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Digital & Social Media Plan for lüma
19th October 2016
Why do we work well together?
Who is lüma?
• Small brick and mortar boutique in theearly 2012 from Montreal
• Break into the Toronto Fashion Business
• Problem: Torontonians visit Montreal, andwould like to have those product on aregular basis – but no shipping acrossprovince
Who is #nofilter?
• Full service digital marketing agency
• Authentic
• keep your business real in a virtual world
• go-to-market brands and ideas that leads tolaunching strategies
lüma needs a go-to strategy, and #nofilter
knows exactly how to do that based on lüma’s
target audience
Target Audience: Meet Zoë
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 theKardashian.
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 herInstagram daily, takes selfies on Snapchat, and browse Facebookto see what the are people saying; ends her week with Pinterest:plans her work outfit and next Saturday night’s outfit on distinctmood boards. purchases all latest items: chokers, statementbangles, or even huge sunglasses
Photo: http://photopin.com/free-photos/fashionista
Where is Zoë hanging out online?
(Shopify)
SnapchatTwitter
Social Media Activation
Facebook, Pinterest and Instagram are the visual social networks
that yielded a great penetration amongst our target market.
According to TrackMaven, Fashion Apparel are the most popular on Social Media (Feb, 2016)
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 white-
labelled lüma App
1 Week – Launch: Free shipping and $50
off purchase of $100 or more –
encouraging audience
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
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 lümawebsite 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
Objective:
Objective: To secure 100,000 users by the end of the year 2017
Implementation
• Utilise the 80-20 rule: 80% fun imagesand 20% sale-promoting post with“check out our new arrivals” wording
• Hashtags: #lüma and #shoplüma
• Post: 4 to 5 times per day, starting at11:30am to 11:30pm EST.
• URL of luma online website store willbe included in Instragram profile inorder to guide target audience to theironline 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
Implementation
• Users can search for items they want,curate, and create visual mood boards
• Personalisable & relatable
• posting high quality pictures of theitems lüma has 5 times a day.
• link attached directs to lüma.com
• “Virtual visual merchandising”
• Rich pins - price and availability andsales 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
Objective:
Create a community of 100,000 unique users where the conversion of Pins to sales is 75%
E-mailing
Implementation
• An email marketing device that drivesconversions by simplifying userresponse
• Send an email post-purchase, to gainfeedback and insight
• A one questions header
• With 2 answers, easily clickableresponse buttons
Validation• Email 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 emails 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 email received
• Feedback and comments
Objective:
To obtain a list of customers via opt-in who are interested in receiving newsletters, latest offers, promos and contests, post-purchase
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
THANK YOU
#nofilter:
Yeshna, Lillian, Antonio & Victor
Bibliography(http://sproutsocial.com/insights/new-social-media-demographics/#instagram).
@bof. "The Bottom Line | Pinterest vs. Facebook." The Business of Fashion. N.p., 2012. Web. 18 Oct. 2016.
Pinterest for Business. Available at : < https://business.pinterest.com/en/blog/new-study-shows-how-reach-pinterest%E2%80%99s-fashionistas > Web. 18 Oct. 2016
Pinterest Statistics 2016 < http://socialdraft.com/ten-pinterest-stats-all-marketers-need-in-2016/ >
(http://www.mavrck.co/study-1m-instagram-posts-and-2000-micro-influencers-reveals-timing-is-everything/)
(http://webtrends.about.com/od/Instagram/fl/Whats-the-Best-Time-of-Day-to-Post-on-Instagram.htm)
http://trackmaven.com/blog/2016/02/6-reasons-why-fashion-marketing-rules-social-media/
Shopify: "Ecommerce Software - Best Ecommerce Platform Made for You - Free Trial." Shopify. N.p., n.d. Web. 18 Oct. 2016.
E-business Canada." RSS. N.p., n.d. Web. 18 Oct. 2016.
Instagram users are 68% female according to http://www.businessinsider.com/instagram-demographics-2013-12
(http://ecommerce-platforms.com/ecommerce-news/infographic-online-shopping-habits-men-vs-women).
http://www.moneycrashers.com/men-vs-women-shopping-habits-buying-decisions/
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