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-secret-fashionshow-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 Addict-o-matic, Social Mention, Moniterr 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: Annual Fashion Show 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 The Supermodels or “Angels” 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 Response to consumers 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.