indigo jewels
Post on 13-Apr-2017
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INDIGO JEWELSunique stones
Indigo Jewels - INDEX
Who we are Where we want to be
How to get there
Background
Online Background:• Static site with company and product information
• Low engagement, visits, and queries
• Bad SEO (pag 9/jewels), no social media or mobile site
• Not profitable online business
Created in
London indigo.com goes
live Oxfam Fair Trade
Award 2 New Shops in
London
Indigo Jewels Background
About• Premier environmentally friendly fine jewellery collection• It’s one-of-a-kind pieces, avant-garde style and unique
materials, including fossilized walrus ivory and fossilized dinosaur bone, and is committed to partnering with artisans around the world to support traditional craftsmanship.
• Indigo uses environmentally responsible procedures to source all of its materials, and uses 18 carat recycled gold and platinum, conflict and devastation free precious stones, diamonds and fossils, which are gathered with no mining involved. Indigo is a member of the No Dirty Gold campaign and a supporter of the Too Precious to Wear campaign.
Situation Analysis Product
§Brand Perception:
• Specialist: handmade, traditional manufacturing.• Unique design: each piece is different. • Quality: high quality, Semi precious stones.
§Advantage:• Fairly traded. • EcoFriendly: natural materials.
Customer ProfileMeet Alicia
• Age: 48 this December
• Workaholic& mother of 2 (boy 10, girl 7)
• Loves her new ipad (browses for jewelry all the time)
• Lives and goes for shopping in South West London
• Loves travelling
• Favorite jewelry: green stone rings and earrings
Alicia’s world
Situation Analysis - SWOT
5 years old domain Duplication page titles Industry experts Some metadata issues Lots of textual content
New social media channel Highly competitive niche New alliance and New competitors trying to collaboration copy our business model
Objectives 2015Increase Brand Awareness and Sales
NOW END 2015 ACTIVATION
SELL 0% 3% turnover E-Shop and mobile site
SERVE Static Information
Brand Engagement Content
SIZZLE # visit 10k ppl/m 30k ppl/m Blog, New
Collections
SPEAK No interaction52
Ambassadors+3k fans/+1.5k
followers
Social Media
SAVE $12000 loss/year 1% profit/year Analytics
Digital Strategy Consumer Funnel
- SEO AdWords
- Bloggers
- Social Media
LOYALTY
PURCHASE
CONSIDERATION
AWARENESS
- Website > (Content, Blog, News)- Mobile Site (Andriod & iOS)- Social Media Management
- eShop
- Ambassadors (KOL, Apps)
Tactics Website
Content:About Us: Talk about the brand and its USP using words which are easily picked up by GoogleCollection: Page for customers to browse through the sectionShop: Ecommerce section where visitors can buy the productContact us: Along with email id google maps embedded to direct customers to store locationsMedia: Clippings from media outlets where the brand is mentioned to build trustSocial Media Widgets: Links to direct people to Indigo Jewellery’s social media pagesOxfam Partnerships
Content 2 Blogs
• Articles on fashion trends
• Guest bloggers
• Designers Blog
• Updating Twice a week
Content 3 Newsletter
Monthly Newsletters:
• New Collections
• Events
• Sales/offers
• News/Company Info
Indigo Website (Home)
Indigo Website (About)
OPPORTUNITYPresencemCommerce
EXPERTProduct photo recognitionFairly Traded Jewels by Oxfam & Indigo
ENTERTAININGContentApp, Design your unique jewel
PERSONALTargeted SMS campaigns - New Collections & Events (VD, Bday, Xmas)
TacticsMobile
Source: eMarketer, September 2013
TacticsSEO
Source: Ewan Leranc for Info CC, 2014
On
Page SEO
•TITLES•TAGGING•IMAGE SEO•KEYWORD DENSITY•INTERNAL LINKING•SHAREBLE CONTENT
External Lin
ks
•BLOGGING•SEARCH ENGINE SUBMISSION•SOCIAL BOOKMARKING•SOCIAL SHOPPING NETWORK
Social Media
•PHOTO AND VIDEO SHARING•PRESENCE IN SOCIAL NETWORKS•SOCIAL MEDIA MANAGEMENT
TacticsSEO
Tactics Social Media
• How are we going to communicate with users
• What’s the objective or reason to be in each social media
• How to keep them active and collaborative
Social Media Strategy
• Facebook• Twitter• Pinterest• Instagram • Youtube
Facebook• Increase fans and drive
traffic to the website
• Fashion tip of the day
• Special promotions for fb (ie competitions, the most popular collections)
• Create content and special promotions
• Geomarketing through display ads to targeted audience
Twitter• Tweet a day
• Keep TW in the loop of website changes
• Follow leaders
• Invite follower
• Prize for the person with most RT
• Increase visibility to our products
• Product/collection segmentation hyperlinking the images
• Inactivate the followers to create hashtags/Photos
• Exclusive competitions
• Educational videos
• PR videos, designers interview, events
• Indigo Foundation videos, indigo making a unique change
• Small video ad (30sec)
Tactics e-Shop
Paying methods:
Paypal & credit cards
Tactics Ambassadors
(KOL)Oxfam Partnership – Trustful partner
• Indigo is and Fair Trade Award Company by Oxfam International
Designers & Fashion Gurus – Attract targeted audiences
• Promoting other people work via blog and Social Media• Partnerships with fashion schools• Sponsoring events (Fashion Weeks)
Current Customers – Word of Mouth
• VIP Treatment special events/news• Gift every time they reach certain amount of influence
IDENTIFY
INFLUENCE
RECOMPENSAT
E
Control - Analytics3 Weekly reports to measure KPI’s
Traffic Source Analysis Shopper Behaviour AnalysisNavigation Analysis
Where do they come from? How much they spend?What they do?
Actions Who does what and when
Head of Digital
Content Manager
Bloggers
Agency(Developme
nt)
Community Manager Digital Strategy Executive
Be uniquebe
Indigo Digital Team:LauraNataliaRossyZohaPedro
INDIGO
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