SHOPDROBE APP Web Summit, 2015. BY Kanika Verma Digital Marketing Communications Keith Feighery Word count: 2,062
SHOPDROBE APP Web Summit, 2015.
BY Kanika Verma
Digital Marketing Communications Keith Feighery Word count: 2,062
2
TABLE OF CONTENT
1. Executive Summary
2. Introduction/ Overview to the company
3. Goals and objectives
4. Social media strategy
Content strategy
Editorial plan (product is promotional or seasonal)
Channels of communication
5. Situational analysis
Swot analysis
Competitor analysis
6. Paid ads (twitter, face book, instagram)
7. Measurements
8. Conclusion
9. Appendix
10. Bibliography
3
1. EXECUTIVE SUMMARY
Shopdrobe were a company we took an inherent in interest who were exhibiting at The Web
Summit 2015. Their stall located in the RDS Beta area, close to the fashion summit. They
describe themselves as ‘the newest application for fashionistas’. It is a unique social-
networking platform for ‘shopaholics’ and people who like to set trends and share their own
style with others.
The company was founded by Lev Grbov and Vagan Khranyan in 2015. Lev’s hope for
Shopdrobe is for it to become an online community of like-minded people, who all share a
passion for style and fashion. “Shopdrobe gives everyone a chance to experiment with their
style by trying something new, while being supported by friends.”
The application itself is notably simple; you create your personal profile, which in turn allows
you to share photos of items you have bought or are considering buying. This allows you to
upload your looks to their online platform, where your friends, other connections and other
random users are free to extend advice and vote on polls as to whether you should go ahead
with your purchase. In turn your connections too can allow you to vote on whether you agree
with their personal choices.
This application allows you to connect with other social media platforms such as Facebook,
Twitter, YouTube and Tumblr.
According to Garter Inc. 77% of consumers seek others’ opinion, before making a choice,
whereas 81% consult their friends for advice using social networking (shoprobeapp.com,
2015). Shopdrobe pledges to continuously innovate the fashion industry and facilitate your
stores in satisfying the desires of your customers. It will make extensive use of QR codes that
will be scanned by individuals within your particular store, with clothing items being
displayed on the screen to be rated/commented on. Be one of the first brands to participate in
this fresh initiative!
As previously mentioned, the Shopdrobe team consists of the two co founders Lev and
Vagan, Fredrick Jansen (Chief technology Officer), Svyatoslav Svitlychnyi (Web
development Officer), Pavlo Huk (Designer), and Yana Kushpitovska (Fashion adviser).
Brief YouTube link in appendix 1.
4
2. INTRODUCTION
CHOOSE WISELY, DRESS NICELY
Fashion has become the key element for the consumers in today’s modern and dynamic world
and now a day’s more emphasis is given on the style statement of people as well as the way in
which they dress up. So, keeping in mind the view of consumers a new application called
Shopdrobe has been founded by Lev Gryvob and Vagan Khranyan that falls under the category
of Early Stage Start ups. Shopdrobe provides a platform to people who love shopping, want to
set a fashion statement and most importantly sharing it with the rest of the world.
Shopdrobe functions in the easiest manner so, that people may have a better understanding
about the content available on its website. Here is a screenshot of its website showing its
functioning:
5
ShopdrobeTeam puts efforts to connect with the public via social media networks like- face
book, twitter, you tube, etc. It plans to make use of QR codes that can be scanned by the people
at a particular store where clothing items will be displayed on the screen to be commented or
rated by others. It is very much clear about its goals and works with the intention of being
innovative, fashionable and trendy to meet up the expectations as well as desires of people as
well earning a great amount of revenue to survive in the market for a longer period of time.
3. GOALS AND OBJECTIVES
6
MAXIMUM PROFIT
EXPOSURE TO USERS
CUSTOMER SERVICE
GROWTH IN THE FASHION WORLD
BRAND AWARENESS
ANALYZING THE COMPETITION
ADAPTABILITY
7
4. SOCIAL MEDIA STRATEGY
Shopdrobe is marketing itself as a fashion buddy but also can act as a hub/blog for budding
fashionistas who want to share their style with the world. So whether their users are looking
for help and style tips from their followers, or simply want to show off their newest outfit,
Shopdrobe solves this problem for its users. Our team have identified three personas to which
Shopdrobe aim their platform (Appendix 2).
SOCIAL MEDIA PLATFORMS:
Instagram: Shopdrobe have 144 followers on Instagram, which is not a lot but has the potential
to increase much more, as the start-up company are only at the beginning of their successful
journey. In terms of their promotion strategy for the 2015 Web Summit, they completely
dedicated their Instagram account to this event. 14 out of 15 of their posts are about the Web
Summit and contain #web summit, which was a great way of promoting themselves for the
event and in general. They had 3 posts before the web summit started, showcasing what they
have to offer during the three days and informing fans where exactly they will be located.
8
During the Web Summit, they posted 9 photos, some showcasing other interesting start ups,
others promoting Shopdrobe. They kept posts to a minimum which is always better than over-
posting or under-posting.
After the Web Summit, there were no posts. Shopdrobe’s instagram is currently dedicated to
their Web Summit experience.
Face book: Currently, their Face book has 120 likes and maintains a continuous posts strategy.
Throughout their lifecycle on Facebook, they started to post twice monthly, however more
recently it has been noted that Shopdrobe post almost every day, sometimes doing multiple
posts in one day. This has caused some clutter, and most of the time there is no engagement
with the posts. When posts aren’t getting any engagement, these regular markers start to
become spam. This is a dangerous slope that Shopdrobe could get into if they do not monitor
their social media engagement.
During the Web Summit, Shopdrobe were very active on Facebook, posting the same images
to their page as their ones on Instagram. However, throughout, there are more posts about the
latest fashion trends and celebrity’s styles than Shopdrobe itself.
9
The following two posts have no engagement whatsoever and were posted on the same day.
This is a regular occurrence on theirFacebook page.
YouTube: Shopdrobe have their own YouTube channel, however it is extremely inactive with
only two videos posted. These videos however give an explanation into what Shopdrobe really
is and are helpful if one does not understand the application’s purpose.
Twitter: Shopdrobe have a mere 96 followers on Twitter, while following well over a
thousand. This is an extremely weak follower to following ratio considering the notion of the
app itself is based on a social media platform of its own. In analyzing their Twitter account we
can see great room for improvement. In terms of their promotion strategy for the 2015 Web
Summit, this again is weak. Shopdrobe’s Twitter account has a total of 35 tweets. Having set
up their Twitter in April 2015 they are lacking in reaching out to potential users with such
limited amount of information flowing through their account. The first mentioning of the Web
Summit was October 28th, days before the event was to take place. #Web Summit was used in
10
a number of posts, allowing their posts to be found by anyone who is interested in searching
this particular hashtag. In the days leading up to the Web Summit Shopdrobe’s Twitter account
posted video content and information on which stall you could find them at.
Tumblr: Shopdrobe have yet to post on their Tumblr account. Seeing as Tumblr is advertised
on their website as one of their forms of social media, Shopdrobe really need to consider
implementing some form of strategy for the site. Tumblr is a microblogging and social
networking website which allows for fashion bloggers and ordinary people alike to share blogs
and picture content. This platform would be a key for Shopdrobe, seeing as those who use
Tumblr for fashion and style could also avail of Shopdrobe’s services.
11
Recommendations for Shopdrobe can be found in Appendix- 3.
5. SITUATIONAL ANALYSIS
SWOT ANALYSIS
STRENGTHS
Easily visible website
Wide range of service
Innovative
Easy website functioning
WEAKNESSES
Limited Start up cost
New Application on the social media platform
Competitors can provide similar nature of services with ease
Limited flexibility in quoting price
Not so popular brand
OPPORTUNITIES
12
Expansion in the countries India, USA and UK
To develop the brand
To build relationships
Effective usage of market research (to analyze the marketing trends, customer
preferences and create services in accordance to them)
THREATS
Heavy competition/ Threat from present competitors
Threat from future competitors (the fashion world is open to all and there are chances
of new entrants in the market)
Substitutes (consumers have wide range of choices available in terms of social media
applications)
Unable to cope up with time
COMPETITIVE ANALYSIS
13
These are randomly clicked screenshots of the twitter website of these applications to give a
clear idea on where they stand in the comparison.
14
Shopdrobe has to focus on its competitors, as there are many applications competing with
same sort of services on social media, these are- Instagram, Snap chat, Tumblr, etc.
For getting the exact picture of the level of competition that Shopdrobe faces a comparison is
made with the above mentioned competitors
15
By comparing these applications it can be inferred that Instagram and Snap chat are at the peak
of success, having the highest percentage in almost all the categories mentioned amongst the
other two social media applications. So, it can be concluded that these two applications are the
biggest competitors for Shopdrobe to compete with on the social media platform.
6. PAID ADS
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
SocialMedia
Presence
Popularity UserInteraction
Traffic Features Growth
Snapchat
Shopdrobe
Tumblr
16
As Shopdrobe are still in the introduction phase of their product’s life cycle, they have yet to
invest in paid ads on Facebook, google and other platforms. Facebook has proven to be very
successful in advertising and promoting businesses and apps that are looking to expand and
improve their span of reach. ‘Facebook adverts make it easy to promote your mobile apps and
games, so you can find new customers and keep people engaged with your apps’
(Facebook.com, 2015).
These Facebook advertisements would allow for Shopdrobe to reach all the appropriate people,
based on their gender, age, interests and devices. Following through with this, the ads guarantee
constant engagement with users who ‘have already installed or taken specific actions in your
app’. In implementing these ads Shopdrobe and their employees will be able to track how these
ads affect your app’s installs, sales and more.
As any company grows, implementing Google Ad words becomes increasingly useful. Ad
words are Google’s online advertising program that lets you reach new customers and grow
your business. ‘With Google AdWords, you can reach people as they search for words or
phrases (which we call keywords) or browse websites with themes related to your business.
Your ad can appear on Google and its partner websites. With cost-per-click (CPC) bidding,
you're charged only when someone clicks your ads’ (Google.com, 2015).
7. MEASUREMENTS
17
This Pie- Chart describes which of these applications have highest number of user
engagement.
The percentages to these Social Media applications have been assigned on the basis of
their User Engagement on their website as well Social media pages- Face book and
Twitter.
8. CONCLUSION
80%
60%
30%
70%
USER ENGAGEMENT
Snapchat
Shopdrobe
Tumblr
18
Shopdrobe is a new social media application joining people by providing them with a
platform to share their images, videos, fashion advices, etc and giving them a great interactive
experience. But, simultaneously it suffers from high level of competition from well-known
as well as well-established social media applications Instagram, Snap chat and Tumblr who
provides similar features to the users having an advantage of being popular. These
applications are surviving in the market for a longer period of time and having highest number
of user-engagement, social media presence, traffic and are growing in the market in the best
possible manner. But, being new and fresh in the field of applications it has far more
opportunities to grab as, customers always want to experience something new and Shopdrobe
can offer them that.
So, Shopdrobe has to work a lot in the direction of adding up new and unique features to
compete with these mentioned applications and has a long way to go to achieve success and
flourish on the social media platform.
9. APPENDIX
19
Appendix 1
https://www.youtube.com/watch?v=7aAK2wGypEU
Appendix 2
1. Fashionista Fabia: She is a teenage budding Fashionista who loves to share her style
tips with her friends and followers. She typically has a huge following on social media
and is known for her fashion sense and blogs. Many of her followers rely on Fabia for
style inspiration and tips for everyday fashion to special occasions.
2. Financial Advisor Fiona: Fiona is a middle-aged woman who has just launched her
career. She is great at her job and is always kept busy so she rarely has time to shop for
herself. When it comes to fashion and style element of her life, Fiona is not so savvy.
Therefore for any upcoming special events that Fiona must attend to, she must depend
on style icons or fashion bloggers for style tips, as hiring a personal stylist can be
expensive. Shopdrobe is the perfect and most efficient platform for Fiona as she can
upload images of clothing she bought and ask for advice and tips from her friends and
followers on Shopdrobe.
3. College Student Callum: Callum is a typical college student in his early 20s who has
no idea when it comes to fashion. He is a bit awkward and is too embarrassed to ask
for style tips from his family, friends and even shop assistants. Shopdrobe can offer
Callum all the help he needs and privately. He can ask for tips, follow friends or just
browse what other people are wearing and purchasing.
Appendix- 3
20
Recommendations for Shopdrobe to enhance and improve its Social media presence:
As the posts are getting very little likes, something must be done in order to increase
interest and engagement amongst followers. As Instagram is now increasingly
becoming an advertising platform, with brands using celebrities to promote their
various products, our team think that it would be worth a small investment if Shopdrobe
found a reliable famous face, preferably known for their style, to try out their
application. This will have a knock-on effect of increased engagement, more likes and
more potential following.
Shopdrobe’s Face book page is not successful in relation to promoting themselves and
generating engagement. They post too much content on general fashion trends and
looks which is likely causing spam and generating no likes or shares. We would
recommend that Shopdrobe create better content such as videos and blogs, using real
people.
We would recommend that Shopdrobe do not ignore their You tube channel, however
it is vital that they do not post irrelevant material to their channel as this may cause
frustration and confusion.
As the tweets themselves are getting little to no interaction, including likes and re-
tweets, it is obvious that Shopdrobe need to enhance their social media presence.
Twitter is an extremely popular platform for businesses and celebrities alike. In
combining these two types of accounts Shopdrobe could really succeed. By this we
mean asking fashion bloggers or ordinary people with an interest in fashion to promote
and endorse the app online. As these are the types of people who will be using the app,
it shouldn’t be hard to encourage them to tweet their experience online. In doing this,
Shopdrobe would experience a surge in social media fans, as well as, hopefully, an
increase in downloads.
Shopdrobe quite clearly need to start posting content on their Tumblr page. How
Tumblr works is users post multimedia and other content to their personal blog, other
users can follow you, and you can follow others. As with other forms of social
networking Tumblr is a way of reaching out to new and potential users, showing what
Shopdrobe has to offer, and potentially including user experiences in the blog content.
As Shopdrobe are in the early stages of business, there is time for them to establish
themselves as the number one shopping buddy and style opinion a
10. BIBLIOGRAPHY
21
http://shopdrobeapp.com/
https://twitter.com/shopdrobe
https://www.facebook.com/business/goals/promote-your-app/
https://www.facebook.com/shopdrobe/
https://www.facebook.com/shopdrobe/likes?ref=page_internal
https://www.google.co.in/search?q=Tumblr+logo&biw=1517&bih=665&tbm=isch&source
=lnms&sa=X&ved=0CAYQ_AUoAWoVChMIydurlbuSyQIVSVwaCh0XYQE-
&dpr=0.9#imgrc=KnWXnQUKVUPsoM%3A
https://www.google.co.in/search?q=snapchat+logo&biw=1517&bih=665&tbm=isch&sourc
e=lnms&sa=X&ved=0CAYQ_AUoAWoVChMIt-_yybuSyQIVC1caCh0RZwpS&dpr=0.9
https://www.google.co.in/search?q=snapchat+logo&biw=1517&bih=665&tbm=isch&sourc
e=lnms&sa=X&ved=0CAYQ_AUoAWoVChMIt-
_yybuSyQIVC1caCh0RZwpS&dpr=0.9#tbm=isch&q=instagram+logo
https://www.twitter.com/instagram
https://twitter.com/snapchat
https://www.facebook.com/snapchat/
https://www.facebook.com/instagram/
https://www.facebook.com/tumblr/
https://support.google.com/adwords/answer/1704410?hl=en