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A fashion brand smm


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a sample proposal of a fashion brand which wants to create awareness about itself among the TG and drive sales using the online media .

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A fashion brand smm

  1. 1. Digital Media Strategy Presented By 2011 Paru Taneja Social Media Analyst
  2. 2. Managing Social Media Presence for XYZ Fashion India
  3. 3. Outline <ul><li>Social Media Audit </li></ul><ul><li>Campaign Objective & Status Check </li></ul><ul><li>Competitive Analysis </li></ul><ul><li>Insights </li></ul><ul><li>Social Profile Creation </li></ul><ul><li>Implementation Timeline </li></ul><ul><li>Sample Content </li></ul>
  4. 4. Campaign Objectives <ul><li>Creating Brand Identity Online </li></ul><ul><li>Online Brand Awareness </li></ul><ul><li>Buzz around the brand </li></ul><ul><li>Promotion of Products </li></ul>
  5. 5. We check the presence of the brand across social media and web and share qualitative comments on the same
  6. 6. Status Check- XYZ Fashions Facebook Stats/Details No.of fans 2088 Admin involvement less Update Frequency 5-7 times a week Content style Pushing people towards products Active Contests Diwali Contest Facebook button on website No Apps/widgets None Creatives Landing page about seasonal look User restrictions None
  7. 7. Competitor Analysis
  8. 8. Analysis Facebook Stats/Details No.of fans 410,528  Admin involvement Very active Update Frequency 4 updates a day Content style Engaging/Conversational Active Contests yes Facebook button on website Yes the facebook connect button Apps/widgets None in particular Creatives yes User restrictions None(can post text and images both) Twitter Stats/Details No.of followers 358 Recency 2-3 tweets a day Tweeting style Casual Active Contests none Twitter button on website Yes Links to company site No No. following 49 You Tube- Stats/Details No.of views Channel Views: 2,083 Total Upload Views: 55,433 Post time Last post 19 th oct 2010. Video content Tvc’s all age group (western,ethnic) No.of Subscribers 30 Generic sentiment towards the video Less engagement from users Youtube button on website Yes
  9. 9. Analysis <ul><li>No fan page </li></ul><ul><li>Only profile </li></ul><ul><li>Friends instead of fans </li></ul><ul><li>Users cannot be friends till approved by admin </li></ul><ul><li>Lot of spam </li></ul><ul><li>Less engaging activity </li></ul>Facebook Stats/Details No.of friends 448 Admin involvement Not active Update Frequency 2-3 a week Content style Pushing towards the brand Active Contests none Facebook button on website Yes Apps/widgets None Creatives None User restrictions Cannot join until approved
  10. 10. Analysis Facebook- Stats/Details No.of fans 31290 Admin involvement Very active Update Frequency 3-4 everyday Content style Interactive and Active Contests Recent(break ke bad contest) Facebook button on website Yes Apps/widgets Yes(Sing and win) Creatives Yes User restrictions Can post text and images Twitter- Stats/Details No.of followers 537 Bio - Recency Almost every 2 hrs Tweeting style Linked with FB and web Active Contests Same as on FB Twitter button on website Yes Links to company site Yes No. following 438
  11. 11. Summary <ul><li>Pantaloons stands as the leader in creating buzz around its brand in social media platforms </li></ul><ul><li>Shopper stop has been very active in promoting its merchandise in an innovative way on various social media platforms </li></ul><ul><li>Both these brands run contests from time to time in order to engage consumers </li></ul><ul><li>Social Media Presence of Globus is fairly poor but it still stands as a competitor because of its consumer reach </li></ul><ul><li>XYZ Fashion needs to take some concrete steps to strengthen its presence across various platforms </li></ul>
  12. 12. Target Segment- Youth <ul><li>Age between 16-24 </li></ul><ul><li>College goers/ starting jobs </li></ul><ul><li>Budget constraint </li></ul><ul><li>Need to belong </li></ul><ul><li>Utility </li></ul><ul><li>Emotional need driven </li></ul><ul><li>Metropolitan cities </li></ul><ul><li>Highly social – very image conscious </li></ul><ul><li>Interest: </li></ul><ul><ul><li>Movies </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Sport </li></ul></ul><ul><ul><li>Fashion </li></ul></ul>
  13. 13. What is Youth? SPHERE OF INFLUENCE
  14. 14. Insights <ul><li>Gender is a key driver of teen consumer behavior, which is why all segments had to be defined along gender lines. </li></ul><ul><li>Young Metrosexuals, or social and popular boys that care about their outward appearance, are the largest male segment, and comprise more than one-fourth of male teens. </li></ul><ul><li>Both genders shop online and are more likely to make purchase decisions in stores </li></ul><ul><li>Although teens are online in large numbers, TV, radio and magazines are still among the most trusted channels teens look to for both information and relaxation. However, the Internet dominates for certain female teen segments. </li></ul><ul><li>Purchases for formal wear and party wear are done after careful search (both online and offline) </li></ul>
  15. 15. Social Profile Creation <ul><li>Objectives and metrics – Why we are using various platforms, and how we will assess its value </li></ul><ul><li>Channel proposition and management How we will populate and use the channel </li></ul><ul><li>Promotional plan – How we will promote our presence on various platforms to maximize value </li></ul>
  16. 16. Campaign Objectives & Measures Objectives Measures <ul><li>Extend reach of brand by building relationships with relevant audiences (Budget segment- youth specifically) using all possible social media platforms( Facebook, Twitter, Flickr, You tube, Blog) –As they are on these platforms and fairly active </li></ul><ul><li>Number of followers/fans; </li></ul><ul><li>Relevance and type of </li></ul><ul><li>Followers/fans </li></ul><ul><li>Comments from fans </li></ul>2. Provide an informal, friendly voice of the brand to promote engagement and activity around brand and products <ul><li>Feedback from followers and fans </li></ul>3. Provide an additional, low-barrier method for audiences to interact with the brand to provide feedback, seek help and suggest ideas <ul><li>Volume and quality of replies </li></ul><ul><li>DM contact from followers </li></ul><ul><li>Impact of this feedback on the Brand </li></ul><ul><li>Monitor mentions on social media of the brand, amplify positive comments and reduce negative comments </li></ul><ul><li>Qualitative assessment of individual cases of turning negatives to positives </li></ul><ul><li>Positives into Brand Advocates </li></ul>
  17. 17. Channel Proposition and Management(1/2) <ul><li>Positioning and Profile- </li></ul><ul><li>Facebook - The name of the page is “ XYZ Fashion” which will be portrayed as one stop shop for all fashion needs/queries </li></ul><ul><li>Twitter - A twitter profile with the name “XYZFashionIndia” shall be created </li></ul><ul><li>Flickr - A flickr “XYZ Fashion” profile for sharing all photos will be created so that same images are visible in google search </li></ul><ul><li>Blog - An official XYZ blog will be created which shall use two characters to connect with users about fashion in detail </li></ul><ul><li>Youtube- TVC of the brand or any official videos will be shared online through official You tube channel of XYZ fashion </li></ul>
  18. 18. Channel Proposition and Management(2/2) <ul><li>Content Principles- </li></ul><ul><li>Tone of voice - The tone of voice will be that of an “Expert Brand” in field of fashion for target audience </li></ul><ul><li>Varied and Current- The platform will cover a variety of content type to retain interest levels </li></ul><ul><li>Frequency </li></ul><ul><li>Facebook- 3-4 updates a day </li></ul><ul><li>Twitter- 8-10 Tweets a day </li></ul><ul><li>Blog- 2 blog posts a week </li></ul><ul><li>You tube- Videos to be uploaded atleast twice a month </li></ul>
  19. 19. Promotion <ul><li>A link from the brand's website for facebook, twitter, you tube and blog </li></ul><ul><li>Social ads( in house) on Facebook </li></ul><ul><li>Contests , game applications and activities in order to engage existing fans and promote the brand </li></ul><ul><li>Finding and following relevant Twitter users and people already fans on facebook </li></ul><ul><li>Twitter contests and activities will promote presence on twitter </li></ul>
  20. 20. Facebook(Implementation Timeline) 8 Facebook Activation Fashion tips & Queries& Opinion poll& Quiz & Topical content Fashionista Fix Game Suggestions about XYZ fashion store Style icon of the month(Activity) Moodboard/Calendar App JAN 1 15 22 29 5 12 19 26 5 12 19 26 DEC FEB
  21. 21. Sample Content-Facebook(1/2) <ul><li>Slice of Style (Fashion Tip)- Get spiced up for a winter evening party with a red halter dress. Bling it up with a golden clutch and dark eye shadow! </li></ul><ul><li>Your opinion poll- What’s your dream shopping destination? </li></ul><ul><li>(a)Paris </li></ul><ul><li>(b)London </li></ul><ul><li>(c) Newyork </li></ul>
  22. 22. <ul><li>Solve your style fix- Wondering what to do with that old black cardigan? Ask us and we shall max your fix </li></ul><ul><li>Fashion Quiz- What should a pair of red heels be teamed up with for a wedding? </li></ul><ul><li>  Tell us: What's that &quot;One&quot; thing that you always carry while Travelling ? </li></ul>Sample Content-Facebook(2/2)
  23. 23. Facebook Activity <ul><li>Upload your photo with your latest purchase from XYZ Fashion store. The most liked photo shall be named- ”The Style icon of the month”. Open to both males and females </li></ul><ul><li>Send in your fashion tips of the season and be eligible to win XYZ fashion gift vouchers worth Rs.500 each! </li></ul><ul><li>Hey Guys, tag yourself to your favorite outfit & tell us where would you like to go in it? </li></ul>
  24. 24. <ul><li>Fashionista Fix- The player acts as an assistant to a designer and within a stipulated time, he has to locate hidden stuff or clothes or accessories for the designer to create a new fashion line for the season. (Its only a game not a contest app) </li></ul><ul><li>Moodboard/Calendar App- Upload your images for various seasons. Add notes to the moodboard or calendar. Save the moodboard as desktop wallpaper or print the calendar(Sample in next slide) </li></ul>Facebook App/Game
  25. 25. Sample visual for game
  26. 26. Sample Moodboard
  27. 27. Twitter(Implementation Timeline) 8 Twitter Activation Fashion tips & Queries& Opinion poll& Quiz & Topical content Twitter Centric activities Suggestions about XYZ fashion store Fashionista of the month JAN 1 15 22 29 5 12 19 26 5 12 19 26 DEC FEB
  28. 28. Sample Content-Twitter <ul><li>Everyone following XYZFashionIndia on Twitter TODAY goes in the draw to win Rs500 worth Gift vouchers. 5 to giveaway!(Activity) </li></ul><ul><li>Slice of Style- Get spiced up for a winter evening party with a red halter dress. Bling it up with a golden clutch and dark eye shadow! </li></ul><ul><li>Share your fashion tips of the season and be “ Fashionista of the month” (Activity) </li></ul><ul><li>What would you like to see in your nearest XYZ Fashion store? </li></ul>
  29. 29. There will be two characters named “MIYAH” and “MAX” who will converse with the readers (“MIYAH” with females, “MAX” with males) and guide them in detail about fashion, new trends, makeovers etc in an engaging, slightly humorous way It could be fashion or a particular color or a season or anything relevant to current topic This strategy will ensure long term engagement with the readers and reduce monotony. A maximum of 2 blog posts will be posted each week Blog Theme
  30. 30. Flickr and YouTube <ul><li>Official videos and images from the client will be uploaded on these channels for users to view </li></ul><ul><li>Flickr increases the visibility of the products of the brand </li></ul><ul><li>You tube videos are a source of information and entertainment for the viewers </li></ul>
  31. 31. The Beginning Contact: Paru Taneja email-