Baselworld Buzz Report

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Luxury Watch Brands Social Media Buzz Report March 2012 Damian Kunz, Dominic Stöcklin, Jan Sedlacek Picture: www.baselworld.com

description

Social Media buzz report about Baselworld and luxury watch brands.

Transcript of Baselworld Buzz Report

Page 1: Baselworld Buzz Report

Luxury Watch Brands Social Media Buzz Report March 2012

Damian Kunz, Dominic Stöcklin, Jan Sedlacek

Picture: www.baselworld.com

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/ Articles about replica watches, which are spread by spam accounts dominate the overall buzz. The replica watches

are praised in blogs or forums, which is why there is so much buzz within these sources.

/ Rolex is the brand that is most talked about (1’450’557 mentions), followed by TAG Heuer and Omega.

/ With respect to the most mentioned watches, the Breitling Superocean is by far the most popular watch among our

sample of luxury watches (228’726 mentions), followed by Omega Seamaster and Omega Speedmaster.

/ Brand Ambassadors have a lot of buzz (also in conjunction with the watch brands), whereas owners / managers of

watch brands have in general less buzz than the ambassadors (although their buzz is higher in conjunction with the

watch brand than without it).

/ There is a lot of buzz about “Baselworld” (32’468 mentions in the last year), however historically there is no significant

buzz increase about the luxury watch brands during Baselworld.

Management summary

© 2012 Goldbach Interactive

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>> Baselworld

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© 2012 Goldbach Interactive

Baselworld – Overall buzz analysis

⁄ At the beginning of 2012 there are still

significantly more articles about the

2011 fair than the upcoming fair.

⁄ Interestingly, there is a lot more buzz

about watch related topics than specific

brands.

⁄ The buzz distribution across countries

is dominated by the USA with a share

of voice of 20%, followed by Italy

(12%), Germany (12%), Switzerland

(11%) and France (10%).

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© 2012 Goldbach Interactive

Baselworld 2012 – Overall buzz analysis

⁄ Forums are the dominant sources with

39% of the total amount of mentions,

whereas classic online news media has

the lowest share of voice with only 13%.

⁄ There is a strong increase in buzz during

January and February. Throughout the

rest of the year the activity is rather low.

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>> Watch brands overall

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Share of voice – Watch brands in forums and blogs

© 2012 Goldbach Interactive

⁄ Rolex has by far the greatest buzz.

⁄ Tag Heuer is strongly represented in blogs and forums compared to its total share of voice.

⁄ Omega and Breitling also have a lot of buzz with a good proportion of 10% of share of voice.

⁄ Audemars Piguet, Hublot, Patek Philippe, Jaeger-LeCoultre and Breguet don’t have as many

mentions as the other brands.

0% 10% 20% 30% 40% 50% 60%

Breguet

Jaeger-Le Coultre

Patek Philippe

Hublot

Audemars Piguet

IWC

Breitling

Omega

Tag Heuer

Rolex

Forums Blogs Total

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Share of voice – Watch brands on Twitter

© 2012 Goldbach Interactive

0 100000 200000 300000 400000 500000 600000

Breguet

Jaeger-LeCoultre

Patek Philippe

Audemars Piguet

Omega

Breitling

IWC

Hublot

Tag Heuer

Rolex

Tweets

Replies

Retweets

⁄ Rolex has a significant number of tweets, retweets and replies (despite not being very active on its

Twitter account).

⁄ Tag Heuer, Hublot, IWC, Breitling and Omega follow, while other brands such as Audemars Piguet,

Patek Philippe, Jaeger-LeCoultre and Breguet barely have buzz.

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Share of voice – Watches with the most buzz

© 2012 Goldbach Interactive

⁄ With an overall of 414’052 mentions, there has been considerable buzz around selected watches.

⁄ Breitling’s Superocean dominates the buzz (55% share of voice).

⁄ Omega’s Seamaster and Speedmaster come in second (16%), respectively third (11%).

⁄ Breitling’s Superocean is praised in forums for its design, while the buzz around Omega’s

Seamaster is centered around its replicas.

0% 10% 20% 30% 40% 50% 60%

IWC Portuguese

Hublot Big Bang

Tag Heuer Grand Carrera

Rolex Oyster Perpetual

Breitling Navitimer

Omega Speedmaster

Omega Seamaster

Breitling Superocean

Total

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5%

25%

34%

36%

1’450’557 Mentions

News Blogs Twitter Forums

⁄ Forums and Twitter dominate as sources

with 36% and 34% of all mentions.

⁄ Twitter peak:

⁄ August: Phrase in a song about buying a

Rolex is posted repeatedly.

⁄ Blog peak:

⁄ December: Replica Rolex watches are

sold strongly.

⁄ Rolex wordcloud contains a lot of positive

keywords (e.g. “good”, “great”, “quality”) as

well as Daytona model.

Wordcloud

Rolex – Overall buzz analysis

0

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70000

Blogs

Forums

News

Twitter

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TAG Heuer – Overall buzz analysis

© 2012 Goldbach Interactive

4%

55% 23 %

18%

371’166 Mentions

News Blogs Twitter Forums

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Blogs

Forums

News

Twitter

⁄ Blogs are the dominant sources, totaling

55% of all mentions.

⁄ Blog peak:

⁄ January: The different models from TAG

Heuer are introduced within blogs.

⁄ Peaks:

⁄ August: Replica watches that look like

the originals are mentioned.

⁄ Tag Heuer’s wordcloud shows a strong

association to men.

Wordcloud

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Omega – Overall buzz analysis

© 2012 Goldbach Interactive

5%

45%

11%

38%

284’438 Mentions

News Blogs Twitter Forums

⁄ Blogs are the dominant sources, totaling

45% of all mentions.

⁄ Forums and blog peaks:

⁄ December: Advantages of replica

watches are showed.

⁄ Twitter peak:

⁄ November: Buzz about a new Omega

watch.

⁄ Wordcloud highlights Swiss Quality,

Seamaster model and shows competitor

Rolex.

Wordcloud

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Blogs

Forums

News

Twitter

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Breitling – Overall buzz analysis

© 2012 Goldbach Interactive

4%

44%

17%

35%

268’204 Mentions

News Blogs Twitter Forums

⁄ Blogs dominate as the most important

sources, totaling 44% of all mentions.

⁄ Blog and forums peak:

⁄ December: A new replica Breitling watch

is mentioned.

⁄ Twitter and Blog peaks:

⁄ August: User promotes Breitling watches

on Twitter. Replica watches with the

same serial-number as the original are

mentioned in blogs.

⁄ Wordcloud alludes to replica watches and

shows competitor Rolex.

Wordcloud

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Forums

News

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IWC – Overall buzz analysis

© 2012 Goldbach Interactive

6%

32%

21%

41%

211’273 Mentions

News Blogs Twitter Forums

⁄ Forums are the dominant sources with a

proportion of 41%.

⁄ Twitter peak:

⁄ July: Replica watch is promoted.

⁄ News peak:

⁄ Study about social media and luxury

brands in China mentioning IWC.

⁄ Wordcloud shows that people are aware of

Rolex, Omega and several other

competitors of IWC.

Wordcloud

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10000

Blogs

Forums

News

Twitter

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15 © 2012 Goldbach Interactive

6%

62%

12%

20%

102’260 Mentions

News Blogs Twitter Forums

⁄ Blogs are the dominant sources with a

share of 62%.

⁄ Blog peaks:

⁄ June and August: Replica watches are

offered.

⁄ October and November: Discussion

about the elements that define the value

of wristwatches.

⁄ Replica watches and the competitor Rolex

are often mentioned in relation to the brand.

Wordcloud

Audemars Piguet – Overall buzz analysis

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Blogs

Forums

News

Twitter

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6%

35%

40%

19%

139’384 Mentions

News Blogs Twitter Forums

⁄ Twitter is the dominant source, totaling 40%

of all mentions.

⁄ Twitter peak:

⁄ Significant activity through launch and

promotion of a new Hublot.

⁄ Blog peak:

⁄ Replica watches are promoted.

⁄ Rolex, Breitling, Cartier and Omega are

highlighted as competitors in the wordcloud.

Wordcloud

Hublot – Overall buzz analysis

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Blogs

Forums

News

Twitter

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9%

53% 11%

27%

88’485 Mentions

News Blogs Twitter Forums

⁄ Blogs are the dominant sources with 53% of

all mentions.

⁄ Forum peak:

⁄ October: The watch brand is listed and

discussed as one of the top ten

jewelries.

⁄ Blog peaks:

⁄ Replica watches are offered.

⁄ Rolex, as well as Breitling, Cartier and

Omega are highlighted as competitors.

Wordcloud

Patek Philippe – Overall buzz analysis

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Forums

News

Twitter

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14%

47% 13%

26%

56’433 Mentions

News Blogs Twitter Forums

⁄ Blogs are the dominant sources with a

share of 47%.

⁄ Blog peaks:

⁄ March and December: Replica watches

are mentioned.

⁄ News peak:

⁄ October: Jaeger-LeCoultre sponsors the

Venice International Film Festival.

⁄ A lot of mentions show the importance of

the Reverso model.

Wordcloud

Jaeger-LeCoultre – Overall buzz analysis

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Blogs

Forums

News

Twitter

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Breguet – Overall buzz analysis

© 2012 Goldbach Interactive

12%

45%

8%

36%

51’095 Mentions

News Blogs Twitter Forums

⁄ Blogs and forums are the dominant sources

with 45%, respectively 36% of all mentions.

⁄ Blogs and forums peaks:

⁄ December: Replica watches that are

very cheap dominate the buzz.

⁄ News, forums und blogs peak:

⁄ March: Despite the global crisis there is

a high demand for watches.

⁄ Breguet is often mentioned in conjunction

with replica watches.

Wordcloud

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Forums

News

Twitter

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Analysed watch brands – Overview

© 2012 Goldbach Interactive

⁄ Overall there are 2’516’518 mentions about

all the watch brands.

⁄ USA is the country with most of the

mentions. The focus is less on european

countries than it has been with Baselworld.

⁄ The sentiment of all the buzz is 89%

positive.

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>> Owners / managers and ambassadors

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⁄ With a few exceptions, the owners / managers have more mentions in conjunction with the watch

brand than without it.

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Share of voice – Watch brand and owners / managers

© 2012 Goldbach Interactive

102

150

177

274

363

440

469

829

907

944

987

1102

1171

3’109

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Audemars Piguet: Jasmine Audemars

Rolex: Bertrand Gros

Rolex: Gian Riccardo Marini

Patek Philippe: Philippe Stern

Breitling: Ernest Schneider

Patek Philippe: Thierry Stern

Audemars Piguet: Philippe Merk

IWC: Georges A. Kern

Jaeger-LeCoultre: Jérôme Lambert

Breguet: Marc Hayek

Tag Heuer: Jack Heuer

Omega: Stephen Urquhart

Tag Heuer: Jean-Christophe Babin

Hublot: Jean-Claude Biver

Owner /managerwithwatchbrand

Owner /managerwithoutwatchbrand

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Share of voice – Watch brand with ambassador

© 2012 Goldbach Interactive

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312

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631

692

1222

1389

3371

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IWC: Paulo Coelho

Hublot: Usain Bolt

Patek Philippe: Charlie Sheen

Breitling: John Travolta

Jaeger-LeCoultre: Diane Kruger

Tag Heuer: Leonardo DiCaprio

Omega: George Clooney

Rolex: Roger Federer

⁄ The brand ambassadors do have a lot of mentions in relation to the watch brand. This means that

the public strongly associates the ambassador with the respective watch brand.

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⁄ Jean-Claude Biver is the owner / manager with most of the mentions.

Roger Federer is the ambassador that is most mentioned in social media

compared with all the other analyzed ambassadors.

⁄ Compared to the mentions of the ambassadors, the mentions of the

ambassadors alluding to the watch brand are quite limited. The selection of

a highly popular ambassador is therefore very important.

⁄ Generally, few mentions of the owners / managers without the watch brand.

⁄ Increase marketing ROI by strengthening connection of ambassador and

watch brand.

Owners and Ambassadors – Findings

© 2012 Goldbach Interactive

Page 25: Baselworld Buzz Report

• The analysis covers the periods from Feb 2011 to Januar 2012

Time period of the analysis

• The fair Baselworld

• The different watch brands, it’s models, owners and ambassadors

Scope of the analysis

• None

Geographical restrictions

• None

Language restrictions

• Blogs, Forums, Twitter, News, Facebook

Sources

25 © 2012 Goldbach Interactive

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GOLDBACH INTERACTIVE (SWITZERLAND) AG

Mattenstrasse 90, 2503 Biel/Bienne

Seestrasse 39, 8700 Küsnacht

www.goldbachinteractive.ch

Damian Kunz

@damiankunz

+41 (32) 366 01 95

[email protected]

Dominic Stöcklin

@dstoecklin

+41 32 366 01 73

[email protected]

Jan Sedlacek

@JanSedlacek1

+41 32 366 01 90

[email protected]