Author Archives: amtmmba

Kate Spade and Michael Kors – Social Media Analytics

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As we head into the summer season the retail brands, Kate Spade and Michael Kors, offer a variety of products that span from clothing, to shoes, to handbags.  These companies are battling for space in our home and closets and are both investing in social media. In an effort to better understand their online presence I will share analytics from Topsy and Social Mention.

Kate Spade – Topsy & Social Mention

After looking at the monthly tweets between 4/13 – 5/13, Topsy shows 58K tweets.  There are spikes of 3.3K on April 19th for an Easter themed picture they tweeted and of 3.2K on April 17th for an announcement of a collaboration with GapKids.  However, it looks like the average number of tweets per day is 1.5K – 2K.  The Topsy sentiment score of 72 is in-line with the score on Social Mention, which shows a mix of primarily positive and neutral sentiment.  The fact that the sentiment score is higher for Kate Spade than Michael Kors, aligned with my expectations due to the broader lifestyle that Kate Spade tries to build through their social channels rather than just promoting products.

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Michael Kors – Topsy & Social Mention

After looking at the monthly tweets between 4/13 – 5/13, Topsy shows 194K tweets. There are spikes of 10K on May 1st and 9.5K May 5th which seem to be tied a tweet to win a Michael Kors wallet and the MetGala. However, it looks like the average number of tweets per day is 6K. Having a high volume of traffic does not equate to having high sentiment. While there is higher number of overall tweets the Topsy sentiment score of 64 is dramatically different than the 10 indicated on Social Mention.  The sentiment data on Social Mention provides more visibility to how the sentiment score is calculated.  Michael Kors might need to consider how to pull people from the neutral into the positive or reduce the number of negative in order to see their sentiment score increase. The high number of neutral sentiment could be due to the majority of Michael Kors social media content having a pure marketing/product focus.

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RATS…playing recreational soccer in Seattle since 2012

Recreational Adult Team Soccer, RATS, is Seattle non-profit group that gives adults the opportunity to play recreational soccer.

Does it look like they follow a content calendar?

  • They have had a social presence on Facebook since February 7, 2012 and on Twitter since November 5, 2012.  However, they seem to post randomly rather than based on a schedule.  On Twitter I also found a large content gap from November 24, 2012 to February 10, 2014.

How many people contribute to the social channels?

  • In Twitter RATS has 47 Tweets, 13 Following, and 36 Followers.  After reviewing the various Tweets, however, it looks like most of the Tweets are pushed out from RATS with minimal contributions from other individuals.
  • On Facebook they have 342 Likes and while RATS posts info and photos there does also seem to be more user generated posts and conversations between users.

What is the message they are getting across?

  • RATS is providing information about upcoming soccer clinics, league registration deadlines, and some info/photos of Sounders and Reign soccer games through their Twitter channel.
  • Facebook seems to be used frequently by RATS and their users to connect potential players with teams in need.  There are also other announcements directed to the players regarding registration dates, safety issues at fields, field updates, etc.

Who are they trying to reach?

  • The primary audience seems to be the existing RATS community, since the majority of the Facebook posts and Tweets seem heavily oriented to current members (i.e. team photos, tournament dates, etc.).  However, they also are providing an avenue for new potential soccer players to connect to a team.  For this group there is more general soccer content and engagement from users who are seeking new team members.

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Kate Spade vs. Michael Kors

I am always on the lookout for a new handbag, so this social media assignment compelled me to compare the social media footprints of Kate Spade and Michael Kors.  These retail brands offer a variety of products that span from clothing, to shoes, to handbags.  They both seem to be focusing on providing an ecosystem of high-end products for their customers.  It is evident that both companies are investing in building an online presence, however, Kate Spade is accessible via a broader set of channels as reflected below.

Channels Participating In

Kate Spade

Michael Kors

Website

Yes

Yes

Blog

Yes

No

Email

Yes

Yes

Facebook

Yes

Yes

Twitter

Yes

Yes

Tumblr.com

Yes

No

YouTube

Yes

Yes

Pinterest

Yes

Yes

Instagram

Yes

No

 

Channel Activity

Below is a summary view of the activities for each social media channel that the company is utilizing. This table reflects how often they participate in the channel, with some key usage measures noted.  While both companies joined Facebook in 2008-2009 their activity engagement level and type of activity seems to differ.  Michael Kors has more Likes on Facebook, but they seem to make fewer posts on average with a focus on showcasing product photos.  While Kate Spade has fewer Likes they are more active and post 5-6 times per week with a mix of product photos, special offers, and references to their blog.  This trend is seen on Twitter as well where Michael Kors has more followers, but has fewer tweets in comparison to Kate Spade.  As I reviewed the various channels it is clear that both companies do leverage content across multiple channels and present a similar branding across most of the channels.  For example, I found the same image posted on the Kate Spade blog, on Facebook, and Twitter.  Thus it does appear as if there is an intent create an integrated experience for the customer.

Kate Spade Channel Activity

Website

Links to all other channels

Blog

Posts 1-2 times a week

Email

Access to exclusive offers

Facebook

1,104,822 Likes & joined on March 10, 2008

Twitter

15K Tweets & 592K Followers

Tumblr.com

regular posts

YouTube

4,356 Subscribers

Pinterest

15 Boards & 3,141 Pins

Instagram

2,263 Posts & 579,315 Followers

Michael Kors Channels Activity

Website

Links to all other channels

Emails

Access to exclusive offers

Facebook

13,312,504 Likes & joined on June 29, 2009

Twitter

5,755K Tweets & 1.93M Followers

YouTube

11,420 Subscribers

Pinterest

14 Boards & 2,247 Pins

 

Community Engagement & Culture

Based on the above information it is clear that each company has created a social media platform with associated communities.  However, it seems like Michael Kors is using their social channels as more of a marketing tool.  Most of their online posts include product links or photos of products, which seem to leave a marketing footprint for the customer.  In comparison Kate Spade has more of a social culture where they seem to have established a conversation with their followers.  They post a mix of product and general lifestyle info across their channels that made the brand more human to me.  For example, on Twitter they share product info right alongside info about what a person had for breakfast and what they are wearing to a concert.  This variety of lifestyle and product information formed a stronger brand connection for me and my next handbag is more likely to be a Kate Spade!

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