+

SOCIAL MEDIA PRESENTATION

Liza Saracini

NICOLE RICHIE

Dr. Lenita Davis | MKT 473 – 003 | 10/13/14

+EXECUTIVE SUMMARY

Nicole Richie is a celebrity, actress, fashion designer, and reality television star

Current fashion line- House of Harlow 1960

Line includes jewelry, clothing, handbags, shoes, and sunglasses

Research objectives: Determine Richie’s social media status (individually and

through House of Harlow 1960) on various platforms Compare to other lines in her current and potential industries Determine how she can expand and improve her social media

status

+Celebrity Presence on Social Media Research Description

Twitter, Facebook, Instagram- each brand’s personal page, October 2014

www.twittercounter.com - frequency of tweets

www.twitterstats.com - influence of tweets

www.socialblade.com - instagram statistics such as follower and like ratios

+CELEBRITY PRESENCE ON SOCIAL MEDIA

+Twitter

www.twitter.com/nicolerichiewww.twitter.com/candidlynicolewww.twitter.com/hoh1960

+www.twittercounter.com

+www.tweetstats.com

+

+Instagram

+www.socialblade.com

+Facebook

+Recommendations for Social Media Presence

Expand to New Platforms of Social Media

Increase interactions with fans

Better promotion of current brands and projects

+ANALYSIS OF SOCIAL MEDIA CONTENT

Main accounts utilized: Personal- @nicolerichie (twitter and instagram) Brand- @hoh1960 (twitter) and @houseofharlow1960

(intsagram)

+Research Description

Twittercounter.com- July 12, 2014 – October 12, 2014 (last 3 months)

Foller.me- Based on last 100 tweets

Twtrland.com- 2010-2014 @hoh1960, 2009-2014 @nicolerichie

Socialmention.com

Instagram.com (/nicolerichie, /houseofharlow1960)

Twitter.com (/nicolerichie, /hoh1960)

+Topics Tweeted About@NicoleRichie

tone- blunt, honest, “candid,” transparent, mostly positive, sarcastic, funny, consider mostly positive (socialmention.com) topics involve her personal life

Traveling #CandidlyNicole music 15% (promotes her husbands music) fashion 10% Personal thoughts and comments

Ex: Torn between being a role model for my sister, or using her as a designated driver…. #CandidlyNicole

+Topics Tweeted About@hoh1960

considered a top influencer hashtags

#hoh1960, #candidlynicole, #nicoleinNYC, #borntostyle mentions and interactions with

Bloomingdales, Nicole Richie, Vogue, Rolling Stone, Designer Brands

Frequently used words: sunburst cuff, perfect, creative, weekend, sunglasses,

summer, necklace, director, and Nicole Richie influencer for topics- fashion, blogging, styling

+Affect of Tweets

@NicoleRichie

4 million followers, reaches around 40,000 followers per tweet 58% 18-24 years old 20% 25-34 years old

@HouseofHarlow

15.8 thousand followers utilizes mentions about 60% of tweets, 75% use hashtags,

around 30% of her twitter feed are retweets hashtags

#hoh1960, #candidlynicole, #nicoleinNYC, #borntostyle

+Promotional vs Private Life

Similar accounts, mentions between each other

Overlap of some posts

Both accounts use #CandidlyNicole #HouseofHarlow1960

+Promotion

+Products

+Global Reach

@NicoleRichie 58% are from the US 23% Australia 8% from LA

@Hoh1960 59% from USA 15% form NYC

+Recommendations

Opportunities: Aim for higher engagement of magazines, fashion blogs, etc.

HOH accounts have a fraction of followers compared to Personal Account 10% for Instagram Account  0.3% for Twitter Account·     

Should focus efforts on getting more loyal followers for brand accounts Continue using overlap between the two accounts Make a promotion for following or retweeting brand accounts

+SOCIAL MEDIA USE BY THE INDUSTRY RESEARCH DESCRIPTION

Sprinklr.com- used to find top social media brands (Burberry and Michael Kors) and what platforms they use (July 2013)

Twitter, Facebook, Instagram- each brand’s personal page, October 2014

Used Mintel to see why social media is relevant to the industry

+SOCIAL MEDIA USE BY THE INDUSTRY

Brand Followers

Following

Tweets Join Date

Burberry (@Burberry)

3.24 Million

187 6,805 June 2009

Michael Kors (@MichaelKors)

2.27 Million

583 6,581 June 2010

Elizabeth and James (@elizandjames)

113 Thousand

587 7,341 April 2009

Tibi (@Tibi) 23.4 Thousand

448 8,072 August 2009

House of Harlow (@HOH1960)

15.8 Thousand

817 2,759 August 2010

****Leading Brands

****Richie’s Brand

TWITTER ANALYSIS

As of October 2014

+SOCIAL MEDIA USE BY THE INDUSTRY

Brand Tweets with #Hashtags

Tweets with Links

Tweets with Media

Burberry (@Burberry)

52% 38% 76%

Michael Kors (@MichaelKors)

85% 50% 44%

Elizabeth and James (@elizandjames)

41% 62% 48%

Tibi (@Tibi) 48% 93% 59%

House of Harlow (@hoh1960)

46% 97% 0%

****Leading Brands

****Richie’s Brand

TWITTER ANALYSIS

As of October 2014

+SOCIAL MEDIA USE BY THE INDUSTRY

Twitter Followers

Following

Tweets Join Date

Nicole Richie @NicoleRichie

4.6 Million

13.5 Thousand

3,796 March 2009

House of Harlow (@hoh1960)

15.8 Thousand

817 2,759 August 2010

ANALYSIS

+SOCIAL MEDIA USE BY THE INDUSTRY

****Leading Brands

****Richie’s Brand

FACEBOOK ANALYSIS

Brand Likes

Burberry 17,693,759

Michael Kors 15,941,029

Elizabeth and James 166,149

Tibi 65,746

House of Harlow 82,249

As of October 2014 83% of women have Facebook (June 2013)

+SOCIAL MEDIA USE BY THE INDUSTRY FACEBOOK ANALYSIS

*Elizabeth and James and Burberry have verified Facebook pages, while House of Harlow 1960 does not

+SOCIAL MEDIA USE BY THE INDUSTRY

****Leading Brands

****Richie’s Brand

INSTAGRAM ANALYSIS

Brand Followers Uploads

@Burberry 2.0M 1316

@MichaelKors 2.9M 1163

Elizabeth and James (@elizandjames)

137K 594

@Tibi 107K 2190

@HouseofHarlow1960 256K 273

As of October 2014

+Social Media Use by the Industry

+Recommendations

@HoH1960 should post more on social media, specifically on Twitter, Instagram, and Facebook

House of Harlow 1960 should use the Instagram platform as more of a “showroom”

Tweets should include images, as well as links to purchase the products

House of Harlow 1960 should create a YouTube page and upload videos from runways an photoshoots

BASED ON ANALYSIS OF SOCIAL MEDIA USE BY THE INDUSTRY

+SOCIAL MEDIA USE IN POTENTIAL INDUSTRIES FOR THE CELEBRITY BRAND

HIGH-END CHILDREN’S CLOTHING LINE Industry Leaders:

Stella McCartney’s Kids Collection and Kardashian Kids

Comparison Strategy

COSMETICSIndustry Leaders:

Marc Jacob’s Beauty Line through Sephora and Tory Burch’s Beauty Line

Comparison Strategy

SOURCES USED: Foller.Me, FollwerWonk, Social Blade, Social Bakers, Topsy,

Facebook, Instagram, YouTube, Twitter

+HIGH-END CHILDREN’S CLOTHING LINE TWITTER ANALYSIS

Twitter StatisticsCELEBRITY FOLLOWERS FOLLOWING

@NicoleRichie 4,602,815 13,526

@HOH1960 15,844 817

@StellaMcCartney 796,130 660

@Stella_Kids 2,399 67

@KardashianKids 90,808 29

Percentage of TweetsCELEBERITY/BRAND RETWEETS @CONTACTS URL TWEETS SOCIAL AUTHORITY

@NicoleRichie 26 7 33 77

@HOH1960 0 3 97 41

@StellaMcCartney 57 0 42 78

@KardashianKids 33 15 45 51

@ToryBurch 15 1 69 65

@MarcBeauty 5 2 89 44

@MarcJacobsIntl 7 2 92 81

+HIGH-END CHILDREN’S CLOTHING BRAND

FACEBOOK ANALYSIS

Nicole Richie House of Harlow 1960

Stella McCartney Stella McCartney Kid Kardashian Kids0

175,000

350,000

525,000

700,000

452,473

82,106

652,664

37,402

469,881

FACEBOOK LIKES

+HIGH-END CHILDREN’S CLOTHING BRAND

INSTAGRAM ANALYSIS

CELEBERITY/BRAND FOLLOWERS

FOLLOWING

MEDIA UPLOADED

Nicole Richie 2,610,080 212 441

House of Harlow 256,650 42 273

Stella McCartney 1,056,102 98 771

Stella_Kids 37,615 27 259

Kardashian Kids 501,270 346 331

+COSMETICS

TWITTER ANALYSIS

Twitter StatisticsCELEBRITY FOLLOWERS FOLLOWING

@NicoleRichie 4,602,815 13,526

@MarcJacobsIntl 1,917,553 1,471

@MarcBeauty 6,759 351

@ToryBurch 328,883 258

+COSMETICS

FACEBOOK ANALYSIS

Nicole Richie Marc Jacobs Beauty

Marc Jacobs International

Tory Burch0

400,000

800,000

1,200,000

1,600,000

2,000,000

452,47380,069

1,561,9311,188,262

FACEBOOK LIKES

+COSMETICS INDUSTRY

INSTAGRAM ANALYSIS

CELEBERITY/BRAND FOLLOWERS

FOLLOWING

MEDIA UPLOADED

Nicole Richie 2,610,080 212 441

Marc Jacobs Beauty 91,627 145 207

Marc Jacobs International 1,575,898 762 975

Tory Burch 594,644 395 673

+CONCLUSION/RECOMMENDATIONS

+REFERENCES

http://www.instagram.com/houseofharlow1960

http://www.twitter.com/hoh1960

http://www.facebook.com/houseofharlow1960

http://fashionista.com/2013/07/exclusive-the-15-most-social-media-savvy-fashion-brands#1

http://www.sprinklr.com/social-scale-blog/best-fashion-brands-in-social-media/

http://www.foller.me.com/hoh1960

http://foller.me.com/burberry

http://foller.me.com/tibi

http://www.foller.me.com/elizabethandjames

http://www.foller.me.com/michaelkors

http://academic.mintel.com/display/653971/?highlight

+REFERENCES

www.twitter.com/candidlynicole

www.twittercounter.com

www.tweetstats.com/graphs/nicolerichie

http://socialblade.com/instagram/user/nicolerichie

http://foller.me.com/stellamccartney

http://foller.me.com/stella_kids

http://foller.me.com/kardashiankids

http://foller.me.com/marcjacobsintl

http://foller.me.com/marcbeauty

http://foller.me.com/toryburch

http://followerwonk.com

+REFERENCES

www.socialblade.com

www.socialbakers.com

www.topsy.com