Lancome Report For Mapping Social Aging Communities

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  • 1. a L Lancôme Industry Influencer Report Page |1 conversation@ecairn.com
  • 2. Table of Contents Background ................................................................................................................................ 3 Scope ......................................................................................................................................... 4 1 – Community Map & Influencer Identification .......................................................................... 5 Top Influencers................................................................................................................... 5 Influencers Map .................................................................................................................. 7 2 - Share of Voice ...................................................................................................................... 8 Number of Mentions ........................................................................................................... 8 Message Pick-Up ................................................................................................................ 9 Sentiment Analysis ........................................................................................................... 10 3 - Share of Mind ..................................................................................................................... 11 People mentioning Lancôme the most .............................................................................. 13 Promoters and Detractors: ................................................................................................ 14 4 – Share of Conversation of Aging Topics ............................................................................... 15 Number of Mentions within the Aging Topic ..................................................................... 15 Breakdown of the Aging Topic .......................................................................................... 16 Presence of Lancôme: Influencers on the Aging Topic ...................................................... 17 About eCairn ............................................................................................................................ 18 a L Lancôme Industry Influencer Report Page |2 conversation@ecairn.com
  • 3. Background The advent of social media has seen the creation of more than 180 million blogs as well as the birth of countless social networking sites and message boards. Individuals in these communities increasingly depend on each another to share information. This shift in emphasis from mainstream media to consumer communities gives rise to a form of marketing called influencer marketing. Influencer marketing is defined as a form of marketing which focuses on specific key individuals or types of individuals who substantially affect the market. The difference today, is that these influencers can be anyone from potential buyers, and industry experts, to independent reviewers and celebrities. Smart marketers understand the critical role influencers have in their industry. Influencers are highly networked within their community and between each other. They are the people prospective customers listen to because they are respected, trusted and usually independent. Influencers are often conduits of a brand’s image, and the best ROI comes from communicating with these movers and shakers. Understanding who they are, how they relate to your brand and working to establish a relationship with any of them is a critical task. eCairn's Industry Influencer Report provides a wealth of data and intelligence coming from those influencers regarding your brand’s, such as: • Share of Voice (How much a brand is mentioned compared to competitors) • Share of Mind (How many influencers mention a brand compared to competitors) • Share of Conversation (How often a brand is referred to along with key industry topics) a L Lancôme Industry Influencer Report Page |3 conversation@ecairn.com
  • 4. Scope The focus of this analysis is the attention experienced by the Lancôme brand in the cosmetic/beauty community in the US during the period of April 2009 to October 2009. It offers a comparison to the Clinique brand in general and more particularly, on the topic of skin care and aging. The cosmetic/beauty community referred to in this document is a collection of 525 experts & enthusiast bloggers who have ongoing conversations on beauty and skin care. Twitter, Youtube and other forms of social media were not included in this study. Represents over 100k+ relevant conversations over six Blog Feeds 525 months Twitter Feeds No Yahoo Q&A No Youtube No Lancôme Industry Influencer Report Page |4 conversation@ecairn.com
  • 5. 1 – Community Map & Influencer Identification Influence ranking is determined by cross referencing nodes in the cosmetic/beauty community and determining how frequently they communicate between one another. This is the first step towards effective influencer marketing. By identifying the influencers and gaining a better understanding of them, marketers can better plan for more purposeful interactions. Top Influencers The table below shows the top 25 influencers in the cosmetic/beauty community (525 total). Blog Description http://www.temptalia.com Eye Makeup, Makeup Tips, How-to Apply Make Up, MAC Cosmetics, Beauty Blog http://www.alllacqueredup.com All Lacquered Up - A Nail Polish Fanatic's Resource http://www.totalbeauty.com Beauty Tips, Product Reviews, and News from Total Beauty http://www.makeupandbeautyblog.com Makeup and Beauty Blog: Makeup Reviews, Beauty Tips and Drugstore Beauty Finds http://blogdorfgoodman.blogspot.com Blogdorf Goodman http://www.musingsofamuse.com Musings of a Muse: Makeup Reviews, Cosmetic Reviews, Drugstore Makeup Reviews, Japanese Makeup Reviews, Korean Makeup Reviews http://atouchofblusher.blogspot.com Blogger: Redirecting http://www.pinksith.com Pink Sith http://www.makeupbag.net Makeup Bag: Beauty Blog with Makeup Reviews, Beauty Tips, How-tos… http://15minbeauty.blogspot.com 15 Minute Beauty Fanatic http://beautyaddict.blogspot.com Beauty Addict: A Little Obsessed with Makeup - Beauty Blog http://www.makeupalley.com Makeupalley - Street Smart Beauty - Homepage http://rougedeluxe.blogspot.com Rouge Deluxe http://www.makeup4all.com Makeup4All, Ladies Beauty - Makeup and Beauty Reviews and Swatches. Tips and Tutorials. Information about new launches. http://beautyinreallife.blogspot.com beauty in real life... http://www.beautycrazed.ca Beauty Crazed: Fashion and Beauty in Canada http://bijinblair.blogspot.com BLAIR ~♥ http://www.britishbeautyblogger.com BritishBeautyBlogger http://www.beautyandfashiontech.com Beauty and Fashion Tech http://thenonblonde.blogspot.com The Non-Blonde http://www.themakeupdivas.com The Makeup Divas Beauty Blog http://www.thebeautybrains.com The Beauty Brains http://www.hotbeautyhealth.com Hot Beauty Health - A Healthy Obsession for Beauty and Fashion! http://jet-girl.blogspot.com Yinnie-A Blog http://www.iheartcosmetics.co.uk I Heart Cosmetics Lancôme Industry Influencer Report Page |5 conversation@ecairn.com
  • 6. This graph displays the current community influencer profile for the cosmetic/beauty community. Each dot on the graph represents a single blog source, with high influencers in dark blue, medium or magic middle* influencers in royal blue and the long tail of influencers in blue light blue/grey Notice that there are many more long tail sources which share fewer blue/grey. connections than magic middle and high influencers. It’s possible to locate a specific brand’s blog influence by plugging it into the chart as we have done for Lancôme’s official blog (rank #47 on the list). *The magic middle: while they lack the connections of higher influencers, they often write about niche or topical content and are radically influential to larger communities. Lancôme Industry Influencer Report Page |6 conversation@ecairn.com
  • 7. Influencers Map Influencer mapping shows the interconnections within the community. This makes it easier to identify particular influencers who occupy strategic places in the network. The map below displays the connections between the top 47 influencers in three main clusters grouped in red, blue and green These clusters show increased affinity between bloggers of like colors ed reen. rather than “sub specialization” or network affiliation. Lancôme Industry Influencer Report Page |7 conversation@ecairn.com
  • 8. 2 - Share of Voice Share of voice is defined as the ratio of mentions of a brand in conversations taking place in the greater community. It can be calculated by taking the # of brand mentions divided by the total # of conversations. Share of voice allows marketers to understand how frequently a brand is brought up through conversations within the community. This statistic allows marketers to benchmark their presence against competitors and observe the effectiveness of buzz marketing campaigns. Number of Mentions The following graphs illustrate the volume of conversations with mentions of the Lancôme and Clinique brands between April 2009 to October 2009. Graph1 shows the “share of conversation” for these two brands and graph2 shows the trend over time. Graph1 Graph2 Lancôme’s share of voice during October 2009 was above Clinique’s (960 to 837 mentions) mentions). This only represents 1.6% of the overall beauty/cosmetics community discussions in October and is in its way from 0.8 % to 4%. Lancôme Industry Influencer Report Page |8 conversation@ecairn.com
  • 9. Pick- Message Pick-Up Message pick-ups indicate what marketing activities and programs caused an increase in volume of conversations between influencers. This helps determine if news or marketing efforts cause influencers to distribute the intended information or message to their community. Lancôme’s: Lancôme’s: • July 6th: New pout à porter from Lancôme with designer Chris Benz http://www.splendicity.com/makeupminute/the-return-of-lancome-pout-a-porter/ • Sept 10th: Lancôme advertising featuring key bloggers: http://www.makeupbag.net/2009/09/10/look-at-this-makeup-bag-quoted-in-a-lancome-ad/ • Holiday launch: http://www.musingsofamuse.com/2009/09/sneak-peek-lancome-holiday-collection-2009.html • Sept 22nd: Lancôme Powermascara announcement http://www.sugarshockbeauty.com/2009/09/coming-soon-lancome-oscillation.html Clinique’s: Clinique’s: • May 13th: Clinique’s gifts at Nordstrom http://www.beautybloggingjunkie.com/2009/05/trina-turk-for-clinique-new-free-gift.html • June 29th: Giveaway (Bamboo pink) & Introduction of SPF25 product http://anindiansmakeupmusings.blogspot.com/2009/06/clinique-bamboo-pink-collection.html http://themakeupgirl.net/2009/06/cliniques-super-defense-spf-25/ Note: Both brands received a significant peak from the CEW awards announcement, however, there were slightly more conversations mentioning Clinique. http://www.themakeupgirl.net/archives/beauty-news-cew-awards-winners-announced Lancôme Industry Influencer Report Page |9 conversation@ecairn.com
  • 10. Sentiment Analysis Sentiment Analysis is the process of examining individual conversations from influencers and categorizing the content as positive, negative or neutral perspectives on the brand. Note that this applies to all Lancôme topics concerning the brand, products, corporate image and representatives. Lancôme displayed a sentiment distribution which is quite common industry competitors. The majority of conversations in the cosmetic/beauty community, which mention Lancôme, lean towards neutral sentiment. Lancôme also shows a healthy ratio of positive to negative sentiment (7:4)** Notable points of sentiment: • Rise of positive and neutral sentiment towards the end of May due to launch of Product 451. • Short spike of negative sentiment about of products such as Product ABC on the possibility of products producing ill side effects. **Disclaimer: For the purposes of confidentiality on behalf of Lancôme, several figures and product names under the section “Sentiment Analysis” have been changed to protect the privacy of the company. Lancôme Industry Influencer Report P a g e | 10 conversation@ecairn.com
  • 11. 3 - Share of Mind Share of mind is defined by the percentage of influencers who have talked about a brand in a certain time period. It can be calculated by taking the # of sources that mentioned the brand at least once divided by the total # of sources. This metric allows marketers to compare a brand’s visibility in the market to its competitors. Lancôme’s SoM is 39% (206 divided by 525). The graph below depicts the SoM breakdown by influence tiers and benchmarks Lancôme against Clinique. Lancôme has a lower share of mind in the Magic Middle and Long Tail compared to Clinique, although its share of voice was greater. It looks like Lancôme has a focus on high influence bloggers, but its overall coverage of the cosmetic/beauty community is smaller. Both brands share an equal amount of opportunities to grow awareness in long tail communities. Lancôme Industry Influencer Report P a g e | 11 conversation@ecairn.com
  • 12. Below is a complete map of all influencers in the community. In this particular case, influencers who have mentioned Lancôme at least once in six months are represented by nodes in blue Nodes in red have not mentioned Lancôme in the past six months. It is clear that blue. Lancôme’s presence in the community is not limited to particular blog clusters and permeates throughout despite low share of mind. Lancôme Industry Influencer Report P a g e | 12 conversation@ecairn.com
  • 13. People mentioning Lancôme the most eCairn Conversation™ has the ability to identify promoters and detractors and sort their influence level by ranking. Taking this further, analysts can compare a brand to its competitors within the marketplace by calculating the number of posts related to each brand and then rating the sentiment of conversations from positive to negative. The table below shows the influencers who have spoken about Lancôme the most. Influencers have square icons in dark blue Magic Middle in blue and Long Tail in light blue/grey blue, blue/grey /grey. Influencers Magic Middle and Long Tail bloggers Lancôme Industry Influencer Report P a g e | 13 conversation@ecairn.com
  • 14. Promoters and Detractors: Promoters/Detractors are defined as influencers who have mentioned a brand at least five times in a six month period and have left positive/negative sentiment towards the brand in each case. Here is the breakdown of Lancôme’s Promoters and Detractors** Magic Middle Influencers Long Tail Promoters 6 24 55 Detractors 1 9 24 Ratio* 6:1 8:3 2:1 *Ratio is Promoters:Detractors (Approx.) : Lancôme’s promoters outweigh its detractors. **Disclaimer: For the purposes of confidentiality on behalf of Lancôme, several figures under the section “Promoters and Detractors” have been changed to protect the privacy of the company. Lancôme Industry Influencer Report P a g e | 14 conversation@ecairn.com
  • 15. 4 – Share of Conversation of Aging Topics of Topics Ownership of a topic (the outcome of positioning) is defined by how many times your brand is mentioned along with the target topic. It can be calculated by taking the # of brand mentions associated with the topic divided by the total # of conversations associated with the topic. So how does Lancôme perform in the aging topic? Number of Mentions within the Aging Topic (Period of April 2009 – October 2009) Both Lancôme and Clinique owned a very small share of the “Aging” topic. Lancôme had a significant dominance of the topic earlier in April and May but did not sustain its ownership after June. The spike for Lancôme at the end of May is a consequence of: • The launch of Genilfique and “Absolue Precious Cell” • A joint promotion with Macy’s that included “anti-aging” products. Lancôme Industry Influencer Report P a g e | 15 conversation@ecairn.com
  • 16. Breakdown of the Aging Topic Expression clouds allow you to understand the key expressions encountered in aging discussions from the community. This knowledge should be leveraged in marketing collaterals and digital properties. Note, that eCairn Conversation™ is capable of creating expression clouds in multiple languages. Below is an 'expression cloud' (created by our Expression Explorer) of the most frequent expressions encountered in “aging” discussions in the cosmetic/beauty community: Marketers should analyze the complete list of expressions and look for highly relevant words. Below is a more extensive list of the top 100 expressions on aging from Conversation™. The words are ranked from most frequently used to least: 1 to 25 26 to 50 51 to 75 76 to 100 skin love appearance share products moisturizer anti aging mineral aging hair firming price cream serum perfect light eye anti color benefits care skincare cosmetics water beauty review fine lines complex wrinkles contains hydrating green skin care formula hand collagen line offer powder tested anti-aging results moisture market ingredients antioxidants protection alcohol help facial apply healthy oil sunscreen brand created face area reduce seed lip organic eye cream repair natural fine red giveaway extract cells lift acne vitamin moisturizing dry tea treatment lotion provide olay acid protect damage foundation free available health sodium makeup smooth system readers body favorite effects oz spf cleanser drugstores dark Lancôme Industry Influencer Report P a g e | 16 conversation@ecairn.com
  • 17. Lancôme: Aging Presence of Lancôme: Influencers on the Aging Topic Below is a map of all influencers who mentioned “aging” in conversations at least five times in a six month period. Blogs that did not mention Lancôme are shown in blue Blogs that blue. mentioned Lancôme in the context of aging topics are shown in green This sort of overlay green. allows marketers to see that Lancôme’s presence is still quite diffuse across the sub community and not limited to clusters. Lancôme Industry Influencer Report P a g e | 17 conversation@ecairn.com
  • 18. About eCairn eCairn Inc. is a software technology company, founded in October 2006. We specialize in community and influencer marketing and differentiate by focusing on the question: “Who matters?”. Our motto is: “You can monitor billions of conversations, or listen and engage with people who matter”. eCairn Conversation™ is the best platform for enterprises and marketing/public relations firms that want to map communities, listen and engage with influencers and measure the impact of their engagement. Our headquarters are located in Los Gatos, California; in the heart of Silicon Valley. Our founders have a background in collaborative filtering, linguistics, software development and software engineering at well known companies such as Hewlett Packard, Sun, Xerox, eBay and Motorola. Detailed customized reports specific to your brand(s) and competitor(s) that also include relevant consumer posts and expert analysis are available. Weekly live demos of Conversation™ are available from our website at http://www.ecairn.com Contact us at, conversation@ecairn.com or call (650)388-8962 for more info. Additional acknowledgements: Data comes from eCairn Conversation™, Graphs are built with Touchgraph, Tag clouds are built with Wordle. Lancôme Industry Influencer Report P a g e | 18 conversation@ecairn.com