Christian Louboutin, Tiffany & Co. and Valentino are the top performing luxury brands on social media, according to a new study which ranks brands based on both their online and word of mouth (WOM) conversations.
The rankings by technology and data company Engagement Labs combine the company’s eValue social media measurement tool, which scores brands between 0-100 based on engagement, impact and responsiveness metrics; and TalkTrack, a measurement source of WOM conversation from the Keller Fay Group, an Engagement Labs company.
On Facebook, high-end shoe brand Christian Louboutin ranked first with the highest overall eValue score, as well as the highest engagement and responsiveness scores among the group. The company leveraged short posts and included professional photography of its signature red-bottomed shoes accompanied by the hashtag #LouboutinWorld which enabled the brand to generate the most likes and shares per 1,000 fans.
When Engagement Labs looked at the social media performance on Twitter, the company found jewelry brand Tiffany & Co. ranked first for overall eValue score and had the highest engagement and responsiveness scores. Tiffany & Co. leveraged a range of content including photos of celebrities purchasing its products, to user-generated content from popular fashion bloggers, as well as promotions for new products. The brand’s most engaged tweets featured the #WillYou hashtag, in reference to its signature engagement rings.
On the visual-platform Instagram, Valentino placed first with an eValue score of 82.7 out of the possible 100, and had the highest engagement score. The company posted significantly more content than the other brands measured and had the most active user base. The content shared by the brand featured professional images of its products, user-generated content from well-known fashion bloggers, as well as images of celebrities wearing its products.
“Social media provides a unique opportunity for luxury brands to engage with target consumers as well as create a tangible, yet aspirational experience for those that will be consumers of its products in the future,” said Bryan Segal, CEO at Engagement Labs. “Therefore, not only are these brands using social media to drive sales, but also creating brand experiences that illicit desire and build brand affinity.”
However, while luxury brands have a wide-reaching appeal and extremely large followings, Engagement Labs’ data indicates they engage and interact less with followers than typically seen with other retail brands the company measures.
“These luxury brands are missing out on opportunities to engage and activate audiences through two-way conversations,” said Segal. “By posting more frequently and responding to followers comments, luxury brands could elevate not only their online footprint, but also increase WOM conversations, and in turn build brand awareness to drive a path to purchase,” he said.
According to Engagement Labs’ WOM data, the company found that luxury brands that were highly ranked in its eValue rankings did not have similar success in offline WOM. Instead, brands that ranked lower in eValue such as Gucci, Coach and Ralph Lauren, secured the top spots for offline WOM conversations.
“When comparing the online and offline rankings, we found the conversations around the brands were not translating on different platforms – be it online or offline. It is important for brands that score well on social media to understand that offline conversations are also a significant driver of sales, and to focus on strategies that can unleash the power of offline conversation,” said Segal.
“Similarly, those that do well offline would be well-served by sharpening their social media focus. Top performing brands in today’s marketplace need to excel at driving consumer conversation both offline and online, as consumers today rely on both and move fluidly between them.”
Top 10 U.S. luxury brands – online and word of mouth conversations
|1||Christian Louboutin||Tiffany & Co.||Valentino||Gucci|
|2||Tiffany & Co.||Christian Louboutin||Calvin Klein||Coach|
|5||Louis Vuitton||Louis Vuitton||Versace||Calvin Klein|
|6||Dolce & Gabbana||Versace||Dolce & Gabbana||Dolce & Gabbana|
|8||Hugo Boss||Gucci||Ralph Lauren||Armani|
|9||Chanel||Dolce & Gabbana||Coach||Louis Vuitton|
Source: Engagement Labs eValueTM 2015 rankings of U.S. luxury brands and Keller Fay’s TalkTrack® 2015 rankings of U.S. luxury brands’ word of mouth conversation.
This article was written by Fiona Briggs from Forbes and was legally licensed through the NewsCred publisher network.