Case Study: Keen Footwear
KEEN Footwear is an outdoor shoe manufacturing company based in Portland, Oregon with a well-respected brand and a strong and loyal following amongst its customers. As KEEN’s presence in social media began to expand, the company needed a better way to measure, analyze, understand and improve their presence in social media. Stakeholders were struggling to sort through the noise, understand the metrics that truly mattered on each social network, and analyze these metrics in a way that provided meaningful insight. They grappled with the complexities of maintaining a vibrant digital footprint amid the fast-paced world of social media. To thrive in this dynamic arena, the company sought a robust solution to precisely measure engagement metrics, deeply analyze user interactions and trends, gain profound insights into audience behaviors and sentiments, and strategically refine their content and campaigns. By harnessing cutting-edge social media analytics, Keen aimed to convert overwhelming data streams into actionable intelligence, empowering targeted outreach and cultivating lasting loyalty among their thrill-seeking global community.
Success Story – 137% Post Engagement Increase
KEEN Footwear needed help to build a social media analytics framework to help them understand their social media campaigns, align their social media objectives with larger business goals and answer some of the questions above. We worked with KEEN to identify and create buckets into which the individual metrics could fall. These include:
> Authorship: A measure of the contribution to the conversation a company makes in social media.
> Growth: A measure of how many people have actively chosen to receive a company’s social media marketing messaging.
> Reach: A measure of the expansiveness of your social media marketing messages. How many users see the content.
>Engagement: A measure of how many users actively engage with a company’s content.
> Influence: A measure of a company’s ability to make content go viral, their influence on other users in social media.
> Sentiment: The feeling towards a company or brand in social media. What others are saying about them.
> Effect: A measure of how social media leads to off-network goals such as website conversions or in-store sales.
Refining Social Media Strategy: From Metric Buckets to Targeted KPIs
As these buckets were recognized and created, this allowed us and KEEN to identify individual KPIs within each bucket, set concrete goals for these KPIs, and align all social analytics recommendations with these goals in a calculated way. A KPI framework was used to determine which metrics would become KPIs. The following questions were used to evaluate key metrics:
• What does this metric really mean?
• Does this metric feed into my larger goals?
• Why did this metric move in a positive or negative direction?
• How should I react as a marketer?
By isolating KPIs and key metrics, the social analysis process became focused, and ad hoc tests and misguided strategies could be eliminated. Benchmarks and goals were established with those KPIs and metrics. All of KEEN’s entire social media efforts could now be traced back to a specific KPIs and a distinct goals.
KEEN’s Strategic Alignment Delivers Transformative Social Media Results
By actively placing social media metrics into these various buckets—such as engagement, reach, and conversion—setting concrete goals with KEEN, and aligning social media analytics and recommendations towards these goals, we were able to align tactical recommendations concerning content themes, posting styles, advertising spend, and audience targeting with core business objectives in mind. This strategic alignment not only streamlined operations but also fostered a data-driven culture, helping KEEN achieve fantastic results over the following 10 months, including a 45% uplift in lead generation and enhanced brand loyalty.
This performance increase has helped KEEN reach a more sophisticated level with their social media marketing and advertising, empowering them to leverage advanced tools like AI-driven personalization and cross-platform campaigns. The company is now able to compete hand in hand with social media juggernauts in their industry, such as major footwear brands, while offering customers an engaging and entertaining relationship in social spaces through interactive stories, user-generated content challenges, and timely trend integrations that build lasting community ties.
