+

Creating a Great Social Media StrategyKeely Galgano

+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.”

+Primary Steps

Problem

Little if any brand recognition or awareness

Goal

Drive 100,000 people to the

Vastrm website to find our more about

the product in the next 6 months

Strategy ???

Solution???

+Goal

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

+Goal to Strategy

How can we drive traffic to the Vastrm website?

+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?

+Who is the consumer & what are they currently considering? Facebook Analytics

Insights mined:+ Majority of fans are ages 25-34+ 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

+Who is the consumer & what are they currently considering? Google AdWords

Insights mined:+ Target demo for men’s and athletic apparel: 18-34, 46% male+ Interest most significant on east coast and in south, outside of

Illinois and California (major metro areas)

searchterms

of interes

t

+What is the decision-making process for online shoppers?

Consumer Barometer

Insights mined:+ Little research in the clothing & accessories category; will investigate whether this changes when adding “custom” to search

+How is Vastrm currently communicating?

Think with Google

How can retailers drive new customer acquisition? Google partnered with

compete to derive these insights

+

609 Tweets 281 Following 1,212 Followers

How is Vastrm currently communicating?

Twitter

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.

+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 Blank Label

*Frattastic

+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

+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.

+How do brands gain consideration?

Social Component: Bleu Flamme

Sharing custom designs socially through Facebook or Twitter generates traffic – whether the user purchases or not.

Functionality currently unavailable through Vastrm’s design component

+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