Twitter as communication tool for cosmetic companies

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Twitter as communication tool for cosmetic companies

  1. 1. Twitter as communication tool for cosmetic companies Ruta Sili a Riga Stradins University
  2. 2. 2 The aim of study • to research the tweet content of Madara Cosmetics, Stenders and Dzintars to define their goal, function and form; • and to compare it with such cosmetic companies as Nivea, The Body Shop and Avon
  3. 3. 3 Research design • Time period 01.01.-30.06.2010. • Amount of research items: 1295 tweets • Twitter profile: – @MADARAcosmetics – @as_Dzintars – @Stendershop_com – @TheBodyShopUK – @Avon_UK – @NIVEA_Australia
  4. 4. 4 Research design • Method: content analysis • Research focus on: – Form: text and links – Tool: PR, Marketing PR, Marketing – Function: to inform about news, interact, reflect, sales promotion
  5. 5. 5 Madara Cosmetics • 236 tweets in 6 month – Their own created content 70% or 165 tweets (int.al. 89 tweets with links) – 24% or 56 tweets are reply to followers questions – 6% or 15 tweets are retweets • Information in home page about profile (Twitter and Facebook)
  6. 6. 6 Madara Cosmetics • Use of twitter: – Marketing PR, e.g., EcoBaby, EcoBody, Madara drinks launch – For sales promotion: discount & sales – Public relations: nomination for award or awarding, congratulation on holidays – Express emotions about not related topic, e.g., happiness about winter morning, spring, snowdrop etc. – Want ad – Crisis communication & CSR
  7. 7. 7 Madara Cosmetics • Campaign: announcement, action, result – Retweet message and you get invitation or gift – Send story and get invitation or gift – Going green – packaging utilization, The Big Cleanup • Tweets in Latvian and English • Emotional, friendly and casual language
  8. 8. 8 Dzintars • 14 tweets in 6 month – 100% tweets their own content (int.al. 5 tweets with links) – No two way communication (no reply or retweet) • No information in home page
  9. 9. 9 Dzintars • Use of twitter: – For sales promotion: discount & sales – Public relations: new shop opening, awarding – Marketing PR, e.g., Dzintars Actual, soap launch • Campaign: action, NO public available result – Participate in marketing survey (and get gift in 1 case) • Formal language • Irregular communication – last tweet on 7th May
  10. 10. 10 Stenders • 31 tweets in 6 month – 100% tweets their own content and all with links – No two way communication (no reply or retweet) • No information in home page
  11. 11. 11 Stenders • Use of twitter: – Public relations: reference about media content, new shop opening – Marketing PR, e.g., product launch – For sales promotion: discount & sales • Formal language • Tweets only in English • Irregular communication – long period of silence and intensive communication in couple days
  12. 12. 12 The Body Shop (UK) • 675 tweets in 6 month – Their own created content 61% or 411 tweets (int.al. 304 tweets with links) – 28% or 187 tweets are reply to followers questions – 11% or 77 tweets are retweets • Information in home page about profile (Twitter, Facebook and YouTube)
  13. 13. 13 The Body Shop (UK) • Use of twitter: – For sales promotion: discount & sales, free delivery – Personal communication, e.g. Hi! Hallo! greetings, questions about mood, congratulate – Marketing PR, e.g., expert tips, guide how to choose the right product – Public relations and CSR: 34 anniversary, supporting WWF, Earth Hour
  14. 14. 14 The Body Shop (UK) • Campaign: announcement, action, result – Send your tips and get gift – Retweet message and you get gift • Emotional, very friendly and casual language
  15. 15. 15 Avon (UK) • 279 tweets in 6 month – Their own created content 78% or 218 tweets (int.al. 145 tweets with links) – 10% or 27 tweets are reply to followers questions – 12% or 34 tweets are retweets • Information in home page about profile (Twitter, Facebook and YouTube)
  16. 16. 16 Avon (UK) • Use of twitter: – Marketing PR, e.g., expert tips, guide how to choose the right product, product launch – Public relations: celebrity news, congratulation in holiday, donation for Haiti earthquake victims
  17. 17. 17 Avon (UK) • Campaign: action, rare public available result – Use Twitter to promote campaigns in FaceBook profile – Campaign duration couple days, e.g. 2 days “I Love My Mum”, 6 days “Weightloss tip” – Participate in marketing survey and get gift – Send your story and get gift • Friendly and formal language
  18. 18. 18 Nivea (Australia) • 60 tweets in 6 month – Their own created content 97% or 58 tweets (int.al. 53 tweets with links) – No reply to followers – 2 tweets are retweets • No information in home page
  19. 19. 19 Nivea (Australia) • Use of twitter: – Marketing PR & advertisement, e.g., expert tips, product launch and ad – CSR: Big Sisters Mentoring Program • Campaign: announcement without details but with link to homepage • Formal language
  20. 20. 20 Author of tweet content One-way vs two-way communication 165 56 15 14 00 31 00 411 187 77 218 27 34 58 02 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Madara Cosmetics Dzintars Stenders BodyShop Avon Nivea Company itself Reply Retweet
  21. 21. 21 Twitter as communication tool
  22. 22. Thank you!

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