Post on 18-May-2015
description
Katherine Becsey
Digital Marketing Campaign
Ralph Lauren: American Classic
Challenges & Goals
CHALLENGES
• State of the Economy
• Increasing Competition
GOALS
• Global Leadership
• Social Media
Social Media – Building a Relationship with
Customers
Create Official Twitter
RalphLauren.com
www.facebook.com/RalphLauren
By using social media, PRL will connect and build relationships with their customers
“Ralph Lauren Photo Contest”
www.facebook.com/RalphLauren
Twitter – Get InvolvedUse Twitter for:
•Updates on new products, sales, events,
etc.
•Integrate with Facebook page – encourage followers to visit
•Exclusive discounts for followers
•Q&A sessions with RL designers
Ralph Lauren Newsroom on
RalphLauren.com
“Ralph Lauren Clothing Blog: A Blog About The Extraordinary
World Of Designer Ralph
Lauren”
Blogging – Connecting With Customers
What Is Everyone Saying?
Social Media Monitoring &
Blogger Outreach:
Track all profiles using application
like HootSuite.com
Google Alerts
Success or Failure?
Google Analytics – Website Traffic
Likes on Facebook
Followers on Twitter
Comments on Blogs
Buzz on the Internet
Cost - What We Really Care About
Budget:• Facebook = Free!• Twitter = Free!
• Google Analytics = Free!
• SMM = Free!
• Costs: The Facebook Photo Contest +Blog
Giveaways = $20,000-$32,000/year
• Wages for Social Media Team
Timeline:• Social Media
platforms need to be used continuously
throughout the year
• The only timeline suggestion =
Facebook Photo Contest (4 times per
year, coordinated with each season)
Thank You!
Photo Credits
• http://www.seasonsclothing.co.uk/menswear/polo-ralph-lauren - 1st slide picture• http://www.eurbanista.com/ralph-lauren-american-classic/ - 2nd slide source• http://www.freelegaladvicehelp.com/business-lawyer/international-business/
index.html - 3rd slide (challenges)• http://www.simplyzesty.com/category/twitter/ - 4th slide twitter logo• http://technorati.com/blogging/article/facebook-posting-trips-up-woman-in/ - 4th slide
facebook logo• http://kelepsodesignstudio.blogspot.com/2010/10/faux-polo-by-kelepso.html - 4th
slide ralph Lauren logo• http://cometbranding.com/blog/tag/social-media-for-business/ - 5th slide facebook
logo• http://technorati.com/blogging/article/trouble-deciding-who-to-follow-on/ - 6th slide
twitter picture• http://xnetcc.net/ - 7th slide blog icon• http://socialwants.com/5-step-free-social-media-monitoring-process/ - 8th slide –
social media monitoring• http://www.integrityonlinemarketing.com/internet_marketing.html - 9th slide - online
success• http://fatosoda.seesaa.net/article/139097358.html?googlesorgu=ralph%20lauren
%20sunglasses%20mens%20photos – final slide photo