Creating a Great Social Media Strategy -- Vastrm Case
+ Creating a Great Social Media Strategy Keely Galgano
+ 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.”
+ 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
+ Goal Drive 100,000 people to the Vastrm website to find our more about the product in the next 6 months
+ Goal to Strategy How can we drive traffic to the Vastrm website?
+ 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?
+ 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
+ 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)
+ 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
+ How is Vastrm currently communicating? Think with Google How can retailers drive new customer acquisition? Google partnered with compete to derive these insights
+ 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.
+ 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
+ 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
+ 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.
+ 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
+ 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