H&M Social media analysis (case study)

SOCIAL MEDIA ANALYSIS (DRAFT) RAWAN ADEL May-june 2021

Links & Fanbase

39M https://www.fa cebook.com/h m

8.1M https://twitter.c om/hm

36.5M https://www.in stagram.com/h m/

Social Media Profile Analysis

‫‪Instagram Analysis‬‬ ‫‪COMMENT‬‬ ‫اﻟﺗرﻛﯾز ﻛﺎن ﻋﻠﻰ ﻋﻧﺎوﯾن ﺻﻔﺣﺎﺗﮭم‪ ,‬ﻻﯾوﺟد وﺻف ﻟﻠﻧﺷﺎط‬ ‫ﻋدد ﻣن اﻟرواﺑط واﻟﻌﻧﺎوﯾن‬ ‫ﻻﯾوﺟد ﺑﺷﻛل ﻣﺑﺎﺷر وﻣﻣﻛن اﺣﺗﺳﺎب‬ ‫…‪tag@hm for a chance‬‬ ‫ﺻورة اﻟﻌﻼﻣﺔ اﻟﻣﻌروﻓﺔ وﻣوﺣدة ﻓﻲ ﺟﻣﯾﻊ اﻟﺣﺳﺎﺑﺎت‬ ‫‪/hm/‬‬ ‫ﻻﯾوﺟد ﻷن اﻟﺣﺳﺎب ﻻﯾﺧﺗص ﺑﻔروع ﻣﻌﯾﻧﺔ‬ ‫اﻟﻧﺷر ﯾوﻣﻲ وﻗد ﯾﺻل ﻟﻣﻌدل ‪3‬ﺑوﺳﺗﺎت ﻣﻧوﻋﺔ ﻓﻲ اﻟﯾوم‬ ‫)ﻓﯾدﯾو‪ ,‬ﻣﻧﺗﺟﺎت ﻣﻊ زر اﻟﺷراء‪,‬ﻣودﻟز(‬ ‫ﺣدﯾﺛﺔ وﻣﻧوﻋﺔ وﺗﻔﺎﻋﻠﯾﺔ‬

‫‪RATE‬‬ ‫‪4/5‬‬ ‫‪5/5‬‬ ‫‪3/5‬‬ ‫‪5/5‬‬ ‫‪4/5‬‬

‫‪INSTAGRAM‬‬ ‫‪TERMS‬‬ ‫‪ABOUT/BIO‬‬ ‫‪LINKS‬‬ ‫‪CTA‬‬

‫‪N/A‬‬ ‫‪5/5‬‬

‫‪PHOTO/COVER‬‬ ‫‪HANDLE‬‬ ‫‪PINED‬‬ ‫‪WORKING HOURS‬‬ ‫‪FREQUENCY AND TIMING‬‬

‫‪5/5‬‬

‫‪HIGHLIGHT‬‬

‫‪Twitter Analysis‬‬ ‫‪COMMENT‬‬ ‫ﻣﻧﺎﺳب وﯾﺻف اﻟﻧﺷﺎط ورؤﯾﺗﮭم‬ ‫‪( the place for #fashion & #beauty‬‬ ‫)‪inspiration‬‬ ‫ﻟﻛن ﻻ أؤﯾد اﻟﻌﺑﺎرة اﻟﺗﺎﻟﯾﺔ ﻷﻧﮭﺎ ﺗوﺣﻲ أﻧﮭم ﯾﺗﻌرﺿوا ﻷراء‬ ‫ﺳﻠﺑﯾﺔ‬ ‫‪( We ❤ your comments but please stay‬‬ ‫)‪respectful.‬‬ ‫ﻣوﻗﻌﮭم اﻟرﺋﯾﺳﻲ‬ ‫ﻻﯾوﺟد‬ ‫ﺻورة اﻟﻌﻼﻣﺔ اﻟﻣﻌروﻓﺔ وﻣوﺣدة ﻓﻲ ﺟﻣﯾﻊ اﻟﺣﺳﺎﺑﺎت‬ ‫وﺻورة اﻟﻛﻔر ھﻲ ﺻورة اﻟﻛوﻻﺑرﯾﺷﯾن ﻗﺑل اﻷﺧﯾر‬ ‫‪Simone Rocha‬‬ ‫‪/hm‬‬ ‫ﻻﯾوﺟد ﻣﻊ اﻧﮫ ﻣﻣﻛن ﺗﺛﺑﯾت ﺗوﯾﺗﺔ اﺧر‬ ‫‪collaboration‬‬ ‫ﻻﯾوﺟد ﻷن اﻟﺣﺳﺎب ﻻﯾﺧﺗص ﺑﻔروع ﻣﻌﯾﻧﺔ‬ ‫اﻟﻧﺷر ﻋﻠﻰ ﻓﺗرات ﻣﺗﻘﺎرﺑﺔ ﻟﻛن ﺑدون ﺟدوﻟﺔ واﺿﺣﺔ‬

‫‪RATE‬‬ ‫‪5/5‬‬

‫‪TWITTER‬‬ ‫‪TERMS‬‬ ‫‪ABOUT/BIO‬‬

‫‪5/5‬‬ ‫‪0/5‬‬ ‫‪4/5‬‬

‫‪LINKS‬‬ ‫‪CTA‬‬ ‫‪PHOTO/COVER‬‬

‫‪4/5‬‬ ‫‪0/5‬‬

‫‪HANDLE‬‬ ‫‪PINED‬‬

‫‪N/A‬‬ ‫‪4/5‬‬

‫‪WORKING HOURS‬‬ ‫‪FREQUENCY AND TIMING‬‬ ‫‪HIGHLIGHT‬‬

‫‪Facebook Analysis‬‬ ‫‪COMMENT‬‬ ‫ﻣﻧﺎﺳب وﯾﺻف اﻟﻧﺷﺎط ﺑﺎﻹﺿﺎﻓﺔ إﻟﻰ‬ ‫‪Our story‬‬ ‫ﻣوﺟود‬ ‫‪Shop now‬‬ ‫ﺻورة اﻟﻌﻼﻣﺔ اﻟﻣﻌروﻓﺔ وﻣوﺣدة ﻓﻲ ﺟﻣﯾﻊ اﻟﺣﺳﺎﺑﺎت ﻟﻛن‬ ‫ﺻورة اﻟﻛﻔر ﻣﺧﺗﻠﻔﺔ ﻟﻣودل‬ ‫‪/hm/‬‬ ‫ﻏﯾر ﻣوﺟود‬ ‫ﻻﯾوﺟد ﻷن اﻟﺣﺳﺎب ﻻﯾﺧﺗص ﺑﻔروع ﻣﻌﯾﻧﺔ‬ ‫اﻟﻧﺷر ﯾوﻣﻲ وﻷﻛﺛر ﻣن ﺑوﺳت‬

‫‪RATE‬‬ ‫‪5/5‬‬

‫‪FACEBOOK‬‬ ‫‪TERMS‬‬ ‫‪ABOUT/BIO‬‬

‫‪5/5‬‬ ‫‪5/5‬‬ ‫‪4/5‬‬

‫‪LINKS‬‬ ‫‪CTA‬‬ ‫‪PHOTO/COVER‬‬

‫‪4/5‬‬ ‫‪0/5‬‬ ‫‪N/A‬‬ ‫‪5/5‬‬

‫‪HANDLE‬‬ ‫‪PINED‬‬ ‫‪WORKING HOURS‬‬ ‫‪FREQUENCY AND TIMING‬‬ ‫‪HIGHLIGHT‬‬

Engagement Analysis Instagram

KEY METRICS / POST EVALUATION / HASHTAGS

TOP 3 POSTS

POST TYPES & ENGAGEMENT EVOLUTION

Engagement Analysis Twitter

KEY METRICS / DISTRIBUTION OF TWEETS

TOP 3 POSTS

DISTRIBUTION OF ENGAGEMENT TWEETS BY TYPE

Engagement Analysis Facebook

KEY METRICS

TOP 3 POSTS

POST TYPES

POST TYPES RANKED BY AVG .

ENGAGEMENT

content Analysis

Content Analysis Instagram

Instagram - Content Fromat: Photos Fashion Photography/real Pictures for products & models (professional & mobile cam) Videos Real / Motion Videos

Most & least engagement :

Instagram - Tone Of Voice: casual (friendly) - Copywriting: Short - English - Call To Action: They direct the audience to their website by adding Insta shop.

- Approach: Driving Traffic- Sales - Educate Customer (Outfit Ideas) - Engagement (Tag& we will repost it) - Hashtags: #HM - #HMSport - #Hmxme - #HMKid

‫‪Instagram‬‬ ‫‪Overall performance Comment:‬‬ ‫ اﻟﻛﺗﺎﺑﺔ ﻗﺻﯾرة وﺑﻌﺑﺎرات ﺗﻧﺎﺳب اﻟﻔﺋﺔ اﻟﻣﺳﺗﮭدﻓﺔ وﻟطﯾﻔﺔ أﯾﺿﺎ ً ﺑﺳﺑب اﺳﺗﺧدام ‪emojis‬‬‫ ﻟم ﯾﺗم اﺳﺗﺧدام اﻟﻠﻐﺔ اﻟﻌرﺑﯾﺔ رﻏم وﺟود ﺟﻣﮭور واﺳﻊ ﻟﻠﺑراﻧد ﯾﺗﺣدث ھذه اﻟﻠﻐﺔ‬‫ اﻟﺑوﺳﺗﺎت ﺗﻔﺎﻋﻠﯾﺔ ﺑﺳﺑب اﻟﺗﺎغ وإﻋﺎدة اﻟﻧﺷر‬‫ وﺟود ﻣزﯾﺞ ﻣن اﻟﺻور اﻻﺣﺗراﻓﯾﺔ واﻟواﻗﻌﯾﺔ )اﻟﻣﺻورة ﻣن ﻗﺑل اﻟﻌﻣﻼء( ﺳﺎھم ﻓﻲ ﺟذب ﻣزﯾد ﻣن اﻟﺗﻔﺎﻋل‬‫ ﻓﻲ ﻣﻌظم اﻟﺑوﺳﺗﺎت ﻣن اﻟﺟﯾد اﺳﺗﺧدام ال ‪CTA‬‬‫ ﺗم اﻻﺳﺗﻔﺎدة ﻣن ﻣﯾزة ‪Insta shop‬‬‫ ھﻧﺎك ﻣﺣﺎوﻟﺔ ﻟﻠوﺻول إﻟﻰ ﺟﻣﮭور أﻛﺑر وﺧﻠق واﻗﻌﯾﺔ ﻟﻠﺑراﻧد ﻓﻲ ذھن اﻟﻌﻣﯾل ﻣن ﺧﻼل ﻧﺷر وﻣﺷﺎرﻛﺔ اﻟﺻور ﻟﺳﯾدات ﺑﺄوزان ﻣﺧﺗﻠﻔﺔ ﻋن أوزان‬‫اﻟﻌﺎرﺿﺎت اﻟﻣﺗﻌﺎرف ﻋﻠﯾﮭﺎ ﻓﻲ ﻣﺟﺎل اﻟﻔﺎﺷن‬

Content Analysis Twitter

Twitter - Content Fromat: Photos Fashion Photography/real Pictures Videos Real Videos

Most & least engagement :

Twitter - Tone Of Voice: Formal - Copywriting: English - Call To Action: Branches website link - Approach: Driving traffic- Create awareness - Hashtags: #HM - #LoversFCxHM - #HMMan

‫‪Twitter‬‬ ‫‪Overall performance Comment:‬‬ ‫ اﻟﻛﺗﺎﺑﺔ رﺳﻣﯾﺔ وﻓﻲ أﻏﻠب اﻟﺗﻐرﯾدات ﻛﺎن اﻟﻣﻧﺷور طوﯾل ﻣﻘﺎرﻧﺔ ﺑﻣﻧﺷوراﺗﮭم ﻋﻠﻰ ﺑﺎﻗﻲ اﻟﻣﻧﺻﺎت‬‫ ﺗم اﻟﺗرﻛﯾز ﻓﻲ ﺗوﯾﺗر ﻋﻠﻰ ال‪ campaign‬أﻛﺛر ﻣن ﺑﺎﻗﻲ اﻟﻣﻧﺻﺎت‬‫ اﻟﺗرﻛﯾز ﻛﺎن ﻋﻠﻰ ال ‪ awareness‬وﻟﯾس ﻋﻠﻰ ‪ Customer's pain‬وﺗﻘدﯾم ﺣﻠول ﻟﮭﺎ‬‫‪#Beyondtherainbow #Pride‬‬ ‫ ﻣن اﻟﻣﺣﺗﻣل أن ﺗﺧﺳر اﻟﺑراﻧد ﺟزء واﺳﻊ ﻣن ﺟﻣﮭورھﺎ ﺑﺳﺑب ﻓﻛرة ال‪ campaign‬اﻷﺧﯾرة‬‫‪ -‬ﻟم ﯾﺗم اﺳﺗﺧدام اﻟﻠﻐﺔ اﻟﻌرﺑﯾﺔ رﻏم وﺟود ﺟﻣﮭور واﺳﻊ ﻟﻠﺑراﻧد ﯾﺗﺣدث ھذه اﻟﻠﻐﺔ‬

Content Analysis Facebook

Facebook - Content Fromat: Photos with good quality for the products and the models Videos Real Pictures/Fashion Photography Videos (mobile cam) / Motion (products) & Real Videos.

Most & least engagement :

Facebook - Tone Of Voice: casual & respectful - Copywriting: Short - English & Arabic (‫)اﻟﻌرﺑﻲ ﯾﺗراوح ﺑﯾن اﻟﻔﺻﺣﻰ واﻟﻌﺎﻣﯾﺔ‬ - Call To Action: They direct the audience to their website ("Available in store and online.")

- Approach: Driving Traffic Sales - Educate Customer (Outfit Ideas) - Hashtags: #HM - #HMMan - #HMKid

‫‪Facebook‬‬ ‫‪Overall performance Comment:‬‬ ‫اﻟﻛﺗﺎﺑﺔ ﻗﺻﯾرة وﺑﺳﯾطﺔ ﻟﻛﻧﮭﺎ ﻣﺑﺎﺷرة وﻟﯾﺳت إﺑداﻋﯾﺔ‪ ,‬وﻣن اﻷﻓﺿل ﺗﺣدﯾد ﻟﮭﺟﺔ واﺣدة ﻋﻧد اﻟﻛﺗﺎﺑﺔ )ﻓﺻﺣﻰ أو ﻋﺎﻣﯾﺔ( ﻟﺗﺗﺟﺳد‬‫اﻟﺑراﻧد ﺑﺷﻛل واﺿﺢ ﻓﻲ ذھن اﻟﻌﻣﯾل‬ ‫ ﺗم ﺗﻛرار اﺳﺗﺧدام ﻧﻔس اﻟﻛﻠﻣﺎت ﻓﻲ ﻋدد ﻣن اﻟﺑوﺳﺗﺎت اﻷﺧﯾرة‪ ,‬ﻻﯾوﺟد ﺗﺟدﯾد وإﺑداع ﻓﻲ اﻟﺻﯾﺎﻏﺔ وﻛﺄﻧﮫ ﻣﺣﺗوى آﻟﻲ‬‫‪ -‬ﻣن اﻟﺟﯾد اﺳﺗﺧدام ال ‪ CTA‬ﻓﻲ ﻣﻌظم اﻟﺑوﺳﺗﺎت‬

BUSINESS RECOMMENDATION

‫ ﯾﺟب ﺗﺣدﯾث ﺻورة ال ‪ cover‬دورﯾﺎ ً ﻓﻲ اﻟﻣﻧﺻﺎت ﺑﺎﻟﺗزاﻣن ﻣﻊ إطﻼق ال ‪campaign‬‬‫ ﯾﺟب ﺗﺟدﯾد أﺳﻠوب اﻟﻛﺗﺎﺑﺔ ﻓﻲ ﻣﻧﺷورات ‪ Facebook‬ﻟﯾﺻﺑﺢ إﺑداﻋﯾﺎ ً أﻛﺛر وﯾﺑﺗﻌد ﻋن اﻟﺗﻛرار واﻟرﺗﺎﺑﺔ اﻟﺣﺎﻟﯾﺔ‬‫ ﻣن اﻟﻣﻣﻛن زﯾﺎدة ال ‪ Engagement‬ﻋﻠﻰ ‪ Instagram‬ﻣن ﺧﻼل اﻟﻣزﯾد ﻣن اﻷﻓﻛﺎر اﻟﺗﻔﺎﻋﻠﯾﺔ ﻣﺛل )‪Create your outfit and we will‬‬‫‪(.repost‬‬ ‫ ﻣن اﻟﻣﮭم اﺳﺗﺧدام اﻟﻠﻐﺔ اﻟﻌرﺑﯾﺔ ﻓﻲ ﻣﻧﺻﺎت ‪ Instagram‬و ‪ Twitter‬ﻟﻠوﺻول إﻟﻰ ﺷرﯾﺣﺔ أوﺳﻊ ﻣن اﻟﺟﻣﮭور اﻟﻣﺳﺗﮭدف‬‫‪ -‬ﯾﻔﺿل ﻋﻣل ‪ campaign‬ﺗﺳﺗﮭدف ﺟﻣﮭور اﻟﻣﻧطﻘﺔ اﻟﻌرﺑﯾﺔ وﺗﻛون ﻣن وﺣﻲ ﺛﻘﺎﻓﺗﮭم وﻣﻧﺎﺳﺑﺎﺗﮭم‬

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