Social Media Monitoring for the Luxury Fashion IndustryAn Investigation Focusing on Radian6 and
Salvatore Ferragamo
UNIVERSITÀ DEGLI STUDI DI PAVIAFACOLTÀ DI ECONOMIA, GIURISPRUDENZA, INGEGNERIA,
LETTERE E FILOSOFIA, SCIENZE POLITICHECORSO DI LAUREA INTERFACOLTÀ IN
COMUNICAZIONE, INNOVAZIONE, MULTIMEDIALITÀ
Supervisor: Dear Professor Costa Assistant Supervisors: Dear Professor Porta Dear Professor Fattore – Università degli Studi di Milano-Bicocca
Degree dissertation bySofìa C. Perez Pannelli
Introduction
Social Media AnalyticsSocial Media Monitoring
Degree dissertation by Sofìa C. Perez Pannelli
Luxury Fashion Brands & the Web
Luxury fashion brands’ personality traits
Luxury fashion in the era of the Web • Bloggers & users, fans & customers• Mobile devices• E-commerce• Digital communication platforms & content• Social media• Advantages & risks• Noteworthy trends
Luxury fashion brands & digital marketing strategy• Engagement – wide audience: fans & aspirational customers• Exclusivity – niche: established customers & insiders
Degree dissertation by Sofìa C. Perez Pannelli
Social Media Monitoring & Social Media Analytics
Analytics – Basic quantitative and qualitative indicators: Key Performance Indicators (KPIs)
Monitoring – Three main activities: listening, structuring, analyzing. Tailor-made
Degree dissertation by Sofìa C. Perez Pannelli
The Salvatore Ferragamo Case Study
Brand personality traits• Traditional craftsmanship• Aesthetics: balance & harmony, Renaissance’s classical beauty• Italian spirit• Luxury, glamour• Cinematic, iconic• Art & culture• Innovativeness
• Web site & social media• Blog & news coverage
Degree dissertation by Sofìa C. Perez Pannelli
Research
Online Brand Presence & Digital Initiatives
Recent & current digital marketing & communication initiatives
Degree dissertation by Sofìa C. Perez Pannelli
The Research. Phase One: Radian6
The research’s aims
Widgets:• River of News• Conversation Cloud• Topic Analysis• Topic Trends• Influence Viewer
Degree dissertation by Sofìa C. Perez Pannelli
Learning about the tool: Configuration Board & Dashboard
Phase Two: Early Results & Tool’s Performance
• Web coverage and scrapers• Facebook and privacy• Significant results vs. noise• Connotative content?
Mass of users vs. influencers• Extracting meaning from data
Devising a new strategy
Main issues
Degree dissertation by Sofìa C. Perez Pannelli
Twitter & online influencers
Phase Three: Twitter & Online Influencers
Influencers: five clusters• «Magazines»• «Industry»• «Bloggers»• «Celebrities»• «Retailers»
• Presence?• Identity: fake, fan & local profiles• Privacy: private Twitter handles• Tweets: links, hastags, mentions
Twitter as a communication channel
Radian6: Final tests with Source Filters
Degree dissertation by Sofìa C. Perez Pannelli
Phase Three: The Brand Traits Research
• Unresponsiveness & noise• Tweet vs. retweet• Superficiality, brevity; connotation, ambiguities & peripheral meanings
Results
Conclusions• Most frequent topic: specific products, direct contact• Brands, fashion industry insiders & media vs. mass of users• Twitter as a loudspeaker: amplifying investments• The importance of checking results manually
...Significance?
Key influencers
• «Tradition»• «Italian spirit»• «Cinematic»• «Equilibrium, harmony, symmetry»
Categories
• «Artistic quality»• «Expensiveness»• «Modernity»
Degree dissertation by Sofìa C. Perez Pannelli
Phase Three: Brand Personality Traits on Twitter
• No. of tweets, no. of retweets• Sentiment: positive, negative, neutral• Links: landing pages• Categories: «Product», «Editorial», «Campaign», «Brand», «Off-topic»
#SalvatoreFerragamo
#BottegaVeneta
#Gucci
Expectations... and actual results
Devising a method of analysis
Degree dissertation by Sofìa C. Perez Pannelli
Brand Personality Traits on Twitter: Results
Categories
Degree dissertation by Sofìa C. Perez Pannelli
Brand Personality Traits on Twitter: Results
Sentiment • positive, neutral (40-50% each), except #Gucci (71% «Off-topic»)
No. of retweets • proportionally low (6-19%) compared to total no. of tweets
Landing pages1. Instagram, fashion blogs, photographs directly uploaded on Twitter2. Facebook, YouTube, other websites3. TwitPic, YFrog, WeHeartIt
Degree dissertation by Sofìa C. Perez Pannelli
Final Conclusions
• Detailed inspection of the field of inquiry • Specific queries • Tailor-made, definite moment in time• Executed and checked manually
On how to execute a social media monitoring investigation
On the nature & efficiency of currently available social media analytics & social media monitoring tools, first and foremost on Radian6
On Salvatore Ferragamo’s online presence, brand image andmarketing & communication strategy, also in relation to otherluxury fashion brands
On the nature of current online conversations on luxury fashion brands
Covering: marketing & advertising; new media; web design; linguistics; professional ethics and deontology
Degree dissertation by Sofìa C. Perez Pannelli
Thank you for your attention!
Social Media Monitoring for the Luxury Fashion Industry An Investigation Focusing on Radian6 and Salvatore Ferragamo
Degree dissertation by Sofìa C. Perez Pannelli
UNIVERSITÀ DEGLI STUDI DI PAVIAFACOLTÀ DI ECONOMIA, GIURISPRUDENZA, INGEGNERIA,
LETTERE E FILOSOFIA, SCIENZE POLITICHECORSO DI LAUREA INTERFACOLTÀ IN
COMUNICAZIONE, INNOVAZIONE, MULTIMEDIALITÀ