Nordstrom Social Media Marketing Strategy-FINAL.docx

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1 Nordstrom Social Media Marketing Strategy Britney Mettke Professor Angela Johnson December 12, 2017
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2 Executive Summary: Nordstrom Nordstrom is one of the top competitors for high fashion department stores. Offering a wide variety of men, women and children’s clothing and accessories. In Nordstrom’s lifetime, technology has evolved and how the company markets itself online is very important. The primary focus of this social media marketing plan is to utilize Nordstrom’s many social media platforms. The platforms such as Twitter and Instagram will not only work to increase sales, but engage and attract its target consumers. This plan is based on research of the company’s current social media presence, competitive analysis, and target market. With this comprehensive research, the following social media goals have been developed. Social media goals for Nordstrom Include: Increased exposure to the Nordstrom Rack line Improving customer satisfaction Creating a stronger brand presence via social media Engage consumers in innovative and productive ways To achieve the goals listed above, a set of social media strategies will be implemented. These strategies include engaging, influencing, contributing and interacting with Nordstrom’s social platforms. This plan also explains the process of tracking, measuring and evaluating the social media efforts. Goals
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3 Currently Nordstrom has twelve accounts with 14 million followers on various social media platforms. The current goals of this Nordstrom social media marketing campaign are to increase customer engagement rates, “customer satisfaction, drive word-of-mouth recommendations, generate leads to increase site traffic and search engine rankings, and conversions” (Barker, Bormann, and Neher, 2013) as well as expand brand loyalty. It is the mission of this campaign to ensure that these goals are specific, measurable, attainable, results-oriented, and time-bound. To increase Nordstrom’s customer engagement rates on social media it is our objective to reach an additional 50K followers on Instagram, 20K subscribers on YouTube, 50K followers on Twitter, and 250K likes on Facebook, by May 30, 2018. We seek to improve customer satisfaction and brand loyalty by 20% by May 30th 2018. Monitoring brand mentions and sentiment as well as reaching out and responding to customers via our Twitter, Instagram, and Pinterest platforms to ensure that they are having the best possible customer experience or immediately addressing and rectifying any issues that may present themselves through our soon to be developed Twitter customer appreciation page, will aid us in this goal. It is our goal to have the customer appreciation Twitter page active within 2 weeks. We realize that increasing Nordstrom’s search engine rankings is a long-term goal; however, we aim to rank Nordstrom on the first pages of Bing, Yahoo, Ask, AOL, Baidu, Wolframalapha, DuckDuckGo, and ChaCha by August 1st, 2018. It is also the goal of this social media marketing campaign to generate leads, increase site traffic, and conversions (sales) 25% by May 30th 2018.
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