Brand Social Affinity

Social Media Brand Affinity

Social Media Interest segments for two competing brands of Portable speakers

Statement of Confidentiality

This document contain confidential and proprietary business information of Kruxonomy. These materials may be printed or photocopied for use in evaluating the proposed

project, but are not to be shared with other parties.

Beats Pill Bose SoundLink Mini

Kruxonomy [email protected] www.kruxonomy.com

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Kruxonomy | www.kruxonomy.com | [email protected]

Bose SoundLink Mini – Beats Pill | Social Brand Interest Segments

Brand managers are well aware of the fact that their customers are distinctively

different from that of other brands, when viewed in wholesome. Not just on pure

demographic level but also on interest segments and customer’s affinities towards other

products, brands create a unique identity of themselves in line to what their customers

are.

This can be attributable to several reasons - years of targeted marketing, brand

endorsements and how brands are perceived in general. Despite this knowledge, what

brand managers miss today is a “360 degree view” of the consumer. Social media is

filling in some parts of this void today.

Traditionally, marketing managers have acquired this valuable information either by

executing costly surveys over a sample of customers, or more recently to some

complexity of in-store market basket analysis. While, these have their merits, social

media have recently emerged as a goldmine of consumer related information that

supplement tradition ways of collecting information.

By mining thousands of conversations and engagements over social media channels,

marketers can identify key affinities for their brands. This can also be in the form of

interest segments that align with your brand or with your competitors. That’s right,

because of its low cost and open nature, social media affinities can be used to mine key

information for other brands including competitors.

This information can be used to identify sponsorship and content, efficient media

buying, campaign design and overall understand consumer behaviour. In this document,

we lay down the findings from the social media affinities for two similar but competing

brands of portable speakers –Beats Pill and Bose SoundLink Mini.

Key Findings

Customers of Beats Pill have much higher online engagement with music as an interest area than customers of Bose Soundlink Mini.

Customers of Bose Soundlink Mini have much higher online engagement with News & Politics as an interest than customers of Beats Pill.

Beats Pill have higher engagement with contemporary music in genre of Hip hop and electronica. W hereas, Bose SondLink have higher engagement with mostly classic R&B bands.

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7%

6%

17%

12%

11%

43%

9%

6%

4%

4%

28%

26%

12%

7%

6%

5%

4%

12%

9%

8%

Top 10 Interest Segments

Beats Pill Bose SoundLink Mini

Music

News & Politics

Celebrities

Sports

Businesses

Radio

Movies

TV Shows

Non Profit

Comedy

Music

News & Politics

Celebrities

Businesses

Sports

Radio

Non Profit

Science & Technology

TV Shows

Movies

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Top 10 Websites Engaged

YouTube

Twitter

Twitter

Soundcloud Soundcloud

Bitecharge

Change.org

Spotify

Spotify

Vimeo

San Francisco Globe

Playbuzz

Heftig

Ask.fm

Playbuzz

Huffington

Post

9gag

Deezer

Buzzfeed

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Beats Pill

Chris Brown

Skrillex Ice Cube

Maroon 5

Pharrell Williams

Kendrick Lamar J Alvarez

Galantis

Wiz Khalifa

Lindsey Stirling

Bose SoundLink

Mini

Alejandro Sanz

Coldplay Queen

Rick Ross

Pharrell Williams

AC/DC Calvin Harris

Michael Jackson

System of a Down

Avicii

Top Musicians Engaged

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Top Brands Engaged Online Online

Stylish Eve Wereverwero

Shashicka Tyre-

Hill

Ultra Music

Josh Blue Comedy

Stylish Eve

Bose

SoundLink

Mini

Beats Pill

Pinoy Rap Radio

Health Digest

Michael Baysden

Simply Bhangra

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Term of use

All the information presented in this document is the original work for Kruxonomy. The document is intended as a research material based on the company’s own research on

publicly available information. Use of the brands are for study and research purposes. This study is not commissioned by any third party.


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Brand Social Affinity