Getting to the Root of Feedback on American Eagle’s Facebook Page
Marketers can be prone to jumping onto the latest marketing craze, especially when it comes to the world of social media. However, once marketers join a social media site on behalf of their company, their creation often lies stagnant, as they don’t know what to do with it. Take Facebook, a site with more than 100 million active users, where marketers often slap up a corporate fan site, but don’t do anything to make it more interactive or meaningful to its official fans.
For example, the American Eagle Outfitters fan page has 101,851 fans, but is American Eagle taking advantage of everything their fans are telling them? For example, the thread “The only thing I don’t like about American Eagle Outfitters…” American Eagle’s marketing department should be listening closely to the 101,851 teens and young adults willing to publicly claim themselves as a fan of its brand and serves as brand enthusiasts.
Using The Customer Insight Portal to analyze the thread and get to the root of discontent for the brand enthusiast has some intriguing results.
The first eye-catching item to note is how closely the themes price and expensive overlap. This gives American Eagle its first opportunity to create actionable customer insight, as it can help educate its fans regarding its All-Access Pass. The All-Access Pass is a unique loyalty program giving credits on everything consumers buy at AE stores and AE.com that customers can spend every three months. In addition, they can create special offers or discounts for their Facebook fans.
While the themes created by The Customer Insight Portal give a visual first impression of the feedback, the system lets marketers see specific evidence so they can take action. What’s more, marketers don’t have to spend hours clicking through posts to find quotations or the thread where a comment may have occurred. Like the fit of the jeans, we show not all of the feedback is flattering.
I love AE and the only problem that I can find with them is that the jeans
are a little too low cut, like everytime I wear them people are always
saying ‘pull up your pants’ or ‘get a pair of jeans that fit you’. I keep
trying a size bigger but it doesn’t really solve the problem.
Yeah, it seems like the jeans are the big problem. I have a really
pronounced hourglass figure, so the jeans will fit perfectly all the way up
to the waist, and then they just hang off, and even with a belt I have a
hard time getting them snug.
However, AE still has jean enthusiasts as well:
They’re the only brand of jeans that fit me everywhere and look good.
The AE (the American Eagle) theme overlaps with the theme of love, which wouldn’t be intriguing on a Facebook fan page except the feedback was collected from a thread about what fans didn’t like about American Eagle. This speaks to the level of loyalty from its fans. However, the theme hate, which also shows up as a concept, is linked to key concepts including fitting, sizes, clothes and prices. These seem to provide the major themes AE brand enthusiasts dislike about the retail stores.
After conducting this analysis by using The Customer Insight Portal, the American Eagle marketer is now armed with some unique insight into creating special offers. What’s more is The Customer Insight Portal allows marketers to really dig into the text unlike Facebook’s proprietary search service, Lexicon.