Ievgeniia iakovleva zara-home_final-project
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Ievgeniia iakovleva zara-home_final-project

on

  • 381 views

 

Statistics

Views

Total Views
381
Views on SlideShare
381
Embed Views
0

Actions

Likes
0
Downloads
6
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Ievgeniia iakovleva zara-home_final-project Presentation Transcript

  • 1. Zara Home e-commerce shop Ievgeniia Iakovleva © Ievgeniia Iakovleva, 2013
  • 2. Task 1. Identify all the potential audiences for the brand? What are all audience types that this brand/business might have. (not online, just in general) 2. What are some touch points/key phrases related to the business/brand? Provide a share of voice on a touch point along with brand, if small business, touch point and context or touch point and competitor is fine. 3. What Influencers should you be engaging with? Provide evidence of how you came about identifying these influencers along with two ideas on how you plan on engaging with them. Include any searches, tools that you used in your findings. Provide research and final list of at least 5 influencers that will potentially impact your campaign. 4. What gaps are there with any existing social properties and communities currently engaged with? Should also include a competitive analysis on at least two platforms. 5. What metrics do you plan to apply? 6. What communities social sites should the brand/business participate in based on findings? © Ievgeniia Iakovleva, 2013
  • 3. BRAND Zara Home - Where affordability meets trendy • Locations: Only e-commerce for US Market, 325 locations worldwide • Brands: Zara Home (owned by Inditex Group) • E-commerce available • Offers home textiles, furniture, accessories • Target: Women, 18-24 Zara Home began in 2003 as an offshoot of the Zara clothing brand. Zara Home offers the latest trends in interior decoration, with new introductions arriving online weekly; keeping with the ethos of continuous renewal that is characteristic of all commercial concepts within the Inditex Group. The speed with which Inditex, Zara and Zara Home creates new products allows the company to not only stay on trend, but work with its customers to create the trends. © Ievgeniia Iakovleva, 2013
  • 4. Audience Social Moms • The social moms are roughly 25-35 years old. They are either expecting a child or have at least one under the age of 18#. They juggle work and family. They are constantly looking out for things that make their family’s life easier and comfortable and they are looking for it online. They are the decision makers for household purchases and extremely brand loyal. © Ievgeniia Iakovleva, 2013
  • 5. Audience Generation C • Gen C Women are part of a generational group referred to as Millennials, Gen Y or echo boomers - people ages 18-34#. What differentiates Gen C from the rest of the Millennials is their digital behavior. They are the Connected-Collective- Consumer, and they have integrated their lives with social media#. They are very socially savvy and actively create buzz. They have strong opinions and then to influence via and be influenced by social media. They follow trends and everything seasonal. They are impulsive shoppers; likely to be brand loyal, but easily distracted. © Ievgeniia Iakovleva, 2013
  • 6. Touch points Zara Home Décor Home Table ware Living room Bathroom Bedroom Accessories Gifts Fashion Sale Money Shipping © Ievgeniia Iakovleva, 2013
  • 7. Share of voice 32% 35% 33% Share of Voice positive/neutral Zara Home Anthropologie UrbanOutfitters 40% 25% 35% Negative Sentiment Share % Zara Home Anthropologie UrbanOutfitters © Ievgeniia Iakovleva, 2013
  • 8. Influencers Ashley Cortese http://pinterest.com/corteseash/ 29 Boards 3,707 Pins 20 Likes 1,303 Followers 116 Following © Ievgeniia Iakovleva, 2013
  • 9. Influencers @coolmompicks https://twitter.com/coolmompicks BIO: We find it, you flaunt it Wherever there is coolness · http://www.CoolMomPicks.com 18 239 TWEETS
5 344 FOLLOWING 
293 005 FOLLOWERS © Ievgeniia Iakovleva, 2013
  • 10. Influencers @gerihirsch https://twitter.com/gerihirsch 7 953 TWEETS 
536 FOLLOWING 
13 431 FOLLOWERS © Ievgeniia Iakovleva, 2013
  • 11. Influencers Katie Bibb Anderson http://www.facebook.com/katie.bibb.anderson 1694 friends Lifestyle blogger. Social media and online marketing consultant. Lover of designer dresses, themed parties, a well designed home & boutique hotels. BLOG http://modern-eve.com/ Facebook http://www.facebook.com/moderneve • Like it 444 • Talk about it 23 Instagram • 476 photos • 1642 followers • 259 followings © Ievgeniia Iakovleva, 2013
  • 12. Influencers Grace Bonney @designsponge Blogger http://www.designsponge.com • 37 030 TWEETS • 550 FOLLOWING • 437 674 FOLLOWERS N.B: Used wefollow.com, Klout score © Ievgeniia Iakovleva, 2013
  • 13. Influencers Partnership ideas: 1) Special gift box every month with newsletter and some kind of products. 2) Indentation for special in-store events. Example – closed sale for loyal customers. 3) Special discount. © Ievgeniia Iakovleva, 2013
  • 14. Existing social properties http://www.facebook.com/zarahome Likes 312 192 Talk about 5 716 https://twitter.com/zara_home 1 048 TWEETS 
193 FOLLOWING 
27 409 FOLLOWERS http://pinterest.com/zarahome/ • 13 Boards • 268 Pins • 119 Likes • 941 Followers • 54 Following © Ievgeniia Iakovleva, 2013
  • 15. Competitive analysis 0 500000 1000000 1500000 2000000 ZaraHome Urban Outfitters Anthropologie Total Likes 0 100000 200000 300000 400000 500000 600000 700000 Following/Followers Following Followers © Ievgeniia Iakovleva, 2013
  • 16. Competitive analysis Facebook ZaraHome Urban Outfitters Anthropologie Total Likes 312316 1558505 641734 People Talking About This 5985 34677 9866 Frequency of posts in the last 48 hours 0 1 1 Engaged Users to Page (People Talking About This / Total Likes 2% 2% 2% Enagment Rate of last post = comments, likes, shares/total likes 0.075 0.327 0.013 Twitter ZaraHome Urban Outfitters Anthropologie Following 193 1095 301 Followers 27412 610278 338514 Tweet Frequency (per day) 2 1 2 mentions in the last 7 days 9 602 332 Brand responses to users in the last 7 days 0 0 0 © Ievgeniia Iakovleva, 2013
  • 17. Metrics To measure Zara Home performance in social media we need to consider: • For Facebook – Total Likes, People who talk, Engagement rate, Re-posts, Growth parameters, Reach (potential audience size). • For Twitter – Following, Followers, Mentions, Growth parameters. • For Pinterest – Likes, Following, Followers, Growth parameters. • Sentiment analysis • Competitive analysis © Ievgeniia Iakovleva, 2013
  • 18. Recommendation • Instagram – to increase awareness and inform about new collections and special offers. • Fancy – to increase awareness and sales. • Gilt – special offers. • Groupon – special price offers for new collections and additional discount for running sale. • RetailMeNot – coupon offeres. © Ievgeniia Iakovleva, 2013