Growing and Protecting Brand Value on Social Media
1. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
G R O W I N G & P R O T E C T I N G B R A N D VA L U E O N S O C I A L M E D I A :
A n E x a m i n a t i o n o f To p L u x u r y B r a n d s
w i t h a D e e p D i v e i n t o B u r b e r r y , C h a n e l , L o u i s V u i t t o n , & P r a d a
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10. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
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
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13. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
In Which Industries Were the Top 45 from?
@hopeunlocked#NetBaseLIVE
36%
31%
13%
9%
9%
2%
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TOP 45 INDUSTRY SPLIT
15. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
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
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16. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
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
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17. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
+59
69
GLOBAL PASSION INDEX
SCALE: 0 TO 100
GLOBAL NET SENTIMENT
SCALE: -100 TO +100
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.
20. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
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
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27. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
Top Attributes for Each Brand
Burberry Chanel LV Prada
Festive Authentic Authentic Authentic
Authentic Bag Amazing Show Bag
Military style
pea coat
Sunglass Bag Shoe
Lovely tux Coco Chanel Greatness Sunglass
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28. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
Burberry: ‘Festive’ Brand Attribute
LOVE the Burberry
festive campaign.
So perfect.
- Alexandra Saunders @Sauders11x
Burberry’s festive
season “Art is Alive:
perfect synergy
between the
important things in
life – utterly
inspiring!”
- mr_dopestar
Yup, the young
Beckham boy made
his modeling debut
last year as he
starred in Burberry’s
festive ad. Oh and
he’s no diva y’no?!
- Unknown
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29. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
Burberry: Sentiment
I HATE Burberry
shirts.
- #LemraRunway @TheFixation
Burberry’s petite
sizes are $%#&*#@!
- K. @__Kinaa__
I want a Burberry
trench coat.
- Zombie Killa @Kyngmyre
Burberry is a great
fragrance. Bottle
rating is a perfect 10.
- Ruth Curtis
?@AB(3#C(DAE(
POSITIVE NEGATIVE
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30. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
Chanel: Sentiment
Chanel 5 advert is
$&@*
- Charlotte Thompson @charlthompsonxx
Chanel foundation
sucks
- G @savvgrace
Love those Chanel
ballet flats! Did you get
them from Neiman’s or
the Chanel boutique?
- Lori
Love all the Chanel
perfumes
- Fran Burkin
?FAB(3#C(GFAE(
POSITIVE NEGATIVE
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31. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
Louis Vuitton: Sentiment
H&M is better than
Louis Vuitton
- Patrick Walker @patrick23walker
Louis Vuitton bags
are hideous.
- Ambr @ambrkng
Love this collection
by Louis Vuitton
- Les Facons
Nice Louis Vuitton
commercial too!
- bayerische
?HAB(3#C(IAE(
POSITIVE NEGATIVE
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32. @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
Prada: Sentiment
I literally prefer nada to Prada
- Angel heart @kaz2y5lotr
For example I find Furla and Hugo
Boss quality is more superior to Prada.
- Eva1991
Prada Candy smells so good
omg
- Miranda @mirandaothh
This is a beautiful shoe and it is
so comfortable to wear. Prada
really makes wonderful shoes. I
can wear them all day long and
I run around my office a lot!
- Giggs11
D?AB(3#C(GGAE(
POSITIVE
NEGATIVE
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41. @hopeunlocked#NetBaseLIVE
Louis Vuitton: Top Influencers
Influencer Klout
Followers/
Visitors
Kim Kardashian
West
89 40M+
The NY Times 99 24M+
Paris Hilton 88 13M+
Vogue Magazine 93 10M+
Joe Jonas 86 8M+
43. @hopeunlocked#NetBaseLIVE
Joined Posts Followers Following
Burberry Jun 2009
10K
(8,050 or 81% pics/vids)
5.96M
233
(w/253 likes)
Chanel Jun 2011
1,191
(100% pics/vids)
11.2M 0
LV Jun 2009
2,734
(1,535 or 56% pics/vids)
5.43M
13
(w/119 likes)
Prada Feb 2013
1,035
(941 or 91% pics/vids)
676K
3
(w/26 likes)
Comparing Numbers: Twitter
Twitter
Data collected as of Feb. 21, 2016
2X
2.3X
10X
44. @hopeunlocked#NetBaseLIVE
Joined Views Subscribers
Burberry Nov 26, 2005 93,367,126 241,447
Chanel Oct 10, 2005 214,163,253 524,312
LV Dec 17, 2005 64,817,699 118,107
Prada Nov 18, 2005 24,952,217 54,673
Comparing Numbers: YouTube
Data collected as of Feb. 21, 2016
3.5X4.4X
47. @hopeunlocked#NetBaseLIVE @globalspeak#NetBaseLIVE @globalspeak
Content Strategy
•! Exclusivity, elite, aspirational, quality, immersive content
•! Brand experience vs. marketing message
•! Tailor to specific social channels
•! Images and video
•! Monitoring and education efforts
@globalspeak
58. @hopeunlocked#NetBaseLIVE
•! Social media monitoring
•! Education
Combating Counterfeits
What is your strategy for
protecting your brand from the
danger of inauthentic goods?