proper consideration for
others' privacy and for topics that may be considered objectionable or inflammatory—such as politics
and religion

8. Internal Plan
Social Media will be a part of your daily activities.
• Ongoing social media training
• Post the social media policy on our internal wiki page
• Provide posters for all employees to post in their workspace area
• E-mail reminders
• Spend staff-training days for social media education
• Bring in social media experts
Most significant challenge will be to encourage staff members who have access
to our social media accounts have the same overall tone and follow the same,
more intangible guidelines.
E-Marketing, Creative Services, and C-Level staff currently have ability to
manage and maintain profiles.

9. Goal One
Goal 1: Increase brand awareness through our social media
presence on Facebook.
Objective Part One: Show our ad to as many people as possible within our
target audience range.
Objective Part Two: Increase the number of “Likes” on our Facebook page
from 992 likes to 2,500 likes by the end of September 2012. This will be an increase
of approximately 152% or 1,508 fans.
Strategy: Place paid advertisements on Facebook for two months using “precise
interests” and specific demographics to generate quality likes to our Facebook page
and overall brand awareness.

10. Goal One Metrics
Use Facebook Insights tool to monitor Facebook Likes, Impressions, Clicks,
Conversions, and number of Users Talking about our Page.
Like: The total number of unique people who like our page.
People Talking About This: The total number of unique people who have
seen any content associated with our page within a weeks time. This includes our
paid advertisements and sponsored stories that point to our page.
Impressions: How many times our ad has been shown to a Facebook user.
Clicks: The actual number of clicks on the ad. A click is also counted if
someone ‘Liked' your fan page right from the ad itself.
Conversions: Measurement of how many people responded to your call-to-
action. This counts actions from the ad itself and includes when someone visits
your fan page and then clicks 'Like.'

11. Goal Two
Goal 2: Use social media tools to live out our brand mission
and showcase our passion for leading a healthy, active lifestyle.
Objective: Create two short how-to videos per month over the next year
showing individuals how to lead a healthy, active lifestyle with a target of 4,000
total views for all 24 videos. This would be the equivalent of 167 views per
video.
Strategy: Post the videos to a newly created YouTube channel and promote
the videos through our Facebook page, Twitter page, Blog, and e-mail
campaigns.

12. Goal Two Metrics
Using YouTube Analytics, monitor bi-weekly views of each video.
Using YouTube Analytics, monitor audience retention.
Views: Number of users that intentionally clicked on the video.
Audience Retention: Measure of the video’s ability to maintain
the viewers attention.

13. Goal Three
Goal 3: Generate buzz around our shoes to potential new
customers who are currently active as well as to individuals
who want stylish yet functional athletic shoes.
Objective: Using Pinterest, create four boards around our shoes: walking,
running, training, and dance shoes with a target of 1,000 total re-pins and 1,000
total likes in two months.
Strategy: Pin our shoes to four boards on Pinterest, follow current pinners
of Ryka shoes, create a Pinterest tab on our Facebook page, and embed a
Pinterest icon on all of our shoe detail webpages on Ryka.com

14. Goal Three Metrics
Using Pinterest and 3rd Party Pinterest Tools analyze clicks per pin, re-pins per
pin, and the number of likes.
Clicks per Pin: Measuring actual clicks generated by a Pinterest pin. Keeping
track of this metric can reveal the best content and strategies with which to
engage your audience by showing which pins generate the most visits, which
pins have the highest levels of interaction, etc.
Re-pins per Pin: The number of people sharing the photos on their own
boards. This is useful to see which posts prove fruitful for expanding brand
presence or achieving the goals of your marketing campaign. It can also highlight
content which may not be suited for your target demographic.
Like: The total number of unique people who like each photo.