Looking at social media by demographic taking into consideration her age and yearly income she is likely to utilize Facebook, Twitter and Youtube if she has some college.

(Who Likes What:  Social Media by Demographic)

They are all part of the Millenial Generation, the first generation to be “raised” on the internet.

http://roymorejon.com/wp-content/uploads/2011/08/social-media-interaction-infographic.jpg

• 75% have a created a social networking profile,
• 62% use wireless internet,
• 20% post video online
• 14% use Twitter
• Bebo has the youngest users with an average age of 28.

social-media-interaction-infographic

Conclusion:

She is likely to be found on Bebo, Facebook, Twitter and Youtube (if she has some college).

Female Client – age 15-30 - Young, Female, Fashion Savvy

192,440 people (Young, Female and Fashion Savvy)  From Facebook Ads – Saturday, January 28, 1:15 p.m.

https://secure.facebook.com/ads/create/review_ad.php?oid=292036464186149&act=10150293413084730

• who live in Canada
• who live within 25 miles of Hamilton, ON
• between the ages of 15 and 30 inclusive
• who are female

She is either in high school, community college and/or working.  She may have a university degree.  She is social media savvy and rarely reads mainstream news.  She is interested in fashion, beauty, music and clubs, and diet/fitness.  She texts and Facebook’s continually.   She either lives or works in the area of the salon.  A knowledgeable shopper, the price point is important to her.  She is likely to be in a relationship.  Average income: $5,000-$35,000 per annum.

Google also has an ad building tool, which we have not as yet utilized.   The promotional video for Google Adwords is below.

The Facebook ad information tells us that there are over 192,440 in our target market but it does not tell us what they are interested in in the social media sphere.

What do they Talk About:

We first utilized socialmention.  When we plugged in the following words: haircrafters, hair style, hair cut, colour, hair streaks, updos the resultts were as follows

1. 0% -  strength
2. 16:1 – sentiment
3. 0% -   passion
4. 2% -  reach

When we searched socialmention using the category, Fashion, the results were as follows:

Free Ride, author: Robert Levine

We had a discussion in class on Monday evening about the internet, social media, blogs and the dissemination an/or borrowing  of news, opinions, facts and fallacies via the internet.

If you’re interested in this subject there was an interesting book review in Saturday’s Globe and Mail.  The title of the review is “the triumph of the digital parasites.”  The book is called Free Ride, and the author is Robert Levine.

From the book and the online review,

“For those who think the Internet should remain a sprawling bazaar of free samples, a utopian clearing house for consumers who don’t pay, Levine has a harsh, well-researched wake-up call: “It’s time to ask whether any significant professional media business can thrive in an environment where information can be taken so easily. When nearly a quarter of global Internet traffic consists of pirated content.”

What do you think?

“IBM’s w3 is now“social” on steriods. The long list of social tools now powering employee engagement, collaboration and innovation include:

• IBM Connections: Social software for business that includes blogs, wikis, profiles, communities, bookmarks, files, and activity management capabilities
• SocialBlue, a purely social internal network
• Blue Pages, IBM’s employee directory with rich profiles
• BlogCentral, employee blogs  
• Bluepedia, an online wiki that serves as a user-driven encyclopedia about IBM
• Jams, a platform for huge, tactically-focused online discussions
• TAP, a space for employees to test, share and promote innovative technologies
• The On Demand Community, a collaborative community based on IBM’s corporate citizenship program
• Expertise Locator, a service enabling real-time, contextual connection between IBMers. 

But even more remarkable than the social business tools themselves is the way w3 has been continuously and organically improved by the good ideas of rank-and-file employees. That takes an open leadership and governance process that earns strong support by senior management.”(http://www.communitelligence.com/content/ahpg.cfm?spgid=440&full=1)

Needless to say I cannot attend, but it is really fascinating to see how the workplace is metamorphosizing into a communal hive.

]]> http://allysonpublicityworksschoolworks.wordpress.com/2012/01/25/social-media-in-the-workplace/feed/ 0 publicityworks -digiworkplace365 http://allysonpublicityworksschoolworks.wordpress.com/2012/01/23/smrt-assignment-1-post-3/ http://allysonpublicityworksschoolworks.wordpress.com/2012/01/23/smrt-assignment-1-post-3/#comments Mon, 23 Jan 2012 16:36:47 +0000 publicityworks http://allysonpublicityworksschoolworks.wordpress.com/?p=487 ]]> HairCrafters Case Background

HairCrafters is a chain of 10 salons (nine in Hamilton and one in Brantford).  The salons are in the lower to moderate price range geared to families, women, men, children and seniors.  Traffic is walk in; clients do not make appointments.  HairCrafters stylists are trained to offer the latest looks that include precision haircuts, colour, perm waves, waxing, ear piercing, foils and updos.  The salons carry the full line of Goldwell and KMS California hair products.   HairCrafters accepts all competitors’ coupons.

The HairCrafters Promise which is posted in all ten salons states   “We promise our customers a memorable experience – every service, every visit.” (www.haircrafterscanada.com)

HairCrafters Canada’s social media presence (to date) is as follows: email blasts, website, blog, Twitter and Facebook.  HairCrafters is now in the process of instituting QR codes.  The aim of  HairCrafters social media is to promote brand awareness; increase salon traffic-i.e. sale of services and products, and create customers in the younger-teenage and  20-year-old demographic.Audience participation,  with regard to the website/blog, Facebook and Twitter is small.  However, the email blast initiative has met with large success (with a client base of approximately 420).

Situational (SWOT) Analysis

Strengths

• Longevity and reputation:  HairCrafters has been in business in the Hamilton area sincde 1955;  HairCrafters has the HairCrafters promise which is posted in each salon
• Hours: Clients do not have to make appointment and the salons are open  7 days a week
• Locations:  salons are located in plazas along major transportation routes, and have free parking
• Staff:  stylists are ethnically diverse and speak a multiplicity of languages
• Clients:  ethnically diverse
• Service:  the salons are full service family salons
• Price range:  moderate
• Marketing and specials:  HairCrafter advertises in Hamilton Spectator, Hamilton Community News, Coupon Clipper, CHCH News, and has online coupons and special promotional sales such as the perm and colour certificate sale
• Social media presence:  HairCrafters has a website/blog, Facebook, Twitter, YouTube and MailChimp accounts

 Weaknesses

• Client mix:  high percentage of seniors and low percentage of late teens and twenty year old demographic
• Staff:  many of the stylists have no knowledge and/or interest in either social media or email.
• Social media:  social media dialogue mainly one way with little buy-in (the exception being MailChimp which has proven to be very successful)

Opportunities

• Competitors:  HairCrafters honours all competitors coupons.
• Social Media;  opportunity to use more widely and  vigorously
• Competitive pricing positions chain well in economic downturn
• Location:  ample parking, but routes, other shops
• Wider audience for promotion/marketing of HairCrafters products and services
• Growth in seniors demographic

Threats

• High percentage of seniors as clients
• Low percentage of late teens and 20-year-old demographic
• Competitors: franchise chains and salons
• Natural attrition of the older demographic (seniors)
• Risk of negative client feedback via social media outlets

Why Study HairCrafters?

HairCrafters  is a locally owned chain and has a long and stabled reputation in the community with ethnically diverse staff and clients,  and although it has a blog to go with the website, Haircrafters has had limited success with getting customers/clients to “friend” the Facebook page,  to follow HairCrafters on Twitter, and subscribe to the website.  By contrast, Albert Snow has 155 fans liking their page even though the communication on the page is mainly one-way communication.  Maison Fritz has 14 people liking their Facebook page and they too have only one-way communication on their page.  HairCrafters have good online presence with varied and interesting blog content but few followers.

The HairCrafters website has 119 posts, 6,460 views, 59 views today (Sunday as of 1:14 p.m), 8 comments and 42 followers.  Blog posts are hair and fashion trends, videos and HairCrafters specials. (www.haircrafterscanada.com)

As of Friday, January 20th at 4 pm this video (Color Zoom 2011)  has received 11,013 views,  4 likes, 1 dislike (not me–I really think it is catchy).  As you can see the production values are extremely high.

This video was uploaded on January 3, 2012.  To date (as of Sunday, January 22) there have been 1,086 views.

“As seen on the catwalks of London, Paris, New York, Berlin and Milan, this year’s fashion is all about the joy for life! Think nature in its most expressive shapes and colours. Fascinated and inspired by the surreal beauty of nature, the International Color Zoom Creative Team has translated the natural magnificence of colours and shapes into fashionable trend colours and styles. The beautiful result? The Color Zoom ’12 FasciNature Collection – looks with enormous visual intensity, vibrant colours and expressive cuts.” (Godwell Color Zoom 2012, http://www.youtube.com/watch?v=cBi7YZJYt84)

The smaller players are the franchises (large and small), and single or multi-owned salons.

For example, First Choice, is a franchise chain throughout the U.S. and eastern Canada.  FirstChoice engages in social media primarily trough Facebook and Twitter and are now running a contest to win a trip to New York (they do advertise heavily on television and in the print media).  Strangely, on checking their tweets I found the following (current as of 3:50 on Friday, January 20); following 4; 152 followers, and 5 listed @FirstChoiceHair.

The FirstChoice Facebook page is more robust with (as of 3:55 on Friday, January 20^th) with 1,643 likes and 54 talking about it.  The majority of the Facebook posts are related to product although there is some two-way conversation but it mostly appears to be with salon staff.

Keeping in mind the examples of Goldwell (poduct) and FirstChoice (franchis chain) we are zeroing in on a much smaller, local HamiltonBrantford based  chain of salons, HairCrafters and will  examine its social media presence, how it is working, how it can be improved,  the target audiences, and how they can be enlarged.

Since the arrival of mass media with the advent of the TV (roughly starting in the 1950)’s there has been much discussion and research done in the field of media stereotyping.  This assignment does not cover media stereotyping, but a good place to go if you are interesed in this topic is: http://www.media-awareness.ca

Today, throughout the world (with the exception certain countries under repressive political regimes) the beauty industry with its myriad of beauty brands (hair, cosmetics, skin care, diet, fashion, etc.) is actively utilizing numerous social media channels to engage its various publics.

For example designers and manufacturers stream their runway shows and post to YouTube and other platforms.

The immediacy of conveying trends in a matter of minutes has led to the fashion blogger and Fashion Tweeter. http://socialnowpr.wordpress.com/2011/09/28/social-medias-impact-on-the-fashion-industry/

As of  today, there are some 6,010,000 blogs dealing with both the beauty industry and social media, and there are 23,600,000 blogs on hair care.

The beauty industry major players spend have large marketing/social media budgets.  However, there is a caution that must be adhered the social media techniques are to work.

“Social media is communication and communication only works if you start a dialogue with your prospects and customers instead of using your social media accounts to solely push out sales messages.”

(How the Beauty Industry Leverages Social Dialogue, Socialmedia Dialogue http://www.socialmedialogue.com/how-the-beauty-industry-leverages-social-media/622/.

The webinars are courtesy of MWDAvisors.com

enabling an integrated marketing strategy

alternative scenarios for social analytics

preparing your social analytics strategy

The three presenters were

• Andrew Laing, President, Cormex Research (Toronto): “Measuring Social Media:  The Good, the Bad and the Ugly.”
• David Scholz, Vice-President, Leger Marketing (Toronto): “Social Media Campaign Evaluation:  Can’t I just count the ‘likes’?”
• David Bourne, Manager, Corporate Communications, The Scarborough Hospital (Toronto): David Bourne: “Taking the pulse of healthcare social media strategy.”

Andrew Laing spoke about ROI (return on investment) and ROE (return on engagement).  Some of the things that Andrew mentioned that can be measured are:  geographic  area of campaign; issues covered; scope and sources of coverage,

Dave Scholz spoke about inputs, outputs and outcomes which is a crucial distinction to make because the output may be good but the outcome not so good and mentioned an interesting statistic that 56% of Canadians were not yet on social media. Another point he made was to say that if you measure your social media you will probably know more about your subject that anyone else.

David Bourne defined measurable objectives as opposed to strategic objectives,  Below is a link to an excellent webinar on social analytics courtesy of http://www.mwdadvisors.com.   The site has much resource material.

social analytics presentation

Last Saturday, I attended the rebroadcast of Philip Glass’s Satyagraha. Satyagraha was a sold-out sensation when it had its Met premiere in 2008. It tells the story of Gandhi’s early years in South Africa, where he developed his philosophy of non-violence.

Below is the opening from a 2007 production.  The lyrics are all sung in ancient Sanskrit.  Glass’s music washes over one.  It is an amazing experience!  Listen and enjoy . . .