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