Bata Case Study - Growing Your Brand Online

Bata Shoe Company (Kenya) Ltd1

Christine MwitiBata Shoe Company (Kenya) Ltd

17th February 2011

Growing your Brand Online :Case Study


Contents

• Bata Kenya Online presence

• Benefits of using social media

• Why people follow brands on Twitter/Like brands on Facebook

• Corporate Social media account DO’S and DON’TS

• Conclusion


Bata Kenya Online presence


An Overview

• Website – www.batakenya.com• SEO• Paid advertising• E-Commerce

• E-newsletter

• Facebook – www.facebook.com/batakenyafan

• Blog – www.batakenya.wordpress.com


An Overview

• Ovi application

• Youtube – www.youtube.com/user/Batakenya

• SMS

• Twitter - www.twitter.com/batakenya


Website


Accessible through www.batakenya.com and www.bata.co.ke

Contains information about Bata Kenya and its activities

and informs customers of new products and promotions

More customers now sharing their views, through comments about products in the website

Preparing to implement full e-commerce website later in the year

www.batakenya.comwww.batakenya.com


Homepage


Online catalogue


Customer reviews


About Bata page


E-Commerce : shop.batakenya.com


Paid advertising : www.nation.co.ke


E-Newsletter : Shoe Me


Sent weekly

Subscription done via the web and at the stores

Mainly contains information on new arrivals and any promotions

Customers reply to the e-flyer feedback about our products or service

Shoe meShoe me



E-newsletter subscription page


E-newsletter subscription in the stores


Facebook


Accessible through http://www.facebook.com/batakenyafan

Used to engage customers – get feedback

Issues raised here are responded to promptly, thus building trust

Plans to enhance our presence on Facebook more this year

www.facebook.com/batakenyafanwww.facebook.com/batakenyafan


www.facebook.com/batakenyafanwww.facebook.com/batakenyafan


Blog(s)


Accessible through http://www.batakenya.wordpress.com

Blog content includes shoe tips, new arrivals and promotions

Informs reader in a less formal way than the website and allows comments hence more interactive

Provides feed for phone application1297

www.batakenya.wordpress.comwww.batakenya.wordpress.com


www.batakenya.wordpress.comwww.batakenya.wordpress.com


Reviews on other blogs : An example


Bata Phone Application


Bata phone application on Ovi

Seeks to provide the convenience of accessing shoe care tips, new arrivals information from one’s phone

A way to reach out to the younger generation

Linked to our blog and Youtube channel


Youtube


www.youtube.com/user/Batakenyawww.youtube.com/user/Batakenya


SMS


Twitter


Used to communicate new promotions, shoe tips and any other information relevant to customers

Used to get customer feedback on our products and find out what people are saying about the brand

www.twitter.com/batakenyawww.twitter.com/batakenya


www.twitter.com/batakenyawww.twitter.com/batakenya


Social Media Benefits


Social media benefits• Improves sales and leads

• Customer care & feedback

• Gives the brand a voice (and ears!)

• Improves brand image – responsive to current trends

• Lots of people spend more time on social media channels than ever before.

• Enhances your online presence. Link to website to drive traffic


Why People Follow Brands on Twitter/Like Brands on Facebook


Twitter : Why people follow

• 38% = To get updates on future products

• 32% = To engage with the company or brand

• 31% = To save money

• 26% = For entertainment

• 23% = To display loyalty

Source – Exact Target


Facebook : Why people like

• 40% = To receive discounts and promotions

• 39% = To show my support of the company to others

• 36% = To get a freebie such as free samples or coupons

• 34% = To stay informed about the company’s activities

• 33% = To get updates about future products

Source – Exact Target


Do’s and Don’t’s of a corporate Social media account


DO’s AND DON’T’s : As an Organization

• DO have a social media account.

• DO officially assign somebody (or a team) in your organization to manage the accounts.

• DO Invest some resources (time, money) to create awareness about your presence in social media.

• DON’T underestimate the role of social media in online marketing.

• DON’T have the account being run un officially just as a ‘by the way’.

• DON’T exempt social media when allocating resources for online marketing.


DO’s AND DON’T’s : As the social media person or team• DO listen first to

what is being talked about.

• DO have conversations with people.

• Be professional.

• Moderation is key

• DON’T post any news - Only those that are relevant.

• DON’T talk at people.

• DON’T use the corporate account as a personal account.

• DON’T make every post a sales post


In Conclusion

• Internet users are spending time on social media websites than any other place

• Have a say in what people are saying about you in social media

• Inform. Inspire. Entertain

• Facebook is a smart application for simple people. Twitter is a simple application for smart people


The social breakup

• Do you know why consumers cut off brand relationships?

http://www.youtube.com/watch?v=owrTh4VtWnw


Follow @Batakenya on Twitter

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Bata Case Study - Growing Your Brand Online

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