How Rebel magazine will go from a small underground magazine to a successful version for the m-commerce generation CWK2 WEB MARKETING FASHION MARKETING & COMMUNICATION ALEXANDRA DAHLGREN – EMELINA NYQVIST
_BRITTISH BASED _NOVEMBER 2009 _FASHION/ART _BI-ANNUAL _6 EMPLOYEES TARGET: MEN/FEMALE, 18-30
THE MAGAZINE
THE WEBSITE: needs cleaning & reconstruction THE NAME: Similar to others ONLINE COMMUNICATION: Lack of knowledge
THE PROBLEM
• No sponsored hits or advertising • Use title tags and keyword tags on website + • Facebook, Twitter, Tumblr, Bloglovin & Instagram • Focusing on SEO • Traffic rank on a global scale: 19 091 206
Internal analysis
B2C E-commerce topped its sales with 1$ trillion for the first time in 2012 and is predicted to increase* Â M-commerce In 2010 mobile commerce stood for 3% of the total electronic market* -the same number had in 2012 risen to 11% which stands for 18.6$ billion* Â
External analysis *http://www.emarketer.com/Article/Ecommerce-Sales-Topped-1-Trillion-First-Time-2012/1009649 http://www.businessinsider.com/blackboard/comscore
the m-commerce effect comes from increased sales on the digital tablet market that provides a “lean-back” shopping experience PREDICTIONS*: • • •
Within 3 years, tablets will overtake the number of PC’s Sales 2013: 233 million globally Same numbers will increase to 1.094 billion in 2017
Facts*: • •
Units of tablet are on the rise - printed magazines are being reduced First half of 2012, the majority of 250 British printed magazines had a decrease in sales
The tablet market *http://www.businessinsider.com/what-brands-drive-explosion-mobile-commerce-2013-5 h#p://www.forbes.com/sites/chuckjones/2013/05/02/tablet-‐market-‐forecast-‐to-‐grow-‐almost-‐5x-‐by-‐2017/
Lean back
Instagram: 2,786 Twitter: 4,729
Facebook: 145 000+ Twitter: 600 000 Soundcloud “mix-tapes”
Global approach in content & contributors Global staff = collective content making
YouTube with behind the scene Magazine experience
Competition/benchmark
• improve Rebel’s online communication • enhancing the social medias they already have • reconstructed and move Platforms • Increase number of readers and subscribers • Develop version for tablets and mobile devices
goals
Complete reconstruction of website • • • •
Vectors with links to social media Young fresh design, showcasing creativity of brand values Preview of issues Complete reformation of the back pages of the (due to SEO reasons) • Using related keywords • Creative and inspiring landing pages • Self hosted server =traffic goes directly to their own server • Keeping the comments field open
Webpage + seo + blog
current situation • • •
Posts solely about promoting their blog (direct links) No likes Contest with newsletter
suggestion • •
Create more content for more followers Link to other social medias (opposite from the current “follow me”)
Speak with a full-hearted human voice that is attractive and makes people like you
Facebook + twitter + instagram
Hire two more employees A web designer (design, SEO, digital tablet issue) Â
A social media expert responsible for online communication Â
-Hiring the new staff will be profitable seeing that number of sold issues are expected to increase
EMPLOYMENT
• Self-hosted website allows installation of Google Analytics to measure and keep track of incoming traffic • Hire freelancers that could cover happenings in other countries if the information would show a geographic spread of visitors • Time and energy is better focused on other areas, therefor the use of metrics will be limited
METRICS
Online magazines & tablet devices are increasing • Interactive issue of Rebel • Behind the scenes footage in video • Podcasts interviews • Wider audience with new subscribers and followers • Tablet format makes sharing easier
Conclusion LONG-TERM
Thank you!