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.