team kiehl's#final submission
TRANSCRIPT
SMM PlanHsuan-Wen Huang (Sharon)
Julide Halilbeyoglu
Mansi Patel
Agenda• Company Analysis
Business Overview Competitive Analysis Situation Analysis
• Social Media Campaign Target Audience – Persona Optimal Target Audience Audience Location Content Strategy Editorial Calendar Social Media Implementation
• Monitoring & Measurement
Business Overview
(1851)Kiehl’s started in New York
(1921)Irving Morse buys
Kiehl’s
(1961)Introduction of
men line Products
(1995)L’Oreal Group
acquired kiehl’s
(2015)Kiehl’s Now
250 Retail stores world wide
1000 points of sale in high end
department store
Around 44 countries
SWOT analysis Strength
- Rich Heritage- Strong Parent company- Natural Ingredients- Focus on excellence service and retail experience- Customer Centric policies like generous sampling programs, information and simple packaging.
Weakness- Relatively low brand awareness- Less view on the Advertisement- Unique selling point of fine and natural ingredients can be easily copied by others- Less awareness on men’s products
Opportunities- Potential growth expansion in the men’s facial care sector- Leverage on parent company’s network for international market penetration - Focus on Men's cosmetic product
Threats- Strong competition in the facial care industry- Low switching costs - High availability of close substitutes
Social Media Activities
SITE URL PROFILE NAME
FOLLOWERS
LAST ACTIVITY
POSTING FREQUEN
CY
ENGAGEMENT
FACEBOOKhttps://
www.facebook.com/KiehlsUS?
fref=ts
KIEHL`S 1.1M 7.24.201
58 10
TWITTERhttps://
twitter.com/Kiehls KIEHL`S 69.8K 7.25.201
510 10
YOUTUBEhttps://
www.youtube.com/user/KiehlsNYC
KIEHL`S NYC
4.035 6.6.2015 4 2
PINTERESThttps://
www.pinterest.com/
kiehlssince1851
KIEHL`S 8.243 7.24.2015
8 4
Competitive AnalysisOrigins Aveda Fresh
Strategy First Botanical based Brand
Product focused brand
Appealing fragrance based brand
Personality Pharmacy based product
High Quality Product
Traditional touch
Target 24 – 65 yearsActive lifestyle people
24 -60 yearsFrequent use of hairdresser
35 - 65 yearsMore attached to Tourist
Facebook Page likes
903k 1.7 million 335k
Instagram followers
21.1k 72.3k 61.9k
Twitter Followers
27.3k 100k 9,246
YouTube (Subscribers)
1,316 23,947 491
Source: Statista
Male Grooming Market
Source: Statista
Energizing Face Wash
Top 1
Ultimate Strength
Hand Salve
Top 2
Facial Fuel SPF 15
Top 3
Top 3 Products
Consumer Analysis
Consumer Insight•Men spent max. 30 min/day on personal appearance*
•Highly usage: facial cleanser/moisturizing*
Purchasing Behavior• Predetermined choice
• One product at a time
• Girls influence
Source: *Euromonitor
• Goal: Make Keihl`s the most well known male skin care brand.
• Objective: Improve men collection awareness in The U.S. by 15% in 4
months
• Strategy:
• By using appropriate social media channels and tools to reach out our target customers.
• Tactic: Intergrade Blog, Facebook, Tumblr, Twitter, Instagram, YouTube
• Logo
• Facial care products for men
Target Audience – Persona
• Characteristic: Seeking for better skin
condition Middle and higher income
classes
• Persona#1: Model Michael Location: LA 25 years old, single Income levels are variable
Career: Magazine ModelHobby: Photo shootingNeed: Heal acne problemTrigger: Friends
Target Audience – Persona
• Persona#2: Speaker Peter Location New York 36 years old, married Average income:
$88,000 per year
Career: Motivational SpeakerHobby: TravelNeed: Maintain better looking for work Trigger: Working needs
Target Audience – Persona
• Persona#3: Sporty Harvey Location: San Francisco 28 years old, single Average income:
80,000 per year
Career: EngineerHobby: Outdoor activitiesNeed: Solving dry skin problem Trigger: Blogs
Optimal Target Audience
Need
Interest Money
Persona#1: Model Michael
Persona#2:Speaker Peter
Persona#3:Sporty Harvey
①②③
Optimal Target Audiences Sub-segment
①②③
(A)
(B)
(C)
(D)
A) Engineers who likes to do outdoor activities.
B) Likes to do outdoor activities and be aware of their skin condition
C) Be aware of their skin condition and seeking for solutions
D) Seeking for solutions and wiling to try different kind of facial products
Audiences Location #1GROOMING LOUNGE
• Purpose Help make men even more
handsome
• Pros Good content Relevant to season Pictures Tag
• Cons Poor design Not frequent
• Web Traffic 104K (July)
• Activity levels: 6th level
Audiences Location #2MALE GROOMING GUIDE
• Purpose Inform the male about all
grooming
• Pros Tag Engaging Picture Design Rich content
• Cons No info about product
prices
• Web Traffic Not Available
• Activity levels: 8th level
Audiences Location #3Ruggedly Groomed
• Purpose: Men's grooming for hair and
skin care Content for men of color
• Pros: Clean website Easy navigation Interesting content Attractive theme Award winning blog
• Cons: No interaction
• Web Traffic: Not Available
• Activity levels: 8th level
Audiences Location #4MANFACE
• Purpose: Skin Guide
• Pros: Design layout Interesting editorial topics Directory with all brands
• Cons: No engagement from the
website
• Web Traffic: 159K
• Activity levels : 7th Level
Audiences Location #5Menscience• Purpose
Share men care information
Selling its own products
• Pros Detail – oriented Useful information Different contents
• Cons Too much details
• Web Traffic 15K (July)
• Activity levels: 8th level
Audiences Location #6Valet• Purpose
Men’s lifestyle, grooming, living information
• Pros Clearly web-content (User
friendly) Interaction with audiences
(Ask Valet) Attractive pictures
• Cons Lots of categories, but only
few posts No interaction with audience
• Web Traffic 460K (July)
• Activity levels: 5th level
Top 3 Audiences Locations
- Rich content- Blog design- Very engaging- Extra comment button
- Interesting contents- Easy navigation- Award winging blog
- More interaction with audiences- Very specific on each contents
Content Strategy• 3 types of content for different channels:
Written post
• Social marketing delivery channels & assessment: Blog – Blogger Social networks – Facebook, Twitter, Tumblr Content specific social site – Instagram, YouTube
Media Channel
Active Users (in million)
% of Male Users**
Blog 6.7+* x
Facebook 1,490 66%
Twitter 316 17%
Tumblr 230 46%
Instagram 300 15%
YouTube 1,000+* x
Picture post Video post
Sources: Statista *Digital Insight **Entrepreneur
Chosen Keywords Keywords Volume CPC 3 choices
Men skin care 1,000 3.71
Men facial care 390 2.1
Men face care 480 3.8
Shaving cream 8,100 3.59
Facial scribe 1,000 3.30
Facial cleanser 5400 1.9
Moisturizers 9900 1.64
Just for men 14800 0.63 O
Keihls 5400 0.28 O
Anti-aging 4400 7.41
Men grooming 590 4.41
Organic 40500 2.90 O
Source: SERPs
Editorial Themes & TopicsTheme A Theme B Theme C Theme D
Shaving Cleanser / Moisturizers
Anti-aging / wrinkles
Events
Topics Topics Topics Topics
1) Men, Let’s finish the relationship with razor burn.
1) Facial clean, tips for men to realize why!!
1) Be young Again!!
1) Gentlemen, let's take more responsibilities! (Collect empty bottles)
2) Shaving is a big thing for men
2) Skin care is not only for women, but MEN.
2) Guys don’t be shy, let’s prevent wrinkles with Keihl’s
2) Gift choice for your men
3) Video (Related with shaving products)
3) Let’s see how men say bye-bye to acne.
3) Video (Related with anti-aging products)
3) 10% off join the member ship
Editorial Plan for 12 WeeksChannel Time W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12
*BlogOP A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3
CC • Share Video from YouTube channel when video is posted
C/R • Comment in own post at least once a week• Respond other people’s comment everyday
OP A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3
SPB A1 B1 C1 D1 A2 B2 C2 D2 B3 B3 D3 D3
CC • Share relevant post from other Facebook users, at least once per day.• Share from other channels (i.e. Twitter, Instagram, Tumblr, YouTube, etc.)
C/R • Comment in own post at least once a week• Respond other people’s comment everyday
OP A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3
SPB A1 B1 C1 D1 A2 B2 C2 D2 B3 B3 D3 D3
CC • Retweet relevant tweets from other Twitter users at least once per day.• Share from other channels (i.e. Facebook, Instagram, Tumblr, YouTube, etc.)
C/R • Comment in own post at least once a week• Respond other people’s comment everyday
• Theme = A, B, C, D
• Topics = 1, 2, 3
• Original post = OP • Sharing post from blog= SPB
• Curated Content = CC • Comment/Respond = C/R
• *Main Page
Editorial Plan for 12 WeeksChannel Time W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12
Tumblr
OP A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3
SPB A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3
CC • Share relevant post from other Tumblr users at least once per day• Share from other channels (i.e. Facebook, Twitter, Instagram, YouTube, etc.)
C/R • Comment in own post at least once a week• Respond other people’s comment everyday
OP A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3
C/R • Comment in own post at least once a week• Respond other people’s comment everyday
YouTube
OP A3 C3
CC • Adding playlist from other YouTube channels 2 ~ 3 times a week
C/R • Comment in own post at least once a week• Respond other people’s comment everyday
• Theme = A, B, C, D
• Topics = 1, 2, 3
• Original post = OP • Sharing post from blog= SPB
• Curated Content = CC • Comment/Respond = C/R
Strategies & Tactics
Strategies Tactics• Interactive
conversation
• Channels consistency
• Create engaging content
• Build database
• Customize URL
• Frequently post
• Attractive images & Video
• #hashtags and keywords
• Intergrade with other channels (Link & Share)
• Create seasonal/ holiday events
• Encourage “leave comments”
• User friendly
Blog – Keihl’s for Menhttp://keihls4men.blogspot.com
• Logo: easy to recognize
• Header: clear purpose
• Links to other channels
• Archives
• Keywords & Share
• Lead to different content: house of rules
Blog – Keihl’s for Menhttp://keihls4men.blogspot.com
• About Keihl’s
• User friendly: Search blog Translator
• Build database: Follow by Email Subscribe
Blog – Keihl’s for Menhttp://keihls4men.blogspot.com
User friendly Use same name tag
Pictures Encourage users
Facebook https://www.facebook.com/Keihls4men
• Consistent profile pic
• Call to action
• About Clear
statement Link to other
channel
Facebook https://www.facebook.com/Keihls4men
• Clear purpose Short description Long description Mission
• Link + Link
• Email – one of audience connection
Facebook https://www.facebook.com/Keihls4men
• Key words
• Posts content
• Pin to top Event / important
announcements
Facebook https://www.facebook.com/Keihls4men
• Visitor posts / Responds
• Upcoming events Subscribe
• Attractive pictures & product pictures
Twitterhttps://twitter.com/KeihlsForMen
• Similar web design Profile pic &
background pic
• Interesting photos & videos images
• Tweets frequently
• Bio & Purpose
• Link & Follow us: lead audiences to
other channels
Twitterhttps://twitter.com/KeihlsForMen
• Share from other properties
• Key works
Tumblrhttp://keihls4men.tumblr.com/
• Profile pic consistency
• Clear purpose in headline
• Keywords
• Make question on posting
Tumblrhttp://keihls4men.tumblr.com/
• Share from other channel
• Lead to other channel
Instagramhttps://instagram.com/keihlsformen/
• Customize URL
• Logo: Easy to recognize Same as other
channels
• Bio: Clear purpose Link to blog
Instagramhttps://instagram.com/keihlsformen/
• First post: Greeting & State the purpose
• Hashtags
• Post frequently
• Attractive pictures
• Earn likes
YouTubehttps://www.youtube.com/users/keihlsformen/
• Clear logo
• Link to other channels
• Encouragement
• Upload list in “Home” page
YouTubehttps://www.youtube.com/users/keihlsformen/
• Playlist – easy access User experience Product information
YouTubehttps://www.youtube.com/users/keihlsformen/
• Sharing banners
• Encouragement – try to make audience interact with us
• Links
SMART Goals
Measure The Questions to address
Key Point Indicator
Awareness How far the message is reaching?
Volume, Reach, Exposure
Engagement How many people participating and there form of participation?
Retweets, Comment, Replies, Participants
Advocacy Is there any shift to any external site?
URL shares, Clicks, Conversions
Competitiveness Overall conversation in the industry about your brand.
Share of voice
• Improve Men collection Awareness in the U.S.A by 15% in 4 months
Quantitative V.S. Qualitative
Quantitative Qualitative
• Social Reach
• Audience
engagement
• Social Mention
• Social Media Traffic
• Targeted Traffic
• Conversation reach
• Share of voice
• Brand Sentiment
• Advocate Influence
Monitoring the Campaign
Exposure
Influence
Engagement
Action
$$
CyfeOktopost
NOD3XSocial Radar
kampyle
Radian 6Cymfony
Source: Socialmediaexaminer.com
Q & A
Thank you