Ralph Lauren - social media brand audit report
Transcript of Ralph Lauren - social media brand audit report
Brand Audit for Ralph LaurenSocial media analysis of Ralph Lauren by VOZIQ
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� Social media analysis overview
� Business Intelligence Opportunity with Social Media
� How companies use social media?
� VOZIQ social media analytics solution
� Solution objective
� Key findings
� Detailed findings
� Contact VOZIQ
Contents
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Business Intelligence Opportunity with Social Media
Let me go through the
reviews in various news
articles.
I wonder what famous
personalities and other
experts have to say
about this brand!
That TV commercial was so
cool! I wonder if it is
available on the net
Let me listen to other
people’s experience
and ask my doubts
about this product in
the forum.
Let my friends know
what a wonderful
experience I am having
using this product.
Let me review this
product for others
and let them know
the pros and cons in
my blog.
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� Social media analysis overview
� Business Intelligence Opportunity with Social Media
� How companies use social media?
� VOZIQ social media analytics solution
� Solution objective
� Key findings
� Detailed findings
� Contact VOZIQ
Contents
5Source: Altimeter Report. A Framework for Social Analytics : Including Six Use Cases for Social Media Measurement, August 10, 2011
How Companies Use Social Media
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� Social media analysis overview
� Business Intelligence Opportunity with Social Media
� How companies use social media?
� VOZIQ social media analytics solution
� Solution objective
� Key findings
� Detailed findings
� Contact VOZIQ
Contents
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Gather Social Media
Data
Uncover Actionable
Insights
Improve Business
Performance
VOZIQ Social Media Analytics Solution
� VOZIQ automatically aggregates social media content related to your products
� Quantitative, actionable information is uncovered from those qualitative postings
� Businesses leverage these voice of customer insights to improve performance
� VOZIQ automatically aggregates social media content related to your products
� Quantitative, actionable information is uncovered from those qualitative postings
� Businesses leverage these voice of customer insights to improve performance
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VOZIQ Social Media Analytics Solution
The Social Web
• Customer discussions from Facebook, Twitter, Blogs, News, Comments
• Discussions about your products & services (and your competition's)
VOZIQ Platform
• Automatically harvests persistent database of content
• Automated analysis and measurements per your configuration
• End user insights, alerts, reports
Your Business
Processes
• Integrate with your business processes
• Improve marketing effectiveness, sales performance,
customer loyalty & much more
Realize value throughout your enterprise by integrating this valuable data and analysis
with your key business processes from marketing, sales and service to improve
business performance
Realize value throughout your enterprise by integrating this valuable data and analysis
with your key business processes from marketing, sales and service to improve
business performance
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How VOZIQ Works
� Brand Protection
� Customer Loyalty
� Effective Marketing
& Lead Generation
VOZIQ Engine
Sentiment
Analysis
Automatic
Categorization
Frequent
Topics
Influencer
Identification
Competitive
Intelligence
Media Share &
Key Websites
Your Business + Competitors + Customers + Prospects
Product
Development
Sales
Customer
Service
Marketing
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2
3
Reporting &
Analysis Platform
Measurable Results
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VOZIQ Solution Stack
VOZIQ
Solution Stack
Ralph Lauren: Social Media Analysis
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� Social media analysis overview
� Solution objective
� Key findings
� Detailed findings
� Contact VOZIQ
Contents
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Solution objective
� Measure social media buzz trends for Ralph Lauren
� Identify the main brand attributes discussed on social media
� Identify the top sources / authors contributing to social media by brand attributes
� Analyze the sentiments associated with mentions of Ralph Lauren
� Extract the top themes emerging from social media discussions of Ralph Lauren
� Analyze competitor performance and set benchmarks
� Profile top tweeters of Ralph Lauren
� Qualitatively analyze the reasons for admiring and criticizing Ralph Lauren
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VOZIQ Brand Assessment Approach
Brand BuzzOverall mentions for Ralph Lauren
Brand BuzzOverall mentions for Ralph Lauren
Positive SentimentMentions with negative sentiment
Positive SentimentMentions with negative sentiment
Negative SentimentMentions with negative sentiment
Negative SentimentMentions with negative sentiment
Men’s clothingMentions about men’s and boys
clothing line
Men’s clothingMentions about men’s and boys
clothing line
Women’s clothingMentions about women’s and girls
clothing line
Women’s clothingMentions about women’s and girls
clothing line
PricingMentions about pricing of products
PricingMentions about pricing of products
OffersMentions about special offers and
reward schemes
OffersMentions about special offers and
reward schemes
QualityMentions about quality of products
QualityMentions about quality of products
Customer ServiceMentions about customer service and
support
Customer ServiceMentions about customer service and
support
Online shoppingMentions related to online shopping
Online shoppingMentions related to online shopping
Overall
Bra
nd
Overall
Bra
nd
Strategic
Pro
du
cts &
Att
rib
ute
s
Strategic
Pro
du
cts &
Att
rib
ute
s
Value-add
Se
rv
ice
s
Value-add
Se
rv
ice
sComprehensive assessment of Brand, Products and Services
to identify improvement opportunities
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� Social media analysis overview
� Solution objective
� Key findings
� Detailed findings
� Contact VOZIQ
Contents
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Jul y
2012
Aug
2012
Sept
2012
Oct
2012
Nov
2012
Dec
2012
249,985
66%
34%
30%
9%
18%
15%
2%
1%
7%
VOZIQ Brand Assessment Dashboard
Brand Buzz
Positive Sentiment
Negative Sentiment
Men’s clothing
Women’s clothing
Pricing
Offers
Quality
Customer Service
Online shopping
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Key findings
� Conversation levels were fairly constant across the reporting period from June 16 – July 20, 2012
� Top attribute discussed on social media for Ralph Lauren was its men’s clothing line (30% of total mentions)
� More than half of total mentions were from Twitter
� Two-thirds of mentions associated with Ralph Lauren were Positive in nature
� Top positive theme emerging from discussions of Ralph Lauren was ‘Polo designer shirts’ and the top negative theme was ‘Controversial uniform’
� Top competitors in terms of social media mentions were ‘H&M’ and ‘Calvin Klein’
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� Social media analysis overview
� Solution objective
� Key findings
� Detailed findings
� Contact VOZIQ
Contents
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Ralph Lauren daily mentions distribution
0
5,000
10,000
15,000
20,000
25,000
16-Jun
17-Jun
18-Jun
19-Jun
20-Jun
21-Jun
22-Jun
23-Jun
24-Jun
25-Jun
26-Jun
27-Jun
28-Jun
29-Jun
30-Jun
01-Jul
02-Jul
03-Jul
04-Jul
05-Jul
06-Jul
07-Jul
08-Jul
09-Jul
10-Jul
11-Jul
12-Jul
13-Jul
14-Jul
15-Jul
16-Jul
17-Jul
18-Jul
19-Jul
20-Jul
# o
f m
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tio
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Social Media Mentions TrendJuly 12 (Controversy
over USA Olympic
team uniform)
� Conversation levels were fairly constant across the reporting period from June 16 – July 20,
2012
� Highest peak for daily mentions was observed on July 12, 2012 which corresponded to the
controversy over US Olympic team uniforms being manufactured in China
� Conversation levels were fairly constant across the reporting period from June 16 – July 20,
2012
� Highest peak for daily mentions was observed on July 12, 2012 which corresponded to the
controversy over US Olympic team uniforms being manufactured in China
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Ralph Lauren day wise mentions distribution
16%
11%
14%
17%
14%15%
14%
0%
5%
10%
15%
20%
25%
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
% o
f m
en
tio
ns
Social Media Mentions by weekday
� Social media mentions for Ralph Lauren were fairly well distributed across different week
days
� Social media mentions for Ralph Lauren were fairly well distributed across different week
days
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Mentions for attributes of Ralph Lauren
8%
1% 1%
4%
30%
3%15%
7%
18%
2%3%
9%
Boys Catalog Customer Service Girls
Men News Offers Online shopping
Pricing Quality Website Women
� Maximum mentions for Ralph Lauren on social media among different attributes was for
Men’s clothing and lifestyle products
� Top 3 attributes creating social media buzz about Ralph Lauren are Men’s clothing (30%),
Pricing (18%) and Offers (15%)
� Maximum mentions for Ralph Lauren on social media among different attributes was for
Men’s clothing and lifestyle products
� Top 3 attributes creating social media buzz about Ralph Lauren are Men’s clothing (30%),
Pricing (18%) and Offers (15%)
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Top sources for social media mentions
55%
39%31%
51%
23%
17%20%
19%
12%
33%
26%
10%
2% 1%
2%3%
8% 10%21% 18%
0%
25%
50%
75%
100%
Total Men Pricing Offers
% o
f M
en
tio
ns
Sources for mentions
News
Comments
Blogs
� Overall, Twitter is the dominant source for creating more than half of social media buzz for
Ralph Lauren
� One-third of mentions relating to Men’s clothing are from blogs or non-social media
websites
� Overall, Twitter is the dominant source for creating more than half of social media buzz for
Ralph Lauren
� One-third of mentions relating to Men’s clothing are from blogs or non-social media
websites
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Sentiment distribution detail for Ralph Lauren
66%
34%
0%
25%
50%
75%
100%
Total Mentions
Negative Positive-70%
-50%
-40%
-38%
-37%
-35%
-32%
-31%
-24%
-19%
-16%
-12%
30%
50%
60%
63%
63%
65%
68%
69%
76%
81%
84%
88%
-100% -50% 0% 50% 100%
Sentiment %
Catalog
Online shopping
Offers
Pricing
Men
Website
Quality
Girls
Customer Service
Boys
Women
News
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Overall themes
Overall Top themes
“ralph lauren is really going
out of their way to show
theyre not in the baby buying
business"
@ princess_megsz
“Need to know how to tell a
fake Polo Ralph Lauren from a
real one? Fakes are all around
us and in a world where fakes
seem to be more in supply
than the real deal ...”
www.mademan.com
“Ralph Lauren white tee this
aint american apparel”
@ FrenchRontana
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Overall themes by sentiment
Ralph Lauren is far too expensive. Sorry Im not
paying $80 for a shirt that is worth $30.
Designer Ralph Lauren already has infuriated
members of Congress by offshoring the U.S.
teams uniforms to China. Now he has caused
more head-scratching by including a classically
French beret in the U.S. look reminiscent of the
Roots berets
@TddyRoosevelt yes Ralph Lauren has great
colors that look well on dark skin men but that
Gucci pattern just doesnt look good to me
@_megscott gotta love the Ralph Lauren outlet!
Positive themes
Negative themes
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Top tweeters of Ralph Lauren by number of followers
User Followers Account TypeNumber
of Tweets
@BreakingNews 4,367,397 Breaking news alerts around the world from hundreds of sources 1
@InStyle 2,210,434 Tweets all the fashion, beauty and celebrity buzz 1
@nprscottsimon 1,230,359 Host of NPR's Weekend Edition Saturday 1
@CNBC 852,877 The Official CNBC Twitter Page 1
@JStaffz 513,211 Music Producer 1
@missfree 397,486 Accomplished media personality, television producer and philanthropist 1
@AdaDiskon 379,360 Online Media and Community for trusted shopping in Indonesia 4
US Olympic designer Ralph
Lauren says future uniforms to
be produced in US starting with
2014 Winter Games - @AP
http://t.co/iPmzs6sv
@BreakingNews
Were obsessed with this Ralph
Lauren Modern Art Deco cuff!
http://ow.ly/bEVj6
@InStyle
Denim & Supply Ralph Lauren
unveiled their fall ad campaign
featuring Grammy nominated DJ
Avicii shot by Mark Seliger:
http://t.co/tsPo2kjJ
@nprscottsimon
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Top tweeters of Ralph Lauren by number of tweets
User Followers Account TypeNumber
of Tweets
@sandysgingham 1,062Handmade items from Designer Fabrics! Ralph Lauren, Laura Ashley, Tommy
Hilifger, Calvin Klein and more...251
@ishopdesigner4u 168 Designer dress advisor 103
@Roseleekq2 188 Find the best US prices tour master heated gear, cowboy boots made in USA 84
@Sonjabp6 129 Selling most comfortable sandals for men 70
@Carleexh20 197Selling white snow boots with fur, salsa dance skirt, discount men’s ski jackets,
rocky boots sale68
Check out this great item: 2
Custom BOUDOIR Shams Ralph
LAUREN Fabric HOME LAKE 300
Thread Count
http://t.co/YpBkYBJY
@sandysgingham
EUC Lauren Ralph Lauren Black
& White Striped Short Sleeve
Crew Neck Shirt Large
http://t.co/U1HWt3y3
Best Price for Polo by Ralph
Lauren Quinta II Boot
(Toddler/Little Kid/Big Kid)
Brandy 5 M US Big...
http://t.co/YfiiMV2o
@ishopdesigner4u @Roseleekq2
Competitors Social Media Analysis
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Ralph Lauren
• Revenue: US$ 4.97 billion
• Employee count: 19,000
Hugo Boss
• Revenue: US$ 1.73 billion
• Employee count: 9,940
H & M
• Revenue: US$ 126.97 billion
• Employee count: 59.440
Calvin Klein
• Revenue: US$ 1.1 billion
• Employee count: 1,200
Ralph Lauren and Competitors
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Competitor analysis
43%
9%
27%
22%
0%
25%
50%
75%
100%
% o
f M
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tio
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Calvin Klein
H&M
Hugo Boss
Ralph Lauren
60% 64% 65%
78%
40% 36% 35%
22%
0%
25%
50%
75%
100%
Ralph Lauren Hugo Boss H&M Calvin Klein
Negative
Positive
� Ralph Lauren had highest overall mentions for the moth of July – 2012
� Calvin Klein had the highest proportion (78%) of Positive mentions amongst all competitors
while Ralph Lauren had the least (60%)
� Ralph Lauren had highest overall mentions for the moth of July – 2012
� Calvin Klein had the highest proportion (78%) of Positive mentions amongst all competitors
while Ralph Lauren had the least (60%)
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Strengths from qualitative analysis of mentions
@ ForeignBroadss – RT @SkyHighTy__: `
Wearing USPA Instead Of Ralph Lauren Is Like
Deactivating Your Twitter To Go Back To
Myspace ”
@ ForeignBroadss – RT @SkyHighTy__: `
Wearing USPA Instead Of Ralph Lauren Is Like
Deactivating Your Twitter To Go Back To
Myspace ”
@ash_cot –” RT @kny_beckman: Always a good
day when you can pick up some Polo Ralph
Lauren clothes on a good sale!”
@ash_cot –” RT @kny_beckman: Always a good
day when you can pick up some Polo Ralph
Lauren clothes on a good sale!”
@PiiANOLiiFE – ” Been a while since I went
shopping.. #sheeesh.. Ralph Lauren on my
mind..”
@PiiANOLiiFE – ” Been a while since I went
shopping.. #sheeesh.. Ralph Lauren on my
mind..”
@ F14Tommy – “RT @sistagirl2u: First Lady
Michelle Obama looks royal in this Ralph Lauren
gown; perfectly fit to dine with the Queen”
@ F14Tommy – “RT @sistagirl2u: First Lady
Michelle Obama looks royal in this Ralph Lauren
gown; perfectly fit to dine with the Queen”
“
“
“
“
”
”
”
”
Strengths(mentions on Twitter highlighting positive aspects of Ralph Lauren)
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Weaknesses from qualitative analysis of mentions
@sgordonxoxo – Its official Black people have
ruined the brand of Polo by Ralph Lauren.
#SoSad”
@sgordonxoxo – Its official Black people have
ruined the brand of Polo by Ralph Lauren.
#SoSad”
@what_da_beck – RT @ray_hale: The worst is
the sketchy knock off Ralph Lauren horseman
that says YOLO instead of polo”
@what_da_beck – RT @ray_hale: The worst is
the sketchy knock off Ralph Lauren horseman
that says YOLO instead of polo”
@JetLifeStoned – “I need to go Polo shopping.
Ralph Lauren take so much of my money”
@JetLifeStoned – “I need to go Polo shopping.
Ralph Lauren take so much of my money”
@bobbybnews– “@guypbenson Ralph Lauren
needs to be boycotted in America the uniforms
are a disgrace makes them look like girls. ”
@bobbybnews– “@guypbenson Ralph Lauren
needs to be boycotted in America the uniforms
are a disgrace makes them look like girls. ”
“
“
“
“”
”
”
”
Weaknesses(mentions on Twitter highlighting negative aspects of Ralph Lauren)
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� Social media analysis overview
� Solution objective
� Key findings
� Detailed findings
� Contact VOZIQ
Contents
34
VOZIQ Social Media Analytics Platform
Thank you for your time.
For more information, please contact us at
Thank you for your time.
For more information, please contact us at
VOZIQ (http://voziq.com) provides social media analytics solutions & services to protect brands, improve
marketing & PR effectiveness, generate sales leads & maximize your social media ROI.
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