SlideShare a Scribd company logo

Social Content Analysis :: The Luxury Fashion Industry

•
•
Zuum
Zuum

The document summarizes a report by Zuum analyzing social media content from 10 major luxury fashion brands on Facebook, Twitter, and other platforms in January 2013. Key findings include that Facebook communities were much larger than Twitter ones but grew more slowly. Brands posted an average of 27 times per month on Facebook, mostly photos and videos. Posts about tailoring and craftsmanship tended to be most engaging. Zuum provides analytics to help brands improve their social media strategies.

1 of 19
Downloaded 27 times
1 Social Content Analysis: Luxury Fashion Social media content trends, strategies and tactics from the leading luxury fashion brands. A Social Media Content Strategy Jan 2013 ZuumSocial.com Tool © 2013 Zuum
2 Topline Facebook activity for January, 2013 27 average number of posts per page 7.6 million average number of fans 2.74% average page fan growth rate .22% average engagement rate per post 77% of all posts were photos 1% of all posts were status updates 3% of all posts were links 19% of all posts were videos See how Zuum can improve your page performance Free Demo © 2013 Zuum
3 Index All data in this report was collected and analyzed using social media content strategy tool Zuum. The report analyzes social media content published by ten major luxury fashion brands during the month of January, 2013. The data in this report is arranged in 3 sections. 1. Benchmarking Brand by brand performance comparison and industry trend overviews. 2. Publishing What kinds of content brands are publishing, and how it’s performing. 3. Community The level of fan activity, and what they’re doing to make an impact. Zuum delivers data for Facebook, Twitter, YouTube, Instagram and Google+. Due to the dominant community sizes on Facebook, the majority of this report focuses on that network. See how Zuum can improve your page performance Free Demo © 2013 Zuum
4 Benchmark Global Leaderboard: ๏ Facebook dominates most brands with around 85-95% of their social community members. ๏ Big exception to above is Marc Jacobs, with almost equal size between their Facebook and Twitter community. See how Zuum can improve your page performance Free Demo © 2013 Zuum
5 Benchmark Facebook Leaderboard: ๏ Significant community sizes: Average is 7.6m. ๏ Despite large fan counts, brands are growing their Facebook community size by 2.7% each month, on average. ๏ Dior, combining a large existing fan count with high growth rate, added over 430k new fans in January alone, almost half the total Marc Jacobs fan count. See how Zuum can improve your page performance Free Demo © 2013 Zuum
6 Benchmark Facebook: Share of Voice ๏ Burberry page is largest, but growing at a comparatively slow pace. Dior fan count growing fast relative to size. ๏ Very similar posting volumes among the brands (% of Brand Posts chart) © 2013 Zuum
7 Benchmark Twitter Leaderboard: ๏ Twitter communities growing at faster rates than Facebook pages (even slowest-growing Twitter account outpacing the fastest Facebook page). ๏ Significantly higher posting volume for Twitter than Facebook. See how Zuum can improve your page performance Free Demo © 2013 Zuum
8 Publishing Facebook: Posting Volume ๏ Average posting volume of 26.8 posts per month: Just over 1x per weekday. ๏ Tight range of posting volume: 7 of 10 brands are within a 7 posts per month range. © 2013 Zuum
9 Publishing Facebook: Posting Time: ๏ Condensed posting times for both volume and strong engagement. ๏ Dolce & Gabbana, the only brand above average in both posting volume and engagement rate, has a content calendar that closely tracks the highest industry averages. See how Zuum can improve your page performance Free Demo © 2013 Zuum
10 Publishing Facebook: Media Type ๏ Photography is the dominant media type (77% of all posts): Not surprising given the industry. Video is a clear second (19% of all posts). ๏ Video content from Chanel significantly stronger than the other brands. ๏ Links off to websites often included in posts, but not the main focus. © 2013 Zuum
11 Publishing Facebook: Most Viral Subjects ๏ Lofty, aspirational themes a trend among “most viral posts”: Tailoring/Tailored, favourite (British spelling), Rich, ethereal, inspired, Icons, Baroque, Historic, and precious. ๏ Note post volume and pages settings in chart sliders. Requiring page count of 2+ focuses on more universal topics, and less brand-centric terms. © 2013 Zuum
12 Publishing Facebook: Viral Subject Analysis ๏ “Tailoring/ Tailored” a topic on 6 of 10 pages ๏ Engagement rate almost 50% above industry average © 2013 Zuum
13 Publishing Viral Subject “Tailoring” Posts See how Zuum can improve your page performance Free Demo © 2013 Zuum
14 Publishing Most Engaging Brand Posts ๏ Samples of some of the most engaging brand posts See how Zuum can improve your page performance Free Demo © 2013 Zuum
15 Community Share of Fan Activity ๏ Only 3 brands have enabled fan posting to their wall ๏ Louis Vuitton generating far higher share of engagements than their share of fans. See how Zuum can improve your page performance Free Demo © 2013 Zuum
16 Community Most Engaging Fan Posts ๏ Note very low engagement levels compared to brand posts. ๏ Most brands are not allowing fans to post. See how Zuum can improve your page performance Free Demo © 2013 Zuum
17 Key Takeaways ๏ While Facebook communities far outsize Twitter, Twitter community growth outpaces Facebook. ๏ Moderate posting volume: 70% of brands posted within a 22-28 post per month window. ๏ Content dominated by visuals: 96% of all posts are photos or videos. ๏ Brands approach Facebook as a destination: Links off to websites treated secondarily. See how Zuum can improve your page performance Free Demo © 2013 Zuum
18 About This Report Zuum frequently publishes reports on the social media content activities and trends for top industries. All data was gathered and analyzed using content strategy tool Zuum. If you’d like additional insights, either for publishing or applying to your business, please email info@zuumsocial.com Thank you, Doug Schumacher Co-Founder Zuum Website Facebook Twitter Blog © 2013 Zuum
19 A Social Media Content Strategy Tool Zuum helps marketers maximize performance of their social media properties by helping them identify the key drivers of community engagement. ZuumSocial.com See how Zuum can improve your page performance Free Demo © 2013 Zuum

More Related Content

Social Content Analysis :: The Luxury Fashion Industry

  • 1. 1 Social Content Analysis: Luxury Fashion Social media content trends, strategies and tactics from the leading luxury fashion brands. A Social Media Content Strategy Jan 2013 ZuumSocial.com Tool © 2013 Zuum
  • 2. 2 Topline Facebook activity for January, 2013 27 average number of posts per page 7.6 million average number of fans 2.74% average page fan growth rate .22% average engagement rate per post 77% of all posts were photos 1% of all posts were status updates 3% of all posts were links 19% of all posts were videos See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 3. 3 Index All data in this report was collected and analyzed using social media content strategy tool Zuum. The report analyzes social media content published by ten major luxury fashion brands during the month of January, 2013. The data in this report is arranged in 3 sections. 1. Benchmarking Brand by brand performance comparison and industry trend overviews. 2. Publishing What kinds of content brands are publishing, and how it’s performing. 3. Community The level of fan activity, and what they’re doing to make an impact. Zuum delivers data for Facebook, Twitter, YouTube, Instagram and Google+. Due to the dominant community sizes on Facebook, the majority of this report focuses on that network. See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 4. 4 Benchmark Global Leaderboard: ๏ Facebook dominates most brands with around 85-95% of their social community members. ๏ Big exception to above is Marc Jacobs, with almost equal size between their Facebook and Twitter community. See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 5. 5 Benchmark Facebook Leaderboard: ๏ Significant community sizes: Average is 7.6m. ๏ Despite large fan counts, brands are growing their Facebook community size by 2.7% each month, on average. ๏ Dior, combining a large existing fan count with high growth rate, added over 430k new fans in January alone, almost half the total Marc Jacobs fan count. See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 6. 6 Benchmark Facebook: Share of Voice ๏ Burberry page is largest, but growing at a comparatively slow pace. Dior fan count growing fast relative to size. ๏ Very similar posting volumes among the brands (% of Brand Posts chart) © 2013 Zuum
  • 7. 7 Benchmark Twitter Leaderboard: ๏ Twitter communities growing at faster rates than Facebook pages (even slowest-growing Twitter account outpacing the fastest Facebook page). ๏ Significantly higher posting volume for Twitter than Facebook. See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 8. 8 Publishing Facebook: Posting Volume ๏ Average posting volume of 26.8 posts per month: Just over 1x per weekday. ๏ Tight range of posting volume: 7 of 10 brands are within a 7 posts per month range. © 2013 Zuum
  • 9. 9 Publishing Facebook: Posting Time: ๏ Condensed posting times for both volume and strong engagement. ๏ Dolce & Gabbana, the only brand above average in both posting volume and engagement rate, has a content calendar that closely tracks the highest industry averages. See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 10. 10 Publishing Facebook: Media Type ๏ Photography is the dominant media type (77% of all posts): Not surprising given the industry. Video is a clear second (19% of all posts). ๏ Video content from Chanel significantly stronger than the other brands. ๏ Links off to websites often included in posts, but not the main focus. © 2013 Zuum
  • 11. 11 Publishing Facebook: Most Viral Subjects ๏ Lofty, aspirational themes a trend among “most viral posts”: Tailoring/Tailored, favourite (British spelling), Rich, ethereal, inspired, Icons, Baroque, Historic, and precious. ๏ Note post volume and pages settings in chart sliders. Requiring page count of 2+ focuses on more universal topics, and less brand-centric terms. © 2013 Zuum
  • 12. 12 Publishing Facebook: Viral Subject Analysis ๏ “Tailoring/ Tailored” a topic on 6 of 10 pages ๏ Engagement rate almost 50% above industry average © 2013 Zuum
  • 13. 13 Publishing Viral Subject “Tailoring” Posts See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 14. 14 Publishing Most Engaging Brand Posts ๏ Samples of some of the most engaging brand posts See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 15. 15 Community Share of Fan Activity ๏ Only 3 brands have enabled fan posting to their wall ๏ Louis Vuitton generating far higher share of engagements than their share of fans. See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 16. 16 Community Most Engaging Fan Posts ๏ Note very low engagement levels compared to brand posts. ๏ Most brands are not allowing fans to post. See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 17. 17 Key Takeaways ๏ While Facebook communities far outsize Twitter, Twitter community growth outpaces Facebook. ๏ Moderate posting volume: 70% of brands posted within a 22-28 post per month window. ๏ Content dominated by visuals: 96% of all posts are photos or videos. ๏ Brands approach Facebook as a destination: Links off to websites treated secondarily. See how Zuum can improve your page performance Free Demo © 2013 Zuum
  • 18. 18 About This Report Zuum frequently publishes reports on the social media content activities and trends for top industries. All data was gathered and analyzed using content strategy tool Zuum. If you’d like additional insights, either for publishing or applying to your business, please email [email protected] Thank you, Doug Schumacher Co-Founder Zuum Website Facebook Twitter Blog © 2013 Zuum
  • 19. 19 A Social Media Content Strategy Tool Zuum helps marketers maximize performance of their social media properties by helping them identify the key drivers of community engagement. ZuumSocial.com See how Zuum can improve your page performance Free Demo © 2013 Zuum