brand social affinity
TRANSCRIPT
Social Media Brand Affinity
Social Media Interest segments for two competing brands of Portable speakers
Statement of Confidentiality
This document contain confidential and proprietary business information of Kruxonomy. These materials may be printed or photocopied for use in evaluating the proposed
project, but are not to be shared with other parties.
Beats Pill Bose SoundLink Mini
Kruxonomy [email protected] www.kruxonomy.com
2
Kruxonomy | www.kruxonomy.com | [email protected]
Bose SoundLink Mini – Beats Pill | Social Brand Interest Segments
Brand managers are well aware of the fact that their customers are distinctively
different from that of other brands, when viewed in wholesome. Not just on pure
demographic level but also on interest segments and customer’s affinities towards other
products, brands create a unique identity of themselves in line to what their customers
are.
This can be attributable to several reasons - years of targeted marketing, brand
endorsements and how brands are perceived in general. Despite this knowledge, what
brand managers miss today is a “360 degree view” of the consumer. Social media is
filling in some parts of this void today.
Traditionally, marketing managers have acquired this valuable information either by
executing costly surveys over a sample of customers, or more recently to some
complexity of in-store market basket analysis. While, these have their merits, social
media have recently emerged as a goldmine of consumer related information that
supplement tradition ways of collecting information.
By mining thousands of conversations and engagements over social media channels,
marketers can identify key affinities for their brands. This can also be in the form of
interest segments that align with your brand or with your competitors. That’s right,
because of its low cost and open nature, social media affinities can be used to mine key
information for other brands including competitors.
This information can be used to identify sponsorship and content, efficient media
buying, campaign design and overall understand consumer behaviour. In this document,
we lay down the findings from the social media affinities for two similar but competing
brands of portable speakers –Beats Pill and Bose SoundLink Mini.
Key Findings
Customers of Beats Pill have much higher online engagement with music as an interest area than customers of Bose Soundlink Mini.
Customers of Bose Soundlink Mini have much higher online engagement with News & Politics as an interest than customers of Beats Pill.
Beats Pill have higher engagement with contemporary music in genre of Hip hop and electronica. W hereas, Bose SondLink have higher engagement with mostly classic R&B bands.
3
Kruxonomy | www.kruxonomy.com | [email protected]
Bose SoundLink Mini – Beats Pill | Social Brand Interest Segments
7%
6%
17%
12%
11%
43%
9%
6%
4%
4%
28%
26%
12%
7%
6%
5%
4%
12%
9%
8%
Top 10 Interest Segments
Beats Pill Bose SoundLink Mini
Music
News & Politics
Celebrities
Sports
Businesses
Radio
Movies
TV Shows
Non Profit
Comedy
Music
News & Politics
Celebrities
Businesses
Sports
Radio
Non Profit
Science & Technology
TV Shows
Movies
4
Kruxonomy | www.kruxonomy.com | [email protected]
Bose SoundLink Mini – Beats Pill | Social Brand Interest Segments
Top 10 Websites Engaged
YouTube
Soundcloud Soundcloud
Bitecharge
Change.org
Spotify
Spotify
Vimeo
San Francisco Globe
Playbuzz
Heftig
Ask.fm
Playbuzz
Huffington
Post
9gag
Deezer
Buzzfeed
5
Kruxonomy | www.kruxonomy.com | [email protected]
Bose SoundLink Mini – Beats Pill | Social Brand Interest Segments
Beats Pill
Chris Brown
Skrillex Ice Cube
Maroon 5
Pharrell Williams
Kendrick Lamar J Alvarez
Galantis
Wiz Khalifa
Lindsey Stirling
Bose SoundLink
Mini
Alejandro Sanz
Coldplay Queen
Rick Ross
Pharrell Williams
AC/DC Calvin Harris
Michael Jackson
System of a Down
Avicii
Top Musicians Engaged
6
Kruxonomy | www.kruxonomy.com | [email protected]
Bose SoundLink Mini – Beats Pill | Social Brand Interest Segments
Top Brands Engaged Online Online
Stylish Eve Wereverwero
Shashicka Tyre-
Hill
Ultra Music
Josh Blue Comedy
Stylish Eve
Bose
SoundLink
Mini
Beats Pill
Pinoy Rap Radio
Health Digest
Michael Baysden
Simply Bhangra
7
Kruxonomy | www.kruxonomy.com | [email protected]
Bose SoundLink Mini – Beats Pill | Social Brand Interest Segments
Term of use
All the information presented in this document is the original work for Kruxonomy. The document is intended as a research material based on the company’s own research on
publicly available information. Use of the brands are for study and research purposes. This study is not commissioned by any third party.
Kruxonomy | www.kruxonomy.com | [email protected]