Ievgeniia iakovleva zara-home_final-project

Zara Homee-commerce shopIevgeniia Iakovleva

© Ievgeniia Iakovleva, 2013

Task

1. Identify all the potential audiences for the brand? What are all audiencetypes 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 howyou came about identifying these influencers along with two ideas on how youplan on engaging with them. Include any searches, tools that you used in yourfindings. Provide research and final list of at least 5 influencers that willpotentially impact your campaign.

4. What gaps are there with any existing social properties and communitiescurrently engaged with? Should also include a competitive analysis on at leasttwo platforms.

5. What metrics do you plan to apply?

6. What communities social sites should the brand/business participate inbased on findings?


BRAND

Zara Home - Where affordability meets trendy

• Locations: Only e-commerce for US Market, 325locations 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 Zaraclothing brand. Zara Home offers the latest trends ininterior decoration, with new introductions arriving onlineweekly; keeping with the ethos of continuous renewal thatis characteristic of all commercial concepts within theInditex Group. The speed with which Inditex, Zara and ZaraHome creates new products allows the company to notonly stay on trend, but work with its customers to createthe trends.


Audience

Social Moms

• The social moms are roughly 25-35 years old. They are eitherexpecting a child or have at least one under the age of 18#.They juggle work and family. They are constantly looking outfor things that make their family’s life easier and comfortableand they are looking for it online. They are the decisionmakers for household purchases and extremely brand loyal.


Audience

Generation C

• Gen C Women are part of a generational group referred to asMillennials, Gen Y or echo boomers - people ages 18-34#.What differentiates Gen C from the rest of the Millennials istheir digital behavior. They are the Connected-Collective-Consumer, and they have integrated their lives with socialmedia#. They are very socially savvy and actively create buzz.They have strong opinions and then to influence via and beinfluenced by social media. They follow trends and everythingseasonal. They are impulsive shoppers; likely to be brandloyal, but easily distracted.


Touch points

Zara Home Décor Home

Table ware

Living room

Bathroom

Bedroom

Accessories

Gifts Fashion

Sale Money

Shipping


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


Influencers

Ashley Cortese

http://pinterest.com/corteseash/

29 Boards

3,707 Pins

20 Likes

1,303 Followers

116 Following





http://pinterest.com/corteseash/activity/

http://pinterest.com/corteseash/activity/

Influencers

@coolmompicks

https://twitter.com/coolmompicks

BIO: We find it, you flaunt it

Wherever there is coolness · http://www.CoolMomPicks.com

18 239 TWEETS5 344 FOLLOWING 293 005 FOLLOWERS





http://www.CoolMomPicks.com

http://www.CoolMomPicks.com

Influencers

@gerihirsch

https://twitter.com/gerihirsch

7 953 TWEETS 536 FOLLOWING 13 431 FOLLOWERS





Influencers

Katie Bibb Andersonhttp://www.facebook.com/katie.bibb.anderson1694 friendsLifestyle blogger. Social media and online marketing consultant. Lover of designer dresses, themed parties, a well designed home & boutique hotels.BLOGhttp://modern-eve.com/Facebookhttp://www.facebook.com/moderneve• Like it 444 • Talk about it 23Instagram• 476 photos• 1642 followers• 259 followings


http://www.facebook.com/katie.bibb.anderson



http://modern-eve.com/





http://www.facebook.com/moderneve

http://www.facebook.com/moderneve

Influencers

Grace Bonney

@designsponge

Blogger http://www.designsponge.com

• 37 030 TWEETS

• 550 FOLLOWING

• 437 674 FOLLOWERS

N.B: Used wefollow.com,

Klout score


http://www.designsponge.com



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.


Existing social properties

http://www.facebook.com/zarahome

Likes 312 192

Talk about 5 716

https://twitter.com/zara_home

1 048 TWEETS 193 FOLLOWING 27 409FOLLOWERS

http://pinterest.com/zarahome/

• 13 Boards

• 268 Pins

• 119 Likes

• 941 Followers

• 54 Following








Competitive analysis

0

500000

1000000

1500000

2000000

ZaraHome Urban Outfitters

Anthropologie

Total Likes

0100000200000300000400000500000600000700000

Following/Followers

Following

Followers


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


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


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 zara-home_final-project

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