ShopClues Social Media

Strategy
[25.08.19]

[Sudip Roy]
[JN180160]
[sudip.roy.20n@jaipuria.ac.in]
Executive summary
E-commerce market of India is about 60 bn dollar and it is expected to be 107 bn dollar by 2020.
ShopClues has only a small chunk of it which is less than 2%. The whole market is left to be
explored.
By these social media campaigns we will try to expand our horizons by approaching to new
customers and will show them what can we offer to make their life beautiful.
We will run our campaigns in 4 social networking site Facebook, Instagram, Twitter and LinkedIn.
In the first month we will try to build our follower base by putting 500 new followers and at least
1000 new likes in our facebook page.
In twitter and LinkedIn we would be very happy if we could achieve 500 new followers in each site
for the first month.
Social Media Goals

• Improving Brand awareness

• Generating new leads
• Driving traffic to the website
Key performance indicators

“We will achieve 500 Facebook and 500 twitter new followers for first month.”
1

“We will achieve 20 good reviews in Facebook page in the first month”
2

“We will have 20 mail signup by the end of the month”

3

“We will try to have 1000 CTR in each month which will ensure the site visit”
4
Target Audience
 [Young Adults] [Young Professionals] [Professionals]

Example job Students Young Employees/ Professionals/Retired

title(s) Professionals

Needs(s) Variety, Design, Looks Quality, Durability Quality

Pain Point(s) Cost Time Convenience

Prefered social Facebook, Instagram, Facebook, Instagram, Facebook, Twitter

network(s) Twitter, LinkedIn, snapchat Twitter, LinkedIn

Unique Knowledge about products Value seekers Loyal to particular brands

Characteristic

Psychographic All social classes All social class All social classes
Characteristics

[Other Male and Female Male and Female Male and Female
characteristic, e.g. 18-25 26-35 >35
age, sex, location, Tier I, II, III cities Tier I, II, III cities Tier I, II, III cities
etc.]
Competitive Analysis
 Number of Content that
Networks active Strengths Weaknesses
followers resonates

[Competitor # 1] Facebook 43 M globally • Cost leadership • No online

Instagram • Strategic alliance presence
Amazon Twitter • Effective • Selling at zero
LinkedIn distribution margin
channel and
logistics

[Competitor # 2] Facebook 13.22 M • Innovative • Limited

Instagram advertisements distribution
Flipkart Twitter • Good customer channel
LinkedIn support • Cost of
• Quality acquisitions
acquisitions

[Competitor # 3] Facebook 8.6 M • Constant • Service not

Instagram innovation and available in all
Snapdeal Twitter good branding cities.
LinkedIn
STRENGTHS WEAKNESSES

• 7500 plus national and international brands • Less brand visibility

• A large sellers base almost 75000 plus • Limited market share growth due to high
• 9,000,000 products listed across 4000 plus competition
categories
• Products are shipped to 12,000 plus cities.

• Expansion to other countries • Increased competition from major

• Heavy promotion in tier 2 and tier 3 cities giants like amazon, Flipkart, Snapdeal
• Acquisition of other portals like yepme or zovi • Heavy discount offered by offline stores
• Selling of private labels like Bigbazaar etc.

OPPORTUNITIES THREATS
We will maintain these accounts:
[Facebook]
● What it’s best for: Sharing pictures, stories
● Target audience: Young generations, Millenials, Working professionals
● Types of content we will share: Pictures of apparels, electronics gadgets, reviews
● Key performance indicators (KPIs): No. of likes, No. of shares, No. of daily new follwers.

[Instagram]
● What it’s best for: Sharing impressive pictures and short videos
● Target audience: Young Generation, Millenials
● Types of content we will share: Product images with hashtags
● Key performance indicators (KPIs): No. of likes, No. of views, No. of daily new followers.
We will shut down the following accounts:
[Snapchat]
● Why it’s not working: Less number of audience in India. Lack of regional language support.
● Deprecation timeline: 191 m decline to 188 m in the last quarter.
Next Steps
● We will increase the target every month
● We will check for any negative feedback and will try to minimize that
● We will build strong bonding with our customers
Thank You