Soical media campaign proposal for Drugstore.com.

1. By Siwen Liu

2. Background of
 Leading Internet retailer in health, beauty care, and pharmacy products
 Extensive partnerships with other companies: Rite Aid and GNC
 Branch Websites: Beauty.com, Sexualwellbeing.com, VisionDirect.com,
thenaturalstore.com and etc.

3. Opportunities & Challenges for

4. "It’s not just for marketing."
 Strategy: proactive, reactive and adaptive
Facebook
Twitter
YouTube

5. Video Commerce Strategy for
 Partnership with Liveclicker
and vimeo.com
 Monitoring SEO benefits
 Building out a video library
 Adding video into product
setup procedures
 Developing videos for “brand”

6.  General Rule: “Keep it simple”
Different links to different landing pages
Weekly deal offering
Mimic and test
Prompt feedback
Interaction with customers
Facebook Strategy for

7. Focus: Beauty, Skincare, Health and Medical care
Blogging Strategy for
 Delivering a great customer Experience
 Over 70% of orders come from repeat customers
 Encouraging positive interactions between customers and the site

8. Launching pro-action live chat
among followers;
Daily deal announcement;
Providing knowledgeable agents as a
resource for customers to interact
with each other;
Tracking customers’ feedback;
Making agents available to customers 24/7
Twitter Strategy for

9. Metrics of Success
I. Keeping track of feedback
from customer experience
II. Determining the traffic to
the social networking site
III. Adjusting strategy to adhere
to the feedback tracking
number of clicks and CTR
on Google Adwords

10. Evaluation: Budget and timeline
Budget Breakdown
Blogging
Twitter
Facebook
Google Adword
Vedio
Commerce
Seasonal peak:
winter holidays
Special
promotion/deals
on quarterly basis
Timeline