L'occitane en Provence, Facebook Post Analysis

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Through our class "Facebook and Twitter, e- referencement marketing" with Tiziano Tassi at Kedge Business School, we have analyzed more than 100 posts on the L'occitane Facebook fan page.

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L'occitane en Provence, Facebook Post Analysis

  1. 1. L’Occitane en Provence Anaëlle BAYET Charlotte DUCROCQ Anne-Laure DUMAS Louis GUEGUEN Alexandre MEVIL-BLANCHE Victoria SANGUINETTI
  2. 2. Presentation 1976 : Created by Olivier Baussan 1980 : Begining of R&D : Diversification 1992 : 1st shop in Paris 1996 : Introduction in New York & Hong Kong 1997 : Japan 2001 : 1st SPA in São Paulo 2006 : Creation of Occitane Fundation 2012 : 2000 shops worlwide in more than 100 countries
  3. 3. L’Occitane Products PRODUCT Origins STORY Skin Care Fragrance Components Bath & Body Best Seller Haircare
  4. 4. Distribution L’Occitane Shop Authorized dealers 2000 shops in more than 100 countries Specialized (Sephora…) Airports & Train Stations Online shop Foreigners oriented Available in every continent (35 countries) Pharmacies
  5. 5. The Market Source: L’Oréal Annual Report 2012 and other selected research The value of the cosmetics industry has reached an all-time high at an estimated €180 billion, after growth of 4.6% in 2012
  6. 6. Trends in France Everyday in France is sold :  200 000 bottles of perfume and 50 000 are for men  400 000 products for face treatments  600 000 shampoos  700 000 bath and shower products (except shampoos)  French people spend an average of 300 euros per year for cosmetics and beauty products
  7. 7. Facebook France Number of likes : 3 021 068 Average : 1 post per day Talking about this : 85 792 Categories’ choice : customer Born : June 23, 2008 oriented
  8. 8. Category of Brand’s Posts  More than 50% of brand's posts are about communication  Almost 30% are allocated to infotainment  Why? Create an interaction with user, promote new products Category of brand's posts infotainment 1,67% 16,67% 28,33% 23,33% com promotion com product 30,00% branding customer care
  9. 9. Category of Fans’ Posts  About 1/3 of fans are asking for some information  37% are showing gratitude and support for the brand  The rest of posts are complaints.  Why ? Not getting any mails, gifts, or newsletters. Thank the brand for gifts or high quality products or services Category of fans' posts Claim/complaint 38,33% 25,00% 28,33% Conversation between users Fanship/support/endors ement Gratitude 8,33% Information request
  10. 10. Category of Brand’s Comments  Almost all of the brand's answers (95%) are customer care  Why? Answers to technical problems, claims and gratitude messages Category of brand's comments (on Brand Page) Category of brand comments total 3,70% 7,41% 1,85% 0,93% infotainment infotainment com promotion com promotion com product 95,37% branding customer care com product 90,74% branding customer care
  11. 11. Category of Fan’s Comments Category of fans' comments (on user page)  Almost a half of fans' comments are about support and gratitude  22% are reacting to infotainment 2% 0% 2% 12% Claim/complaint 13%  The rest of them (30%) are conversation between users, claims and requests Category of fans' comments (on brand page) Claim/complaint 10,73% 11,26% 21,99% 9,42% 41,10% Conversation between users Fanship/support/endor sement Gratitude 5,50% Information request reaction to infotainment Conversation between users Fanship/support/endors ement 71% Gratitude Information request 71% of fans' comments are conversation between users
  12. 12. Index Of Active Conversation In almost every case, there is at least one comment per post Index of active conversation on User page Index of active conversation on Brand page 12% 5% Active conversation Active conversation Inactive conversation 88% Inactive conversation 95% Average Engagement Brand Page User Page Comments Likes Shares Comments Likes Shares Total Number 2466 23670 1889 115 67 1 Average 41,10 394,50 31,48 1,92 1,12 0,02
  13. 13. Customer Care Index Customer Care Index 9 times out of 10, the brand 13% answers to claims or requests response 87% No response
  14. 14. Conclusion 3 000 000 Facebook Fans within 5 years High customer care index High active conversation index Each post comes with pictures or videos Reasons Why the Facebook page is well-managed and successful Positive Points  Response policy  Privacy message  Fast reaction : around 2 hours  Answers to good and bad comments  The main problem, we have noticed does not appear on Google first page  At least one post per day  Lot of infotainments  Cover picture changed often
  15. 15. Suggestions  Develop the « about » section on Facebook  Make one general post for recurrent questions
  16. 16. Ci sono Domande ?

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