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PRESENTACIÓN JULIO 2014
Special ReportTop 10 Luxury Brands on
Social Media
February 2015
Target
The purpose of this report is to compare the global social media profiles of the 10 most successful Luxury Brands regarding their turnover volume. The report aims to analyse and identify their strategies and actions regarding social media.
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Analysed Luxury Brands
Top 10 KPIs in the Luxury Brands - February 2015
Industry Unique
Audience:20,643,551
Average # of Posts:
48
Average Engagement Rate (ER) per
Post:788
Industry Unique
Audience:874,203
Average # of Posts:
4
Average Engagement Rate (ER) per
Post:148,458
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Industry Unique
Audience:93,864,605
Average # of Posts:
17
Average Engagement Rate (ER) per
Post:6,861
Top 10 Luxury Brands - Benchmark:Source Alianzo Analytics
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Facebook is the most important social network for the Luxury Marketers
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AUDIENCE
● Luxury Industry brings together more than 93.8 million of unique users (among the top 10 brands). THERE IS SOME BUSINESS HERE!
● Louis Vuitton, Gucci, Dior and Chanel gather 68% of the audience, making a big gap with respect to the other leading brands. THE FANTASTIC FOUR!
● There are brands such as Gucci and Prada that have a 6.8% duplicity audience (6,382,793 users).
CONTENT
● Luxury Brands are active on their profiles, with an average of almost 17 post/month. LESS THAN ONE POST PER DAY!● Ralph Lauren stands out as the most active brand with almost 2 times higher (33 posts/month) published content than the
average. Prada and Tiffany are also working hard on their activity on Facebook. WELL DONE!● Luxury Brands content strategy is: TEXT + PHOTO + LINK . Many of them use customized hashtags.● In general, these brands post about: photos of their product campaigns and events (catwalks and models).
ENGAGEMENT
● The average industry engagement is 100,819 interactions per month. This is the number of interactions that users make per month.
● Tiffany has almost 3 times more engagement than the average industry. TRIPLES THE AVERAGE!
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● The main countries for the two leading brands (Louis Vuitton and Gucci) are The United States and Mexico. Italy and France also stand out.
● The average fan is an American woman.● Louis Vuitton talks about: their products, videos of their campaigns and photos of celebrities in events.● Gucci talks about: videos of events, photos of their products and trying to sell online.
The United States and Mexico are the countries where the main audience is
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Videos and photos of products achieve the best result of engagement
1. Dior (189,617 interactions) 3. Gucci (53,433 interactions)
4. Chanel (46,742 interactions)
2. Louis Vuitton (113,307 interactions)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
9
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Luxury Brands on Facebook – February 2015
1º
2º
3º
Top 10 Luxury Brands - Benchmark: Source Alianzo Analytics
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Twitter is the social network where Luxury Brands are more active
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● Rolex and Hermès do not have a global profile on Twitter.
AUDIENCE
● The Top 10 Luxury Brands have a unique audience of 20,643,551 unique users.● Chanel, Dior and Louis Vuitton bring together a 70% of the audience, concentrating almost three quarters of
the market. THEY RULE THIS SOCIAL NETWORK!
CONTENT
● The average content that Luxury Brands post are almost 48 tweets per month. ● Prada is the most active brand with 116 tweets/month. ALMOST 4 TWEETS PER DAY● Luxury Brands talk about: Facebook content, retweet of positive content about the brand, photos and
videos of fashion catwalks (events).
ENGAGEMENT
● The average engagement generated per month in this industry is 23,030 interactions/month. ● Tiffany has the highest engagement per month (38,295 interactions/month), although they are not the ones
who tweet the most (Prada). AWESOME WORK TIFFANY!
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Photos of products and events get the best engagement result
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1. Louis Vutton(14,133 interactions)
3. Prada (2,530 interactions)
4. Ralph Lauren (2,390 interactions)
2. Dior (9,205 interactions)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
13
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Luxury Brands on Twitter – February 2015
1º
2º
3º
Top 10 Luxury Brands - Benchmark: Source Alianzo Analytics
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Youtube generates the highest engagement on the Luxury Industry
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AUDIENCE
● The unique audience that the Top 10 Luxury Brands in the Luxury Industry reach are 874,203 unique users. ● Chanel and Dior are the brands that bring together the biggest audience with a 54% of the total market.
MORE THAN HALF OF THE YOUTUBE AUDIENCE!
CONTENT
● The total average content generated per month on YouTube are 4 videos. NICE AVERAGE!● The brands that upload more videos are Dior, with 15 videos. ● Their video content includes: spots and fashion events.
ENGAGEMENT
● The average content engagement is 1,047,598 interactions per month. This data indicates interactions made by users with content posted by Luxury Brands. AMAZING ENGAGEMENT!
● Dior gets the highest engagement with 4,887,208 interactions per month. GREAT JOB DIOR!
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Spots in a way of films were the most viewed video
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1. Dior (2,437,872 views) 2. Louis Vuitton (88,356 views)
3. Chanel (1,233,691 views) 4. Gucci (163,103 views)
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AUDIENCE
INTERACTIONS /MONTH
INTERACTIONS / CONTENT
17
1º
2º
3º
CONTENT
ENGAGEMENT
1º
2º
3º
1º
2º
3º
Top 3 Luxury Brands on Youtube – February 2015
1º
2º
3º
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● Luxury Industry brings together more than 93.8 million of potential buyers .● Louis Vuitton, Gucci, Dior and Chanel gather 68% of the audience, making a big gap with respect to the other
leading brands.● Luxury Brands generate little content on their profiles, with an average of less than 1 post per day. ● There are brands such as Gucci and Prada that have a 6.8% duplicity audience (6,382,793 users).
● Twitter is the social network where Luxury Brands publish the most. Prada is the most active company, publishing content2.4 times higher than the average .
● In this case, being the most popular brand (Chanel) does not mean being the one with the best engagement (Louis Vutton).
● Luxury Brands talk about: facebook content, retweet of positive content about the brand, photos and videos of fashion catwalks (events).
● Youtube generates the best engagement in the Luxury Industry.● Dior was the one that more videos uploaded (15 videos) and the one who achieved the best engagement result.● The main published content includes: movie-style spots and fashion events.
Conclusions
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GOOD PRACTICES
Instagram, Pinterest and Google+ are used by Luxury Brands in their social media strategy.
Luxury Brands post lots of videos on Facebook. This action generates great engagement. Also brands such as Chanel, use Vine (short videos) on Twitter.
Luxury Brands post photos and videos of the events where they are promoting themselves.
Ralph Lauren has a great video strategy on YouTube. This brand mixes funny situations and style.
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BAD PRACTICES
Rolex and Hermès do not have a global profile on Twitter.
There are brands such as Hermès, Chanel, Tiffany, Gucci that do not use customized hashtags on their Facebook posts. Remember that hashtags generate memories.
Mistery Shopper: Luxury Brands have to improve their customer care. They should bother replying all the enquiries or questions as soon as possible, because a user could be forever your customer if taken care of.
*Mistery Shopper: We have analysed the degree of real interaction between Beauty Companies and their customers/followers. We have used real profiles on various social networks.
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METHODOLOGY
Analysed Period: From 02/02/2015 to 03/02/2015 (1 month)
CriteriaThe analysed profiles have been those that have a global appearance (they do not refer to a specific country) and whose main language is English, although sometimes it is not the main language.
Sources- http://www.therichest.com/expensive-lifestyle/fashion/10-most-powerful-luxury-fashion-brands-in-the-world/?view=all- http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=334&year=866- http://www.forbes.com/pictures/fkmm45fghl/the-luxury-brands-that-bring-home-the-bling/- www.alianzo.com
● 'Alianzo Rank'● 'Alianzo Analytics'
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