UnMe Jeans: Branding in Web 2.

0
Ashish Awasthi
FT154053

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
One time
price(initial)
Yearly charges
Visitors
y-o-y growth
Age (12-24)

Zwinktopia (virtual
world)
200000

Facebook

Youtube

350000

300000

100000
-NA-NA27%

150000
14196000
85%
25%

300000
48152000
105%
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 dont 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.