Bata Case Study - Growing Your Brand Online

Growing your Brand Online :
Case Study
Christine Mwiti
Bata Shoe Company (Kenya) Ltd
17th February 2011

1
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
2
Bata Kenya Online presence

3
An Overview
• Website – www.batakenya.com
• SEO
• Paid advertising
• E-Commerce
• E-newsletter
• Facebook – www.facebook.com/batakenyafan
• Blog – www.batakenya.wordpress.com

4
An Overview
• Ovi application
• Youtube – www.youtube.com/user/Batakenya
• SMS
• Twitter - www.twitter.com/batakenya

5
Website

6
www.batakenya.com
 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

7
Homepage

8
Online catalogue

9
Customer reviews

10
About Bata page

11
E-Commerce : shop.batakenya.com

12
Paid advertising : www.nation.co.ke

13
E-Newsletter : Shoe Me

14
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

15
16
E-newsletter subscription page

17
E-newsletter subscription in the stores

18
Facebook

19
www.facebook.com/batakenyafan
 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

20
www.facebook.com/batakenyafan

21
Blog(s)

22
www.batakenya.wordpress.com
 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

23
www.batakenya.wordpress.com

24
Reviews on other blogs : An example

25
Bata Phone Application

26
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

27
Youtube

28
www.youtube.com/user/Batakenya

29
SMS

30
Twitter

31
www.twitter.com/batakenya
 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

32
www.twitter.com/batakenya

33
Social Media Benefits

34
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
35
Why People Follow Brands on Twitter/Like
Brands on Facebook

36
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

37
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

38
Do’s and Don’t’s of a corporate Social media
account

39
DO’s AND DON’T’s : As an Organization
• DO have a social media • DON’T underestimate the

account. role of social media in
online marketing.
• DO officially assign • DON’T have the account

somebody (or a team) in being run un officially just
your organization to as a ‘by the way’.
manage the accounts.
• DO Invest some • DON’T exempt social

resources (time, money) media when allocating
to create awareness resources for online
about your presence in marketing.
social media.

40
DO’s AND DON’T’s : As the social media person or
team
• DO listen first to what • DON’T post any news -
is being talked about. Only those that are
relevant.
• DO have conversations • DON’T talk at people.

with people.
• DON’T use the
• Be professional. corporate account as a
personal account.
• Moderation is key • DON’T make every post
a sales post
41
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

42
The social breakup
• Do you know why consumers cut off brand

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

43
Follow @Batakenya on Twitter

44

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Growing your Brand Online :

17th February 2011

Bata Shoe Company (Kenya) Ltd

• Bata Kenya Online presence

• Benefits of using social media

• Why people follow brands on Twitter/Like brands on

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

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

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

 Contains information about Bata Kenya and its activities

 More customers now sharing their views, through comments

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

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

 Subscription done via the web and at the stores

 Mainly contains information on new arrivals and any

 Customers reply to the e-flyer feedback about our

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

 Used to engage customers – get feedback

 Issues raised here are responded to promptly, thus

 Plans to enhance our presence on Facebook more

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

 Blog content includes shoe tips, new arrivals and

 Informs reader in a less formal way than the website

 Provides feed for phone application1297

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

 Seeks to provide the convenience of accessing shoe care

 A way to reach out to the younger generation

 Linked to our blog and Youtube channel

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

 Used to get customer feedback on our products and find

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

Bata Shoe Company (Kenya) Ltd

• 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

• Enhances your online presence. Link to website to

Bata Shoe Company (Kenya) Ltd

• 38% = To get updates on future products

• 32% = To engage with the company or brand