Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands

@hopeunlocked#NetBaseLIVE
IMPROVE YOUR SOCIAL STANDING:
Examining the Rise and Fall of Top Luxury Brands

WELCOME
Hope Nguyen
VP of Marketing
NetBase
@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

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?

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+

Brand analysis1
2
3
Competitive intelligence
Campaign tracking
4 Product innovation
5 Customer care
Leverage Social for…
Testimonial advertising6
7
8
Influencer marketing
Risk management
9 Purchase intent
And more10

Do you have a solid understanding
of your unique social standing?
And do you know how your
competitors are performing?

@hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
What if you could convert
millions of consumer
comments about luxury
brand preferences into the
most illuminating insights?

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

NetBase Brand Passion Report: Luxury 2016

What is the Luxury Conversation about?

Which Brands Own the Conversation?
18.8%
9.3%
71.9%
MENTIONS BY TIERS
Top 15 Top 16-30 Top 31-45

In Which Industries Were the Top 45 from?
36%
31%
13%
9%
9%
2%
Fashion
&
Handbags

Automo>ve

Jewelry
&
Accessories

Ecommerce

Tech
&
Telecomm

Sports
Apparel

TOP 45 INDUSTRY SPLIT

Where were the Top 45 from?
32%
USA
57%
Europe
11%
Asia

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?

It’s official…
Apple and eBay are places
to go for luxury brands.

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

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

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.

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.

Top Forums for Luxury
forums.watchuseek.com
forums.macrumors.com
gminsidernews.com
skyscrapercity.com
forum.lowyat.net
forum.purseblog.com
reddit.com

Top Blogs for Luxury
Luxguru.typepad.com
BusinessInsider.com
ShopinChic.info
HandbagsTonight.com
Express.co.uk
LuxuryDaily.com
BusinessofFashion.com

Top 8 Watch Brands

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

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.

Where are you on the Brand Passion Index™
?
Hate
Dislike
PassionIntensity
Net Sentiment
Love
Like
Let customer passion drive
your next move.

Comparison of Rolex and Apple Watch:
What Changed and Why?
VS
.

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

Which luxury brand
reigns supreme?

2014 Social Media Winner was Louis Vuitton

Who was Winning the Hearts of Consumers in 2015?
Cartier Coach
Gucci Hermes
Chanel
PorscheLouis Vuitton
BurberryArmani
Hugo Boss
Prada
Fendi
BMW
Marc Jacobs
Tiffany & CoTesla
Ferrari
Kate Spade
Apple
Rolls-Royce

2015 Winner is Chanel

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

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

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.

Instagram

4.4X

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
Facebook

Data
collected
as
of
Jan.
26,
2016

VS.

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

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

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

GLOBAL RANKING
PASSION & SENTIMENT CONSUMER BEHAVIOR
TOP INFLUENCERS CONSUMER EMOTION
GEO & GENDER
YOUR
BRAND HERE
Understand Your Business More Completely

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…

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

Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (8)

Ähnlich wie Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands

Ähnlich wie Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands (20)

Mehr von NetBase Solutions Inc.

Mehr von NetBase Solutions Inc. (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Improve Social Standing: Examining the Rise & Fall of Top Luxury Brands