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Social Media Monitoring Report

Anniek den Boer Consumer PR Module University of Westminster 20th of February 2014 2.620 words


Table of content About the company

3

Eastpak

3

Media goals

3

Target audience

3

Social media

4

Social media platforms

4

Monitoring timeline

4

Weekly results

4

Week 1: 20 – 26 Jan

4

Twitter

4

Facebook

4

YouTube

5

Instagram

5

Week 2: 27 – 2 Feb

5

Twitter

5

Facebook

5

YouTube

6

Instagram

6

Week 3: 3-9 Feb

6

Twitter

6

Facebook

6

YouTube

6

Instagram

7

Week 4: 10-16

7

Twitter

7

Facebook

7

YouTube

7

Instagram

8

Results

8 Engagement

8

Segmentation

8

Content

9

Message resonation

9

Tone and sentiment

10

Recommendations

10

Tables, graphs and charts

11

2


About the company Eastpak Eastpak is a manufacturer of bags, packs, luggage, and clothing. The brand was established in 1952 for military purpose. In 1976 a line for college students and urban insiders was launched and Eastpak was born. Started in the US, Eastpak has now expanded to South America, Asia, and Europe.

Media goals The overall goal of Eastpak is to enable and enrich urban life, by providing products for urban insiders. Four parts set up the media goal: Eastpak wants to share amazing, real stories in an unique way (‘story leads’); they want to be forward-thinking and spirited to connect with the city’s pulse in an authentical way (‘intelligently edgy’); they want to highlight their love for the city by being constructive instead of destructive (‘creatively constructive’); they want to connect with people that also have a passion for the city (‘engaged involvement’). Eastpak has built a strong heritage over the past years, which is highlighted in their communication strategy.

Target audience Eastpak focuses on urban insiders between 12 and 40 years old (high school, university and young professionals), known for its four characteristics: demographically they are high educated, social, travellers, and living in a city. As for their attitudes, the urban insider is spontaneous and an explorer, passionate about the city, but also loves green space. Stylistically they are eclectic, understated, and cool without trying to hard. Their behaviour is characterised by using social media, by buying many different bags, and by caring about the story behind a brand.

3


Social media Social media platforms Eastpak is active on the following social media platforms:

Twitter: Eastpak’s global Twitter account is not engaging a lot with their audience, even though other Eastpak Twitter accounts are engaging (for instance, Eastpak UK).

Facebook: Eastpak is very active on Facebook. They share different kinds of content: pictures, stories, links, and promotional actions.

Instagram: The pictures that are being posted on Instagram are similar to the ones on Eastpak’s Facebook page. They post around 4 pictures a week.

YouTube: Eastpak uses YouTube to upload product information and funny product-testing clips.

Monitoring timeline During four weeks I monitored Eastpak’s activity on social media: from the 20th of January until the 16th of February.

Weekly results WEEK 1: MONDAY 20TH OF JAN - SUNDAY 26TH OF JAN Twitter Eastpak posted 5 tweets during this week. On Monday they posted a tweet that was referring to the 90’s, since Eastpak is known for its heritage. In this post they are promoting a quiz about how much their customers know about the 90’s, and in which they can win a 90’s inspired backpack. Even though the exact same post got retweeted 7 times and got 6 favourites on the Eastpak UK Twitter, there were no retweets or favourites on the global Eastpak Twitter. Facebook Eastpak posted several times a day for four days. Monday’s post about a designer of one of the bags is related to the 90’s: the designer explains shortly what the 90’s mean to him and is also tagged in the post. While this only got 8 likes, the posts on Thursday and Friday got more likes and shares. On Thursday they posted a picture

4


of 90’s toys, along with the headline ‘Remember these? Which one was your favourite?’ This post got one share and 74 likes. On Friday the most popular picture of the week was posted by Eastpak: an old picture of the Friends-characters with the hash tag #packtothe90s. This post was shared 5 times, got 31 likes and got 1 comment. YouTube The only video Eastpak posted during this week, was the video about their history, which got 442 views and 3 likes. In the description of the video, Eastpak wrote a short summary of their history with separate headlines for 1952-60’s, the 70’s and 80’s, and from the 90’s until now, although they did not put any links (to their website or other social media channels) in. Instagram Eastpak mainly posts the same pictures on Instagram they also post on Facebook, but the difference is that they get much more likes on Instagram. On Monday they posted a picture of the designer Joshua Kissi, who was interviewed about his memories of the 90’s, which got 145 likes. The ‘Friends’ posts that was popular on their Facebook page got 238 likes on Instagram. WEEK 2: MONDAY 27TH OF JAN – SUNDAY 2ND OF FEB Twitter Eastpak focused mainly on content. For instance, they posted a link to their YouTube channel, which showed a video about their history. On Thursday they shared two links to their Facebook page, where they posted pictures of collaborations with designers. Also this week Eastpak used a lot of links to their website, or to their other social media channels (mainly Facebook). They used two hash tags in Friday’s tweet: #packyourbagandcarryon, which is based on the popular ‘Keep calm and carry on’ slogan and what should connect with their target audience. Still, they did not get any respond on this post, nor retweets or favourites. Facebook Eastpak got a lot of likes and shares this week, compared to the week before. They posted constantly during the week: except for the weekend. Their post on Tuesday about ‘You’ve got the look, we’ve got the bag’ along with a picture of different types of Eastpak’s, got shared three times and was likes 73 times. On Friday they posted a beautiful picture of a girl staring at the horizon, but the similarity with Eastpak is not easy to find. This picture got only 7 likes.

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YouTube During this week, Eastpak uploaded 16 short clips. Tuesday was the most popular day on YouTube for Eastpak, with 15 videos that got uploaded. 10 of those videos were product clips, and 5 of them were product-testing clips (which a humorous angle). All clips got around the 30-60 views, but the most viewed clips were the funny product-testing videos. What is worth mentioning is the fact that Eastpak didn’t share their YouTube videos on their other social media channels, except for the video about their history. Instagram During this week, a picture of different Eastpak bags got 288 likes and 3 comments on Tuesday. They ended the week on Friday with an arty picture of the back of a girl that is staring at the horizon (154 likes). Eastpak used hash tags in almost all their posts. WEEK 3: MONDAY 3RD OF FEB – SUNDAY 9TH OF FEB Twitter Eastpak only posted 4 tweets during this week, all with links to their website, Facebook page and YouTube. They used a lot of hash tags on Friday, with only 2 of them referring to Eastpak. Again, there were no conversations with their audience; and they only got one favourite on their Thursday post about their look book for the upcoming season. Their tweet on Friday contained a link to an old school hip-hop YouTube video, referring back to the 90’s, which is in line with their image. Facebook Eastpak shared 4 posts about the same topic as on Twitter. The text was similar on both social media channels, although a photo was added to the ‘Be uncommon’ post on Facebook. This post was shared twice by small businesses with respectively 118 and 324 likes (where the shared post got another 3 likes). The YouTube link they shared on Friday only got liked once, even though hip-hop should be attractive to their urban target audience and they used 6 hash tags. YouTube On Monday Eastpak uploaded the making of their upcoming look book, which got 50 views. The description gives information about the people who worked with Eastpak on their look book. The day after they uploaded a video that showed the launch of Eastpak in a shop in Rotterdam: the video shows an artist that is working on an art piece for in the shop and it got 20 views.

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Instagram Eastpak posted the same photos on Instagram that they used on their Facebook page, though they used different descriptions. On Tuesday they shared the ‘be uncommon’ photo, which got 143 likes and 1 comment. On Thursday they uploaded a sneak preview of the Eastpak bags for 2014, along with a link to their look book, which got liked 250 times. WEEK 4: MONDAY 10TH OF FEB – SUNDAY 16TH OF FEB Twitter Eastpak started the week with sharing a YouTube video with some of the Fresh Prince’s pick up lines, referring to Valentine’s Day. On Wednesday they posted a link to the official statement of their partnership with Jean-Paul Lespagnard on their Facebook page. On Thursday Eastpak gave a hint to their followers referring Valentine’s Day gifts: ‘Flowers are a girl’s withering friend ;-)… along with a link to a photo of a girl holding an Eastpak flower bag on Their Facebook page. Eastpak ended the week with a post on Valentine’s Day, linking this day to the high quality of their bags: ‘Hope your love lasts as long as our bags.’ During this week Eastpak only got 1 favourite (on Valentine’s Day) and no retweets. Facebook Since Facebook offers more space for a description and including photos and videos, they expanded their Twitter posts (as in the actual text) with more content: for instance, on Wednesday Eastpak shared a photo of the official statement of their partnership with Jean-Paul Lespagnard. They included photos in every post this week, except for their post on Tuesday. In total, Eastpak got 7 shares and 86 likes this week. YouTube There was one video uploaded this week: a product movie of the ‘Transmitter’. Along with the video, that shows all the benefits of this bag, is a clear description of the bag and a link to their website, Twitter and Facebook page. This video got 22 views. Instagram Eastpak posted three photos on Instagram this week, starting on Wednesday with 264 likes and comments, even though the link in this post doesn't seem to work. The posts on Thursday and Friday both referred to Valentines, and got respectively

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197 and 175 likes. All the photos were similar to the ones that were uploaded on Facebook.

Results Engagement One of Eastpak’s media goals is to connect with people that also have a passion for the city. However, none of their social media platforms is very successful in doing so. Eastpak doesn’t use Twitter to engage with their audience, even though they try to. Compared to the Eastpak UK Twitter account this is strange – Eastpak UK posts mainly the same tweets as Eastpak Global does, but they have more followers and get, more importantly, more retweeted. Eastpak didn't get a retweet once during these four weeks of monitoring. Most of their tweets were content-based (65%), and surprisingly – none were conversation-based. Eastpak tried to engage on Twitter by using hash tags, such as #packtothe90s. However, this was the only hash tag they used more than once. In the first week Eastpak tried to get their audience to participate in a quiz: the price was a customized Eastpak. They could have mentioned the winner, but Eastpak didn’t post anything concerning the quiz the days after. Also on Eastpak’s other social media channels as Facebook and Instagram they failed to engage with people. They provide enough content (3 to 4 posts every week on every platform, not during the weekends though), but they don’t connect with customers. On Facebook and Instagram they often get comments from customers, but Eastpak never replies or ask their followers to share content. As seen in the data, Eastpak is focusing on the urban insider. By posting content about travelling and city trips, they succeed in providing the right content, however, they didn’t succeed in engaging with their audience. Segmentation Eastpak’s focus is on the urban insider of 12-40 years old. A lot of their content is focused on the urban society, for instance their link on Facebook to an old school hip-hop remix, but also the clothes their models are wearing in every photo look urban.

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Eastpak’s heritage plays a crucial role in their social media strategy. Every week they posted at least once something that referred back to the 90’s, on every platform. In the first week they posted a photo on Facebook of some typical 90’s toys, and by looking at the amount of likes and shares on these posts, they succeeded in attracting their target audience. Content Eastpak’s social media goal is to tell a unique story and engage with passionate citylovers. When analysing the content they posted during these four weeks, Eastpak posted a lot of links to third party companies (such as links to YouTube), but they created most of their shared content themselves. On Facebook and Twitter the content is mainly the same – although their Facebook page uses more space (since Twitter allows you to use only a 140 characters). Eastpak added most of the time a link to their Facebook page in a Twitter post, to give their audience the additional information of the post. Eastpak’s photos on Facebook are also posted on their Instagram account, with mainly similar captures. Eastpak uses YouTube to upload product information videos, which they don’t share on their other social platforms. The content on YouTube thus differs from the other channels’ content. Eastpak doesn’t encourage sharing their posts much. During these four weeks, they never asked for shares or likes; they never came up with actions in which the audience need to share or like in order to win something. Message resonation The total amount of shares Eastpak got during these 4 weeks is 22. They also got 455 likes, but no retweets. The people that shared Eastpak’s posts are mostly companies from all around Europe with up to more than 3,000 followers. Influential people, such as a Portuguese athlete with almost 10,000 followers, also shared Eastpak’s posts. The ‘Friends’ post in the first week got the most shares and was therefore most successful – mainly because this post got shared by Eastpak Italia, who have 357,634 likes on Facebook. Eastpak was quite influential according to the tools that were used during the monitoring. Kred gave Eastpak 740 out of 1,000 influence points and showed that Eastpak was most influential on the 5th of February. According to Twitalyzer

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Eastpak’s social media style is similar to a reporter. In the last 3 weeks Eastpak reached 16,898 accounts on average, according to SocialMention. This might differ from reality, since these tools are not 100% accurate. During these 4 weeks Eastpak had a steady increase in followers: their Facebook page got approximately 280 new likes every week. Also on Twitter, Instagram, and YouTube their followers increased. Tone and sentiment I tried to measure the tone and sentiment of Eastpak by SocialMention. However, since these tools are not completely trustworthy, this outcome should be perceived roughly. The feedback Eastpak got, measured by SocialMention, was neutral-topositive: most of the posts (28) were neutral, a few were positive (2), and none were negative.

Recommendations In order to maintain a more successful social media strategy, there are some recommendations that can be taken in consideration by Eastpak. To gain more engagement with the target audience (especially on Twitter), Eastpak should follow some people from their target audience, which would make them feel ‘special’. What can also play a crucial role is to comment on customer’s posts or comments. For instance, on Facebook some customers are usually commenting on photos or links – it would be helpful to engage with those customers. It is highly recommended to share links of Eastpak’s YouTube videos on their other social media platforms, to gain more traffic on their YouTube page. What Eastpak also could do is adding links to their other platforms in the description of their videos. Eastpak might also think about putting up a share-and-like-contest on their Facebook page, to encourage their followers to share their posts. Eastpak should also think about being more active during the weekends, since their target audience is active on social media during weekends. Overall, the social media strategy Eastpak was fulfilling during the past 4 weeks is quite effective, but a few improvements would make it more successful. Their Twitter page is not used to its full capacity, while Eastpak UK is engaging a lot with their customers on Twitter.

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Tables, graphs and charts TONE AND SENTIMENT

INFLUENCE

11


0  

35%  

65%  

Twitter  content  

0%  

Conversational  

Content  

Promotional  

12

16-­‐Feb  

15-­‐Feb  

14-­‐Feb  

13-­‐Feb  

12-­‐Feb  

11-­‐Feb  

Mon  10-­‐Feb  

09-­‐Feb  

08-­‐Feb  

07-­‐Feb  

06-­‐Feb  

05-­‐Feb  

04-­‐Feb  

Mon  03-­‐Feb  

02-­‐Feb  

01-­‐Feb  

31-­‐Jan  

30-­‐Jan  

29-­‐Jan  

28-­‐Jan  

Mon  27-­‐Feb  

26-­‐Jan  

25-­‐Jan  

24-­‐Jan  

23-­‐Jan  

22-­‐Jan  

21-­‐Jan  

Mon  20-­‐Feb  

TWITTER

Daily  Tweets  

2.5  

2  

1.5  

1  

0.5  


0  

Mon  20-­‐Jan   21-­‐Jan   22-­‐Jan   23-­‐Jan   24-­‐Jan   25-­‐Jan   26-­‐Jan   Mon  27-­‐Jan   28-­‐Jan   29-­‐Jan   30-­‐Jan   31-­‐Jan   01-­‐Feb   02-­‐Feb   Mon  03-­‐Feb   04-­‐Feb   05-­‐Feb   06-­‐Feb   07-­‐Feb   08-­‐Feb   09-­‐Feb   Mon  10-­‐Feb   11-­‐Feb   12-­‐Feb   13-­‐Feb   14-­‐Feb   15-­‐Feb   16-­‐Feb  

TWITTER FOLLOWERS

FACEBOOK

Posts  and  shares  

6  

5  

4  

3  

2  

Posts  

1  

Shares  

13


0  

FACEBOOK PAGE LIKES/FOLLOWERS

14

16-­‐Feb  

15-­‐Feb  

14-­‐Feb  

13-­‐Feb  

12-­‐Feb  

11-­‐Feb  

Mon  10-­‐Feb  

09-­‐Feb  

08-­‐Feb  

07-­‐Feb  

06-­‐Feb  

05-­‐Feb  

04-­‐Feb  

Mon  03-­‐Feb  

02-­‐Feb  

01-­‐Feb  

31-­‐Jan  

30-­‐Jan  

29-­‐Jan  

28-­‐Jan  

Mon  27-­‐Jan  

26-­‐Jan  

25-­‐Jan  

24-­‐Jan  

23-­‐Jan  

22-­‐Jan  

21-­‐Jan  

Mon  20-­‐Jan  

Likes  

120  

100  

80  

60  

40  

20  


0  

15

16-­‐Feb  

15-­‐Feb  

14-­‐Feb  

13-­‐Feb  

12-­‐Feb  

11-­‐Feb  

Mon  10-­‐Feb  

09-­‐Feb  

08-­‐Feb  

07-­‐Feb  

06-­‐Feb  

05-­‐Feb  

04-­‐Feb  

Mon  03-­‐Feb  

02-­‐Feb  

01-­‐Feb  

31-­‐Jan  

30-­‐Jan  

29-­‐Jan  

28-­‐Jan  

Mon  27-­‐Jan  

26-­‐Jan  

25-­‐Jan  

24-­‐Jan  

23-­‐Jan  

22-­‐Jan  

21-­‐Jan  

Mon  20-­‐Jan   21-­‐Jan   22-­‐Jan   23-­‐Jan   24-­‐Jan   25-­‐Jan   26-­‐Jan   Mon  27-­‐Jan   28-­‐Jan   29-­‐Jan   30-­‐Jan   31-­‐Jan   01-­‐Feb   02-­‐Feb   Mon  03-­‐Feb   04-­‐Feb   05-­‐Feb   06-­‐Feb   07-­‐Feb   08-­‐Feb   09-­‐Feb   Mon  10-­‐Feb   11-­‐Feb   12-­‐Feb   13-­‐Feb   14-­‐Feb   15-­‐Feb   16-­‐Feb  

0  

Mon  20-­‐Jan  

INSTAGRAM

Posts  and  comments  

8  

7  

6  

5  

4  

3   Comments  

2   Posts  

1  

Likes  

500  

450  

400  

350  

300  

250  

200  

150  

100  

50  


YOUTUBE SUBSCRIBERS

VIEWS

16


Social media monitoring report eastpak