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@hopeunlocked #NetBaseLIVE
IMPROVE YOUR SOCIAL STANDING: Examin ing the R i se and Fa l l o f Top Luxu ry B rands
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@hopeunlocked #NetBaseLIVE
WELCOME
Hope Nguyen VP of Marketing
NetBase @hopeunlocked
#NetBaseLIVE
@hopeunlocked #NetBaseLIVE
AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
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1. Sell via social 2. See how I rank versus competition 3. Protect my brand reputation 4. Predict what might happen in the future 5. Know what consumers say about my brand 6. Track brand campaigns and launches 7. Know what’s trending in my category 8. Product innovation 9. Improve customer care and experience 10. Other
Poll: What do you use social for today?
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What Marketing uses social for today
12.5 22.5
27.5 27.5
30 37.5
57.5 60
0 10 20 30 40 50 60 70
Other
Predict what might happen in the future
Protect my brand reputa>on
See how I rank versus compe>>on
Sell via social
Know what's trending in my category
Track brand campaigns and launches
Know what consumers say about my brand
Source: NetBase Poll 2014 (Marketers and Agencies)
% Agree, n=300+
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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
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
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Do you have a solid understanding of your unique social standing? And do you know how your competitors are performing?
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What if you could convert millions of consumer comments about luxury brand preferences into the most illuminating insights?
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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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NetBase Brand Passion Report: Luxury 2016
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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%
Fashion & Handbags
Automo>ve
Jewelry & Accessories
Ecommerce
Tech & Telecomm
Sports Apparel
TOP 45 INDUSTRY SPLIT
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Where were the Top 45 from?
32% USA
57% Europe
11% Asia
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Consumer Perception of Luxury is Evolving
• European luxury brands continue to dominate the global conversation
• But 2 American brands rise to the top 10. Who are they?
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It’s official…
Apple and eBay are places to go for luxury brands.
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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
GLOBAL NET SENTIMENT
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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Top Influencers for Luxury Brands
• While traditional news sources remain top influencers, specialized luxury blogs and forums are important and growing.
• Tech publications are becoming more active and influential.
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Top Forums for Luxury
forums.watchuseek.com
forums.macrumors.com
gminsidernews.com
skyscrapercity.com
forum.lowyat.net
forum.purseblog.com
reddit.com
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Top Blogs for Luxury
Luxguru.typepad.com
BusinessInsider.com
ShopinChic.info
HandbagsTonight.com
Express.co.uk
LuxuryDaily.com
BusinessofFashion.com
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AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
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Top 8 Watch Brands
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Watches are Winning the Hearts of Social Consumers
NET SENTIMENT (Direction of Feelings )
Overall Luxury Category = 59
PASSION INTENSITY (Strength of Consumer Feeling)
Overall Luxury Category = 69
77
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NetBase Brand Passion Index™
Love the updated Rolex Cellini collection. This Dual Time is pure elegance.
And as it stands right now, and for years to come, a smart watch isn’t a necessity. Hell, the Apple watch barely works unless you have an iPhone on your person. So it has no added utility over the iPhone.
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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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Comparison of Rolex and Apple Watch: What Changed and Why?
VS.
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Top 4 Brand Attributes for Each Watch Brand
Apple Watch Rolex Tag Heuer Patek
Philippe App Rich Legendary Beautiful
Work Clean Perfect Fit Functional
My New Genuine Smart watch Gorgeous
Succeed Reliable Authentic Wonderful
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AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
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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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Joined Posts Followers Following
Chanel June 2011 1,164 (939 or 81% pics/vids) 10.9M 0
LV June 2009 2,712 (1,520 or 56% pics/vids) 5.36M 13
(w/119 likes)
Comparing Numbers: Twitter
Twi=er
Data collected as of Jan. 26, 2016
VS.
2X
2.3X
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Joined Views Subscribers
Chanel Oct 10, 2005 210,197,856 510,833
LV Dec 17, 2005 60,157,285 115,939
Comparing Numbers: YouTube
Data collected as of Jan. 26, 2016
VS.
3.5X 4.4X
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Posts Followers Following
Chanel 290 9.6M 0
LV 1,266 9.2M 5
Comparing Numbers: Instagram
Data collected as of Jan. 26, 2016
VS.
4.4X
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People Talking Total Page Likes New Page Likes
Chanel 102,816 15,748,331 (+0.3% from last week)
53,918 (+53.2%)
LV 164,044 18,230,850 (+0.4% from last week)
65,841 (+10.9%)
Comparing Numbers: Facebook
Data collected as of Jan. 26, 2016
VS.
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Followers Views
Chanel 2,175,206 83,289,095
LV N/A 16,350,121
Comparing Numbers: Google+
Data collected as of Jan. 26, 2016
VS.
5.2X
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AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
@hopeunlocked #NetBaseLIVE
Know what your consumers are
talking about and where they share or
get information.
Know who your VIP influencers are and connect with them.
Obtain accurate insights on the Net Sentiment of your
consumer, historically and
today.
Know more about your category and your competitors to stay ahead of the
game.
Know your followers and build out your follower and fan
base.
Assess how different social channels are
working for you.
10 Social Tips to Improve Brand Position
1 2 3
4 5 6
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Track launches, events, and campaigns in real time.
Get a grip on consumer emotions (the heartbeat of brand
preference).
Drive one source of truth across the entire business.
Be ready to detect a risky situation early and take action.
10 Social Tips (cont.)
7 8
9 10
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GLOBAL RANKING
PASSION & SENTIMENT CONSUMER BEHAVIOR
TOP INFLUENCERS CONSUMER EMOTION
GEO & GENDER
YOUR BRAND HERE
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Understand Your Business More Completely
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A deeper understanding of Luxury makes it clear that the category is personal and evolving for individuals. Technology is bringing innovation to Luxury, and we can be sure that future years will see more surprises beyond. 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. Brands like Chanel and Rolex have figured out how to build consumer love with success. We can certainly learn from them.
In summary…
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AGENDA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY • KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS • HOW EMOTIONS PLAY A ROLE • TOP BLOGS & FORUMS
• DEEP DIVE: WATCHES
• WHO’S WINNING
• SOCIAL TIPS
• Q&A
@hopeunlocked #NetBaseLIVE
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