1. Social Media Effectiveness For Gap at the Florida Mall

2. Table of Contents  Introduction  Company Challenges  Company Goals  Social Media Tactics  Facebook Stats Linking to Instagram  Instagram Hashtags Photo Contests Life Style Content Company Culture  Events  October  November  December

3. Store Challenges

4. Company Challenges  Too Much Advertising Content  People are active in decision making  Choose what they want to buy  Choose when they’ll buy it  Think about what was your last purchase? Food purchases v. Big dollar purchases Needs v. Wants  Terri’s Challenge  1,000 new Instagram followers  Ambitious Goal – but doable  Need Team Support

5. Store Goals

6.  To Achieve 1,000 new followers on Instagram:  Create lifestyle content through:  Posting topics that relate to people i.e. not just ads, but hot topics/being relatable What’s trending in news? What’s your favorite food/drink for fall?  Company Culture What do we stand for? What are our attitudes? Our beliefs? What are we known for?  Events In stores will help reaffirm our company attitude and help produce engaging content for Instagram/Facebook.

7. Social Media Tactics Facebook

8.  When you look at the overview of our page you can see how many people see our content.  You can also quickly ad new content  Video content is always the most engaging.  To get a more detailed look at what our content is doing for our audience we click the “Insights” tab.  This gives us a more in- depth of our audience. Part 2: Viewing the Specifics Part 1: Viewing Our Stats Social Media Tactics: Facebook

9.  Looking at the Overview you can view quickly how our posts this week compare to last week.  Next to Overview, you can view specifics about how many new likes, views, and people viewed the content.  You can even view what worked with people and what didn’t. Part 3: How Many People Are We Reaching? Social Media Tactics: Facebook (cont.)

10.  When we look at Reach we can view how effective our posts by the month, week, day, or even hour.  All this information can tell us when our posts are most viewed and give us an idea of when we should share our content.  Was the day a holiday? Were we holding a event? Was our photo contest effective? What is working? Part 4: When Are We Most Engaging? Social Media Tactics: Facebook (cont.)

11.  The best way to get an idea of what is really working for is to view our Posts tab.  Here we can view the content we’ve posted throughout the week and how many people saw it.  By clicking on the post that had the highest reach we can see how many times it played or more importantly if the content was blocked.  This tab tells us what posts were most engaging telling us what works. Part 5: So What Is Most Engaging? Social Media Tactics: Facebook (cont.)

12.  One the most important things to know about Facebook is: By people liking our page they are willing and ready to see what we put out.  From the content on this page I can see that the majority of people that like us are: Women (75%) 25-34 years old (29%) Live in Orlando  These are our loyal customers but more importantly local customers.  So let’s be aware of what’s happening in our community that we can relate with them about. Part 6: So Who Are We Trying To Reach? Social Media Tactics: Facebook (cont.)

13. Social Media Tactics Facebook: Wrap Up In conclusion, although the focus right now might be on Instagram, it’s important to keep our Facebook current.

14. Social Media Tactics Instagram

15. Instagram Tactics: Utilizing Hashtags When we share our content through Instagram, picking popular, relevant, and trending topics increases the chances of our pictures being seen and ultimately gaining new followers.

16. Instagram Tactics: Hosting Photo Contests Holding photo contests will help engage with new followers while helping maintain loyal followers. Free denim cards or special offer/reward

17. Instagram Tactics: Lifestyle Content For Instagram we should look at @gap, @gaprobson, @gaplincolnrd, and @gap.34th

18. Instagram Tactic: Our Company Culture What do we stand for? What are our company values? Let’s share them with our followers to know what makes us different from our competitors without telling them.

19. Social Media Tactics Instagram By sharing relatable content people from all over the country or world will find our Instagram interesting and continue to follow us.

20. Events October November December

21. Events: October  Gapfit Yoga Event  Our Yoga instructor if she has a Instagram should share on her in page about coming our store.  Megan talked to UCF’s athletics' club and they said they not only come but asked if they could help in anyway.  Will talk to Planet Fitness since they don’t have any group workout sessions.  Need to start promoting on Instagram and Facebook by Tuesday. Encourage staff to come/invite friends and family  Halloween Content/Contest  Best Halloween costume photo contest (Oct. 22 nd – Oct. 31 st ) Use #Halloween for people to find contest Must use a specific # to enter Must be following us to enter Choose winner November 1 st  Candy/Halloween costume ideas inspired outfits content (Oct. 5 th – Oct. 21 st ) Can’t use candy with labels Have to remove wrappers or hide them from being visible. Hidden in plain site  Halloween event in store Have make shift photo booth Customers will use props and take photos Encourage customers to see Facebook and Instagram for the photos.

22. Events: November  Events  Food bank drive Through social media we will encourage people to bring in canned goods to donate Customers may receive a special promotion/reward for donating Share to Instagram and Facebook to show our involvement in our community  Invite local fashion bloggers to our store to see our product Getting this local referrals means that outside followers will trust that persons insights over our content Can work to our advantage if we give them the right treatment/great experience  Social Media Content  Continue to use #fall when sharing outfits to reach new followers  Share recipes for followers to make at home for their Thanksgiving Where did you find the recipe? (credit source) It’s a family recipe tell us about it!  “What are you thankful for?” Staff will share what they are most thankful via pictures Will tag staff in post so their followers will see the content

23. Events: December  In Store Event  Holiday Family Photo Card Have fire place back drop Families take photos in front of Complimentary “holiday” card for them to download and share from Facebook  Holiday kids craft event Invite kids to come to our store and create Christmas ornaments, reindeer ears, and other holiday crafts Share their creations via social media.  Social Media Content  Using the #winter the outfits we post will be found easier  Creative gift ideas to give to family during the holidays  Are we doing any volunteer events during this time? Let’s tell our followers about it!  What is our staff doing? Invite them to share their content through our page

24. Questions? Concerns? Feel free to address concerns add comments, this is the time to share ideas and feelings about these tactics and strategies.