+ SOCIAL MEDIA PRESENTATION Liza Saracini NICOLE RICHIE Dr. Lenita Davis | MKT 473 – 003 |...
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Transcript of + SOCIAL MEDIA PRESENTATION Liza Saracini NICOLE RICHIE Dr. Lenita Davis | MKT 473 – 003 |...
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SOCIAL MEDIA PRESENTATION
Liza Saracini
NICOLE RICHIE
Dr. Lenita Davis | MKT 473 – 003 | 10/13/14
+EXECUTIVE SUMMARY
Nicole Richie is a celebrity, actress, fashion designer, and reality television star
Current fashion line- House of Harlow 1960
Line includes jewelry, clothing, handbags, shoes, and sunglasses
Research objectives: Determine Richie’s social media status (individually and
through House of Harlow 1960) on various platforms Compare to other lines in her current and potential industries Determine how she can expand and improve her social media
status
+Celebrity Presence on Social Media Research Description
Twitter, Facebook, Instagram- each brand’s personal page, October 2014
www.twittercounter.com - frequency of tweets
www.twitterstats.com - influence of tweets
www.socialblade.com - instagram statistics such as follower and like ratios
+CELEBRITY PRESENCE ON SOCIAL MEDIA
www.twitter.com/nicolerichiewww.twitter.com/candidlynicolewww.twitter.com/hoh1960
+www.twittercounter.com
+www.tweetstats.com
+
+www.socialblade.com
+Recommendations for Social Media Presence
Expand to New Platforms of Social Media
Increase interactions with fans
Better promotion of current brands and projects
+ANALYSIS OF SOCIAL MEDIA CONTENT
Main accounts utilized: Personal- @nicolerichie (twitter and instagram) Brand- @hoh1960 (twitter) and @houseofharlow1960
(intsagram)
+Research Description
Twittercounter.com- July 12, 2014 – October 12, 2014 (last 3 months)
Foller.me- Based on last 100 tweets
Twtrland.com- 2010-2014 @hoh1960, 2009-2014 @nicolerichie
Socialmention.com
Instagram.com (/nicolerichie, /houseofharlow1960)
Twitter.com (/nicolerichie, /hoh1960)
+Topics Tweeted About@NicoleRichie
tone- blunt, honest, “candid,” transparent, mostly positive, sarcastic, funny, consider mostly positive (socialmention.com) topics involve her personal life
Traveling #CandidlyNicole music 15% (promotes her husbands music) fashion 10% Personal thoughts and comments
Ex: Torn between being a role model for my sister, or using her as a designated driver…. #CandidlyNicole
+Topics Tweeted About@hoh1960
considered a top influencer hashtags
#hoh1960, #candidlynicole, #nicoleinNYC, #borntostyle mentions and interactions with
Bloomingdales, Nicole Richie, Vogue, Rolling Stone, Designer Brands
Frequently used words: sunburst cuff, perfect, creative, weekend, sunglasses,
summer, necklace, director, and Nicole Richie influencer for topics- fashion, blogging, styling
+Affect of Tweets
@NicoleRichie
4 million followers, reaches around 40,000 followers per tweet 58% 18-24 years old 20% 25-34 years old
@HouseofHarlow
15.8 thousand followers utilizes mentions about 60% of tweets, 75% use hashtags,
around 30% of her twitter feed are retweets hashtags
#hoh1960, #candidlynicole, #nicoleinNYC, #borntostyle
+Promotional vs Private Life
Similar accounts, mentions between each other
Overlap of some posts
Both accounts use #CandidlyNicole #HouseofHarlow1960
+Promotion
+Products
+Global Reach
@NicoleRichie 58% are from the US 23% Australia 8% from LA
@Hoh1960 59% from USA 15% form NYC
+Recommendations
Opportunities: Aim for higher engagement of magazines, fashion blogs, etc.
HOH accounts have a fraction of followers compared to Personal Account 10% for Instagram Account 0.3% for Twitter Account·
Should focus efforts on getting more loyal followers for brand accounts Continue using overlap between the two accounts Make a promotion for following or retweeting brand accounts
+SOCIAL MEDIA USE BY THE INDUSTRY RESEARCH DESCRIPTION
Sprinklr.com- used to find top social media brands (Burberry and Michael Kors) and what platforms they use (July 2013)
Twitter, Facebook, Instagram- each brand’s personal page, October 2014
Used Mintel to see why social media is relevant to the industry
+SOCIAL MEDIA USE BY THE INDUSTRY
Brand Followers
Following
Tweets Join Date
Burberry (@Burberry)
3.24 Million
187 6,805 June 2009
Michael Kors (@MichaelKors)
2.27 Million
583 6,581 June 2010
Elizabeth and James (@elizandjames)
113 Thousand
587 7,341 April 2009
Tibi (@Tibi) 23.4 Thousand
448 8,072 August 2009
House of Harlow (@HOH1960)
15.8 Thousand
817 2,759 August 2010
****Leading Brands
****Richie’s Brand
TWITTER ANALYSIS
As of October 2014
+SOCIAL MEDIA USE BY THE INDUSTRY
Brand Tweets with #Hashtags
Tweets with Links
Tweets with Media
Burberry (@Burberry)
52% 38% 76%
Michael Kors (@MichaelKors)
85% 50% 44%
Elizabeth and James (@elizandjames)
41% 62% 48%
Tibi (@Tibi) 48% 93% 59%
House of Harlow (@hoh1960)
46% 97% 0%
****Leading Brands
****Richie’s Brand
TWITTER ANALYSIS
As of October 2014
+SOCIAL MEDIA USE BY THE INDUSTRY
Twitter Followers
Following
Tweets Join Date
Nicole Richie @NicoleRichie
4.6 Million
13.5 Thousand
3,796 March 2009
House of Harlow (@hoh1960)
15.8 Thousand
817 2,759 August 2010
ANALYSIS
+SOCIAL MEDIA USE BY THE INDUSTRY
****Leading Brands
****Richie’s Brand
FACEBOOK ANALYSIS
Brand Likes
Burberry 17,693,759
Michael Kors 15,941,029
Elizabeth and James 166,149
Tibi 65,746
House of Harlow 82,249
As of October 2014 83% of women have Facebook (June 2013)
+SOCIAL MEDIA USE BY THE INDUSTRY FACEBOOK ANALYSIS
*Elizabeth and James and Burberry have verified Facebook pages, while House of Harlow 1960 does not
+SOCIAL MEDIA USE BY THE INDUSTRY
****Leading Brands
****Richie’s Brand
INSTAGRAM ANALYSIS
Brand Followers Uploads
@Burberry 2.0M 1316
@MichaelKors 2.9M 1163
Elizabeth and James (@elizandjames)
137K 594
@Tibi 107K 2190
@HouseofHarlow1960 256K 273
As of October 2014
+Social Media Use by the Industry
+Recommendations
@HoH1960 should post more on social media, specifically on Twitter, Instagram, and Facebook
House of Harlow 1960 should use the Instagram platform as more of a “showroom”
Tweets should include images, as well as links to purchase the products
House of Harlow 1960 should create a YouTube page and upload videos from runways an photoshoots
BASED ON ANALYSIS OF SOCIAL MEDIA USE BY THE INDUSTRY
+SOCIAL MEDIA USE IN POTENTIAL INDUSTRIES FOR THE CELEBRITY BRAND
HIGH-END CHILDREN’S CLOTHING LINE Industry Leaders:
Stella McCartney’s Kids Collection and Kardashian Kids
Comparison Strategy
COSMETICSIndustry Leaders:
Marc Jacob’s Beauty Line through Sephora and Tory Burch’s Beauty Line
Comparison Strategy
SOURCES USED: Foller.Me, FollwerWonk, Social Blade, Social Bakers, Topsy,
Facebook, Instagram, YouTube, Twitter
+HIGH-END CHILDREN’S CLOTHING LINE TWITTER ANALYSIS
Twitter StatisticsCELEBRITY FOLLOWERS FOLLOWING
@NicoleRichie 4,602,815 13,526
@HOH1960 15,844 817
@StellaMcCartney 796,130 660
@Stella_Kids 2,399 67
@KardashianKids 90,808 29
Percentage of TweetsCELEBERITY/BRAND RETWEETS @CONTACTS URL TWEETS SOCIAL AUTHORITY
@NicoleRichie 26 7 33 77
@HOH1960 0 3 97 41
@StellaMcCartney 57 0 42 78
@KardashianKids 33 15 45 51
@ToryBurch 15 1 69 65
@MarcBeauty 5 2 89 44
@MarcJacobsIntl 7 2 92 81
+HIGH-END CHILDREN’S CLOTHING BRAND
FACEBOOK ANALYSIS
Nicole Richie House of Harlow 1960
Stella McCartney Stella McCartney Kid Kardashian Kids0
175,000
350,000
525,000
700,000
452,473
82,106
652,664
37,402
469,881
FACEBOOK LIKES
+HIGH-END CHILDREN’S CLOTHING BRAND
INSTAGRAM ANALYSIS
CELEBERITY/BRAND FOLLOWERS
FOLLOWING
MEDIA UPLOADED
Nicole Richie 2,610,080 212 441
House of Harlow 256,650 42 273
Stella McCartney 1,056,102 98 771
Stella_Kids 37,615 27 259
Kardashian Kids 501,270 346 331
+COSMETICS
TWITTER ANALYSIS
Twitter StatisticsCELEBRITY FOLLOWERS FOLLOWING
@NicoleRichie 4,602,815 13,526
@MarcJacobsIntl 1,917,553 1,471
@MarcBeauty 6,759 351
@ToryBurch 328,883 258
+COSMETICS
FACEBOOK ANALYSIS
Nicole Richie Marc Jacobs Beauty
Marc Jacobs International
Tory Burch0
400,000
800,000
1,200,000
1,600,000
2,000,000
452,47380,069
1,561,9311,188,262
FACEBOOK LIKES
+COSMETICS INDUSTRY
INSTAGRAM ANALYSIS
CELEBERITY/BRAND FOLLOWERS
FOLLOWING
MEDIA UPLOADED
Nicole Richie 2,610,080 212 441
Marc Jacobs Beauty 91,627 145 207
Marc Jacobs International 1,575,898 762 975
Tory Burch 594,644 395 673
+CONCLUSION/RECOMMENDATIONS
+REFERENCES
http://www.instagram.com/houseofharlow1960
http://www.twitter.com/hoh1960
http://www.facebook.com/houseofharlow1960
http://fashionista.com/2013/07/exclusive-the-15-most-social-media-savvy-fashion-brands#1
http://www.sprinklr.com/social-scale-blog/best-fashion-brands-in-social-media/
http://www.foller.me.com/hoh1960
http://foller.me.com/burberry
http://foller.me.com/tibi
http://www.foller.me.com/elizabethandjames
http://www.foller.me.com/michaelkors
http://academic.mintel.com/display/653971/?highlight
+REFERENCES
www.twitter.com/candidlynicole
www.twittercounter.com
www.tweetstats.com/graphs/nicolerichie
http://socialblade.com/instagram/user/nicolerichie
http://foller.me.com/stellamccartney
http://foller.me.com/stella_kids
http://foller.me.com/kardashiankids
http://foller.me.com/marcjacobsintl
http://foller.me.com/marcbeauty
http://foller.me.com/toryburch
http://followerwonk.com
+REFERENCES
www.socialblade.com
www.socialbakers.com
www.topsy.com