digital strategy - technology plan
DESCRIPTION
Technology PlanTRANSCRIPT
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Muvarde Technology Plan
TopSource Team
Andrea Echavarria | Andrew Jenkins | Chethan Mittapalli | Dante Paredes | Donald Gourley | Evan Lodge
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Agenda
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Muvarde’s Overview
Recommendations• On-site• Off-site Project Timeline
Metrics and ROI
Social Media and Technology Strategy
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Muvarde Overview
Who is Muvarde?
• Fashionable handcrafted leather goods with design.
Product Characteristics:
o unique and exclusive designed productso stylish, elegant, creativeo innovation combined with high quality
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POST Analysis
People - Assess customers' social activity (i.e. capabilities). Build knowelege base of target audience and target market.
Objective - Determine the desired goals and how to achieve and measure them.
Strategy - Predict and shape new dynamic relationships with customers.
Technology - Compare and select which social technologies to use
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Project Context
What?• Provide recommendations so
Muvarde can use technology as an strategy to boost their E-sales
How?• By developing a Technology Plan to
foster community engagement, allowing customers to interact with each other and with the company.
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Why ?
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No engagement on Muvarde website
Boost sales
Muvarde’s online communication is a monologue
Create brand awareness and an online “buzz” about Muvarde
One Stop engagement platform through Muvarde’s Website
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6 Off-site strong and relevant presence Last Blog made Dec 29, 2012
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People: Target Audience
Target Market or Target Audience:
• 22-35 year old men and women • Fashion forward individuals
• Income range 70K+
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Their relationship with Social Media:
• Loyal Muvarde Product Owners
• Early adopters
• Super users
• New joiners
• Spectators and Collectors
People: Social Media Customer Profile
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ObjectivesEnhance customer engagement to complement Muvarde operations:
• Offsite• Onsite
Use engagement to:• Improve Brand awareness • Influence future purchases• Refer new customers• Data analytics
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Technology Strategy
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Social Media Strategy
Community
• Social Network user management
• Gamification• Conversations• Reviews & Ratings• Recommendations• Voting/Polling• Contests/Promos• Comments
Content
• User generated• Products• What's new• Videos• Demos• Blogs
Collaborative Platforms
• Social networks• Share and tweet• “Viral” • Word-of-Mouth• Followers/friends/• fans• Super users, Badges
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Social Media On-Site Recommendations
Muv
arde
On-
Site
Com
mun
ity
1. Identity Management
2. Customer Interaction
Spaces
Commenting
Sharing
Ratings and Reviews
4. Gamification
Badges and Super users
3. One Platform
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1. Identity Management
"Users who login with Social Login are five times more likely to make a purchase than users who log-in via standard login"
Benefits: Social Media Log In
• Less Friction
• Promotes user interaction
• Data Analysis
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Social Identity Technology
Options
Technology Options Pros Cons
1. Janrain
Seems to be the best at integration with other 3rd party plugins. Janrain is the largest in this space.
Only offers identity management
2. Gigya
Established enough, and offers the other products we are looking for
offers suite of social products
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"The simplicity and social functionality of the Comments plugin caused a 500% jump in posted comments"
Commenting Benefits
• Allows users to interact with each other
2. Customer Interaction Spaces
Interaction
Commenting
Blogging
Live Chat
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Technology Options Pros Cons
1. LiveFyre
Real time updates and notifications. Integrates well with Jandrain. Team dedicated to supporting customization
expensive
2. Disqus
The largest player in this space Not as easily indexed by search engines as livefyre. Many large players have moved away in favor of Livefyre
3. Intense Debate
probably cheaper has faded in popularity
4. gigya
has other plugins we want smallest player of those reviewed
5. Facebook
clean design. Get limited data back, only able to login with Facebook
Commenting
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Sharing Benefits
• Brand awareness
• New visibility
2. Customer Interaction Spaces
Sharing
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Ratings and Reviews Benefits
• Allow users to rate products and give reviews so that they can help others choose products on your site
2. Customer Interaction Spaces
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Technology Options Pros Cons
1. Gigyasmallest player not focused on reviews
2. BazaarVoice
equivalent to PowerReviews. Comes down to price. Highly Customizable
stand alone product
3. PowerReviewsequivalent to BazaarVoice. Comes down to price. Highly Customizable
stand alone product
Ratings and Reviews
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Ratings and Reviews Benefits
• Increases Social Activity
• Determines influencers
• Influencers will bring new customers
• Fosters constant interaction with Muvarde
3. Gamification
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4. One Platform
Benefits
• Brings user to Muvarde website
• Ensures that current customers can see new products
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Recommended Technology
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Website Recommendations
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Muvarde Fashion Combinations
Is more than just Like or Dislike Muvarde’s look should be about awesomeness!
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Fashionably Relevant
Muvarde
People see Muvarde as a Fashionable item that they MUST HAVE!
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• Customers like to see the relevant size of the product.
• Show the product being use in several ways
Product Web Image
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Fashionably Everywhere with ME!
Customers should be able to picture their own Muvarde pieces inside decoration spaces.
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Shopping Cart
• Add advanced shopping cart • Social media integration
• Share and tweet my cart products• Reviews, Ratings• Refer a friend – products
• Discounts for social media referrals• Bundle similar recommendation products
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Mobile compatible website
• Responsive design principles• Compatible with all mobile platforms
• Benefits• Improved user experience• longer visits• Improved SEO• Better Brand image• Competitive advantage
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Social Media Off-Site Recommendations
Muv
arde
Off-
Site
Com
mun
ity
YouTube
Quora
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• Present Muvarde Brand• Build Strong Profile• Follow Key People• Talk with followers and Answer
questions• Drive Traffic to Muvarde Website• Organize Followers into Conversation
Lists
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• Give People a reason to become Fans• Stay on Topic• Ask the correct questions• Include Pictures• Post and Celebrate Milestones• Run contests, polls • Measure and Manage
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• Product showcasing• Showcase review videos
• Strategies:• Create compelling videos• Make videos reachable and findable• Brand YouTube Channel• Use YouTube Ads• Leverage Reach through other Social
Media
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• Content is King:
• Answer questions related to Muvarde or the Industry
• Use keywords in answers to increase SEO
• Answer questions directly and politely• Establish Muvarde as a Leather Expert• Use as a Market Research tool
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Recommendation Prioritization Scores
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Prioritization matrix
10 12 14 16 18 20 2215
16
17
18
19
20
21
5. Shopping Cart4. Gamification
3. One Platform
2. Custom Interaction spaces
1. Identity Management
Likelihood of Success
Bu
sin
es
s V
alu
e
Low High
Low
H
igh
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Recommendation Plan Timeline
Timeframe Actions
0-3 months Create & communicate rebranding vision Build technical team skillset Integrate identity management solution
4-6 months Communicate vision Establish team metrics/deliverables Build Customer Interaction spaces Hire Interns for Social media engagement
7-12 months Communicate vision Reassess customer engagement Build Shopping cart and One platform Implement new compensation plan
12-24 months Assess social media metrics Build Gamification
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Implementation Timeline
Description
• Move website hosting space
• Implement Identity management Solution to increase customer enrollment
• Implement Social media metrics• Design and build out solution to support One
platform
Q1 Q2 Q3 Q4
Year 1
Q1 Q2 Q3 Q4
Year 2 Year 3+
• Implement customer interaction space solution and shopping cart improvements
• Implement process and people changes based on new solution
• Revamp website branding and design
Quick Wins
Phase 1
Phase 2
• Roll out Gamification module in phases
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Social Media Metrics
Awareness Engagement Word of Mouth
• # of members/fans• # of impressions• # ratings/reviews• # of tweets• # of followers• # of page views• # of visits• # of users• # of views• # of connections
• # of comments• # of active users• # of user-generated items• Rate of activity• Time on site•(Likes + Comments + Shares)/Total Fans•Conversion rate, Engagement rate, Bounce rate•Company comments/Total comments•Network density•# of responses to polls, contests, surveys, etc.# of @repliesSentiment Analysis (Positive, Negative, Neutral)
• # times appearing in friend’s timeline• # posts on wall• # reposts• # of responses to friend
referral invitations• # of likes on friends’ feeds• Influence, reach scores• # of re-tweets• # of shares• Measure Share of Voice(SOV)• Brand mentions on social
media
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Financial Returns
Socially Referred Revenues
Media Equivalent Value
New Customers
Market share increase
New Leads, Referrals and Impressions
Non Financial Returns
Brand Value
Customer Engagement
Customer Satisfaction
Social Media ROI Metrics
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Engagement and Reach
• Facebook Insights
• Linkedin page insights
• Pinterest web Analytics
Share of Voice(SOV)
• Social mention
• Radian6
Influence
• Klout• PeerIndex• Kred
Referral Traffic
• Google Analytics
• Social Reports
Social Media Metrics Tools
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MuvardeAlways Relevant
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Business Model Canvas
1. Value Proposition
• High end leather goods for affordable prices
7. Key Partners
• No supply partners – vertically integrated
2. Customer Segments
• 22-35 M/F• Fashion Forward• Want high quality
merchandise that is only 20% more costly than normal goods
4. Customer Relationships
• Get customers by getting product into the fashion scene – shows etc.
• Want to use social media to get, interact, and keep customers
8. Key Activities
• Driving quality traffic to the website
• Create an online community that can engage the consumer
3. Channels
• For now just e-commerce
6. Key Resources
• Web Domain• Quality product
5. Revenue Streams• E-comerce
9. Cost Structure• Manufacturing, website maintenance, social media
outreach, marketing,