Transcript Diapositiva 1

UNIVERSITÀ DEGLI STUDI DI PAVIA
FACOLTÀ DI ECONOMIA, GIURISPRUDENZA, INGEGNERIA,
LETTERE E FILOSOFIA, SCIENZE POLITICHE
CORSO DI LAUREA INTERFACOLTÀ IN
COMUNICAZIONE, INNOVAZIONE, MULTIMEDIALITÀ
Social Media Monitoring for the Luxury Fashion Industry
An Investigation Focusing on Radian6 and
Salvatore Ferragamo
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
Introduction
Social Media Analytics
Social Media Monitoring
Degree dissertation by Sofìa C. Perez Pannelli
Luxury Fashion Brands & the Web
Luxury fashion brands’ personality traits
Luxury fashion in the era of the Web
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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
Social Media Monitoring & Social Media Analytics
Monitoring – Three main activities: listening,
structuring, analyzing. Tailor-made
Analytics – Basic quantitative and qualitative
indicators: Key Performance Indicators (KPIs)
Degree dissertation by Sofìa C. Perez Pannelli
The Salvatore Ferragamo Case Study
Brand personality traits
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Traditional craftsmanship
Aesthetics: balance & harmony, Renaissance’s classical beauty
Italian spirit
Luxury, glamour
Cinematic, iconic
Art & culture
Innovativeness
Research
• Web site & social media
• Blog & news coverage
Degree dissertation by Sofìa C. Perez Pannelli
Online Brand Presence & Digital Initiatives
Recent & current digital marketing & communication initiatives
Degree dissertation by Sofìa C. Perez Pannelli
The Research. Phase One: Radian6
The research’s aims
Learning about the tool: Configuration Board & Dashboard
Widgets:
• River of News
• Conversation Cloud
• Topic Analysis
• Topic Trends
• Influence Viewer
Degree dissertation by Sofìa C. Perez Pannelli
Phase Two: Early Results & Tool’s Performance
Main issues
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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
Twitter & online influencers
Degree dissertation by Sofìa C. Perez Pannelli
Phase Three: Twitter & Online Influencers
Influencers: five clusters
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«Magazines»
«Industry»
«Bloggers»
«Celebrities»
«Retailers»
Twitter as a communication channel
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Presence?
Identity: fake, fan & local profiles
Privacy: private Twitter handles
Tweets: links, hastags, mentions
Radian6: Final tests with Source
Filters
Degree dissertation by Sofìa C. Perez Pannelli
Phase Three: The Brand Traits Research
Categories
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«Tradition»
«Italian spirit»
«Cinematic»
«Equilibrium, harmony, symmetry»
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«Artistic quality»
«Expensiveness»
«Modernity»
Results
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...Significance?
Unresponsiveness & noise
Tweet vs. retweet
Superficiality, brevity; connotation, ambiguities & peripheral meanings
Conclusions
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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
Key influencers
Degree dissertation by Sofìa C. Perez Pannelli
Phase Three: Brand Personality Traits on Twitter
#SalvatoreFerragamo
#BottegaVeneta
#Gucci
Expectations... and actual results
Devising a method of analysis
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No. of tweets, no. of retweets
Sentiment: positive, negative, neutral
Links: landing pages
Categories: «Product», «Editorial», «Campaign», «Brand», «Off-topic»
Degree dissertation by Sofìa C. Perez Pannelli
Brand Personality Traits on Twitter: Results
Categories
Degree dissertation by Sofìa C. Perez Pannelli
Brand Personality Traits on Twitter: Results
No. of retweets
• proportionally low (6-19%) compared to total no. of tweets
Sentiment
• positive, neutral (40-50% each), except #Gucci (71% «Off-topic»)
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
Final Conclusions
On Salvatore Ferragamo’s 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
On how to execute a social media monitoring investigation
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Detailed inspection of the field of inquiry
Specific queries
Tailor-made, definite moment in time
Executed and checked manually
On the nature & efficiency of currently available social media analytics
& social media monitoring tools, first and foremost on Radian6
Covering: marketing & advertising; new media; web design;
linguistics; professional ethics and deontology
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
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