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.