Consumer Journey

Measurement

“We refine our content” style and format based on analysis. We started doing 2 minute long how- to videos. We realised people only stayed on the page for 30- 60 seconds, so we may those videos much snappier to ensure they were engaging (Missguided, 2019).

Before tracking any social media metrics, it is important for Missguided to set goals to distinguish what is good or brand awareness and engagement. By measuring a brand can understand the success or failure of a campaign and the impact on the business (Flanagan, 2017). Metrics on social media allows the brand to establish what content is most active and engaging to their audience (Social Media Metrics, 2021). It is also important to keep up to date with measuring the brands content to keep the content relevant to the times. Therefore, a brand should do regular metric reports to ensure awareness and engagement are hitting targets (Social Media Metrics, 2021).

A combination of metrics can allow a brand to understand the engagement more clearly, however some content may be designed to engage in a specific way therefore lacks engagement in one area which could affect the visual effectiveness of metrics. Brand awareness, impression and reach allows a brand to understand the website traffic, page views, video views, social mentions, and number of followers. Impressions can tell the brand the potential the content has on social media (Chen, 2021).

As Missguided is creating sustainable content this is a new type of content with potentially a new reach to those who would not shop at Missguided due to them being bad for the environment and unsustainable. Therefore, it will be useful to measure the potential reach, this is done by looking at the total number of brand mentions and how many people saw those mentions.

Introducing sustainability to the brand will create conversation therefore social share of voice metric could be used to look at how much online “conversation” there is around the brand, compared to their competitors (Social Media Metrics, 2021).

Figure 39: Video Analysis

When should Missguided Measure? - Missguided should measure their content after each post. - Their measurements should be collated at the end of the week the evaluate the overall engagement’s success and weaknesses. - In terms of the overall concept this should be evaluated at the end of the concept to adapt and change methods used for the next concept. Instagram Brand awareness Description Profile traffic, page views, video views, social mentions, number of followers, reach, impressions.

Instagram Posts: Engagement Likes, shares, comments, views, hashtag usage, forwards, reach

Instagram Stories:

Instagram Reels:

Missguided Website:

Facebook Page:

Email:

Tiktok: Engagement Shares, views, hashtag usage, forwards, reach

Engagement

Likes, shares, comments, views, views through time, forwards, reach Brand awareness Brand awareness- website traffic, page views, reach

Brand awareness

Engagement

Average engagement rate per post: Profile traffic, page views, video views, social mentions, number of followers, reach, impressions. Engagement- likes, shares, comments, views hashtag usage, forwards, reach

Open rate (% who opened email). Click through rate (% who clicked through to website from email). Conversion rate (% who bought from email). Number of email sign ups. The engagement of a Tiktok is measured through likes and comments and each Tiktok can be compared to measure for engagement improvement.

Follower evolution:

Follower growth:

Hashtag growth: This is the number of followers that a brand gain over a 30-day period. Tiktok’s algorithm is not chronological and is based on the number of views how often and long the content is shown. By having a percentage over 0% means the brand is gaining followers.

This is a specific indicator that tells the brand their follower growth on a shorter time frame.

Hashtag growths are used to track any brand hashtags that a brand used in coloration with a campaign. Tiklytics can be used to give the brand statistics about each hashtag that they have used for their campaigns, this is done by analysing likes, shares and the engagement rate (Payne, 2021).

Conclusion

To conclude it is important for Missguided to be more sustainable as their brand is having a very negative impact on the environment. By establishing the three concepts as a six-month campaign will reduce their damaging effect on the planet.

However, Missguided’s brand concept is to provide on trend clothing to 16–24-year-olds with a low budget- so a re-brand to be all sustainable would not meet Missguided’s company message and not appeal to the target market due to the higher prices they would have to charge. Therefore, my implementing smaller changes that have a large impact to the sustainability of the brand will allow them to keep their on-trend narrative. By doing this not only will Missguided be able to sustain the customers they already have gained but also more sustainably conscious consumers who may not have the budget to shop at an all ethical and sustainable brand. Words: 3263