Pandora: Social Media Monitoring 1

ABOUT THE BRAND

Pandora is a currently very famous international company, which designs, manufactures and markets modern jewelry. They are madden from high-quality materials at reasonable prices. The company is well-known for its charm bracelets, designer rings, necklaces and watches.

Pandora's mission is to 

"celebrate women by offering them the opportunity for personal expression through our universe of high-quality and contemporary jewelry at affordable prices".

BRAND'S HISTORY

Pandora started in 1982 as a small jeweler's shop in Copenhagen, Denmark. From the beginning, jewelry were imported from Thailand. The company has been working as a wholesaler for the next several successful years.

In 1987 it began to focus on creating its own one and only jewelry when the first designer had joined the company. In 1989 Pandora started manufacturing its jewelry in Thailand.

An idea of Pandora's charm bracelets, which are extraordinarily popular now everywhere, was first launched in the Danish market. Company's clients embraced this concept very well. So, driven by a constantly increasing demand, Pandora began to expand internationally, covering new markets in the United States, Germany, and Australia.

Currently,

"Pandora's product are sold in more than 90 countries on six continents through approximately 9,500 points of sale, including approximately 1,500 concept stores"

The company employs more than 14,000 people worldwide. In 2014, Pandora's total revenue was approximately $1,82 billion.

Very impressive numbers, isn't it?

COMPANY'S PRESENCE IN SOCIAL MEDIA

Pandora is presented on many social media. Besides its gorgeous websites, it also has well-developed pages with lots of subscribers on Facebook, YouTube, Twitter, Instagram, Pinterest, Google+.
Let's take a look on each of them.

Website                      

             

Pandora has a very well-design, informative, easy to use and just stunning website with lots of sections. It also provide a great navigation and media. All the links to other company's social media pages are presented on the site. It is really pleasure to use it. 

YouTube                    

Pandora's YouTube page has 16,865 subscribers and almost 23,900,000 (!) views to date.

The company publishes on its channel videos dedicated to its new collections, "Pandora around the world" and "Behind the scenes of Pandora" videos, inspirational and fans' videos, and, of course, so popular nowadays "How to..." videos.

Facebook                 

        

The Company's Facebook page was started in 2009. Now it is pretty popular. It has collected 3,861,082 likes to date. 

The page's content includes information about company's current deals and new collections and arrivals, attracted pictures of Pandora's jewelry, customers' photo with brand jewelry. Also the page has a section where Bracelet Designer App is offered. With the app everyone can design his personal bracelet and share the photos with friends. Pandora, in its turns, shares customers' photo on its page. As we can see, communications between the company and its clients are very well developed on Facebook.

Twitter                   

Pandora joined Twitter in 2011. Compared to the Facebook page, Pandora has less popularity on Twitter. Its page has only 67,361 readers to date (for example, Tiffany&Co's Twitter page has almost 1,418 M readers - there is something to strive for). But it should be mentioned that the company posts news and relevant information very frequently: several times a day. Twitter's content is similar to Facebook's.

Instagram                  

 "Follow us for style inspiration and much more" 

says Pandora's Instagram page. 

The page has really stylish and attracted content. An idea of content is the same as on the Facebook and Twitter pages. 
Frequency of posting is very high: every day the company adds several posts dedicated to some events, ideas, latest things, sharing emotions, and etc.

Recently, the Instagram page has reached 1 M followers. It was mentioned by the company with the next post where Pandora thanks its fans for their participation, interest in the brand, and "every single like and comment".

Google+              
                 

Pandora is not very active on Google+. Its page has just 384 subscribers and about 432,000 views, which is obviously not enough for an international company. The content consists of videos related to the brand.

Pinterest               

                    

Pandora's presence on Pinterest is very important for the brand. By searching "Pandora" on the site you come up with many interesting and diverting pins such as sales, previews, advice, news, and so on.
Pandora's Pinterest page has more than 56k subscribers and displays content mostly about its products.

CURRENT PERFORMANCE INDICATORS

Google Trends

It is very interesting to look at what has appeared about the brand on Google Trends. In accordance with it, Pandora has a very rapidly dynamic to grow with certainly positive trend.

Google Trends

Google Trends: Regional Interest

IceRocket

Ice Rocket.com has shown pretty good indexes of Pandora's performance. 128 posts a day, which mentioned the brand, - sounds very impressive!

IceRocket

Social Mention

Pretty positive numbers have come up on Social Mention too. For example, it has shown a great ratio of positive to negative reviews. 44% of likelihood of discussing the brand in social media is excellent as well.

CONCLUSION

Pandora now is an undoubtedly popular and special brand, which is well-known all over the world. Its history is a great and inspiring example of growth and development. Its executives have found a unique way to perform, which now has become a trend. And it definitely should be mentioned that social media are playing one of the primary roles in company's progress.
Pandora's metrics are pronouncedly positive and promising. But of course, there are always weaknesses to work on and ways to grow further.
One brilliant idea with charm bracelets has brought high popularity to the brand, but the company should look forward and develop its new high-potential ideas and strategy to promote them and the brand in general.