Crayola Social Media Analysis Prepared by Amanda Koontz Summary The use of social media for Crayola can be used to communicate with fans and consumers of the brand artist supplies about new product offerings such as its crayon, colored pencils, markers, paints, modeling clay, chalk product lines. Social networking can reinforce and continue to maintain the 99% brand name recognition of Crayola nationally and globally (Crayola, 2007). Facebook, Instagram, Twitter, YouTube and Pinterest serve as customer communications platforms to inform and engage with products, crafting projects and lesson plans. The sites are also used creatively to communicate with consumers, suppliers, employees and other audiences (Crayola, 2007). Social Media Channels Used Channel Audience Facebook 2.4 million likes
Summary
Executions Featured
Content on FB includes Crayola DIY post links, new product launch links to online shopping, seasonal image content, TV spots and :30 branded content videos.
There currently is not a unified campaign message on FB. The last post featured a product discount code.
Photos and text posts surprisingly receive more engagement rates at 45% compared to video posts at 8.3%. (LikeAlyzer, 2016). Instagram 48.1 K followers
Monthly average of gained Instagram followers is more than 3,700 (SocialBlade, 2016). Content consists of Crayola produced images, but primarily user created photos.
Twitter 43.3 K followers
Same content from Facebook and Instagram is pushed to Twitter.
Featured link in bio promotes current new product offering, Color Alive.
No unified messaging or campaign.
Account used primarily for customer service complaints and assistance. YouTube 21.7 K subscribers , 18 million video views
Videos consist of branded content, how-tos Video playlists include: and DIY projects. Product demonstrations are • TV commercials also featured. Color Alive is the pinned channel • Fan Inspiration Series page video. • Crayon Carver film shorts • Select crafting and demos
Pinterest 17.1 K followers
Pinterest is home for makers, crafters, parentchild projects and inspiration. With over 5.4 K pins by bloggers, external DIY sites, and Pinners, Crayola has more than 60 boards for any occasion.
CRAYOLA LLC
Includes user generated content and Crayola projects that link to website.
SOCIAL MEDIA ANALYSIS
Recommendations Limitations for growing and changing social media strategy include content creating staffing and time resources for managing multiple platforms. Crayola could incorporate fast growing and strategic social platforms like Periscope for event and product live-streaming. Snapchat could also be incorporated into the mix where the brand can “snap” developing Crayola projects or how consumers are using actual products. Though the brand does not have a Tumblr site, there are thousands of organic posts created by Tumblr bloggers. Crayola could tap this new market by reposting and aggregating this content.
Conclusion Crayola LLC has a wide and broad audience on existing social media platforms. Facebook contains the largest audience, but it appears that Instagram is it’s fastest growing with more than 3,700 followers gained monthly. Though content appears unified and pushed equally on platforms, consistent messaging or strategy does not exist. Communication content strategy should be revisited internally. Crayola also has opportunities to grow on Twitter’s Periscope, Snapchat and Tumblr. Engagement on these platforms could grow exponentially and there are endless creative tactics that could be used.
CRAYOLA LLC
SOCIAL MEDIA ANALYSIS
Works Cited Crayola LLC. (2007, January). Binney & Smith becomes Crayola LLC. Retrieved March 11, 2016, from http://www.binney-smith.com/ LikeAlyzer. (2016). Review of Crayola (Rep.). Retrieved March 11, 2016, from Meltwater website: http://likealyzer.com/facebook/crayola Social Blade LLC. (2016). Instagram Statistics Summary for crayola (Rep.). Retrieved March 11, 2016, from Social Blade LLC website: http://socialblade.com/ instagram/user/crayola
CRAYOLA LLC
SOCIAL MEDIA ANALYSIS