Tuesday, December 2, 2014

Marketo Software: Streamlining Engagement Marketing

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Tuesday, November 4, 2014

What's New at Old Navy: Social Media Monitoring Project Part 2

           
 In our last review of Old Navy, you were introduced to Old Navy’s social media and how fans of the brand connect with the retailer via the groundswell and a critique of the campaigns with Old Navy. So how are these campaigns doing now and what can Old Navy being doing better? What do customers and employees think of the brand? Who is Old Navy marketing to? Let’s find out.

Target Demographics

Old Navy struggled to find its target demographic the past few years. Based off of social media research and advertisements, it appears Old Navy now targets the millennial and mothers. 
Instagram
Pinterest






  
Instagram
  • The brand carries all ages from infants to adults, both men and women. 
  • Their commercials and social media suggest in the older demographic that they target mothers, especially concerning back to school as suggested in  part 1.
  • Their focus on social media creates a successful Return on Investment (ROI). 


The Campaigns: Groundswell Response & Recommendations


Campaign with Amy Poehler

YouTube

So what have we learned from these funny commercials? The Groundswell loves Amy Poehler and Old Navy.

  •  Since we last viewed one of Poehler’s outtakes on YouTube there were 325,149 views. 
  • Two weeks later, the retailer has 326,467 views. That’s 1,318 more views in just two weeks.
  •   Poehler is walking the walk. As a brand spokesperson, she wears the clothes and it's noted on many websites, like celeb blogger Perez Hilton’s style website, CocoPerez.

CocoPerez


Poehler Campaign: Recommendations & Social Analytics 
Continue with the outtakes, the groundswell listens. However Poehler’s time with Old Navy should come to an end soon. Yes, the outtakes and the commercials are hilarious, but overtime seeing the same routine can become gimmicky. The groundswell loves Amy Poehler, but you also like to buzz about new things.

  •  Add behind the scenes videos of the commercials, everyone still loves Poehler and she is probably hilarious off set.
  • The retailer could keep Poehler through the holidays (at least),


but add a Poehler pal or two. She and Tina Fey are hosting the next Golden Globes, adding Fey would create buzz.





Take a look at Poehler and Old Navy in the analytics:

       Social Mention

                                                               IceRocket

IceRocket
                                               



  •   As we review the analytics take a look at Amy Poehler’s sentiment 7:1. You see her in a positive light.
  •  You do not associate her with Old Navy; the keywords do not mention Old Navy.
  •  Under keywords, “Tina” appears.
  • You post on blogs 250 posts per day about Old Navy and 54 posts per day about Poehler
  •  However, the hashtag #runtooldnavy that get associated with Poehler’s commercials gets 0 posts.
  •  When searched through Twitter the hashtag does appear multiple times, but only sometimes associated with Poehler.


 Old Navy’s 20th Birthday Campaign (#selfiebration)
Twitter

 How’s the selfiebration going?  Since we last viewed Old Navy’s twitter page in Part 1 we discovered they had 256, 000 followers. As of this blog post, the retailer now has about 259,000 followers. Not bad for two weeks. Well it appears the hype around selfiebration should only last slightly over a week as far as Old Navy is concerned. They started the week of October 12th and ended on October 23rd.  After some digging, I found out that the contest wasn’t all that it seemed, here are the facts you won’t see on Twitter:

  • Broken down into three periods: National, New York and           Los Angeles.
  • For the national contest submissions were only accepted between October 16 and 17th. To submit an entry to win in New York or Los Angeles you had to attend an event.
  • The winner of the national event was chosen and won $10,000. Her wish was to pay off her student loans (something tells me $10,000 isn’t going to cover all of her wish.)
  • The winner of the New York and LA contests have not been chosen, but winners will receive $20,000.

 Selfiebration Campaign: Recommendations & Social Analytics
As a customer, you want transparency, especially concerning the groundswell. The video that we saw on twitter introducing the selfiebration didn’t give contest rules. Furthermore, Old Navy hasn’t declared an end to the selfiebration.

    
  • It is still their first tweet on twitter as a pinned tweet, people still follow Old Navy in hopes of  winning.
  • As related to the Groundswell, this contest works.
  • Old Navy should hold more contests that drive avid customers and new customers to their social media pages.

  • The hashtags allow customers to connect with Old Navy           and a reason for Old Navy to accessibly listen to their             customers.
  • Their contest successfully drove 3,000 followers to their         Twitter page.
Here's the analytic results of the campaign:
                                                          

  • The selfiebration never caught on the style blogs, one way that the groundswell speaks to Old Navy.
  • Only 24 posts mention selfiebration compared to Old Navy's  7,647 posts.

  •  Under Social Mentions the last we see #selfiebration appearing in the top hashtags is on October 19 with 5 mentions.
     

IceRocket
    
Social Mention Oct. 19










Customer and Employee Interactions: Groundswell Activities & Recommendations

                                                                                                                                  

Customer Reviews and Problems

Let’s see what customer’s think of the peacoat Poehler wore in the previous section through Old Navy’s review system:


  • When viewing a product customers get a detailed description of the product.
  •  The majority of customer reviews on the retailer's webpage are positive 
  • Negative reviews highlight the poor quality of the product. 
  • You can also pin the product on Pinterest and like the product on Facebook.


  •  The review system allows registered users to leave a comment, rate the product and vote on other user comments. 
  • This system is used frequently, but customers continually go to Facebook to discuss the products.

Recommendations & Social Analytics 

                                                 Old Navy 
Facebook


  • Facebook still responds quicker than twitter.
  • Old Navy needs to get control of their supercash promotional event. 
  • Coupons and sales are a large part of Old Navy's popularity
  • Many customers have problems with online orders and using supercash. 
  • Instead of responding to Facebook inquiries other     customers respond.






Sunday, October 19

Tuesday, October 28
Monday, November 3




Google Trends -Old Navy Coupons 


  • The social mentions remain largely unchanged in comparison to part 1 in terms of sentiment. 
  • Passion remains low, peeking at 38%
  • The  Google Trends analytics suggest a strong correlation between shopping at Old Navy and coupons. If customers are having a problem with supercash the retailer needs to pay attention 

Employee Connections

Here is one o the biggest problem Old Navy has… literally. A quick search of Old Navy on Twitter reveals @OldNavy_Probs and @ON_Problems. These are Twitter handles of disgruntled employees.
@ON_Problems
@OldNavy_Probs


Recommendations & Social Analytics



IceRocket
  • Old Navy is not without employees singing their praises, but in this case the negative sentiment felt by employees outweighs the positive. 
  • Old Navy could remedy this problem through a employee blogging system to connect with
    IceRocket
    the groundswell internally. So Old Navy can see where problems need to be addressed.
  • They could offer a stand alone blog written by employees offering insights and suggestions to customers.
  • The retailer has a corporate blog on Gap, Inc., "aDressed" .But as the highest selling retailer under the corporate umbrella, it’s time for Old Navy to establish its own connection with the groundswell.  
  • ADressed has bloggers with no connection to the stores.
  • Old Navy problems reaches more people daily compared to the corporate blog.

Conclusions 

Over the last month, Old Navy frequently listened, talked with, and connected to the groundswell through their various social media pages. I suggest they continually make efforts to reach you and take the initiative to quell both employee  and customer problems. Also, they need to make an effort to reach the real customers of their brand not just bloggers. With the holidays coming up, they should take control of customer buzz. Good luck with Black Friday sales!
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Sunday, October 26, 2014

Starbucks Connecting with the Groundswell One Cup at a Time

          
mystarbucksidea.com

    
         Have you ever waited in a long line at Starbucks? It can be time consuming and sometimes frustrating when your order’s wrong. Recently, Starbucks announced the development of an ordering app being tested in 150 stores in Portland, Oregon. The app allows you to order and pay for your favorite short, tall, grande, or venti in advance, then quickly pickup your order.
In Chapter 11 of Groundswell:winning in a world transformed by social technologies, authors Charlene Li and Josh Bernoff describe the importance of tapping into customers ideas and needs. They write,

 “One of the benefits we’ve seen of engaging with the groundswell is that your organization goes through a mental shift—you become so engaged with your customers that you walk in step with their needs and wants.” 

With their community, Starbucks walks in step with your needs and wants.
Starbucks’s success in mobile payment came about in 2009 after a customer need came to light. After the company learned customers used gift cards they bought for themselves in an effort to easily pay for their coffee or food, they saw an opportunity for you
mystarbucksidea.com
and took it creating the mobile card pay app. It is no coincidence this app was generated out of your needs. Starbucks connects with customers needs via the groundswell and their own community at mystarbucksidea.com. Their latest ordering app idea was customer generated idea via the community blog dating back as far as 2011. Here’s one from a customer:
 
mystarbucksideas.com
Similar to what Dell did with their customers through Ideastorm and Bell Canada did for employees with ID-ah! in chapter 12 of Groundswell, Starbucks’ community allows you to submit an idea—with a Starbuck’s account—to the customer. Then vote on ideas through a points getting system. The site categorizes
mystarbucksidea partners
ideas by popularity, recent, and top all-time ideas. These categories break down into subcategories based on topics like entertainment and technology. You can also view ideas once submitted and now are being put into action. Starbucks ensures you know they listen. They have two “Idea Partners” ready to help you with any idea. They post the ideas on their Twitter feed for @MyStarbucksIdea.  

Starbucks made great progress with this blog and has followed the six dimensions described in Chapter 13 in creating this culture:

1.      Experience
2.      Resources and Organization
3.      Process
4.      Measurement
5.      Commitment
6.      Culture

Starbucks attained the social maturity described in Chapter 13 of Groundswell with this blog and additional social media sites. Li and Bernoff describe why an array of companies has similar problems, they argue:

“The reason for commonality is this: fundamentally, social technology requires companies to move away from traditional mass marketing and management techniques and concepts of control toward empowering and connecting individuals, whether customers or employees. It doesn’t matter whether you’re Sony, Ernst & Young, or Bank of America—this process is difficult.”


By empowering and connecting individuals, Starbucks creates 
new technologies. It hasn’t been easy for the company, not every idea is a winner. With this blog, Starbucks relies on you to help them succeed in the groundswell. Beyond helping them succeed with apps and user blogs they get to know you and what works. Will you use Starbucks' latest user generated app idea to get your coffee fix?
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Tuesday, October 21, 2014

Social Media Monitoring Project: Let's Go to Old Navy

Old Navy


Do you like to shop? If you do, you probably shopped at an Old Navy. As a frequent shopper of the brand, I have compiled both quantitative and qualitative research on the company over the past month. My research highlights Old Navy's latest campaign celebrating 20 years of shopping and their commercials with actress Amy Poehler. We'll review these campaigns as they relate to Groundswell  using positive and negative feedback from users of Facebook, Twitter, Instagram, YouTube, Pinterest and several style blogs. Before we get to that, let's review the brand.

About Old Navy                       

Old Navy is a retail and accessories store owned by Gap, Inc. The stores were first opened in August 1993 by then President of Gap Inc. Millard Drexler under the name Gap Warehouse. It was a success from its infancy, and in 1994 was renamed Old Navy.

  • The first official Old Navy store opened in Colma, California. 
  • Old Navy has stores internationally in Canada, China and Japan.
  • The first retailer to reach 1 billion dollars in 1997. 
  • Old Navy officially markets its retail products on Facebook, Twitter, Instagram, Pinterest, and YouTube.


Old Navy & Social Media: Entering the Groundswell


Embracing in the Groundswell: Twitter & Old Navy's 20th Birthday Campaign


 With its latest campaign starting this month celebrating Old Navy’s 20th birthday, let's take a look at #selfiebration:




Old Navy 


Old Navy 
With #selfiebration Old Navy is embracing you--the customer--in the groundswell:
  • #selfiebration is your contest- It's not about the brand, it's about you.
  • Retweets on @oldnavy official twitter page & the brand's website.
  • Doesn't tell you what you want, asks you what's your wish and they may make it come true.
@OldNavy Twitter Page Takeaways:
@OldNavy
  • Great for campaigns and listens/retweets when beneficial to them.
  •  Retweets are from bloggers and websites highlighting Old Navy in a positive manner.
  • No customer support answers- if a problem is retweeted on @ONCustServ the majority response redirects you to call customer support.
  •  Have disgruntled employees with twitter handles @ON_Problems and @ OldNavy_Probs.
  •  Not reaching out to the "rebels" of the company, we'll talk more about this problem in part 2.                         

Talking in the Groundswell: YouTube & Old Navy's Commercials


 Old Navy needs to market their clothes through traditional marketing. The retailer partnered with Chandelier Creative to produce commercials starring actress Amy Poehler. Here's one of the outtakes:

                      



Old Navy YouTube Takeaways:
Old Navy Channel-YouTube
  • Rather than share just commercials that run on television, Old Navy frequently post behind the scenes videos.
  • The store frequently keeps conversation in mind, they want you to talk about the funny commercials.
  • The videos that go viral engage all social media sites telling users to be apart of their community.
  •  Its not about the clothes, its about having fun, one of the main marketing themes of the retailer.

Listening in the Groundswell:Facebook, Instagram & Customer Connections

Old Navy listens to it's customers through brand monitoring and   their community is growing daily. Let's take a look at what you are saying on Old Navy's Facebook & Instagram pages:
Old Navy- Facebook
Old Navy Takeaways from Facebook & Instagram:
  •  Number of likes and dislikes allow ability to understand how buzz is shifting. 
  • They find those who are generating the most buzz for them.
  • Facebook responses are instant, unlike Twitter responses talk to you, not at you.
  • Facebook focuses heavily on sales  
  • You can shop through Instagram.
  • Instagram creates enviable looks that you want. 
  • Instagram doesn't show you, it shows them.


Energizing in the Groundswell: Pinterest & Style Blogs 

Pinterest and the style blogs work hand and hand. If you view the retailer's Pinterest page, you can see what the bloggers are saying:

  • On Pinterest, customers can "like" and "repin" style ideas creating a community that energizes customers. and brand enthusiast. 
  • Both on Pinterest and style blogs, it seems as if some of these creators are sponsored by Old Navy.




A Month in the Groundswell: Old Navy's Social Media Findings 

So what does all the social media engagement mean? Let's review some of the data collected over the last month using Google Trends, Social Mention and Ice Rocket.


How the Social Media Savvy Customer Feels


What does the chart below mean? Here's a quick review of terms:
  • Strength- the likelihood your brand is being discussed on social                 media 
  • Sentiment- the ratio of mentions that are generally positive to                      those that are generally negative
  • Passion- a measure of the likelihood that individuals talking                      about your brand will do so repeatedly 
  • Reach- a measure of the range of influence

Let's take a quick look at what's being discussed and what people think of Old Navy in the past three weeks :
                      
                       Sept. 30               Oct. 12               Oct. 19

The results over the last month indicate a relatively strong presence among social media users. It also suggest that Old Navy has more of a positive outlook in the eyes of users, but it could use more people to be passionate about the brand as most sentiments remain neutral. Old Navy's reach also remains about the same overtime indicating a need for more social media followers both nationally and internationally.


Google Trends is a tool that uses a ratings scale of volume to monitor search topics overtime. Below you will find the search results for the term "Old Navy":
                            


Week of October 6 
Week of October 13


Months of August and September

These results suggest a peak interest in the brand starting on Fridays, when most people shop. The months of August and September are important to look at because of the high interest in shopping around back to school. You see interest slows at the end of September.

This is a tool that monitors buzz about a brand. In this case we use it to measure the amount of blog post mentioning Old Navy and #selfiebration. Let's take a look: 



With these results we see that within blogs, which are huge at Old Navy, there is about 132 post daily. This is huge in terms of the groundswell. It looks like #selfiebration is beginning to catch on with a total of six post in the blogosphere.

Old Navy is a leader in the groundswell. In part 2 of this project, we will take a closer look at how you, the customer gets buzz for the retailer on social media, and we will see how the data collected has changed over time, especially regarding the fairly new campaign #selfiebration, we we also take a look at the employees and how they relate to the groundswell movement of Old Navy. 
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