PP (Power Point 2015) Social Media Marketing - Social Media Audit from Media Marketing - Assignment

1. Authors: Kamil
Module Digital Media Marketing
Subject: Chanel Social Media Audit
Date: 6.03.2016

2. Date: 6.03.2016
Agenda
• Who we are ?
• SWOT
• Facebook Analysis
• Twitter Analysis
• Instagram Analysis
• PEST
• Conclusion

3. Who We are ?
Date: 6.03.2016
Everyone know Us as a Cloud 9.
Through that presentation we would like to present
how Chanel brand can improve
Social Media presence and strategy
We are team of 3 students from
Digital Skills Academy, with
background of
Media Marketing and Design

4. Date: 6.03.2016
SWOT / STRENGTHS
- Regular posts nearly one a day
- Nice Balance between video and
regular posts
- Good use of #
Strengths / Weaknesses / Opportunities / Threats
Facebook (chanel)
Twitter (@chanel)
Instagram (chanelofficial)
- By using video posts they have good
volume of Reshares
- Not using the auto-posts
- Good amount of followers

5. Date: 6.03.2016
SWOT / WEAKNESSES
Facebook (chanel)
- Because the “messiah” profile brand
is creating not really customer friendly
profile
- Likes and Tweets are not visible on
their profile
“Messiah profile” – Not following the other users
Strengths / Weaknesses / Opportunities / Threats
- Low volume of engagement with the
audience through responding to there
comments
Twitter (@chanel)
Instagram (chanelofficial)

6. Date: 6.03.2016
SWOT / OPPORTUNITIES
- Get valuable feedback about the
products
- Improve awareness about the
competitors
- Promote latest projects and fashion
shows
Strengths / Weaknesses / Opportunities / Threats
Facebook (chanel)
Twitter (@chanel)
Instagram (chanelofficial)

7. Date: 6.03.2016
SWOT / THREATS
- Huge Brands such as Dior, Armani and YSL
Saint Laurent are approaching their audience
and are gathering valuable feedback
- Dior is following the other brands / users,
which can makes brand more aware of the
current competitors
- Huge Brands such as Dior, Armani and YSL
Saint Laurent are more active on Twitter
Strengths / Weaknesses / Opportunities / Threats
Facebook (chanel)
Twitter (@chanel)
Instagram (chanelofficial)

8. Date: 6.03.2016
Response and Engagement to CHANEL posts are very positive
FACEBOOK ANALYSIS
AMPLIFICATION
POSTING APPLAUSE
Period 20.01.2016 – 18.02.2016 activity on the 3 main social media channels (Facebook, Twitter and Instagram)

9. Date: 6.03.2016
YSL and Dior they have nearly the same amount of followed people, best
performing brand was Armani, those brands have created a nice profile that will
help them to increase the followers, and what comes with that increase the
audience that they can talk to / with, about their future products.
TWITTER ANALYSIS
ARMANI has created more posts than Chanel
TWEETS FOLLOWING
Period 20.01.2016 – 18.02.2016 activity on the 3 main social media channels (Facebook, Twitter and Instagram)

10. Date: 6.03.2016
DIOR is engaging with the users/audience through liking and following
others, thanks to that tactic their brands image is getting friendlier
and is going toward the users.
INSTAGRAM ANALYSIS
DIOR has created more posts than Chanel
POSTING COMMENTS
Period 20.01.2016 – 18.02.2016 activity on the 3 main social media channels (Facebook, Twitter and Instagram)

11. Date: 6.03.2016
As Chanel is one of the leading
brands in worldwide fashion industry,
most their products fits to the most
expensive products category
PEST / POLITICS
Politics / Economic / Social / Technological
UNEMPLOYMENT

12. Date: 6.03.2016
2. Countries with no euro (€)
currency, have more difficult to
purchase CHANEL products because
of the currency value exchange
PEST / ECONOMIC
Politics / Economic / Social / Technological
Countries with € currency
1. The economic factor such as exchange
rates, inflation can affect the high end design
income.
Without € currency
With € currency

13. Date: 6.03.2016
PEST / SOCIAL
Politics / Economic / Social / Technological
1. Chanel main goal at the moment is to create wearable designs for their customers
“Simplicity is the keynote of all true elegance.”
Author: Coco Chanel
2. Thanks to simplicity and creating wearable designs, Chanel is now a main leader
in the Fashion Industry.

14. Date: 6.03.2016
PEST / TECHNOLOGICAL
Politics / Economic / Social / Technological
1. One of the minus factor of the big brands like
Chanel is that their design clothing are so
expensive that selling them online would cost even
more
example ( postage insurance, online purchase fees )

15. Date: 6.03.2016
As Chanel is really known brand, the Applause and Conversation Rate is best in
all social media channels, what makes them leading Fashion brand.
CONCLUSION
• After detailed analysis of Chanel and their competitors, Dior, Armani and YSL.
On their most popular Social media channels such as (Facebook, Twitter and
Instagram) Chanel should pay more attention to their users / audience,
and start to talk and engage with them instead talking at them
• That tactic would improve the online brand image and relationship with their
clients and thanks to that Chanel will create good relationship with potential
clients/customers