Growing and Protecting Brand Value on Social Media

@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
@hopeunlocked#NetBaseLIVE

WELCOME
Hope Nguyen
VP of Marketing
NetBase
@hopeunlocked
#NetBaseLIVE
Candida McCollam
Principal
Localspeak
@Globalspeak

AGENDA
•! LEVERAGING SOCIAL MEDIA
•! 2016 NETBASE BRAND PASSION REPORT: LUXURY
•! DEEP DIVE: 4 TOP LUXURY BRANDS
•! GROWING & PROTECTING BRAND VALUE
•! Q&A

Social Media is the Preferred Frontier
Do you have a solid understanding
of your unique social standing?
And do you know how your
competitors are performing?

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

NetBase Brand Passion Report: Luxury 2016

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

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%
!"#$%&'()(*"'+,"-#(
./0&1&234(
5464789()(.::4##&8%4#(
;:&1148:4(
<4:$()(<474:&11(
=>&80#(.>>"847(
TOP 45 INDUSTRY SPLIT

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

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
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.

@hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE @hopeunlocked#NetBaseLIVE
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

4 Top Luxury Brands

59
69
CATEGORY
CATEGORY
PASSIONINDEX
SCALE:0TO100
NETSENTIMENT
SCALE:-100TO+100
Winning the Hearts of Social Consumers
80
CHANEL
CHANEL
77
83
PRADA
PRADA
88
100
LV
LV
85
79
BURBERRY
BURBERRY
66

Brand Passion Index™
for 4 Luxury Brands
Hate
Dislike
PassionIntensity
Net Sentiment
Love
Like
for 4 Luxury Brandsfor 4 Luxury Brands

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

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

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

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

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

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

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

Burberry: Audience
IFA( HFA(
25-34
35-44
45-54
55-64
65+
<18
18-24
20%
15%
15%
14%
9%
12%
16%
IFA( HFA(J;EK;L(
NetBaseLIVE
25-34
35-44
45-54
55-64
65+
<18
18-24
20%
15%
15%
14%
9%
12%
16%
.J;M(A(BN=<=(
@hopeunlocked

Audience Comparison
IGA( @?A(
25-34
35-44
45-54
55-64
65+
<18
18-24
21%
15%
13%
12%
7%
14%
18%
IGA( @?A(J;EK;L(
#NetBaseLIVE
25-34
35-44
45-54
55-64
65+
<18
18-24
21%
15%
13%
12%
7%
14%
18%
.J;M(A(BN=<=(
OGA( P?A(
25-34
35-44
45-54
55-64
65+
<18
18-24
21%
15%
14%
14%
10%
11%
15%
OGA( P?A(J;EK;L(
25-34
35-44
45-54
55-64
65+
<18
18-24
21%
15%
14%
14%
10%
11%
15%
.J;M(A(BN=<=(
Q@A( HDA(
25-34
35-44
45-54
55-64
65+
<18
18-24
21%
15%
14%
13%
8%
13%
16%
Q@A( HDA(J;EK;L(
@hopeunlocked
25-34
35-44
45-54
55-64
65+
<18
18-24
21%
15%
14%
13%
8%
13%
16%
.J;M(A(BN=<=(
CHANEL PRADALV

Burberry: Audience (cont.)
@hopeunlockedNetBaseLIVE
Sales/Marketing
Student
Executive Mgmt
Entrepreneurship
Banking/Finance
Creative Arts
Content Writers
18%
13%
5%
3%
3%
42%
24%
BLN!;==RNE=M(A(BN=<=(
Others 6%

Burberry: Audience (cont.)
@hopeunlockedNetBaseLIVE
Shopping
Travel
Family
Food/Drink
Religion
Fashion
Music
20%
18%
11%
9%
5%
34%
28%
RE<;L;=<=M(A(BN=<=(
Beauty 4%
Sports
Pets
Television
3%
3%
Arts/Crafts
3%
3%

Burberry: Top Forums
overflowingforum.com
insuranceforums.com
forum.tumba-yumba.com
top10seriesy.com
thesupportforum.com
forum.purseblog.com
bbs.cheshi.com

Burberry: Top Blogs
Standard.co.uk
Pluw.com
Express.co.uk
LuxuryDaily.com
Plado.nl
HandbagsTonight.com
Walther.umarex-group.de

Burberry: Top Influencers
Influencer Klout
Followers/
Visitors
Ryan Seacrest 92 14M+
MTV 98 13M+
will.i.am 90 13M+
Vogue
Magazine
93 10M+
Forbes 99 8M+

Chanel: Top Influencers
Influencer Klout
Followers/
Visitors
Ariana Grande 88 36M+
The NY Times 99 24M+
Nicki Minaj 91 20M+
Khloe Kardashian 83 19M+
MTV 98 13M+

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+

Prada: Top Influencers
Influencer Klout
Followers/
Visitors
Kim Kardashian
West
89 40M+
MTV 98 13M+
Vogue Magazine 93 10M+
E! Online 99 9M+
People Magazine 85 7M+
Perez Hilton 88 6M+

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

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
3.5X4.4X

Posts Followers Following
Burberry 2,154 6.1M 142
Chanel 299 10.3M 0
LV 1,294 9.6M 5
Prada 1,175 7.1M 3
Comparing Numbers: Instagram
Instagram
4.4X

@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

Burberry: Generation Z Influencer Strategy
•! BRAND AMBASSADORS LIKE ROMEO BECKHAM
•! HUGE SOCIAL FOLLOWING
@globalspeak

Burberry: Showcasing Customer Love for Product

Burberry: Responding to Consumer Immediacy
@globalspeak

@hopeunlocked#NetBaseLIVE @globalspeak
Chanel: Early Entrant to Own eCommerce Site

Show off Your Influencers

Chanel: Behind the Brand

Louis Vuitton: The Spirit of Travel Video
@globalspeak

Consider Shoppable Video
95% of brands create videos
that live on their site, but just
16% produce shoppable
video
Source: L2 Inc., Jan 2016

Total Value of Fakes Worldwide Estimated $1.8T

•! Social media monitoring
•! Education
Combating Counterfeits

•! Social media monitoring
•! Education
Combating Counterfeits
What is your strategy for
protecting your brand from the
danger of inauthentic goods?

In summary…
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.

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

Growing and Protecting Brand Value on Social Media

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