PROJECT EVALUATION
PROJECT EVALUATION I Seshday.com
BRAND MISSION
Seshday.com is an online retail community created “for riders by riders” to offer great deals on premium Action Sports brand goods at membership-only savings of 30% to 80% OFF retail.
BUSINESS GOALS
~250% increase
in member signups
by 2014 known as
Action Sports traffic
65% social
members only
shopping
by community building and referrals COPYRIGHT 2012 - ZO! CREATIVE I PAGE 2
PROJECT EVALUATION I Seshday.com
RECOMMENDED TARGET AUDIENCE
75%
25%
MALE FANS
23% 49% 18% 8% 1% 1%
13-17 18-24 25-34 35-44 45-54 55+
HOUSEHOLD
HOUSEHOLD
11% 30% 47% 10% 1% 1%
13-17 18-24 25-34 35-44 45-54 55+
INTERESTS
skaters,
70K+
FEMALE FANS
LOCATIONS
surfing, music, eco-conscious, hiking,
beach, outdoors, adventure-seekers, risk-takers snowboarding
They are bombarded with retail opportunities to purchase action sports brands. But they also see that great brands care about fashion (visual/style), as well as what the product can do (functional).
United States Canada Europe
He hears what his friends tell him about. Advocates are socially influential, but take queues from peers as to what is good/ bad, worth-it/ no worth-it.
AT T I T U D E S Price conscientious thrill- seekers that that are willing to make purchases if prices are worthwhile. They love edginess and things that push boundaries. Independent in thought. Taste makers
He shares great deals, finds, cool videos and pictures and is passionate about the activities and hobbies he is interested in.
COPYRIGHT 2012 - ZO! CREATIVE I PAGE 3
PROJECT EVALUATION I Seshday.com
SWOT ANALYSIS
SWOT
strengths
- Existing Traffic for a brand new flash sale site - Branding well Integrated generally - Unparalleled Product assortment thru powerful relationships with brands
weaknesses
opportunities
- Lack of Story and community lifestyle, no real word of mouth as result
- Turn existing members into active advocates, being part of the seshday growth.
- No true engagement strategy. Limited to likes and responding to questions
- Improve customer service integration via available softwares.
- For riders By riders: Great for brand loyalty, as it personalizes brand. Skaters don’t like posers, etc.
- No mobile strategy, whereas direct competitors have already adopted as such
- Generally good customer service over facebook, Understands target market.
- Twitter has no true interaction. Seems like scheduled posting. Retweets are almost non existent.
- Flash-sale market is characteristic of having members, who have higher probability of purchase, if they join.
- Bad SEO = Site can’t be searched (URLs not seofriendly) - User Experience should be revised
- Personalize deals/ emails based on past purchases and clicks onsite.
threats
- Social is the #1 key channel leveraged by competitors. Better Activity and content. - Lack of financial & human resources. - Protection of Brands Position/Reputation on Seshday. - No Mobile strategy in place for 2013.
- Highlight of influential members, creating marketing content with them. - Develop Twitter/ Instagram strategy to connect with athletes on the go. - Video/Blog Interviews of Athletes including active Seshday members in it. - Develop mobile solutions until mobile/tablet app.
COPYRIGHT 2012 - ZO! CREATIVE I PAGE 4
PROJECT EVALUATION I Seshday.com
MARKET & COMPETITORS ANALYSIS
229K
128K
LIKES
LIKES
33K
25K
FOLLOWERS
FOLLOWERS
2008
2009
FOUNDED
FOUNDED
Thrillist Acquisition help grow engagement. Excellent facebook interaction. Street styles may overlap with seshday. Mobile strategy. Much video content. Not just fashion, but recognizes importance of identifying with lifestyle of members i.e. 10K interviews. LIKES
493K LIKES
21K
FOLLOWER
1996
FOUNDED
Good customer interaction, and live chat support. Outdoor sport oriented, not necessarily action sports. Less youth-oriented site. No real story. Shop only site that offers quality goods and quality prices. Family, upper aged demographic oriented shop.
Excellent customer interaction No mobile strategy. Twitter used as broadcasting deals Hand-picked items from enthusiasts for enthusiasts. Outdoors type items, more nature oriented. Overlapping products, but not really all active sports.
4K
2010
FOLLOWERS FOUNDED
Managed by backcountry. Little to no customer interaction over facebook. Posts only. Heavy rider lifestyle emphasis. Shopping experience is focused on youth. Integrated internal community social network. 1.1k followers on instagram. Twitter is relatively active with RT’s.
191K LIKES
2K
FOLLOWERS
2004
FOUNDED
COPYRIGHT 2012 - ZO! CREATIVE I PAGE 5
PROJECT EVALUATION I Seshday.com
KEY MESSAGES I f y o u ’r e i n t o a c t i o n s p o r t s , S e s h d a y i s y o u r s with the real deals on your fav brands!
Fo r r i d e r s , b y r i d e r s S h a r i n g i s c a r i n g ! We d o n a t e p a r t o f o u r p r o f i t s to environmental and humanitarian causes.
SOCIAL MEDIA GOALS MONTH 1, 2 & 3
Build Database of Social Advocates to increase authentic word of mouth
MONTH 4, 5 & 6
Activities will include blog outreach, social media monitoring, community mgmt, database development, design and measurement.
200 % SOCIAL ROI MONTH 7, 8 & 9
Increase Referred Members and build Social Loyalty Activities will include media outreach, social media training, community mgmt, social app development, design and measurement.
Lead your market with cutting edge campaigns Activities will include strategy planning, design, audiovisual production, application development, testing, framework monitoring, measurement analysis, content writing and digital pr.
COPYRIGHT 2012 - ZO! CREATIVE I PAGE 6
PROJECT EVALUATION I Seshday.com
TACTICS & PERFORMANCE METRICS
“
a goal is a dream with a deadline...
”
and we’ve got metrics to measure its success. MONTH 1,2,3
METRICS
Strategy Planning, Brand Voice & Content Strategy
- Document + Feedbacks
Development of Influencers and Advocates Database
# Retweets or Mentions
Daily Social Media Monitoring/Training (Interactions, Analysis)
- # Talking about this
Advocacy Program, Management of Advocate Content (Pinterest, Blog,...)
- Referral Traffic + # Talking
Revision of Strategy, Analysis of Statistics and Revamping of Fanpage
- Document + Design
Community building/ “Invite Friends” Awareness
- # of Pageviews + Clicks
MONTH 4,5,6
METRICS
Development of Social Publishing Asset/App (Member Generated Content)
- App Deliverable
Content Moderation, SEO, Links building
- # of Posts, # Links
Daily Social Media Monitoring/Training (Interactions, Analysis)
- # Talking about this
Advocacy Program Management + VIP Member Email Communications
- # Email subscribers
Revision of Strategy, Analysis of Statistics and Revamping of Fanpage
- Document + Design
Media Outreach thru Creative Guerrilla Ads
- # of UVs, %Referral Traffic
MONTH 7,8,9
METRICS
Strategy Planning and Creative Brief
- Document
Design and Development of Social Contest Template
- Deliverables
Monitoring of Campaign (NorthSocial)
- Social $ Revenue
Writing and Submission of Press Release + Blog Outreach
- # talking about this
Video Production and Editing
- # of views and # shares
Campaign ROI Analysis and Stats Report
- ROI Change
COPYRIGHT 2012 - ZO! CREATIVE I PAGE 7
PROJECT EVALUATION I Seshday.com
BUDGET &TIMING
With ZO! there’s no rehearsals, you only Pay for Performance!
MONTH 1,2,3
Hrs
$/Hr
Amount
Strategy Planning, Brand Voice & Content Strategy
10
$35.00
$350.00
Development of Influencers and Advocates Database
6
$35.00
$210.00
Daily Social Media Monitoring/Training (Interactions, Analysis)
12
$35.00
$420.00
Advocacy Program, Management of Advocate Content
12
$35.00
$420.00
Revision of Strategy, Analysis of Statistics and Revamping of Fanpage
6
$35.00
$210.00
Community building/ “Invite Friends” Awareness
18
$35.00
$630.00
Base Pay (25% Deposit) - Due Day 1
$560.00
Performance Pay* - Due Day 30
$2,352.00 TOTAL MONTHLY FEE
MONTH 4,5,6
$2,912.00
Hrs
$/Hr
Amount
Development of Social Asset/App (Member Generated Content)
30
$35.00
$1,050.00
Content Moderation, SEO, Links building
12
$35.00
$420.00
Daily Social Media Monitoring/Training (Interactions, Analysis)
12
$35.00
$420.00
Advocacy Program Management + VIP Member Email Com.
12
$35.00
$420.00
Revision of Strategy, Analysis of Statistics and Revamping of Fanpage
6
$35.00
$210.00
Media Outreach thru Creative Guerrilla Ads
20
$35.00
$700.00
Base Pay (25% Deposit) - Due Day 1
$805.00
Performance Pay* - Due Day 30
$3,381.00 TOTAL MONTHLY FEE
MONTH 7,8,9
$4,186.00
Hrs
$/Hr
Amount
Strategy Planning and Creative Brief
20
$35.00
$700.00
Design and Development of Social Contest Template
20
$35.00
$700.00
Monitoring of Campaign (NorthSocial)
12
$35.00
$420.00
Writing and Submission of Press Release + Blog Outreach
12
$35.00
$420.00
Video Production and Editing
48
$35.00
$1,680.00
Campaign ROI Analysis and Stats Report
12
$35.00
$420.00
Base Pay (25% Deposit) - Due Day 1
$1,085.00
Performance Pay* - Due Day 30
$4,557.00 TOTAL MONTHLY FEE
$5,642.00
*Performance pay calculated as remaining balance of total amount due and a 30% interest rate.
COPYRIGHT 2012 - ZO! CREATIVE I PAGE 8
PROJECT EVALUATION I Seshday.com
ASSOCIATED ACTIVITIES MONTH 1,2,3 Questionnaire Answers Access to Visuals Social Accounts Server Access Focus Group Access to Analytics
MONTH 4,5,6
MONTH 7,8,9
Focus Group Access to Visuals Server Access Access to Analytics Cision Software + DB List Marketing Budget & Team
Access to Existing Database Access to Online Store Focus Group Sales Management Social Accounts Marketing Budget & Team
RISK ANALYSIS
Lack of Control
Customers Responses
Confidential Information
Negative Comments
Social Fraud
Probability: 2
x
Severity: 3
Score: 6/25
Actions: Establish clear policies that dictate what can and cannot be shared. Create the capability to capture and log all communications.
Probability: 3
x
Severity: 4
Score: 12/25
Actions: Make sure staff can handle traffic associated with social media presence. Create notice with clear timeline for responses.
Probability: 3
x
Severity: 2
Score: 8/25
Actions: Have HR establish policies and awareness training so employees & vendors do not share company info.
Probability: 2
x
Severity: 4
Score:12/25
Actions: Create Guidelines for all employees and vendors to respond properly and create positive reputation control.
Probability: 3
x
Severity: 3
Score: 5/25
Actions: Very minimal but if occurs, company needs to be informed and take proper actions. Specifically with referral links or affiliate partners.
COPYRIGHT 2012 - ZO! CREATIVE I PAGE 9
Edwin Yu CHIEF OPERATING OFFICER
edwin@zo-creative.com
+1 626.230.7487
2360 CORPORATE CIRCLE STE 400 I HENDERSON, NV 89074-‐7722 INFO@ZO-‐CREATIVE.COM I 800.660.6928 I WWW.ZO-‐CREATIVE.COM