[PPT] - Social Media Case Study Team P.B. Co. Pachia Xiong and Bailey PowerPoint Presentation

SLIDE 1

Social Media Case Study

Team P.B. Co. Pachia Xiong and Bailey Budnik

SLIDE 2

Background

Women’s clothing store
Created in 2006
Connected with American Eagle
Focuses on body positivity
In 2014 they launched #AerieReal, eliminating retouching from their

photos and social media pages.

SLIDE 3

Company Background

Found by Roy Raymond, and his wife Gaye, in San Francisco, California, on

June 12, 1977

○ Was created out of embarrassment of going to a store and feeling out of place. ■ Felt like an intruder ○ “Ugly” selection

Studied lingerie for 8 years before launch
First store was in Palo Alto, CA.
Named was after Queen Victoria of the United Kingdom to associate with the

Victorian era

The company went bankrupt in 1983

○ So the rebranded to focus on women

Rebrand to focus and do what a woman wants

SLIDE 4

Comparative Analysis

Overview of Website:

Aerie website is a tab amidst the American Eagle page
rganized effectively and displayed their promotions successfully
There are only embedded links to American Eagle’s social media

accounts even though Aerie possesses their own separate ones

Hinders people’s ability to connect with the brand across platforms

since it challenges the user to spend more time looking for their accounts.

SLIDE 5

Comparative Analysis - Aerie

Twitter

○ 105,000 followers ○ Average 50 Likes/10 RT’s

Snapchat

○ Posts behind the scenes with designers and models

Facebook

○ 1,843,078 Likes ○ Average 30 likes/1-2 comments

Tumblr

○ Promotes positive lifestyle with reblogs

Wanelo

○ 2,716 followers

Google Plus

○ 231 followers ○ Very few audience engagement

Instagram

○ 746,000 followers ○ 25,000 likes/100 comments

Aerie Blog

○ Posts same content as Tumblr

YouTube

○ 9,879 followers

SLIDE 6

Bailey Budnik

Content is the same across these four platforms
Frequency of posts: daily
Content include media of some sort, either a picture, gif, or video, as well as a short

caption that relates to either a promotion or social convention that their audience would recognize.

Does very little interacting with customers though

○ Apart from Twitter where they regularly like buyer’s positive comments

Does not show complaints
Tailors content to time of year and relatability to audience
Continuously reinforces the brand’s message of positivity

SLIDE 7

Twitter Vs. Facebook Posts

Facebook has 10 times

amount of followers

Same amount of

interaction

This is one area Aerie

needs to work on

SLIDE 8

By putting a face to their movement, their brand becomes more relatable
Audiences are now moving towards Snapchat in recent years
However, their YouTube channel is not fully optimized

○ Only posts about once a week ○ Receives average of 1,000 views per video ○ Does not share YouTube videos on other platforms such as Facebook or Twitter

SLIDE 9

Overview of Victoria’s Secret Website

Very bold page with subtle and mature colors to attract women

○ Their Pink line is brighter and more colorful for Teens

Purpose of the page is clearly stated upon homepage

○ Selling the product, specials and the models

Organized tabs on the to portion of the website
Lots of visuals throughout website about promotions and models
Social media links on bottom right corner

○ Facebook ○ Instagram ○ Pinterest ○ Twitter ○ YouTube

SLIDE 10

Facebook, Instagram and Twitter

Social Media Type Followers Average Likes Interaction Facebook 27.3m 2603 0.04% Instagram 57.5m 108,090 0.0009% Twitter 11.3m 811 0.12%

SLIDE 11

Facebook, Instagram and Twitter

Same content posted on each platform

○ Posts are every few hours

Each platform differed through usage per social media platform
According to Dream Grow…
1. Facebook
2. YouTube
3. Instagram
Contents mainly focused on product

and models wearing product.

○ Models are the “ideal thinness” ○ Does not have a positive body overview, but does focus on confidence and sexiness

4. Twitter
5. Reddit
6. Pinterest

SLIDE 12

Pinterest

Boards created with different

themes and product theme

Hard to tell activeness
Not used often
Only 435, 881 followers
A topic that not many people

tend to use Pinterest for

YouTube

Second lowest followers

○ 1.3million subscribers ■ 14% interaction ■ 192.2k views (average)

Why is this the most successful?

○ More accessible ○ Can be posted via other platforms to attract more viewers ○ More focused on models and their lifestyle, prepping for runnways, and more visuals of models

SLIDE 13

The social media practices of Aerie and Victoria’s Secrets were investigated.
Both these companies promote themselves mainly to women audiences.
As well as investigating their marketing strategies, their efforts on creating body positivity through their social platforms was

also looked at.

Primarily, each company’s website was analysed, evaluating their overall theme and how they infuse their other social platforms
nto the website.
Then, Aerie’s Facebook, Twitter, Instagram, Blog, YouTube, Snapchat, and Wanelo was inspected.
Victoria’s Secret’s Facebook, Instagram, Twitter, Pinterest, website, and YouTube accounts was overlooked.
Aerie highlighted their body positivity campaign across all platforms while simultaneously targeting audiences for promotional

marketing.

To enhance Aerie’s social media effectiveness, they need to increase audience interaction. Even though they possess many

followers across various platforms, the company ceases to gain likes, comments, and shares from their posts.

However, Aerie’s Instagram proves the most success for the brand as it encompasses their positive marketing strategies and is

received by audiences well.

Through Victoria’s Secret’s social media platform their objective was made clear through investigation of their content and it’s

“sexiness” portrayal to their audience.

Overall

SLIDE 14

References

Andsager, J. (2014). Research Directions in Social Media and Body Image. Sex Roles, 71(11-12), 407-413. doi:10.1007/s11199-014-0430-4 Behm-Morawitz, Elizabeth, Lewallen, Jennifer, “Pinterest or Thinterest?: Social Comparison and Body Image on Social Media” (2016). Social Media + Society. Retrieved from http://journals.sagepub.com.proxy.uwec.edu/doi/abs/10.1177/2056305116640559 Chock, Makana J., Kim, Ji Won, Body Image 2.0: Associations between Social Grooming on Facebook and Body Image Concerns” (2015).

Elsevier. Retrieved from http://www.sciencedirect.com.proxy.uwec.edu/science/article/pii/S0747563215000217

Diedrichs, Phillippa C., Fardouly, Jasmine, Halliwell, Emma, Vartanian, Lenny R., “Social Comaprisons on Social Media: The Impact of Facebook on Young Women’s Body Image Concerns and Mood” (2017). Elsiever. Retrieved from http://www.sciencedirect.com.proxy.uwec.edu/science/article/pii/S174014451400148X Dupré, E. (2017). American eagle outfitters and aerie give customers the gift of chatbots. DM News, 39(1), 12-13. Retrieved from https://search.proquest.com/docview/1869197237?accountid=14790

SLIDE 15

References

Joan C. Chrisler, Kaitlin T. Fung, Alexandra M. Lopez, Jennifer A. Gorman, Suffering by comparison: Twitter users’ reactions to the Victoria's Secret Fashion Show, In Body Image, Volume 10, Issue 4, 2013, Pages 648-652, ISSN 1740-1445, https://doi.org/10.1016/j.bodyim.2013.05.001. (http://www.sciencedirect.com/science/article/pii/S1740144513000594) Kallas, Priit, “Top 15 Most Popular Social Networking Sites and Apps” (2017). Dream Grow. Retrieved from https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/ Perloff, Richard M., “Social Media Effects on Young Women’s Body Image Concerns: Theoretical Perspectives and an Agenda for Research” (2014). Springer Science + Business Media. Retrieved from http://web.a.ebscohost.com.proxy.uwec.edu/ehost/detail/detail?vid=0&sid=e5dc48e9-d9ee-40ac-9b33-64029946aa00%40sessionmgr40 07&bdata=JkF1dGhUeXBlPWlwLHVpZCZzaXRlPWVob3N0LWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#AN=99711794&db=sih Ridolfi, D., Myers, T., Crowther, J., & Ciesla, J. (2011). Do Appearance Focused Cognitive Distortions Moderate the Relationship between Social Comparisons to Peers and Media Images and Body Image Disturbance?. Sex Roles, 65(7-8), 491-505. doi:10.1007/s11199-011-9961-0 Soltis, Tarah, "Social Media Impact on Virtual Shopping" (2013). Senior Honors Theses. 358. http://commons.emich.edu/honors/358