Shaun White Supply Co
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- Alisha Eleanor Sims
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1 Shaun White Supply Co
2 Situation Analysis Shaun White is an popular and influential celebrity with a huge social media following. Target sells a line of Shaun White clothing and products. White s line sold by Target generates insanely popular buzz online and in traditional media. Shaun White launched Shaun White Supply Company in Fall The company offers bikes, scooters and skateboards. After the initial launch, there has been very little buzz online for Shaun White Supply Company or the products.
3 Situation Analysis There is some kind of disconnect going on with the Shaun White Supply Company brand. People are not passionate about the products or the brand---there is a low volume of chatter online about the Shaun White Supply Company. In previous reports, Spiral16 offered general recommendations for ways to ignite Shaun White s fan base about Shaun White Supply Company. This report offers more specific tactical recommendations, based on our experience with similar clients and products. In addition, our team researched industry trends.
4 Why Isn t Shaun White Supply Co Getting More Online Traction? Sentiment for Shaun White Supply Co. Products is fairly positive. 57% positive and only 9% negative is a good benchmark for a brand of sports.
5 Shaun White Supply Co Site Breakout High level of shopping website activity, low Twitter volume for Shaun White Supply Co products. Review websites and review videos make up a higher than average chunk of the results.
6 Shaun White Supply Co Products vs Shaun White Target Line Clothing, housewares and kids line of products by Shaun White sold at Target generate a huge positive buzz online. Limited results showed almost 100% positive sentiment! People love these products at Target and fans are talking!
7 Shaun White Target Line Everyone talks about Shaun White s Line at Target. From Mom bloggers to Fashionistas, people love the brand.
8 Shaun White Target Line Mom Bloggers and Back-to-School Fashion Target blog - 10 year anniversary July 23,
9 People Want to Talk About Shaun White and His Love Life
10 People Want to Talk About Shaun White and His Hair
11 People Want to Talk About Shaun White and His Gum
12 Shaun White Compared to Tony Hawk Shaun White s celebrity status is big enough, almost at the level of Tony Hawk, who has been building his brand for years. Example: Twitter Tony Hawk has 3,143,457 followers on Twitter but he s posted 6,610 tweets Shaun White has almost one million followers on Twitter but he s only posted 308 tweets! Example: Klout Tony Hawk has a 69 Klout score, Shaun White has a 62 Klout score. There are other examples but the point is that there s something that is not sparking when it comes to Shaun White Supply Company.
13 Echo Rank tracks 500 e-commerce companies across various social indicators and indexes the social media activity with sales growth. In June, the top five companies turning social into sales included: FansEdge (sports fan branded products Barney s New York (designer clothing) Turn5 (runs AmericanMuscle.com, a car parts site GameStop (world s largest gamer store Fossil (watches, handbags, fashion accessories) Turning Social Media Into Sales
14 Solution: Tweak Shaun White s Twitter Feed
15 Tweaks in Shaun White s Twitter Content Shaun White s digital power on Twitter is not carrying over into sales for Shaun White Supply Company. Subtle changes in Shaun s Twitter feed could impact Shaun White Supply Co brand. Like her or hate her, Kim Kardashian utilizes Twitter effectively. Content of Kim s Twitter Feed Strategic + Understated Kim Kardashian s Twitter stream is optimized to gracefully direct traffic to her website--without blatantly coming out and SELLING.
16 Kim Kardashian - Use of Twitter to Drive Traffic Twitter Content Kim alerts fans are alerted about pictures of her outfits at red carpet events, she has a contest to attend her birthday party-- the kind of content her fans clearly want to see. Website Integration of Twitter Once fans go to her website---the website is optimized for the social web. Her tweets and blog posts prominently featured on the website. One out of five visitors to Kardashian s site comes from Twitter and nearly every product she puts her name on turns to gold. It might be worth testing Kim Kardashian s Twitter strategy for Shaun White Supply Company.
17 Solution: Build Instagram Presence for Shaun White Supply Company
18 Using Instagram to Encourage Deeper Connection Successful brands are using Instagram to communicate with their customers on an emotional and deeper level. The non-professional photos, taken from everyday life give fans of intimate knowledge of a brand --- encourages customers to feel a deeper connection and develop trust. Importance of feeling a connection critical for selling to creative and younger audiences. Red Bull on Instagram
19 MTV Tiffany s The Boston Celtics Burberry Puma Playboy Red Bull Brands Using Instagram Effectively
20 Instagram for Promotions and Contests Instagram is a great platform for Shaun White s products to source promotional images and run contests. Fan Generated Picture Promotion Using Hashtag NH Hotels created a campaign asking people to post pictures on Instagram when they wake up. The promo is called Wake up to a better world Fans Register for a Prize or Event by Posting on Instagram with Hashtag Levi s ran a casting call for models by asking Instagram users to mark their photos with a specific hashtag for consideration. Brand Event with Bloggers Posting on Instagram About Experience Puma sent 10 bloggers to Abu Dhabi to document the Volvo Ocean Race and Mar Mostro yacht, which Puma sponsors. The bloggers used Instagram to keep a realtime feed of the proceedings.
21 Instagram for Promotions to Encourage Engagement The beauty of using Instagram for a promotion is that bloggers or passionate members of Shaun s fan community could post pictures about Shaun s products all he has to do is stir the pot every now and then to generate fan enthusiasm. Fans Doing Skateboard Moves Start a campaign asking people to post pictures on Instagram of their skateboard moves. Fans vote on best pic with most votes gets a skateboard from Shaun White Supply Co. Hashtag #ShowShaunWhite or something like that. Fans Post Pics Why They LOVE Skateboarding Ask Instagram users to post an image of why they love skateboarding. Instagram users mark their photos with a hashtag relating to ShaunWhiteSupplyCo.
22 Instagram for Promotions to Encourage Engagement The beauty of using Instagram for a promotion is that bloggers or passionate members of Shaun s fan community could post pictures about Shaun s products all he has to do is stir the pot every now and then to generate fan enthusiasm. Fans Doing Skateboard Moves Start a campaign asking people to post pictures on Instagram of their skateboard moves. Fans vote on best pic with most votes gets a skateboard from Shaun White Supply Co. Hashtag #ShowShaunWhite or something like that. Fans Post Pics Why They LOVE Skateboarding Ask Instagram users to post an image of why they love skateboarding. Instagram users mark their photos with a hashtag relating to ShaunWhiteSupplyCo.
23 Pinterest Campaign Aimed at Moms of Skateboarders
24 Use Pinterest to Engage Moms to Buy Pinterest is the third social network behind Facebook and Twitter. The growth of Pinterest is even more impressive considering Pinterest referrals spend 70% more than visitors referred from non-social channels. Pinterest is currently not being fully leveraged as part of social media initiatives. Retailers who capitalize on this emerging trend can gain ground quickly before their competitors discover Pinterest.
25 Kate Spade: Pinterest Campaign for New Vespa Vespa and kate spade new york: Ride Colorfully on Pinterest Vespa and kate spade asked Pinterest users to pin images of how they ride colorfully in a contest to win a new kate spade versa. Very simple rules: 1. Users were asked to create a board and title it Ride colorfully 2. Participants then used the hashtag #ridecolorfully for every item pinned. 3. Four winners chosen to receive a brand new kate spade vespa.
26 How Spiral16 Can Support Clients
27 What Questions Can Be Answered? These are the questions that online data gathered by Spiral16 can answer, no matter what the objective is. The next few slides have examples of how Spiral16 insights have supported clients.
28 How Social Media Monitoring Impacts Bottom Line Client Objective Find New Customers Skincare Brand Discovered that almost 40% of online conversations about their products had links to online forum conversations on weightwatchers.com. Skincare brand began cross-promotion with Weight Watchers. Drug Rehab Center Found most popular blogs and social networks for Social Workers, DUI Attorneys, Employee Assistance Program Executives. Rehab center increased professional referrals by 50%. Client Objective Reputation Management Candy Company- The conservative, family-owned company found out through our analysis that their biggest source of online mentions came from a profane reference in a Kanye West song. Company began pushing out additional mentions of products in social media to combat the profane references.
29 Client Objective Customer Service Why Social Media Monitoring is Important National Cable Company Most of the vocal negative customer complaints came from their Southeastern markets, while some of the smallest rural cities in Colorado, Utah boosted the brand image of the company nationally. Client Objective New Markets, New Products Sporting Goods Retailer Spiral16 found a huge group of customers who are fisherman were sharing videos online featuring the brand s products. Sock Manufacturer - Found teenagers doing haul videos about their socks-- now these teens are online ambassadors for brand.
30 About Us
31 What We Do Data is like a natural resource that can be extracted and refined and turned into something powerful for businesses. Spiral16 takes the unstructured data found on the web and turns this information into critical information for brands and businesses. Spiral16 s experienced data analysts work within the Spiral16 software to collect data but our team routinely integrates additional research into our data sets and reports.
32 Experience Spiral16 has provided big data services to clients all over the world since We were one of the first companies in the social media monitoring industry. Spiral16 offers a web-monitoring and research platform and 3D visualmapping tool that gathers and analyzes relevant, in-depth business intelligence. Our proprietary technology collects and correlates online data. Then Spiral16 s professional services team or your agency team creates reports that contain data analysis, interpretation, reporting, and social media strategy and engagement.
33 Experience in Many Different Industries
34 Opportunity for Agencies in Social Media Research There is a growing demand for social media research services and a huge opportunity for agencies that can deliver these services. "Executives also put a dollar value behind data--with 93% believing their organization is losing revenue--14 percent of revenue, on average--by not being able to use the information they collect. -Wall Street Journal July 17,2012
35 Michelle Lamar -Spiral16 Data Analyst Office Mobile Contact
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