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lululemon athletica Social Media Style Guide
Table of Contents
Brand Voice/ Personality 3 Audience 3-5 Do’s and Don’t s 6 Branding with the Logo 6-7 Social Media Topics and Categories 7 Creating Engaging Posts 8-10 How to Engage 11-12 How to Schedule 13-14 Budget 15
BRAND VOICE/PERS VOICE/PERSONALITY ONALITY
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Brand Voice and Personality : Fun, informative, sophisticated, hip, humorous, active. Remember who you are!
AUDIENCE Audience: Target all ages, active community leaders, sweat lovers, brand obsessed lemons, all high school and collegiate athletes, and sports teams. Remember to Duke and Ocean, lululemon’s lululemon’s primary audience examples whom are very fortunate 30 year olds who love the outdoors, yoga, and lead le ad healthy, educated, loving live.
Corte Madera Store Specifically young mothers and fathers love our product.
4 Duke:
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Ocean:
DO’S & DON’TS
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Do’s:
Capture lululemon’s lululemon’s voice and brand personality – be – be sophisticated, effortlessly hip, and confident in product Feature product images that link back to “product notification" pertaining to specific stores Promote lululemon’s lululemon’s activity in the community Community event forum for lifestyle activists Relate posts back to our ambassadors, the women and men that are currently representing lululemon athletica in the local community Yoga, Yoga, Yoga! Use consistent pictures, links, articles, and reference posts Create original content and use only the clearest pictures to describe and showcase our events and programs featured in the store and the community Connect and interact with customers and approved stakeholders Using correct grammar, punctuation, and spelling is mandatory in all posts
Don’ts :
Avoid reference to specific athletic brands: Crossfit, Zumba, Baare Method, and SoulCycle Exercise caution when relating product with activities outside of yoga. run, cycling, boxes. Avoid out of house brands. Avoid articles or links that promote competitor brands (ex: Nike Women’s Half Marathon) Steer clear of using celebrities to represent our brand. This is fine for our guests to notice but not for us to broadcast. Do not highlight markdowns, or even worse, sales Use unlicensed images from Google or other sources Using photos that are have a bad resolution or showcase unwanted hangtags or security devices Do not over post links, and avoid the spammy feel that tends to happen on retail webpages Writing like how you would on your own personal Facebook is unprofessional Incorrect punctuation, spelling, or grammar is undesirable
BRANDING WITH THE LOGO
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Logo and Image Guideline: Use only high-resolution logo and product images – no pixelated images Only use approved logos, product images Use brand consistent images and bright complimentary colors Here is a detailed list of Logo Don’ts:
Brand Color Guidelines: All colors must actively complement product images Logo Colors: Black, White, Lululemon Red: Pantone 186 Typeface: Helvetica
Social Media Topics/ Categories: Activity in Community Healthy Living Sports Wear Washing Care Safety Instructions/ Guidelines Product Promotions/ Community Outreach Events Product Notification CREATING ENGAGING POSTS
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Photos : There are many places to find photos perfect for your social media posts. There are many to choose from on the inside voice company page, youlu.com. But here are some more ideas: Ambassadors are perfect for photo shoots in our product anywhere, in store, in classes, on trails, or elsewhere in the community Ask guests in the store if you can take a photo of them in their desired outfit Take photos in the community at workout classes Shout out to women and men that killed it in a specific workout class that day Take photos of you and your fellow lemons in the community Use photos from a recent or past community event
Canva: Canva makes design simple for everyone. Create designs for Web or print: blog articles, presentations, Facebook covers, flyers. Posters, invitations, and all social media. It’s as simple and drag backgrounds, b ackgrounds, icons, and photos (after uploading).
How to use: Use this site, canva.com, when creating valuable images to share on social media and in store. 1. Go to cana.com 2. Pick a “canvas”, preferably the social media designed platform
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4. Use the search bar to look for specifics to place on your creation *be aware of costs!
5. When finished, use the “download image” button in top right hand corner
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6. Select “image”, and allow time for downloading
7. Once downloaded, fish image (PDG) out of computer files and resave with specific name and as a JPEG to the lululeom l ululeom folder. Then you are ready to schedule! Finding related links: Refer to lululemon’s lululemon’s Blog for links to healt hy hy food, style guides, workouts and more Follow and link back to blogs from community members that focus on athletic and healthy lifestyle features Online newspaper articles (make sure the source is legitiment) Link to local studio and gym websites
11 HOW TO ENGAGE Facebook: Facebook is a personal social platform that allows users to “follow” businesses and other people – mostly friends, family, and some brands. Posts have a half-life of around one day and are shown to a proportion of fans based on engagement rates from a small sample size.
Recommended posting frequency: 1 per day Recommended prime prime posting hours: hours: 10am and 3-5pm Ways to Engage: Share articles, post interesting/ relevant information. Promote sales, and interact with stakeholder Facebook pages: Liking status updates Commenting on status updates Liking comments on status updates Tagging people or business in status updates with an “@” symbol
Sample Post:
12 Boosting Posts: There are many benefits to “boosting” a post. Paying fro this feature creates a foundation for more posts to be viewed by more people. The post become a primary focus on the news feed, and more Facebook users will see th e post than previously. Username: Password: Instagram: Instagram is a mobile-only social media platform that is perfect for sharing day-to-day activities and stunning photos and videos via live mobile update. Each post must have a photo or video, which makes Instagram great for showing visuals for employees, products, facilities, and growing brand awareness. All videos must be less that 15 seconds long
Recommended posting frequency: 1-2 /day Recommended prime posting hours: Mid-day, 12-4 pm Ways to engage: Liking other posts Commenting on other posts Tagging others in posts and comments by using an “@” symbol Using hashtags
Sample Post:
Username: Password:
13 HOW TO SCHEDULE
Hootsuite: Hootsuite is a social media management system for brand management. The system’s user interface takes the form of a dashboard, and supports social networking integrations, integrations, which allows advanced planning and scheduling for posts. How to: 1. Open Hootsuite 2. Select the lululemon appropriate appropriate social media tab. This will transfer to a page that features the previous posts feed, the scheduled posts feed, and the page’s current news feed featuring friends and followers.
3. Create a post that uses the sweet vibes that describe our fun and active company and community! 4. Place the created post into the “Compose Message” box on the top of the page.
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5. Select the social media in which you are hoping to post to. You can also choose multiple social medias to post simultaneously 6. If attaching a link copy and past the link into the “Link” box and press shrink. The link should then be tacked onto the previously created post. Make sure to search the thumbnail pictures for the perfect one to showcase the featured link. You can use the arrow buttons to find the perfect one.
7. If attaching an image, use the attachment tab and upload a photo form your desktop or computer file. It might take a minute so be patient. 8. If adding a location, use the location tab and type in the specific address to attach. An image should show up featuring the location. 9. Lastly, decide the date and time that this post should be posted. Take into consideration the previously scheduled posts feed. Do not double schedule or schedule more than two posts a day.
10. After, log the time and date posted in the social media calendar. Username: Password:
15 BUDGET
Soocial Media Costs: Boosting Posts Photo-shoots Product Testing Time Paid
The Budget on the main computer is divided into categories. External Spending: The category social media budget is held in and reported on is the “External Spending.” Normally our monthly cap is on $1,200. A majority of that money is spent on other things such as flower, refreshments, and other amazing things for our quests. After all these regular purchases are made throughout the month the balance comes to $300. That is $300 that is to be spent among the managers external and guest experience uses. Product Testing Expenditure: Product Testing is a valuable asset to the lululemon brand. Essentially it comes down to giving away our merchandising to allow a guest or potential guest try, asses, and give feedback on specific pieces. The monthly budget for “Product Testing” is about $500. Rarely is this surface ever s cratched due to a lack of knowledge about the budget. Social Media is responsible for excessively moving merchandise through product testing on and off the floor. By attending atte nding yoga classes with a free yoga matt, or bringing a gift card to a peer who killed it in Soulcycle, or even a guest in store who loves a product and cannot afford our product. Make sure to take advantage of these circumstances by posting the delighted guest to Facebook or Instagram to encourage more of the community to sweat with us. How to Add to the Budget: Easy and simple. Just find the budget in the shared documents file and add the exact cost to the category it falls under. Fill out all necessary information asked for and SAVE! Always save your changes to the document! Time Paid: lululemon takes great care of their lemons, so please don’t spend any of your own time on social media. All time spent on social media, must be recorded through eTIME. Email the exact time worked to
[email protected] to receive credited hours.
