Final Report: Social Media and Company's value

Social Monitor on Kiehl's Part II

During the past two weeks,  I continued to monitor Kiehl's 1851this charming old lady, from last report and on class presentation, I found that to energize local target audience is something Kiehl's need to do right away.
New Campaign
In past weeks, Kiehl's launched new limited time holiday edition teamed up with contemporary artist Kenny Scharf.                                                                                                                                            
 
This  campaign committed that Kiehl's would give all the net profit up $200,000 from world wide of this limited edition to support children charity around world.
Creme de Corps Gift Set
Objective, creme de corps is a very long history and famous product of Kiehl's,  people use it for more than 4 decades, so for product itself, this campaign has a good beginning, that is high quality product. And this times' brought back can make people fell excited.

The following is customer's comments on this products, clearly it is a good products.

Subjective, this campaign keeps Kiehl's good tradition--  making for better citizens, better firms and better communities, care about children's wellbeing. And also with partner the contemporary artist Kenny Scharf's new bottle design, and the limitation of time, Creme de corps set can draw a lot of  attention 

I. How Kiehl's market this new campaign by using of social media
Website page

This Campaign was highlighted a lot,
the Creme de Corps set with Kenny Scharf's design in limited time, pretty clear.

Youtube Channel

Kiehl's put the new campaign's video on the Youtube, while I do not think Youtube helped Kiehl's a lot.

Youtube Page

 They put video on Oct. 31st, however, until November 6th, there are only 42 viewers.

This means they did not fully use youtube, this great channel to broadcast their products.

Facebook Page

I can not find any information about the 2012 holiday collection.
and no link to Twitter page.
No star

Suggestion: 1. update as same pace as official website.
                   2. Bridge social media together








findings:

1. Kiehl's usually take 3-4 hours to reply customer's common and positive questions.

2. There are some comments have not been replied more than 7 hours.
















Twitter Page

Same thing happens in twitter too. No any information about the 2012 holiday collection.
No link to Facebook page.
No star

Suggestion: Same as Facebook









Wordpress blog page

No any information about this new campaign, but on Blog page, it is easily to find out links to Facebook and Twitter.  One Star

 Suggestions: 1.Updated as quickly as possible.
                   
                       2. Make your blog a place customers can talk and sharing experience.





II. Data from Social Media Monitor Tools

Social Mention

From Oct. 30, to November 1st, strength soared from 0% to 21%. and passion is also very high in these days, Mainly due to the  new campaign. 

But how to keep this enthusiasm for kiehl's is very important.

                                  This is the data of Kiehl's on Nov. 14th.

                        The increasing in the strength really become a fad.

2.  Google Trends

From left chart clearly see that the interest was upward after Nov. 2.

From Nov. 4, the interest has go downwards, from 100 the hightest point to around 80.

3. Ice Rocket

From Ice Rocket tends, we can see people's enthusiasm reached highest at the beginning of Nov. but now the interest decreased a lot!











III. Suggestions for Kiehl's
1 Connect with customers.
Problems: Social Media did not updated, the connection between newest campaign and customers has been cut off.
Solution: a. Make fully use of different social media, people may not that easy to think of search to your official website, however, all most all people have facebook, twitter account, make your social media page looks updated, useful, and interesting.
               b.  Kiehl's has 135,161 fans of Facebook and 29,589 followers on  Twitter. Why not use these source to advertise yourself. I can not find Kiehl's Facebook link on Twitter page, and also can not find twitter link on Kiehl's Facebook page. You lose chance of self promoting.
               c. Make Friends with your customers, reply their comments, even it is just an expression of thanks would show your care of customers. We all knows that good friends always comment our Facebook comments, because we care about each other, especially in this word of mouth marketing, small but warm action can be more important than direct advertisement for your customers
2.  Make your social media pages become a skin care community
Problem: Besides Kiehl's and products no other helpful tips for customers, people may not feel your pages are useful and interesting.
Solution: a.  Make your skin care into a fashion, like introduce model customers using experience to other customers. How they solve their particular skin problems, besides Kiehl's what living habit they have been using to keep their skin healthy.
               b. More product pictures, like the detail of the texture, give more tangible information to customers to choose.
              c. Connect brand with fashion, since cosmetic and skin care are anything but fashion, I found a lot of fashion magazine talking about Kiehl's, but in Kiehl's official website and Facebook page I can not find this information

3. Energize your fans in all kinds of ways
Problem: Lacking of different ways of energizing customers. 

Solution: A good marketing leader may not always try to lead their customers, actually, they are more willing to be lead by their customers, since that is the guarantee from your target audience. Such as Budweiser did a great job of this by allowing fans to vote on what commercial they thought should air in the 2010 Super Bowl.  Fully understand push and pull strategy would definitely helpful for your market positioning.  What Kiehl's used most as marketing tool is the free sample, it is true that great product can speak itself, however, but combine multiple marketing ways to promote, to potential customers excited about the brand can release more power of free sample.

IV. Conclusion

During the Monitor of Kiehl’s 1851, I deeply feel how important the social media works over the whole campaign process, social media is crucial when launch a campaign, because this is the fastest and most direct way to target audience. During the campaign, organization can monitor the whole campaign process, make changes when the direction seems out of track. After campaign, organization can evaluate the campaign result and lasting by using social media.

For today’s company good reputation is the warm heart, interact with groundswell and always energize them are the ways to make your audience always believe you can provide what they like timely.

Make customizing as your positioning

As a customer, I feel that selling companies sometimes failed to match my needs with their products. Why? Because I never fell that I have deeply cared by the companies. But once I have this feeling, I would definitely buy something from that companies. Why, since I feel I connected with the brands, and the brand know me.

I am a big fan of Kiehl's for a long time. Because I feel the company always can solve all my skin problems, or I say I trust this brands so much.
With the launch of the new skin series, Kiehl's provide a customer selection part, to mostly energize customers,like me

In this part, it helps customers to choose products based on skin type, weather condition, and also customer's preference. 

After that the system would provide the customer with a skin plan based on Kiehl's products. Unlike telling the customers how good this plan is, The Kiehl's use word of mouth way to advertise their products, they would show a customer's photo who almost has the exactly same condition with you, and through her mouth, and a 3 months' before and after comparison, customers would buy their products without any doubt, because they solved all the questions in customer's mind. 

In Groundswell by Charlene Li and Josh Bernoff, there are three essential steps for companies to make customers can feel that the company is customer centered, 1st, the companies should make the transformation from company centered to customer centerted step by step. 2nd, each steps leads in a natural progression to the next step. And the third, you have to have internal support.

In the case of the Kiehl's their website has a very good log relation, make customers feel very comfortable, they first put the post page of the new product, Rosa Arctica at the front page of the home page, make people aware the existence of the products, form the "Top Mind Awareness", by the click of the pictures, goes into the specific page of the rosa arctic, where first introduce the products, then give the true stories of the products, the bottom chart is the "Shop" choice, which is actually action Kiehl's want customers to do. But with the natural flow to the purchase, customer would feel that this company is not a company only look in my money, they really care about me, and want to perfect my skin.

The following video is the Coca's new machine. Companies like Coke Cola they are still trying a lot of ways to make their customers fell they care about the customers, they are always updating themselves. Since excitement, new things are the top mind awareness from customers to Coke Cola

In the chapter 12, the authors talking about energize the groundswell inside, which means make employees say yes first to your products, however, in my opinion, in this inside part, loyal customers should also be included, through them you can know what you need to change, and also some times they can represent the needs from customers, their customization sometimes for your company can be a matter.

Social Media Monitoring "Kiehl's 1851"

160 years ago, a small pharmacy in New York city opened, located in the intersection of Third Avenue and Thirteen street. From that moment a miracle was showing up, it is Kiehl's. Kiehl's is like a charming old lady, with her experience, telling story about the attitude of being beauty.
There are thousands of cosmetics brands in U.S.A, why I choose Kiehl's. There are four main reasons,
1st, Kiehl's works well. Kiehl's originate from pharmacy, and also they have good reputation on the dermatology solutions, which always can solve targeted skin problems, and also the reason why Kiehl's works out is not due to the combination of the harmful chemical elements, it is due to the combination of nature and human intelligence, the ingredients of Kiehl's are finest nature driven, no harm to human being and also no harm to animals.      
In the following video talks about how Kiehl's traveled around world to source the ingredients for the Aromatic Blends series.                                                                                                      

Second, because Kiehl's has a simple characters. This "simple" mans a lot but ordinary. Kiehl's use simple, efficient, and recyclable packages. They believe that good quality can speak itself loudly. The luxury of Kiehl's is not outside but inside.  Without thoses "chic" clothes, Kiehls uses 80% of annual marketing budget in free samples giving. They provide current customers with free samples, and trust their customers, by using words of mouth, they grow to this big.  Lynn Upshaw in Truth writes"The Kiehl's way of selling is not to sell at all. They believe the products will do what they do and no hype will change that." 

Third, Kiehl's has a real warm heart. In Kiehl's mission statement," making for better citizens, better firms and better communities." What they care is not only the attitude about beauty of appearance, but also about beauty in deep heart of every one.  Kiehl's has a very good philanthropy reputation. They pay attention to charity especially in the fields of: HIV/ AIDS education, prevention, and research; protecting and nurturing the environment; children's well-being.

I love children so much, children are the gifts from god. Kihel's pay a lot of their attention to children and think all the children deserve to have a fair shake.

And also Kiehl's is always updated itself. Kiehl's always provide customers new things to try, new techniques to play with. Like what they expect for customers' life, enjoy life, and refresh all the time.

I have monitored Kiehl's for several weeks. The social media monitoring tools I used are: Addict-O-Matic, Ice Rocket, Google Trends, Social Mention, Kurrently, and also Youtube, Facebook, Twitter, Google and other search engine.

Target Audience:
Kiehl's Marketing segmentation is pretty clear, they are almost from "Young Cloud", the Kiehl's is not a women most fan Brands, the truth is that male consumers contains 45%-50% of the total customers.

And also Kiehl's do care about their male customers, in their web site, they made a particular most favorite products for male ranking. Due to male's characters they care more about numbers and rankings.

Global Official Website:

Kiehl's official website are designed based on different culture, like in Japan and United States, Kiehl's use different ways to effectively deliver message.
Cultural Dimension Japan     Cultural Dimension United States

Because Japan is a high context culture country, which means most of the information is part of the context in their communication system. In country like this, marketing needs different ways, people more care about what other's comments, peer recommendation is much more important than detail numbers and descriptions.

Kiehl's Japan

 In Kiehl's United States official website, with the launching of the new Rosa Arctic, straight picture, with the functions and price, everything is clear. Because United States has a different culture context with Japan. Thus the marketing way is also varied.

Kiehl's United States

New Technique in the website

In the campion of the new Kiehl's products Rosa Arctica, Kiehl's launched a new technology gadget to make customers enjoy their shopping experience, and also they used "electronic "word of mouth strategy, this would make the whole shopping process much more warm, and customers can feel the caring from Kiehl's. Click here to experienceFind Your Rosa.

Google Trends
From Google Trends graphics, it is clear to see when is the peak time of customer paying attention to Kiehl's, for Kiehl's enough stock, various and effective marking strategies can make a lot of different.


Social Mention
Social mention have several index to tell the popularity of you social media

Sentiment: ration between positive reviews and negative reviews ( Great )

Strength: is the likelihood the brand being discussed in social media.( Poor)

Passion: is the likely hood, person talk about the brand repeatedly  ( Great ) 

Reach: The influence of the brand. (Good)

Findings: 1. Social Media engagement is totally not enough, word of mouth is not enough

Social Mention of Apple

The following picture indicates the geographic location of the social media visitors, for Kiehl's this can be a matter, these visitors are interesting to the Kiehl's, so they can be current and potential customers. Based on this index, Kiehl's can pay more attention with the featured location, organize more effective interactions with groundswell in those area.

Current and Potential Customer Geographic Location

This is all I found in the past few weeks, in the coming weeks I will still monitor Kiehl's from diffent monitor channels, and figure out more detail reason about why the discussion of Kiehl's is not that lot, and also analyze how to improve these points.

Baby Stars

For me, the most interesting categories on the youtube is baby, all the babies are so cute. Not only me, there are a lot of adults love these interesting babies.
Why is that in adult world these cute babies could become so popular.

I doubt no body have no idea about Charlie and his brother, they got 488,551,989 viewers! What this means?  The population statistics based on 2011 Census Bureau, that the population of U.S was 311, 591,917. See? They may already have fans much more than U.S population. 

  The popularity of babies is not a sudden thing, it has a large connection with the whole society development. With more and more competition from work, adults want to have a pure happy environment, they want to leave all the disputes, camouflages, struggles alone. Actually, adult are pretty poor,  they try best to look pretty, to look strong, to look happy.  But the truth is that a lot of adult feel unsafe, unhappy and lack of belonging.  When the adults go back to the home after home, especially for young adults, they feel much more lonely, they may hang out with some friends, to drink, to dance,but are these real happy, ask a hundred men, no body would say, the bar happy is a true happy.  What they want desperately is pure happy, no body can have more pure happy than babies.  The happiness babies could bring to us is something we can never expected.

The boy in this video made every body laugh, why? Because he is so true, say anything in his mind, this is how children's mind are as precious as diamond.

                     

For adult, it is so hard to express the true feeling, since we all have different pressure, expectation from different aspects. We have to watch our behavior all the time, it is tired, but we have no choice.

In the following video, the laughing points are so much, first, we can see the genuine reaction when we lose something, for adult, this true feeling expressed has gone so far. And also some children act so much like an adult, looks so warm and funny

In the following video, why adults are so enthusiastic about babies eating lemon, does the lemon tastes different in babies mouth? No! Because babies act exactly what they feel without any other considerations. They are true so they are precious.

 Social media for a adult can mean a lot, from them they can get released from works, these babies truly are gifts from life, social media make these gifts world widely shareable.

Groundswell Helps You Fixing The Gap

Companies always wandering why is the customer review so important. For a seller, what I need to do is just  precisely describe my products, then left the choice to customers.

The truth is that customer reviews are as important as products descriptions. Why? Because, this two parts together complete the loop of customer purchasing. The first need, of course, is to know WHAT you are buying (description, images help), the next need is to know IF it is a good purchase and will suit your needs (reviews fill this needs). Both are essential to the shopping process.  For organizations what one need to do is providing chance for customers to do the word of mouth message transformation in many ways to express their enthusiasm toward the products. And also react, based on customers feeling, and your reaction would tell your customers you care about their opinions, this would very helpful for the future business. And in Groundswell , it calls " energizing groundswell"

From The chart in left, it is very clear to tell that how important the customers reviews is, because that is the place where business happens. Opinions of a friends or acquaintance, but it is hard to control, and not easily to acknowledge of. However, for the review and ratings of the product, it is something organizations have control and can act with.  There are a lot of ways to do so, but all in all, making your customers talking like own home. We all know that, people may act as different roles in different situation, if the company offer a warm, and free place to customers where is like a home, they would become soft and also more enthusiastic toward the products. The other side is , if the organization do not care about customers' opinion, and strictly about their opinions, the customers would arm up, and ready to fight, for a company this would be a nightmare.

This two pictures are the screenshots from L.L.Bean.
They used a lot of way to make the customer reviews useful, they use star ratings, content review,  chart, and also they give other customers to judge the usefulness of the comment. All these words, numbers make the single review page become a community. People would become more serious about their review, since other customers can judge it. For L.L Bean, this is really good, become their customer kind of self-monitoring each others.

In this video,we fell how and in what extent the groundswell can work for an organization.
Provide your customers with a community, let them talk, listen to them, act and provide feedback to them. Then the customers know that they are cared by you, not only now but also will be the same in the future. In this way the groundswell become your eternal friends.

Smart Is The New Sexy

What picture would you have in mind, when we talk about science, and scientist. Is that a world far beyond reach, are they talking some wired jargon we would never have any idea of ?
Look at the left picture, who do you think them are, no doubt, they are SCIENTISTS!  Who says that science must be boring and gray, who says scientists must be stubborn and wired.
 In 21st century, smart is the new sexy( The Big Bang Theory).


Science is a serious subject, a little mistake can result a huge difference. This feature makes people define science and scientist like stubborn, unsocialized, but with the development social media, we can not only aware that scientists are also common human being, but also we have chance to know, how colorful the science is.
There are a lot of interest ,even magical scientific research on the social media website, like Facebook, Youtube, etc. The interesting thing is that people did not say the science is boring, but interesting, and very magical.

In this video, I was "wow" instantly, when the magic happens. This video is not only interesting but also arise people's eager to learn, to figure out what's going on there. And they may also want to conduct their own research, after conduction, failure or success, they talk about it, analyze it, that is how learning can be effective.

In this video, you would feel so amazing how sexy the science is, the scientist looks much more charming than he was before he did the experiment. See, this is what says as Smart is the new sexy.
By the social media, this little magic can be reached  by all the watchers, all the people can have access to the science. just as professor Juliet Frechette says, now the gate is open to all the people.

And now, sexy is not that easy to pose, since smart is the new sexy.

Is this only a song? No, It is a marketing miracle!

Recently a song is so popular, not national popularity, but international. Is the singer so handsome or gorgeous? No. Is the lyrics touching heart so deep? No. Then why !

This is the very very hot song Gangnam Style, by Korean singer PSY. The music Video has been viewed over 284 million times on You Tube as of September 26, 2012, making it the site's most watched K-pop video in history. The song has topped the iTunes Charts in 31 countries, including the United States, United Kingdom, Australia, and Canada . On September 17, "Gangnam Style" was nominated for Best Video at the upcoming 2012 MTV Europe Music Awards  to be held in  Frankfurt  Germany. It is true that Korean pop music has a large impact in Asia, however, this time is almost the first time draw large attention from Western World. CBC and Reuters all made reports on this new music trend. 
Why is it so popular? I think a view point from Groundswell Winning in a world transformed by social technologies  by Charlene Li and Josh Bernofe . "Why the groundswell happening now? The groundswell comes from the collision of three forces: people , technology, and economics."(Line 12 page 10). Actually not only general concept of groundswell comes from these forces, but also all the creatures live in this groundswell. For Gangnam style, One of the main contribute for the international popularity is the right channel- Youtube. Without Youtube this world wide channel, Gangnam Style would be impossible to spread out of South Korean.  This is the help from technology. In the Social Technographics Ladder (Groundswell  page 43 ), youtube  users belongs to the largest group-Spectators, which consume what the rest produce--blogs, online videos, podcasts, forums, and reviews.  This ladder counts for 68% (page 44).  

 And also, in Chapter 2 people creating :blog, user-generated content, and podcasts (chart on page 20), there are over 48% consumers from U.S.A, over 33% consumers from United Kingdom, and over 46% consumers from Korean watch user generated video. This is a huge market of world wide. However, The population of general participation can not represent the participate of the target audience, market is like a inverted pyramid, large number goes in but small goes out which is the final target audience. From Chart 3-4 in Groundswell , we can see that a lot of young people act as spectators which is exactly the target audience of the pop music. Actually, just as the authors said, what kind of techonology is not important, but the relationship is everything.  By the right media channel, one can build relationship with target audience much more easier. Like Gangnam style reached a huge target audience, that is young people who need much more energy to carry on. 

For economy. It seems no relationship between economy and this song, a fat not young man with some strange dancing in the horse stable, in the elevator and on toilet  a little bit awkward and also no defense, a little bit stupid.  However this is exactly why people love it. Why? Because it's funny, make people laugh! In the economy gloom times, humor is crucial. 

By the strong connection with the target audience, with the pushing of the right technology and in the right time. A strange song get famous. This is great example of marketing no name to big name. 

Social Media and Car Buying

For all human beings, what is the most important products one should purchase, the answer would be a lot, but car must be the top ones.

How today's people purchase a car, are they still wandering from dealership to dealership, eating the free hotdogs, and make some long notes,then go back, fight, and then agree upon? May be not. What a 21st century car buyer do, they just stay at home, search on the internet, before they go to the dealership talking to the salesperson, waiting for the brainwash, they have already collected a lot information. From Where? Internet, From Official website? only a little part, From where?  Tell me! Okay from social media.

In a global survey of more than 8,000 prospective car buyers, 94% of the respondents said they use the Internet as a research tool.  What a person mainly do on the internet, to check the official homepage of various brand is absolutely, but the truth is that we all know advertisement is unreliable, official website is definitely a kind of advertisement; All cars be called premium , maybe we should redefine premium to be anything you day dreaming. According to a survey by DriverSide and DEALER.COM,The Rise of Loyalty Advocacy& Influence-Social Media and New Automotive Purchase CycleThirty-eight percent of new vehicle buyers will use social media to research their next vehicle purchase.Engagement on social media channels after the purchase is impressive. Approximately one out of every four buyers is using social media to commu- nicate the purchase experience. Among those who used social media in the new vehicle process, fifty-eight percent of purchasers posted a comment or status update on Facebook about their new vehicle and 24% “liked” the brand.

  Professor Julia Frechette says on her class, the evolution of communication process from oral culture to digital era, the power shifted from elite group to mass media, everyone has the accessibility to the information. With this shift, the traditional market changed also, from push market to pull market.  For the car manufactures, sell a car is no longer tell customers that the products are good, but make customers to personal realize that the products are good. To achieve this, producers have to use different ways, by using your customers as your advertisement channel. 

Why is the social Media so important for the car buying process.

Like what I said before house, car and pause, are the three most important thing, this things cost a lot of money and also it would be your side for a relatively long time, so before we buy a grand house, we may first check the location, the friendliness of the neighborhood, the comfort of the environment, then with a thrill of excitement , we finally buy it . For a spouse , before we marry each other, we fight to obtain what we want, we take care of each other to secure we can get same rewards in the future, then with some excitement, we finally marry to each other, for better for worse, in certain period, the relationship has finally be settled. All the thing is same with the car buying, people want to know as many as real result about the car they are going to buy. In this customer to customer market, people acquire true information from social networks, from Facebook, Twitter, LinkedIn... Before they finally transfer their money out.

This is the screen shot of Lexus's Facebook page. She has 1.429,436 likes.

This is not only a place where Lexus advertise their vehicles, but also a community of the past, current, and future customers of Lexus, people here to exchange their opinion, which may have a huge influence towards the customer's purchase behavior.
This is screen shot from Lexus Facebook page of Lexus 2013 LS, all kinds of customers share their opinion, especially the past customer, their opinion for future customers is very important, since that is real experience.

screen shot from Lexus Facebook recent posts

Social Media and the customer loyalty.

Once consumers have made a purchase decision, a powerful secondary cycle referred to as the loyalty loop develops.

 Consumers who enjoy their product and purchase experience may go on to advocate on behalf of that brand. Some may bond with it, increasing the likelihood that at the time of repurchase, they may return to that brand without considering any others, and they would like to recommend this brand to people around. So combine with good product quality, social media can enlarge your loyalty loop much more bigger.