Three billion people worldwide are using social media, and everybody spends 135 minutes a day checking in on social media. There is no doubt that social media offers tremendous opportunities for direct interaction between products and audiences. Social media also could spread information and convert audiences into paying subscribers. Today, social media is the most important place to build your brand.
Jeff Bezos, the founder and executive chairman of Amazon, he said “A brand is what others say about you when you are not present". What I can understand is that a brand is a reputation, and it takes time to build the reputation. Therefore, a brand needs to know what its customers are saying about the brand in a timely manner. But how to effectively monitor what customers think about a brand across all social media and intelligence software?
Thanks to Digimind’s invention, I typed in "Converse" on the website and I got the following data.
Clearly, the Converse brand has been active in global social media coverage throughout the year since November 26, 2020, to today, with over 500k times in the highest recorded mention. This means that the Converse brand has a strong community.
It is also interesting to note that for the past 30 days, the top trending Facebook accounts of Converse are the official Facebook accounts of the brand in each country. Out of curiosity, I searched for Converse's Influencer ranking in Facebook. I was shocked to see that almost all of Converse's biggest Influencer are the brand's official Facebook accounts in each country. This is a clear indication of how seriously the Converse brand takes social media. While other brands are looking for traffic and attention, Converse creates its own attention for itself!
When I clicked on any of these accounts' related key concepts, it was not difficult to find that every product release of the Converse brand has aroused consumers' anticipation and hankering. As mentioned earlier, it takes time to build a brand's reputation, and it is valuable that after more than 100 years, Converse brand consumers still have such strong loyalty. We can still see the name "Chuck Taylor" in TOP HASHTAGS, which is not only a logo, but also a brand emotion of Converse. In a way, HASHTAGS brings together a certain group of people who have a resonance in the same social media. So Brands can gain attention to their brands by creating HASHTAGS on social software in a timely manner, and similarly, brands can get relevant feedback through consumer HASHTAGS and adjust their communication strategies in a timely manner.
Digimind also provides us with the demographic of Converse brand. In the last year, Converse had more male users than female users, they were 61% and 39% respectively. We can also see that 48% of customers are between the ages of 25 and 40. The second largest consumer group is surprisingly between the ages of 41 and 55. This is not difficult to understand. In the 1970s and 1980s, Converse became an icon in the music industry because of the rock band effect. Its brand values included elements of rock and rebellion. With the passage of time, this segment of consumers has entered middle age, yet they still follow Converse on social media.
I was able to corroborate this idea in the consumer's profession, which is what Digimind was able to provide. The labels "musician" and "artist" also lie in a pile of very formal professions, which seem to pay a vague tribute to the famous rock spirit and the brand emotion of Converse.
In addition to this, Digimind has also compiled statistics on users' sentiment about Converse and the emojis they use most when posting their opinions. During past 12 months, Converse received 56% positive reviews, so consumers mostly used cute, positive, and relevant emojis.
In recent years, the Converse brand team is using the nearly 100-year-old Chuck Taylor canvas shoe as a vehicle for user self-expression. "Converse is still giving the voice back to the consumer," says Cottril (Converse's vice president of global marketing and Chief Marketing Officer), "and one of our basic principles is to try to appreciate the user [for the content they generate], not ourselves." Converse launched the Made By You campaign taking over all of Converse's social networking platforms and encouraging users to upload photos of their own canvas shoes, and consumers became the best candidates for brand marketing.
In conclusion, we searched and statistically analyzed consumer feedback on Converse on various social media through Digimind, which helped the brand build a better image. Converse is a brand that values consumers' opinions. This is something that Converse has done very well.
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