This is a social media brand audit for the purposes of education and awareness. This is for my personal blog. Opinions are my own, not related to my employer or any other business or organization I am affiliated with. This is not a paid advertisement or endorsement for SmileDirectClub. Logos, images, and social media content used here are trademarks of SmileDirectClub.

1. Social Media
SNAPSHOT:
SmileDirectClub
© georgiacross.blogspot.com 2017 2
SmileDirectClub is taking off,
and I’m taking note!
Following are my observations, thoughts, and
company predictions based on a snapshot of
where the brand is as of March 2017.

2. • SDC offers a straighter smile for 70% less via invisible aligners shipped
direct to consumers, and is one of the top companies in the teledentistry
industry
• 3 yr old startup with a big VC backing (These investors also started 1-800-
contacts and SharperImage.com, amongst others)
• SDC’s co-founders, who are featured in Forbes 30 under 30 2017, met at
Summer camp as teens (with braces on)
• So impressive in it’s business model that the company that owns SCD’s
largest competitor, Invislalign®, invested in consolidating supply channels
to meet demand
SMILE DIRECT CLUB (SDC) IS NASHVILLE’S
FASTEST GROWING D2C STARTUP
© georgiacross.blogspot.com 2017 3

3. SOCIAL
BRAND
© georgiacross.blogspot.com 2017 4

4. SDC IS A YOUNG, HIP, LIFESTYLE BRAND
© georgiacross.blogspot.com 2017 5

5. SDC’S PAID SOCIAL ADS FOCUS ON
PRODUCT & PROCESS EDUCATION
© georgiacross.blogspot.com 2017 6

6. © georgiacross.blogspot.com 2017 7
SOCIAL
STATS

7. TWITTER: 2.8K Followers
PINTEREST: 23.5K Followers
FACEBOOK: 83.5K Page Likes & Follows
YOUTUBE: 22.2K Channel Views
INSTAGRAM: 76.2K Followers
Also on…SNAPCHAT
(but it is not listed on their website) #opportunity!
SDC IS GROWING THE FASTEST ON
FACEBOOK AND INSTAGRAM
© georgiacross.blogspot.com 2017 | Data as of March 2017 8

8. SDC’s customers are:
• Primarily millennials who have some some disposable income
• Savvy shoppers who care about making smart purchasing decisions
• A mix of gender and ethnicities in urban and suburban areas
• Outgoing and confident in their looks, but want to make a visible improvement
• Very active on social media
SDC HAS AN ENGAGED SOCIAL AUDIENCE
OF YOUTHFUL, SAVVY SMILING PEOPLE
© georgiacross.blogspot.com 2017 9

9. © georgiacross.blogspot.com 2017 10
SOCIAL
INFLUENCERS

10. SDC IS USING #WHATMAKSMESMILE
TO ENCOURAGE SOCIAL SHARING
© georgiacross.blogspot.com 2017 11

11. INFLUENCERS ARE SHARING THEIR
“SMILE JOURNEYS,” AMPLIFYING THE BRAND
© georgiacross.blogspot.com 2017 12
UGC (User Generated Content) is amplifying the brand’s
social presence, while providing real-time feedback and
reviews!

12. © georgiacross.blogspot.com 2017 13
SOCIAL
CARE

13. SDC customers are turning to social media for instant answers when they aren’t
getting what they are looking for via email or phone.
SOCIAL CARE IS THE BIGGEST OPORTUNITY
FOR THIS BRAND TO MAKE PEOPLE SMILE
© georgiacross.blogspot.com 2017 14
*BONUS POINTS to SDC for listening and responding quickly!

14. • Both Nashville’s Mayor and Tennessee’s Governor gave SDC accolades in
announcing their plans to create 440 Nashville area jobs within the next 5
years, including customer service.
• SDC has at least 1 Social Care position listed on the company’s LinkedIn
jobs page, so that’s a hint they are thinking in the right direction.
• As context for the scalability options, Comcast has over 200 employees on
their Digital Care Team.
Bottom Line: There’s lots of room for this brand to grow with so many
active social media customers!
SDC ANNOUNCED AN EXPANSION
IN CUSTOMER SERVICE POSITIONS
© georgiacross.blogspot.com 2017 15

15. Sources & Links
• #WhatMakesMeSmile | Source: SocialMention, Feb 2017
http://www.socialmention.com/search?t=all&q=%23whatmakesmesmile&btnG=Sea
rch
• Forbes 30 Under 30 2017: Retail & Ecommerce:
https://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/30-under-
30-2017/retail-ecommerce/
• SmileDirectClub | About Us
https://smiledirectclub.com/about/
• SDC: In the Press
https://smiledirectclub.com/press/
• Governor Haslam, TNECD Announce SmileDirectClub, LLC to Expand in
Nashville
http://www.tnecd.com/news/386/governor-haslam-tnecd-announce-smiledirectclub-
llc-to-expand-in-nashville/
• Mayor Barry met with CEO, Doug Hudson on February 16, 2017
https://www.linkedin.com/feed/update/urn:li:activity:6238474307169763328/© georgiacross.blogspot.com 2017 16