Katherine Gelineau, Leah Tinker, Hannah Woods, Sarah Sinclair, Georgia Nolen Background • Established by Roy Raymond in the San Francisco area during the 1970s • 1982 sold to Limited Brands for $4 million • now worth over 1 billion dollars • By the early 1990s the largest American lingerie retailer • Offers customers choices in clothing, accessories, fragrances, personal care, swimwear, and athletic attire Background • Operating more than 1,000 stores across the U.S. • PINK - Founded in 2004 over $1billion in sales in 2010 • International Expansion • Canada, Middle East, United Kingdom, and Caribbeans • Business primarily conducted in the Columbus, Ohio area Traditional Communication • Annual Victoria’s Secret Fashion Show aired on CBS http://vsallaccess.victoriassecret.com/2011/11/28/2011-victorias-secretfashionshow-tv-commercial/ • Markets through nationwide retail stores • Distributes Victoria’s Secret Catalogue • Buys commercial spots on major networks • Organizes and publicizes special events Online Communication • Facebook-Over 15 million https://www.facebook.com/victoriassecret • Twitter-Over 300,000 Followers http://twitter.com/#!/victoriasSecret • YouTube-2,584,739 Views http://www.youtube.com/victoriassecret • iPhone, iPad, and Android App Need for Social Media Monitoring • Strong presence on social media -Twitter -Facebook -YouTube • Younger Audience • Blogs • Monitor Competition (Playtex) Methodology • Keywords – VS Pink – VS Fashion Show – VS Angels – Lingerie – Bras • Addict-o-matic, Social Mention, Moniterr • Twitter, Blogs, Google Trends • Source Credibility SWOT Analysis Strengths • Advertising strategy: • Catalogues - Over 390 million copies are distributed in the U.S. alone • Printed Ads in Magazines & Newspapers • T.V. commercials • Annual Fashion Show • Reaches an audience of over 1 billion people Strengths • Store front/interiors • consistent with the Victoria’s Secret image • The Supermodels or “Angels” • Positive shopping experiences with customer service • Direct Client Contact Centers • Facebook/Twitter • Contests Weaknesses • Established target market – Not open to growth • Response to consumers – Need to be more present in the “conversation” online Opportunities • Annual Fashion Show -Utilize social media more -Blends in, not separate Threats • Public and the media criticize VS for promoting unattainable thinness with the prestigious “angels” • Fashion show provokes numerous complaints about it being indecent or obscene and could get fined by the FCC • Selling a provocative image that could offend certain people Recommendations • On Twitter and Facebook they should directly respond to their fans/followers on a more regular basis. • Redesign VS home page to make the Facebook link more prominent and visible, rather than in the bottom right hand corner. • Create a blog dedicated to directly communicating with customers to answer questions, solve issues in store and online, etc. • Let customers know about coupon scams that spread through social media and how they can spot fake discounts. • Participate in the conversation with influential bloggers who talk about Victoria’s Secret.