Wednesday, April 16, 2014
Sunday, March 30, 2014
Burt's Bees - Social Media & Marketing Project Part II
Well, since the last time I buzzed about Burt's Bees it was clear that they were swarming all over the internet with social media. With over 2 million friends on Facebook, their message seems to be as sweet as honey attracting my followers to their hive.
Let's fly in a little closer to take a look at how the Burt's Bees Brand continues to pollinate Web 2.0...
Burt's Bees on FaceBook
With OVER 2 MILLION followers, FaceBook is the Crown Jewel of Burt's Bees Social Media.
Here's a Burt's Bees video that was posted on FB and received a lot of buzz...
Let's look at SocialBakers.com to get their latest FaceBook trends:
Well, the FREE Ground shipping promotion on all Baby Bee and Momma Bee Products ran until the end of March.
Also voting in some of their on-line contests were about to end as well.
Also, if we look at Burt's Bees on Social Mention most of their Mentions come directly from FaceBook as well
If we look at SocialBackers.com over the last two weeks we can see the uptick in Twitter
conversation...
Today Burt's Bees reaches its customers directly:
Let's fly in a little closer to take a look at how the Burt's Bees Brand continues to pollinate Web 2.0...
On Addictomatic, the Buzz is about their most popular products including their very popular lip shimmer as well as their Burt's Bees Babies line, winter skin care and pet care products.
Leading the Brand's way is their Lip Balm & Lip Shimmer.
Let's look at the Marketing Research:
According to Burt's Bees research, consumers spent $378 million annually on lip balm. Burt’s Bees investigated consumer behaviors and motivations around lip balm use in order to earn a bigger piece of that $378 million market. Burt’s Bees hired Word of Mouth Marketing to conduct qualitative consumer research to help inform their marketing strategy.
According to Burt's Bees research, consumers spent $378 million annually on lip balm. Burt’s Bees investigated consumer behaviors and motivations around lip balm use in order to earn a bigger piece of that $378 million market. Burt’s Bees hired Word of Mouth Marketing to conduct qualitative consumer research to help inform their marketing strategy.
Key consumers to research are women ages 24-35.
Assumptions:
* Lip balm use is seasonal and peaks during winter months.
* Burt’s Bees “natural” positioning is a brand strength
* People are addicted to lip balm and purchase it no matter what.
But, what factors drive brand preference?
Burt's Bees "Cleaned Up" with Clorox...
Sold to Clorox in 2007 for $925 Million!
Assumptions:
* Lip balm use is seasonal and peaks during winter months.
* Burt’s Bees “natural” positioning is a brand strength
* People are addicted to lip balm and purchase it no matter what.
But, what factors drive brand preference?
Burt's Bees "Cleaned Up" with Clorox...
Sold to Clorox in 2007 for $925 Million!
Not all of Burt's Bees Fans were happy about the Clorox brand and the new mass marketing...
"We are loyal members of the hive, but recent changes have us thinking about swarming and seeking a new hive. Please return to the old formulations, clearly label what ingredients were changed to improve the products and return to eco-friendly packaging.
Please use the original recipes and formulations for Burt's Bees products! We would love our beloved line of health and beauty products to remain the same, and many of us would be willing to pay for the quality products that were once the mainstay of Burt's Bees." said Burt's Bees On-line Petition Signer Denise LePard.
Conclusions:
* Lip balm use is not nearly as seasonal as they thought.
- * Positioning Burt’sBees as a natural brand is ineffective–no one cares.
- * Clorox’s purchase of Burt’s Bees is not a factor. Most people didn’t know & they didn’t care.
-
* Lip balm application is a large part of people’s night time routines.
Collaboration between the Clorox and Burt's
R&D departments has also helped make Burt's products more natural. Paula
Alexander, director of sustainable business and innovation at Burt's, reports:
"From 2009 to 2012, we went from the average product being 97% natural to the average product being 99% natural."
Burt's has also brought expertise to Clorox,
as hoped. As one of the few companies that launched with a sustainable supply
chain and maintained it through rapid growth, Burt's had a great deal to teach
Clorox in that area.
The Clorox acquisition of Burt's has proven to
be a surprisingly positive model for cross-pollinating sustainability
practices, and that innovation has been good for business, too. Since the
acquisition, Burt's revenues have grown at a double digit pace every year,
except for 2009.
Altogether, Clorox's sustainability efforts have translated
into approximately $15m in annual cost savings.
Having a positive Social Impact is good buzz, but let's take a closer look at Burt's Bees Social Media and trends to see how despite competition it continues to drive the brand...
Burt's Bees Website
Let's look at the Data
Burt's Bees listened to the Groundswell when customers wanted ease of reordering products on their website as well as access to customer reviews with a shop & share feature. As you can see from Alexa.com, Burt's Bees Website is ranked 16,643 in the United States and 80,149 world wide. Looking at demographics, their customer base is overwhelmingly female and most browsing on their website is done at home. The Bounce rate is somewhat high at 45.00% with single page visits.
It's also interesting to note that no where on the Burt's Bees Website is Clorox listed however on the Clorox Company Website Burt's Bees is promoted...
Let's look at the Data
Burt's Bees listened to the Groundswell when customers wanted ease of reordering products on their website as well as access to customer reviews with a shop & share feature. As you can see from Alexa.com, Burt's Bees Website is ranked 16,643 in the United States and 80,149 world wide. Looking at demographics, their customer base is overwhelmingly female and most browsing on their website is done at home. The Bounce rate is somewhat high at 45.00% with single page visits.
It's also interesting to note that no where on the Burt's Bees Website is Clorox listed however on the Clorox Company Website Burt's Bees is promoted... Burt's Bees on FaceBook
With OVER 2 MILLION followers, FaceBook is the Crown Jewel of Burt's Bees Social Media.
The growth and engagement with customers on the page helped land the page on the “Top 20 Most Awesome Facebook Pages” list, curated by Inc. Magazine.
"Burt’s Bees focus is on giving users content that makes them see how the products fit into their lives that makes the page successful, both in building a brand and increasing sales. At the same time, fans have plenty of ways to share the news of their new found favorite beauty products with their friends."
"Everything from video, product recommendations, news about new products, ingredients, guidance in selecting the right products."
Here's a Burt's Bees video that was posted on FB and received a lot of buzz...
Why the recent spike in Burt's Bees FaceBook activity?
Well, the FREE Ground shipping promotion on all Baby Bee and Momma Bee Products ran until the end of March. Also voting in some of their on-line contests were about to end as well.
Also, if we look at Burt's Bees on Social Mention most of their Mentions come directly from FaceBook as well
With over 58K Followers, you can see on Meltwater IceRocket, the recent Twitter activity and Tweets for Burt's Bees. It's driven by customer testimonials and product promotions...
conversation...
The Battle of the Lip Balms -
Burt's Bees vs. EOS
The Egg vs. The Bee, you Bee the Judge...
Let's take a look at EOS website:
It's less colorful than Burt's Bees with many less tabs and you can not order their products here
Let's Look at Alex.com to see how EOS compares:
Burt's Bees vs. EOS
The Egg vs. The Bee, you Bee the Judge...
Let's take a look at EOS website:
It's less colorful than Burt's Bees with many less tabs and you can not order their products here
With over 1.7 Million Friends on FB, EOS is not far behind Burt's Bees 2 Million Friends in this Social Platform.
With over 109K Followers on Twitter for EOS vs. 58K Followers for Burt's Bees, the Egg has more buzz than the Bee on this social media platform.
It appears EOS is getting more Buzz with celebrities too:
With the Younger Crowd, the Egg has it!
It appears EOS is getting more Buzz with celebrities too:
With the Younger Crowd, the Egg has it!
With over one million fans on
Facebook and more than 68,000 Twitter followers, the Evolution of Smooth (eos)
brand has secured itself as a trend-setting, leading line of “stylish and
effective daily-use beauty products” with an impressive presence on social
media. The eos smooth sphere is currently the most coveted lip balm for
fashionistas of all ages, redefining what it means to “moisturize in style”, as
well as one of the most cleverly featured.
EOS plays to their
younger demographic with a strong social presence, focusing a large part of
their marketing efforts on platforms such as Twitter, Youtube, Tumblr,
Instagram and Facebook rather than on traditional advertising. And it’s
working. A quick search for “eos lip balm” yields an influx of blog posts,
Facebook posts and Youtube video testimonials from eos fanatics that exemplify
just how deep the love for this brand runs. This brand deserves a round
of applause for their brand positioning and audience engagement on their social
media platforms, specifically on their Facebook page.
Burt's Bees New Marketing Campaign Targets Younger Demographic:
To market towards a younger demographic, Burt's Bees recently announced the signing of singer Carly Rae Jepsen as the face for their Gud Body Line...
To market towards a younger demographic, Burt's Bees recently announced the signing of singer Carly Rae Jepsen as the face for their Gud Body Line...
Perhaps the Bee & the Egg can both buzz and hatch their Brands within the many platforms of Social Media, going after different demographic markets and with great success!
Today Burt's Bees reaches its customers directly:
* A monthly email/newsletter
* Customer preference center
* Rich product descriptions
* Customer review blogs
* Social media share buttons
*Many Social Media Platforms
Bee-Hold my Recommendations:
If Burt's Bees is aggressively still going after the growing lip balm market then to compete with EOS it needs to be more creative, colorful and youthful with it's packaging.
More youthful scents and fragrances
More celebrity Buzz & Trendy Posts, take a look at these FB Posts from EOS
"Listen to the Groundswell"
Create a Customer Service App for Smartphones for instant customer feedback
"You're Brand is whatever your customers say it is."
Set-up a private on-line community, call it "The Bee Hive" to learn more customer insights
Increase the amount of product promotions, coupons and contests which seem to generate the most buzz and upward trends for Burt's Bees on Social Media
Use other social media platforms more effectively such as Youtube, Tumblr, Instagram which attract a younger on-line audience
Take a hint from EOS and BEE Fun!!!
If Burt's Bees is aggressively still going after the growing lip balm market then to compete with EOS it needs to be more creative, colorful and youthful with it's packaging.
More youthful scents and fragrances
More celebrity Buzz & Trendy Posts, take a look at these FB Posts from EOS
"Listen to the Groundswell"
Create a Customer Service App for Smartphones for instant customer feedback
"You're Brand is whatever your customers say it is."
Set-up a private on-line community, call it "The Bee Hive" to learn more customer insights
Increase the amount of product promotions, coupons and contests which seem to generate the most buzz and upward trends for Burt's Bees on Social Media
Use other social media platforms more effectively such as Youtube, Tumblr, Instagram which attract a younger on-line audience
Take a hint from EOS and BEE Fun!!!
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