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.