Creating a Great Social Media Strategy -- Vastrm Case

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Creating a Great Social Media Strategy -- Vastrm Case

  1. 1. + Creating a Great Social Media Strategy Keely Galgano
  2. 2. + What is Vastrm? Vision: “To make you look and feel your best for any occasion” Fully customizable shirts – • Store your “Vastrm Fit ID” as part of a profile • Design your own or choose from curated designs “The Vastrm aesthetic is classic yet modern, with a fashion forward twist – and every shirt will resist fading, shrinking and wrinkles and has n (sic) added bonus of being able to wick away moisture for a truly fashionable yet functional shirt.”
  3. 3. + Primary Steps Little if any brand Problem recognition or awareness Drive 100,000 people to the Vastrm websiteto find our more about Goalthe product in the next 6 months Strategy ??? ??? Solution
  4. 4. + Goal Drive 100,000 people to the Vastrm website to find our more about the product in the next 6 months
  5. 5. + Goal to Strategy How can we drive traffic to the Vastrm website?
  6. 6. + Questions On the consumer: + Who is the consumer? + What are they currently considering? + What is the decision-making process for online shoppers? On the brand: + How is Vastrm currently communicating? On the competitors: + How do other brands gain consideration?
  7. 7. + Who is the consumer & what are they currently considering? Facebook Analytics + Majority of fans are ages 25-34 Insights mined: + Heavy Facebook activity around Election Day – “history of the polo” photos (e.g. Obama, Picasso) + Most popular city: Jakarta, Indonesia…check this. Does this jive with the brand? + Many popular posts regarding PGA associations
  8. 8. + Who is the consumer & what are they currently considering? Google AdWords search terms of interest + Target demo for men‟s and athletic apparel: 18-34, 46% male Insights mined: + Interest most significant on east coast and in south, outside of Illinois and California (major metro areas)
  9. 9. + What is the decision-making process for online shoppers? Consumer Barometer + Little research in the clothing & accessories category; will investigate Insights mined: whether this changes when adding “custom” to search
  10. 10. + How is Vastrm currently communicating? Think with Google How can retailers drive new customer acquisition? Google partnered with compete to derive these insights
  11. 11. + How is Vastrm currently communicating? Twitter  609 Tweets  281 Following  1,212 Followers Primary communications on Twitter appear to be sale-oriented Fun Fact: Founder is followed by Barack Obama. Advanced term search yields few results. Other than Jonathan Tang.
  12. 12. + How do other brands gain consideration? First of all, who are the other brands?  Custom Print Shops  Zazzle, Custom Ink, Spreadshirt  Not building premium polos – rather, mostly logo work  Luxury clothing brands  Ralph Lauren, Rugby  Allows customization, premium pricing  Trendy* sportswear brands  Lacoste  Southern Tide, et al.  No customization  Custom shirt makers  Bleu Flamme*Frattastic  Blank Label
  13. 13. + How do brands gain consideration?  Ralph Lauren Rugby  Major brand name: 2,947 “talking about this;” 209,524 likes  Demo: 18-24  Southern Tide  Trendy, youthful brand: 4,046 talking about; 140,731 likes  Most popular city: Greenville, SC  Demo: 18-24  BleuFlamme.com  Custom dress shirts company – easily browse, try on, and buy  4,204 talking about; 23,022 likes  Demo: 18-24  How-to video, customer reviews, press, promos
  14. 14. + How do brands gain consideration Holiday season shows peak in social mentions of “custom polo” on both Topsy and Twitter advanced search. Popular gift- giving item.
  15. 15. + How do brands gain consideration? Sharing custom designs socially Social Component: through Facebook or Twitter Bleu Flamme generates traffic – whether the user purchases or not. Functionality currently unavailable through Vastrm’s design component
  16. 16. + Strategy  Get social  Sharing component  Social competitions  More social content  Work from “polos through history” campaign idea – received significant likes, was noticeable & relevant  Promote gifting  Significant social mentions of custom polos as gifts  Women make up 54% of menswear market: market as easy and „special‟ gifting  Mobile  Need to improve here:  App development?  Think with Google mobile test showed poor result

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