Marimekko is a Finnish design company renowned for its original prints and colours, and has increased its presence globally during the last decade.
Social media is swarming with discussions on Marimekko brand.
Because of the nature of Marimekko products (such as clothing, bags, fabrics, kitchenware, etc) , customers can easily take photos, share them on social media platforms, and comment about them.
But how can you stay on top of all the discussions and make sure that there are no negative sentiment going around? How can you easily increase the visibility of your brand on social media without investing so much money?
Whatever social media analytics tools you may be using, you need to re-evaluate some critical issues:
- Are you filtering out noise from sentiment analysis?
- Are you able to interpret sarcastic comments related to some images?
- How many languages can you follow?
- Can you easily calculate the ROI of your social activities?
- Do you know precisely how social media activities correlate with sales performance?
I've written a more detailed blog on this topic, so check it out: "7 Reasons Why You Should Re-evaluate Your Existing Social Analytics Tools".
Getting back to the Marimekko brand .... Let's take the first bullet point - filtering out noise when conducting sentiment analysis.
We analyzed Marimekko brand in both English and Finnish language for 4 weeks on social media platforms (Instagram, Facebook, and Twitter). Our analysis showed that up to 79% of the conversation analyzed was NOT relevant to any sentiment. Irrelevant data, aka noise, is often difficult to filter out, but unless you filter it out, it skews your sentiment analysis results, leading to misguided social media strategy.
We also found some other interesting things related to Marimekko's social media presence, which is covered in full in our Case Study. I am personally a Marimekko fan, and you can even see some of the Marimekko products I own at home - the pictures in the Case Study are taken by me :)
Companies operating in the retail industry could gain some insights from this Analysis; how to increase brand awareness and visibility with the lowest amount of investment, keep the social discussions positive, and to base your marketing/social media strategy on accurate and clean data.
Hope you enjoy reading our analysis on Marimekko's social media activities, and if you have any questions, feel free to reach out!