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Social Media Marketing Audit

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Social Media Marketing Audit

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This document is an analysis of Wayfair’s social media marketing efforts. In comparison with their competitor, Article. It concludes with recommendations for improvement.

This document is an analysis of Wayfair’s social media marketing efforts. In comparison with their competitor, Article. It concludes with recommendations for improvement.

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Social Media Marketing Audit

  1. 1. Completed as part of coursework requirements This document will provide an analysis of Wayfair’s social media marketing efforts. It will conclude with recommendations for improvement going forward.
  2. 2. 22201413 126 A persona of Wayfair’s primary target audience. Demographic, geographic, psychographic and behavioural information. From social listening, what people are saying about Wayfair online. Topics discussed for Wayfair and Article. Summary of how Wayfair utilizes each social network. Created vs. curated content, communication type/category, content formats, customer service response rates, and opportunities to optimize the social networks discussed. A compilation of previous research on Wayfair, the competition, and general social media marketing benchmarks, best practices, and trends to identify the strengths, weaknesses, threats, and opportunities for Wayfair’s social media marketing strategy. Recommendations presented based on the SWOT analysis. Audience Overview Current Conversation Social Network Analysis SWOT and Recommendations 5 Table of Contents 2 A summary of Wayfair’s business including the industry it operates in, its place in the market, how it earns revenue and seasonality. An analysis of Wayfair’s content strategy for social media. Main themes/topics by their different social networks and branded hashtags discussed. Business Overview Social Media Content 3 An analysis of Wayfair’s social media presence. Brand presence chart for Wayfair and their competitor: Article. Brand voice and differences evaluated. An analysis of Wayfair’s community building/management strategy on- and off-platform. Brand Presence Community Management
  3. 3. Wayfair is a direct to consumer B2C business that has operated almost exclusively in the online market but there has been some talk of the first brick and mortar location opening fall 2019. Wayfair, like other home good retailers, operates year round but Black Friday and the holiday season are of increased importance. In addition, for the last 2 years in April, Wayfair hosts “Way Day”. On Way Day, Wayfair opens its virtual doors to bargain shoppers as they offer their best deals only ever offered on Black Friday. 100,000 items are up to 80% off for 36 hours and customers can get an additional 40% off select items if they share the deal on social media. Business Overview Market Information ECOMMERCE 3 Brands Wayfair Joss & Main All Modern Birch Lane Perigold Home Furnishings & Décor 17.8M Active Customers 14M Products $8 Billion in Revenue in the last 12 months B2C What started as CNS Stores in 2002, Wayfair (rebranded in 2011) has since become the largest ecommerce destination for home furnishings and décor. The founders, Steve Conine and Niraj Shah, are reinventing the way people shop for their homes - from product discovery to final delivery. Through technology and innovation, Wayfair makes it possible to easily find what customers want from a huge online selection of items across home furnishings, décor, home improvement, and housewares.
  4. 4. Main Categories and Products 4 FURNITURE BED AND BATH OUTDOOR KITCHEN § Bookcases § Cabinets § Chairs § Desks § Recliners § Room Dividers § Sofas § Bathroom Vanities § Bed Frames § Dressers § Lighting § Mattresses § Nightstands § Toilets § Firepits § Garden Tools § Greenhouses § Hammocks § Mailboxes § Outdoor Seating § Patio Sets § Baker’s § Racks § Blenders § Dinnerware § Food Pantries § Table Accents § Wine Refrigerators Wayfair offers 14 million products from 11, 000 global suppliers that expands across 5 distinct brands – Wayfair.com, AllModern, Birch Lane, Joss & Main, and Perigold.
  5. 5. Audience Overview 5
  6. 6. Data collected from Wayfair’s social media accounts from October 13th, 2019 to November 13th, 2019 Brand Presence Facebook @WayfairCA Twitter @Wayfair Instagram @Wayfair Instagram @WayfairCanada Pinterest Wayfair.com YouTube Wayfair.com # of Followers 7.4M 73.7K 1.3M 123K 10M 32.2K Types of Posts Images with links to items on website Videos (< 15 sec) Images with links to items on website Static Image Video how-to Stories (image & video) w/ swipe ups Static Image Stories (limited) Static Image Video Frequency ~ 2/week No tweets since 25/09/19 Previously <10/month 1-2/day 2-3/week N/A No posts since 23/09/19 Previously ~ 6/month Main Objective Drive traffic to website Promotions Drive traffic to website Brand announcements Promotions Contests Drive traffic to website Inspiration Inspiration Promotion How To Response Time < 48 hours < 24 hours < 24 hours < 24 hours N/A No response to comments Sentiment Positive N/A Positive Positive N/A N/A Engagement ~ 55 likes/post ~ 6 comments/post N/A ~ 3387 likes/post ~ 276 comments/post ~ 610 likes/post ~ 6 comments/post N/A N/A 6 All socials are either driving traffic towards the website or promoting products No longer posting to Twitter or YouTube since the end of September 2019 Quick response time across all social networks
  7. 7. Wayfair’s brand voice is positive, friendly, simple, and engaging across all social networks. They don't reply to most comments but the ones they do are usually customer complaints about a specific item or poor customer service. They always apologize to the customer and ask them to personally message them to resolve the issue. Other responses are usually only made to questions regarding how to find a specific product. Brand Voice/Sentiment BRAND VOICE #Wayfair #WayfairAtHome #WayfairCAHome BRAND SENTIMENT 7 Overall, Wayfair has a positive brand sentiment ratio of 6.7:1. A major change from last month which was 2.6:1. Despite the backlash Wayfair received after selling 200,000 beds to the US government for migrant detention centers, overall brand sentiment has dramatically improved in the last month, especially on Twitter. While you still see on their Facebook posts negative comments about this issue, it seems to be only from 1 or 2 users posting the same negative comment on every post. This might explain why Wayfair has chosen to go silent on some of their accounts (Twitter and YouTube) since the end of September 2019.
  8. 8. Facebook Article Twitter @ArtticleModern Instagram @Article Pinterest @Article YouTube Article # of Followers 319K 2.5K 451K 43K 219 Types of Posts Product images with descriptions and features, Sales and promotions, Videos (< 1 minute) Images linked to website, Sales and promotions Curated content from home décor blogs and sites Product images, Regrams from the #ourArticle hashtag, Single image posts, Posts put together into boards Short videos showcasing products and promoting the Article brand Frequency One a day at 10:00am ~ 3 posts/day 1 – 2 posts/day N/A Big push of ~10 – 20 videos followed by months of inactivity Main Objective Product awareness, Promotion awareness, Drive traffic to site Product awareness, Promotion awareness, Creating community, Product promotion, Direct traffic to website Inspiration, Community, Drive traffic to website Product Awareness Response Time < 24 hours ~ 4 hours < 24 hours N/A N/A Sentiment Welcoming Informative Informative Motivational Informative Engagement ~ 196 likes/post ~ 2 comments/post 0 - 3 likes/tweet ~ 0 replies/tweet ~ 0 retweets/tweet ~ 1172 likes/post ~10 comments/post N/A ~ 171 views/post ~ 0 – 2 likes/post 0 -1 comment/post Data collected from Article’s social media accounts from October 13th , 2019 to November 13th , 2019 Brand Presence 8 Consistency through posts and theme Good response time, under 24 hours Efficient use of social media shopping features on each platform
  9. 9. Article's brand voice is positive, warm, and fosters a sense of community as the brand shares comments and feedback from the #ourArtcile hashtag across all social networks. Article responds to comments within the first few hours after posting content. They will respond to the first 2 or 3, no matter the tone of the comment. Their comments are very encouraging and try to start a conversation while also leading customers to their website for further information. Through an extensive Brandwatch search, we were unable to refine our query enough to achieve results pertaining to the Article brand. The company’s name, Article, is a very generic brand name which can harm their share of voice online. Searches are flooded with results pertaining to article writing or other article publications. When searching for (article AND furniture) in our query, results for written articles on “Top Furniture Items for…” or “Best Tips for Furniture Shopping” appear instead of Article branded results. Brand Voice/Sentiment BRAND VOICE #Article #ourArticle BRAND SENTIMENT 9 Sentiment not found
  10. 10. Wayfair v. Article 10 BRANDING Wayfair has done an extensive amount of branding for their company on social media. Across 5 social platforms, they manage 18 different verified accounts with a combination of 7 unique hashtags for the brand. The social media accounts stretch over different countries like @WayfairCanada and @WayfairUK on Instagram while also catering to different audiences like @WayfairWeddingRegistry and @WayfairDeals. Wayfair’s branding is more extensive than Article’s which only has two distinct social media handles, @Article and @ArticleModern while promoting two hashtags, #Article and @ourArticle. SHOPPING TOOLS It is unclear whether this is a conscious decision made by Wayfair Canada, but the company chooses not to optimize the shopping features hosted on the Facebook and Instagram platforms. Business pages have the option to include a “Click to View Products” tab on their product photos that then expands the image and includes product details and links to purchase. While Article takes full advantage of these features, it does create a very invasive social media experience where every product post has a tone of pushing you to buy. Not using these shopping features does work in Wayfair’s favour as it avoids a repetitive “click for information” and “buy now” atmosphere. In doing so, their social media pages carry more of a relaxed and inviting tone rather than a drive-the-sale feeling. 18 VERIFIED ACCOUNTS 7 UNIQUE HASHTAGS 5 SOCIAL PLATFORMS
  11. 11. Wayfair v. Article [con’t] 11 STORYTELLING Wayfair incorporates a lot more storytelling in their content which is highly visible on their Instagram account, @Wayfair. The brand showcases people and their stories that revolve around home, community, and furniture. They give life to their products by showing how people, who reflect their demographic, create a personal space and interact within that space. Article has yet to take storytelling to this level. The brand chooses, instead, to keep the content focused on furniture alone. Looking at their Instagram page, there is virtually 0 posts including any element of humanity. Two very different approaches when it comes to storytelling and social media. PEOPLE HOME FURNITURE
  12. 12. Current Conversation 12 From the streams set up within our Hootsuite Dashboard, we found that, outside of home décor, Article participated in the 2019 Direct Brand Summit hosted by the Interactive Advertising Bureau in New York. They received a handful of positive tweets commending them on their innovation and discussion about product development and marketing. Based on this feedback on Twitter, it would be beneficial for Article to continue engaging an offline community like this conference. It adds to their brand awareness and positions them in an innovative and industry-leading perspective. Other than the Direct Brand Summit, Article’s mentions on Twitter range from neutral to positive. Discussions center on newly purchased Article furniture or wishlists for Article products. #IABDBS An unexpected insight from social listening was the trending topics of “Boycott”, “concentration camps”, and “employee walkout”. Without Brandwatch serving up these topics, we might not have heard about this event. This also helps to inform Wayfair of how their audience reacts to their actions of social responsibility. Or rather in this case, lack there of. So far, Wayfair has not posted anything on their social media accounts addressing this topic. Customer Service Zooming in on the phrase “customer service” in the word cloud, you find a variety of results. Phrases include “good customer service”, excellent customer service”, “poor customer service”, and “shocking customer service”. Seeing that customer service for Wayfair is all over the board, it would be beneficial to listen to what people are saying and to make changes as necessary. #BoycottWayfair For Wayfair, the following current conversation topics are based off the Brandwatch Social Listening exercise conducted in October 2019. Additional notes have been added based on up-to-date data. For Article, the information that has been gathered has come from an analysis using Hootsuite by setting up streams that mention @ArticleModern or use their branded hashtag #OurArticle. This Hootsuite analysis was conducted for November 2019.
  13. 13. Social Media Content 13 § Inspiring “showroom” styled spaces § Clean, light, modern posts that link to Wayfair’s website § A focus on the customer and the spaces they have created using Wayfair’s furniture and décor THEMES/TOPICS #Wayfair #WayfairCAHome #WayfairAtHome #WayfairPetSquad HASHTAGS § The Canadian Instagram account features almost exclusively curated content with static images. This is unlike the other accounts that feature a more even mix of curated vs. created content as well as promotional, how-to, and entertaining content. § YouTube and Twitter accounts have had no new posts since the end of September 2019 § Only the Pinterest account mentions the Wayfair App DIFFERENCES
  14. 14. Inspiration Promotion How To Facebook @WayfairCA Social Network Analysis All static features are clean and crisp photos of homes. Mainly curated from their customers. All posts also feature a link to their website where followers can “shop similar styles” Static image 100% INSPIRATION 64% Inspiring room ideas, promotions/sales announcements, curated content from audience with links to www.wayfair.com to “shop similar styles”. The Facebook page was created to provide a place for fans to get inspiration, exclusive information on contests and promotions, and share opinions about their shopping experience and products. KEY THEMES 14 #Wayfair #WayfairCAHome HASHTAGS Created – 36% Curated – 64% CONTENT MIX Response time is within 48 hours. RESPONSE RATE Usually full text posts announcing the details of a contest/sale. Others feature promotional content in the captions rather than on the image itself. Static image 100% PROMOTION 18% Videos consist of sharing how to set up a room like the one featured, offering advise for customers to achieve the same look. Static images have text overlays to describe how to do something. Static image 50% Video 50% HOW TO 18%
  15. 15. Product Information Promotion Twitter @Wayfair Social Network Analysis High quality photos of new products with features and benefits detailed in the text of the Tweets. All created by Wayfair, none curated. Static image 100% PRODUCT INFORMATION 60% New product information and sales promotions are two consistent categories on Wayfair’s Twitter feed. As well, customer service is a theme within their responses on Twitter. The Wayfair account is very active in responding to complaints from users that tweet directly to the account. This has been the sole use of their Twitter account since September 2019. KEY THEMES 15 #Wayfair HASHTAGS Created – %100 Curated – %0 CONTENT MIX Though @Wayfair hasn’t posted on Twitter since September 2019, they have kept in communication with their audience, responding within 24 hours to only complaints on the platform. RESPONSE RATE Very intense promotion of sales and deals on Wayfair products. When sales are happening, promotional tweets flood their timeline until the sale is over. Static image 100% PROMOTION 40%
  16. 16. Inspiration Promotion How To Entertainment Instagram @Wayfair Social Network Analysis All inspirational content is in static image format. They have simple ”showroom” style photos of products and direct the audience to follow the link in their bio to “shop similar styles” Static image 100% INSPIRATION 55% KEY THEMES 16 #Wayfair #WayfairAtHome #WayfairPetSquad HASHTAGS Created – 66% Curated – 34% CONTENT MIX Quick response time, within 24 hours. Response is similar to Facebook in that they response to complaints and questions only and request the commenter to direct message them to continue the conversation. RESPONSE RATE Videos for promotions highlight the features of the product and images look similar to the inspiration posts but offer discounts, sales, and other promotions in the captions. Static image 75% Video 25% PROMOTION 21% How-to videos are the same ones posted on other social networks. Captions and video clips show the audience how to set up a space using Wayfair’s products. Video 100% HOW TO 13% The static images typically feature animals hanging out in a Wayfair-styled space and have the #WayfairPetSquad in the caption. Videos feature partnerships. Static image 25% Video 75% ENTERTAINMENT 11% A mix of created and curated content with a focus on inspiring the audience to style their rooms with Wayfair’s furniture and décor. They also feature celebrity collaborations and platform specific contests.
  17. 17. Inspiration Promotion Entertainment Instagram @WayfairCanada Social Network Analysis Looking beyond the last month, other formats are used for inspirational posts. Multi-image posts and videos are used to inspire the audience. Static image 100% INSPIRATION 82% The Canadian Instagram account is almost exclusively curated content featuring customer’s inspiring “showroom” spaces styled with Wayfair’s products. Unlike the other accounts, this account has a more limited mix of content. KEY THEMES 17 #Wayfair #WayfairCAHome HASHTAGS Created – 9% Curated – 91% CONTENT MIX Responses to comments are made within 24 hours. Similar to the other accounts, only complaints and questions are responded to. RESPONSE RATE Unlike the US Instagram account, the Canadian Instagram account has no text overlay promotional posts. All promotions are mentioned in the captions. Static image 100% PROMOTION 9% Posts that are entertaining feature questions directly to the audience through the captions. This posts do not mention “shop similar styles” commonly featured in Wayfair’s captions. Static Image 100% ENTERTAINMENT 9%
  18. 18. Inspiration Product Information Mobile App Pinterest – Wayfair.com Social Network Analysis Inspiration is drawn from their showrooms and images used across all platforms. The Pinterest account features a community tab, providing links to the other distinct brands. Static image 100% INSPIRATION 45% Inspiring room ideas, Product Information, Drive traffic to Wayfair.com Wayfair mobile app promotion After reviewing the social media platforms for Wayfair, Pinterest is the only site where Wayfair is visibly seen promoting their mobile app. This is crucial as it show that Pinterest posts aren’t buried away as easily as other social media platforms. KEY THEMES 18 #Wayfair #WayfairAtHome #WayfairPetSquad HASHTAGS Created – 100% Curated – 0% CONTENT MIX Response times are not available for Pinterest. RESPONSE RATE Product information is concise and detailed, highlighting features and benefits for the reader. Also provides links to website for more information. Static image 100% PRODUCT INFORMATION 40% The only video content shared on the Pinterest account are promotions for the mobile app. The videos are quick and engaging, all under 20 seconds. Static Image 60% Video 40% MOBILE APP 15%
  19. 19. INSPIRATION PRODUCT INFORMATION HOW TO YouTube – Wayfair.com Social Network Analysis Videos include themes of building a home for your family, a home for your dreams, and a home on your terms. Very empowering for their audience. Video 100% INSPIRATION 40% KEY THEMES 19 Hashtags not used HASHTAGS Created – 100% Curated – 0% CONTENT MIX Wayfair does not respond to comments on YouTube. They have been inactive since Sept. 2019. RESPONSE RATE Videos feature new products and provide details on the features and benefits of each product. Video 100% PRODUCT INFORMATION 40% How To videos demonstrate easy ways to assemble Wayfair furniture and provide tips and tricks for designing and decorating a home. Video 100% HOW TO 20% Inspiring room ideas, Product Information, How To videos Wayfair empowers their YouTube videos with storytelling, personifying their brand and products with life. Videos include families, newlyweds, and new homeowners which really markets to their demographic.
  20. 20. On-Platform Mission: A space for group members to share (via their own posts) how they have used Wayfair products to decorate for the season. § Wayfair created the group about a month ago § 427 active members § Wayfair’s posts do not have hashtags or links to products, they are simply posing questions to boost engagement § Members are responding positively to this new group and interacting with other members Community Management 20 Mission: A community of passionate, home-loving bloggers who inspire, share, and connect with each other. § Wayfair links members’ profiles and blogs on Wayfair.com § Wayfair is also offering these members social media exposure, the opportunity to partake in new campaigns, DIY challenges, live events and decorating projects, inclusion in weekly blog roundups, paid promotional placements, free products, monthly newsletters, and the inside scoop on all events § A community management program to attract new brand advocates and influencers SEASONAL SPIRIT FACEBOOK GROUP HOMEMAKER’S COMMUNITY
  21. 21. Off-Platform Community Management 21 Wayfair established their first charitable giving program in 2004. They partner with organizations that work within communities to create safe and comfortable living spaces as they believe a secure home is the foundation for well-being. Every year, Wayfair donates up to $75,000 to qualified charity organizations in which Wayfair employees donate their time, talent and money. MISSION: Make home a reality for those in need of safe shelter and basic household items Charitable Partnerships Include: § American Red Cross Disaster Relief § Bridge Over Troubled Waters § Cradles to Crayons § Family Aid Boston § Habitat for Humanity § Home for Little Wanderers § More than Words § Run to Home Base § Travis Mills Foundations
  22. 22. SWOT Analysis 22 STRENGTHES § Great storytelling across social media platforms – Wayfair posts bring to life their products in everyday homes § Quick response time across all social networks § Good use of earned media – sharing their customers using their products and using Seasonal Spirit Facebook group and Homemaker’s Community to encourage more WEAKNESSES § Their posts don’t foster engagement or community building § Wayfair isn't utilizing the shopping features for business pages on social media § Very cluttered website - content is very organized and simple on their social media but the landing page is quite different OPPORTUNITIES § Further develop a Facebook group for Wayfair customers and followers to share DIY tips and product recommendations (beyond Seasonal Spirit) § Refining their website to match the simplicity of their social media – a landing page is an extension of your brand § Update links on all websites and create posts that link users to different social media platforms THREATS § Competitors optimizing shopping features offered by each network (i.e., Facebook Shop, Instagram product tags) § The detention camp scandal as Wayfair has yet to properly take responsibilities for their actions § Competitors (such as Article.) offering superior customer service practices may influence who customers choose to purchase from, should more Wayfair customers experience poor customer service
  23. 23. Forward-Looking Recommendations 23 CONTINUE CHANGE Continue sharing stories within the Wayfair social media content. Competitors are focusing on solely showcasing their products but Wayfair is adding a level of humanity to their brand. An easy way to continue this is by using a strong amount of curated content. Repost from the diverse community Wayfair has established. We strongly recommend Wayfair to stop ignoring the detention camp backlash that occurred. Wayfair remained silent on social media and never took a stand or responsibility for their actions. This is a terrible stance for a brand that promotes charitable programs. Wayfair must review how the situation was handled and address their audience that left the brand. STOP START Start Wayfair’s own year-round Facebook community group - a group where people can connect, share DYI ideas, troubleshoot, give tips and tricks, and spread inspiration. This would be a great tool to build a large following while optimizing engagement. Wayfair can host video chats, polls, educate, and much more in a central group on Facebook. They should start building this community group now! Social media platforms aren’t being fully optimized. First, there is a lot of inactivity across accounts. Wayfair must start using Twitter and YouTube again, while also making better use of the Facebook and Instagram shopping features to promote their products. Competitors like Article are pushing sells through these shopping features every single time they post.
  24. 24. Process for Calculating Metrics Appendix Step 1 – Count how many posts were made within a 30 day period. The total was 38. Step 2 – Created a spreadsheet that had a column for curated vs. created content. Curated content was determined by the caption. All of Wayfair’s curated posts featured the @ mention of the person who had originally shared the photo. Created: 25 / 38 x 100 = 66% Curated: 13 / 38 x 100 = 34% Step 3 – The next section of the spreadsheet divided the post into content types: Inspiring Ideas, How-To, Promotional, Entertaining, and brand news. Inspiration: 21 / 38 x 100 = 55% How-To: 5 / 38 x 100 = 13% Entertainment: 4 / 38 x 100 = 11% Promotional: 8 / 38 x 100 = 21% Brand News: 0 / 38 x 100 = 0% Step 4 – The final section of the spreadsheet further classified the posts by content format. Word/Static Image, Visual/Multi-Image, Video, Multimedia/Live Video. Word/Static Image: 28 / 38 x 100 = 74% Visual/Multi-Image: 0 / 38 x 100 = 0% Video: 10 / 38 x 100 = 26% Multi-Media/Live Video: 0 / 38 x 100 = 0% The same process was used across all social networks. Instagram (@Wayfair) will be used as the example. 24

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