*Though this has been posted on the Google Drive that you can access, i am posting it here again just everything can be seen together*
CONTRABAND Social Media Plan âJonathan Sarmiento (100777193)
 The company: Contraband is a High fashion retail store that provides the latest trends and pieces from fashion runways.
Vision: Who is your brand, online?
As of right now, Contraband has Instagram, Twitter, and Facebook. Though Contraband has these account, they are not used very frequent and they do not have a very strong online presence. They currently stand with 6500 followers on Instagram, 470 likes on Facebook, and 248 followers on twitter. Their posts typically happen once a month and there seems to be no consistency with their posts. With a simple Social Media schedule/ calendar and implementing other various Social Medias with a consistent feed of content, we hope that this will drive traffic to go in store and increase online sales
Landscape: Whoâs already here?
In Toronto there are select few retailers that specialize in the same high fashion niche market. These stores include Haven, Nomad, Jonathan and Olivia, Saks Fifth Ave, Serpentine, and Holt Renfrew. For online presence, Nomad and Haven are extremely active on Instagram and dominate over Contraband. Nomad has over 20,000 followers on Instagram, and Haven has about 49,000 followers. As well, with Holt Renfrew around the corner they pose a threat for they are in the same market of high fashion and have over 14,000 followers on Instagram. While Contraband only stands with 6,500 followers. Though this is only comparing Instagram, it shows the online presence that competitors have over Contraband and we must implement a Social Media plan that will even out the playing field and allow us to reach out to as many consumers, as much as our competitors do.
Business case: Is there ROI for my time/effort?
Contraband is intimate establishment with a handful of employees. There has been previous cases of Social Media activity but very little consistency as of lately maybe due to the lack of employment. Because of how intimate and small the store is, Contraband does not have any investors or any stakeholders. It is mainly a sole proprietorship, where any financial obligations mainly effect the store owner. With the implementation of a Social Media plan, we believe that there will be a high ROI and increase in overall traffic to the store. This will allow consumers be aware of what we have to offer and the various deals they may receive. We believe that with only 6000 people viewing our profile, only a small percentage will consider buying from us. However, if there is a following like Havenâs with 49,000, Even if there is only a small percentage of that 49,000, that is a large increase in comparison to what their following was beforehand. Â
Assessment: Why are you online in first place? What are you trying to achieve?
Most of Contrabandâs target market are young adults that are very in tune with the latest fashion and trends. Age can vary from 18-40 and are mostly men, for Contraband only carries menswear. Many of these people use the internet for convenience to see what is new. Things like Social Media and other websites help people search what stores have the pieces they would like the purchase and if it is available. Due to the fact that Contraband specializes in Runway fashion means there is limited stock in store. So using the internet for availability of clothes is a key factor for High Fashion consumers. According to statistics, about 56% of Canadians are on a Social Media network, which is about 19.4 Million people, and Contraband only has 6,500 viewing their profile. There is room for improvement and we believe that we can double the followers and views of all their social media platforms if they were more active.
Strategic Plan: how are you going to get to your goals?
Website: Continue to showcase and display newest product on front page. As well, on a daily basis, updating any information as to availability for product. IE. If a product is sold out, if there is limited stock, if it is a top seller, if it is a new item added, etc. Must keep website up to date and accurate for consumers. As well, create a new tab within their website to showcase actual customers wearing Contraband pieces. This will enable consumers to engage with the company and have them coming back to the website/Instagram on a consistent basis.
Instagram: Post every day with at least one post. From things like what their newest clothing pieces are, the best-selling clothes, low quantities but high demand, to even pictures of the store front, and how the shop floor is aesthetically pleasing to the eye and simplistic. Â Contraband will start a hashtag #CNTRBND #FeatureFridays as well. Where every Friday Contraband will go through their Hashtag and select a tagged photo from an Instagram user. Contraband will then repost the users tagged photo on the Contraband Instagram. This allows consumers to engage with the Store, and have them feel recognized for their style sense. It also allows the hashtag #CNTRBND and #FeatureFriday to be seen more frequent as Instagram users post and allow their followers to see the hashtag and Contrabandâs Instagram.
Twitter: Tweet anything in regards to Fashion twice a day. Many people who shop at high end retail stores (especially streetwear) accept it as a lifestyle. Many of the people have the same mindset or main psychographic. They think very similar and may usually have the same tendencies. As in, they want to be informed more and more as to what they can expect in the upcoming season, new styles, different trends, up and coming brands, what singers/rappers/actors/actresses/fashion icons are wearing, how to wear pieces, advice etc. People will also be able to tweet to Contraband and ask various question in regards to what the store has to offer, hours of operation, what is available still, if Contraband will be restocking on certain items. We will then have someone designated within the store to reply to any legitimate questions posed towards Contraband. As Scott Stratten said in Unmarketing, Social media is a gateway between consumers and companies. By using twitter as a customer service tool, it will allow us to engage once again with customers and create better PR for the company. In regards to twitter being used a customer service tool, Contraband will create a post every morning telling followers: âWe are awake and ready to help you here at CNTRBND, tweet us if you need usâ, which will allow for followers to expect a response from the Social Media Team from that tweet, onwards. Contraband must maintain a sense of relationship with their customers, and will try to respond and help anyone with serious enquiries. As well, they will create a post later in the evening stating âGoodnight everyone and thank you for all the questions. Weâll be back tomorrow from 11-7 to help. #CNTRBNDâ. This will help people and notify them that the customer service and question answering period has ended but will continue the next day. This allows people to have an idea as to when they can expect a response to their question, instead of them wondering if their questions will ever get answered.
 Facebook: Facebook can be used to integrate all Social Medias into one. With Facebook being able to integrate various platforms and have them easily posted on a âLiked Pageâ, we can allow for Instagram posts, Twitter questions, Tumblr Posts, Customer interactions, posted photos, hours of operations, and our website link on the Facebook page. As well, Contraband may also use Facebook Ads, in which a banner could be displayed, in which this may visually peak new customers. Stores such a SSENSE, Haven, and other Consignment stores have been using banners as of lately to bring in new customers. It allows people that have never heard of Contraband to explore and have a small glimpse as to what Contraband has to offer. There will be a photo set of 3-4 pictures of some of the bestselling pieces that Contraband can showcase and bring in new customers.
Tumblr Blog: Contraband will create a tumblr and post various things that are streetwear related. Â Whether it be music, fashion, advice, artists, fashion shows, reviews, up and coming brands, fashion icons, etc. Very similar to Contrabandâs Twitter (stated above), our tumblr will entail very similar aspects. Where twitter is limited to only 140 characters, tumblr we are able to post the ideas of Contraband, what inspires us as a company, what drives us towards streetwear, and hoping that these people that have the same thinking as us will take interest into our Tumblr. People that follow streetwear and high fashion have a very similar mindset. The psychographic of consumers of Contraband are very similar and take streetwear as a lifestyle. They live and breathe streetwear. Posting things that have interest in the minds of our consumers will make them trail towards our tumblr. We can show what inspires us, to inspire our consumers. Alongside our tumblr we will also create Link that will say âShopâ. This will lead to people towards our website and create traffic. With Tumblr able to reach various people, ages, demographics, and especially to people in different countries, people are able to still purchase from the Contraband website, in which we will post and discuss about in our tumblr saying âAvailable at Contraband! Can ship Internationally!â. Because of the limited stock in many high fashion pieces, people around the world are willing to pay anything to anyone in the world for a high fashion piece off the runway.
Stakeholder Map: who do you need to consider inside the company? Outside of the company?
Because of the limited size of Contraband, they do not have very many employees. Nor do they have any board of Directors or stockholders, in which it is a Sole Proprietorship. So the only people we may have to consider are the people who work at Contraband, where they may be the ones managing the Social Media pages, and the owner, who will be taking any financial responsibilities, as well, he will be approving any social media actions.
Organization: whoâs involved internally? Which teams will work together?
With Contraband being such an intimate retail store, there will have to be a strong relationship between both the owner of the store and the person navigating and monitoring the Social Media sites. As discussed, in all of the Social Media Platforms, Contraband must create a sense of exclusivity, relationship, and must have the same ideology as their consumers. If done correctly, there should not be a disconnect as to what the owner of Contraband wants and what the person monitoring the Social Media platforms wants. There should be a shared knowledge of streetwear, as well as a share knowledge of operational aspects as well. S0uch as: Hours of operation, return policy, new items, stock of items, Limited stock items, prices, sales, markdowns, etc.
Best Practices: What will your challenges be? How will you set yourself up for success?
One of the main challenges for Contraband that main challenges when integrating Social Media Platforms is the maintenance. Social media is a gateway for consumers and companies to interact with each other. As well, Social media especially allows companies to create new and maintain current relationships with customers. If the Social Media platforms are not updated, or become neglected, it creates a disconnect between company and consumer. We must always keep the consumer engaged with what we have to offer, and have them want to interact with Contraband. We have to create strong relationships that create a high Lifetime Value with our consumers. For if they become disinterested or misinformed, that is when they seek elsewhere for their high fashion purchases.
As well, the initial startup of the Social Media sites may start slow. A successful Social Media plan does not become successful overnight. It is with consistency that allows people to realize what Contraband has to offer.
One of the main components that will help Contraband set up for success is a Social media Calender. This will entail what will be posted each day, what time, and what the post will consist of. This can be done at the beginning of each month. By having a number of Social Media platforms, it can be overwhelming as to what should be checked on, where to post and when. But by having a schedule and Calender, it allows for a sense of organization, and will create consistency for Contrabandâs posts.
Bitly: This allows to see how many people have clicked our post and showcases the flow of traffic. We will be able to monitor our clicks and how successful we are through the rate at which we can get more people on our site.
Tumblr Analytics: Allows to monitor how many followers/ likes/ reblogs/ etc, on either a 24 hr/daily/ or monthly basis.
Hootsuite/Tweet Deck: Can monitor Twitter and how often the hashtag #CNTRBND and #FeaturedFriday is being used. As well, for the Social Media monitors, it will allow them for filter through any posts and allow them to answer any questions and concerns as stated before in âTwitterâ used as a strategic plan. This will allow them to maintain that relationship and customer service.
Social Mention: Can be used over all Social Media platforms to give a generalization as to how each platform is doing.
Measurement, metrics and continuous improvement: what does good look like? What does success look like? How can you build it, maintain it & grow it?
With the current Twitter followers, Facebook Page Likes, and Instagram Followers looking very low when compared to other high fashion retail stores. One of our SMART goals is to increase our sales by 5 % by the end of the year. As well, increasing the flow of traffic on our website and store front by 50% by the end of the year.
According to us, âgoodâ is when we double our followings in all Social Media platform by the end of the year. We have to maintain the followers we have while creating new ones. Other various high end stores are dominating Contraband in online presence and we are drowning behind their success. We must become a strong competitor in the market and even out the playing field with a solid following in our Social Media Platforms.
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