Report: Social Media Across the Business

Report/SocialMediaAcrosstheBusiness/2013
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Six Retail Use Cases
Social Media Across the Business/ 2013

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Contents
“ Brandwatch is a very powerful, very versatile tool that
in measuring and evaluating our social media data.
and the functionality, plus surprising value for the
”
Consulting Analyst
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Brandwatch Report
Social Media Across the Business

Every day, customers turn to social media throughout their overall experience or
“lifecycle” with a business. With consumer businesses, such as retail, it happens
virtually every minute as customers mine and post to the social web about brand
recommendations, tap into the latest product research, and make complaints when
Introduction/

Overview/
industry, to demonstrate the different ways businesses
can use social media to add value.
Use Case Retail Brand

With so many means of online communication now available to us 24/7,
news is shared and spread with unprecedented speed. This presents
Use Case/

Brand spotlight:
The situation:
A potential reputation crisis in the making
manatee gray
Target quickly responded
Use Case/ PR Risk Mitigation/ cont...

Insights: Velocity shows an emerging risk
how the conversation spread
0
200
400
600
800
1000
1200
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29-Apr-13
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MENTIONS
KEY: BLOG FACEBOOK FORUM GENERAL IMAGE NEWS REVIEW TWITTER
TREND BY CHANNEL

the majority found it amusing
to turn something potentially
negative
Twitter/
User Post/
Twitter/
User Post/
KEY: FUNNY OVEREACTION NEUTRAL
OFFENDED STOP SHOPPING
CONSUMER REACTION

As a place where information moves rapidly, the social web is full of comment and
opinion. The inclination of consumers to discuss ads online makes it the perfect
media spend to them.
Use Case/

Brand spotlight:
The situation:
ship my pants.”
a test platform
Use Case/ Market Testing/ cont...

Insights: More Twitter buzz with TV advertising than purely online publishing
Insights: Follow-up uses momentum and gets bigger online reaction
0
1000
2000
3000
33333333
KEY: BLOG FORUM
“BIG GAS
SAVINGS”
TV
ADVERTISING
BEGAN

Key takeaways: Follow-up ads can capitalize
on momentum for buzz volume but
popularity not guaranteed
Twitter/ @JoePolek
User Post/
Twitter/
User Post/
Big Gas SavingsShip my pants on TVShip my pants online
KEY: POSITIVE NEUTRAL NEGATIVE
42%
46%
16%
58%
54%
84%

effective
Measuring the impact of advertising campaigns is essential in any marketing
channel, and social media presents various ways of measuring advertising
effectiveness that are not restricted to online initiatives.
Use Case/

Brand spotlight:
The situation:
Use Case/ Campaign Effectiveness/ cont...

Insights: Biggest spikes for Beyoncé and Beckham but more prolonged
conversation for Lana Del Rey
This chart shows daily volumes of conversation associating these celebrities with H&M as a percentage of total buzz for the
H&M brand each day. This demonstrates the relative impact that each spokesperson had on the brand, and tracks consumer
interest in the campaign over time.
Lana Del Rey saw a lesser but more prolonged reaction, driven by engagement from loyal fans of the singer.
David Beckham and Beyoncé saw the largest initial reactions, with Beyoncé creating a secondary peak with the release
of ads for her bikini range.
0
10
20
30
322
KEY: BLOG FORUM O

Insights: Beyoncé drives most purchase
intent despite Beckham generating
more buzz
Beyoncé
shopping bagsTwitter/
User Post/
Twitter/
User Post/
0
20000
40000
60000
80000
100000
Vanessa
Paradis
Lana
Del Rey
BeyonceDavid
Beckham
0
1%
2%
3%
KEY: TOTAL MENTIONS PURCHASE INTENT
TOTALMENTIONSOFCELEBRITY
%CONTAININGPURCHASEINTENT

Insights: Success of endorsements varies across markets
highlight opportunities for strategic optimization Swedish
0
10
20
30
40
50
60
Netherlands
Sw
eden
United
Kingdom
G
reece
US
Republic
ofIreland
France
Sw
itzerland
Spain
Belgium
Denm
ark
Latvia
Austria
G
erm
any
Portugal
Luxem
bourg
Norw
ay
Italy
Czech
Republic
Finland
Poland
KEY: BEYONCE DAVID BECKHAM GUY RITCHIE LANA DEL REY VANESSA PARADIS
ENGAGEMENT WITH CELEBRITY ENDORSEMENTS
ENGAGEMENT
(weightedbypopulationin00,000s)
MORE ENGAGED WITH CELEBRITY ENDORSEMENTS

Brand spotlight
It’s now widely accepted among brand strategy professionals that a brand is
not something dictated by a business, but the sum of public perceptions of that
business. Of course, a business can aim to shape that perception, but in order
Use Case/

Situation: Understanding consumer sentiment in different markets
genuine consumer conversation
Insights: UK more polarized than Germany, reputation poorest in Mexico
Use Case/ Reputation Management/ cont...
MexicoGermanyUK
CONSUMER SENTIMENT TOWARD H&M
Established markets New market (2012)
22%
30%
47%
10%
80%
10%
28%
38%
34%

Insights: Top problem areas differ
across markets
In the UK
In Mexico
German
Use Case/
Key strengths and areas in need of improvement
relative size
positive
negative
RED
GREEN
UK DE MX
Service Perception
2% 2% 5%
7% 2%
Brand Reputation
3% 3% 7%
3% 6% 4%
13% 4% 6%
Purchase Motivation
20% 6% 9%
4% 1%

Use Case/
Insights: Mexican consumers dislike uniformity
uniformity of fashion
shape messaging variety and individuality
culturally similar markets
marketing decisions
Twitter/
Twitter/
“Ahora toda la
gente va a tener AE, F21
y H&M... Qué horror, qué
horror, qué horror”
“Y así fue como una
vez más, gracias a la
apertura de F21 & H&M,
todas las mexicanas tendrán
la misma ropa. #tipico”

Use Case/ Reputation Management/ cont...
Manual sample analysis can surface naturally
occurring consumer concerns and potential
“unknown unknowns” for a brand
Insights: Sizing causes brand
perception issues across
all markets
self conscious
negative body
image
Twitter/
User Post/
Twitter/
User Post/
MexicoGermanyUK
2%
2%
2%
2%
2%
4%
1%
ISSUES WITH SIZING/FIT

Trend spotlight:
The social web is also a natural hotbed for discussion around emerging trends, and
this can be extremely powerful for informing product development strategy.
Use Case/

Situation: Queries that go beyond brands
Use Case/ Trend Analysis/ cont...
Geometics Monochrome Kitten Heels

Insights: Some trends emerge in different markets simultaneously,
others peak at different times
emerging trend that is
0
1
2
3
Ma 132Ma 12
KEY: UK U
0
1
2
3
Ma 132Ma 12
KEY: UK U

0
1
2
3
Ma 132Ma 12
KEY: UK U
Insights: TV spike highlights underlying trend of negativity toward kitten heels
resonating less
Monochrome
Kitten
Heels
Geometrics
US CONSUMER SENTIMENT UK CONSUMER SENTIMENT
100%
74%
26%
45%
55%
94%
94%
6%
6%
97%
2%
KEY: POSITIVE NEGATIVE
“TAKE
ME OUT”

Widespread public adoption of social media has been followed by businesses
embracing online space and making direct and personal brand-to-consumer
engagement a commonplace aspect of marketing communications.
Use Case/

Brand spotlight:
Use Case/

0
1
2
3
KEY:
13 13
The Situation: Evaluate engagement strategies
This analysis breaks down three types of consumer engagement with the major ASOS Twitter accounts, allowing community
managers to better understand which engagements have driven the best response in terms of increasing consumer interaction
and raising awareness.
Insights: Hashtag competitions drive peaks in engagement volume
ASOS sees the biggest peaks in consumer interaction when running competitions involving hashtags and in sales periods. A
shoe giveaway competition drove the highest response in terms of increased direct tweets (using @) to the brand’s accounts.
Use Case/ Customer Engagement/ cont...
MID-SEASON
SALE
#BEST
NIGHTEVER
COMPETITION
@LOVE
HOLIDAYS
COMPETITION
#BLISS
LUCKYDIP
COMPETITION
#SHOE
PAIRS
COMPETITION
Based on all activity for combined major ASOS Twitter accounts.

Situation: Monitor @ replies over time
In this example, we’ve applied categories to the @ replies for general complaints and then sub-categorized by delivery problems
and faulty goods, but many relevant KPIs could be applied.
Insights: Complaints trending down, but more should be expected in December
The dotted trend line shows that complaints made to the brand trended downward over the past seven months. Increased holiday
trade resulted in a period of heightened complaint levels. There was also a peak in delivery problems reported at the end of
December, as some items arrived after Christmas. This analysis could be used to inform and benchmark success for next year.
KEY:
13 13

Insights: ASOS less responsive to tweets than Zappos
The breakdown of different types of Twitter account activity reveals a similar pattern of use between the two brands, suggesting
broadly similar strategies in terms of use of #tags and encouragement of RTs. The main difference (and point of learning
for ASOS) lies in the reply rate. The reply rate for a brand’s Twitter accounts indicates how responsive that brand is to their
consumers, by working out what proportion of consumers received a response when they sent a direct tweet to the brand.
Benchmarking against Zappos, a US brand with similar credentials, ASOS’s reply rate is relatively low, indicating that
improvements could be made to the responsiveness of community managers.
Based on all activity for combined major ASOS/ZAPPOS Twitter accounts.
ZAPPOSASOS
KEY: #TAGS OF THE BRAND OTHER MENTIONS OF THE BRAND RTS OF THE BRAND TWEETS TO THE BRAND
TWEETS/RTS BY THE BRAND REPLIES BY THE BRAND
REPLY RATE*: 12% REPLY RATE*: 33%
10%
TWEETS BY OTHERS
TWEETS BY BRAND
10%
49%
34%
49%
12%
27%
< 1<1 %
< 2%
22%%
>
55%%
>>
7%
>
< 4%
9%

with the brand (employees, for example). Tweeters frequently mentioning ASOS over the last seven months were ranked by
that vintage fashion is the top tweeters’ main topic of interest. There may be an opportunity for ASOS to collaborate with authors
* Impact is a new metric from Brandwatch that ranks authors and sites according to both how much content is created and the potential of that content to be viewed by others. It is calculated on a logarithmic scale between 1-100, with 100 being
the highest possible impact for each data set.
AUTHOR IMPACT FOLLOWERS
HIGH IMPACT TWEETERS HIGH IMPACT TWEETER DISCUSSION TOPICS:

Rules-based categorization: Manual sentiment and thematic analysis:
Various methodologies were employed to detail the use cases in this report.
Some of them were executed within the Brandwatch social monitoring and
analytics platform, and others were custom methodologies applied to exported
Detailed Methodology/

Automated sentiment, tailored using rules: Cross market comparisons, weighted by population:
Building author groups:
Detailed Methodology/ cont...

With practical examples using real data about a selection of big brands in the retail
industry, we’ve shown the different analytical methods you can use to leverage the
power of social media conversations.
Summary/

Brandwatch Report
Thank you /

Report: Social Media Across the Business

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Report: Social Media Across the Business