Sennheiser Social Intelligence

Sennheiser Social Intelligence

November 2012

Disclaimer: This study is provided to the public as a showcase of NetBase Social Intelligence and was not requested, commissioned, nor endorsed by any of the companies mentioned.

| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.2

Overview

This study analyzes consumer perception of Sennheiser

Source data:

Social Media - content generated by consumers (twitter, Facebook, blogs, etc.)One year of history, updated with high frequency, cleansed for spamRepresentative sampling employed when necessary (95% confidence level)

Methodology:

Social Web 360°Analysis – In-depth look into the market through the following lenses:

Lens Example

Product Sennheiser

Category Headphones

Competition Beat by DRE; Plantronics; Skullcandy etc

Brand Sennheiser

Attributes Durability; Cost; Sound Quality etc.

Consumer @SennheiserUS


360°View of Sennheiser on the Social Web

Social Web 360°


Sennheiser’s Sentiment Solid Like a Rock

Insight

Sennheiser’s Net Sentiment has held fairly steady at

about 56% over the last 12 months.

The buzz and the sentiment has been steady over

the last 12 months with no significant highs and lows.

Potential Actions

Measure brand equity using Net Sentiment.

Use Net Sentiment as an early warning system for

future crises.


Love the Sennheiser Sound!

Potential Actions

Insight

What people like the most about

Sennheiser is its sound quality.

People like Sennheiser especially for the

headphones they manufacture.

Design campaigns specifically promoting

the excellent sound quality of headphones.

Do campaigns with leading music bands /

singers to promote the benefits of listening

music using high quality headphones.

Use NetBase to track and promote to the

competition’s customers who don’t like the

sound quality of their headphones.

It is a case of "you get what you pay for". Sennheiser makes awesome equipment. This headset mic produces professional audio quality and it works over USB. - davidrisley.com

It is a case of "you get what you pay for". Sennheiser makes awesome equipment. This headset mic produces professional audio quality and it works over USB. - davidrisley.com

Sennheiser9;s sound quality is by far better than plantronics in my experience. They focus primarily on audio reproduction quality.- webhostingtalk.com

Sennheiser9;s sound quality is by far better than plantronics in my experience. They focus primarily on audio reproduction quality.- webhostingtalk.com


You Get What You Pay For

Potential Actions

Insight

Though people like the sound quality

of Sennheiser headphones a lot, they

find them to be too expensive.

People also find Sennheiser

headphones to be lacking in detail

and clarity.

Research why people find Sennheiser

to be expensive and overpriced

compared to competition.

Promote the sound quality people get

by spending more compared to

competition to counter pricing issues. Overall, the detailing of the Sonys is very good but not very aggressive, which allows the earphone to remain extremely refined and liquid. The overall refinement is especially obvious next to a lesser dynamic such as the Sennheiser IE7, which lacks clarity and detail compared to the EX1000 and loses out by a fair margin in overall realism. Only in comparison to the 6-driver, custom-molded, hugely expensive UM Miracle does the EX1000 start to sound a little thin and lacking in note articulation.- head-fi.org

Overall, the detailing of the Sonys is very good but not very aggressive, which allows the earphone to remain extremely refined and liquid. The overall refinement is especially obvious next to a lesser dynamic such as the Sennheiser IE7, which lacks clarity and detail compared to the EX1000 and loses out by a fair margin in overall realism. Only in comparison to the 6-driver, custom-molded, hugely expensive UM Miracle does the EX1000 start to sound a little thin and lacking in note articulation.- head-fi.org

V-moda M-80s are excellent. The Sennheiser HD598 are good too, but more expensive. - overclockers.comV-moda M-80s are excellent. The Sennheiser HD598 are good too, but more expensive. - overclockers.com


Good to Buy! Great to Use!

Potential Actions

Insight

Theme clouds on the right show the

behavior and emotions of consumers

using Sennheiser headphones.

Consumers find them to be a good buy

and find them great to use to listen to

music.

Promote Sennheiser as a product using

which “you can listen to your favorite

music in the best possible way”.

Associate the brand with big music

studios and rock shows to create that

link.



Social Web 360°


Beats by DRE Dwarfs Sennheiser in Headphones Category

Potential Actions

Insight

Beats by DRE is the most common brand

mentioned along with the term headphones.

Sennheiser has a very small share.

People also tend to associate headphones a

lot with iPhones; iPods and Apple.

Research why consumers mention Beats by

DRE the most while thinking of headphones.

Build a promotion around exceptional

experience people can get by using

Sennheiser headphones with iPhone/ iPod.


Insight

Big Demand for Headphones

Potential Actions

There were 800K+ mentions in the

last year for wanting/needing/etc.

headphones.

Demand seems cyclical with highs

mid-week.

A few reasons why people might want

new headphones: not loud enough,

they break, and tangled wires.

Come up with a better headphone that

has the right level of “loud”.

Tweet back at these 800,000 people

to engage in social selling.

Demand peaks mid-week

800,000+ mentions


Big Demand for Headphones – But Why?

Potential Actions

Insight

Here is an analysis of why people

want headphones (top right).

The biggest reason people say they

want headphones is to replace

existing headphones.

This could indicate quality problems

with existing headphones.

Research the linkage between

replacement and durability.

Understand the core of the problem –

whether there are issues with

headphone wires; body; speakers etc.


Headphone Durability Is a Big Issue

Insight

Potential Actions

People find headphones to be less durable

and easily breakable.

Out of all the attributes like Sound quality,

design, cost etc; durability is the most disliked

attribute for headphones.

Come up with a better quality of headphones

which do not break easily and promote them

to the competition’s detractors.

My new #Nocs headphones are broken. I'm devastated, sound quality was awesome, but just 7 days old and one of the heads has broken off- twitter.com

My new #Nocs headphones are broken. I'm devastated, sound quality was awesome, but just 7 days old and one of the heads has broken off- twitter.com

eadphones are broken again... I go through too many of these[headphones]. - twitter.com

eadphones are broken again... I go through too many of these[headphones]. - twitter.com



Social Web 360°


People Like Sennheiser! Make them Love it!

Potential Actions

Insight

Beats by DRE has the maximum

share of buzz and people like it

somewhat also.

Sennheiser has created some buzz

and is also liked.

Plantronics is the most loved brand

in headphones category

Track these competitors on NetBase.

Aim to match the buzz created by the

Beats by DRE.

Surface drivers of positive sentiment

towards Plantronics as its really loved.

Research drivers of sentiment toward

all of these brands.


low Sample Study – Skullcandy..

Potential Actions

Insight

The graphs on the right show the positive and

negative themes for Skullcandy headphones

People really like the sound quality of

Skullcandy headphones.

The product quality is the biggest negative

theme as people do not find them durable.

Look at improving the quality of Sennheiser

headphones so that consumers perceive them

to be the most durable headphones.

Compare Skullcandy and competitors in terms

of sound quality.



Social Web 360°


Sennheiser: Association with its Product Range!

Potential Actions

Insight

Line thickness measures how much

one this is co-mentioned with another.

Sennheiser has the strongest

association with headphones (26%).

Although Sennheiser also

manufactures conference systems, the

association is very weak.

Compare association of competition

brands with their products.

Set association goals for this year’s

campaigns to build stronger relations

with weak connections.


Building Brand Equity through Corporate Social Marketing

Potential Actions

Insight

With the prevalence of teens listening

portable music devices at high volume

levels, hearing loss is a possible risk.

Sennheiser has joined hands with the House

Research Institute, a non-profit organization,

to raise awareness of this issue.

But there is a very weak association (0.73%)

of Sennheiser to this important cause in

social media.

Increasing awareness of this partnership

may increase parents’ likelihood to buy

Sennheiser brand for their kids.

Choose other social causes that

complement strategic interests and measure

efforts to build brand affinity with linkage

analysis.



Social Web 360°


Brand Positioning ≈ Brand Perception

Potential Actions

Insight

Sennheiser is positioned primarily as a brand for

providing the “True Sound”.

In line with it’s positioning, consumers do talk a lot

about this attribute but merely like it for this.

Consumers also like the design of Sennheiser

headphones but dislike the durability aspect.

Research why people are not loving the sound

quality of Sennheiser headphones.

Using NetBase, study competing brands on the

sound quality aspect and find improvement areas.

so ran over to bestbuy... found the sennheiser hd4399;s sound pretty nice and comfortable on the head... liked the slightly more expensive sennheisers sound but they pinched after just a min or so- grassrootsmotorsports.com

so ran over to bestbuy... found the sennheiser hd4399;s sound pretty nice and comfortable on the head... liked the slightly more expensive sennheisers sound but they pinched after just a min or so- grassrootsmotorsports.com

I already have wireless headphones from Radio Shack and that set is light weight with good sound. These Sennheiser's have good sound quality, but weigh about three times as much. I had hoped to get one set of headphones that combined what my other two sets already do. - amazon.com

I already have wireless headphones from Radio Shack and that set is light weight with good sound. These Sennheiser's have good sound quality, but weigh about three times as much. I had hoped to get one set of headphones that combined what my other two sets already do. - amazon.com


Plantronics is the One to Beat on Sound Quality!

Potential Actions

Insight

Consumers love the Sound Quality of

Plantronics headphones.

Sennheiser’s sound quality is merely

liked by people.

Research the reasons why people love

Plantronics sound quality.

Match the buzz created by Beats by

Dre .

Create more positive buzz by

associating with the top selling music

albums of the year. And for the few times I did get the H390 to work, I have a little bit to compare against ... the Plantronics sound is WAY better. Highly recommend it!!! - forums.logitech.com

And for the few times I did get the H390 to work, I have a little bit to compare against ... the Plantronics sound is WAY better. Highly recommend it!!! - forums.logitech.com

Plantronics Voyager Pro is the best headset around. The sound quality and noise reduction are perfect. - customerservicescoreboard.com

Plantronics Voyager Pro is the best headset around. The sound quality and noise reduction are perfect. - customerservicescoreboard.com


Which Brand is Most Durable?

Insight

Potential Actions

Of all the studied brands; consumers only like

Plantronics for its durability attribute

somewhat.

All other brands including Sennheiser are

majorly disliked.

Come up with a better quality of headphones

which do not break easily and promote them

to the competition customers.

Research the durability aspects of Plantronics

and implement changes in Sennheiser

product quality.

They are used by enterprises around the world and sold in the amount of companies looking for the best in hands-free technology. The plantronics headsets are highly compatible, durable and affordable headsets. Company provides best plantronics headsets to its clients worldwide cost effectively- small-business.ezinemark.com.

They are used by enterprises around the world and sold in the amount of companies looking for the best in hands-free technology. The plantronics headsets are highly compatible, durable and affordable headsets. Company provides best plantronics headsets to its clients worldwide cost effectively- small-business.ezinemark.com.



Social Web 360°


Where to Find People Talking About Sennheiser

Insight

Most conversation about Sennheiser comes from

Twitter, and Head-Fi.org

USA (55%), United Kingdom (16%) and Canada (4%)

have the highest percentage of people conversing about

Sennheiser internationally.

Within US, California (17%), Texas (9%) and New York

(7%) have the highest percentage of people conversing

about Sennheiser.

Potential Actions

Concentrate on building ambassadors on Twitter.

Id your promoters in underserved regions and ask them

what local events to sponsor.


Why so Negative in Iowa!

Insight

Sennheiser is talked most positively in WY,

AL, MT and NE.

Consumers have a somewhat positive to

neutral sentiment about Sennheiser in CA,

TX and NY.

But net sentiment in IA is highly negative.

Potential Actions

Research improving Net Sentiment in IA,

which is among the lowest.

Use best practices from WY, AL, MT

where Net Sentiment is highly positive.

Research converting the Net Sentiment

in CA, TX and NY to highly positive as

there is maximum buzz here.

Sennheiser Net Sentiment Across United States


Sennheiser Top Advocates!

Potential Actions

Insight

Using NetBase, the top Sennheiser

advocates by Klout scores can be

seen (top-right).

Top 3 advocates: Engadget

(@engadget); AOL (@aol) and

TechRadar (@techradar).

Build partnerships with these

advocates to create more positive

buzz around Sennheiser.

Promote special offers for followers of

the top advocates of Sennheiser.


Insight & Opportunity Summary

Though Sennheiser is positioned as a brand for providing “True Sound”, it is merely liked for sound quality

Sennheiser considered expensive

People find all brands to be less durable and easily breakable

Beats by DRE has the largest share of voice

Plantronics is the most loved and people love its sound quality

Over 800,000 people per year tweet that they want headphones

Top opportunities:

• Take the lead in improving the durability

• Research the reasons why people love Plantronics sound quality

• “Social Selling” to people who tweet that they want headphones

• Build partnerships with top advocates of Sennheiser to create more positive buzz and push up the sentiment

Business

Sennheiser Social Intelligence