L2 Facebook IQ 2012

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L2 Think Thank 2012 Facebook IQ study ranks the 100 prestige brands for the digital competence on Facebook.

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L2 Facebook IQ 2012

  1. 1. June 12, 2012 Facebook IQ INDEX ®SCOTT GALLOWAYNYU Stern © L 2 2012 L 2 ThinkTank.com Reproductions Prohibited
  2. 2. Facebook IQ Want to know more about your brand’s ranking? Contact us INDEX ® TOMORROW today becomes On the date of its IPO, Facebook was worth more than LVMH, PPR, and Richemont combined. Ten days on, the stock had lost a third of its value. The culprit? Facebook investors shifted the measurement stick from promise to performance. Similarly, the marketing and digital professionals at prestige organizations charged with building and engaging communities on the world’s biggest platform will face Facebook IQ Index® Video Click to Play heightened expectations and scrutiny. As tomorrow becomes today for prestige executives, the issue of what, and how, return is achieved on Facebook takes center stage. Missing the “Social” in Social Media Prestige communities grew more than 200 percent year over year as brands began investing in Facebook advertising. However, the industry is still struggling to embrace the “social” in social media. More than 20 percent of prestige brands still do not engage in any two-way conversation, and a third prohibit fan posts on their Facebook walls. The growth coupled with numb response times has led to a decline in engagement rates of almost 50 percent since our first Facebook IQ Index® in June 2011.© L 2 2012 L 2 ThinkTank.com Reproductions Prohibited 2
  3. 3. Facebook IQ Want to know more about your brand’s ranking? Contact us INDEX ® Facebook Is Local Facebook IQ = Shareholder Value A bright spot for prestige brands on Facebook is growth and Our thesis is that competence on Facebook is linked to engagement in emerging markets, mimicking some of the shareholder growth and is a proxy for innovation within an macro growth trends in the industry. Forty-one percent of brands organization. This study, released with our partners at Buddy Media, now maintain at least one local country page. These local Facebook attempts to quantify the Facebook competence of 100 iconic brands pages have grown at twice the rate of Global and U.S. prestige across Beauty, Fashion, Specialty Retail, and Watches & Jewelry. communities and register 50 percent higher engagement. Facebook’s Our aim is to provide a robust tool to diagnose digital strengths and Most Popular City data provides further evidence that the center of weaknesses and help managers at prestige brands achieve greater gravity is shifting in the industry. More than 44 percent of prestige return on incremental investment. brands, including many icons, register an emerging-market city (e.g., Like the platform we are assessing, our methodology is dynamic Taipei, Tbilisi, Tunis, etc.) as the top place where people are talking and we hope you will reach out with comments that improve our about the brand on Facebook. methodology, investigation, and findings. You can reach me at scott@stern.nyu.edu. Icons Strike Back Regards, A lot has changed since the first Facebook IQ Index® a year ago. Some of the prestige industry’s iconic brands are this year’s biggest winners, including Bulgari, Christian Dior, and Cartier, which all catapulted from Challenged to Gifted on the backs of massive Scott Galloway community growth, innovative programming, and stronger integration. Founder, L2 Notorious digital laggard Prada finally joined the Facebook party in Clinical Professor of Marketing, January 2012, moving from Feeble to Average. However, the Facebook NYU Stern IQ top 10 is still dominated by retailers and beauty brands that have been deft at facilitating higher rates of engagement via user- generated content and local pages and posts.© L 2 2012 L 2 ThinkTank.com Reproductions Prohibited 3
  4. 4. Facebook IQ Want to know more about your brand’s ranking? Contact us INDEX ® TABLE OF CONTENTS Click to Jump-To: 05 Methodology 29 Flash of Genius 06 Facebook IQ Rankings 29 In the Company of Genius: Macy’s 31 Global Citizen (Pretty Powerful): Bobbi Brown 06 Genius 32 Scale + Data: Burberry 07 Gifted 33 Mother’s Day: L’Occitane 09 Average 34 Facebook in Japan: Coach 11 Challenged 35 Bring It Back: Bobbi Brown & M·A·C 12 Feeble 36 Facebook Offers: Kate Spade & Macy’s 37 Miracle Maker: SK-II 13 Key Findings 38 Pilot Aptitude Test: IWC 13 Facebook Growth 14 The Timeline Effect 15 Declining Engagement 17 Facebook Is Local 21 F-Commerce Failing 24 Fan & Content Engagement 28 Facebook Integration© L 2 2012 L 2 ThinkTank.com Reproductions Prohibited 4
  5. 5. Facebook IQ Want to know more about your brand’s ranking? Contact us INDEX ® ABOUT THE RANKING Facebook IQ Classes Genius 140+ Facebook competence is a point of competitive differentiation for these brands Gifted 110–139 35% 20% Brands demonstrate a comprehensive Size & Growth Programming understanding of Facebook marketing and continue to grow their fan bases while 35% Engagement 10% Integration experimenting with programs and tabs Average 90–109 Lack of innovation categorizes the Facebook The Methodology efforts of these brands Size & Growth 35% Programming 20% Integration 10% Challenged 70–89 Size and growth on the platform Brand content, responsiveness, and innovation Integration of Facebook across brand digital platforms These brands have gone through • Number of “Likes” • Customized tabs and interactive applications • Promotion of Facebook page on other digital properties including: site, mobile, social media, the motions of establishing a Facebook • Growth Rate • Response frequency and speed email marketing, and blogs presence but have yet to allocate • Absolute Growth • Use of gated tabs • Search engine visibility financial or creative horsepower • Global Community • Posting frequency • Incorporation of additional social media properties • Brand photos and videos • Shareability of site content • F-commerce and e-commerce integration Engagement 35% • Facebook advertising and offers • Social shopping and Facebook Connect • Customer service accessibility Fan reaction and interaction • Innovative campaigns • Fan engagement with brand posts Feeble <70 • Number of fan posts • Fan engagement with fan posts Weak or no official presence on the world’s • Fan participation in programs and applications largest and fastest growing platform • Fan photos and videos© L 2 2012 L 2 ThinkTank.com Reproductions Prohibited 5
  6. 6. GENIUS Facebook IQ Macy’s Sephora Lancôme Michael Kors INDEX ® GIFTED IWC Smashbox Swarovski United Colors of Benetton El Corte Inglés Esteé Lauder Pandora Aveda = Beauty & Skincare = Specialty Retail FACEBOOK IQ RANKING Bulgari Genius Brands = Fashion = Watches & Jewelry Bare Escentuals Christian Dior Marks & Spencer Oscar de la Renta Benefit Cosmetics M∙A∙C Tiffany & Co.RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION Lacoste Louis Vuitton Clinique Coach 1 Gucci Cartier Fendi Tommy Hilfiger This Timeline pioneer’s page is big, Bobbi Brown Burberry growing, and well-integrated across Jimmy Choo 161 channels; Constantly updated program- Baume et Mercier Nordstrom Tory Burch ming sets the bar Bottega Veneta Chanel Chloé Marc Jacobs AVERAGE Hugo Boss TAG Heuer Prada Versace Calvin Klein 2 Elizabeth Arden Dolce & Gabbana Giorgio Armani Ralph Lauren Saks Fifth Avenue Jaeger-LeCoultre From geo-targeted special offers to Alexander McQueen 148 fully-functional gift card F-commerce Bally Barneys New York application, beauty maven delivers NARS L’Occitane en Provence Clarins David Yurman Montblanc SK-II Harrods Chopard Omega Neiman Marcus Yves Saint Laurent 3 Galeries Lafayette Movado NET-A-PORTER Origins Hermés Hypnose Doll Eyes app and Rouge CHALLENGED Boots in Love Lookbook provide a lesson 146 Harry Winston Piaget on rolling out programming across Hublot Shiseido geographies Vacheron Constantin Bergdorf Goodman Kate Spade Valentino Kiehl’s Bloomingdale’s Philosophy Officine Panerai Salvatore Ferragamo Longines 3 Perricone MD Le Bon Marché Rive Gauche Audemars Piguet Diane von Furstenberg House of Fraser Outstanding integration across digital Selfridges 146 Raymond Weil properties complements exceptional FEEBLE Donna Karan New York growth in Facebook fan base Van Cleef & Arpels Max Mara Ermenegildo Zegna Rolex Baccarat Harvey Nichols DeBeers Printemps Patek Philippe© L 2 2012 L 2 ThinkTank.com Reproductions Prohibited Want to know more about your brand’s ranking? Contact us 6
  7. 7. GENIUS Facebook IQ Macy’s Sephora Lancôme Michael Kors INDEX ® GIFTED IWC Smashbox Swarovski United Colors of Benetton El Corte Inglés Esteé Lauder Pandora Aveda = Beauty & Skincare = Specialty Retail FACEBOOK IQ RANKING Bulgari Gifted Brands = Fashion = Watches & Jewelry Bare Escentuals Christian Dior Marks & Spencer Oscar de la Renta Benefit Cosmetics M∙A∙C Tiffany & Co. RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION Lacoste Louis Vuitton Clinique Coach Stirring "Pilot Aptitude Test" game app 5 14 Gucci 138 125 Icon boasts luxury’s third-largest fan base Cartier catapults watchmaker to top of category Fendi Tommy Hilfiger Bobbi Brown Burberry Jimmy Choo "Social Shop" takes Facebook commerce Quick responder to fan comments Baume et Mercier 6 16 Nordstrom 133 site-side; "Lights, Camera, Action" app 124 Tory Burch delights and concerns Bottega Veneta Chanel Chloé Marc Jacobs AVERAGE Strong community growth and interactive Facebook-exclusive products provide entry Hugo Boss 7 131 apps compensate for average engagement 16 124 point to brand; exceptional engagement TAG Heuer Prada Versace and integration on wall Calvin Klein Elizabeth Arden Dolce & Gabbana Giorgio Armani Ralph Lauren 8 129 Stellar growth offsets average engagement 18 123 Best-in-show integration Saks Fifth Avenue Jaeger-LeCoultre Alexander McQueen Bally Barneys New York NARS L’Occitane en Provence Facebook-integrated "Shop Together" Clarins 9 128 "Virtual Clothes Model" app scores 18 123 feature complements impressive size David Yurman Montblanc SK-II and growth of global community Harrods Chopard Omega Neiman Marcus Yves Saint Laurent Seamless integration of “What Makes 10 127 Strong across all dimensions 18 123 Love True” microsite Galeries Lafayette Movado NET-A-PORTER Origins Hermés CHALLENGED Boots Early adopter gets Facebook Connect Rapidly growing Facebook fan base Harry Winston 10 127 and power of local programming 21 122 is the second-largest Piaget Hublot Shiseido Vacheron Constantin Bergdorf Goodman Kate Spade Valentino "You Create, We Donate" app threads More than 200 percent year-over-year Kiehl’s 12 126 UGC and CSR 22 120 growth and high engagement Bloomingdale’s Philosophy Officine Panerai Salvatore Ferragamo Longines Perricone MD Le Bon Marché Rive Global page strikes balance between Fans are encouraged to rate and review Gauche 12 126 size and engagement 23 119 their favorite products Audemars Piguet Diane von Furstenberg House of Fraser Selfridges Raymond Weil FEEBLE Donna Karan New York Community-oriented page is integrated Fosters dialogue via responsiveness 14 23 Van Cleef & Arpels 125 119 Max Mara across brand’s wider digital footprint to its formidable community Ermenegildo Zegna Rolex Baccarat Harvey Nichols DeBeers Printemps Patek Philippe© L 2 2012 L 2 ThinkTank.com Reproductions Prohibited Want to know more about your brand’s ranking? Contact us 7
  8. 8. GENIUS Facebook IQ Macy’s Sephora Lancôme Michael Kors INDEX ® GIFTED IWC Smashbox Swarovski United Colors of Benetton El Corte Inglés Esteé Lauder Pandora Aveda = Beauty & Skincare = Specialty Retail FACEBOOK IQ RANKING Bulgari Gifted Brands continued... = Fashion = Watches & Jewelry Bare Escentuals Christian Dior Marks & Spencer Oscar de la Renta Benefit Cosmetics M∙A∙C RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION Tiffany & Co. Lacoste Louis Vuitton Clinique Coach Gucci pushes opportunity to Connect with "Facebook Shop" still garners 8,000 25 32 Gucci 116 112 Cartier its 8 million fans monthly users a year later Fendi Tommy Hilfiger Bobbi Brown Burberry Jimmy Choo “L’Odyssée de Cartier” campaign threads Baume et Mercier Brand programming on the rise; fan growth 26 35 Nordstrom 114 traditional and social channels inspiring 50 111 Tory Burch should follow Bottega Veneta percent fan growth in 30 days Chanel Chloé Marc Jacobs AVERAGE Hugo Boss Strong page growth but programming Fan engagement is sorely missing from this 26 114 needs a refresh 35 111 6.6 million strong page TAG Heuer Prada Versace Calvin Klein Elizabeth Arden Dolce & Gabbana Giorgio Armani Ralph Lauren "Get Prepped" app outfits Facebook com- Integrated "LEau de Chloé" contest com- 26 114 munity 35 111 bines Mobile, Tumblr, and Facebook Saks Fifth Avenue Jaeger-LeCoultre Alexander McQueen Bally Barneys New York NARS L’Occitane en Provence Clarins Needs better Facebook integration on site to 29 113 Deft global community management 35 111 complement strong engagement David Yurman Montblanc SK-II Harrods Chopard Omega Neiman Marcus Yves Saint Laurent Behemoth community, one of three brands 29 113 experimenting with Facebook Connect Galeries Lafayette Movado NET-A-PORTER Origins Hermés CHALLENGED Boots Should leverage “Stylemakers” program Harry Winston 29 113 to boost UGC Piaget Hublot Shiseido Vacheron Constantin Bergdorf Goodman Kate Spade Valentino Extensive programming including “What Kiehl’s 32 112 Do You Think?” poll keeps fans engaged Bloomingdale’s Philosophy Officine Panerai Salvatore Ferragamo Longines Perricone MD Le Bon Marché Rive “Share Your Stories” solicits UGC while Gauche 32 112 custom tabs buttress integration Audemars Piguet Diane von Furstenberg House of Fraser Selfridges Raymond Weil FEEBLE Donna Karan New York Van Cleef & Arpels Max Mara Ermenegildo Zegna Rolex Baccarat Harvey Nichols DeBeers Printemps Patek Philippe© L 2 2012 L 2 ThinkTank.com Reproductions Prohibited Want to know more about your brand’s ranking? Contact us 8

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