Bloomingdale's Social Media Strategy for 2017 #UFSMM

1. Social Media Strategy 2017

2. Table of Contents
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results

3. Executive Summary
• The social media priorities for 2017 are to grow our online
presence and following.
• The main goal is to increase revenue by promoting more
website traffic from gaining followers by sharing engaging
and interesting content via social media accounts.
• Two major strategies
• Provide more relevant content that will interest our audience.
• Encourage user generated content to promote brand
awareness.

4. Social Media Audit
Social Media Platform URL Follower Count Average Weekly
Activity
Facebook https://www.facebook
.com/Bloomingdales/
528,549 9 posts
Instagram https://www.instagra
m.com/bloomingdales
/
716,000 9 posts
Twitter https://twitter.com/Bl
oomingdales/with_re
plies
393,000 14 posts
LinkedIn https://www.linkedin.
com/company/bloomi
ngdales
81,112 4 posts

5. Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
18-30 70% 60% Female 55% Female
45% Male
Instagram 30% Staying up to date
with fashion trends
Finding out about
sales promotions
31-40 20% 40% Male Facebook
60%
Instagram 45%
Facebook 25%
Twitter
25%
41-55 5% Twitter 15%
56-80 5%
Competitor Strengths Weaknesses
Nordstrom Customer service is a top priority of
Nordstrom and is what the store is
most notable for. They provide
many complimentary services for
customers, such as alterations and
free shipping on all orders.
Not as many locations across the
U.S.
Sak’s Fifth Ave Appeals to high end shoppers who
are looking for specific designer
brands that Bloomingdale’s might
not offer.
Not all customers are interested in
top designer and couture brands.

6. Social Media Objectives
• The primary social media objective is to increase revenue by
generating more online engagement with the brand’s customer base
and to recruit more customers through social media posts.
• We want to increase Instagram and Twitter followers by 20% by the
end of 2017.

7. Online Brand Persona and Voice
• Adjectives that describe our brand
• Classic
• Trendy
• Bold
• Fashionable
• Our customer service is
• Dependable
• Trustworthy
• Friendly

8. Strategies and Tools
• Paid
• Every Saturday boost the most popular organic Instagram post.
• Owned
• Promote #bloomies hashtag and tagging @bloomingdales on
Instagram posts with clothing and items purchased from the
stores.
• Earned
• Start promotion for hiding coupons in various store locations.
Customers who can find them from a picture posted on the store
Facebook, Instagram and Twitter accounts will get the coupon
code and then have to post a picture of it, tagging
@bloomingdales to receive the discount.

9. Timing and Dates
• Holidays
• Valentine’s Day: February
14th
• Mother’s Day: May 14th
• Father’s Day: June 18th
• Fourth of July: July 4th
• Thanksgiving: November
23rd
• Christmas: December 25th
• New Year’s Eve: December
31st
• Reporting will occur once a quarter in
January, April, July and October.

10. Social Media Roles and
Responsibilities
• Marketing Director
• Blair Waldorf
• Social Media Manager
• Serena Van der Woodsen
• Social Media Coordinator
• Maria Leos
• Supporting Social Media Team Members
• Katherine Martin
• Luke Henry

11. Social Media Policy
• Make sure that all content is appropriate for the brand’s
audience
• Only post relevant content
• Promote brand awareness through all posts
• Always be available to assist customers with questions
they ask via social media accounts

12. Critical Response Plan
• In the case of an inappropriate social media post being
made, here is what will be done to handle the situation.
• Screenshot the post, to have for records, and then delete the
post.
• Alert the social media team, the manager first.
• Alert the PR department, so they can help handle the situation.
• Discuss the impact and reach of this post.
• Plan a follow up post to apologize and make a better, more
appropriate statement.
• Respond to questions and comments from customers and
followers appropriately.
• Make a press release statement, stating remorse if appropriate.

13. Measurement and Reporting Results
Social Network URL Follower Count Average Weekly
Activity
Engagement Rate
Facebook https://www.faceboo
k.com/Bloomingdales
/
600,000
12% growth
15 posts
40% growth
Instagram https://www.instagra
m.com/bloomingdale
s/
850,000
16% growth
20 posts
55% growth
Twitter https://twitter.com/Bl
oomingdales/with_re
plies
480,000
18% growth
25 posts
44% growth
LinkedIn https://www.linkedin.
com/company/bloom
ingdales
100,000
18% growth
6 posts
33% growth