Social Media Content Strategy

There's no doubt that social media plays a crucial role in B2C business promotion. Nothing can be better than these social media networks, where most users spend a larger chunk of their time during the entire day and night. Moreover, social media networks are open to all, giving businesses a chance to follow their consumers' activities or potential buyers. This helps the marketers like me be more informed about our target audience, likes, dislikes, and interests to create a better marketing strategy to attract such customers. As professional marketers at Weber Shandwick consumer team for Victoria's Secret, my team and I created attractive and interactive social media content, especially fancy images&videos, for Victoria's Secret Greater China social media accounts to gain more followers and interactions, aimed at transferring to revenue increasing of Victoria's Secret in Greater China's market ultimately.

• Gained more than 300,000 followers in 4 months by motivating more interactions and increasing posts exposure. We created storylines of products first, then encouraged the followers to be the storytellers to share their stories related to the various products storylines based on the prize(products or coupons) incentive mechanism. This strategy also helped lift VS Greater China's social media reaction rate from 2.42% to 6.98%

• Decreased negative comment rate on social media sides from 1.58% to 0.32% by communicating timely with the unsatisfied customers and VS after-sale service department that reduced time to solve customer return requests by 20%

• Connected social media content with sales methods closely by writing AD attractively and attaching relative sales links of the products mentioned in posts, which translates to 1 million amount of incremental revenue