First homework for "Creating a Great Social Media Strategy" on Skillshare

1. +
Creating a Great Social
Media Strategy
Keely Galgano

2. +
What is Vastrm?
Vision: “To make you look and feel your best for any occasion”
Fully customizable shirts –
• Store your “Vastrm Fit ID” as part of a profile
• Design your own or choose from curated designs
“The Vastrm aesthetic is classic yet modern, with a fashion forward
twist – and every shirt will resist fading, shrinking and wrinkles and has
n (sic) added bonus of being able to wick away moisture for a truly
fashionable yet functional shirt.”

3. +
Primary Steps
Little if any brand
Problem
recognition or awareness
Drive 100,000 people
to the Vastrm website
to find our more about Goal
the product in the next
6 months
Strategy ???
??? Solution

4. +
Goal
Drive 100,000 people to the
Vastrm website to find our
more about the product in
the next 6 months

5. +
Goal to Strategy
How can we drive traffic
to the Vastrm website?

6. +
Questions
On the consumer:
+ Who is the consumer?
+ What are they currently considering?
+ What is the decision-making process for
online shoppers?
On the brand:
+ How is Vastrm currently communicating?
On the competitors:
+ How do other brands gain consideration?

7. + Who is the consumer & what are they currently considering?
Facebook Analytics
+ Majority of fans are ages 25-34
Insights mined: + Heavy Facebook activity around Election Day – “history of the
polo” photos (e.g. Obama, Picasso)
+ Most popular city: Jakarta, Indonesia…check this. Does this jive
with the brand?
+ Many popular posts regarding PGA associations

8. + Who is the consumer & what are they currently considering?
Google AdWords
search
terms
of
interest
+ Target demo for men‟s and athletic apparel: 18-34, 46% male
Insights mined: + Interest most significant on east coast and in south, outside of
Illinois and California (major metro areas)

9. + What is the decision-making process for online shoppers?
Consumer Barometer
+ Little research in the clothing & accessories category; will investigate
Insights mined: whether this changes when adding “custom” to search

10. + How is Vastrm currently communicating?
Think with Google
How can retailers drive new
customer acquisition? Google
partnered with compete to
derive these insights

11. + How is Vastrm currently communicating?
Twitter
 609 Tweets
 281 Following
 1,212 Followers
Primary communications
on Twitter appear to be
sale-oriented
Fun Fact: Founder is
followed by Barack
Obama.
Advanced term search yields few results. Other
than Jonathan Tang.

12. + How do other brands gain consideration?
First of all, who are the other brands?
 Custom Print Shops
 Zazzle, Custom Ink, Spreadshirt
 Not building premium polos – rather, mostly logo work
 Luxury clothing brands
 Ralph Lauren, Rugby
 Allows customization, premium pricing
 Trendy* sportswear brands
 Lacoste
 Southern Tide, et al.
 No customization
 Custom shirt makers
 Bleu Flamme
*Frattastic
 Blank Label

13. +
How do brands gain consideration?
 Ralph Lauren Rugby
 Major brand name: 2,947 “talking about this;” 209,524 likes
 Demo: 18-24
 Southern Tide
 Trendy, youthful brand: 4,046 talking about; 140,731 likes
 Most popular city: Greenville, SC
 Demo: 18-24
 BleuFlamme.com
 Custom dress shirts company – easily browse, try on, and buy
 4,204 talking about; 23,022 likes
 Demo: 18-24
 How-to video, customer reviews, press, promos

14. +
How do brands gain consideration
Holiday season shows peak in social
mentions of “custom polo” on both Topsy
and Twitter advanced search. Popular gift-
giving item.

15. +
How do brands gain consideration?
Sharing custom designs socially Social Component:
through Facebook or Twitter Bleu Flamme
generates traffic – whether the user
purchases or not.
Functionality currently unavailable
through Vastrm’s design component

16. +
Strategy
 Get social
 Sharing component
 Social competitions
 More social content
 Work from “polos through history” campaign idea – received significant
likes, was noticeable & relevant
 Promote gifting
 Significant social mentions of custom polos as gifts
 Women make up 54% of menswear market: market as easy and „special‟
gifting
 Mobile
 Need to improve here:
 App development?
 Think with Google mobile test showed poor result