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INTERNET SOCIAL MEDIA BRANDING
EXECUTIVE SUMMARY Not famous for its trendy and contemporary designs,
Bata bets on its followers’ words-of-mouth and older generation followers to influence its name and existence as the choice for comfy wear.
Crucially, Bata’s relevance in the market needs to be improved and sustained
This one year social media activities for Bata Malaysia will leverage on social media to: reach its target audience beyond its physical stores and
traditional marketing build relationships with new generation build brand community and advance Bata brand
advocacy
Bata (also known as Bata Shoe Organization) is a family-owned global Footwear and Fashion accessory manufacturer and retailer with acting headquarters located in Lausanne, Switzerland. In its history the Bata has sold more than 14 billion pairs of shoes and was awarded Guinness World Record as the “Largest Shoe Retailer and Manufacturer”
Bata Shoe Organization is driven by the mission
that is “to be successful as the most dynamic,
flexible and market responsive worldwide
organization with footwear as its core business”. Bata Malaysia is categorized under Bata
Emerging Market (Asia, Pacific, Africa and Latin America)
based in Singapore.
BACKGROUND
BACKGROUND The Bata brand has served different segments of the market, with
other brands such as: Baby Bubbles, B First, Bubblegummers, Bata, Bata Comfit, Marie Claire, Sundrops, North Star, Power & Weinbrenner
In Malaysia Bata operates a retail chain with
more than 270 stores which consists of: City Family Primavera - for the middle to high end bracket;
shoes are up to date in fashion and design. Footin’ - for the low to middle income group;
for the young and trendy and affordable shoes In addition to retail, Bata also operates wholesale depots to service
an independent dealer network totalling 1,500 outlets. Since July 2011 Bata offers Online Shopping and Home Delivery
which is excellent for its customer service
Tired old brand
Build relationshi
p with younger
generation
Enhance brand equity
Not trendy and limited
variety
Improve designMore
variety
Targeted the lower middle
class segments of the society
Innovative Products for higher income bracket
Increased competition
from the local players
especially online store
Online Store
Joint Promotion
Changing Consumer
Preferences
Quality, Fashion Vs
Price
CHALLENGES
SO
LUTIO
NS
SITUATION ANALYSIS
Social Media Marketing: Current Bata Social media is not strategized creatively in building
its brand and very skewed towards supporting it’s traditional media campaigns and very hard sell mode
Current Situation: “Less happening” social media scenario
Improvements in its social media strategy is required to be able to survive in the market
Research conducted by Google in late 2008 indicates: that 45% of men and 46% of women use online research to
make online and in-store purchase decisions nearly 33% of women feel comfortable buying their shoes online
BataHome_MY (Twitter) 271 Tweets 0 Following 33 Followers
Bata Home Malaysia (Facebook)
4,317 likes 38 talking about this
Bata Home Malaysia (YouTube) 3 subscribers 312 video views
ONLINE SHOPPING Today Bata retail outlets and online shopping are facing more
threat coming from the various online shopping. A study reported on 22 April 2011 on the online shopping trends of
consumers in Malaysia by Nielson Company indicated that 1.1 million Malaysians shopping online, spending RM1.8 billion in 2010 and is set to reach RM5 billion in 2014. Online purchases for clothings/shoes /accessories on local websites are RM48 million
The most popular fashion online shopping in Malaysia is zalora.com.my which combine traditional media and social media in its marketing. ZaloraMalaysia uses artistes endorsements in its various campaign.
ZaloraMalaysia (Twitter) 4,846 Tweets 1,012 Following 6,681 Followers
ZaloraMalaysia (Facebook) 306,721 Likes 23,540 talking about this
ZaloraMalaysia (YouTube) 102 subscribers 63,836 video views
ZaloraMalaysia (Google+) 108 Have Them In Circles
SOCIAL MEDIA BUZZ
TOMS Shoes - With every purchase, TOMS will help a person in need. One for One.
A very good example of CSR using Social Media
TOMS (Twitter) 5,394 Tweets 229,689 Following
2,052,320 Followers
TOMS (Webstagram) 319 photos 60 Following 29,063 Followers
TOMS (Pinterest) 29,671 Followers 744 Following
TOMS (Facebook) 1,906,406 Likes 28,136 talking about this
TOMS (YouTube) 30,455 subscribers
4,596,102 video views
TOMS (Google+) 312,423 Have Them In Circles
SOCIAL MEDIA BUZZ
Jimmy ChooFacebook 1,454,979 likes 45,124 talking about thisTwitter 2,735 Tweets 1,028 Following 137,947 Followers
Catch-a-Choo Foursquare campaign , Spring 2010 that had women running all over London to secure a pair of the company’s new line of trainers
The company used the platform to check in at various fashionable locales; checkins were broadcast over Facebook and Twitter, and the first person at each site was awarded a free pair of trainers.
Roughly 4,000 people participated in the chase, which was picked up by the mainstream and online media alike. Sneaker sales subsequently increased by 33%, according to social media agency FreshNetworks London, which designed the campaign.
SOCIA MEDIA BUZZKEDS SOCIAL MEDIA SNEAKERSNew concept Keds designs by Lumen Bigott might just propel the brand to a whole different level.
The graphic designer and marketer decided to combine two things that many people utilize on a daily basis: sneakers and social media.
YouTube
Blog / Website / Email Marketing
Instagram / Pinterest
Google +
SOCIAL MEDIA ECOLOGY
Components & social media platforms
MULTI PLATFORMS DRIVERS
Facebook•Daily Interaction
•Risk Management
Twitter•Updates on
Event•Promotions
Blog / Website• Promotions•Email Mktg•Online Shop
YouTube•Event Video•Endorsement
Google +
•CSR
Instagram / Pinterest
•Albums•Competition
Channel
Contents are interrelated to support all platforms activities
CONTENT STRATEGY
Evolving Content need to be:• Relevant (Connected)• Varied (Diversity)• Consistent (Coherent)
research to determine
relevancy by searching for our brand name, our competitors, and
our target keywords.
Listen to what’s out
there, identify, and
understand our target
audience.
CONTINUOUS CYCLE CONTENT RESEARCH
Become Intimate with OUR Audience
what people
are looking
for? Bargain / Coupons
?
Short Tips?
Advice? Info?
Articles?
CSR
Rule of engagement
Being human!
Interactive, not to
sell product or too much blog post written.
Short & SweetStatus
updates
Rich media
Time of day with most of
fans online and checking
Using 80/20
principle: 80%
common interest & 20% brand /
company
Not more than 1-2 status
updates per day
OPTIMIZING FOR GREAT CONTENT
COMPETITOR ANALYSIS
Brand Outlets (Manufacturer)
Retailers (Distributors / Importers)
Online Stores
Increased competition from the local players as well as the constantly increasing threat of Chinese imports.
COMPETITOR ANALYSIS: FACEBOOK
COMPETITOR ANALYSIS: FACEBOOK
COMPETITOR ANALYSIS: FACEBOOK
COMPETITOR ANALYSIS: FACEBOOK
COMPETITOR ANALYSIS: TWITTER
COMPETITOR ANALYSIS: TWITTER
COMPETITOR ANALYSIS: YOUTUBE
COMPETITOR ANALYSIS: INSTAGRAM
BRAND VOICE
Bata brand voice need to communicate the following messages: Be FASHIONABLE with Bata
Reach out to younger generation Functional yet in-style
Treat yourself a COMFORTABLE pair of Bata Benefit of Bata products (not being fashion victim)
Bata is AFFORDABLE Style shouldn’t cause a bomb
Bata brand’s voice should sound chirpy, informed and easy going – if it is a person it should be a confident FASHIONISTA!
BATA TECHNOLOGICAL ADVANTAGEOUS
Comfort
Breakthrough
product in women’s
footwear. It uses dynamic spring pads that act as cushion for your feet.
Flexible Inspired by Chinese
reflexology.
Wind It has in-built air circulation
techology that allows your feet to breathe and ensures that
you stay fresh a.m. to p.m.
Spread the Word
Show customers
and prospects who we are
and what we can do for
them. It’s great for
brand awareness
and attract new
audiences!
Drive Sales
Give customers offers that
are so good they’ll
share them with their friends.
Promotions can go viral!
Provide Excellent Customer Service
Listen and respond to what our
customers are
saying about us
and to us. It’s a
wonderful feedback
loop!
Keep Loyal Customers
Coming Back
Build deeper
relationships so
customers will get to know, like, and trust us more.
SOCIAL MEDIA GOALS
S.M.A.R.T. OBJECTIVES
Results
• Increase website traffic by 25%
• Increase email list by 500 names
Tactical
• Increase the age / ethnicity / gender / income / geographic of Facebook fans by 10% monthly
Capacity
• Enhance and diversify type of content • videos by
10%, • photos by
20%• comments by
20%
ANNUAL SOCIAL MEDIA PLANCONTENT FOCUSPlatform 1st Q 2nd Q 3rd Q 4th Q
Facebook What should I wear
Fashion shouldn’t cost a bomb
Fashion is confident
M’sia Fashion Week
Twitter Fashion advice go to Fb, YouTube
Fashionista contest on go to Instagram / Pinterest
Fashion Forward M’sia Fashion Week
YouTube Styling 101 Tips: What to look for when shoppingVoucher for every content
Tips: Festive Shopping
Pledge: Shoes for the needy
Website/ Blog
Definition of Fashionista
Mix n match Guess Writer on fashion
Feature Designer
Instagram / Pinterest
Build Fashion album
Street FashionFashionista contest on
Fashion Victim M’sia Fashion Week
Google+ Fashion Circle Fashionista Annoucement
Festive CheerShoes for the needy
Festive CheerShoes for the needy
Social media marketing works best when combined with other marketing activities
ANNUAL SOCIAL MEDIA PLAN PROMOTIONAL ACTIVITIES
Anniversary
a day in
history
Anniversary
for every shop
Promotion
Men
Ladies
Sports
Outdoor Adventure
Back “2” School
Event
Mother’s Day
12 May 2013
Father’s Day
16 June 2013
Merdeka 31 Aug 2013 & M’sia Day16 Sep 2013
Festivities Sales
CNY10 – 11 Feb
2013
Hari Raya Puasa
8 – 9 Aug 2013
Hari Raya Haji
15 Oct 2013
Depavali4 Nov 2013
Christmas25 Dec 2013
Special Event
Yearly Warehouse Sale
MIFA M’sia Int’ Fashion Week
November
New Store
Opening
New Arrival
Marie Claire
Comfit
Power
Bubble Gummers
North Star
B-First
Weinbrenner
All this promotional activities will be included in social media calendar with special discount for facebook and twitter followers
ACTIVATION PLAN FOR Q2 Fashionista - A person devoted to fashion clothing, particularily unique
or high fashion. REAL fashionistas do not believe in trends. Rationale – fashion especially shoes are highly popular among ladies
who normally influences family members when it comes to fashion – since Bata is targeted to all this association with “Fashionista” will appeal to modern outgoing consumers.
Activation Plan for Q2 Awareness
joint promo announcement with ZaloraMalaysia – most popular online shop; contest open (Fb & Twitter); support with traditional media
Seeding and influence communication Interview celebrities : What to look for when shopping (YouTube) Fashion shouldn’t cause a bomb (Fb) Mix n Match and still look good (Blog)
Campaign Mechanics Participants to submit Fashionista album through Instagram / Pinterest 20 selected participants to enter shopping treasure hunt in Bkt Btg with family of 4 & do a
fashion show – best styling picked by Designers Sustenance
Event video (YouTube) Event Photos (Fb, Blog)
FOLLOW THROUGH Q2
Audit Existing Page• Ensure
consistency across platforms
• Ongoing• % page
completion
Increase “Like” Count• Produce and
post interactive content, use ads and sponsored stories
• Ongoing• %
impressions % feedback
Post Content• engaging
content: Articles, blog posts, reminders, discounts, etc.
• 2-3 posts/wk• %
impressions % feedback
Community Engagement• Like and
comment on relevant posts, Post questions to community, respond
• Ongoing• % feedback
Analyze Corrective
Actions
REWARD Plan
Refine Repeat
Successful Activities
ACTIVATION PLAN Q2
Create Channel• Add company
details• Ongoing• % channel
completion
Add videos• Add video
testimonials to channel, get code for posting videos on social sites
• 1 video /month
• # video views
Competition for Video• Invite
contribution• # video• Reward
Analyze Corrective
Actions
REWARD Plan
Refine Repeat
Successful Activities
FOLLOW THROUGH Q2
IncreaseFollowerCount• Utilize 3rd
party Twitter applications to increase # of relevant followers
• Ongoing• # Followers
# Relevant Followers % Increase
Follow UsersFollow Backs• Search for
and follow relevant users according to profile
• Ongoing• # Following
Follower:Following Ratio
Tweet• Tweet
content types
• 1 tweet/day• # Clicks• # Retweets
& Replies• Reward for
active followers on twitter
Community Engagement & Management• Retweet
other Twitter user’s content, Reply to users who engage, Comment on related key words, phrases, industries
• Ongoing• # Retweets
& Replies
Analyze Corrective
Actions
REWARD Plan
Refine Repeat
Successful Activities
FOLLOW THROUGH Q2
Blog Posts• Post
content on blog with SEO optimized photo
• 1-2 posts/wk
• # post views # social shares % feedback
ReputationManagement• Reply to
comments on blog posts Search for mentions
• Ongoing• %
impressions % feedback
Blogger Outreach• Like and
comment on relevant blog posts related to key words phrases, industries
• Ongoing• #
comments # replies
SEO• Align
company description, optimize tags, photos, etc.
• Ongoing• Google
PageRank # blog views
Analyze Corrective
Actions
REWARD Plan
Refine Repeat
Successful Activities
FOLLOW THROUGH Q2
Email Database• Sign up for
specials and promotional offers & blog updates
• Ongoing• # response
E-Card• promote
one specific special during each festivities
• seasonal• # response
E-News• Align
company description, optimize tags, photos, etc.
• Ongoing• Google
PageRank # blog views
Multi Channel Promo• Send out a
survey via email asking which social networks they are on
• Ongoing• # response
Analyze Corrective
Actions
REWARD Plan
Refine Repeat
Successful Activities
FOLLOW THROUGH Q2
Launch FASHIONISTA Group• Create
Thematic Albums, Age-Group Albums, In-stlye
• Ongoing• #followers
# share # likes
Follow Users Follow Backs• Search for
and follow relevant users according to profile
• Ongoing• #
Following Follower:Following Ratio
Fashion Show• Designers
Invitation• 3 month
before KL Fashion Week; yearly
• # Followers
Featured FASHIONISTA• Encourage
Tips• Ongoing• # entry• Reward
yearly
Analyze Corrective
Actions
REWARD Plan
Refine Repeat
Successful Activities
FOLLOW THROUGH Q2
Featured FASHIONISTA
Launch CircleCSR, Bata for the
less fortunateOngoing –
Festivities reward#followers # share #
likes
Follow Users Follow Backs• Search for and
follow relevant users according to profile
• Ongoing• # Following
Follower:Following Ratio
Bata World• Congregate
Bata CSR works around the World
• Ongoing• # Followers
Analyze Corrective
Actions
REWARD Plan
Refine Repeat
Successful Activities
CRISIS MANAGEMENT Social Media- an increasingly open and transparent
environment, instant sharing of positive and negative opinions and thoughts
Crisis Management – how to turn negatives into positives to preserve and/or increase company or brand value
Important to monitor social media, to be quick in replying to issues raised via social media in a holistic human, non-corporate voice.
Important to have a social media crisis response team, a crisis response plan in a structured comprising escalation process to address the negativity
ADDRESSING CRISIS MANAGEMENT
SPEEDOf
Response
CONTINUOUS
Update
SOLUTION Reasonable
& Acceptable
TRANSPARENCY
Social Escalation
Process
Creating Social Pressroom
Crisis templates
Preparedness to
Manage Negativity
ADDRESSING NEGATIVITY
CRISIS MANAGEMENT
The following could escalate a crisis in social media further:
1. Improper reply /contents /wrong choice of words /misinterpretation
2. Slow or no response to posted matter
The three most probable scenarios in the shoe business as Bata are:
3. Defects in workmanship and materials
4. Customers did not feel the comfort of the shoes as claimed by Bata
5. Returns and exchange policies not properly executed
ESCALATION PROCESS WHEN POTENTIAL CRISIS RELATED TO REFUND & EXCHANGE OF PRODUCT IS IDENTIFIED
Thank You
