social media reports - european luxury brands may 2016

May 1st – May 30th 2016

Top Luxury Brands on Social Media

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Comparison of

LUXURY BRANDS (EUROPE)

Twitter Accounts

May 01, 2016 - May 31, 2016

Chanel had the most number of Followers while Berluti experienced the most Follower growth

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

5.00%

0K 2,000K 4,000K 6,000K 8,000K 10,000K 12,000K 14,000K

Fo

llo

we

r G

row

th

Followers

Gucci Chanel Versace Ferragamo Official PRADA LouisVuitton Fendi Berluti

Follower Growth

Berluti had the highest Followee growth

0.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

0.14%

0.16%

0.18%

0.20%

0K 0K 0K 0K 0K 1K 1K

Fo

llo

we

e G

row

th

Followees

Gucci Chanel Versace Ferragamo Official PRADA LouisVuitton Fendi Berluti

Followee Growth

Gucci published the greatest number of posts (177). Berluti had the highest average engagement, with a score of 488.

Engagement - Tweets

0 20 40 60 80 100 120 140 160 180 200

0 100 200 300 400 500 600

Ferragamo Official

Fendi

Berluti

Chanel

LouisVuitton

Gucci

PRADA

Versace

Number of Tweets

Engagement Score

Proactive Tweets Engagement Score Tweets

Compare the frequency of tweets by each brand during the selected period

0 20 40 60 80 100 120 140 160 180 200

Gucci

Chanel

Versace

Ferragamo Official

PRADA

LouisVuitton

Fendi

Berluti

Tweets(in selected period)

Proactive Tweets Retweets Replies

Frequency of Tweets

Compare the user responses for each brand

0 20,000 40,000 60,000 80,000 1,00,000 1,20,000

Ferragamo Official

Gucci

Berluti

Fendi

Versace

LouisVuitton

Chanel

PRADA

Favorites Retweets Replies

Replies, Retweets and Favorites

Publishing times of brand tweets

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Ferragamo Official

Fendi

Berluti

Chanel

LouisVuitton

PRADA

Gucci

Versace

% of Tweets (in each time period)

12AM-6AM 6AM-12PM 12PM-6PM 6PM-12AM

Timing of Tweets

Havana Cars, the Cruise 2016/17

collection pattern.

#ChanelCruiseCuba #CocoCuba

https://t.co/vOE4Bs..

05-May-16, Thu 10:24AM

ENGMT. FAV. REPLIES RETWEETS

921 25,528 149 9,051

Top Engaging Tweets

Join us today & tomorrow in our Bespoke

Shoe Workshop in Paris to discover

our secrets ✨ #JPLVMH #..

Straight from #RiodeJaneiro, watch the

#LouisVuitton #LVCruise 2017 Show

now on https://t.co/nle0Ps..

21-May-16, Sat 09:17AM


844 25 0 13

29-May-16, Sun 01:19PM


786 9,046 64 2,903

Chanel Berluti Louis Vuitton

https://twitter.com/CHANEL/status/728228802896134144






https://twitter.com/berluti/status/734010340543959040






https://twitter.com/LouisVuitton/status/736970340581187584






#LVCruise 2017 by @TWNGhesquiere in

#RiodeJaneiro

https://t.co/Zp6QgOgNMv

30-May-16, Mon 10:09AM


778 6,013 53 3,120

Top Engaging Tweets


#RiodeJaneiro

https://t.co/6WY4ALhxWP

.@Ariana Grande was flawless in

#AtelierVersace at the Billboard

Music Awards. #VersaceCelebrities ..

30-May-16, Mon 10:12AM


765 5,965 54 2,981

23-May-16, Mon 02:39AM


735 2,860 37 1,611

Louis Vuitton Louis Vuitton Versace













https://twitter.com/Versace/status/734634911458549760






0 5000 10000 15000 20000 25000 30000

ferragamovip

ferragamocapsule

fendiprefall16

jplvmh

classicfusionberluti

cococuba

lvcruise

louisvuitton

gucci

prada

metgala

metgala

No. of Brand Tweets No. of User Tweets

Popular Hashtags

Chanel is mentioned the most by users in their tweets

0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000

Gucci

Chanel

Versace

Ferragamo Official

PRADA

LouisVuitton

Fendi

Berluti

User Mentions

Mentions Count

Gucci was the only Brand to respond to user tweets

0.00%

0.00%

0.00%

0.01%

0.01%

0.01%

0.01%

0 100 200 300 400 500 600 700 800 900 1000

Re

spo

nse

Ra

te

Avg. Reply Time (mins)

Ferragamo Official Fendi Berluti Chanel LouisVuitton PRADA Gucci Versace

Responses

View the breakdown of sentiment of Tweets sent to brands

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Ferragamo Official

Fendi

Berluti

Chanel

LouisVuitton

PRADA

Gucci

Versace

negative neutral positive

Sentiment of Tweets sent to Brands

Proactive Tweets Retweets

Ferragamo Official

Gucci

Berluti

Fendi

Versace

LouisVuitton

Chanel

PRADA

Share of Voice

Favorites Replies

Ferragamo Official

Gucci

Berluti

Fendi

Versace

LouisVuitton

Chanel

PRADA

Share of Voice





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Analysis of

Berluti Twitter Account

May 01, 2016 - May 31, 2016

Brand Overview

FOLLOWERS NEW FOLLOWERS FOLLOWER GROWTH COUNTRY

4,557 194 4.45% Worldwide

Berluti @berluti

Engagement Score

488

Total Proactive Tweets

6

Retweets Total

7

Replies Total

0

Favorites Total

44

Total Mention

33

Total Retweets

29

Total Replies

0

Response Rate (%)

0.0%

Average Reply Time (mins)

0

BRAND TWEETS USER TWEETS

Brand Overview

4K

4K

4K

4K

4K

5K

5K

5K

1-May 8-May 15-May 22-May 29-May

Follower Growth

Total Followers

4,557

New Followers

194

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

8

New Followees

-18

Engagement

0

250

500

750

1,000

1-May 5-May 9-May 13-May 17-May 21-May 25-May 29-May

Berluti had an average engagement score of 488 and a highest of 844.

0

5

10

15

20



Brand Tweets


6 7

Join us today & tomorrow in our Bespoke

Shoe Workshop in Paris to discover

our secrets ✨ #JPLVMH #..

21-May-16, Sat 09:17AM


844 25 0 13

Top Engaging Tweets

Last night we celebrated the launch of

#HolidayMagazine Argentina issue in

our Paris, Rue de Sèvres..

What should one wear for a workday lunch?

https://t.co/dRSGwLFsQc

#Berluti #WhatShouldOneWear https..

11-May-16, Wed 08:43AM


511 9 0 5

11-May-16, Wed 09:47AM


338 4 0 3

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/berluti/status/734010340543959040


















Posts with Hashtags engage the best. Those with Mentions are the most frequent

0 1 2 3 4 5 6 7

0 100 200 300 400 500 600 700 800

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score

Engagement Score Number of Tweets

Brand Tweet Types

0 10 20 30 40 50 60 70 80

0 1 2 3 4 5 6 7 8

#jplvmh*

#berluti*

#classicfusionberluti*

#whatshouldonewear*

#menswear*

#mensstyle*

#holidaymagazine*

#francais*

#excellence*

#harrodsman*

User Tweets about Hashtag

Brand Tweets about Hashtag

Brand tweets User Tweets

Volume of Tweets with Hashtags

0

5

10

15

20

25

30

35

40

45

50

1-May 6-May 11-May 16-May 21-May 26-May 31-May

jplvmh berluti classicfusionberluti whatshouldonewear menswear

Spread of Hashtags by day

0 100 200 300 400 500 600 700 800 900

#holidaymagazine*

#berluti*

#jplvmh*

#whatshouldonewear*

Engagement Score

Hashtags - Engagement

Average Response Rate : 0.0%

0

1

2

3

4

5

6

7

Me

nti

on

s a

nd

Re

plie

s

Replies Mentions

Customer Service

0

1

2

3

4

5

6

7

8

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Replies Mentions

Day of the week

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM

Replies Mentions

Time of the Day

Total number of Retweets : 29

-2

0

2

4

6

8

10

12

14


Retweets of Brand Tweets Brand Tweets

Retweets

Total number of Mentions: 33

-1

0

1

2

3

4

5

6

7


Mentions Brand Tweets

Mentions

Influencers

Name Followers Tweets

A Luxury Travel Blog 618,787 1

Hublot 400,439 1

LVMH 50,283 10

Jim Shi 31,470 1

Krug Champagne 16,531 1

TOP 5 INFLUENCERS

Analysis of

Gucci Twitter Account

May 01, 2016 - May 31, 2016

Brand Overview


3,381,009 84,480 2.56% United States

Gucci @gucci

Engagement Score

76


176

Retweets Total

0

Replies Total

1

Favorites Total

46,817

Total Mention

8,825

Total Retweets

17,849

Total Replies

0

Response Rate (%)

0.01%


929


Brand Overview

3,240K

3,260K

3,280K

3,300K

3,320K

3,340K

3,360K

3,380K

3,400K


Follower Growth

Total Followers

3,381,009

New Followers

84,480

0K

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

342

New Followees

0

Engagement

0

250


Gucci had an average engagement score of 76 and a highest of 234.

0

5

10

15

20



Brand Tweets


176 0

Spotted at Nice Airport, #ChrisLee with a

#GGCaleido duffle and #Gucci Ace

sneakers. #cannesfilmfes..

13-May-16, Fri 04:55PM


345 872 80 571

Top Engaging Tweets

In a #Gucci Signoria double-breasted tux,

@jaredleto at the

#WhiteHouseCorrespondentsDinner.

#WHCD ..

Heading to the #MetGala, @JaredLeto in a

custom #Gucci white satin peak

lapel tailcoat with white p..

01-May-16, Sun 03:30PM


339 1,702 82 466

02-May-16, Mon 09:11PM


335 999 36 552

NO IMAGE NO IMAGE NO IMAGE

http://www.twitter.com/gucci/status/731226455858782208



















0 20 40 60 80 100 120 140 160 180 200

0 10 20 30 40 50 60 70 80 90 100

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score


Brand Tweet Types

0 1000 2000 3000 4000 5000 6000

0 10 20 30 40 50 60

#gucci*

#metgala*

#gucciprefall16*

#alessandromichele*

#manusxmachina*

#cannesfilmfestival*

#voguefestival*

#cannes2016*

#dakotajohnson*

#guccifornetaporter*





0

500

1000

1500

2000

2500


gucci metgala gucciprefall16 alessandromichele manusxmachina


0 50 100 150 200 250 300

#alessandromichele*

#metgala*

#gucci*

#dakotajohnson*

#gucciprefall16*

#cannes2016*

#manusxmachina*

#guccifornetaporter*

#voguefestival*

#cannesfilmfestival*

Engagement …



0

100

200

300

400

500

600

700

800

Me

nti

on

s a

nd

Re

plie

s

Replies Mentions

Customer Service

Average Reply Time : 15 hours 29 minutes

0

100

200

300

400

500

600

700

800

900

1000


Customer Service

0

200

400

600

800

1000

1200

1400

1600

1800

2000


Replies Mentions

Day of the week

0

100

200

300

400

500

600

700


Replies Mentions

Time of the Day

Total number of Retweets : 17,849

0

500

1,000

1,500

2,000

2,500

3,000



Retweets

Total number of Mentions: 8,825

0

100

200

300

400

500

600

700

800



Mentions

Influencers


Vogue Magazine 11,299,195 3

InStyle 4,144,619 5

VOGUE.CO.UK 3,381,342 52

Nina Garcia 3,152,291 1

WWD 2,896,762 9

TOP 5 INFLUENCERS

Analysis of

LouisVuitton Twitter Account

May 01, 2016 - May 31, 2016

Brand Overview


5,560,599 31,344 0.57% Worldwide

LouisVuitton @LouisVuitton

Engagement Score

193


76

Retweets Total

1

Replies Total

0

Favorites Total

80,063

Total Mention

11,846

Total Retweets

32,099

Total Replies

0

Response Rate (%)

0.0%


0


Brand Overview

5,510K

5,515K

5,520K

5,525K

5,530K

5,535K

5,540K

5,545K

5,550K

5,555K

5,560K

5,565K


Follower Growth

Total Followers

5,560,599

New Followers

31,344

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

13

New Followees

0

Engagement

0

250

500

750

1,000


LouisVuitton had an average engagement score of 193 and a highest of 772.

0

5

10

15

20



Brand Tweets


76 1

Straight from #RiodeJaneiro, watch the

#LouisVuitton #LVCruise 2017 Show

now on https://t.co/nle0Ps..

29-May-16, Sun 01:19PM


786 9,046 64 2,903

Top Engaging Tweets


#RiodeJaneiro

https://t.co/Zp6QgOgNMv


#RiodeJaneiro

https://t.co/6WY4ALhxWP

30-May-16, Mon 10:09AM


778 6,013 53 3,120

30-May-16, Mon 10:12AM


765 5,965 54 2,981

http://www.twitter.com/LouisVuitton/status/736970340581187584



















0 10 20 30 40 50 60 70 80

0 50 100 150 200 250

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score


Brand Tweet Types

0 2000 4000 6000 8000 10000 12000 14000 16000 18000

0 5 10 15 20 25 30 35 40 45

#lvcruise*

#louisvuitton*

#riodejaneiro*

#metgala*

#spiritoftravel*

#manusxmachina*

#loveit*

#cannes2016*

#metgala2016*

#lvacws*





0

1000

2000

3000

4000

5000

6000

7000


lvcruise louisvuitton riodejaneiro metgala spiritoftravel


0 50 100 150 200 250 300 350

#louisvuitton*

#metgala*

#cannes2016*

#spiritoftravel*

#lvcruise*

#lvacws*

#riodejaneiro*

Engagement Score



0

200

400

600

800

1000

1200

1400

1600

1800

Me

nti

on

s a

nd

Re

plie

s

Replies Mentions

Customer Service

0

500

1000

1500

2000

2500

3000

3500

4000

4500


Replies Mentions

Day of the week

0

200

400

600

800

1000

1200

1400

1600


Replies Mentions

Time of the Day


-1,000

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000



Retweets


-200

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800



Mentions

Influencers


Selena Gomez 43,271,787 1

Vine 16,442,083 1

Vogue Magazine 11,299,202 4

Zendaya 6,602,212 1

ELLE Magazine (US) 5,694,703 1

TOP 5 INFLUENCERS

Analysis of

Versace Twitter Account

May 01, 2016 - May 31, 2016

Brand Overview


2,837,517 65,780 2.37% Worldwide

Versace @Versace

Engagement Score

217


49

Retweets Total

1

Replies Total

0

Favorites Total

30,804

Total Mention

7,719

Total Retweets

13,289

Total Replies

0

Response Rate (%)

0.0%


0


Brand Overview

2,720K

2,740K

2,760K

2,780K

2,800K

2,820K

2,840K

2,860K


Follower Growth

Total Followers

2,837,517

New Followers

65,780

0K

0K

0K

0K

0K

0K

0K

0K


Followee Growth

Total Followees

312

New Followees

0

Engagement

0

250

500


Versace had an average engagement score of 217 and a highest of 349.

0

5

10

15

20



Brand Tweets


49 1

.@Ariana Grande was flawless in

#AtelierVersace at the Billboard

Music Awards. #VersaceCelebrities ..

23-May-16, Mon 02:39AM


735 2,860 37 1,611

Top Engaging Tweets

.@zaynmalik rocks a custom #Versace suit

with molded metal arms at the 2016

#MetGala. #VersaceCeleb..

.@blakelively was stunning in an

#AtelierVersace crystal mesh gown

at #Cannes2016. #VersaceCelebrit..

03-May-16, Tue 03:34AM


602 1,591 28 1,140

12-May-16, Thu 03:25AM


503 1,601 17 833

http://www.twitter.com/Versace/status/734634911458549760



















0 5 10 15 20 25 30 35 40 45 50

0 50 100 150 200 250 300 350

Links

Plain Text

Hashtags

Mentions

Number of Posts

Engagement Score


Brand Tweet Types

0 2000 4000 6000 8000 10000 12000 14000

0 2 4 6 8 10 12 14 16 18 20

#metgala*

#metgala2016*

#versace*

#manusxmachina*

#atelierversace*

#versacecelebrities*

#events*

#cannes2016*

#bbmas*

#versacepalazzoempire*





0

1000

2000

3000

4000

5000

6000

7000


metgala metgala2016 versace manusxmachina atelierversace


0 100 200 300 400 500 600

#versace*

#metgala*

#bbmas*

#atelierversace*

#versacepalazzoempire*

#versacecelebrities*

#cannes2016*

#manusxmachina*

#events*

#metgala2016*

Engagement Score



0

500

1000

1500

2000

2500

3000

3500

Me

nti

on

s a

nd

Re

plie

s

Replies Mentions

Customer Service

0

500

1000

1500

2000

2500

3000

3500

4000


Replies Mentions

Day of the week

0

200

400

600

800

1000

1200

1400

1600

1800


Replies Mentions

Time of the Day


-500

0

500

1,000

1,500

2,000

2,500

3,000

3,500



Retweets


-500

0

500

1,000

1,500

2,000

2,500

3,000

3,500



Mentions

Influencers


Lady Gaga 60,281,082 1

zayn 19,138,926 1

InStyle 4,144,619 3

kerry washington 4,142,599 2

VOGUE.CO.UK 3,381,342 1

TOP 5 INFLUENCERS





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