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Proposed by Chih-Chi Wang 2013 October
Promoting HEMYCA through Social Media Platforms
Outline
q Analysis - Existing Platforms at HEMYCA Ø Advantages Ø Opportunities Ø Proposed Solutions
q Improvement Plan q Key Performance Indicators q Conclusions
Existing Platforms Analysis
Platforms Key Performance Metric Result as of 4 Oct.
Click through rates Not sure
Number of followers and the rate to be shown on popular page
148 followers
Number of followers, likes, check-ins, talking about this
1033 followers 33 talking about this
Number of followers, retweets, and favourite
655 followers
Number of followers, repinned, and likes
40 followers
Number of followers, reblogged, and likes
Not sure
Profile views, connections, increased business connections, and recommendations
500+
Official Website
• Simple and well-structured layout • HEMYCA’s concept is clearly presented • Comfortable style for audience to read
Advantages
• Showing Press convinces browsers, current clients and even potential clients about how far HEMYCA has exposed and achieved in fashion industry
• Add descriptions for collections from every season
Opportunities
• Press could be added to the heading bar along with other existing heading bars
• Concepts and ideas behind each season’s collections should be added, which provides meanings to HEMYCA’s collections
Proposed Solutions
n I realise that HEMYCA’s press can be found by using search engine such as Google, whereas it could be more effective and attractive to create the link on the official website.
• Collections, events, and up-to-date photos related to HEMYCA are available on Instagram Advantages
• Key words have not been developed well in photo descriptions, which may lead to less exposure than expected
Opportunities
• At least 8 to 10 relevant key words with hashtags in each photo should be largely created in order to gain exposure
• Uploading video to Instagram- This can be implemented when there is event or party. Filming how designers work in the studio would also make audience feel approachable to the designers and the HEMYCA team
Proposed Solutions
• HEMYCA has already possessed certain numbers of followers (up to 1000 people) Advantages
• It is recommended to upload more relevant photos with proper descriptions - even a photo of team meeting showcases how HEMYCA team works behind the scene
• It is always important to gain as many followers as we can
Opportunities
• If there is enough budget, organise event or workshop and invite people to engage into our brand. Partnership or collaboration with bloggers is also suggested
Proposed Solutions
• Three to four tweets have been regularly updated daily Advantages
• More interactions, retweets, and favourite should be increased, depending upon how we construct the sentence we tweet
Opportunities
• Tweet with a question rather than a sentence – this encourages people to answer your question and gain interaction
• Use more photos, videos, hashtags, and key words • Actively follow potential clients or bloggers to gain their
attention and follow back
Proposed Solutions
! Example: #Autumn has officially arrived and it’s time to manage your #wardrobe. How about having a #cape from our #AW13 collection? #fashion #HEMYCA
• Collections and relevant inspirations are shown on Pinterest Advantages
• Try to mix and match our collections with other brands into practical and wearable outfits Opportunities
• Apply HEMYCA’s collections into moodboards depending on different usages such as ‘What to wear for Friday night’ or ‘ Classical and elegant outfit from HEMYCA’ – this could introduce HEMYCA’s practical and wearable concept and make people more interested in our collections
Proposed Solutions
Moodboard examples- My Wish List for 2013 Fall
Even though my Photoshop skills are still at entry level, I tried to practice it from collaging relevant mix&match into moodboards for reference.
Tumblr
• Contents and photos are syncronised with photos from Instagram Advantages
• Lack of interactions and reblogged rate Opportunities
• Adding relevant contents weekly to show the up to date news about HEMYCA
• Add HEMYCA’s Tumblr link on the official website to gain click through rate
Proposed Solutions
• Connections are up to 500, which shows HEMYCA’s strong networking Advantages
• Gain more professional recommendations from previous clients, famous editors, buyers, and people from fashion industry Opportunities
• Make contact with authentic people who have worked with HEMYCA before. Kindly ask them to recommend us on Linkedin to leverage our reputation as well as increase new professional connections
Proposed Solutions
Improvement Plan
Objectives
Improvement Plan
Social media platforms aim to attract followers and enhance followers’ engagement in order to increase business value. Each platform has its own function to expand our business. Due to the limited time I have, I will choose some of the key platforms and plan to achieve the highest success rate for HEMYCA.
My goal is to increase number of followers and enhance engagement mainly on Facebook and Instagram.
How about entering Chinese Market ? ✓ Start from using Weibo, the social media platform in China ✓ China has huge potentiality. As HEMYCA positions itself as an international brand, it could be a good idea to enter Chinese market or find potential clients from Greater China.
Other Suggestions
The Logic behind the Improvement
Before Upload HEMYCA’s previous collections as through back to remind people what HEMYCA has done previously. Meanwhile, release some information about the upcoming event.
During During the event, upload videos from random interviews with guests and designers, ask them how they feel about the event and collections (Normally they will give positive feedbacks and this could attract people’s attention to follow up the latest collections ).
After After releasing all the previewed collections on official website, upload them day by day on Instagram to refresh people’s feeling along with relevant hashtags. Meanwhile, upload pictures from the event and remember to tag the guests to ask for feedbacks.
Example How to promote a preview event by using Instagram
Key Performance Indicators (KPIs)
Current situation Goals Increased rate (expected)
Instagram: 148 followers 250 followers 7%
Facebook: 1033 followers 1300 followers 2.5%
Twitter: 655 followers 800 followers 2%
Pinterest: 40 followers 50 followers 2%
Followers’ engagement is crucial for leading to higher business value. In addition to gaining followers and likes, I hope to acquire some potential clients or buyers for HEMYCA as well as the expected increased rate for these platforms.
Conclusions
n Increasing number of followers and their engagement on Instagram and Facebook are my focus during my internship
n Using hashtag and key word more could be the key strategy to expose HEMYCA to fashion industry
n Always make follow up messages, emails, or calls to our followers if they are our potential clients
