Wave social media quarterly q4 2010

Wave: social media quarterly

Q4, 2010: the
importance of
stimulating
discussion
11th January 2011

Contents

1 Executive summary 4

2
Premium brands begin to talk less about products and
more about lifestyle (Lacoste, Burberry, Chanel) 10

3
Brands encourage product-specific discussion to drive
purchase consideration (Gucci, Xbox, BMW, Zara) 14

4
Linking social media back into the real world helps drive
engagement (HMV, Ralph Lauren, Smirnoff) 19

5
Tried and tested competitions and giveaways continue to
work well (Corona, Netgear, Sony Ericsson, Pizza Express) 23

6 Some brands begin to successfully monetise social media
(Panasonic)
28

31

Page 2 October 2009
11th January 2011 Proprietary and confidential. All rightsAll rights reserved
Proprietary and confidential. reserved
Page 2 October 2009 Proprietary and confidential. All rights reserved

About Wave:

• Wave: provides insight into the latest social media marketing – online, on
RSS and Twitter and in weekly emails via the Wave: website
• This document provides an overview of some of the most interesting
developments in social media marketing during Q4 2010

Page 3 October 2009

1. Executive summary

Page 4 October 2009

Premium brands begin to talk less about
products and more about lifestyle...
• During Q4 2010, a number of brands
used non-product specific social media
content in order to focus consumer
attention on their wider brand image
• Premium fashion brands like Burberry
and Lacoste posted brand-related
content around sport and music:
 Although some consumers remained focused on
the brands’ products, others reacted to the
content and focused positively on the wider
brand image

• Other premium brands like Chanel used
big name celebrities to boost
engagement:
 Whilst this strategy did raise awareness, much of
discussion revolved directly around the celebrity
figures, rather than the Chanel brand

Page 5 October 2009

...but other brands encourage product-specific
discussion which can drive purchase consideration
• For other brands, encouraging
consumers to focus more closely on
their product range can drive purchase
consideration
• Gucci, Xbox and BMW encouraged a
tighter focus on specific products:
 This led more consumers to actively say they
were considering purchasing, but also stimulated
some criticism of the specific product

• However, product discussion does not
necessarily drive purchase
consideration:
 Brands like Zara successfully engaged
consumers with their product range, but failed to
drive purchase consideration

Page 6 October 2009

Linking social media back into the real world helps
drive engagement
• Q4 2010 saw numerous brands
successfully linking social media back to
real world events and initiatives
• Brands like Smirnoff and Ralph Lauren
promoted large-scale events:
 Smirnoff’s Nightlife Exchange Project and Ralph
Lauren’s 4D London Light show drove significant
consumer engagement with the brands and
events

• Others used a similar approach, but on a
slightly smaller scale:
 HMV successfully used Twitter and Facebook to
promote and publicise in store events

Page 7 October 2009

Tried and tested competitions and giveaways
continue to work well
• Q4 2010 also demonstrated that tried
and tested promotional techniques
continue to work well in social media
• Various brands successfully drove social
media engagement via competitions and
rewards:
 Corona offered a chance to appear on the Times
Square billboard, while Netgear and Sony
Ericsson provided product giveaways
 Pizza Express also engaged consumers via a
“Create your own Pizza” challenge

Page 8 October 2009

Some brands begin to successfully monetise
social media
• Q4 2010 saw some brands begin to
monetise social media:
 A few brands have integrated Facebook pages
with online stores and combined this with
exclusive offers and discounts for their Facebook
fans

• For example, Panasonic now offer
exclusive offers and discounts to their
US Facebook fans alongside an
integrated Facebook store:
 Consumers discuss these offers positively, but
the strategy also drives purchase consideration

Page 9 October 2009

2. Premium brands
begin to talk less
about products and
more about lifestyle

Page 10 October 2009

Burberry Acoustic links brand with “quality” music
and “cool” artists, rather than specific products

Key takeaways

Both Burberry products and wider Burberry projects discussed

Consumers thank Burberry for providing “quality” music

Fans link Burberry brand to “emerging” and “cool” artists

Burberry: % buzz by topic of discussion
About the campaign
Brand Burberry ‘ This music rocks – just
Premise “Bands Burberry believes in"
like Burberry... beautiful! ’
Approach Burberry promote emerging music
artists, wearing their products, via a
dedicated tab on their Facebook fan- ‘ That's a cool video! And he
page actually looks good in that
YouTube 1 million+ views jacket!! Great song too! ’
Facebook 3.5 million likes
‘ This song just screams the
Burberry way of life. I love it ’

Click here for full story and analysis


Lacoste utilise fashion and non-fashion content to
engage consumers with brand and products

Key takeaways

Both Lacoste products and wider brand discussed

Consumers love “elegant” and “beautiful” clothing

Brand fans engage, saying they “love” the “stylish” brand

Lacoste: % buzz by brand attribute
About the campaign
Brand Lacoste ‘ Lacoste is my favourite
Premise “A lifestyle brand”
brand in the world ’
Approach Lacoste use a Facebook to publicise a
mixture of fashion and non-fashion
related content, including their ‘ Like this. Keep supporting the
sponsorship of the ATP tour
success of Lacoste and ATP ’

‘ I love Lacoste because it's la
créme de la créme ’



Talk of big-name celebrities drives interest in Bleu
de Chanel fragrance

Key takeaways

Scorsese involvement moves focus away from Chanel brand

Fans praise Scorsese’s role, focusing positively on creative and
describing Scorsese as “established” and “the best”

Some also praise “lovely” Bleu de Chanel product, but main
focus remains on celebrity figures

Chanel: % buzz by discussion topic
About the campaign
Brand Chanel – Bleu de Chanel ‘ Wow! A new Chanel
Premise “Be unexpected” fragrance... and with
Approach Chanel promoted their new Bleu de Scorsese too! Great! ’
Chanel fragrance through an online
creative directed by Martin Scorsese ‘ Martin Scorsese can even
Facebook 2.7 million likes make me watch a perfume
commercial ’
‘ I smelled this on a certain
someone and he and I both loved
it more then anything else we
Click here for full story and analysis smelled in the entire mall ’


3. Other brands
encourage product-
specific discussion
which can drive
purchase
consideration


BMW offer product-centric content, which leads
potential owners to consider purchase

Key takeaways

Over 70% of BMW discussion focuses around products

Most praise BMW models, saying they are “great drives”

High degrees of product-centric discussion leads to some
negativity towards “impractical” models

Nonetheless, product-centric content encourages participation
from potential owners, some of whom are “considering” a BMW
BMW: product sentiment
About the campaign
Brand BMW ‘ It’s a beauty. The eyes
Premise “Sheer driving pleasure" hypnotize you. It simply
Approach BMW use a variety of social media glides. What a convertible ’
content to engage consumers, but much
focuses on specific new models, rather ‘ I love Beemers, but the X6 is
than the wider brand
freaking hideous ’
Facebook 4 million likes

‘ BMW makes me feel good, I
just love driving our Beemer ’



Gucci buzz driven by products, with many
consumers saying they will consider purchase

Key takeaways

Over 60% of buzz on Gucci’s Facebook page focuses on
products

Most praise Gucci products, saying they “love” their ranges

However, some negativity is expressed towards “out-dated”
watches and glasses that are “too big”

One third of consumers on the page mention considering
purchasing Gucci products Gucci: % buzz by topic

About the campaign ‘ I need a pair of those 3D
Gucci glasses! ’
Brand Gucci
Premise “Steeped in glamour, famed for fashion"
Approach In contrast to other high fashion ‘ Gucci has the best clothing for
brands, Gucci uses its Facebook group men ever ’
to primarily post content centred
around its products, rather than its
wider brand and lifestyle image ‘ I’m in love with that Gucci
Facebook 3 million likes perfume ’



Xbox shows how a brand can get consumers to
discuss why they “want” their products

Key takeaways

Over 85% of discussion on the Xbox Facebook page focuses on
products, including games, accessories and Xbox Live

Most say they “love” the “amazing” games

Close focus on products drives some to criticise the “slow”
Kinect accessory and say some games “fail”

One in five posters express purchase consideration
Xbox: product sentiment
About the campaign
Brand Xbox ‘ Ghosts and Gouls is the
Premise “Jump In"
best game ever made ’
Approach As Christmas approached, Xbox posted
official product reviews several times a
day highlighting the latest games and ‘ Xbox Kinect is the best ever, I
the new Kinect product
love it ’

‘ It’s so slow and unresponsive –
a waste of money in my opinion ’



Light social media strategy leads to product
focus, but less purchase consideration

Key takeaways

Around a third of consumers discuss Zara’s products on their
Facebook page

Many consumers also express their “love” for Zara’s “cool”
brand

However, consumers fail to express their purchase
considerations, with only a few consumers saying they “must
have” the latest “fashion collections” and “clothes”
Zara: % brand buzz vs. purchase
About the campaign consideration

Brand Zara
Premise “Zara" ‘ I love Zara ’
Approach Zara have light social media approach,
posting content related to their latest
collections infrequently, with new
content appearing around once every ‘ Zara is super cool ’
week
‘ Zara is the best clothing shop
ever ’



4. Linking social media
into the real world
helps drive
engagement


Smirnoff get consumers “raving” about their
Nightlife Exchange Project
Key takeaways

Consumers engaged with project, saying they “can’t wait” to go
to the parties and thanking Smirnoff for putting them on

A minority also focus positively on the Smirnoff product

Smirnoff: % buzz by topic

About the campaign
Brand Smirnoff ‘ The party was so cool, I want
Campaign The Nightlife Exchange Project to go again! ’
Approach Smirnoff used Facebook to encourage
consumers to give their ideas for
their country’s ultimate night out,
which would then be swapped with ‘ I’d like to attend the party,
another country to allow them to this is such a cool idea ’
experience it

‘ I drink Smirnoff every
weekend! ’


Ralph Lauren’s 4D Light Show shines spotlight
on its fashion ranges

Key takeaways

The event drives increased positive engagement around the
Ralph Lauren product ranges, as well as the Light Show

Consumers also talk explicitly about the Light Show itself,
praising it as “revolutionary” and “amazing”

Ralph Lauren: % buzz and score by topic

About the campaign
Brand Ralph Lauren ‘ I’m going to order the Vice Box
Campaign 4D Light Show with glasses for my Dad ’
Approach: Ralph Lauren promoted a wide range
of content focused on gift ideas,
product features and the “world’s first ‘ The Polo Modern Reserve is
4-dimensional light show” at its the best fragrance! ’
London Store

‘ Ralph Lauren clothes are
wonderful! ’



HMV drive real world footfall, with consumers
engaged with announcements of in-store events

Key takeaways

Consumers focus positively on HMV events, as a result of
promotional posts on the HMV Facebook and Twitter pages

Although HMV products are more of a secondary topic,
consumers discuss the products they “will buy” at HMV

HMV: % buzz and score by topic

About the campaign
Brand HMV ‘ You're great for running
Event: In-store events these events – thanks. Will
Approach HMV used their Facebook wall and
Twitter page to promote several in- we be able to buy the
store events each day, including album? ’
book signings and album launches
Facebook 25,000 likes ‘ Can't wait, you're too
Twitter 8,398 followers good to us HMV, thank
you ’
‘ Nice to see HMV making
Click here for full story and analysis an effort for people who
care about gaming! ’


5. Tried and tested
competitions and
giveaways continue
to work well


Corona’s Big Likeback competition gets
consumers talking on Facebook

Key takeaways

The competition builds engagement, with consumers saying
they “want to appear” on the billboard

Consumers also express their “love” for Corona in talking about
the competition, saying it is the “best beer ever”

A minority of consumers express their intention to buy Corona
Light, saying “the weekend is Corona time”
Corona Light: % buzz by type
About the campaign
Brand Corona ‘ I really want to appear on
Campaign Times Square Billboard that billboard! ’
Product Corona Light
Premise The Big Likeback
Approach Corona launched a competition in ‘ My photo will be perfect for
which Facebook fans were entered in Times Square! Pick me! ’
a competition to appear on a billboard
in Times Square
Facebook 228,000 likes ‘ Corona: what a great beer!
Who else would do this for their
fans? ’


Giveaway gets consumers buzzing about
Netgear and their products

Key takeaways

Consumers engage positively with the “amazing” and “fantastic”
competition giveaways

Consumers also discuss Netgear products, with some saying
they are “excellent” and “lightening fast”

However, the focus on products leaves some lapsed Netgear
customers to say their products “don’t work”
Netgear: % buzz by topic

About the campaign
Brand Netgear ‘ I just bought a WNDR3700: it’s an
Premise Win Your Wish List
amazing router ’
Approach Netgear offered competitions on their
Facebook wall to their relatively small,
but committed, group of fans
Facebook 7,600 likes ‘ The ReadyNAS Ultra 4
is a great price ’

‘ Thanks so much Netgear for
the contest! ’


Sony Ericsson’s social media giveaways engage
consumers with products and the brand

Key takeaways

Consumers engage most with Sony Ericsson’s products, saying
they are a “must have”

Although the giveaways drive a lower proportion of discussion,
consumers are very positive towards the “brilliant” offers

Sony Ericsson: % buzz and sentiment by
About the campaign type

Brand Sony Ericsson ‘ I love my Xperia X10, it’s
Campaign Facebook Competitions really cool and portable ’
Premise Fan of the Week
Approach Sony Ericsson gave away its products
on its Facebook page, including the ‘ East or West, Sony Ericsson is the
Xperia X10 and Vivaz Ruby best! ’

‘ I hope to win the Xperia X10
mini! ’



Competitions successfully stimulate interest
around Pizza Express

Key takeaways

Many consumers are prompted to engage with the competitions
posted on the Facebook wall

While the competition drives significant discussion, it is part of a
wider community in which many other topics are talked about

Pizza Express: % buzz prompted by
competition vs. unprompted
About the campaign
Brand Pizza Express ‘ I love Pizza Express’ pizzas! ’
Campaign Facebook Competitions
Premise Famed for bringing pizzas to the
UK
‘ The food always takes
Approach Pizza Express ran a “Create A too long to arrive when I
Pizza” challenge, with a cash go to Pizza Express ’
prize for the recipe that wins the
public vote ‘ I’m loving the Create A Pizza
Facebook 42,000 likes challenge! ’



6. Some brands begin
to successfully
monetise social
media


Panasonic combine exclusive offers and Facebook
store to stimulate purchase consideration

Key takeaways

By providing exclusive content and offers for their Facebook
fans, Panasonic encourage their following to grow

Over 50% of consumers have already purchased or are
considering purchasing, driven by the integrated Facebook store

Panasonic: % buzz by topic
About the campaign
Brand Panasonic ‘ G2 and SD60 the best
Campaign Exclusive Facebook store deals in my opinion... ’
Premise Become a fan & get access to
exclusive content
Approach Exclusive reductions and offers offered ‘ It’s great that these offers are
to Facebook fans, combined with a available – I’ll probably be using
store integrated into their Facebook it ’
page
Facebook 80,000 likes
‘ Wish these offers were
available in the UK as well ’



Appendix: about
WaveMetrix


WaveMetrix is the global leader in buzz research

Our analysts can only major social
• We are the
read, interpret
media monitoring company to
and classify capture buzz, but
not just
every actually read it
customer
comment, in any
• Our analysts can read, interpret
language from
and classify every customer
any social media
comment, in any language from
any social media
• We work with many of the
We work with
world’s leading many of the
brands
world’s leading
• Our clients choose us because
brands
we don’t just measure buzz, we
help them understand and act
on it


For more information:

info@wavemetrix.com
+44 (0)207 681 6257

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Wave social media quarterly q4 2010

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