Alisa Hemmesch
Social Media Analysis of Charlotte Russe Inc.Alisa HemmeschJMS 496, Th 4pmFinal Project12/15/11For a business, using social media is an exceptional tool for building relationships with consumers. This online marketing trend is becoming increasingly popular and necessary, however some industries are entering the social media world slower than others. One of these industries includes the fashion industry. According to Macala Wright Lee, CEO of FashionablyMarketing.Me, “Until recently, the fashion industry has been fashionably late to the social media party, refusing to adopt it at all, or merely adopting one-way communication via social networks and RSS feeds for sales and promotions.” However, Charlotte Russe Inc. is realizing that social media is just a way for their brand to create sincere interactions with their clients. Having worked at Charlotte Russe Inc. for just over two years, I felt it would be a very relevant, interesting, and enjoyable company for me to analyze. Within the last year I was promoted to a management position in the store, thus receiving a first hand look of what goes into the marketing planning and implementation. I had become a tool for the company, to promote their marketing efforts both online and in the store. I even developed a Facebook page for the specific location that I work at, adapting it to coincide with the official Charlotte Russe Facebook page.Throughout my analysis, I have found that Charlotte Russe is using successful tactics in their social media efforts. The company has a successful social media campaign, complete with a strong following on Twitter and Facebook. According to Wright Lee, their social media strategies are focused on “user-generated content and social engagement.” However, there is room for improvement. Throughout my analysis of Charlotte Russe’s social media efforts, I will take a look at how they run their Facebook, Twitter, YouTube, Foursquare, and official website. I will then discuss what strengths and weaknesses each platform has, along with ways the company can improve them. I will then discuss the personality Charlotte Russe exhibits, and share how the consumers interact with the online presence of the company. Later, I will share various events and interactive marketing events the company has previously held. Finally, I will use Klout to help me evaluate the campaign efforts and compare this score to that of Charlotte Russe’s main competitor, Forever 21.Beginning with background information, Charlotte Russe Holding Inc. (CHIC) is a private retail company based out of San Diego, CA. The first store opened in Carlsbad, CA in 1975 and has now expanded to 560 different stores across the country. There are over 2,000 employees working with this company, and over the years has increased its reputation as a stylish, influential, and successful chain store. The company operates on a “Yes, I can” policy, always putting the customer’s needs first, regardless of the situation. This determination for consumer happiness is put into place in the stores, but can also be seen online. The customer service at Charlotte Russe is outstanding, and from inspecting the social media pages the company operates through, it is apparent that the service transfers through all communication channels.When it comes to comparing Charlotte Russe’s efforts on different social media platforms, their Facebook page is definitely the most successful. Since 2009, the page has acquired 569,823 fans, 7,889 interactions, and 1,046 check-ins. The page consists of comments left by both the company and followers, an information page that provides contact numbers for customer support, various pictures of new merchandise, a career/job opening tab, and notes that describe current contests and promotions.The Facebook page for the company is both informative and interactive, which is the grounds for a successful campaign. There are on average two posts from Charlotte Russe per day, not including responses to followers of the page. The company provides a variety of posts, whether it is showcasing new merchandise, sharing the day’s promotional deals, or even asking the followers what they think of the newest Hollywood gossip or pop culture topics. Finally, the company does a really good job at responding to posts left by their fans. They address anything from styling topics to complaint resolutions. Furthermore, when they respond to the follower they reply to them by name, creating a more personal interaction. Though the page has many strengths, it also has a few weaknesses. The profile picture for the page is very outdated, displaying merchandise that is more than a few collections old. Also, they don’t have a persona to represent the page, leaving it slightly impersonal. Occasionally, they will post styles that “our buyer Jen” recommends, but you never know who the actual poster is.To improve the Facebook page, I would recommend that they create a persona for the profile. This could be a fictional character named “Charlotte” that represents a type of “It Girl” that the customers can relate to. It could also be a real person with a detailed bio. Regardless, the customers need a person to refer to when they have questions about the store. Also, I think the page should integrate a wider variety of content. Rather than just text posts and occasional pictures, the team should post videos, links to fashion related articles, create an album for fan’s to display their outfits, and show behind the scenes pictures from photo shoots or the corporate office rather than just pictures taken from the website. Finally, the company should offer some sort of promotion when customers check in to a Charlotte Russe store via Facebook.Facebook isn’t the only place that Charlotte Russe is successful, they also have a high presence on Twitter. Having been a member since 2009, Charlotte Russe has gained 48,550 followers, is following 10,623 people, and has posted 2,335 tweets. They also post between 2-4 unique tweets per day, which is the desired amount, and are consistent in their style of writing.The pictures on the background are consistent with those on the Facebook page, and the language remains synonymous. They often reply with a cute and respectful “XO,” and refer to their followers as “BFFs,” also known as “Best Fashion Friends.”Furthermore, When a user follows Charlotte Russe, they send a direct message that thanks the user for the follow and then offers them a coupon to use.Also, they often retweet their followers and will add a comment or some form of recognition to the retweet, and are constantly asking open ended questions so that their followers are encouraged to respond. The content differs from the daily posts on Facebook so that it is not repetitive, but the topics remain the same. Finally, Charlotte Russe often tweets about contests, polls, and trivia topics that allow a lucky follower to win free merchandise or gift cards.Though the Charlotte Russe Facebook page has more fans, I believe that the amount of Twitter followers is more important. It appears that there is more substantial interaction on the Twitter page, rather than an easy “like” that is usually received on Facebook. Also, the Twitter page does a better job of encouraging interaction with the daily polls, trivia questions, and contests. Also, the fact that the company remains consistent with their language and visual style between the two platforms is very beneficial. However, like the Facebook page, the Twitter page has outdated pictures of merchandise. None of the outfits that are shown in the background are still sold in stores or online, therefore irrelevant. Furthermore, they do not have a persona for the Twitter page. Though Charlotte Russe has huge potential to be very personal with their followers, they ruin it by not showcasing a representative for themselves. It is easy for them to refer to their followers by name, but much more uncomfortable and less personal for the follower to refer to the company as just that—a company.In order to improve the Twitter page, I would first suggest that they change the background picture. Rather than having tiled pictures of outdated clothing, they should create a universal logo that can be streamed throughout all of their social media platforms. Also, they need to create a persona for the page. Regardless of if there is only one persona, or as many as twenty people posting on the Twitter page, it will be much more personalized if the tweets have an author. The company could create a side bar on their page that has a bio of the poster(s), their name, a picture, and their initials. This way, the author can sign off on their tweet with their initials without wasting too many characters, but still letting the followers know whom exactly they are speaking to. If there is more than one poster, the followers can ask specific questions to the specific representatives. This would be extremely beneficial for encouraging interaction, and would also direct the appropriate questions to the most knowledgeable person. For example, they could have Alisa Hemmesch “AH” as the customer service representative and Joel Davis “JD” as the IT representative. If someone had a question about in store stock or return policies they would be able to direct their question at “AH,” whereas any technical issues about gift cards not working, the website being down, failed online purchases, etc. could be directed to “JD.”Charlotte Russe also has a YouTube channel, but it is not very developed. It was started in August of 2006, and was last updated in 2009. This makes the channel essentially useless and inefficient. The channel has a modest total of 269 subscribers and 20,066 total views. Although there are only fourteen videos uploaded onto the channel, this number of views seems very small. Some of the videos include previews of the new season’s collection, mentions on television shows such as The Today Show, and an interview with the former president of the company.Unlike the Facebook and Twitter pages, Charlotte Russe’s YouTube channel has more weaknesses than it has strengths. The videos only have a couple hundred to a couple thousand views each, and as was stated before, there aren’t very many videos to be viewed. Also, it appears that the company gave up on working with the channel as the last time they posted was in 2009. Finally, there is neither persona nor are there any posts or bio descriptions that encourage the viewers to comment on the channel page or the videos themselves. This platform has very little interaction and needs to be drastically improved.To improve the YouTube channel, Charlotte Russe needs to begin by updating it. They should bulk it up with up to date and interactive videos. These could include tutorials on how to properly tie a scarf, DIY makeup or denim distressing videos, previews for the upcoming collections, behind the scenes footage at a photo shoot or corporate office, etc. Once the channel has a solid amount of content again, they should create a schedule of videos so that it is constantly receiving new content. Perhaps every Friday a new video could be released that discusses a weekly style tip, showcases the top three outfits for the week (whether they be celebrities or customers), and end with a sneak preview of the new shipment that will be received in stores the following Monday. These videos could them be shared and promoted via Facebook, Twitter, the Charlotte Russe Website, in-store, and through e-mails.As for Foursquare and blogs, Charlotte Russe’s presence is nearly non-existent. There are no Charlotte Russe blogs that exist, and no content is to be found on the Foursquare page.Both of these pages need to be developed and improved. First, Charlotte Russe should become an active Foursquare business. With a check-in at a store, they should provide some sort of small discount. This way, they are rewarding their frequent shoppers. Also, to build loyalty, they could offer a higher discount to those who reach a certain number of check-ins. For example, for every check-in on Foursquare, the customer could receive 10% off of regular priced merchandise. However, if it is that customer’s 20th check-in or above, they would receive 20% off of regular priced merchandise. Furthermore, if someone is the “Mayor” of Charlotte Russe, they could automatically receive an even better deal than the prior two. Furthermore, Charlotte Russe definitely needs a blog on their website that can be followed by their customers through e-mail subscriptions. Since there are Charlotte Russe stores all over the country, it would be beneficial to have multiple bloggers. There could be one blogger for each region, and they could be named “Charlotte Russe Ambassadors,” “Team of Fashionistas,” or something along those lines to make them recognizable. The girls would have biographies on the blog page and each have a unique style. For example, a more down-to-earth plaid look for the blogger from the Midwest, a very preppy or vintage style for the blogger from the east coast, and a flowy, bohemian, and extremely relaxed look for the blogger from the west coast. The bloggers would discuss new trends, current events happening in their regions, show great ways to style the new merchandise with pictures included, and have a regular “spotlight” on customers they find that dress exceptionally well or simply get the look right. To find these customers and get their bios, store managers in each region could be on the lookout for the best candidates and notify the bloggers with a full description and picture attached. This would get the customers from the store highly involved. Giving the customer a chance to appear on the online blog would drive them and their friends to check the site often in hopes that they will see themselves. This would easily result in multiple shares across the various social media platforms, especially from those who are featured in the “spotlight” or know someone that is. Finally, there could be special contests or exclusive give-aways for those who are subscribed to the blog in order to reward them for their brand loyalty and commitment to the company.The final page I would like to analyze is the company’s website. , though initially attractive to the eye with bright colors that exude the bright, fun, party atmosphere that Charlotte Russe tends to create, the pictures of the merchandise are unattractive. Being a person that sees the merchandise firsthand on a daily basis, it is frustrating to see them look so cheap and unaccompanied on the website. Overall, the website is very easy to shop, though. There are links for each category of merchandise, which drop down into subgroups so the visitor can find exactly what they are looking for in a matter of seconds. There also aren’t any flash videos or over the top visuals that would slow down the performance of the site. Also, on the front page they have links for the customer t0 “Like” Charlotte Russe on Facebook or “Follow” the company on Twitter. Finally, the website also features an area where the user can enter their cell phone number or e-mail address to receive promotional updates. They also get a 10% off code just for signing up for the e-mails.To improve the website, I would suggest that Charlotte Russe class it up a notch. Though the prices are affordable, averaging in the $20-$40 range, making the website appear to be more glamorous will make the reasonably priced merchandise impressive and desirable as well. They could do this by giving the front page a face-lift with more mature fonts and colors. Though the store is geared towards a younger demographic, ages 18-25, women of all ages are able to shop there, which is why the initial visual impact shouldn’t be one that would impress only a teenager. Furthermore, Charlotte Russe could improve their website by adding a music player that plays songs from the store’s soundtrack. Customers could have the option to browse through music or mute it completely, whichever would give them the best online shopping experience. Another idea for integrating customer participation would be to have a “Dress Me” page. They could take looks or pieces of merchandise and dress their Charlotte Russe avatar with it so that they can see what certain outfits would look like together before they purchase them online. Finally, it would be beneficial for Charlotte Russe to provide a “Look Book” on their website. This would be something the readers could download onto their phones or tablets, or simply view online. It could be filled with fashion forward trends, advice, inspiration for the upcoming collections, and of course a sneak peak at some of the new merchandise. Not only does Charlotte Russe take advantage of their social media platforms, but they also run various promotional events. The two most regular and popular events are the weekly “Happy Hour” and occasional “Text-to-Win” promotions. Happy Hour is every Saturday from 3pm-6pm local time, and is often promoted through e-mail blasts, on Facebook and Twitter, and through a by-the-second countdown on the website.Furthermore, Charlotte Russe often holds “Text-to-Win” promotions in stores and online in order to get their customers on the promotional texts list, while still increasing their participation in the store. When a customer texts the number listed on the card, one of three coupons will be texted back to them. Sometimes, a video will be attached with it, featuring “Santa Baby”—the attractive, young male who is often pictured on Charlotte Russe marketing banners in the store windows.The marketing inside Charlotte Russe stores also often integrates reality with their online platforms. A couple of months ago, Charlotte Russe had a large window banner that encouraged passersby to “Like” the company on Facebook. It also had screenshots of real people who have commented on the Facebook page. This encourages the customers to leave the online page and venture into the physical store in hopes of seeing themselves or someone they know on the banner. It also encourages those in the store to go online and post, in hopes that they will make it onto the next banner. Regardless, it gets people talking. Another contribution Charlotte Russe is notorious for is their multitude of contests. When the company re-launched the Refuge Denim line, they had banners in the windows and signs in the fitting rooms that encouraged shoppers to try on the new jeans, take a picture, and then post the picture to the Charlotte Russe Facebook page. Some of the pictures posted to the page were later featured on a store window banner, and the lucky winner received a closet full of brand new jeans for free from the company. Other contests that Charlotte Russe held were a Halloween costume photo contest, BFF’s against Bullies Sweepstakes, Party Girl Contest, Shoe Closet Sweepstakes, a text-to-win trip to see JoJo in concert, a Spring Stylist competition, and a T-Shirt design contest. The T-Shirt design contest allowed users to design their own T-shirt for Charlotte Russe, and then promote it for others to vote on. The winner with the most votes won a trip to New York City, a Charlotte Russe shopping spree, and got to have their shirt sold exclusively online.Finally, Charlotte Russe’s social media success rate can be indicated through Klout. Klout is a company based out of San Francisco that focuses on giving its users social media analytics based upon data taken from social networking sites such as Twitter, Facebook, and Google+. The analysis is conducted by measuring the size of a person or company’s network, the content that they create, and how followers react with the content posted. Users are given a Klout score, which range from 1 to 100. The higher the score, the higher their online influence is. The scores are then divided into measures that also range from 1-100. These measures are “True Reach”, “Amplification Probability”, and “Network Score”. True reach is focused on the size of the person or businesses’ engaged group of followers who actively view and react to their online posts. Amplification Score relates to the probability that the users posts will product action, such as retweets, likes, shares, and comments. Finally, the Network Score displays the influence value of the user’s engaged audience.Charlotte Russe has a Klout score of 49, so they are about average in online influence. The analysis says that the company is “effectively using social media to influence their network across a variety of topics.” These topics include fashion, shopping, New York Fashion Week, celebrities, San Diego, trivia, merchandise, branding, and retailers. However, the company has only linked their Twitter page to Klout.If they also connected their Facebook page to the website their score and influential level would be much higher. The company’s True Reach score is 2,000, but the Amplification Probability of 4, and Network Score of 15. Finally, according to Klout, Charlotte Russe is labeled as a “Specialist”. This means that they do not have as much influence as, say, a celebrity, but they do have an area of expertise. The content is focused around a specific topic or industry (Fashion/Retail) and has focused and highly engaged audience.As compared to its main competition, Forever 21, Charlotte Russe scores much lower. Forever 21 has a Klout score of 64, and “creates content that is spread throughout their network and drives discussions.” Though Forever 21 only has there Twitter page connected to Klout as well, their scores blow Charlotte Russe’s out of the water. They have a True Reach of 23,000, Amplification Probability of 5, and Network Score of 32. The topics that each company has are relatively the same, focusing on shopping and fashion. However, Forever 21 is labeled as a “Broadcaster,” which means that they “broadcast great content that spreads like wildfire.” Their group of followers is both large and diverse, and the company is considered a large and essential influencer in the fashion industry.As can be seen, Charlotte Russe Inc. has a very successful social media presence. Of course there are room for improvements, but ultimately they are adhering to many of the strategies necessary for a successful campaign. They have a very large following on Twitter and Facebook, and run unique events, contests, and marketing campaigns that encourage online involvement while still integrating participation in-store. Although Charlotte Russe does not have a specified persona for their various social media sites, they still find ways to get their followers to actively participate in discussions. Furthermore, they respond to their customers frequently and with personalized greetings. However, as determined on Klout, Charlotte Russe is not fairing as well as its competitor, Forever 21. If Charlotte Russe incorporated consistent content on YouTube, Blogs, and Foursquare, and created a more personalized representation, they could definitely beat out Forever 21 and become a social media powerhouse.Reference PageWright Lee, Macala. “5 Ways Social Media Changed Fashion in 2009.” 2010 January. ................
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