Eastpak Social Media Report · ! 2! Termsof!Reference!!! AboutEastpak!! Eastpak is an American...
Transcript of Eastpak Social Media Report · ! 2! Termsof!Reference!!! AboutEastpak!! Eastpak is an American...
SOCIAL MEDIA METRICS REPORT
Clémence GRELIER 20 February 2014 Consumer PR Student N° 14346329
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Table of Content Terms of Reference Page 2 Social Media Activity Page 4 What the Competition is doing -‐ Jansport Page 6 Definition of Terms and Tools used Page 7 Results Page 9 Narrative Page 13 Conclusion and Recommendations Page 17
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Terms of Reference
About Eastpak Eastpak is an American manufacturer of packs, bags, luggage and clothing, and is part of the VF corporation brand portfolio. Their headquarters are based in Belgium. First known as Eastern Canvas Products, the brand was established in1952 and produced high quality bags and equipment for the US army. In 1976, Eastern Canvas starts producing a range of bags and packs for the college market. That same year, they changed their name to Eastpak. Their product range includes backpacks, laptop bags, shoulder bags, luggage and accessories but their most famous bag is the Padded Pak'R. In the 90s, they took their products from the universities to the cities. In their own words, they 'moved towards a fully fledged urban lifestyle brand' 1 . In the 2000's, they started collaborating with designers and artists to offer their customers original and creative products, while keeping their high standards of quality. To this day, they have collaborated with various artists and designers such as Ed Banger Records, Kenzo Minami or Raf Simons. They also have created the Eastpak Artist Studio where they invite artists and designers to re-adapt and re-think their products to auction them for charities such as the Red Cross. The brand values are authenticity, quality and creativity, with an emphasis put on practicability and originality. They have always been known for their very creative ad campaigns that convey these values and positive universal messages. Eastpak's Social Media Goals As can be seen from the content of the messages currently created by Eastpak on their social media accounts and their website, as well as their current and previous campaigns, the brand wants to establish itself as innovative, creative, authentic, young and positive. Their latest campaign, launched in 2012 and named 'When was the last time you did something for the fist time?' clearly aims to engage the audience and start conversation, offering the customers an opportunity to express themselves and take part in Eastpak's history. They launched an HTML5 mini-site for this campaign. The goals of this campaign can be understood to be the following :
• To engage the audience in sharing their experiences, establishing the brand as iconic and as part of everyone's life and story.
• To make the brand likeable and close to its audience and to inspire people in the process.
• To reposition Eastpak as a whole experience and vision and connect with a more mature audience.
1 Video 'Eastpak History : Since 1952' available at http://www.eastpak.com/eu-‐en/about_eastpak/ 2 Eastpak : When was the last time, available at http://the-‐satisfaction.com/when-‐was-‐
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• To differentiate itself from its competitors and create a real universe around the products.
• Finally, according to Satisfaction, the Belgian agency who created the campaign, to 'inspire you to seek out new experiences, break new ground and invent new ways to enrich your lives.'2
Target Audience As shows their history, Eastpak's products are aimed at a young audience, mostly teenagers and students but also young urban professionals, all of them very active on social media and tech-savvy. Their audience is situated between the age of 12 and 40. However, the latest campaign and messages on social media indicate that Eastpak is targeting a more specific primary audience. A secondary audience can be drawn from their messages, both younger and older than the primary audience :
• Primary Audience : 20 to 30, urban students and professionals who seek out new and exciting experiences, who are open to what surrounds them and like to share contents with their families and friends. They have a small budget but care about buying quality products.
• Secondary Audience : 12 to 20 and 30 to 40, teenagers and settled urban professionals. Teenagers want to be cool and follow the trends. They are likely to have older siblings that once had an Eastpak bag and see it as an iconic product, an heritage. Older urban professionals once had their Eastpak bag, they probably still have it and keep it as a token from their younger years.
2 Eastpak : When was the last time, available at http://the-‐satisfaction.com/when-‐was-‐the-‐last-‐time/
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Social Media Activity
Eastpak hasn't such an important online presence, both on its official websites and on the most important social media platforms, compared to some of its competitors who are much more active on social media. Eastpak has one official website that can be set up in various languages, however, they have created individual Facebook and Twitter pages for almost all the countries in which they sell their products (for example, Eastpak UK and Eastpak France on Facebook, etc...). This report will focus on Eastpak's official websites and on the most popular of its social media pages : Eastpak US on Facebook, Eastpak UK on Twitter, Eastpak on Instagram and Youtube. Platforms Eastpak has been active on social media since 2009 and they keep their official website up to date to make it the center of their online presence. Customers can find links to their different social media accounts on the website, as well as an e-shop, videos and more information about the brand and the products. The layout is quite simple and sobre and uses the colour codes of the brand.
Their social media presence includes accounts and pages on the following platforms :
• Facebook, Twitter, Instagram : Eastpak posts consist mostly of pictures of their products, their campaigns or other inspirational pictures that accompany a short sentence and a hashtag aimed at engaging conversation. They also post videos and have a special feature on their Facebook page called Eastpak Artist Studio that encourages people to post creative pictures of themselves with their Eastpak on Instagram followed by the hashtag #Eastpak #ArtistStudio13. They also use these accounts to answer customers' questions and enquiries.
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• Youtube : Eastpak's videos on Youtube are often creative with a urban feel, revolving around the brand's values and vision. They post campaign videos, 'making of' videos, interviews and all sorts of creative videos in collaboration with artists.
It is interesting to notice that the Twitter account is not advertised on their official website, even though it is their third most popular account. In addition to their social media presence, Eastpak has an HTML5 website dedicated to the campaign 'When was the last time you did something for the first time?' (http://whenwasthelasttimeyoudidsomethingforthefirsttime.eastpak.com).
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Timeline Online activity on social media sites was recorded over a four-week period, from January 16th, 2014 to February 12th, 2014. Data is presented as four weekly analyses.
What the competition is doing -‐ JanSport Part of the same corporation as Eastpak, JanSport is one of its main competitors and one big competitor in terms of social media activity. Created in 1967, JanSport produces the same type of products as Eastpak but has a much more important social media activity. Their website features the links of all their platforms, which are much more followed and liked than Eastpak's.
• Facebook : 1,654,005 likes. A lot of visual content and more audience engagement.
• Twitter : 12,200 followers. Pictures, videos, contests.
• Youtube : 3089 subscribers, 224,484 views
• Instagram : 19,606 followers. Pictures and videos.
• Pinterest : 571 followers. Various inspirational boards.
• Tumblr : All content is visual, either produced or curated by JanSport. The content produced by JanSport is much more varied and tailor-made for each platform. The brand is also present on more platforms than Eastpak, increasing its reach and audience engagement. It is clear that the brand has established a real social media strategy and it is working very well.
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Definition of Terms and Tools used
• Engagement : Refers to what the audience does in response to the content
posted. It focuses on what the audience does after being exposed to the content. Engagement can be tracked by measuring Facebook likes, comments, and shares; Twitter likes, retweets and favourites; and YouTube views.
• Segmentation : Refers to the subgroups into which the target audience can be divided based on demographics, geographics and psychographics. Segmentation helps the brand understand its audience and produce better messages that will ensure that they reach their audience appropriately.
• Content : Refers to anything the brand produces or curates and posts on its different platforms. It can include text, video, image, graph, charts, infographics, among others.
• Message Resonation : Refers to the number of times the message has been shared or passed along without any alterations. For example, it can be measured in terms of shares or retweets.
• Tone and Sentiment : Refers to the audience's reactions, which can be positive, neutral or negative. It can be measured by analizing comments and serves as feedback for the brand as it helps determining how well the content has been received and if the audience's expectations have been met. It also helps in identifying issues that need to be addressed.
Tools Used :
• Manual notation on Excel of : Ø Facebook followers, weekly posts, likes, shares and comments Ø Twitter followers, weekly tweets, retweets, favourites and responses from Eastpak Ø Instagram followers, weekly posts, likes and comments
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Ø Youtube subscribers, number of total views, number of weekly views, comments and likes.
• SENTIMENT140.COM
• SOCIALBAKERS
• TWEETREACH
• TWITALYZER
• YOUTUBE STATS
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Results
I-‐ Tables, Graphs and Charts Level of Activity The three main platforms have a stable activity over the four weeks, and the Youtube channel has an important increase of activity during the second week with 17 videos posted on one day, which coincides with the launch of the new collection.
Content CHANNEL 1st Week 2nd Week 3rd Week 4th Week FACEBOOK Three posts
about the new SS14 collection with pictures Some questions, hashtags and links related to the collection
4 posts, all including pictures (2 promotional, 2 inspirational). Two posts included questions aimed at engaging the
1 video, 1 photo from the lookbook, 3 albums (exhibition in Paris, new collections), 2 inspirational pictures with
5 posts : 3 pictures, 2 videos. Promotional pictures, 1 music video and 1 video from the Fresh Prince of Bel Air (related
0 5 10 15 20
Week 1 Week 2 Week 3 Week 4
Youtube Videos
Videos
3 4
7 5
10 8
12 12
3 4
5 5
Week 1 Week 2 Week 3 Week 4
Posts on other Platforms Facebook Twitter Instagram
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audience. slogans or questions.
to the 90s feel of the new collection).
TWITTER One promotional picture about the collection, one tribute picture for Roger Lloyd-‐Pack, one picture of a store Other tweets were responses to customers, retweets and the same questions from the FB page
Two pictures retweeted from other people, the rest of the tweets were responses to customers.
1 picture retweeted, the rest of the tweets were responses to customers or retweets.
2 pictures retweeted, the rest was reponses to customers or retweets.
INSTAGRAM Two pictures of the lookbook for the SS14 collection (same pictures as FB and Twitter), one picture reposted from someone's else's account
4 pictures, identical to the ones posted on Facebook.
5 pictures, identical to the ones on Facebook.
2 pictures, identical to the ones on Facebook.
YOUTUBE No video posted 17 videos posted, all promotional and concerning the new collection.
2 videos : a 'making of'of SS14 lookbook and the launch of the Comixt Series in Rotterdam.
No video posted.
Audience Engagement
0 50 100 150 200 250
Week 1 Week 2 Week 3 Week 4
Week 1 Week 2 Week 3 Week 4 Comments 0 7 1 0 Shares 2 10 7 4 Likes 29 208 178 45
Facebook Page
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On Youtube, the audience doesn't engage with the brand, the videos posted over the four weeks have less than 1000 views and no likes, comments or shares.
0 5 10 15 20 25
Week 1
Week 2
Week 3
Week 4
Week 1 Week 2 Week 3 Week 4 Responses 5 6 7 7 Favourites 21 0 2 23 Retweets 15 1 2 12
Twitter Account
438
998
823
507
3 10 9 3
Week 1 Week 2 Week 3 Week 4
Instagram Likes Comments
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General Data
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Narrative
Content In terms of content, Eastpak follows its values and visions and creates messages that convey authenticity, creativity and innovation. From the analysis of the past four weeks, we can see that Eastpak produces two types of posts for its social media :
• The promotional post : it consists of pictures taken either from the ad campaigns or the lookbooks of the collections and is often accompanied by a quote, a question, links and/or hashtags. It is often colorful, funny, and plays on themes that the target audience can easily relate to. For example, the new collection for Spring/Summer 2014 is inspired by the 90s, a decade that many people take inspiration from today, especially young urban students and professionals.
• The inspirational post : It consists of videos, pictures, or other visual content and is
accompanied by a quote and/or question that aims at engaging the audience and make them share their experiences. Most of these posts are posted on Facebook and Instagram, while the Twitter account is used to answer questions and enquiries from customers. The latest ad campaign played entirely on this inspirational feeling and encouraged people to share their stories.
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Concerning the Youtube account, the videos can be divided into these two categories as well. Eastpak has a general strategy for all its accounts and the content is the same on each page. Engagement The two most popular accounts for Eastpak are its Facebook and Instagram accounts. Twitter and Youtube follow. On Facebook and Instagram, the audience shares and likes much more content, because it is more visual than Twitter. Each of the brand's posts is designed to engage the audience and start conversation. However, the audience has been quite passive during the last four weeks, as the number of likes was much more important than the shares or comments. In general, Eastpak's fans and followers don't engage much with the brand, they only like or share posts, but don't take part in conversations very often on Facebook or Instagram. On Twitter, the audience often asks practical questions concerning the products or the shops, but rarely answers the questions featured in the inspirational posts. The Twitter account can be seen as an 'after-sales service' of some sort.
On Youtube, the audience doesn't engage at all with the brand, the videos have very few views, no comments, likes or shares, which is surprising as we could see before that the
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audience prefers visual content. However, it is understandable as Eastpak doesn't share its videos on its other social media accounts. Message Resonation As data shows, Eastpak doesn't have such a big influence online. On Klout.com, which measures overall online influence on a scale from 0 to 100, Eastpak only gets a score of 57. On SocialBakers.com, we can see that the number of people talking about the brand decreases through the four weeks.
However, TweetReach reports that each tweet reaches an average of 23,911 accounts, which shows a rather good influence on Twitter for the brand. In its field, Eastpak is not the most influential brand online but still maintains a good presence and really benefits from its status of iconic brand reached through its previous ad campaigns and its long history. Sentiment Through the analysis of different sources, we can see that the tone and sentiment of Eastpak followers' responses is mostly positive. Sentiment140 shows that the content posted by Eastpak received 78% of positive reactions and the analysis of the comments on the Facebook and Instagram accounts coincides with that result. On social media, Eastpak is a liked brand with a very positive image, in accordance with its overall message and values.
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Conclusion and Recommendations
As a sixty-year old brand, Eastpak has really embraced social media in the past few years and has established a real presence on the internet especially with its website and its ad campaigns. However, their goals in terms of audience engagement have not been reached yet, as the audience stays passive on social media, only liking the posts and not reacting too much to the content posted by the brand. In the same time, Eastpak should take into consideration what the competition is doing and adapt its content and social media activity. A few recommendations can be made in order to improve Eastpak's online performance. In terms of content, the brand could increase its reach by producing tailor-made content for each type of platform instead of using the same content for all channels. Content curation is also an alternative to further engage the audience. The brand should think about extending their ad campaigns' ideas to social media ('when was the last time you did something for the first time?') and share more varied content, not just pictures and videos (ex: surveys, videos contests, drawings, moodboards...). All of these tactics would help in further engaging the audience and would establish Eastpak as an influential brand online. In terms of platforms, Eastpak should consider opening a Vine and a Pinterest account to diversify its content and thus, reach a younger audience, while keeping the visual content even more present. A blog on the website could also be created to curate and post all the content featured on social media, making it the starting point of Eastpak's content, which is already quite interesting and could be even more creative. It is also recommended that Eastpak deletes all its other pages made for different countries (Eastpak France, Spain...on Facebook and Twitter) and sticks to one page for each platform as it can be confusing for the customer to know which page is the most updated and influential one. As a creative, innovative and daring brand, Eastpak should aim at creating a real online identity to be in total accordance with it's vision and values. With a few changes and an increase in social media activity, Eastpak should be able to reach its goals in no time.