Pecha kucha finished

PowerPoint Presentation

Digital marketing Pecha Kucha John hunt 1281097710/05/2016

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Company Background Established in 2002 in East London

Now one of the leading vintage retailers in the UK and Sweden (Beyond Retro, 2016)

Currently employing a range of digital marketing campaigns including:News letters Opt-in emailsSEO Strategy Social media marketing

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Company Audience and competition Stores are ideally situated to appeal to target market

Beyond Retro cater to all ages

Anyone looking to celebrate individuality

Compete within the UK and Sweden

UK main competitors are ASOS and Urban Outfitters

Local stores such as Dirty Harry or To Be Worn Again Target marketCompetition

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Strategy Proposal

Focused on social media marketing.

One of Chaffeys 6 online marketing channels

Beyond Retro already have over 55,000 Facebook follower, 36,000 Instagram followers and 2,600pins on Pinterest

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Existing Social media marketing

Separate Facebook and Twitter pages for UK and Sweden. Both promote what is in store and information regarding current vintage fashion trends no with no user generated content shown. Beyond Retros Pinterest account also covers a broad range of topics however there is still no user generated content shown.

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Proposed social media marketing Strategy Campaign initiatives & Justification Campaign InitiativesThe proposed strategy consists of utilising social media marketing through two separate initiativesBeyond Retro: How do I Look? Social Media Treasure Hunt

Justification Large number of social media followers Cost effective to implement Success can be easily monitored

The proposed strategy is a social media marketing strategy consisting of two initiatives Beyond Retro: how do I look and the social media treasure hunt. These initiatives were chosen as beyond retro already have a large number of social media followers, they are cost effective to implement and easily monitored.

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Strategy aims and objectivesAimTo creatively use social media in order to positively promote Beyond Retros online image

Objectives Promote user generated content and electronic word of mouth through initiative 1(Beyond Retro: How do I Look?Increase brand awareness and customer hype through initiative 2(Social media treasure hunt)

The aim of this strategy is to creatively use social media, in order to promote beyond retros online image whilst increasing their sales

The objectives are to promote user generated content and electronic word of mouth through initiative 1 Beyond Retro how do I look and to also create a hype and increased brand awareness through initiative 2 the social media treasure hunt 7

Initiative 1 Beyond Retro: how do I look?Introduce a new social media account on each platform called Beyond Retro: How do I look?

Facebook has 250 million active users, Twitter receives over 1 million tweets per hour (Futurebuzz,2009), and pinterest reached 100 million monthly users (Kastrenakes, 2015) Encourage customers to post pictures of them wearing items purchased from Beyond Retro

Vouchers to spend in store or online to be supplied to boost participation.

Futurebuzz Social Media, Web 2.0 And Internet Stats (n.d.). Retrieved July 25, 2009 from TheFutureBuzz Web site: http://thefuturebuzz.com/2009/01/12/social-media-web-20- internet-numbers-stats/8

Twitter Beyond retro: HOW do I look hashtag

With the ever growing importance of the hashtag on Twitter it is important to make sure the BR:HowDoILook? Hashtag gets as many tweets and shares as possible in order to promote the competition and to increase the online awareness of Beyond Retros social media marketing campaign

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Pinterest Beyond Retro: how do I look? Board Recently Pinterest achieved more than 10 million unique visitors

Pinterest visitors compared to other social media sites convert into sales faster (Davis,2000)

Its also drives tons of traffic, even more than Facebook

Recently pinterest achieved more than 10 million unique visitors making it one of the fastest growing websites ever. With the number of visits in the last 6 months growing by 4000%.

Compared to other social media sites it converts visitors into customers faster whilst also being more effective at steering traffic back to a website compared to even facebook.

Therefore using a pinterest board to allow customers to post their own images could be of huge significance to Beyond Retros online sales.10

Why use user generated content user generated content has attracted over 1.61 billion users worldwide and generated more than $10 billion (www.eMarketer.com, 2013)

78% of B2C companies are planning to use user generated content (CMI,2015)

An organization or intermediary may not have your best interests in mind when making purchase recommendations (Evans, 2012)

People are automatically drawn to a product or service that they know others have already engaged with and trust (Francis, 2015)

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What are the incentives of uploading contentThere are many incentives for users to post user generated content to the Beyond Retro: How do I Look? Page, these include: Daugherty et al (2008) states its primarily for their own personal incentives.

To enter the competition in order to win free items of clothing

To show to their peers on social media what they have purchased

To ask the opinion of what others think of their outfit

There are many incentives for users to post user generated content to the beyond retro how do I look page these include

To enter the competition in order to win free items of clothing To show their peers on social media what they have purchased Or to ask the opinion of what other think of their outfitHowever daugherty et al state its primarily for their own personal incentives. 12

Initiative 2 Social media treasure huntUses social media as a platform to host a Treasure Hunt

Post clues to a range of social media sites.

Asks followers to try and follow clues in order to find hidden prize

Users must comment on and share the link in order to be eligible for prize.

A new exciting way of using social media marketing to acquire the engagement and participation of their customers.

The second initiative, the social media treasure hunt will use multiple social media platforms to host a treasure hunt where clues will posted over the course of a week. In order for the followers to stand a chance at winning the prize they must comment on and share the link whilst trying to find the next clue. This is a new and exciting way of using social media marketing to not only acquire the engagement and participation of their customers but to also promote their brand in a unique and quirky way.13

Initiative 2 continued.Will be as mobile-centric as possible to appeal to the growing number of on-the-go consumers who prefer to consume information on their smartphones (Samuely, 2015)

The treasure hunt will be designed to drive online engagement

The treasure hunt will be promoted within all of their physical stores, their ecommerce site and all of their social media sites.

Clues will range from pictures of items of clothing, asking the users to guess what year it was made. To a video of someone walking down a famous retail street where you will have to work out the location.

Whilst the campaign will be accessible for desktop users, it will be as mobile-centric as possible in order to appeal to the growing number of on-the-go consumers who prefer to consume bite-sized amounts of information on their smartphones (Samuely, 2015). The main goal of the treasure hunt will be to drive the online engagment of beyond retros customers. In order for the treasure hunt to be successful it will be promoted within all their physical stores, their ecommerce site and all their social media sites prior to its release. Clues will vary in form with an example being shown on the slide. 14

Why engage with customers on social mediaContact with customers is strongly linked with customer loyalty (Watson et al,1998)

Combines characteristics of traditional IMC tools with a highly magnified form of word-of-mouth (Mangold and Faulds, 2009)

Allows you to reward fans through the use of discounts or promotions that others wont receive (Saravanakumar and SuganthaLakshmi, 2012)

Participatory promotions are particulary effective as they add excitement and an incentive to invite others Saravanakumar and SuganthaLakshmi, 2012)

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Past success of treasure huntOne of the most successful social media treasure hunts was conducted by Nissan last year. The Ride of your Life campaign (Nissan, 2015) Nissan are a huge multinational company with a vast marketing budget.

There has been great success with social media treasure hunts in the past. One being conducted by Nissan where customers had to try and find the secret location of a car. As nissan are a huge multinational company with a vast marketing budget it is foolish to think beyond retro will receive anywhere near as much attention as theirs. However, due to Beyond Retros popularity with young adults on social media and the implementation of the How do I look Campaign this could create a huge buzz around beyond retro on the whole. 16

Post campaign monitoring Selected social media platforms: Facebook, Pinterest and TwitterFree to use.Easy to monitorFacebook can be monitored through the numbers of likes, shares and comments received.Twitter can be monitored through the number of followers, hashtags and shares. Pinterest can be monitored through the number of boards, pins and shares.The campaigns success regarding brand awareness can also be monitored through the increase in the number of sales.

As both campaigns use facebook, pinterest and twitter they are free to use and easy to monitor

Facebook can be monitored through the number of likes share and comments related to the campaign Twitter can be monitored through the number of followers hashtags and shares related to the campaign Pinterest can be monitored through the number of boards pins and shares. related to the campaign

The campaings success regarding brand awareness can also be monitored through the increase in the number of sales. 17

AdvantagesBoth allow for the business to communicate directly with a client on a personal level (Ryan & Jones, 2012)

Effective at targeting new clientele and building a brand (Chadwick & Chaffey, 2012)

If a friend reviews the business or product on Facebook, it helps nudge a consumer towards making a purchase (Chen et al, 2014)

Customers feel good about themselves when they are saving money (Schindler, 1989)

Both initiatives allow for the business to communicate with a client on a personal level

They are also effective at targeting new clientele and building a brand

Therefore if a friend reviews your business or product, it nudges a consumer towards making a purchase

Whilst providing customers with the chance to win something allows customers to feel good about themselves as they are saving money

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Related WeaknessesHeavily relies on customer input

Separate social media accounts for UK and Sweden may cause confusion

If outsourced the costs of running a Facebook or Twitter page can excessive (Contentfac.com, 2011).

Successfully running a social media campaign can be hugely time consuming

Without the participation of their users and the correct promotion of these initiatives, they will be destined to fail

The separate social media accounts for the UK and Sweden may also cause confusion

Whilst if the running of the social media accounts is outsourced to another company they can be hugely expensive. The maintainance of a facebook page can cost up to 3500 and a twitter account can cost 1400

to successfully run a social media campaign can be hugely time consuming which is why ive opted for the majority of the content to be supplied by the users themselves. 19

ReferencesChaffey, D (2016). Digital marketing channels - Smart Insights. [online] Available at: http://www.smartinsights.com/reach/attachment/digital-marketing-channels/ [Accessed 16 Feb. 2016].Chen, H., Papazafeiropoulou, A., Chen, T., Duan, Y. and Liu, H. (2014). Exploring the commercial value of social networks. Journal of Ent Info Management, 27(5), pp.576-598.Content Marketing Institute. (2016). CMI: Content Marketing Strategy, Research, "How-To" Advice. [online] Available at: http://contentmarketinginstitute.com [Accessed 10 May 2016].Contentfac.com. (2011). How Much Does it Cost to Outsource Social Media Marketing?. [online] Available at: http://www.contentfac.com/how-much-does-social-media-marketing-cost/ [Accessed 30 Apr. 2016]. Daugherty, T., Eastin, M. and Bright, L. (2008). Exploring Consumer Motivations for Creating User-Generated Content. Journal of Interactive Advertising, 8(2), pp.16-25.Ellis-Chadwick, F. and Chaffey, D. (2012).Digital marketing. Harlow: Pearson.Francis, (2016). How user generated content is changing content marketing. [online] Econsultancy. Available at: https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/ [Accessed 10 May 2016].Futurebuzz (2009) Social Media, Web 2.0 And Internet Stats (n.d.). Retrieved July 25, 2009 from TheFutureBuzz Web site: http://thefuturebuzz.com/2009/01/12/social-media-web-20- internet-numbers-stats/

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References continued Mangold, W. and Faulds, D. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), pp.357-365.Nissan, (2015). Nissan Altima Ride of Your Life social scavenger hunt kicks off today. [online] Nissan Online Newsroom. Available at: http://nissannews.com/en-US/nissan/usa/channels/us-united-states-nissan/releases/nissan-altima-ride-of-your-life-social-scavenger-hunt-kicks-off-today [Accessed 10 May 2016].Ryan, D & Jones, C (2012). Understanding digital marketing. 2nd ed. Philadelphia, PA: Kogan Page.Samuely, (2016). Nissan builds on scavenger hunt strategy with platform-specific clues, video - Mobile Marketer - Social networks. [online] Mobilemarketer.com. Available at: http://www.mobilemarketer.com/cms/news/social-networks/20422.html [Accessed 10 May 2016].Saravanakumar, and SuganthaLakshmi, (2016). Life Science Journal. [online] Lifesciencesite.com. Available at: http://www.lifesciencesite.com [Accessed 10 May 2016].Schindler, R. (1989). The Excitement of Getting a Bargain. Some Hypotheses Concerning the Origins and Effects of Smart-Shopper Feelings. Marketing Research and Public Opinion Polling, 16(1), pp.447-453.Watson, Richard T., Sigmund Akselsen, and Leyland F. Pitt (1998). At- tractors: building mountains in the flat landscape of the world wide web, California Management Review, 40 (Winter), 3643.