Last Call NM doesn’t have much conversations on social media. Most conversations are related to product photos and link to ecommerce sites. There are lots of opportunities for Last Call NM to leverage existing social media klout because there are many customers who are taking positively about the products and sharing them on social media.

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Last Call NM
Duration of analysis: 15 Days, October 15 to 30, 2014

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Insight
•Last Call NM doesn’t have much conversations on social media. Most conversations are related to product photos and link to ecommerce sites.
•Beside product photos, another major conversations are around offers, discount and deals. There seems to be many people on social media who are sharing latest information about the offers.
•Last Call NM is found to have a very poor social customer service. Negligence to customer grievance on social media is absolutely NO NO.
•There are lots of opportunities for Last Call NM to leverage existing social media klout because there are many customers who are taking positively about the products and sharing them on social media.

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37% positive conversations of the brand on social media out of total 242 mentions of the brand.
Sentiment breakup of the overall relevant mentions of Last Call, October 15th to 30th , 2014
N = 242
INSIGHTS:
•Most customers who have bought the products have shared the photo on social networking sites with enthusiasm.
•Non-customers are engaging with the customers and have shared their interest to buy one.
•The negative conversation is mostly around the poor customer service and the rudeness of the online customer agents.
•Most neutral conversations are related to mention of store’s offer and product photos.
Sentiments breakup
Negative 5%
Neutral 58%
Positive 37%

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What is talked about the brand?
KEY HIGHLIGHTS
ON PRODUCT PHOTOS
Most mentions of the brands were related to the sharing of the product’s photographs and linking it to the e-commerce store. The photos were either from the store or the customer have worn them.
32%
OFFERS AND DEALS
There were many conversations that were related to offers and deals on Last Call’s products.
20%
POOR CUSTOMER SERVICE
Besides the poor customer service mentions, there were also negative post related to deceptive AD campaign.
5%
Key themes of conversation
0
5
10
15
20
25
30
35
40
45
Link to Product Page
Product Photo
Offers
Store Mention
OAOTweetUp
Brand Appreciation
Query
Brand Mention
Customer Service
Recommendation
Advertisement
Brand Mentions
About Deceptive Campaign
App Launch
Store Launch
Feedback
Partnership News
Strategy News
Email Unsubscriber
Event News
Fashion Show
Gift Card
Negative
Neutral
Positive
OAOTweetUp Events
There were many discussion around the OAOTweetUp where people were sharing photos from the store.
7%

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Recommendations and Insights

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Customers driving traffic to the E-commerce site (1/2)
Majority of the conversations was around the product photos linked to the e-commerce store.
Customers and influencers are always showcasing new products from the Last Call NM stores on social networking sites and sharing the link to the product page.
This provides a huge benefit for the Brand, but the company doesn’t seems to be doing much to encourage more sharing of the photos on social network.
On the e-commerce site the ability to share the links on social networking's sites are not very encouraging and obvious.

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Customers driving traffic to the E-commerce site (2/2)
No oblivious way to share the items on social networking sites. The brand should leverage on the customer behavior to share products on social media and encourage them.
The social share buttons on the bottom should be kept along with the Add to Basket and Find the Store as this could bring more visibility to the actions which customers can take beside just buying.

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Opportunities to create brand ambassadors (1/3)
Beside sharing items on social networking sites, fashion enthusiastic and customers are also sharing the pictures of themselves wearing the items.
Beside the huge trend in sharing the photos of items and worn dresses, LastCallNM as a brand doesn’t seem to be engaging with anyone. This is a huge loss to the brand as there is a perfect opportunity for the brand to communicate with the customers and gain their loyalty.

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Opportunities to create brand ambassadors (2/3)
The brand should take enthusiastic action to showcase customers who have shared their photos on social networking sites.
On the e-commerce store the brand can curate the selected content from the social networking sites of the customers and appreciate their loyalty by communicating with them. The section can be labeled as “HALL OF FAME” to create more excitement among the customers to share what they have bought.

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Opportunities to create brand ambassadors (3/3)
Dedicated community managers should be invested on keeping track of all the brand mentions and engaging with the customers.
There are influencers and customers engaging about the event and appreciate the brand @LastCallNM, but the brand has completely missed an opportunity to engage here to generate more excitement and presence. Both of them loves the brand, a simple tweet from the brand channel could have made their conversation more interesting. Further the brand also have lost an opportunity to attract new customers who are interested in the brand.

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Poor Customer Service (1/2)
Last Call NM has a very poor customer service on social media. The brand needs to be attentive to such issues and communicate.
The same customer have raised a serious concern on Facebook and Twitter, but both are unattended by the brand. Such un responsiveness of the brand can create trust issues among the customers and the brands – especially in Retail Industry.
Companies are investing huge on customer service on social media, Last Call NM also should seriously think about establishing a strong response team to handle complaints and queries on social media.

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Poor Customer Service (2/2)
Unattended customer complaints create more opportunities for brand damage.

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CUSTOMER INSIGHT

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23%
21%
11%
6%
6%
4%
3%
3%
3%
3%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
1%
0%
5%
10%
15%
20%
25%
Los Angeles
New York
Orange
Cook
Dallas
New York City
Chicago
Houston
Kings
Suffolk
Atlanta
Berlin
Clark
Denver
Harris
Marion
Miami-Dade
Milwaukee
Palm Beach
San Francisco
Toledo
Washington
Who is talking about your brand?
AGE AND GENDER
79%
FEMALE
21%
MALE
GEOGRAPHY DISTRIBUTION
Not enough data on Twitter for Age Distribution.

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Who is talking about your brand? - Affinities
Analysis of the interest is based on those who talked about your brand.
Illustrative data
From the data of Bios of Twitter Profiles, we can see that most people are associated with Lifestyle, Fashion, Travel, Blogging and Media.

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Fashion enthusiast and actively talking about the brand. (1/3)
Name: Urcia
Urcia is one of many fashion enthusiasts who are active social media (Facebook, Twitter, Instagram and Blogs)
She curates various fashion designs and even wears them. She blogs regularly on various trends and comes from a strong academic background of Visual Communication.
Last Call NM should try to discover such profiles on social media and make them brand ambassador or active promoters of new clothing.

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Influencers talking about the brand. (2/3)
Name: Mary Hall
Mary Hall is definitely an influencers on social media and she regularly blogs about fashion.
She has strong connection with popular media like Huffington Posts, ABC News etc.
Last Call NM should try to influence her to write more about Last Call NM as she is already aware of the brand and has shown her preference towards it on social media.

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Fashion Enthusiast and Professionals talking about the brand. (2/3)
Name: Melissa
Melissa is a social media expert and loves to blog about fashion.
She has strong social networking presence and likes attending events regarding fashion.
Last Call NM should try to discover such profiles and should have them in TO INVITE list for all the events related to Last Call NM.

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Simplify360, is a leading social business intelligence firm. Simplify360 is the world’s first integrated enterprise solutions provider; our latest offerings are Social Marketing Suite for agencies, Social Contact Center for BPOs and Social Command Center for Enterprises. We enable businesses to perform Online Reputation Management, Customer Service, Community Management, Social Media Research & Brand Auditing; Online Sales Lead Generation, and Consumer Sentiment Analysis. We have already provided solutions through their tool for industry leaders like Wipro, Coffee Day, Star TV, Mahindra Retail and ITC Foods. Simplify360 is also the only company to work with the top media agency groups in the world like WPP and Publicis. Simplify360 operates directly or through partners in the US, Malaysia, Korea, South Africa, Saudi Arabia and the Netherlands to name a few. The company’s products and services are sold in over 100 countries. If you are interested to know more about Simplify360 and its offering, you can contact us at contact@simplify360.com
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