During my exchange semester in Seoul, I took the course called New Media Advertising. Here is my Facebook Content Analysis for Urbanears, the famous Swedish brand which sell headphones.
3. PRESENTATION OF CLIENT
« The multi-talented in-ears headphones»
• Urbanears
is
a Swedish brand of
headphones created in 2008. The
products are famous through all around
the world. It is famous for headphones but
also earphones and accessorizes. They
are famous because of the amount of
colors.
• Aim of the brand: to make the headphones
a vital essential in our everyday life for
music lovers but also for those who want
to be at the top of the fashion style.
• The products are selling in different kind of
shops: music stores, in the stores in which
we can find a lot of famous brands (eg.
Lotte Outlets)
4. URBANEARS’ SOCIAL MEDA PAGE
• Urbanears has 57 110 fans on
their facebook fan page and
more than 1956 persons talk
about it in their posts.
• On its facebook fan page, we can
find links for different social
networks
(Instagram, Pinterest, for their
newsletter, to their videos, which
promotes the news products)
• The fan page is updated at least
4 times a week.
• Urbanears use its fan page to
communicate with its customers.
5. URBANEARS’ SOCIAL MEDA PAGE
We can find different kind of posts even if
most of them are:
PROMOTIONAL
In order to promote about a new products.
1091 likes for this post,
14 comments and 30 share.
Because this brand is well-known for the
amount of colors it propose, this post is a
success. Urbanears communicate on the
its strength: the new colors which are
going to be launched. Customers always
want and still wait for news colors. That is
why this news has a lot of likes.
Moreover, the visual strike people’s mind.
It seduces easily all the amateurs of
music and fashion.
6. URBANEARS’ SOCIAL MEDA PAGE
PROMOTIONAL
On few of its posts, we can notice that Urbanears has
chosen to put pictures without any of their product.
Although there is not product on it, it still communicate on it
strength.
Plus, the comments show that people are really care about
the colors. Even if, there is not headphones on it, people
also talk about it.
178 likes, 14 comments and 1 share.
7. URBANEARS’ SOCIAL MEDA PAGE
PROMOTIONAL
Plus, to promote its products, the brand doesn’t hesitate to insist on the
fact that everyone use Urbanears’ products
These two comments show that, every generation use it. Young
people, like older who love fashion and music are addicted to the
headphones.
They also use famous people to promote
about their image. Once again it shows that whatever
the social class, everyone use Urbanears.
544 likes, 7
comment and 29
share
236 likes, 8 comments and 22 share.
8. URBANEARS’ SOCIAL MEDA PAGE
INFORMATIVE
To inform that the brand is a partnership, or official
sponsor with music event.
Thanks to the comments, we can see that, people
are more interested by the headphones than the
event. It is really good for the company but also
quite bad.
If the brand communicate on that sponsorship is to
have an important visitbility towards customers and
strike their attention. But if people don’t notice
that, Urbanears’ reputation won’t increase
anymore.
BUT, for the product is really interested. With
that, the brand can see the new trends of colors
which attract more, so that, they can launch new
colors and increase their sales.
1765 likes for this post and 60 share.
9. URBANEARS’ SOCIAL MEDA PAGE
INFORMATIVE
Through their post, Urbanears want to show to customers
that it is famous, and has influence.
Here the post has 120 likes and 3
share. And the brand tag the famous
Christian Louboutin, the famous French
shoes and bags designer.
The brand wants to strike the fact that
even big firm also use their
headphones for their photoshoots.
10. URBANEARS’ SOCIAL MEDA PAGE
INTERACTIVE
Urbanears wants to involve customers on its posts. To
exchange with them and create a relationship. To
that, they use:
- videos clips
- surveys…
When customers feel like the brand takes care of
them and cares about their opinions, they are more
available and easier to convince and to influence in
the act of purchase. And, sometimes, people are more
predisposed to pay intention when they see images
than a text with informations.
11 likes and 6 share
146 likes, 5 comments
and share
11. URBANEARS’ SOCIAL MEDA PAGE
PERSONAL
Here, the famous brand express their
opinions, and values that it defending.
This is a good strategy and
today,
every
brands
used
to
communicate on environment which
became the new trend…
220 like, 1 comment, 12 share
12. URBANEARS’ SOCIAL MEDA PAGE
PROMOTION
12 like
For this post, only 12 persons like
it. This post promotes the new
mixtape on which the famous
brand collaborate with.
Why this post doesn’t interest
poeple? Even if everybody and
everyone can use Urbanears’
headphones, everybody don’t
have the same taste of music. So
maybe people don’t like it and
don’t find interest on this
featuring.
13. URBANEARS’ SOCIAL MEDA PAGE
PROMOTION
Strangely, this post didn’t come
up with a lot of reactions. There
are only 12 likes and 2
comments from the same
person. Maybe because fans
who
are
very
interested, followed a procedure
by themself on the brand’s
website.
14. URBANEARS’ SOCIAL MEDA PAGE
INTERACTIVE
By updating this post, the brand
hope to have answer from his fan
but it is not the case actually. No
one answer, and only 15 persons
like it. This one is a remind of the
previous one and maybe because
this post come long time after the
first one so people forgot what they
said…
15. URBANEARS’ SOCIAL MEDA PAGE
Conclusion
• Most of their posts are promotional. Through their posts which are really
different from each other, they use their strengths to attract customers, to
make them react and comments all the posts.
• And because, they use more promotional posts, they have more risks to fail
in some posts. As we can see, some of them don’t attract customers; they
don’t react because they don’t find interest in it.
• Plus, all posts of this brand is really differents. They try to change theme
(from fashion, to a product’s launched…) They want to innovate in their post
to avoid annoying their fans and that way, they will attract more fans.
• But in general, Urbanears fan page is really lively not only because the
community manager of that brand often updates news, but it is also thanks
to the fans who interact between them, and towards the news.
16. COMPETITORS - WeSC
• WeSC is a famous Swedish brand
of clothes inspired from skateboard
and streetwear, created in 1999.
The brand sell clothes, it also sells
headphones
and
some
accessorizes. This brand is very
popular in Sweeden but also in all
around the world.
• Today, WeSC wants to develop
their business more especially in
the US because in Europe, its
image and business is going well
and they want to keep its
underground image.
17. WeSC
“We Are the Superlative Conspirancy”
• On their facebook fan page, they have 276 923 likes and
534 talk about this brand in their posts.
• Their fan can find out informations about different events
that WeSC create. There is a link for their Instagram
page, their newsletter and for their videos, which
promotes products. And they communicate more than 3
times per week. But, the community is not as much active
as the others’ brand’s fan.
18. WeSC - SOCIAL MEDA PAGE
Good examples
PERSONAL
With 256 like and 5 shares, I
think this is one of the most
popular news on WeSC fan
page. This post is about the
cat that has the same logo
as the brand on his head.
This is a success because it
is
a
really
original
post, which is not about the
product directly. It is more
about the corporate part of
the brand.
19. WeSC - SOCIAL MEDA PAGE
PROMOTION
The post below is success because there are 13 like and 5
comments. People are receptive to the information tat WeSC
wants to promote. Here, the brand to communicate about
Superlative Conspirancy Magazine release. To that, they ask to
celebrities to promote the event. WeSC posted a video on
vimeo.com which is another social network only for video. And
the short film in black and white has an impact on customers.
20. WeSC - SOCIAL MEDA PAGE
INTERACTIVE
Actually this post is considered
as a good interactive post. The
brand wants to help its
customers to get a job. There are
15 like and 1 comment. Which
means that people who like this
comment thought that this job
offer is interested. Even if
nobody had commented this
post, the fact there are some like
show that customers appreciate
the fact that the brand take care
of them.
21. WeSC - SOCIAL MEDA PAGE
• Finally, in some of its posts we
can say that, the brand combine
interaction and promotion. This
combination
is
a
success
because it generates 16 like, 7
comments that are in Swedish
and 2 share.
Maybe, to strike people’s mind and
to give them the envy to come and
comment the posts, WeSC have to
change their way to communicate
towards the general public OR to
expand its target even if the brand
want to keep its “underground”
image.
22. WeSC - SOCIAL MEDA PAGE
Bad example
INTERACTIVE
WESC is a brand that is not only focus on their headphones. It also
promotes its others products. Here, the brand wants to get in touch with
its customers. But it doesn’t seem to work. I think the brand wants to
receive some comments from its customers but, here, none comments
except a French man who put a negative comment. They only have 40
like which is actually not bad.
23. WeSC - SOCIAL MEDA PAGE
PROMOTION
WeSC wanted to promote the
partnership that had been set
up between the brand and
Happy Socks. But it is an
error I think. After watching
the video, I can understand
why people react as much as
it could be. Happy Socks is
not as underground as WeSC
wanted to be. So that is
why, people didn’t react a lot.
24. COMPETITORS – BEATS ELECTRONICS
• Beats Electronics is a well-known brand of audio products created by a famous rapper and
hip-hop producer Dr Dre. Since the few past years, this brand became more and more
famous towards everybody but especially towards young people from 18-24 years old. Today,
the brand uses a lot of product placement (we can see it in a lot of video clips or movies) and
co branding. They also use a lot of famous people to be their personality endorsers.
• The proof that, the brand became more and more famous, Beats has 6 127 858 like and 65
293 persons talk about it. We can find link to their photos and schedule.
• Compare to other brands, this page is really simple. They don’t need to promote their social
network because they know that its notoriety always increases.
• Beats updates post nearly everyday and each time, there are a lot of reactions from fans.
25. BEATS ELECTRONICS
Good examples
INTERACTIVE
• Beats always stage their product. Here
below, they stage the speaker as if this
accessory is vital. They always make a link
with a celebrity because they know
that, using a famous person will create
reaction from fans. People like to comment
what celebrity does whatever the situation.
Here, it is like a game for them. They have
to guess who use that speaker… 4 935 likes, 109 comments
and 32 share
• Another example: Because they know the
kind of subject that interest people in the
US and in the world, they play on it.
Here, they talk about Baseball game, and
ask for people’s opinion. And, we know
that, when a brand asks for people’s
opinion, they feel flatter so it will be easier
to reach their target. People are more
receptive.
7752 like, 72 comments and 200 shares
26. BEATS ELECTRONICS
PROMOTION
• In most of their post, we can see that, they use to promote their
products in two ways. The first way is to use personality
endorsers. These celebrities are famous singers or athlete. As I
said before, Beats knows that, today, in our society, famous
people can have an influence on people’s mind, and they are like
opinion leader in fashion for example...
When a celebrity has an accessory, people
want the same because they think so that
they will be cool. So that, celebrity
endorsers push people to the act of
purchase.
• In most of their posts, we can see
headphones or speakers. They always
show us and point out their products.
27. BEATS ELECTRONICS
• In this post, actually they promote the
famous rapper Pharrell Williams’ story
about his new cover, how he made it...
But tacitly, the brand wants to promote
their
product.
Adding
these
promotion, we can say that we see
Beat products everyday in our life. As
if Beats products are integral of our
life.
• Here with two famous athlete, this post
generates 8 402 like, 717 comments
and 276 shares. Furthermore, to
encourage people to comment this
post they play on the news: the soccer
game PSG versus Barcelona and they
choose to point out two headline act.
• Beats’ communication strategy is really
interesting and nearly perfect because
they know how to provoke their
customers and make them react.
3 116 like, 11
comments and 37
share.
28. BEATS ELECTRONICS
INFORMATIVE
4550 like, 42 comments and 84 shares.
This event may have been an important that is why there are so many
reactions from customers. Here, they just want to inform that they are the
main sponsors of this event.
29. BEATS ELECTRONICS
Bad examples
INFORMATIVE
This post is only informative and there are not a lot of comments.
This post had been updated two days before the events so that is difficult
for people to move to the event. The delay was too short to provoke
strong reactions from people.
Here, we can find two comments that are really different from each other.
The first one is a French who ask for help because the sound of his
headphone has a problem. This comment hadn’t absolutely no link with
the post. And, the second comment is directly in link with the event.
So, can find two kind of comments, those who are linked with the event
and the others which are not.
1 593 like, 12 comments and 21 share
30. BEATS ELECTRONICS
PROMOTION
For this post, even if there
are 2 939 like, 29 comments
and 29 share we can see
that in comments, most of
them are « off topic ».
Here, the post’s aim is to
promote the co branding
between Just Blaze and
Beats. I think this producer is
famous for those who are hip
hop fans but towards the
general
public,
he
is
unknown.
31. BEATS ELECTRONICS
For this second post, opinions are
mitigated. Some people talked
about the event, thanks Beat to
give them opportunities whereas
other people talked about anything
else. This post didn’t provoke a lot
of reactions because the two
celebrities are not really famous
except in the US. Maybe
customers don’t feel affect by this
posts... Customers, who comment
the post, are people who are
concern by hip hop music and
culture and who know about these
two artists.
2 596 like, 25 comments and 5 share
32. BEATS ELECTRONICS
INTERACTIVE
This post has only 1 539
comments, 23 comments and 24
share. Plus in this post we can
see
some
negative
comments, and it also looks like
there is a mis-understanding. As if
the post is not clear in how
customers can participate to that
events. And, one of the fan tried to
participate to it but it seem that it
doesn’t work well. Beats have to
propose something easy to use
for its customers to not create
confusion
and
negative
comments.
33. SIMILARITIES / DIFFERENCES
SIMILARITIES:
• All brands promote their products by posting photos of their headphones.. Except for
WeSC which pormote more its events than its products. But, for Urbanears and
Beats, the contents are nearly the same.
• All brands use promotion and interactive posts to provoke customers and to create a
relation with its customers.
• In their posts, to avoid falling into the routine, brands try to change their content by
uploading videos because people are sometimes more receptive in front of images
than words.
DIFFERENCES:
•
•
Urbanears is the brand that tries to diversify the most its
content. It tries to use informative, promotive, interactive
and personal posts compared to the others.
Urbanears communicate really on its products and only
on it without using a lot of celebrity endorsers. Compared
to Beats which use a lot of celebrities. And everybody
knows that celebrities have a strong power to influence
people easily (like opinion leader).
34. SWOT
STRENGTHS
WEAKNESSES
- Diversify of kind of posts - The brand is really focus only on
(personal, promotion, interactive) the products.
OPPORTUNITIES
THREATS
- Diversify its posts in order to - Beat’s communication and posts
expend its targets because more
are nearly perfect. Each time, the
and more people use headphones
brand has a lot of reactions from
not only for listening music but also
its fans.
as an accessory that they can add to
their outfit. This few years, the
market of headphones (music)
increase
35. INSIGHTS
Compared to other brands, I am astonished to see that
Urbanears is only focus on its products. It never communicates
on the corporate part of the brand. Plus, it only highlights its
products by promoting them with different kind of posts
(interactive, personal, promotion and informative) and by striking
people with the brand’s strengths.
36. RECOMMENDATION
PERSONAL
The brand should communicate more about the corporate environment
and the corporate identity of Urbanears. It will allow customers to learn
more about the brand’s values and to understand easily why the brand
act like this or like this. Maybe the brand can also communicate about
the staff, so that; customers can feel close to it and to feel concern
about the brand’s problem if there are (for example if there is some layoff...)
Moreover, to help customers to know more about the
company, Urbanears can produce and realize short films or photos
report to show them a part of the manufacturing process. This will help
to create customers loyalty. People are sometimes more receptive
towards videos and images than in front of a long text.
INTERACTIVE
For example, once a month, the brand can give the
opportunity to its customers to create / personalize their
perfect headphone. This game will be on Urbanears’
website http://fr.urbanears.com. Of course, the website’s
link will be post on its Facebook fan page. Participant’s
prototypes will be post on Facebook and the best; will be
chose by fans on the fan page. The winner will receive his
model in real. This will generate views on Facebook but
also on the brand’s website.
This is a kind of game that the brand can create to interact
with its customers and to create a relationship between the
brand and customers.
37. RECOMMENDATION
INFORMATION -> FEED BACK
Once a week, Urbanears can update
on its Facebook fan page like a press
review. The brand can upload articles
or link towards other social network
(Instagram...) or articles from webzines
or magazines, to show that famous
fashion designer, athletes or models
use the brand’s products.
PROMOTION
The way that the brand promotes its products it is
really interested. The brand should continue the way
it promotes its headphones. Maybe, Urbanears has
just to use celebrity endorser to create “face
recognition”. We all know this brand thanks to the
product and that the headphone exist in every
colors. And because today, using celebrity endorsers
will help the brand to increase its sells, its turnover.
Plus, celebrities have a strong influence on people’s
opinion.
38. EXAMPLES OF
SOCIAL MEDIA CONTENT
INTERACTION SOCIAL CONTENT
“Today is the most important day of the month. For those who loves
music and want to be at the top of fashion; for those who have a lot of
imagination and want to have his own headphone. This is for you! Go
on the http://fr.urbanears.com and create your prototype. The winner
will be the one who will receive the most of like from the fans on our
official fan page and we will make it become a real product. 3, 2, 1 GO!”
This will generates view not only on the brand’s fan page but also on its
website. Plus this will create a relation between
- The brand and the customers: it will create a relationship and a
dialogue.
- The customers because they will exchange and talk between them.
39. EXAMPLES OF
SOCIAL MEDIA CONTENT
PERSONAL SOCIAL CONTENT
The brand can invite a serious TV news channel
(CNN, BBC…) to make a report in its factory in order to
show customers how Urbanears produce its headphones.
The brand has already done one. But this one will be more
corporate and focus on the manufacturing, the staff…. (eg
Urbanears Re:Plattan Headphones)
It will establish a climate of confidence between the brand and
Urbanears. The reports have to make the customers believe that
the report isn’t created or altered for its audience.
40. EXAMPLES OF
SOCIAL MEDIA CONTENT
FEED BACK SOCIAL CONTENT
“Today in the Vogue magazine Imogen Poots, model for the
famous fashion designer Chloé, is on the cover page. Find
her interview in which she explained why she ask to shoot
with our product for this photo-shoot session for this brand
even if there is a gap between our brand and Chloé + link”
The aim is to show that the brand is well known not only in
Europe but also in all around the world. This can have an
impact on customers’ mood and can influence them to buy
products.
