More Related Content
Similar to Ievgeniia iakovleva zara-home_final-project (20)
Ievgeniia iakovleva zara-home_final-project
- 2. Task
1. Identify all the potential audiences for the brand? What are all audience
types that this brand/business might have. (not online, just in general)
2. What are some touch points/key phrases related to the business/brand?
Provide a share of voice on a touch point along with brand, if small business,
touch point and context or touch point and competitor is fine.
3. What Influencers should you be engaging with? Provide evidence of how
you came about identifying these influencers along with two ideas on how you
plan on engaging with them. Include any searches, tools that you used in your
findings. Provide research and final list of at least 5 influencers that will
potentially impact your campaign.
4. What gaps are there with any existing social properties and communities
currently engaged with? Should also include a competitive analysis on at least
two platforms.
5. What metrics do you plan to apply?
6. What communities social sites should the brand/business participate in
based on findings?
© Ievgeniia Iakovleva, 2013
- 3. BRAND
Zara Home - Where affordability meets trendy
• Locations: Only e-commerce for US Market, 325
locations worldwide
• Brands: Zara Home (owned by Inditex Group)
• E-commerce available
• Offers home textiles, furniture, accessories
• Target: Women, 18-24
Zara Home began in 2003 as an offshoot of the Zara
clothing brand. Zara Home offers the latest trends in
interior decoration, with new introductions arriving online
weekly; keeping with the ethos of continuous renewal that
is characteristic of all commercial concepts within the
Inditex Group. The speed with which Inditex, Zara and Zara
Home creates new products allows the company to not
only stay on trend, but work with its customers to create
the trends.
© Ievgeniia Iakovleva, 2013
- 4. Audience
Social Moms
• The social moms are roughly 25-35 years old. They are either
expecting a child or have at least one under the age of 18#.
They juggle work and family. They are constantly looking out
for things that make their family’s life easier and comfortable
and they are looking for it online. They are the decision
makers for household purchases and extremely brand loyal.
© Ievgeniia Iakovleva, 2013
- 5. Audience
Generation C
• Gen C Women are part of a generational group referred to as
Millennials, Gen Y or echo boomers - people ages 18-34#.
What differentiates Gen C from the rest of the Millennials is
their digital behavior. They are the Connected-Collective-
Consumer, and they have integrated their lives with social
media#. They are very socially savvy and actively create buzz.
They have strong opinions and then to influence via and be
influenced by social media. They follow trends and everything
seasonal. They are impulsive shoppers; likely to be brand
loyal, but easily distracted.
© Ievgeniia Iakovleva, 2013
- 6. Touch points
Zara Home
Décor Home
Table ware
Living room
Bathroom
Bedroom
Accessories
Gifts Fashion
Sale Money
Shipping
© Ievgeniia Iakovleva, 2013
- 7. Share of voice
32%
35%
33%
Share of Voice positive/neutral
Zara Home
Anthropologie
UrbanOutfitters
40%
25%
35%
Negative Sentiment Share %
Zara Home Anthropologie UrbanOutfitters
© Ievgeniia Iakovleva, 2013
- 11. Influencers
Katie Bibb Anderson
http://www.facebook.com/katie.bibb.anderson
1694 friends
Lifestyle blogger. Social media and online marketing consultant. Lover
of designer dresses, themed parties, a well designed home & boutique
hotels.
BLOG
http://modern-eve.com/
Facebook
http://www.facebook.com/moderneve
• Like it 444
• Talk about it 23
Instagram
• 476 photos
• 1642 followers
• 259 followings
© Ievgeniia Iakovleva, 2013
- 13. Influencers
Partnership ideas:
1) Special gift box every month with newsletter and some kind
of products.
2) Indentation for special in-store events. Example – closed
sale for loyal customers.
3) Special discount.
© Ievgeniia Iakovleva, 2013
- 16. Competitive analysis
Facebook ZaraHome Urban Outfitters Anthropologie
Total Likes 312316 1558505 641734
People Talking About This 5985 34677 9866
Frequency of posts in the last 48 hours 0 1 1
Engaged Users to Page (People Talking About This /
Total Likes 2% 2% 2%
Enagment Rate of last post = comments, likes,
shares/total likes 0.075 0.327 0.013
Twitter ZaraHome Urban Outfitters Anthropologie
Following 193 1095 301
Followers 27412 610278 338514
Tweet Frequency (per day) 2 1 2
mentions in the last 7 days 9 602 332
Brand responses to users in the last 7 days 0 0 0
© Ievgeniia Iakovleva, 2013
- 17. Metrics
To measure Zara Home performance in social media we need to
consider:
• For Facebook – Total Likes, People who talk, Engagement rate,
Re-posts, Growth parameters, Reach (potential audience size).
• For Twitter – Following, Followers, Mentions, Growth
parameters.
• For Pinterest – Likes, Following, Followers, Growth
parameters.
• Sentiment analysis
• Competitive analysis
© Ievgeniia Iakovleva, 2013
- 18. Recommendation
• Instagram – to increase awareness
and inform about new collections
and special offers.
• Fancy – to increase awareness and
sales.
• Gilt – special offers.
• Groupon – special price offers for
new collections and additional
discount for running sale.
• RetailMeNot – coupon offeres.
© Ievgeniia Iakovleva, 2013