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Social Media Insights Digital Beauty | PaloPro

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Social Media Insights : Ways that Social Media are shaping the beauty industry. 7 out of 10 Greeks, use Social Media on a frequent basis, resulting in a huge digital word of mouth. Skincare and makeup are monopolizing social public discussion, while Social media personalities (a.k.a. influencers) are having a massive impact on the way brands promote products.  This presentation, held by Marina Grapsa, Client Service Director & Chief Analyst at PaloServices at Digital Beauty Forum, 31/5/2017, demonstrates the importance of social media monitoring for beauty brands.
Learn more about PaloPro, the most user-friendly Social Media Monitoring Tool, at https://palopro.io

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Social Media Insights Digital Beauty | PaloPro

  1. 1. Social Media Insights Ways that Social Media are shaping the beauty industry Digital Beauty Forum, 31/5/2017 Marina Grapsa, Client Service Director & Chief Analyst @ PALO SERVICES
  2. 2. PALO PRO IS THE MOST USER FRIENDLY MONIROTING TOOL 2 PALO PRO AN INTRODUCTION 01 02 03 04 05 MARKET RESEACH & SOCIAL MEDIA INSIGHTS USES SOCIAL MEDIA DATA IN AN INSIGHTFUL WAY TO SUPPORT MARKET RESEARCH AND SOCIAL MEDIA BRAND REPUTATION ANALYSIS ANALYSES THE BRAND REPUTATION OF PEOPLE, BRANDS, ORGANISATIONS AND OTHER ENTITIES BY ANALYSING APPX 85.000 POSTS PER HOUR ARTIFICIAL INTELIGENCE AND MACHINE LEARNING USES HIGH LINGUISTICS TECHNOLOGY TO SEARCH AND DERIVE RESULTS AND TO AUTOMATICALLY ANALYSE THE SENTIMENT OF THE POSTS GREEKLISH USES GREEKLISH AS A DIFFERENT LANGUAGE ON SEARCHES AND SENTIMENT ANALYSIS INTERNATIONAL PUBLICATION & AWARDS 6 PAPERS IN INTERNATION MAGAZINES 7 AWARDS FOR THE COMPANY SEAL OF EXCELLENCE FROM EU
  3. 3. 3 Organizing the data to gain Insights that can help us tame the Social The Beauty OF the
  4. 4. 7 out of 10 Greeks, use Social Media on a frequent basis. SOCIAL MEDIA BEAST KEEPS RISING 201 5 201 5 201 3 201 3 201 4 201 4 201 1 201 1 201 6 201 6 SOCIAL MEDIA PENETRATION IN GREECE
  5. 5. 5 AND CONSUMERS ARE CHANGING FROM THE SOCIAL MEDIA USAGE INFO SEEKERS 83% WHEN THEY NEED INFORMATION THEY ACCESS THE NET CONTENT CREATORS 32% POST ONLINE CONTENT FREQUENTLY ONLINE SHOPPERS 63% RESEARCH ONLINE OR PUIRCHASE ONLINE BEFORE BUYING BETTER DECISIONS 64% COMPARED PRODUCTS ONLINE IN TERMS OF PRICES/ FEATURES BEFORE PURCHASING 83% OF CONSUMERS The connected consumer survey, 2016 ACESS THE INTERNET DAILY THE ONLINE CONSUMER IS MORE SOCIAL AND A GOOD RESEARCHER
  6. 6. 6 THE BEAUTY LIES ON “SOCIAL” NOT ON MEDIA Focusing on the SOCIAL aspect and less on the MEDIA, one can find the beauty of listening and monitoring the online conversation to gain
  7. 7. Brands are building trust and authority online. They create a place for fans to discover and discuss new products, customer feedback. Word of mouth recommendations naturally occur. DIGITAL WORD OF MOUTH IS HUGE 7 83.631Total number of buzz for the category * Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query, including Makeup, Skincare, Hair Care and Fragrances category keywords Telco Industry ± 21.000 mentions Tech Retail Industry ± 5.500 mentions Banking Industry ± 6.000 mentions
  8. 8. What brands are managing and seeing though, is only a fraction of the online discussion. Facebook has released anonymously the data that takes place on the private status posts, and the numbers are huge. NO WE MEAN REALLY HUGE 8 2.337 Total number of public mentions for Make Up only in 3 days * Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query, including Makeup, Skincare, Hair Care and Fragrances category keywords 15.70 0 Total number of Private FB mentions for the Makup only in 3 days NEW DATA FROM PRIVATE POSTS
  9. 9. COMPARED TO OTHER CATEGORIES, MAKEUP AND BEAUTY DISCUSSIONS ARE DEFINITELY DOMINATING THE SOCIAL MEDIA 15.70 0 Total number of Private FB mentions for the Makup only in 3 days 3.500Total number of Private FB mentions for the Telcos only in 3 days
  10. 10. 10 CONSIDER THE SIZE OF THE WHOLE CATEGORY 77%77% OF POSTS AREOF POSTS ARE ABOUT SKINCAREABOUT SKINCARE & MAKEUP& MAKEUP SKINCARE HAIRCARE MAKEUP FRAGNANC E SKINCARE & MAKEUP MONOPOLIZING SOCIAL MEDIA PUBLIC DISCUSSIONS PERCENTAGE OF SHARE OF THE SUB CATEGORIES IN THE PUBLIC DICSUSSIONS DATA
  11. 11. 11 INFLUENCERS’ ANALYSIS: THE IMPACT OF SOCIAL MEDIA * Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query, including Makeup, Skincare, Hair Care and Fragrances category keywords 83.631 513.593.8 40 Total number of buzz for the category IMPACT* IMPACT: No of posts * No of followers Not only is the size of the buzz of the category huge, but all these posts is impacting other users who are receiving and reading these posts
  12. 12. Social media personalities are having a massive impact on the way brands promote products. Personalities are becoming the media themselves, leaving the more traditional digital media behind. 12 TOP 10 INFLUENCERS ON DIGITAL BEAUTY * Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query, including Makeup, Skincare, Hair Care and Fragrances category keywords Maria Bacodimou Jenny Balatsinou Fay’s Book Eleni Menegaki Athens Voice Katerina Kenourgiou KathimiriniGr SkaiGr ProtagonGr #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 Fay Skorda
  13. 13. 13 40% OF THE PUBLIC CONTENT IS UNBRANDED BRANDED CONTENT 62% OF THE CONTENT IS BRANDED THERE IS STILL THOUGH A 38% OF UNBRANDED CONTENT – NOT TO MENTION THE PRIVATE DATA 62%62% CONTESTS A VAST MAJORITY OF THE CONTENT CREATED CONTESTS RELATED 70%70% NEW PRODUCTS & TIPS 90% OF THE CONTENT – OTHER THAN DEALS / OFFERS & CONTESTS – IS ON NEW PRODUCTS PRESENTATIONS AND TIPS/ ADVICES 90%90% BRAND * Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query, including Makeup, Skincare, Hair Care and Fragrances category keywords
  14. 14. 27%GENERIC PRODCT REFERENCES 25%PRODUCT DEALS 25%PRODUCT PRESENTATIONS 19%TIPS/ ADVICES KEY THEMES FOR BEATY PRODUCTS SOCIAL MEDIA THE BEAUTY COMMUNITY’S DISCUSSIONS ARE SUMMARIZED: * Social and Digital Media Mentions, 17/4 – 16/5 on Digital Beauty query, including Makeup, Skincare, Hair Care and Fragrances category keywords
  15. 15. The younger population of 18-34 is definitely more inclined on the online discussions. IS THE BRANDED CONTENT & INFLUENCERS’ PROFILE RELEVANT TO THE SOCIAL MEDIA AUDIENCE 18-24 y.o 25-34 y.o 35-44 y.o 45-54 y.o 55-64 y.o Audience from Facebook New Data FB Audience Population FB Audience Population FB Audience Population FB Audience FB Audience Population Population
  16. 16. 17 TO SUM UP Monitor online discussions. Pay attention to your target audience and answer their needs. LOOKING TO THE SCREEN Part of why the beauty industry has blown up online is the fact that the social media generation is full of researchers, searching for products, advices and comparing different option. PEER MARKETING The thing about social media is that no one cares about content that isn't shareable. READING SOCIAL MEDIA Brands can research the digital discussion, take feedback and insights to improve their products, campaigns and activities. ONLINE BEAUTY COMMUNITY We know that the beauty community online is colossal. It’s practically an online subculture, as it has a huge following and is a dominant theme in social media 0101 0202 0303 0404 Stay on top of the Online Discussion and try to introduce you brand into the Digital WOM Make sure you monitor daily your brand’s reputation. A bad critique on your product has a huge impact. Provide relevant content to the younger ages and utilize relevant influencers of the market.
  17. 17. 18 MONITORING SOCIAL MEDIA CONTENT Use Qualitative techniques to unveil the topics of discussion and understand the brand effect Use a systematic and in parallel creative way of data analysis Use Quantitative techniques to cluster and depict the size of the issues at hand
  18. 18. 19 CRITICAL SUCCESS FACTORS FOR PALO PRO 01 02 0304 USING ENTITIES FOR HIGH QUALITY SEARCH RESULTS USER FRIENDLY AND INTUITATIVE PLATFORM CONTINUOUS SUPPORT & DEVELOPLMENT ANALYTICS & INSIGHTS TEAM
  19. 19. 1 2 3 KEY ELEMENTS OF PALO PRO 20 NUMEROUS COMPONENTS Numerous components to use to facilitate the insights generation and monitoring of your searches, including mention’s impact and mention’s engagement scores RULES Creating rules of automated actions of how data needs to be classified within the searches, provides automated tagging and sentiment correction. Rules are used to minimize repetitive actions from users ALERTS When the system is locating either too many negatives on your searches or a significant increase number of mentions, an email is sent to the specified recipients. REPORTS Reports can be custom made and prepared to be delivered to specified recipients on a daily, weekly or monthly frequency. SUPPORT All Palo Pro users are continuously supported from Tech Experts, Social Media Analysts and Insights Analysts 5
  20. 20. “You never really learn much, from hearing yourself talking” George Clooney
  21. 21. THANKS FOR WATCHING Contact us URL: https://palopro.io/ Email: info@paloservices.com Tel: (+30) 210 3805 826 HQ: 9 Chavriou str, Monastiraki, Athens, Greece Social

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