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Prestige 100®:Facebook IQ
06.07.11
A Think Tank for Digital Innovation
RESEARCH
ADVISORY SERVICES
EDUCATION
CLINIC:
Mobile & GeolocalTopics include:
• MOBILE APPS iPhone, iPad, Android, Blackberry• MOBILE ADVERTISING• GEOLOCAL• MOBILE SITES
REGISTER NOW: http://L2MobileClinic.eventbrite.com/
06.24.11 | NYU Stern
CLINIC:
Video & CelebrityTopics include:
• HOW TO USE VIDEO ONLINE• HOW TO LEVERAGE CELEBRITY ONLINE
REGISTER NOW: http://L2MobileClinic.eventbrite.com/
07.28.11 | NYU Stern
OTHER UPCOMING EVENTS:
FORUM:
Innovation November
CLINIC:
Brands As MediaCompanies January 2012
DIGITAL IQ® RELEASE LUNCHES: 3 Lunches to Preview Releases of L2’s core
Digital IQ® Studies (October):
Fashion & Leather Goods
Watches & Jewelry
Beauty
CLINIC:
China September
MEMBERS-ONLY LUNCHES:
EXPANSION:
NYCPARIS
SHANGHAI
Introduction:
Facebook is the Internet.
662 million users
50% log in daily
40% follow a brand
53% HHI > $50k
Facebook: The New O.S.
RUSSIA: 85%
CHINA: 70%
INDIA: 78%
BRAZIL: 69%
UK: 64%SOUTH KOREA: 64%
SPAIN: 59%US: 59% FRANCE: 50%
Source: Universal McCann, July 2009
% of Internet Users in Select Countries with a Social Network Profile(2009)
Global Social Media Engagement
Source: Mary Meeker, Internet Trends, April 10, 2010
2007 2008 2009 20100.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
YouTube
MSN
Yahoo
Share of Global Online Time Spent(2007-2010)
“The top 10 Web sites accounted for 31% of US page views in 2001, 40% in 2006, and about 75% in 2010”
—Wired Magazine, August 2010
Web Dead, Facebook Thriving
China
1.34 Billion
600 Million
70% Outside of U.S.
53% HHI >$50k
50% College Educated
41% Log-in Everyday
40% Follow a Brand
China –or– Facebook?
Source: Digital Surgeons, October 2010
Assessing the Opportunity?
Most Popular Fashion Facebook Pages
(Number of likes)
Most Popular Fashion Magazines
(Global Circulation)
Burberry: 6.5 M
Gucci: 4.7 M
Chanel: 3.9 M
Dolce & Gabbana: 2.9 M
Ralph Lauren: 3.3 M
Louis Vuitton: 2.7 M
Cosmopolitan: 3.0 M
Glamour: 2.4 M
In Style: 1.8 M
Vogue: 1.3 M
Vanity Fair: 1.2 M
Allure: 1.1 M
Elle: 1.1 M
361% YOY GROWTH
1.1% YOY GROWTH
Excising the Publisher’s Tax
Giorgio Armani: 1.3 M
-30%
4%11%
40%
Cost Trends: Online Advertising Platforms(Q1 2011 vs. Q1 2010)
Facebook(CPC)
Google(CPC)
Bing-Yahoo(CPC)
Display(CPM)
Source: Global Digital Marketing Performance Report, Efficient Frontier, Q1 2011
The Salad Days
Conclusion:
Facebook IQ is a primary driver of shareholder value.
• First of its kind study
• Measures Facebook aptitude of 100 iconic brands across:
• Automobiles• Beauty & Skincare• Champagnes & Spirits• Fashion• Watches & Jewelry
• Ranks brands on the following dimensions:
• Size & Velocity• Programming• Engagement• Integration
The only audit that benchmarks the Facebook performance of prestige brands
L2 Prestige 100®: Facebook IQ
Dimension: Size and Velocity (35%)
• Number of likes
• Growth Rate
• Global Community
• Frequency of Brand Posts
• Fan Posts and Uploads
Methodology
Methodology
Dimension: Engagement (25%)
• Percentage of Community “likes” or Comments on Brand Posts
• Number of Fan Posts
• Uploaded Fan Photos & Videos
Methodology
Dimension: Programming (25%)
• Content Variety
• Customized Tabs & Interactive Apps
• Response Frequency & Speed
• Landing Pages & Gated Tabs
• Brand Photos & Videos
• Utilization of “like” and “share” buttons
• E-commerce Integration
Methodology
Dimension: Integration (15%)
• Links from other Digital Properties
• Search Engine Visibility
• Incorporation of other Social Media Properties
• Utilization of “like” and “share” buttons
• Customer Service Accessbility
Brands parsed into five categories based on Digital IQ score:
140+
110-139
90-109
70-89
>70
Genius:
Gifted:
Average:
Challenged:
Feeble:
Facebook is a point of competitive differentiation
Engaging and brand-enhancing; takes risk
Predictable, few innovation leaps
Limited innovation, experimentation and engagement
Nascent Facebook footprint, not committing appropriate resources
Categorizing Results
The Rankings
Rank Brand Category Digital IQ
79 Rolls-Royce Automobiles 68
80 Bottega Veneta Fashion 67
81 Baccarat Watches & Jewelry 66
81 Hermès Fashion 66
83 SK-II Beauty & Skincare 63
84 Balenciaga Fashion 62
84 Yves Saint Laurent Fashion 62
84 Fresh Beauty & Skincare 62
87 Alexander McQueen Fashion 60
87 Givenchy Fashion 60
89 Salvatore Ferragamo Fashion 59
89 Moët & Chandon Spirits & Champagne 59
91 Harry Winston Watches & Jewelry 57
92 Glenmorangie Spirits & Champagne 54
92 Audemars Piguet Watches & Jewelry 54
94 Rolex Watches & Jewelry 47
95 Krug Spirits & Champagne 44
96 Prada Fashion 43
97 Glenfiddich Spirits & Champagne 36
98 Patek Philippe Watches & Jewelry 30
99 De Beers Watches & Jewelry 28
100 Dom Pérignon Spirits & Champagne 24
L2 Prestige 100®: Facebook IQ
RANKING: Feeble
Rank Brand Category Digital IQ
67 Christian Dior Fashion 89
68 Patron Spirits & Champagne 88
69 Chloé Fashion 86
69 Ballantine’s Spirits & Champagne 86
71 Jaeger-LeCoultre Watches & Jewelry 85
72 Van Cleef & Arpels Watches & Jewelry 84
72 Movado Watches & Jewelry 84
74 Bulgari Watches & Jewelry 83
75 Chopard Watches & Jewelry 80
76 Chivas Regal Spirits & Champagne 78
77 Louis Roederer Spirits & Champagne 77
78 Cartier Watches & Jewelry 71
L2 Prestige 100®: Facebook IQ
RANKING: Challenged
Rank Brand Category Digital IQ40 Acura Automobiles 10941 Kiehl's Beauty & Skincare 10842 Cîroc Spirits & Champagne 10742 Versace Fashion 10744 Montblanc Watches & Jewelry 10645 Smashbox Beauty & Skincare 10546 Dolce & Gabbana Fashion 10446 Piaget Watches & Jewelry 10448 Aston Martin Automobiles 10249 Burberry Fashion 10049 Jaguar Automobiles 10049 Oscar de la Renta Fashion 10052 Land Rover Automobiles 9953 Gucci Fashion 9854 Hublot Genève Watches & Jewelry 9755 Valentino Fashion 9656 Giorgio Armani Fashion 9556 Maserati Automobiles 9556 Macallan Spirits & Champagne 9559 Chanel Fashion 9460 Roberto Cavalli Fashion 9360 Shiseido Beauty & Skincare 9362 David Yurman Watches & Jewelry 9162 Dewar's Spirits & Champagne 9162 Korbel Spirits & Champagne 9165 Vacheron Constantin Watches & Jewelry 9065 Raymond Weil Watches & Jewelry 90
L2 Prestige 100®: Facebook IQ
RANKING: Average
Rank Brand Category Digital IQ14 Clarins Beauty & Skincare 13715 Swarovski Watches & Jewelry 13515 MAC Beauty & Skincare 13517 Coach Fashion 13418 Hugo Boss Fashion 13218 Mercedes-Benz Automobiles 13220 NARS Beauty & Skincare 13121 Hennessy Spirits & Champagne 13022 Marc Jacobs Fashion 12722 Cadillac Automobiles 12724 Omega Watches & Jewelry 12624 Estée Lauder Beauty & Skincare 12624 Ralph Lauren Fashion 12627 Diane von Furstenberg Fashion 12628 IWC Schaffhausen Watches & Jewelry 12328 Aveda Beauty & Skincare 12330 Pandora Watches & Jewelry 12230 Rémy Martin Spirits & Champagne 12232 L'Occitane Beauty & Skincare 11833 Louis Vuitton Fashion 11734 Fendi Fashion 11534 TAG Heuer Watches & Jewelry 11534 Veuve Clicquot Spirits & Champagne 11537 Tiffany & Co. Watches & Jewelry 11338 Porsche Automobiles 11239 Philosophy Beauty & Skincare 110
L2 Prestige 100®: Facebook IQ
RANKING: Gifted
Rank Brand Category Digital IQ
1 BMW Automobiles 175
2 Clinique Beauty & Skincare 165
3 Audi Automobiles 156
4 Lexus Automobiles 154
5 Bare Escentuals Beauty & Skincare 149
5 Benefit Beauty & Skincare 149
7 Bobbi Brown Beauty & Skincare 148
8 Johnnie Walker Spirits & Champagne 147
9 Belvedere Spirits & Champagne 142
10 Tory Burch Fashion 141
10 Ferrari Automobiles 141
12 Lancôme Beauty & Skincare 140
12 Infiniti Automobiles 140
L2 Prestige 100®: Facebook IQ
RANKING: Genius
Key Findings
Size vs. Engagement
Global Google Searches vs. Predicted Facebook Fans
(May 2011)
Fan Count Overachievers
Global Google Searches vs. Predicted Facebook Fans
(May 2011)
Fan Count Underachievers
Bigger Can Be Better
#2: Like Count
28,000+
Fan photos
400+ fan videosPERSONA
L SERVICE #1 ENGAGEMENT
Fans Should be Seen but Not Heard
Broadcast MediaSocial
Media
The Effect of Two-Way Communication
Can Fan’s Post?
692 Weekly Fan posts
(BMW = 563)
97% Fan-2-Fan Engagement
Encouragement
The Most Social of Them All
Product Highlights
.21%
Highest Interaction Rate:
Company Info
.15%
Questions
.14%
Special Events
.13%
Customer Education
.12%
Contests
.08%
Promotions
.07%
Product vs. Promotion
Glocal
Interaction Rate by Page Type:
Lancôme Goes Glocal
Facebook is not an Island
Facebook Integration:(% of Brands)
The New, New Thing
Size vs. Engagement:
Success on Facebook is no longer limited to the size of a brand’s fan base
Facebook is Social Media:
Two-way communication is essential to maximize marketing activation
Endgame = Commerce:
Facebook sales are the next, next thing in prestige
Facebook IQ® = Shareholder Value
Success/Failure in the prestige industry will largely be determined by aptitude on the world’s fastest growing marketing platform
Conclusions