skin care report

© Absolutdata 2014 Proprietary and Confidential

Social Insights – Skin CareSocial Conversations & Emerging Themes

© Absolutdata 2014 Proprietary and Confidential 2

Foreword

According to multiple market research firms today's baby-boomers are now"seeking to keep the dreaded signs of aging at bay," and will drive the U.S. marketfor anti-aging products from around $80 billion ($20 billion for skin care) in today'smarket to more than $114 billion by 2015. The boomer generation grew up on"Charlie's Angels," "Dynasty," and what the media calls a "forever young" mind set.We, at Absolutdata, decided to find what consumers on social platforms arediscussing about skin care products.

There are many social media reports out there telling you which metrics you needto measure your social media conversations, but many of these are like packagingand selling social media buzzwords which sound important but actually mean verylittle. We believe two most important questions social media managers must askwhen it comes to analysing their brand’s online presence are :

I. What do these numbers and emerging themes tell me?

II. And where do we go from here?

Platforms

On which platforms are the

conversations happening?

Engagement

What is the engagement and

impact of the social commentator?

Content

Are you able to understand what

drives the consumers intent to

purchase?

Absolutdata has identified this gap in knowledge and has come up with a solution.Using proprietary algorithms we extract emerging themes, calculate influencerscore (followers, social activity) while segmenting social commentators intoInfluencer (Follower), Detractor (Follower), Influencer (non-follower), Detractor(non-follower).


Platform

ThemesPlatform

Volume

Social Media Listening Post

Absolutdata ProprietaryText Algorithm

Embed Analyticsin Decision Work

Flow

Focus on improving future decisions

Proactively deliver suggestions rather

than insights

Pre

scri

pti

ve A

nal

ytic

s

Pre

dic

tive

An

alyt

ics

Commercial Social Scrapping Tool

Absolutdata Propriety Text Mining Algorithm

Existing & Emerging Themes

What consumers talk about you & your competitors

Brand Sentiment Index

% Share of Voice (SoV). Brand &

Competitor sentiment score

New Product Insights

Usage & Experience

Degrees of usage& consumer bonding with

brand

PurchaseBehavior

Buying behaviour& loss of revenue due to stock outs

Acceleration, unusual volumes

of new terms(trending

terms, top keywords)

Predict Viral Strength

Identify potential themes that may

go viral

Under The Hood


Conversations

Absolutdata established a listening post for skincare andstarted monitoring social conversations and extracted15,647 relevant comments from various social platforms.The comments are segmented across the various platformsas shown below. Interesting observation was over 10% of allcomments were posted by men.

20%

Blog

Message Board/Forum

9%

Media Type/Others

30%

Twitter

12%

Facebook

28%

Video

1%

Digital Journey

Web Search

Home Page

Digital Campaigns

Segmentation

Registration / Cookies

Social Conversations

Listen, engage, participate, seed

Communities and Forums

Social Networks

Blogs, UGS & Niche Sites

Consumers

Social Content

Intent to Purchase

Conversations Pathway

Over 60% comments were posted between 0800-1559hours during the day, giving us an insight in when to engagewith social users across platforms.


6,282

1,4992,212

6,676

156 114 157485

Insights

If a brand is putting out content that is garnering a lot of mentions, they mightthink their online presence is strong, but if the mentions are limited to Twitter theymight be getting an inaccurate view of their true influence.

This is especially important if they are getting a lot of mentions (tweets and re-tweets) on Twitter, while negative mentions on sites with more influence likereview sites, blogs and consumer discussion forums.

Your firm’ social presence may require user generated content to spruce upconsumer engagement. Also, it is significant when any of your brand wishes tobenchmark themselves against their competitors.

Based on Absolutdata’ social roadmap framework we suggest social contentcreation and curation based on user generated content from social platforms toincrease engagement.

Comparative Social Presence(In ‘000)

Conversations


Key Opinion Leaders

Stacie H Connerty Philip HarmanKavalonthatsme Gina Stark

Followers 533,000

Tweets 425,000

Followers 106,000

Tweets 92,800

Followers 101,000

Tweets 55,500

Followers 24,500

Tweets 26,500

Change in number of followers

Popularity of links

inbound and

outbound

Volume of posts

pergiven time

Level of participation in the

social web

Topic related posts

Volume and level of media that cites

user

Reader response and the

volume of comments

Volume of topic

related posts

InfluencerIndex

Engage

Analyze

Socialize

Search

Identify industry experts/enthusiasts

Connect & Comment on Social Platforms

Assign Influencer Index Score

Convert etractors to influencers

1 2

4 3

Industry Practice Absolutdata Advantage


Emerging Themes

Using our proprietary theme extraction tool we were able to process social mediadata from various platforms and identify emerging themes, extract the multipleassociations within the emerging themes that are not extracted by the currentlyavailable social media monitoring tools.

Sentiment (Negative/ positive/neutral)

Emerging Themes

Viral Strength

Negative comments

Positive comment

Theme

Level

Influencers

Optimal Response Window

Extraction of Themes

Social Media Mining

Theme Extraction & User Segmentation

Automated generation of themes

Deals, Natural Remedies, Animal Testing, Celebrity Endorsements

Deals

Natural Remedies Animal Testing Celebrity


Emerging Themes-Deep Dive

1. Deals

The top reason for following or liking a brand, company orcelebrity on social networking sites is to receive discountsand special offers. Social consumers of all ages shared thatreceiving discounts and special offers was their top reasonfor liking or following brands. Younger social usersrespondents were less likely to follow for this reason, statingthey primarily engage with brands via social media based onfriends' recommendations. During approaching holidayshopping seasons and with the economy still weighing onconsumers' minds, social media managers should considerleveraging social media to offer consumers incentives.

2. Natural Remedies or Supervised care

Brands that are sold in Pharmacies and Retail stores containlower amounts of active ingredients so they are irritation-free for a broad consumer base. With potent products,consumers want a physician to prepare them for possibleside effects, such as irritation and sun sensitivity, and tooversee the treatment so the decision may come down towhether they like the idea of a physician’s supervisedregimen or the freedom of shopping the aisles.

Sharing deals on Social Platforms increases consumer interest and engagement.

Consumers prefer Natural Remedies to Cosmetics and Skin Care Products.

Deals




3. Animal Testing

Many consumers were surprised to know that many of thebig brands on supermarket shelves and in department storecosmetic counters have been tested on animals. The EU banon animal testing applies to all new cosmetics and theiringredients sold in the EU, regardless of where in the worldtesting on animals was carried out. While, China actuallyrequires animal testing for certain types of cosmetics soconsumers believe that cosmetics manufacturers will justcreate two versions of their product, no animal testingversion and the Chinese animal testing version. CosmeticsEurope was cited by many pro testing consumers "byimplementing the ban at this time, the European Union isjeopardising the industry's ability to innovate".

4. Celebrity Endorsements

Actor Ray Liotta claims in a lawsuit that he's never heard of askincare company that he alleges is using his face in a"before-and-after" advertising photo is doing the rounds insocial platforms. While for the UK & Ireland markets themajor fiascos shared are Katy Perry versus British Hair-CareCompany Good Hair Day. And Teri Hatcher versus HydrodermSkin Care. It is imperative to state that the consumerdiscussions in social platforms have started questioning therole of celebrities endorsing skin care products as we sharethe key insights in the next section.

Animal Testing impacts intent to purchase negatively.

Intent to purchase is positively influenced by Product Placement in TV Shows.

Deals




Images for illustration only

Celebrities Questioned……

There are several questions consumers have started asking about celebrityendorsements of skincare products:

I. How much are they being paid? If a celebrity is being paid thousands of dollarsto say they use a range, then in a way, it removes some of the weight of theadvertising, doesn’t it?

II. What are they getting in return? Social consumers agree that they would jumpon TV and say we loved using a certain product, if they were going to be paidlots of money to do it, or even provided with free products for a certain amountof time.

III. Are the images in the ad photo shopped in any way? Ads should give a realisticinterpretation of what is possible using that product.

IV. Do they look too good to be true? If it looks too good to be true, as the sayinggoes, it often is!

Deals



Usage & Attitude: Category Overview

Anti-Aging

Eye Care

Exfoliator

Body Lotion

Moisturizer

Moisturizer

To smooth out frown lines and crow’s feet is the most desired benefit from anti - wrinkle treatment

Consumers want an eye-cream which that reduces appearance of wrinkles & dark circles below the eye

Consumers have shown highest affinity for aloe vera based body lotions

Consumer need for a face wash specifically for sensitive skin that does not cause irritation & skin damage is still unmet

Positive consumer sentiment around newly launched in-shower body moisturizer from Nivea for both dry and normal skin


Usage & Attitude: Brand Overview

Pricing

Packaging

Smooth on Skin

Availability

Reaction Time

Positive Sentiment Negative Sentiment


a. Create compelling Social Presence

b. Give to get-Share relevant content

c. Use Social Platforms to Serve Customers

a. Create robust Social Media Marketing Strategy

b. Compelling content on Social Platforms enhances “buzz”

c. User generated content drives creation of marketing content

a. Deals/Discounts

b. Per Unit Price influences intent to purchase

c. Consumers are willing to pay as long as results show quickly

Tangible Insights – The Next Steps

a. Categories Discussed

i. Face (Daily, Sun Screen, Acne)

ii. Body (Daily, Sun Screen)

iii. Hands/Feet (Sun Screen)

roduct rice

romotion latform

P P

PP

b. Packaging

c. Animal Testing

skin care report

Documents

social media conversations

social activity

social commentators

social media buzzwords

various social platforms

conversations absolutdata

forums social networks

media type