Ralph Lauren - social media brand audit report

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Ralph Lauren - social media brand audit report

  1. 1. Brand Audit for Ralph LaurenSocial media analysis of Ralph Lauren by VOZIQ
  2. 2. Contents Social media analysis overview Business Intelligence Opportunity with Social Media How companies use social media? VOZIQ social media analytics solution Solution objective Key findings Detailed findings Contact VOZIQ 2
  3. 3. Business Intelligence Opportunity with Social Media Let me listen to other people’s experience Let me go through the and ask my doubts reviews in various news about this product in articles. the forum. Let my friends know I wonder what famous what a wonderful personalities and other experience I am having experts have to say using this product. about this brand! That TV commercial was so Let me review this product for others cool! I wonder if it is available on the net and let them know the pros and cons in my blog. 3
  4. 4. Contents Social media analysis overview Business Intelligence Opportunity with Social Media How companies use social media? VOZIQ social media analytics solution Solution objective Key findings Detailed findings Contact VOZIQ 4
  5. 5. How Companies Use Social MediaSource: Altimeter Report. A Framework for Social Analytics : Including Six Use Cases for Social Media Measurement, August 10, 2011 5
  6. 6. Contents Social media analysis overview Business Intelligence Opportunity with Social Media How companies use social media? VOZIQ social media analytics solution Solution objective Key findings Detailed findings Contact VOZIQ 6
  7. 7. VOZIQ Social Media Analytics Solution Gather Uncover Improve Social Media Actionable Business Data Insights PerformanceVOZIQ automatically aggregates social media content related to your productsQuantitative, actionable information is uncovered from those qualitative postingsBusinesses leverage these voice of customer insights to improve performance 7
  8. 8. VOZIQ Social Media Analytics Solution The Social • Customer discussions from Facebook, Twitter, Blogs, News, Comments Web • Discussions about your products & services (and your competitions) • Automatically harvests persistent database of content VOZIQ • Automated analysis and measurements per your configuration Platform • End user insights, alerts, reports Your • Integrate with your business processes Business • Improve marketing effectiveness, sales performance, Processes customer loyalty & much moreRealize value throughout your enterprise by integrating this valuable data and analysis with your key business processes from marketing, sales and service to improve business performance 8
  9. 9. How VOZIQ Works Your Business + Competitors + Customers + Prospects Marketing Sales Sentiment Analysis Measurable Results Media Share & Automatic Key Websites Categorization 3 VOZIQ Engine Reporting & 2 Analysis Platform 1 Competitive Frequent Intelligence Topics Brand Protection Influencer Customer Loyalty Identification Effective Marketing & Lead Generation Customer Product Service Development 9
  10. 10. VOZIQ Solution Stack VOZIQ Solution Stack 10
  11. 11. Ralph Lauren: Social Media Analysis
  12. 12. Contents Social media analysis overview Solution objective Key findings Detailed findings Contact VOZIQ 12
  13. 13. Solution objective Measure social media buzz trends for Ralph Lauren Identify the main brand attributes discussed on social media Identify the top sources / authors contributing to social media by brand attributes Analyze the sentiments associated with mentions of Ralph Lauren Extract the top themes emerging from social media discussions of Ralph Lauren Analyze competitor performance and set benchmarks Profile top tweeters of Ralph Lauren Qualitatively analyze the reasons for admiring and criticizing Ralph Lauren 13
  14. 14. VOZIQ Brand Assessment Approach Comprehensive assessment of Brand, Products and Services to identify improvement opportunities Brand Buzz Men’s clothing Products & Attributes Mentions about men’s and boys Overall mentions for Ralph Lauren clothing line BrandOverall Positive Sentiment Women’s clothing Mentions about women’s and girls Mentions with negative sentiment clothing line Strategic Negative Sentiment Pricing Mentions with negative sentiment Mentions about pricing of products Customer Service Offers ServicesValue-add Mentions about customer service and Mentions about special offers and support reward schemes Online shopping Quality Mentions related to online shopping Mentions about quality of products 14
  15. 15. Contents Social media analysis overview Solution objective Key findings Detailed findings Contact VOZIQ 15
  16. 16. VOZIQ Brand Assessment Dashboard Jul y Aug Sept Oct Nov Dec 2012 2012 2012 2012 2012 2012 Brand Buzz 249,985 Positive Sentiment 66% Negative Sentiment 34% Men’s clothing 30% Women’s clothing 9% Pricing 18% Offers 15% Quality 2% Customer Service 1% Online shopping 7% 16
  17. 17. Key findings Conversation levels were fairly constant across the reporting period from June 16 – July 20, 2012 Top attribute discussed on social media for Ralph Lauren was its men’s clothing line (30% of total mentions) More than half of total mentions were from Twitter Two-thirds of mentions associated with Ralph Lauren were Positive in nature Top positive theme emerging from discussions of Ralph Lauren was ‘Polo designer shirts’ and the top negative theme was ‘Controversial uniform’ Top competitors in terms of social media mentions were ‘H&M’ and ‘Calvin Klein’ 17
  18. 18. Contents Social media analysis overview Solution objective Key findings Detailed findings Contact VOZIQ 18
  19. 19. Ralph Lauren daily mentions distribution July 12 (Controversy Social Media Mentions Trend over USA Olympic 25,000 team uniform) 20,000# of mentions 15,000 10,000 5,000 0 16-Jun 17-Jun 18-Jun 19-Jun 20-Jun 21-Jun 22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun 29-Jun 30-Jun 01-Jul 02-Jul 03-Jul 04-Jul 05-Jul 06-Jul 07-Jul 08-Jul 09-Jul 10-Jul 11-Jul 12-Jul 13-Jul 14-Jul 15-Jul 16-Jul 17-Jul 18-Jul 19-Jul 20-Jul Conversation levels were fairly constant across the reporting period from June 16 – July 20, 2012 Highest peak for daily mentions was observed on July 12, 2012 which corresponded to the controversy over US Olympic team uniforms being manufactured in China 19
  20. 20. Ralph Lauren day wise mentions distribution Social Media Mentions by weekday 25% 20% 16% 17%% of mentions 15% 15% 14% 14% 14% 11% 10% 5% 0% Monday Tuesday Wednesday Thursday Friday Saturday Sunday Social media mentions for Ralph Lauren were fairly well distributed across different week days 20
  21. 21. Mentions for attributes of Ralph Lauren 1% 1% 2% 3% 9% 8% 4% 18% 30% 7% 15% 3% Boys Catalog Customer Service Girls Men News Offers Online shopping Pricing Quality Website WomenMaximum mentions for Ralph Lauren on social media among different attributes was forMen’s clothing and lifestyle productsTop 3 attributes creating social media buzz about Ralph Lauren are Men’s clothing (30%),Pricing (18%) and Offers (15%) 21
  22. 22. Top sources for social media mentions Sources for mentions 100% 8% 10% 2% 1% 21% 18% 12% 3% 75% 2% 10% News 33% % of Mentions 23% 26% Comments 19% 50% Blogs 17% 20% Facebook 55% 51% Twitter 25% 39% 31% 0% Total Men Pricing OffersOverall, Twitter is the dominant source for creating more than half of social media buzz forRalph LaurenOne-third of mentions relating to Men’s clothing are from blogs or non-social mediawebsites 22
  23. 23. Sentiment distribution detail for Ralph Lauren Catalog -12% 88% Online shopping -16% 84%100% Offers -19% 81% 34% Pricing -24% 76%75% Men -31% 69% Website -32% 68%50% Quality -35% 65% 66% Girls -37% 63%25% Customer Service -38% 63% Boys -40% 60% 0% Total Mentions Women -50% 50% Negative Positive News -70% 30% -100% -50% 0% 50% 100% Sentiment % 23
  24. 24. Overall themes Overall Top themes “Need to know how to tell a “ralph lauren is really going fake Polo Ralph Lauren from a out of their way to show real one? Fakes are all around “Ralph Lauren white tee this theyre not in the baby buying us and in a world where fakes aint american apparel” business" seem to be more in supply than the real deal ...” @ princess_megsz www.mademan.com @ FrenchRontana 24
  25. 25. Overall themes by sentiment Positive themes @TddyRoosevelt yes Ralph Lauren has great colors that look well on dark skin men but that Gucci pattern just doesnt look good to me @_megscott gotta love the Ralph Lauren outlet! Negative themes Ralph Lauren is far too expensive. Sorry Im not paying $80 for a shirt that is worth $30.Designer Ralph Lauren already has infuriatedmembers of Congress by offshoring the U.S.teams uniforms to China. Now he has causedmore head-scratching by including a classicallyFrench beret in the U.S. look reminiscent of theRoots berets 25
  26. 26. Top tweeters of Ralph Lauren by number of followers Number User Followers Account Type of Tweets@BreakingNews 4,367,397 Breaking news alerts around the world from hundreds of sources 1@InStyle 2,210,434 Tweets all the fashion, beauty and celebrity buzz 1@nprscottsimon 1,230,359 Host of NPRs Weekend Edition Saturday 1@CNBC 852,877 The Official CNBC Twitter Page 1@JStaffz 513,211 Music Producer 1@missfree 397,486 Accomplished media personality, television producer and philanthropist 1@AdaDiskon 379,360 Online Media and Community for trusted shopping in Indonesia 4 US Olympic designer Ralph Denim & Supply Ralph Lauren Lauren says future uniforms to Were obsessed with this Ralph unveiled their fall ad campaign be produced in US starting with Lauren Modern Art Deco cuff! featuring Grammy nominated DJ 2014 Winter Games - @AP http://ow.ly/bEVj6 Avicii shot by Mark Seliger: http://t.co/iPmzs6sv http://t.co/tsPo2kjJ @BreakingNews @InStyle @nprscottsimon 26
  27. 27. Top tweeters of Ralph Lauren by number of tweets Number User Followers Account Type of Tweets Handmade items from Designer Fabrics! Ralph Lauren, Laura Ashley, Tommy@sandysgingham 1,062 251 Hilifger, Calvin Klein and more...@ishopdesigner4u 168 Designer dress advisor 103@Roseleekq2 188 Find the best US prices tour master heated gear, cowboy boots made in USA 84@Sonjabp6 129 Selling most comfortable sandals for men 70 Selling white snow boots with fur, salsa dance skirt, discount men’s ski jackets,@Carleexh20 197 68 rocky boots sale Check out this great item: 2 Best Price for Polo by Ralph EUC Lauren Ralph Lauren Black Custom BOUDOIR Shams Ralph Lauren Quinta II Boot & White Striped Short Sleeve LAUREN Fabric HOME LAKE 300 (Toddler/Little Kid/Big Kid) Crew Neck Shirt Large Thread Count Brandy 5 M US Big... http://t.co/U1HWt3y3 http://t.co/YpBkYBJY http://t.co/YfiiMV2o @sandysgingham @ishopdesigner4u @Roseleekq2 27
  28. 28. Competitors Social Media Analysis
  29. 29. Ralph Lauren and Competitors Ralph Lauren • Revenue: US$ 4.97 billion • Employee count: 19,000 Hugo Boss • Revenue: US$ 1.73 billion • Employee count: 9,940 H&M • Revenue: US$ 126.97 billion • Employee count: 59.440 Calvin Klein • Revenue: US$ 1.1 billion • Employee count: 1,200 29
  30. 30. Competitor analysis 100% 100% 22% 22% 40% 36% 35% Calvin Klein 75% 75% 27%% of Mentions H&M Negative 50% 50% 9% Positive Hugo Boss 78% 60% 64% 65% 25% 25% 43% Ralph Lauren 0% 0% Ralph Lauren Hugo Boss H&M Calvin Klein Ralph Lauren had highest overall mentions for the moth of July – 2012 Calvin Klein had the highest proportion (78%) of Positive mentions amongst all competitors while Ralph Lauren had the least (60%) 30
  31. 31. Strengths from qualitative analysis of mentions Strengths (mentions on Twitter highlighting positive aspects of Ralph Lauren) “ @PiiANOLiiFE – ” Been a while since I went shopping.. #sheeesh.. Ralph Lauren on my mind..” ” “ @ ForeignBroadss – RT @SkyHighTy__: ` Wearing USPA Instead Of Ralph Lauren Is Like Deactivating Your Twitter To Go Back To ” Myspace ” “ @ash_cot –” RT @kny_beckman: Always a good day when you can pick up some Polo Ralph Lauren clothes on a good sale!” ” “ @ F14Tommy – “RT @sistagirl2u: First Lady Michelle Obama looks royal in this Ralph Lauren ” gown; perfectly fit to dine with the Queen” 31
  32. 32. Weaknesses from qualitative analysis of mentions Weaknesses (mentions on Twitter highlighting negative aspects of Ralph Lauren) “ @JetLifeStoned – “I need to go Polo shopping. ” Ralph Lauren take so much of my money” “ @bobbybnews– “@guypbenson Ralph Lauren needs to be boycotted in America the uniforms ” are a disgrace makes them look like girls. ” “ @what_da_beck – RT @ray_hale: The worst is the sketchy knock off Ralph Lauren horseman that says YOLO instead of polo” ” “ @sgordonxoxo – Its official Black people have ruined the brand of Polo by Ralph Lauren. ” #SoSad” 32
  33. 33. Contents Social media analysis overview Solution objective Key findings Detailed findings Contact VOZIQ 33
  34. 34. VOZIQ Social Media Analytics Platform Thank you for your time. For more information, please contact us at info@voziq.com VOZIQ (http://voziq.com) provides social media analytics solutions & services to protect brands, improve marketing & PR effectiveness, generate sales leads & maximize your social media ROI. Engagement Options: SaaS Product License | Monthly Custom Reports | On-Demand Research & Analysis 34

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