bata case study - growing your brand online
TRANSCRIPT
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Bata Shoe Company (Kenya) Ltd1
Christine MwitiBata Shoe Company (Kenya) Ltd
17th February 2011
Growing your Brand Online :Case Study
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Contents
• Bata Kenya Online presence
• Benefits of using social media
• Why people follow brands on Twitter/Like brands on Facebook
• Corporate Social media account DO’S and DON’TS
• Conclusion
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Bata Kenya Online presence
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An Overview
• Website – www.batakenya.com• SEO• Paid advertising• E-Commerce
• E-newsletter
• Facebook – www.facebook.com/batakenyafan
• Blog – www.batakenya.wordpress.com
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An Overview
• Ovi application
• Youtube – www.youtube.com/user/Batakenya
• SMS
• Twitter - www.twitter.com/batakenya
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Website
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Accessible through www.batakenya.com and www.bata.co.ke
Contains information about Bata Kenya and its activities
and informs customers of new products and promotions
More customers now sharing their views, through comments about products in the website
Preparing to implement full e-commerce website later in the year
www.batakenya.comwww.batakenya.com
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Homepage
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Online catalogue
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Customer reviews
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About Bata page
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E-Commerce : shop.batakenya.com
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Paid advertising : www.nation.co.ke
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E-Newsletter : Shoe Me
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Sent weekly
Subscription done via the web and at the stores
Mainly contains information on new arrivals and any promotions
Customers reply to the e-flyer feedback about our products or service
Shoe meShoe me
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E-newsletter subscription page
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E-newsletter subscription in the stores
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Accessible through http://www.facebook.com/batakenyafan
Used to engage customers – get feedback
Issues raised here are responded to promptly, thus building trust
Plans to enhance our presence on Facebook more this year
www.facebook.com/batakenyafanwww.facebook.com/batakenyafan
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www.facebook.com/batakenyafanwww.facebook.com/batakenyafan
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Blog(s)
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Accessible through http://www.batakenya.wordpress.com
Blog content includes shoe tips, new arrivals and promotions
Informs reader in a less formal way than the website and allows comments hence more interactive
Provides feed for phone application1297
www.batakenya.wordpress.comwww.batakenya.wordpress.com
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www.batakenya.wordpress.comwww.batakenya.wordpress.com
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Reviews on other blogs : An example
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Bata Phone Application
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Bata phone application on Ovi
Seeks to provide the convenience of accessing shoe care tips, new arrivals information from one’s phone
A way to reach out to the younger generation
Linked to our blog and Youtube channel
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Youtube
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www.youtube.com/user/Batakenyawww.youtube.com/user/Batakenya
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SMS
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Used to communicate new promotions, shoe tips and any other information relevant to customers
Used to get customer feedback on our products and find out what people are saying about the brand
www.twitter.com/batakenyawww.twitter.com/batakenya
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www.twitter.com/batakenyawww.twitter.com/batakenya
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Social Media Benefits
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Social media benefits• Improves sales and leads
• Customer care & feedback
• Gives the brand a voice (and ears!)
• Improves brand image – responsive to current trends
• Lots of people spend more time on social media channels than ever before.
• Enhances your online presence. Link to website to drive traffic
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Why People Follow Brands on Twitter/Like Brands on Facebook
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Twitter : Why people follow
• 38% = To get updates on future products
• 32% = To engage with the company or brand
• 31% = To save money
• 26% = For entertainment
• 23% = To display loyalty
Source – Exact Target
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Facebook : Why people like
• 40% = To receive discounts and promotions
• 39% = To show my support of the company to others
• 36% = To get a freebie such as free samples or coupons
• 34% = To stay informed about the company’s activities
• 33% = To get updates about future products
Source – Exact Target
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Do’s and Don’t’s of a corporate Social media account
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DO’s AND DON’T’s : As an Organization
• DO have a social media account.
• DO officially assign somebody (or a team) in your organization to manage the accounts.
• DO Invest some resources (time, money) to create awareness about your presence in social media.
• DON’T underestimate the role of social media in online marketing.
• DON’T have the account being run un officially just as a ‘by the way’.
• DON’T exempt social media when allocating resources for online marketing.
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DO’s AND DON’T’s : As the social media person or team• DO listen first to
what is being talked about.
• DO have conversations with people.
• Be professional.
• Moderation is key
• DON’T post any news - Only those that are relevant.
• DON’T talk at people.
• DON’T use the corporate account as a personal account.
• DON’T make every post a sales post
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In Conclusion
• Internet users are spending time on social media websites than any other place
• Have a say in what people are saying about you in social media
• Inform. Inspire. Entertain
• Facebook is a smart application for simple people. Twitter is a simple application for smart people
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The social breakup
• Do you know why consumers cut off brand relationships?
http://www.youtube.com/watch?v=owrTh4VtWnw
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Follow @Batakenya on Twitter