growing and protecting brand value on social media
TRANSCRIPT
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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
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WELCOME
Hope Nguyen VP of Marketing
NetBase @hopeunlocked
#NetBaseLIVE
Candida McCollam Principal
Localspeak @Globalspeak
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AGENDA
•! LEVERAGING SOCIAL MEDIA
•! 2016 NETBASE BRAND PASSION REPORT: LUXURY
•! DEEP DIVE: 4 TOP LUXURY BRANDS
•! GROWING & PROTECTING BRAND VALUE
•! Q&A
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AGENDA
•! LEVERAGING SOCIAL MEDIA
•! 2016 NETBASE BRAND PASSION REPORT: LUXURY
•! DEEP DIVE: 4 TOP LUXURY BRANDS
•! GROWING & PROTECTING BRAND VALUE
•! Q&A
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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?
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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
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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
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AGENDA
•! LEVERAGING SOCIAL MEDIA
•! 2016 NETBASE BRAND PASSION REPORT: LUXURY
•! DEEP DIVE: 4 TOP LUXURY BRANDS
•! GROWING & PROTECTING BRAND VALUE
•! Q&A
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NetBase Brand Passion Report: Luxury 2016
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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
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What is the Luxury Conversation about?
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Which Brands Own the Conversation?
18.8%
9.3%
71.9%
MENTIONS BY TIERS
Top 15 Top 16-30 Top 31-45
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In Which Industries Were the Top 45 from?
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36%
31%
13%
9%
9% 2%
!"#$%&'()(*"'+,"-#(
./0&1&234(
5464789()(.::4##&8%4#(
;:&1148:4(
<4:$()(<474:&11(
=>&80#(.>>"847(
TOP 45 INDUSTRY SPLIT
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Where were the Top 45 from?
32% USA
57% Europe
11% Asia
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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
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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
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+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.
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Which luxury brand reigns supreme?
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2014 Social Media Winner was Louis Vuitton
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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
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2015 Winner is Chanel
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AGENDA
•! LEVERAGING SOCIAL MEDIA
•! 2016 NETBASE BRAND PASSION REPORT: LUXURY
•! DEEP DIVE: 4 TOP LUXURY BRANDS
•! GROWING & PROTECTING BRAND VALUE
•! Q&A
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4 Top Luxury Brands
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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
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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
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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.
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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
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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
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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
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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
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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
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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
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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(
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25-34
35-44
45-54
55-64
65+
<18
18-24
20%
15%
15%
14%
9%
12%
16%
.J;M(A(BN=<=(
@hopeunlocked
@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(
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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
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Burberry: Audience (cont.)
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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%
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Burberry: Audience (cont.)
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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%
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Burberry: Top Forums
overflowingforum.com
insuranceforums.com
forum.tumba-yumba.com
top10seriesy.com
thesupportforum.com
forum.purseblog.com
bbs.cheshi.com
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Burberry: Top Blogs
Standard.co.uk
Pluw.com
Express.co.uk
LuxuryDaily.com
Plado.nl
HandbagsTonight.com
Walther.umarex-group.de
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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+
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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+
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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+
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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+
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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
Data collected as of Feb. 21, 2016
2X
2.3X
10X
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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
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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
4.4X
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AGENDA
•! LEVERAGING SOCIAL MEDIA
•! 2016 NETBASE BRAND PASSION REPORT: LUXURY
•! DEEP DIVE: 4 TOP LUXURY BRANDS
•! GROWING & PROTECTING BRAND VALUE
•! Q&A
@hopeunlocked #NetBaseLIVE
@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
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Burberry: Generation Z Influencer Strategy
•! BRAND AMBASSADORS LIKE ROMEO BECKHAM
•! HUGE SOCIAL FOLLOWING
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Burberry: Showcasing Customer Love for Product
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Burberry: Responding to Consumer Immediacy
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Chanel: Early Entrant to Own eCommerce Site
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Show off Your Influencers
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Chanel: Behind the Brand
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Louis Vuitton: The Spirit of Travel Video
@globalspeak
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Consider Shoppable Video
95% of brands create videos that live on their site, but just 16% produce shoppable video Source: L2 Inc., Jan 2016
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Total Value of Fakes Worldwide Estimated $1.8T
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•! Social media monitoring
•! Education
Combating Counterfeits
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•! Social media monitoring
•! Education
Combating Counterfeits
What is your strategy for protecting your brand from the danger of inauthentic goods?
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In summary…
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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.
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AGENDA
•! LEVERAGING SOCIAL MEDIA
•! 2016 NETBASE BRAND PASSION REPORT: LUXURY
•! DEEP DIVE: 4 TOP LUXURY BRANDS
•! GROWING & PROTECTING BRAND VALUE
•! Q&A
@hopeunlocked #NetBaseLIVE
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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
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