Marketers may wish to accomplish any number of goals with their social media campaigns, including: awareness, engagement, positive attitudes, advocacy, sales, etc. It is important to measure progress towards these goals in appropriate ways using relevant and accurate metrics.
For this assignment, you will consider the companies we studied in case analyses this semester (i.e., Nike, L’Oreal, Sephora, and Ford).
For each company, identify one goal they were trying to achieve with their social media marketing campaigns. Next, describe one or more metrics they could use to evaluate their success in achieving this particular goal. Explain why these metrics are appropriate for measuring each respective goal (e.g., Nike: Goal A –> Metric A; L’Oreal: Goal B –> Metric B; etc.).
You should complete this exercise (individually) for each brand (i.e., Nike, L’Oreal, Sephora, and Ford), and chose a different goal and different metrics for each brand. You can reference our online textbook (Stephen and Bart) for more information on various types of metrics.
Your responses should be posted in the comment section below.
This assignment is due before our next class on 12/1.
Marketing Discussions 
Nike
Goal: Nike’s goal with their social media marketing campaign was to get people talking about their products and share their results with each other on social media to create more of a fan base and more sales.
Metric: A metric that can be used for this situation is the numbers of likes, shares, and comments. This would be appropriate for measuring the success in achieving their goal because the goal is focused on consumer engagement. High numbers of likes, shares, and comments would indicate that they have been successful.
L’Oreal
Goal: The goal of L’Oreal’s campaign was to use social media to conduct research to find out what consumers are currently into and whether a look will be a trend or a fad.
Metric: The number of brand mentions could be a metric used for this case. L’Oreal wanted to be on top of the latest trends and be the go to choice of hair dye. If they release a new product and get an increased number of brand mentions, it would mean that their research was effective.
Sephora
Goal: Sephora’s goal was to use social media to raise brand awareness and make that lead to brand loyalty.
Metric: A metric to measure the success of Sephora’s goal is the amount of traffic to the website from a social media platform. If their social media usage is effective then it would be proven by an increase in site traffic.
Ford
Goal: The goal of Ford’s campaign was to use social media to inform customers about the features of the car and lead to sales.
Metric: A metric for this case could be the number of views on videos. A large part of the campaign was based on the videos that were posted about the car, and the company wanted them to go viral. More views would mean that the videos are effective.
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Nike: One goal that Nike was trying to achieve with its social media campaigns was placing overall emphasis on fitness, and this was accomplished by making bringing out the true fun side of sports to the average consumer. Needless to say this is why sports are so popular; people don’t look forward to the risks associated with them (extensive physical work / injuries), but rather the excitement and team spirit, because this is what makes sports fun. One metric that Nike could use when trying to measure its success was the ‘percentage of consumers who would recommend the company’ to others. A good example of this would have to be endorsing. You hardly ever see Tiger Woods wearing anything other than Nike apparel, and Nike invests heavily in this athlete to help promote its products – and that’s just golf! Yes, this athlete is well-known worldwide, but he is a consumer too, and the deal between him and Nike is a two-way street: he probably enjoys Nike apparel, so he is likely to recommend them to others.
L’Oreal: One goal that the company was trying to achieve through social media was awareness of its products. The location(s) where L’Oreal was trying to introduce its products had almost a non-existent demand for cosmetics, so the marketing team had to take a step back and think about marketing towards Japanese / Taiwanese / Chinese consumers. One metric that they could use to evaluate their success was closer inspection of ‘customer satisfaction’. After some researching, the marketing team discovered that women in China didn’t use cosmetics all that much because was no customer satisfaction associated with it at all (quite the opposite: viewed as superfluous + harmful to your skin). By expanding its products on skin-care lines and looking at more traditional beauty regimens, the company was able to re-direct itself and create some demand for its products from both men and women.
Sephora: Sephora stands out among its competitors within the category of ‘customer service’. Similarly to L’Oreal, they try to achieve more awareness about its products through social media channels, but excel with providing personalized service to all customers who walk in their store. Unlike other cosmetic stores that provide little to no customer service, Sephora takes the opposite approach and often awards commissions to its retail salespeople. The cosmetics industry is probably very challenging for new entrants, (because the consumer sometimes needs to be educated about the product), so, in combination with its social media marketing + their customer service, Sephora has carved out a niche market.
Ford: By using social media campaigns, Ford was trying to reinvent itself and introduce high-end cars with all the bells & whistles that the average consumer would expect in a car. They also tried gearing towards the environmentally-friendly consumer with cars powered by hydrogen/ electricity + other alternatives to gas / diesel. I think that Ford can evaluate its success by looking at the metric of ‘value of the price paid’. Consumers immediately look for value after purchasing a car (and continue to do so even years after the purchase). Ford is known to be the all-American auto manufacturer; consumers feel patriotic purchasing a car that was made in America / designed by American engineers. But Ford has to compete on price (and value) with so many other auto manufacturers like Toyota, who have figured out how to build a reliable + (relatively) cheap product that many will not hesitate to buy (because of that best return on investment / value). Toyota has been able to gain and maintain a large portion of the market share because it has always put its revenue directly into the product, and probably does not spend as much on financial / cultural aspects that the US does: labor laws, minimum wage, overtime hours, and unions. Ford has to keep all these factors in mind if it truly wants to compete with overseas car manufacturers. By going the extra mile and offering all the cool features in a sedan’s interior, they automatically can get a foot up on the competition, who may overlook those features because they are so focused on price.
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Nike:
Goal: One goal that Nike was trying to achieve with their social media campaigns was to incorporate their brand into activities that their consumers are already doing, such as running or watching football, and using social media to do so.
Metric: One metric that Nike could use to evaluate their success in achieving this goal is following their engagement rates and/or reach. It’s obvious that Nike wanted to get their consumers engaged in their products by showing them that they can do certain activities which sharing their progress on social media, for example. For this reason, it’s important that Nike measures how many customers and consumers are exactly engaging in these interactive social media activities. If they aren’t reaching anyone with these activities, what is the point of trying to engage consumers this way? Engagement numbers are good, therefore Nike can see how many people are engaging with Nike products on social media.
L’Oreal:
Goal: L’Oreal’s ultimate goal was to figure out if Ombre, Tie-Dye, and Splat hairstyles were fads or trends using social media tactics. For anyone, this is hard to figure out because styles change so much and so often.
Metric: One metric that L’Oreal could use to evaluate their success in achieving this goal could have been to create videos and measure metrics that involved seeing if they made money from these videos and seeing if people shared the videos. Shares won’t necessarily make a company money, but videos could. If people watch tutorial videos, they are more inclined to styling their hair by themselves at home.
Sephora
Goal: One goal that Sephora was trying to achieve was get consumers to talk more about Sephora products. Social media sites like Facebook weren’t doing the job that Sephora had hoped for, so they created Beauty Talk, a place where consumers could ask and answer questions, talk with other consumers, and learn about more products. The goal of Beauty Talk was to make consumers feel comfortable talking about anything beauty product related.
Metric: One metric that Sephora could use to evaluate their success in achieving this Beauty Talk goal is engagement. By seeing how many consumers and social media users were on Beauty Talk, Sephora could measure how exactly consumers were learning and what they were talking about. This could give Sephora a number of ideas about products, social media content, and website content.
Ford
Goal: One major goal that Ford had was to hire Agents from all over the country in hopes of making the Ford Fiesta look good to potential customers. They wanted to show their audience that they were not only making large trucks, but regular sized vehicles, as well. Agents were able to show themselves using the Fiesta in a number of different activities.
Metric: One metric that Ford could use to evaluate their success in achieving this goal was measuring click-through rates. This would give Ford the chance to see how many people are visiting their website and learning about the Fiesta and how many people are clicking on the links to the videos and watching them. This could give Ford an idea of the type of people that might be interested in buying this type of car. It can also give them an idea of whether people thought these videos were entertaining and interesting enough to want to look into the Ford Fiesta.
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Nike Goal: The main goal for the Nike+ initiative was to connect social and exercise for consumers. Therefore, really what Nike is looking for from their consumers is engagement. A great example of how Nike provided the space for this was the “The Grid”, which was the citywide running game that used the entirety of London. This is also a functional and real life example of successful gamification.
Nike Metrics: The metrics for this style of campaign are fairly easy to predict. Participation in events such as “The Grid” are certainly a useful metric for demographic information in a given area, (i.e. London). Whereas, purchases of Nike+ shoes, downloads of the app, and usage of the site are all potentially useful resources for metrics.
L’Oreal Goal: More than anything else L’Oreal needed to find out where and which products were popular in given areas – i.e. what styles were trends or fads. To do this they relied heavily on social media listening, on multiple forums. This ties in easily with the metrics they could use, as their goal was mostly informational based, followed by pushing the products that they learned would be most beneficial.
L’Oreal Metrics: Social Media sites such as Facebook and YouTube provided extensive information, such as which ‘how-to’ style videos had the most views as well as what was being discussed on various forums or pages on Facebook.
Sephora Goal: Similar to L’Oreal, Sephora’s primary goal was to learn about their consumer. However rather than products, trends and fads, Sephora was interested in developing interaction and engagement from their consumers to further improve customer satisfaction. Likewise Sephora was aiming to further their customer interaction.
Sephora Metrics: Sephora had numerous metrics at their disposal. The implementation of their ‘Beauty Talks’ is most likely the best metric they have, as it solved the problem of Facebooks disorganization, and also streamlined Sephora’s ability to see what their consumers were talking about most consistently.
Ford Goal: Ford’s goal was undoubtedly to gain awareness and interest in their Fiesta model. Given that the Fiesta was not available at the time they were advertising, the best outcome Ford could hope for until sales began in the U.S. was to develop a strong amount of interest in the product. This itself was a challenge given that they were targeting millennial’s.
Ford Metrics: Ford’s metrics were primarily limited to increase in site traffic and positive mentions. They could possibly follow the views on the YouTube, however the consumer-produced videos do not necessarily produce a positive perception for Ford. With that in mind, site traffic could be a safer metric for Ford to understand how much interest they garnered.
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Nike
In the campaign with Nike and their Nike plus fuel band they wanted to have their customers connect with other Nike customers online through their app. Their main goal was connect the product with the experience while sharing it on social media.
To evaluate their campaign I think that they would be successful if they tracked a hashtag on twitter and analyze that. Their #MakeItCount hashtag was very successful and I think that they should take advantage of that and continue on twitter since their audience is mainly on twitter and Facebook. I also think that they should take advantage of the results they get from their Nike app as well since people with the fuel band are on there.
L’Oreal
L’Oreal’s main goal of their hair campaign was to keep up the current hair trends and be the first brand to push new products in the market.
To evaluate their campaign success I think that L’Oreal should focus on using Facebook and their information from likes, shares and videos and see what people are talking about. I think this would be a big step for them to gain insight on what their customers are talking about and the new trends. Also focus on YouTube tutorial videos and see what products people are using for their hair.
Sephora
Sephora’s campaign as focused on connecting with the customer and creating brand loyalty with them. They also wanted to gain more new customers and traffic into the stores. They were very focused on making sure the customer was happy and creating a good relationship with them too.
For Sephora to analyze their campaign I think that they should focus on Facebook. This would allow Sephora to gain information on customers reviews, feedback and what more their customers are looking for. If they could track likes, shares, comments on their products and reviews of products I think that it would really make this campaign successful. I also think that if they used Facebook to create events in store it would be a success as well.
Ford
Ford’s campaign was about bringing in popular bloggers and giving them a car for a week. They were introducing a new product to the market and believed that by involving the customers in their campaign would be successful. Their main goal of the campaign was to involve their customers and get them to be aware of their new product and share their experience on social media platforms.
For Ford to track the success of their campaign I think they should focus on video content and reviews on the new car. Most of the video content would be on YouTube and Facebook. If they took the data from both these platforms and looked into how many likes, comments, shares and reviews there were I think they would be able to take their campaign to the next level.
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Nike
Goal: Nike’s social media strategy was solely to take their products and their loyal customer base and create a community. Their brand loyalty, with most of their customers, is very valuable to the company. Nike used this knowledge to their advantage and created a platform for their customers to connect with other customers using Nike products and compete with their fitness activities, such as running or hiking.
Metric: A way that Nike can measure the success of this social media campaign is the number of engagement between Nike customers as well as new consumer match ups that the platform provided the access to. A customer might not have found their running group without using Nike+. Creating customer engagement numbers is just adding more to their already strong brand loyalty, which in the end will increase their bottom line for any future sales.
L’Oreal
Goal: L’Oreal wanted to use their social media marketing to stay on top of trends in the fashion industry. Different hair trends come and go, and L’Oreal wanted to use their social media platforms as an analytics tool to see what styles are trends, which are longer standing styles, or fads, which are styles that won’t stay long in the fashion industry and not worth the investment.
Metric: Because L’Oreal is a global company and has reach across the globe, a way the company can measure the success of their campaign would be to section off the acceptance of the trend by global region. L’Oreal would then measure the number of purchases and brand recognition on “how-to” videos as well as the sharing of these videos in this specific region. Dividing their success into global regions would allow the company to see where exactly their investing should be implicated.
Sephora
Goal: Sephora’s goal for their social media marketing strategy was to gain personal interaction with their customers. They established many platforms for their company to communicate with their customers, but also for their customers to communicate with other customers. This is a great strategy for a company with a variety of products like Sephora because it will allow questions to be answered on any product purchased through the store website. Going into their stores is an educational experience in itself, and the company is trying to grow this experience to their online store.
Metric: Sephora can measure the success of their marketing strategy, similarly to L’Oreal, by dividing their platforms into segments. Taking each platform separately, e.g. Beauty Talk, Facebook, Beauty Board, and Sephora TV, and which platform has more clicks linked to their product pages. Recognizing which platform is performing better than others, in terms of links to purchases, is important for future investment of time directed towards engagement with their customers.
Ford
Goal: Ford’s campaign goals for their Ford Fiesta was to show their diversity in products. Ford was always known as the American trucking company, so they wanted to expand their reputation as something other than just trucks. They focused on selling their Fiesta’s towards the millennial generation as a young and hip new fuel efficient car, which is completely different than their classic trucks.
Metric: Ford can measure their success with their Fiesta by monitoring their clicks with the Fiesta as well as other models other than their trucks. This might show how interested customers are in their new diverse models and how much information they are trying to acquire about these models.
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L’Oreal Goal: See what the next big style is
Metric to use: Views on YouTube Videos
The big theme in the L’Oreal case was that it can be difficult to differentiate a fad from a trend. Also in this case L’Oreal was able to work with videos that showed how to style your hair in that particular way. I think L’Oreal would benefit from tracking views on videos by the most popular accounts to see what people are watching and when. This would let L’Oreal know where to put there efforts based on what people want to see. Even if something they were tracking was short lived, they would still be able to jump on it if they saw people moving in that direction.
Sephora Goal: Increase the amount of customers taking part in Beauty Insider Program
Metric: Bounce Rate
Having a loyalty program gives people a reason to continue shopping with your brand and not straying to other brands. So getting and keeping these customers is important. That being said, the first step in getting people to stay loyal is getting them to sign up. This happens a lot in store with associates asking people if they want to sign up. But at home and on mobile, emails and other alerts can get people to sign up. Sephora would benefit from looking at the bounce rate, which is (according to Forbes.com) how often people leave a site before exploring any further. If customers go onto the Beauty Insider page and leave before they click any other links, then Sephora would want to know about that. Then they can start investigating why the viewers bounced. Could it be the way the site is set up? Making sure people explore that program further would be major in keeping that program popular, so I think bounce rate could help refine and improve.
Ford Fiesta Goal: Attracting younger customers to buy the Ford Fiesta.
Metric to use: Total Conversions
According to Forbes.com, a conversion can be defined in different ways. I think the best way to define a conversion in this case would be anyone who goes through the process of setting up a Fiesta the way they would want to buy it and gets an online price quote. By going to the Fiesta site and customizing the car you want, you can then receive a price quote or that car, or find local offers of that car by entering some identifying information. I think that anyone who is taking the time to go through these steps and is going to actually seek out a price for the car would be considered a conversion, because there is a serious potential to buy there. So total conversions could be very helpful for Ford online. My experience would not count as a conversion since I went on and customized a car, but did not receive a price because I did not continue through with the process. It may be a small number but it would still be a very valuable number for Ford to know.
Nike+ Goals: Driving people from the products to the social and online portions of Nike
Metric to use: Total visits
Total visits is a very broad metric, but Nike has a very broad strategy. Nike not only has trusted physical products but has a large presence in social media and other electronic properties that customers can integrate with the products they own. Nike is constantly running new campaigns, both with their own new products and with major sporting events (like the World Cup). Total visits can help Nike by seeing where traffic is being driven to and where. When a new campaign launches, Nike can track if there is a real impact and where the campaign is driving the most traffic. Again, it’s a broad metric, but it can help Nike identify trends and adjust their many campaigns to better work together.
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Nike
Goal: Nike’s main goal is to essentially create an online community for their consumers. They encourage their consumers to track and share their performances online, which creates customer engagement on an online platform. Consumers are engaging with other consumers as well as the Nike brand. Nike is really focused on connecting with the consumer where they are. Nike believes in organic conversation and open communication with their consumers. By encouraging engagement online Nike has created a strategy, which strongly links their products with an experience. Nike+ helps the brand generate customer engagement with the brand and an overall strong following. From integration standpoint consumers have become more engaged in all aspects of Nike’s social media efforts. Nike gives consumers the ability to share their fitness journey online with others.
Metric: Since Nike puts a major emphasis on how consumers are interacting with their brand online they could use a variety of different metrics to measure success within their campaigns. For example, the Nike twitter account was used in order to mark many major campaigns. Many people were following the twitter account to get a first glimpse at Nike’s new products. Nike was using the hashtag “#makeitcount” to share the new products with consumers. Nike could look at their mentions/ posts regarding the specific campaign. They could then look at the new interactive video from Nike+ which was an extension of the #makeitcount campaign. To measure success Nike can look at the number of shares the video received/ how many times the video was view over an extended period of time/ where users were sharing specific individual goals (Facebook or Twitter). By tracking hashtags and shares they can measure the overall success and user engagement.
L’Oreal
Goal: L’Oreal’s main campaign goal is to define trends vs. fads for some of their newer trendier products. L’Oreal used social media to see which products their consumers were currently interested in purchasing. They wanted to generate an overall awareness of various extensions of their hair dye line.
Metric: L’Oreal could look at the number of mentions they get after they release a new product such as the ombre or tie-dye kit. L’Oreal was very focused on social media listening. L’Oreal could look at how many hits they get on their videos and compare them to some of the more popular online videos regarding specific trends and fads to see which is generating more traffic. If people are sharing their new products and the L’Oreal brand online they succeeded in creating buzz around these newer products.
Sephora
Goal: Sephora is one of the most popular beauty retailers in the world. Sephora is looking to expand their overall presence on social media. They have been looking into purchasing more online display advertising on sites such as Facebook. Sephora really cares about customer experience. The ecommerce site allows for customers to give feedback post purchase. Since Sephora is one of the most prominent makeup companies within the industry they need to keep their online prominence up to date ensuring fluidity within the various channels the company has. Sephora wants their customers to have a voice; they listen to customer feedback, which gives them an unforgettable online presence.
Metrics: Since Sephora is highly involved in customer engagement; they could specifically look at their Facebook page and the Beauty Talk. On Facebook Sephora can see what people are sharing, liking, and which posts they are engaging in. They can then look at the beauty talks to see which products are the most popular. Sephora can see which consumers are engaging in beauty talks/ what kind of recommendations and advice they are looking for.
Ford
Goal: Ford’s goal was to increase and gain awareness of the Ford Fiesta by using a very untraditional marketing approach. They wanted to engage a tech savvy generation with a social media based campaign. This campaign gave potential consumer an unpolished inside glimpse into people’s lives that are using the Ford Fiesta.
Metrics: Since this campaign was mainly videos people were posting online, Ford could track the views people were getting on each video. By looking at each video on YouTube they could see which videos are getting the most traffic. They then should look at reviews, comments and shares of the videos.
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Nike
Goal A:
Build online communities to foster a closer relationship with its consumers, by using social media to link products with a positive experience, to help inspire and sway public opinion and local perception about running.
Metric A:
Owned → Websites & Social Media Campaigns
a. Nike+
Nike used owned media through its NikePlus.com website to provide a space for customers to collect and view their data, as well as connect with each others within the community.
With a noticeable growth in popularity of the Apple iPod, Nike engineers developed a iPod to sync an iPod with a user’s running data. The data the iPod collected could be uploaded and viewed on the NikePlus.com website, which could store and view the data. The platform also offered training tips and the ability to share workouts with friends, both through the website and externally on social networking sites Twitter and Facebook. NikePlus. com continued to build a strong following which by 2007, the website became the largest online running destination.
In 2010, the firm created a game called “The Grid”, a citywide running game that used the streets of London as its gaming platform. This altered how the activity was experience — ultimately building a new cultural running platform owned by the running community. The campaign ran on Facebook.
b. Nike+ FuelBand
In January 2010 Nike launched the Nike FuelBand, a wristband that displayed time and tracked energy output, calories burned, and steps taken. The initiative of the launch was to feature innovative, digitally enabled products as well as integrating products into social networking platforms. Nike hoped the FuelBand would allow athletes to track a score that made movement more fun, meaningful and comparable. The FuelBand software synced with the established Nike+ website, and the band itself had a built-in USB and Bluetooth capacity to sync wirelessly with an iPhone.
c. World Cup 2010
Nike created a campaign, “Write the Future”, which focused on helping players become better soccer players and realize their potential. The firm relied on social networks and social media to create a buzz of anticipation around Nike products and advertising. Nike decided to launch the commercial on Facebook, rather than on ir. In order to view the commercial, users had to become fans of the Nike Facebook page. The video, which was considered a resounding success for its high production quality, message and effectiveness, quickly went viral. The advertisement set a record for the largest audience in the first week of a campaign, with 7.8 million views. The Nike Football Facebook page jumped from 1.7 million fans to 3.4 million fans in the same week.
L’Oréal
Goal B:
Distinguish fads from trends by using social media listening to identify its consumers in the hair coloring market, while driving innovation and adding value. As well as develop and push new products.
Metric B:
Paid → Paid Influencers
a. Celebrities
One of the biggest challenges of the beauty and fashion industries is to distinguish fads from trends. fads are styles that rise quickly in popularity and then burn out, usually within a year. Trends last-longer — over time they may become “classic”. Deciding whether something is a fad or a lasting trend is extremely difficult. Celebrities such as Gisele Bunchen, Drew Barrymore and the Kardashian sisters were sporting a new type of highlights or lighter coloured hair, starting at the jawline and down to the tips. Instead of highlights through the hair, the colour was applied horizontally at the ends. Online and in the popular press the look was referred to as ombre. A second bolder look, preferred by Nicki Minaj and other celebrities , was tie-dye. Instead of sun-kissed bight ends, they had hues of pink, green or other bright colours, and often multiple colours at the same time.Lauren Conrad, for example, first sported the combre look and then switched to tie-dye. A third trend, “splat hair”, was both a style and a brand of hair colouring, achieved by applying bright colours to make splashes of colour on the hair, either at random or all over. Splat was semi-permanent or non-permanent colour that either washed out or faded after washing and was popular for Halloween and costume parties.
Earned → Reviews, Comments & Brand-Related UGC
a.Facebook Social Media Listening
Before social media, fashion companies had to rely on secondary sources to try to separate trends from fads, often with limited results. Social media provided a novel opportunity for companies to have faster access to consumer insights. With millions of customers searching for information online or engaging in fashion-related conversations on forums and platforms such as Facebook, which provided an opportunity for companies to leverage new data.
b. Social Media Listening (SML)
Businesses across industries had started to engage in social media listening (SML), the process of identifying and analysing both quantitative and qualitative information on what was said about one of several target(s) on the internet. Alternatively, companies could use external providers to listen and monitor online content for them. SML was becoming increasingly popular.
Capitalizing on its existing partnership with Google, the L’Oreal Team began to systematically incorporate Google research on what consumers searched online and talked about when discussing or looking from information related to hair.
Sephora
Goal C:
Use new social media technology as an effective way to listen to clients and create a community of open dialogue.
Metric C:
Earned → Sharing, Comments, Reviews & Brand-Related UGC
a. Facebook
Facebook was the largest and fastest growing social media site with over 500 million worldwide users. In late 2008, Sephora created a Facebook “fan page” for its clients who wanted to follow Sephora and communicate with the company and each other online. Clients were spending time on the Facebook page, talking to each other and sharing their passion for makeup. By late 2009 Sephora attracted over 300,000 fans on its facebook page. The page also served as a forum for Sephora to do consumer research and get client feedback. In addition, Sephora ran contests and occasionally offered promotions such as: “become a facebook fan and get 10% off your next purchase”.
b. Beauty Talk
Although the Sephora Team was pleased with its ability to engage with clients on Facebook, Bornstein, Dolan and Choi expressed frustration with the lack of archival capacity on the platform. In addition, it was difficult to ask potentially embarrassing questions on Facebook because there was no way to mask a client’s identity. The vision was to have a safe a private environment where clients could anonymously ask personal questions and get quick responses from Sephora experts or other members of the Sephora community. The Q&A engine was part of the Sephora.com website launched in September 2010.
c. YouTube
YouTube was the largest video sharing site in the world with 466 million users watching 73 billion minutes of video in 2009. Sephora began uploading videos to YouTube in 2007 and found that tens of thousands of users were watching it’s “how to” videos. Sephora YouTube channel had nearly 100 videos that generated over 3 million views. In September 2010, Sephora uncovered hundreds of user generated content (UGC) videos, many of which were filmed by Sephora clients. Some of the UGC videos attracted as many viewers as the Sephora-produced pieces. Sephora videos help to reinforce Sephora’s position as an expert advisor for clients.
Ford Fiesta
Goal D:
Ford was optimistic that there would be an American market for the new Fiesta and they wanted to build a new image for a new target market.
Metric D:
Paid → Paid Promotion & Paid Influencers
a. Agents
Ford would literally hand over cars, and figuratively hand over its brand, to 100 drivers, called Agents. in exchange for six months of all-expenses-paid use of a new Fiesta, the selected drivers would be asked to use social media to share their Fiesta experience with friends and followers. They would blog, tweet, post photos to Flickr, and make YouTube videos, all of which would move organically through their social networks. The idea was given the name Fiesta Movement.
Earned –> Brand-Related UGC
a. Agents
It had to build new imagery, communicated with Agent-generated content, depicting people engaged in relevant, useful, and entertaining activities. The team wanted the Fiesta to become part of the national conversation about Ford for a new generation. The team needed to make the Fiesta brand, and with it the Ford brand, desirable and not merely defensible. For this group, social media was integrated into their daily lives. People in this group were natural storytellers, energetic and imaginative, and already knew how to create online content that attracted an audience. Agents agreed to produce one video per mission and were encouraged, though it was not part of their contractual obligation, to tweet, post status updates, photos, and blog entries.The content was posted online on YouTube, Facebook, Twitter, Flickr and blogs as well as on Ford’s official microsite at fiestamovement.com.
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Nike
Goal:
Nike’s goal was to build an online community with its consumers and create a social media platform for their users.
Metric:
Total users and interactions
The main goal of Nike+ was to build a social media platform to link its products with a positive customer experience. Using a social media platform they can sell their products to be popular between friends and build Nike to be a social experience. Consumers can compete with one another, post workouts, runs, and motivate and congratulate one another to continue to progress and work towards their goals using these Nike products.
L’Oréal
Goal:
Decipher between trends and fads utilizing social media techniques and communicating and monitoring customer interactions about products.
Metric:
Celebrities and paid influencers
Distinguishing between lasting trends and temporary fads is a tricky business in the fashion industry. Using Facebook, Youtube and various other social media platforms, L’Oreal hopes to keep in touch with its consumers, advertise products and monitor the success of various fashion fads to see which ones will become lasting trends. The use of celebrities is huge in the fashion industry. There are many celebrities popular in the fashion world that can be used to endorse and popularize many products with a large following of consumers within the target market.
Sephora
Goal:
Communicate and learn about consumers via social media and improve customer interactions.
Metric:
‘Beauty Talks’ implementation to avoid Facebook’s mass content
While Facebook is a valuable tool for companies, including Sephora, creating Beauty Talk provided their consumers with a platform for them to talk and discuss Sephora products with the company and other consumers. Beauty Talk removes the Facebook clutter and massive amounts of random content while providing a private environment where clients can anonymously ask personal questions and expect to receive quick responses from experts or members of the Sephora community.
Ford Fiesta
Goal:
Emerge the Fiesta in the American market by advertising its fun appeal and bright exciting colors.
Metric:
Paid promotions and influencers
Ford provided free vehicles to promoters, asking them to drive their new Fiestas and post their fun, positive experiences on various social media platforms. This was used to create word of mouth advertising between friends and even strangers on social media platforms. Ford worked to improve sight traffic and mentions by immerging the Fiesta as a new and exciting vehicle into the market in a fun and exciting way.
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Nike:
Goal: Nike’s goal in their campaign is to create an online community for their consumers. They wanted their consumers to share their performance on exercising online. This also helps with tracking their performance and can help their consumers stay on track with being healthy and getting in shape. This helps create customer engagement on an online platform. This came to the creation of Nike+ , this helped the brand generate communication between its customers.
Metrics: Since Nike’s emphasis is creating communication and engagement between its consumer they could many different metrics to help measure the success between its campaigns. They could use twitter and create a hashtag so they can see how many people use their products. Also their twitter and Facebook account is already big so putting up a hashtag will also help with engagement of the consumers and help them measure the engagement.
L’Oreal:
Goal: Uses their social media to stay on top of the trends that are going through in the fashion industry. Based on celebrities and people posting they are able to keep up with hottest trends. Based on their social media platforms they are able to see what are trends and what are fads.
Metric: A metric that they could use is paying influencers. This could vary from celebrities, to YouTube celebrities, to Instagram celebrities. Paying influencer to use their products to create a hairstyle that is a trend will help make their brand the number one product to be purchase when trying to achieve a certain hairstyle. For example the ombre, L’Oreal has a at home product to get a great ombre look. Paying an influencer to show how to use their product will help with brand awareness and more consumers will purchase their product.
Sephora:
Goal: Sephora’s goal is to really listen to their consumers. They have created more social media so that their consumers can talk about their purchased products and give the company their feedback. Whether they should make more of a product or get rid of a product. They want to show all of their consumers that they really care about their feedback and will do whatever they can in order to make their experience better when purchasing from Sephora.
Metric: Since Sephora is concentrated of their consumer experience they can look at their social media sites more closely. This includes their Facebook, ther Ecommerce site, and their Beauty Talk site. This will help them measure the sharing, likes and engagement of their consumers. They can also see what is most talked about and liked and see what hasn’t gotten an recognition at all.
Ford Fiesta:
Goal: Was to get customers excited and engaged with their new product car. They thought that involving customers and major social media influencer in their campaign so that they could see how liked their product was before putting it completely into the market.
Metric: Since Ford wanted their customers to post a video of their experience they should keep track of the views that they have on those videos, and seeing the comments to help them deicide if this car is worth bringing into the market.
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Nike
Nike wanted to gain more attention from customers by using the Nike+ app. This way consumers could take part in a gamification like app by sharing their day to day fitness. With the app tracking steps, calories burned and distance, it creates a community of people who can share all those different aspects of their every day lives. This community engages customers to buy products and compete against their friends and families. With all of this happening on their mobile devices it creates a great way for Nike to utilize social media marketing.
One metric Nike can use is the number of times the app is downloaded. This way Nike can see how many people are using the app and engaging in this online community.
Sephora
Sephora’s goal was to gain customer interaction via their variety of social media sites. Customers can interact with Sephora and ask various questions about their products and give feedback right on the sites. They provide lots of customer interaction that is good for a community to get together to talk about products they like or don’t like. With the comments customers post, it gives potential customers more of a behind the scenes non-tempered with look at the products and details about it. The sites bring a lot of engagement and brand awareness to Sephora.
A metric to track this goal can be number of visits on the various sites. By seeing how many people viewed the different pages on the sites, Sephora can count up how well they are doing. They can maybe see what they can fix and see what is doing well to talk up to bring more customers.
L’Oreal
With the use of social media listening, L’Oreal has tried to keep track with the latest trends and create products that go with these different trends. With their use of YouTube to create tutorials helped customers engage and see first hand how the new trends would work and look. By offering these tutorials and their use of social media helped them spread the word about the new trends to help gain brand awareness.
A metric they could use is number of searches for L’Oreal with a new trend attached to the search. By viewing this metric, L’Oreal can see if people are searching them with the new trend and see if it is helping them stay on top of the competition.
Ford Fiesta
Their goal was to gain brand awareness and get customers excited through the idea of a “fiesta.” Having customers get involved with the car and showing how excited and fun they were having while driving it helped Ford create a community through this marketing strategy. By using social media it got customers talking online and showing what the car is all about.
A metric they could us is how often a videos were viewed and by who. With this they cold see if it was engaging a lot of people, what age group maybe and where from. They could see if it was creating brand awareness through people viewing the different videos being posted.
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Sephora goal: I think through this company Sephora, there were a few goals. First, they wanted to continue to have site traffic through their website. This will continue to benefit the company through the whole year especially during the holiday season. Second, customer loyalty through they is in site ratings.
Sephora Metric: The best way to measure the success is to divide each of the major platforms Sephora uses into segments. For example Beauty talk is one platform, Facebook is another one. They need to see how many likes, clicks and comments that they are getting on each platform. This will give us a better understanding of how much traffic we are getting for Sephora.
L’Oreal goal: Goal through this was to get a better understanding of what is considered a trend and what is considered a fad. For example: they gave us different hairstyles such as having ombre hair compared to having colored streaked hair. What is considered a fad and what is a trend.
L’Oreal metric: The best way to measure is through social media. If people tag L’Oreal for using their products. For example, this past summer Ombre was the big thing to do to ones hair, people would post pictures on instagram and have a #ombre- this gives people awareness to what is being frequently used in the time of year.
Nike goal- They wanted to see an online format so that customer’s could frequently be talking about Nike Products and give reviews/ ratings. Through this Nike+ goal was to create social media platforms for Nike+ so that they could receive more and better ratings for the customers.
Nike metric- the number of comments and likes Nike is getting. Also, the feedback and positive responses they are receiving from their customers.
Ford goal- to show how fun it is to own a fiesta- it is a party in a car. They showed their main purpose was to campaign through social media.
Ford metric- People posted videos through social media. They can track the people’s interest through this by seeing how many people view the video and like the video.
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Sephora’s Goal: Sephore’s goal was to find out more about their customer. They wanted to see which outlets customers were using more, whether it be online, or in store. They wanted customer’s to know that they cared what they wanted. The company took their opinions and helped to make a better shopping experience for Sephora Customer’s and help people to enjoy more of their products.
Sephora’s Metric: Site traffic was a metric used in this case because they needed to track how many people were viewing their site at any given time. This also helped them realize what times of day were most popular in which they could post sales and get more people to buy their products. Also it gave them knowledge as to what outlets were being used and how they could change their ways in making shopping for their customers a simpler, more enjoyable pastime.
L’Oreal Goal: L’Oreal’s overall goal was to see which hairstyle people liked better given certain areas of the world. They wanted to see if certain hairstyles were trends or if they were just fads and by using the consumers to determine this they could get their answers.
L’Oreal Metric: L’Oreal can use the metric of hiring YouTube bloggers and famous people to promote the different products and the hair styles to show people what’s “in” and what is going to stay as a trend or disappear as a fad.
Ford Fiesta Goal: Ford Fiestas goal was to get people to be aware of their new product that was going to be launched in the United States. They wanted younger kids to see the car and realize that they might be able to afford it and that it’s a young and hip product for a car.
Ford Fiesta Metric: Tracking of views would be helpful because when customers drove the car they used cameras to track their trip and make videos of their experience. They could track how many people are making videos so that would show how many people were seeing the product.
Nike Goal: Nike’s goal in their marketing scheme was to market fitness worldwide. They wanted users to realize that their products are promoting fitness and being healthy and encourage users to get out of their houses and be active and exercise. They wanted their users to feel like a community and come together.
Nike Metric: They can use the amount of downloads as a marketing metric. This can give the company numbers as to how many people are actually downloading and asserting themselves to use the app and if it was just a waste of money to create in the first place. Their numbers are extremely high, users seem to enjoy the app.
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Nike:
Nike’s overall goal was to improve their online presence and create a community for their consumers to be able to interact on. With further technology Nike+ created an opportunity for a wave of communication between the customers and the company.
Metrics: Due to that fact that Nike is such a large scale company, there are many different options of metrics Nike could use. I think that tracking online engagement would be the most efficient way. Nike is a company that is largely based around endorsement through professional sports. They want to be noticed and talked about. I believe that with a hashtag or even just mentions online you could really see the frequency and amount of pull Nike has over time.
L’Oreal:
Goal: The goal of L’Oreal was to create a better online platform through social media specifically. They want to interact with their customers to see what they want, as well as inspire them to try new trends.
Metric: As I had mentioned in the case study, I believe that L’Oreal needs to be more user friendly. I believe that creating an engagement of videos for how to, as well as styling examples once it’s completed could really help L’Oreal gain loyal customers instead of now and then customers.
Sephora:
Goal: Sephora’s main goal is to attend to their customers. They have number platforms in use already to track metrics and bring in user feedback. The attention to detail in feedback responses and ideas is really something that sets Sephora apart.
Metric: I think the next step Sephora should take is measuring the total amounts of views and interactions on their Beauty Talk app which includes videos. From there they can see what the customers like, as well as what doesn’t interest them.
Ford Fiesta:
Goal: Ford’s goal was to get customers interested in their new product line of Ford Fiesta. With attempts online through social media, Ford didn’t get the reaction they needed.
Metric: I believe that Ford needs to set up personal engagement and see what the customers like, and how they react. From there I believe they can relaunch and different campaign. Once they do that it could be shared on Vine, Twitter, Instagram or Facebook. If they are targeting a younger generation this is how they will need to do it.
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The goal for Sephora was to set up different feedback applications such as social media platforms and to make their customers happy, their application of the Beauty Talk App was very interesting and I think it would have attracted many customers if they did their application more correctly. If they expanded on this app and really helped people understand makeup and there was positive and feedback happening right away it would increase their revenue and help Sephora. The Metric is so expand on that application and that would better the companies feedback.
The goal for Nike was to maintain their healthy and sporty motives to customers. They are focused on showing consumers new applications such as Nike+ and how this will help customers with their health and help communication throughout their brand. They believe this will help their customers with loyalty and trust, it will show the world at their brand cares the most about its customers. A metric for Nike could to be expand their social media with different sayings to be put on Twitter, Instagram and Facebook. Expanding throughout social media is very important within companies and I think Nike could really expand on feedback on social media along with new things such as hashtags.
The goal for Ford Fiesta was to get their new product out in the open with different marketing campaigns. They used online advertisements to get their new product out to the public. They used different social media strategies to show the world their new car.
A metric that Ford could have used was to put more television commercials and not just social media, older people do not use social media often so this could decrease the number of people from older generations to see the insight of the new Ford Fiesta. As much as social media is important they have to think outside the box with other generations and this could include videos online or promotions within Ford.
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Nike:
Goal: Nike’s goal was to bring in a larger online presence from their customers by giving them an incentive for buying their products. This included giving them exclusive access to videos, tips from professional athletes, etc. Simply buying a product would give customers the ability to look into these features that weren’t offered to just anyone.
Metric: A metric that Nike could use to measure the success of the company is tracking the number of visits they were receiving in the different offerings (i.e. how many people were watching tip videos, how many people were watching videos of pro athletes, etc).
L’Oréal:
Goal: L’Oréal’s goal was to get inside of the customer’s mind without the consumer necessarily knowing they were doing so. They wanted to know what consumers were interested in without the risk of having any skewed data that may have been received in other forms such as questionnaires, etc. This gave them an idea of what the consumers were really looking for in their products.
Metric: A metric that L’Oréal could use would be continuing their partnership with google to obtain information on the consumers that were searching for them, as well as searching for various beauty trends and the products they would need for those trends.
Sephora:
Goal: One goal that Sephora had was their want to expand on the number of customer reviews. Customers were given the ability to rate and comment on products in which they had tried. This gave the customers the ability to see how other customers either liked or disliked a product and why. This would give the customers a better idea of what products would work for them.
Metric: Sephora could measure this in looking at the number of comments and ratings they received on throughout their website.
Ford:
Goal: Ford’s major goal with the Fiesta was to get customers interested in their product before the initial launch. They did this by recruiting online personalities who had a large follower base to promote the product through social media.
Metric: Ford used the “Agents” to determine the amount of attention the promotional videos were getting. They were able to see how many views videos had on YouTube for each, the number of likes and dislikes, as well as comments made by viewers. In getting these numbers, they would be able to determine what exactly the customers like seeing, and what they didn’t necessarily like seeing. This could really help them in their actual campaign to better adapt to their target market.
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Nike
Goal: A goal Nike was trying to achieve was to create a community that people could share their work outs, tips and goals together. They wanted consumers coming together using Nike products.
Metric: The metric was the amount of users Nikeplus.com had and in 2007, the website became the largest online running destination.
L’Oreal
Goal: A goal L’Oreal had was to determine what consumers were looking at and what they were interested in without them even knowing. This became possible because of their partnership with Google.
Metric: The metric they used was measuring what consumers were searching and what other products they were interested in. The company was able to get this information because of their partnership with Google.
Sephora
Goal: One goal Sephora had was to grow its Beauty Talk platform. They wanted consumers to ask questions without having to reveal their identity. This could help consumers figure out which product would be best for them.
Metric: The metric they used was how many users the platform had and how much content was generated on the platform. They also measured and rewarded users that created a lot of content for the platform.
Ford
Goal: One of Ford’s goals was to get consumers interested in the Ford Fiesta before it even became available on the market. They wanted to get consumers excited about their new product.
Metric: Ford used agents to create content and that is what Ford measured. Ford measured the amount of likes and views the content was getting. Along with how many people were visiting the website.
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Nike:
Goal: to create an online platform for their consumers to share their runs, workouts, etc. (Nike+, Nike+ app)
Metric: track their online exposure,comments, likes, searches & demographics
Sephora:
Goal:to grow its online beauty platform
Metric:track how many people are visiting their website, by clicks and comments.
Ford:
Goal: to get exposure about the fiesta and get consumers interested in the car before it actually became available to purchase
Metric: ford used 100 agents to go nationwide and create online blogs about the fiesta. more views= more effective advertising
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Nike: Nike’s goal was to bring more site traffic and to make their website more user friendly. Nike wanted their consumers to have a platform where they could openly and publicly discuss Nike’s products. This gives Nike a chance to communicate with their consumers.
Metrics: The metrics could be how many posts and the amount comments and conversation that follow. Along with site views and likes.
L’Oreal: The company wanted to design their products around what their loyal consumers want and need. The way they can understand their consumers is by giving them a platform to discuss products. The company used social media specifically to get the information out of them without specifically asking direct questions.
Metrics: The metrics can be tags, and hash tags through out all social media platforms as well as site traffic and site conversation.
Sephora: The main goal for Sephora was to increase traffic on their Beauty Talk site. This is a platform to bring together all of the platforms, and bring all of the Sephora make up talk to one site making it easier for their consumers to read up about products.
Metrics: The amount of posts and conversions on the site, as well as hash tags and mentions within other platforms bringing people to the Beauty Talk site.
Ford: Ford wanted to gain brand awareness and engage their consumers in their products. The Ford Fiesta, one of their newer products, was a great way for them to engage consumers.
Metrics: The amount of conversation about he Fiesta as well as site traffic, where people specifically view the Fiesta.
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Nike’s goal: Nike wanted to integrate social media through Nike devices that could be used for running among joggers, athletes, and trainers.
Nike’s metric: Statistically speaking, a metric Nike should use to keep track of their customers is to find out who is using their app/device and for how many miles people are running. The consumer must show that they are running and keeping track of miles, speed, and location to show interest in the app, promote it to other people, and therefore be participants in Nike sponsored events such as races and giveaways.
L’Oreal’s goal: Since customers are seen as unpredictable and also changing their minds with fads and ideas, L’Oreal needed to determine what was a fad and what was actually a trend with hairstyles such as Tie-Dye, Ombre, and Splat.
L’Oreal’s metric: Tutorial videos, celebrity magazines, and beauty shows can be used as a metric to see what is “hot” and what is “not.” This helps the company find out if a new style is seen as good in the eyes of the public and therefore will want to model after.
Sephora’s goal: Sephora wanted to know if people were talking/thinking about their products. The goal was to post on Facebook and host Beauty shows to get people’s attention about their products.
Sephora’s metric: A metric Sephora can use is measuring ratings and traffic. This helps the company see if people are liking what they hear and get from the company and what they can improve upon.
Ford’s goal: Their goal was to have the Ford Fiesta appeal to younger and/or different generations who see Ford as only a truck company for men.
Ford’s Metric: They had “agents” going around showing off their new vehicles in hopes of sparking attention through the viral videos they post of themselves.
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Nikes Goal: Bring a social media aspect to their product. Creating a sense of engagement through their new product.
Nikes Metric: To measure how many people are using the product, how many people are connecting to others on the page, as well as one place to check out peoples opinions and concerns with the products.
L’Oreals Goal: To determine the trends of consumers so they could decide what products to market which would result in the most sales.
L’Oreal’s Metric: Their metric was through the amount of tags they got through social media.
Sephora’s Goal: To attract customers, as well as create a loyal customer base.
Sephora’s Metric: Their metric was based on the amount of site traffic as well as the feed back from their consumers.
Ford’s Goal: To attract a younger demographic for their new car.
Ford’s Metric: The feedback was from the amount of views and site traffic on the videos posted by the people they gave cars to.
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Nike goal: Nike cooperate with the Apple and when people doing sports it can show up on the social media through the device.
Nike metric: When the people check the results on the website, the Nike can find out that how many people are using the device.
L’Oreal’s goal: Social media listening enables L’Oréal Paris to systematically research on people’s discussion about fashion and their products by incorporating with search engines. It also helps L’Oréal Paris deal with the main challenge in settling marketing strategy to decide whether a hair style is a fad or a trend by both quantitative and qualitative analysis into people’s response in social media.
L’Oreal’s metric: L’Oréal Paris could innovate to create the most value for its consumers since it listens to social media where information floods and L’Oréal Paris adapts their products to the trends and branches out differ series to meet various needs.
Sephora’s goal: There are 5 main digital marketing initiatives of Sephora namely Facebook, Beauty Talk, Twitter, Online Video and Mobile App. Although they have similar function on some aspects, they play different role in the consumer decision making process. How to make the people more using the online platform.
Sephora’s metric: They want more and more people leave a comments and click it.
Ford’s goal: Millennial can play a key role in purchasing the Ford Fiesta. They go hand in hand with the internet, which have a decisive on consumption selection for people.
Ford’s metric: What things are people reading on the webcite.The amount people viewing the Ford Fiesta.
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Nike
Goal: have a good community with users, like Nike+. And have a platform for the customers to share.
Metric:to know their online comments, how many people are using the website, make their website be more better.
L’Orea
Goal:get better platform for customers and community with them, to know what kind hair style does people like.
Metric:the use their website find out what does people mostly like, and what kind of hair style is popular.
Sephora
Goal:make a platform for customers to share their feeling, talk with each other, let the VIP customer to get the new customer.
Metric:they make a platform for customers to talking on, and the VIP customer always can get them some new customers.
Ford
Goal:let people knew their new product, use the drivers social media make more people to know their car.
Metric:their can driver share there feeling, make the stand-buyer to know more about the car.
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Nike
Goal: get more good community with customers and know how’s customer use the Nike’s product like Nike+ .
Metric: the got community with the customers online and know about how many people are using their product, and get more information from Nike+.
L’Oreal
Goal: their gold is know what is their customer thinking, know what is the popular, make a platform let people talk about beauty staff on that.
Metric:the know what is their customer thinking, and they know what is the most popular staff on time, what color hair dye are most welcome.
Sephora
Goal: create a platform for their customer to talk on it, to share their feeling, the comment, and make the loyalty to be more loyalty, and let the loyalty to get new customers coming.
Metric: they have a lot VIP customers to share things on the platform, and the VIP customer are really got some new customer to join them.
Ford
Goal: they want people to know about their new car, let the driver to share the feeling on the social media. they also want the young people to focus them.
Metric: the social media make a lot stand-buyer to know more about their products, and the social media successfully to introduce the new car to the customers.
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Nike Goal: To make a “Nike Community” which would promote consumer engagement on Social Media. They did this by creating their own Nike App.
Metric: They kept track of how many customers used their app, and how it was being shared with others. This way they enhanced customer loyalty and reached out to new customers as well.
L’Oreal: To create a trend amongst its consumers highlighting 3 different hairstyles, and which one would be most successful as they’re own product.
Metric: Through Social Media, they determined the amount of customers engaged, and kept track of the feedback to determine future strategies.
Sephora: Enhance customer loyalty, and boost their own sales through their Beauty Talk Strategy.
Metric: The amount of users that used the site, and how much that effected in store sales.
Ford Fiesta: To target the younger generation into looking into this new funky car.
Metric: Primarily YouTube, how many videos were posted and what the feedback was from those videos and the users.
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