MK Social Media Content Analysis
- What platforms is the brand using?
Facebook, Twitter, Instagram, YouTube, Pinterest.
2. Which accounts do they have on each platform?
Facebook, Twitter, Instagram, YouTube, Pinterest: Only Global.
3. Posting frequency on each platform
Facebook: 3–4 posts per week.
Twitter: 2–6 posts per day.
Instagram: 1–2 posts per day.
YouTube: 2–3 videos per month
4. Content types and description on each platform
Facebook:
(1) Home: Send message, Official Website, Company.
(2) About: Company Overview
(3) Posts: Commercials, product displays, related events (MK collection/conference/specific festival, like Mother’s Day …) by images and videos and short description, most of the posts include the link to official website and make customers buy MK products easily. Different languages. Advocate kinds of lifestyles with MK.
(4) Events: Events list, like Michael Kors Spring 2017 Runway Show
(5) Location: All the MK retail stores near you.
(6) Community: The people who have interest in MK. You can also invite friends to like this page.
(7) Shop now: Easily purchase channel.
Twitter:
(1) Brief introduction of MK
(2) Link to MK Official Website
(3) Your location
(4) Tweets: Most tweets are images. Some of them are videos and texts. Most of tweets are related to MK commercials, products and events. But in Twitter, MK is also delivering kinds of life experience. Not too much products introduction, but advocating different kinds of life experience with MK. Some of the posts include the link to official website and make customers buy MK products easily.
Instagram:
(1) Company brief: New arrivals brief introduction.
(2) Link to MK official website.
(3) Most of posts are photos, not too many videos.
(4) Posts content: Commercials, product displays, related events.
(5) Customers can tap to view products and know their price, texture, and so on. They can also go straight to the purchase page.
(6) Advocate kinds of lifestyles with MK.
YouTube:
(1) All of posts are videos.
· New Arrivals| Campaign Central: For festival, summer series, specific products…
· Lights, Cameras, Fashion! About MK life experience.
· The walk| Michael Kors. For “The Walk” campaign commercials.
· Glamour Games: Like reality show, interview.
· Introducing Michael Kors Access| Wearable Technology: MK access display smartwatch campaign.
· Michael Kors Collection| All Access Kors: All things related to MK collection.
· EAU YES| MICHAEL KORS FRAGRANCES
· Runway
· Michael Kors Mens| To the man
· Kors Cares| Watch hunger stop
Pinterest:
(1) All the posts are photos.
(2) According to their specific needs, customers can choose different boards to follow and receive corresponding information.
For example: Shades of the season, Gifts me, Street style, In the bag…
(3) The content of photos: product display, commercials, runway, related events, related to MK lifestyles…
(4) By taping products photos, customers can go straight to the purchase page.
(5) If customers prefer some photos, at the end of these photos, MK also lists some other products that more like these ones. MK provides more choices to customers. Then customers can compare with each other and pick up the best ones they like.
5. What is the engagement level like on each platform?
Facebook:
(1) Posts: likes 1k-20k, comments 10–2k, share 20–1k
(2) Community: 17m likes, 17m follows, 302,887 total visits.
(3) Comments content:
· Customers’ feeling, which includes complaints, satisfaction before and after purchasing.
· Customers’ suggestions, creative ideas about price, promotion, product quality.
(4) Most posts include link to the purchase page, which easily drives customers to sale-cycle
(5) On the home page, customers can also message to interact with MK.
Twitter:
(1) Retweet or Quote Tweet: 10–300, likes 30–500, customers can also share tweets and message to MK.
(2) 3.5m followers
Instagram:
(1) 3620 posts, 10.2m followers and 266 following
(2) Customers can contact MK by emails.
(3) Customers can find posts related to Michael Kors on the home page.
(4) Posts: likes 14,000–72,000, comments 20–250, video views 100,000–250,000.
(5) Comments content:
· Customers’ feeling, which includes complaints, satisfaction before and after purchasing.
· Customers’ suggestions, creative ideas about price, promotion, product quality.
(6) Customers can tap to view products and know their price, texture, and so on. They can also go straight to the purchase page.
YouTube:
(1) Videos: views from 1k-7m
(2) Comments content:
· Customers’ feeling, which includes complaints, satisfaction before and after purchasing.
· Customers’ suggestions, creative ideas about price, promotion, product quality.
· Many viewers area taking about the background songs.
· They also taking about the styles of the videos.
· Their ideas of each campaign.
· The lifestyles that MK brings to them.
(3) 58,890 subscribers
Pinterest:
(1) Customers can save each photo easily.
(2) Customers can also send profile to other social media or channels.
(3) 216,110 followers, 107 following
6. What are the best brands doing in this category? Is the brand following best practices?
(1) By compare with MK’s competitors, like Coach, Kate Spade, Ralph Lauren and Tory Burch, I think MK does the best job in social media.
MK has more followers in each platform. Followers and other customers have more engagement, which more easily drives customers to sale-cycle.
(2) MK follows best practices in these five channels.
7. Do the channels work together in a digital ecosystem?
Sure. Five different channels have different features to deliver messages to customers. They work together to build an integrated system in social media marketing.
8. Where are areas for improvement? What are they doing really well?
(1) I can’t find any promotion activities in these five channels. Sometimes, promotion easily get customers.
(2) Five channels work together in digital ecosystem.
9. Are you able to find any insights from the content or the analytics?
The core of most of the information MK delivers to customers is kinds of lifestyles. In all these five channels, MK rarely mentions how perfect its products are, MK keeps delivering its life experience, like this summer, “Spend some quality time with your BFF…with MK” and the walk campaign mentions that “Walking o sunshine this summer”.
