Download - Roxy Social Marketing
Social Media Marketing StrategyBy Melinda Mercer
"Daring, Confident, Naturally Beautiful, Fun, Alive: Roxy"
Brief History
Competition
SWOT Analysis:
Strength Opportunities
Weaknesses Threats
•Globally diversified company with strong surfing products.•Strong reorganization in the Surfing market.
• Growing E-retailing platform• Growing Snowboard market
•Repeated instances of product recalls•High debt burden
• Weak economic situation in US• Intense competition (Snowboard and
Surf market)
Goals & Challenges
•Roxy Launched it’s first full line of Snowboards in 2003
Gain
Awareness of
Snowboarding
Brand
Increase traffic
to snowboarding
part of website
Increase Snowboarding Sales
Media Outlets
Evaluation•Using Social Media allows for greater measurement than traditional media.• Trendz.com allows you to track your tweets and
evaluate the emotional response to the brand.• Facebook provides feedback on the consumer
activity on your page even tracking a specified target market.• Google Analytics is a great tool to track your
Adwords and the amount of impressions and clicks your ad is generating, allowing you to tweek your campaign to receive the results you want.• Youtube allows consumers to subscribe to your
brand’s channel and track ‘likes’ on your videos.• Blogs track how many people subscribe to your
snowboarder’s blogs.
Timeline
January
February
March
April MayJune
July
August
Septem
ber
October
November
Decem
ber
Presence in the Market
Budget
Budget for the campaign is very minimal since most of the media used is free.
10%
35%
15%10%
10%
15%5% Facebook
AdsGoogle AdwordsFacebook pageTwitterYoutubeBlogsPublic Re-lations