Gain insights on social media strategy by benchmarking the performance of the top European luxury brands on Twitter during the month of May 2016.

1. May 1st – May 30th 2016
TopLuxuryBrands
onSocialMedia

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3. Comparison of
LUXURY BRANDS
(EUROPE)
Twitter Accounts
May 01, 2016 - May 31, 2016

4. Chanel had the most number of Followers while Berluti experienced the most Follower growth
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K
FollowerGrowth
Followers
Gucci Chanel Versace Ferragamo Official PRADA LouisVuitton Fendi Berluti
Follower Growth

5. Berluti had the highest Followee growth
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
0.16%
0.18%
0.20%
0K 0K 0K 0K 0K 1K 1K
FolloweeGrowth
Followees
Gucci Chanel Versace Ferragamo Official PRADA LouisVuitton Fendi Berluti
Followee Growth

6. Gucci published the greatest number of posts (177). Berluti had the highest average engagement, with a score of 488.
Engagement - Tweets
0 20 40 60 80 100 120 140 160 180 200
0 100 200 300 400 500 600
Ferragamo Official
Fendi
Berluti
Chanel
LouisVuitton
Gucci
PRADA
Versace
Number of Tweets
EngagementScore
Proactive Tweets Engagement Score Tweets

7. Compare the frequency of tweets by each brand during the selected period
0 20 40 60 80 100 120 140 160 180 200
Gucci
Chanel
Versace
Ferragamo Official
PRADA
LouisVuitton
Fendi
Berluti
Tweets(in selected period)
Proactive Tweets Retweets Replies
Frequency of Tweets

8. Compare the user responses for each brand
0 20,000 40,000 60,000 80,000 1,00,000 1,20,000
Ferragamo Official
Gucci
Berluti
Fendi
Versace
LouisVuitton
Chanel
PRADA
Favorites Retweets Replies
Replies, Retweets and Favorites

9. Publishing times of brand tweets
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Ferragamo Official
Fendi
Berluti
Chanel
LouisVuitton
PRADA
Gucci
Versace
% of Tweets (in each time period)
12AM-6AM 6AM-12PM 12PM-6PM 6PM-12AM
Timing of Tweets

10. HavanaCars, the Cruise 2016/17
collection pattern.
#ChanelCruiseCuba #CocoCuba
https://t.co/vOE4Bs..
05-May-16, Thu 10:24AM
ENGMT. FAV. REPLIES RETWEETS
921 25,528 149 9,051
Top Engaging Tweets
Join us today & tomorrow in our Bespoke
Shoe Workshop in Paris to discover
our secrets ✨ #JPLVMH #..
Straight from #RiodeJaneiro, watch the
#LouisVuitton#LVCruise 2017 Show
now on https://t.co/nle0Ps..
21-May-16, Sat 09:17AM
ENGMT. FAV. REPLIES RETWEETS
844 25 0 13
29-May-16, Sun 01:19PM
ENGMT. FAV. REPLIES RETWEETS
786 9,046 64 2,903
Chanel Berluti Louis Vuitton

11. #LVCruise 2017 by @TWNGhesquiere in
#RiodeJaneiro
https://t.co/Zp6QgOgNMv
30-May-16, Mon 10:09AM
ENGMT. FAV. REPLIES RETWEETS
778 6,013 53 3,120
Top Engaging Tweets
#LVCruise 2017 by @TWNGhesquiere in
#RiodeJaneiro
https://t.co/6WY4ALhxWP
.@Ariana Grande was flawless in
#AtelierVersace at the Billboard
Music Awards. #VersaceCelebrities ..
30-May-16, Mon 10:12AM
ENGMT. FAV. REPLIES RETWEETS
765 5,965 54 2,981
23-May-16, Mon 02:39AM
ENGMT. FAV. REPLIES RETWEETS
735 2,860 37 1,611
Louis Vuitton Louis Vuitton Versace

12. 0 5000 10000 15000 20000 25000 30000
ferragamovip
ferragamocapsule
fendiprefall16
jplvmh
classicfusionberluti
cococuba
lvcruise
louisvuitton
gucci
prada
metgala
metgala
No. of Brand Tweets No. of User Tweets
Popular Hashtags

13. Chanel is mentioned the most by users in their tweets
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
Gucci
Chanel
Versace
Ferragamo Official
PRADA
LouisVuitton
Fendi
Berluti
User Mentions
Mentions Count

14. Gucci was the only Brand to respond to user tweets
0.00%
0.00%
0.00%
0.01%
0.01%
0.01%
0.01%
0 100 200 300 400 500 600 700 800 900 1000
ResponseRate
Avg. Reply Time (mins)
Ferragamo Official Fendi Berluti Chanel LouisVuitton PRADA Gucci Versace
Responses

15. View the breakdown of sentiment of Tweets sent to brands
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Ferragamo Official
Fendi
Berluti
Chanel
LouisVuitton
PRADA
Gucci
Versace
negative neutral positive
Sentiment of Tweets sent to Brands

16. Proactive Tweets Retweets
Ferragamo Official
Gucci
Berluti
Fendi
Versace
LouisVuitton
Chanel
PRADA
Share of Voice

17. Favorites Replies
Ferragamo Official
Gucci
Berluti
Fendi
Versace
LouisVuitton
Chanel
PRADA
Share of Voice

18. Generate Your Own Social Media Report
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19. Analysis of
Berluti
Twitter Account
May 01, 2016 - May 31, 2016

20. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY
4,557 194 4.45% Worldwide
Berluti
@berluti

21. Engagement Score
488
Total Proactive Tweets
6
Retweets Total
7
Replies Total
0
Favorites Total
44
Total Mention
33
Total Retweets
29
Total Replies
0
Response Rate (%)
0.0%
Average Reply Time (mins)
0
BRAND TWEETS USER TWEETS
Brand Overview

22. 4K
4K
4K
4K
4K
5K
5K
5K
1-May 8-May 15-May 22-May 29-May
Follower Growth
Total Followers
4,557
New Followers
194

23. 0K
0K
0K
0K
0K
0K
0K
1-May 8-May 15-May 22-May 29-May
Followee Growth
Total Followees
8
New Followees
-18

24. Engagement
0
250
500
750
1,000
1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May
Berluti had an average engagement score of 488 and a highest of 844.

25. 0
5
10
15
20
11-May 13-May 15-May 17-May 19-May 21-May 23-May 25-May
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
6 7

26. Join us today & tomorrow in our Bespoke
Shoe Workshop in Paris to discover
our secrets ✨ #JPLVMH #..
21-May-16, Sat 09:17AM
ENGMT. FAV. REPLIES RETWEETS
844 25 0 13
Top Engaging Tweets
Last night we celebrated the launch of
#HolidayMagazine Argentinaissue in
our Paris, Rue de Sèvres..
What should one wear for a workday lunch?
https://t.co/dRSGwLFsQc
#Berluti #WhatShouldOneWearhttps..
11-May-16, Wed 08:43AM
ENGMT. FAV. REPLIES RETWEETS
511 9 0 5
11-May-16, Wed 09:47AM
ENGMT. FAV. REPLIES RETWEETS
338 4 0 3
NO IMAGE NO IMAGE NO IMAGE

27. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 1 2 3 4 5 6 7
0 100 200 300 400 500 600 700 800
Links
Plain Text
Hashtags
Mentions
Numberof Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

28. 0 10 20 30 40 50 60 70 80
0 1 2 3 4 5 6 7 8
#jplvmh*
#berluti*
#classicfusionberluti*
#whatshouldonewear*
#menswear*
#mensstyle*
#holidaymagazine*
#francais*
#excellence*
#harrodsman*
UserTweetsabout Hashtag
Brand Tweets aboutHashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

29. 0
5
10
15
20
25
30
35
40
45
50
1-May 6-May 11-May 16-May 21-May 26-May 31-May
jplvmh berluti classicfusionberluti whatshouldonewear menswear
Spread of Hashtags by day

30. 0 100 200 300 400 500 600 700 800 900
#holidaymagazine*
#berluti*
#jplvmh*
#whatshouldonewear*
Engagement Score
Hashtags - Engagement

31. Average Response Rate : 0.0%
0
1
2
3
4
5
6
7
MentionsandReplies
Replies Mentions
Customer Service

32. 0
1
2
3
4
5
6
7
8
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

33. 0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

34. Total number of Retweets : 29
-2
0
2
4
6
8
10
12
14
1-May 6-May 11-May 16-May 21-May 26-May 31-May
Retweets of Brand Tweets Brand Tweets
Retweets

35. Total number of Mentions: 33
-1
0
1
2
3
4
5
6
7
1-May 6-May 11-May 16-May 21-May 26-May 31-May
Mentions Brand Tweets
Mentions

36. Influencers
Name Followers Tweets
A Luxury Travel Blog 618,787 1
Hublot 400,439 1
LVMH 50,283 10
Jim Shi 31,470 1
Krug Champagne 16,531 1
TOP 5 INFLUENCERS

37. Analysis of
Gucci
Twitter Account
May 01, 2016 - May 31, 2016

38. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY
3,381,009 84,480 2.56% United States
Gucci
@gucci

39. Engagement Score
76
Total Proactive Tweets
176
Retweets Total
0
Replies Total
1
Favorites Total
46,817
Total Mention
8,825
Total Retweets
17,849
Total Replies
0
Response Rate (%)
0.01%
Average Reply Time (mins)
929
BRAND TWEETS USER TWEETS
Brand Overview

40. 3,240K
3,260K
3,280K
3,300K
3,320K
3,340K
3,360K
3,380K
3,400K
1-May 8-May 15-May 22-May 29-May
Follower Growth
Total Followers
3,381,009
New Followers
84,480

41. 0K
0K
0K
0K
0K
0K
0K
0K
0K
1-May 8-May 15-May 22-May 29-May
Followee Growth
Total Followees
342
New Followees
0

42. Engagement
0
250
1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May
Gucci had an average engagement score of 76 and a highest of 234.

43. 0
5
10
15
20
1-May 8-May 15-May 22-May 29-May
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
176 0

44. Spottedat Nice Airport, #ChrisLee with a
#GGCaleido duffle and #Gucci Ace
sneakers.#cannesfilmfes..
13-May-16, Fri 04:55PM
ENGMT. FAV. REPLIES RETWEETS
345 872 80 571
Top Engaging Tweets
In a #Gucci Signoria double-breastedtux,
@jaredleto at the
#WhiteHouseCorrespondentsDinner.
#WHCD ..
Heading to the #MetGala, @JaredLeto in a
custom#Gucci white satin peak
lapel tailcoat with white p..
01-May-16, Sun 03:30PM
ENGMT. FAV. REPLIES RETWEETS
339 1,702 82 466
02-May-16, Mon 09:11PM
ENGMT. FAV. REPLIES RETWEETS
335 999 36 552
NO IMAGE NO IMAGE NO IMAGE

45. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 20 40 60 80 100 120 140 160 180 200
0 10 20 30 40 50 60 70 80 90 100
Links
Plain Text
Hashtags
Mentions
Numberof Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

46. 0 1000 2000 3000 4000 5000 6000
0 10 20 30 40 50 60
#gucci*
#metgala*
#gucciprefall16*
#alessandromichele*
#manusxmachina*
#cannesfilmfestival*
#voguefestival*
#cannes2016*
#dakotajohnson*
#guccifornetaporter*
UserTweetsabout Hashtag
Brand Tweets aboutHashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

47. 0
500
1000
1500
2000
2500
1-May 6-May 11-May 16-May 21-May 26-May 31-May
gucci metgala gucciprefall16 alessandromichele manusxmachina
Spread of Hashtags by day

48. 0 50 100 150 200 250 300
#alessandromichele*
#metgala*
#gucci*
#dakotajohnson*
#gucciprefall16*
#cannes2016*
#manusxmachina*
#guccifornetaporter*
#voguefestival*
#cannesfilmfestival*
Engagement…
Hashtags - Engagement

49. Average Response Rate : 0.01%
0
100
200
300
400
500
600
700
800
MentionsandReplies
Replies Mentions
Customer Service

50. Average Reply Time : 15 hours 29 minutes
0
100
200
300
400
500
600
700
800
900
1000
1-May 6-May 11-May 16-May 21-May 26-May 31-May
Customer Service

51. 0
200
400
600
800
1000
1200
1400
1600
1800
2000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

52. 0
100
200
300
400
500
600
700
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

53. Total number of Retweets : 17,849
0
500
1,000
1,500
2,000
2,500
3,000
1-May 6-May 11-May 16-May 21-May 26-May 31-May
Retweets of Brand Tweets Brand Tweets
Retweets

54. Total number of Mentions: 8,825
0
100
200
300
400
500
600
700
800
1-May 6-May 11-May 16-May 21-May 26-May 31-May
Mentions Brand Tweets
Mentions

55. Influencers
Name Followers Tweets
Vogue Magazine 11,299,195 3
InStyle 4,144,619 5
VOGUE.CO.UK 3,381,342 52
Nina Garcia 3,152,291 1
WWD 2,896,762 9
TOP 5 INFLUENCERS

56. Analysis of
LouisVuitton
Twitter Account
May 01, 2016 - May 31, 2016

57. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY
5,560,599 31,344 0.57% Worldwide
LouisVuitton
@LouisVuitton

58. Engagement Score
193
Total Proactive Tweets
76
Retweets Total
1
Replies Total
0
Favorites Total
80,063
Total Mention
11,846
Total Retweets
32,099
Total Replies
0
Response Rate (%)
0.0%
Average Reply Time (mins)
0
BRAND TWEETS USER TWEETS
Brand Overview

59. 5,510K
5,515K
5,520K
5,525K
5,530K
5,535K
5,540K
5,545K
5,550K
5,555K
5,560K
5,565K
1-May 8-May 15-May 22-May 29-May
Follower Growth
Total Followers
5,560,599
New Followers
31,344

60. 0K
0K
0K
0K
0K
0K
0K
0K
1-May 8-May 15-May 22-May 29-May
Followee Growth
Total Followees
13
New Followees
0

61. Engagement
0
250
500
750
1,000
1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May
LouisVuitton had an average engagement score of 193 and a highest of 772.

62. 0
5
10
15
20
2-May 9-May 16-May 23-May 30-May
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
76 1

63. Straight from #RiodeJaneiro, watch the
#LouisVuitton#LVCruise 2017 Show
now on https://t.co/nle0Ps..
29-May-16, Sun 01:19PM
ENGMT. FAV. REPLIES RETWEETS
786 9,046 64 2,903
Top Engaging Tweets
#LVCruise 2017 by @TWNGhesquiere in
#RiodeJaneiro
https://t.co/Zp6QgOgNMv
#LVCruise 2017 by @TWNGhesquiere in
#RiodeJaneiro
https://t.co/6WY4ALhxWP
30-May-16, Mon 10:09AM
ENGMT. FAV. REPLIES RETWEETS
778 6,013 53 3,120
30-May-16, Mon 10:12AM
ENGMT. FAV. REPLIES RETWEETS
765 5,965 54 2,981

64. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 10 20 30 40 50 60 70 80
0 50 100 150 200 250
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

65. 0 2000 4000 6000 8000 10000 12000 14000 16000 18000
0 5 10 15 20 25 30 35 40 45
#lvcruise*
#louisvuitton*
#riodejaneiro*
#metgala*
#spiritoftravel*
#manusxmachina*
#loveit*
#cannes2016*
#metgala2016*
#lvacws*
UserTweetsabout Hashtag
Brand Tweets aboutHashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

66. 0
1000
2000
3000
4000
5000
6000
7000
1-May 6-May 11-May 16-May 21-May 26-May 31-May
lvcruise louisvuitton riodejaneiro metgala spiritoftravel
Spread of Hashtags by day

67. 0 50 100 150 200 250 300 350
#louisvuitton*
#metgala*
#cannes2016*
#spiritoftravel*
#lvcruise*
#lvacws*
#riodejaneiro*
Engagement Score
Hashtags - Engagement

68. Average Response Rate : 0.0%
0
200
400
600
800
1000
1200
1400
1600
1800
MentionsandReplies
Replies Mentions
Customer Service

69. 0
500
1000
1500
2000
2500
3000
3500
4000
4500
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

70. 0
200
400
600
800
1000
1200
1400
1600
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

71. Total number of Retweets : 32,099
-1,000
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
1-May 6-May 11-May 16-May 21-May 26-May 31-May
Retweets of Brand Tweets Brand Tweets
Retweets

72. Total number of Mentions: 11,846
-200
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
1-May 6-May 11-May 16-May 21-May 26-May 31-May
Mentions Brand Tweets
Mentions

73. Influencers
Name Followers Tweets
Selena Gomez 43,271,787 1
Vine 16,442,083 1
Vogue Magazine 11,299,202 4
Zendaya 6,602,212 1
ELLE Magazine (US) 5,694,703 1
TOP 5 INFLUENCERS

74. Analysis of
Versace
Twitter Account
May 01, 2016 - May 31, 2016

75. Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY
2,837,517 65,780 2.37% Worldwide
Versace
@Versace

76. Engagement Score
217
Total Proactive Tweets
49
Retweets Total
1
Replies Total
0
Favorites Total
30,804
Total Mention
7,719
Total Retweets
13,289
Total Replies
0
Response Rate (%)
0.0%
Average Reply Time (mins)
0
BRAND TWEETS USER TWEETS
Brand Overview

77. 2,720K
2,740K
2,760K
2,780K
2,800K
2,820K
2,840K
2,860K
1-May 8-May 15-May 22-May 29-May
Follower Growth
Total Followers
2,837,517
New Followers
65,780

78. 0K
0K
0K
0K
0K
0K
0K
0K
1-May 8-May 15-May 22-May 29-May
Followee Growth
Total Followees
312
New Followees
0

79. Engagement
0
250
500
1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May
Versace had an average engagement score of 217 and a highest of 349.

80. 0
5
10
15
20
2-May 9-May 16-May 23-May 30-May
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
49 1

81. .@Ariana Grande was flawless in
#AtelierVersace at the Billboard
Music Awards. #VersaceCelebrities ..
23-May-16, Mon 02:39AM
ENGMT. FAV. REPLIES RETWEETS
735 2,860 37 1,611
Top Engaging Tweets
.@zaynmalikrocks a custom #Versace suit
with molded metal arms at the 2016
#MetGala. #VersaceCeleb..
.@blakelively was stunning in an
#AtelierVersace crystal mesh gown
at #Cannes2016. #VersaceCelebrit..
03-May-16, Tue 03:34AM
ENGMT. FAV. REPLIES RETWEETS
602 1,591 28 1,140
12-May-16, Thu 03:25AM
ENGMT. FAV. REPLIES RETWEETS
503 1,601 17 833

82. Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 5 10 15 20 25 30 35 40 45 50
0 50 100 150 200 250 300 350
Links
Plain Text
Hashtags
Mentions
Numberof Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

83. 0 2000 4000 6000 8000 10000 12000 14000
0 2 4 6 8 10 12 14 16 18 20
#metgala*
#metgala2016*
#versace*
#manusxmachina*
#atelierversace*
#versacecelebrities*
#events*
#cannes2016*
#bbmas*
#versacepalazzoempire*
UserTweetsabout Hashtag
Brand Tweets aboutHashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

84. 0
1000
2000
3000
4000
5000
6000
7000
1-May 6-May 11-May 16-May 21-May 26-May 31-May
metgala metgala2016 versace manusxmachina atelierversace
Spread of Hashtags by day

85. 0 100 200 300 400 500 600
#versace*
#metgala*
#bbmas*
#atelierversace*
#versacepalazzoempire*
#versacecelebrities*
#cannes2016*
#manusxmachina*
#events*
#metgala2016*
Engagement Score
Hashtags - Engagement

86. Average Response Rate : 0.0%
0
500
1000
1500
2000
2500
3000
3500
MentionsandReplies
Replies Mentions
Customer Service

87. 0
500
1000
1500
2000
2500
3000
3500
4000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

88. 0
200
400
600
800
1000
1200
1400
1600
1800
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

89. Total number of Retweets : 13,289
-500
0
500
1,000
1,500
2,000
2,500
3,000
3,500
1-May 6-May 11-May 16-May 21-May 26-May 31-May
Retweets of Brand Tweets Brand Tweets
Retweets

90. Total number of Mentions: 7,719
-500
0
500
1,000
1,500
2,000
2,500
3,000
3,500
1-May 6-May 11-May 16-May 21-May 26-May 31-May
Mentions Brand Tweets
Mentions

91. Influencers
Name Followers Tweets
Lady Gaga 60,281,082 1
zayn 19,138,926 1
InStyle 4,144,619 3
kerry washington 4,142,599 2
VOGUE.CO.UK 3,381,342 1
TOP 5 INFLUENCERS

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