DKNY social media by Yirou Chen

Term Paper on DKNY Six Month Social Media Plan By: Yanning Jiang Yirou Chen The New School

TABLE OF CONTENTS Executive Summary ................................................................................................................................ 2 Social Media Audit ...................................................................................................................................... 3 Social Media Assessment, January 2016 ......................................................................... 3 Traffic Sources Assessment, January 2016-‐June 2016 ............................................. 4 Customer Demographic Assessment ................................................................................ 6 Competitor Assessment .......................................................................................................... 8 Social Media Objectives ......................................................................................................................... 9 Specific, measurable objectives ....................................................................... 9 Identify KPI ............................................................................................................ 10 Key messages ........................................................................................................ 10 Online Brand Persona and Voice ..................................................................................................... 11 Strategies and Tools ............................................................................................................................. 11 Paid Social Media Tools .................................................................................... 13 Earned Social Media Tools .............................................................................. 14 Owned Social Media Tools .............................................................................. 15 Timing and Key Dates ....................................................................................................................... 15 Content Calendar Plan with Key Days ....................................................... 15 Roles and Responsibilities .............................................................................................................. 17 Social Media Admin ............................................................................................ 17 Social Media Policy ............................................................................................. 18 Response Plan ...................................................................................................... 18 Evaluation of Strategy ......................................................................................................................... 19 Conclusion ................................................................................................................................................ 20

1. Executive Summary DKNY is a New York-‐based fashion house founded in 1984 by designer Donna Karan. Besides its mainline label Donna Karan New York, the company established diffusion lines like DKNY, DKNY Jeans, and DKNY Active etc. The designer Donna Karan left her CEO position in 1997, but continued as chairwoman and designer for the main line Donna Karan. The company was acquired by LVMH in 2001. In 2015, Donna Karan resigned as chief designer of the fashion brand she founded and sold to French luxury goods owner LVMH as the group opts to concentrate on its more accessible DKNY line. The company hired founders of Public School, Dao-‐Yi Chow and Maxwell Osborne, as designers for DKNY in April. DKNY focuses on street wear market, which is less expensive and more modern in terms of aesthetic compared to the high-‐end Donna Karan brand. The fashion house has purged its Twitter and Instagram handles of all past posts, as Mashable so astutely pointed out in a post published Aug 11th. While @DKNY sits empty on Twitter, devoid of the tweets from SVP of Communications Aliza Licht (aka DKNY PR Girl) that made it so popular, the brand posted a spliced-‐up black-‐and-‐white photo on its Instagram last week and updated its bio to read, "Work in progress. 9.16.15."

DKNY is now prepared for the newly consolidated digital universe. 2. Social Media Audit 2.1 DKNY Social Media Audit DKNY is responsible for 80% of Donna Karan International business, the appointment of new creative directors aims at reconnecting with youngsters and to push the company forward among younger generation. The brand DKNY had Cara Delevingne and Rita Ora as brand ambassadors with latter pushed perfume sales across the brand by a massive 249%.1 It's essential for DKNY to convey consistent voice in order to attract their target/aspirational customers on social media platforms. Since the announcement of Donna Karan’s step out of the company, all social media history has been eliminated. They started a new page in different social media forms in August. DKNY Facebook: More than 1 million people liked DKNY Facebook page, however the engagement of Facebook users with DKNY is relatively low. Models backstage pictures and campaign shoots get most likes. However, there’re not much people leave comments There are aspirational customers come for price inquiry but eventually couldn’t make sales due to their limited purchase power. There’s a 1

Rachel Gee, “DKNY target younger audience with double Creative Director appointement”, RetailGazette, http://www.retailgazette.co.uk/blog/2015/04/dkny-‐target-‐younger-‐audience-‐with-‐double-‐creative-‐director-‐a ppointment

customer come to the page to complain about her shopping experience that she believes the price is too high for the quality she got. DKNY Twitter: DKNY has 547K followers on twitter. No active consumer engagement seen on this platform. Runway video and creative directors talk about new vision twitter get most likes and engagement. And most of the engagements come from fashion people who are clear about what’s going on with this brand. DKNY Instagram: Instagram is the platform where the brand gets most customer engagement. The brand has 697k followers on Instagram. Runway pictures and videos get most likes and positive comments. Instagram is the platform where most DKNY’s target customers are and DKNY will continue focusing on this platform. DKNY google+: DKNY is not very active in google+ even though it’s a platform has great potential. Currently DKNY has 2,872 followers and 233,730 views. And the content DKNY published on this platform are ad campaign videos and runway videos linked back to DKNY’s Youtube channel. DKNY Youtube: DKNY Youtube channel features DKNY Spring 2016 runway show and frangrance campaign from the past. Surprisingly contrast to its Instagram, the feedbacks of new DKNY isn’t that positive, with 50 dislikes and 130 likes. The comments under the video questioned the creativity and execution of the new collection. DKNY LinkedIn: DKNY LinkedIn profile has 31,473 followers and 1000+ employees on this site. The company page was very active in September and October due to the personnel change and intensive hiring processes. DKNY Tumblr: DKNY presents a more artistic aesthetic on Tumblr. DKNY Tumblr page allow users link back to DKNY official website, Instagram and Facebook. DKNY Tumblr also features archive, which allow user to browse pictures by month, and tags that allow users to browse by different tags accordingly. (Tags include #DKNYSS16, #INSPIRATION #COLLECTION #IDENTITY #NYC). The website design is very simplistic and modern which the company has curated carefully according to Tumblr users taste and many pictures have been liked and reblogged. DKNY Pinterest: DKNY official Pinterest account hasn't created any boards on Pinterest. However, the account Donna Karan & DKNY is responsible for all the DKNY content publishing. The account has 1.4k followers and mainly pin about Donna Karan resort and DKNY. That’s a very smart tactic due to the fact that DKNY

is responsible for 80% of Donna Karan International business. Also the target market of Donna Karan

2.2 Traffic Sources Assessment, January 2015-‐June 2016

DKNY would be using Google analytics enterprise to monitor web traffic and other key performance indicators. Data would be gathered to analyze what types of content drive most traffic and attract attentions. Data would also be wrapped up on weekly basis to compare with previous week performance. Social media team would make adjustments or shift directions accordingly. Milestones goals would be set to test the efficiency of the whole social strategy. Few metrics would be tracked using Google analytics: Pageviews: the number of views on a DKNY website/social platform page. Avg.Session Duration: average duration of a viewer on a DKNY website/social platform. Trackbacks: trackbacks shows what webpage/link a viewer click on before visiting DKNY website/social platform page.

Assisted Conversions and Assisted Conversion Value: number of sales and conversions social network assisted. An assist occurs when someone visits DKNY

ecommerce site, leaves without converting, but returns later to convert during a subsequent visit. Direct Conversions and Direct Conversion Value: number (and monetary value) of last click or direct sales and conversions. When someone visits DKNY ecommerce site and converts, the session is considered a last click. Assisted/Last Click or Direct Conversions: the ratio summarizes the social network's overall role. A value close to 0 indicates that the social network functioned primarily in a last click capacity. A value close to 1 indicates that the social network functioned equally in an assist and a last click capacity. The more this value exceeds 1, the more the social network functioned in an assist capacity.2 2.3 Customer Demographic Assessment

“About Social Analytics”, Google Analytics 7

According to Alexa.com, major amount of DKNY website visitors come from United States. More than 30% people visit DKNY through the search engine Google. One noteable thing on ‘which sites did people visit immediately’ before DKNY website includes facebook, which is the only social media platfom among 10 top rank websites. This shows that even though DKNY’s major active audiences are on Instagram, it is DKNY’s facebook audiences that make purchases. In september 2015, DKNY’chose a new typography was chosen because it’s a “bold American font”, according to Osborne.3 It’s a decidedly more grown-‐up-‐looking label than the more youthful vibe of the former font, sometimes featured with the New York City skyline filling the thick letters. New DKNY is reaching a larger group of audience with purchase power and those who appreciate the urbanchic new york aesthetics. 3

Alexandra Ilyashov, “Why DKNY’s New Logo Is Kind of Big Deal”, Refinery 29, http://www.refinery29.com/2015/09/93751/dkny-‐new-‐logo

Thus DKNY’s new social strategy will focus on advertising on facebook besides twitter and Instagram. 2.4 Competitor Assessment DKNY’s major competitors are identified as Public School, Alexander Wang, rag&bone in terms of design, target market and price points. Since new DKNY and Public School share same creative directors and very similar aesthetic and design, this part focuses mainly on Public School as the competitor of DKNY.

Public School is less influential and known compared to DKNY on social media. The brand is however very active and successful on Instagram and twitter in December due to the collaboration with the sneaker brand Jordan. The collaboration targeted precisely at the brand’s audience and brought the brand to a larger group of custom

ers.

According to Alexa.com, Public School’s main audiences come from United States. The brand gets a lot of attention and followers from its creative directors Daoyi Chow and Maxell Osborne, according to the top keyword search. The brand is well positioned on various social platforms, as shown in the picture. People are brought to the official website to browse or make purchases from twitter, Instagram and Facebook. 3. Social Media Objective 3.1 Specific, measurable objectives Due to the corporate change in Donna Karan, the new DKNY would be rebranding itself as a more modern, upscale brand compared to the old DKNY diffusion line. The brand would be focusing on increasing brand awareness and reach to a larger group

of audiences. Measurable objectives would be 35% increase in web traffic and 30% increase in newsletter signups from social channels in six months. (January 2016-‐ June 2016). Also online sales transactions from social media channel would be increased by 15%. (Proof of customers accepting the new brand image and design) 3.2 Identify KPIs Key performance Indicators of DKNY six months social media plan includes: Number of visitors through Instagram increases 45% at the end of June. Due to the New Year event and Fashion week, number of visitors through Instagram should have a 60% increase by the end of March and have a 30% increase from March to June. Number of visitors through Facebook increases 30% at the end of June. Number of visitors through Twitter increases 30% at the end of June. Number of newsletter signups increased 30% through January to June. Because of the New Year eve event and spring campaign, the number of newsletter signups should reach peaks in January and March. If the signup number doesn't perform as expected, modifications and re-‐curate would be needed. Online Sales growth increases 15% by the end of June. If the social media plan work well on target audiences, the online sales is expected to increase 15% by the end of June. 3.3 Key messages DKNY would be delivering “new-‐era”, “rebirth”, and “community-‐centric messages through social media platforms. New logos would be massively printed, used on campaign and products to indicate the new brand DKNY. Social media posts from time to time would also be paying homage to the brand's New York City roots, featuring New York skylines and landmarks. For posts that feature products, the products would be carefully picked and evaluated since new DKNY directors are specifically designing for a woman, not a girl any more. The new brand would be building an online community while retain a little bit of exclusivity, due to the fact that DKNY is an independent brand instead of being a diffusion line any more.

4. Online Brand Persona and Voice The old DKNY carried a fun-‐loving, fast-‐paced personality. Aliza Licht, the former senior vice president for global communications at Donna Karan International, known to most as DKNY PR girl on twitter, was one of the first people to really understand the potential of Twitter for a fashion house. She turned old DKNY twitter account into a sassy diary written from inside the fashion bubble. However, DKNY’s online brand persona would be tech savvy, innovative, and modern. DKNY is not a byproduct of a main line anymore, but a stand-‐alone brand. New DKNY team will re-‐energize and redefine what authentic New York means for DKNY right now given today’s world of fast living, extreme innovation and global competition at the highest level. Hector Muelas, former creative director of Worldwide Marketing Communications for Apple, was poached by DKNY and becomes DKNY’s chief image officer.4 With the CIO’s tech background, DKNY will be incorporating technology and innovation with social platforms to deliver the new brand image. 5. Strategies and Tools 5.1 Paid Social Media Tools: As 2.3 Customer Demographic and Assessment shows, it is DKNY’s facebook audiences that make purchases, DKNY would continue curating campaigns and advertising on Facebook.

Vanessa Friedman, “DKNY Names 2 Creative Directors and Also poaches from Apple”, The New York Times, http://www.nytimes.com/2015/04/30/fashion/dkny-‐maxwell-‐osborne-‐dao-‐yi-‐chow-‐public-‐school.html

Since new DKNY’s social media goals are to enhance brand awareness and grow sales, Facebook campaign would be focusing on four aspects: sending people to DKNY ecommerce site, increase conversion rate on ecommerce site, boost DKNY facebook posts and page. Final look of DKNY Facebook advertising is shown below.

DKNY Facebook official page would also feature a large amount of visual information to engage Facebook followers. Below is a picture of template video campaign starring a cast of fresh talent of creative team along with the new collection released after fashion week.

5.2 Earned Social Media Tools: 5.2.1 DKNY talent community. Instagram campaign to gather DKNY followers together and attract new audiences. Using hashtag #myDKNY to encourage people upload their pictures wearing a DKNY piece. Encourage them to be a stylist, a photographer, and a brand ambassador. One best candidate would be selected to be part of DKNY’s real campaign, either to be a campaign model or part of creative team. 5.2.2 DKNY photobooth: pair with Google to launch Interactive Video Experience. Customers can go into DKNY brick and mortar store or download DKNY app to experience a fashion shoot. They could upload their pictures with hashtag #beautybooth to tag DKNY.

5.2.3 DKNY encourages employees to be active on social media as long as they don’t post and spread negative comments about the company. Employees can post #DKNYday and social media team would pick the best one and feature it on the official page.

(Even the coolest girl in the world has to show her ID in DKNY. Made my day as a PR girl. #DKNYday) 5.2.4 #DKNYCollection hashtag that enables Instagram and Facebook users make purchases directly by clicking on it. This helps to track and drive online sales from social platforms. 5.3 Owned Social Media Tools: Search keywords and hashtags to see people’s impression and response to DKNY’s social media voice and persona. Like or share positive comments and impressions to build further relationships. Lead people to a separate social media account to address negative comments and issues. Open a separate account whowearDKNY to post Instagram celebrities and bloggers wearing DKNY.

(@kendalljenner looking good in our notch collar coat #whowearDKNY)

6. Timing and Key Dates Monthly Schedule Template (per 2 months planned ahead. )

Key days for January: Jan 1, Jan 6, Jan 18, Jan.20, Jan.25, Jan.26, Jan.29

Daily Schedule Template Time

Type

Topic

Post

Link DAY 1- Thursday

BLOG POST 10:00AM

NEW

Guides of

BLOG

Looking chic at New Year Eve’s Party.

TWITTER Event Event

check out our

Invitation

New Year

to draw

event

traffic to

#DKNYnewyea

website

r @spaceibiaz

and

tonight. Get

increase

your DKNY ID

signups

and join us!+ LINK

FACEBOOK 8:00 AM

Event Event Invitation

Signup on our website to get your DKNY ID

14:00

Event Event

Dress code,

Informatio

performance

DJ, performers, celebrities, DKNY ID, check-in guides

19:00

One hour countdown: We are waiting for you.

INSTAGRA M 20:00

Event Event Post 8:00PM. SpcaeIbiaz CLUB. DKNYnewyear #DKNYnewyea r Video

7. Roles and Responsibilities 7.1 Social Media Admin Social Media Director: Linda ü Final Approval on holiday campaign, fashion week campaign, PR/social media crisis ü Higher level planning on holiday campaign, fashion week campaign, PR/social media crisis ü Social Media budget management. Recruitment on social media talents. Social Media Manager: Angela ü Day-‐to-‐day execution of social media contents. ü Pitch campaign idea, manage campaigns. ü Work with copywriter on blogpost, campaign content. Social Media Coordinator: Olivia, Jordan, Diletta ü Attend social media workshop monthly ü Make appointment with photographers/stylists if needed. ü Make suggestions on social media contents. ü Select and publish back at the stage fashion week/model pictures or videos during fashion week.

ü Review Google analytics report and make suggestions. ü Keyword research, report PR/social media emergency. ü Responding customer questions Social Media Intern: GiGi, Lara, Ansu ü Competitor research: what works, what doesn’t ü Data gathering: gather data from Google analytics and make reports. ü Make basic recommendations/suggestions on trends, community, picture selection. ü Confirm appointment with photographers/stylists if needed. 7.2 Social Media Policy To social media team: social media is a deeply ingrained in our day-‐to-‐day lives. We would be responsible for our customers and partners, and to share our personal activities in positive and appropriate manner. As a representative of DKNY you are expected to decide your use of social by following some simple guidelines: ü Be respectful to all ü Use Common Sense ü Stay out of trouble (don’t start a fight or post something that is controversial) ü Be polite, not rude or insensitive ü Be the solution, not the problem ü Be nice to strangers ü Act helpful to customers ü Don’t Slag the competition ü Be patient with customer inquiries ü Guide customers to @DKNYcustomerservice in terms of product/ post purchase concerns. 7.3 Response Plan SCENARIO 1: Inappropriate tweet/Instagram/Facebook post sent from @DKNY Action Plan: 1. When the post is detected: ü Take Screenshot with Mac Press: Command+Shift+4 ü Delete Tweet ü Alert Angela (social media manager), if Angela unavailable, reach Linda (social media director)

2. Angela to sync with Linda to discuss impact and reach, and evaluate further action. 3. Angela to develop appropriate follow up tweet, Linda to approve. 4. If media has picked up the tweet, Linda to manage all direct contact. 5. Linda and Angela to sync with employee responsible for publishing the post if disciplinary action is required. Pre-‐approved messaging: No pre-‐approved messaging in this scenario. SCENARIO 2: Social media opportunity spotted. Need to post in timely manner. Action Plan: 1. When spotted a golden opportunity for social media posting niche. ü Draft social media content and send to Angela. ü If Angela unavailable, reach Linda. 2. If both Angela and Linda are not around, use common sense and voting system to decide whether or not to post. Pre-‐approved messaging: pitch key dates social media ideas as much as possible. 8. Evaluation of social strategy Goal: Number of visitors through Instagram increases 45% at the end of June. The average growth of visitors should be 1.5%-‐2% on weekly basis. At the end of March, the increase in number of visitors through Instagram should be 25%-‐30%. (2.10 fashion week starts,) Goal: Number of visitors through Facebook increases 30% at the end of June. The average growth of visitors should be 1%-‐1.25% on weekly basis. At the end of March, the increase in number of visitors through Instagram should be 15%-‐20%. Goal: Number of newsletter signups increased 30% through January to June. The number of newsletter signups should triple around the beginning and mid of January, beginning of February (fashion week), mid of March (spring break), end of May (memorial day) and end of June (fourth of July). Online Sales growth increases 15% by the end of June. Sales growth should reach 30% around holidays following with newsletter signup growth.

By evaluating gathered data on key dates and daily/weekly basis and listening to advice from local community, social media team would make decisions on optimizing strategy or changing directions. 9. Conclusion Aliza has built an extraordinary community as DKNY PR Girl over these past few years with her truly authentic thoughts, messages and passion for her followers. New DKNY will strive to keep the authentic, passion voice and add innovation, modern elements for rebranding purposes. DKNY will embark on new chapter, forming new community, delivering new messages, and making innovation using the social media strategy.