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Retail Industry
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Abstract
Retail Industry is one of the most active industries on Social Media. Retail Brands like Walmart and Target are among the top 20 brands on Facebook with the highest number of Facebook fans. Recent Comscore research shows that 54% of the referral traffic to retail websites comes from Facebook, 30% from Pinterest and 8% from Tumblr. Among the many use cases of social media, marketing is the top priority for Retail Brands. Amplification of their marketing message makes the huge chunk of their overall social media strategy. Besides marketing, customer support is another key activity on social media. In this report, we will explore the conversation trends around the best US Retail brands as listed by Interbrand. Interbrand is one of the largest branding consultancies. The brands are ranked based on the BrandValue1 which is calculated using Financial Performance and Role of a Brand Index.
The keyword combinations used for the research: (Region Target: United States)
Note: The report is based on the social media conversations. The brands chosen for the research were not commissioned by any organization. The research was carried out with the sole intention of showcasing Simplify360 and the power of social media research.
1. Brand Value Details: This means that our method takes into account all the many ways in which a brand touches and benefits its organization -- from attracting and retaining talent to delivering on customer expectations. The final value can then be used to guide brand management, so businesses can make better, more informed decisions. http://www.interbrand.com/en/best-globalbrands/best-global-brands-methodology/Overview.aspx
Walmart is the most valued Retail Brand in the United States, followed by Target according to Brand Value scoring. We can clearly see that Walmart leads with a high margin.
24%
0% 18% 53%
66%
10%
14%
1%
Blogs Other Facebook Flickr
6% News
2% Video
*Note: In the social media conversation data only Public Facebook conversations are considered.
3%
Michigan
3%
New York
5%
Pennsylvania
3% California
North Carolina
18%
3%
3%
Georgia
Florida Texas
5%
Alabama
8%
3%
The above MAP distribution shows that most of the conversations are coming from CALIFORNIA around 18%
Other 46%
Then we have Texas with 8%, and NewYork and Florida with 5%. Based on this small sample size data, region wise distribution can only show us the online activity of consumers and not their preferences in details. More data could give us clarity on the Brand preferences and sentiment distribution as well.
44%
13%
Types of Tweets
16%
In terms of sentiments of the conversations, 44% are positive and only 16% are negative. The trends in sentiments are very similar to other Industry Sentiment distribution.
Sentiment Distribution
Example of Conversations
--------------------------------------------------------------------------------------------@aj_toledo I gotta take it to Best Buy hopefully they can recover my shit --------------------------------------------------------------------------------------------@apexonline did u tell him no offense, but ur only a register dude at home depot not even a real handy man??? --------------------------------------------------------------------------------------------Oh my gulay. I need to go to target since they sell @onedirection school supplies. --------------------------------------------------------------------------------------------Poop in the target hallway? #Hahaha --------------------------------------------------------------------------------------------Why is it every time I go to Target I spend way more than I was supposed to.Went in for one thing came out with a cart load. --------------------------------------------------------------------------------------------@saraherod237 best buy and if you want one I'd get it from like radio shack it's cheaper 50$ for the 4 and 100$ for the 4s ---------------------------------------------------------------------------------------------
EVENT
EVENT
EVENT
25% 2% 14%
SERVICE
SERVICE
EXPERIENCE
EXPERIENCE
PRODUCTS
PRODUCTS
36%
LOCATION
LOCATION
LOCATION
22% 1%
COST
COST
COST
CVS has a very negligible amount of conversations for any relevant analysis to be carried out.
Note: EVENT: Any campaigns or events around the Brand. SERVICE: Conversations related to services of the Retailer. EXPERIENCE: About experiences of customers. PRODUCTS: Around products offered by the Retailer. LOCATION: Conversations related to Check-ins. COST: Conversations around the prices of the Products.
Copyrights 2012 Simplify360 www.simplify360.com
22%
One more Thing: Beside all the other kinds of conversations, the analysis also saw many conversations related to JOBS and employment.
28%
Home Depot
Out of this, more than 90% conversations were around jobs and remaining around people updating about the employees working at the Retailers.
---------------------------------------------------------------
Target
20%
WalMart
22%
In addition to general updates, there were around 5-6% conversations related to PARKING spots at Retailers. Ofcourse parking is an important aspect of the Retail Experience. We can see that Target has the most parking conversations around 58%, then followed by The Best Buy which has around 20%. Even Home Depot has significant amounts of parking conversations, around 17%. Eg: Sitting in the parking lot
PARKING
20% 5%
WalMart Target Home Depot The Best Buy
17%
58%
slappin pandora and everyone coming out of home depot just staring. #Akward
61.1%
1%
22.5%
0.3%
0.2%
14.8%
The above diagram shows that only around 0.1% people are talking about all the brands at this point of time. This is a very low number indicating that people are generally exclusive about their Retail preferences. In addition to this, we see that BEST BUY and TARGET are the most associated Retail Brands compared to others. Home Depot and Target only have 0.2% common people talking about them, and Home Depot and Best Buy have only around 0.3%.
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