Vastrm social media campaign

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Social media insight mining and strategy for Vastrm as part of SkillShare class 'Creating a great social media strategy'

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Vastrm social media campaign

  1. 1. Vastrm4 Questions to come up with the strategy  hypothesis Irina Belsky
  2. 2. OverviewProblem: Little/no brand awareness in the targetmarket.Goal:Drive 100,000 people to the Vastrmwebsite to find out more about the product byJune 2013
  3. 3. Goal to StrategyHow can we drive 10,000 people to Vastrmwebsite by June 2013?
  4. 4. Question 1: Who are the Vastrm customers?
  5. 5. Question 1 Insight Mining: Facebook AnalyticsProfile of customer from FB analytics: Profile of customer from FB analytics:-The Vastrm customer is male, 25-34 years old, based in the US -The Vastrm customer is male, 25-34 years old, based in the USIn terms of Facebook activity the most popular week for Vastrm was in the week following the US election In terms of Facebook activity the most popular week for Vastrm was in the week following the US electionThat week, images of famous men wearing polo shirts were frequent on Vastrm Facebook ((Picasso, Obama,That week, images of famous men wearing polo shirts were frequent on Vastrm Facebook Picasso, Obama,Steve McQueen). The number of likes for these images was higher than for other posts.Steve McQueen). The number of likes for these images was higher than for other posts.
  6. 6. Question 1 Insight Mining: Facebook AnalyticsCurrent Fans of Vastrm based on profiles of people interacting with Vastrm FB page: Current Fans of Vastrm based on profiles of people interacting with Vastrm FB page:1. University educated 30 + year old males with families or in relationships 1. University educated 30 + year old males with families or in relationships2. Younger 20 + year old males with high school or university education2. Younger 20 + year old males with high school or university education
  7. 7. Question 1 Insight Mining: Google Search TrendsLong-term trend based on a search of 2004 --present: Long-term trend based on a search of 2004 present:-August and December are peaks of search activity indicating a correlation with Christmas and the PGA world -August and December are peaks of search activity indicating a correlation with Christmas and the PGA worldchampionship (which takes place in August) championship (which takes place in August)Regional interest is highest in US, UK and Australia.Regional interest is highest in US, UK and Australia.One peak search period was related to Ralph Lauren’s ‘design your own polo shirt’ competition in 2011 One peak search period was related to Ralph Lauren’s ‘design your own polo shirt’ competition in 2011http://fashion.telegraph.co.uk/news-features/TMG8547387/Ralph-Lauren-Win-a-set-of-Ralph-Lauren-polo-s http://fashion.telegraph.co.uk/news-features/TMG8547387/Ralph-Lauren-Win-a-set-of-Ralph-Lauren-polo-
  8. 8. Question 1 Insight Mining: Google Search Trends Short-term trend limiting Short-term trend limiting the search to the last 90 the search to the last 90 days: days: --Saturdays, Sundays, Saturdays, Sundays, Wednesdays are peaks of Wednesdays are peaks of activity when it comes to activity when it comes to searching polo shirts searching polo shirtsBoth short and long term period searches show that the top competing terms are ‘polo ralph lauren’ (or Both short and long term period searches show that the top competing terms are ‘polo ralph lauren’ (orsimilar) and ‘cheap polo shirts’ or similar. similar) and ‘cheap polo shirts’ or similar.This indicates that either: This indicates that either:-there are two markets searching for polo shirts --high and low income earners -there are two markets searching for polo shirts high and low income earners--or that people who like a combination of affordability and style in their polo shirts or that people who like a combination of affordability and style in their polo shirts
  9. 9. Question 1 Insight Mining: Google Keyword ToolSince data for ‘Vastrm’ as a search term is limited I’ve used ‘polo shirts’ as the search term limited to Since data for ‘Vastrm’ as a search term is limited I’ve used ‘polo shirts’ as the search term limited tothe apparel category, in the US. the apparel category, in the US.The trend that becomes evident is the emphasis on price --all the competing terms include the words The trend that becomes evident is the emphasis on price all the competing terms include the words‘cheap’, ‘discount’etc. ‘cheap’, ‘discount’etc.
  10. 10. Question 1 Insight Mining: Google Adword PlannerBased on the data the two main audiences are: Based on the data the two main audiences are:--18-24 years old 18-24 years old-25-34 years old -25-34 years old-Male and female. Females ranked higher (probably because purchasing decisions are frequently made by -Male and female. Females ranked higher (probably because purchasing decisions are frequently made bywomen) women)
  11. 11. Question 1 Insight Mining: Google Adword Planner Sites overindexing: Sites overindexing: --Dappered.com --affordable mens style website Dappered.com affordable mens style website -Mensfashion.about.com --tips, advice, video, trends on -Mensfashion.about.com tips, advice, video, trends on mens fashion mens fashion --Fashionbeans.com --men’s fashion tips and men’s Fashionbeans.com men’s fashion tips and men’s style guide style guide --Thesuitsofjamesbond --descriptions of James Bond Thesuitsofjamesbond descriptions of James Bond suits suits --Pleated-jeans.com --memes and humour Pleated-jeans.com memes and humour -Mens-fashion.lovetoknow.com --fashion advice for -Mens-fashion.lovetoknow.com fashion advice for men men This indicates that the key factors influencing purchase This indicates that the key factors influencing purchase behaviour are fashion and style. behaviour are fashion and style.
  12. 12. Question 2: How does the Vastrm target audience currently discover brands online?
  13. 13. Question 2 Insight Mining: Consumer Barometer13 % use a desktop to research before purchasing7% of purchasers used a search engine to do researchbefore purchasing56% of people think that websites that are recommendedby friends are more important than other websites2% used a mobile phone to do research beforepurchasing
  14. 14. Question 2 Insight Mining: Consumer Barometer5% of US men buying clothing online don’t do any research 5% of US men buying clothing online don’t do any research11% of US men research online before buying online 11% of US men research online before buying onlineOut of the people who do research, the top sources of information are:Out of the people who do research, the top sources of information are:-visiting stores -visiting stores-manufacturer retailer websites -manufacturer retailer websites-word of mouth -word of mouth-newspaper articles product/price comparison sites -newspaper articles product/price comparison sites-search engines -search engines
  15. 15. Question 2 Insight Mining: Think with Googlehttp://www.thinkwithgoogle.com/insights/library/studies/holiday-consumer-intentions-2012/http://www.thinkwithgoogle.com/insights/library/studies/holiday-consumer-intentions-2012/IIthink the Christmas consumer intentions study is still relevant to overall gift buying behaviour, making it think the Christmas consumer intentions study is still relevant to overall gift buying behaviour, making itrelevant to this case. relevant to this case.80% of shoppers will research online before making a purchase this season, and they switch devices to suit their 80% of shoppers will research online before making a purchase this season, and they switch devices to suit theirneeds. needs.With YouTube and social networks, people are sharing their opinion on products not just with a group of friends, With YouTube and social networks, people are sharing their opinion on products not just with a group of friends,but with millions of people. 13% of shoppers plan to watch online videos to help with shopping research, and 48% but with millions of people. 13% of shoppers plan to watch online videos to help with shopping research, and 48%will use tablets to read product reviews before purchasing. will use tablets to read product reviews before purchasing.-Again this proves the influence of word of mouth promotions and should be included in the overall strategy. -Again this proves the influence of word of mouth promotions and should be included in the overall strategy.
  16. 16. Question 2 Insight Mining: Pew ReportWhile Pew Report wasn’t that helpful I did find a survey about Photos andVideos as Social Currency Online which showed some interesting facts:46% of internet users post original photos and videos online they have createdthemselves and 41% curate photos and videos they find elsewhere on the internetand post on image-sharing sites. Instagram and Tumblr attract equal shares ofmen and womenOverall, 56% of internet users do at least one of the creating or curatingactivities and 32% of internet users do both creating and curating activities.This evidence is supported by the high level of engagement with images Vastrmhad posted on Facebook (Picasso, McQueen).http://www.pewinternet.org/Reports/2012/Online-Pictures.aspx
  17. 17. Question 3: Why do people buy polo shirts?
  18. 18. Question 2 Insight Mining: Topsy (discourse analysis) Trends discovered through Topsy: Trends discovered through Topsy: --Polo shirts are mentioned by brands more than Polo shirts are mentioned by brands more than they are by people they are by people --Lacoste video Polo Shirt of The Future is trending Lacoste video Polo Shirt of The Future is trending at the moment -- at the moment http://www.highsnobiety.com/2012/12/13/lacoste- http://www.highsnobiety.com/2012/12/13/lacoste- --There is also an emphasis on custom designed logo, There is also an emphasis on custom designed logo, for example star wars, sport team members shirts: for example star wars, sport team members shirts: http://starwarsblog.starwars.com/index.php/201 http://starwarsblog.starwars.com/index.php/201 2/12/10/fly-casual-star-wars-polo-shirt 2/12/10/fly-casual-star-wars-polo-shirt s-are-here/ s-are-here/ http://www.broncos.com.au/news-display/Exclusive http://www.broncos.com.au/news-display/Exclusive Low prices and sale mentions are also frequent. Low prices and sale mentions are also frequent.
  19. 19. Question 3 Insight Mining: Twitter Advanced Search (discourse analysis)Commentary on the image polo shirts Commentary on the image polo shirtscreate --associations with the history create associations with the historyand stereotypes of polo shirts. and stereotypes of polo shirts.For example the image of being a For example the image of being arapper appears to be incompatible rapper appears to be incompatiblewith the image of a polo shirt with the image of a polo shirtwearer. wearer.It seems more consistent with a clean It seems more consistent with a cleancut, “preppy” look as per the image cut, “preppy” look as per the imagebelow. below.
  20. 20. Question 3 Insight Mining: Quora (discourse analysis) Quora confirms that Quora confirms that consumers want: consumers want: -quality -quality -custom design -custom design -good price -good price
  21. 21. Question 3 Insight Mining: Social Mention (discourse analysis) After looking at discourse After looking at discourse about ‘Vastrm on social about ‘Vastrm on social mention, it is interesting to mention, it is interesting to note that the top results are all note that the top results are all visual social media -- visual social media photobucket and YouTube. photobucket and YouTube.
  22. 22. Question 3 Insight Mining: Social Mention (discourse analysis)Another insight supporting the ‘prestige’ factor of polo shirt buying --BMW is offering custom design polo Another insight supporting the ‘prestige’ factor of polo shirt buying BMW is offering custom design poloshirts specifically for the owners of limited BMW 11Series M Coupé. This video was also found on social shirts specifically for the owners of limited BMW Series M Coupé. This video was also found on socialmention. mention.See the video here: http://www.youtube.com/watch?v=ACd2ajTu5eE&feature=youtube_gdataSee the video here: http://www.youtube.com/watch?v=ACd2ajTu5eE&feature=youtube_gdata
  23. 23. Question 4: Who is the Vastrm competition and what are they doing better?
  24. 24. Competitors are: Competitors are:Question 4 Insight Mining: MixRank - PriceDepot: price comparison - PriceDepot: price comparison website website --MyPerfectSale: private sales MyPerfectSale: private sales --RalphLauren: online store -- RalphLauren: online store -Catalogs: catalogs review and -Catalogs: catalogs review and display site display site Insight: Insight: Low prices are important Low prices are important Ralph Lauren styled polo shirts Ralph Lauren styled polo shirts are in demand are in demand
  25. 25. Question 4 Insight Mining: Google search for competitionSome competitors I found by just Googling include:ZazzleRalph Lauren online store (also allows customers to create their own)CustomInkBlueCottonUberprintsSpreadprint
  26. 26. Question 4 Insight Mining: Google search for competitionThe advantages of competing sites include:The ability for the consumer to ‘social’ a design once they have created it. Givingpeople the opportunity to share the design they made themselves on social mediais a great way to spread the word - currently Vastrm is not doing this.Video tutorials showing how a design can be made and the ability to upload yourown image to “try on” the clothes.The way the shirts are displayed in the design stage - competitor sites either use amodel or at least display the design so consumers can see what it looks like.Vastrm uses an image of a folded up shirt which isn’t very engaging.I don’t know if this is a competitive advantage by some sites such as custominkalso have design ideas such as: college, parties/events, business. Vastrm is veryvague.
  27. 27. Question 4 Insight Mining: Competitor social mediaIIliked Customink’s Facebook page and IIthink Vastrm could take away some learnings from it (( liked Customink’s Facebook page and think Vastrm could take away some learnings from ithttp://www.facebook.com/customink) http://www.facebook.com/customink)--Posts are linked to real life events that have an emotional meaning Posts are linked to real life events that have an emotional meaning--There are custom shirt design competitions run by the company which really works well for engagement There are custom shirt design competitions run by the company which really works well for engagement--Sharing customer stories of why they created a custom t-shirt, for example to mark a special occasion -- Sharing customer stories of why they created a custom t-shirt, for example to mark a special occasionagain this works well for engagement again this works well for engagement--The company also supports charity and shares this support on FB (for example for Hurricane Sandy) The company also supports charity and shares this support on FB (for example for Hurricane Sandy)
  28. 28. Question 4 Insight Mining: Competitor social mediaBlueCotton’s Twitter page features a custom background design and photos of the product. This BlueCotton’s Twitter page features a custom background design and photos of the product. Thisis definitely a good social media marketing strategy and something that’s missing from is definitely a good social media marketing strategy and something that’s missing fromVastrm. Vastrm.
  29. 29. Question 4 Insight Mining: Digital Buzz BlogA few ideas for Vastrm social media:http://www.digitalbuzzblog.com/comodo-the-instagram-menu/http://www.digitalbuzzblog.com/kelloggs-the-special-k-tweet-shop/http://www.digitalbuzzblog.com/missing-children-the-social-search-party/http://www.digitalbuzzblog.com/qr-code-beer-bottles-made-for-singles/
  30. 30. Question 1: Who are the Vastrm customers?Higher earning male in his late 20s and early 30s who is fashion aware and interested in sportssuch as golf. He won’t necessarily be looking for a custom polo shirt - he will be looking for ahigh quality polos such as Ralph Lauren or Lacoste brands. He will make purchases based onproduct recommendations and reviews and his purchases will be need driven - for example a newshirt for a game, a function or as a present.Question 2: How does the Vastrm target audience currently discover brands online?The consumer will visit online retailers, read newspaper articles, product reviews, other word ofmouth online and search engines. He is likely to use more than one device (for example tabletand mobile) when searching.Question 3: Why do people buy polo shirts?The consumer buys a polo shirt because of its association with classic brands such as RalphLauren and because it fits into their lifestyle which is sports orientated and image driven.Question 4: Who is the Vastrm competition and what are they doing better?The competition includes other online retailers selling custom made polo shirts and t-shirts. Theirstrategy of providing online video and visual tutorials works better than Vastrm’s at the moment.In terms of social media, there is a lot more engagement and sense of community in thecompetitor social media. This is because competitors have found ways to communicate withaudiences in a way that resonates with them, is in line with their interests and passions and alsolinks to real life events that have meaning for the audience.
  31. 31. ConclusionBroad strategy: Designer polo without the designer price. There is a need to highlight thehigh quality of the product and its relatively low price when compared to iconic brands.Tactical strategy: Implementing social visual media and word of mouth social mediamarketing is important. Videos are highly indexed by Google so its imperative to create andmaintain a YouTube channel and integrate video into the website.Creating content (original articles and curating content) that relates back to the heritage ofthe polo and highlights Vastrm as the next stage of polo evolution.Linking Vastrm social media efforts to real life events that matter to the audience.Personalising the brand by showing how Vastrm operates through images, videos and blogposts.Facebook sponsored stories targeting Vastrm audience by their interests.Ensuring Vastrm is optimised for mobiles and tablets - mCommerce is a growing trend.

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