ThereYouGo_Report

There You Go! Social Media Research Paper Turvi Agarwal UGFMC-L2

TABLE OF CONTENTS List of images.................................................................................................................................3 Introduction ...................................................................................................................................4 What is social media? .....................................................................................................................5 Types of social media .....................................................................................................................5 Pros and cons of social media .........................................................................................................6 Use of social media for digital marketing ...................................................................................... 7 About thereyougo! .........................................................................................................................8 About the founders ........................................................................................................................8 Brand USP......................................................................................................................................8 Brand prism....................................................................................................................................9 Social media presence....................................................................................................................9 Products and services ................................................................................................................... 10 SWOT analysis ............................................................................................................................. 10 Social media analytics .................................................................................................................. 11 Demographic analysis .................................................................................................................. 12 Psychographic analysis................................................................................................................. 12 Digital marketing ......................................................................................................................... 13 Portfolio of the digital marketing material.................................................................................... 14 Social media strategy ................................................................................................................... 15 Social media campaign................................................................................................................. 16 KPI ............................................................................................................................................... 16 Theme board................................................................................................................................ 18 Mood board ................................................................................................................................. 19 Social Media calendar...................................................................................................................20 Hashtags and sample posts .......................................................................................................... 21 Instagram page ............................................................................................................................ 23 Page | 1

Reflection..................................................................................................................................... 25 References ...................................................................................................................................26 Page | 2

LIST OF IMAGES Figure 1 ..........................................................................................................................................9 Figure 2 ........................................................................................................................................ 10 Figure 3 ........................................................................................................................................ 18 Figure 4 ........................................................................................................................................ 19 Figure 5 ........................................................................................................................................20 Figure 6 ........................................................................................................................................20 Figure 7 ........................................................................................................................................22 Figure 8 ........................................................................................................................................22 Figure 9 ........................................................................................................................................ 23 Figure 10 ...................................................................................................................................... 23 Figure 11....................................................................................................................................... 23 Figure 12 ......................................................................................................................................24 Figure 13 ......................................................................................................................................24 Page | 3

INTRODUCTION Social media is fundamentally changing the way people communicate, consume and collaborate. It provides companies a brand-new platform to interact with their customers. We worked independently when designing and building a social media strategy for a fashion brand. We collaborated online with our peers to critically review and analyse their understanding of social media and its application. We identified and built on our understanding of the Social Media Landscape and its many features by demonstrating its usage and benefits for brand fashion companies. We critically reviewed and analysed the application and benefits of social media for fashion companies. This paper aims to supply a review of current status of social media research. We discuss the precise domains during which the impacts of social media are examined. A brief review of applicable research methodologies and approaches is also provided. Page | 4

WHAT IS SOCIAL MEDIA? Social media is any digital tool that permits users to quickly create content and share it with the general public. Social media covers a good range of internet sites and applications. Some, like Twitter, concentrate on sharing links and short written messages. Others, like Instagram and TikTok, are designed to streamline photo and video sharing. (What Is Social Media?, 2021) What is unique is that it is comprehensive and relatively uncensored. While many social media companies impose some restrictions, such as: For example, removing images depicting violence or nudity, there are far fewer restrictions on what someone can share than there are other mass media outlets such as newspapers, radio stations, and television channels. With internet access, you can sign up for a social media account, they can use that account to share the content they have selected and the content they have shared reaches everyone who visits your page or profile. TYPES OF SOCIAL MEDIA Being aware of the categories of social media and understanding why people use them can open up new ideas and channels for engaging with your audience more effectively. 1. Social networking Used to connect with people, communities and brands online. Example: LinkedIn, Facebook, Twitter 2. Media sharing networks Used to find and share photos, video, live video, and other media online. Example: Instagram, Snapchat, Youtube 3. Discussion forums Used to find, discuss, and share news, information, and opinions. Example: Reddit, Quora 4. Bookmark and content curation Used to discover, save, share, and discuss new and trending content and media. Example: Pinterest, Flipboard Page | 5

5. Consumer review networks Used to find, review, and share information about brands, products, and services, as well as restaurants, travel destinations, and more. Example: Zomato, TripAdvisor, Yelp 6. Blogging and publishing networks Used to publish, discover, and comment on content online. Example: WordPress, Tumblr, Medium 7. Social shopping sites Used to spot trends, follow brands, share great finds, and make purchases. Example: Amazon, Nykaa, Etsy 8. Sharing economy networks Used to advertise, find, share, buy, sell, and trade products and services between peers. Example: Uber, MakeMyTrip, AirBnb (10 Types of Social Media and How Each Can Benefit Your Business, 2021) (Want to know about types of Social Media? - YouthSuccesso, 2021) PROS AND CONS OF SOCIAL MEDIA Pros: 1. Connectivity: People from anywhere can connect with anyone. 2. Education: You can follow anyone to enhance your knowledge about any field. 3. Help: You can share your issues with the community. 4. Information and updates: You can update yourself from the latest events around the world. 5. Promotion: You can promote your business to a larger audience. 6. Awareness: You can discover new and innovative content that can enhance your lives. Page | 6

Cons: 1. Cyberbullying: Threats, intimidation messages and rumors can be sent to the masses to create discomfort and chaos in the society. 2. Hacking: Personal data and privacy can easily be hacked and shared on the Internet. 3. Addiction: People get involved very extensively and are eventually cut off from the society. It can also waste an individual’s time that could have been utilized by productive tasks and activities. 4. Frauds and scams: Social media has frequently been used to scam others and commit frauds. 5. Privacy: Issues over privacy is becoming an increasingly big concern. (Hatcher, 2021) USE OF SOCIAL MEDIA FOR DIGITAL MARKETING As we all know that digital marketing is all about reaching target audience via different electronic and digital channels, social media is quickly becoming an integral part of digital marketing as it provides far-fetched marketing benefits to help brand and companies reach millions of customers across the globe. (Matters, 2021) (Role of Social Media in Digital Marketing | Content Maximiser, 2021) 1. Improved marketing strategies: Businesses can easily get to know the interests and updates made by people on a regular basis to plan marketing strategies accordingly. 2. Increased sales: When you are easily available and reachable to customers, they are more likely to make purchases from your online store or avail services offered by you 3. Improved customer satisfaction: Customers are more likely to connect with businesses that respond to their queries quickly which gets convenient for business owners with the help of social media. 4. Improved brand awareness: Having a professional presence on social media helps you reach a broader target audience to secure more leads and convert them into loyal customers. 5. Better SEO rankings: Social media is not a direct search engine ranking factor but can help you rank higher in more searches indirectly. Page | 7

ABOUT THEREYOUGO! A little bit here, but a lot of it's THERE! A brand that believes in embracing dramatically different energies. The very antithesis of fast fashion, There clothes celebrate the individual before their attire. Every collection, you see by them will be a very beautiful blend and combination of their fashion creativity, vision to be everywhere and their style sensibilities. That's why they make clothing using the most raw and authentic fabric in the world - Denim in small batches for a limited few. The co-founders want to create a borderless shopping experience connecting different parts of the world with one another. Every time someone thinks of anything to do with denim, they think THERE! (About Us, 2021) ABOUT THE FOUNDERS Ankita and Gayatri as sisters and founders of THERE! both decided to get into a formal partnership and launch their own denim label in 2017, when they both realised, they had a common love for fashion and an entrepreneurial streak. They are all about the comfort, cool chic designs, understated glamour and style that resonates deeply with THERE! Coming from a business background, they have a strong and mutual passion for everything fashion. While Ankita, the breakout star of ‘Indian Matchmaking’, is more casual in her approach to fashion and is an out of the box thinker, Gayatri is trendier and edgier with her sense of style. She keeps the brand grounded with her sense of practicality and forecasting abilities. (Ankita Bansal, the Breakout Star of ‘Indian Matchmaking,’ Is Building a Denim Empire, 2021) BRAND USP Denim for the everyday you. A brand with boutique experiences Page | 8

BRAND PRISM Figure 1 SOCIAL MEDIA PRESENCE ‘There’ is currently available on Instagram and Facebook. The brand uses these platforms for brand awareness. They joined Instagram in the beginning of 2018, when the brand launched. The engagement has been non-consistent throughout. When it comes to their Facebook page, their posts have just a couple of reactions, they hardly have any engagement. Page | 9

PRODUCTS AND SERVICES The brand provides with all sorts of denim wearables for the everyday you. Denim is their choice of ally for its ability to become whatever it's wearer wants it to be, in that exact moment. They use the most raw and authentic fabric in the world. They also provide boutique services. To ensure maximum customer satisfaction & introduce a new way of shopping for ready-made clothes, they offer customised measurements with every order. Their products include playsuits, jumpsuits, unique pairs of bottoms, skirts, versatile jackets, co- ords, tops, dresses, scarves, scrunchies, belts, handbags; all made out of denim! SWOT ANALYSIS Figure 2 Page | 10

SOCIAL MEDIA ANALYTICS No of followers: Instagram- 14.8k Average Engagement: Average number of likes on Instagram- 108 P to N ratio: Total number of comments- 56 Total number of positive comments-50 (89.28%) Total number of negative comments-0 (0%) Total number of neutral comments-6 (10.72%) Ratio Base- P:N P:N ratio- 1:0 Composite Scoring Method Composite score- Positive+Negative+Neutral / Total comments = 50+0-0/ 56 = 0.89 Full Disclosure Data: Inference 1- 89.28% of the audience are engaged and actively participate. Inference 2- 10.72% of the audience is still unaffected and need to be engaged Page | 11

DEMOGRAPHIC ANALYSIS Age group: 18 to 35 Gender: Female Urban cities: 1st tier & 2nd tier Annual income: 25-30L Graduates/Post graduates/Working professionals PSYCHOGRAPHIC ANALYSIS Lifestyle 1. Upper middle class 2. People invested in fashion, comfort and innovative/futuristic designs. 3. Someone who doesn’t mind experimenting with outfits. 4. A person who likes to keep up with latest fashion trends. 5. A person who likes to be affable and is an extrovert 6. A person who appreciates quality over quantity (high quality apparel) 7. Someone who prioritizes comfort Attitude & Values 1. A person who believes in authenticity. 2. A person who believes in charity 3. Someone who is concerned about social causes Personality 1. Quirky 2. Confident Page | 12

3. Extrovert 4. Approachable 5. Multi-tasker 6. Influential 7. Sustainable 8. Opiniated 9. Impulsive Social Status 1. Independent 2. A person with good networks and contacts Activities and interests 1. A person who likes to read magazines 2. A person who appreciates music 3. Likes travelling 4. A person who is a frequent traveller DIGITAL MARKETING Digital marketing can empower fashion brands to stay longer and stronger in the minds of its buyers or shoppers. These are few of the reasons why digital marketing can help ‘There’. 1. Targeted Search and Social Advertising Digital marketing, especially for fashion brands ensures focussed strategy on customer base. It has the ability to reach the right consumers so that they can show their brands and products. The brand needs to have a proper content, perfect SEO plans which will allow you to reach those shoppers who are browsing the internet for perfect fashion products that are relevant to them. Improved targeting means more leads which have more chances of converting into sales. (10 benefits of Digital Marketing for fashion brands | Fashion Business Services, 2021) 2. Reviews from Real Customers Page | 13

By posting buyer feedback on your fashion brand website, and encouraging reviews, the brand generate more content for their pages and make it easier for customers to feel confident in their purchases. 3. Way more most cost-effective than mainstream marketing. This is so important for the brands because digital marketing offers far more cost-effective ways to market the brand to reach millions of the target audience. On the other hand, traditional marketing is always asking for bigger money as well as too much of logistics support to get the effective results. (Carmicheal, 2021) 4. Channing and adapting strategies are easy Compare to traditional media it is way easier to change and implement marketing strategies for fashion brands. Website and Social media analytics will help them to get real-time analysis of your marketing plan and implementation and they can change it without facing any trouble. (Severoni, 2021) PORTFOLIO OF THE DIGITAL MARKETING MATERIAL Few things the brand could look upon, apart from their social media, 1. Additional features like style guide in their website 2. The name of the brand tampers with the SEO as just typing ‘There’ or even ‘Thereyougo’ wont get you optimal results 3. Email marketing Page | 14

SOCIAL MEDIA STRATEGY The brand seems to only put most of its attention and specialise in Instagram. It does most of its marketing through sponsored targeted ads. They reach their consumers just through social media marketing. Here are a couple of things that would be done to enhance the brand’s online presence which can ultimately cause more sales. 1. Retarget visitors If for instance, the visitors don’t revisit the web site for a specified period, the brand can make the deal lucrative by offering discounts. Also, there are some people that add things to their cart but later ditch it so, those people should even be retargeted through email marketing because it would increase turnover. 2. Giveaways on Instagram For the top-selling items, the brand can conduct a giveaway competition on Instagram. One thing that must be taken care of is that proper hashtags are used which help the users to simply keep track of the competition. Such competition will increase brand awareness and increase followers. (Rosa, 2021) 3. Influencer marketing To cater to the target market better, working with influencers like fashion bloggers and vloggers who have an outsized following, are often very helpful. Influencers with an outsized following are usually well reputed and revered for his or her views. they will really increase your sales by reviewing or recommending your products. Choosing the proper influencer can cause new customers. (Huff and Huff, 2021) 4. Instagram shop Since better half of the people have started preferring online shopping, Instagram recently launched a feature of ‘Instagram shop’. People can visit a store from a business' Instagram profile or through feed and Stories. Once they're at the shop, people can browse products, explore Page | 15

collections and buy products – seamlessly through our in-app browser or without leaving the app from shops with checkout. (Introducing Shops on Instagram: A new online shopping experience, 2021) 5. Upgradation in social media presence Because we live in a digital age, most of the people trust the web to teach themselves. Therefore, what the business publishes online will solidify the credibility and reputation. Publishing online content and establishing a social media presence is the way to communicate, meet consumer needs, and build trust before you determine an instantaneous relationship. Additionally, you'll connect with clients on a personal level in an environment within which common interests are shared. High engagement rates in platforms like Twitter, LinkedIn, YouTube became a mandate at this time. 6. Improvement in content creation The brand should explore the standard of posts on their Instagram. In today’s world, visual aesthetics have become one amongst the foremost prominent features of an Instagram page. Creation of reels has been proved to increase the engagement rate and brand awareness tremendously. The brand has also been inconsistent with the styling of the shoots that they curate. (The Importance of Maintaining a Social Media Presence - Springwood Marketing, 2021) SOCIAL MEDIA CAMPAIGN Denim for the everyday you, being the USP of the brand, is all about the versatile wearability of the products. ‘There’ deals with only the female line of clothing and also stands for women. Hence the brand would launch a campaign on the everyday stories of strong women. Sharing such stories with a candid denim like photograph along with their stories in the caption can create a personal connect between the brand and their audience which will ultimately lead to higher engagement. KPI 1. What is your desired outcome? To increase brand awareness Page | 16

To increase engagement within the target audience by 20% within a month 2. Why does this outcome matter? This will help the brand to reach a greater number of people, and will also increase the brand sales. 3. How are you going to measure progress? Increase in social media engagement Increase in followers Increase in website link clicks 4. How can you influence the outcome? By launching a social media campaign supporting the Brand USP By involving women who have a story to tell about denim and what it is to them, to build a community around the brand By making the Instagram page more visually pleasing By inculcating a contest to catch the target audience’s attention 5. Who is responsible for the business outcome? The social media marketing team is responsible for this outcome 6. How will you know you’ve achieved your outcome? Increase in engagement rate by 20% Increase in followers by 15% 7. How often will you review progress towards the outcome? Progress will be reviewed weekly Page | 17

THEME BOARD Figure 3 Page | 18

MOOD BOARD Figure 4 Page | 19

SOCIAL MEDIA CALENDAR Figure 5 Figure 6 Page | 20

HASHTAGS AND SAMPLE POSTS Despite many jokes and humorous sketches on the overuse of hashtags, when used properly, they really are an integral part of digital marketing. You can follow and engage with specific hashtags to stay updated on a current topic/trend, you can create your own hashtag to promote a new product or service, search a hashtag to cut through the digital clutter and find what you’re looking for, and so much more. We curated a number of hashtags we found to be the best to use with our campaign according to our content. Main campaign hashtag #InMyDenim Post hashtags #denim #jeans #fashion #style #ootd #denimjacket #vintage #love #moda #outfit #fashionblogger #instafashion #denimstyle #onlineshopping #handmade #denimjeans #instagood #jacket #streetstyle #menswear #selvedge #fashionista #clothing Page | 21

Sample Posts Figure 7 Figure 8 Page | 22

INSTAGRAM PAGE Figure 9 Figure 10 Figure 11 Page | 23

Figure 12 Figure 13 Page | 24

REFLECTION This module on social media has definitely given me a wider perspective of the world of digital marketing. Extensively researching on one particular brand for consecutive hours, questioning the tiniest of the things just to get something better out of it, was phenomenal. In the process of making this research paper, I got a glimpse of the back-hand work done by all brands to stand in a position. After carefully analysing the brand, its aesthetics, I came up with realistic social media strategies and digital marketing portfolio which could shoot the engagement rates high. I have also come up with a social media campaign plan which will increase the brand awareness. Working towards the planned social media campaign and actually executing it gave me an insight of how a feed is established and managed. Planning the social media calendar, working towards its requirements, and most importantly organizing all of it in one place to avoid any last-minute hurdles and obstructions were few of the many things I took out from this project. In totality, it was definitely an insightful and great learning experience as I got to work on a real brand which made me work under the emphasis of user-centric practices too. Page | 25

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Social Media Marketing & Management Dashboard. 2021. 10 Types of Social Media and How Each Can Benefit Your Business. [online] Available at: <https://blog.hootsuite.com/types-of-social- media/> [Accessed 26 March 2021]. The Balance Small Business. 2021. What Is Social Media?. [online] Available at: <https://www.thebalancesmb.com/what-is-social-media-2890301> [Accessed 26 March 2021]. THERE!. 2021. About Us. [online] Available at: <https://www.thereyougo.in/pages/about-us> [Accessed 27 March 2021]. Website | Branding | SEO | PPC | Social Media | Technical Writing. 2021. The Importance of Maintaining a Social Media Presence - Springwood Marketing. [online] Available at: <http://springwoodmarketing.com/maintaining-social-media-presence/> [Accessed 29 March 2021]. YouthSuccesso. 2021. Want to know about types of Social Media? - YouthSuccesso. [online] Available at: <https://youthsuccesso.com/want-to-know-about-social-media-and-its-type-2/> [Accessed 26 March 2021]. Page | 27