18 February. Consumer PR HAN GAO

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Darren Baker
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1 EASTPAK UK SOCIAL MEDIA METRICS REPORT 18 February Consumer PR HAN GAO 1

2 INDEX Terms of reference page 3 Social Media activity page 5 What has been tracked and measured page 8 Results page 10 Conclusions and recommendations page 24 Appendix page 26 2

3 Terms of Reference ABOUT EASTPAK Eastpak is an American urban lifestyle bag brand with innovative mobility solutions for urban insiders. Their products include backpacks, shoulderbags, laptop bags, luggage and accessories. The brand was first known as Eastern Canvas Products. It was established in 1960 and produced bags for the US Army. In 1976 Monte Goldman, after persuasion from his son Mark, began producing bags for consumers under the Eastpak brand. Eastpak has more recently diversified into apparel and accessories whilst keeping backpacks, luggage and other bags as its core focus. In 2000 the Eastpak brand was acquired by VF Corporation. Eastpak created the Eastpak Artist Studio where they invite designers, artists and other creative minds to re- think, adapt or re- design the Eastpak bags and auction them for charities such as the Red Cross. Eastpak launched its first designer collaboration in 2003, and then their first fashion collaboration was launched in Now Eastpak continues to make waves with new street- smart bags, packs, travel gear and accessories for people who live, work and play in the city. EASTPAK S SOCIAL MEDIA GOALS Eastpak is a company that has a vibrant image and mainly target the urban youth; it is active on social media with 4 main platforms. According to the curation and aesthetics of its social media activities and current campaigns, we can learn that the brand intends to deliver its brand personality as artistic, vibrant, trendy, imaginative and on the cutting edge of urban fashion. Based on my study, the Eastpak s social media goals can be understood to be the following: To raise and maintain awareness of the Eastpak brand and tell the brand story. Ex: Youtube video: Eastpak history. Since 1952 To emphasise the function of products. Ex: a series of Youtube video: Eastpak product movie To make the Eastpak brand likeable and desirable. Ex: Retweet: Rocking my brand in an #eastpakselfie at #LondonFashionWeek Thanks guys! To engage the target audiences and have them participate in their campaigns. Ex: Facebook campaign: #eastpakselfie photo booth at selfridges To launch new products. Ex: Facebook update: As seen for the first time during Paris Fashion week. Now available from selected stores and on Created by Raf Simons. Crafted by Eastpak. Worn by you 3

4 To promote its brand image. Ex: the Instagram images which present the brand image Further analysis will determine whether these goals are being achieved. TARGET AUDIENCE The Eastpak consumer is called The Urban Insider. Based on the analysis of the brief of the current campaign, we can conclude that the primary audience is young adult between the ages 19-24, which they called emerging; and that the secondary audience includes an younger and an older demographic. The audiences can be characterized the following way: THE PRIMARY AUDIENCE: the core target consumer is the emerging age group. The persona is he invariably lives, works or plays in a city, where he is more likely to cycle or use public transport to get around. He is usually out meeting friends or doing something interesting, since he is more social and active than the average consumer. He also enjoys travelling, on long or short trips, to find and experience exciting new adventures. His style is eclectic and understated. It s a mix of brands and looks taken from many stages in his life. He is an expert in every social media sites such as Facebook, Twitter, Youtube, Instagram, Vine and Google+. THE SECONDARY AUDIENCE: the secondary audiences are either slightly younger or older than primary audience. For those who in the age group 14-18, they are called nascent group, and we call 25+ consumers established group. They are living in the city like the emerging group and they are becoming or used to be one of them. 4

5 SOCIAL MEDIA ACTIVITY Eastpak is a lively urban lifestyle brand that has a strong online presence on popular social media sites. This report will focus on the official Esatpak website (UK), and to the official social websites (UK) it refers to. It should be noted that there are multiple equivalent social media sites that are specific to other countries and languages such as America and Canada, which have not been included in this study. PLATFORMS. The Eastpak (UK) website is very succinct, the social websites can be easily found from the bottom of the webpage, below the intro Follow us. As the screenshot (Above) shows, there are 3 social media sites that can be seen, which are Facebook, Instagram and Youtube. Twitter, one of the most popular social media site, have not been found there. However, they do have a Twitter account UK which has around 2200 followers, so it has been mentioned in this report as well. FACEBOOK 5

Instagram The Instagram account has around 3000 followers, and it is most likeable (the number of like for each

6 The Facebook account has most fans among all of the other social media platforms. However, it is not the most active one, it posts new products launch, various questions, campaigns and pictures. Instagram The Instagram account has around 3000 followers, and it is most likeable (the number of like for each post) account among the others, it posts brand related articles, new product launch, trendy pictures, all of them are posted with the sense of art. TWITTER 6

Youtube The Youtube account is named EastpakEurop, which means every Europe countries are sharing this account. It has been quite active recently, a series of videos were updated in the past month.

7 Perhaps its because the Twitter account has not shown up at Eastpak (UK) official website, the followers are relatively low. Comparing with the Facebook and Instagram account, its functions are monotonous. It only posts new products launch (rarely), retweet brand related tweet and answer consumer s questions. Youtube The Youtube account is named EastpakEurop, which means every Europe countries are sharing this account. It has been quite active recently, a series of videos were updated in the past month. There are mainly 3 types of videos: artist s interviews, product presentations, advertising clips and campaign related videos. TIMELINE Online activity of social media sites was collected daily over a four- week period, between 20 January and 17 February Data is presented as per a weekly analysis. 7

8 WHAT HAS BEEN TRACKED AND MEASURED DEFINITION OF TERMS Engagement Engagement is about how fans or target audiences participate and respond to your social media activities. Engagement is a conversation and involvement between target audiences and a brand. The level of engagement can be seen as an indicator of the success of the social media activity. What should be noticed is engagement is not only just numbers of followers or fans. In this report, Engagement has been measured by the number of Facebook likes, comments and shares; retweets and comments; Youtube views and comments; and Instagram likes and comments. Segmentation Segmentation refers to identifying the target audiences into different subgroups by their needs, interests or behaviour, in order to reach them in the best way. A brand should not apply a one- size- fits- all strategy when curating social media platforms. A good segmentation ensures brand optimize its communication effect. The target audiences can be segmented by demographic data such as age, gender, geographic data, psychographic data, and also their behaviour. Content Content refers to any posts, pictures, videos or infographics that the brand creates or curates on different online platforms. A good content should fit audience s needs and interests. In this report, the content can be referred to Facebook posts; tweets and retweets on Twitter; Video on Youtube and imagines on Instagram. Message Resonation Message resonation is about whether a message created a buzz that audiences would want to share it, and how many repeating messages, quotes from tweets, mentions are generated from the message. The level of resonation is an effective way to measure reach. Tone and Sentiment Tone and sentiment refers to the voices and attitudes from audiences, which can be measured as positive, negative or neutral. It can be tracked by analysing online comments, tweet mentions. Tools such as Twitter Sentiment, Social Mention and People 8

9 Browser can be used to measure the sentiment around the brand. By analysing tone and sentiment, we could know the level of satisfaction towards the brand and also the potential problems and issues. TOOLS The analysis was carried out daily over a three- week period during which the following tools were used: ALEXA.COM ICEROCKET.COM KLOUT.COM SENTIMENT140.COM SOCIALBAKERS SOCIALMENTION TWEETFEEL TWEETSTATS.COM TWEETREACH TWITALYZER YOUTUBE STATS 9

10 RESULTS i. Tables, graphs, charts EastpakUK 1 st Week 2 nd Week 3 rd Week 4 th Week Twitter Instagram Facebook YouTube Image 1. The growth of fans Twitter Instagram YouTube st Week 2nd Week 3rd Week 4th Week Image 2. The comparison of fans growth of 3 sites 10

11 Image 3. The fans growth of Facebook Image 4. The Facebook people talking about 11

12 Image 5. The Facebook distribution of fans Image 6. The YouTube user statistics 12

13 Image 7. The YouTube daily and total views Image 8. The YouTube daily and total subscribers 13

14 Image 9. The twitter reach statistics 14

Image 10 & 11. The Twitter activities statistics Image 12. The @Eastpak_UK sentiment ii. Narrative WEEK 1.

These activities were both posted on 21th. Post 1: The Eastpak test of time How well do YOU remember the 90 s?

15 Image 10 & 11. The Twitter activities statistics Image 12. sentiment ii. Narrative WEEK JANUARY JANUARY 2014 FACEBOOK During Week 1, Eastpak UK changed its cover image and posted one message. These activities were both posted on 21th. Post 1: The Eastpak test of time How well do YOU remember the 90 s? Fill in this quiz and win a 90 s inspired backpack #packtothe90s. This post attached with a retrospective picture which shows 90 s toys, there was only one comment and like on this post, then Eastpak replied promptly. However, the poster didn t reply again. 15

The new cover picture features a young man sitting on the ground, carrying the Eastpak bagpack, the background starred with puzzles, giving the picture a sense of art.

16 The new cover picture features a young man sitting on the ground, carrying the Eastpak bagpack, the background starred with puzzles, giving the picture a sense of art. TWITTER Eastpak UK posted totally 13 tweets this week. 11 out of 13 tweets were conversation with fans, 1 was retweet which could be seen as third- party endorsement, it was post by a consumer showing his Eastpak bag The most popular tweet of this week was a competition similar to the Facebook post, it gained 18 favourites and 11 retweets. Unlike other platforms, the Twitter account was highly interactive with fans, there were many conversations that can be found on the twitter webpage (see picture below). 16

INSTAGRAM A screenshot of the how well do you remember the 90 s quiz was posted on 21th like Facebook and Twitter. This post reached 18 likes, but no one replied to it.

17 INSTAGRAM A screenshot of the how well do you remember the 90 s quiz was posted on 21th like Facebook and Twitter. This post reached 18 likes, but no one replied to it. YOUTUBE No video was posted during this week. The latest video was uploaded one month ago, which gained 215 views and had no comments. However, the number of subscribers increased by 13, reaching at 1201 at the end of this week. In addition, the totally views number was roughly 2000 this week. WEEK JANUARY FEBRUARY 2014 FACEBOOK Week 2 saw limited activity on Facebook, with only 4 replies on two fans posts on 17

18 message board answering their questions. During this period, the number of Facebook followers further decreased by one people. TWITTER Week 2 saw totally 8 tweets. Same as the first week, most of the tweets were replying questions and making conversation. 2 retweets regarding new products release were posted this week, but neither of them made a buzz. The total number of favourites and retweets were 4 and five at the end of this week. INSTAGRAM The Eastpak UK Instagram account remained unchanged in week 2 with respect to content. YOUTUBE A brand storytelling video was posted on this week; it gained 613 views and 4 likes. There was no great change of the recent videos. The number of subscribers rose by 6 people. In total, Content on the EastpakEurope YouTube Channel was viewed 2100 times during week 2, but no comments were made this week. WEEK 3. 3 FEBRUARY FEBRUARY 2014 FACEBOOK During this week the content on Facebook remained unchanged with respect to content and order. The number of followers was decreasing; it stood at at the end of this week. TWITTER There were 13 tweets been posted on week 3, seven of them were answering questions and making conversations, while the remaining tweets were all retweets either endorsement of their product or product release (see picture below). 18

19 The most popular tweet this week was a retweet from size? 24 favourites and 10 retweets were generated. Another tweet worth to notice was a conversation regarding the location of the Eastpak London store; they answered the question very promptly (see picture below). 19

20 INSTAGRAM There was only one screenshot of a new bag release posted this week. The post gained 45 likes. However, apart from a reply from the store quoted on the picture, no fans left a comment on it. YOUTUBE During this week, Eastpak posted 16 videos, out of which 11 were Eastpak product movies and 5 product test movies (see pictures below). 20

21 21

The views of them are between 50-100 by the end of week. In addition, no comment and like were generated by them. WEEK 4.

22 The views of them are between by the end of week. In addition, no comment and like were generated by them. WEEK FEBRUARY FEBRUARY 2014 FACEBOOK After remaining unchanged on week 3, week 4 saw limited activity on Facebook, with only one twitter screenshot of the retweet of size?, which was the most popular tweet last week. It gained one like by the end of the week. During week3, the number of Facebook followers stayed the same at people. TWITTER All together there were 8 tweets this week, which was slightly lower comparing with the 22

23 last week. In particular, 3 out of 8 are retweets, two of them are regarding product release and the other one is retweet of a letter of thanks; the remaining are either answering questions or making conversation with fans as usual. INSTAGRAM Same as last week, another twitter screenshot was posted in this week, regarding the store selection that included an Eastpak bagpack. By the end of week 4, the post had gained 47 likes and 0 comment. YOUTUBE After 16 videos were posted on last week, there were 2 videos uploaded in week 4,which are making of SS14 & slide show and a new series of products launch video. They reached 51 and 77 views during this week respectively. Jointly, there were still no comments made. During week 4, the number of YouTube views increased by 2608 in total, 8 more people subscribed to the channel. 23

24 Conclusion & Recommendations The Eastpak (UK) social media activities have not been very effective in terms of engaging audiences during the monitoring period, this lied in the fact that the followers of Eastpak (UK) Facebook had decreased by 8 people between 20 January and 16 February (see image3). Although the followers of 3 other social media sites had increased, the growth can be considered to be very limited (see image2). This month saw limited activities on Eastpak (UK) social media websites; only a limited number of messages were posted during this month. Even though there were 19 videos uploaded this month, none of them generated even one comment because of low traffic (see image 7). Regarding the Content curation, the correlation of each social media site was commendable. For example, the competition was posted on Twitter, Facebook and Instagram; the size? retweet was posted on Facebook and Instagram. However, the updates of YouTube videos were not been mentioned on above sites. In regard of resonation, there were limited interaction that happened during the month as shown through this report, the number of attendants of the competition remained in just single digits, and the retweet number was not very impressive as well (see image 10 & 11). Recommendations: A smart and strategic objective. It seems Eastpak (UK) do not have a clear objective of using social media, they should set up a strategic objective, and stick onto it. Get access in Pinterest. Since Eastpak (UK) is an urban life style brand target in city insider, they should create more visuals and open Pinterest account cause Pinterest is a popular and trendy visual social media site. Integrate. Build further connections between each site and external media, such as posting YouTube Video on Facebook, or post links of product releases from other website like Urban outfitter, rather than just uploading a screenshot and repost. Each social media site have their own advantages, by building link between them, Eastpak can reach maximum communication effect. Create visual content. Young audiences have a very low attention span, so they should keep contents visual. Eastpak (UK) Instagram gained 40 likes on average, but there were only 6 posts that had been updated in the month. In addition, there were only a few visual messages which were posted on Facebook. Promote audience s updates. They did very well on Twitter, but they were not encouraging audiences to do this, they should create a competition and use prize to seduce audiences to post their experiences and product photos. 24

25 Post more. As we can see from this report, they were not updated very frequently, and they even didn t post anything on Facebook during the 3 rd week. They should know that, the first principle of engagement is being active. 25

26 APPENDIX The Klout point of Eastpak (UK) Facebook tweetcloud and hashcloud 26

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