The TV industry shake-up

My boyfriend moved into his new house over the weekend which meant no internet.

Guys… I kid you not.

I watched the kitchen channel. All day. 😂

It didn’t take me long to realise how much I watch Netflix and Stan. Yes, I have both. Are we even surprised?

This got me thinking: television certainly isn’t dead, but the way it is used is constantly changing. Think of it like the publishing industry – we’ve been experiencing this shift towards eBooks and audible books, but we’re still seeing printed books on the shelves!

In today’s blog post, we’re going to talk about how the digital world disrupted the TV industry by applying the marketing mix. 📺

So, how do you watch TV? Do you still watch free-to-air? Does anyone?

The television network was the leading entertainment channel (Lie, 2015), but now nearly 14 million Australian households have subscriptions to some sort of online streaming service (Roy Morgan, 2019). We’re talkin’ about Netflix, Foxtel, Stan, YouTube Premium – you name it (Roy Morgan, 2019).

For those of you who aren’t aware of the marketing mix, I’m gonna keep this real simple for you.

It’s a traditional model that was developed by Jerome McCarthy (1960; Chaffey & Ellis-Chadwick, 2019) with the intention to sell products. It’s often referred to as the 4Ps, which consists of:

  1. Product;
  2. Price;
  3. Place; and
  4. Promotion (Chaffey & Ellis-Chadwick, 2019).

Over time, this extended to the 7Ps to incorporate the services sector (Booms & Bitner, 1981; Chaffey & Ellis-Chadwick, 2019). The three additional Ps are:

  • People;
  • Process; and
  • Physical evidence (Chaffey & Ellis-Chadwick, 2019).

For this particular blog post, I’ll just go into the traditional marketing mix but you can see how all 7Ps can be applied to the use of the internet in Image 1.

Image 1: The 7Ps applied to the internet (Chaffey & Ellis-Chadwick, 2019)

Product

First up: product.

This is all about the elements (i.e. quality, branding, features) which makes a product, a product (Chaffey & Ellis-Chadwick, 2019).

So you’ve got a core product and an augmented product (Chaffey & Ellis-Chadwick, 2019).

The core product is the actual product that you’re buying, and the augmented product are like the extras for the core product (Chaffey & Ellis-Chadwick, 2019). Think of a television as the core product, then your remote, batteries and warranty as the augmented products.

Hold up… I actually just had a thought. 💡

As if online streaming can’t be both types of a product???

Take Foxtel, for example. Foxtel is the core product in that it provides on-demand content, but you can’t actually watch a Foxtel program without buying a TV (… or can you?). 🤔

And Netflix is the core product because it’s the online streaming platform, but you can’t actually watch it without a computer or mobile phone. 😲

Mind. Blown.

The beauty of services like Netflix and Stan is mass customisation. This is a combination of flexibility and personalisation (Chaffey & Ellis-Chadwick, 2019), and I’ll show you how this works (AKA let you into my Stan account… how intimate).

As you can see in Image 2, there is a section under the heading of “Because you watched Veronica Mars (2019)” (no judgement but I actually watched it from start to finish when the new season came out 😂). Stan shows me this because it knows that I watched Veronica Mars and it’s letting me see TV shows or films that are similar to it, so there’s a possibility that I may watch it and like it.

Image 2: Mass customisation on Stan (Stan, 2019)

Not only that, but you’re also able to personalise a playlist which is an option at the top of Image 2, under the “My List” tab (Stan, 2019). This provides you with the opportunity to use this features as a “watch later” or favourites playlist that’s completely designed just for you (Montpetit, 2014).


Price

Pricing within the marketing mix refers to an organisation’s pricing policies which can help differentiate a brand from another (Chaffey & Ellis-Chadwick, 2019). There are numerous pricing options on the internet from payment per use to a fixed cost to bundles with other products (Chaffey & Ellis-Chadwick, 2019).

Let’s compare the standard monthly plans for Stan and Netflix. 💰

Stan offers $14 per month for the Stan Standard (Image 3), which allows you to watch in HD quality, stream on three screens at the same time and download content on three phones or tablets (Stan, 2019).

Image 3: Stan’s monthly pricing for Stan Standard (Stan, 2019)

But if we take a look at Image 4, Netflix offers the same price of $14 per month with the same quality, but only two screens and two phones or tablets for content downloads (Netflix Australia, 2019). So, although my boyfriend and I split the streaming platforms – he pays for Netflix, I pay for Stan – Netflix does the job just fine but I can still add a third person to my account without needing to pay extra. 🤷🏻‍♀️ #iwin

Image 4: Netflix’s monthly pricing for Standard (Netflix Australia, 2019)

Place

Where can your customers access your product?

Do they need the internet?

Can they stream from anywhere?

Is it easy to navigate through your platform?

These are the sorts of questions to ask when talking about place in the marketing mix. ✔️

Place refers to the distribution of your product, and how you’re getting it to your customers (Chaffey & Ellis-Chadwick, 2019).

The television industry has experienced such a paradigm shift in viewership as you used to be only able to watch TV in your lounge room or your bedroom, but now you can quite literally watch your fave show anywhere at any time given that you have a mobile phone (which we all do).

Even though all of these streaming services are technically online, you can download particular television episodes or movies to your mobile or tablet device, and watch it offline (Netflix, 2019; Stan, 2019) – this is something I actually do on flights. ✈️


Promotion

The fourth P of the marketing mix is promotion, and this is about how you communicate your product to your customers and stakeholders (Chaffey & Ellis-Chadwick, 2019).

The internet has allowed us to openly communicate with brands effectively on social media in particular (Okoye, 2017; Chaffey & Ellis-Chadwick, 2019). Take Netflix and its hit rom-com film, The Kissing Booth (2019)When announcing the sequel, Netflix posted a video on their Instagram account (Image 5) which generated just under 3.8 million views and approximately 25,000 comments (Netflix Australia, 2019).

Image 5: Netflix’s announcement for The Kissing Booth 2 on Instagram (Netflix Australia, 2019)

By posting on social media, Netflix was able to connect to Instagram followers surrounding the topic of The Kissing Booth and its sequel in real-time (Okoye, 2017). This allows fans to discuss television series or films with other fans or the account itself (Montpetit, 2014; Okoye, 2017), i.e. Netflix and the hashtag #TheKissingBooth. 💋


To wrap up, let’s quickly summarise how the television industry was shaken up with the emergence of online streaming platforms by applying the traditional marketing mix:

  • Product – online streaming services such as Netflix, Foxtel and Stan can be considered both a core and an augmented product, depending on how you look at it
  • Price – most commonly a fixed monthly fee paid on the platform’s website
  • Place – mostly online but also available offline for downloads
  • Promotion – commentary has moved over to social media

I hope you haven’t judged my viewing choices too hard, but it is what it is. 😂

VP. ✨


References

Booms, B. & Bitner, M. (1981). Marketing strategies and organisation structures for services firms. In J. Donnelly & W. George (Eds), Marketing of Services. New York: American Marketing Association.

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. United Kingdom: Pearson.

Lie, K. (2015, October 9). Internet Streaming and its Impact on the TV Industry [Web log post]. Retrieved from Money Marks & Media: http://j469.ascjclass.org/2015/10/09/1365/

McCarthy, J. (1960). Basic Marketing: A Managerial Approach. Homewood, Illinois: Richard D. Irwin.

Montpetit, M. (2014). The internet is changing the definition of television [Website]. Retrieved from The Guardian: https://www.theguardian.com/media-network/media-network-blog/2014/jun/10/internet-changing-definition-television

Netflix Australia. (2019). Netflix Australia – watch TV shows online, watch movies online [Website]. Retrieved from Netflix: http://www.netflix.com.au

Okoye, J. (2017). 7 Ways Technology Has Changed Television [Web log post]. Retrieved from Techopedia: https://www.techopedia.com/2/29509/technology-trends/7-ways-technology-has-changed-television

Roy Morgan. (2019). Netflix surges beyond 11 million users in Australia [Press release]. Retrieved from Roy Morgan: http://www.roymorgan.com/findings/7912-netflix-foxtel-stan-youtube-amazon-february-2019-201903180631

Stan. (2019). Stan – Watch TV Shows and Movies [Website]. Retrieved from: http://www.stan.com.au

This is the Koala way

From one millennial to (some) other millennials, I’m fully aware of the nasty things that older generations have often said about us.

But today, we’re going to only talk about the good… I’m going to talk about mattresses.

😂 yep, you read that right.

I’m also going to talk a little about sofas.

But mostly mattresses.

And maybe a little bit of Skunkworks. 🤔

What is… Skunkworks? Weird word, I know. It was developed years ago during World War II in a research and development project (Chaffey & Ellis-Chadwick, 2019). There’s a lot of history there, but the term was often referred to “innovative opportunities and business benefits” (Chaffey & Ellis-Chadwick, 2019, p. 164).

Now, let’s come back to the mattress industry and one heck of a business model.

In 2015, Dany Milham and Mitchell Taylor created Koala, an Australian mattress company (Ice, 2016; Cleanthous, 2018; Koala, 2019a). They launched the original Koala mattress (Image 6) with the intention to disrupt an industry that hadn’t actually experienced the new technological environment (Ice, 2016). #Millennials

Image 1: Koala launched the original mattress to disrupt the stale mattress industry (Cleanthous, 2018; Koala, 2019b)

What I think is really cool about this company is that they’re online, they’re easy, and they’re thoughtful.

Let me break these down for you.


The ultimate online business model

To start off, Koala replaced the traditional expectations of an overpriced mattress at some retailer showroom with a click of a button (Koala, 2019a). These days, we’re all shopping online – so why can’t we shop for a decently-priced bed online too? They literally combined furniture and the digital world that we live in (Koala, 2019a). 🤷🏻‍♀️

Their online business model allows Koala to have full control over the development and design of the mattress in-house, ensuring that consumers are receiving high-quality and high-tech mattresses that doesn’t affect planet Earth in such a critical way (Ice, 2016; Koala, 2019a). One for you, Glen Coco. You go, Glen Coco.

My favourite thing about this brand is that they’ve focused on efficiency and convenience (Ice, 2016), which is what the online world is typically about, right? Right.

Easy peasy

“Easy to buy, easy to try, easy to move, easy on your wallet”

(Koala, 2019b)

Koala prides themselves on their product offering, and how they offer it. They say they’re “easy to buy” as they only design a small number of products (Koala, 2019b), which removes the suffering of you walking into numerous shops and comparing so many different version of the same product. #Finally

They don’t make the purchasing process stressful at all, meaning that you’re guaranteed delivery within four hours and a trial run for 120 nights just so you can test out their mattress or sofa (Image 7), and get a full refund if it’s not for you (Koala, 2019b). Not to mention, a free pickup service (Koala, 2019b). That way, you don’t need to worry about losing a portion of the money you paid for a product that you might not even like, or doesn’t work for you.

Image 2: The original Koala sofa in midnight blue (Koala, 2019a)

The original Koala mattress (Image 8) and the original Koala sofa was designed with the consumer in mind (Koala, 2019), which is really what we love to hear. They ensured that these products were easy to set up without using any tools (IKEA, it was nice knowing you), and that they were also easy to pack away in case you ever move (Koala, 2019b).

Image 3: The original Koala mattress (Koala, 2019a)

And again, the purchasing process isn’t difficult. Koala sell directly to you, and deliver directly to you (Koala, 2019b). #TalkAboutWinning

Thoughtful with a capital T

If you purchase a mattress, you adopt a koala. 🐨

If you purchase a sofa, you adopt a turtle. 🐢

One more time for the people at the back?

Koala develop sustainable products and operate a sustainable business (Koala, 2019d).

They’ve partnered up with the World Wildlife Fund (WWF) to help with endangered wildlife and their declining habitats (Koala, 2019c). So, when you buy the original Koala mattress, you’re actually helping save the life of a real koala (Koala, 2019c). And when you buy the original Koala sofa (Image 9), you’re contributing funds in research to prevent turtles from getting extinct (Koala, 2019c).

They test products for durability and health safety (Koala, 2019d), to ensure that your mattress is safe and won’t let any creepy crawlies into your home… or your skin. 🤢

They visit their suppliers and conduct a risk profile, before asking them to agree to a Supplier Code of Conduct (Koala, 2019d).

They recycle or donate the returned items to charity, and are members of Soft Landing (Koala, 2019d). Soft Landing operates across New South Wales, the Australian Capital Territory (woo!), Victoria and Western Australia to recycle mattresses (Soft Landing, 2019).

And the most important thing for any company? Koala believes that business can authentically do good for both the environment and the consumer (Koala, 2019a). 👏


If I bring this blog post full circle and take you back to that weird word, Skunkworks, you can see how Koala combined the mattress industry and the internet to create an innovative and creative business model (Chaffey & Ellis-Chadwick, 2019). In addition to launching their website, they:

  • Received viral exposure by creating YouTube videos showcasing how to unbox a Koala mattress;
  • Placed Facebook Ads with great content;
  • Used Search Ads and Product Listing Ads on Google to expand their advertising strategy;
  • Created a blog focusing on sleeping and lifestyle tips;
  • Wrote articles based on their products; and
  • Consistently grew their online presence by actively posting organic content on social media platforms such as Facebook, Instagram and Instagram Stories (Cleanthous, 2018).

I mean, I’m definitely sold on a Koala mattress… so maybe my boyfriend will actually follow through and buy one for that house he bought me. 😇 #Kidding… sorta.

VP. ✨


References

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. United Kingdom: Pearson.

Cleanthous, A. (2018). From Zero to $13 Million in 12 months – Koala’s Growth Strategy. Retrieved from Web Profits: https://www.growthmanifesto.com/case-study-koala-growth-strategy/

Ice, B. (2016). Disruption, expansion and good causes with Koala mattresses. Retrieved from Marketing Mag:https://www.marketingmag.com.au/hubs-c/disruption-expansion-good-causes-koala-mattresses/

Koala. (2019a). About – Koala. Retrieved from Koala: https://au.koala.com/about

Koala. (2019b). Koala Mattress. Mattresses In-a-Box For Sale Online Australia. Retrieved from Koala: https://au.koala.com/

Koala. (2019c). Our Mission – Koala. Retrieved from:  https://au.koala.com/our-mission

Koala. (2019d). Thrivability @ Koala – Changing Habitats For The Better – Koala. Retrieved from Koala: https://au.koala.com/sustainability

Soft Landing. (2019). Australia’s Home of Mattress Recycling. Retrieved from Soft Landing: https://www.softlanding.com.au/about-us/

The Frank effect

“Get naked, get dirty, get clean with my natural, Aussie-made skincare.”

Frank Body (2019b)

Frank Body: cheeky, naughty and all kinds of fun. 😏

Today, I’m here to discuss how a group of friends developed a side hustle in a coffee body scrub that grew to be an intentional brand, shipping to hundreds of countries… with just one product (Decker, 2017; Frank Body, 2019b).

Image 1: Campaign image showcasing the cheeky brand persona of Frank (Frank Body, 2019b)

One of my personal favourite marketing tactics is to create a persona for your brand in order to connect with your audience.

Frank Body does just that. ✔️

But, how?

Frank was created with the intention to resonate with customers and was at the centre of all the strategy (Hum, 2018). If you haven’t already seen it, his brand voice is all over social media, packaging, website – you name it (Hum, 2018) – so I see brand consistency and creativity. Do you? #Yeehaw

Image 2: Campaign image of brand persona consistency (Hum, 2018)

About

So, how did the brand grow to become such a success?

It all started with Steve Rowley, a hospitality guru, who noticed his female customers asking for leftover coffee grounds at one of his cafes (Sullivan, 2017). As he learned that the grounds were actually being used for an exfoliating body scrub, Steve and his wife, Bree Johnson, began developing their own formula (Sullivan, 2017).

Boom. Hello Frank Body. 💥

Bree and co-founder, Jess Hatzis, started the company with about $5,000 selling only one product (Decker, 2017; Sullivan, 2017; Dennis, 2019). The original body scrub is vegan and cruelty free with natural ingredients used to “fade and prevent stretch marks, cellulite, breakouts, psoriasis and dry skin” (Frank Body, 2019c).

Check out their How To video here.

The brand was able to penetrate the beauty industry by being known for their original body scrub, and their original body scrub only (Decker, 2017; Dennis, 2019). 👏

Frank Body waited six months to see if the scrub would actually take off before launching their second body scrub (Decker, 2017). Another six months later, and they released their first non-scrub product (Decker, 2017).


The Frank Effect

As there was no set marketing budget, Hatzis and Johnson turned to social media to promote their brand and product (Sullivan, 2017).

They created #TheFrankEffect (… with over 50,300 posts on Instagram 😮 (Instagram, 2019b)) and #LetsBeFrank (… about 48,250 posts on Instagram 😱 (Instagram, 2019a)) to encourage their audience to share photos of themselves using the signature brown scrub on their social networking platforms (Sullivan, 2017).

Image 3: Example of a consumer showcasing their use of a body scrub (Marcus, 2019)

Additionally, Frank Body launched a blog centred around the hashtag #LetsBeFrank in an attempt to solve consumer problems based on skin, life, health and love (Frank Body, 2019a). This allowed the brand to connect with its target market on a deeper level by showcasing how relevant they are to its readers (Dennis, 2019).

Image 4: Blog banner for Frank Body, showcasing the topics covered (Frank Body, 2019a)

Now, some may argue that Frank Body isn’t a superior innovative business model, but I’m going to argue that it is. Whilst some online brands use social media and work with influencers to promote their products, Frank Body took that simple strategy and implemented it by creating the brand persona of Frank (Hum, 2018; Dennis, 2019), and promoting just one product (Dennis, 2019) within an industry over-saturated with body scrubs, let alone skincare products.

PLUS!!!

It smells like coffee. Who doesn’t like the smell of coffee? (… sorry, we can’t be friends if you hate it!) ☕️

VP. ✨


References

Decker, V. (2017). How Australia’s Frank Body Built A $20 Million Global Beauty Brand On Social Media. Retrieved from Forbes: https://www.forbes.com/sites/viviennedecker/2017/02/22/how-australias-frank-body-built-a-20m-global-beauty-brand-on-social-media/#210594664709

Dennis, E. (2019, August 21). How Frank Body Used Content Marketing to Make $20 Million in Sales [Web log post]. Retrieved from https://www.coredna.com/blogs/ecommerce-content-marketing-frank-body

Frank Body. (2017, August 30). How to use my coffee body scrub | frank body [YouTube video].  https://www.youtube.com/watch?v=NB6T3lK8TZs

Frank Body. (2019a). #letsbefrank. Retrieved from Frank Body website: https://www.frankbody.com/au/letsbefrank/

Frank Body. (2019b). About | Frank Body. Retrieved from Frank Body website: https://www.frankbody.com/au/about/

Frank Body. (2019c). Original Coffee Scrub Results | Frank Body. Retrieved from Frank Body website: https://www.frankbody.com/au/original-coffee-scrub-results/

Hum, S. (2018). How Frank Body Used Word-of-Mouth and $5,000 to Become a Multi-Million Dollar Skincare Brand [Web log post]. Retrieved from:  https://www.referralcandy.com/blog/frank-body-word-of-mouth/

Instagram. (2019a). #letsbefrank hashtag on Instagram [Instagram Explore search]. https://www.instagram.com/explore/tags/letsbefrank/

Instagram. (2019b). #thefrankeffect hashtag on Instagram [Instagram Explore search]. https://www.instagram.com/explore/tags/thefrankeffect/

Marcus, N. [@nicolemarcus]. (2019). Well @frank_bod, you were right! [Instagram post]. Retrieved from: https://www.instagram.com/p/B1zhq6UF7PY/

Sullivan, R. (2017). How two women turned a $5000 coffee scrub start-up into a $20 million beauty brand. Retrieved from News.com.au: https://www.news.com.au/lifestyle/beauty/face-body/how-two-women-turned-a-5000-coffee-scrub-startup-into-a-20-million-beauty-brand/news-story/4c883c122eb172a66132ae3fe4351ac3

Finance this, social that

Financial services? Ugh. 😩

It’s definitely not my industry of choice, but what I am interested in is how it used social media to embrace its power and adapt to consumer demand.

And that’s exactly what we’re going to talk about today. 🗣

The foundation of social media may be “to be social” (Coates & Iannelli, 2019), but that’s no longer the only function. The beauty is that it’s now used for collaboration and integration (Eldridge, 2017). Many firms are utilising online platforms to improve customer service, monetary transactions and determining your chances of getting a loan (Eldridge, 2017)! 💰


To freshen your memory, the Social Media Marketing Framework (SMMF) consists of four dimensions that are used in order to develop a digital strategy (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). The dimensions are:

  1. Scope
  2. Culture
  3. Structure
  4. Governance (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019).

Scope

If we recall my blog post on Keeping up with Kylie Jenner, I mentioned that the scope is based on how social media platforms are used (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). The two types of scope include being a defender or an explorer (Felix et al., 2016). 👀

Being a defender is all about your brand communicating to the audience, and shying away from the risk of consumers speaking negatively about you and/or your brand (Felix et al., 2016).

In contrast, the scope of an explorer allows the opportunity for your brand’s audience to say whatever they like, whenever they like about you – and have you respond, in return (Felix et al., 2016). #Engagement 🔛

Image 1: Banks engaging with consumer issues (Westpac, 2019)

The industry saw social media as a threat (Chaffey & Ellis-Chadwick, 2019), and as such, would have acted within the scope of a defender due to its risky nature. However, since the transition to digital, we can notice a shift in customer service.

The traditional method of word-of-mouth is stronger on social media platforms, and customers are more likely to publicise their concerns digitally (Eldridge, 2017). The use of these channels provided the opportunity for banks to engage with their customers, and enhancing their relationships (Eldridge, 2017).

Culture

When discussing the second dimension of culture, we’re talking about the different uses of social media. (Chaffey & Ellis-Chadwick, 2019). What I mean by this is that culture within the SMMF is either conservative or modern (Felix et al., 2016).

If a culture is conservative, then you recognise social media as a means of mass-marketing, with the capacity to reach a large audience (Felix et al., 2016).

If a culture is modern, then you embrace platforms as a collaborative opportunity to engage with your consumers (Felix et al., 2016; Chaffey Ellis-Chadwick, 2019).

Marketing within the financial services industry continue to use traditional media, but have adapted to the rise of online media which enforces banks to change when the social environment changes (Eldridge, 2017).

For example, American Express demonstrates social media integration by linking their consumers’ credit card with their profiles on Facebook and FourSquare (Eldridge, 2017). This allows the Amex user to have access to deals based on likes and check-ins (Eldridge, 2017). 💸

Image 2: American Express credit card (American Express, 2019)

(… surely I’m not the only one who thinks this is cool?!) 😮

Structure

This dimension refers to how social media is implemented and operated into your marketing strategy (Felix et al., 2016). A hierarchy structure is where someone has 100% control, whereas a network is more about collaborating as a team (Felix et al., 2016). 🌐

It’s quite evident that this industry operates within a network structure as:

“Lenders are now using social media to credit rate applicants, and banks are asking people to use social media for references” (Eldridge, 2017).

Additionally, DenizBank in Turkey has offered banking services through Facebook (Eldridge, 2017). Customers have access to their account and manage their expenses (Eldridge, 2017).

Governance

Governance refers to how online platforms are literally used in terms of content (Felix et al., 2016).

Autocracy is similar to a hierarchal structure. There is a procedure and a protocol that must be followed when publishing content and providing information to your audience (Felix et al., 2016).

In contrast, anarchy allows you the freedom to post whatever you please (Felix et al., 2016). 🤷🏻‍♀️

The financial services industry implemented particular policies based on social media usage (Eldridge, 2017). Often, there are situations where customers will have serious conversations with their bank. It is important to maintain a customer relationship and ensure that such conversations remain private and are not published online (Eldridge, 2017).


The Social Media Marketing Framework allowed the financial services industry to adapt and embrace the benefits of social media through the four dimensions of scope, culture, structure, and governance (Felix et al., 2016; Eldridge, 2017; Chaffey & Ellis-Chadwick, 2019).

Not only did the industry apply policies, but it integrated its regular services (e.g. online banking, transferring money, etc.) to social media platforms (Eldridge, 2017).

I know today’s blog was a bit dry, but it’s still interesting to see the powerful impact of social media, don’t ya think?! 📱

VP. ✨


References

American Express. (2019). The American Express Platinum Card. American Express [Online]. Retrieved from: https://www.americanexpress.com/au/credit-cards/the-platinum-card/?linknav=au-amex-cardshop-allcards-learn-platinumCard-carousel

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. United Kingdom: Pearson.

Coates, E. & Iannelli, R. (2019). Social School. Canberra: Ivy Social & Good Day PR.

Felix, R., Rauschnabel, P. A. & Hinsch, C. (2016). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70(1), 118-126.

Eldridge, R. (2016). How Social Media Is Shaping Financial Services. Huffpost [Online]. Retrieved from: https://www.huffpost.com/entry/how-social-media-is-shapi_b_9043918?guccounter=1

Westpac [@Westpac]. (2019). Facebook profile. Retrieved from: https://www.facebook.com/Westpac/

Keeping up with Kylie Jenner

Kylie Jenner’s boyfriend flooded her house with rose petals on the week of her birthday (Cartwright, 2019)… 🌹

My boyfriend just bought a house in Brisbane so same thing, right? A girl can dream.

(… I like to pretend he bought it for me lol #StudentLife)

Image 1: Screenshot of Kylie Jenner’s Instagram video on the week of her birthday (Kylie Jenner, 2019b)

Okay, so what about Kylie Jenner?

22 million followers on Facebook (2019a).

28 million on Twitter (2019c).

144 million on Instagram (2019b).

And that’s just for her personal social media accounts alone – she has two businesses so just imagine how many followers she has when combining all three accounts for each platform (… a lot). Lol wot. 😲 #YeahSame

Image 2: Kylie Jenner, CEO and Owner of Kylie Cosmetics and Kylie Skin (Kylie Jenner, 2019b)

Today, we’re here to talk about Kylie Jenner and her success within social media, applying the Social Media Marketing Framework (SMMF).

“Social media marketing is an interdisciplinary and cross-functional concept that uses social media to achieve organisational goals by creating value for stakeholders.”

(Felix et al., 2016, p. 123)

The SMMF is used as a basis for social media strategy and proposes four dimensions:

  • Scope
  • Culture
  • Structure
  • Governance (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019).

Scope

This refers to how social media platforms are used (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). Within this, you can either be a defender or an explorer (Felix et al., 2016). If you’re a defender, you’re all about communicating yourself to your audience whereas if you’re an explorer, you’re consistently seeking out “integration, interaction and collaboration” (Felix et al., 2016, p. 121).

Neither are right or wrong. I personally believe it just depends on your social media strategy and goals. 📈

The Kylie Cosmetics line uses #KylieCosmetics to encourage consumers to showcase their love for the brand, and the use of the brand’s makeup products (Chaffey & Ellis-Chadwick, 2019). By doing this, it allows her audience to be seen and organised under her specific category within the algorithm (the “behind-the-scenes” of social media platforms (Coates & Iannelli, 2019)).

Culture

Culture proposes the differences in the usage of social media (Chaffey & Ellis-Chadwick, 2019). On one hand, you can observe the channel as a means of mass-marketing, with the ability to reach a multitude of people and increasing risk of negative brand perception (Felix et al., 2016). On the other, you can embrace social media as the means of what it is: social (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019; Coates & Iannelli, 2019).

As Kylie has such a dominant online presence, it’s evident that she takes control of her platforms and presents herself in an authentic and truthful way. For example, she consistently posts personal images or videos of her lifestyle, her career, and her daughter (Chaffey & Ellis-Chadwick, 2019).

Image 3: Screenshot of Kylie Jenner’s Instagram post with sister, Kendall Jenner, as infants

Structure

How do you implement social media into your marketing strategy? 🤔

Do you operate within a hierarchy or network? 🌐

The hierarchy structure refers to having 100% control, and the network structure is more about collaboration and giving the responsibility of content to everyone (Felix et al., 2016).

In this day and age (and in this particular industry), is there even a top dog?

As I said, social media is all about being social (Coates & Iannelli, 2019), so why not be social on the platform and behind it?

A hierarchal structure may be relevant in terms of a particular department having the responsibility of the platforms, but everyone within that department will have a role to play (Felix et al., 2016).

For Kylie Cosmetics, I can just assume that she’s got a team working on the socials for Kylie Cosmetics and Kylie Skin because of how big she is within the industry.

Governance

The final dimension refers to how social media is actually used (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). Here, we’ve got autocracy and anarchy (Felix et al., 2016).

Autocracy falls under the hierarchal structure, in that you have a protocol that you must follow when posting content online (Felix et al., 2016). The anarchy approach is the complete opposite: you’re free to post whatever you want (Felix et al., 2016).  

In my personal opinion, I see a combination of the two. My perception of, let’s say Instagram, is that your posted content (this is what i’s seen on your feed) should have protocol to an extent. Kylie Skin, a brand dedicated to skincare, wouldn’t really be posting about an office printer, would it? Rather, it would be posting its products or its consumers using its products to showcase its quality. Whereas Instagram Stories would be where you post yourself using the office printer (… perhaps printing off invoice receipts for orders that need to be shipped out to consumers?)  

Image 4: Screenshot of Kylie Skin’s Instagram grid (Kylie Skin, 2019)

Whether you love her or hate her, Jenner is the ultimate influencer, and is royalty in the social media industry. 👑 #KeepUp

What do you think about Kylie’s social media success?

VP. ✨


References

Cartwright, L. (2019, August 11). Kylie Jenner celebrates 22nd birthday with week-long festivities. News.com.au [Online]. Retrieved from: https://www.news.com.au/entertainment/tv/reality-tv/kylie-jenner-celebrates-22nd-birthday-with-weeklong-festivities/news-story/6fa49ee23d9f3e81e7a9d9a159549c2b

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. United Kingdom: Pearson.

Coates, E. & Iannelli, R. (2019). Social School. Canberra: Ivy Social & Good Day PR.

Felix, R., Rauschnabel, P. A. & Hinsch, C. (2016). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70(1), 118-126.

Kylie Jenner [@KylieJenner]. (2019a). Facebook profile. Retrieved from: https://www.facebook.com/KylieJenner/

Kylie Jenner [@kyliejenner]. (2019b). Instagram profile. Retrieved from: https://www.instagram.com/kyliejenner/

Kylie Jenner [@KylieJenner]. (2019c). Twitter profile. Retrieved from: https://twitter.com/KylieJenner

Kylie Skin [@kylieskin]. (2019). Instagram profile. Retrieved from: https://www.instagram.com/kylieskin/