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Indigo jewels

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Martin Deal
Martin Deal

Indigo Jewels is a premier environmentally friendly fine jewellery collection that uses unique materials and supports traditional craftsmanship. Their current website is static with low engagement and poor SEO performance. Their objectives for 2015 are to increase brand awareness, engagement, and sales through developing a new digital strategy. This will include optimizing their website, creating engaging content, launching an e-commerce shop and mobile sites, and growing their social media presence through ambassadors and influencers to reach their target customer Alicia. Tactics will involve SEO, content marketing, social media management, and analytics to track key performance indicators.

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INDIGO JEWELS unique stones
Indigo Jewels - INDEX Who we are Where we want to be How to get there
Background Online Background: Static site with company and product information Low engagement, visits, and queries Bad SEO (pag 9/jewels), no social media or mobile site Not profitable online business
Indigo Jewels Background About Premier environmentally friendly fine jewellery collection Its one-of-a-kind pieces, avant-garde style and unique materials, including fossilized walrus ivory and fossilized dinosaur bone, and is committed to partnering with artisans around the world to support traditional craftsmanship. Indigo uses environmentally responsible procedures to source all of its materials, and uses 18 carat recycled gold and platinum, conflict and devastation free precious stones, diamonds and fossils, which are gathered with no mining involved. Indigo is a member of the No Dirty Gold campaign and a supporter of the Too Precious to Wear campaign.
Situation Analysis Product 則Brand Perception: Specialist: handmade, traditional manufacturing. Unique design: each piece is different. Quality: high quality, Semi precious stones. 則Advantage: Fairly traded. EcoFriendly: natural materials.
Customer Profile Meet Alicia Age: 48 this December Workaholic& mother of 2 (boy 10, girl 7) Loves her new ipad (browses for jewelry all the time) Lives and goes for shopping in South West London Loves travelling Favorite jewelry: green stone rings and earrings
Alicias world
Situation Analysis - SWOT 5 years old domain Duplication page titles Industry experts Some metadata issues Lots of textual content New social media channel Highly competitive niche New alliance and New competitors trying to collaboration copy our business model
Objectives 2015 Increase Brand Awareness and Sales NOW END 2015 ACTIVATION SELL 0% 3% turnover E-Shop and mobile site SERVE Static Information Brand Engagement Content SIZZLE # visit 10k ppl/m 30k ppl/m Blog, New Collections SPEAK No interaction 52 Ambassadors +3k fans/+1.5k followers Social Media SAVE $12000 loss/year 1% profit/year Analytics
Digital Strategy Consumer Funnel - SEO AdWords - Bloggers - Social Media LOYALTY PURCHASE CONSIDERATION AWARENESS - Website > (Content, Blog, News) - Mobile Site (Andriod & iOS) - Social Media Management - eShop - Ambassadors (KOL, Apps)
Tactics Website Content: About Us: Talk about the brand and its USP using words which are easily picked up by Google Collection: Page for customers to browse through the section Shop: Ecommerce section where visitors can buy the product Contact us: Along with email id google maps embedded to direct customers to store locations Media: Clippings from media outlets where the brand is mentioned to build trust Social Media Widgets: Links to direct people to Indigo Jewellerys social media pages Oxfam Partnerships
Content 2 Blogs Articles on fashion trends Guest bloggers Designers Blog Updating Twice a week
Content 3 Newsletter Monthly Newsletters: New Collections Events Sales/offers News/Company Info
Indigo Website (Home)
Indigo Website (About)
OPPORTUNITY Presence mCommerce EXPERT Product photo recognition Fairly Traded Jewels by Oxfam & Indigo ENTERTAINING Content App, Design your unique jewel PERSONAL Targeted SMS campaigns - New Collections & Events (VD, Bday, Xmas) Tactics Mobile Source: eMarketer, September 2013
Tactics SEO Source: Ewan Leranc for Info CC, 2014
OnPageSEO TITLES TAGGING IMAGE SEO KEYWORD DENSITY INTERNAL LINKING SHAREBLE CONTENT ExternalLinks BLOGGING SEARCH ENGINE SUBMISSION SOCIAL BOOKMARKING SOCIAL SHOPPING NETWORK SocialMedia PHOTO AND VIDEO SHARING PRESENCE IN SOCIAL NETWORKS SOCIAL MEDIA MANAGEMENT Tactics SEO
Tactics Social Media How are we going to communicate with users Whats the objective or reason to be in each social media How to keep them active and collaborative
Social Media Strategy Facebook Twitter Pinterest Instagram Youtube
Facebook Increase fans and drive traffic to the website Fashion tip of the day Special promotions for fb (ie competitions, the most popular collections) Create content and special promotions Geomarketing through display ads to targeted audience
Twitter Tweet a day Keep TW in the loop of website changes Follow leaders Invite follower Prize for the person with most RT
Pinterest Increase visibility to our products Product/collection segmentation hyperlinking the images
Instagram Inactivate the followers to create hashtags/Photos Exclusive competitions
Youtube Educational videos PR videos, designers interview, events Indigo Foundation videos, indigo making a unique change Small video ad (30sec)
Tactics e-Shop Paying methods: Paypal & credit cards
Tactics Ambassadors (KOL) Oxfam Partnership Trustful partner Indigo is and Fair Trade Award Company by Oxfam International Designers & Fashion Gurus Attract targeted audiences Promoting other people work via blog and Social Media Partnerships with fashion schools Sponsoring events (Fashion Weeks) Current Customers Word of Mouth VIP Treatment special events/news Gift every time they reach certain amount of influence IDENTIFY INFLUENCE RECOMPENSATE
Control - Analytics 3 Weekly reports to measure KPIs Traffic Source Analysis Shopper Behaviour AnalysisNavigation Analysis Where do they come from? How much they spend?What they do?
Actions Who does what and when Head of Digital Content Manager Bloggers Agency (Development) Community Manager Digital Strategy Executive
Be unique be Indigo Digital Team: Laura Natalia Rossy Zoha Pedro

More Related Content

Indigo jewels

  • 2. Indigo Jewels - INDEX Who we are Where we want to be How to get there
  • 3. Background Online Background: Static site with company and product information Low engagement, visits, and queries Bad SEO (pag 9/jewels), no social media or mobile site Not profitable online business
  • 4. Indigo Jewels Background About Premier environmentally friendly fine jewellery collection Its one-of-a-kind pieces, avant-garde style and unique materials, including fossilized walrus ivory and fossilized dinosaur bone, and is committed to partnering with artisans around the world to support traditional craftsmanship. Indigo uses environmentally responsible procedures to source all of its materials, and uses 18 carat recycled gold and platinum, conflict and devastation free precious stones, diamonds and fossils, which are gathered with no mining involved. Indigo is a member of the No Dirty Gold campaign and a supporter of the Too Precious to Wear campaign.
  • 5. Situation Analysis Product 則Brand Perception: Specialist: handmade, traditional manufacturing. Unique design: each piece is different. Quality: high quality, Semi precious stones. 則Advantage: Fairly traded. EcoFriendly: natural materials.
  • 6. Customer Profile Meet Alicia Age: 48 this December Workaholic& mother of 2 (boy 10, girl 7) Loves her new ipad (browses for jewelry all the time) Lives and goes for shopping in South West London Loves travelling Favorite jewelry: green stone rings and earrings
  • 8. Situation Analysis - SWOT 5 years old domain Duplication page titles Industry experts Some metadata issues Lots of textual content New social media channel Highly competitive niche New alliance and New competitors trying to collaboration copy our business model
  • 9. Objectives 2015 Increase Brand Awareness and Sales NOW END 2015 ACTIVATION SELL 0% 3% turnover E-Shop and mobile site SERVE Static Information Brand Engagement Content SIZZLE # visit 10k ppl/m 30k ppl/m Blog, New Collections SPEAK No interaction 52 Ambassadors +3k fans/+1.5k followers Social Media SAVE $12000 loss/year 1% profit/year Analytics
  • 10. Digital Strategy Consumer Funnel - SEO AdWords - Bloggers - Social Media LOYALTY PURCHASE CONSIDERATION AWARENESS - Website > (Content, Blog, News) - Mobile Site (Andriod & iOS) - Social Media Management - eShop - Ambassadors (KOL, Apps)
  • 11. Tactics Website Content: About Us: Talk about the brand and its USP using words which are easily picked up by Google Collection: Page for customers to browse through the section Shop: Ecommerce section where visitors can buy the product Contact us: Along with email id google maps embedded to direct customers to store locations Media: Clippings from media outlets where the brand is mentioned to build trust Social Media Widgets: Links to direct people to Indigo Jewellerys social media pages Oxfam Partnerships
  • 12. Content 2 Blogs Articles on fashion trends Guest bloggers Designers Blog Updating Twice a week
  • 13. Content 3 Newsletter Monthly Newsletters: New Collections Events Sales/offers News/Company Info
  • 16. OPPORTUNITY Presence mCommerce EXPERT Product photo recognition Fairly Traded Jewels by Oxfam & Indigo ENTERTAINING Content App, Design your unique jewel PERSONAL Targeted SMS campaigns - New Collections & Events (VD, Bday, Xmas) Tactics Mobile Source: eMarketer, September 2013
  • 17. Tactics SEO Source: Ewan Leranc for Info CC, 2014
  • 18. OnPageSEO TITLES TAGGING IMAGE SEO KEYWORD DENSITY INTERNAL LINKING SHAREBLE CONTENT ExternalLinks BLOGGING SEARCH ENGINE SUBMISSION SOCIAL BOOKMARKING SOCIAL SHOPPING NETWORK SocialMedia PHOTO AND VIDEO SHARING PRESENCE IN SOCIAL NETWORKS SOCIAL MEDIA MANAGEMENT Tactics SEO
  • 19. Tactics Social Media How are we going to communicate with users Whats the objective or reason to be in each social media How to keep them active and collaborative
  • 20. Social Media Strategy Facebook Twitter Pinterest Instagram Youtube
  • 21. Facebook Increase fans and drive traffic to the website Fashion tip of the day Special promotions for fb (ie competitions, the most popular collections) Create content and special promotions Geomarketing through display ads to targeted audience
  • 22. Twitter Tweet a day Keep TW in the loop of website changes Follow leaders Invite follower Prize for the person with most RT
  • 23. Pinterest Increase visibility to our products Product/collection segmentation hyperlinking the images
  • 24. Instagram Inactivate the followers to create hashtags/Photos Exclusive competitions
  • 25. Youtube Educational videos PR videos, designers interview, events Indigo Foundation videos, indigo making a unique change Small video ad (30sec)
  • 27. Tactics Ambassadors (KOL) Oxfam Partnership Trustful partner Indigo is and Fair Trade Award Company by Oxfam International Designers & Fashion Gurus Attract targeted audiences Promoting other people work via blog and Social Media Partnerships with fashion schools Sponsoring events (Fashion Weeks) Current Customers Word of Mouth VIP Treatment special events/news Gift every time they reach certain amount of influence IDENTIFY INFLUENCE RECOMPENSATE
  • 28. Control - Analytics 3 Weekly reports to measure KPIs Traffic Source Analysis Shopper Behaviour AnalysisNavigation Analysis Where do they come from? How much they spend?What they do?
  • 29. Actions Who does what and when Head of Digital Content Manager Bloggers Agency (Development) Community Manager Digital Strategy Executive
  • 30. Be unique be Indigo Digital Team: Laura Natalia Rossy Zoha Pedro

Editor's Notes

  • #18: Updating your blog frequently, without sacrificing the quality of your content (see Why an Active Blog is Necessary for a Successful SEO Initiative.) For more info on how to implement on-page SEO best practices, see my article, The 9 On-Page SEO Elements You Need In 2014.
  • #19: Updating your blog frequently, without sacrificing the quality of your content (see Why an Active Blog is Necessary for a Successful SEO Initiative.) For more info on how to implement on-page SEO best practices, see my article, The 9 On-Page SEO Elements You Need In 2014.
  • #20: How are we going to communicate with users Whats the objective or reason to be in each social media How to keep them active and collaborative