Rating of 143 Cosmetic & Beauty Brands on Digital (Russia 2012)

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Between June and July 2012, we have analyzed the digital presence of 143 Cosmetics & Beauty brands over the Russian Internet. Results are highly surprising. Enjoy.

Between June and July 2012, we have analyzed the digital presence of 143 Cosmetics & Beauty brands over the Russian Internet. Results are highly surprising. Enjoy.

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  • http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=196&year=309
  • http://www.romir.ru/studies/346_1338840000/
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  • http://www.novzar.ru/?p=11

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  • 1. Cosmetics & Beauty Brands on Ru.netDigital Performance Index Ranking Version 1 - JUNE 2012By Thierry CELLERIN Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 2. Chief Editor’s note This study attempts to quantify the digital competences of 143 cosmetics and beauty brands present in Russia. Our aim is to provide a tool for identifying areas of strengths and weaknesses and help brand achieve greater digital return on investment. Like the medium, our approach is dynamic. Please reach out with comments that improve our methodology and findings. You can reach me at tcellerin@buzzfactory.ru.Thierry Cellerin is the CEO and Sincerely,founder of BuzzFactory Ltd. Thierry Cellerin Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 3. About BuzzFactoryBuzzFactory is a social media and digital PR consulting boutique, partner of Vanksen Group,helping leading international brands in implementing their digital strategies in Russia.Our scope of work is focused in providing proven solutions to achieve strategic business goals:Blog marketing & Digital PR activation. Audit and Consulting for Social Media Strategy development & implementation. Social Media community management. Online brand E-reputation monitoring. 3 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 4. Report content agendaI. Methodology 1) About the rating 2) Rating methodology: Websites evaluation 3) Rating methodology: Social media evaluation 4) Rating methodology: Web Authority evaluationII. Cosmetics & beauty brands’ Digital Performance Index1) Cosmetic & Beauty brands’ selection 2) Top 15 websites 3) Top 15 social media presence 4) Top 15 web authority 5) Digital Performance IndexIII. Key findings 1) Brands’ websites 2) Social Media presence 3) Top 4 brands - analysis 4) Digital brand InfringementsIV. Best practices 1) Website’s original features 2) Community management best practices 3) Spark of Genius Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 5. 1. Methodology 5 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 6. Chapter 1 - Methodology. Agenda1) About the rating2) Rating methodology: Websites evaluation3) Rating methodology: Social media evaluation4) Rating methodology: Web Authority evaluation Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 7. About the Ranking Maximum scoring at our Digital Performance index: 80 Rating Structure40% Social media. 40% Website.Effectiveness of the SM marketing. Effectiveness of the website.- Size of fan communities. - Russian website.- Percentage of evolution. - Quality of the users’- Number of social media assets. experience on site.- Quality of management. -Content publication and- # of social interactions. updates.- Spamming. - Product page.- Publication agenda. - Aesthetic and design.- Interaction inside the - Social media integration oncommunities. site - Forum. - Newsletter. - Mobile website. 20%Web Authority. - E-commerce. Web users’ interest for the brand. - Number of blog mentions. - Search engines queries. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 8. Rating MethodologyWEBSITES Methodology to evaluate the brands’ websites: - We took into consideration exclusively the official brand websites (as indexed in search engines and with global websites’ linking) including Russian language. - Websites are evaluate according to 18 criteria categorized as such:  Existence of a dedicated Russian website / Russian language on the dot com site.  Quality of the users’ experience on site, usability, navigability.  Website’s aesthetic and design.  Content publication and updates.  Social media integration on site.  Existence of a forum, a newsletter, interactive features.  Mobile website.  E-commerce. All brands are evaluated according to the same criteria. The evaluation took place between the 26.05.2012 and the 26.06.2012 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 9. Rating MethodologySOCIAL MEDIA Methodology to evaluate the brands’ social media presence: - We took into consideration only the official social media communities (Linking from official websites / linking to the official website) in Russian language. - Social media presence is evaluate according to 20 criteria such as:  Total size of brand fan communities.  Communities’ size evolution during the analyzed period.  Number of social media assets.  Quality of community management.  The number of social interactions (likes + Comments)  Community Moderation, presence of spams and rude language.  Publication agenda  Interaction inside the communities The evaluation took place between the 26.05.2012 and the 26.06.2012 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 10. Rating MethodologyWEB AUTHORITY Methodology to evaluate the brands’ web authority: - The web authority on Ru.net is evaluate according to 4 criteria:  The number of blog mentions during the analyzed period according to Yandexblogi.  The number of blog mentions during the analyzed period according to Google blog search.  The number of brand research queries in Yandex.ru during the analyzed period (with control of the results relevance).  The number of brand research queries in Google.ru during the analyzed period (with control of the results relevance). The evaluation took place between the 26.05.2012 and the 26.06.2012. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 11. 2. Digital Performance Index Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 12. Chapter 2 – Brands’ Rating. Agenda1) Cosmetic & Beauty brands’ selection2) Top 15 websites3) Top 15 social media presence4) Top 15 web authority5) Digital Performance Index Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 13. 143 cosmetic & beauty brands analyzed •Maison Martin Margiela •Rexona •Make Up For Ever •Rimmel•100 рецептов красоты •Christian Dior •H2O+ •Marc Jacobs •Roberto Cavalli•Acqua di Parma •Clarins •Head & Shoulders •Mary Kay •RoC•Adidas •Clean&Clear •Helena Rubinstein •Matis •Rouge Bunny Rouge•Ahava •Clearasil •Innéov •Matrix •Sally Hansen•Alessandro •Clinique •Jennifer Lopez •Mavala •Sanoflore•Armani •Collistar •Jil Sander •Max Factor •Sarah Jessica Parker•Art Deco •David Beckham •John Frieda •Maybelline •Schwarzkopf•Aveda •Davidoff •Kanebo •Methode Jeanne Piaubert •Shiseido•Avon •Decleor •Karl Lagerfeld •Montagne Jeunesse •Sisley•Axe •Diademine •Kenzo •Neutrogena •Thalgo•Balenciaga •Diesel •Kenzoki •Nivea •The Art of Shaving•BeneFit •Dolce & Gabbana •Kéraskin Esthetics •Novaya Zarya •The Body Shop•Beyoncé •Dove •Kerastase •Olay •Tom Ford Uriage•Biotherm •Eisenberg •Kiehl’s •Old Spice •Valmont•Bobbi Brown •Emilio Pucci Parfums •Korres •OPI •Vera Wang•Bottega Veneta •Esprit •LOccitane •Oriflame •Vichy•Bourjois •Essie •LOreal Paris •Orlane •Viktor & Rolf•Cacharel •Estée Lauder •L’Oréal Professionnel •Orly •Vivienne Westwood•Calvin Klein •Faberlic •La mer •Palmolive •Wella•Carita •Fendi •La Prairie •Pantene •Yes To Carrots•Caudalie •Garnier •La Roche Posay •Payot •Yllozure•Celine Dion •Gillette •Lancaster •Playboy •Yves Rocher•Cellcosmet •Gillette Venus •Lancôme •Pola •Yves Saint Laurent•Cerruti •Givenchy •Lierac •Pupa •Бархатные ручки•Chanel •Green Mama •Loewe •Ralph Lauren •Маленькая Фея•Chloé •Guam •Lumene •Redken •Черный жемчуг•Chopard •Guerlain •Lush •Rene Furterer •Чистая Линия •GUESS •MAC Cosmetics •Revlon Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 14. Top 15 Websites #1. L’Occitane - L’Occitane website is very complete and offers to webWEBSITES users many useful features:easy product search, good product pages, social integration on products page providing to users the possibility to comment, L’Occitane propose online shopping and a mobile version of its web site. TOP 15 Cosmetics & Beauty Brands’ Websites - Russia 2 Axe 9 Clinique 3 Estee Lauder 10 Mary Kay 4 Vichy 11 Garnier 5 Lush 12 Old Spice 6 Green Mama 13 Avon YvesRocher 7 14 Nivea Clarins 8 15 Olay Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 15. Top 15 Brands on Social Media #1. AXE -Even thought Axe doesn’t have the largest socialSOCIAL MEDIA media fan community, they are very active on Vkontakte, Facebook and Twitter. The number of fan’s evolution is very important on Facebook and Vkontakte. The fans are highly engaged even if the quality of community management is good but not TOP 15 Cosmetics & Beauty Brands’ Websites - Russia outstanding. 2 Oriflame 9 Vichy 3 Sisley 10 Yves Rocher 4 Nivea 11 Old Spice 5 Dolce& Gabbana 12 Mary Kay 6 L’Occitane 13 Lush 7 Faberlic 14 Pantene 8 Avon 15 Lancôme Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 16. Top 15 Brands Web Authority #1. AVON -The number of search queries on Yandex and GoogleWEB AUTHORITY is simply outstanding, and far more important than any other cosmetic & beauty brand. Regarding brand mentions, Avon is among the most mentioned brand, challenged by umbrella brands regrouping fashion and cosmetics productions. TOP 15 Cosmetics & Beauty Brands’ Websites - Russia 2 Oriflame 9 YvesRocher 3 Chanel 10 Guerlain 4 Adidas 11 Mary Kay 5 Diesel 12 Faberlic 6 Beyonce 13 Jennifer Lopez 7 Christian Dior 14 Armani 8 Playboy 15 Clinique Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 17. Digital Performance Index®Cosmetic & Beauty Brands Digital Rating - Russia 132th 143th 120th Kéraskin Esthetics DPI0,31 Karl Lagerfeld UriageDPI0,01 DPI0,54 142th 131th 119th MontagneJeunesse Maison Martin Margiela DavidoffDPI 0,03 DPI0,31 DPI0,57 141th 130th 118th Orlane H2O+ ChopardDPI 0,06 DPI0,33 DPI0,62 140th 129th 117th Yllozure David Beckham BalenciagaDPI0,06 DPI0,34 DPI0,64 139th 128th 116thDPI 0,1 Thalgo Emilio Pucci Parfums Vera Wang DPI0,36 DPI0,68 138th 127th 115th Cellcosmet Sarah Jessica Parker CollistarDPI 0,11 DPI0,36 DPI0,71 137th 126th 114th Methode Jeanne Piaubert Cerruti Yes To CarrotsDPI 0,14 DPI0,45 DPI0,71 136th 125th 113th Acqua di Parma Ahava LoeweDPI 0,24 DPI0,48 DPI0,73 135th 124th 112th Bottega Veneta Kiehl’s LancasterDPI 0,27 DPI0,49 DPI0,76 134th 123th 111th Rene Furterer Eisenberg BiothermDPI 0,28 DPI0,52 DPI0,79 133th 122th 110th Valmont Jil Sander FendiDPI 0,28 DPI0,53 DPI0,79 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 18. Digital Performance Index®Cosmetic & Beauty Brands Digital Rating - Russia 98th 109th 87th Tom Ford DPI 1,64 Revlon OPIDPI0,85 DPI4,86 108th 97th 86th Lierac Chloé GivenchyDPI 0,86 DPI 1,77 DPI 5,26 107th 96th 85th ESPRIT Make Up For Ever ArmaniDPI 1,00 DPI 1,90 DPI 5,60 106th 95th 84th Roberto Cavalli La mer Jennifer LopezDPI 1,03 DPI 1,94 DPI 5,68 105th 94th 83thDPI 1,04 Cacharel Rimmel Korres DPI 1,22 DPI 7,24 104th 93th 82th Matis BeneFit MavalaDPI 1,04 DPI 2,23 DPI 7,66 103th 92th 81th Marc Jacobs GUESS PlayboyDPI 1,05 DPI 2,84 DPI 8,14 102th 91th 80th Helena Rubinstein Orly Бархатные ручкиDPI 1,10 DPI 3,18 DPI 8,87 101th 90th 79th Celine Dion Ralph Lauren NeutrogenaDPI 1,36 DPI 3,5 DPI 8,91 100th 89th 78th Sally Hansen Calvin Klein 100 рецептов красотыDPI 1,45 DPI 4,55 DPI 9,18 99th 88th 77th Alessandro Yves Saint Laurent BeyoncéDPI 1,47 DPI 4,77 DPI 9,73 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 19. Digital Performance Index®Cosmetic & Beauty Brands Digital Rating - Russia 76th 65th DPI 9,96 Diesel DPI 12,30 Kenzoki 75th 64th DPI 9,97 Palmolive DPI 12,59 Viktor & Rolf 74th 63thDPI 10,01 Черныйжемчуг DPI 13,04 Kerastase 73th 62thDPI 10,04 Essie DPI 13,17 Kanebo 72th 61thDPI 10,25 Чистая Линия DPI 13,30 Head & Shoulders 71th 60thDPI 10,30 John Frieda DPI 13,32 Маленькая Фея 70th 59thDPI 10,44 Redken DPI 13,55 RoC 69th 58thDPI 11,93 Rexona DPI 13,92 Shiseido 68th 57thDPI 11,98 Aveda DPI 14,04 Rouge Bunny Rouge 67th 56thDPI 12,07 Diademine DPI 14,27 Max Factor 66th 55thDPI 12,09 Bobbi Brown DPI 14,57 Kenzo Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 20. Digital Performance Index®Cosmetic & Beauty Brands Digital Rating - Russia 54th 43thDPI 14,81 Caudalie DPI 19,83 Lumene 53th 42thDPI 15,22 Payot DPI 20,10 Sanoflore 52th 41thDPI 15,64 Decleor DPI 20,41 Matrix 51th 40thDPI 16,17 La Prairie DPI 20,99 Innéov 50th 39thDPI 16,90 Dove DPI 20,99 Pola 49th 38thDPI 17,57 Guerlain DPI 22,04 The Art of Shaving 48th 37thDPI 17,75 Novaya Zarya DPI 22,11 Schwarzkopf 47th 36thDPI 17,96 Bourjois DPI 22,95 Adidas 46th 35thDPI 18,27 Pupa DPI 23,24 Guam 45th 34thDPI 18,43 Carita DPI 23,27 MAC Cosmetics 44th 33thDPI 19,58 La Roche Posay DPI 23,81 Gillette Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 21. Digital Performance Index®Cosmetic & Beauty Brands Digital Rating - Russia 32th 25th L’OréalProfessionDPI 24,05 Gillette Venus DPI 25,81 nel 31st 24thDPI 24,08 Christian Dior DPI 26,66 Olay 30th 23rdDPI 24,10 The Body Shop DPI 26,87 Maybelline 29th 22ndDPI 24,25 Clean & Clear DPI 29,40 Wella 28th 21stDPI 24,65 ArtDeco DPI 29,64 Chanel 27th 20thDPI 25,13 Clearasil DPI 29,88 Dolce & Gabbana 26th 19thDPI 25,34 LOreal Paris DPI 30,56 Pantene Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 22. Digital Performance Index®Cosmetic & Beauty Brands Digital Rating - Russia 18th 11thDPI 31,53 Clinique DPI 36,83 Estée Lauder 17th 10thDPI 32,34 Garnier DPI 38,89 Lush 16th 9thDPI 33,12 Sisley DPI 39,43 Nivea 15th 8thDPI 33,97 Lancôme DPI 40,71 Faberlic 14th 7thDPI 34,51 Old Spice DPI 40,72 Mary Kay 13th 6thDPI 35,23 Green Mama DPI 43,27 Vichy 12th 5thDPI 35,31 Clarins DPI 44,32 Yves Rocher Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 23. Digital Performance Index®Cosmetic & Beauty Brands Digital Rating - Russia 4th DPI 45,24 L’Occitane 3rd DPI 46,14 Axe 2nd DPI 49,23 Oriflame 1st DPI 51,00 Avon Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 24. 3. Key Findings Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 25. Chapter 3 - Key Findings. Agenda1) Brands’ websites2) Social Media presence3) Top 4 brands - analysis4) Digital brand Infringements Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 26. Brands’ websites in Russian languageWEBSITES 100% 80% 63 38% 42% No Russian at all. 60% 28 .com website with 40% 20% Russian. .ru Website. 20% 52 0% The first output of this rating is that only 36,4% of the cosmetic and beauty brands taken into account in our rating have a .ru website. More astonishing is that 44,1% of the brands do not propose any Russian language at all to their visitors, meaning that this traffic will benefit to alternative resources in Russian language. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 27. Websites’ featuresWEBSITES Have a Forum 4 Have a mobile website 5 Propose online shopping through partner(s) 8 Propose their own online shop 13 Offer any kind of interactions 25 Give the possibility to like / comment products 27 Offer Social media integration 46 Have intergrated social media on site 47 Offer the possibility to register 57 Official website rand #1 on Yandex 74 Propose updated content 74 0 20 40 60 80 51,7% of the analyzed websites are proposing some kind of updated content while 39,9% offer the possibility for users to register. Less popular are interactive features on site, present in about 17,5% of all websites. Surprisingly only 4 websites propose some kind of forum in Russian language. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 28. Mobile Websites L’Occitane Chanel WellaWEBSITES According to Emarketer, Russia is already the largest mobile phone market in Europe with an average of 1,5 device per users. Only 5 brands propose a mobile website to their users, among those L’Occitane is the only one to have a proper mobile site and not a redirect to the mobile version of the .com website. As Well L’Occitane is the only brand to propose a mobile app in Russian language. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 29. E-commerceWEBSITES E-commerce vendors Direct E-commerce on site 2 3 E-commerce through affiliate E-commerce through Utkonos.ru 3 13 E-commerce through Ozon.ru 2 E-commerce through Odry.ru With only 21 cosmetics & beauty brands proposing an E-commerce solution, Russia is far behind western European markets. More interesting is to notice that only 13 out of these shops propose a direct sale while other propose to purchase through partners. L’Occitane is so far the only cosmetics & beauty brand in Russia that proposes a mobile E-commerce solution to its visitors. Note that 2 brands work simultaneously with 2 e-commerce partners. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 30. E-commerce Have you bought or your family members over the past two years, perfumes and cosmetics fromWEBSITES an online vendor? Purchase behavior 9% At least once a month 30% 14% Once every 2 / 3 months once / twice a year only once 15% Never but planning on future Never and never will 27% 5% What is the average volume of one of your order? (question asked respondents, who have made a purchase) Volume of purchase Less than 500 rub. 32% 500 - 900 rub. 34% 900 - 1100 rub. 16% 1100 - 1900 rub. 9% 1900 - 3100 rub. 6% 3100 - 6900 rub. 2% More than 7000 rub. 1% Источник: ХолдингРомир, май 2012 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 31. Brand Websites : Conclusions FMCG vs Luxury brands: giving a close look at the list of top websites, it is clear that FMCGWEBSITES brands’ digital approach are more user centric than luxury brands. Despite the love and interest in Russia for luxury brands, it is amazing to see that luxury brands such as Giorgio Armani or Yves Saint Laurent do not propose any Russian language on their website. Russian brands vs Foreign brands: there are very few Russian cosmetics and beauty brands available, however we would like to point out Green Mama that ranked 7th in our rating. With a lot of content published on their site, an elegant E-commerce shop, communities on Facebook, Vkontakte, Twitter, Odnoklassniki and Livejournal, Green Mama digital presence is much more efficient than many large international brands. Digital Gap: According to our Digital Performance Index, the gap between leading brands and non leading brands on internet is enormous. On a maximum index of 80 points that would represent the best digital approach possible, the average score received by cosmetics & beauty brands in Russia is 13,35 , while top 10 brands average score is 44,78. The depths of this digital gap is even harder to explain regarding to the statistics: these 143 brand generates at least 8 millions search queries per months, at least 130.000 brand mentions. Finally this digital gap extend itself to E-Commerce. 43% of internet users in Russia have bought online at least once beauty and cosmetic products between May 2011 and May 2012 (Versus 35% in 2011), therefore less than 15% of the brands propose an e-commerce solution in Russia. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 32. Social networks popularity Social communities’ split by platforms:SOCIAL MEDIA 38 34 14 15 3 Facebook Vkontakte Twitter Youtube Odnoklassniki With 47 beauty and cosmetic brands out of 143 being somehow present on social networks in Russia, we can state that social media is already a popular digital marketing instrument. Facebook is the most popular network with 38 brand pages, followed by Vkontakte (34). This supremacy could be explained by 2 factors: first Facebook is likely to be included in international brands’ global digital strategy. Second Vkontakte is still facing problems linked to spams, scams, adult content and brand infringement. Twitter and Youtube are for now still niche networks with respectively 15 and 14 branded accounts. Far behind, Odnoklassniki seems not to be a consistent option for brands’ communication. Popular foreign social networks such as Pinterest, Google + or Tumblr are not used by any of the analyzed brand for Russia so far. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 33. Number of fan growth Fan communities growth vs average sizes by socialSOCIAL MEDIA networks: 9 8 70.292 fans 7 Avg % of growth 6 5 Avg # of fans 4 3 2 6.678 fans 1 1.828 followers 0 Vkontakte Facebook Twitter Vkontakte has a large supremacy on Facebook and Twitter in terms of numbers of fans. This could be explained by the fact that it gained popularity before Facebook, and that many groups have numerous fake fans which augment artificially the communities’ sizes. However the graph above shows clearly that Twitter and Facebook are ahead Vkontakte in terms of communities’ sizes growth. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 34. Top communities’ size Top 10 communities by sizeSOCIAL MEDIA Top 10 Communities by size (Vkontakte) (Facebook) Nivea 613620 LOreal Paris 28827 Gillette Venus 227200 Axe 23693 Clearasil 218423 Bobbi Brown 20539 Axe 179527 Vichy 18819 Dolce & Gabbana 168446 Nivea 16891 Avon 156390 Maybelline 15006 Vichy 113247 LOccitane 13390 Old Spice 107990 Yves Rocher 13056 Olay 104116 Lancôme 11394 Gillette 92752 Mary Kay 10707 0 250000 500000 0 10000 20000 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 35. Focus: Facebook vs VkontakteSOCIAL MEDIA Number of communities 38 34 Brand on both networks 23 23 Average community size 6.678 70.292 Avg Monthly fan growth 5,7% 4,4% Avg interactions / user 6,17 1,49 Avg publications / day 1,05 1,45 Spams& rude language 10,81% 34,37% Looking closely at the statistics from both Facebook and Vkontakte during the analyzed period we notice that beside the smaller size of the communities, Facebook is ahead Vkontakte for all our indicators. The average monthly fan growth is about the same and here Facebook leadership could be challenged from a month to the other. Most interesting to consider that the level of interaction is much better on Facebook, where spams and rude language happen 3 times less than on VK. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 36. Fake Fans Brand buying fans # of fans on 26.05 # of fans on 25.06 EvolutionSOCIAL MEDIA Venus 191868 227200 18,4% Vichy 173501 113247 - 34,73% Dolce &Gabbana 160000 168446 5,28% Clearasil 219321 218423 - 0,41% Venus VK community fake fans: Clearasil VK community fake fans: Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 37. Fake Fans Unfortunately it is quite a common thing to see brands both local and international to buy “fake” fansSOCIAL MEDIA on social network. The volume of this phenomenon is especially visible on Russian social network Vkontakte. Fake fans areghost profiles provided by agencies at a rate starting with 1 rub per profile in order to boost the rating of the community (see examples below). In June, Gillette Venus is the champion of buying fake fans on Vkontakte together with Dolce &Gabbana. Fortunately Vkontakte is trying to fight against this black hat technique by removing from the platforms this ghost profile. We could witness the efficiency of this process on Vichy’s Vkontakte community which lost about 35% of its community size (more than 60.000 fake fans removed). Examples of fake profiles: Examples of cancelled profile: Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 38. Top 4 brands - Analysis SM Integration 10 Search queries Users experience 8 6 4 Web mentions Comments on site 2 0 Series 1Community growth Mobile website Quality of community E-commerce management Total number of fans 38 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 39. Top 4 brands - AnalysisWith a total score of 51/80 Avon is the leading brand in cosmetic & beauty category in the Ru.netaccording to our Digital Performance Index rating.Digital strengths:Avon has a strong brand authority index, far ahead any other brands. The brand authority is thenatural interest from web users for the brand and calculated on basis of total web search queries andbrand mentions in blogs. The total number of social media fans and the quality of the social mediamanagement are the other strong strengths of Avon.Digital weaknesses:Regarding Avon websites, the usability is good, with features like online catalogue and a socialapplication. However globally the users’ experience on site is not exciting and the volume of contentavailable is mediocre (The idea to have tutorial videos is good, but why to have only 2 of them?).Recommendations:Avon should develop a better users’ experience on site through better website design and usability.Due to the size of Avon’s social community on Vkontakte, we would recommend a much deeper socialintegration on site. Finally, we would definitely recommend to implement a mobile strategy. 39 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 40. ORIFLAME Top 4 brands - Analysis Social integration on site 10 search queries Userss exeperience 8 6 4 Web Mentions Comments on site 2 0 ORIFLAMECommunity growth Mobile Website Quality of community E-commerce management Total number of fans 40 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 41. Top 4 brands - AnalysisWith a total score of 49,23/80 Oriflame is the second brand in cosmetic & beauty category in the Ru.netaccording to our Digital Performance Index rating.Digital strengths:Oriflame has a strong brand authority index, a bit lower Avon but still far ahead other brands. Thisshows the high interest of users for the brand. The web site design is simple and elegant whichguaranties to users a pleasant brand experience. Users’ ratings and comments on product is a veryhelpful feature. Finally the how-to make-up tutorial and the use of testimonials are well implemented.With about 2 M views on Youtube, Oriflame is making a clever use of online video marketing. This multi-platform social media strategy reinforce very much the relationship between the brand and its fans.Digital weaknesses:If the content available on site is highly qualitative but we can regret the absence of real interactivefeatures. Regarding social media, the overall number of fans could still be considered as “low” respectas many other cosmetic brands.Recommendations:Oriflame should work on improving the number of social fans and implement rapidly mobile solutions. 41 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 42. Top 4 brandsAXE - Analysis Social integration on site 10 search queries Userss exeperience 8 6 4 Web Mentions Comments on site 2 0 AXECommunity growth Mobile Website Quality of community E-commerce management Total number of fans 42 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 43. Top 4 brands - AnalysisWith a total score of 46,14/80 Axe is the third brand in cosmetic & beauty category in the Ru.netaccording to our Digital Performance Index rating.Digital strengths:Axe website propose to user a very interesting brand experience called “Axe Campus” adaption of theworld wide digital brand strategy. It includes a series of funny/provocative videos, user generatecontent (pictures), a forum and a social app on Facebook. Axe offers the possibility to purchase itsproducts through a partner (Utkonos). Axe has a very strong presence on social media throughFacebook, Vkontakte and Twitter. The content range fits the target audience and the switch betweenbrand orientated and entertainment post allows to generate great engagement among users.Digital weaknesses:The main weakness of axe seems to be its lack of web authority. Beside the communities, the productsrarely triggers conversations. Furthermore we noticed that very few bloggers mention the brands.Recommendations:Axe should build relationships with influent bloggers aiming at the same masculine target audience inorder to increase brand recommendations. Axe should absolutely implement a mobile strategy. 43 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 44. LOCCITANE Top 4 brands - Analysis Social integration on site 10 search queries Userss exeperience 8 6 4 Web Mentions Comments on site 2 0 LOCCITANECommunity growth Mobile Website Quality of community E-commerce management Total number of fans 44 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 45. Top 4 brands - AnalysisWith a total score of 45,24/80 L’Occitane is the fourth brand in cosmetic & beauty category in theRu.net according to our Digital Performance Index rating.Digital strengths:L’Occitane has a very strong website due notably to a good e-commerce solution and mobilitysolutions. L’Occitane is also the only cosmetic & beauty brand in Russia to propose a mobileapplication. Even if the websites’ design is somehow simple it offers to users a positive brandexperience thanks to an intuitive usability. Visitors are actively using the possibility to comment onproducts. Finally, L’Occitane is very active on social media, including notably a blog and a communityon Odnoklassniki.Digital weaknesses:Regarding the website, it clearly lacks of interactive and original features. Furthermore, the socialmedia integration on site is very weak. Finally, despite the number of social media communities, thetotal number of fans and the quality of the community management are quite low.Recommendations:L’Occitane should reinforce the users’ experience proposed on site through interactive feature a betterintegration of social media. L’Occitane should definitely improve its social communities management. 45 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 46. Digital Brand Infringements Due to the low regulation of brand infringement online and the difficulties for a brand to get aBRANDED WEBSITE’S competitor to stop using its brand name and trademarks, many brands have copycats websites. It is especially visible for catalogue order brands like Avon, Faberlic and Oriflame with tens of websites using their brand name. Almost all of these copycats websites are aiming at driving direct online sales. In some cases these sites are the only alternative in Russian language for web users (ex. Kerastase). As online retailers, copycats websites are implementing many marketing tools such as newsletters, CRM programs, time limited offers and hotlines (usually on a personal mobile phone). The risks of such brand infringements are: - The obvious traffic and revenue loss, - To hurt the brand image because of a poor experience, - Users may receive out dated information on products, - No control from the brands. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 47. Digital Brand Infringements Vkontakte is less akin than Facebook when it comes to brand name infringement control. ManyBRANDED COMMUNITIES cosmetic & beauty brands, especially in luxury segment have hundreds or even thousands groups named after their brand. In some case, groups are held by real fans often connected to a specific city, they represent less than 10% of the existing groups. 90% of the existing groups are targeting to create traffic to multi brand online stores (mostly fake) or fashion / beauty websites. The risks of such brand infringements are: - To hurt the brand image because of a poor experience (difficulties to differentiate official pages), - be presented together with fake products, sexual content, rude language at so on. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 48. 4. Best practices Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 49. Chapter 4 – Best practices. Agenda1) Website’s original features2) Community management best practices3) Spark of Genius Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 50. Website Original featureNovaya Zarya’swebsite is clearly old fashioned and quite un-pleasant tonavigate. The home page features a Flash animation that is absolutely useless beside slowing downthe opening of the page. However Novaya Zarya’s website has one interesting and original featurethat worth being noticed: The virtual museum of perfumery. It consists on an interactive visit of anexhibition including a virtual tour, information about perfumes and additional information that displaysa diaporama. The execution is also clearly outdated however the initiative of proposing to web usersan original brand experience is smart. We would recommend Novaya Zarya to update this virtualmuseum using HTML5 technology instead of Flash and integrating social media in the experience. LINK Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 51. Website Original featureMalenkayaFeya’swebsite is simply structured but the navigation is intuitiveand a lot of content targeting an audience of young girls is available. In our consideration, too muchtext content is a mistake because the young audience that the brand is targeting will not spend muchtime reading articles. At the oppositethe initiative a including on site flash games is a very good idea tocreate entertainment and interactions among the users. Even if very simple, those time killer gamescomplete efficiently the brand experience on site. If visitors are invited to register the website, it wouldhave been a good idea to create a clear leader board and an incentive for the winner. Furthermorepart of the textual content should be replaced with pictures and videos, more relevant to young girls. LINK Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 52. Website Original featureMary Kay’swebsite is the adaptation of the global website. The usability is good and the navigation isvery intuitive which creates a positive web experience for users. The design of the website is “too”basic to really support the brand image. Nonetheless, a lot of content is available on site and theintegration of video testimonials is a strong leverage for credibility. The original feature that draggedour attention on Mary Kay’s website is the virtual make up booth. The program allows users to uploadtheir picture and then to test the different category of Mary Kay’s products on itself. The virtual makeup booth work very well and allows a pleasant and entertaining brand experience. Users have thepossibility to save their picture, share it on social networks and even ask the opinion of a professionalconsultant. LINK Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 53. Community Management Best Practices AVONOpinion Polls are a verygood instrument togenerate interactions, funand engagement in acommunity. Here is agood example ofimplementation by Avonon Vkontakte whichgenerates 2.702 votes. Link Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 54. Community Management Best Practices YVES ROCHER Making your brand more human is one of the keys of effective social media marketing. Yves Rocher celebrates the first anniversary of its Facebook community with a fun competition that generates 32 highly emotional user generated messages. Link Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 55. Community Management Best Practices ORIFLAMEReal life pictures are themost efficient way ofshowing a product.Alongside with marketingmaterials, real life picturesshows how the productreally looks like. Oriflameuses a real life picture toask users’ opinion and get121 likes, 25 shares andgenerates conversation. Link Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 56. Community Management Best Practices ESTEE LAUDER Commercial offers are an excellent way to create value out of a brands’ social presence. Members of the community appreciate the feeling of exclusivity provided by dedicated SM offers. Estee Lauder activate its sampling through Facebook which generates an active conversation among members. Link Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 57. Community Management Best PracticesThe easiest ways to secure a high number of “likes” are the good old methods of publishing funny cat pictures andsexy women. Axe proves one more time that sex sales with 1.811 likes received for a nice view on womanbreast, while Nivea gets 1.788 with a cat. However, the more a brand uses these “cheap tricks”, the more the socialcommunity loses its purpose and weakened the link with the brand. Link Link Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 58. Community Management Best Practices VENUSImages are one of themost important element ofsocial media. The socialengagement to a post ishighly connected to theright selection of visuals.Venus have selected animage including a lot oftext with different typo thatmakes this picture veryconfusing. This is a goodexample of what a brandpost shouldn’t look like. Link Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 59. Spark of genius - Dolce &Gabbana Luxury BrandDolce & Gabbana has the best digital presence on Ru.net among all the“Fashion + cosmetics” brands analyzed in our rating, thanks to an extensive social media presence.Beside the large community on Vkontakte and the active Twitter account, we would like to point outthe cohesion between these different social approaches. The digital brand experience is consistentthanks to strong visual elements declined on the social platforms. The content selection and thevolume of posts guaranties to the fans a permanent flow of relevant brand information. We canregret however that the community management lack of reactivity to cancel spams and answerquestions. We also would like to mention that Dolce & Gabbana is present on 11 social platforms.Vkontakte Twitter Website in Russian Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 60. Spark of genius - Green Mama Russian BrandGreenMama’s website scored high on our rating. However, at first sight, GreenMama’s site seems old fashion. Passing over the design, the site is actually very interesting andoffers to web users a very pleasant and complete brand experience. The content available on site isvery rich and varied, with the possibility to vote and comment on the articles, educationalfeatures, testimonials and opinion polls. Furthermore, we would like to point out the very activeforum that has over 47 K themes and 440 K messages. This shows that there is a real activecommunity around the Green Mama brand. Last notice concerns Green Mama e-shop that is welldesigned and has a good usability providing to user an enjoyable buying experience.Good example of Simple and pleasant E-an active forum commerce experience Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 61. Spark of genius - Axe FMCG BrandAxe’s website experience is very well designed for its men 18+ target audience.The site homepage proposes users a simple navigation among the 4 collections of deodorant, eachone proposing a completely new brand experience. The website’s concept seems to be the adaptionfrom the western Axe website however we do notice that the Russian implementation is highlyqualitative. Beside the good execution and usability, the content is varied and highly entertaining: The“Axe Campus” proposes an extended brand experience through many fun “lessons” videos, users canregister the site and have access to a personal page. So far more than 320 K. users registered thewebsite (mainly through social media connection). Finally social media are smoothly integrated onsite.Axe Campus includes funvideos as “lessons”. The site’s integrates UGC. The site’s design is very modern. Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 62. Spark of genius - Nivea Social CommunityNivea’ssocial community on Vkontakte counts about 615.000 fans which isfrom far the largest fan community among all analyzed brands. Nivea started early its Vkontakte socialcommunity. In facts, on July 2011 they had already 470.000 fans which shows a growth of + 31% in oneyear. Nivea use a good dispositive to implement competitions (page design, active links rulesdownload). As a result the most popular games get thousands comments and many user generatedpictures.As critics we can notice that 60.000 fans do not have pictures which could means that at some pointNivea did buy fake fans. Furthermore, Nivea uses too many dog / cat pictures content which may gathermany likes but do not have any kind of link with the brand essence nor with its products…User generated content Active conversations Pleasant design Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012
  • 63. For any questions please contact me: Media Partner: Thierry Cellerin E.: tcellerin@buzzfactory.ru M.: +7 985 44 22 544 W.: www.buzzfactory.ru C.: www.vanksen.com B.: http://buzz-factory.livejournal.com/ 63 Want to know more about your brand’s ranking? Contact us All right reserved Buzzfactory. 2012