Background information about DOB Skateshop:
DOB Skateshop is a brick and mortar store located in Bangladesh that specializes in providing high-quality skateboarding gear and accessories. Despite its reputation for excellent customer service and quality products, the business has been struggling to grow due to the newness of skateboarding in Bangladesh. Many people are unfamiliar with the sport, making it a challenge for the business to educate customers and build a following.
Overview of the problem/opportunity:
The lack of knowledge and awareness about skateboarding in Bangladesh has made it difficult for DOB Skateshop to attract and retain customers. In addition to this, the business is facing competition from online retailers, making it important for DOB Skateshop to increase its brand awareness and customer engagement.
Purpose of the case study:
The purpose of this case study is to outline a comprehensive social media management strategy that will help DOB Skateshop increase its online presence, build a loyal following, and drive sales. The goal is to provide a roadmap for DOB Skateshop to succeed in a market that is new to skateboarding, and to help the business overcome the challenges it is facing in educating customers and growing its customer base.
Social Media Strategy
Increase brand awareness: The primary objective of the social media strategy is to increase the visibility of DOB Skateshop and make the brand more recognizable to a wider audience.
Build a loyal following: By creating engaging content and fostering a sense of community, DOB Skateshop aims to build a loyal following of customers who are passionate about skateboarding and are more likely to become repeat customers.
Drive sales: The ultimate goal of the social media strategy is to drive sales and grow the business. This will be achieved by promoting products and offers, and leveraging the increased brand awareness and customer engagement to encourage customers to make purchases.
Instagram: Instagram was choosen as the primary platform for DOB Skateshop’s social media strategy, as it has a large and engaged user base, and is particularly popular among younger demographics.
Facebook: Facebook was used as a secondary platform to reach a wider audience, including older customers who may be less active on Instagram.
TikTok (for younger demographic): TikTok was used to reach a younger demographic, as this platform has become increasingly popular among younger people. TikTok is a great platform for creating short, fun, and engaging videos, which was particularly useful for demonstrating products and sharing tutorials and tips.
YouTube: Youtube was selected to showcase product demonstrations, behind the scenes look at the business, skateboarding tutorials and tips in a more detailed and longer form video format.
Product showcase and demonstrations: I used social media to showcase their products and give customers a better understanding of what they had to offer.
Behind the scenes look at the business: Social media was used to give customers a glimpse into the inner workings of DOB Skateshop, allowing them to connect with the brand on a more personal level.
Skateboarding tutorials and tips: By sharing tutorials and tips related to skateboarding, I helped DOB Skateshop to educate and engage customers and position themselves as experts in the field.
User-generated content: DOB Skateshop encouraged customers to share their own experiences and content related to skateboarding, which helped build a strong sense of community and increased engagement.
Giveaways: To further increase engagement and build a loyal following, I organized monthly giveaways, where followers could win free merchandise or discounts on products.
- Daily posts: I usually started by a content audit to find the most popular content type, the active hours when users are most active. I post regularly on social media to keep the followers engaged and up-to-date with the latest happenings.
- Weekly promotions and discounts: By offering promotions and discounts on a weekly basis, DOB Skateshop aimed to incentivize customers to make purchases and drive sales.
- Monthly giveaways: To further engage customers and build a loyal following, I ran monthly giveaways on social media.
- Responding to comments and messages: DOB Skateshop made it a priority to respond to comments and messages from their followers, creating a personal connection and improving customer satisfaction.
- Reposting user-generated content: By reposting content created by customers, DOB Skateshop showed appreciation for their followers and encouraged more engagement.
- Hosting live Q&A sessions: DOB Skateshop hosted live Q&A sessions on social media, giving customers the opportunity to ask questions and connect with the brand in real-time.
Increased online presence: Through its social media strategy, I was was able to establish a strong online presence and reach a wider audience. The daily posts, weekly promotions and discounts, and monthly giveaways helped to keep customers engaged and interested in the brand.
Increased brand awareness and customer engagement: The behind the scenes look at the business, skateboarding tutorials and tips, and user-generated content helped to build a loyal following and increase brand awareness. The reposting of user-generated content and hosting of live Q&A sessions also helped to foster a strong sense of community and increase customer engagement.
Increased sales: As a result of the increased brand awareness and customer engagement, DOB Skateshop saw a noticeable increase in sales. Customers were more likely to purchase products after seeing them showcased on social media, and the weekly promotions and discounts encouraged repeat business.
Analysis of key metrics: To evaluate the success of the social media strategy, DOB Skateshop analyzed various key metrics such as engagement rates, website traffic, and conversion rates. By continuously monitoring and optimizing these metrics, they were able to make data-driven decisions and further improve their social media presence.