DIGITAL BRAND REPUTATION AND SOCIAL MEDIA MONITORING:TWO KEY FACTORS IN THE SOCIAL WEB ERA.
SOME EMPIRICAL EVIDENCES.
Supervisor:Prof. Monica Faraoni
Candidate:Tommaso Bartali
A.A. 2012/2013
Master Degree Course:Business Management
Thesis object:Online Business Tools
Usage of the main social platforms (%) beyond world population with access to Internet. (Source: Global Web Index, 2013).
Candidate: Tommaso Bartali 1
Interactive communication and social media
“Social media is a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that allow the creation and exchange of
user generated contents.” (Kaplan A., 2010)
What is social media?
The main objectives of Social Media Marketing.(Source: Awareness, 2012).
“An intimate long term
relationship with the customer.”
(Economist Intelligent Unit, 2007)
Candidate: Tommaso Bartali
Social Media Marketing
“The way of promoting a website, brand or business by interacting with or attracting the […]
customers through the channels of social media.” (Saravanakumar M., Sugantha Lakshmi T., 2012)
What is Social Media Marketing (SMM)?
2
CustomerEngagement
Cycle
Candidate: Tommaso Bartali
Social Media Marketing
“The way of promoting a website, brand or business by interacting with or attracting the […]
customers through the channels of social media.” (Saravanakumar M., Sugantha Lakshmi T., 2012)
What is Social Media Marketing (SMM)?
3
BrandReputation
4Candidate: Tommaso Bartali
Digital Brand Reputation
“Nowadays digital brand reputation has become a strategic element for the companies.”
(Moffa G., 2013)
BrandIdentity
Brand Image
+WOM
Candidate: Tommaso Bartali 5
Social Media Monitoring
“Social Media Monitoring is the process, systematic and scheduled, of identifying and assessing
what is being said on the Web [...] with the goal to understand and measure when, how and how
much the customers talk about an issue, a person, a company, a brand, a product or a service.”
(Graziadei S., 2011)
Social Media Monitoring may be considered a tripartite activity:
2. Comprehension1. Listening 3. Analysis and Reporting
Acquisitionof the
conversationsClassificazione
Quantitative analysis
Qualitative analysis
- How much?- Who?
- How?- About what?
Candidate: Tommaso Bartali
Online Crisis Management
“It’s a sudden and unexpected event, able to produce negative effects on the online reputation of a
person or company, therefore able to interfere with the personal activities or in the business.”
(Agostini A., de Nardis A., 2013)
What is an online reputational crisis?
Characteristics
The unpredictability of the event
The exposure of the event
Crisis management
6
Web monitoring
Crisis management plan
Candidate: Tommaso Bartali
Online Crisis Management
“It’s a sudden and unexpected event, able to produce negative effects on the online reputation of a
person or company, therefore able to interfere with the personal activities or in the business.”
(Agostini A., de Nardis A., 2013)
What is an online reputational crisis?
Characteristics
The unpredictability of the event
The exposure of the event
Crisis management
7
How much time does your company need to get out of a crisis?(Source: Burson-Marsteller, 2012).
Candidate: Tommaso Bartali
The luxury brand monitoring – Empirical inquiry (part 1)
8
Armani Bottega Veneta
Burberry Céline
Dior D&G
PucciGucci
Vuitton
Brands consideredThree cluster
High Social
Medium Social
Low Social
Question 1:Could a brand reduce the risk of a possible online reputational crisis by deciding to use, in the
social media area, a simple strategy based on a presence without any type of activity/interaction
with the users?
Armani Bottega Veneta
Burberry Céline
Dior D&G
PucciGucci
Candidate: Tommaso Bartali 9
The monitoring
The luxury brand monitoring – Empirical inquiry (part 1)
The variables
Number of users registered on the official profiles (on 10/11/2013)
Number of posts/tweets/videos published (10/09/2013 10/11/2013)
Vuitton
10/09/2013 10/11/2013
Medium Social
Armani
D&G
Gucci
High Social
Burberry
Dior
Vuitton
Candidate: Tommaso Bartali 10
The monitoring
The luxury brand monitoring – Empirical inquiry (part 1)
The variables
Number of users registered on the official profiles (on 10/11/2013)
Number of posts/tweets/videos published (10/09/2013 10/11/2013)
Low Social
Bottega Veneta
Céline
Pucci
10/09/2013 10/11/2013
Candidate: Tommaso Bartali 11
The monitoring
The luxury brand monitoring – Empirical inquiry (part 1)
The variables
Number of users registered on the official profiles (on 10/11/2013)
Number of posts/tweets/videos published (10/09/2013 10/11/2013)
10/09/2013 10/11/2013
Number of posts/tweets/videos published in the period(10/09/2013 10/11/2013) aggregate per clusters.
Candidate: Tommaso Bartali 12
The inquiry has been possible thanks to the monitoring platform called Talkwalker, owned by the
company Trendiction. This tool is able to manage informantion written in 187 languages from 250
coutries and is characterized by a very user-friendly interface.
Thanks to the user-friendly interface the software is really easy to use.
The luxury brand monitoring – Empirical inquiry (part 1)
“As social media has become a key element for any of
our campaigns,Talkwalker has proven
itself to be the most powerful tool for tracking, analysis
and reporting!”
Candidate: Tommaso Bartali 13
The inquiry has been possible thanks to the monitoring platform called Talkwalker, owned by the
company Trendiction. This tool is able to manage informantion written in 187 languages from 250
coutries and is characterized by a very user-friendly interface.
Elected by Goldbach Interactive as one of the five best
social media monitoring tools in 2013
The luxury brand monitoring – Empirical inquiry (part 1)
Mentions Analysis
Sentiment Analysis
How much people talk about a brand?
How people talk about a brand?
Candidate: Tommaso Bartali
The luxury brand monitoring – Empirical inquiry (part 1)
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Candidate: Tommaso Bartali
The luxury brand monitoring – Empirical inquiry (part 1)
15
A more intensive activity carried out on social media means more mentions.
Brands poorly active or totally absent on social media, anyway, are object of discussions and
comments from users.
Brands hardly active on social media get higher negative sentiment
and minor positive sentiment.
The data collected brings us, with regard to the field considerated,
to answer negatively to the first question.
Candidate: Tommaso Bartali
The luxury brand monitoring – Empirical inquiry (part 1)
16
Candidate: Tommaso Bartali
The luxury brand monitoring – Empirical inquiry (part 2)
Question 2:Do social media marketing activities really encourage the customer engagement?
Reference period
10/09/2013 10/10/2013
The social media analyzed
17
Armani Bottega Veneta
Burberry Céline
Dior D&G
PucciGucci
Vuitton
Brands considered
To achieve the best evaluation of customer engagementwe think it should be considered
the following ratio:
Candidate: Tommaso Bartali
The luxury brand monitoring – Empirical inquiry (part 2)
Question 2:Do social media marketing activities really encourage the customer engagement?
Reference period
10/09/2013 10/10/2013
The social media analyzed
18
Candidate: Tommaso Bartali 19
The luxury brand monitoring – Empirical inquiry (part 2)
Candidate: Tommaso Bartali 20
The luxury brand monitoring – Empirical inquiry (part 2)
Burberry, Dior and Louis Vuitton (High Social) get the highest percentage of customer engagement
while Pucci, Bottega Veneta and Céline (Low Social) get the lowest.
The data collected brings us, with regard to the field considerated,
to answer positively to the second question.
Conclusions
21
This activity could not be neglect neather by the fashion luxury brands that decided to implement
a simple strategy based on a presence without any type of activity/interaction with the users.
Social media monitoring is fundamental for all brands in luxury field.
This kind of approach does not protect brands from the users’ judgement.
The definition of a good communication strategy could never ignore a constant social
media monitoring activity.
Candidate: Tommaso Bartali