unme jeans on webcopy

8/3/2019 UnME Jeans on WebCOPY

1/41

UnME Jeans on Web 2.0

"You never change things by fighting theexisting reality. To change something, build a

new model that makes the existing modelobsolete" - Buckminster Fuller


2/41

Synopsis

Brand Manager, UnME Jeans, MargaretFoley, facing an increasingly complexmedia situation:

Traditional media plan not effective; Declining audiences;

Increased advertising clutter &

Consumers tuning out. Foley exploring Web 2.0: must cut through

hype & determine options best for her.


3/41

Synopsis (BM)

New social media outlets (virtual worlds,social networking sites, video sharingsites) require strategic thinking &knowledge of consumer behavior in a new

media landscape. Concept such as Co-creation of Brands:

mechanics & impact to be understood;

New consumer mindset impactingcontemporary culture, changing the wayBrand Managers & Consumers interact &communicate.


4/41

Case Study Objectives

1. Explore opportunities and risks formarketers in the emerging social mediaenvironment;

2. Understand changing cultural mindset &factors driving consumers;

3. Discover use of blogs, wikis, Twitter,

widgets, podcasts, mash ups;4. Optimize Second Life, Facebook,

MySpace & YouTube usage.


5/41

Case Study Objectives

5. Recognize mismatch between currentmedia purchasing approaches & currentconsumer environment;

6. Evaluate obstacles against traditionalinterruption model the need to talkwith rather than talk to or talk atconsumers;

7. Understand risks associated with socialmedia;

8. Use of media metrics: reach, frequency,

CPM? WHAT ELSE?


6/41

A. Diagnosing Foleys Problems Interruption model of advertising:

Traditional advertising interrupts mediaviewing: TV, radio, print (Ads in betweeneditorial content);

Commercial interruptions at home, atplace of work, along the road, at shoppingcenters & malls, on the cell phone, in the

inbox; Reach measures achievement target

market exposed to advertisement;

CPM basis for comparing media costs.


7/41

A. Diagnosing Foleys Problems

Interruption model of advertising:

Reach is a measure of exposureexposure is not the same thing as

perception; CAN EXPOSURE TRIGGER PURCHASE

DECISION-MAKING IN A CROWDED

MEDIA LANDSCAPE? Frequency becomes important: Effective

Frequency the key!


8/41


Interruption model of advertising: In the interruption model, Marketers insert

advertisements into media programs thatsupport their brand image;

How do you measure Impact?

Impact is a qualitative measure of valueof an ad appearing in a particular mediavehicle, or of its placement in the vehicle.

Key advantage of Interruption model:

Complete control over the message!


9/41

A. Diagnosing Foleys Problems Tuning Out Traditional Media:

Foleys traditional media plans targetedprograms like American Idol, Gossip Girl,fashion & beauty magazines (CPM $3.50to $29.95);

Cost of traditional media increasing Y-on-Y;

Audience size decreasing;

Multiple touch-points require moreinvestment;

Gen Y tuning out of traditional media

SHOULD FOLEY TOO?


10/41


11/41


12/41


Tuning Out Traditional Media:

Foley already using Internet: BUT,Online banners & Google searchadvertising.

Is it enough?

Are these the right media vehicles?


13/41


Tuning Out Traditional Media:

Foley overspending on TV & under-spending on the Internet;

Based on Gen Y consumer profile,

spending on net is inadequate.


14/41


Tuning Out Traditional Media: CASEFACTS!

Exhibit 2: Banner/display decreasingimportance;


15/41

A. Diagnosing Foleys Problems Tuning Out Traditional Media: CASE

FACTS! Exhibit 4: marketing spend in social

media expected to grow 70% (CAGR)over 5 years;


16/41

A. Diagnosing Foleys Problems Tuning Out Traditional Media: CASE

FACTS!

Exhibit 5: Online video to grow by 62%(CAGR) over five years;


17/41


Tuning Out Traditional Media: CASEFACTS!

Exhibit 6:Facebookto grow by85% Y-on-Y.


18/41


19/41


20/41

A. Diagnosing Foleys Problems Tuning Out Traditional Media:

Reach & frequency metrics do notindicate if Foleys target consumersperceive, pay attention to & process heradvertising.

Two trends seen in consumer behaviorthat suggest ineffectiveness:

1. Advertising clutter: 5,000 admessages / day;

2. Opt-out options: Digital videorecorders and commercial free media

options.


21/41

WHY Web 2.0 Model of Advertising?

Talking with & not talking to consumers;

Four cultural values of the Web:

1. Consumer co-creation: interactive,participatory, collaborator. Co-creation

includes customization of brandconsumer, consumer generatedadvertising, consumer testimonials &storytelling;

2. Social affiliation: sense of communityprofile pages, branded widgets, sharingof affiliation, rapidly spreading

messages.


22/41

WHY Web 2.0 Model of Advertising?

Four cultural values of the Web:3. Digital self-expression: Avatars (digital

representations of self), online identities,opportunities for virtual brandexperience;

4. Sharing: P2P relationships, word-of-mouth communication, viral marketing.

Threat: negative buzz, hacking.

What benefits & risks does Web 2.0offer?


23/41


24/41

B. Benefits & Risks: Branding in Web 2.0

Benefits: Access to Gen Y consumers: Foleys

active social media users;

Consumer receptivity: high because ofparticipative nature;

Consumer endorsement: WOM morebelievable & persuasive;

Brand authenticity: participation & co-creation suggests authenticity. Risk ofposeurs exists.


25/41

B. Benefits & Risks: Branding in Web 2.0 Risks:

Lack of control: When consumers co-create brands, some loss of brand meaningoccurs;

Pro-brand & Anti-brand Co-creation:Brands experience favorable & unfavorableprojection;

Bad news travels fast & wide: networkedconsumers exchange comments;

A crowded bandwagon: Web 2.0 gettingcluttered; banners & widgets crowding the

space.


26/41

B. Benefits & Risks: Branding in Web 2.0

Risks: Receptivity? Deluge of commercial

messages impacting receptivity;

Is Web 2.0 just a fad? Fad? Or here tostay? Should Foley make the most of itwhile it is viable?

Measurement of success is difficult:Do metrics from traditional media meanmuch on Web 2.0? ROI is difficult toassess.


27/41

C. Creating New Metrics for Web 2.0

Metrics for Web 2.0 must be able tomeasure:

1. Consumers co-creation of brandsmeaning,

2. Use of brand for digital self-expression;

3. Infiltration into social networks &

4. P2P sharing of information.

WHAT CAN FOLEY USE? ANYIDEAS?


28/41

C. Creating New Metrics for Web 2.0 WHAT CAN FOLEY USE?

1. Receptivity measures: Number ofconsumers who opt-in to receive brandinformation;

2. Participation measures: Number or percentage of consumers

participating in contests/ games;

Number clicking through for info; Number of times customer visits

branded space (virtual store in

Zwinktopia).


29/41

C. Creating New Metrics for Web 2.0 WHAT CAN FOLEY USE?

3. Co-creation measures: Number ofconsumers posting to web forums,creating messages or brand fanmaterials: songs, poems, fan-fiction,designs for jeans, or downloadingUnME widgets;

4. Sharing measures:

Number or percentage of consumerswho share brand info (share UnMEwidgets);

Number of people using the network.


30/41

D. Analyzing Three Social Media Options

Q.Which of the three social mediaplans should Foley pursue? Whatbenefits do they offer, what risks tothey entail? How can the risks be

mitigated?


31/41


Zwinktopia Strengths:

1. Highly targeted matches UnME market;

2. Likely to create buzz in fashion pressonline & off-line;

3. Virtual product offers opportunity for

additional sales;4. Virtual stores can offer multifaceted online

experience;


32/41



5. Digital self expression opportunity

strengthens relationships;6. Co-creation opportunities via virtual

soapbox & design competition;

7. Consumer to consumer sharing ofdesigns expand reach, get brandendorsement.


33/41



8. Zwinkies exported to Facebook &

MySpace give the brand exposure.Zwinktopia users can post videos onYouTube;

9. Not many marketers here yet UnMEcould gain first mover advantage;

10. Low-cost: upfront & recurring.


34/41

D. Analyzing Three Social Media Options Zwinktopia

Weaknesses:

1. Zwinktopia has small reach: 7 millionusers;

2. Relatively new. Second Life declining inpopularity;

3. Difficult to measure RO I sales one

indicator;4. Higher CPM ($14.29) than Facebook,

magazines, radio, online search,

banner advertising.


35/41


Facebook

Strengths:

1. UnME can strengthen brand personalitythrough character Sasha;

2. Opt in nature of brand profile pagereceptive audience;

3. Experience with fashion sites e.g.Victorias Secret positive;

4. Large reach, frequent/ dailyinteractions;


36/41


Facebook Strengths:

5. Digital self-expression for consumers

strengthens relationship with brand inreal life/ virtual life;

6. Co-creation using widget designs for

posting to Sasha profile page;7. Customer to customer sharing of

designs encourages endorsement;


37/41


Facebook

Strengths:

8. Facebook much better established thanZwinktopia, even though shared;

9. Low upfront investment;

10. Very low CPM ($3.57).


38/41

D. Analyzing Three Social Media Options Facebook

Weaknesses:1. Less targeted than Zwinktopia;

2. Likely to generate less buzz many

brands;3. Larger recurring investment needed;

4. Loss of control a big risk: Wal-Mart

experience negative comments;5. Currency was likely to be less receptive

see it as intrusion in their profile

pages;


39/41


Facebook

Weaknesses:

6. Facebook getting cluttered;

7. Difficult to measure ROI ( traditionalmeasures of reach, frequency, CPMmay be used).


40/41

D. Analyzing Three Social Media Options Video sharing on YouTube

Strengths:1. Allows strengthening of product in the

two inspirational stories of target

market (teenage girls);2. Large reach (66 million);

3. Co-creation opportunities/ videouploading of testimonials;

4. Video ads more creative than TV ads;

5. Well established medium/ low upfrontcost.


41/41

D. Analyzing Three Social Media Options Video sharing on YouTube

Weaknesses:1. Less targeted than Zwinktopia;

2. Large recurring investments;

3.

Risk of loss of control;4. Poor receptiveness YouTubeexperience with advertising initiallyweak;

5. Clutter;6. Difficult to measure ROI;

7. Very high CPM compare to other

unme jeans on webcopy

Documents