Julian Cole

Create A Great Social Media Strategy

Hey Ana, 

I love your introduction of what Vastrm is. The definition is really important. I think you have lead to two good clues here. How does Zappos communicate the try-it-and-see convenience and also how does NikeiD communicate the customisability point? 

Goal to Strategy is all on point. Your strategy to consumer question is great. I think you have nailed the keyword for this example with custom polo, polo shirt custom, custom fit polo. Nice to see that you are pulling out a theme here with the shirts being big in the south. Jene suggested that this might be due to warmer climate that I agree with. 

Nice little consumer demo breakdown, I think you are on the money here with age and income, it would be great to see if we could get a little closer with the age range as that is quite wide. 

So the slide about similar business models should come down in the competitor section. 

Q2. Nice looking at the Google Trends again, interesting to see the bumps in August and June. Great analysis through twitter and very interested with the embroidered angle here. 

BlueFlamme look like they are doing great stuff in Social, I would love to see that App. 591 likes is a hell of a lot for a brand on one single status update. I would love to see what their communication messages out were. How are they being talked about in blogs and on twitter. Just finding the language here and what the customer thinks is their biggest competitive advantage. 

Q4. The Vastrm strength feels a little soft here, I think this could be worked up a little bit, I really liked how Jene talked about the try-at-home being their major competitive advantage. I don't consider a sales promotion a competitive advantage as that is cutting the price for a short time that is not a long term strategy. 

Congrats on getting to the Strategy line it is exactly what I usually look for in a line something that is broad and undetailed and gets to the point of the competitive advantage. It is also a really nice line of copy. 

However it just doesn't sit right with me for some reason. I feel like with all the insight mining that we did, it did not reflect any of the new information that has come to light. I would love it to come from the insight that you think has uncovered the most about the way to success. To me at the moment my hunch is on the 'try it and see' angle that was the success of Zappos and Warby Parker. 

Overall this is really great work Ana, I am surprised that this is your first go at this because you have done really well. Have a read through Jene and the feedback I gave her too. You might find something helpful in there too

http://www.skillshare.com/Create-a-great-Social-Media-Strategy/1259739199/1292748953/projects/1020

Hi Julian - thanks so much for your detailed response and great feedback. I definitely agree that my strategy conclusion isn't quite right - because I was learning to use the tools as I went along, I would often finish a section and realize a better way to look at things after the fact. I had a hard time finding data to support the idea that there is a quantifiable demand in a male online market that wants a custom polo shirt so badly they'd be willing to not just design it themselves, but try it on and send it back several times. My hunch is that's a much easier sell with shoes and glasses than shirts, because glasses and shoes either fit or don't, there is no issue of whether the fit is "flattering" and thus less stressful to decide on. BUT that's very much just my personal bias, I believe if I did the whole thing over again I'd be able to hone in on the Vastrm market and what they want with a much sharper focus. 

I'm really looking forward to the next project, thanks for putting together a great class!

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My very first attempt at a social media strategy...quite an eye opening experience.
SHOWING THE WORK:
Per Month Traffic Data via Compete
Demographic Data on RalphLauren and Lacoste via Quantcast
Custom Polo Keyword Timings and Geographical Demographics via Google Trends
How Do People Talk About Custom Polo Shirts Online? data via Twitter Advanced Search Topsy.
Additional Insight I Didn't Have Time To Figure Out What To Do With:
Vastrm and custom dress shirt companies are most popular in costal metropolitian areas like New York and San Francisco - yet the highest search interest for "custom polo" are in southern states like Texas and Georgia.
Only 11% of American Male consumers buy clothing online and research online first. 14% of UK males do, and only 2% of canadian males do.

Web Producer & Videographer

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