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