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A – Team: Curti Barbara Fornasier Martina Genovese Giulia

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Presentation on theme: "A – Team: Curti Barbara Fornasier Martina Genovese Giulia"— Presentation transcript:

1 A – Team: Curti Barbara Fornasier Martina Genovese Giulia Hajduk Joanna Kühne Hannah Scilabra A. Elèna

2 SOCIAL MEDIA STRATEGY The Vans brand is a state of mind Vans is able to transmit a «Vans lifestyle» delivering not just shoes and clothing but youthness, freedom, passion, adventures. Embracing creative self-expression, authenticity and progression. At the intersection of action sports, music, art and street culture. That's where the Vans brand connects with consumers, creating brand loyalists, not just product fans.

3 SOCIAL MEDIA STRATEGY In order to deliver such values, Vans is very active on several social networks

4 The number of people who participate in the sharing of information
REACH The number of people who participate in the sharing of information Facebook Source: Quintly,

5 RICHNESS Customize login screen Personal recommendations
Reviews and exchanges with other users

6 RICHNESS Interactivity between buyer and seller
One account for every segment and every geographical area

7 FACEBOOK ENGAGEMENT TIPS
from Vans, November 2013 Respond to all comments sincerely and quickly Create a good content mix and use all Facebook features available Offer contact information and a clear description for fans Offer exclusive information and sneak peeks fans can’t see elsewhere

8 CUSTOMER ENGAGEMENT Engagement rate
Total likes + shares + comments of a pic 𝑇𝑜𝑡𝑎𝑙 𝑓𝑎𝑛𝑠 0,0083% ,0393% ,35% It’s not surprising the percentage difference between Facebook and Instagram, because usually on Facebook after the «Like» on the page, there is a low rate of «Likes» on every single post.

9 POPULARITY TREND People searching for Vans on Google from 2005 till now. The trend is positive and keeps on increasing over time. This shows that Vans well manages its visibility thanks to its commitment on marketing and social media strategy.

10 MAIN COMPETITORS

11

12 SOCIAL NETWORK OVERVIEW
Converse is more popular on Facebook, but on the other main social networks Vans has a stronger position, due to broader content of posts, inspiring boardriders, musicians, artists and anyone for whom creativity matters.

13 TALKWALKER RESULTS Despite Vans has less followers on Facebook, it has the more active ones, talking a lots about the brand. This means that Vans has a more effective social media approach.

14 TALKWALKER RESULTS Themecloud and Sentiment
The presence of Vans on social networks is slighlty higher. However, there is no big difference between Vans and Converse fans opinions .

15 TALKWALKER RESULTS Gender

16 CONCLUSIONS Vans is booming in social media, while Converse is following a different strategy, just promoting its products. Vans instead focuses on: interaction, collaboration, participation, going beyond the product in a more effective way to create a Vans family.

17 SOURCES www.vans.com www.vans.it www.talkwalker.com


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