wave social media quarterly q4 2010

Wave: social media quarterly

Q4, 2010: the importance of stimulating discussion

11th January 2011

October 2009 Proprietary and confidential. All rights reserved

Page 2 October 2009 Proprietary and confidential. All rights reserved

Page 2 11th January 2011 Proprietary and confidential. All rights reserved

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Contents

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Brands encourage product-specific discussion to drive purchase consideration (Gucci, Xbox, BMW, Zara)

Linking social media back into the real world helps drive engagement (HMV, Ralph Lauren, Smirnoff)

Tried and tested competitions and giveaways continue to work well (Corona, Netgear, Sony Ericsson, Pizza Express)

Some brands begin to successfully monetise social media (Panasonic)

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Executive summary

Premium brands begin to talk less about products and more about lifestyle (Lacoste, Burberry, Chanel)

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About Wave:

• Wave: provides insight into the latest social media marketing – online, on RSS and Twitter and in weekly emails via the Wave: website

• This document provides an overview of some of the most interesting developments in social media marketing during Q4 2010

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1. Executive summary




Premium brands begin to talk less about products and more about lifestyle...

• During Q4 2010, a number of brands used non-product specific social media content in order to focus consumer attention on their wider brand image

• Premium fashion brands like Burberry and Lacoste posted brand-related content around sport and music:

Although some consumers remained focused on the brands’ products, others reacted to the content and focused positively on the wider brand image

• Other premium brands like Chanel used big name celebrities to boost engagement:

Whilst this strategy did raise awareness, much of discussion revolved directly around the celebrity figures, rather than the Chanel brand




...but other brands encourage product-specific discussion which can drive purchase consideration

• For other brands, encouraging consumers to focus more closely on their product range can drive purchase consideration

• Gucci, Xbox and BMW encouraged a tighter focus on specific products:

This led more consumers to actively say they were considering purchasing, but also stimulated some criticism of the specific product

• However, product discussion does not necessarily drive purchase consideration:

Brands like Zara successfully engaged consumers with their product range, but failed to drive purchase consideration




Linking social media back into the real world helps drive engagement

• Q4 2010 saw numerous brands successfully linking social media back to real world events and initiatives

• Brands like Smirnoff and Ralph Lauren promoted large-scale events:

Smirnoff’s Nightlife Exchange Project and Ralph Lauren’s 4D London Light show drove significant consumer engagement with the brands and events

• Others used a similar approach, but on a slightly smaller scale:

HMV successfully used Twitter and Facebook to promote and publicise in store events




Tried and tested competitions and giveaways continue to work well

• Q4 2010 also demonstrated that tried and tested promotional techniques continue to work well in social media

• Various brands successfully drove social media engagement via competitions and rewards:

Corona offered a chance to appear on the Times Square billboard, while Netgear and Sony Ericsson provided product giveaways

Pizza Express also engaged consumers via a “Create your own Pizza” challenge




Some brands begin to successfully monetise social media

• Q4 2010 saw some brands begin to monetise social media:

A few brands have integrated Facebook pages with online stores and combined this with exclusive offers and discounts for their Facebook fans

• For example, Panasonic now offer exclusive offers and discounts to their US Facebook fans alongside an integrated Facebook store:

Consumers discuss these offers positively, but the strategy also drives purchase consideration




2. Premium brands begin to talk less about products and more about lifestyle




‘ This music rocks – just like Burberry... beautiful! ’

Burberry: % buzz by topic of discussion

Key takeaways

Both Burberry products and wider Burberry projects discussed

Consumers thank Burberry for providing “quality” music

Fans link Burberry brand to “emerging” and “cool” artists

Burberry Acoustic links brand with “quality” music and “cool” artists, rather than specific products

About the campaign

Brand Burberry

Premise “Bands Burberry believes in"

Approach Burberry promote emerging music artists, wearing their products, via a dedicated tab on their Facebook fan-page

YouTube 1 million+ views

Facebook 3.5 million likes

‘ That's a cool video! And he actually looks good in that jacket!! Great song too! ’

‘ This song just screams the Burberry way of life. I love it ’

Click here for full story and analysis

http://wave.wavemetrix.com/content/burberry-engage-consumers-acoustic-music-project-and-fashion-collections-00629






‘ Lacoste is my favourite brand in the world ’

Lacoste: % buzz by brand attribute

Key takeaways

Both Lacoste products and wider brand discussed

Consumers love “elegant” and “beautiful” clothing

Brand fans engage, saying they “love” the “stylish” brand

Lacoste utilise fashion and non-fashion content to engage consumers with brand and products

About the campaign

Brand Lacoste

Premise “A lifestyle brand”

Approach Lacoste use a Facebook to publicise a mixture of fashion and non-fashion related content, including their sponsorship of the ATP tour


‘ Like this. Keep supporting the success of Lacoste and ATP ’

‘ I love Lacoste because it's la créme de la créme ’


http://wave.wavemetrix.com/content/lacoste-social-media-encouraging-brand-love-and-engagement-products-00666






‘ Wow! A new Chanel fragrance... and with Scorsese too! Great! ’

Chanel: % buzz by discussion topic

Key takeaways

Scorsese involvement moves focus away from Chanel brand

Fans praise Scorsese’s role, focusing positively on creative and describing Scorsese as “established” and “the best”

Some also praise “lovely” Bleu de Chanel product, but main focus remains on celebrity figures

Talk of big-name celebrities drives interest in Bleu de Chanel fragrance

About the campaign

Brand Chanel – Bleu de Chanel

Premise “Be unexpected”

Approach Chanel promoted their new Bleu de Chanel fragrance through an online creative directed by Martin Scorsese


‘ Martin Scorsese can even make me watch a perfume commercial ’

‘ I smelled this on a certain someone and he and I both loved it more then anything else we smelled in the entire mall ’ Click here for full story and analysis

http://wave.wavemetrix.com/content/scorsese-bleu-chanel-commercial-encourages-purchase-consideration-00637






3. Other brands encourage product-specific discussion which can drive purchase consideration




‘ It’s a beauty. The eyes hypnotize you. It simply glides. What a convertible ’

BMW: product sentiment

Key takeaways

Over 70% of BMW discussion focuses around products

Most praise BMW models, saying they are “great drives”

High degrees of product-centric discussion leads to some negativity towards “impractical” models

Nonetheless, product-centric content encourages participation from potential owners, some of whom are “considering” a BMW

BMW offer product-centric content, which leads potential owners to consider purchase

About the campaign

Brand BMW

Premise “Sheer driving pleasure"

Approach BMW use a variety of social media content to engage consumers, but much focuses on specific new models, rather than the wider brand

Facebook 4 million likes

‘ I love Beemers, but the X6 is freaking hideous ’

‘ BMW makes me feel good, I just love driving our Beemer ’


http://wave.wavemetrix.com/content/bmw-social-media-engaging-consumers-discuss-latest-models-00667






‘ I need a pair of those 3D Gucci glasses! ’

Gucci: % buzz by topic

Key takeaways

Over 60% of buzz on Gucci’s Facebook page focuses on products

Most praise Gucci products, saying they “love” their ranges

However, some negativity is expressed towards “out-dated” watches and glasses that are “too big”

One third of consumers on the page mention considering purchasing Gucci products

Gucci buzz driven by products, with many consumers saying they will consider purchase

About the campaign

Brand Gucci

Premise “Steeped in glamour, famed for fashion"

Approach In contrast to other high fashion brands, Gucci uses its Facebook group to primarily post content centred around its products, rather than its wider brand and lifestyle image


‘ Gucci has the best clothing for men ever ’

‘ I’m in love with that Gucci perfume ’


http://wave.wavemetrix.com/content/gucci-use-social-media-showcase-their-product-range-and-drive-purchase-considera-00643






‘ Ghosts and Gouls is the best game ever made ’

Xbox: product sentiment

Key takeaways

Over 85% of discussion on the Xbox Facebook page focuses on products, including games, accessories and Xbox Live

Most say they “love” the “amazing” games

Close focus on products drives some to criticise the “slow” Kinect accessory and say some games “fail”

One in five posters express purchase consideration

Xbox shows how a brand can get consumers to discuss why they “want” their products

About the campaign

Brand Xbox

Premise “Jump In"

Approach As Christmas approached, Xbox posted official product reviews several times a day highlighting the latest games and the new Kinect product


‘ Xbox Kinect is the best ever, I love it ’

‘ It’s so slow and unresponsive –a waste of money in my opinion ’


http://wave.wavemetrix.com/content/xbox-use-social-media-product-reviews-engage-consumers-lead-christmas-00672






‘ I love Zara ’

Zara: % brand buzz vs. purchase consideration

Key takeaways

Around a third of consumers discuss Zara’s products on their Facebook page

Many consumers also express their “love” for Zara’s “cool” brand

However, consumers fail to express their purchase considerations, with only a few consumers saying they “must have” the latest “fashion collections” and “clothes”

Light social media strategy leads to product focus, but less purchase consideration

About the campaign

Brand Zara

Premise “Zara"

Approach Zara have light social media approach, posting content related to their latest collections infrequently, with new content appearing around once every week


‘ Zara is super cool ’

‘ Zara is the best clothing shop ever ’


http://wave.wavemetrix.com/content/zara-s-light-social-media-strategy-encouraging-brand-love-not-purchase-considera-00669






4. Linking social media into the real world helps drive engagement




‘ The party was so cool, I want to go again! ’

Key takeaways

Consumers engaged with project, saying they “can’t wait” to go to the parties and thanking Smirnoff for putting them on

A minority also focus positively on the Smirnoff product

Smirnoff get consumers “raving” about their Nightlife Exchange Project

About the campaign

Brand Smirnoff

Campaign The Nightlife Exchange ProjectApproach Smirnoff used Facebook to encourage

consumers to give their ideas for their country’s ultimate night out, which would then be swapped with another country to allow them to experience it

‘ I’d like to attend the party, this is such a cool idea ’

‘ I drink Smirnoff every weekend! ’

Smirnoff: % buzz by topic


http://wave.wavemetrix.com/content/social-media-gets-consumers-raving-Smirnoff-Nightlife-Exchange-parties-00661






‘ I’m going to order the Vice Box with glasses for my Dad ’

Key takeaways

The event drives increased positive engagement around the Ralph Lauren product ranges, as well as the Light Show

Consumers also talk explicitly about the Light Show itself, praising it as “revolutionary” and “amazing”

Ralph Lauren’s 4D Light Show shines spotlight on its fashion ranges

‘ The Polo Modern Reserve is the best fragrance! ’

‘ Ralph Lauren clothes are wonderful! ’

Ralph Lauren: % buzz and score by topic

About the campaign

Brand Ralph Lauren

Campaign 4D Light ShowApproach: Ralph Lauren promoted a wide range

of content focused on gift ideas, product features and the “world’s first 4-dimensional light show” at its London Store


http://wave.wavemetrix.com/content/ralph-lauren-provokes-consumer-engagement-through-innovative-social-media-conten-00658






‘ You're great for running these events – thanks. Will we be able to buy the album? ’

Key takeaways

Consumers focus positively on HMV events, as a result of promotional posts on the HMV Facebook and Twitter pages

Although HMV products are more of a secondary topic, consumers discuss the products they “will buy” at HMV

HMV drive real world footfall, with consumers engaged with announcements of in-store events

About the campaign

Brand HMV

Event: In-store eventsApproach HMV used their Facebook wall and

Twitter page to promote several in-store events each day, including book signings and album launches

Facebook 25,000 likesTwitter 8,398 followers

‘ Can't wait, you're too good to us HMV, thank you ’

‘ Nice to see HMV making an effort for people who care about gaming! ’

HMV: % buzz and score by topic


http://wave.wavemetrix.com/content/hmv-music-use-social-media-encourage-uk-consumers-attend-store-events-00647






5. Tried and tested competitions and giveaways continue to work well




‘ I really want to appear on that billboard! ’

Key takeaways

The competition builds engagement, with consumers saying they “want to appear” on the billboard

Consumers also express their “love” for Corona in talking about the competition, saying it is the “best beer ever”

A minority of consumers express their intention to buy Corona Light, saying “the weekend is Corona time”

Corona’s Big Likeback competition gets consumers talking on Facebook

About the campaign

Brand Corona

Campaign Times Square Billboard

Product Corona Light

Premise The Big LikebackApproach Corona launched a competition in

which Facebook fans were entered in a competition to appear on a billboard in Times Square

Facebook 228,000 likes

‘ My photo will be perfect for Times Square! Pick me! ’

‘ Corona: what a great beer! Who else would do this for their fans? ’

Corona Light: % buzz by type


http://wave.wavemetrix.com/content/times-square-billboard-competition-drives-consumer-engagement-corona-light-00628






‘ I just bought a WNDR3700: it’s an amazing router ’

Key takeaways

Consumers engage positively with the “amazing” and “fantastic” competition giveaways

Consumers also discuss Netgear products, with some saying they are “excellent” and “lightening fast”

However, the focus on products leaves some lapsed Netgear customers to say their products “don’t work”

Giveaway gets consumers buzzing about Netgear and their products

‘ The ReadyNAS Ultra 4 is a great price ’

‘ Thanks so much Netgear for the contest! ’

Netgear: % buzz by topic

About the campaign

Brand Netgear

Premise Win Your Wish ListApproach Netgear offered competitions on their

Facebook wall to their relatively small, but committed, group of fans



http://wave.wavemetrix.com/content/netgear-social-media-competitions-engage-consumers-about-their-products-00640






‘ I love my Xperia X10, it’s really cool and portable ’

Key takeaways

Consumers engage most with Sony Ericsson’s products, saying they are a “must have”

Although the giveaways drive a lower proportion of discussion, consumers are very positive towards the “brilliant” offers

Sony Ericsson’s social media giveaways engage consumers with products and the brand

About the campaign

Brand Sony Ericsson

Campaign Facebook Competitions

Premise Fan of the WeekApproach Sony Ericsson gave away its products

on its Facebook page, including the Xperia X10 and Vivaz Ruby


‘ East or West, Sony Ericsson is the best! ’

‘ I hope to win the Xperia X10 mini! ’

Sony Ericsson: % buzz and sentiment by type


http://wave.wavemetrix.com/content/sony-ericsson-social-media-giveaways-engage-consumers-about-their-latest-handset-00671






‘ I love Pizza Express’ pizzas! ’

Key takeaways

Many consumers are prompted to engage with the competitions posted on the Facebook wall

While the competition drives significant discussion, it is part of a wider community in which many other topics are talked about

Competitions successfully stimulate interest around Pizza Express

‘ The food always takes too long to arrive when I go to Pizza Express ’

‘ I’m loving the Create A Pizza challenge! ’

Pizza Express: % buzz prompted by competition vs. unprompted

About the campaign

Brand Pizza Express

Campaign Facebook CompetitionsPremise Famed for bringing pizzas to the

UKApproach Pizza Express ran a “Create A

Pizza” challenge, with a cash prize for the recipe that wins the public vote



http://wave.wavemetrix.com/content/pizza-express-use-social-media-engage-consumers-competitions-promotions-and-news-about-00622






6. Some brands begin to successfully monetise social media




‘ G2 and SD60 the best deals in my opinion... ’

Key takeaways

By providing exclusive content and offers for their Facebook fans, Panasonic encourage their following to grow

Over 50% of consumers have already purchased or are considering purchasing, driven by the integrated Facebook store

Panasonic combine exclusive offers and Facebook store to stimulate purchase consideration

About the campaign

Brand Panasonic

Campaign Exclusive Facebook storePremise Become a fan & get access to

exclusive contentApproach Exclusive reductions and offers offered

to Facebook fans, combined with a store integrated into their Facebook page


‘ It’s great that these offers are available – I’ll probably be using it ’

‘ Wish these offers were available in the UK as well ’

Panasonic: % buzz by topic


http://wave.wavemetrix.com/content/panasonic-encourage-purchase-intent-facebook-black-friday-deals-00657






Appendix: about WaveMetrix




We work with many of the world’s leading brands

Our analysts can read, interpret and classify every customer comment, in any language from any social media

WaveMetrix is the global leader in buzz research

• We are the only major social media monitoring company to not just capture buzz, but actually read it

• Our analysts can read, interpret and classify every customer comment, in any language from any social media

• We work with many of the world’s leading brands

• Our clients choose us because we don’t just measure buzz, we help them understand and act on it




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