skin care report

Download Skin care report

Post on 28-Jul-2015




0 download

Embed Size (px)


1. Absolutdata 2014 Proprietary and Confidential Social Insights Skin Care Social Conversations & Emerging Themes 2. 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. market for anti-aging products from around $80 billion ($20 billion for skin care) in today's market 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 are discussing about skin care products. There are many social media reports out there telling you which metrics you need to measure your social media conversations, but many of these are like packaging and selling social media buzzwords which sound important but actually mean very little. We believe two most important questions social media managers must ask when it comes to analysing their brands 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 influencer score (followers, social activity) while segmenting social commentators into Influencer (Follower), Detractor (Follower), Influencer (non-follower), Detractor (non-follower). 3. Absolutdata 2014 Proprietary and Confidential 3 Platform ThemesPlatform Volume Social Media Listening Post Absolutdata Proprietary Text Algorithm Embed Analytics in Decision Work Flow Focus on improving future decisions Proactively deliver suggestions rather than insights PrescriptiveAnalytics PredictiveAnalytics 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 Purchase Behavior 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 4. Absolutdata 2014 Proprietary and Confidential 4 Conversations Absolutdata established a listening post for skincare and started monitoring social conversations and extracted 15,647 relevant comments from various social platforms. The comments are segmented across the various platforms as shown below. Interesting observation was over 10% of all comments 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 0800-1559 hours during the day, giving us an insight in when to engage with social users across platforms. 5. Absolutdata 2014 Proprietary and Confidential 5 6,282 1,499 2,212 6,676 156 114 157 485 Insights If a brand is putting out content that is garnering a lot of mentions, they might think their online presence is strong, but if the mentions are limited to Twitter they might 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 like review sites, blogs and consumer discussion forums. Your firm social presence may require user generated content to spruce up consumer engagement. Also, it is significant when any of your brand wishes to benchmark themselves against their competitors. Based on Absolutdata social roadmap framework we suggest social content creation and curation based on user generated content from social platforms to increase engagement. Comparative Social Presence (In 000) Conversations 6. Absolutdata 2014 Proprietary and Confidential 6 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 per given time Level of participati on 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 Influencer Index 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 7. Absolutdata 2014 Proprietary and Confidential 7 Emerging Themes Using our proprietary theme extraction tool we were able to process social media data from various platforms and identify emerging themes, extract the multiple associations within the emerging themes that are not extracted by the currently available 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 8. Absolutdata 2014 Proprietary and Confidential 8 Emerging Themes-Deep Dive 1. Deals The top reason for following or liking a brand, company or celebrity on social networking sites is to receive discounts and special offers. Social consumers of all ages shared that receiving discounts and special offers was their top reason for liking or following brands. Younger social users respondents were less likely to follow for this reason, stating they primarily engage with brands via social media based on friends' recommendations. During approaching holiday shopping seasons and with the economy still weighing on consumers' minds, social media managers should consider leveraging social media to offer consumers incentives. 2. Natural Remedies or Supervised care Brands that are sold in Pharmacies and Retail stores contain lower 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 possible side effects, such as irritation and sun sensitivity, and to oversee the treatment so the decision may come down to whether they like the idea of a physicians supervised regimen 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 Natural Remedies Animal Testing Celebrity 9. Absolutdata 2014 Proprietary and Confidential 9 Emerging Themes-Deep Dive 3. Animal Testing Many consumers were surprised to know that many of the big brands on supermarket shelves and in department store cosmetic counters have been tested on animals. The EU ban on animal testing applies to all new cosmetics and their ingredients sold in the EU, regardless of where in the world testing on animals was carried out. While, China actually requires animal testing for certain types of cosmetics so consumers believe that cosmetics manufacturers will just create two versions of their product, no animal testing version and the Chinese animal testing version. Cosmetics Europe was cited by many pro testing consumers "by implementing the ban at this time, the European Union is jeopardising the industry's ability to innovate". 4. Celebrity Endorsements Actor Ray Liotta claims in a lawsuit that he's never heard of a skincare company that he alleges is using his face in a "before-and-after" advertising photo is doing the rounds in social platforms. While for the UK & Ireland markets the major fiascos shared are Katy Perry versus British Hair-Care Company Good Hair Day. And Teri Hatcher versus Hydroderm Skin Care. It is imperative to state that the consumer discussions in social platforms have started questioning the role of celebrities endorsing skin care products as we share the 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 Natural Remedies Animal Testing Celebrity 10. Absolutdata 2014 Proprietary and Confidential 10 Emerging Themes-Deep Dive Images for illustration only Celebrities Questioned There are several questions consumers have started asking about celebrity endorsements of skincare products: I. How much are they being paid? If a celebrity is being paid thousands of dollars to say they use a range, then in a way, it removes some of the weight of the advertising, doesnt it? II. What are they getting in return? Social consumers agree that they would jump on TV and say we loved using a certain product, if they were going to be paid lots of money to do it, or even provided with free products for a certain amount of time. III. Are the images in the ad photo shopped in any way? Ads should give a realistic interpretation 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 saying goes, it often is! Deals Natural Remedies Animal Testing Celebr