SOCIAL MEDIA ANALYSIS (DRAFT) RAWAN ADEL May-june 2021
Links & Fanbase
39M https://www.fa cebook.com/h m
8.1M https://twitter.c om/hm
36.5M https://www.in stagram.com/h m/
Social Media Profile Analysis
Instagram Analysis COMMENT اﻟﺗرﻛﯾز ﻛﺎن ﻋﻠﻰ ﻋﻧﺎوﯾن ﺻﻔﺣﺎﺗﮭم ,ﻻﯾوﺟد وﺻف ﻟﻠﻧﺷﺎط ﻋدد ﻣن اﻟرواﺑط واﻟﻌﻧﺎوﯾن ﻻﯾوﺟد ﺑﺷﻛل ﻣﺑﺎﺷر وﻣﻣﻛن اﺣﺗﺳﺎب …tag@hm for a chance ﺻورة اﻟﻌﻼﻣﺔ اﻟﻣﻌروﻓﺔ وﻣوﺣدة ﻓﻲ ﺟﻣﯾﻊ اﻟﺣﺳﺎﺑﺎت /hm/ ﻻﯾوﺟد ﻷن اﻟﺣﺳﺎب ﻻﯾﺧﺗص ﺑﻔروع ﻣﻌﯾﻧﺔ اﻟﻧﺷر ﯾوﻣﻲ وﻗد ﯾﺻل ﻟﻣﻌدل 3ﺑوﺳﺗﺎت ﻣﻧوﻋﺔ ﻓﻲ اﻟﯾوم )ﻓﯾدﯾو ,ﻣﻧﺗﺟﺎت ﻣﻊ زر اﻟﺷراء,ﻣودﻟز( ﺣدﯾﺛﺔ وﻣﻧوﻋﺔ وﺗﻔﺎﻋﻠﯾﺔ
RATE 4/5 5/5 3/5 5/5 4/5
INSTAGRAM TERMS ABOUT/BIO LINKS CTA
N/A 5/5
PHOTO/COVER HANDLE PINED WORKING HOURS FREQUENCY AND TIMING
5/5
HIGHLIGHT
Twitter Analysis COMMENT ﻣﻧﺎﺳب وﯾﺻف اﻟﻧﺷﺎط ورؤﯾﺗﮭم ( the place for #fashion & #beauty )inspiration ﻟﻛن ﻻ أؤﯾد اﻟﻌﺑﺎرة اﻟﺗﺎﻟﯾﺔ ﻷﻧﮭﺎ ﺗوﺣﻲ أﻧﮭم ﯾﺗﻌرﺿوا ﻷراء ﺳﻠﺑﯾﺔ ( We ❤ your comments but please stay )respectful. ﻣوﻗﻌﮭم اﻟرﺋﯾﺳﻲ ﻻﯾوﺟد ﺻورة اﻟﻌﻼﻣﺔ اﻟﻣﻌروﻓﺔ وﻣوﺣدة ﻓﻲ ﺟﻣﯾﻊ اﻟﺣﺳﺎﺑﺎت وﺻورة اﻟﻛﻔر ھﻲ ﺻورة اﻟﻛوﻻﺑرﯾﺷﯾن ﻗﺑل اﻷﺧﯾر Simone Rocha /hm ﻻﯾوﺟد ﻣﻊ اﻧﮫ ﻣﻣﻛن ﺗﺛﺑﯾت ﺗوﯾﺗﺔ اﺧر collaboration ﻻﯾوﺟد ﻷن اﻟﺣﺳﺎب ﻻﯾﺧﺗص ﺑﻔروع ﻣﻌﯾﻧﺔ اﻟﻧﺷر ﻋﻠﻰ ﻓﺗرات ﻣﺗﻘﺎرﺑﺔ ﻟﻛن ﺑدون ﺟدوﻟﺔ واﺿﺣﺔ
RATE 5/5
TWITTER TERMS ABOUT/BIO
5/5 0/5 4/5
LINKS CTA PHOTO/COVER
4/5 0/5
HANDLE PINED
N/A 4/5
WORKING HOURS FREQUENCY AND TIMING HIGHLIGHT
Facebook Analysis COMMENT ﻣﻧﺎﺳب وﯾﺻف اﻟﻧﺷﺎط ﺑﺎﻹﺿﺎﻓﺔ إﻟﻰ Our story ﻣوﺟود Shop now ﺻورة اﻟﻌﻼﻣﺔ اﻟﻣﻌروﻓﺔ وﻣوﺣدة ﻓﻲ ﺟﻣﯾﻊ اﻟﺣﺳﺎﺑﺎت ﻟﻛن ﺻورة اﻟﻛﻔر ﻣﺧﺗﻠﻔﺔ ﻟﻣودل /hm/ ﻏﯾر ﻣوﺟود ﻻﯾوﺟد ﻷن اﻟﺣﺳﺎب ﻻﯾﺧﺗص ﺑﻔروع ﻣﻌﯾﻧﺔ اﻟﻧﺷر ﯾوﻣﻲ وﻷﻛﺛر ﻣن ﺑوﺳت
RATE 5/5
FACEBOOK TERMS ABOUT/BIO
5/5 5/5 4/5
LINKS CTA PHOTO/COVER
4/5 0/5 N/A 5/5
HANDLE PINED WORKING HOURS FREQUENCY AND TIMING HIGHLIGHT
Engagement Analysis Instagram
KEY METRICS / POST EVALUATION / HASHTAGS
TOP 3 POSTS
POST TYPES & ENGAGEMENT EVOLUTION
Engagement Analysis Twitter
KEY METRICS / DISTRIBUTION OF TWEETS
TOP 3 POSTS
DISTRIBUTION OF ENGAGEMENT TWEETS BY TYPE
Engagement Analysis Facebook
KEY METRICS
TOP 3 POSTS
POST TYPES
POST TYPES RANKED BY AVG . ENGAGEMENT
content Analysis
Content Analysis Instagram
Instagram - Content Fromat: Photos Fashion Photography/real Pictures for products & models (professional & mobile cam) Videos Real / Motion Videos
Most & least engagement :
Instagram - Tone Of Voice: casual (friendly) - Copywriting: Short - English - Call To Action: They direct the audience to their website by adding Insta shop. - Approach: Driving Traffic- Sales - Educate Customer (Outfit Ideas) - Engagement (Tag& we will repost it) - Hashtags: #HM - #HMSport - #Hmxme - #HMKid
Instagram Overall performance Comment: اﻟﻛﺗﺎﺑﺔ ﻗﺻﯾرة وﺑﻌﺑﺎرات ﺗﻧﺎﺳب اﻟﻔﺋﺔ اﻟﻣﺳﺗﮭدﻓﺔ وﻟطﯾﻔﺔ أﯾﺿﺎ ً ﺑﺳﺑب اﺳﺗﺧدام emojis ﻟم ﯾﺗم اﺳﺗﺧدام اﻟﻠﻐﺔ اﻟﻌرﺑﯾﺔ رﻏم وﺟود ﺟﻣﮭور واﺳﻊ ﻟﻠﺑراﻧد ﯾﺗﺣدث ھذه اﻟﻠﻐﺔ اﻟﺑوﺳﺗﺎت ﺗﻔﺎﻋﻠﯾﺔ ﺑﺳﺑب اﻟﺗﺎغ وإﻋﺎدة اﻟﻧﺷر وﺟود ﻣزﯾﺞ ﻣن اﻟﺻور اﻻﺣﺗراﻓﯾﺔ واﻟواﻗﻌﯾﺔ )اﻟﻣﺻورة ﻣن ﻗﺑل اﻟﻌﻣﻼء( ﺳﺎھم ﻓﻲ ﺟذب ﻣزﯾد ﻣن اﻟﺗﻔﺎﻋل ﻓﻲ ﻣﻌظم اﻟﺑوﺳﺗﺎت ﻣن اﻟﺟﯾد اﺳﺗﺧدام ال CTA ﺗم اﻻﺳﺗﻔﺎدة ﻣن ﻣﯾزة Insta shop ھﻧﺎك ﻣﺣﺎوﻟﺔ ﻟﻠوﺻول إﻟﻰ ﺟﻣﮭور أﻛﺑر وﺧﻠق واﻗﻌﯾﺔ ﻟﻠﺑراﻧد ﻓﻲ ذھن اﻟﻌﻣﯾل ﻣن ﺧﻼل ﻧﺷر وﻣﺷﺎرﻛﺔ اﻟﺻور ﻟﺳﯾدات ﺑﺄوزان ﻣﺧﺗﻠﻔﺔ ﻋن أوزاناﻟﻌﺎرﺿﺎت اﻟﻣﺗﻌﺎرف ﻋﻠﯾﮭﺎ ﻓﻲ ﻣﺟﺎل اﻟﻔﺎﺷن
Content Analysis Twitter
Twitter - Content Fromat: Photos Fashion Photography/real Pictures Videos Real Videos
Most & least engagement :
Twitter - Tone Of Voice: Formal - Copywriting: English - Call To Action: Branches website link - Approach: Driving traffic- Create awareness - Hashtags: #HM - #LoversFCxHM - #HMMan
Twitter Overall performance Comment: اﻟﻛﺗﺎﺑﺔ رﺳﻣﯾﺔ وﻓﻲ أﻏﻠب اﻟﺗﻐرﯾدات ﻛﺎن اﻟﻣﻧﺷور طوﯾل ﻣﻘﺎرﻧﺔ ﺑﻣﻧﺷوراﺗﮭم ﻋﻠﻰ ﺑﺎﻗﻲ اﻟﻣﻧﺻﺎت ﺗم اﻟﺗرﻛﯾز ﻓﻲ ﺗوﯾﺗر ﻋﻠﻰ ال campaignأﻛﺛر ﻣن ﺑﺎﻗﻲ اﻟﻣﻧﺻﺎت اﻟﺗرﻛﯾز ﻛﺎن ﻋﻠﻰ ال awarenessوﻟﯾس ﻋﻠﻰ Customer's painوﺗﻘدﯾم ﺣﻠول ﻟﮭﺎ#Beyondtherainbow #Pride ﻣن اﻟﻣﺣﺗﻣل أن ﺗﺧﺳر اﻟﺑراﻧد ﺟزء واﺳﻊ ﻣن ﺟﻣﮭورھﺎ ﺑﺳﺑب ﻓﻛرة ال campaignاﻷﺧﯾرة -ﻟم ﯾﺗم اﺳﺗﺧدام اﻟﻠﻐﺔ اﻟﻌرﺑﯾﺔ رﻏم وﺟود ﺟﻣﮭور واﺳﻊ ﻟﻠﺑراﻧد ﯾﺗﺣدث ھذه اﻟﻠﻐﺔ
Content Analysis Facebook
Facebook - Content Fromat: Photos with good quality for the products and the models Videos Real Pictures/Fashion Photography Videos (mobile cam) / Motion (products) & Real Videos.
Most & least engagement :
Facebook - Tone Of Voice: casual & respectful - Copywriting: Short - English & Arabic ()اﻟﻌرﺑﻲ ﯾﺗراوح ﺑﯾن اﻟﻔﺻﺣﻰ واﻟﻌﺎﻣﯾﺔ - Call To Action: They direct the audience to their website ("Available in store and online.") - Approach: Driving Traffic Sales - Educate Customer (Outfit Ideas) - Hashtags: #HM - #HMMan - #HMKid
Facebook Overall performance Comment: اﻟﻛﺗﺎﺑﺔ ﻗﺻﯾرة وﺑﺳﯾطﺔ ﻟﻛﻧﮭﺎ ﻣﺑﺎﺷرة وﻟﯾﺳت إﺑداﻋﯾﺔ ,وﻣن اﻷﻓﺿل ﺗﺣدﯾد ﻟﮭﺟﺔ واﺣدة ﻋﻧد اﻟﻛﺗﺎﺑﺔ )ﻓﺻﺣﻰ أو ﻋﺎﻣﯾﺔ( ﻟﺗﺗﺟﺳداﻟﺑراﻧد ﺑﺷﻛل واﺿﺢ ﻓﻲ ذھن اﻟﻌﻣﯾل ﺗم ﺗﻛرار اﺳﺗﺧدام ﻧﻔس اﻟﻛﻠﻣﺎت ﻓﻲ ﻋدد ﻣن اﻟﺑوﺳﺗﺎت اﻷﺧﯾرة ,ﻻﯾوﺟد ﺗﺟدﯾد وإﺑداع ﻓﻲ اﻟﺻﯾﺎﻏﺔ وﻛﺄﻧﮫ ﻣﺣﺗوى آﻟﻲ -ﻣن اﻟﺟﯾد اﺳﺗﺧدام ال CTAﻓﻲ ﻣﻌظم اﻟﺑوﺳﺗﺎت
BUSINESS RECOMMENDATION
ﯾﺟب ﺗﺣدﯾث ﺻورة ال coverدورﯾﺎ ً ﻓﻲ اﻟﻣﻧﺻﺎت ﺑﺎﻟﺗزاﻣن ﻣﻊ إطﻼق ال campaign ﯾﺟب ﺗﺟدﯾد أﺳﻠوب اﻟﻛﺗﺎﺑﺔ ﻓﻲ ﻣﻧﺷورات Facebookﻟﯾﺻﺑﺢ إﺑداﻋﯾﺎ ً أﻛﺛر وﯾﺑﺗﻌد ﻋن اﻟﺗﻛرار واﻟرﺗﺎﺑﺔ اﻟﺣﺎﻟﯾﺔ ﻣن اﻟﻣﻣﻛن زﯾﺎدة ال Engagementﻋﻠﻰ Instagramﻣن ﺧﻼل اﻟﻣزﯾد ﻣن اﻷﻓﻛﺎر اﻟﺗﻔﺎﻋﻠﯾﺔ ﻣﺛل )Create your outfit and we will(.repost ﻣن اﻟﻣﮭم اﺳﺗﺧدام اﻟﻠﻐﺔ اﻟﻌرﺑﯾﺔ ﻓﻲ ﻣﻧﺻﺎت Instagramو Twitterﻟﻠوﺻول إﻟﻰ ﺷرﯾﺣﺔ أوﺳﻊ ﻣن اﻟﺟﻣﮭور اﻟﻣﺳﺗﮭدف -ﯾﻔﺿل ﻋﻣل campaignﺗﺳﺗﮭدف ﺟﻣﮭور اﻟﻣﻧطﻘﺔ اﻟﻌرﺑﯾﺔ وﺗﻛون ﻣن وﺣﻲ ﺛﻘﺎﻓﺗﮭم وﻣﻧﺎﺳﺑﺎﺗﮭم
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