Sennheiser Social Intelligence

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  • and the http://wot.motortrend.com/mt-staff-picks-the-best-and-worst-cars-we-drove-in-2011-150061.html
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  • Sennheiser Social Intelligence

    1. 1. Sennheiser Social Intelligence November 2012 Disclaimer: This study is provided to the public as a showcase of NetBase Social Intelligence and was not requested, commissioned, nor endorsed by any of the companies mentioned.
    2. 2. Overview This study analyzes consumer perception of Sennheiser Source data: Social Media - content generated by consumers (twitter, Facebook, blogs, etc.) One year of history, updated with high frequency, cleansed for spam Representative sampling employed when necessary (95% confidence level) Methodology: Social Web 360°Analysis – In-depth look into the market through the following lenses: Lens Example Product Sennheiser Category Headphones Competition Beat by DRE; Plantronics; Skullcandy etc Brand Sennheiser Attributes Durability; Cost; Sound Quality etc. Consumer @SennheiserUS2 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    3. 3. 360°View of Sennheiser on the Social Web Social Web 360°3 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    4. 4. Sennheiser’s Sentiment Solid Like a Rock Insight Potential Actions  Sennheiser’s Net Sentiment has held fairly steady at  Measure brand equity using Net Sentiment. about 56% over the last 12 months.  Use Net Sentiment as an early warning system for  The buzz and the sentiment has been steady over future crises. the last 12 months with no significant highs and lows.4 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    5. 5. Love the Sennheiser Sound! Insight What people like the most about Sennheiser is its sound quality. People like Sennheiser especially for the headphones they manufacture. Potential Actions Design campaigns specifically promoting the excellent sound quality of headphones. Do campaigns with leading music bands / singers to promote the benefits of listening music using high quality headphones. Use NetBase to track and promote to the competition’s customers who don’t like the Sennheiser9;s sound quality is by far better than plantronics in my experience. They focus primarily on audio reproduction quality. sound quality of their headphones. - webhostingtalk.com It is a case of "you get what you pay for". Sennheiser makes awesome equipment. This headset mic produces professional audio quality and it works over USB. - davidrisley.com5 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    6. 6. You Get What You Pay For Insight  Though people like the sound quality of Sennheiser headphones a lot, they find them to be too expensive.  People also find Sennheiser headphones to be lacking in detail and clarity. Potential Actions  Research why people find Sennheiser to be expensive and overpriced compared to competition. V-moda M-80s are excellent. The Sennheiser HD598 are good too, but more expensive. - overclockers.com  Promote the sound quality people get by spending more compared to competition to counter pricing issues. Overall, the detailing of the Sonys is very good but not very aggressive, which allows the earphone to remain extremely refined and liquid. The overall refinement is especially obvious next to a lesser dynamic such as the Sennheiser IE7, which lacks clarity and detail compared to the EX1000 and loses out by a fair margin in overall realism. Only in comparison to the 6-driver, custom-molded, hugely expensive UM Miracle does the EX1000 start to sound a little thin and lacking in note articulation. - head-fi.org6 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    7. 7. Good to Buy! Great to Use! Insight Theme clouds on the right show the behavior and emotions of consumers using Sennheiser headphones. Consumers find them to be a good buy and find them great to use to listen to music. Potential Actions Promote Sennheiser as a product using which “you can listen to your favorite music in the best possible way”. Associate the brand with big music studios and rock shows to create that link. 7 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    8. 8. 360°View of Sennheiser on the Social Web Social Web 360°8 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    9. 9. Beats by DRE Dwarfs Sennheiser in Headphones Category Insight  Beats by DRE is the most common brand mentioned along with the term headphones.  Sennheiser has a very small share.  People also tend to associate headphones a lot with iPhones; iPods and Apple. Potential Actions  Research why consumers mention Beats by DRE the most while thinking of headphones.  Build a promotion around exceptional experience people can get by using Sennheiser headphones with iPhone/ iPod. 9 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    10. 10. Big Demand for Headphones Insight Demand peaks mid-week There were 800K+ mentions in the last year for wanting/needing/etc. headphones. Demand seems cyclical with highs mid-week. A few reasons why people might want new headphones: not loud enough, they break, and tangled wires. Potential Actions Come up with a better headphone that has the right level of “loud”. Tweet back at these 800,000 people to engage in social selling. 800,000+ mentions10 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    11. 11. Big Demand for Headphones – But Why? Insight Here is an analysis of why people want headphones (top right). The biggest reason people say they want headphones is to replace existing headphones. This could indicate quality problems with existing headphones. Potential Actions Research the linkage between replacement and durability. Understand the core of the problem – whether there are issues with headphone wires; body; speakers etc. 11 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    12. 12. Headphone Durability Is a Big Issue Insight  People find headphones to be less durable and easily breakable.  Out of all the attributes like Sound quality, design, cost etc; durability is the most disliked attribute for headphones. Potential Actions  Come up with a better quality of headphones which do not break easily and promote them to the competition’s detractors.My new #Nocs headphones are broken. Im devastated, sound qualitywas awesome, but just 7 days old and one of the heads hasbroken off- twitter.comeadphones are broken again... I go through too many ofthese[headphones].- twitter.com 12 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    13. 13. 360°View of Sennheiser on the Social Web Social Web 360°13 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    14. 14. People Like Sennheiser! Make them Love it! Insight Beats by DRE has the maximum share of buzz and people like it somewhat also. Sennheiser has created some buzz and is also liked. Plantronics is the most loved brand in headphones category Potential Actions Track these competitors on NetBase. Aim to match the buzz created by the Beats by DRE. Surface drivers of positive sentiment towards Plantronics as its really loved. Research drivers of sentiment toward all of these brands. 14 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    15. 15. lowSample Study – Skullcandy.. Insight  The graphs on the right show the positive and negative themes for Skullcandy headphones  People really like the sound quality of Skullcandy headphones.  The product quality is the biggest negative theme as people do not find them durable. Potential Actions  Look at improving the quality of Sennheiser headphones so that consumers perceive them to be the most durable headphones.  Compare Skullcandy and competitors in terms of sound quality.15 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    16. 16. 360°View of Sennheiser on the Social Web Social Web 360°16 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    17. 17. Sennheiser: Association with its Product Range! Insight Line thickness measures how much one this is co-mentioned with another. Sennheiser has the strongest association with headphones (26%). Although Sennheiser also manufactures conference systems, the association is very weak. Potential Actions Compare association of competition brands with their products. Set association goals for this year’s campaigns to build stronger relations with weak connections. 17 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    18. 18. Building Brand Equity through Corporate Social Marketing Insight With the prevalence of teens listening portable music devices at high volume levels, hearing loss is a possible risk. Sennheiser has joined hands with the House Research Institute, a non-profit organization, to raise awareness of this issue. But there is a very weak association (0.73%) of Sennheiser to this important cause in social media. Potential Actions Increasing awareness of this partnership may increase parents’ likelihood to buy Sennheiser brand for their kids. Choose other social causes that complement strategic interests and measure efforts to build brand affinity with linkage analysis. 18 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    19. 19. 360°View of Sennheiser on the Social Web Social Web 360°19 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    20. 20. Brand Positioning ≈ Brand Perception Insight Sennheiser is positioned primarily as a brand for providing the “True Sound”. In line with it’s positioning, consumers do talk a lot about this attribute but merely like it for this. Consumers also like the design of Sennheiser headphones but dislike the durability aspect. Potential Actions Research why people are not loving the sound so ran over to bestbuy... found the sennheiser hd4399;s sound pretty nice and quality of Sennheiser headphones. comfortable on the head... liked the slightly more expensive sennheisers sound but they pinched after just a min or so Using NetBase, study competing brands on the - grassrootsmotorsports.com sound quality aspect and find improvement areas. I already have wireless headphones from Radio Shack and that set is light weight with good sound. These Sennheisers have good sound quality, but weigh about three times as much. I had hoped to get one set of headphones that combined what my other two sets already do. - amazon.com20 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    21. 21. Plantronics is the One to Beat on Sound Quality! Insight Consumers love the Sound Quality of Plantronics headphones. Sennheiser’s sound quality is merely liked by people. Potential Actions Research the reasons why people love Plantronics sound quality. Match the buzz created by Beats by Dre . Create more positive buzz by associating with the top selling music albums of the year. And for the few times I did get the H390 to work, I have a little bit to compare against ... the Plantronics sound is WAY better. Highly recommend it!!! - forums.logitech.com Plantronics Voyager Pro is the best headset around. The sound quality and noise reduction are perfect. - customerservicescoreboard.com 21 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    22. 22. Which Brand is Most Durable? Insight Of all the studied brands; consumers only like Plantronics for its durability attribute somewhat. All other brands including Sennheiser are majorly disliked. Potential Actions Come up with a better quality of headphones which do not break easily and promote them to the competition customers. Research the durability aspects of Plantronics and implement changes in Sennheiser product quality. They are used by enterprises around the world and sold in the amount of companies looking for the best in hands-free technology. The plantronics headsets are highly compatible, durable and affordable headsets. Company provides best plantronics headsets to its clients worldwide cost effectively - small-business.ezinemark.com.22 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    23. 23. 360°View of Sennheiser on the Social Web Social Web 360°23 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    24. 24. Where to Find People Talking About Sennheiser Insight Potential Actions Most conversation about Sennheiser comes from Twitter,  Concentrate on building ambassadors on Twitter. and Head-Fi.org  Id your promoters in underserved regions and ask them USA (55%), United Kingdom (16%) and Canada (4%) what local events to sponsor. have the highest percentage of people conversing about Sennheiser internationally. Within US, California (17%), Texas (9%) and New York (7%) have the highest percentage of people conversing about Sennheiser.24 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    25. 25. Why so Negative in Iowa! Insight Sennheiser is talked most positively in WY, Sennheiser Net Sentiment Across AL, MT and NE. United States Consumers have a somewhat positive to neutral sentiment about Sennheiser in CA, TX and NY. But net sentiment in IA is highly negative. Potential Actions Research improving Net Sentiment in IA, which is among the lowest. Use best practices from WY, AL, MT where Net Sentiment is highly positive. Research converting the Net Sentiment in CA, TX and NY to highly positive as there is maximum buzz here. 25 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    26. 26. Sennheiser Top Advocates! Insight Using NetBase, the top Sennheiser advocates by Klout scores can be seen (top-right). Top 3 advocates: Engadget (@engadget); AOL (@aol) and TechRadar (@techradar). Potential Actions Build partnerships with these advocates to create more positive buzz around Sennheiser. Promote special offers for followers of the top advocates of Sennheiser. 26 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    27. 27. Insight & Opportunity Summary Top opportunities: Though Sennheiser is positioned as a brand for providing “True Sound”, it is • Take the lead in improving the merely liked for sound quality durability Sennheiser considered expensive • Research the reasons why people love Plantronics sound quality People find all brands to be less durable and easily breakable • “Social Selling” to people who tweet Beats by DRE has the largest share of that they want headphones voice • Build partnerships with top advocates Plantronics is the most loved and of Sennheiser to create more positive people love its sound quality buzz and push up the sentiment Over 800,000 people per year tweet that they want headphones27 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

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