Social Media Monitoring Final Report

CHANEL

Social Media

I keep seeing Chanel on the Twitter, Facebook and YouTube. I find there is close relationship between these three websites, such as the following picture. On Twitter, we can see the Chanel “share your mood” activity on Facebook. We also can see the short film by Kathryn Bigelow from YouTube. It looks like Chanel will check these three websites and finds the valuable things, then update them all to make sure all the followers from different websites will see their news.

This picture is the “share your mood“ on Facebook. It encourages the followers to share their mood on their own homepage and these mood icons are made by Chanel make up. Many young people like it, because this makes them show their mood by an interesting way.

In the beginning, we talk about the limited customers of this brand due to the high price and the customer strategy. Opening the homepage on the Facebook and Twitter makes Chanel turn closer to the young people and build a bridge to let them feel amazing about this brand.

The following photo of the Chanel Spring-Summer 2012 Haute Couture Fashion show is from Twitter, and many people RETWEET it and mark it as FAVORITES. Most of these followers are young people. I checked some reply to this photo and they are almost saying the same thing: “Wow, it is so cool” or ”It is amazing”. Even Chanel is an old brand; it always tries to create new fashion style for different age people, including young people. Some people may say that most young people really cannot afford to the high price of Chanel products. But Chanel believes that the customer loyalty can be built not only by their luxury stuff but also the daily necessities, such as the make up. The price of Chanel make up is acceptable by most young people. If they like Chanel make up, then after these young people get better job and more money, they maybe will buy the Chanel clothing or handbag. I think this is the business value in the “share your mood” activity.

METRIC ANALYSIS

Compared the positive and the negative feedback, which is 8:1. I think most people have positive attitude about this brand, and the people who hold negative attitude may be just due to the high price of Chanel products. I also noticed that the number of people who hold neutral attitude about Chanel is 477, which is more than double the sum of the positive and negative feedback, so I think how to turn these people from neutral to positive is an important point of the Chanel customer strategy.

I also search Chanel on the Googleinsights.com, and from the first following picture I can get that Chanel can keeping catch people’s interest. The high point is also accompanied with the fashion show, new style or holiday gifts. 

THE GOALS

Based on the summary and metric analysis above, I think there is three goals can set to improve the Chanel customer market by social media.

1.   Chanel can cooperate with some public service or non-profit organization, such as the world society for the protection of animals or world wildlife fund, to make some good price T-shirt or relative fashion stuff to let more people have the chance to wear Chanel. At the same time, the brand can be added more meaning.

2.   As an old and meaningful brand, Chanel should pay more attention to their social media websites to give people good direction to catch the fashion. They also can set the review and feedback part on the homepage for the followers to let them talk about the feeling of using Chanel. The power of word-of-mouth may bring more new customers for this old brand.

CONCLUSION

Chanel is a special company that doesn’t chase the low-cost and low-price. Chanel insisted on providing people the best design for hundred years and that how it goes. Sometimes I think maybe Chanel can be regarded as an attitude, such as the fine art, not everyone need to own it, but most people all know it. The groundswell obviously is the bridge between the people and this old brand.

Social Media Monitoring Mid-term Report

The brand I choose is Chanel. Chanel is a French fashion house founded by COCO CHANEL. COCO established new designs and revolutionized the fashion industry. CHANEL is famous for the “little black dress” and also simple suit, dress, jewelry and handbag. In most people eyes, Chanel is luxury brand. As I know, in these two years, the products of Chanel keep rising twice one year, and each time rise about $200-$500, especially for some classic design. It seems like Chanel is not make for everyone, cause not everybody agree that it is necessary to cost more than $4000 to get a dress or handbag. That’s why I choose Chanel. I am curious that facing the limited customers, what is Chanel customers strategy.

Advertising & Sampling

Chanel posted its advertising on TV and magazine. Compared TV, I think the magazines will have more pertinence, because the magazine like Vogue has its own target customers that are similar with Chanel. Most Vogue readers are fashion people who love catching new things. So I think the magazine like Vogue will help Chanel advertise more effectively.

Chanel also will give their customers some sample to let them try more products, but this strategy is only used in their make up.

People & Fashion show

Chanel has many famous people, such as Nicole Kidman, Audrey Tautou and Blake Lively, as spokes models. Chanel used Marilyn Monroe as the model of Chanel NO.5 and the photo of this advertisement is still popular now.

Karl Lagerfeld, Mr. Chanel, present in all fashion magazine during all the year. He takes charge of most Chanel business and Chanel Fashion show. The Chanel Fall-Winter 2012-13 show just finished last week in Paris fashion week.

Social Media

I searched the Facebook and Twitter and found Chanel had the homepage on these two websites. On Twitter, Chanel has more than 380,000 followers, and has more than 630,000 on Facebook.

In the pages, you can see some video and pictures about the latest Chanel design or show. It also will show something about Chanel history and the meaning of this brand. I read this information by their homepage like, Chanel was established in 1909, until now, it has been more than one hundred years. They also talked about some interesting story about Chanel, such as the pocket designed on the back of the 2.55.  It is said the pocket is COCO used to put her love letter in it.

On YouTube, when I typed in Chanel, there will be lots of advertisings, product films and show videos.

 I also do the search on "Socialmention.com" and get the result as following:

I think most people have positive attitude about this brand, and the people who hold negative attitude may be due to the high price of Chanel products.

Reading 3 The Future of Groundswell

I finished the last chapter of this book yesterday, and I felt I completed a long journey and I also looked forward some new things. The title of the last chapter is “the future of groundswell”. The beginning is still a story talking about Jason Korman and his winery. It shows what an important roles the groundswell plays in the development of a small business. I find an interesting website from the story which is “gapingvoid.com”.

Blogger, Facebook or Twitter, can belong to the groundswell. In this web I learned that even a designed card could be the tool in the groundswell. It combine the art and business perfectly.

Sometimes, one abstract picture matching several simple sentences can tell people more than thousands words. People will have more options of the groundswell due to the technology in the future, but the right attitude should be accepted from beginning to end. According to what the book summarized, I also have my own understanding.

The foundation of the groundswell is person-to-person activity. Most people you facing are strangers. You do not see them and know them before, but you should have an effective communication with them. In the business activities, groundswell can provide not only the help of spreading information, such as posting product information, but also the help of collecting information, such as the feeling or the problem after the customers bought the products. Regarding the groundswell as a good listening tool, you will realize the best listeners will end up the smartest. Every new tool or technology of groundswell will need time to let more people admit and accept. Before it works, people should be patient and confident.

Changes always happen, and then situation will be different. In the groundswell, people often can see unexpected event, but mostly, the successful unexpected event will be a new beginning. People will adjust and learn from these events. People are encouraged to try new idea and catch the opportunity to get success. Collaborate cooperation is needed everywhere, so as the groundswell. Working together and backing each other up will improve the success rate for all the companies.

Let us learn and remember the principles of groundswell thinking and do service for your customers and company. The groundswell will rise you up.

Orignal3 Monster

As a graduate student, I only have two more classes before I get my master degree. I think it is right tine to think about my internships or future work. Searching the work opportunities or information online is obviously more convenient than any way, such as go out to find a company or ask the people around you to find a job. After doing some research, I find there are many webs, such as the “beyond.com” and the “monster.com”.

When I open the home page of monster, I see that the web provides three standards of browsing jobs to let people choose. Some people who have specific goals about their work and know which kind of company do they always dream about will choose browse jobs by company. Browsing jobs by location will let people who want to work near home or family feel easier to find a chance. Some people who want to find a job having close relationship with their major or previous working experience would like to browse jobs by categories & industries. 

The function of Monster is not only providing job-recruiting information. People also can follow it to learn how to create a resume and post it on-line to let the employer see. Most hunting websites have the auto-matching function, and when there are some new job chances posted on the web, the system will choose the suitable people according to the personal information and the recruiting condition. Theses suitable people will get an e-mail or text to tell them about the new job chance. Monster and the similar websites provide a platform for both employees and employers.

It is obvious that the hunting job websites do a lot favor to help people gather the working information, but I care about how many people finally get a job through the website like "monster". I searched Google and Google answer told me that the success rate of Monster.com was only 3.6%. I am not sure whether it is a naked truth or just a fake saying, but in my opinion, I agree that just a few people can get hired on-line. We should admit that there is lots of fake information on the hunting job websites. The best way to find the job is still go to the office and have a conversation with the HR manager, then you can let the company know you more and you also can learn more about this company.

Reading 2 Chapter7 Energizing The Groundswell

The book let me know a truth: for political candidates, when they burn their supporters up and spreading the word, it is called "energizing the base".  Companies and customers are in the same situation. It is a powerful way to energizing the base and use the relative groundswell to let your customers spreading the products or services to more people. In chapter 7, the social media strategy leader Josh Bernoff told us how to charge up your best customers and let them use social media technologies to recruit the people around them through positive word of mouth, such as using ratings, reviews and on-line communities.

The word of mouth succeeds because it is believable, self-reinforcing and self-spreading. I think no company will say bad thing about their products or services, so when customers see the advertising or the post on Facebook about introduction or recommendation of the products and services, they may not believe all they showed is true. But you can image if someone really used it before, and told you it's wonderful and recommended you to try, I believe you will. That is what we call "the word of mouth". 

I can give an example of myself. I love traveling, which means I should often search the flight and hotel information on the web. The web I often use is "cheaptickets".

 This is the recently trips I did in my account. You can see "write a review" following every trip. When I click one, it shows like like the picture blow:

 so I can write what's my feeling about this hotel, and then can give the suggestion to the following customers. Before I choose the hotel or activities in my trip, I also will read the review about them and then make a decision.

It totally showed that the value of word of mouth means much, so many companies would like to recruit volunteer by giving them samples or coupons for new products, and let them write the reviews. The positive reviews will help them spreading their products, and the negative reviews also can help the company do some good change to improve their product. In life, people would like to share the good things to family and friends, so it is worth to energize them. Many companies even create a community for their customers, so people can talk about the product or service together and solve each others' problem.

Facebook

Over the past couple of years, social networking sites such as My space and Facebook have been gaining popularity. They are free, easy to join, and easy to message its members. Teenagers chat about everything from school, to sports, to what they were doing last night. In another word, we can't live without Facebook, in this ear, it is impossible for us to live without internet, Facebook brings together several online tools and acts like a black hole that sucks in varies functions. People find most functions here which they cannot live without, like sending message to friends, playing interested games, chatting with friends online, you even can know whether your friends are single or not. Facebook is an open-to-all platform which brings members of the world or a community together and provides a means to share information through a single network. For example, Facebook groups and events allow members from different communities to come together for a common cause or interest. They can show their stance on a particular issue, too. Using Facebook, you can really feel the world becoming smaller and our connection becoming stronger.

Besides entertainment function, Facebook is also an important tool in business area, recently, many companies would check their employees' Facebook before they hire them, the human resource department manager can know what this person thinking about, what is his attitude toward life and work, is it positive or negative, is he dependable, what are his friends think about him, after seriously consideration, the manager can finally make the decision to hire this person, without Facebook, they will lose an important way to judge a person good or bad.

Facebook is also a good way to do business, major companies all have Facebook, they can post their new products, new deals, advertisements on Facebook, since billion of people have Facebook, companies can make free advertisements and let more people know about their products, in a word, Facebook allows you to present your business in a way you might not be able to on your business website. And many of your potential buyers will appreciate this more approachable version of your business.

Admittedly, Facebook is not all good for humankind, it also have negative impact, like teenagers may find unhealthy website on Facebook, many merchants post fack advertisement on Facebook to confuse customers, it is a fictitious community, even the people on Facebook are all real, but you spend more time on Facebook, you have less time for your real friends and parents. But every thing have pros and cons, if we use it in a right way, Facebook can be a good tool to make this world a better place.

Reading charpter4

I just finished reading the first six chapters of the <groundswell> and I have to say that it is really a long trip. Although I have been studying the communication major for half year, I still can get a lot of new things from this book. There is much content in the six chapters, so I just want to talk about chapter 4 which is "strategies for tapping the groundswell".

After I read the story in the first part of this chapter, I think that this situation is really common in many companies. Technology is shifting so quickly, so as the new media technology. It is impossible for people to chase every change in the new media technology and use it. Besides, even we see our competitors use the new media technology, we still need time to think about whether we should change the old one which still runs good to the new technology that we should cost time testing. I get a very interesting name for this situation I just mentioned from this chapter which is "groundswell approach-avoidance syndrome". To solve this, firstly, manager should think about the need of customers and the objectives of the company, and then the author make a summary about the four step planning progress which is people, objective, strategy, and technology.

People means customers, and obviously they are the market of the company. What they are think should be the direction of the development of a company, especially the company plans to make a change. Objective is the goals of a company, and maybe the goal will be different due to the different companies. For example, some companies think the market is most important thing to them, but some companies think the income is the most important, so media technology also will be different for various purpose. Before every big step, we need plan and strategy. We will list all the problems we may meet in the progress and figure out the solution. After you complete the three steps above, you can choose the appropriate media technologies, such as Blogs, Wikis, social networks, to help you in your whole plan.

Run a company need strategy and make a good change still need strategy. Even it is just a media change, it is still related with the marketing, the sales and the development of a company. A good change will help a company win more support and success.

O1-Twitter in China

I know Twitter is very popular in US, and I want to introduce the similar thing in China named Sina Micro Blog.


You just need one minute to log in your Sina account, and then you can share whatever you like with others through it. Compared with traditional blogs, it allows users to exchange small elements of content such as short sentences, video links, and individual images, etc. The topics on it vary from the simple, such as "what I'm thinking about right now," to the thematic, such as "job hunting", and from the personal, such as “seeking for a friend”, to the commercial, such as “product promotion”.


As a communication tool, Sina Microblog is used as a platform for people sharing their feelings, connecting with their old friends and making new friends. You can note down what is happening in your surroundings or post a newly taken picture of your baby, then it share with your friends by simply click the mouse.


As a news tool, Sina Microblog is also seen as an important source of real-time news updates. Owing to its nature of reaching the audience quickly, people take it as a convenient way of being exposed to the outside world and getting updated from time to time.

As a marketing tool, with the constant growth in the number of users, some business people also view it as a way of marketing. It is often the case that people would give a simple remark on their microblogs if they feel great or awful about a certain product they’ve got. And business men have noticed it that besides posting ads directly, people’s opinions are also important in promoting, and they are now taking measures.

Sina Microblog is totally free for their users, so I think everyone would like to log in if he knows about it. Now many people use Sina Microblog to run their business, such as me. I own an on-line store in shopping web site, and I have thousands of fans on Sina Microblog, which means when I post a new message, thousands of people would see it. So I often post the picture and relative information of commodities in my on-line store, people who are interested will send me a private message. I have sold lots of things in this way. Sina Microblog can be an advertising tool in this situation.

Sina Microblog is easy to write and people can use it almost anywhere and anytime, so news posted on Sina Microblog is reported timely. With an increasing number of Sina users, it is not only a communication tool but also advertising or marketing tool. I believe Sina Microblog will have more new functions and play a more important role in the future.