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

@hopeunlocked #NetBaseLIVE

IMPROVE YOUR SOCIAL STANDING: Examin ing the R i se and Fa l l o f Top Luxu ry B rands



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 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


AGENDA




•  SOCIAL TIPS

•  Q&A


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


AGENDA




•  SOCIAL TIPS

•  Q&A


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

Pass

ion

Inte

nsit

y

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


AGENDA




•  SOCIAL TIPS

•  Q&A


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

Porsche Louis Vuitton

Burberry Armani

Hugo Boss

Prada

Fendi

BMW

Marc Jacobs

Tiffany & Co Tesla

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


VS.

3.5X 4.4X


Posts Followers Following

Chanel 290 9.6M 0

LV 1,266 9.2M 5

Comparing Numbers: Instagram


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


VS.


Followers Views

Chanel 2,175,206 83,289,095

LV N/A 16,350,121

Comparing Numbers: Google+


VS.

5.2X


AGENDA




•  SOCIAL TIPS

•  Q&A


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…



AGENDA




•  SOCIAL TIPS

•  Q&A


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

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