Final Project: Social Media Analytics NYU

Social Media Brand Comparison: Jared The Galleria of Jewelry vs. Ross-Simons

Monica Suma – monicasuma@gmail.comTalia Cirangle – talcirangle@gmail.comTavares Garisson – tavares.garisson@gmail.com

Professor: Rhonda Drake - Rhonda@drakedirect.com

#socialmedia #analytics

JARED VS. ROSS-SIMONS

Team Titanium

Monica SumaTalia Cirangle

Tavares Garrison

Introduction

Audience

Social Media Usage

Comparison

Conclusion

Background

Founded in 1910 Akron, Ohio (parent: Signet Ltd.)

Non-Mall Locations (Kay’s, mall partner, hits similar target)

Zales is the main competitor

Part of Sterling Jewel 12 US store portfolio

Multi-Channel Retailer Founded in 1952, Providence, RI

4 Mil customers, with 317.8k site visits/ month

Web presence (QVC), plus 15 Stores in 7 states

20 million catalogs shipped annually since 81’

Diamond Bracelets, Earrings & Rings

2nd Seller of Jewelry in US (1st Wal-Mart), with 157.4k site visits/ month

Introduction

Audience

Social Media Usage

Comparison

Conclusion

Audience: Demographics

Becky Susan • Mom of a 9 month old

• Age: 25-34+• Income: 100k• Spends 1,500+ online• College Grad• Also Shops at Kay & The Gap

• Age: 44+ (mostly 65+)• No Kids At Home• Income: 140k• Masters Degree• Frequents cooking sites

Sentiment Theme

Jared: One-way conversation about jewelry & tips Ross-Simons: One-way platform for advertising

deals Sentiment

Jared The Galleria Ross-Simons

Very little negative sentiment towards these retailers

Introduction

Audience

Social Media Usage

Comparison

Conclusion

Social Media Channels Facebook:

Jared: 80,870 likes · 14,346 talking about them Ross-Simons: 140,670 likes · 1,227 talking about them

Twitter: Jared (Casual User): 10,224 followers; 9 being followed Ross-Simons (Casual User): 6,360 followers; 5253 being

followed Pinterest: Ross-Simons only; pinned 1,142 on 44 boards Google+: Ross-Simons only; 139 pluses Blog: Ross-Simons only; weekly regular postings since

11/09 You Tube: Ross-Simons only: 36 subscribers, 20,693 views LinkedIn: Ross-Simons only: 339 followers, irregular

postings

Social Type

Selectives – they focus their energy on two selected channels (Facebook, Twitter) where their presence is strong, channels they think matter most for their brand and audience.

No Pinterest, blog or notable influentials.

Butterflies – they are Mavens wannabes; they have a presence in seven channels, however they don’t engage equally on each one of them.

They have a notable Social Hub where they integrated all social media channels, including jewelry tips and an “Ask the Expert” option.

They roughly post once a week on their blog, they have contributors and voting polls to track the popularity of different jewelry items.

Social Reach

Although Ross Simons has less Twitter followers, it is substantially more effective in its reach and engagement.

 

Social impact and influencers

Although Ross-Simons has a higher Klout score (56 versus 49), and an overall higher reach and engagement, Jared seems to have a higher impact.

No notable influencers are to be observed on either brand.

Similar influence but different audience altogether

Kred places both brands at similar influence level (Ross Simons 695 influence, outreach level 5/12 versus Jared with 698, a lower outreach level 2/12), but let’s look at their audience

Jared’s audience seems to have a higher income than Ross Simon’s, which is directly correlated to each of their price points

22,716 influence points 21,758 influence points

Introduction

Audience

Social Media Usage

Comparison

Conclusion

Ross Simons is a More Proactive Engager

Ross tweets 3x as much a week (33 tweets vs Jared’s 10) Ross replies back to 57% of posts within 1-6 hours, while Jared

replies to 39% of posts within 6-24 hours Ross Facebook audience interacts more with the posts, likely

because they post daily deals Jared recently launched a “12 days of giving” jewelry giveaway

promotion, which helped their page engagement improve

Monday is the Most Popular Day for Jewelry Fans to Engage

Jared’s Facebook Activity Directly Correlates to Site Traffic and Fan Growth

Most popular post in the past 3 months took place in November “Would you wear this enchanting diamond ring by Neil Lane on your right

hand, or as an engagement ring?” Post linked to the website

Site activity peaked in November

Additionally, posting about the 12 day giveaway on 12/11 increased fan base daily

Site Traffic Between the Two Brands is Relatively Even

Jared has a higher traffic ranking in the US, likely due to a well known ad campaign

However, Ross has a higher overall traffic ranking, with high traffic in South Korea, Israel, and Canada

Jared has stronger site metrics, which could be possibly attributed to a stronger paid search investment, which allows more control for optimization against heavy traffic driving terms

Metric Ross Jared

Time on Site 5:47 6:15

Bounce Rate 38% 24%

Pageviews 7.7 8.6

Social Integration With Site

Although Ross gives the opportunity to connect with the brand on more channels, both sites utilize social shopping tools successfully

Introduction

Audience

Social Media Usage

Comparison

Conclusion

ConclusionSummary:In analyzing Jared’s and Ross-Simons’s use of social media, we found the two brands are not directly competing with each other, due to: different price points (Jared’s audience is mainly young

females with a higher disposable income looking for engagement rings; Ross-Simon’s is mainly older women looking for affordable every day jewelry)

different audiences (younger women for Jared versus older for Ross-Simons; only 26 people follow both of them)

different messages (Ross-Simons drives significant traffic due to its 30% daily deals, while Jared recently engaged in a 12-day giveaway campaign)

We also realized that although Jared is less socially engaged, it draws a bigger impact, due to its brand recognition.

Recommendations

Jared should take note of Ross-Simons’ more extensive use of social media, and engage in more than two social media channels

They should open a Pinterest account, due to the powerful visual effect jewelry has, as well as tapping into Pinterest’s main audience: women

They should open a blog They should engage with more

of their audience on Twitter (they only follow 9 people)

Ross-Simons should continue their social media efforts on the seven tools they are using (including their voting polls), and strive to become Mavens (strongly engaging in all chosen channels)

Currently, their Google+ channel doesn’t influence their social impact in any way; they should make some changes

Tools