UnMe Jeans: Branding in Web 2.0Ashish AwasthiFT154053

Q: Which social media to pursue for promotion and why? What are the risks involved in each program? How to integrate social media plan into her traditional media plan? How can performance be measured for social media?

A:

Expenses Zwinktopia (virtual world)

Facebook Youtube

One time price(initial) 200000 350000 300000Yearly charges 100000 150000 300000Visitors -NA- 14196000 48152000y-o-y growth -NA- 85% 105%Age (12-24) 27% 25% 32%

69% of teens and young adults use social networking sites and approx. 68% of them use these sites more than once daily this signifies a large number of target group is available on social media. Also the segmentation of users can be done by observing the demographics of individual profile based on characteristics such as -age, location, likes & interests etc. Since, UnMe Jeans is targeted towards youth so it should go for social media marketing like that on Facebook, YouTube, Twitter.

But there is a problem on using You Tube since, the consumers tend to buy clothes based on images they see rather than the videos, moreover YouTube has been a channel which audience mostly associate with knowledge gaining, entertainment and hence the full attention is never there is to buy products.

Risks on using Social Media for Marketing

Users are already exposed to 5000 advertising messages each day, its highly cluttered. Advertisement retention was only 1-3% Social media can create a brand awareness but cannot create buying behavior. Approx. 32% on online advertisement is one through banner/display ads, consumers now don’t

look it termed as ‘Banner blindness’. Click through rate for banner ads dropped from .75% to .2%

Content is usually co- created so negative publicity is a major threat. An individual can feel offended if an advertisement is displayed without his/her permission. Virtual world like app cannot be played on hand held devices and thus future for these is very

limited.

Performance measures of a brand on social media

Brand performance is not only limited to traffic of users or likes or share done by users, but also it is much more than that. According to the case, user community groups can be created out of which one group will be only for the users who know & like the brand while other group can be a closed group and can be joined only by those who possess an article of the brand this will help to identify the conversion ratio from social media engagement. Closed group will enclose all four traits mentioned like co creating value, digital self-expression, sharing & self-affiliation.

Social media marketing should be included in its basic marketing plan as trend is changing people are moving away from traditional media, TRP for all time high channels and shows is now significantly dropped. Major Social media events should be highly marketed through nontraditional ways to generate maximum traffic to websites and user participation.