Prestige 100®:
Facebook IQ
06.07.11
A Think Tank for Digital Innovation
RESEARCH
ADVISORY SERVICES
EDUCATION
CLINIC:
Mobile & Geolocal
Topics include:
• MOBILE APPS iPhone, iPad, Android, Blackberry
• MOBILE ADVERTISING
• GEOLOCAL
...
CLINIC:
Video &
Celebrity
Topics include:
• HOW TO USE VIDEO ONLINE
• HOW TO LEVERAGE CELEBRITY
ONLINE
REGISTER NOW:
http:...
OTHER UPCOMING EVENTS:
FORUM:
InnovationNovember
CLINIC:
Brands As Media
CompaniesJanuary 2012
DIGITAL IQ® RELEASE LUNCHES...
EXPANSION:
NYC
PARIS
SHANGHAI
Introduction:
Facebook is the Internet.
662 million users
50% log in daily
40% follow a brand
53% HHI > $50k
Facebook: The New O.S.
RUSSIA: 85%
CHINA: 70%
INDIA: 78%
BRAZIL: 69%
UK: 64%
SOUTH KOREA: 64%
SPAIN: 59%
US: 59% FRANCE: 50%
Source: Universal Mc...
Source: Mary Meeker, Internet Trends, April 10, 2010
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
2007 2008 2009...
China
1.34 Billion
600 Million
70% Outside of U.S.
53% HHI >$50k
50% College Educated
41% Log-in Everyday
40% Follow a Bra...
Most Popular Fashion Facebook
Pages
(Number of likes)
Most Popular Fashion
Magazines
(Global Circulation)
Burberry: 6.5 M
...
-30%
4%
11%
40%
Cost Trends: Online Advertising Platforms
(Q1 2011 vs. Q1 2010)
Facebook
(CPC)
Google
(CPC)
Bing-
Yahoo
(C...
Conclusion:
Facebook IQ is a primary driver
of shareholder value.
• First of its kind study
• Measures Facebook aptitude of
100 iconic brands across:
• Automobiles
• Beauty & Skincare
• Ch...
Dimension: Size and Velocity (35%)
• Number of likes
• Growth Rate
• Global Community
• Frequency of Brand Posts
• Fan Pos...
Methodology
Dimension: Engagement (25%)
• Percentage of Community “likes” or Comments on
Brand Posts
• Number of Fan Posts...
Methodology
Dimension: Programming (25%)
• Content Variety
• Customized Tabs & Interactive Apps
• Response Frequency & Spe...
Methodology
Dimension: Integration (15%)
• Links from other Digital Properties
• Search Engine Visibility
• Incorporation ...
Brands parsed into five categories based on Digital IQ score:
140+
110-139
90-109
70-89
>70
Genius:
Gifted:
Average:
Chall...
The Rankings
Rank Brand Category Digital IQ
79 Rolls-Royce Automobiles 68
80 Bottega Veneta Fashion 67
81 Baccarat Watches & Jewelry 66...
Rank Brand Category Digital IQ
67 Christian Dior Fashion 89
68 Patron Spirits & Champagne 88
69 Chloé Fashion 86
69 Ballan...
Rank Brand Category Digital IQ
40 Acura Automobiles 109
41 Kiehl's Beauty & Skincare 108
42 Cîroc Spirits & Champagne 107
...
Rank Brand Category Digital IQ
14 Clarins Beauty & Skincare 137
15 Swarovski Watches & Jewelry 135
15 MAC Beauty & Skincar...
Rank Brand Category Digital IQ
1 BMW Automobiles 175
2 Clinique Beauty & Skincare 165
3 Audi Automobiles 156
4 Lexus Autom...
Key Findings
Size vs. Engagement
Global Google Searches vs. Predicted Facebook Fans
(May 2011)
Fan Count Overachievers
Global Google Searches vs. Predicted Facebook Fans
(May 2011)
Fan Count Underachievers
Bigger Can Be Better
#2: Like
Count
28,000+
Fan photos
400+
fan
videos
PERSONAL
SERVICE
#1
ENGAGEMENT
Fans Should be Seen but Not Heard
Broadcast
MediaSocial
Media
The Effect of Two-Way Communication
Can Fan’s Post?
692 Weekly Fan
posts
(BMW = 563)
97% Fan-2-Fan
Engagement
Encouragement
The Most Social of Them All
Product
Highlights
Highest Interaction Rate:
Company
Info
.15%
Questions
.14%
Special Events
.13%
Customer
Education
.12%
...
Glocal
Interaction Rate by Page Type:
Lancôme Goes Glocal
Facebook is not an Island
Facebook Integration:
(% of Brands)
The New, New Thing
Size vs. Engagement:
Success on Facebook is no longer limited to the size of a
brand’s fan base
Facebook is Social Media:
...
1200 social scott galloway michael lazerow
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  • Want to make sure customer service is out of 5 not 3 right? Correct.
  • 1200 social scott galloway michael lazerow

    1. 1. Prestige 100®: Facebook IQ 06.07.11
    2. 2. A Think Tank for Digital Innovation RESEARCH ADVISORY SERVICES EDUCATION
    3. 3. CLINIC: Mobile & Geolocal Topics include: • MOBILE APPS iPhone, iPad, Android, Blackberry • MOBILE ADVERTISING • GEOLOCAL • MOBILE SITES REGISTER NOW: http://L2MobileClinic.eventbrite.com/ 06.24.11 | NYU Stern
    4. 4. CLINIC: Video & Celebrity Topics include: • HOW TO USE VIDEO ONLINE • HOW TO LEVERAGE CELEBRITY ONLINE REGISTER NOW: http://L2MobileClinic.eventbrite.com/ 07.28.11 | NYU Stern
    5. 5. OTHER UPCOMING EVENTS: FORUM: InnovationNovember CLINIC: Brands As Media CompaniesJanuary 2012 DIGITAL IQ® RELEASE LUNCHES: 3 Lunches to Preview Releases of L2’s core Digital IQ® Studies (October): Fashion & Leather Goods Watches & Jewelry Beauty CLINIC: ChinaSeptember MEMBERS-ONLY LUNCHES:
    6. 6. EXPANSION: NYC PARIS SHANGHAI
    7. 7. Introduction: Facebook is the Internet.
    8. 8. 662 million users 50% log in daily 40% follow a brand 53% HHI > $50k Facebook: The New O.S.
    9. 9. RUSSIA: 85% CHINA: 70% INDIA: 78% BRAZIL: 69% UK: 64% SOUTH KOREA: 64% SPAIN: 59% US: 59% FRANCE: 50% Source: Universal McCann, July 2009 % of Internet Users in Select Countries with a Social Network Profile (2009) Global Social Media Engagement
    10. 10. Source: Mary Meeker, Internet Trends, April 10, 2010 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 2007 2008 2009 2010 Facebook YouTube Google MSN Yahoo Share of Global Online Time Spent (2007-2010) “The top 10 Web sites accounted for 31% of US page views in 2001, 40% in 2006, and about 75% in 2010” —Wired Magazine, August 2010 Web Dead, Facebook Thriving
    11. 11. China 1.34 Billion 600 Million 70% Outside of U.S. 53% HHI >$50k 50% College Educated 41% Log-in Everyday 40% Follow a Brand China –or– Facebook? Source: Digital Surgeons, October 2010 Assessing the Opportunity?
    12. 12. Most Popular Fashion Facebook Pages (Number of likes) Most Popular Fashion Magazines (Global Circulation) Burberry: 6.5 M Gucci: 4.7 M Chanel: 3.9 M Dolce & Gabbana: 2.9 M Ralph Lauren: 3.3 M Louis Vuitton: 2.7 M Cosmopolitan: 3.0 M Glamour: 2.4 M In Style: 1.8 M Vogue: 1.3 M Vanity Fair: 1.2 M Allure: 1.1 M Elle: 1.1 M 361% YOY GROWTH 1.1% YOY GROWTH Excising the Publisher’s Tax Giorgio Armani: 1.3 M
    13. 13. -30% 4% 11% 40% Cost Trends: Online Advertising Platforms (Q1 2011 vs. Q1 2010) Facebook (CPC) Google (CPC) Bing- Yahoo (CPC) Display (CPM) Source: Global Digital Marketing Performance Report, Efficient Frontier, Q1 2011 The Salad Days
    14. 14. Conclusion: Facebook IQ is a primary driver of shareholder value.
    15. 15. • First of its kind study • Measures Facebook aptitude of 100 iconic brands across: • Automobiles • Beauty & Skincare • Champagnes & Spirits • Fashion • Watches & Jewelry • Ranks brands on the following dimensions: • Size & Velocity • Programming • Engagement • Integration The only audit that benchmarks the Facebook performance of prestige brands L2 Prestige 100®: Facebook IQ
    16. 16. Dimension: Size and Velocity (35%) • Number of likes • Growth Rate • Global Community • Frequency of Brand Posts • Fan Posts and Uploads Methodology
    17. 17. Methodology Dimension: Engagement (25%) • Percentage of Community “likes” or Comments on Brand Posts • Number of Fan Posts • Uploaded Fan Photos & Videos
    18. 18. Methodology Dimension: Programming (25%) • Content Variety • Customized Tabs & Interactive Apps • Response Frequency & Speed • Landing Pages & Gated Tabs • Brand Photos & Videos • Utilization of “like” and “share” buttons • E-commerce Integration
    19. 19. Methodology Dimension: Integration (15%) • Links from other Digital Properties • Search Engine Visibility • Incorporation of other Social Media Properties • Utilization of “like” and “share” buttons • Customer Service Accessbility
    20. 20. Brands parsed into five categories based on Digital IQ score: 140+ 110-139 90-109 70-89 >70 Genius: Gifted: Average: Challenged: Feeble: Facebook is a point of competitive differentiation Engaging and brand-enhancing; takes risk Predictable, few innovation leaps Limited innovation, experimentation and engagement Nascent Facebook footprint, not committing appropriate resources Categorizing Results
    21. 21. The Rankings
    22. 22. Rank Brand Category Digital IQ 79 Rolls-Royce Automobiles 68 80 Bottega Veneta Fashion 67 81 Baccarat Watches & Jewelry 66 81 Hermès Fashion 66 83 SK-II Beauty & Skincare 63 84 Balenciaga Fashion 62 84 Yves Saint Laurent Fashion 62 84 Fresh Beauty & Skincare 62 87 Alexander McQueen Fashion 60 87 Givenchy Fashion 60 89 Salvatore Ferragamo Fashion 59 89 Moët & Chandon Spirits & Champagne 59 91 Harry Winston Watches & Jewelry 57 92 Glenmorangie Spirits & Champagne 54 92 Audemars Piguet Watches & Jewelry 54 94 Rolex Watches & Jewelry 47 95 Krug Spirits & Champagne 44 96 Prada Fashion 43 97 Glenfiddich Spirits & Champagne 36 98 Patek Philippe Watches & Jewelry 30 99 De Beers Watches & Jewelry 28 100 Dom Pérignon Spirits & Champagne 24 L2 Prestige 100®: Facebook IQ RANKING: Feeble
    23. 23. Rank Brand Category Digital IQ 67 Christian Dior Fashion 89 68 Patron Spirits & Champagne 88 69 Chloé Fashion 86 69 Ballantine’s Spirits & Champagne 86 71 Jaeger-LeCoultre Watches & Jewelry 85 72 Van Cleef & Arpels Watches & Jewelry 84 72 Movado Watches & Jewelry 84 74 Bulgari Watches & Jewelry 83 75 Chopard Watches & Jewelry 80 76 Chivas Regal Spirits & Champagne 78 77 Louis Roederer Spirits & Champagne 77 78 Cartier Watches & Jewelry 71 L2 Prestige 100®: Facebook IQ RANKING: Challenged
    24. 24. Rank Brand Category Digital IQ 40 Acura Automobiles 109 41 Kiehl's Beauty & Skincare 108 42 Cîroc Spirits & Champagne 107 42 Versace Fashion 107 44 Montblanc Watches & Jewelry 106 45 Smashbox Beauty & Skincare 105 46 Dolce & Gabbana Fashion 104 46 Piaget Watches & Jewelry 104 48 Aston Martin Automobiles 102 49 Burberry Fashion 100 49 Jaguar Automobiles 100 49 Oscar de la Renta Fashion 100 52 Land Rover Automobiles 99 53 Gucci Fashion 98 54 Hublot Genève Watches & Jewelry 97 55 Valentino Fashion 96 56 Giorgio Armani Fashion 95 56 Maserati Automobiles 95 56 Macallan Spirits & Champagne 95 59 Chanel Fashion 94 60 Roberto Cavalli Fashion 93 60 Shiseido Beauty & Skincare 93 62 David Yurman Watches & Jewelry 91 62 Dewar's Spirits & Champagne 91 62 Korbel Spirits & Champagne 91 65 Vacheron Constantin Watches & Jewelry 90 65 Raymond Weil Watches & Jewelry 90 L2 Prestige 100®: Facebook IQ RANKING: Average
    25. 25. Rank Brand Category Digital IQ 14 Clarins Beauty & Skincare 137 15 Swarovski Watches & Jewelry 135 15 MAC Beauty & Skincare 135 17 Coach Fashion 134 18 Hugo Boss Fashion 132 18 Mercedes-Benz Automobiles 132 20 NARS Beauty & Skincare 131 21 Hennessy Spirits & Champagne 130 22 Marc Jacobs Fashion 127 22 Cadillac Automobiles 127 24 Omega Watches & Jewelry 126 24 Estée Lauder Beauty & Skincare 126 24 Ralph Lauren Fashion 126 27 Diane von Furstenberg Fashion 126 28 IWC Schaffhausen Watches & Jewelry 123 28 Aveda Beauty & Skincare 123 30 Pandora Watches & Jewelry 122 30 Rémy Martin Spirits & Champagne 122 32 L'Occitane Beauty & Skincare 118 33 Louis Vuitton Fashion 117 34 Fendi Fashion 115 34 TAG Heuer Watches & Jewelry 115 34 Veuve Clicquot Spirits & Champagne 115 37 Tiffany & Co. Watches & Jewelry 113 38 Porsche Automobiles 112 39 Philosophy Beauty & Skincare 110 L2 Prestige 100®: Facebook IQ RANKING: Gifted
    26. 26. Rank Brand Category Digital IQ 1 BMW Automobiles 175 2 Clinique Beauty & Skincare 165 3 Audi Automobiles 156 4 Lexus Automobiles 154 5 Bare Escentuals Beauty & Skincare 149 5 Benefit Beauty & Skincare 149 7 Bobbi Brown Beauty & Skincare 148 8 Johnnie Walker Spirits & Champagne 147 9 Belvedere Spirits & Champagne 142 10 Tory Burch Fashion 141 10 Ferrari Automobiles 141 12 Lancôme Beauty & Skincare 140 12 Infiniti Automobiles 140 L2 Prestige 100®: Facebook IQ RANKING: Genius
    27. 27. Key Findings
    28. 28. Size vs. Engagement
    29. 29. Global Google Searches vs. Predicted Facebook Fans (May 2011) Fan Count Overachievers
    30. 30. Global Google Searches vs. Predicted Facebook Fans (May 2011) Fan Count Underachievers
    31. 31. Bigger Can Be Better #2: Like Count 28,000+ Fan photos 400+ fan videos PERSONAL SERVICE #1 ENGAGEMENT
    32. 32. Fans Should be Seen but Not Heard Broadcast MediaSocial Media
    33. 33. The Effect of Two-Way Communication Can Fan’s Post?
    34. 34. 692 Weekly Fan posts (BMW = 563) 97% Fan-2-Fan Engagement Encouragement The Most Social of Them All
    35. 35. Product Highlights Highest Interaction Rate: Company Info .15% Questions .14% Special Events .13% Customer Education .12% Contests .08% Promotions .07% Product vs. Promotion
    36. 36. Glocal Interaction Rate by Page Type:
    37. 37. Lancôme Goes Glocal
    38. 38. Facebook is not an Island Facebook Integration: (% of Brands)
    39. 39. The New, New Thing
    40. 40. Size vs. Engagement: Success on Facebook is no longer limited to the size of a brand’s fan base Facebook is Social Media: Two-way communication is essential to maximize marketing activation Endgame = Commerce: Facebook sales are the next, next thing in prestige Facebook IQ® = Shareholder Value Success/Failure in the prestige industry will largely be determined by aptitude on the world’s fastest growing marketing platform Conclusions

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