Embed Size (px)
Citation preview
Katherine Ahn Social Media Audit
UQ Marketing
BirchBox is active in Facebook, Twitter, Pinterest, YouTube, Tumblr, and Instagram. Landscape/Channel Audit Facebook
• BirchBox post information about their product they are featuring in their service box and promotions of upcoming special events.
• BirchBox posts links and pictures of their posts from the BirchBox website with catchy lines.
Katherine Ahn Social Media Audit
UQ Marketing Pinterest
• BirchBox has variety of boards including DIYs, produce they love, BirchBox Bloggers.
YouTube
• BirchBox posts variety of videos and have different playlists for different categories. They post hair and beauty tutorials, health tips, skin care tips, and special playlists such as “BirchBox Challenge 2015” with fitness and nutrition videos.
Tumblr
• Not only do they re-‐blog pretty pictures, they post pictures with links to their websites with beauty tutorials and beauty tips.
Katherine Ahn Social Media Audit
UQ Marketing Instagram
• BirchBox “instas” their various BirchBox bloggers promoting BirchBox products with product descriptions.
• They also posts announcements regarding the company and upload photos from their special events.
Katherine Ahn Social Media Audit
UQ Marketing Competitor Audit – IPSY Facebook
• Ipsy posts promotional posts on Facebook as well as inspirational quotes. • They also ask questions engaging its followers.
• Ipsy tweets links and pictures like BirchBox. • Ipsy asks questions to their followers. Questions range from beauty to off-‐topic
engaging questions. There are inspirational quotes from Michelle Phan, founder of Ipsy.
Katherine Ahn Social Media Audit
UQ Marketing Pinterest
• Ipsy has many boards on Pinterest including specific boards dedicated to Ipsy Stylists and Glam Bags.
YouTube
• Ipsy collects a playlist of various YouTube beauty bloggers’ videos introducing each months’ Glam Bags from Ipsy.
• Ipsy posts beauty videos ranging from tutorials to beauty tips.
Katherine Ahn Social Media Audit
UQ Marketing Audience Analysis
• BirchBox has 1,401,059 likes on Facebook, however receives more likes on Instagram (Instagram followers: 345 K)
• BirchBox’s Pinterest, which is dominated by women, has 949,540 followers. • They are mostly followed by young women, since BirchBox is a beauty service
company. • They receive most attention on their social media posts regarding giveaways (it is
clear that giveaways receive most likes/responses to a giveaway post in all their social media platforms).
• They also receive a lot of attention to posts about celebrities (especially posts about big events celebrities attended i.e. Oscars) and beauty tips.
Katherine Ahn Social Media Audit
UQ Marketing Channel Recommendation
• BirchBox is doing well uploading on various social media platforms. I think they should gear more energy to Instagram, Facebook, and YouTube because they are trendier social media platforms and there are a lot more users they could reach. Pinterest is a good outlet but definitely has limits to its market size.
• Instagram is especially important, because it is easy to market through simple pictures and takes less effort than filming a YouTube video.
• YouTube videos are effective in showing the products and providing details regarding them. However they will attract certain group of potential customers who will spend time watching them.
• Tumblr is a dying social media platform, therefore, they should not spend too much energy on coming up with Tumblr exclusive posts.
Content Split Recommendation
• BirchBox should connect most of their video content to Instagram, Facebook, Twitter, Pinterest, and Tumblr to promote their uploads. They should post on YouTube with quality content once a week or every other week.
• BirchBox should host frequent giveaways and have promotion codes on Instagram, Facebook, and Twitter (all the same giveaways, but posted on all the social media platforms) every 2 to 4 weeks.
Link Recommendation
• Since followers respond well to various celebrities’ posts and beauty secrets they should share beauty bloggers who talk about BirchBox and different celebrities who used products BirchBox carry.
• Since BirchBox is low on male subscribers, they should hire male influencers who can promote the brand. They should share male brands such as Art of Shaving.
Katherine Ahn Social Media Audit
UQ Marketing Editorial Calendars
Possible caption could be: Spring is around the corner and we are loving this nail polish by Essie! What are your favorite colors from Essie? #instanails #lilac #lilacism #springcolors
Katherine Ahn Social Media Audit
UQ Marketing
Possible caption for a giveaway: GIVEAWAY for Tarte Holiday Set! Enter to win this FREE Limited Edition Tarte Holiday Set including 20 full size eye shadow palette, Tarte’s best seller, Maracuja oil, and more! All you have to do to enter is to post a picture of your recent favorite BirchBox item with the hashtag #MyFaveBirchBox! 10 entrees will be chosen as winners! So hurry and enter the giveaway!! #giveaway #birchboxbeauty
