This individual project aims to solve the following problems: 1. Where to find target audience online of this brand? How to increase attention from potential customers to these digital platforms? 2. How to trigger online response, interaction and word of mouth related to this brand? Is every resource used fully to ignite the selling point? Is the current overall online marketing strategy appropriate or well designed? 3. How to take advantage of the unique designer network? With the support of powerful analytic tools, such as Alexa, SocialCount, Truckur, Simplymeasured, I monitored and extracted pertinent data, including metrics (# of likes, shares, comments) and content (keyword, conversation themes, design) from OTTE and its competitors' website, Instagram, Twitter, Facebook, Pinterest, Weibo, Google+, and YouTube account, then utilized 3 analysis methods of social brand benchmarking, conversation audit, and influencer analysis so as to seek appropriate solutions for the questions above.

1. S
Web Analytics Report for
OTTE New York
Student Name: Mu Bao
Email Address: mb5124@nyu.edu
Date: 12/02/2014
Course Info:
Web Analytics: SEO/SEM, PPC, E-mail, and Clickstream Analysis
INTG1-GC 2305.003, Tuesdays, 6:10-8:40pm, 7 E. 12th Street, Rm. 228 , Lecturer: Amber

2. Online Designer Clothing
Sales Industry
S Industry Introduction – This industry sells designer apparel, shoes
and accessories online. Industry operators may offer a wide
variety of brands or a single designer's collections. Designer
clothing carries the logo or name of a recognized designer,
but the actual designer does not always create the clothing. Often,
designer apparel is created under a licensing agreement with a
manufacturing company.
S Industry Trend – Many of the same factors that contributed to the
industry's ascent in previous years will carry forward over the next
five years, including the rising acceptance of online shopping
due to the increasing disposable income and internet access.
Furthermore, rising consumer confidence, and thus consumer
spending, will aid the industry's long-term prospects
Bao, 1
http://www.ibisworld.com/industry/online-designer-clothing-sales.html

3. OTTE and its Major
Competitors
S A 15 years’ online designer
clothing and boutique collection
Brand designed for those who
crave understated luxury and
modern design
S Digital Existence:
Bao, 2
Website (ecommerce, blog, press),
Social Media (Facebook, Twitter,
Instagram, Pinterest, Weibo)
Email & Newsletter

4. Celebrity
Personalit
y
Brand
Awarenes
s
Bao, 3

5. Project Overview
S Where to find target audience of this brand? How to increase
attention from potential customers to these digital platforms?
S How to trigger online response, interaction and word of mouth
related to this brand?
S Is every resource used fully to ignite the selling point? Is the
current overall online marketing strategy appropriate or well
designed?
S How to take advantage of the unique designer network?
Through the research and analysis, this program aims to solve the
following problems:
Bao, 4

6. Methodology
S Data sources – website, Instagram, Twitter, Facebook,
Pinterest, Weibo, Google+, YouTube
S Research span – from 10/01/2014 to 11/30/2014
S Data types – metrics (# of likes, shares, comments) and
content (keyword, conversation themes, design)
S Analytic Tools – Alexa, SocialCount, Truckur, Simplymeasured
S Analysis methods – social brand benchmarking, conversation
audit, influencer analysis
Bao, 5

7. S
Findings and
Recommendations
Digital Brand Benchmarking
Conversation Audit
Influencer Analysis
Bao, 6

8. Digital Brand
Benchmarking S Most of their customers are
females who care about
fashion trend, life quality
and personal style, usually
with an education
background of college or
graduate school.
S OTTE’s brand awareness is
broad but not deep. In
Japan and Canada it is not
as famous as OAK & DVF.
In Europe, it has no brand
awareness.
S The current web design
has an average
performance with a bounce
rate of 38.79%.
• Presence of target
audience
• Social channel presence
• Content engagement
Findings:
Bao, 7

9. OTTE
OAK
DVF
Lafayette 148
Search Visits:
7.4%
18.2
%
23.1
%
Bao, 8
Alexa.com

10. Digital Brand
Benchmarking
S Acquire paid media of digital
publishers focusing on
fashion industry and life style
to reach potential customers
and get inbound links, like
New York Times, New York
Magazine, Buzzfeed, Reddit,
superfuture.com, style.com,
ssense.com
S Build partnership with
department store and other
large distributors in the
digital world, like
nordstrom.com and
shopbop.com.
S Launch social media
campaign to establish brand
awareness in Europe.
• Presence of target
audience
• Social channel presence
• Content engagement
Recommendations:
Bao, 9

11. Digital Brand
Benchmarking S Just “be there” is not
enough. To communicate
with your customers in an
elegant but also passionate
way is the key.
S Standing behind the brand
doesn’t work. Give women
confidence by creating
communities and sharing
vivid experience.
S Fashion is closed with
visualization and
atmosphere. Never
understate the design of
digital platforms and the
quality of the pictures.
• Presence of target
audience
• Social channel presence
• Content engagement
Findings:
Bao, 10

12. bran
d
OTTE makes the
highest post
frequency on
Pinterest,
Insagram and
Twitter.
According to
content
engagement, it
performs better
on
Pinterest>Twitter
>Instagram>Face
book.
Bao, 11

13. Pay attention to how the tone and way you speak to your
audience influence the response.
Give customers hints. Let them control and create their own
style. Don’t make it plain and straightforward.
Why OTTE doesn’t go well on Facebook?
Bao, 12

14. The other 3 brands all have 31 events on Facebook, while
OTTE has no effort in this area. And we can see how good
events trigger online and physical traffic.
Why OTTE doesn’t go well on Facebook?
Bao, 13

15. No efforts on
Google+
which is
used well by
its
competitors.
Bao, 14

16. Digital Brand
Benchmarking S Improve the interaction
way and picture quality
on Facebook, and create
campaigns to catch
attention.
S Considering using short
videos as an interaction
way.
S Open Google+ which
has the function of local
navigation so as to
trigger physical traffic.
• Presence of target
audience
• Social channel presence
• Content engagement
Recommendations:
Bao, 15

17. Conversation
Audit
• Dimensions in study: key
conversation themes,
keywords people are
using, when
conversations take place
• Locations: website,
Instagram, Twitter, Google
search
S For OTTE’s social media
audience, the top day for
engagement is Monday and the
top time is between 3:00-4:00
pm.
S Fashion, photography, blogging,
food, and shopping are the most
popular themes that OTTE’s
audience have interest in.
S Popular designers’ names and
their works’ names are both
inbound/outbound keywords
and hash tags on social media.
S Strong need of SEO/SEM
because of the low traffic from
search engine.
Insights:
Bao, 16

18. Conversation
Audit
• Designer clothing industry
is like a magic kingdom
where popular designers
play a fantastic role to
attract and addict fans
who are purchasing
mainly for emotional need.
Bao, 17

19. 420
364
364
360
339
339
301
301
301
301
trendalert
oscardelarenta
rip
jotd
galmeetsglam
ottestyle
quotes
wisewords
friday
wordstoliveby
Engagement Per Post on Instagram
Top Photo Tags (Keyword)
50
57
72
75
82
100
102
151
220
322
facebook
media
style
new york…
jewelry
shopping
food
blogging
photography
fashion
Top Topics on Twitter
Bao, 18, simplymeasured.com

20. 0
10
20
30
40
50
60
NumberofComments
Comments and Posts by Day and Time
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
0
2
4
6
8
10
12
12 AM 3 AM 6 AM 9 AM 12 PM 3 PM 6 PM 9 PM
Posts
Time of Day
Bao, 19, simplymeasured.com

21. Bao, 20, Alexa.com

22. Influencer
Analysis
• With the help of the tool
“truckur” around the
keywords of OTTE, New
York, Fashion, Designer
Clothing, there are at
least 3 valuable network
platforms to work with:
Bao, 21
Truckur.com
• vanessajackma
n.blogspot.com
• ny.racked.com
• stylecaster.com

23. Username Followers Following
Followers-
to-Following
Tweets Listed Topics
yokoono 4,717,289 976,066 4.8 7,189 35,592
celebrities, music, entertainment,
japan, fashion
ErinAndrews 2,419,059 477 5,071.4 16,233 17,197
sports, celebrities, entertainment,
media, dancing with the stars
MarcJacobsIntl 2,153,708 1,485 1,450.3 15,510 7,894
fashion, celebrities, branding,
style, shopping
LILBTHEBASEDGOD 987,287 1,014,239 1.0 133,743 5,523
music, celebrities, hip hop,
entertainment, sodmg
TheCut 986,608 4,328 228.0 39,129 9,456
fashion, media, blogging, style, new
york city
JonahLupton 762,415 839,967 0.9 56,429 2,513
entrepreneurship, internet start-
ups, business, culture, west coast
nypost 695,074 41,340 16.8 58,935 14,518
media, new york city, politics,
journalism, fashion
NOH8Campaign 690,360 373,617 1.8 10,398 8,799
lgbt, politics, gay lesbian and
bisexual, celebrities, non-profit
Variety 676,295 304,779 2.2 79,531 10,912
entertainment, media, films, movies,
celebrities
polyvore 632,848 3,194 198.1 13,781 2,561
fashion, branding, social media,
style, beauty
Top Influencers Sorted by Followers on Twitter
Bao, 22, simplymeasured.com

24. Facebook Ad
Mock Up
• Objective: to increase
brand awareness and
trigger traffic to
“otteny.com”
• Tactic: Launch a designing
match by encouraging
young/new fashion
designers to upload their
works on Facebook with
the hash tag of
• “OTTEdesigner”. Those
who get the most likes and
shares will get the chance
to work with OTTE and its
cooperated designers.
• Audience demographic:
European fashion
designers and followers
• Launch time: keep it in line
with school year
Bao, 23

25. - THE END