Month: March 2016

Oreo vs Calvin Klein – Digital Analytics

Analytics… what is the first thing that comes into your mind? Boring, Mind-numbing or dull? Don’t be scared off by the name because digital analytics are both useful and interesting.

As we all know, simply publishing a website isn’t going to cut it, companies need to deliver engaging content that appeals to customers. Digital analytics can provide a world of useful information such as the most frequently visited pages of a website, engagements, clicks and sign up rates. As a result, companies can get an understanding of what customers wants and needs are – the basis of marketing.

So how is this data actually useful? Companies need to go beyond simply having an online presence (because a static website is just as useful as a phonebook), and actually engaging with customers through interesting content and using analytics to monitor how content is received. Analytic services such as Google Analytics, TalkWalker, Mint Analytics and Omniture measure traffic and analyse customer usage and condense all the data into user-friendly graphs and charts.

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Source: Timely NZ

Social media is also a really essential area for analytics. A business can have all the followers in the world, but if followers aren’t engaging with content then the use of social media isn’t adding value to the company. After all, this is the entire purpose of marketing from the standpoint of a business!

Oreo use social media in combination with analytics to run a fantastic social media campaign, which encourages engagement and generates conversation. For example the Oreo Daily twist campaign was all about taking events that occurred on a particular date and putting an “Oreo twist” on them. This real time news approach was a massive success for Oreo and generated a 280% increase in Facebook shares and over doubled the amount of average interactions with posts.

 

Through the use of analytics, Oreo were able to track consumer responses and gauge success leading to an overall success in the campaign. The company are now well recognised for having exciting content and engaging with consumers.

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TalkWalk analytics showing sentiment towards Oreo around the world

On the other hand, Calvin Klein is an example of a company that needs to use analytics to better understand consumers and increase engagement. The company has no interaction with customers and has a very low enjoyment rate to follower ratio. Calvin Klein have demonstrated a lack of interesting content that interacts with customers, which is likely to be why the engagement rate is so low. Analytics can provide information on consumer preferences, times active on social media and likes per gender, all important factors in gaining engagement and gathering exposure.

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So essentially digital analytics for both website platforms and social media are really important. They provide marketers valuable information about when users are most active, what they want to see and when to post. The information can be used to give a more personalised shopping experience and allow a tailored customer experience.

 

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Social Media 101

twitter-292994_1920Social media has quickly become one of the most useful marketing tools to date, allowing marketers to target advertising, receive feedback from customers and even develop behavioural patterns specific to a person (yes that is a little creepy). With over 50% of the world’s population on Facebook, there is a massive amount of potential for marketers to increase brand exposure and interaction.

Although the booming world of social media is enough to make some marketers weak at the knees with excitement, the dynamic world of social media is still changing. A study conducted by marketing services company, Sensis, has uncovered that social media usage has shifted. The uptake of new users on Facebook has now plateaued and Twitter users are decreasing, while visual sites such as Instagram, Pintrest and Snapchat have increased in popularity. The world of shameless gym selfies, kale instagrams and trout pouts is rapidly increasing in popularity and needs to be tapped in to. No longer is a Facebook page going to cut it, businesses need to span out into other forms of social media to reach a wider audience. So how can companies adapt to these changes in usage? Funny you should ask, here are a few pieces of advice based on Kaplan and Haenlein’s tips from 2010 with a twist to suit the social media environment of 2016.

1. Make sure that the company picks the right types of social media to join. If you run a restaurant, a site such as Twitter may not be the right way to go. Not only is Twitter decreasing in popularity as seen in Sensis’ report, but this type of communication also isn’t maximising the potential of social media. People want pictures of those kick-ass blueberry pancake stacks, not a 140-character description. Utilise the right types of social media to make sure customers have a forum where they can enjoy relevant content and engage with you.

2. Choosing an existing social media vs making your own. Existing social media such as Facebook and Instagram offer a wide range of existing users to interact with. However, some companies may opt to create their own social media forum. In today’s environment utilising an existing and established social media may be more effective as research has indicated people are less likely to join new social media compared to existing social media as 14% of users have shut down social media accounts over the past year.

3. Ensuring activity alignment becomes even more important as more social media sites are utilised. Consistency is key! Content and themes should be carried across all social media to maintain a consistent brand image. Having lots of channels to communicate is great but there needs to be a key goal to reduce confusion and maintain consistency. This is even more important today as there is a call for more social media to be used, especially visual platforms such as Instagram and Pintrest.

4. Create a media plan to integrate all your channels of social media. Don’t forget to incorporate different types of media such as TV and viral trends to generate more interest. For example, Vans cleverly used the publicity generated through the ‘Damn Daniel’ viral videos to promote their shoes by giving Daniel a lifetime supply of Vans and therefore tapping into the publicity that was generated by the video.

5. Make sure everyone can access your social media pages. Don’t have privacy settings or restrictions because let’s face it, people will loose interest no matter how great your brand is. This is the age of instant gratification and when people want to follow an Instagram page or like a Facebook group, they want it now! Also make sure that your content is accessible across all devices and isn’t exclusive to particular users. You need to reach as many people as possible so don’t limit your audience through incompatibility, especially in a multi-platform environment.

6. Once your social media accounts are up and running, make sure you actually use them. Engage with your customers and post regular updates to keep them interested and connected with the brand. Ensuring content is fresh and engaging will maintain following and overall increase likability. Remember it’s called social media!

7. Make sure your content and updates are actually interestcontent-is-king-1132266_640ing. Keep your updates current and encourage engagement. This comes through listening to and interacting with customers. If you find out what they like and what they expect from the brand, this can be incorporated into the social media plan.

8. Take the time to discover the social media you want to enter into and don’t dive straight in. Listening and taking in information are key to correctly using social media.

9. Use casual language. No one wants to follow a Facebook page that sounds like a frequently updated financial report (ughhh), make sure you are conversational and fun when posting and interacting. This helps connect with followers and maintain interest.

10. Remember that your followers aren’t stupid. If you make a mistake, just own up to it and move on! Don’t try to cover up mistakes by blindsiding people, be honest. Trying to cover up a mistake can instantly make people distrust the brand and discourage following. By attempting to cover up a mistake, you are making a bigger issue of what it actually was.
Social media is a really exciting platform for businesses that provides a great opportunity to interact with customers, so log on and get started!

Emma

Welcome!

apple-606761_1920Hi Everyone!

Welcome to my blog – BlogMe. This is where I will post everything I’ve discovered in my progression through the Digital Marketing unit at Monash University.

We spend most of our time staring at the little screen that lives in our pocket or the laptop that is almost always within arm’s length. The dependency on mobile phones and other digital technologies have opened up a whole new platform for marketers to use in order to communicate with customers and create value. This is all very exciting but one big question stands, HOW do we create value? Stay posted as we delve into the world of Digital Marketing and discover how to successfully use technology to improve brand presence.

Please feel free to share your thoughts and ideas throughout this blogging experience as I’d love to hear what you think!

Emma