l'occitane en provence, facebook post analysis

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L’Occitane en Provence Anaëlle BAYET Charlotte DUCROCQ Anne-Laure DUMAS Louis GUEGUEN Alexandre MEVIL-BLANCHE Victoria SANGUINETTI

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Through our class "Facebook and Twitter, e- referencement marketing" with Tiziano Tassi at Kedge Business School, we have analyzed more than 100 posts on the L'occitane Facebook fan page.

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Page 1: L'occitane en Provence, Facebook Post Analysis

L’Occitane en Provence

Anaëlle BAYET

Charlotte DUCROCQ

Anne-Laure DUMAS Louis GUEGUEN Alexandre MEVIL-BLANCHE

Victoria SANGUINETTI

Page 2: L'occitane en Provence, Facebook Post Analysis

Presentation

1976 : Created by Olivier Baussan

1980 : Begining of R&D : Diversification

1992 : 1st shop in Paris

1996 : Introduction in New York & Hong Kong

1997 : Japan

2001 : 1st SPA in São Paulo

2006 : Creation of Occitane Fundation

2012 : 2000 shops worlwide in more than

100 countries

Page 3: L'occitane en Provence, Facebook Post Analysis

PRODUCT

Components

Origins

STORY

Haircare

Skin Care

Fragrance

Bath & Body

L’Occitane Products

Best Seller

Page 4: L'occitane en Provence, Facebook Post Analysis

Distribution

L’Occitane

Shop

Authorized

dealers

Airports &

Train Stations

Online

shop

2000 shops in

more than

100 countries

Specialized

(Sephora…) Pharmacies

Foreigners

oriented Available in

every

continent

(35 countries)

Page 5: L'occitane en Provence, Facebook Post Analysis

The Market

The value of the cosmetics industry has

reached an all-time high at an estimated

€180 billion, after growth of 4.6% in 2012

Source: L’Oréal Annual Report 2012 and other selected research

Page 6: L'occitane en Provence, Facebook Post Analysis

Everyday in France is sold :

200 000 bottles of perfume and 50 000 are for men

400 000 products for face treatments

600 000 shampoos

700 000 bath and shower products (except shampoos)

French people spend an average of 300 euros per year

for cosmetics and beauty products

Trends in France

Page 7: L'occitane en Provence, Facebook Post Analysis

Facebook France

Number of likes : 3 021 068

Talking about this : 85 792

Born : June 23, 2008

Average : 1 post per day

Categories’ choice : customer

oriented

Page 8: L'occitane en Provence, Facebook Post Analysis

Category of Brand’s Posts

28,33%

30,00%

23,33%

16,67%

1,67%

Category of brand's

posts

infotainment

com promotion

com product

branding

customer care

More than 50% of brand's posts are about communication

Almost 30% are allocated to infotainment

Why? Create an interaction with user, promote new products

Page 9: L'occitane en Provence, Facebook Post Analysis

Category of Fans’ Posts

About 1/3 of fans are asking for some information

37% are showing gratitude and support for the brand

The rest of posts are complaints.

Why ? Not getting any mails, gifts, or newsletters. Thank the brand for gifts

or high quality products or services

25,00%

28,33%

8,33%

38,33%

Category of fans' posts

Claim/complaint

Conversation between users

Fanship/support/endorsement

Gratitude

Information request

Page 10: L'occitane en Provence, Facebook Post Analysis

Category of Brand’s

Comments

Almost all of the brand's answers (95%) are customer care

Why? Answers to technical problems, claims and gratitude messages

7,41% 1,85%

90,74%

Category of brand's

comments (on Brand Page)

infotainment

com promotion

com product

branding

customer care

3,70% 0,93%

95,37%

Category of brand

comments total

infotainment

com promotion

com product

branding

customer care

Page 11: L'occitane en Provence, Facebook Post Analysis

Category of Fan’s Comments

10,73%

11,26%

41,10%

5,50%

9,42%

21,99%

Category of fans' comments

(on brand page)

Claim/complaint

Conversation between users

Fanship/support/endorsement

Gratitude

Information request

reaction to infotainment

13%

71%

2% 12%

2% 0%

Category of fans' comments

(on user page)

Claim/complaint

Conversation between users

Fanship/support/endorsement

Gratitude

Information request

71% of fans' comments are conversation

between users

Almost a half of fans' comments are

about support and gratitude

22% are reacting to infotainment

The rest of them (30%) are conversation

between users, claims and requests

Page 12: L'occitane en Provence, Facebook Post Analysis

Index Of Active Conversation

95%

5%

Index of active conversation

on Brand page

Active conversation

Inactive conversation 88%

12%

Index of active conversation

on User page

Active conversation

Inactive conversation

In almost every case, there is at least one comment per post

Average

Engagement

Brand Page User Page

Comments Likes Shares Comments Likes Shares

Total

Number 2466 23670 1889 115 67 1

Average 41,10 394,50 31,48 1,92 1,12 0,02

Page 13: L'occitane en Provence, Facebook Post Analysis

Customer Care Index

87%

13%

Customer Care Index

response

No response

9 times out of 10, the brand

answers to claims or requests

Page 14: L'occitane en Provence, Facebook Post Analysis

3 000 000 Facebook Fans within 5 years

High customer care index

High active conversation index

Each post comes with pictures or videos

Positive Points

Response policy

Privacy message

Fast reaction : around 2 hours

Answers to good and bad comments

The main problem, we have noticed does not

appear on Google first page

At least one post per day

Lot of infotainments

Cover picture changed often

Conclusion

Reasons Why the

Facebook page is

well-managed and

successful

Page 15: L'occitane en Provence, Facebook Post Analysis

Develop the « about » section on Facebook

Make one general post for recurrent questions

Suggestions