1. 2016 Content & Social Media Strategy Sydney Smith

2. Social Media Objectives Increase follower numbers – Facebook: 3,040  goal of 5,000 – Instagram: 2,088  goal of 3,000 – Pinterest: 1,879  goal of 3,000 – Twitter: 597  goal of 1,000

3. Social Media Objectives Boost engagements - likes, shares, RTs, favorites, regrams, and repins - across all channels Increase product inquiries via social media Increase referral traffic to AZAZIE.com via social sites

4. Target Audiences Bridesmaids Women Ages 21-35 Looking for a multi-purpose dress Price conscious Classic silhouettes Brides Women Ages 21-50 Fashion forward Takes fashion risks Wants a one-of- a-kind bridal experience Interested in a custom creation Mother of the Bride Women Ages 40s-60s Defines personal styles as conservative, elegant, classic Interested in quality

5. Persona Behind the Scenes Videos Pictures Real Women Wear Azazie User submitted Pics Reviews Testimonials Write-ups Blog Industry Content Style Blogs Wedding Ideas Cautionary Tales Content Pillars

6. Content Creation Behind the Scenes – Videos, pics, new employee announcements, new product launches Real Women Wear AZAZIE – User submitted photos Dress Reviews – Testimonials – Industry write-ups

7. Content Creation Blog.Azazie.com – Upcoming company events, real AZAZIE weddings, professional blog Related Industry Content – Wedding ideas, Bridesmaid woes, tips to finding the perfect dress

8. Social Brand Voice AZAZIE is: Fun Playful Flirty Upbeat Positive

9. Influencers & Advocates Wedding bloggers Your biggest allies will be your past customers -Ask them to post pictures, write reviews, share a video, etc.

10. Customer Service

11. Respond ASAP Be polite Be sincere with apologies Be complimentary Offer a solution Follow up

12. Product Development Ask for feedback regarding: – New colors – Different styles – Fabric opinions – Dresses on a budget New products: – Matching shoes – Purses – Bridesmaid gift bags – Jewelry

13. Listening & Engagement Monitor keywords & hashtags: #azazie #bridesmaid #bridesmaiddress #MOH #wedding, etc. Respond to everyone who mentions Azazie on your social channels – good and bad Share their content on your page

14. Why You Should Listen

15. Crisis Mitigation Plan Comment “Thank you!” Share your AZAZIE pics “I’m sorry!” Custom order Sizing Send it back Take to a tailor ReimburseColor Send it back Fabric Send it back Select a Size Fit issues Take to a tailor Reimburse Damaged dress Send it back Alert Product Manager Accounting Approval Alert Sales Manager