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