Digital Strategy - Technology Plan

Muvarde Technology Plan

TopSource Team

Andrea Echavarria | Andrew Jenkins | Chethan Mittapalli | Dante Paredes | Donald Gourley | Evan Lodge

Agenda

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3

4

5

Muvarde’s Overview

Recommendations• On-site• Off-site Project Timeline

Metrics and ROI

Social Media and Technology Strategy

2

Muvarde Overview

Who is Muvarde?

• Fashionable handcrafted leather goods with design.

Product Characteristics:

o unique and exclusive designed productso stylish, elegant, creativeo innovation combined with high quality

POST Analysis

People - Assess customers' social activity (i.e. capabilities). Build knowelege base of target audience and target market.

Objective - Determine the desired goals and how to achieve and measure them.

Strategy - Predict and shape new dynamic relationships with customers.

Technology - Compare and select which social technologies to use

Project Context

What?• Provide recommendations so

Muvarde can use technology as an strategy to boost their E-sales

How?• By developing a Technology Plan to

foster community engagement, allowing customers to interact with each other and with the company.

Why ?

2

1

2

3

No engagement on Muvarde website

Boost sales

Muvarde’s online communication is a monologue

Create brand awareness and an online “buzz” about Muvarde

One Stop engagement platform through Muvarde’s Website

4

5

6 Off-site strong and relevant presence Last Blog made Dec 29, 2012

People: Target Audience

Target Market or Target Audience:

• 22-35 year old men and women • Fashion forward individuals

• Income range 70K+

Their relationship with Social Media:

• Loyal Muvarde Product Owners

• Early adopters

• Super users

• New joiners

• Spectators and Collectors

People: Social Media Customer Profile

ObjectivesEnhance customer engagement to complement Muvarde operations:

• Offsite• Onsite

Use engagement to:• Improve Brand awareness • Influence future purchases• Refer new customers• Data analytics

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2

Technology Strategy

Social Media Strategy

Community

• Social Network user management

• Gamification• Conversations• Reviews & Ratings• Recommendations• Voting/Polling• Contests/Promos• Comments

Content

• User generated• Products• What's new• Videos• Demos• Blogs

Collaborative Platforms

• Social networks• Share and tweet• “Viral” • Word-of-Mouth• Followers/friends/• fans• Super users, Badges

Social Media On-Site Recommendations

Muv

arde

On-

Site

Com

mun

ity

1. Identity Management

2. Customer Interaction

Spaces

Commenting

Sharing

Ratings and Reviews

4. Gamification

Badges and Super users

3. One Platform

1. Identity Management

"Users who login with Social Login are five times more likely to make a purchase than users who log-in via standard login"

Benefits: Social Media Log In

• Less Friction

• Promotes user interaction

• Data Analysis

Social Identity Technology

Options

Technology Options Pros Cons

1. Janrain

Seems to be the best at integration with other 3rd party plugins. Janrain is the largest in this space.

Only offers identity management

2. Gigya

Established enough, and offers the other products we are looking for

offers suite of social products

"The simplicity and social functionality of the Comments plugin caused a 500% jump in posted comments"

Commenting Benefits

• Allows users to interact with each other

2. Customer Interaction Spaces

Interaction

Commenting

Blogging

Live Chat

Technology Options Pros Cons

1. LiveFyre

Real time updates and notifications. Integrates well with Jandrain. Team dedicated to supporting customization

expensive

2. Disqus

The largest player in this space Not as easily indexed by search engines as livefyre. Many large players have moved away in favor of Livefyre

3. Intense Debate

probably cheaper has faded in popularity

4. gigya

has other plugins we want smallest player of those reviewed

5. Facebook

clean design. Get limited data back, only able to login with Facebook

Commenting

Sharing Benefits

• Brand awareness

• New visibility

2. Customer Interaction Spaces

Sharing

Ratings and Reviews Benefits

• Allow users to rate products and give reviews so that they can help others choose products on your site

2. Customer Interaction Spaces

Technology Options Pros Cons

1. Gigyasmallest player not focused on reviews

2. BazaarVoice

equivalent to PowerReviews. Comes down to price. Highly Customizable

stand alone product

3. PowerReviewsequivalent to BazaarVoice. Comes down to price. Highly Customizable

stand alone product

Ratings and Reviews

Ratings and Reviews Benefits

• Increases Social Activity

• Determines influencers

• Influencers will bring new customers

• Fosters constant interaction with Muvarde

3. Gamification

4. One Platform

Benefits

• Brings user to Muvarde website

• Ensures that current customers can see new products

Recommended Technology

Website Recommendations

Muvarde Fashion Combinations

Is more than just Like or Dislike Muvarde’s look should be about awesomeness!

Fashionably Relevant

Muvarde

People see Muvarde as a Fashionable item that they MUST HAVE!

• Customers like to see the relevant size of the product.

• Show the product being use in several ways

Product Web Image

Fashionably Everywhere with ME!

Customers should be able to picture their own Muvarde pieces inside decoration spaces.

Shopping Cart

• Add advanced shopping cart • Social media integration

• Share and tweet my cart products• Reviews, Ratings• Refer a friend – products

• Discounts for social media referrals• Bundle similar recommendation products

Mobile compatible website

• Responsive design principles• Compatible with all mobile platforms

• Benefits• Improved user experience• longer visits• Improved SEO• Better Brand image• Competitive advantage

Social Media Off-Site Recommendations

Muv

arde

Off-

Site

Com

mun

ity

Facebook

Pinterest

Twitter

YouTube

Quora

• Present Muvarde Brand• Build Strong Profile• Follow Key People• Talk with followers and Answer

questions• Drive Traffic to Muvarde Website• Organize Followers into Conversation

Lists

• Give People a reason to become Fans• Stay on Topic• Ask the correct questions• Include Pictures• Post and Celebrate Milestones• Run contests, polls • Measure and Manage

• Product showcasing• Showcase review videos

• Strategies:• Create compelling videos• Make videos reachable and findable• Brand YouTube Channel• Use YouTube Ads• Leverage Reach through other Social

Media

• Content is King:

• Answer questions related to Muvarde or the Industry

• Use keywords in answers to increase SEO

• Answer questions directly and politely• Establish Muvarde as a Leather Expert• Use as a Market Research tool

Recommendation Prioritization Scores

Prioritization matrix

10 12 14 16 18 20 2215

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18

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20

21

5. Shopping Cart4. Gamification

3. One Platform

2. Custom Interaction spaces

1. Identity Management

Likelihood of Success

Bu

sin

es

s V

alu

e

Low High

Low

H

igh

Recommendation Plan Timeline

Timeframe Actions

0-3 months Create & communicate rebranding vision Build technical team skillset Integrate identity management solution

4-6 months Communicate vision Establish team metrics/deliverables Build Customer Interaction spaces Hire Interns for Social media engagement

7-12 months Communicate vision Reassess customer engagement Build Shopping cart and One platform Implement new compensation plan

12-24 months Assess social media metrics Build Gamification

Implementation Timeline

Description

• Move website hosting space

• Implement Identity management Solution to increase customer enrollment

• Implement Social media metrics• Design and build out solution to support One

platform

Q1 Q2 Q3 Q4

Year 1

Q1 Q2 Q3 Q4

Year 2 Year 3+

• Implement customer interaction space solution and shopping cart improvements

• Implement process and people changes based on new solution

• Revamp website branding and design

Quick Wins

Phase 1

Phase 2

• Roll out Gamification module in phases

Social Media Metrics

Awareness Engagement Word of Mouth

• # of members/fans• # of impressions• # ratings/reviews• # of tweets• # of followers• # of page views• # of visits• # of users• # of views• # of connections

• # of comments• # of active users• # of user-generated items• Rate of activity• Time on site•(Likes + Comments + Shares)/Total Fans•Conversion rate, Engagement rate, Bounce rate•Company comments/Total comments•Network density•# of responses to polls, contests, surveys, etc.# of @repliesSentiment Analysis (Positive, Negative, Neutral)

• # times appearing in friend’s timeline• # posts on wall• # reposts• # of responses to friend

referral invitations• # of likes on friends’ feeds• Influence, reach scores• # of re-tweets• # of shares• Measure Share of Voice(SOV)• Brand mentions on social

media

Financial Returns

Socially Referred Revenues

Media Equivalent Value

New Customers

Market share increase

New Leads, Referrals and Impressions

Non Financial Returns

Brand Value

Customer Engagement

Customer Satisfaction

Social Media ROI Metrics

Engagement and Reach

• Facebook Insights

• Linkedin page insights

• Pinterest web Analytics

Share of Voice(SOV)

• Social mention

• Radian6

Influence

• Klout• PeerIndex• Kred

Referral Traffic

• Google Analytics

• Social Reports

Social Media Metrics Tools

MuvardeAlways Relevant

Business Model Canvas

1. Value Proposition

• High end leather goods for affordable prices

7. Key Partners

• No supply partners – vertically integrated

2. Customer Segments

• 22-35 M/F• Fashion Forward• Want high quality

merchandise that is only 20% more costly than normal goods

4. Customer Relationships

• Get customers by getting product into the fashion scene – shows etc.

• Want to use social media to get, interact, and keep customers

8. Key Activities

• Driving quality traffic to the website

• Create an online community that can engage the consumer

3. Channels

• For now just e-commerce

6. Key Resources

• Web Domain• Quality product

5. Revenue Streams• E-comerce

9. Cost Structure• Manufacturing, website maintenance, social media

outreach, marketing,