2. Current Health & Operations
❖H&M currently is ranked as one of the
world's top 50 brands
❖Operating in 62 Countries; Online available
in 32
❖Their Tumblr recently featured promotions
for Coachella Music Festival
❖Live stream features on various social
media accounts allow users to feel more
personally involved
❖Great Mission; the environment matters
3. Goals
❖Recreate H&M blog to consistently
include their mission
❖Increase consumer engagement on
social media accounts
❖Use their positioning and stance on
environmental sustainability to
market and attract customers
❖Increase positive customer service
feedback
5. Pay-Per-Click
❖ Websites used immediately before H&M
➢ Google, Youtube, VK,
❖ Websites linked to H&M
➢ Yahoo, Zara, Forever 21, MSN
❖ Using social media engagement to pinpoint best
websites, trends and content to bid on
6. Social Accounts & Customer Service
❖Answering customers concerns faster
and more consistently
➢ Twitter, Facebook, Instagram
❖H&M currently replies to all customer
service inquiries.08 percent of the time
❖Welcome customer feedback, create
quality interactions & build
relationships
❖Active responders on their accounts
7. New Blog
❖Use position on environmental
efforts
❖Document field research
❖Open up conversations to the
customers in regard to the mission
❖Get more involved
➢ Celebrity endorsements, charity events,
sponsorships and corporate affiliations
❖Create a progressive culture
8. Celebrity Endorsers
❖ Bigger customer base and
larger reach
❖ Celebrity interviews
❖Pick people that stand for
something; not just
Hollywood celebrities
9. Measuring Success
❖ Google Analytics
❖ Sales online and in-store
❖ Customer Service surveys and feedback
➢ Incentives for completion
❖ Engagement increase
-in 2016, Forbes ranked H&M #33 most valuable brand in the world.
-H&M is a swedish company that now has operations in over 62 countries. They do 65% of their sales from their website which is offered in 32 coutnries
- H&M often features competitions on their social media accounts to increase customer engagement; one of them being a photo competition featuring your favorite festival outfit and the winners won tickets to coachella music festival
- In 2013, With Facebook’s new live stream feature, H&M brought customers back stage to the paris fashion show which noticeably created a higher engagement
-H&M has been recognized as one of their industries leaders for their environmental efforts
-H&M needs to revamp any current blogs and have their content be focussed more on the environment, affordable fashion and how they are practicing these concepts in real life.
-Hosting more opportunities for users to feel personally connected to the brand: live streams, snapchat stories, instagram stories
-Showcasing more of their involvement with charitable outings and events; especially for the environment
-H&M has a bad habit of not responding (especially on Twitter) to their customers mentions and concerns. Introducing a team or a few positions to routinely monitor these accounts and respond to customers will increase customer satisfaction and as a result, hopefully maintain customers
-By implementing pay-per-click on social media accounts and subdomains, H&M could closely monitor the various websites users frequent outside of H&M and the content in which attracts users the most
-H&M should have people on their social media accounts who actively read and respond to relevant concerns and questions consumers may post to increase customer satisfaction
-The new blog should be advertised heavily on all of H&M’s social media accounts; the blog will feature more behind the scenes content and the most exclusive content regarding charity events, relevant environmental updates, fashion trends & options to get involved
-By involving more celebrities, H&M can spread their mission and fashion trends to more people. H&M should use celebrities that personas within their target market appreciate on a large scale; they are more likely to engage and listen to celebrities they like.
-If H&M can bid for pay-per-click on sites such as google and youtube, they are sure increase their customer engagement. Youtube especially has been seeing a gradual decrease in the amount of users in the last five years and if H&M could infiltrate the site to get whoever is still using youtube, they may be able to discover a more hidden customer base that they were previously unaware of.
- Through their social media accounts, H&M can narrow down what their customers are looking for and where they’re looking for it. Once this is identified, H&M can strategically bid on relevant content to get the most return on investment
-Companies often forget to update their keywords and content that they pay to bid on and advertise with, so H&M should make sure that all of their keywords and ads that they have on subdomains and social media accounts currently reflect their brand and trending fashions (spring fashion, new fabric styles, current philanthropic events)
-Many people attempt to contact H&M with questions, concerns, and suggestions through their social media accounts via direct messaging and mentions, but H&M has not done a great job responding to most of them. Majority of them currently go unanswered or are given vague responses that rarely address their inquiries.
-If H&M does reply to customers, they have an average response time of 11 hours and 35 minutes; this needs to be faster
-Quality service should extend beyond their stores. H&M needs to be more responsive in order to develop better customer relations. In doing so, they are sure to create and maintain loyal customers and a more credible reputation in the media and among customers.
-H&M should have a team of people per social media account who actively filter mentions and inquiries and respond in a timely fashion with quality responses.
-Some sources say customers would be willing to pay up to 17% more for quality customer service
-H&M should advertise the fact that they are ahead of the game as far as being environmentally conscious with their emissions and unique recycling program
-H&M should have bloggers for their brand get out in the real world. People actively researching what customers are looking for in a clothing brand and in their personal lives. They should also study and document how people feel about the environment and note how H&M is going to further contribute to being more sustainable.
-Invite customers via social media and the blog to comment their opinions and input regarding tactics and strategies to better the brand. They can also learn more about what customers are looking for in their brand and their interests; H&M could use this for keywords and to stimulate opportunities to personally engage their customers
-Engage the public and blog readers further with events. Getting corporate sponsors that also reflect their mission (TOMS, etc) would be a great way to expand their awareness and exposure
-The hope for this new blog is that it will attract and engage personas that will best reflect H&M and their environmental movement. Activists, fashionistas, social media experts, and everything in between
-With the blog, H&M can give more information and depth behind their current humanitarian operations
-When companies acquire celebrities to advocate for their brand, they also acquire all of their fans and followers. People love to see their idols working with their favorite brands.
-H&M could interview their celebrity sponsors and feature the interviews on their social media accounts and website. They could advertise heavily for the event and make it a widely talked about interview which would also generate more user engagement
-H&M could have celebrities from all kinds of backgrounds such as famous scientists and published authors or anyone well versed in any of their values (fashion, saving money, sustainability)
-Google analytics can be used to measure their user engagement on social media accounts and their website
-Their revenue online and instore can also be easily measured to see if any of these tactics were successful. Hopefully after allowing customers to be more involved in decisions and trends, H&M will see an increase in sales for those particular suggestions.
-Customer service can be measured by simply asking customers how their online and instore service was. Incentives can be given to those who answer the survey. (discounts, coupons, in-store credit). Listen to what they’re complaints are and take them seriously in hopes of not repeating the problem.
-Did the overall engagement on all online accounts increase? Which ones did/ didn’t?
