How Penshoppe Can Leverage Social Media Based on Data

The topic of fashion never goes out of style in the social media sphere. How often have we come across high volumes of #OOTD (“Outfit of the day”) posts crowding our social media feeds?

Hence, when it comes to succeeding within the fashion industry, social media cannot be left out of the equation. Social listening can form an effective strategy for brands to understand how they are performing online as well as seek new opportunities. To understand how fashion brands can leverage social media based on data, let’s use the example of Penshoppe, an up-and-coming clothing brand from the Philippines. 

What began as a simple T-shirt company in Cebu became a global retail name, gaining popularity in Southeast Asia and the Middle East. Penshoppe’s rise to fame was attributed to its ability to obtain impressive celebrity endorsements such as that from Zac Efron, Gigi Hadid and more recently, Kendall Jenner. The use of such famous brand ambassadors boosted the company’s online presence which would make it even more important for them to monitor their social media coverage.

So if you are working for a promising fashion brand such as Penshoppe, here is how data can help you leverage social media

1. Know your audience

Fashion is for everyone. There are so many different types of consumers out there with a different sense of style and tastes in clothing. Identifying and understanding the demographics of your consumers can benefit your brand when developing future products or marketing strategies.

Meltwater’s Social Influencers tool allows companies to view the demographics of their online users at a glance. Hence, brands such as Penshoppe can identify which consumers engage the most with their brand and which consumers engage the least.

For instance, here are the demographics of Penshoppe Twitter followers during the first quarter of 2019:

Figure 1: Age group, gender and skill demographics of Penshoppe Twitter followers (Jan-Mar 2019)

From the data, we can observe that a large portion of followers are women within the 18 to 24 year old age category. Thus, to further engage with this market, Penshoppe can continue to produce relevant content or introduce new clothing items that are targeted towards this demographic. One of the top skills of Penshoppe followers is also shown to be Music. Hence, to appeal to their musically inclined audience, Penshoppe can consider incorporating elements of music in their future strategies such as collaborating with a famous singer or band.  

Identifying your audience can also help your brand take note of potential consumers. 35 to 49 year-olds make up a lower portion of Penshoppe’s Twitter followers, indicating that Penshoppe’s content may not be resonating well with this group. This creates a possible opportunity for Penshoppe to develop marketing content or introduce products that are tailored to this untapped market.

2. Pay attention to your influencers

Influencers play a crucial role in the business of fashion. You need influencers to promote trends or showcase new items of clothing to boost awareness about your brand and products. Hence, it is important to keep track of your influencers’ online performance and observe how well received their posts are. 

Meltwater’s Social Influencer tool also allows companies like Penshoppe to monitor how well their influencers are doing online and how successful they are in engaging their followers. Penshoppe would be able to identify which posts in relation to their brand received the highest engagement on different social media platforms and which received the least. 

For instance, here are the top Instagram posts mentioning Penshoppe for the first quarter of 2019, ranked by engagement:   

Figure 2: Top 8 Instagram Posts mentioning Penshoppe, ranked by Engagement (Jan-Mar 2019)

Penshoppe can see that one of their key brand ambassadors, Kendall Jenner, is amongst the top Instagram influencers for the period. The tool also allows Penshoppe to see what their influencers are posting, including the levels of engagement and reach garnered. This would give Penshoppe a better idea of what content appeals to social media users. 

Furthermore, under the Top 8 Instagram Posts, it is interesting to note that user, John Karl Ramos, had four highly engaging posts. If he has not been engaged by Penshoppe yet, he could be a potential brand influencer for them in future. 

Users such as John Karl Ramos can be classified as micro-influencers. Micro-influencers are not necessarily celebrities but they do have quite a large number of followers who enjoy their content. They are also usually popular within a niche community or market.   

Other than celebrity endorsements, it would benefit your brand to source for micro-influencers who may have gone other the radar. This can also be done on Meltwater’s Social Influencer tool, where your brand can source for influencers within different markets. 

3. Keep an eye on the competition

The fashion industry is currently saturated with different players from small online startups to giant global conglomerates. To stay ahead of the game, you need to take note of your share of voice within the industry to know where you stand against other competitors, be it local or international. 

Figures 3a and 3b present Penshoppe’s share-of-voice as compared to other promising local brands (Kamiseta, Bench and Bayo) as well as more recognised international brands (Uniqlo, Forever 21 and H&M):

Figure 3a: Share-of-Voice with local competitors (Jan-Mar 2019)

Figure 3b: Share-of-Voice with international competitors (Jan-Mar 2019)

As compared to other Filipino fashion brands, Penshoppe has a much larger market share of over 50%, implying how it is doing well amongst local players. However, as compared to global brands, Penshoppe loses out to H&M Philippines, despite owning a notably large share-of-voice. 

To further understand how their competitors are performing online, Penshoppe can observe their social media strategies, such as who their influencers are or what their latest online campaign is, through social listening. Identifying trending topics concerning your competitors would also give you an idea of what appeals to customers in relation to other brands. 

For instance, H&M Philippines poses as a strong rival to Penshoppe. Using Meltwater, we could track the trending themes of H&M Philippines’ social coverage during the first quarter of 2019 to find out what has been driving the brand’s popularity: 

Figure 4: Trending themes of H&M Philippines’ social coverage (Jan-Mar 2019)

“Nadine Lustre”, “H&M Swim Essentials” and “Swim Essentials” can be seen to some of the more prominent keywords for the brand during the first quarter.  Recently, H&M Philippines had launched a new swimsuit collection together with Filipino actress, Nadine Lustre, and the traction in these keywords imply how highly received the collaboration was. 

Hence, social listening lets brands such as Penshoppe know what marketing strategies their competitors are currently engaging in, what new products they are launching and how their strategies performed online. They can also see who their competitors’ newest brand ambassadors and influencers are.

4. Stay up-to-date with the latest trends

Trends come and go in the world of fashion. An item of clothing can go out of style within a few weeks or even days. Thus, fashion brands such as Penshoppe have to keep up with the latest trends and know what’s in and what’s out. 

Tracking and anticipating trends online can be challenging, considering the millions of social conversations happening at the same time. But with social listening tools such as Meltwater, Penshoppe can create multiple specialised searches for different categories of clothing. They can also further categorise the searches by markets or countries to understand how fashion trends differ across regions. 

For instance, let’s look at the category of denim products. 

A denim search on Meltwater could look something like, where different denim items are taken into account: 

Meltwater can then present  the trending topics for the search, as well as, show which topics are continually showing up over time:

Figure 4: Topic momentum for Denim from March to April 2019

The term “shirt” can be seen to have gained a 92.52% increase in social volume from March 2019 to April 2019. This could possibly indicate a rise in the popularity of denim shirts. 

Thus, social listening can allow your brand to anticipate trends and get a head start in updating your current product portfolio to tailor to these latest changes in consumer preference and taste. 

5. Track your campaigns and collaborations

Many fashion retailers such as Penshoppe are active in organising collaborations and campaigns with artists, designers, entertainers or even popular TV programmes and movies. Most of these collaborations are around for a limited time only and usually make a comeback in the following year. 

Other than monitoring social coverage of your regular clothing lines, your brand should also observe how well your current collaborations and campaigns are doing. Such insights can help your brand decide if you wish to continue or repeat a present successful campaign in future or assess why certain campaigns were not well received.   

Penshoppe, for instance, offers a variety of exclusive graphic T-shirt collections in collaboration with other brands and designers. One of them is a collaboration with the cartoon series, We Bare Bears which was first launched in November 2018, and made a comeback again in April 2019

Using Meltwater, Penshoppe can track the online social media coverage of the collaboration: 

Figure 6: Social coverage of Penshoppe x We Bare Bears collaboration (Nov 2018 – Apr 2019)

It can be observed that there was a high traction in social coverage in November 2018 when the collaboration was first launched. However, when the collaboration was launched again in April, it can be seen that the volume of social coverage was not as high as the previous period. Thus, Penshoppe could review their marketing strategies for the April 2019 launch and find out why it did not perform as well as in November 2018.

As collaborations and campaigns are common for fashion brands such as Penshoppe, it is essential to keep an eye on how each of them performs to know where you should be shifting your resources to. Media intelligence tools like Meltwater allow you to create multiple searches and hence, your company can create a search for each campaign or collaboration.  

As mentioned, social media plays an important role in any fashion brand’s marketing and business strategies. Being in the know of the latest fashion trends can be challenging if you don’t engage in the right tools to track influencers or monitor your social media hits. Just like Penshoppe, you too can uncover valuable insights on your fashion brand’s performance on social media, so that you never go out of style!

Want to find out how Meltwater’s tools can help you create a compelling brand presence on social media channels? Click below!

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Importance of 360° Measurement

In a world drowning in data, media monitoring has evolved tremendously to keep up with a new digital era. Gone are the days where brands could rely solely on news clippings to learn about how their companies were performing, especially in a time dominated by the Internet and presence of social media sites. With brand mentions and conversations spread across different sources of information, it has never been more vital and pressing for PR and marketing professionals to adopt a 360° measurement approach in assessing the overall performance of their brands.

As its name suggests, a 360° measurement framework is a collection of all data on your brand’s coverage all on one platform. It allows you to analyse the volume of coverage across all data sources and garner comprehensive and meaningful insights on your brand’s performance.  

Here are some ways a 360° measurement framework can be important and beneficial to your brand:

1. Provides a ‘Big Picture’ overview of your brand’s performance

As mentioned, having a 360° view of your brand’s performance means monitoring and assessing all sources of data covering mentions and conversations in relation to your brand, be it solicited or unsolicited. Possible sources of data would include:

  • Mainstream media sources such as print, online, radio and broadcast news
  • Social media sources such as social networking sites, blogs and product review websites
  • Your company’s web traffic through a Google Analytics integration

Media intelligence tools such as Meltwater allow you to create dashboards that capture the above information and track other insights (e.g. Sentiment Analysis and Trending Topics) all in one place. Here is an example of how the dashboard will look like:

Figure 1: Meltwater Dashboard to track the news coverage of shoe brands

Meltwater’s Dashboard allows you to collate all brand mentions in one place; the use of charts and graphs can help you to visualise and understand your data at a glance.

Eventually, the above list of data sources may expand over time as new game-changing platforms of communication and information enter the media landscape.

Social media, for instance, is a gamechanger in the traditional media landscape. An integral part of our daily lives, social media has given us a platform to voice our own views on different companies and brands. Your brand now has direct access to what consumers truly think or talk about in relation to your company, making it a fundamental data source to monitor, and unlike traditional new sources, such coverage cannot be controlled or managed.

Hence, with a lack of control on the coverage your brand receives, it is increasingly important to set up an all-in-one-place platform to monitor this data. This ensures that your company covers all ground and gets a big picture overview of how your brand is performing.

2. Captures real-time analysis

A 360° measurement framework also incorporates the use of real-time analysis, where not only is all your data in one place – it’s up to date as well.

One of the biggest pros of using media intelligence tools is their ability to capture and present data as and when it happens. Hence, your company can keep on top of the latest news and report the data in less than half the time.

Real-time analysis allows your brand to observe events within your industry as they unfold and act accordingly, if needed. This also means the ability to spot potential threats and crises or discover new opportunities for exposure early. The use of real-time data can be beneficial in deciding your next marketing or PR strategy in terms of what content to develop or what approach to take.

There are brands who have successfully made use of the real-time data they have collected to engage their audiences. Through observing and responding to events as they happen, these companies were able to create eye-catching and creative content that resonated well with their audiences. They also made use of real-time data regarding their consumers such as location data to develop more personalised content.

3. Incorporates the practice of benchmarking

Assessing how your brand performs in isolation may not always be the best approach as you will be exposed to internal biases and misconceptions, giving you a skewed evaluation. To get a more honest perspective of how your brand is performing, it is essential to monitor the performance of your competitors to know where your brand stands within the industry.

Using a 360° measurement framework instils the practice of benchmarking, where your brand can compare its performance with that of its competitors through analysing its share-of-voice. Share-of-voice refers to the volume of media mentions of your brand which in turn gives a gauge of the market share your company owns.

The following chart shows the share-of-voice for three global shoe brands within APAC during the first quarter of 2019:

Figure 2: Share-of-Voice for different shoe brands (Jan-Mar 2019)

Nike can be observed to have a greater share-of-voice, implying that it has a greater market share as compared to Adidas and New Balance. Having greater news coverage as compared to other brands could imply a brand is more popular or more talked about as compared to others. Nevertheless, further sentiment analysis is needed to learn more about the brand’s reputation.

Other than market share, benchmarking provides insights on what is being said in relation to your competitors. You will be able to observe what the media or consumers are talking about or focusing on when it comes to other brands, giving you an idea of your competitors’ strengths and latest business and marketing tactics.

For instance, should Adidas be a competitor of your brand, Meltwater allows you to find out what is the latest news on Adidas. Here are some of the trending keywords in relation to Malaysia news coverage on Adidas during March 2019:

The keyword “World Cup” can be observed to be one of the more prominent topics, implying that Adidas may have recently collaborated with a sporting event. Further analysis brought us to arrive at the news of Adidas paying equal bonuses for their sponsored players in the FIFA Women’s World Cup which was picked by Malaysian sources and gained a high level of reach.

Thus, monitoring competitors’ data keeps you up-to-date on the latest developments in your competitors’ businesses such as product launches, changes in management or PR crises, and hence, an opportunity to learn from them.

Moreover, with the use of real-time analysis, having a 360° view of data on the latest news within the industry can help you detect potential competitors that may pose as a threat to your brand early. Thus, your brand can develop suitable strategies to anticipate any possible change or disruption.  

4. Useful for various aspects of business, not just PR

Adopting a 360° view of your brand is not just useful for PR. This approach can also be used in practice to support other business functions and departments.

For instance, a ‘big picture’ overview of your brand’s performance can assist the board and C-level executives in how they govern the organisation, set organisational goals or make business decisions.  For instance, anticipating what competitors will be doing next will allow board executives to decide their next move, be it adapting their visions to follow the trends of competitors or keeping to their original goals. The conventional approach of focusing on financials and KPIs is just not cut out as a comprehensive indicator of how a company is performing, especially with the growing importance of other indicators such as media coverage and online reputation. Take for instance the success of Instagram where its overwhelming online popularity and usage led it to be bought by Facebook for US$1 billion.

Other than board executives, product development and risk management teams can also benefit from a 360° measurement framework. Product developers can keep up-to-date with changes in consumer preferences and demands, taking them into consideration as they create new products or improve current ones, while risk managers can detect potential threats to the business early. Thus, using a 360° measurement framework can provide meaningful and actionable insights that could benefit different departments of your company.
If you now understand how important it is to have a 360° view of your brand performance, how can you make the move? Media intelligence tools such as Meltwater make it simple to incorporate a 360° measurement framework to assess the performance of your brand. With its easy-to-use interface, Meltwater allows you to develop well-structured dashboards presenting all your fundamental real-time data clearly in one place, making it easier and convenient to access any insights you need to improve your brand performance. Hence, you can stay on top of the latest news and social conversations about your brand as you work out your next move!