Beats vs. Bose: Analyzing Consumer Response to Lifestyle Brand Marketing and Product-Focused Marketing

Beats vs. Bose Deep Dive Report

C R I M S O N H E X A G O N . C O M


Lifestyle Brand Marketing

VS.

Product-Focused Marketing

3

BREAKDOWN


BEATS VS. BOSE ANALYSIS 08.03.13 – 02.06.14

Brands Volume Positive Sentiment

Intent to Purchase

Positive Marketing

Sound

Quality

Top Complaint

Strongest Affinities

900,881 posts

49% 10% 31% Endorsements

22% 11% Tech Issues

Basketball, Hip Hop,

ESPN

168,371 posts

63% 3% 52% Campaigns

23% 28% Tech

Issues

Travel, Health, Soccer

4

AFFINITIES

Individuals who discuss Beats tend to have strong affinities for basketball, pop and hip-hop, and other music platforms

Individuals who discuss Bose tend to have strong affinities for travel, health, soccer, and other consumer technology



Brand Beats


7

BRAND


BEATS ANALYSIS 08.01.13 – 02.06.14

QUICK HITS

890,472 Relevant Posts

TOTAL


PEAK DAY

SENTIMENT

42% Positive 23% Negative 35% Neutral

Bea

ts M

usic

Rel

ease

d

Brand: Drivers of Sentiment 890,472 Relevant Posts

• Positive sentiment was primarily driven by consumers expressing excitement towards the brand (25%) and intent to purchase Beats products in the future (10%).

• Customer Service only accounted for 1% of the positive conversation.

• Negative sentiment was driven by general dissatisfaction with the Beats brand (9%), as well as criticism towards their marketing campaigns (7%) and customer service (7%).

8

BRAND


BEATS ANALYSIS 08.01.13 – 02.06.14

9

BRAND TOPICS


BEATS ANALYSIS 08.01.13 – 02.06.14

Marketing Beats


11

MARKETING


BEATS ANALYSIS 08.01.13 – 02.06.14

QUICK HITS


TOTAL


PEAK DAY

SENTIMENT


Kae

pern

ick

‘Hea

r Wha

t You

Wan

t’ C

ampa

ign

Sher

man

‘Hea

r Wha

t You

Wan

t’ C

ampa

ign

Em

inem

& B

eats

Pill

Com

mer

cial

s D

ebut

R K

elly

/ Gag

a C

omm

erci

al

Marketing: Drivers of Sentiment 41,467 Relevant Posts

• On January 20th the day the Sherman ‘Hear

What You Want’ campaign aired during the NFL Playoffs, conversation peaked with 3,151 posts.

• Endorsements accounted for roughly 31% of positive sentiment towards Beats marketing.

• Only 2% found the campaigns to be

Aggressive/Annoying.

• Humor-driven campaigns only accounted for 1% of the conversation.

12

MARKETING


BEATS ANALYSIS 08.01.13 – 02.06.14

13

MARKETING TOPICS


BEATS ANALYSIS 08.01.13 – 02.06.14

Products Beats


15

PRODUCT


BEATS ANALYSIS 08.01.13 – 02.06.14

QUICK HITS

178,589 Relevant

Posts TOTAL

16,822 Relevant

Posts PEAK DAY

SENTIMENT

37% Positive 15%

Negative 47% Neutral

Bea

ts P

ill C

omm

erci

al D

ebut

Product: Drivers of Sentiment 178,589 Relevant Posts

• On August 25th, the day the Beats Pill Miley Cyrus campaign aired, conversation peaked with16,822 posts.

• Almost half of conversation was driven by consumers sharing links and news about Beats products.

• Sound quality accounted for less than 1%of negative sentiment.

• Issues with the technology was the largest

negative category at 11%. • Sound Quality was the greatest driver of

positive sentiment.

16

PRODUCT


BEATS ANALYSIS 08.01.13 – 02.06.14

17

PRODUCT TOPICS


BEATS ANALYSIS 08.01.13 – 02.06.14


Brand Bose


20

BRAND


BOSE ANALYSIS 08.01.13 – 02.06.14

QUICK HITS


TOTAL


PEAK DAY

SENTIMENT


Qui

etC

omfo

rt R

evie

ws

Brand: Drivers of Sentiment 165,661 Relevant Posts

• Almost half of the conversation was driven by

consumers sharing reviews and articles about Bose products.

• Positive sentiment was primarily driven by

comments surrounding the quality of Bose products (29%) as well as discussion about their customer service (5%).

• Negative sentiment was largely driven by

consumer discussion about how Bose products did not meet their expectations (13%).

21

BRAND


BOSE ANALYSIS 08.01.13 – 02.06.14

22

BRAND TOPICS


BOSE ANALYSIS 08.01.13 – 02.06.14

Marketing Bose


24

MARKETING


BOSE ANALYSIS 08.01.13 – 02.06.14

QUICK HITS


TOTAL

169 Relevant Posts

PEAK DAY

SENTIMENT


QC

20s

Fea

ture

d in

‘Blo

od R

ush’

QC

20

& S

ound

Link

Min

i Com

mer

cial

s Ai

r

Marketing: Drivers of Sentiment 2,254 Relevant Posts

• On November 6th, the day the QuietComfort

20’s were featured in television series ‘Blood Arrow’, conversation peaked with 169 posts.

• Over 50% of conversation was driven by

consumers expressing positive sentiment about Bose’s advertising campaigns.

• Neutral sentiment (16%) was driven by users sharing links and articles about Bose products and marketing.

• Negative sentiment represented just over

20% of conversation; this commentary stemmed from general discontent with Bose’s advertising campaigns.

25

MARKETING


BOSE ANALYSIS 08.01.13 – 02.06.14

26

MARKETING TOPICS


BOSE ANALYSIS 08.01.13 – 02.06.14

Products Bose


28

PRODUCT


BOSE ANALYSIS 08.01.13 – 02.06.14

QUICK HITS


TOTAL

940 Relevant Posts

PEAK DAY

SENTIMENT


Product: Drivers of Sentiment 30,192 Relevant Posts • Product conversation peaked on December

25th with 940 posts, as consumers discussed receiving Bose products as Christmas gifts.

• Roughly half of the conversation consisted of unfavorable product reviews; in particular, 28% discussed technical issues with their devices.

• Positive sentiment was primarily driven by excitement with the exceptional sound quality from Bose products (23%).

• Neutral sentiment was driven by users sharing links to articles about a range of Bose products.

29

PRODUCT


BOSE ANALYSIS 08.01.13 – 02.06.14

30

PRODUCT TOPICS


BOSE ANALYSIS 08.01.13 – 02.06.14

31

KEY TAKEAWAYS


BOSE VS. BEATS ANALYSIS 08.03.13 – 02.03.14

• Comparison of top personal sound system competitors Bose and Beats by Dre

• Beats uses endorsement-heavy marketing to promote their brand.

• Bose emphasizes product quality and functional attributes in their marketing.

• Both have strong positive brand discussion, but how does chatter about their products and marketing efforts compare?

• Analyzing consumers’ product experiences and campaign reactions on social media helped us understand what really drives loyalty to each brand.

• Positive sentiment for Beats marketing was significant, and tended to be driven by the athlete and celebrity endorsements.

• Negative sentiment for Bose products outweighed positive sentiment, and was mainly driven by technical issues.

• Affinities for Beats align with a younger, hip audience, while affinities for Bose reflect a more sophisticated, mature consumer base.

Appendix


33 C R I M S O N H E X A G O N . C O M

VERBATIM BEATS ANALYSIS 08.01.13 – 02.06.14

CATEGORY AUTHOR POST

Positive

General Positive @AGreenEagle Beats by dre are the best headphones

Intent/ Desire to Purchase @JassieBabeee I WANT SOME DRE BEATS

Marketing/Advertising @rlkkukg The beats speaker commercial is hot

Customer Service @_yblehs @beatsbydre has the absolute best customer service

Negative

General Negative @Legandary_FDA I sweat I hate beats by dre right now

Marketing/Advertising @dylanarm_ Whoever approved that beats pill commercial should be fired.

Customer Service/Tech Issues @BillieMyers Wow, Really bad customer service! @beatsbydre they can’t even send you out replacement

earbuds for free. Won’t be buying again I can tell you.


VERBATIM BEATS ANALYSIS 08.01.13 – 02.06.14


Neutral

Shared Articles/Links @AestheticBird Beats by dre https://t.co/fUvjloUuFa

Keywords: ((beats AND (audio OR music OR dre OR headphone OR "head phone" OR earphone OR "ear phone"OR earbud OR "ear bud" OR sound OR speaker OR pill)) OR beatsbydre) AND -(bids OR bid OR jobs)

• Posts about Beat products on sale were considered irrelevant to focus on consumer commentary. • Content sources included

• Full Twitter Firehose • English Content Only • Other sources (news, blogs, forums, Facebook) were not included

https://t.co/fUvjloUuFa


VERBATIM BOSE ANALYSIS 08.01.13 – 02.06.14


Positive

General Positive @PD_da_Phenom There’s no audio company better than Bose. I live by that.

Intent/ Desire to Purchase @balleyteel I want to buy a Bose sound system for my new room.

Marketing/Advertising @seharishxox I love Bose adverts.

Customer Service @Tommy_Crofti It’s official, Bose has the best customer service ever. #bose

Negative

General Negative @Glams_Eccentric And I immediately hate the Bose SIE2

Marketing/Advertising @brazy_zack9 That Bose commercial was lame af -_-

Customer Service/Tech Issues @slypup30VK Some advice… Don’t buy anything from Bose. Shambles of a company! Awful, awful, awful

customer service#


VERBATIM BOSE ANALYSIS 08.01.13 – 02.06.14


Neutral

Shared Articles/Links @amceo Bose AE2 audio headphones (Black) review: http://t.co/b7x53PrBsw

Keywords: Bose AND -(netaji OR subhas OR subhash OR chandra OR job OR bid OR bids)

• Posts about Bose products on sale were considered irrelevant to focus on consumer commentary. • Content sources included

• Full Twitter Firehose • English Content Only • Other sources (news, blogs, forums, Facebook) were not included

http://t.co/b7x53PrBsw

37

METHODOLOGY



WHERE DID THE DATA WITHIN THIS REPORT COME FROM? This report analyzes the size of and themes within the conversations around Beats and Bose audio products. The analysis was generated by Crimson Hexagon’s patented and proprietary analysis system. Crimson Hexagon was developed at Harvard University’s Center for Quantitative Social Science; its detailed methodology is publically available. WHAT SOCIAL MEDIA POSTS DO YOU ANALYZE? Crimson Hexagon actively collects content from across the social web; its proprietary content library holds almost 300 Billion posts. This index includes the Twitter Firehose — 100% of public Tweets—as well as a robust (though not complete) sample from Facebook, Sina Weibo, blogs, forums, comments, news sites, and more. The subset of the content analyzed for this report was determined by a set of keywords for each brand in each language. Details are listed in this presentation’s appendix. In addition, this report focuses on text-based content only; analytics for image-based social media will be provided at a later date by the marketing team. HOW WERE THE THEMES WITHIN THIS REPORT IDENTIFIED AND QUANTIFIED? Crimson Hexagon’s process begins with a human analyst, who identifies the most appropriate topics of conversation to quantify. The analyst then classifies a sample of Tweets that best represent those topics. After that, Crimson Hexagon’s algorithm determines what proportion of the conversation are part of the human-identified theme. WHO IS CRIMSON HEXAGON? Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Fast Company named Crimson Hexagon one of the Top 10 Most Innovative Companies on the Web. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSightTM platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, The United Nations, and many more. For more information go to: http:// www.crimsonhexagon.com

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Learn More


About Crimson Hexagon’s BrightView™ Algorithm

Click Here for An Introduction To BrightView ™ Algorithm

http://www.crimsonhexagon.com/social-media-intelligence/brightview-algorithm