SocialMediaOptionsforFunkeeAreportonsocialmediabestpractice

forawomen’sfashionretailerSeptember2015

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Thisisanextractofalongerreport.

CompanyspeciAicandotherinformationhavebeenremovedtopreserve

conAidentiality.

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TableofContents

ExecutiveSummary 5Introduction 51. FunkeeBusinessOverview 72. TheFunkeeBrand 73. FunkeeBusinessGoals 74. WhatisSocialMediaandHowCanItHelpFunkee? 85. Funkee’sSocialMediaGoals? 86. Funkee’sCurrentSocialMediaMaturityandOnlinePresence 87. ProAileofFunkee’sCustomers 88. Funkee’sBestSocialMediaPlatformsSummary 119. WhatandHowShouldFunkeePost? 1310. WhenShouldFunkeePost? 1311. CaseStudy–Modcloth 1512. CaseStudy–MarysiaSwim 1513.MeasuringSocialMediaCampaigns 15ConclusionandRecommendations 16ReferenceList 18Bibliography 18ListofTablesandIllustrations 18Appendix1KeyRetailChainsWomen’sFashioninNewZealand 19

September2015Researched,preparedandwrittenbyMarilynMiller

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Funkee’sZakuSkirts

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ExecutiveSummary

Funkeeisafashionretaileroperatingonlineandopeningastoreintheski-resorttownofWanaka,NewZealand,inSeptember2015.

Traditionalretailbusinesseshavebeguntobuildanonlinepresencetoeffectivelyengagewiththeirprimarycustomersintheplacesonlinewheretheyspendaportionoftimeeveryday.Inparticular,inresearchprovidedbySproutSocialInsights,in‘7StepsinCreatingaWinningSocialMediaMarketingStrategy’45%ofwomenuseFacebook,and30%oftheseareaged25-34,17%areaged35-44.

Facebook,Pinterest,TwitterandInstagramaresocialmediaplatformsFunkeeshouldbuildcommunitieson,postingpredominantlyvisualcontentthatisamixtureofproduct,value-addedandbrand-lifestylerelatedinformation.

Introduction

ThisreportisanoverviewofstrategicsocialmediaoptionsforFunkee,afashionretaileroperatingonlineandopeningastoreintheski-resorttownofWanaka,NewZealand,inSeptember2015.

ThereportwascommissionedbyJayneGroves,managingdirectorandownerofFunkeetodescribethesocialmedialandscapeforretailfashionbrands.Thisinformationwillbeusedtocreateadetailedsocialmediaplan.

SocialmediaoptionsandrecommendationsforFunkeeareinscopeforthisreport.Adetailedbrandanalysis,omni-channelmarketingstrategy,contentcreationandagranularscheduleforpostingareoutofscopeandarenotincludedinthisreport.

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Figure1:Funkee.com.nzwebsitehomepageFunkee.com.nzhasfullyintegratedecommercefunctionalityforsalesandisperfectforonlineretailselling.Addingproductstothesiteiseasy,andsoisorganisingpagesonthesite,updatingcontentandrunningablog.PromotionofsocialmediasitesfromthismainsiteisalsoeasyusingBigcommerce,anexcellentchoiceforthisbusiness.

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1.FunkeeBusinessOverview

Funkeeisafashionretaileroperatingonlineandopeningastoreintheski-resorttownofWanaka,NewZealandinSeptember2015.Thecompanydirector,JayneGroves,purchasedFunkeeasagoingconcerntoaugmentZakuSkirts,heroriginalbusinessofhand-madeA-lineskirtscalledZakuSkirts.Tocompletetheirproductline,Funkeeimports:organiccottonshirts,handbags,scarves,shoes,jewelryandbeautyproducts.Funkeehasastrongbrandfoundation,establishedrelationshipswithmanufacturersandwholesalersinVietnamandChina,andanexistingwebpresencewithanintegratedecommercesiteandFacebookpage.

2.TheFunkeeBrand

FollowingthesuccessofZakuSkirts,theFunkeebrandisabouttrendy,accessible,highquality,exclusive-yet-affordable,environmentallyconsciouswomen’sfashion.Funkeeoperateswithfair-tradeprincipalsandpartnerswithenvironmentallyandeconomicallyhealthysystemsofmanufactureandretailfortheproductsFunkeesells.

3.FunkeeBusinessGoals

Funkee’sgoalistoincreasesalesonlineandthroughthenewphysicalstoreinWanaka,NZ.Jayne’svisionforFunkeeistoopenphysicalstoresinChristchurch,Wellington,AucklandandtheninthemajorcitiesinAustralia.ShewouldalsoliketosewmoreandincreaseorderfortheproductionofFunkeeclothesoverseas.

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4.WhatisSocialMediaandHowCanItHelpFunkee?

Socialmediaisapowerfulmethodtoconnecttoexistingcustomersandtogrowthecustomerbase.Thisisdonebycreatingacommunityandconnectingtoothercommunities.Retailsocialmediasitesrequireamixtureofvalue-addedandinteractivecontent,aswellaswithstandardproductinformation.

5.Funkee’sSocialMediaGoals?

FunkeewouldliketoincreasewebsitetrafAic,websiteorders,brandawareness,productawareness,andgrowthenumbersofpeopleconnectedtotheircommunities.

6.Funkee’sCurrentSocialMediaMaturityandOnlinePresence

Funkeehasthefollowingonlinepresence:

•  FunkeewebsitehomepageshowninFigure1,andwebsitestatisticsareshowninFigure2

•  EcommerceretailsalesfunctionalityintegratedwithwebsitepoweredbyBigcommerce.com

•  Blogonwebsitecurrentlytwoentries,old.•  FunkeeFacebookpagecommunityof343,receivingabout4newconnectionseveryweekand8peopleengagedperweek(likes,shares,postclicks);thisisverygood,consideringthisengagementiswithirregularpostingwithoutacontentorpostingplan.StatisticsforFacebookengagementareinFigure3.

7.ProSileofFunkee’sCustomers

Funkee’sregularcustomersarewomenaged24-45,wantingtobuyaffordable,smart,casual,trendyandecologicallysustainable,longlastingproducts.Touristsareanimportantcustomersegment,thephysicalstoreisinaprimetouristlocationintheski-resorttownofWanaka,NZ.Socialmediaplatformsusedbythisdemographicare(fourlargest):Facebook,Instagram,Twitter,Pintrest.

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Pla$orms Users Pla$orminforma/onFacebook 1.23billion

2.8millionbrandfollowers

CommunitylargesoeasytotargetasneededFeaturescompaniesuseCompaniespageformatForFunkeeabudgetwouldberequiredforpagepromoAons,willbemostsuccessfulplaCormforsocialmediaobjecAvesifpaid

Twi6er 650million263,000brandfollowers

Communitymid-thirty’s,terAaryeducated,Features140-charactershortmicro-bloggingforknowledgeandinformaAonsharing,alsoconversaAonalandstrongcommuniAesTerminologyhashtags,retweets,directmessagesForFunkeeeffecAvetobroadcastandstretchFacebook,PinterestandInstagramcontent

Pinterest 70million(Brandfollowersdataunavailable)

Communitypredominantlyfemale.InformaAonorganisedon‘pinboards’,andisaboutsharingandre-sharingvisualcontent,inspiraAonandideas.Featuresecommerceshoppingenabledand3xmorelikelytobeusedonamobilethanonaPC.Considera1onsrequiresalluringvisualcontent:photography,illustraAons,graphicworksForFunkeeidealplaCormforretailfashionbrands

Instagram 150millionusers303,000brandfollowers

Communityyoung,morethan90%ofusersareunder35yearsold,createwishlists,planouCits.Considera1onsrequiresconstantposAngoforiginal,creaAveimagestoconAnueacAvefeedForFunkeeidealplaCormforretailfashionbrands

LinkedIn 280million(Nodataonbrandfollowers)

Communityprofessionalnetworkinginmanyindustries,lesseffecAveforretailandleisureprofessionals.ForFunkeeusefulforbusiness-to-businessnetworking,Funkeebusinessgrowth.

8.Funkee’sBestSocialMediaPlatformsSummaryInformationsourcedfromWix.comandYesmail.comforbrandfollowersinformation

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9.WhatandHowShouldFunkeePost?

Theaimofsocialmediaistoengagewiththewideronlinecommunity,acrossplatformsandchannels,byengagingwithspeciAiccommunitiesonspeciAicplatforms,inspeciAicways,atspeciAictimes.

Aconsideredandstrategicapproachhasapowerfulcumulativeeffectifthecontent’svoiceisconsistent,postingisregularandpeopleareengagedwithrealinteractions.

PostFunkee-centriccontentFunkeeshouldfocusheavilyonpostingbeautifulimagesoftheirproductsandpromotionalitems,andextendthistoimages,stories,blog-posts,links,pin-boards,tweetsandre-sharesaboutecologicallysustainablefashion,fairtrademanufactureandlifestyleelementsofconsciousconsumptionandliving.

Postinteractionswithcustomers,andcurrentandfuturebusinesspartnersFunkeeshouldengagewiththeircorecommunity,newcustomers,partners,andanyonewhomentionstheirbranddeepensbrandawarenessanddrivescustomerstoFunkee’ssite.

10.WhenShouldFunkeePost?

Mostbusinesseswillrepostthesamecontentinthefrequencybelow,suggestedbyBufferSocialontheirblogHowToCreateASocialMediaMarketingPlanFromScratch.Theywillco-ordinatepostsstrategicallyforconsistencyacrossplatforms.

FacebookPostonpublish,andonemonthafterpublish,5-10timesaweek(1-4pm)TwitterPostonpublish,thensameday,oneweekandonemonthafter5xday(1-3pm)Instagram1xonpublishday(5-6pm)Pinterest1xonpublishday(8-11pm)

Somenewsfeedscyclequickly(Facebook,Twitter)whileothernetworks(likePinterest)functionlesslikeaAloatingriverandmorelikeabulletinboardwherepeoplebringoldthingstothetopagainontheirown.

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11.CaseStudy-Modcloth

ThiscasestudyisofabusinessescomparabletoFunkee,fromWooThemes:http://www.modcloth.comModclothareanonlinewomen’sretailerwhohaveearnedaPinterestfollowingof2.2millionpeople,bycreatingamost-pined‘TrendingonPinterest’boardandfeaturedstylist-curatedoutAits.

12.CaseStudy–MarysiaSwim

ThiscasestudyisalsoofabusinessescomparabletoFunkee,fromWooThemes:http://www.marysiaswim.comHighfashionbrandproducesdesignerswimandresort-wear.Theirchallengewastopromoteasingularandseasonalproduct,especiallyinoff-season.TheireffectiveInstagramstrategy(wheretheyhave50,000followers)wastopostcontentthatappealedtotheiraudience’sloveofamuchlarger‘beach’or‘vacation’experience.Thismeanssharingcontentfeaturingbeachshots,healthyfoodandinspirationalquotes.e.g.imagesofblackandwhitepoolchairsandphotosoffreshgreenjuices.

13.MeasuringSocialMediaCampaigns

Eachsocialmediagoalshouldbecarefullydesignedtoenableclearmeasurement.ForFunkee,measuringtheincreaseofordersfromthesite(toaspeciAicnumber),isjustasimportantassettingthiskindofconversionasagoal.

FunkeewillbeabletotrackallwebsiteandecommerceanalyticsduetothecomprehensivenatureoftheanalysisavailablefrombigcommercewhichrunstheFunkeesite.Equallyimportantistrackingthenumberofvisitors,click-throughsandviewsofthecontentpostedtosocialmediathataredesignedtodrivetrafAictothesite,tocreatepurchases.

Acycleofanalysisandchangeisimportant:setbenchmarks,runatest,checkthestatistics,implementchanges.

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ConclusionandRecommendations

Theultimategoalofallsocialmediaactivityistoincreasesales.

Facebook,Pinterest,TwitterandInstagramaresocialmediaplatformsFunkeeshouldbuildcommunitieson.

TheseplatformsarethepremiereplatformsusedbythelargestandmostsuccessfulfashionretailersinFunkee’smarketsegment.

BuildingcommunitiesintheseplacesenablesFunkeetostaycloselyconnectedtotheircustomersandtowatchtheengagementoftheircompetitors.

Funkeeshouldbepostingmainlyvisualcontentthatisamixtureofproduct,value-addedandbrand-lifestylerelatedinformation.