social media report - luxury brands on facebook

Luxury Brandson Social MediaMay 1st – May 31st 2016

Comparison of the Facebook Pages of Five Luxury BrandsMay 01, 2016 - May 31, 2016

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Michael Kors had the largest fan base of 16,703,267 while Kate Spade New York showed the highest fan growth of 1.31%.

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1.4%

0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K 16,000K 18,000K

Grow

th %

Number of Fans

Coach Ralph Lauren Kate spade new york Calvin Klein Michael Kors

Fans

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10%

20%

30%

40%

50%

60%

70%

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90%

100%

Coach Kate spade new york Ralph Lauren Calvin Klein Michael Kors

France United States Countries < 2% Taiwan Mexico Brazil Indonesia Other Countries Japan India

Fans - Geography

Coach had the highest PTAT of 1.47% as a percentage of its average number of Fans during this time period.

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0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K 16,000K 18,000K

Peop

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s %

of F

ans)

Average Number of Fans

Ralph Lauren Coach Kate spade new york Calvin Klein Michael Kors

Conversations

Kate Spade New York published the greatest number of posts (41) and had the highest average engagement, with a score of 215.

0 5 10 15 20 25 30 35 40 45

0 50 100 150 200 250

Coach

Ralph Lauren

Kate spade new york

Calvin Klein

Michael Kors

Number of Posts

Engagement Score

Engagement Score Number of Posts

Engagement - Posts

Kate Spade New York received the most number of Likes (68,842), the most number of Comments (5,261) and had the most number of Shares (4,072).

0K 10K 20K 30K 40K 50K 60K 70K 80K

Ralph Lauren

Coach

Kate spade new york

Calvin Klein

Michael Kors

Likes Comments Shares

Engagement Breakdown

Most Engaging Brand PostsKate Spade New York

25-MAY-16, WED 9:00AM

surprise sale! enjoy up to 75% off. this calls for a celebration! http://bit.ly/1TrPsVH

ENGMT. LIKES COMMENTS SHARES SENTIMENT

807 7,283 1,430 868 Positive

Kate Spade New York

24-MAY-16, TUE 9:00AM

surprise sale starts now! enjoy up to 75% off. cue the confetti. http://bit.ly/22iagSZ

Kate Spade New York

24-MAY-16, TUE 5:00PM

surprise! enjoy up to 75% off during our surprise sale. http://bit.ly/1YILJ7A

ENGMT. LIKES COMMENTS SHARES SENTIMENT

606 6,161 485 449 Positive

ENGMT. LIKES COMMENTS SHARES SENTIMENT

591 6,271 488 386 Positive

Most Engaging Brand PostsKate Spade New York

23-MAY-16, MON 12:00PM

hooray! shop our surprise sale and enjoy up to 75% off before the rest. http://bit.ly/1YILqJU

ENGMT. LIKES COMMENTS SHARES SENTIMENT

533 5,715 309 343 Positive

Kate Spade New York

10-MAY-16, TUE 12:00PM

what to wear in the swim of things. #vacationisastateofmindshop our summer novelty: http://bit.ly/ ..

Kate Spade New York

23-MAY-16, MON 5:00PM

It’s here! shop our surprise sale early and enjoy up to 75% off. http://bit.ly/1Ve5fKm

ENGMT. LIKES COMMENTS SHARES SENTIMENT

482 3,914 448 303 Positive

ENGMT. LIKES COMMENTS SHARES SENTIMENT

475 4,551 270 314 Positive

Michael Kors' Facebook Page saw the highest number of Fan posts (515).

0 100 200 300 400 500 600

Coach

Ralph Lauren

Kate spade new york

Calvin Klein

Michael Kors

Number of Fan Posts

Fan Posts

Calvin Klein received the highest percentage of Positive Sentiment (54.00%).

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Calvin Klein

Michael Kors

Negative Neutral Positive

Sentiment Analysis

Calvin Klein responded to the highest percentage of Fan posts (35.29%).

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35.0%

40.0%

0 500 1000 1500 2000 2500

% o

f Fan

Pos

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Average Response Time (mins)

Calvin Klein Michael Kors

Brand Responses

Kate Spade New York published the most with 40 posts, among the brands in the "Luxury Brands" Group.

25%

4%

6%

30%

35%

Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york

Share Of Voice – Volume of Posts

Kate Spade New York received the largest volume of Likes (68,842), among the brands in the "Luxury Brands" Group.

12% 2% 2%

32%

52%

Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york

Share Of Voice – Likes

Kate Spade New York received the largest volume of Comments (5,261), among the brands in the "Luxury Brands" Group.

4%1% 2%

16%

77%

Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york

Share Of Voice – Comments

Kate Spade New York received the largest volume of Shares (4,072), among the brands in the "Luxury Brands" Group.

15%

3%

2%

31%

49%

Ralph Lauren Calvin Klein Coach Michael Kors Kate spade new york

Share Of Voice – Shares

During this time period, Turnlock Tie Bucket was the most engaging run by Coach. Michael Kors published the most (14) in its #SunKissed 2016 campaign.

0 2 4 6 8 10 12 14 16

0 50 100 150 200 250

Turnlock Tie Bucket(Coach)

#USOpen(Ralph Lauren)

Our sale is on sale for one last day!(Kate spade new

york)

#SunKissed 2016(Michael Kors)

Number of Posts

Engagement Score

Engagement Score Number of Posts

Campaign Comparison

Taking the Luxury Crown - Kate Spade New York

Kate Spade New York has been the most active (41 posts) and the most engaging brand (average engagement score of 215) in the group, in the month of May.

Not Living Up To Expectations?

• Engagement

However, when compared to last May, the average engagement score (230 to 215) and the highest engagement scores (723 to 677) have dropped. This is perhaps a result of the luxury industry experiencing mixed fortunes right now.

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1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May0

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3-May 7-May 11-May 15-May 19-May 23-May 27-May 31-May

Engagement

Kate Spade New York- May 2016 Kate Spade New York- May 2015

Room For Improvement - Michael Kors

Undoubtedly Michael Kors had a strong Q1 financially and definitely rode out the retail gloom in the summer of 2015 better than Kate Spade, even if only slightly better. However, if one were to look at the engagement score of Michael Kors in 2015, one would see that they dominated social media in this group, with the exception of Kate spade right behind the company, in May 2015.

0 10 20 30 40 50 60 70

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Coach

Ralph Lauren

Kate spade new york

Calvin Klein

Michael Kors

Number of Posts

Engagement Score

Stock Prices Michael Kors(Blue) & Kate Spade(Red) from June ‘15 to June ‘16 Engagement Scores May 2015

A Cause For Concern?

• Engagement

Michael Kors saw unexpectedly low engagement scores for their posts in May, and although they posted the most about their campaign for May, they received the lowest engagement score for this campaign. This could be a cause for worry as the campaign leads into and contributes to their summer collection.

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250

1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May

0 5 10 15

0 50 100 150 200 250

Turnlock Tie Bucket(Coach)

#USOpen(Ralph Lauren)

Our sale is on sale for one last day!(Kate spade new york)

#SunKissed 2016(Michael Kors)

Number of Posts

Engagement Score

Social Media Pressure

Firstly, the common consensus on the correlation between social media and anything related to income is that no such correlation exists. However, I am of the opinion of that while you cannot directly measure the ROI (return on investment) of social media for a brand, you can measure its impact on one brand, with its impact on other brands. Social media can be a force that exerts pressure on the minds of consumers, and a brand that performs well on social media exerts a higher pressure (Social Media Pressure, or SMP) on consumers to purchase than a brand that performs poorly.

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