On February 2, 2015, you announced your kikkiKLoveMail Movement in hopes to encourage fellow Stationary Enthusiasts to fall back in love with handwritten letters and cards. You asked people to follow you on either Twitter or Instagram, upload an original photo where they have handwritten the line “It’s time to love pen, paper &post again”, and finally, to add the caption: My pen and paper promise @kikkiK_loves #kikkiKLoveMail.
For the first 500 entrants that promised to commit to pen, paper &post between February 2nd-10th, you in return would mail a kikki.K Valentines Day Card and a kikki.K pen to connect with a loved one the traditional way.
Because of this announcement, I decided to monitor and analyze 50 tweets mentioning #kikkiKLoveMail as well as the Facebook post from the official kikki.K Facebook account which was posted on February 3rd at 8pm. I labeled each analyzed post as positive or negative and monitored conversation on the Facebook post.
This movement received tremendous success and was extended to 700 entrants due to its popularity. The contest closed on February 4th and therefor I selected 50 tweets between February 2-4. As shown in Graph A, 98% of the tweets were positive with only 1 negative out of the 50. The negative tweet was because someone forgot to add the #kikkiKLoveMail along with their post. Your Social Media team did a fabulous job at reaching out to this person via kikki.K’s official twitter and explained why her entry was not counted. kikki.K’s twitter account is very interactive with its followers and encourages followers to posts pictures of their items by retweeting those amongst their other followers.
Graph B gives an example on the keywords most people used on Twitter to participate in the contest. A stunning 45% of your followers used the keywords you asked them to “It’s time to love pen, paper &post again”, followed by 30% who used pen and paper promise, 15% also included Handwritten Cards, and finally 10% also used Happy Mail Day.
On your Facebook post from February 3rd, you received a stunning 175 likes with 5 comments. 3 of those comments were from someone tagging a friend to make them aware of your movement and the other two were people who unfortunately do not have either a Twitter or Instagram account, and could therefor not participate. Once again, your team did a wonderful job by responding within less than 24 hours. Your Social Media team encouraged these two people to keep a close eye on the kikki,K Blog as you often run contests there as well. This was a wonderful idea because it made them feel included and encouraged for possible future contests.
Your company has a great Social Media presence as well as a beautiful website with its own blog. You keep your followers engaged on both your Twitter and Facebook accounts with colorful and beautiful visual content, proactive and real-time two-way communication (replies and acknowledges social commentary), and fun contests such as the kikkiKLoveMail contest. Through the research I conducted, I have two main recommendations that can assist you in taking your company’s Social Media presence to the next level.
- Create more content for your YouTube account. Your target audience, stationary addicts like myself, love to find new creative ways to use your products. Many people these days go to YouTube to research a product before purchasing it. You would want your videos to come up when I search for kikki.K so that I can see from you how to best use your products. You should then share your videos on your Twitter and Facebook accounts to reach your target audience. This will create a stronger community and allow your followers to retweet and share your content to reach an even bigger audience.
- Continue the #kikkiKLoveMail Movement. It has gained huge success so far which shows by how quickly you received 700 entrants. This movement can take your company to the next level if you keep the momentum going. Encourage your followers to continue to share their handwritten notes and follow-up with monthly or bi-monthly contests. I would make it a smaller contest by only allowing perhaps 100-200 entrants. But doing so will keep your audience on the look-out and very engaged with your Social Media accounts.
This post was created for my #PR4415 class and I would love to hear your company’s thoughts and insights on my analysis.