In this week’s Q&A, we sat down with Natasha Khan Kazi, the Director of Social Media at JustFab and ShoeDazzle, to learn about her companies’ goals, best practices for Social Media, Marketing, and Brand Development.
What is your role in the company?
I’m the Director of Social Media & Community Relations for the ShoeDazzle and JustFab brands.
How many people make up your social team?
Our team has seven full time employees, not including myself, and an intern program as well.
How many role types are there? What are their descriptions?
Our work falls into three different buckets, the first would be Community, which consists of our Brand Ambassador Program – we have 200 plus customers for each brand who are incredibly engaged with the brand, word of mouth advocates – online and offline. We have a dedicated person who nurtures this program and keeps them engaged – we have 60%-70% engagement rate depending on the time of year. Community also includes customer service and online/offline program initiatives for our top customers Our next bucket is Campaigns – these are our big word of mouth initiatives like when we have contests or work with other brands – initiatives that really engage customers. And the last bucket is Content – everyday we’re putting out content to keep our customers engaged – a large part of our time and resources are put into creating content. It is becoming increasingly more difficult to depend on Facebook and Instagram to reach our fans, so we pull them in with great content and opportunities to engage with the brands.
What are your social goals? How do you measure them?
Our social goals come from a couple different places in the company. Every quarter our company has quarterly goals – for example to increase customer lifetime value and engagement. Our team takes these goals and brainstorms projects/tests to move the needle on the related metrics. For LTV, a project would be to do a social media promotion every quarter and see X revenue. In addition to company goals, we also have general social media goals that every fashion company has like increased revenue, brand awareness or community growth – so we take those into consideration when we’re creating our social media goals.
Who sets those goals?
The company goals are set by our executive leadership, the social media goals are set by myself, with recommendations from the team. Every quarter I will create a presentation of the projects that are most impactful and show them to our CMO and VP, and then they’ll give the green light for us to move forward.
Has there been a renewed focus on the emerging platforms?
Yeah, so we’re very active on Snapchat, we’re actually going to be joining the beta for Snapchat advertising this quarter, so we have a huge focus on new channels much of our advertising spend is on social as a company.
How big of focus is tracking sales and product purchases from your social channels?
We track everything with Google Analytics, it’s not a perfect science because the sample sizes are so small from social channels, but everything is tracked.
Are you using UTM parameters on your post to track it on a content level?
Yes, everything is tracked. The exception being Instagram. We can track the bio link, but there are not clickable links on the posts.
When you dive into the content are you looking at it across a couple different metrics?
We know certain posts are better for revenue and certain posts are better for engagement so there’s definitely a mix of the different types of posts that we do. Except Twitter, we made the decision to just be engagement focus because we weren’t really seeing as much revenue, but we saw a lot of engagement.
When you report your social goals do you always focus on one metric or a blend of metrics to assess the social teams performance?
Yeah, I mean, there is not one metric. I will always say the most exciting metric to everyone is dollar signs, so when something is bringing in a ton of revenue or new customers, that’s exciting – because our main goal as a company is being profitable. But I think this company is really good at knowing that those qualitative metrics such as engagement and customer satisfaction really drives those goals as well. We do look at brand awareness, engagement, and sentiment – like what our customers are saying about us. We actually share sentiment reports by department – just so everyone can see what our customers are saying about products and processes, so we can improve as a company.
How are you getting that data from Google Analytics? Do you rely on your social team or a tool?
For more sophisticated reports we might have the Google Analytics team build a report for us and then we’ll use that. Our team is very proficient for Google Analytics; it is actually a key job responsibility that we need to look at our data.
What’s your biggest challenge for measurement?
Time goes into pulling data, so having more time for Analytics is always a challenge. Also, accuracy because the data in Google Analytics is completely different than it is in WordPress – so if we can’t trust our Analytical tool that definitely is a challenge.
Is there any advice you’d give other social marketers who are growing their team and getting into content optimization?
My advice would be that there is a lot of competition out there for content and we definitely take a lot of inspiration from content that is organically resonating with our customer base – the magazines that she’s reading, the bloggers that she’s following – we really look to them as inspiration, what interests her, and what she’s thinking about – with that information we try to create content from our unique brand perspectives. To stand out, focus on what you are uniquely bringing to your reader.