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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