lancome report for mapping social aging communities

La Lancôme Industry Influencer Report

P a g e | 1111 [email protected]



Table of ContentsTable of ContentsTable of ContentsTable of Contents

Background ................................................................................................................................ 3

Scope ......................................................................................................................................... 4

1 – Community Map & Influencer Identification .......................................................................... 5

Top Influencers ................................................................................................................... 5

Influencers Map .................................................................................................................. 7

2 - Share of Voice ...................................................................................................................... 8

Number of Mentions ........................................................................................................... 8

Message Pick-Up ................................................................................................................ 9

Sentiment Analysis ........................................................................................................... 10

3 - Share of Mind ..................................................................................................................... 11

People mentioning Lancôme the most .............................................................................. 13

Promoters and Detractors: ................................................................................................ 14

4 – Share of Conversation of Aging Topics ............................................................................... 15

Number of Mentions within the Aging Topic ..................................................................... 15

Breakdown of the Aging Topic .......................................................................................... 16

Presence of Lancôme: Influencers on the Aging Topic ...................................................... 17

About eCairn ............................................................................................................................ 18



BackgroundBackgroundBackgroundBackground

The advent of social media has seen the creation of more than 180 million blogs as well as

the birth of countless social networking sites and message boards. Individuals in these

communities increasingly depend on each another to share information. This shift in emphasis

from mainstream media to consumer communities gives rise to a form of marketing called

influencer marketing. Influencer marketing is defined as a form of marketing which focuses on

specific key individuals or types of individuals who substantially affect the market. The

difference today, is that these influencers can be anyone from potential buyers, and industry

experts, to independent reviewers and celebrities.

Smart marketers understand the critical role influencers have in their industry. Influencers

are highly networked within their community and between each other. They are the people

prospective customers listen to because they are respected, trusted and usually independent.

Influencers are often conduits of a brand’s image, and the best ROI comes from communicating

with these movers and shakers.

Understanding who they are, how they relate to your brand and working to establish a

relationship with any of them is a critical task. eCairn's Industry Influencer Report provides a

wealth of data and intelligence coming from those influencers regarding your brand’s, such as:

• Share of Voice (How much a brand is mentioned compared to competitors)

• Share of Mind (How many influencers mention a brand compared to competitors)

• Share of Conversation (How often a brand is referred to along with key industry topics)

Lancôme Industry Influencer Report


ScopeScopeScopeScope

The focus of this analysis is the attention experienced by the Lancôme brand in the

cosmetic/beauty community in the US during the period of April 2009 to October 2009. It

offers a comparison to the Clinique brand in general and more particularly, on the topic of skin

care and aging. The cosmetic/beauty community referred to in this document is a collection of

525525525525 experts & enthusiast bloggers who have ongoing conversations on beauty and skin care.

Twitter, Youtube and other forms of social media were not included in this study.

Blog Feeds 525525525525 Represents over 100k+ relevant conversations over six

months

Twitter Feeds No

Yahoo Q&A No

Youtube No



1111 –––– Community Map & InfluencerCommunity Map & InfluencerCommunity Map & InfluencerCommunity Map & Influencer IdentificationIdentificationIdentificationIdentification

Influence ranking is determined by cross referencing nodes in the cosmetic/beauty community

and determining how frequently they communicate between one another. This is the first step

towards effective influencer marketing. By identifying the influencers and gaining a better

understanding of them, marketers can better plan for more purposeful interactions.

Top Top Top Top InfluencersInfluencersInfluencersInfluencers

The table below shows the top 25 influencers in the cosmetic/beauty community (525 total).

Blog Description http://www.temptalia.com Eye Makeup, Makeup Tips, How-to Apply Make Up, MAC

Cosmetics, Beauty Blog

http://www.alllacqueredup.com All Lacquered Up - A Nail Polish Fanatic's Resource

http://www.totalbeauty.com Beauty Tips, Product Reviews, and News from Total Beauty

http://www.makeupandbeautyblog.com Makeup and Beauty Blog: Makeup Reviews, Beauty Tips and

Drugstore Beauty Finds

http://blogdorfgoodman.blogspot.com Blogdorf Goodman

http://www.musingsofamuse.com Musings of a Muse: Makeup Reviews, Cosmetic Reviews, Drugstore Makeup

Reviews, Japanese Makeup Reviews, Korean Makeup Reviews

http://atouchofblusher.blogspot.com Blogger: Redirecting

http://www.pinksith.com Pink Sith

http://www.makeupbag.net Makeup Bag: Beauty Blog with Makeup Reviews, Beauty Tips, How-tos…

http://15minbeauty.blogspot.com 15 Minute Beauty Fanatic

http://beautyaddict.blogspot.com Beauty Addict: A Little Obsessed with Makeup - Beauty Blog

http://www.makeupalley.com Makeupalley - Street Smart Beauty - Homepage

http://rougedeluxe.blogspot.com Rouge Deluxe

http://www.makeup4all.com Makeup4All, Ladies Beauty - Makeup and Beauty Reviews and Swatches.

Tips and Tutorials. Information about new launches.

http://beautyinreallife.blogspot.com beauty in real life...

http://www.beautycrazed.ca Beauty Crazed: Fashion and Beauty in Canada

http://bijinblair.blogspot.com BLAIR ~♥

http://www.britishbeautyblogger.com BritishBeautyBlogger

http://www.beautyandfashiontech.com Beauty and Fashion Tech

http://thenonblonde.blogspot.com The Non-Blonde

http://www.themakeupdivas.com The Makeup Divas Beauty Blog

http://www.thebeautybrains.com The Beauty Brains

http://www.hotbeautyhealth.com Hot Beauty Health - A Healthy Obsession for Beauty and Fashion!

http://jet-girl.blogspot.com Yinnie-A Blog

http://www.iheartcosmetics.co.uk I Heart Cosmetics



This graph displays the current community influencer profile for the cosmetic/beauty

community. Each dot on the graph represents a single blog source, with high influencers in

dark bluedark bluedark bluedark blue, medium or magic middle* influencers in royal bluein royal bluein royal bluein royal blue and the long tail of influencers in

light blue/greylight blue/greylight blue/greylight blue/grey. Notice that there are many more long tail sources which share fewer

connections than magic middle and high influencers. It’s possible to locate a specific brand’s

blog influence by plugging it into the chart as we have done for Lancôme’s official blog (rank

#47 on the list).

*The magic middle: while they lack the connections of higher influencers, they often write about

niche or topical content and are radically influential to larger communities.



Influencers MapInfluencers MapInfluencers MapInfluencers Map

Influencer mapping shows the interconnections within the community. This makes it

easier to identify particular influencers who occupy strategic places in the network. The map

below displays the connections between the top 47 influencers in three main clusters grouped

in rrrredededed, bbbbluelueluelue and ggggreenreenreenreen. These clusters show increased affinity between bloggers of like colors

rather than “sub specialization” or network affiliation.



2 2 2 2 ---- Share of VoiceShare of VoiceShare of VoiceShare of Voice

Share of voice is defined as the ratio of mentions of a brand in conversations taking place in the

greater community. It can be calculated by taking the # of brand mentions divided by the total

# of conversations. Share of voice allows marketers to understand how frequently a brand is

brought up through conversations within the community. This statistic allows marketers to

benchmark their presence against competitors and observe the effectiveness of buzz marketing

campaigns.

Number of MentionsNumber of MentionsNumber of MentionsNumber of Mentions

The following graphs illustrate the volume of conversations with mentions of the

Lancôme and Clinique brands between April 2009 to October 2009. Graph1 shows the “share of

conversation” for these two brands and graph2 shows the trend over time.

Graph1 Graph2

Lancôme’s share of voice during October 2009 was above Clinique’s ((((960960960960 totototo 837837837837

mentionsmentionsmentionsmentions)))).... This only represents 1.6% of the overall beauty/cosmetics community discussions in

October and is in its way from 0.8 % to 4%.



Message PickMessage PickMessage PickMessage Pick----UpUpUpUp

Message pick-ups indicate what marketing activities and programs caused an increase

in volume of conversations between influencers. This helps determine if news or marketing

efforts cause influencers to distribute the intended information or message to their community.

Lancôme’sLancôme’sLancôme’sLancôme’s::::

• July 6th: July 6th: July 6th: July 6th: New pout à porter from Lancôme with designer Chris Benz

http://www.splendicity.com/makeupminute/the-return-of-lancome-pout-a-porter/

• Sept 10th:Sept 10th:Sept 10th:Sept 10th: Lancôme advertising featuring key bloggers:

http://www.makeupbag.net/2009/09/10/look-at-this-makeup-bag-quoted-in-a-lancome-ad/

• Holiday launch:Holiday launch:Holiday launch:Holiday launch:

http://www.musingsofamuse.com/2009/09/sneak-peek-lancome-holiday-collection-2009.html

• Sept 22nd:Sept 22nd:Sept 22nd:Sept 22nd: Lancôme Powermascara announcement

http://www.sugarshockbeauty.com/2009/09/coming-soon-lancome-oscillation.html

Clinique’sClinique’sClinique’sClinique’s::::

• May 13th:May 13th:May 13th:May 13th: Clinique’s gifts at Nordstrom

http://www.beautybloggingjunkie.com/2009/05/trina-turk-for-clinique-new-free-gift.html

• June 29th:June 29th:June 29th:June 29th: Giveaway (Bamboo pink) & Introduction of SPF25 product

http://anindiansmakeupmusings.blogspot.com/2009/06/clinique-bamboo-pink-collection.html

http://themakeupgirl.net/2009/06/cliniques-super-defense-spf-25/

Note:Note:Note:Note: Both brands received a significant peak from the CEW awards announcement, however,

there were slightly more conversations mentioning Clinique.

http://www.themakeupgirl.net/archives/beauty-news-cew-awards-winners-announced



Sentiment AnalysisSentiment AnalysisSentiment AnalysisSentiment Analysis

Sentiment Analysis is the process of examining individual conversations from

influencers and categorizing the content as positive, negative or neutral perspectives on the

brand. Note that this applies to all Lancôme topics concerning the brand, products, corporate

image and representatives.

Lancôme displayed a sentiment

distribution which is quite common industry

competitors. The majority of conversations

in the cosmetic/beauty community, which

mention Lancôme, lean towards neutral

sentiment. Lancôme also shows a healthy

ratio of positive to negative sentiment (7:4)**

Notable points of sentiment:Notable points of sentiment:Notable points of sentiment:Notable points of sentiment:

• Rise of positive and neutral sentiment

towards the end of May due to launch

of Product 451.

• Short spike of negative sentiment

about of products such as Product

ABC on the possibility of products

producing ill side effects.

**Disclaimer: For the purposes of confidentiality on behalf of Lancôme, several figures and product names under the

section “Sentiment Analysis” have been changed to protect the privacy of the company.



3 3 3 3 ---- Share of MindShare of MindShare of MindShare of Mind

Share of mind is defined by the percentage of influencers who have talked about a brand in a

certain time period. It can be calculated by taking the # of sources that mentioned the brand at

least once divided by the total # of sources. This metric allows marketers to compare a brand’s

visibility in the market to its competitors.

Lancôme’s SoM is 39% (206 divided by 525). The graph below depicts the SoM

breakdown by influence tiers and benchmarks Lancôme against Clinique.

Lancôme has a lower share of mind in the Magic Middle and Long Tail compared to

Clinique, although its share of voice was greater. It looks like Lancôme has a focus on high

influence bloggers, but its overall coverage of the cosmetic/beauty community is smaller. Both

brands share an equal amount of opportunities to grow awareness in long tail communities.



Below is a complete map of all influencers in the community. In this particular case,

influencers who have mentioned Lancôme at least once in six months are represented by nodes

inininin blueblueblueblue. Nodes in redin redin redin red have not mentioned Lancôme in the past six months. It is clear that

Lancôme’s presence in the community is not limited to particular blog clusters and permeates

throughout despite low share of mind.



People mentioning People mentioning People mentioning People mentioning LancômeLancômeLancômeLancôme the mostthe mostthe mostthe most

eCairn Conversation™ has the ability to identify promoters and detractors and sort their

influence level by ranking. Taking this further, analysts can compare a brand to

its competitors within the marketplace by calculating the number of posts related to each brand

and then rating the sentiment of conversations from positive to negative. The table below

shows the influencers who have spoken about Lancôme the most. Influencers have square icons

in dark bluedark bluedark bluedark blue, Magic Middle in blueblueblueblue and Long Tail in light bluelight bluelight bluelight blue/grey/grey/grey/grey.

InfluencersInfluencersInfluencersInfluencers

Magic Middle and Long Tail bloggersMagic Middle and Long Tail bloggersMagic Middle and Long Tail bloggersMagic Middle and Long Tail bloggers



Promoters and Detractors:Promoters and Detractors:Promoters and Detractors:Promoters and Detractors:

Promoters/Detractors are defined as influencers who have mentioned a brand at least

five times in a six month period and have left positive/negative sentiment towards the brand in

each case.

Here is the breakdown of Lancôme’s Promoters and Detractors**

*Ratio is Promoters::::Detractors (Approx.)

Lancôme’s promoters outweigh its

detractors.

**Disclaimer: For the purposes of confidentiality on behalf of Lancôme, several figures under the section “Promoters

and Detractors” have been changed to protect the privacy of the company.

Influencers

Magic Middle

Long Tail

Promoters 6 24 55

Detractors 1 9 24

Ratio* 6:1 8:3 2:1



4444 –––– Share of Conversation oShare of Conversation oShare of Conversation oShare of Conversation of f f f AgingAgingAgingAging TopicTopicTopicTopicssss

Ownership of a topic (the outcome of positioning) is defined by how many times your brand is

mentioned along with the target topic. It can be calculated by taking the # of brand mentions

associated with the topic divided by the total # of conversations associated with the topic.

So how does Lancôme perform in the aging topic?

Number of Mentions within the Number of Mentions within the Number of Mentions within the Number of Mentions within the AgingAgingAgingAging TopicTopicTopicTopic

(Period of April 2009 – October 2009)

Both Lancôme and Clinique owned a very small share of the “Aging” topic. Lancôme had

a significant dominance of the topic earlier in April and May but did not sustain its ownership

after June.

The spike for Lancôme at the end of May is a consequence of:

• The launch of Genilfique and “Absolue Precious Cell”

• A joint promotion with Macy’s that included “anti-aging” products.



Breakdown of the Breakdown of the Breakdown of the Breakdown of the AgingAgingAgingAging TopicTopicTopicTopic

Expression clouds allow you to understand the key expressions encountered in aging

discussions from the community. This knowledge should be leveraged in marketing collaterals

and digital properties. Note, that eCairn Conversation™ is capable of creating expression clouds

in multiple languages. Below is an 'expression cloud' (created by our Expression Explorer) of the

most frequent expressions encountered in “aging” discussions in the cosmetic/beauty

community:

Marketers should analyze the complete list of expressions and look for highly relevant

words. Below is a more extensive list of the top 100 expressions on aging from Conversation™.

The words are ranked from most frequently used to least:

1 to 25 26 to 50 51 to 75 76 to 100

skin love appearance share

products moisturizer anti aging mineral

aging hair firming price

cream serum perfect light

eye anti color benefits

care skincare cosmetics water

beauty review fine lines complex

wrinkles contains hydrating green

skin care formula hand collagen

line offer powder tested

anti-aging results moisture market

ingredients antioxidants protection alcohol

help facial apply healthy

oil sunscreen brand created

face area reduce seed

lip organic eye cream repair

natural fine red giveaway

extract cells lift acne

vitamin moisturizing dry tea

treatment lotion provide olay

acid protect damage foundation

free available health sodium

makeup smooth system readers

body favorite effects oz

spf cleanser drugstores dark



Presence of Presence of Presence of Presence of LancômeLancômeLancômeLancôme: Influencers : Influencers : Influencers : Influencers on theon theon theon the AgAgAgAginginginging TopicTopicTopicTopic

Below is a map of allallallall influencers who mentioned “aging” in conversations at least five

times in a six month period. Blogs that did not mention Lancôme are shown inininin blueblueblueblue. Blogs that

mentioned Lancôme in the context of aging topics are shown inininin greengreengreengreen. This sort of overlay

allows marketers to see that Lancôme’s presence is still quite diffuse across the sub community

and not limited to clusters.



About eCairnAbout eCairnAbout eCairnAbout eCairn

eCairn Inc. is a software technology company, founded in October 2006. We specialize in

community and influencer marketing and differentiate by focusing on the question: “Who

matters?”. Our motto is: “You can monitor billions of conversations, or listen and engage with

people who matter”. eCairn Conversation™ is the best platform for enterprises and

marketing/public relations firms that want to map communities, listen and engage with

influencers and measure the impact of their engagement.

Our headquarters are located in Los Gatos, California; in the heart of Silicon Valley. Our

founders have a background in collaborative filtering, linguistics, software development and

software engineering at well known companies such as Hewlett Packard, Sun, Xerox, eBay and

Motorola.

Detailed customized reports specific to your brand(s) and competitor(s) that also

include relevant consumer posts and expert analysis are available.

Weekly live demos of Conversation™ are available from our website at http://www.ecairn.com

Contact us at, [email protected] or call (650)388-8962 for more info.

Additional acknowledgements: Data comes from eCairn Conversation™, Graphs are built

with Touchgraph, Tag clouds are built with Wordle.

lancome report for mapping social aging communities

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