This document analyzes Zara's social media presence. It finds that Zara has over 16 million Facebook fans and posts various content categories. However, Zara could be more reactive to fans and improve customer service through social media. The document recommends that Zara hire a community manager team, diversify its social media content, communicate more about its brand through social topics, and better engage its community.

1. MSC. Entertainment & Media
Euromed Management
2nd Semester - 2012/2013
PRESENTATION SOCIAL NETWORKS ANALYSIS OF FB RECOMMENDATIONS
F&T Marketing : Tiziano Tassi
Presentation Brand Analysis
Sarah Arphi. Jeremy Bauwens. Antoine Bazin. William Belle.

2. HISTORY
Spanish brand created by Armancio Ortéga.
Name inspired by a croatian town : Zadar.
FACTS
Created in 1975.
1rst on the clothing & accessories retail
market before H&M.
FEW INFORMATION
Part of Inditex Group : Massimo Dutti,
Bershka, Pull & Bear.
Cheap clothes inspired by copycats of luxury
brands.
Present in 60 countries with 2 692 stores.
Turnover : 13.8 billion €.
Never products a model over 15 000 units.
THE BRAND : ZARA
History and Marketing facts

3. ZARA ON SOCIAL NETWORKS
ON PINTEREST
All you have to know about ZARA on social networks.
ON SOCIAL NETWORKS
Facebook fans: + 16 millions likes & 92 000
talking about it.
Google: 186 millions of results.
Pinterest: more than 21 000 subscribers.
21 648 subscribers on Pinterest
Twitter: 171 000 followers.
TRENDS ON INTERNET

4. TRENDS ON TWITTER - 27th February
FACEBOOK : 16 M FACEBOOK : 92 000

5. ZARA POSTS ON FACEBOOK
: CATEGORIES OF BRAND’S POSTS
Average engagement
Comments : 335
Likes : 15 238
Shares : 810
INDEX OF ACTIVE CONVERSATION
RESPONSE NATURE TO BRAND’S POSTS

6. FAN POSTS ON FACEBOOK
: CATEGORIES OF FAN’S POSTS
Average engagement
Comments : 0.38
Likes : 0.32
Shares : 0
CUSTOMER CARE INDEX
CATEGORIES OF BRAND’S COMMENTS

7. CONCLUSION
CONCLUSION & RECOMMENDATIONS
+ -
Zara has a good Facebook impact : Zara could be more reactive.
- quantitatively & qualitatively No communication about social branding.
- very active No customer care posts.
- good contents
Recommendations :
To hire a community manager team.
To diversify its content.
Communicate more about social brand topics.
Infotainment more its community.