growing and protecting brand value on social media

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@hopeunlocked #NetBaseLIVE GROWING & PROTECTING BRAND VALUE ON SOCIAL MEDIA: An Examination of Top Luxury Brands with a Deep Dive into Burberry, Chanel, Louis Vuitton, & Prada @hopeunlocked #NetBaseLIVE

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Page 1: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

G R O W I N G & P R O T E C T I N G B R A N D VA L U E O N S O C I A L M E D I A : A n E x a m i n a t i o n o f T o p L u x u r y B r a n d s

w i t h a D e e p D i v e i n t o B u r b e r r y , C h a n e l , L o u i s V u i t t o n , & P r a d a

@hopeunlocked #NetBaseLIVE

Page 2: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

WELCOME

Hope Nguyen VP of Marketing

NetBase @hopeunlocked

#NetBaseLIVE

Candida McCollam Principal

Localspeak @Globalspeak

Page 3: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

AGENDA

•! LEVERAGING SOCIAL MEDIA

•! 2016 NETBASE BRAND PASSION REPORT: LUXURY

•! DEEP DIVE: 4 TOP LUXURY BRANDS

•! GROWING & PROTECTING BRAND VALUE

•! Q&A

@hopeunlocked #NetBaseLIVE

Page 4: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

AGENDA

•! LEVERAGING SOCIAL MEDIA

•! 2016 NETBASE BRAND PASSION REPORT: LUXURY

•! DEEP DIVE: 4 TOP LUXURY BRANDS

•! GROWING & PROTECTING BRAND VALUE

•! Q&A

@hopeunlocked #NetBaseLIVE

Page 5: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Social Media is the Preferred Frontier

Do you have a solid understanding of your unique social standing? And do you know how your competitors are performing?

@hopeunlocked #NetBaseLIVE

Page 6: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Brand analysis 1

2

3

Competitive intelligence

Campaign tracking

4 Product innovation

5 Customer care

Leverage Social for…

Testimonial advertising 6

7

8

Influencer marketing

Risk management

9 Purchase intent

And more 10

Page 7: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Brand analysis 1

2

3

Competitive intelligence

Campaign tracking

4 Product innovation

5 Customer care

Leverage Social for…

Testimonial advertising 6

7

8

Influencer marketing

Risk management

9 Purchase intent

And more 10

Page 8: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

AGENDA

•! LEVERAGING SOCIAL MEDIA

•! 2016 NETBASE BRAND PASSION REPORT: LUXURY

•! DEEP DIVE: 4 TOP LUXURY BRANDS

•! GROWING & PROTECTING BRAND VALUE

•! Q&A

@hopeunlocked #NetBaseLIVE

Page 9: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

NetBase Brand Passion Report: Luxury 2016

Page 10: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

700M+ Posts 2 Years of Data English language

posts

Luxury ranking of 45 most social brands/trends: automotive,

ecommerce, fashion, jewelry

Deep-dive into 4 global top Watch

brands, 5 ecommerce

brands

Net Sentiment & Passion Intensity for

category and brands

Report Overview

80+ Countries Top 15 Blogs Top 15 Forums

@hopeunlocked #NetBaseLIVE

Page 11: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

What is the Luxury Conversation about?

Page 12: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Which Brands Own the Conversation?

18.8%

9.3%

71.9%

MENTIONS BY TIERS

Top 15 Top 16-30 Top 31-45

@hopeunlocked #NetBaseLIVE

Page 13: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

In Which Industries Were the Top 45 from?

@hopeunlocked #NetBaseLIVE

36%

31%

13%

9%

9% 2%

!"#$%&'()(*"'+,"-#(

./0&1&234(

5464789()(.::4##&8%4#(

;:&1148:4(

<4:$()(<474:&11(

=>&80#(.>>"847(

TOP 45 INDUSTRY SPLIT

Page 14: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Where were the Top 45 from?

32% USA

57% Europe

11% Asia

Page 15: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Luxury is Packed with Emotion…and We Know Consumer Passion Influences Brand Growth

Gucci Guilty…makes me feel good and encourages me to dress up, as the fragrance screams Luxury. - vynusmagnus, reddit.com

I’m so excited that I got the Yves Saint Laurent Rogue Volupte Silky Sensual Radiant Lipstick…It’s a nude pink that I should be able to wear with anything. - Mary S., swatchandlearn.com

In case I haven’t mentioned yet, we really like Amazon Prime. It fills our house with little luxuries. - R. Dudilius, harmonious-smith.blogspot.com

@hopeunlocked #NetBaseLIVE

Page 16: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

The Power of Knowing Consumer Emotion

Allows you to shape and create an ideal customer experience

Indicator of how consumers feel

about your work in marketing, customer care, and product – and if they will stick

with you

Links to consumption, business

performance, long-term brand health

and tracks a brand’s movement

@hopeunlocked #NetBaseLIVE

Page 17: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

+59

69

GLOBAL PASSION INDEX SCALE: 0 TO 100

GLOBAL NET SENTIMENT SCALE: -100 TO +100

Passion is a strong metric for luxury brands – as consumer purchases are highly emotional. Are you winning the hearts of the consumer?

Net Sentiment is an indicator of brand health and is a predictor of consumer actions.

Page 18: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE @hopeunlocked #NetBaseLIVE

Which luxury brand reigns supreme?

Page 19: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

2014 Social Media Winner was Louis Vuitton

Page 20: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Who was Winning the Hearts of Consumers in 2015?

Cartier Coach

Gucci Hermes

Chanel

Porsche Louis Vuitton

Burberry Armani

Hugo Boss

Prada

Fendi

BMW

Marc Jacobs

Tiffany & Co Tesla

Ferrari

Kate Spade

Apple

Rolls-Royce

@hopeunlocked #NetBaseLIVE

Page 21: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

2015 Winner is Chanel

Page 22: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

AGENDA

•! LEVERAGING SOCIAL MEDIA

•! 2016 NETBASE BRAND PASSION REPORT: LUXURY

•! DEEP DIVE: 4 TOP LUXURY BRANDS

•! GROWING & PROTECTING BRAND VALUE

•! Q&A

@hopeunlocked #NetBaseLIVE

Page 23: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

4 Top Luxury Brands

@hopeunlocked #NetBaseLIVE

Page 24: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

59

69

CATEGORY

CATEGORY

PASS

ION

IND

EX

SCA

LE: 0

TO

100

N

ET S

ENTI

MEN

T SC

ALE

: -10

0 TO

+10

0

Winning the Hearts of Social Consumers

80

CHANEL

CHANEL

77

83

PRADA

PRADA

88

100

LV

LV

85

79

BURBERRY

BURBERRY

66

Page 25: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked #NetBaseLIVE

Brand Passion Index™ for 4 Luxury Brands Hate

Dislike

Pass

ion

Inte

nsit

y

Net Sentiment

Love

Like

for 4 Luxury Brands for 4 Luxury Brands

Page 26: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked #NetBaseLIVE

Where are you on the Brand Passion Index™? Hate

Dislike

Pass

ion

Inte

nsit

y

Net Sentiment

Love

Like

Let customer passion drive your next move.

Page 27: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Top Attributes for Each Brand

Burberry Chanel LV Prada Festive Authentic Authentic Authentic

Authentic Bag Amazing Show Bag

Military style pea coat Sunglass Bag Shoe

Lovely tux Coco Chanel Greatness Sunglass

@hopeunlocked #NetBaseLIVE

Page 28: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Burberry: ‘Festive’ Brand Attribute

LOVE the Burberry festive campaign. So perfect. - Alexandra Saunders @Sauders11x

Burberry’s festive season “Art is Alive: perfect synergy between the important things in life – utterly inspiring!” - mr_dopestar

Yup, the young Beckham boy made his modeling debut last year as he starred in Burberry’s festive ad. Oh and he’s no diva y’no?! - Unknown

@hopeunlocked #NetBaseLIVE

Page 29: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Burberry: Sentiment

I HATE Burberry shirts. - #LemraRunway @TheFixation

Burberry’s petite sizes are $%#&*#@! - K. @__Kinaa__

I want a Burberry trench coat. - Zombie Killa @Kyngmyre

Burberry is a great fragrance. Bottle rating is a perfect 10. - Ruth Curtis

?@AB(3#C(DAE(

POSITIVE NEGATIVE

@hopeunlocked #NetBaseLIVE

Page 30: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Chanel: Sentiment

Chanel 5 advert is $&@* - Charlotte Thompson @charlthompsonxx

Chanel foundation sucks - G @savvgrace

Love those Chanel ballet flats! Did you get them from Neiman’s or the Chanel boutique? - Lori

Love all the Chanel perfumes - Fran Burkin

?FAB(3#C(GFAE(

POSITIVE NEGATIVE

@hopeunlocked #NetBaseLIVE

Page 31: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Louis Vuitton: Sentiment

H&M is better than Louis Vuitton - Patrick Walker @patrick23walker

Louis Vuitton bags are hideous. - Ambr @ambrkng

Love this collection by Louis Vuitton - Les Facons

Nice Louis Vuitton commercial too! - bayerische

?HAB(3#C(IAE(

POSITIVE NEGATIVE

@hopeunlocked #NetBaseLIVE

Page 32: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Prada: Sentiment

I literally prefer nada to Prada - Angel heart @kaz2y5lotr

For example I find Furla and Hugo Boss quality is more superior to Prada. - Eva1991

Prada Candy smells so good omg - Miranda @mirandaothh

This is a beautiful shoe and it is so comfortable to wear. Prada really makes wonderful shoes. I can wear them all day long and I run around my office a lot! - Giggs11

D?AB(3#C(GGAE(POSITIVE

NEGATIVE

@hopeunlocked #NetBaseLIVE

Page 33: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Burberry: Audience

IFA( HFA(

25-34

35-44

45-54

55-64

65+

<18

18-24

20%

15%

15%

14%

9%

12%

16%

IFA( HFA(J;EK;L(

NetBaseLIVE

25-34

35-44

45-54

55-64

65+

<18

18-24

20%

15%

15%

14%

9%

12%

16%

.J;M(A(BN=<=(

@hopeunlocked

Page 34: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Audience Comparison

IGA( @?A(

25-34

35-44

45-54

55-64

65+

<18

18-24

21%

15%

13%

12%

7%

14%

18%

IGA( @?A(J;EK;L(

#NetBaseLIVE

25-34

35-44

45-54

55-64

65+

<18

18-24

21%

15%

13%

12%

7%

14%

18%

.J;M(A(BN=<=(

OGA( P?A(

25-34

35-44

45-54

55-64

65+

<18

18-24

21%

15%

14%

14%

10%

11%

15%

OGA( P?A(J;EK;L(

25-34

35-44

45-54

55-64

65+

<18

18-24

21%

15%

14%

14%

10%

11%

15%

.J;M(A(BN=<=(

Q@A( HDA(

25-34

35-44

45-54

55-64

65+

<18

18-24

21%

15%

14%

13%

8%

13%

16%

Q@A( HDA(J;EK;L(

@hopeunlocked

25-34

35-44

45-54

55-64

65+

<18

18-24

21%

15%

14%

13%

8%

13%

16%

.J;M(A(BN=<=(

CHANEL PRADA LV

Page 35: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Burberry: Audience (cont.)

@hopeunlockedNetBaseLIVE

Sales/Marketing

Student

Executive Mgmt

Entrepreneurship

Banking/Finance

Creative Arts

Content Writers

18%

13%

5%

3%

3%

42%

24%

BLN!;==RNE=M(A(BN=<=(

Others 6%

Page 36: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Burberry: Audience (cont.)

@hopeunlockedNetBaseLIVE

Shopping

Travel

Family

Food/Drink

Religion

Fashion

Music

20%

18%

11%

9%

5%

34%

28%

RE<;L;=<=M(A(BN=<=(

Beauty 4%

Sports

Pets

Television

3%

3%

Arts/Crafts

3%

3%

Page 37: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Burberry: Top Forums

overflowingforum.com

insuranceforums.com

forum.tumba-yumba.com

top10seriesy.com

thesupportforum.com

forum.purseblog.com

bbs.cheshi.com

@hopeunlocked #NetBaseLIVE

Page 38: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Burberry: Top Blogs

Standard.co.uk

Pluw.com

Express.co.uk

LuxuryDaily.com

Plado.nl

HandbagsTonight.com

Walther.umarex-group.de

@hopeunlocked #NetBaseLIVE

Page 39: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Burberry: Top Influencers

Influencer Klout Followers/

Visitors

Ryan Seacrest 92 14M+

MTV 98 13M+

will.i.am 90 13M+

Vogue Magazine 93 10M+

Forbes 99 8M+

Page 40: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Chanel: Top Influencers

Influencer Klout Followers/

Visitors

Ariana Grande 88 36M+

The NY Times 99 24M+

Nicki Minaj 91 20M+

Khloe Kardashian 83 19M+

MTV 98 13M+

Page 41: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Louis Vuitton: Top Influencers

Influencer Klout Followers/

Visitors

Kim Kardashian West 89 40M+

The NY Times 99 24M+

Paris Hilton 88 13M+

Vogue Magazine 93 10M+

Joe Jonas 86 8M+

Page 42: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Prada: Top Influencers

Influencer Klout Followers/

Visitors

Kim Kardashian West 89 40M+

MTV 98 13M+

Vogue Magazine 93 10M+

E! Online 99 9M+

People Magazine 85 7M+

Perez Hilton 88 6M+

Page 43: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Joined Posts Followers Following

Burberry Jun 2009 10K (8,050 or 81% pics/vids) 5.96M 233

(w/253 likes)

Chanel Jun 2011 1,191 (100% pics/vids) 11.2M 0

LV Jun 2009 2,734 (1,535 or 56% pics/vids) 5.43M 13

(w/119 likes)

Prada Feb 2013 1,035 (941 or 91% pics/vids) 676K 3

(w/26 likes)

Comparing Numbers: Twitter

Twitter

Data collected as of Feb. 21, 2016

2X

2.3X

10X

Page 44: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Joined Views Subscribers

Burberry Nov 26, 2005 93,367,126 241,447

Chanel Oct 10, 2005 214,163,253 524,312

LV Dec 17, 2005 64,817,699 118,107

Prada Nov 18, 2005 24,952,217 54,673

Comparing Numbers: YouTube

Data collected as of Feb. 21, 2016

3.5X 4.4X

Page 45: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Posts Followers Following

Burberry 2,154 6.1M 142

Chanel 299 10.3M 0

LV 1,294 9.6M 5

Prada 1,175 7.1M 3

Comparing Numbers: Instagram

Data collected as of Feb. 21, 2016

Instagram

4.4X

Page 46: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

AGENDA

•! LEVERAGING SOCIAL MEDIA

•! 2016 NETBASE BRAND PASSION REPORT: LUXURY

•! DEEP DIVE: 4 TOP LUXURY BRANDS

•! GROWING & PROTECTING BRAND VALUE

•! Q&A

@hopeunlocked #NetBaseLIVE

Page 47: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @globalspeak #NetBaseLIVE @globalspeak

Content Strategy

•! Exclusivity, elite, aspirational, quality, immersive content

•! Brand experience vs. marketing message

•! Tailor to specific social channels

•! Images and video

•! Monitoring and education efforts

@globalspeak

Page 48: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @globalspeak #NetBaseLIVE @globalspeak

Burberry: Generation Z Influencer Strategy

•! BRAND AMBASSADORS LIKE ROMEO BECKHAM

•! HUGE SOCIAL FOLLOWING

@globalspeak

Page 49: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Burberry: Showcasing Customer Love for Product

Page 50: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @globalspeak #NetBaseLIVE @globalspeak

Burberry: Responding to Consumer Immediacy

@globalspeak

Page 51: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @globalspeak

Chanel: Early Entrant to Own eCommerce Site

Page 52: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Show off Your Influencers

Page 53: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

Chanel: Behind the Brand

@hopeunlocked #NetBaseLIVE

Page 54: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @globalspeak #NetBaseLIVE @globalspeak

Louis Vuitton: The Spirit of Travel Video

@globalspeak

Page 55: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Consider Shoppable Video

95% of brands create videos that live on their site, but just 16% produce shoppable video Source: L2 Inc., Jan 2016

Page 56: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

Total Value of Fakes Worldwide Estimated $1.8T

Page 57: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

•! Social media monitoring

•! Education

Combating Counterfeits

Page 58: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE

•! Social media monitoring

•! Education

Combating Counterfeits

What is your strategy for protecting your brand from the danger of inauthentic goods?

Page 59: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

In summary…

@hopeunlocked #NetBaseLIVE

For brand leaders, the task is to acquire a deep understanding of the dynamic consumer by getting a handle on emotions, competition, category dynamics, and relevancy.

Page 60: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

AGENDA

•! LEVERAGING SOCIAL MEDIA

•! 2016 NETBASE BRAND PASSION REPORT: LUXURY

•! DEEP DIVE: 4 TOP LUXURY BRANDS

•! GROWING & PROTECTING BRAND VALUE

•! Q&A

@hopeunlocked #NetBaseLIVE

Page 61: Growing and Protecting Brand Value on Social Media

@hopeunlocked #NetBaseLIVE @hopeunlocked#NetBaseLIVE

ENTERPRISE SOCIAL ANALYTICS

THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM USED BY SOCIALLY-POWERED BRANDS EVERYWHERE

We power social throughout—from CEOs to Care, Product Innovation to Marketing

@hopeunlocked #NetBaseLIVE