Social Media Monitoring for the Luxury Fashion Industry

1. Social Media Monitoring for the Luxury Fashion Industry università degli studi di pavia facoltà di economia, giurisprudenza, ingegneria, lettere e filosofia, scienze politiche corso di laurea interfacoltà in comunicazione, innovazione, multimedialità 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

2. Introduction Social Media Analytics Social Media Monitoring Degree dissertation by Sofìa C. Perez Pannelli

3. Luxury Fashion Brands & the Web Luxury fashion brands’ personality traits Luxury fashion in the era of the Web • 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

4. 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

5. The Salvatore Ferragamo Case Study Brand personality traits • 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

6. Online Brand Presence & Digital Initiatives Recent & current digital marketing & communication initiatives Degree dissertation by Sofìa C. Perez Pannelli

7. 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

8. Phase Two: Early Results & Tool’s Performance • Web coverage and scrapers • Facebook and privacy • Significant results vs. noise • Connotative content? Mass of users vs. influencers • Extracting meaning from data Main issues Devising a new strategy Twitter & online influencers Degree dissertation by Sofìa C. Perez Pannelli

9. Phase Three: Twitter & Online Influencers Influencers: five clusters • «Magazines» • «Industry» • «Bloggers» • «Celebrities» • «Retailers» Twitter as a communication channel • 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

10. Phase Three: The Brand Traits Research Categories • Unresponsiveness & noise • Tweet vs. retweet • Superficiality, brevity; connotation, ambiguities & peripheral meanings • «Tradition» • «Italian spirit» • «Cinematic» • «Equilibrium, harmony, symmetry» • «Artistic quality» • «Expensiveness» • «Modernity» Results ...Significance? Conclusions • 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

11. Phase Three: Brand Personality Traits on Twitter #SalvatoreFerragamo • No. of tweets, no. of retweets • Sentiment: positive, negative, neutral • Links: landing pages • Categories: «Product», «Editorial», «Campaign», «Brand», «Off-topic» #BottegaVeneta #Gucci Expectations... and actual results Devising a method of analysis Degree dissertation by Sofìa C. Perez Pannelli

12. Brand Personality Traits on Twitter: Results Categories Degree dissertation by Sofìa C. Perez Pannelli

13. 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 • Instagram, fashion blogs, photographs directly uploaded on Twitter • Facebook, YouTube, other websites • TwitPic, YFrog, WeHeartIt Degree dissertation by Sofìa C. Perez Pannelli

14. Final Conclusions On Salvatore Ferragamo’s online presence, brand image and marketing & communication strategy, also in relation to other luxury fashion brands • Detailed inspection of the field of inquiry • Specific queries • Tailor-made, definite moment in time • Executed and checked manually On the nature of current online conversations on luxury fashion brands On how to execute a social media monitoring investigation 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

15. Thank you for your attention! 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 Degree dissertation by Sofìa C. Perez Pannelli