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.