Growth in fans & followers

0.53%

0.1%

The North Face!

Most frequently used hashtags by audience:

#NorthFace (8) #YogaPants (3) #Uggs (3)

Kaitlyn Hyde and Becca Kanaverskis

Social Media Monitoring Feb. 15 – 21, 2014!

Objectives!

Goals!

*percent increase since 1/15/14

1.  Determine which social media tools or posted topics produce the highest level of engagement among the followers/audience of The North Face

2.  Determine sentiment of conversation in social media surrounding The North Face

3.  Increase interaction between The North Face and its followers/ audience  

1.  Increase audience interaction on Facebook (measured by likes, shares and comments) by 5 percent by April 1

2.  Increase audience interaction on Twitter (measured by favorites, retweets and replies) by 5 percent by April 1

Target Audience!

Most popular Facebook photo with 1,595 likes, 28 shares and six comments

1.  Primary: Adventure seekers and outdoor enthusiasts

2.  Secondary: Organizations and general public

(+970)

(+3,500)

Sources Used: Social

Mention, Icerocekt and Addictomatic

Audience Engagement

Strength   Passion   Reach  

30%  8%  

   33%  

!!Action Points !

ü Every Friday, The North Face asks a trivia question relating to adventure seeking, using the hashtag #triviafridays. This practice greatly increases engagement with the brand each week. Consider using pictures more frequently as they help to drive audience attention. ü The Instagram photo from Feb. 19 received twice as many likes and comments than other posts during the week. The post mentioned pro skier and member of The North Face’s athlete team, Ian McIntosh. Our team suggests future posts highlighting The North Face’s athletes. ü More than 60 percent of tweets during the past week directly addressed customer inquiries or complaints. By responding to its audience, The North Face effectively create one-to-one communication. Continue to use the account to comment back and carry the conversation among fans on posts. Posting photos about specific winter athletes is also a great way to connect with outdoor enthusiasts who feel excitement toward adventure.

Most popular Instagram photo with 12.,300 likes and

89 comments

0   50   100   150  

Posi3ve  

Neutral  

Nega3ve  

Sentiment of Mentioned Tweets