Bata aims to leverage social media to reach new audiences, build relationships with younger generations, and advance brand advocacy. Currently, Bata's social media presence is underdeveloped. This one-year plan outlines goals to increase engagement on platforms like Facebook, Twitter, YouTube, and Instagram through consistent, relevant content. Key tactics include contests, promotional activities, and community management to improve Bata's online presence and influence. Progress will be analyzed through metrics like followers, likes, comments, and sales. The plan aims to establish Bata as a fashionable yet affordable brand.

1. INTERNET SOCIAL MEDIA BRANDING

2. EXECUTIVE SUMMARY
 Not famous for its trendy and contemporary designs, Bata
bets on its followers’ words-of-mouth and older generation
followers to influence its name and existence as the choice for
comfy wear.
 Crucially, Bata’s relevance in the market needs to be
improved and sustained
 This one year social media activities for Bata Malaysia will
leverage on social media to:
 reach its target audience beyond its physical stores and
traditional marketing
 build relationships with new generation
 build brand community and advance Bata brand advocacy

3. BACKGROUND
 Bata (also known as Bata Shoe Organization) is a family-owned
global Footwear and Fashion accessory manufacturer and retailer
with acting headquarters located in Lausanne, Switzerland. In its
history the Bata has sold more than 14 billion pairs of shoes and was
awarded Guinness World Record as the “Largest Shoe Retailer and
Manufacturer”
 Bata Shoe Organization is driven by the mission
that is “to be successful as the most dynamic,
flexible and market responsive worldwide
organization with footwear as its core business”.
 Bata Malaysia is categorized under Bata
Emerging Market (Asia, Pacific, Africa and Latin America)
based in Singapore.

4. BACKGROUND
 The Bata brand has served different segments of the market, with other
brands such as: Baby Bubbles, B First, Bubblegummers, Bata, Bata Comfit,
Marie Claire, Sundrops, North Star, Power & Weinbrenner
 In Malaysia Bata operates a retail chain with
more than 270 stores which consists of:
 City
 Family
 Primavera - for the middle to high end bracket;
shoes are up to date in fashion and design.
 Footin’ - for the low to middle income group;
for the young and trendy and affordable shoes
 In addition to retail, Bata also operates wholesale depots to service an
independent dealer network totalling 1,500 outlets.
 Since July 2011 Bata offers Online Shopping and Home Delivery which is
excellent for its customer service

5. CHALLENGES
Increased
Targeted the
competition
Not trendy lower middle Changing
Tired old from the local
and limited class Consumer
brand players
variety segments of Preferences
especially
the society
online store
Build
relationship
with Innovative Online
younger Improve Store
SOLUTIONS
design Products Quality,
generation for higher Fashion Vs
More income Price
variety Joint
Enhance bracket Promotion
brand
equity

6. SITUATION ANALYSIS
Social Media Marketing:
 Current Bata Social media is not strategized creatively in building its
brand and very skewed towards supporting it’s traditional media
campaigns and very hard sell mode
 Current Situation: “Less happening” social media scenario
BataHome_MY (Twitter) 271 Tweets 0 Following 33 Followers
Bata Home Malaysia (Facebook) 4,317 likes 38 talking about this
Bata Home Malaysia (YouTube) 3 subscribers 312 video views
 Improvements in its social media strategy is required to be able to
survive in the market
 Research conducted by Google in late 2008 indicates:
 that 45% of men and 46% of women use online research to make
online and in-store purchase decisions
 nearly 33% of women feel comfortable buying their shoes online

7. ONLINE SHOPPING
 Today Bata retail outlets and online shopping are facing more threat coming
from the various online shopping.
 A study reported on 22 April 2011 on the online shopping trends of
consumers in Malaysia by Nielson Company indicated that 1.1 million
Malaysians shopping online, spending RM1.8 billion in 2010 and is set to
reach RM5 billion in 2014. Online purchases for clothings/shoes
/accessories on local websites are RM48 million
 The most popular fashion online shopping in Malaysia is zalora.com.my
which combine traditional media and social media in its marketing.
ZaloraMalaysia uses artistes endorsements in its various campaign.
ZaloraMalaysia (Twitter) 4,846 Tweets 1,012 Following 6,681 Followers
ZaloraMalaysia (Facebook) 306,721 Likes 23,540 talking about this
ZaloraMalaysia (YouTube) 102 subscribers 63,836 video views
ZaloraMalaysia (Google+) 108 Have Them In Circles

8. SOCIAL MEDIA BUZZ
 TOMS Shoes - With every purchase, TOMS will help a
person in need. One for One.
TOMS (Twitter) 5,394 Tweets 229,689 Following 2,052,320 Followers
TOMS (Webstagram) 319 photos 60 Following 29,063 Followers
TOMS (Pinterest) 29,671 Followers 744 Following
TOMS (Facebook) 1,906,406 Likes 28,136 talking about this
TOMS (YouTube) 30,455 subscribers 4,596,102 video views
TOMS (Google+) 312,423 Have Them In Circles
 A very good example of CSR using Social Media

9. SOCIAL MEDIA BUZZ
Jimmy Choo
Facebook 1,454,979 likes 45,124 talking about this
Twitter 2,735 Tweets 1,028 Following 137,947 Followers
Catch-a-Choo Foursquare campaign , Spring 2010 that had women running all
over London to secure a pair of the company’s new line of trainers
The company used the platform to check in at various fashionable locales;
checkins were broadcast over Facebook and Twitter, and the first person at each
site was awarded a free pair of trainers.
Roughly 4,000 people participated in the chase, which was picked up by the
mainstream and online media alike. Sneaker sales subsequently increased by
33%, according to social media agency FreshNetworks London, which designed
the campaign.

10. SOCIA MEDIA BUZZ
KEDS SOCIAL MEDIA SNEAKERS
New concept Keds designs
by Lumen Bigott might just
propel the brand to a whole
different level.
The graphic designer and
marketer decided to combine
two things that many people
utilize on a daily basis:
sneakers and social media.

11. SOCIAL MEDIA ECOLOGY
 Components & social media platforms
Facebook
Google + YouTube
Blog / Website /
Twitter
Email Marketing
Instagram /
Pinterest

12. MULTI PLATFORMS DRIVERS
Facebook YouTube Google +
•Daily Interaction • Event Video
•CSR
•Risk Management • Endorsement
Blog / Instagram /
Twitter Website Pinterest
• Updates on
Event • Promotions •Albums
• Promotions • Email Mktg •Competition
• Online Shop
Channel
Contents are interrelated to support all platforms activities

13. CONTENT STRATEGY
Evolving Content need to be:
• Relevant (Connected)
• Varied (Diversity)
• Consistent (Coherent)

14. CONTINUOUS CYCLE CONTENT RESEARCH
what
Rule of engagement people
are
research to looking
determine for?
relevancy by Bargain /
searching for our CSR
Coupons?
brand name, our
competitors, and
our target
keywords. Become
Intimate
with OUR
Short
Listen to what’s
Articles? Audience Tips?
out there,
identify, and
understand our
target audience.
Info? Advice?

15. OPTIMIZING FOR GREAT CONTENT
Using
Being 80/20
human! principle:
Short & Time of day Not more
Interactive, 80%
Sweet with most of than 1-2
not to sell common
Rich media fans online status
product or Status interest
and updates
too much updates checking & 20% per day
blog post
written. brand /
company

16. COMPETITOR ANALYSIS
Increased competition
from the local players
as well as the
constantly increasing Brand Outlets
threat of Chinese (Manufacturer)
imports.
Retailers
Online
(Distributors
Stores
/ Importers)

17. COMPETITOR ANALYSIS: FACEBOOK

18. COMPETITOR ANALYSIS: FACEBOOK

19. COMPETITOR ANALYSIS: FACEBOOK

20. COMPETITOR ANALYSIS: FACEBOOK

21. COMPETITOR ANALYSIS: TWITTER

22. COMPETITOR ANALYSIS: TWITTER

23. COMPETITOR ANALYSIS: YOUTUBE

24. COMPETITOR ANALYSIS: INSTAGRAM

25. BRAND VOICE
 Bata brand voice need to communicate the
following messages:
 Be FASHIONABLE with Bata
 Reach out to younger generation
 Functional yet in-style
 Treat yourself a COMFORTABLE pair of Bata
 Benefit of Bata products (not being fashion victim)
 Bata is AFFORDABLE
 Style shouldn’t cause a bomb
 Bata brand’s voice should sound chirpy, informed
and easy going – if it is a person it should be a
confident FASHIONISTA!

26. BATA TECHNOLOGICAL ADVANTAGEOUS
Comfort Flexible Wind
Breakthrough Inspired by It has in-built air
product in Chinese circulation
women’s techology that
footwear. It uses reflexology. allows your feet
dynamic spring to breathe and
pads that act as ensures that you
cushion for your stay fresh a.m. to
feet. p.m.

27. SOCIAL MEDIA GOALS
Provide Keep Loyal
Spread the Excellent Customers
Drive Sales
Word Customer Coming
Service Back
Show
customers and
prospects who Give Listen and
we are and customers respond to
what we can offers that are what our
Build deeper
do for them. so good they’ll customers are
relationships
share them saying about
It’s great for so customers
with their us and to us.
brand will get to
friends. It’s a
awareness know, like, and
Promotions wonderful
and attract trust us more.
can go viral! feedback loop!
new
audiences!

28. S.M.A.R.T. OBJECTIVES
• Enhance and diversify type of content
• videos by 10%,
• photos by 20%
• comments by 20%
Capacity
Tactical
• Increase the age / ethnicity / gender
/ income / geographic of Facebook
fans by 10% monthly
Results
• Increase website traffic by 25%
• Increase email list by 500 names

29. ANNUAL SOCIAL MEDIA PLAN
CONTENT FOCUS
Platform 1st Q 2nd Q 3rd Q 4th Q
Facebook What should I Fashion shouldn’t Fashion is M’sia Fashion
wear cost a bomb confident Week
Twitter Fashion advice go Fashionista Fashion Forward M’sia Fashion
to Fb, YouTube contest on go to Week
Instagram /
Pinterest
YouTube Styling 101 Tips: What to look Tips: Festive Pledge: Shoes for
for when shopping Shopping the needy
Voucher for every
content
Website/ Blog Definition of Mix n match Guess Writer on Feature Designer
Fashionista fashion
Instagram / Build Fashion Street Fashion Fashion Victim M’sia Fashion
album Fashionista Week
Pinterest contest on
Google+ Fashion Circle Fashionista Festive Cheer Festive Cheer
Annoucement Shoes for the Shoes for the
needy needy
Social media marketing works best when combined with other marketing activities

30. ANNUAL SOCIAL MEDIA PLAN
PROMOTIONAL ACTIVITIES
Festivities Special
Anniversary Promotion Event New Arrival
Sales Event
CNY
Marie Claire
Men 10 – 11 Feb
Mother’s Day Yearly
2013 Warehouse
12 May 2013 Sale Comfit
a day in history Hari Raya
Ladies Puasa
8 – 9 Aug 2013 Power
MIFA
Father’s Day Hari Raya Haji M’sia Int’ Bubble
Sports
16 June 2013 15 Oct 2013 Fashion Week Gummers
November
North Star
Outdoor Depavali
Adventure 4 Nov 2013
Anniversary for Merdeka
every shop B-First
31 Aug 2013 New Store
& M’sia Day Christmas Opening
Back “2” School
16 Sep 2013 25 Dec 2013 Weinbrenner
All this promotional activities will be included in social media calendar with special discount
for facebook and twitter followers

31. ACTIVATION PLAN FOR Q2
 Fashionista - A person devoted to fashion clothing, particularily unique or
high fashion. REAL fashionistas do not believe in trends.
 Rationale – fashion especially shoes are highly popular among ladies
who normally influences family members when it comes to fashion –
since Bata is targeted to all this association with “Fashionista” will appeal
to modern outgoing consumers.
 Activation Plan for Q2
 Awareness
 joint promo announcement with ZaloraMalaysia – most popular online shop;
 contest open (Fb & Twitter);
 support with traditional media
 Seeding and influence communication
 Interview celebrities : What to look for when shopping (YouTube)
 Fashion shouldn’t cause a bomb (Fb)
 Mix n Match and still look good (Blog)
 Campaign Mechanics
 Participants to submit Fashionista album through Instagram / Pinterest
 20 selected participants to enter shopping treasure hunt in Bkt Btg with family of 4 & do a
fashion show – best styling picked by Designers
 Sustenance
 Event video (YouTube) Event Photos (Fb, Blog)

32. FOLLOW
THROUGH Q2
 Analyze
 Corrective
Actions
Audit Existing Increase Post Content Community
Page “Like” Count •engaging content: Engagement
•Ensure Articles, blog •Like and comment
•Produce and post posts, reminders,
consistency on relevant
interactive discounts, etc.
across platforms posts, Post
content, use ads •2-3 posts/wk
•Ongoing and sponsored
questions to
•% page stories •% impressions % community, respo
completion feedback nd
•Ongoing
•% impressions %
•Ongoing  REWARD Plan
•% feedback
feedback  Refine
 Repeat
Successful
Activities

33. ACTIVATION
PLAN Q2
 Analyze
 Corrective
Actions
Create Add videos Competition
Channel • Add video for Video
• Add company testimonials to • Invite
details channel, get contribution
• Ongoing code for • # video
posting videos  REWARD Plan
• % channel on social sites • Reward
completion  Refine
• 1 video /month  Repeat
• # video views Successful
Activities

34. FOLLOW
THROUGH Q2
 Analyze
 Corrective
Actions
Increase Follow Users Tweet Community
Follow Backs •Tweet content Engagement &
Follower types Management
•Search for and
•1 tweet/day •Retweet other
Count follow relevant
•# Clicks
users according to Twitter user’s
•Utilize 3rd party profile •# Retweets & content, Reply to
Twitter •Ongoing Replies users who engage,
applications to •Reward for active Comment on
increase # of •# Following
Follower:Following followers on related key words,  REWARD Plan
relevant followers
•Ongoing
Ratio twitter phrases, industries
•Ongoing
 Refine
•# Followers # •# Retweets &  Repeat
Relevant Followers Replies
% Increase Successful
Activities

35. FOLLOW THROUGH Q2
 Analyze
 Corrective
Actions
Blog Posts Reputation Blogger SEO
•Post content on Management Outreach •Align company
blog with SEO •Like and description,
optimized photo •Reply to optimize tags,
comment on
•1-2 posts/wk comments on photos, etc.
relevant blog
blog posts •Ongoing
•# post views Search for
posts related to
# social shares mentions
key words •Google
% feedback phrases, PageRank
•Ongoing
•% impressions
industries # blog views  REWARD Plan
•Ongoing
% feedback
•# comments  Refine
# replies  Repeat
Successful
Activities

36. FOLLOW THROUGH Q2
 Analyze
 Corrective
Actions
Email E-Card E-News Multi
Database • promote one • Align Channel
• Sign up for specific company Promo
specials and special description,
during each optimize • Send out a
promotional survey via
offers & blog festivities tags,
email asking
updates • seasonal photos, etc.
which social  REWARD Plan
• Ongoing • # response • Ongoing networks  Refine
• # response • Google they are on
PageRank  Repeat
• Ongoing
# blog views Successful
• # response
Activities

37. FOLLOW THROUGH Q2
 Analyze
 Corrective
Actions
Launch Follow Fashion Featured
Users FASHIONISTA
FASHIONISTA Show • Encourage Tips
Group Follow
• Designers •Ongoing
• Create
Backs Invitation •# entry
Thematic • Search for and • 3 month •Reward yearly
Albums, Age- follow relevant before KL
Group users Fashion  REWARD Plan
Albums, In- according to Week; yearly
stlye profile • # Followers  Refine
• Ongoing • Ongoing  Repeat
• #followers • # Following Successful
# share Follower:Follo
# likes wing Ratio Activities

38. FOLLOW THROUGH Q2
 Analyze
 Corrective
Actions
Featured Follow Users Bata World
FASHIONISTA
Follow Backs • Congregate Bata
Launch Circle CSR works around
• Search for and
CSR, Bata for the less follow relevant the World
fortunate users according to • Ongoing
Ongoing – Festivities profile • # Followers
reward • Ongoing
• # Following
 REWARD Plan
#followers
# share Follower:Following  Refine
# likes Ratio  Repeat
Successful
Activities

39. CRISIS MANAGEMENT
 Social Media- an increasingly open and transparent
environment, instant sharing of positive and negative
opinions and thoughts
 Crisis Management – how to turn negatives into positives
to preserve and/or increase company or brand value
 Important to monitor social media, to be quick in replying
to issues raised via social media in a holistic human, non-
corporate voice.
 Important to have a social media crisis response team, a
crisis response plan in a structured comprising escalation
process to address the negativity

40. ADDRESSING CRISIS MANAGEMENT
SPEED
Of Response
CONTINUOUS
TRANSPARENCY
Update
SOLUTION
Reasonable &
Acceptable

41. ADDRESSING NEGATIVITY
Preparedness
to Manage
Negativity
Crisis
templates
Creating
Social
Pressroom
Social
Escalation
Process

42. CRISIS MANAGEMENT
The following could escalate a crisis in social media
further:
1. Improper reply /contents /wrong choice of words
/misinterpretation
2. Slow or no response to posted matter
The three most probable scenarios in the shoe
business as Bata are:
1. Defects in workmanship and materials
2. Customers did not feel the comfort of the shoes as
claimed by Bata
3. Returns and exchange policies not properly executed

43. ESCALATION PROCESS WHEN POTENTIAL
CRISIS RELATED TO REFUND & EXCHANGE OF
PRODUCT IS IDENTIFIED

44. Thank You