Digital media landscape za

Digital Media Marketing Strategy
By: Odino Pixar

Road Map
Industry Snapshot
Website Health Check
Competition Mapping
Project SEO
Project PPC
Project SMO
Mobile App.

Indian Cosmetic Industry
Size: US $4.6 billion
Output Per Annum:
estimated growth rate of
15%-20%

Trends
 Products with dual
benefits
 Rise in organic products
 Teen markets

Major Driving Factors
 For 65% of teenagers has
increased their spent by
75% on branded cosmetics
 Increased levels of brand
advertising
 The higher spending
power of Indian women
owing to them being
placed at better paying
jobs since the last decade

Site Analysis
Site Analysis Observations
Navigation Check
Internal Linking Check
Fine (URL is fine But We
need to Optimize Internal
Page URLs
Header links Fine
Footer links Need to modify
Site-map Link
Present (Needs
improvement and
Updations)
Website Design Layout
Vertical scroll Fine
Horizontal Scroll Fine
Page Structure Analysis Done
Popup Check NA
Home Page (Page Rank) N/A
Back Links
Google 0
Alexa 11
Bing 14
Alexa Rank 28,45,985
Pages Indexed
Google 33
MSN 33
Redirect Check Done
DNS Check IP Ban Check Not Banned
Penalty Check NA
HTML Validation
W3CXHTML Errors 3 Errors, 2 warning(s)
Elements Specifications
Content
Parameters
•Linking external or internal blog to website.
Presently no Blog links found.
•Posting regular articles, reviews and blog posts.
• Increase the figures and graduate to next level.
•Content Optimization techniques, improving viewer
readership levels.
Optimization
Parameters
•Improving website METADATA tags.
•Set up a permanent redirect ("301 redirect") so that
you get full credit for your site.
•Better classification of website headings.
•Image Optimization through ALT Attribute.
•Focusing on Website internal page optimization.
Elevate the MOZ ranking by optimization strategies.
•Link building exercises.
Elements Specifications
Misc. Critical
Parameters
• Make website more engage-able via aesthetic
recommendations and content changes.
Present stats are as Follows:
Average Number of Visits Per Person: Not Engaged
Not Enough Data
Average Length of Stay: Not Engaged
Not Enough Data
Average Pages Per Visit: Not Engaged
Not Enough Data
• Google Analytics to Website in a effective way. Google
Analytics detected and working fine
•Improvements and Elaborations over sitemap.

Competition Selling Online
Sl. No. Competitor Competitor’s Website Selling Online
1 Olay http://www.olay.in/ Yes
2 L'Oreal http://www.lorealparis.co.in/ No
3 Revlon http://www.revlon.co.in/ No
4 Lakme http://www.lakmeindia.com/ No
5 Pond's Neutrogena http://www.ponds.in/ Yes
6 Maybelline http://www.maybelline.co.in/ No
7 Lotus Herbals http://www.lotusherbals.com/ Yes
8 Vichy http://www.vichy.com/ No website for India
9 The Body Shop http://www.thebodyshop.in/ Yes
Competitors selling their brands through online sellers like
•Flipkart, Purplle and Nykaa,
•Lotus Herbals and The Body Shop selling its product through online cart of its own

Traffic Estimation & Alexa Rank
Sl.
No.
Competitor Competitor’s Website
Estimated
Monthly Traffic
Alexa Rank
1 ZA-Beauty http://za-beauty.in/ Not enough data 2,845,985
2 Olay http://www.olay.in/ 73,000 370,268
3 L'Oreal http://www.lorealparis.co.in/ 98,800 272,144
4 Revlon http://www.revlon.co.in/ Not enough data 141,523
5 Lakme http://www.lakmeindia.com/ 280,000 85,108
6 Pond's Neutrogena http://www.ponds.in/ 75,900 356,118
7 Maybelline http://www.maybelline.co.in/ 93,600 288,141
8 Lotus Herbals http://www.lotusherbals.com/ 59,700 446,999
9 Vichy http://www.vichy.com/ 129,700 184,504
10 The Body Shop http://www.thebodyshop.in/ 209,200 118,817

Comparison of Domains by Keywords
Organic Search
za-beauty.in za-beauty.in za-beauty.in za-beauty.in za-beauty.in
lorealparis.co.in lorealparis.co.in lorealparis.co.in lorealparis.co.in
revlon.co.in revlon.co.in revlon.co.in
lakmeindia.com lakmeindia.com
ponds.in
3 3 13 88 88
Domain External Back-links Referring Domains Referring Ips Referring Subnets
za-beauty.in 275 10 8 8
lorealparis.co.in 83,392 308 173 155
revlon.co.in 56 17 17 17
lakmeindia.com 5244 375 279 266
ponds.in 713 93 69 68

Comparison of Domains by Keywords Venn Diagram

Keyword & Competition Organic Search
S.No. Keyword
Avg.
Monthly
Searches
za-beauty.in
Ranking
lorealparis.co.in
Ranking
lakmeindia.com
Ranking
Top 3 Competitor in Google.co.in
1 oily skin care 1600 Not Found Not Found Not Found
top10homeremedies.com
wikihow.com
webmd.com
2 dry skin care 1300 Not Found Not Found Not Found
medicinenet.com
webmd.com
wikihow.com
3 skin care products 1000 Not Found Not Found 24
jabong.com
skinstore.com
clarinsusa.com
4 skin whitening cream 880 Not Found Not Found Not Found
totalbeauty.com
skinlighteningcreamworld.com
topskinlighteningcream.com
5 whitening cream 880 Not Found Not Found Not Found
totalbeauty.com
ebay.com

Keyword & Competition Organic Search
S.No. Keyword
Avg. Monthly
Searches
za-beauty.in
Ranking
lorealparis.co.in
Ranking
lakmeindia.com
Ranking
Top 3 Competitor in Google.co.in
6
best moisturizer for
dry skin
880 Not Found Not Found Not found
marieclaire.co.uk
totalbeauty.com
realsimple.com
7 best face cream 880 Not Found Not Found Not Found
stylecraze.com
totalbeauty.com
health.com
8 best night cream 720 Not Found Not Found Not Found
prevention.com
thedermreview.com
womanandhome.com
9
best night cream in
india
720 Not Found Not Found Not Found
beautyglimpse.com
beautyglimpse.com
makeupandbeauty.com
10 skin lightening cream 720 Not Found Not Found Not Found
topskinlighteningcream.com
totalbeauty.com

Suggested Keywords
Sl. No. Keyword
Avg. Monthly Searches (exact
match only)
Competition
1 oily skin care 1600 100%
2 dry skin care 1300 100%
3 skin care products 1000 99%
4 skin whitening cream 880 100%
5 whitening cream 880 100%
6 best moisturizer for dry skin 880 100%
7 best face cream 880 100%
8 best night cream 720 100%
9 best night cream in india 720 81%
10 skin lightening cream 720 100%
11 anti aging cream 720 100%
12 anti aging tips 720 76%
Sl. No. Keyword
Avg. Monthly Searches (exact match
only)
Competition
13 night cream for oily skin 480 100%
14 best skin care products 480 99%
15 face cream for dry skin 390 100%
16 best anti aging cream 390 100%
17 best face cream for women 390 100%
18 best night cream for oily skin 320 92%
19 face moisturizer 320 100%
20 anti ageing cream 320 100%
21 skin tightening cream 260 100%
22 anti aging skin care 260 100%
23 best face moisturizer 210 98%
24 best anti ageing cream 170 100%
Sl. No. Keyword
only)
Competition
25 skin care products online 170 100%
26 best facial cream 170 99%
27 night cream for dry skin 140 100%
28 best anti aging products 140 100%
29 skin moisturizer 140 100%
30 best skin cream 140 100%
31 best night creams 110 100%
32 night cream in india 110 100%
33 skin care products for women 90 99%
34 anti aging skin care products 90 53%
35 best skincare products 90 88%
36 best anti aging night cream 70 100%
Sl. No. Keyword
only)
Competition
37 best moisturizer for face 70 100%
38 night cream for oily acne prone skin 70 47%
39 night cream for acne prone skin 70 91%
40 night face cream 50 100%
41 anti aging night cream 50 100%
42 night cream for glowing skin 50 100%
43 night cream for women 40 100%
44 best night cream for 20s 40 36%
45 best night cream for 30s 40 93%
46 anti aging facial 40 100%
47 anti ageing skin care 40 100%
48 anti aging skin care tips 30 98%
49 night creams for dry skin 30 100%
50 anti aging skin care treatment 20 64%

SEO Activities
1 Search Engine Friendly Navigation / Link Suggestions
2 Keyword Analysis and Ranking Bench marketing
3 URL Rewriting Suggestion
4 Broken Link Suggestion and Recommendation
5 Resolving Web crawl errors Issues and Suggestion s
6 404 Page creation Suggestion
7 Webpage Indexing
8 Redirection Suggestions
9 Copy writing effective Titles and Descriptions
10 Optimizing site navigation
11 Website page Related Keyword selection and insertation
12 Website Bounce Rate and Traffic Analysis Discussions
13 Title, Description and Keyword Meta Tags Suggestions
14 HTML / CSS Validation Check
15 Check & Remove broken Links & Suggestions
16 Robots.txt file creation and installation
17 Google Webmaster Tool installation
18 Google Sitemap Setup And Suggestion
19 W3C validation check
20 Integrate robots.txt
21 Integrate sitemap in robots file
22 Integrate Sitemaps/RSS/XML Files
23 Integrate Html Sitemap
24 Integrate ror.xml files
25 Integrate RSS files
26 Implement Google Webmaster Account
27 Country Preference Setting
28 Allow Crawler to Access Your Web page
29 Integrate Sitemap in Google Webmaster
30 Meta Data Optimization
31 Keyword Integration
32 Anchor Tag Optimization
33 Content Optimization
34 Footer Tag Inclusion
35 Appropriate Keyword Density / Content
36 Title and ALT Attribute Implementation
37 Implement H1 H2 header Tags
38 Keywords appropriateness or competitiveness
39 Unique / relevant content
40 Grammar / spell check
41 Image optimization
42 Integrate Sitemaps XML Files
43 Initial Site & Target Audience Analysis
44 Google Analytics and Webmaster creation & maintenance

Phase-I Implementation
PHASE - 1
Stage I Evaluation & Planning
Process Deliverables
current site stats recording (Link Popularity, PR etc) Pre SeO Analysis Report
Pre-optimization Search Engine rank Recording Pre SeO Analysis Report
Search Engine Friendliness Analysis and Technical Analysis of Website Pre SeO Analysis Report
Content writing recommendations Report
Selection WebPages for Optimization Report
Detailed Competitive Analysis and Strategy Pre SeO Analysis Report
Keyword Research and Selection Report (for Feedback)
Final approved Keywords (based Client Approval E-mail
Stage II Evaluation & Planning
Process Deliverables
Remove Broken Links Checklist
Image Optimization Checklist
Integrate robots.txt Checklist
Integrate Sitemaps Checklist
Integrate Google Analytics Code Checklist
Integrate Google Webmasters Checklist
Analyze keyword density on pages and suggestions for content Checklist

Phase-II Implementation
Stage III off-page Optimization
Process Deliverables Timelines
Directory Submissions Monthly Report Ongoing
Social Book Markings Monthly Report Ongoing
Online classifieds, Yellow pages and
business listings
Monthly Report Ongoing
Search Engine Submissions Monthly Report One Time Submission
Press Release Submissions On Demand On Demand
Misc Link Building Monthly Report One Time Submission

Phase-III Implementation
Stage IV SEO Implementation Phase
Process Timelines
SEO Implementation execution (by your development team) Checklist
Quality Check (QC) Checklist
Changes if any (implemented by your development team) Checklist
Stage V Tracking and Reporting
Process Deliverables Timelines
Rank Monitoring Monthly Report (Ongoing) Monthly
Traffic Analysis Report Monthly Report Monthly
Ranking Report Monthly Report Monthly

SEO Detailed Activity Schedule
SEARCH ENGINE OPTIMIZATION(ORGANIC
PUSH)
1st Month
2nd
Month
3rd
Month
4th
Month
5th
Month
6th
Month
7th Month
8th
Month
9th
Month
10th
Month
11th
Month
12th
Month
Audit First Audit
Second
Audit
Third Audit
Fourth
Audit
Initial Site & Target Audience Analysis
First
Analysis
Second
Analysis
Search Engine Friendliness Analysis Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Competitive Analysis Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Ranking Analysis Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Meta/markup Optimization & Content
Optimization
Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Site Code Optimization Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Submission of Home Page to Search Engines 10 10 10 10 10 10 10 10 10 10 10 10
Sitemap Creation and updation Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Google Analytics and Webmaster creation &
maintenance
Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
OFF PAGE OPTIMIZATION Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
Article/Blog/Press Release Submission 5 5 5 5 5 5 5 5 5 5 5 5
Social Bookmarking 100 100 100 100 100 100 100 100 100 100 100 100
Directory/comments/forums Submission 50 50 50 50 50 50 50 50 50 50 50 50
Document Sharing/PDF/PPT/DOCs (Provided by
Clients)
10 10 10 10 10 10 10 10 10 10 10 10
Online Classifieds/Yellow Pages/Business
Listings
100 100 100 100 100 100 100 100 100 100 100 100

On Page & Off Page
On Page SEO Activities SEO On Page Setups
Search Engine Friendly Navigation/link Suggestions Robots.txt file creation and installation
Keyword Analysis and Ranking Bench marketing Google Webmaster Tool installation
URL Rewriting Suggestion Google Sitemap Setup And Suggestion
Broken Link Suggestion and Recommendation Integrate robots.txt
Web crawl errors Issues Resolve Suggestion Integrate sitemap in robots file
404 Page creation Suggestion Integrate Sitemaps/RSS/XML Files
webpage Indexing Integrate Html Sitemap
Redirection Suggestions Implement Google Webmaster Account
effective Titles and Descriptions Country Preference Setting
Optimizing site navigation Suggestion Allow Crawler to Access Your Web page
Website page Related Keyword selection and insertation Integrate Sitemap in Google Webmaster
Title, Description and Keyword Meta Tags Suggestions
Check & Remove broken Links Sugges
SEO On Page Optimization
Meta Data Optimization
Keyword Integration
Footer Tag Inclusion
Keyword Density
Title and ALT Attribute Implementation Suggestion
Implement H1 H2 header Tags
Keywords appropriateness or competitiveness
Unique/relevant content
Grammar/spelling check
Integrate Sitemaps XML Files

Niche Blogging
• Odino Pixar will tie-up with the blogging community to publish za-beauty.in blogs on niche topics.
Rank Blog Name Monthly Visitors
1 BellaSugar 81,432
2 Make Up Tips, How-to Apply Make Up, Eye Make Up, MAC Cosmetics 45,718
3 petit elefant 37,730
4
Makeup and Beauty Blog: Makeup Reviews, Beauty Tips and Drugstore
Beauty Finds
29,220
5 Musings of a Muse A Blog of Musings from a Cosmetic Whore 28,669
6 galadarling.com 25,796
7 Sheckys Feed: Fashion, Beauty & Fun 22,289
8 The Beauty Brains 20,652
9 Viva Woman 12,612
10 Beauty Junkies Unite 11,384
11 afrobella 9,193
12 Hudabeauty 8,581
13 My Finds Online 7,913
14 Sugarlaws 6,723
15 The Dermatology Blog 5,136
16 Sweet 'n' Sassy Girls 4,127
17 Makeup Stash! 4,091
18
Makeup4All - Makeup and Beauty Reviews and Swatches. Tips and
Tutorials. Information about new launc 4,006
19 CelebrityRush 3,630
20 BeautySweetSpot 3,563
21 Beauty and Fashion Tech 3,134
22 Beauty Snob - Beauty Secrets and Tips 3,129
23 StyleBakeryBeauty 2,926
24 Mineral Makeup Reviews 2,919
25 My Women Stuff 2,756
26 Bionic Beauty? 2,665
27 Beauty And The Blog 2,316
28 Pretty Shiny Sparkly 2,310
29 Hot Beauty Health 2,257
30 Butterfly Diary 2,220
31 Perfume Posse 2,218
32 Glamour Girl Reviews 2,149
33 Canadian Beauty Blog 2,121
34 Une femme d'un certain age 1,732
35 LA-Story.com 1,535
36 Christina Loves... 1,422
37 My Weekend Ramblings 1,321
38 Beauty411 1,306
39 Beauty Fool 1,197
40 Beauty Chat Blog 1,176
41 LicentiouslyYours.com 1,159
42 Makeup Files 1,086
43 Canadian Beauty and Fashion Blog-Spiced Beauty 1,034
44 A Mom in Red High Heels - Beauty & Style Tips for Moms 967
45 The Diary of a POSHpreneur Mom 942
46 Beauty and Skin Care by Healthtrition.com 938
47 DeLush Beauty 907
48 Bit By the Beauty Bug 847
49 The Budget Beauty Blog 691
50 Hair Thursday 647

Traffic Estimation for ZA-Beauty
Monthly traffic estimation starting four month onwards
Request you to exit
the slideshow mode
and double click on
the excel link here

Monthly Reporting
Besides Google Analytics Reports, client would also be sent an excel with below
performance indicators:
Performance Indicators Report
Request you to exit
the slideshow mode
and double click on
the excel link here

Online Presence
• SHISEIDO is using third party
Platform, Amazon or Elitify For
their online Sales.
• Using own online platform or e-
com retail it will boost the revenue
from online sales.

L’Oreal
• L’Oreal Uses it’s own platform i.e. Its
website to sell their products.
• L’Oreal has a customized website for
Indian market.
Note: L’Oreal website works as affiliate for their products.

Competitors Adwords Spend
• According to Adwords report L’Oreal is spending 4Lcas (est.) per month on
Google Adwords.
• L’Oreal is targeting NCR, Mum., Blr., Chen., Kol., Hyd., Ahd. Pun., Lko.,
• Target Audience is mainly women between 20 to 45.
• L’Oreal is following strategy of display Network.
• L’Oreal is promoting in-store walk-in through their online campaign.

Display Network
• We’ll use Display network as our main weapon to promote our products
on Digital Forums.
• In the first stage we will target some very specific and niche women
dominated websites such as Idiva.com or cosmopolitan.com.
• Our ad will be displayed specifically to our target audience.
• Free sample of beauty products will be our USP. (This would be only for 1st phase.)
• FREE SAMPLE will be used in all our Ad copies.

Remarketing
• To Start the Re-marketing Campaign, a re-marketing Code snippet would
be put throughout the website.
• Once the code is placed, our products would be re-marketed to the users
who have visited our website previously.
• In the Re-marketing Campaign no “Free Sample Ads” would be shown
• Instead we will encourage them to buy our product online.

Search Campaign
• We will run a search campaign on Google and Google partners site (aka
Google Display Network).
• User will be redirected to our landing page.
• Landing page will be about “Free samples” (for Phase I)

Sample Search Keywords
Sample Keywords Local Monthly Searches
beauty products online 1300
buy beauty products online india 210
beauty products online india 390
online beauty products 390
beauty products online shopping india 90
beauty products online shopping in india 40
beauty products online shopping 210
buy beauty products online 390
beauty products online in india 70
beauty care products 260
buy beauty products online india 310
makeup products online india 290
online beauty products 430

Sample Adwords Display Sites
AdWords Posting URL Impressions Per Week
beautyhealthtips.in 25000-30000
myhealthtips.in 50000-100000
corallista.com 10000-15000
m.wonderwoman.in 50000-100000
wiseshe.com 40000-45000
femina.in 4000-4500
freesamplesindia.in 5000-10000
wonderwoman.intoday.in 30000-35000
peachesandblush.com 40000-45000
indianvanitycase.com 3500-4000

ROI
Network Cost/Month Impressions Clicks Avg CPC CTR% Leads
Search 1,00,000 3,00,000 10,000 INR 25-30 2.5% 300
Display 3,00,000 12,00,000 9,000 INR 20-25 0.9% 600
Remarketing 1,00,000 6,00,000 8,000 INR 20-25 1.3% 300
Total INR 5,00,000 21,00,000 27,000 INR 20-25 1.6% 1200

User Generated Content
Driven by Users
Generated by Users

Why is it critical?
User engagement through UGC is the biggest
conversion in Social Media.

What User generated content can do to your brand?
Introduce your brand to new audience
Share a compelling Sales message
Increase search engine visibility
Act as a virtual product R&D tool

Challenges Objectives
• Za as a cosmetic brand does not have a
unique brand positioning
• Social media presence lacks a cohesive
campaign strategy
• Lack of a tagline leads to lower brand recall
• Lacks brand connect with the target audience
• A cohesive and consistent social media
strategy to increase awareness &
visibility
• Engage the viewers and genrate user
connect
• Build brand recall by establishing
creating a unique brand identity
• Disseminate information about the
products through interesting content
and sustained campaigns

Challenges in Execution
Current Behavior
• Brand lacks awareness
• Targeted customer is
exposed to a wide
range of products
Barrier
• Online shopping is rare
because of tangible
buying category
• Not popular amongst
the target group
• Surfing in the highly
competitive market
Expected Behavior
• Establish unique
positioning in
customers’ minds
• Creating brand
awareness
• Attract and increase
visits & trial claims
online
• High brand recall

Eight Steps to Develop an Advocacy Plan
• Defining the goal
• Identifying the right influencers in the online space
• Engaging with the
appropriate ones basis their
influence & reach in their
respective domains
• Learning about your
audience
• Crafting your message
• Creating an advocate
network
• Building coalitions
• Message delivery techniques

STRENGTHS & LIMITATIONS
Information dissemination
Brand
Building
Sustained engagement /
conversation
SEO
Good Average Bad

Guiding Confines
• Create awareness about Za Cosmetics on all social
channels for the creative idea- Women In you!
• Campaign on social channels to position the brand
uniquely and earn product recall
• Sustain campaigns around a specific theme across all
the channels to find a place in consumer’s mind
• Creating content to generate call to action to make
encourage trials online

Social Content Cycle
INVITE the users by making
them aware
EXCITE users by creating engaging &
effective content strategies
ENGAGE consistently by
intriguing users to retain user
base
GRATIFY users to avoid sounding
pushy & earn credibility
Invite
Excite
Engage
Gratify

One Year Social Goals
Creating brand awareness & establishing
brand identity
Engaging the existing users & adding to a
loyal fan base
Increasing online sales through effective
content strategies

Execution Plan
•Effective campaigns to intrigue the users to be a part of live & sustained campaigns for the Pre Launch,
Launch & post launch time period.
•Fans would be engaged by interactive campaigns where they will share images and tweets for a campaign
like. This will increase engagement.
•Constant interaction with re-tweets, mentions, shares & comments on the social media accounts.
•Users would like the channel before participating in the contest, increasing the fan base.
•News feed updates & tagging will widen the reach.
•Winners will get giveaways by Za Cosmetics & get fame on the page.

L’Oreal Facebook Study
•Interesting content strategy
•Consistent posts
•Engaging campaigns & content
•Good use of keywords & hash tags
•User interaction is active
•Content tone is consistent

L'Oreal facebook- S.W.O.T. Analysis
STRENGTH
WEAKNESS
OPPURTUNITY
THREAT
•Brand USP- Trusted Hair Care brand.
•Good number of engaging fans
•Creative’s- Interesting ideation of creatives for
the products and dedicated campaign designing
•Consistent tone in content- direct & engaging
•No other content bucket used during the contests
•Video content is very less
•Customer testimonials are less used
•Less variety in content bucket
•Add more variety to content like- customer
stories or look of the day.
• To encourage online sales other brands
are engaging user with direct buy links
or user generated content.

Olay Facebook Study
•Product is highlighted on the page
•No campaigns
•Less use of keywords & hash tags
•Content tone is direct and pushy
•Blog stories are neglected

Olay facebook- S.W.O.T. Analysis
STRENGTH
WEAKNESS
OPPURTUNITY
THREAT
•Brand USP- Trusted Skincare brand.
•Huge number of fans
•Creative’s- Similar treatment
•Videos are nicely done and used
•Consistent tone in content- direct
•Product is the king in content
•User engagement is high and prompt •Customer testimonials are less used
•Less variety in content bucket
•Monotonous content tone
•Keywords are not used properly
•Only product specific content is
used generally
•Add more variety to content like- style or
skin care tips
•Interesting campaigns
• Significant campaigns running at
competitor’s page

Za Facebook Study
•Consistent posts on various
categories
•Engaging campaigns are missing
•Less use of keywords & hash tags
•Content tone is simple and engaging
•Blogs are used perfectly

Za facebook- S.W.O.T. Analysis
STRENGTH
WEAKNESS
OPPURTUNITY
THREAT
•Brand USP- Not Loud
•Huge number of fans
•Creative’s- Lacks creativity
•Consistent tone in content- simple
•Blog stories are rich content
•Customer testimonials are less used
•Keywords are less used
•Content tone is dull
•Video content is missing
•User engagement is low
•Blog stories are not utilized properly
•Interesting campaigns
•User interaction
• Significant campaigns running at
competitor’s page

facebook Campaign strategy for Za
• Objective- To create brand awareness and reach
specific target audience eventually encouraging trials
• Concept- Establish the image of the brand with the
term XOXO, which means feeling good about yourself
and spreading the same.

Result
Increased Reach
Social Media Buzz
Encourage Trials

Pinterest Social Media Marketing

Why pinterest?
As women-our target group spend maximum time on pinterest
Hence, it can help spread the word about our brand massively.

How brands engage on pinterest?

Strategy of Sephora?
Pin it Button on
website
Introduced with
Sephora Color
Wash
Generating UCG
from website
navigation
Connecting
with pinners
through e-mail

Pinterest Campaign Strategy for ZA
• Objective- To use pinterest as a platform to
encourage trials and observe in-depth consumer
behavior.
• Concept- Every month new campaign to engage user
with interesting content and integrated social media
promotion.

Execution
Integrating Pin-it Button on the website
Campaign
Women in You!
Every week. New theme
will be announced
Board will be created- GIRL
NEXT DOOR/ WORKOHOLIC
User will be asked to PIN
the products from website
related to the theme
Campaign
Diva in you!
Every week. New theme
will be announced
Board will be created- Eye
Fashion/ Lip fashion
User will be asked to PIN
the products from website
related to the theme

Creative Execution
Girl Next Door
For
#WomanInYou

Result
Social Media Buzz
Consumer Research
Product Targeting

Instagram Social Media Marketing

Why choose Instagram ?
Fast & Random
Visual Appeal
Interactive

Instagram Strategy
Account Set up
Campaign
Announcement
Interesting
Photo Contest
Engaging
Content Sharing
Increasing Fan
Base
Inviting
facebook users
to follow
Following Back

Instagram Campaign Idea
Morning
Selfie
Evening
Selfie
Wake Up
Without
Make Up
User would be asked to share
Two selfies in a day’s time-
•Morning
•Evening
The best morning selfie gets
FREE make up session/
consultation and a makeup kit
by ZA.
The best evening selfie gets
make up advice to suggest a
better look with a ZA product
that comes for FREE.

Creative Execution
#Wakeup
Without
Makeup

Result
Social Buzz
Product Awareness
Brand Loyal Consumers

YouTube Social Media Marketing

How it can help?
• Creating a channel & uploading
videos provide video content that
can be shared across all channels-
video messages are stronger!
• Users subscribe to get updates and
view the content
• Retain the followers from other
social media channels like facebook
& twitter by sharing the videos
• Launching a new product is highly
advisable through videos but to
make it viral , brand needs a strong
Youtube presence
• Youtube sponsored has much wider
reach to make the brand known &
reach audience

Engaging users on YouTube
• Creating a dedicated channel &
uploading videos to provide content
of user’s interest like DIY tips on
fashion, design & jewelry will create
a reliable image of the product and
increase brand’s loyalty amongst
users.
• Regular updates keep the user glued
& exposed to the product and Brand
in specific
• Topics like trendspotting, style alerts
and fashion tips are favorite of brand’s
target group

YouTube Channel
•Interesting fashion tips,
jewelry and make up ideas
can get loyal fan base
•Back to back videos expose
the user to all the content

Reporting Mechanism for
Project SMO

Project Initiation
The SMO plan for the month will
be shared with the client before
the month, with the milestones
and deliverables clearly identified.

Project Planning
The SMO plan will be
created as per the tasks and
agreed deliverables and
defined milestones. The
critical path for the project
will be identified and
appropriate resources will
be allocated, to ensure
success of the project.

Project Monitoring & Execution
• The project manager will be continuously monitoring the activities
across the SMO channels and will be sharing the SMO report at the
end of every month. Besides this, a dedicated client servicing
executive will be handling the day to day activities of the project
• All the Content (posts, images, tweets etc.) will be shared on the
web/SMO channels only post client approvals
• To ensure that there are no errors all the posts and activities for the
coming week will be shared in advance
• The entire content will go online only post a proof-reading by content
moderator
• Administrator rights for the channel will only be available with the
Project Manager
• At any point in the project, if a delay is forecasted in the completion of
an activity, the project manager will take steps to keep you apprised of
the steps taken to facilitate timely completion of the activities

Customer Satisfaction
• We will work out a specific reporting
mechanism for continuous
monitoring of client satisfaction on
the project.
• Ensuring complete sync between
client requirements and our
deliverables on dedicated timeline

Reporting Mechanism
• Project Manager will share the updates/status
i.e Report of the SMO channels fortnightly with
the client . This report will include-
 Insights of the Channels
 Engagement Details
 Performance Reports
 Ad campaign details
 List of activities done on all SMO channels
 Top 5 posts/activities of the month
 Social Traffic Overview
 Comparison with the last month

Facebook Expected Growth
72804
125000
148000
160000
12/1/2014 1/1/2015 2/1/2015 3/1/2015
Facebook
Facebook likes

Twitter Expected Growth
639
670
737
1000
12/1/2014 1/1/2015 2/1/2015 3/1/2015
Twitter
Twitter Followers

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