- 1.Sennheiser Social IntelligenceNovember 2012Disclaimer: This study is provided to the public as a showcase ofNetBase Social Intelligence and was not requested, commissioned,nor endorsed by any of the companies mentioned.
2. OverviewThis study analyzes consumer perception of SennheiserSource data:Social Media - content generated by consumers (twitter, Facebook, blogs, etc.)One year of history, updated with high frequency, cleansed for spamRepresentative sampling employed when necessary (95% confidence level)Methodology:Social Web 360Analysis In-depth look into the market through the followinglenses:Lens ExampleProduct SennheiserCategory HeadphonesCompetition Beat by DRE; Plantronics; Skullcandy etcBrand SennheiserAttributesDurability; Cost; Sound Quality etc.Consumer @SennheiserUS2 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 3. 360View of Sennheiser on the Social WebSocial Web 3603 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 4. Sennheisers Sentiment Solid Like a RockInsight Potential Actions Sennheisers Net Sentiment has held fairly steady at Measure brand equity using Net Sentiment.about 56% over the last 12 months. Use Net Sentiment as an early warning system for The buzz and the sentiment has been steady over future crises.the last 12 months with no significant highs and lows.4 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 5. Love the Sennheiser Sound! Insight What people like the most aboutSennheiser is its sound quality. People like Sennheiser especially for theheadphones they manufacture. Potential Actions Design campaigns specifically promotingthe excellent sound quality of headphones. Do campaigns with leading music bands /singers to promote the benefits of listeningmusic using high quality headphones. Use NetBase to track and promote to thecompetitions customers who dont like the Sennheiser9;s sound quality is by far better than plantronics in my experience. They focus primarily on audio reproduction quality.sound quality of their headphones. - webhostingtalk.com It is a case of "you get what you pay for". Sennheiser makes awesome equipment. This headset mic produces professional audio quality and it works over USB. - davidrisley.com5| Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 6. You Get What You Pay ForInsight Though people like the sound qualityof Sennheiser headphones a lot, theyfind them to be too expensive. People also find Sennheiserheadphones to be lacking in detail andclarity.Potential Actions Research why people find Sennheiserto be expensive and overpricedcompared to competition.V-moda M-80s are excellent. The Sennheiser HD598 are good too, but more expensive.- overclockers.com Promote the sound quality people getby spending more compared tocompetition to counter pricing issues.Overall, the detailing of the Sonys is very good but not very aggressive, which allows the earphoneto remain extremely refined and liquid. The overall refinement is especially obvious next to alesser dynamic such as the Sennheiser IE7, which lacks clarity and detail compared to theEX1000 and loses out by a fair margin in overall realism. Only in comparison to the 6-driver,custom-molded, hugely expensive UM Miracle does the EX1000 start to sound a little thin andlacking in note articulation.- head-fi.org6 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 7. Good to Buy! Great to Use! Insight Theme clouds on the right show thebehavior and emotions of consumersusing Sennheiser headphones. Consumers find them to be a good buyand find them great to use to listen tomusic. Potential Actions Promote Sennheiser as a product usingwhich you can listen to your favoritemusic in the best possible way. Associate the brand with big musicstudios and rock shows to create that link.7| Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 8. 360View of Sennheiser on the Social WebSocial Web 3608 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 9. Beats by DRE Dwarfs Sennheiser in Headphones CategoryInsight Beats by DRE is the most common brand mentioned along with the term headphones. Sennheiser has a very small share. People also tend to associate headphones a lot with iPhones; iPods and Apple. Potential Actions Research why consumers mention Beats by DRE the most while thinking of headphones. Build a promotion around exceptional experience people can get by using Sennheiser headphones with iPhone/ iPod. 9 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 10. Big Demand for Headphones InsightDemand peaks mid-week There were 800K+ mentions in the lastyear for wanting/needing/etc.headphones. Demand seems cyclical with highsmid-week. A few reasons why people might wantnew headphones: not loud enough,they break, and tangled wires. Potential Actions Come up with a better headphone thathas the right level of loud. Tweet back at these 800,000 peopleto engage in social selling.800,000+ mentions10| Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 11. Big Demand for Headphones But Why?Insight Here is an analysis of why peoplewant headphones (top right). The biggest reason people say theywant headphones is to replaceexisting headphones. This could indicate quality problemswith existing headphones.Potential Actions Research the linkage betweenreplacement and durability. Understand the core of the problem whether there are issues withheadphone wires; body; speakers etc. 11| Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 12. Headphone Durability Is a Big Issue Insight People find headphones to be less durable and easily breakable. Out of all the attributes like Sound quality, design, cost etc; durability is the most disliked attribute for headphones. Potential Actions Come up with a better quality of headphones which do not break easily and promote them to the competitions detractors.My new #Nocs headphones are broken. Im devastated, sound qualitywas awesome, but just 7 days old and one of the heads hasbroken off- twitter.comeadphones are broken again... I go through too many ofthese[headphones].- twitter.com 12 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 13. 360View of Sennheiser on the Social Web Social Web36013 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 14. People Like Sennheiser! Make them Love it!Insight Beats by DRE has the maximumshare of buzz and people like itsomewhat also. Sennheiser has created some buzzand is also liked. Plantronics is the most loved brand inheadphones categoryPotential Actions Track these competitors on NetBase. Aim to match the buzz created by theBeats by DRE. Surface drivers of positive sentimenttowards Plantronics as its really loved. Research drivers of sentiment towardall of these brands. 14| Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 15. lowSample Study Skullcandy.. Insight The graphs on the right show the positive and negative themes for Skullcandy headphones People really like the sound quality of Skullcandy headphones. The product quality is the biggest negative theme as people do not find them durable. Potential Actions Look at improving the quality of Sennheiser headphones so that consumers perceive them to be the most durable headphones. Compare Skullcandy and competitors in terms of sound quality.15 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 16. 360View of Sennheiser on the Social Web Social Web36016 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 17. Sennheiser: Association with its Product Range!Insight Line thickness measures how muchone this is co-mentioned with another. Sennheiser has the strongestassociation with headphones (26%). Although Sennheiser alsomanufactures conference systems, theassociation is very weak.Potential Actions Compare association of competitionbrands with their products. Set association goals for this yearscampaigns to build stronger relationswith weak connections. 17| Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 18. Building Brand Equity through Corporate Social MarketingInsight With the prevalence of teens listeningportable music devices at high volume levels,hearing loss is a possible risk. Sennheiser has joined hands with the HouseResearch Institute, a non-profit organization,to raise awareness of this issue. But there is a very weak association (0.73%)of Sennheiser to this important cause insocial media. Potential Actions Increasing awareness of this partnershipmay increase parents likelihood to buySennheiser brand for their kids. Choose other social causes that complementstrategic interests and measure efforts tobuild brand affinity with linkage analysis.18| Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 19. 360View of Sennheiser on the Social Web Social Web36019 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 20. Brand Positioning Brand PerceptionInsight Sennheiser is positioned primarily as a brand forproviding the True Sound. In line with its positioning, consumers do talk a lotabout this attribute but merely like it for this. Consumers also like the design of Sennheiserheadphones but dislike the durability aspect.Potential Actions Research why people are not loving the sound so ran over to bestbuy... found the sennheiser hd4399;s sound pretty nice andquality of Sennheiser headphones. comfortable on the head... liked the slightly more expensive sennheisers sound but they pinched after just a min or so Using NetBase, study competing brands on the - grassrootsmotorsports.comsound quality aspect and find improvement areas. I already have wireless headphones from Radio Shack and that set is light weight with good sound. These Sennheisers have good sound quality, but weigh about thr