Successfully reported this slideshow.

Nars Cosmetics | Social Media Analysis


Published on

Benchmarked the brand's social media performance against MAC Cosmetics by utilizing Radian6 and supporting listening tools (Hootsuite, Social Mention, Google Blog Search...) to conduct data mining and content analysis

Published in: Social Media, Technology, Business
  • Be the first to comment

Nars Cosmetics | Social Media Analysis

  1. 1. NARS | SOCIAL MEDIA ANALYSIS | 12.02.13
  3. 3. EXECUTIVE SUMMARY ★  Key Findings: I. Our current social media strategy looks alright; however, compared with our main competitor, MAC, there’s still room for improvement II. Our signature cosmetics products (i.e. blush & brush) are well-recognized and widely-mentioned; however, our skincare product line seems unknown to the audience ★  Main Recommendations: I. We need to rethink about our unpopular product line, NARSskin II. We should develop more social media events to drive online engagement
  5. 5. VOLUME OF CONVERSATION – NARS & MAC 11.17.13 – 11.27.13 ★ Our social media presence is weaker than MAC
  6. 6. WHAT DO CUSTOMERS THINK ABOUT US? Brand Sentiment 1% negative 10% irrelevant 22% neutral 68% positive Sample Size = 10,000 posts
  7. 7. SAMPLE POSITIVE SENTIMENT ✔ Soooome adorable person has brand new cute hurr and a new #NARS lippy to play with! ✔ Just ordered myself NARS love at first sight for under $26 thanks to @ASOS 20% off. Once again, you guys are fantastic. ✔ That awkward moment when someone asks you what your fave Nars blushes are and the answer is Deep Throat and Orgasm #awks #makeupaadict ✔ thank you! how do you think day dream compares to orgasm? ✔ NEW POST! NARS Guy Bourdin One Night Stand Palette! #bbloggers
  8. 8. SAMPLE NEGATIVE SENTIMENT ✖ Why is Nars so ridiculously expensive? Just wondering #beautytweets ✖ It could be b/c I've heard the same complaint w/ Nars blushes as well. ✖ NARS satin lip pencil? Arghhhhh ✖ WTH i am glad to mention that i will not not ever buy NARS cosmetics #notonars #shameless ✖ Why is Nars shipping so darn expensive? Money just goes away :(
  9. 9. TOP TOPICS THAT DRIVE THE MOST ENGAGEMENT AROUND NARS 7632 Product Attributes 2237 Review In Association with Competitors Holiday Contest @davelackie Recommendation @NARSissist 1536 1501 New Soho Boutique Love 1843 483 205 Sample Size = 10,000 posts 698 our official Twitter handle needs more attention!
  10. 10. TOP MENTIONED NARS PRODUCTS AND OUR COMPETITORS ★ Top mentioned products: blush, brush, lipstick, & foundation ★ Top mentioned competitor in association with Nars: MAC Cosmetics
  11. 11. WHERE DOES CUSTOMER ENGAGEMENT TAKE PLACE? ★  Mainly on Twitter & blogs (Note: a great amount of Twitter posts contained links of photos, YouTube tutorials, and blog reviews )
  12. 12. TOP TOPICS THAT DRIVE THE MOST ENGAGEMENT AROUND MAC ★ Top topics look similar to ours; however, ‘Nars’ is NOT associated with “MAC” by those who mentioned “MAC”
  13. 13. SAMPLE POSITIVE SENTIMENT (MAC) ✔ I'm using these gorgeous maccosmetics pigments for the holidays #makeup #mac cosmetics #mac … ✔ Love the look Mac makeup gives! #CakedUp ✔ I'm not a Black Friday shoppe but if there was a good sale on sephora/Mac makeup and Rebecca minkoff bags I would be all over that ✔ Has been WOOED by Ruby, FINALLY. Sexy lips. #rubywoo #mac #makeup #shopping #mall #NYC ✔ All I want for Christmas is another MK bag, some black tall boots & MAC Makeup. I'll love you forever Santa
  14. 14. SAMPLE NEGATIVE SENTIMENT (MAC) ✖ she shouldn't be working at mac. She clearly knows nothing about makeup, ugh! ✖ Tired of paying "MAC"prices for make up and im not to impressed with the make up in general. I know I have some very talented make up artists friends. Any thoughts? PM if you like :-) ✖ so excited for the makeup set I ordered from Coastal Scents. All the reviews I read about the 22 brush set said that they put MAC and SEPHORA to shame ! EXCITTTIIIINNNGGG :) not to mention the glitter. GLITTER GLITTERY GLITTERNESS J
  15. 15. WHERE DOES CUSTOMER ENGAGEMENT TAKE PLACE? (MAC) ★ Mainly on Twitter, Facebook & blogs
  17. 17. SWOT ANALYSIS ★Signature products are well-known & mentioned ★Only a few negative posts; most of them are just personal opinions ★Organization’s expansion is widely welcomed ★Customers are engaged with brand’s important events and sales S ★The emergence of photo sharing sites (i.e. We Heart It) and innovative technology (i.e. mobile apps & share buttons) are beneficial to us ★Key influencers are engaged with our brand O ★NARSSkin is not a well-known product line ★The official Twitter handle, @NARSissist, is not well-recognized & mentioned ★Relatively weak social media presence compared to MAC   W ★MAC has more social media audience and engagement than we do ★MAC customers don’t tend to mention us; however, our customers are likely to either mention MAC or compare our products with MAC’s   T
  19. 19. RECOMMENDATIONS ★  Keep our current social media strategy; it only needs some improvements ★  Rethink about our unpopular product line, NARSskin: 1) Gradually eliminate this product line and focus on cosmetics only 2) Devote more advertising budget to NARSskin promotion ★  Enhance our online customer service and improve communication with customers to increase their interaction with @NARSissist ★  Develop more social media events to drive online engagement ★  Improve online interaction with MAC customers; they might be our potential customers ★  Keep an eye on key influencers; retweet and help promote their popular posts and online events to stay involved ★  Expand our social media activity to Pinterest & We Heart It
  21. 21. SOURCES & METHODS TRANSPARENCY •  Timeframe Analyzed: November 17 – November 27, 2013 •  Research Leads: Isis Joyun Hung, Michigan State University •  Channels Analyzed: Blogs, comments, Twitter, forums, videos, images, Facebook, mainstream news, MySpace •  Data/Content Sources: Radian6, HootSuite •  Analysis Depth: Representative sample set (95% confidence level, confidence interval of 5) •  Search Language: English •  Sentiment Coding: 4-pt scale (positive, neutral, negative, irrelevant), hand tagged based on representative sample •  Spam/Bot Filtering: Hybrid •  Metrics Calculation: > Post Volume: Total relevant posts across blogs, comments, Twitter, forums, videos, images, mainstream news and comments to admin posts on the brand Facebook page(s) > Potential Twitter Reach: Aggregate Twitter followers for all posts that mentioned the brand (via Radian6) > Engagement: Social posts and Facebook likes, comments, clicks, views or plays > Influence: Determined by an analyst based on readership, comments, retweets and relevancy > Search Parameters: A spreadsheet of all keywords is available upon request