• Share
  • Email
  • Embed
  • Like
  • Private Content
Share of voice of Target is more than 50% among top US Retail Brands
 

Share of voice of Target is more than 50% among top US Retail Brands

on

  • 47,851 views

Trying to understand what people are talking about retail brands, Simplify360 picked top 5 Retail brands and went deep into their conversation. ...

Trying to understand what people are talking about retail brands, Simplify360 picked top 5 Retail brands and went deep into their conversation.

The report tries to understand what people talk about these Retail Brands.

Statistics

Views

Total Views
47,851
Views on SlideShare
2,476
Embed Views
45,375

Actions

Likes
0
Downloads
24
Comments
1

12 Embeds 45,375

http://www.buzzom.com 45237
http://translate.googleusercontent.com 82
http://simplify360.com 26
http://webcache.googleusercontent.com 9
http://www.buzzom.com. 7
http://www.diigo.com 7
http://131.253.14.98 2
http://honyaku.yahoofs.jp 1
http://www.google.com 1
http://74.6.238.254 1
http://ams.activemailservice.com 1
https://twitter.com 1
More...

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Share of voice of Target is more than 50% among top US Retail Brands Share of voice of Target is more than 50% among top US Retail Brands Document Transcript

    • 1 Social Media and Retail Industry Enable your organization to effectively implement social media concepts in to core business. functions.Simplify360Social Media Management Copyrights 2012 Simplify360Application for Social Business www.simplify360.com
    • 2 Retail Industry Confidential“This document is solely for informational purposes. The contents of thisdocument are strictly confidential and contain proprietary information. Therecipients agree that they will use the information only for their own use andwill not divulge any such information to any other party without In-Rev orany of our affiliates prior written consent.”All rights, including IP and copyrights in the creative concepts, ideas, plans,drawings, logos, designs, or other intellectual property in this document arewith In-Rev. No part of the same may be reproduced (including through anymodification / adaptation thereof), in any form or by any means whatsoeverunder penalty of law. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 3AbstractRetail Industry is one of the most active industries on Social Media. RetailBrands like Walmart and Target are among the top 20 brands on Facebookwith the highest number of Facebook fans.Recent Comscore research shows that 54% of the referral traffic to retailwebsites comes from Facebook, 30% from Pinterest and 8% from Tumblr.Among the many use cases of social media, marketing is the top priority forRetail Brands. Amplification of their marketing message makes the hugechunk of their overall social media strategy. Besides marketing, customersupport is another key activity on social media.In this report, we will explore the conversation trends around the best USRetail brands as listed by Interbrand. Interbrand is one of the largestbranding consultancies. The brands are ranked based on the BrandValue1which is calculated using Financial Performance and Role of a Brand Index.The keyword combinations used for the research: (Region Target: United States)  “Walmart”, “Target”, “The Home Depot”, “CVS.Pharmacy”, “Best Buy”Note: The report is based on the social media conversations. The brands chosen for theresearch were not commissioned by any organization. The research was carried out withthe sole intention of showcasing Simplify360 and the power of social media research.1. Brand Value Details: This means that our method takes into account all the many ways in which a brand touches and benefits itsorganization -- from attracting and retaining talent to delivering on customer expectations. The final value can then be used to guidebrand management, so businesses can make better, more informed decisions. http://www.interbrand.com/en/best-global-brands/best-global-brands-methodology/Overview.aspx Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 4The Top 5 BEST US Retail Brands chosen for the ResearchThe top 5 US Retail Brands 2012 below are ranked accordingly to their Brand Value. Walmart is the most valued RetailWalmart 139,190 $m Brand in the United States,Target 23,444 $m followed by Target according toThe Home Depot 22,020 $m Brand Value scoring.CVS/Pharmacy 17,343 $mBest Buy 16,755 $m We can clearly see that Walmart*Source: Interbrand leads with a high margin.Which Brands are most talked about on Social Media?By taking only a sample data set of around 4K, Target (53%) and Best Buy (24%) are themost talked Brands in United States. Most of these conversations are happening onTwitter and on Facebook. Twitter captures almost 85 % of the conversations. 5% 15% 24% Walmart Target Twitter 0% The Home Depot Others CVS Pharmacy 18% 53% Best Buy 85% 66% Distribution of conversations based on different platforms. 10% 14% 6% 2% 1% Blogs Other Facebook Flickr News Video*Note: In the social media conversation data only Public Facebook conversations are considered. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 5 Which regions are most actively talking? Minnesota 3% Michigan 3% New York 5% Pennsylvania 3%California North Carolina18% 3% Georgia 3% Florida 5% Texas Alabama 8% 3% The above MAP distribution shows that most of the conversations are coming from CALIFORNIA around 18% Other Then we have Texas with 8%, and NewYork and 46% Florida with 5%. Based on this small sample size data, region wise distribution can only show us the online activity of consumers and not their preferences in details. More data could give us clarity on the Brand preferences and sentiment distribution as well. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 6 How are people talking about Retail Brands? Unlike in other Industries where the number of Link No messages with Links is higher than number of Link messages without Links, in Retail Industry we see the opposite. No RT 34% 44% RT 9% 13% Around 44% of the conversations are mentions Types of Tweets of the Brand without any RT or Links. This shows that the mentions are more related to brand experiences than simpleNegative 16% news/information.Positive 44% In terms of sentiments of the conversations, 44% are positive and only 16% are negative. The Neutral 40% trends in sentiments are very similar to other Industry Sentiment distribution. Sentiment Distribution Example of Conversations --------------------------------------------------------------------------------------------- @aj_toledo I gotta take it to Best Buy hopefully they can recover my shit --------------------------------------------------------------------------------------------- @apexonline did u tell him no offense, but ur only a register dude at home depot not even a real handy man??? --------------------------------------------------------------------------------------------- Oh my gulay. I need to go to target since they sell @onedirection school supplies. --------------------------------------------------------------------------------------------- Poop in the target hallway? #Hahaha --------------------------------------------------------------------------------------------- Why is it every time I go to Target I spend way more than I was supposed to.Went in for one thing came out with a cart load. --------------------------------------------------------------------------------------------- @saraherod237 best buy and if you want one Id get it from like radio shack its cheaper 50$ for the 4 and 100$ for the 4s --------------------------------------------------------------------------------------------- Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 7 What are the most talked about Topics in Retail Industry? EVENT 25% EVENT 25% EVENT 17% EVENT 3% SERVICE 2% SERVICE 1% SERVICE 1% SERVICE 2% EXPERIENCEXPERIENCE 20% EXPERIENCE 12% E 14% EXPERIENCE 21% PRODUCTS PRODUCTS 36% PRODUCTS 35% PRODUCTS 57% 36% LOCATION 12% LOCATION 10% LOCATION 22% LOCATION 21% COST 6% COST 16% COST 1% COST 6% Note: CVS has a very negligible EVENT: Any campaigns or events around the Brand. amount of conversations SERVICE: Conversations related to services of the Retailer. for any relevant analysis EXPERIENCE: About experiences of customers. to be carried out. PRODUCTS: Around products offered by the Retailer. LOCATION: Conversations related to Check-ins. COST: Conversations around the prices of the Products. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 8 Summary of the conversation analysis around Retail Brands:  The comparison charts above shows that most conversation around Retail Brands revolve around the PRODUCTs.  BEST BUY has the highest conversations of 57% around PRODUCTs followed by 16% conversation around COST.  On the other hand, TARGET and WALMART have more conversations around Retail Experience than BEST BUY.  Among all brands, TARGET and HOME DEPOT have the highest conversations around LOCATION, which means people like updating their location details when they are in TARGET or HOME DEPOT than in any other Retail outlets. What else are people talking about Retail? One more Thing: JOBS Beside all the other kind of conversations, the analysis also show many conversations related to JOBS andThe Best Buy 22% EMPLOYMENT.Home Depot Out of this, more than 90% conversations were around ‘jobs’ 28% and remaining were around people updating about the employees working at the Retail Store. Target 20% --------------------------------------------------------------- Eg: this girl working at home depot has a 69 tattoo.... WalMart 22% lolwhy. --------------------------------------------------------------- In addition to general updates, there were around 5-6% conversations related to PARKING spots at Retailers. PARKING This shows the relevance of parking in overall Retail Experience. 20% 5% WalMart Target has the highest conversations of 58% related to Target PARKING, followed by The Best Buy which has around 20%, whereas Home Depot has only 17%. Home Depot The Best Buy Eg: Sitting in the parking lot slappin pandora and everyone coming out of home depot just staring. 17% 58% #Akward Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 9Are people loyal to Retail Brands?Looking at the conversations between TARGET, THE HOME DEPOT and THE BEST BUY, wesee that there are very few overlapping people talking about these BRANDs.Out of a sample of 3187 conversations between TARGET, THE HOME DEPOT and THE BESTBUY, we found the following: 1% 22.5% 0.1% common people 61.1% 0.3% talking about all three brands. 0.2% 14.8%  The above diagram shows that only 0.1% people are talking about all the brands at one point of time. This is a very low number indicating that people are generally exclusive about their Retail preferences.  In addition to this, BEST BUY and TARGET are the most associated Retail Brands compared to others.  Home Depot and Target only have 0.2% common people talking about them, and Home Depot and Best Buy have around 0.3%. Simplify360 Social Media Management Copyrights 2012 Simplify360 Application for Social Business www.simplify360.com
    • 10Simplify360Social Media Management Copyrights 2012 Simplify360Application for Social Business www.simplify360.com