Brand
I have decided to write about Kaplan because I had the greatest experience with Kaplan a couple years ago.
Kaplan International English is one of the world’s leading providers of lifelong education, that provides higher education programs, professional training courses, test preparation materials and other services for various levels of education in English speaking countries across the world.
Kaplan International English is one of the world’s leading providers of lifelong education, that provides higher education programs, professional training courses, test preparation materials and other services for various levels of education in English speaking countries across the world.
Kaplan's History
Let me tell you about Kaplan and how they have come to be the international provider of international education that they are today.
Kaplan was founded in 1938 by Stanley H. Kaplan. He started to tutor and prepare students for the SATs. His business grew rapidly as more and more colleges across the United States started to use standardized testing methods to assess the applicants.
1984 - more than 100 centers nationally with around 600 part-time satellite offices serving 95,000 students a year. Later on in the year
1984 - more than 100 centers nationally with around 600 part-time satellite offices serving 95,000 students a year. Later on in the year
1985 - the Washington Post Company bought Stanley H. Kaplan Educational Centers Ltd.
2006 - a merger between Kaplan, Inc. and Aspect Education, Kaplan Aspect emerged.
2009 - one business unit under the Kaplan International Colleges name.
Nowadays - over 1 million students each year, over 600 locations, more than 30 countries, Kaplan employs more than 31,000 Kaplan employs worldwide.
Kaplan and social media
The company`s website is very easy to use and very informative at the same time.
We can easily find all the services the company offers. Company`s social media pages are displayed on the top and bottom of the page and very visible.
The WooRank score is a dynamic grade on a 100-point scale that represents your internet Marketing Effectiveness at a given time
YouTube
As you can see Kaplan has many featured channels. The company has a lot of y very interesting and useful videos, available on it's YouTube channel. Beside the video about services of the company, the channel offers video-lessons and tutorial on Youtube . Thus about 2 years ago Kaplan announced content collaboration with YouTube channel Rachel’s English to create a video which helps non-native speakers improve their American English.
Generally channel have positive feedback from the viewers. Sometimes people leave their complaints and Kaplan answers them
Likes:149,096
The page is one of the most popular places among many social media users.
The page is one of the most popular places among many social media users.
On the Facebook the company is actively using groundswell's principle: energizes and embraces people inviting to discussions and asking for their opinion.
Tweets: 6.650
Following: 578
Followers: 1.175
Favorites: 1,080
Following: 578
Followers: 1.175
Favorites: 1,080
Twitter page is not very popular comparing to other social resources. Content is similar to Facebook, Instagram pages. The company use Twitter to post pictures, announce about upcoming events, and talk about current ones. There's no a lot of user's feedback here
Posts: 890
Followers: 19.1k
Following: 7.308k
Instagram is very popular company's social media page. And again, along with Facebook, groundswell's principle: the company energizes and embraces users
Instagram for Kaplan is the perfect opportunity to get quick messages and photos to their target audiences. They use Instagram as effective platform to reach a new audience with visuals and short messages
Followers: 1,594
Views: 287,929
Not very popular company's social media page. They don't use this resource a lot, the date of last post is December 2014, of picture is August 2014 . It has mainly reposts from YouTube.
The pages are well-organized, easy and enthralling to read. Kaplan is building credibility and trust with their customers through Blog and motivate them to purchase the service
12, 854 members
I would like to draw your attention to one more thing. Besides profiles on famous social media websites like Facebook, Kaplan has profiles, community pages and groups on social medias that are popular in a particularr country. For example they have "Kaplan International English"community on popular Russian network "Vkontakte". Actually they don`t have an office in Russia , so it is very reasonable to have collaboration through the social network. The company's representatives always answer questions. There are a lot of pictures,ineresting posts, discussions and customers' review about experience with Kaplan.
Observation of analytics
IceRocket specializes in real-time search Blogs, Tweets, news, images etc. all from one page.
In comparison, one of the competitor "EF educational" - 0.17 posts per day and total posts - 5
Addictomatic - search of the customer page with the latest buzz on any topic. I have tried different names: Kaplan International English, Kaplan International College and Kaplan. The results were nearly the same. (There are no datas about account content from Twitter, Facebook or Instagram)
Four metrics:
Strength: The likelihood your brand is being discussed in social media.
Sentiment: Ratio of mentions that are generally positive compared to those that are generally negative.
Passion: The likelihood those mentioning your brand will do so repeatedly.
Reach: Measure of the range of influence
Google Trends shows us how often a particular search-term is entered based off the total search volume.
Compete
Compete.com is a web traffic analysis service of Compete, Inc. which operates in the United States and publishes the approximate number of U.S. visitors to the top 1,000,000 web sites.
Conclusion
Social media has changed the face of customer relationships. Consumers have become so accustomed to online communities that it's often their preferred go-to for communication, even with companies. When the customer of Kaplan have a good experience with a service, they want to share it with everyone. I think that it's very clear for management of Kaplan how to use social media and tap this kind of engagement. Sure, no limited for perfection and in the next part of my monitoring will try to give some recommendations.
No comments:
Post a Comment