Social Media Analytics Brand Comparison between Jared the Galleria of Jewelry and Ross Simons

1. Social Media Brand Comparison:
Jared The Galleria of Jewelry vs. Ross-Simons
Monica Suma – monicasuma@gmail.com
Talia Cirangle – talcirangle@gmail.com
Tavares Garisson – tavares.garisson@gmail.com
Professor: Rhonda Drake - Rhonda@drakedirect.com
#socialmedia #analytics

2. Team Titanium
Monica Suma
Talia Cirangle
Tavares Garrison

3. Introduction
Conclusion Audience
Social Media
Comparison
Usage

4. Founded in 1910 Akron, Ohio Multi-Channel Retailer Founded
(parent: Signet Ltd.) in 1952, Providence, RI
2nd Seller of Jewelry in US (1st Wal- 4 Mil customers, with 317.8k site
Mart), with 157.4k site visits/ month visits/ month
Non-Mall Locations (Kay’s, mall
partner, hits similar target) Diamond Bracelets, Earrings & Rings
Web presence (QVC), plus 15 Stores in
Zales is the main competitor
7 states
Part of Sterling Jewel 12 US store 20 million catalogs shipped annually
portfolio since 81’

5. Introduction
Conclusion Audience
Social Media
Comparison
Usage

6. Becky Susan
• Mom of a 9 month old
• Age: 25-34+
• Income: 100k
• Spends 1,500+ online
• College Grad
• Also Shops at Kay & The Gap
• Age: 44+ (mostly 65+)
• No Kids At Home
• Income: 140k
• Masters Degree
• Frequents cooking sites

7.  Theme
 Jared: One-way conversation about jewelry & tips
 Ross-Simons: One-way platform for advertising deals
 Sentiment
Jared The Galleria Ross-Simons
Very little negative sentiment towards these retailers

8. Introduction
Conclusion Audience
Social Media
Comparison
Usage

9.  Facebook:
 Jared: 80,870 likes · 14,346 talking about them
 Ross-Simons: 140,670 likes · 1,227 talking about them
 Twitter:
 Jared (Casual User): 10,224 followers; 9 being followed
 Ross-Simons (Casual User): 6,360 followers; 5253 being
followed
 Pinterest: Ross-Simons only; pinned 1,142 on 44 boards
 Google+: Ross-Simons only; 139 pluses
 Blog: Ross-Simons only; weekly regular postings since 11/09
 You Tube: Ross-Simons only: 36 subscribers, 20,693 views
 LinkedIn: Ross-Simons only: 339 followers, irregular postings

10.  Butterflies – they are Mavens
 Selectives – they focus their wannabes; they have a presence in
energy on two selected seven channels, however they
channels (Facebook, Twitter) don’t engage equally on each one
where their presence is strong, of them.
channels they think matter  They have a notable Social Hub
most for their brand and where they integrated all social
audience. media channels, including jewelry
 No Pinterest, blog or notable tips and an “Ask the Expert”
influentials. option.
 They roughly post once a week on
their blog, they have contributors
and voting polls to track the
popularity of different jewelry
items.

11.  Although Ross Simons has less Twitter followers, it is
substantially more effective in its reach and engagement.

12.  Although Ross-
Simons has a higher
Klout score (56
versus 49), and an
overall higher reach
and engagement,
Jared seems to have
a higher impact.
 No notable
influencers are to be
observed on either
brand.

13.  Kred places both brands at similar influence level (Ross Simons 695 influence, outreach
level 5/12 versus Jared with 698, a lower outreach level 2/12), but let’s look at their
audience
 Jared’s audience seems to have a higher income than Ross Simon’s, which is directly
correlated to each of their price points
22,716 influence points 21,758 influence points

14. Introduction
Conclusion Audience
Social Media
Comparison
Usage

15.  Ross tweets 3x as much a week (33 tweets vs Jared’s 10)
 Ross replies back to 57% of posts within 1-6 hours, while Jared replies to
39% of posts within 6-24 hours
 Ross Facebook audience interacts more with the posts, likely because they
post daily deals
 Jared recently launched a “12 days of giving” jewelry giveaway
promotion, which helped their page engagement improve

17.  Most popular post in the past 3 months took place in November
 “Would you wear this enchanting diamond ring by Neil Lane on your
right hand, or as an engagement ring?”
 Post linked to the website
 Site activity peaked in November
 Additionally, posting about the 12 day giveaway on 12/11
increased fan base daily

18.  Jared has a higher traffic ranking in the US, likely due to a well
known ad campaign
 However, Ross has a higher overall traffic ranking, with high
traffic in South Korea, Israel, and Canada
 Jared has stronger site metrics, which could be possibly attributed
to a stronger paid search investment, which allows more control
for optimization against heavy traffic driving terms
Metric Ross Jared
Time on Site 5:47 6:15
Bounce Rate 38% 24%
Pageviews 7.7 8.6

19.  Although Ross gives the opportunity to connect with the brand on more
channels, both sites utilize social shopping tools successfully

20. Introduction
Conclusion Audience
Social Media
Comparison
Usage

21. Summary:
In analyzing Jared’s and Ross-Simons’s use of social media,
we found the two brands are not directly competing with
each other, due to:
 different price points (Jared’s audience is mainly young
females with a higher disposable income looking for
engagement rings; Ross-Simon’s is mainly older women
looking for affordable every day jewelry)
 different audiences (younger women for Jared versus
older for Ross-Simons; only 26 people follow both of them)
 different messages (Ross-Simons drives significant traffic
due to its 30% daily deals, while Jared recently engaged in
a 12-day giveaway campaign)
We also realized that although Jared is less socially engaged,
it draws a bigger impact, due to its brand recognition.

22.  Jared should take note of Ross-  Ross-Simons should continue
Simons’ more extensive use of social their social media efforts on the
media, and engage in more than two seven tools they are using
social media channels (including their voting polls),
 They should open a Pinterest and strive to become Mavens
account, due to the powerful visual (strongly engaging in all chosen
effect jewelry has, as well as tapping channels)
into Pinterest’s main audience:  Currently, their Google+
women channel doesn’t influence their
 They should open a blog social impact in any way; they
 They should engage with more of should make some changes
their audience on Twitter (they only
follow 9 people)