Week 12: Analytics

 Social media analytics are an important tool for business to carefully shape their integrated marketing campaign.  Analytics provide insight on everything from when to post, what to post, and who to target with each post.  As part of this week’s lesson, I was provided with Facebook and email analytics for ABC Company, a gym in Central Florida, for May 2013.  (Note:  ABC Company is also active on YouTube, Pinterest, and Twitter, which may account for cross promotions and increases in engagement.)

A preliminary evaluation of ABC Company’s Facebook insights tells me that ABC Company is under utilizing Facebook as an engagement tool.  Facebook Insights provides essential data regarding how posts perform based on likes, shares, and visibility.  With 880 likes, and a weekly reach of almost 6,000, ABC Company should be posting more consistently.   The number of people “talking about” ABC Company is down 46%, which means they are not posting content that is providing a call to action, or to click, like, or share.  Posting content that elicits emotion, provides health tips, or sharing success stories of current gym members are some ideas to increase engagement.  For example, ABC Company’s post on National Cancer Survivor’s Day had a virality rate of 4.29%.  While it did not have the highest engagement, it was something that people noted.  This is a great example of eliciting emotion, providing lifestyle tips (cancer prevention and detection), and providing an opportunity to share personal stores.  More stories about overall health and lifestyle would be beneficial to ABC Company.

In order to increase visibility on Facebook, ABC Company should consider Facebook ads, targeted specifically at women 25-44.  This is the bulk of their engaged audience.  ABC Company should also focus on posts with a call to action that specifically asks questions of their followers.  Facebook based contents and giveaways are also a great way to engage followers and encourage interaction on the Facebook page. 

With a 25.4% email open rate (661 out of 2606 emails opened) and a 10.9% (72 clicks out of 661 opened emails), ABC Company should focus on email content and frequency that encourages more opening and click through.   ABC Company should focus on better titling of email subject lines, as well as a definitive call to action within the email.  An offer of a discount, exclusive deal, contest entry, etc, are great examples of reasons to open and follow through with a click. 

I do feel that email marketing is an integral part of a well-planned IMC.  Implementing these changes would make an ROI more easily identified.  ABC Company should also collect more email addresses from all gym members to have a strong email list for giveaways and more.

Because ABC Company is present on other social sites, it is important that they all tie in to the IMC.  Emails and Facebook posts that link to the other sites can increase viewership in general.  More platforms to engage with users are a positive way to connect and see a stronger ROI.  Cross promotion amongst the sites is also key to a fully fleshed out IMC.  I feel that ABC Company is on the right path, but could benefit from a strong social media manager to help focus these efforts to create a stronger, and more successful campaign.  

Week 8: The Buzz on Stylehive

“Ever seen someone on the street who's style is so cool, you just want to follow them from store to store and find out their style secrets? Well at Stylehive you can!”

Ok, Stylehive.  You have my attention.

Marketed to women, ages 18-30, Stylehive is an online community for shopaholics, encompassing fashion and design, and more importantly, deals.  Users can follow other users that they deem stylish, as well as bookmark their favorite stores, items, and brands. 

The social networking side of Stylehive connects fashionistas with one another over shared likes and styles.  The online shopping side of Stylehive connects shoppers with products, and links through to point of purchase sites. 

All retailers are represented on Stylehive, including major department stores and smaller e-commerce sites.  Users can upload their own style creations, as well, opening the market to new designers and artists, and allowting them to create a following.

Stylehive also incorporates a blog, and lookbook site.

Stylehive is free to use, however, users are encouraged to “join the hive” by creating a user profile (also free).  Users must join to participate in conversation, postings, and access the features (wishlists, tagging, bookmarking, or using the site as a professional).  However, browsing is free and membership is not necessary. 

I personally LOVE Stylehive.  It’s a great way to keep tabs on your favorite lines, stores, and products.  Essentially, it functions like a Pinterest board.  However, the online shopping component, and the notification when items go on sale are added bonuses.  Because the demographic is also the same as Pinterest, Stylehive should dive into more brand presence on the site.  For example, most major brands have their own Pinterest page where they share their own content.  While there are specific store pages on Stylehive, the content is still user generated.  If Stylehive allowed businesses and stores to take ownership of their own pages, they could capitalize on the larger shared market. 

A mobile app for Stylehive would also be greatly beneficial.  Stylehive could use proximity marketing and push notifications to notify users on their mobile devices when they are geographically close to a product that they saved or added to their wishlist on Stylehive.

With 80% of online shopping being research, and only 20% being buying, Stylehive can push lookers through a mobile app into the actual store, with the hopeful reward being more advertising dollars from that store.  

Stylehive is on other social media sites to help build brand presence (though notably not Pinterest... hmmm...).  

The Facebook and Twitter pages highlight popular user likes and favorites, as well as contests and promotions.  Stylehive even has a Youtube page to showcase the latest trends from Fashion Week.  

  

While Stylehive already has a strong presence, proximity marketing would take it to the next level, and certainly make me a (more) frequent user.  

Midterm Project: A Little Help from Yelp

THE FACTS

Yelp launched in 2004 by American entrepreneurs, Russel Simmons and Jeremy Stoppelman, as a local search website.  Conceived as a searchable online Yellow Pages, the name Yelp was coined.  Simmons and Stoppelman relaunched Yelp in 2005 with an added focus of user reviews and profiles, making Yelp a content community.  Listing the Yelp user as “locals who are "in the know" about what's cool and happening in their city, visitors who want to get an insider's local perspective, and anyone trying to find a great local business”, Yelp is really for everyone. 

Yelp users can search and review local businesses by genre (restaurant, physician, mechanic, retail, etc).  Yelp is free to join for both users and businesses.

Starting with only 12,000 users in 2005, Yelp instituted the “The Yelp Elite” which rewarded frequent reviewers with invitations to exclusive industry parties and events.  This, combined with a targeted window sticker campaign for business on Yelp,  skyrocketed Yelp to 15 million unique visitors per month. 

In 2008, Yelp expanded business listings by allowing business owners to manage their own Yelp pages, and also launched their first iPhone app.  Expanding on this app in 2009, Yelp added a feature allowing a user to super-impose the Yelp rating over the camera of the phone.  This revolutionary feature was the first of its kind. 

Now, after 8+ years, Yelp sees a massive 100 million unique users per month – with 30% of those users visiting from a mobile device. 

THE FEATURES

Yelp contains 3 main features:

Search engine:

By using address or zip code (or location services on mobile devices), Yelp allows users to search business by category or area.  Business listings provide an address, hours, parking, and other information.  Users can then rate and review businesses on a 5 point scale, with an option to leave commentary.

Content community:

The user review feature on Yelp connects reviewers with other reviewers.  Profiles are created through registration, and users are encouraged to use a real name and photograph.  Users can make “friends” on Yelp, become “fans” of other reviewers, “follow” their favorite reviews, and even bookmark other user’s profiles, and their favorite businesses.  Contributors are rewarded with badges (First to Review) and able to give feedback to other users.  Reviews can be shared on Facebook and Twitter as well.  Businesses are able to directly (publicly and privately) message reviews and users who comment and review on their page.  Businesses can offer “check in deals” which reward users for “checking in” at an established Yelp location.  Checking in to same place multiple times, or many places of the same genre (say sushi restaurants) can earn you specific badges and rewards.  There is also a discussion forum on the Yelp website to talk about local happenings. 

Advertising:

With 70% of it’s revenue coming from local business advertisements, and 15% from national business advertisements, Yelp heavily relies on ads.  Business owners who pay for ads are rewarded with higher listings on Yelp, search engine optimization (within Yelp), and special features on their listings.

THE EXTRAS

With ‘Facebook Connect” and a similar sharing ability on Twitter, user reviews on Yelp are becoming more and more social.  As a registered reviewed, one can choose to share individual reviews on both Facebook and Twitter, or set up automated sharing so all your reviews are posted on your social sites. 

With 30% of users Yelp-ing from their mobile device, Yelp is incredibly mobile friendly.  With apps available on iPhone, iPad, Android, Windows, Blackberry, and Palm, Yelp has all its bases covered.  For users who don’t have the ability (or desire) for apps, Yelp maintains a mobile website easily accessed from any mobile device. 

“The Yelp Elite Squad” is Yelp’s way of “recognizing and rewarding yelpers who are active evangelists and role models, both on and off the site. Elite-worthiness is based on a number of things, including well-written reviews, great tips on mobile, a fleshed-out personal profile, an active voting and complimenting record, and playing nice with others. Members of the Elite Squad are designated by a shiny Elite badge on their account profile.”  Let me just say, the Elite Squad sounds pretty awesome.  Unfortunately for me, as a local business owner, I am disqualified from becoming “elite” (boo).  Parties, meet ups, and rewards are all offered to the Elite.  Details are slightly secretive (I think the first rule of The Yelp Elite Squad is don’t walk about The Yelp Elite Squad).

Though a major social media player in it’s own right, Yelp has a strong presence on other social media outlets. 

Check out their pages on:

Facebook

Twitter

YouTube

Flickr - featuring pictures from those awesome Elite parties

Pinterest – sub pages for cities

And various communities on Google+

THE REVIEW

I have a new found appreciation for Yelp.  As a business owner, I like the sense of community within other local businesses.  I also like the ability to directly comment and message with users who offer reviews to my business.  Positive or negative, it is important for me to hear that they are saying, and offer feedback to the time they took to write a review.  Yelp is also a great tool for travel, offering search, nearby suggestions, and even walking directions.  All in all, Yelp really does… well, help.  

View my Prezi on Yelp for a quick run through and some interesting videos. 

Malik, Om (March 2, 2012). "What do Yelp and Twitter have in common?". Giga Om.
Orlowski, Andrew (October 13, 2004). "Yelp! A viral recommendation system you can't resist?". The Register.
"Yelp's Online Reviewing Mafia". (June 2, 2011). BusinessWeek.
Hart, Kim (April 29, 2008). "Yelp Opens Up to Business Owners". The Washington Post.
"Yelp CEO: Our iPhone app Funamentally Changed our Business". intomobile.
Parr, Ben (August 27, 2009). "Easter Egg: Yelp is the iPhone's First Augmented Reality App". Mashable.
"Yelp Sales Pitch". (August 13, 2008). The Register.
Kelleher, Kevin (August 5, 2013). "Finally, web IPOs have something to Yelp about". CNN.
Fisher, Maxwell (March 11, 2012). "Yelp Gets A Warm Welcome". The Motley Fool.
Saul Hansell (May 12, 2008). "Why Yelp Works". New York Times   

Yelp

Week 7: Better than the Rest

Now that we have identified the key parts to a strong IMC - who is getting it right?  These are my top three.  

J. Crew

(J. Crew Blog)

With catalogs, e-newsletters, and a strong social media presence across the board, J. Crew takes a fully integrated IMC approach.  By using the signature J. Crew script logo on every branded sight, J. Crew creates consistent imagery.  The message is clear:  preppy fashion is a lifestyle, and J. Crew is living it up.  

(from recent J. Crew email blast)

With daily updates on Facebook and Twitter (and a pretty aggressive email campaign, might I add), the content is fresh and up to date.  Style tips, lunch spots - you name it, and J. Crew has an opinion on it.  By going above and beyond their clothing, J. Crew created a stronger, more relatable brand.  

Different social media platforms are mentioned on the blog, on the individual social media sites, and even pushed in the e-newsletter, as well as the consistent use of social media buttons.   

J. Crew tweets to it's customers, about anything and everything.  The high level of engagement of Twitter certainly contributes to the almost 190,000 followers.

Recently, an email promoting fall fashions highlighted the J. Crew Pinterest page, with subcategories in the same manor as the print catalog.

  

J. Crew uses YouTube to share behind the scenes videos, from photo shoots to office happenings.

  In a previous discussion for this class, I mentioned that their catalog is available digitally in the form of a Pinterest board.  J. Crew, like many companies, under utilizes Google+ as a social media platform.  While they have a presence, it appears that they mostly use it to share YouTube videos (which is done automatically).  J. Crew could really run with the Google+ brand page and increase their SEO in the process. 

Lululemon Athletica

By taking a mission statement of “creating components for people to live long, healthy and fun lives”, Lululemon Athletica uses social media and an IMC marketing strategy to create consistency in their brand.  Outside of community events (free yoga classes, local Lululemon ambassador programs, in store events), their mission statement/slogan is present on every social media site, as well as their signature omega logo.  Content is updated daily, and more so on sites like Instagram and Twitter. 

Lululemon’s token hashtag is #thesweatlife, which encompasses exercise, clean living, and diet.  They also often use generic hashtags (#DIY for recipes and at home projects) and event driven hashtags (#saratakesover for a recent series of photos, tweets and posts from a Lululemon ambassador).  The posts are for the most part the same on each platform, as though they share the same content across the board (the exception being Facebook pages for various locations, promoting local events and inventory.)

I think engaging with followers in a unique way on each platform would help flesh out the brand.  Again, Lululemon under utilizes their Google+ page, with no posted content on the branded page.  With so many other social media sites so well developed, they would greatly benefit from further exploring the brand on Google+.

Anthropologie

Apparel.  Home.  Found.  This is what you will find in store at Anthropologie – and this is the brand that is represented through social media and a well-integrated IMC marketing strategy.  Anthropologie produces a mail catalog, aggressively markets through email blast, and even has an “Anthro Card” which simplifies the check out process both in-store and online (as well as offers exclusive events and discounts).  

This combined with their well thought out presence on social media, created a truly multi media marketing campaign.  The “Apparel.  Home.  Found”  slogan is present on all websites, as is the organic textures, colors, and signature logo.  Content is updated daily on Facebook, if not more frequently on Twitter and Instagram, and goes beyond just what is in store. 

Anthropologie frequently uses Twitter to engage with followers and customers, even if direct conversation was not initiated by the customer.  

Anthropologie uses social media buttons and cross promotion to drive users to each of its unique sites.  Currently promoting a Parisian themed fall palette, Anthropologie is using #paris and #fall on many of their social media postings.  

They also use generic hastags like #ootd (outfit of the day), as well as Anthropologie-specific hastags like #AnthroEvents to promote in store happenings and openings.  

Anthropologie has a strong presence on Google+ (hooray!), and uses sites like Pinterest, Instagram, and YouTube to further the branding outside of clothing.  

Week 6: Email Assignment

Well hello,

As the owner and head buyer of The Pink Petticoat, a boutique featuring the finest lingerie and swim, I don’t think it’s a reach to refer to myself as an expert on all things romance. 

Romance isn’t just lingerie and candles.  It is a feeling; an atmosphere that you create.  

Merchandise at The Pink Petticoat is carefully curated to fit a variety of figures and price points.  My goal is to make every woman feel confident, beautiful, and sexy.  As a certified fit specialist, I aim to place customers into the proper size, style, and fit for their body type.  

In the past 5 years as the owner of Tampa's premiere lingerie boutique, I found many clients need help and guidance outside of their lingerie chest.  Though previously promoted through word of mouth, comprehensive consultations are now frequently sought after.  My consulting services are available to women, couples, boutiques, lingerie departments, and anyone interested in becoming an expert on all things romantic, in order to create the perfect romantic atmosphere.

Some of my services are:

Personal lingerie shopping:

In home design to create the perfect mood:

Planning a romantic adventure:

 

Other options include date night ideas/planning, romantic recipes, and carefully selected lingerie for specific occasion and destinations.  Visit my Pinterest for ideas, examples, and inspiration. 

 

For retail stores and departments, consultations on branding, social media presence, customer relations, in-store events, merchandising, window displays, and decor are offered.  

As a social media specialist, ideas and connections are at my fingertips.  Let me help you connect with your inner romantic.   

I look forward to working together soon.

Best,

Lesley Geyer

The Pink Petticoat

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