Brand Audit for Ralph LaurenSocial media analysis of Ralph Lauren by VOZIQ

2

� Social media analysis overview

� Business Intelligence Opportunity with Social Media

� How companies use social media?

� VOZIQ social media analytics solution

� Solution objective

� Key findings

� Detailed findings

� Contact VOZIQ

Contents

3

Business Intelligence Opportunity with Social Media

Let me go through the

reviews in various news

articles.

I wonder what famous

personalities and other

experts have to say

about this brand!

That TV commercial was so

cool! I wonder if it is

available on the net

Let me listen to other

people’s experience

and ask my doubts

about this product in

the forum.

Let my friends know

what a wonderful

experience I am having

using this product.

Let me review this

product for others

and let them know

the pros and cons in

my blog.

4

� Social media analysis overview

� Business Intelligence Opportunity with Social Media

� How companies use social media?

� VOZIQ social media analytics solution

� Solution objective

� Key findings

� Detailed findings

� Contact VOZIQ

Contents

5Source: Altimeter Report. A Framework for Social Analytics : Including Six Use Cases for Social Media Measurement, August 10, 2011

How Companies Use Social Media

6

� Social media analysis overview

� Business Intelligence Opportunity with Social Media

� How companies use social media?

� VOZIQ social media analytics solution

� Solution objective

� Key findings

� Detailed findings

� Contact VOZIQ

Contents

7

Gather Social Media

Data

Uncover Actionable

Insights

Improve Business

Performance

VOZIQ Social Media Analytics Solution

� VOZIQ automatically aggregates social media content related to your products

� Quantitative, actionable information is uncovered from those qualitative postings

� Businesses leverage these voice of customer insights to improve performance

� VOZIQ automatically aggregates social media content related to your products

� Quantitative, actionable information is uncovered from those qualitative postings

� Businesses leverage these voice of customer insights to improve performance

8

VOZIQ Social Media Analytics Solution

The Social Web

• Customer discussions from Facebook, Twitter, Blogs, News, Comments

• Discussions about your products & services (and your competition's)

VOZIQ Platform

• Automatically harvests persistent database of content

• Automated analysis and measurements per your configuration

• End user insights, alerts, reports

Your Business

Processes

• Integrate with your business processes

• Improve marketing effectiveness, sales performance,

customer loyalty & much more

Realize value throughout your enterprise by integrating this valuable data and analysis

with your key business processes from marketing, sales and service to improve

business performance

Realize value throughout your enterprise by integrating this valuable data and analysis

with your key business processes from marketing, sales and service to improve

business performance

9

How VOZIQ Works

� Brand Protection

� Customer Loyalty

� Effective Marketing

& Lead Generation

VOZIQ Engine

Sentiment

Analysis

Automatic

Categorization

Frequent

Topics

Influencer

Identification

Competitive

Intelligence

Media Share &

Key Websites

Your Business + Competitors + Customers + Prospects

Product

Development

Sales

Customer

Service

Marketing

1

2

3

Reporting &

Analysis Platform

Measurable Results

10

VOZIQ Solution Stack

VOZIQ

Solution Stack

Ralph Lauren: Social Media Analysis

12

� Social media analysis overview

� Solution objective

� Key findings

� Detailed findings

� Contact VOZIQ

Contents

13

Solution objective

� Measure social media buzz trends for Ralph Lauren

� Identify the main brand attributes discussed on social media

� Identify the top sources / authors contributing to social media by brand attributes

� Analyze the sentiments associated with mentions of Ralph Lauren

� Extract the top themes emerging from social media discussions of Ralph Lauren

� Analyze competitor performance and set benchmarks

� Profile top tweeters of Ralph Lauren

� Qualitatively analyze the reasons for admiring and criticizing Ralph Lauren

14

VOZIQ Brand Assessment Approach

Brand BuzzOverall mentions for Ralph Lauren

Brand BuzzOverall mentions for Ralph Lauren

Positive SentimentMentions with negative sentiment

Positive SentimentMentions with negative sentiment

Negative SentimentMentions with negative sentiment

Negative SentimentMentions with negative sentiment

Men’s clothingMentions about men’s and boys

clothing line

Men’s clothingMentions about men’s and boys

clothing line

Women’s clothingMentions about women’s and girls

clothing line

Women’s clothingMentions about women’s and girls

clothing line

PricingMentions about pricing of products

PricingMentions about pricing of products

OffersMentions about special offers and

reward schemes

OffersMentions about special offers and

reward schemes

QualityMentions about quality of products

QualityMentions about quality of products

Customer ServiceMentions about customer service and

support

Customer ServiceMentions about customer service and

support

Online shoppingMentions related to online shopping

Online shoppingMentions related to online shopping

Overall

Bra

nd

Overall

Bra

nd

Strategic

Pro

du

cts &

Att

rib

ute

s

Strategic

Pro

du

cts &

Att

rib

ute

s

Value-add

Se

rv

ice

s

Value-add

Se

rv

ice

sComprehensive assessment of Brand, Products and Services

to identify improvement opportunities

15

� Social media analysis overview

� Solution objective

� Key findings

� Detailed findings

� Contact VOZIQ

Contents

16

Jul y

2012

Aug

2012

Sept

2012

Oct

2012

Nov

2012

Dec

2012

249,985

66%

34%

30%

9%

18%

15%

2%

1%

7%

VOZIQ Brand Assessment Dashboard

Brand Buzz

Positive Sentiment

Negative Sentiment

Men’s clothing

Women’s clothing

Pricing

Offers

Quality

Customer Service

Online shopping

17

Key findings

� Conversation levels were fairly constant across the reporting period from June 16 – July 20, 2012

� Top attribute discussed on social media for Ralph Lauren was its men’s clothing line (30% of total mentions)

� More than half of total mentions were from Twitter

� Two-thirds of mentions associated with Ralph Lauren were Positive in nature

� Top positive theme emerging from discussions of Ralph Lauren was ‘Polo designer shirts’ and the top negative theme was ‘Controversial uniform’

� Top competitors in terms of social media mentions were ‘H&M’ and ‘Calvin Klein’

18

� Social media analysis overview

� Solution objective

� Key findings

� Detailed findings

� Contact VOZIQ

Contents

19

Ralph Lauren daily mentions distribution

0

5,000

10,000

15,000

20,000

25,000

16-Jun

17-Jun

18-Jun

19-Jun

20-Jun

21-Jun

22-Jun

23-Jun

24-Jun

25-Jun

26-Jun

27-Jun

28-Jun

29-Jun

30-Jun

01-Jul

02-Jul

03-Jul

04-Jul

05-Jul

06-Jul

07-Jul

08-Jul

09-Jul

10-Jul

11-Jul

12-Jul

13-Jul

14-Jul

15-Jul

16-Jul

17-Jul

18-Jul

19-Jul

20-Jul

# o

f m

en

tio

ns

Social Media Mentions TrendJuly 12 (Controversy

over USA Olympic

team uniform)

� Conversation levels were fairly constant across the reporting period from June 16 – July 20,

2012

� Highest peak for daily mentions was observed on July 12, 2012 which corresponded to the

controversy over US Olympic team uniforms being manufactured in China

� Conversation levels were fairly constant across the reporting period from June 16 – July 20,

2012

� Highest peak for daily mentions was observed on July 12, 2012 which corresponded to the

controversy over US Olympic team uniforms being manufactured in China

20

Ralph Lauren day wise mentions distribution

16%

11%

14%

17%

14%15%

14%

0%

5%

10%

15%

20%

25%

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

% o

f m

en

tio

ns

Social Media Mentions by weekday

� Social media mentions for Ralph Lauren were fairly well distributed across different week

days

� Social media mentions for Ralph Lauren were fairly well distributed across different week

days

21

Mentions for attributes of Ralph Lauren

8%

1% 1%

4%

30%

3%15%

7%

18%

2%3%

9%

Boys Catalog Customer Service Girls

Men News Offers Online shopping

Pricing Quality Website Women

� Maximum mentions for Ralph Lauren on social media among different attributes was for

Men’s clothing and lifestyle products

� Top 3 attributes creating social media buzz about Ralph Lauren are Men’s clothing (30%),

Pricing (18%) and Offers (15%)

� Maximum mentions for Ralph Lauren on social media among different attributes was for

Men’s clothing and lifestyle products

� Top 3 attributes creating social media buzz about Ralph Lauren are Men’s clothing (30%),

Pricing (18%) and Offers (15%)

22

Top sources for social media mentions

55%

39%31%

51%

23%

17%20%

19%

12%

33%

26%

10%

2% 1%

2%3%

8% 10%21% 18%

0%

25%

50%

75%

100%

Total Men Pricing Offers

% o

f M

en

tio

ns

Sources for mentions

News

Comments

Blogs

Facebook

Twitter

� Overall, Twitter is the dominant source for creating more than half of social media buzz for

Ralph Lauren

� One-third of mentions relating to Men’s clothing are from blogs or non-social media

websites

� Overall, Twitter is the dominant source for creating more than half of social media buzz for

Ralph Lauren

� One-third of mentions relating to Men’s clothing are from blogs or non-social media

websites

23

Sentiment distribution detail for Ralph Lauren

66%

34%

0%

25%

50%

75%

100%

Total Mentions

Negative Positive-70%

-50%

-40%

-38%

-37%

-35%

-32%

-31%

-24%

-19%

-16%

-12%

30%

50%

60%

63%

63%

65%

68%

69%

76%

81%

84%

88%

-100% -50% 0% 50% 100%

Sentiment %

Catalog

Online shopping

Offers

Pricing

Men

Website

Quality

Girls

Customer Service

Boys

Women

News

24

Overall themes

Overall Top themes

“ralph lauren is really going

out of their way to show

theyre not in the baby buying

business"

@ princess_megsz

“Need to know how to tell a

fake Polo Ralph Lauren from a

real one? Fakes are all around

us and in a world where fakes

seem to be more in supply

than the real deal ...”

www.mademan.com

“Ralph Lauren white tee this

aint american apparel”

@ FrenchRontana

25

Overall themes by sentiment

Ralph Lauren is far too expensive. Sorry Im not

paying $80 for a shirt that is worth $30.

Designer Ralph Lauren already has infuriated

members of Congress by offshoring the U.S.

teams uniforms to China. Now he has caused

more head-scratching by including a classically

French beret in the U.S. look reminiscent of the

Roots berets

@TddyRoosevelt yes Ralph Lauren has great

colors that look well on dark skin men but that

Gucci pattern just doesnt look good to me

@_megscott gotta love the Ralph Lauren outlet!

Positive themes

Negative themes

26

Top tweeters of Ralph Lauren by number of followers

User Followers Account TypeNumber

of Tweets

@BreakingNews 4,367,397 Breaking news alerts around the world from hundreds of sources 1

@InStyle 2,210,434 Tweets all the fashion, beauty and celebrity buzz 1

@nprscottsimon 1,230,359 Host of NPR's Weekend Edition Saturday 1

@CNBC 852,877 The Official CNBC Twitter Page 1

@JStaffz 513,211 Music Producer 1

@missfree 397,486 Accomplished media personality, television producer and philanthropist 1

@AdaDiskon 379,360 Online Media and Community for trusted shopping in Indonesia 4

US Olympic designer Ralph

Lauren says future uniforms to

be produced in US starting with

2014 Winter Games - @AP

http://t.co/iPmzs6sv

@BreakingNews

Were obsessed with this Ralph

Lauren Modern Art Deco cuff!

http://ow.ly/bEVj6

@InStyle

Denim & Supply Ralph Lauren

unveiled their fall ad campaign

featuring Grammy nominated DJ

Avicii shot by Mark Seliger:

http://t.co/tsPo2kjJ

@nprscottsimon

27

Top tweeters of Ralph Lauren by number of tweets

User Followers Account TypeNumber

of Tweets

@sandysgingham 1,062Handmade items from Designer Fabrics! Ralph Lauren, Laura Ashley, Tommy

Hilifger, Calvin Klein and more...251

@ishopdesigner4u 168 Designer dress advisor 103

@Roseleekq2 188 Find the best US prices tour master heated gear, cowboy boots made in USA 84

@Sonjabp6 129 Selling most comfortable sandals for men 70

@Carleexh20 197Selling white snow boots with fur, salsa dance skirt, discount men’s ski jackets,

rocky boots sale68

Check out this great item: 2

Custom BOUDOIR Shams Ralph

LAUREN Fabric HOME LAKE 300

Thread Count

http://t.co/YpBkYBJY

@sandysgingham

EUC Lauren Ralph Lauren Black

& White Striped Short Sleeve

Crew Neck Shirt Large

http://t.co/U1HWt3y3

Best Price for Polo by Ralph

Lauren Quinta II Boot

(Toddler/Little Kid/Big Kid)

Brandy 5 M US Big...

http://t.co/YfiiMV2o

@ishopdesigner4u @Roseleekq2

Competitors Social Media Analysis

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Ralph Lauren

• Revenue: US$ 4.97 billion

• Employee count: 19,000

Hugo Boss

• Revenue: US$ 1.73 billion

• Employee count: 9,940

H & M

• Revenue: US$ 126.97 billion

• Employee count: 59.440

Calvin Klein

• Revenue: US$ 1.1 billion

• Employee count: 1,200

Ralph Lauren and Competitors

30

Competitor analysis

43%

9%

27%

22%

0%

25%

50%

75%

100%

% o

f M

en

tio

ns

Calvin Klein

H&M

Hugo Boss

Ralph Lauren

60% 64% 65%

78%

40% 36% 35%

22%

0%

25%

50%

75%

100%

Ralph Lauren Hugo Boss H&M Calvin Klein

Negative

Positive

� Ralph Lauren had highest overall mentions for the moth of July – 2012

� Calvin Klein had the highest proportion (78%) of Positive mentions amongst all competitors

while Ralph Lauren had the least (60%)

� Ralph Lauren had highest overall mentions for the moth of July – 2012

� Calvin Klein had the highest proportion (78%) of Positive mentions amongst all competitors

while Ralph Lauren had the least (60%)

31

Strengths from qualitative analysis of mentions

@ ForeignBroadss – RT @SkyHighTy__: `

Wearing USPA Instead Of Ralph Lauren Is Like

Deactivating Your Twitter To Go Back To

Myspace ”

@ ForeignBroadss – RT @SkyHighTy__: `

Wearing USPA Instead Of Ralph Lauren Is Like

Deactivating Your Twitter To Go Back To

Myspace ”

@ash_cot –” RT @kny_beckman: Always a good

day when you can pick up some Polo Ralph

Lauren clothes on a good sale!”

@ash_cot –” RT @kny_beckman: Always a good

day when you can pick up some Polo Ralph

Lauren clothes on a good sale!”

@PiiANOLiiFE – ” Been a while since I went

shopping.. #sheeesh.. Ralph Lauren on my

mind..”

@PiiANOLiiFE – ” Been a while since I went

shopping.. #sheeesh.. Ralph Lauren on my

mind..”

@ F14Tommy – “RT @sistagirl2u: First Lady

Michelle Obama looks royal in this Ralph Lauren

gown; perfectly fit to dine with the Queen”

@ F14Tommy – “RT @sistagirl2u: First Lady

Michelle Obama looks royal in this Ralph Lauren

gown; perfectly fit to dine with the Queen”

“

“

“

“

”

”

”

”

Strengths(mentions on Twitter highlighting positive aspects of Ralph Lauren)

32

Weaknesses from qualitative analysis of mentions

@sgordonxoxo – Its official Black people have

ruined the brand of Polo by Ralph Lauren.

#SoSad”

@sgordonxoxo – Its official Black people have

ruined the brand of Polo by Ralph Lauren.

#SoSad”

@what_da_beck – RT @ray_hale: The worst is

the sketchy knock off Ralph Lauren horseman

that says YOLO instead of polo”

@what_da_beck – RT @ray_hale: The worst is

the sketchy knock off Ralph Lauren horseman

that says YOLO instead of polo”

@JetLifeStoned – “I need to go Polo shopping.

Ralph Lauren take so much of my money”

@JetLifeStoned – “I need to go Polo shopping.

Ralph Lauren take so much of my money”

@bobbybnews– “@guypbenson Ralph Lauren

needs to be boycotted in America the uniforms

are a disgrace makes them look like girls. ”

@bobbybnews– “@guypbenson Ralph Lauren

needs to be boycotted in America the uniforms

are a disgrace makes them look like girls. ”

“

“

“

“”

”

”

”

Weaknesses(mentions on Twitter highlighting negative aspects of Ralph Lauren)

33

� Social media analysis overview

� Solution objective

� Key findings

� Detailed findings

� Contact VOZIQ

Contents

34

VOZIQ Social Media Analytics Platform

Thank you for your time.

For more information, please contact us at

info@voziq.com

Thank you for your time.

For more information, please contact us at

info@voziq.com

VOZIQ (http://voziq.com) provides social media analytics solutions & services to protect brands, improve

marketing & PR effectiveness, generate sales leads & maximize your social media ROI.

Engagement Options: SaaS Product License | Monthly Custom Reports | On-Demand Research & Analysis