NARS | SOCIAL MEDIA ANALYSIS | 12.02.13
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
★ Key Findings: I. Our current social media strategy looks alright; however, compared with our
main competitor, MAC, there’s still room for improvement
II. Our signature cosmetics products (i.e. blush & brush) are well-recognized
and widely-mentioned; however, our skincare product line seems unknown to
the audience
★ Main Recommendations: I. We need to rethink about our unpopular product line, NARSskin
II. We should develop more social media events to drive online engagement
BRAND AND COMPETITIVE SOCIAL MEDIA ANALYSIS
VOLUME OF CONVERSATION – NARS & MAC
11.17.13 – 11.27.13
★ Our social media presence is weaker than MAC
WHAT DO CUSTOMERS THINK ABOUT US?
68% positive
10% irrelevant
1% negative
22% neutral
Sample Size = 10,000 posts
Brand Sentiment
SAMPLE POSITIVE SENTIMENT
✔ Soooome adorable person has brand new cute hurr and a new
#NARS lippy to play with! http://t.co/UA9ZZmv2rT
✔ Just ordered myself NARS love at first sight for under $26 thanks to
@ASOS 20% off. Once again, you guys are fantastic.
✔ That awkward moment when someone asks you what your fave Nars
blushes are and the answer is Deep Throat and Orgasm #awks
#makeupaadict
✔ thank you! how do you think day dream compares to orgasm?
✔ NEW POST! NARS Guy Bourdin One Night Stand Palette!
http://t.co/qH3mV0ZCPI #bbloggers
SAMPLE NEGATIVE SENTIMENT
✖ Why is Nars so ridiculously expensive? Just wondering #beautytweets
✖ It could be b/c I've heard the same complaint w/ Nars blushes as well.
✖ NARS satin lip pencil? Arghhhhh http://t.co/Ea6LRkkeN6
✖ WTH i am glad to mention that i will not not ever buy NARS cosmetics
#notonars #shameless
✖ Why is Nars shipping so darn expensive? Money just goes away :(
TOP TOPICS THAT DRIVE THE MOST ENGAGEMENT AROUND NARS
Product Attributes 7632
In Association with Competitors
Holiday Contest @davelackie
Review
Recommendation
New Soho Boutique
Love
2237
1843
1536
1501
698
483
Sample Size = 10,000 posts
@NARSissist 205
our official Twitter handle needs more attention!
TOP MENTIONED NARS PRODUCTS AND OUR COMPETITORS
★ Top mentioned products: blush, brush, lipstick, & foundation
★ Top mentioned competitor in association with Nars: MAC Cosmetics
WHERE DOES CUSTOMER ENGAGEMENT TAKE PLACE?
★ Mainly on Twitter & blogs (Note: a great amount of Twitter posts contained links of photos, YouTube tutorials, and blog reviews )
TOP TOPICS THAT DRIVE THE MOST ENGAGEMENT AROUND MAC
★ Top topics look similar to ours; however, ‘Nars’ is NOT associated with “MAC” by those who mentioned “MAC”
SAMPLE POSITIVE SENTIMENT (MAC)
✔ I'm using these gorgeous maccosmetics pigments for the holidays
#makeup #mac cosmetics #mac … instagram.com/p/hPp-HfrmNs/
✔ Love the look Mac makeup gives! #CakedUp
✔ I'm not a Black Friday shoppe but if there was a good sale on
sephora/Mac makeup and Rebecca minkoff bags I would be all
over that
✔ Has been WOOED by Ruby, FINALLY. Sexy lips. #rubywoo #mac
#makeup #shopping #mall #NYC instagram.com/p/hPbKW5ylqs/
✔ All I want for Christmas is another MK bag, some black tall boots &
MAC Makeup. I'll love you forever Santa
SAMPLE NEGATIVE SENTIMENT (MAC)
✖ she shouldn't be working at mac. She clearly knows nothing about
makeup, ugh!
✖ Tired of paying "MAC"prices for make up and im not to impressed with
the make up in general. I know I have some very talented make up artists
friends. Any thoughts? PM if you like :-)
✖ so excited for the makeup set I ordered from Coastal Scents. All the
reviews I read about the 22 brush set said that they put MAC and
SEPHORA to shame ! EXCITTTIIIINNNGGG :) not to mention the glitter.
GLITTER GLITTERY GLITTERNESS J
WHERE DOES CUSTOMER ENGAGEMENT TAKE PLACE? (MAC)
★ Mainly on Twitter, Facebook & blogs
SWOT ANALYSIS
SWOT ANALYSIS
★Signature products are well-known & mentioned ★Only a few negative posts; most of them are just personal opinions ★Organization’s expansion is widely welcomed ★Customers are engaged with brand’s important events and sales
★NARSSkin is not a well-known product line ★The official Twitter handle, @NARSissist, is
not well-recognized & mentioned
★Relatively weak social media presence
compared to MAC
★The emergence of photo sharing sites (i.e. We Heart It) and innovative technology (i.e.
mobile apps & share buttons) are beneficial
to us
★Key influencers are engaged with our
brand
★MAC has more social media audience and engagement than we do
★MAC customers don’t tend to mention us;
however, our customers are likely to either
mention MAC or compare our products with
MAC’s
S W
O T
RECOMMENDATIONS FOR NEXT STEPS
RECOMMENDATIONS
★ Keep our current social media strategy; it only needs some improvements
★ Rethink about our unpopular product line, NARSskin: 1) Gradually eliminate this product line and focus on cosmetics only
2) Devote more advertising budget to NARSskin promotion
★ Enhance our online customer service and improve communication with
customers to increase their interaction with @NARSissist
★ Develop more social media events to drive online engagement
★ Improve online interaction with MAC customers; they might be our
potential customers
★ Keep an eye on key influencers; retweet and help promote their popular
posts and online events to stay involved
★ Expand our social media activity to Pinterest & We Heart It
SOURCES & METHODS TRANSPARENCY
SOURCES & METHODS TRANSPARENCY
• Timeframe Analyzed: November 17 – November 27, 2013 • Research Leads: Isis Joyun Hung, Michigan State University
• Channels Analyzed: Blogs, comments, Twitter, forums, videos, images, Facebook, mainstream
news, MySpace
• Data/Content Sources: Radian6, HootSuite
• Analysis Depth: Representative sample set (95% confidence level, confidence interval of 5)
• Search Language: English
• Sentiment Coding: 4-pt scale (positive, neutral, negative, irrelevant), hand tagged based on
representative sample
• Spam/Bot Filtering: Hybrid
• Metrics Calculation:
> Post Volume: Total relevant posts across blogs, comments, Twitter, forums, videos, images,
mainstream news and comments to admin posts on the brand Facebook page(s) > Potential Twitter Reach: Aggregate Twitter followers for all posts that mentioned the brand
(via Radian6)
> Engagement: Social posts and Facebook likes, comments, clicks, views or plays
> Influence: Determined by an analyst based on readership, comments, retweets and relevancy
> Search Parameters: A spreadsheet of all keywords is available upon request
