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Social Media Monitoring for the Luxury Fashion Industry An Investigation Focusing on Radian6 and Salvatore Ferragamo UNIVERSITÀ DEGLI STUDI DI PAVIA FACOLTÀ.

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Presentation on theme: "Social Media Monitoring for the Luxury Fashion Industry An Investigation Focusing on Radian6 and Salvatore Ferragamo UNIVERSITÀ DEGLI STUDI DI PAVIA FACOLTÀ."— Presentation transcript:

1 Social Media Monitoring for the Luxury Fashion Industry An Investigation Focusing on Radian6 and Salvatore Ferragamo UNIVERSITÀ DEGLI STUDI DI PAVIA FACOLTÀ DI ECONOMIA, GIURISPRUDENZA, INGEGNERIA, LETTERE E FILOSOFIA, SCIENZE POLITICHE CORSO DI LAUREA INTERFACOLTÀ IN COMUNICAZIONE, INNOVAZIONE, MULTIMEDIALITÀ Supervisor: Dear Professor Costa Assistant Supervisors: Dear Professor Porta Dear Professor Fattore – Università degli Studi di Milano-Bicocca Degree dissertation by Sofìa C. Perez Pannelli

2 Introduction Social Media Analytics Social Media Monitoring Degree dissertation by Sofìa C. Perez Pannelli

3 Luxury Fashion Brands & the Web Luxury fashion brands personality traits Luxury fashion in the era of the Web Bloggers & users, fans & customers Mobile devices E-commerce Digital communication platforms & content Social media Advantages & risks Noteworthy trends Luxury fashion brands & digital marketing strategy Engagement – wide audience: fans & aspirational customers Exclusivity – niche: established customers & insiders Degree dissertation by Sofìa C. Perez Pannelli

4 Social Media Monitoring & Social Media Analytics Analytics – Basic quantitative and qualitative indicators: Key Performance Indicators (KPIs) Monitoring – Three main activities: listening, structuring, analyzing. Tailor-made Degree dissertation by Sofìa C. Perez Pannelli

5 The Salvatore Ferragamo Case Study Brand personality traits Traditional craftsmanship Aesthetics: balance & harmony, Renaissances classical beauty Italian spirit Luxury, glamour Cinematic, iconic Art & culture Innovativeness Web site & social media Blog & news coverage Degree dissertation by Sofìa C. Perez Pannelli Research

6 Online Brand Presence & Digital Initiatives Recent & current digital marketing & communication initiatives Degree dissertation by Sofìa C. Perez Pannelli

7 The Research. Phase One: Radian6 The researchs aims Widgets: River of News Conversation Cloud Topic Analysis Topic Trends Influence Viewer Degree dissertation by Sofìa C. Perez Pannelli Learning about the tool: Configuration Board & Dashboard

8 Phase Two: Early Results & Tools Performance Web coverage and scrapers Facebook and privacy Significant results vs. noise Connotative content? Mass of users vs. influencers Extracting meaning from data Devising a new strategy Main issues Degree dissertation by Sofìa C. Perez Pannelli Twitter & online influencers

9 Phase Three: Twitter & Online Influencers Influencers: five clusters «Magazines» «Industry» «Bloggers» «Celebrities» «Retailers» Presence? Identity: fake, fan & local profiles Privacy: private Twitter handles Tweets: links, hastags, mentions Twitter as a communication channel Radian6: Final tests with Source Filters Degree dissertation by Sofìa C. Perez Pannelli

10 Phase Three: The Brand Traits Research Unresponsiveness & noise Tweet vs. retweet Superficiality, brevity; connotation, ambiguities & peripheral meanings Results Conclusions Most frequent topic: specific products, direct contact Brands, fashion industry insiders & media vs. mass of users Twitter as a loudspeaker: amplifying investments The importance of checking results manually...Significance? Key influencers «Tradition» «Italian spirit» «Cinematic» «Equilibrium, harmony, symmetry» Categories «Artistic quality» «Expensiveness» «Modernity» Degree dissertation by Sofìa C. Perez Pannelli

11 Phase Three: Brand Personality Traits on Twitter No. of tweets, no. of retweets Sentiment: positive, negative, neutral Links: landing pages Categories: «Product», «Editorial», «Campaign», «Brand», «Off-topic» #SalvatoreFerragamo #BottegaVeneta #Gucci Expectations... and actual results Devising a method of analysis Degree dissertation by Sofìa C. Perez Pannelli

12 Brand Personality Traits on Twitter: Results Categories Degree dissertation by Sofìa C. Perez Pannelli

13 Brand Personality Traits on Twitter: Results Sentiment positive, neutral (40-50% each), except #Gucci (71% «Off-topic») No. of retweets proportionally low (6-19%) compared to total no. of tweets Landing pages 1.Instagram, fashion blogs, photographs directly uploaded on Twitter 2.Facebook, YouTube, other websites 3.TwitPic, YFrog, WeHeartIt Degree dissertation by Sofìa C. Perez Pannelli

14 Final Conclusions Detailed inspection of the field of inquiry Specific queries Tailor-made, definite moment in time Executed and checked manually On how to execute a social media monitoring investigation On the nature & efficiency of currently available social media analytics & social media monitoring tools, first and foremost on Radian6 On Salvatore Ferragamos online presence, brand image and marketing & communication strategy, also in relation to other luxury fashion brands On the nature of current online conversations on luxury fashion brands Covering: marketing & advertising; new media; web design; linguistics; professional ethics and deontology Degree dissertation by Sofìa C. Perez Pannelli

15 Thank you for your attention! Social Media Monitoring for the Luxury Fashion Industry An Investigation Focusing on Radian6 and Salvatore Ferragamo Degree dissertation by Sofìa C. Perez Pannelli UNIVERSITÀ DEGLI STUDI DI PAVIA FACOLTÀ DI ECONOMIA, GIURISPRUDENZA, INGEGNERIA, LETTERE E FILOSOFIA, SCIENZE POLITICHE CORSO DI LAUREA INTERFACOLTÀ IN COMUNICAZIONE, INNOVAZIONE, MULTIMEDIALITÀ


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