Personalize your Consumer’s Online Experience Using this Algorithm


British haircare brand John Frieda has collaborated with creative agencies Brave and Stinkdigital in order to deliver a truly personalized brand experience for visitors to their e-commerce site.

The “Shades of Me” campaign, a “mobile-first website with a magical user journey,” combines a user-selected hair color with real-time data in order to determine the most prominent shades in their Instagram feed. Together, this generates a bespoke, sharable visual story. The personalized video juxtaposes images of the consumer, lifestyle shots created from John Frieda as well as special keywords in an aim to tell the consumer a little about themselves such as, “You are a deep, refreshing, admirable, rich brunette.”

JOHN FRIEDA – Shades of Me from Brave on Vimeo.

As per the team, “Your Instagram feed is a curated, beautiful visual depiction of your unique style and self expression. Color is a powerful part of this; from the pictures you take and filters you use, down to the locations you take them in – the colors you gravitate toward are what makes you, you.”

One (free!) tool many craft businesses don’t realize they have in their arsenal is social media. Social media can provide an invaluable amount of data that can be used to help you truly customize your consumer’s experience with your brand, much like John Frieda has.

Digital maturity is quickly becoming an ultimate marker for success in the world of commerce. In fact, a study conducted by MIT researcher reveals that companies with digital maturity were 26% more profitable than their industry competitors and generated 9% more revenue as well as 12% higher market valuation ratios.

The reality is, using social media data to plump up your bottom line need not be hard or even complicated. There’s plenty of information out there you can use to get to know your consumers better, you just have to know how to recognize it and what it can do for you.

The amount companies spend on social media analytics is expected to grow from $1.6 Billion in 2015 to $5.4 Billion by 2020. That should give you a clear depiction of where your competition’s head is at.

Failing to invest in social media analytics means giving your competitors a leg up – after all, they’ll have access to useful data about your target consumer, giving them better insights on their likes and dislikes. Ultimately, leaving the analytics to your competitors means they have the added advantage of catering their product to your consumer.

Social media analytics provide clear insights on your consumers without them having to fill out a boring survey, or being herded into a boardroom as a focus group. Data on your consumer’s favorite things to do, see and taste is now readily available, allowing you to not only create targeted campaigns – social or otherwise – that you know will excite them, but that can help guide how you interact with them, right down to what type of products you provide.

By nature, social media data is actionable. Is your Twitter campaign bombing? Great news! Not only were you able to catch that in a relatively short amount of time, but now you can scrap it and try again. There is no element of surprise, mystery or speculation – most of what you need to know is immediately available if you know where to look. You can also seek out and analyze your direct competition and use that information to your advantage as well.

Now that you know all the splendid things social media analytics can do for you and your businesses, you’re probably wondering how to get started.

Fortunately, there are dozens of tools out there for small to medium businesses to use in order to gain a better understanding of their consumers likes and needs, such as:

  • Buffer allows you to manage all your social accounts in one place, helping you drive traffic and increase engagement while saving loads of time.
  • Twitter Analytics helps businesses gauge individual customer engagement and impressions over a 28-day period. For promoted content, this is also a good way to see if your ad dollars are paying off.
  • Google Social Analytics helps you find out if customers are liking, commenting and sharing your content on social media.
  • Facebook Insights is a built-in feature once you create a brand page on Facebook. This is a great tool for analyzing which posts resonate best with your consumers.
  • Iconosquare is an invaluable tool to use measure your performance and optimize your marketing strategy on Instagram.

Several of these tools (and others) are free, so there really is no harm in trying them out. Sure, social media management has become a full-time job in and of itself but that doesn’t mean it has to be overwhelming!

Check out how these brands use social media to get to know their target market by clicking below: