"q1, 2011: creating a framework for consumer-led engagement (wavemetrix) -oct11

8/3/2019 "Q1, 2011: creating a framework for consumer-led engagement (Wavemetrix) -OCT11

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Wave: social media quarterly

Q1, 2011: creating

a framework forconsumer-ledengagement

7th April 2011


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Page 2 October 2009 Proprietary and confidential. All rights reserved


Page 2 7th April 2011 Proprietary and confidential. All rights reserved

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Contents

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Generating consumer-led promotion (Nikon, Amex, BMW Mini)

Linking the brand back to the real world helps connect withconsumers (Evenflo, Olympus, Skinceuticals, Kotex)

Linking offline events with social media supercharges theirimpact (Chanel, Porsche, Sony Ericsson)

Trendwatch: mobile marketing (Illumination EntertainmentsHop movie)

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Executive summary

E-Commerce can thrive with a social dimension(Louis Vuitton, Barnes and Noble, French Connection, Bulgari)

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About Wave

Wave: provides insight into the latest social media marketing online, onRSS and Twitter and in weekly emails via the Wave: website

This document provides an overview of some of the most interestingdevelopments in social media marketing during Q1 2011

It follows on from the Q3 2010 and Q4 2010 quarterly summary reportspreviously released by WaveMetrix
http://wave.wavemetrix.com/wave/all/rss.xmlhttp://twitter.com/wavemetrixhttp://wave.wavemetrix.com/http://marketing.wavemetrix.com/Wave_social_media_quarterly_Q3_2010.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_-_Q4_2010.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_-_Q4_2010.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_Q3_2010.pdfhttp://wave.wavemetrix.com/http://twitter.com/wavemetrixhttp://wave.wavemetrix.com/wave/all/rss.xml


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1. Executive summary


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Many brands have begun using social shopping toguide the online purchase experience

During Q1 2011, brands havecontinued the monetisation ofsocial media through socialshopping

Brands such as FrenchConnection, Louis Vuitton and

Barnes & Noble use social mediato frame the consumers purchaseexperience:

French Connections YouTique turnsfashion buying into a shared experience

Louis Vuitton and Barnes & Noble useFacebook to align their e-commerce

strategy with their brand image


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Other brands are using social media toencourage consumer-led promotion

Many brands in Q1 2011 have usedcompetitions or events whichencourage consumers themselvesto promote the brand and itsproducts

As an example, Nikon has run aphoto competition, directly leadingconsumers to promote the qualityof their cameras

Other brands play on the statussymbol of their products to drivepromotion:

Minis photo competition and AMEXsPoints application both encourage users toshow off the benefits and status of owningtheir products


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Using social media to get consumers talkingabout real-life issues

During the first quarter of 2011,many brands have providedexamples of how to use social mediato develop and deepen theirrelationship with consumers

Brands are using social mediacommunities to give expert adviceand support:

Olympus run Q&A sessions to adviseconsumers on photography techniques,enhancing the brands expert image

Skinceuticals also run real-time Q&A whichdrives purchase discussion as users becomemore aware of their skins needs

Evenflo and Kotex use dedicated supportgroups for users to discuss issues such asparenting and female hygiene


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Brands are boosting the impact of offline eventsby linking them with social media

Brands have used social media as anopportunity to strengthen the impactof offline events

Porsche and Chanel link their offlineexhibitions back to their social mediaplatforms:

Porsche use their Facebook page to sharepictures from the Porsche museum, thusenhancing their classic image

Similarly, Chanel use Sina Weibo (Chinesesocial media site) as a place for Chineseconsumers to share impressions of theCulture Chanel exhibition

Sony Ericsson link their sponsorshipof sporting events with social mediato gain credibility amongst gaming-focused consumers


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Product tie-ins with mobile games are emergingas a successful form of mobile marketing

Brands and movie studios arebeginning to use mobile marketingthrough product tie-ins withmobile apps and games

This report looks at one casestudy as introduction to mobilemarketing which well investigatefurther in our Q2 2011 summary

Users respond well to mobile apptie-ins when they areappropriate:

For example, Illumination Entertainmenthave used a tie-in between the HopMovie and Doodle Jump game, whichusers think fits well


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Page 10 October 2009 Proprietary and confidential. Al l rights reserved



2. E-commerce can

thrive with a socialdimension


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This IS the future ofonline shopping

Key takeaways

French Connections YouTique site is seen as leadingthe way in social shopping as users love the abilityto share tips and watch videos of the products

50% of discussion focuses positively on the concept,showing that the act of sharing with others enhances

the online shopping experience

FCUKs YouTique: giving online stores a socialdimension is perceived as innovative by users

About the campaign

Brand French Connection

Approach French Connection launched a socialshopping site in January which allowsusers to watch product videos, sharecomments, fashion tips andimpressions on new collections

Facebook 193,000 likes

I assume many morefashion retailers will start

using this Simple idea so obviousand so ingenious

Click here for full story and analysis

YouTique: % buzz by topic of discussion

50% thinkYouTique is aninnovative

concept
http://wave.wavemetrix.com/content/consumers-love-innovative-french-connection-youtique-concept-few-discuss-purchas-00694http://wave.wavemetrix.com/content/consumers-love-innovative-french-connection-youtique-concept-few-discuss-purchas-00694http://wave.wavemetrix.com/content/consumers-love-innovative-french-connection-youtique-concept-few-discuss-purchas-00694http://wave.wavemetrix.com/content/consumers-love-innovative-french-connection-youtique-concept-few-discuss-purchas-00694


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NOOK e-book readersrock

Key takeaways

Barnes & Nobles use of a social media platformhelps consumers recognise the traditionalbooksellers shift to digital media

Conversation related to the digital aspects makesup 67% of buzz, reflecting consumers focus on

online book shopping and e-reading

Barnes & Noble: booksellers shift focus to digitalthrough online store and Facebook page

About the campaign

Brand Barnes & Noble

Approach Barnes & Noble used their Facebookplatform to showcase their new rangeof NOOK e-readers and link to theirnew online store

Facebook 575,000 likes Im very impressed withthe quality of my NOOK The NOOK is so much funto play around with


Barnes & Noble: % buzz by topic ofdiscussion

Two thirds of buzz focuseson digital aspects
http://wave.wavemetrix.com/content/barnes-noble-use-social-media-engage-us-consumers-e-books-and-online-store-00682http://wave.wavemetrix.com/content/barnes-noble-use-social-media-engage-us-consumers-e-books-and-online-store-00682http://wave.wavemetrix.com/content/barnes-noble-use-social-media-engage-us-consumers-e-books-and-online-store-00682http://wave.wavemetrix.com/content/barnes-noble-use-social-media-engage-us-consumers-e-books-and-online-store-00682


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Im getting a new one thisweek love it!

Key takeaways

Louis Vuitton gives the online purchase experience aluxurious edge through virtual personalisation, whichincreases product desirability

65% refer to either wanting or owning a Louis Vuittonbag in response to Mon Monogram, compared to 23%

for Louis Vuittons lifestyle-related posts

Louis Vuitton: using personalisation can enhancethe luxury online purchase experience

About the campaign

Brand Louis Vuitton

Approach Louis Vuittons Facebook pagefeatures an app called MonMonogram, allowing users to choosestripe colours and add their initials toa Speedy 30 bag. They are then

prompted to buy the bag or can giveit as a virtual gift

Facebook 2.2 million likes

Love this I want one withgrey and black stripes This is my perfect bag going to treat myself!


Louis Vuitton: % responses referring topurchase on Mon Monogram vs lifestyle

65% discusspurchase in

response to MonMonogram
http://wave.wavemetrix.com/content/louis-vuitton-re-creates-personalised-shopping-experience-online-facebook-00713http://wave.wavemetrix.com/content/louis-vuitton-re-creates-personalised-shopping-experience-online-facebook-00713http://wave.wavemetrix.com/content/louis-vuitton-re-creates-personalised-shopping-experience-online-facebook-00713http://wave.wavemetrix.com/content/louis-vuitton-re-creates-personalised-shopping-experience-online-facebook-00713


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I like the jewellery

Key takeaways

Bulgaris Facebook store fails to use the potential ofsocial shopping as users are unable to leave commentsor reviews and share their opinions with each other

Each product showcased attracts a low average of 3.5likes, reflecting low consumer engagement and

awareness

Bulgari: missing the social side of socialshopping means low consumer engagement

About the campaign

Brand Bulgari

Approach Bulgaris Facebook page features aWishlist application through whichusers can like and buy theproducts showcased. However, theyare unable to comment on the

products due to technical issueswith the application


I love Bulgari I use Bulgaris perfume


Bulgari: average likes per Wishlistproduct vs Bulgari wall post
http://wave.wavemetrix.com/content/bulgari-s-facebook-purchase-app-misses-social-side-social-shopping-00738http://wave.wavemetrix.com/content/bulgari-s-facebook-purchase-app-misses-social-side-social-shopping-00738http://wave.wavemetrix.com/content/bulgari-s-facebook-purchase-app-misses-social-side-social-shopping-00738http://wave.wavemetrix.com/content/bulgari-s-facebook-purchase-app-misses-social-side-social-shopping-00738


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3. Generatingconsumer-ledpromotion


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That picture iswonderful

Key takeaways

Nikons I AM competition promotes the quality ofNikon cameras as users share the photos they havetaken

Encouraging consumers to share personal photos viaa social media platform increases the perception that

the brand is relevant to the user

Nikon: getting users to promote product qualitythrough a social media photo competition

About the campaign

Brand Nikon

Approach Nikons I AM competitionencourages users to share personalphotos taken by their Nikoncameras via the brands Facebookpage


Wow! That cameratakes great pictures Can I know more aboutthe D400 and D800models please?


Nikon: % Relevant to me discussion

66% ofdiscussionreflects theperception

that Nikonrelevant to

the user
http://wave.wavemetrix.com/content/nikon-s-i-am-facebook-activity-helps-consumers-differentiate-driving-personal-an-00728http://wave.wavemetrix.com/content/nikon-s-i-am-facebook-activity-helps-consumers-differentiate-driving-personal-an-00728http://wave.wavemetrix.com/content/nikon-s-i-am-facebook-activity-helps-consumers-differentiate-driving-personal-an-00728http://wave.wavemetrix.com/content/nikon-s-i-am-facebook-activity-helps-consumers-differentiate-driving-personal-an-00728


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I used #membershiprewards from AMEX to fly toLas Vegas

Key takeaways

AMEXs Rewards Points app successfully encouragesmembers to promote the scheme and the brand byplaying on consumers need for status recognition

80% of responses to the app are about how they usethe points, acting as a consumer-led promotion of the

scheme

AMEX: encouraging consumers to show off thebenefits of their Membership Rewards points

About the campaign

Brand AMEX

ApproachAMEXs Facebook page features a

Points application allowing users toshare the different ways they usetheir points. It also showcases thedeal of the week and specialmembership rewards


I used#membershiprewards to buya new iPod


AMEX: % tone of responses

80%discuss

using thepoints inresponse

to theapp

I used #membershiprewardsto buy a home entertainmentcenter
http://wave.wavemetrix.com/content/amex-s-facebook-app-drives-consumers-promote-membership-reward-scheme-00733http://wave.wavemetrix.com/content/amex-s-facebook-app-drives-consumers-promote-membership-reward-scheme-00733http://wave.wavemetrix.com/content/amex-s-facebook-app-drives-consumers-promote-membership-reward-scheme-00733http://wave.wavemetrix.com/content/amex-s-facebook-app-drives-consumers-promote-membership-reward-scheme-00733


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I have a Mini Cooper Sconvertible

Key takeaways

Mini successfully drives consumer-led promotion ofthe Mini Countryman through the contest as 70% ofdiscussion relates to the car itself

Allowing Countryman owners to connect with eachother creates a community of users who are

promoting the car

Mini: promoting the Countrymans family-friendlydesign through a photo contest for Mini owners

About the campaign

Brand Mino Countryman

Approach MINI used a family photo-contestto encourage users to uploadphotos of their MINI with theirfamily or pets


Im onto my third Mini now The Mini Countryman is thebest


Mini: % buzz by topic of discussion

70% of discussionfocuses on the

Countryman and ismostly positive
http://wave.wavemetrix.com/content/mini-s-family-photo-contest-succeeds-engaging-consumers-around-products-videos-d-00717http://wave.wavemetrix.com/content/mini-s-family-photo-contest-succeeds-engaging-consumers-around-products-videos-d-00717http://wave.wavemetrix.com/content/mini-s-family-photo-contest-succeeds-engaging-consumers-around-products-videos-d-00717http://wave.wavemetrix.com/content/mini-s-family-photo-contest-succeeds-engaging-consumers-around-products-videos-d-00717


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4. Linking the brandback to the realworld


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Its a proven fact thatbreastfeeding is healthier

Key takeaways

Evenflo position their brand as a trustworthy advisorthrough their Savvy Parents Guide and byencouraging parents to share their experiences

84% of discussion is conversational, with userssharing advice as asking questions reflecting

consumer trust towards the brand

Evenflo: building consumer trust by encouragingparents to share experiences

About the campaign

Brand Evenflo

Approach Evenflo use a dedicated blog as wellas pages on Facebook and Twitterto promote their Savvy ParentsGuide informative videos aroundparenting. This also provides a

platform for parents to shareexperiences and give each otheradvice


Thanks for letting me knowthe LATCH car seat has weightrestrictions Thanks for reminding menot to use the LATCH car setand seatbelt together


Evenflo: % buzz by tone of discussion

84% of discussionis conversational
http://wave.wavemetrix.com/content/evenflo-shows-how-addressing-the-real-challenges-of-having-a-baby-can-engage-new-parents-00722http://wave.wavemetrix.com/content/evenflo-shows-how-addressing-the-real-challenges-of-having-a-baby-can-engage-new-parents-00722http://wave.wavemetrix.com/content/evenflo-shows-how-addressing-the-real-challenges-of-having-a-baby-can-engage-new-parents-00722http://wave.wavemetrix.com/content/evenflo-shows-how-addressing-the-real-challenges-of-having-a-baby-can-engage-new-parents-00722


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Im a junk food junkie onmy period and always feelawful after

Key takeaways

Kotexs use of an advice forum combined withtongue-in-cheek marketing successfully lifts thetaboo around female hygiene issues

47% of discussion is conversational with userssharing experiences or giving and asking for advice

Kotex: mitigating taboo subjects through aconsumer support and advice forum

About the campaign

Brand Kotex

Approach Kotexs advice forum provides aplace for women to discuss period-related issues and ask the Kotexexperts and other users for advice


Im not sure whether to weartampons or pads I have been using the Curvesliners as I get light flow duringthe day


Kotex U: % buzz by discussion topic

47% ofdiscussion is

conversational
http://wave.wavemetrix.com/content/kotex-u-real-answers-forum-shows-how-brands-can-drive-positive-product-engagemen-00693http://wave.wavemetrix.com/content/kotex-u-real-answers-forum-shows-how-brands-can-drive-positive-product-engagemen-00693http://wave.wavemetrix.com/content/kotex-u-real-answers-forum-shows-how-brands-can-drive-positive-product-engagemen-00693http://wave.wavemetrix.com/content/kotex-u-real-answers-forum-shows-how-brands-can-drive-positive-product-engagemen-00693


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The sunset in the image isnice

Key takeaways

Olympus successfully use their expert Q&A sessionsto enhance the brands expertise image

Users also enjoy the scheduled aspect of thesessions as it means the Olympus brand has aplace in their schedule

Olympus: building an expert image by givingconsumers specialist photography advice

About the campaign

Brand Olympus

Approach Olympus uses specialised and real-time Q&A sessions to give usersadvice and tips on how to take betterpictures and use all the differentfunctionalities on their camera


The child in the photo isreally cute That photo has beencaptured nicely


Olympus: expertise brand image

The Q&Asessions lead to

an increase inexpertise image
http://wave.wavemetrix.com/content/olympus-facebook-qa-sessions-showcase-camera-quality-whilst-entrenching-user-loy-00734http://wave.wavemetrix.com/content/olympus-facebook-qa-sessions-showcase-camera-quality-whilst-entrenching-user-loy-00734http://wave.wavemetrix.com/content/olympus-facebook-qa-sessions-showcase-camera-quality-whilst-entrenching-user-loy-00734http://wave.wavemetrix.com/content/olympus-facebook-qa-sessions-showcase-camera-quality-whilst-entrenching-user-loy-00734


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The LHA Solution Tonergives my skin a healthyglow

Key takeaways

SkinceuticalsQ&A sessions help consumers betterunderstand their skins needs

In contrast, Clarins more general approach has lessof an impact in encouraging purchase discussion withonly 5% of users mentioning buying

Skinceuticals: giving consumers expert advice todrive purchase consideration

About the campaign

Brand Skinceuticals

Approach Skinceuticals run Q&A sessionsthrough which they answer usersdermatology-related questions andrecommend which products they canuse. Users can also offer each other

advice as wellFacebook 6,582 likes

Im ready to try a newmoisturisers, which oneshall I go for? The addition of a B5 Gelto my regimen would beideal


Skinceuticals: % purchase discussionfor Skinceuticals vs Clarins

35% of consumerdiscussion refers

to purchase

Clarins more general approach ofposting about products drivelower purchase consideration
http://wave.wavemetrix.com/content/skinceuticals-social-media-qa-more-successful-clarins-approach-driving-purchase-con-00696http://wave.wavemetrix.com/content/skinceuticals-social-media-qa-more-successful-clarins-approach-driving-purchase-con-00696http://wave.wavemetrix.com/content/skinceuticals-social-media-qa-more-successful-clarins-approach-driving-purchase-con-00696http://wave.wavemetrix.com/content/skinceuticals-social-media-qa-more-successful-clarins-approach-driving-purchase-con-00696


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5. Boosting offlineevents throughsocial media


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The restoration of a 1973911 T is awesome

Key takeaways

Porsches use of Facebook to showcase their classicmodels exhibited in the Porsche Museum broadens itsreach and impact

23% of discussion reflects Porsches classic brandimage, showing the impact of their use of social media

Porsche: mixing social media with offlineexhibitions to enhance brand image

About the campaign

Brand Porsche

Approach Porsche use their Facebook pageto share videos and pictures ofnew and classic Porsche models.They discuss refurbishments ofold models to be displayed in the

Porsche MuseumFacebook 1,5 million likes

Id like to got to the Museum Id love to have a Porsche Turbo3.0 one day


Porsche: % buzz by brand attribute

23% of Porschediscussion

focuses on itsclassic side
http://wave.wavemetrix.com/content/porsche-utilises-facebook-promote-both-classic-and-cutting-edge-brand-image-cons-00725http://wave.wavemetrix.com/content/porsche-utilises-facebook-promote-both-classic-and-cutting-edge-brand-image-cons-00725http://wave.wavemetrix.com/content/porsche-utilises-facebook-promote-both-classic-and-cutting-edge-brand-image-cons-00725http://wave.wavemetrix.com/content/porsche-utilises-facebook-promote-both-classic-and-cutting-edge-brand-image-cons-00725


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I had a great time at theXperia Hotshots party inMiami

Key takeaways

Sony Ericssons sponsorship of the Miami Tennis Openboosts the brands entertainment image

Analysis of the language used shows that consumersstrongly link Sony with the sporting events andfamous athletes which are being sponsored

Sony Ericsson: combining sport sponsorship andsocial media to enhance brand image

About the campaign

Brand Sony Ericsson

Approach Sony Ericsson have sponsored theMiami Tennis Open as well as theUEFA Champions League ahead oflaunching the Sony Xperia. They arealso running their Hotshots

competition at the same timeFacebook 4.3 million likes

Im supporting Soranaand Bethanie It was a great idea as Icould see the playersinteracting on the court


Sony Ericsson: top words used inconjunction with Sony Experia

Users mention athletestaking part in

sponsored events
http://wave.wavemetrix.com/content/sony-ericsson-successfully-aligned-entertainment-ahead-xperia-play-launch-00737http://wave.wavemetrix.com/content/sony-ericsson-successfully-aligned-entertainment-ahead-xperia-play-launch-00737http://wave.wavemetrix.com/content/sony-ericsson-successfully-aligned-entertainment-ahead-xperia-play-launch-00737http://wave.wavemetrix.com/content/sony-ericsson-successfully-aligned-entertainment-ahead-xperia-play-launch-00737


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The exhibition connects toconsumers hearts directly

Key takeaways

Social media provides a platform for consumers in anemerging market to share their impressions of theCulture Chanel exhibition

Chanels aspirational image is reflected in 63% ofdiscussion from visitors of the event

Chanel: enhancing brand image in an emergingmarket through a branded exhibition

About the campaign

Brand Chanel

Approach Chanel use social media to engagewith consumers and let them shareexperiences of Culture Chanel, theirexhibition held in Shanghai

Sina

Weibo 20,000 followers

Cocos designs contain aunique understanding of life I like Coco Chanel going towork hard to buy more Chanelproducts


Chanel: % aspirational brand discussion

63% of thosewho have seenthe exhibitionsee Chanel asaspirational
http://wave.wavemetrix.com/content/chanel-shows-how-sell-your-brands-story-new-market-00708http://wave.wavemetrix.com/content/chanel-shows-how-sell-your-brands-story-new-market-00708http://wave.wavemetrix.com/content/chanel-shows-how-sell-your-brands-story-new-market-00708http://wave.wavemetrix.com/content/chanel-shows-how-sell-your-brands-story-new-market-00708


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6. Teaser: Mobile

marketing


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Its my favourite gameand Im so impressed

Key takeaways

Consumers say the Doodle Jump mobile app fitswell with the Hop movie

97% of Doodle Jump fans are positive towards thetie-in, showing how an appropriate tie-in cangenerate positive consumer engagement

Hop Movie: tying in a film launch with a mobileapplication can generate positive engagement

About the campaign

Brand Hop Movie

Approach Illumination Entertainment has tiedin the launch of the Hop movie withan iPhone game called Doodle Jump


I love the Hop version ofDoodle Jump it really fitswell I love this game what acool idea!


Hop Movie: sentiment of discussionby user type

All users

are positivetowardsthe Hopmovie

mobile app
http://wave.wavemetrix.com/content/burberry-engage-consumers-acoustic-music-project-and-fashion-collections-00629http://wave.wavemetrix.com/content/burberry-engage-consumers-acoustic-music-project-and-fashion-collections-00629http://wave.wavemetrix.com/content/burberry-engage-consumers-acoustic-music-project-and-fashion-collections-00629http://wave.wavemetrix.com/content/burberry-engage-consumers-acoustic-music-project-and-fashion-collections-00629


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We work withmany of theworlds leadingbrands

Our analysts canread, interpretand classifyevery customercomment, in anylanguage fromany social media

WaveMetrix is the global leader in buzz research

We are the only major socialmedia monitoring company tonot just capture buzz, butactually read it

Our analysts can read, interpretand classify every customercomment, in any language from

any social media

We work with many of theworlds leading brands

Our clients choose us becausewe dont just measure buzz, wehelp them understand and acton it


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Page 31 October 2009 Proprietary and confidential. Al l rights reservedPage 31 7th April 2011 Proprietary and confidential. All rights reserved

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"q1, 2011: creating a framework for consumer-led engagement (wavemetrix) -oct11

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