Shenshi Case Study | Part B - Content Piece and Exhibits
PART B: Submission
These social sites are the actual submission content.
http://www.pinterest.com/djcs2014/
http://djcs2014.tumblr.com/
PART B: Explanation
The INFOGRAPHIC Exhibit (i) illustrates a process, beginning with a social media release to the influencers identified with web tools such as “WeFolllow”. Target audience traffic is directed to Pinterest—“engagement level 1”. Pinterest pins would link out to various Tumblrs with short-form articles, how-to videos, his-res images, career tips&advice—“engagement level 2”. The Tumblrs link to the main shenshi.co.uk/blog—“engagement level 3”. Each engagement level moves visitors progressively closer to the home web site, but at no point along the way have visitors been asked to buy anything. The focus has been on building a trusted relationship. This is the “Shenshi Journey”. It is different, and I would argue more powerful (in the long run), than Content Marketing which seeks to get faster results.
The Shenshi Journey is a story. It takes visitors through 3 experiences:
- finding inspiration and being influenced by successful business/sports icons — Inspirational Experience
- sharing ideas with like-minded people and feeling a sense of belonging — Identity Experience
- gathering useful, relevant information to become smarter — Utilitarian Experience
Throughout the journey, visitors feel that Shenshi cares about them, puts them first, wants to help them succeed and appear better than they are. Shenshi has received very valuable information on visitor preferences and tastes to help them evaluate clothing styles that visitors want and perform manufacturing feasibility studies based on the data. Mr Wang says he can “make virtually any sort of men’s clothing”.
Please note: in the site mockups, the links don’t work as they would in reality. That is why I also created the INFOGRAPHIC.
Exhibit (i): INFOGRAPHIC
Exhibit (ii): SOCIAL MEDIA RELEASE
Exhibit (iii)
”Dreams of Success" is a Tumblr contest to win free membership and exclusive discounts in the Loyalty Program Shenshi Gentleman. http://storify.com/DJ1/dreams-of-success-1
