SOCIAL  MEDIA  METRICS  REPORT          

                                                               Clémence  GRELIER               20  February  2014  Consumer  PR               Student  N°  14346329  

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Table  of  Content          Terms  of  Reference                              Page  2      Social  Media  Activity                              Page  4      What  the  Competition  is  doing  -­‐  Jansport                        Page  6      Definition  of  Terms  and  Tools  used                          Page  7      Results                                  Page  9      Narrative                                  Page  13      Conclusion  and  Recommendations                                                  Page  17    

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Terms  of  Reference    

 About  Eastpak    Eastpak is an American manufacturer of packs, bags, luggage and clothing, and is part of the VF corporation brand portfolio. Their headquarters are based in Belgium. First known as Eastern Canvas Products, the brand was established in1952 and produced high quality bags and equipment for the US army. In 1976, Eastern Canvas starts producing a range of bags and packs for the college market. That same year, they changed their name to Eastpak. Their product range includes backpacks, laptop bags, shoulder bags, luggage and accessories but their most famous bag is the Padded Pak'R. In the 90s, they took their products from the universities to the cities. In their own words, they 'moved towards a fully fledged urban lifestyle brand' 1 . In the 2000's, they started collaborating with designers and artists to offer their customers original and creative products, while keeping their high standards of quality. To this day, they have collaborated with various artists and designers such as Ed Banger Records, Kenzo Minami or Raf Simons. They also have created the Eastpak Artist Studio where they invite artists and designers to re-adapt and re-think their products to auction them for charities such as the Red Cross. The brand values are authenticity, quality and creativity, with an emphasis put on practicability and originality. They have always been known for their very creative ad campaigns that convey these values and positive universal messages. Eastpak's  Social  Media  Goals    As can be seen from the content of the messages currently created by Eastpak on their social media accounts and their website, as well as their current and previous campaigns, the brand wants to establish itself as innovative, creative, authentic, young and positive. Their latest campaign, launched in 2012 and named 'When was the last time you did something for the fist time?' clearly aims to engage the audience and start conversation, offering the customers an opportunity to express themselves and take part in Eastpak's history. They launched an HTML5 mini-site for this campaign. The goals of this campaign can be understood to be the following :

• To engage the audience in sharing their experiences, establishing the brand as iconic and as part of everyone's life and story.

• To make the brand likeable and close to its audience and to inspire people in the process.

• To reposition Eastpak as a whole experience and vision and connect with a more mature audience.

                                                                                                               1  Video  'Eastpak  History  :  Since  1952'  available  at  http://www.eastpak.com/eu-­‐en/about_eastpak/  2  Eastpak  :  When  was  the  last  time,  available  at  http://the-­‐satisfaction.com/when-­‐was-­‐

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• To differentiate itself from its competitors and create a real universe around the products.

• Finally, according to Satisfaction, the Belgian agency who created the campaign, to 'inspire you to seek out new experiences, break new ground and invent new ways to enrich your lives.'2

Target  Audience      As shows their history, Eastpak's products are aimed at a young audience, mostly teenagers and students but also young urban professionals, all of them very active on social media and tech-savvy. Their audience is situated between the age of 12 and 40. However, the latest campaign and messages on social media indicate that Eastpak is targeting a more specific primary audience. A secondary audience can be drawn from their messages, both younger and older than the primary audience :

• Primary Audience : 20 to 30, urban students and professionals who seek out new and exciting experiences, who are open to what surrounds them and like to share contents with their families and friends. They have a small budget but care about buying quality products.

• Secondary Audience : 12 to 20 and 30 to 40, teenagers and settled urban professionals. Teenagers want to be cool and follow the trends. They are likely to have older siblings that once had an Eastpak bag and see it as an iconic product, an heritage. Older urban professionals once had their Eastpak bag, they probably still have it and keep it as a token from their younger years.

   

                                                                                                               2  Eastpak  :  When  was  the  last  time,  available  at  http://the-­‐satisfaction.com/when-­‐was-­‐the-­‐last-­‐time/  

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Social  Media  Activity      

 Eastpak hasn't such an important online presence, both on its official websites and on the most important social media platforms, compared to some of its competitors who are much more active on social media. Eastpak has one official website that can be set up in various languages, however, they have created individual Facebook and Twitter pages for almost all the countries in which they sell their products (for example, Eastpak UK and Eastpak France on Facebook, etc...). This report will focus on Eastpak's official websites and on the most popular of its social media pages : Eastpak US on Facebook, Eastpak UK on Twitter, Eastpak on Instagram and Youtube. Platforms      Eastpak has been active on social media since 2009 and they keep their official website up to date to make it the center of their online presence. Customers can find links to their different social media accounts on the website, as well as an e-shop, videos and more information about the brand and the products. The layout is quite simple and sobre and uses the colour codes of the brand.

   Their social media presence includes accounts and pages on the following platforms :

• Facebook, Twitter, Instagram : Eastpak posts consist mostly of pictures of their products, their campaigns or other inspirational pictures that accompany a short sentence and a hashtag aimed at engaging conversation. They also post videos and have a special feature on their Facebook page called Eastpak Artist Studio that encourages people to post creative pictures of themselves with their Eastpak on Instagram followed by the hashtag #Eastpak #ArtistStudio13. They also use these accounts to answer customers' questions and enquiries.

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• Youtube : Eastpak's videos on Youtube are often creative with a urban feel, revolving around the brand's values and vision. They post campaign videos, 'making of' videos, interviews and all sorts of creative videos in collaboration with artists.

It is interesting to notice that the Twitter account is not advertised on their official website, even though it is their third most popular account. In addition to their social media presence, Eastpak has an HTML5 website dedicated to the campaign 'When was the last time you did something for the first time?' (http://whenwasthelasttimeyoudidsomethingforthefirsttime.eastpak.com).

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Timeline   Online activity on social media sites was recorded over a four-week period, from January 16th, 2014 to February 12th, 2014. Data is presented as four weekly analyses.

What  the  competition  is  doing  -­‐  JanSport    Part of the same corporation as Eastpak, JanSport is one of its main competitors and one big competitor in terms of social media activity. Created in 1967, JanSport produces the same type of products as Eastpak but has a much more important social media activity. Their website features the links of all their platforms, which are much more followed and liked than Eastpak's.

• Facebook : 1,654,005 likes. A lot of visual content and more audience engagement.

• Twitter : 12,200 followers. Pictures, videos, contests.

• Youtube : 3089 subscribers, 224,484 views

• Instagram : 19,606 followers. Pictures and videos.

• Pinterest : 571 followers. Various inspirational boards.

• Tumblr : All content is visual, either produced or curated by JanSport. The content produced by JanSport is much more varied and tailor-made for each platform. The brand is also present on more platforms than Eastpak, increasing its reach and audience engagement. It is clear that the brand has established a real social media strategy and it is working very well.

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Definition  of  Terms  and  Tools  used    

 • Engagement : Refers to what the audience does in response to the content

posted. It focuses on what the audience does after being exposed to the content. Engagement can be tracked by measuring Facebook likes, comments, and shares; Twitter likes, retweets and favourites; and YouTube views.

• Segmentation : Refers to the subgroups into which the target audience can be divided based on demographics, geographics and psychographics. Segmentation helps the brand understand its audience and produce better messages that will ensure that they reach their audience appropriately.

• Content : Refers to anything the brand produces or curates and posts on its different platforms. It can include text, video, image, graph, charts, infographics, among others.

• Message Resonation : Refers to the number of times the message has been shared or passed along without any alterations. For example, it can be measured in terms of shares or retweets.

• Tone and Sentiment : Refers to the audience's reactions, which can be positive, neutral or negative. It can be measured by analizing comments and serves as feedback for the brand as it helps determining how well the content has been received and if the audience's expectations have been met. It also helps in identifying issues that need to be addressed.

Tools Used :

• Manual notation on Excel of : Ø Facebook followers, weekly posts, likes, shares and comments Ø Twitter followers, weekly tweets, retweets, favourites and responses from Eastpak Ø Instagram followers, weekly posts, likes and comments

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Ø Youtube subscribers, number of total views, number of weekly views, comments and likes.

• SENTIMENT140.COM

• SOCIALBAKERS

• TWEETREACH

• TWITALYZER

• YOUTUBE STATS

   

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Results        

I-­‐  Tables,  Graphs  and  Charts    Level  of  Activity    The three main platforms have a stable activity over the four weeks, and the Youtube channel has an important increase of activity during the second week with 17 videos posted on one day, which coincides with the launch of the new collection.  

   

   

Content      CHANNEL   1st  Week   2nd  Week   3rd  Week   4th  Week  FACEBOOK   Three  posts  

about  the  new  SS14  collection  with  pictures  Some  questions,  hashtags  and  links  related  to  the  collection  

4  posts,  all  including  pictures  (2  promotional,  2  inspirational).  Two  posts  included  questions  aimed  at  engaging  the  

1  video,  1  photo  from  the  lookbook,  3  albums  (exhibition  in  Paris,  new  collections),  2  inspirational  pictures  with  

5  posts  :  3  pictures,  2  videos.  Promotional  pictures,  1  music  video  and  1  video  from  the  Fresh  Prince  of  Bel  Air  (related  

0  5  10  15  20  

Week  1   Week  2   Week  3   Week  4  

Youtube  Videos  

Videos  

3  4  

7  5  

10  8  

12   12  

3  4  

5   5  

Week  1   Week  2   Week  3   Week  4  

Posts  on  other  Platforms  Facebook   Twitter   Instagram  

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audience.     slogans  or  questions.  

to  the  90s  feel  of  the  new  collection).    

TWITTER   One  promotional  picture  about  the  collection,  one  tribute  picture  for  Roger  Lloyd-­‐Pack,  one  picture  of  a  store  Other  tweets  were  responses  to  customers,  retweets  and  the  same  questions  from  the  FB  page  

Two  pictures  retweeted  from  other  people,  the  rest  of  the  tweets  were  responses  to  customers.  

1  picture  retweeted,  the  rest  of  the  tweets  were  responses  to  customers  or  retweets.    

2  pictures  retweeted,  the  rest  was  reponses  to  customers  or  retweets.    

INSTAGRAM   Two  pictures  of  the  lookbook  for  the  SS14  collection  (same  pictures  as  FB  and  Twitter),  one  picture  reposted  from  someone's  else's  account  

4  pictures,  identical  to  the  ones  posted  on  Facebook.    

5  pictures,  identical  to  the  ones  on  Facebook.    

2  pictures,  identical  to  the  ones  on  Facebook.    

YOUTUBE   No  video  posted   17  videos  posted,  all  promotional  and  concerning  the  new  collection.    

2  videos  :  a  'making  of'of  SS14  lookbook  and  the  launch  of  the  Comixt  Series  in  Rotterdam.    

No  video  posted.  

 Audience  Engagement    

 

0   50   100   150   200   250  

Week  1  Week  2  Week  3  Week  4  

Week  1   Week  2   Week  3   Week  4  Comments   0   7   1   0  Shares   2   10   7   4  Likes   29   208   178   45  

Facebook  Page  

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   On Youtube, the audience doesn't engage with the brand, the videos posted over the four weeks have less than 1000 views and no likes, comments or shares.          

0   5   10   15   20   25  

Week  1  

Week  2  

Week  3  

Week  4  

Week  1   Week  2   Week  3   Week  4  Responses   5   6   7   7  Favourites   21   0   2   23  Retweets     15   1   2   12  

Twitter  Account  

438  

998  

823  

507  

3   10   9   3  

Week  1   Week  2   Week  3   Week  4  

Instagram  Likes   Comments  

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General  Data    

 

     

   

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Narrative      

 Content    In terms of content, Eastpak follows its values and visions and creates messages that convey authenticity, creativity and innovation. From the analysis of the past four weeks, we can see that Eastpak produces two types of posts for its social media :

• The promotional post : it consists of pictures taken either from the ad campaigns or the lookbooks of the collections and is often accompanied by a quote, a question, links and/or hashtags. It is often colorful, funny, and plays on themes that the target audience can easily relate to. For example, the new collection for Spring/Summer 2014 is inspired by the 90s, a decade that many people take inspiration from today, especially young urban students and professionals.

 

     

• The inspirational post : It consists of videos, pictures, or other visual content and is

accompanied by a quote and/or question that aims at engaging the audience and make them share their experiences. Most of these posts are posted on Facebook and Instagram, while the Twitter account is used to answer questions and enquiries from customers. The latest ad campaign played entirely on this inspirational feeling and encouraged people to share their stories.

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Concerning the Youtube account, the videos can be divided into these two categories as well. Eastpak has a general strategy for all its accounts and the content is the same on each page.  Engagement      The two most popular accounts for Eastpak are its Facebook and Instagram accounts. Twitter and Youtube follow. On Facebook and Instagram, the audience shares and likes much more content, because it is more visual than Twitter. Each of the brand's posts is designed to engage the audience and start conversation. However, the audience has been quite passive during the last four weeks, as the number of likes was much more important than the shares or comments. In general, Eastpak's fans and followers don't engage much with the brand, they only like or share posts, but don't take part in conversations very often on Facebook or Instagram. On Twitter, the audience often asks practical questions concerning the products or the shops, but rarely answers the questions featured in the inspirational posts. The Twitter account can be seen as an 'after-sales service' of some sort.

On Youtube, the audience doesn't engage at all with the brand, the videos have very few views, no comments, likes or shares, which is surprising as we could see before that the

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audience prefers visual content. However, it is understandable as Eastpak doesn't share its videos on its other social media accounts.  Message  Resonation  As data shows, Eastpak doesn't have such a big influence online. On Klout.com, which measures overall online influence on a scale from 0 to 100, Eastpak only gets a score of 57. On SocialBakers.com, we can see that the number of people talking about the brand decreases through the four weeks.  

 However, TweetReach reports that each tweet reaches an average of 23,911 accounts, which shows a rather good influence on Twitter for the brand. In its field, Eastpak is not the most influential brand online but still maintains a good presence and really benefits from its status of iconic brand reached through its previous ad campaigns and its long history.    Sentiment    Through the analysis of different sources, we can see that the tone and sentiment of Eastpak followers' responses is mostly positive. Sentiment140 shows that the content posted by Eastpak received 78% of positive reactions and the analysis of the comments on the Facebook and Instagram accounts coincides with that result. On social media, Eastpak is a liked brand with a very positive image, in accordance with its overall message and values.  

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Conclusion  and  Recommendations    

 As a sixty-year old brand, Eastpak has really embraced social media in the past few years and has established a real presence on the internet especially with its website and its ad campaigns. However, their goals in terms of audience engagement have not been reached yet, as the audience stays passive on social media, only liking the posts and not reacting too much to the content posted by the brand. In the same time, Eastpak should take into consideration what the competition is doing and adapt its content and social media activity. A few recommendations can be made in order to improve Eastpak's online performance. In terms of content, the brand could increase its reach by producing tailor-made content for each type of platform instead of using the same content for all channels. Content curation is also an alternative to further engage the audience. The brand should think about extending their ad campaigns' ideas to social media ('when was the last time you did something for the first time?') and share more varied content, not just pictures and videos (ex: surveys, videos contests, drawings, moodboards...). All of these tactics would help in further engaging the audience and would establish Eastpak as an influential brand online. In terms of platforms, Eastpak should consider opening a Vine and a Pinterest account to diversify its content and thus, reach a younger audience, while keeping the visual content even more present. A blog on the website could also be created to curate and post all the content featured on social media, making it the starting point of Eastpak's content, which is already quite interesting and could be even more creative. It is also recommended that Eastpak deletes all its other pages made for different countries (Eastpak France, Spain...on Facebook and Twitter) and sticks to one page for each platform as it can be confusing for the customer to know which page is the most updated and influential one. As a creative, innovative and daring brand, Eastpak should aim at creating a real online identity to be in total accordance with it's vision and values. With a few changes and an increase in social media activity, Eastpak should be able to reach its goals in no time.