Lancome Report For Mapping Social Aging Communities
1. a
L LancĂ´me Industry Influencer Report
Page |1 conversation@ecairn.com
2. Table of Contents
Background ................................................................................................................................ 3
Scope ......................................................................................................................................... 4
1 – Community Map & Influencer Identification .......................................................................... 5
Top Influencers................................................................................................................... 5
Influencers Map .................................................................................................................. 7
2 - Share of Voice ...................................................................................................................... 8
Number of Mentions ........................................................................................................... 8
Message Pick-Up ................................................................................................................ 9
Sentiment Analysis ........................................................................................................... 10
3 - Share of Mind ..................................................................................................................... 11
People mentioning LancĂ´me the most .............................................................................. 13
Promoters and Detractors: ................................................................................................ 14
4 – Share of Conversation of Aging Topics ............................................................................... 15
Number of Mentions within the Aging Topic ..................................................................... 15
Breakdown of the Aging Topic .......................................................................................... 16
Presence of LancĂ´me: Influencers on the Aging Topic ...................................................... 17
About eCairn ............................................................................................................................ 18
a
L LancĂ´me Industry Influencer Report
Page |2 conversation@ecairn.com
3. Background
The advent of social media has seen the creation of more than 180 million blogs as well as
the birth of countless social networking sites and message boards. Individuals in these
communities increasingly depend on each another to share information. This shift in emphasis
from mainstream media to consumer communities gives rise to a form of marketing called
influencer marketing. Influencer marketing is defined as a form of marketing which focuses on
specific key individuals or types of individuals who substantially affect the market. The
difference today, is that these influencers can be anyone from potential buyers, and industry
experts, to independent reviewers and celebrities.
Smart marketers understand the critical role influencers have in their industry. Influencers
are highly networked within their community and between each other. They are the people
prospective customers listen to because they are respected, trusted and usually independent.
Influencers are often conduits of a brand’s image, and the best ROI comes from communicating
with these movers and shakers.
Understanding who they are, how they relate to your brand and working to establish a
relationship with any of them is a critical task. eCairn's Industry Influencer Report provides a
wealth of data and intelligence coming from those influencers regarding your brand’s, such as:
• Share of Voice (How much a brand is mentioned compared to competitors)
• Share of Mind (How many influencers mention a brand compared to competitors)
• Share of Conversation (How often a brand is referred to along with key industry topics)
a
L LancĂ´me Industry Influencer Report
Page |3 conversation@ecairn.com
4. Scope
The focus of this analysis is the attention experienced by the LancĂ´me brand in the
cosmetic/beauty community in the US during the period of April 2009 to October 2009. It
offers a comparison to the Clinique brand in general and more particularly, on the topic of skin
care and aging. The cosmetic/beauty community referred to in this document is a collection of
525 experts & enthusiast bloggers who have ongoing conversations on beauty and skin care.
Twitter, Youtube and other forms of social media were not included in this study.
Represents over 100k+ relevant conversations over six
Blog Feeds 525
months
Twitter Feeds No
Yahoo Q&A No
Youtube No
LancĂ´me Industry Influencer Report
Page |4 conversation@ecairn.com
5. 1 – Community Map & Influencer Identification
Influence ranking is determined by cross referencing nodes in the cosmetic/beauty community
and determining how frequently they communicate between one another. This is the first step
towards effective influencer marketing. By identifying the influencers and gaining a better
understanding of them, marketers can better plan for more purposeful interactions.
Top Influencers
The table below shows the top 25 influencers in the cosmetic/beauty community (525 total).
Blog Description
http://www.temptalia.com Eye Makeup, Makeup Tips, How-to Apply Make Up, MAC
Cosmetics, Beauty Blog
http://www.alllacqueredup.com All Lacquered Up - A Nail Polish Fanatic's Resource
http://www.totalbeauty.com Beauty Tips, Product Reviews, and News from Total Beauty
http://www.makeupandbeautyblog.com Makeup and Beauty Blog: Makeup Reviews, Beauty Tips and
Drugstore Beauty Finds
http://blogdorfgoodman.blogspot.com Blogdorf Goodman
http://www.musingsofamuse.com Musings of a Muse: Makeup Reviews, Cosmetic Reviews, Drugstore Makeup
Reviews, Japanese Makeup Reviews, Korean Makeup Reviews
http://atouchofblusher.blogspot.com Blogger: Redirecting
http://www.pinksith.com Pink Sith
http://www.makeupbag.net Makeup Bag: Beauty Blog with Makeup Reviews, Beauty Tips, How-tos…
http://15minbeauty.blogspot.com 15 Minute Beauty Fanatic
http://beautyaddict.blogspot.com Beauty Addict: A Little Obsessed with Makeup - Beauty Blog
http://www.makeupalley.com Makeupalley - Street Smart Beauty - Homepage
http://rougedeluxe.blogspot.com Rouge Deluxe
http://www.makeup4all.com Makeup4All, Ladies Beauty - Makeup and Beauty Reviews and Swatches.
Tips and Tutorials. Information about new launches.
http://beautyinreallife.blogspot.com beauty in real life...
http://www.beautycrazed.ca Beauty Crazed: Fashion and Beauty in Canada
http://bijinblair.blogspot.com BLAIR ~♥
http://www.britishbeautyblogger.com BritishBeautyBlogger
http://www.beautyandfashiontech.com Beauty and Fashion Tech
http://thenonblonde.blogspot.com The Non-Blonde
http://www.themakeupdivas.com The Makeup Divas Beauty Blog
http://www.thebeautybrains.com The Beauty Brains
http://www.hotbeautyhealth.com Hot Beauty Health - A Healthy Obsession for Beauty and Fashion!
http://jet-girl.blogspot.com Yinnie-A Blog
http://www.iheartcosmetics.co.uk I Heart Cosmetics
LancĂ´me Industry Influencer Report
Page |5 conversation@ecairn.com
6. This graph displays the current community influencer profile for the cosmetic/beauty
community. Each dot on the graph represents a single blog source, with high influencers in
dark blue, medium or magic middle* influencers in royal blue and the long tail of influencers in
blue
light blue/grey Notice that there are many more long tail sources which share fewer
blue/grey.
connections than magic middle and high influencers. It’s possible to locate a specific brand’s
blog influence by plugging it into the chart as we have done for Lancôme’s official blog (rank
#47 on the list).
*The magic middle: while they lack the connections of higher influencers, they often write about
niche or topical content and are radically influential to larger communities.
LancĂ´me Industry Influencer Report
Page |6 conversation@ecairn.com
7. Influencers Map
Influencer mapping shows the interconnections within the community. This makes it
easier to identify particular influencers who occupy strategic places in the network. The map
below displays the connections between the top 47 influencers in three main clusters grouped
in red, blue and green These clusters show increased affinity between bloggers of like colors
ed reen.
rather than “sub specialization” or network affiliation.
LancĂ´me Industry Influencer Report
Page |7 conversation@ecairn.com
8. 2 - Share of Voice
Share of voice is defined as the ratio of mentions of a brand in conversations taking place in the
greater community. It can be calculated by taking the # of brand mentions divided by the total
# of conversations. Share of voice allows marketers to understand how frequently a brand is
brought up through conversations within the community. This statistic allows marketers to
benchmark their presence against competitors and observe the effectiveness of buzz marketing
campaigns.
Number of Mentions
The following graphs illustrate the volume of conversations with mentions of the
Lancôme and Clinique brands between April 2009 to October 2009. Graph1 shows the “share of
conversation” for these two brands and graph2 shows the trend over time.
Graph1 Graph2
Lancôme’s share of voice during October 2009 was above Clinique’s (960 to 837
mentions)
mentions). This only represents 1.6% of the overall beauty/cosmetics community discussions in
October and is in its way from 0.8 % to 4%.
LancĂ´me Industry Influencer Report
Page |8 conversation@ecairn.com
9. Pick-
Message Pick-Up
Message pick-ups indicate what marketing activities and programs caused an increase
in volume of conversations between influencers. This helps determine if news or marketing
efforts cause influencers to distribute the intended information or message to their community.
Lancôme’s:
Lancôme’s:
• July 6th: New pout à porter from Lancôme with designer Chris Benz
http://www.splendicity.com/makeupminute/the-return-of-lancome-pout-a-porter/
• Sept 10th: Lancôme advertising featuring key bloggers:
http://www.makeupbag.net/2009/09/10/look-at-this-makeup-bag-quoted-in-a-lancome-ad/
• Holiday launch:
http://www.musingsofamuse.com/2009/09/sneak-peek-lancome-holiday-collection-2009.html
• Sept 22nd: Lancôme Powermascara announcement
http://www.sugarshockbeauty.com/2009/09/coming-soon-lancome-oscillation.html
Clinique’s:
Clinique’s:
• May 13th: Clinique’s gifts at Nordstrom
http://www.beautybloggingjunkie.com/2009/05/trina-turk-for-clinique-new-free-gift.html
• June 29th: Giveaway (Bamboo pink) & Introduction of SPF25 product
http://anindiansmakeupmusings.blogspot.com/2009/06/clinique-bamboo-pink-collection.html
http://themakeupgirl.net/2009/06/cliniques-super-defense-spf-25/
Note: Both brands received a significant peak from the CEW awards announcement, however,
there were slightly more conversations mentioning Clinique.
http://www.themakeupgirl.net/archives/beauty-news-cew-awards-winners-announced
LancĂ´me Industry Influencer Report
Page |9 conversation@ecairn.com
10. Sentiment Analysis
Sentiment Analysis is the process of examining individual conversations from
influencers and categorizing the content as positive, negative or neutral perspectives on the
brand. Note that this applies to all LancĂ´me topics concerning the brand, products, corporate
image and representatives.
LancĂ´me displayed a sentiment
distribution which is quite common industry
competitors. The majority of conversations
in the cosmetic/beauty community, which
mention LancĂ´me, lean towards neutral
sentiment. LancĂ´me also shows a healthy
ratio of positive to negative sentiment (7:4)**
Notable points of sentiment:
• Rise of positive and neutral sentiment
towards the end of May due to launch
of Product 451.
• Short spike of negative sentiment
about of products such as Product
ABC on the possibility of products
producing ill side effects.
**Disclaimer: For the purposes of confidentiality on behalf of LancĂ´me, several figures and product names under the
section “Sentiment Analysis” have been changed to protect the privacy of the company.
LancĂ´me Industry Influencer Report
P a g e | 10 conversation@ecairn.com
11. 3 - Share of Mind
Share of mind is defined by the percentage of influencers who have talked about a brand in a
certain time period. It can be calculated by taking the # of sources that mentioned the brand at
least once divided by the total # of sources. This metric allows marketers to compare a brand’s
visibility in the market to its competitors.
Lancôme’s SoM is 39% (206 divided by 525). The graph below depicts the SoM
breakdown by influence tiers and benchmarks LancĂ´me against Clinique.
LancĂ´me has a lower share of mind in the Magic Middle and Long Tail compared to
Clinique, although its share of voice was greater. It looks like LancĂ´me has a focus on high
influence bloggers, but its overall coverage of the cosmetic/beauty community is smaller. Both
brands share an equal amount of opportunities to grow awareness in long tail communities.
LancĂ´me Industry Influencer Report
P a g e | 11 conversation@ecairn.com
12. Below is a complete map of all influencers in the community. In this particular case,
influencers who have mentioned LancĂ´me at least once in six months are represented by nodes
in blue Nodes in red have not mentioned LancĂ´me in the past six months. It is clear that
blue.
Lancôme’s presence in the community is not limited to particular blog clusters and permeates
throughout despite low share of mind.
LancĂ´me Industry Influencer Report
P a g e | 12 conversation@ecairn.com
13. People mentioning LancĂ´me the most
eCairn Conversation™ has the ability to identify promoters and detractors and sort their
influence level by ranking. Taking this further, analysts can compare a brand to
its competitors within the marketplace by calculating the number of posts related to each brand
and then rating the sentiment of conversations from positive to negative. The table below
shows the influencers who have spoken about LancĂ´me the most. Influencers have square icons
in dark blue Magic Middle in blue and Long Tail in light blue/grey
blue, blue/grey
/grey.
Influencers
Magic Middle and Long Tail bloggers
LancĂ´me Industry Influencer Report
P a g e | 13 conversation@ecairn.com
14. Promoters and Detractors:
Promoters/Detractors are defined as influencers who have mentioned a brand at least
five times in a six month period and have left positive/negative sentiment towards the brand in
each case.
Here is the breakdown of Lancôme’s Promoters and Detractors**
Magic Middle
Influencers
Long Tail
Promoters 6 24 55
Detractors 1 9 24
Ratio* 6:1 8:3 2:1
*Ratio is Promoters:Detractors (Approx.)
:
Lancôme’s promoters outweigh its
detractors.
**Disclaimer: For the purposes of confidentiality on behalf of Lancôme, several figures under the section “Promoters
and Detractors” have been changed to protect the privacy of the company.
LancĂ´me Industry Influencer Report
P a g e | 14 conversation@ecairn.com
15. 4 – Share of Conversation of Aging Topics
of Topics
Ownership of a topic (the outcome of positioning) is defined by how many times your brand is
mentioned along with the target topic. It can be calculated by taking the # of brand mentions
associated with the topic divided by the total # of conversations associated with the topic.
So how does LancĂ´me perform in the aging topic?
Number of Mentions within the Aging Topic
(Period of April 2009 – October 2009)
Both Lancôme and Clinique owned a very small share of the “Aging” topic. Lancôme had
a significant dominance of the topic earlier in April and May but did not sustain its ownership
after June.
The spike for LancĂ´me at the end of May is a consequence of:
• The launch of Genilfique and “Absolue Precious Cell”
• A joint promotion with Macy’s that included “anti-aging” products.
LancĂ´me Industry Influencer Report
P a g e | 15 conversation@ecairn.com
16. Breakdown of the Aging Topic
Expression clouds allow you to understand the key expressions encountered in aging
discussions from the community. This knowledge should be leveraged in marketing collaterals
and digital properties. Note, that eCairn Conversation™ is capable of creating expression clouds
in multiple languages. Below is an 'expression cloud' (created by our Expression Explorer) of the
most frequent expressions encountered in “aging” discussions in the cosmetic/beauty
community:
Marketers should analyze the complete list of expressions and look for highly relevant
words. Below is a more extensive list of the top 100 expressions on aging from Conversation™.
The words are ranked from most frequently used to least:
1 to 25 26 to 50 51 to 75 76 to 100
skin love appearance share
products moisturizer anti aging mineral
aging hair firming price
cream serum perfect light
eye anti color benefits
care skincare cosmetics water
beauty review fine lines complex
wrinkles contains hydrating green
skin care formula hand collagen
line offer powder tested
anti-aging results moisture market
ingredients antioxidants protection alcohol
help facial apply healthy
oil sunscreen brand created
face area reduce seed
lip organic eye cream repair
natural fine red giveaway
extract cells lift acne
vitamin moisturizing dry tea
treatment lotion provide olay
acid protect damage foundation
free available health sodium
makeup smooth system readers
body favorite effects oz
spf cleanser drugstores dark
LancĂ´me Industry Influencer Report
P a g e | 16 conversation@ecairn.com
17. LancĂ´me: Aging
Presence of LancĂ´me: Influencers on the Aging Topic
Below is a map of all influencers who mentioned “aging” in conversations at least five
times in a six month period. Blogs that did not mention LancĂ´me are shown in blue Blogs that
blue.
mentioned LancĂ´me in the context of aging topics are shown in green This sort of overlay
green.
allows marketers to see that Lancôme’s presence is still quite diffuse across the sub community
and not limited to clusters.
LancĂ´me Industry Influencer Report
P a g e | 17 conversation@ecairn.com
18. About eCairn
eCairn Inc. is a software technology company, founded in October 2006. We specialize in
community and influencer marketing and differentiate by focusing on the question: “Who
matters?”. Our motto is: “You can monitor billions of conversations, or listen and engage with
people who matter”. eCairn Conversation™ is the best platform for enterprises and
marketing/public relations firms that want to map communities, listen and engage with
influencers and measure the impact of their engagement.
Our headquarters are located in Los Gatos, California; in the heart of Silicon Valley. Our
founders have a background in collaborative filtering, linguistics, software development and
software engineering at well known companies such as Hewlett Packard, Sun, Xerox, eBay and
Motorola.
Detailed customized reports specific to your brand(s) and competitor(s) that also
include relevant consumer posts and expert analysis are available.
Weekly live demos of Conversation™ are available from our website at http://www.ecairn.com
Contact us at, conversation@ecairn.com or call (650)388-8962 for more info.
Additional acknowledgements: Data comes from eCairn Conversation™, Graphs are built
with Touchgraph, Tag clouds are built with Wordle.
LancĂ´me Industry Influencer Report
P a g e | 18 conversation@ecairn.com
