SHOPDROBE APP Web Summit, 2015.

BY Kanika Verma

Digital Marketing Communications Keith Feighery Word count: 2,062

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TABLE OF CONTENT

1. Executive Summary

2. Introduction/ Overview to the company

3. Goals and objectives

4. Social media strategy

Content strategy

Editorial plan (product is promotional or seasonal)

Channels of communication

5. Situational analysis

Swot analysis

Competitor analysis

6. Paid ads (twitter, face book, instagram)

7. Measurements

8. Conclusion

9. Appendix

10. Bibliography

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1. EXECUTIVE SUMMARY

Shopdrobe were a company we took an inherent in interest who were exhibiting at The Web

Summit 2015. Their stall located in the RDS Beta area, close to the fashion summit. They

describe themselves as ‘the newest application for fashionistas’. It is a unique social-

networking platform for ‘shopaholics’ and people who like to set trends and share their own

style with others.

The company was founded by Lev Grbov and Vagan Khranyan in 2015. Lev’s hope for

Shopdrobe is for it to become an online community of like-minded people, who all share a

passion for style and fashion. “Shopdrobe gives everyone a chance to experiment with their

style by trying something new, while being supported by friends.”

The application itself is notably simple; you create your personal profile, which in turn allows

you to share photos of items you have bought or are considering buying. This allows you to

upload your looks to their online platform, where your friends, other connections and other

random users are free to extend advice and vote on polls as to whether you should go ahead

with your purchase. In turn your connections too can allow you to vote on whether you agree

with their personal choices.

This application allows you to connect with other social media platforms such as Facebook,

Twitter, YouTube and Tumblr.

According to Garter Inc. 77% of consumers seek others’ opinion, before making a choice,

whereas 81% consult their friends for advice using social networking (shoprobeapp.com,

2015). Shopdrobe pledges to continuously innovate the fashion industry and facilitate your

stores in satisfying the desires of your customers. It will make extensive use of QR codes that

will be scanned by individuals within your particular store, with clothing items being

displayed on the screen to be rated/commented on. Be one of the first brands to participate in

this fresh initiative!

As previously mentioned, the Shopdrobe team consists of the two co founders Lev and

Vagan, Fredrick Jansen (Chief technology Officer), Svyatoslav Svitlychnyi (Web

development Officer), Pavlo Huk (Designer), and Yana Kushpitovska (Fashion adviser).

Brief YouTube link in appendix 1.

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2. INTRODUCTION

CHOOSE WISELY, DRESS NICELY

Fashion has become the key element for the consumers in today’s modern and dynamic world

and now a day’s more emphasis is given on the style statement of people as well as the way in

which they dress up. So, keeping in mind the view of consumers a new application called

Shopdrobe has been founded by Lev Gryvob and Vagan Khranyan that falls under the category

of Early Stage Start ups. Shopdrobe provides a platform to people who love shopping, want to

set a fashion statement and most importantly sharing it with the rest of the world.

Shopdrobe functions in the easiest manner so, that people may have a better understanding

about the content available on its website. Here is a screenshot of its website showing its

functioning:

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ShopdrobeTeam puts efforts to connect with the public via social media networks like- face

book, twitter, you tube, etc. It plans to make use of QR codes that can be scanned by the people

at a particular store where clothing items will be displayed on the screen to be commented or

rated by others. It is very much clear about its goals and works with the intention of being

innovative, fashionable and trendy to meet up the expectations as well as desires of people as

well earning a great amount of revenue to survive in the market for a longer period of time.

3. GOALS AND OBJECTIVES

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MAXIMUM PROFIT

EXPOSURE TO USERS

CUSTOMER SERVICE

GROWTH IN THE FASHION WORLD

BRAND AWARENESS

ANALYZING THE COMPETITION

ADAPTABILITY

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4. SOCIAL MEDIA STRATEGY

Shopdrobe is marketing itself as a fashion buddy but also can act as a hub/blog for budding

fashionistas who want to share their style with the world. So whether their users are looking

for help and style tips from their followers, or simply want to show off their newest outfit,

Shopdrobe solves this problem for its users. Our team have identified three personas to which

Shopdrobe aim their platform (Appendix 2).

SOCIAL MEDIA PLATFORMS:

Instagram: Shopdrobe have 144 followers on Instagram, which is not a lot but has the potential

to increase much more, as the start-up company are only at the beginning of their successful

journey. In terms of their promotion strategy for the 2015 Web Summit, they completely

dedicated their Instagram account to this event. 14 out of 15 of their posts are about the Web

Summit and contain #web summit, which was a great way of promoting themselves for the

event and in general. They had 3 posts before the web summit started, showcasing what they

have to offer during the three days and informing fans where exactly they will be located.

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During the Web Summit, they posted 9 photos, some showcasing other interesting start ups,

others promoting Shopdrobe. They kept posts to a minimum which is always better than over-

posting or under-posting.

After the Web Summit, there were no posts. Shopdrobe’s instagram is currently dedicated to

their Web Summit experience.

Face book: Currently, their Face book has 120 likes and maintains a continuous posts strategy.

Throughout their lifecycle on Facebook, they started to post twice monthly, however more

recently it has been noted that Shopdrobe post almost every day, sometimes doing multiple

posts in one day. This has caused some clutter, and most of the time there is no engagement

with the posts. When posts aren’t getting any engagement, these regular markers start to

become spam. This is a dangerous slope that Shopdrobe could get into if they do not monitor

their social media engagement.

During the Web Summit, Shopdrobe were very active on Facebook, posting the same images

to their page as their ones on Instagram. However, throughout, there are more posts about the

latest fashion trends and celebrity’s styles than Shopdrobe itself.

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The following two posts have no engagement whatsoever and were posted on the same day.

This is a regular occurrence on theirFacebook page.

YouTube: Shopdrobe have their own YouTube channel, however it is extremely inactive with

only two videos posted. These videos however give an explanation into what Shopdrobe really

is and are helpful if one does not understand the application’s purpose.

Twitter: Shopdrobe have a mere 96 followers on Twitter, while following well over a

thousand. This is an extremely weak follower to following ratio considering the notion of the

app itself is based on a social media platform of its own. In analyzing their Twitter account we

can see great room for improvement. In terms of their promotion strategy for the 2015 Web

Summit, this again is weak. Shopdrobe’s Twitter account has a total of 35 tweets. Having set

up their Twitter in April 2015 they are lacking in reaching out to potential users with such

limited amount of information flowing through their account. The first mentioning of the Web

Summit was October 28th, days before the event was to take place. #Web Summit was used in

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a number of posts, allowing their posts to be found by anyone who is interested in searching

this particular hashtag. In the days leading up to the Web Summit Shopdrobe’s Twitter account

posted video content and information on which stall you could find them at.

Tumblr: Shopdrobe have yet to post on their Tumblr account. Seeing as Tumblr is advertised

on their website as one of their forms of social media, Shopdrobe really need to consider

implementing some form of strategy for the site. Tumblr is a microblogging and social

networking website which allows for fashion bloggers and ordinary people alike to share blogs

and picture content. This platform would be a key for Shopdrobe, seeing as those who use

Tumblr for fashion and style could also avail of Shopdrobe’s services.

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Recommendations for Shopdrobe can be found in Appendix- 3.

5. SITUATIONAL ANALYSIS

SWOT ANALYSIS

STRENGTHS

Easily visible website

Wide range of service

Innovative

Easy website functioning

WEAKNESSES

Limited Start up cost

New Application on the social media platform

Competitors can provide similar nature of services with ease

Limited flexibility in quoting price

Not so popular brand

OPPORTUNITIES

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Expansion in the countries India, USA and UK

To develop the brand

To build relationships

Effective usage of market research (to analyze the marketing trends, customer

preferences and create services in accordance to them)

THREATS

Heavy competition/ Threat from present competitors

Threat from future competitors (the fashion world is open to all and there are chances

of new entrants in the market)

Substitutes (consumers have wide range of choices available in terms of social media

applications)

Unable to cope up with time

COMPETITIVE ANALYSIS

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These are randomly clicked screenshots of the twitter website of these applications to give a

clear idea on where they stand in the comparison.

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Shopdrobe has to focus on its competitors, as there are many applications competing with

same sort of services on social media, these are- Instagram, Snap chat, Tumblr, etc.

For getting the exact picture of the level of competition that Shopdrobe faces a comparison is

made with the above mentioned competitors

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By comparing these applications it can be inferred that Instagram and Snap chat are at the peak

of success, having the highest percentage in almost all the categories mentioned amongst the

other two social media applications. So, it can be concluded that these two applications are the

biggest competitors for Shopdrobe to compete with on the social media platform.

6. PAID ADS

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

SocialMedia

Presence

Popularity UserInteraction

Traffic Features Growth

Snapchat

Instagram

Shopdrobe

Tumblr

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As Shopdrobe are still in the introduction phase of their product’s life cycle, they have yet to

invest in paid ads on Facebook, google and other platforms. Facebook has proven to be very

successful in advertising and promoting businesses and apps that are looking to expand and

improve their span of reach. ‘Facebook adverts make it easy to promote your mobile apps and

games, so you can find new customers and keep people engaged with your apps’

(Facebook.com, 2015).

These Facebook advertisements would allow for Shopdrobe to reach all the appropriate people,

based on their gender, age, interests and devices. Following through with this, the ads guarantee

constant engagement with users who ‘have already installed or taken specific actions in your

app’. In implementing these ads Shopdrobe and their employees will be able to track how these

ads affect your app’s installs, sales and more.

As any company grows, implementing Google Ad words becomes increasingly useful. Ad

words are Google’s online advertising program that lets you reach new customers and grow

your business. ‘With Google AdWords, you can reach people as they search for words or

phrases (which we call keywords) or browse websites with themes related to your business.

Your ad can appear on Google and its partner websites. With cost-per-click (CPC) bidding,

you're charged only when someone clicks your ads’ (Google.com, 2015).

7. MEASUREMENTS

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This Pie- Chart describes which of these applications have highest number of user

engagement.

The percentages to these Social Media applications have been assigned on the basis of

their User Engagement on their website as well Social media pages- Face book and

Twitter.

8. CONCLUSION

80%

60%

30%

70%

USER ENGAGEMENT

Instagram

Snapchat

Shopdrobe

Tumblr

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Shopdrobe is a new social media application joining people by providing them with a

platform to share their images, videos, fashion advices, etc and giving them a great interactive

experience. But, simultaneously it suffers from high level of competition from well-known

as well as well-established social media applications Instagram, Snap chat and Tumblr who

provides similar features to the users having an advantage of being popular. These

applications are surviving in the market for a longer period of time and having highest number

of user-engagement, social media presence, traffic and are growing in the market in the best

possible manner. But, being new and fresh in the field of applications it has far more

opportunities to grab as, customers always want to experience something new and Shopdrobe

can offer them that.

So, Shopdrobe has to work a lot in the direction of adding up new and unique features to

compete with these mentioned applications and has a long way to go to achieve success and

flourish on the social media platform.

9. APPENDIX

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Appendix 1

https://www.youtube.com/watch?v=7aAK2wGypEU

Appendix 2

1. Fashionista Fabia: She is a teenage budding Fashionista who loves to share her style

tips with her friends and followers. She typically has a huge following on social media

and is known for her fashion sense and blogs. Many of her followers rely on Fabia for

style inspiration and tips for everyday fashion to special occasions.

2. Financial Advisor Fiona: Fiona is a middle-aged woman who has just launched her

career. She is great at her job and is always kept busy so she rarely has time to shop for

herself. When it comes to fashion and style element of her life, Fiona is not so savvy.

Therefore for any upcoming special events that Fiona must attend to, she must depend

on style icons or fashion bloggers for style tips, as hiring a personal stylist can be

expensive. Shopdrobe is the perfect and most efficient platform for Fiona as she can

upload images of clothing she bought and ask for advice and tips from her friends and

followers on Shopdrobe.

3. College Student Callum: Callum is a typical college student in his early 20s who has

no idea when it comes to fashion. He is a bit awkward and is too embarrassed to ask

for style tips from his family, friends and even shop assistants. Shopdrobe can offer

Callum all the help he needs and privately. He can ask for tips, follow friends or just

browse what other people are wearing and purchasing.

Appendix- 3

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Recommendations for Shopdrobe to enhance and improve its Social media presence:

As the posts are getting very little likes, something must be done in order to increase

interest and engagement amongst followers. As Instagram is now increasingly

becoming an advertising platform, with brands using celebrities to promote their

various products, our team think that it would be worth a small investment if Shopdrobe

found a reliable famous face, preferably known for their style, to try out their

application. This will have a knock-on effect of increased engagement, more likes and

more potential following.

Shopdrobe’s Face book page is not successful in relation to promoting themselves and

generating engagement. They post too much content on general fashion trends and

looks which is likely causing spam and generating no likes or shares. We would

recommend that Shopdrobe create better content such as videos and blogs, using real

people.

We would recommend that Shopdrobe do not ignore their You tube channel, however

it is vital that they do not post irrelevant material to their channel as this may cause

frustration and confusion.

As the tweets themselves are getting little to no interaction, including likes and re-

tweets, it is obvious that Shopdrobe need to enhance their social media presence.

Twitter is an extremely popular platform for businesses and celebrities alike. In

combining these two types of accounts Shopdrobe could really succeed. By this we

mean asking fashion bloggers or ordinary people with an interest in fashion to promote

and endorse the app online. As these are the types of people who will be using the app,

it shouldn’t be hard to encourage them to tweet their experience online. In doing this,

Shopdrobe would experience a surge in social media fans, as well as, hopefully, an

increase in downloads.

Shopdrobe quite clearly need to start posting content on their Tumblr page. How

Tumblr works is users post multimedia and other content to their personal blog, other

users can follow you, and you can follow others. As with other forms of social

networking Tumblr is a way of reaching out to new and potential users, showing what

Shopdrobe has to offer, and potentially including user experiences in the blog content.

As Shopdrobe are in the early stages of business, there is time for them to establish

themselves as the number one shopping buddy and style opinion a

10. BIBLIOGRAPHY

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http://shopdrobeapp.com/

https://twitter.com/shopdrobe

https://www.facebook.com/business/goals/promote-your-app/

https://www.facebook.com/shopdrobe/

https://www.facebook.com/shopdrobe/likes?ref=page_internal

https://www.google.co.in/search?q=Tumblr+logo&biw=1517&bih=665&tbm=isch&source

=lnms&sa=X&ved=0CAYQ_AUoAWoVChMIydurlbuSyQIVSVwaCh0XYQE-

&dpr=0.9#imgrc=KnWXnQUKVUPsoM%3A

https://www.google.co.in/search?q=snapchat+logo&biw=1517&bih=665&tbm=isch&sourc

e=lnms&sa=X&ved=0CAYQ_AUoAWoVChMIt-_yybuSyQIVC1caCh0RZwpS&dpr=0.9

https://www.google.co.in/search?q=snapchat+logo&biw=1517&bih=665&tbm=isch&sourc

e=lnms&sa=X&ved=0CAYQ_AUoAWoVChMIt-

_yybuSyQIVC1caCh0RZwpS&dpr=0.9#tbm=isch&q=instagram+logo

https://www.twitter.com/instagram

https://twitter.com/snapchat

https://www.facebook.com/snapchat/

https://www.facebook.com/instagram/

https://www.facebook.com/tumblr/

https://support.google.com/adwords/answer/1704410?hl=en