l'occitane en provence, facebook post analysis
DESCRIPTION
Through our class "Facebook and Twitter, e- referencement marketing" with Tiziano Tassi at Kedge Business School, we have analyzed more than 100 posts on the L'occitane Facebook fan page.TRANSCRIPT
L’Occitane en Provence
Anaëlle BAYET
Charlotte DUCROCQ
Anne-Laure DUMAS Louis GUEGUEN Alexandre MEVIL-BLANCHE
Victoria SANGUINETTI
Presentation
1976 : Created by Olivier Baussan
1980 : Begining of R&D : Diversification
1992 : 1st shop in Paris
1996 : Introduction in New York & Hong Kong
1997 : Japan
2001 : 1st SPA in São Paulo
2006 : Creation of Occitane Fundation
2012 : 2000 shops worlwide in more than
100 countries
PRODUCT
Components
Origins
STORY
Haircare
Skin Care
Fragrance
Bath & Body
L’Occitane Products
Best Seller
Distribution
L’Occitane
Shop
Authorized
dealers
Airports &
Train Stations
Online
shop
2000 shops in
more than
100 countries
Specialized
(Sephora…) Pharmacies
Foreigners
oriented Available in
every
continent
(35 countries)
The Market
The value of the cosmetics industry has
reached an all-time high at an estimated
€180 billion, after growth of 4.6% in 2012
Source: L’Oréal Annual Report 2012 and other selected research
Everyday in France is sold :
200 000 bottles of perfume and 50 000 are for men
400 000 products for face treatments
600 000 shampoos
700 000 bath and shower products (except shampoos)
French people spend an average of 300 euros per year
for cosmetics and beauty products
Trends in France
Facebook France
Number of likes : 3 021 068
Talking about this : 85 792
Born : June 23, 2008
Average : 1 post per day
Categories’ choice : customer
oriented
Category of Brand’s Posts
28,33%
30,00%
23,33%
16,67%
1,67%
Category of brand's
posts
infotainment
com promotion
com product
branding
customer care
More than 50% of brand's posts are about communication
Almost 30% are allocated to infotainment
Why? Create an interaction with user, promote new products
Category of Fans’ Posts
About 1/3 of fans are asking for some information
37% are showing gratitude and support for the brand
The rest of posts are complaints.
Why ? Not getting any mails, gifts, or newsletters. Thank the brand for gifts
or high quality products or services
25,00%
28,33%
8,33%
38,33%
Category of fans' posts
Claim/complaint
Conversation between users
Fanship/support/endorsement
Gratitude
Information request
Category of Brand’s
Comments
Almost all of the brand's answers (95%) are customer care
Why? Answers to technical problems, claims and gratitude messages
7,41% 1,85%
90,74%
Category of brand's
comments (on Brand Page)
infotainment
com promotion
com product
branding
customer care
3,70% 0,93%
95,37%
Category of brand
comments total
infotainment
com promotion
com product
branding
customer care
Category of Fan’s Comments
10,73%
11,26%
41,10%
5,50%
9,42%
21,99%
Category of fans' comments
(on brand page)
Claim/complaint
Conversation between users
Fanship/support/endorsement
Gratitude
Information request
reaction to infotainment
13%
71%
2% 12%
2% 0%
Category of fans' comments
(on user page)
Claim/complaint
Conversation between users
Fanship/support/endorsement
Gratitude
Information request
71% of fans' comments are conversation
between users
Almost a half of fans' comments are
about support and gratitude
22% are reacting to infotainment
The rest of them (30%) are conversation
between users, claims and requests
Index Of Active Conversation
95%
5%
Index of active conversation
on Brand page
Active conversation
Inactive conversation 88%
12%
Index of active conversation
on User page
Active conversation
Inactive conversation
In almost every case, there is at least one comment per post
Average
Engagement
Brand Page User Page
Comments Likes Shares Comments Likes Shares
Total
Number 2466 23670 1889 115 67 1
Average 41,10 394,50 31,48 1,92 1,12 0,02
Customer Care Index
87%
13%
Customer Care Index
response
No response
9 times out of 10, the brand
answers to claims or requests
3 000 000 Facebook Fans within 5 years
High customer care index
High active conversation index
Each post comes with pictures or videos
Positive Points
Response policy
Privacy message
Fast reaction : around 2 hours
Answers to good and bad comments
The main problem, we have noticed does not
appear on Google first page
At least one post per day
Lot of infotainments
Cover picture changed often
Conclusion
Reasons Why the
Facebook page is
well-managed and
successful
Develop the « about » section on Facebook
Make one general post for recurrent questions
Suggestions
Ci sono Domande ?