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FirmenichOsmoz
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linkpaper – overview
2008/09
fragrance on the French socialweb
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gathering of spontaneous opinions on the social web
(media, blogs, forums, etc.)around fragrance
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exploration of 11
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158 sites
visible on the French social web
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selection of 700 sites
based on their relevance
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(communities whose members aremost interested in the topics researched around fragrance)
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identification of
343 reactive sites
with respect to the queries used
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sampling of
92
original and substantial
articles
for coding and analysis
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drawing
insight
and
recommendations
for new product-development tracks andmarketing strategies (cf. full report, page 12)
most lf cties
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fashion
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beauty
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trad. medias
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communities
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5
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sites
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700
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reactive sites
343
articlesanalyzed
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92
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most important communities :
fashion
(59% of sites) and
beauty
(28% of sites).
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penetration rate of 49%
for fragrance brands (classic and niche combined), i.e. half of thesurveyed sites have mentioned at least one fragrance brand
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classic brands
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:
greater echo within traditional channels (online media, traditional and native).
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niche
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brands:
more visible, appeal to early adopters (notably the fashion and lifestylecommunities).
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top fragrances
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:
hold the upper hand against newcomers
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: little space for new fragrances
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female fragrances
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:
discussed plenty, generate more comments than their male counterpartsthat are somewhat forsaken by traditional media
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