1. + SOCIAL MEDIA PRESENTATION Liza Saracini NICOLE RICHIE Dr. Lenita Davis | MKT 473 – 003 | 10/13/14

2. + EXECUTIVE SUMMARY Nicole Richie is a celebrity, actress, fashion designer, and reality television star Current fashion line- House of Harlow 1960 Line includes jewelry, clothing, handbags, shoes, and sunglasses Research objectives: Determine Richie’s social media status (individually and through House of Harlow 1960) on various platforms Compare to other lines in her current and potential industries Determine how she can expand and improve her social media status

3. + Celebrity Presence on Social Media Research Description Twitter, Facebook, Instagram- each brand’s personal page, October 2014 www.twittercounter.com - frequency of tweets www.twittercounter.com www.twitterstats.com - influence of tweets www.twitterstats.com www.socialblade.com - instagram statistics such as follower and like ratios www.socialblade.com

4. + CELEBRITY PRESENCE ON SOCIAL MEDIA

5. + Twitter www.twitter.com/nicolerichie www.twitter.com/candidlynicole www.twitter.com/hoh1960

6. + www.twittercounter.com

7. + www.tweetstats.com

8. +

9. + Instagram

10. + www.socialblade.com

11. + Facebook

12. + Recommendations for Social Media Presence Expand to New Platforms of Social Media Increase interactions with fans Better promotion of current brands and projects

13. + ANALYSIS OF SOCIAL MEDIA CONTENT Main accounts utilized: Personal- @nicolerichie (twitter and instagram) Brand- @hoh1960 (twitter) and @houseofharlow1960 (intsagram)

14. + Research Description Twittercounter.com- July 12, 2014 – October 12, 2014 (last 3 months) Foller.me- Based on last 100 tweets Twtrland.com- 2010-2014 @hoh1960, 2009-2014 @nicolerichie Socialmention.com Instagram.com (/nicolerichie, /houseofharlow1960) Twitter.com (/nicolerichie, /hoh1960)

15. + Topics Tweeted About @NicoleRichie tone- blunt, honest, “candid,” transparent, mostly positive, sarcastic, funny, consider mostly positive (socialmention.com) topics involve her personal life Traveling #CandidlyNicole music 15% (promotes her husbands music) fashion 10% Personal thoughts and comments Ex: Torn between being a role model for my sister, or using her as a designated driver…. ‪ #CandidlyNicole ‪ #CandidlyNicole

16. + Topics Tweeted About @hoh1960 considered a top influencer hashtags #hoh1960, #candidlynicole, #nicoleinNYC, #borntostyle mentions and interactions with Bloomingdales, Nicole Richie, Vogue, Rolling Stone, Designer Brands Frequently used words: sunburst cuff, perfect, creative, weekend, sunglasses, summer, necklace, director, and Nicole Richie influencer for topics- fashion, blogging, styling

17. + Affect of Tweets @NicoleRichie 4 million followers, reaches around 40,000 followers per tweet 58% 18-24 years old 20% 25-34 years old @HouseofHarlow 15.8 thousand followers utilizes mentions about 60% of tweets, 75% use hashtags, around 30% of her twitter feed are retweets hashtags #hoh1960, #candidlynicole, #nicoleinNYC, #borntostyle

18. + Promotional vs Private Life Similar accounts, mentions between each other Overlap of some posts Both accounts use #CandidlyNicole #HouseofHarlow1960

19. + Promotion

20. + Products

21. + Global Reach @NicoleRichie 58% are from the US 23% Australia 8% from LA @Hoh1960 59% from USA 15% form NYC

22. + Recommendations Opportunities: Aim for higher engagement of magazines, fashion blogs, etc. HOH accounts have a fraction of followers compared to Personal Account 10% for Instagram Account 0.3% for Twitter Account· Should focus efforts on getting more loyal followers for brand accounts Continue using overlap between the two accounts Make a promotion for following or retweeting brand accounts

23. + SOCIAL MEDIA USE BY THE INDUSTRY RESEARCH DESCRIPTION Sprinklr.com- used to find top social media brands (Burberry and Michael Kors) and what platforms they use (July 2013) Twitter, Facebook, Instagram- each brand’s personal page, October 2014 Used Mintel to see why social media is relevant to the industry

24. + SOCIAL MEDIA USE BY THE INDUSTRY BrandFollowersFollowingTweetsJoin Date Burberry (@Burberry) 3.24 Million 1876,805June 2009 Michael Kors (@MichaelKors) 2.27 Million 5836,581June 2010 Elizabeth and James (@elizandjames) 113 Thousand 5877,341April 2009 Tibi (@Tibi)23.4 Thousand 4488,072August 2009 House of Harlow (@HOH1960) 15.8 Thousand 8172,759August 2010 ****Leading Brands ****Richie’s Brand TWITTER ANALYSIS As of October 2014

25. + SOCIAL MEDIA USE BY THE INDUSTRY BrandTweets with #Hashtags Tweets with Links Tweets with Media Burberry (@Burberry)52%38%76% Michael Kors (@MichaelKors) 85%50%44% Elizabeth and James (@elizandjames) 41%62%48% Tibi (@Tibi)48%93%59% House of Harlow (@hoh1960) 46%97%0% ****Leading Brands ****Richie’s Brand TWITTER ANALYSIS As of October 2014

26. + SOCIAL MEDIA USE BY THE INDUSTRY TwitterFollowersFollowingTweetsJoin Date Nicole Richie @NicoleRichie 4.6 Million13.5 Thousand 3,796March 2009 House of Harlow (@hoh1960) 15.8 Thousand 8172,759August 2010 ANALYSIS

27. + SOCIAL MEDIA USE BY THE INDUSTRY ****Leading Brands ****Richie’s Brand FACEBOOK ANALYSIS BrandLikes Burberry17,693,759 Michael Kors15,941,029 Elizabeth and James166,149 Tibi65,746 House of Harlow82,249 As of October 2014 83% of women have Facebook (June 2013)

28. + SOCIAL MEDIA USE BY THE INDUSTRY FACEBOOK ANALYSIS *Elizabeth and James and Burberry have verified Facebook pages, while House of Harlow 1960 does not

29. + SOCIAL MEDIA USE BY THE INDUSTRY ****Leading Brands ****Richie’s Brand INSTAGRAM ANALYSIS BrandFollowersUploads @Burberry2.0M1316 @MichaelKors2.9M1163 Elizabeth and James (@elizandjames) 137K594 @Tibi107K2190 @HouseofHarlow1960256K273 As of October 2014

30. + Social Media Use by the Industry

31. + Recommendations @HoH1960 should post more on social media, specifically on Twitter, Instagram, and Facebook House of Harlow 1960 should use the Instagram platform as more of a “showroom” Tweets should include images, as well as links to purchase the products House of Harlow 1960 should create a YouTube page and upload videos from runways an photoshoots BASED ON ANALYSIS OF SOCIAL MEDIA USE BY THE INDUSTRY

32. + SOCIAL MEDIA USE IN POTENTIAL INDUSTRIES FOR THE CELEBRITY BRAND HIGH-END CHILDREN’S CLOTHING LINE  Industry Leaders:  Stella McCartney’s Kids Collection and Kardashian Kids Comparison Strategy COSMETICS  Industry Leaders:  Marc Jacob’s Beauty Line through Sephora and Tory Burch’s Beauty Line Comparison Strategy  SOURCES USED:  Foller.Me, FollwerWonk, Social Blade, Social Bakers, Topsy, Facebook, Instagram, YouTube, Twitter

33. + HIGH-END CHILDREN’S CLOTHING LINE TWITTER ANALYSIS Twitter Statistics CELEBRITYFOLLOWERSFOLLOWING @NicoleRichie4,602,81513,526 @HOH196015,844817 @StellaMcCartney796,130660 @Stella_Kids2,39967 @KardashianKids90,80829 Percentage of Tweets CELEBERITY/BRANDRETWEETS@CONTACTSURL TWEETSSOCIAL AUTHORITY @NicoleRichie2673377 @HOH1960039741 @StellaMcCartney5704278 @KardashianKids33154551 @ToryBurch1516965 @MarcBeauty528944 @MarcJacobsIntl729281

34. + HIGH-END CHILDREN’S CLOTHING BRAND FACEBOOK ANALYSIS

35. + HIGH-END CHILDREN’S CLOTHING BRAND INSTAGRAM ANALYSIS CELEBERITY/BRANDFOLLOWERSFOLLOWINGMEDIA UPLOADED Nicole Richie2,610,080212441 House of Harlow256,65042273 Stella McCartney1,056,10298771 Stella_Kids37,61527259 Kardashian Kids501,270346331

36. + COSMETICS TWITTER ANALYSIS Twitter Statistics CELEBRITYFOLLOWERSFOLLOWING @NicoleRichie4,602,81513,526 @MarcJacobsIntl1,917,5531,471 @MarcBeauty6,759351 @ToryBurch328,883258

37. + COSMETICS FACEBOOK ANALYSIS

38. + COSMETICS INDUSTRY INSTAGRAM ANALYSIS CELEBERITY/BRANDFOLLOWERSFOLLOWINGMEDIA UPLOADED Nicole Richie2,610,080212441 Marc Jacobs Beauty91,627145207 Marc Jacobs International1,575,898762975 Tory Burch594,644395673

39. + CONCLUSION/RECOMMENDATIONS

40. + REFERENCES http://www.instagram.com/houseofharlow1960 http://www.twitter.com/hoh1960 http://www.facebook.com/houseofharlow1960 http://fashionista.com/2013/07/exclusive-the-15-most-social-media-savvy-fashion-brands#1 http://www.sprinklr.com/social-scale-blog/best-fashion-brands-in-social-media/ http://www.foller.me.com/hoh1960 http://foller.me.com/burberry http://foller.me.com/tibi http://www.foller.me.com/elizabethandjames http://www.foller.me.com/michaelkors http://academic.mintel.com/display/653971/?highlight

41. + REFERENCES www.twitter.com/candidlynicole www.twittercounter.com www.tweetstats.com/graphs/nicolerichie http://socialblade.com/instagram/user/nicolerichie http://foller.me.com/stellamccartney http://foller.me.com/stella_kids http://foller.me.com/kardashiankids http://foller.me.com/marcjacobsintl http://foller.me.com/marcbeauty http://foller.me.com/toryburch http://followerwonk.com

42. + REFERENCES www.socialblade.com www.socialbakers.com www.topsy.com