Social Media Monitoring Analysis of Nordstrom Twilight campaign by Lift9.com

1. Social Media report for:
Prepared by:

2. Introduction
 Social Media volumes
 Which platforms
 Synchronized with company activities
 Social media strategies

3. Media Reviewed
Blogs Twitter Forums Video Mainstream Social Wikis
News Networks

4. Overview: Posts by Daily Volume
• Date range: October, 2009
ALL Results Daily Volume
• Total result: 2,285
• Spike day: October 1, 2009
• Most mentions on Twitter:
--Nordstrom sweepstake with
New Moon screening premiere
• Main Topics: BP. Fashion line
Twilight Fashion/
sweepstakes
• Using Video/ Photo sharing
occasionally

5. Overview: Demographics
Most popular posts include tweets about Nordstrom
Top 3 states: giving away free tickets to the New Moon movie
premiere and New Moon fashion collection
California – 183 http://twitter.com/rdavis62/statuses/4704217032
New York – 133 Nordstrom Twilight Premiere Sweepstakes — New Moon Movie:
Washington – 52 Nordstrom are hosting an online sweepstake for ticket

6. Overview: Share of Voice
Twitter and Blogs: 56% of
total conversations
Effective channels marketing
Twilight sweepstake and New
Moon Fashion collection
Suggestion: Utilize video
and photo sharing to maximize
impact of PR communication
Microblog Blog Mainstream Forum Video/Photo Social Network Wiki

7. Keywords by Media Type

8. Twilight Event:
Twilight Event Daily Volume
Using Twitter as an effective PR channel
to create buzz around the event  need
to provide follow-up news and updates
during the month to sustain the volume of
conversations.
All Twilight Results Vs.
Tweets about Twilight
• 437 Total mentions
• Spike day: October 2nd , 2009
“Nordstrom gives Twilight fans FREE
Advance Screening Tickets” news on Twitter
caused a peek in conversation after
announcement

9. Twilight Event:
Twilight Event Sentiment
Positive Negative Neutral
22%
4%
74%
Microblog Mainstream Blog Forum Video/ Photo Social Network Wiki
Neg:
“i don't like how nordstrom has all this twilight-themed stuff. the line seems more appropriate for something like kohl's.”
“@LittleMissM i hate the whole twilight thing nordstrom has going on right now in BP. i've avoided the store for this reason.”
Pos:
“I gotta admit, the bp line of Twilight apparel at Nordstrom is pretty awesome. The quality is excellent, but a bit pricey.”
“New Twilight line at Nordstrom? I think yes! :D”

10. Twitter
Twitter Daily Volume
Overall Twitter Sentiment
Positive Negative Neutral
36%
58%
6%
*Daily spikes in conversations due to Twilight event
news and announcements.
*Need Influencer outreach to sustain volume of
conversations.

11. Blog:
Blog Daily Volume
No official blog
 Create official blog with
updates on fashion news and
latest collection.
Top blog: purseblog.com
Monthly Traffic: 311,000 people (estimated by Quantcast)
Sites linking in: 764 (Alexa)
Main topic: Customers talking about their shopping experiences at Nordstrom

12. Youtube

13. YouTube
Low number of views and comments on each of the 118 videos
 Attract more viewers on videos by introducing BP. fashion lines

14. Flickr
• Few pictures found on flickr
account  suggest adding more
pictures of new BP fashion lines
Macy’s : Need to keep up with competitors

15. Social Media Comparison: Twitter
Nordstrom is using twitter effectively to respond and interact with customers 
Good advantage over competitors
Twitter Confusion…

16. Social Media Comparison: Facebook

17. Facebook Confusion…

18. Conclusions/ Next Steps
 Nordstrom has taken a good first step towards social
media.
 Fashion is a highly engaging, consumer oriented
category. Nordstrom should be at the forefront of this
with more dynamic videos, images, blogs, tweets and
Facebook pages.
 Activities must be integrated across all channels and the
website.
 Utilize Twitter and Facebook consistently.
 Let consumers share their purchases via social media
right from the website.

19. Thank you
For more information
Seattle please contact:
PO Box 4025
Seattle, WA 98104 John Song
info@lift9.com 206.240.7066
john.song@lift9.com