Digital & Social Media Plan for lüma. 19 th October 2016

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1 Digital & Social Media Plan for lüma 19 th October 2016

2 Why do we work well together? Who is lüma? Who is #nofilter? Small brick and mortar boutique in the early 2012 from Montreal Break into the Toronto Fashion Business Problem: Torontonians visit Montreal, and would like to have those product on a regular basis but no shipping across province Full service digital marketing agency Authentic keep your business real in a virtual world go-to-market brands and ideas that leads to launching strategies lüma needs a go-to strategy, and #nofilter knows exactly how to do that based on lüma s target audience

3 Target Audience: Meet Zoë Photo: Demographic: Millennial; young professional; university degree, single; Geographic: GTA Psychographic (AIOs): very busy social life and always need to look her best Aspiration Icons: Kara Brownlee, Lauren Messiah or even the Kardashian. Behavioural: Follows latest fashion trends from blogs; subscribes to Vogue, Elle, and Chatelain. Shops at all fast fashion retailers like H&M, Zara, Aritzia etc; Watches The Fashion Channel; updates her Instagram daily, takes selfies on Snapchat, and browse Facebook to see what the are people saying; ends her week with Pinterest: plans her work outfit and next Saturday night s outfit on distinct mood boards. purchases all latest items: chokers, statement bangles, or even huge sunglasses

4 Where is Zoë hanging out online? Instagram Facebook (Shopify) Pinterest Twitter Snapchat

5 Social Media Activation

6 Facebook, Pinterest and Instagram are the visual social networks that yielded a great penetration amongst our target market.

7 According to TrackMaven, Fashion Apparel are the most popular on Social Media (Feb, 2016)

8 Facebook Objective: To promote lüma in a 3-part strategy involving Fyuse, Facebook Concierge and intial launch that will result in generating content and sales within8 weeks Implementation 8 Weeks: Creating a Facebook Page 6 Weeks: Post products to get LIKES so as to building a community 4 Weeks: Upcoming launch of the online store and event at the flagship location 3 Weeks prior: soft-launch the whitelabelled lüma App 1 Week Launch: Free shipping and $50 off purchase of $100 or more encouraging audience Validation 5 posts/ day/ 8 weeks Further understand our target audience & promote growth and success We will continuously review and measure focused actions on our Facebook page Engage with influencers Heavy promotion for upcoming launch Easy and quick to respond to queries Key Metrics Click-through rate of the lüma website from the Facebook Page via Insights No. of likes and posts Responses through messages Click through rate of tracked, shortened URL Promoted Products converted from Facebook to the lüma website

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10 Instagram Objective: Objective: To secure 100,000 users by the end of the year 2017 Implementation Utilise the rule: 80% fun images and 20% sale-promoting post with check out our new arrivals wording Hashtags: #lüma and #shoplüma Post: 4 to 5 times per day, starting at 11:30am to 11:30pmEST. URL of luma online website store will be included in Instragram profile in order to guide target audience to their online store. Validation Time range - taking the different time zones in Canada into consideration Residence from the west coast will be seeing the posts just before they start work, and residence from east coast will see the post during their lunchtime. One extra at 10:30am on Wednesday and Thursday -most popular days to post,and the specific time works because during 6am to 12pm the posting on Instagram is low, but user are still active in viewing posts. Key Metrics Follower growth rate Engagement per post Clickthrough on URL Growth of hashtags Growth of competitor s hashtags Engagement per post Engagement as percentage of total followers

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12 Pinterest Objective: Create a community of 100,000 unique users where the conversion of Pins to sales is 75% Implementation Users can search for items they want, curate, and create visual mood boards Personalisable & relatable posting high quality pictures of the items lüma has 5 times a day. link attached directs to lüma.com Virtual visual merchandising Rich pins - price and availability and sales promotion Validation Pinterest validation tools: optimising it for search engines. All pins will be done through lüma, as a call to action Use Buffer to schedule Pins Pinterest - 53% of its Pinners use Pinterest to decide what outfit to where and what accessories to buy Fashion is one of their biggest categories - more than 8.3 millions Pins related to fashion are added on a daily basis Key Metrics Use Pinterest Business page to generate and analyse insights Pinterest pins and follows Sales generated through Pinterest Pinterest referrals to website

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14 ing Objective: To obtain a list of customers via opt-in who are interested in receiving newsletters, latest offers, promos and contests, post-purchase Implementation An marketing device that drives conversions by simplifying user response Send an post-purchase, to gain feedback and insight A one questions header With 2 answers, easily clickable response buttons Validation opt-ins are highly valuable for the fashion industry With a simple algorithm, we will make it easy for customers to click and give feedback People check their s daily, especially when it concerns a purchase they have made Having a sustainable group of customers, we can ensure viability Key Metrics No. of responses received No. of opt-ins received Feedback and comments

15 Results measurements & Future Implementation Use Google Analytics on the website shopluma.com; Since all forms of communications will be from and to the website; One year later, we will then be able to track the ROI Use Radian 6 to monitor what is being said about lüma; With the list of loyal customers, to implement Twitter & Snapchat for Business

16 THANK YOU #nofilter: Yeshna, Lillian, Antonio & Victor

17 Bibliography "The Bottom Line Pinterest vs. Facebook." The Business of Fashion. N.p., Web. 18 Oct Pinterest for Business. Available at : < > Web. 18 Oct Pinterest Statistics 2016 < > ( ( Shopify: "Ecommerce Software - Best Ecommerce Platform Made for You - Free Trial." Shopify. N.p., n.d. Web. 18 Oct E-business Canada." RSS. N.p., n.d. Web. 18 Oct Instagram users are 68% female according to ( Designed by Yeshna _ _ _n.jpg /46b ec6be555fb53 8d06d135a2/tumblr_od3lq whl4k1rc3kfuo2_1280.jp g d7/9c/39d79c c ab1.jpg