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High End Jewellery E-Commerce Brandson Social Media

February 24th - March 13th, 2016Channels reported on: Facebook, Twitter & Instagram

Brands Analyzed In This Report

Contents

The Big PictureAudience Analysis

● Total Social Media Audience● Common Fan Locations● Channel-wise Breakdown for Each Brand● Facebook- Daily Audience Acquisition● Instagram- Daily Audience Acquisition● Twitter- Daily Audience Acquisition

Sl. 4 Sl. 5 - 10

Content Analysis● Facebook Content Dissemination● Facebook Engagement Analysis● Twitter Content Dissemination● Twitter Engagement Analysis● Instagram Content Dissemination● Instagram Engagement Analysis

Sl. 11 - 16

Best Performing Content● Facebook● Instagram● Twitter

Sl. 17 - 19

Content- Efforts vs Engagement

Response Analysis● On User Comments● On User Posts

Promoted (Boosted) Post Detection● Boosted Post Breakdown● Boosting Efficiency

Sl. 20

Sl. 21- 22

Sl. 22 - 23

The Big Picture

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1. Social Audience:a. Carat Lane led the competitive set in terms of total social media audience [984K]

i. Carat Lane also led the set in terms of new fans acquired across social media platforms [+ 15.7K].b. Carat Lane garnered the largest single day audience acquisition on Facebook [+ 1.4K] on 25th February.

i. Prerto witnessed largest single day audience acquisition [+ 161] on Instagram on 8th March. ii. No brand saw significant acquisition on Twitter.

c. India, Pakistan, U.A.E, South Africa and U.S. are top common fan locations for the competitive set. 2. Content:

a. Carat Lane shares the most posts cumulatively among all competitors across social media channels [180 posts], followed by Prerto [170 posts]

b. Carat Lane is leading the set in terms of overall engagements across social media channels [69K], followed by Blue Stone [23.8K], which tracked with less than half of the total engagement garnered by Carat Lane.

c. Prerto is outperforming everyone in the set on Instagram with 12.8K engagements.3. Best Performing Content

a. Carat Lane has most engaging posts on Facebook, followed by Blue Stone. i. Top 3 posts during the reporting period were detected as boosted posts using PropheSee’s

Promoted Posts Detection feature.b. Carat Lane is also leading on Twitter in terms of most engaging Tweets shared among the set.c. Prerto has most engaging content on Instagram among the brands in this set.

4. Response Time a. Prerto is the only brand which doesn’t reply to the fan posts on their page/ comments on brand posts.b. Carat Lane has the best response time in the competitive set, both on user posts as well as comments on

brand posts.5. Boosting Efficiency

a. Prerto follows the most efficient boosting strategy on Facebook.b. Carat Lane yielded the highest share of paid engagement garnered from boosted posts [86% of total

engagement came from boosted content]

Please note, this report contains a short section with key highlights on Promoted Post Detection (PPD). PropheSee’s PPD report contains several other metrics & breakdowns that are beyond the scope of this report.

Brand Audience Base New AcquisitionMelorra 31,694 953

Blue Stone 657,621 7,364

Carat Lane 984,209 15,723

Prerto 59,673 1,826

Total Social Media Audience

The following graph illustrates the total social audience (measured across Facebook, Twitter & Instagram) of the brands considered for this analysis head-to-head against the change in audience each experienced this reporting period (Feb 24 - Mar 13, 2016).

➔ Carat Lane led the set across both metrics: the largest social fan base [984 K fans] & largest growth [+15.7K]◆ Blue Stone tracked second in terms of total fan base with 657K fans.

➔ Melorra tracked last with only 31.6K total fans across social. ◆ Melorra tracked with least number of new fans acquired [953] followed by Prerto [1.8K]

➔ None of the brands in the set experienced consistent loss in fans across social media channels.

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Melorra Prerto Blue Stone Carat Lane

Facebook 31,292 8,467 654,544 970,234

Twitter 67 233 1,673 2,961

Instagram 335 50,973 1,404 11,014

Total Audience Breakdown

The following charts illustrate channel-wise audience of each brand reported on the last day of study i.e. Mar 13, 2016.

➔ Facebook ◆ Carat Lane is leading here with 970K fans followed by Blue Stone with 654K fans; difference of 300K fans. Preto

tracked with lowest audience size. [8.4K fans]➔ Twitter

◆ Carat Lane is leading here as well with highest 2.9K followers in the competitive set.➔ Instagram

◆ Prerto is leading significantly with a fan base 3x of Carat Lane’s Instagram fan base.

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India South Africa U.S. Pakistan U.A.E.Melorra 30,995 12 63 12 45

Carat Lane 9,21,965 3,578 7,882 2,527 7,069Prerto 6,894 21 261 620 107

Blue Stone 6,21,015 2,039 6,606 1,701 4,349

Top 5 Common Fan Locations The following graph illustrates the top 5 common audience locations, including India, where respective brands’ fans lies.

➔ Carat Lane is leading the set in terms of total fans in the US, UAE, South Africa & Pakistan combined [21K Fans]. Targeted posts in this geographies will likely lead to increase dfan acquisitions from these locations

➔ Blue Stone tracked with the second highest number of fans across each geography. ➔ 99% of Melorra fans belong to India.➔ Prerto’s largest fan base, India [6.8 K], tracked with less fans than Carat Lane’s fan base in U.A.E, it’s lowest share

among the top 5 countries.➔ After India, U.S. is 2nd largest market from where fans are interacting with the category. [14.8 K fans belong to U.

S., followed by U.A.E. with 11.5K fans, across all brands]

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Facebook- Daily Audience Acquisition

Melorra Carat Lane Prerto Blue Stone

Daily Average Change 62 830 4 403

The following graph illustrates the daily change in Facebook Likes of the brands considered for this analysis.

➔ Carat Lane led the set with an average daily growth rate of + 830 new Likes/day, followed by Blue Stone with + 403 new Likes/day.

➔ Preto witnessed lowest average daily fan acquisition [4] for the reporting period. ➔ Carat Lane saw largest single day audience acquisition on Facebook [1,414] on Feb 25th and likely driven by this post

boosted on a previous day, tracked using PropheSee’s Promoted Post Detection feature.

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The following graph illustrates the daily change in Twitter followers of the brands considered for this analysis.

➔ Carat Lane led the set with an average daily growth rate of + 2 new followers/day, followed by Blue Stone with + 1 new follower/day.

➔ Preto witnessed lowest daily follower acquisition [0] for the reporting period.➔ No brand saw significant acquisition on Twitter.

Melorra Carat Lane Prerto Blue Stone

Daily Average Change 0.5 2.2 0.1 1.7

Twitter- Daily Audience Acquisition

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Instagram - Daily Audience Acquisition

Melorra Carat Lane Prerto Blue Stone

Daily Average Change 7 70 95 1

The following graph illustrates the daily change in Instagram followers of the brands considered for this analysis.

➔ Prerto led the set with an average daily growth rate of + 95 new followers/day, followed by Carat Lane with + 70 new followers/day.

➔ Blue Stone witnessed lowest daily fan acquisition [4] for the reporting period. ➔ Prerto witnessed largest single day audience acquisition [161] on Instagram on 8th March and this was likely driven

by promotional sale posts published that day.

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Facebook Content Dissemination

The following graphs illustrate a day wise & hour wise breakdown of the content dissemination strategies followed by the brands in this report

➔ Melorra shares all their posts during week-days, rest all the brands are active on weekends. ➔ Preto is consistent throughout the week with average 7 and highest 9 posts a day.➔ No brands post during 12 AM to 7 AM

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Facebook: Average Engagements per Post

The following graph illustrates the number of posts shared by brands in this set head-to-head against the average engagement garnered per post. The higher the average engagement per post, the more they resonate with a brand’s target audience.

➔ Carat Lane shared the most posts [55] & yielded highest average engagement per post shared ➔ Prerto shared 2nd highest number of posts & yielded lowest average engagement per post shared

◆ This indicates that Prerto’s posts do not resonate with their audience at all.

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Twitter Content Dissemination

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The following graphs illustrate a day wise & hour wise breakdown of the content dissemination strategies followed by the brands in this report

➔ Carat Lane is highly active on Mondays and Saturdays, posting 40 posts cumulatively on these 2 days. ➔ Only Prerto & Carat Lane Tweet on Sundays.➔ Preto is consistent throughout the week with average 10 and a high of 13 Tweets in one day.➔ No brands Tweet from 1 AM to 8 AM, likely indicating that these brands are not actively scheduling content.

◆ This may be beneficial for the brands, given that the United States forms the second largest fan base following India.

Twitter: Average Engagements per Post

The following graph illustrates the number of Tweets shared by brands in this set head-to-head against the average engagement garnered per post. The higher the average engagement per Tweet, the more they resonate with a brand’s target audience.

➔ Prerto shared highest number of Tweets [65], yet garnered close to no engagement. ➔ Melorra garnered the highest average engagement per Tweet [23].

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Instagram Content Dissemination

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The following graphs illustrate a day wise & hour wise breakdown of the content dissemination strategies followed by the brands in this report

➔ Blue Stone is following least consistent posting strategy ➔ Saturday is dominated by Carat Lane with total 21 posts during the reporting period ➔ Prerto is consistent throughout the week with an average of 7 and high of 10 posts a day

Instagram: Average Engagements per Post

The following graph illustrates the number of posts shared by brands in this set head-to-head against the average engagement garnered per post. The higher the average engagement per post, the more they resonate with a brand’s target audience.

➔ Prerto shared highest number of posts with an average engagement of 207 per post, they also shared 2nd highest number of posts

➔ Carat Lane is trailing 2nd in terms of average engagement [82], almost 2.7x less than Prerto’s average engagements per post shared.

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The following are the most engaging posts (Top 3) shared on Facebook this reporting period. Please note, Carat Lane shared the most engaging posts overall. All thumbnails are clickable to the original post.

Best Performing Content: Facebook

Engagement 10,712

Likes 10,545

Comments 60

Shares 107

Engagement 10,156

Likes 10,049

Comments 33

Shares 74

Engagement 16,167

Likes 13,648

Comments 78

Shares 2,441

Posted on Fri Mar 11 2016. 6 PM Posted on Fri Mar 11 2016. 4 PMPosted on Fri Mar 04 2016. 3:15 PM

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Engagement 28

ReTweets 5

Likes 23

The following are the most engaging Tweets (Top 3) shared on Twitter this reporting period. Please note, Carat Lane shared the most engaging Tweets. All thumbnails are clickable to the original post.

Tweeted on Sat Mar 05 2016. 5:55 PM Tweeted on Sat Mar 12 2016. 6:53 PM Tweeted on Mon Mar 07 2016. 9:52 PM

Best Performing Content: Twitter

Engagement 22

ReTweets 5

Likes 17

Engagement 17

ReTweets 7

Likes 10 18

The following are the most engaging posts (Top 3) shared on Instagram this reporting period. Please note, Prerto shared the most engaging posts. All thumbnails are clickable to the original post.

Best Performing Content: Instagram

Engagement 604

Likes 596

Comments 8

Engagement 463

Likes 377

Comments 86

Engagement 458

Likes 442

Comments 16

Posted on Mon Mar 07 2016. 10 PM Posted on Mon Mar 07 2016. 5:55 PM Posted on Thu Mar 10 2016. 11 PM

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Number of Posts vs. Engagements Garnered

The following graph illustrates the number of posts shared by brands in this set head-to-head against the engagement garnered per post. The higher the engagement, the more the posts resonate with a brand’s target audience. ➔ Carat Lane shared highest number of posts [180 across social], followed by Prerto [170]➔ Carat Lane is leading in terms of overall engagement [69K] across social, followed by Blue Stone [24K]➔ Prerto’s garnered low overall engagement [13K, out of which 12K engagement garnered only from Instagram]

compared to its efforts [170 posts]◆ This leads to approx. 7 engagements garnered per post not shared on Instagram.

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Response Analysis - On Brand Posts

➔ Please note that Response Analysis was carried from 1st January to 15th March, 2016. ➔ Carat Lane has best response time in the competitive set [9 Hours & 19 Minutes] followed by Blue Stone [20 Hours & 43

Minutes ]➔ Prerto was the least responsive brand with no response on any user comments during the time range. [Total 3 Comments] ➔ Blue Stone has best response rate [replied to 30% of the total comments], followed by Carat Lane [replied to 21% of the total

comments]➔ Blue Stone also led in terms of total user comments during the reporting period [54 Total Comments]

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Response Analysis - Brands Facebook Page

➔ Please note that Response Analysis was carried from 1st January to 15th March, 2016.➔ Carat Lane has best response time in the competitive set [22 Hours & 54 Minutes] followed by Melorra [4 Days & 19 Hours]➔ Prerto was the least responsive brand with no response on any user posts during the time range. [Total 35 User Posts] ➔ Blue Stone has best response rate [replied to 31% of the total 396 posts], followed by Melorra [replied to 30% of the total 53

posts]➔ Carat Lane led in terms of total user posts during the reporting period [1.1K Total Posts]

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Promoted Post Performance (Facebook)

Melorra Blue Stone Carat Lane Prerto

Total Boosted Posts 2 7 15 1

% of Paid Posts 8% 18% 18% 1%

Total Organic Posts 22 31 70 68

% of Organic Posts 92% 82% 82% 99%

Total posts 24 38 85 69

Melorra Blue Stone Carat Lane Prerto

Total Boosted Engagement 18,824 26,444 75,808 557

% of paid Engagements 97% 96% 86% 54%

Total Organic Engagement 526 1,096 12,774 480

% of organic Engagements 3% 4% 14% 46%

Total Engagement 19,350 27,540 88,582 1,037

The following section predicts promoted posts shared by brands in this competitive set from 24th February - 13th March, 2016. ➔ Carat Lane and Blue Stone had the highest share of boosted posts [18%], followed by Melorra [8%].➔ Melorra received highest engagement on boosted posts among the set with total of 18,824 engagements (sum of likes,

comments, shares) with only 2 boosted posts out of 24 total, indicates their boosted content is resonating with their target audiencemore than any other brands’ boosted content in this set.

➔ Carat Lane boosted 18% of their total posts and garnered 86% of their overall engagement [75808 of 88582 total engagement]

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Promoted Post Performance (Facebook)

Boosting Efficiency

Melorra 11.67

Blue Stone 5.21

Carat Lane 4.85

Prerto 37.06

Boosting Efficiency:The number of paid engagement yielded per paid post shared. A value of:1 → implies that paid posts are garnering nearly the same engagement as compared to organic posts.>1 → implies that paid posts are better targeted and drive higher engagement than organic posts. <1 → implies that boosted posts are yielding less engagement than organic posts

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