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L2 Think Thank 2012 Facebook IQ study ranks the 100 prestige brands for the digital competence on Facebook.
Citation preview
© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
June 12, 2012
SCOTT GALLOWAYNYU Stern
Want to know more about your brand’s ranking? Contact us
2© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
On the date of its IPO, Facebook was worth more than LVMH, PPR, and Richemont combined. Ten days on, the stock had lost a third of its value. The culprit? Facebook investors shifted the measurement stick from promise to performance.
similarly, the marketing and digital professionals at prestige organizations charged with building and engaging communities on the world’s biggest platform will face heightened expectations and scrutiny. As tomorrow becomes today for prestige executives, the issue of what, and how, return is achieved on Facebook takes center stage.
Missing the “Social” in Social Media prestige communities grew more than 200 percent year over year as brands began investing in Facebook advertising. however, the industry is still struggling to embrace the “social” in social media. More than 20 percent of prestige brands still do not engage in any two-way conversation, and a third prohibit fan posts on their Facebook walls. the growth coupled with numb response times has led to a decline in engagement rates of almost 50 percent since our first Facebook IQ Index® in June 2011.
TOMORROW
Facebook IQ Index® Video Click to Play
becomes today
Want to know more about your brand’s ranking? Contact us
3© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
Facebook Is LocalA bright spot for prestige brands on Facebook is growth and engagement in emerging markets, mimicking some of the macro growth trends in the industry. Forty-one percent of brands
now maintain at least one local country page. these local Facebook
pages have grown at twice the rate of Global and u.s. prestige
communities and register 50 percent higher engagement. Facebook’s
Most popular city data provides further evidence that the center of
gravity is shifting in the industry. More than 44 percent of prestige
brands, including many icons, register an emerging-market city (e.g.,
taipei, tbilisi, tunis, etc.) as the top place where people are talking
about the brand on Facebook.
Icons Strike BackA lot has changed since the first Facebook IQ Index® a year ago. some of the prestige industry’s iconic brands are this year’s
biggest winners, including bulgari, christian dior, and cartier, which
all catapulted from challenged to Gifted on the backs of massive
community growth, innovative programming, and stronger integration.
Notorious digital laggard Prada finally joined the Facebook party in
January 2012, moving from Feeble to Average. however, the Facebook
IQ top 10 is still dominated by retailers and beauty brands that
have been deft at facilitating higher rates of engagement via user-
generated content and local pages and posts.
Facebook IQ = Shareholder Valueour thesis is that competence on Facebook is linked to shareholder growth and is a proxy for innovation within an organization. this study, released with our partners at buddy Media,
attempts to quantify the Facebook competence of 100 iconic brands
across beauty, Fashion, specialty Retail, and Watches & Jewelry.
our aim is to provide a robust tool to diagnose digital strengths and
weaknesses and help managers at prestige brands achieve greater
return on incremental investment.
Like the platform we are assessing, our methodology is dynamic
and we hope you will reach out with comments that improve our
methodology, investigation, and findings. You can reach me at
Regards,
SCOTT GaLLOWay
Founder, L2
clinical professor of Marketing,
NYU Stern
Want to know more about your brand’s ranking? Contact us
4© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
TaBLE OF CONTENTSClick to Jump-To:
05 Methodology
06 Facebook IQ Rankings06 Genius 07 Gifted 09 Average 11 challenged 12 Feeble
13 Key Findings13 Facebook Growth 14 the timeline effect 15 declining engagement 17 Facebook is Local 21 F-commerce Failing 24 Fan & content engagement 28 Facebook integration
29 Flash of Genius29 in the company of Genius: Macy’s 31 Global citizen (pretty powerful): bobbi brown 32 scale + data: burberry 33 Mother’s day: L’occitane 34 Facebook in Japan: coach 35 bring it back: bobbi brown & M·A·c 36 Facebook offers: Kate spade & Macy’s 37 Miracle Maker: sK-ii 38 pilot Aptitude test: iWc
Want to know more about your brand’s ranking? Contact us
5© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
aBOUT THE RaNKING
The Methodology
Facebook IQ Classes
Genius 140+
Facebook competence is a point of competitive differentiation for these brands
Gifted 110–139
brands demonstrate a comprehensive understanding of Facebook marketing and continue to grow their fan bases while experimenting with programs and tabs
Average 90–109
Lack of innovation categorizes the Facebook efforts of these brands
Challenged 70–89
these brands have gone through the motions of establishing a Facebook presence but have yet to allocate financial or creative horsepower
Feeble <70
Weak or no official presence on the world’s largest and fastest growing platform
Programming 20% Brand content, responsiveness, and innovation • customized tabs and interactive applications • Response frequency and speed • use of gated tabs • posting frequency • brand photos and videos • F-commerce and e-commerce integration • Facebook advertising and offers • innovative campaigns
Integration 10%
Integration of Facebook across brand digital platforms • promotion of Facebook page on other digital properties including: site, mobile, social media, email marketing, and blogs • search engine visibility • incorporation of additional social media properties • shareability of site content • social shopping and Facebook connect • customer service accessibility
Size & Growth 35%
Size and growth on the platform • number of “Likes” • Growth Rate • Absolute Growth • Global community
Engagement 35%
Fan reaction and interaction • Fan engagement with brand posts • number of fan posts • Fan engagement with fan posts • Fan participation in programs and applications • Fan photos and videos
35% Size & Growth
20% Programming
35% Engagement
10% Integration
© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
6Want to know more about your brand’s ranking? Contact us
1
2
3
3
RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
161
148
146
146
This Timeline pioneer’s page is big, growing, and well-integrated across channels; Constantly updated program-ming sets the bar
From geo-targeted special offers to fully-functional gift card F-commerce application, beauty maven delivers
Hypnose Doll Eyes app and Rouge in Love Lookbook provide a lesson on rolling out programming across geographies
Outstanding integration across digital properties complements exceptional growth in Facebook fan base
Genius BrandsFaCEBOOK IQ RaNKING = Fashion
= Beauty & Skincare
= Watches & Jewelry
= Specialty Retail
GENIUSMacy’s
SephoraLancôme
Michael Kors
GIFTEDIWC
SmashboxSwarovski
United Colors of BenettonEl Corte Inglés
Esteé LauderPandora
AvedaBulgari
Bare EscentualsChristian Dior
Marks & SpencerOscar de la RentaBenefit Cosmetics
M∙A∙CTiffany & Co.
LacosteLouis Vuitton
CliniqueCoachGucci
CartierFendi
Tommy HilfigerBobbi Brown
BurberryJimmy Choo
Baume et MercierNordstromTory Burch
Bottega VenetaChanelChloé
Marc Jacobs
AVERAGEHugo BossTAG Heuer
PradaVersace
Calvin KleinElizabeth Arden
Dolce & GabbanaGiorgio Armani
Ralph LaurenSaks Fifth AvenueJaeger-LeCoultre
Alexander McQueenBally
Barneys New YorkNARS
L’Occitane en ProvenceClarins
David YurmanMontblanc
SK-IIHarrodsChopard
OmegaNeiman Marcus
Yves Saint LaurentGaleries Lafayette
MovadoNET-A-PORTER
OriginsHermés
CHALLENGEDBoots
Harry WinstonPiagetHublot
ShiseidoVacheron Constantin
Bergdorf GoodmanKate Spade
ValentinoKiehl’s
Bloomingdale’sPhilosophy
Officine PaneraiSalvatore Ferragamo
LonginesPerricone MD
Le Bon Marché Rive Gauche
Audemars PiguetDiane von Furstenberg
House of FraserSelfridges
Raymond Weil
FEEBLEDonna Karan New York
Van Cleef & ArpelsMax Mara
Ermenegildo ZegnaRolex
BaccaratHarvey Nichols
DeBeersPrintemps
Patek Philippe
© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
7
RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
5 138 Stirring "Pilot Aptitude Test" game app catapults watchmaker to top of category
6 133"Social Shop" takes Facebook commerce site-side; "Lights, Camera, Action" app delights
7 131Strong community growth and interactive apps compensate for average engagement and integration
8 129 Stellar growth offsets average engagement
9 128 "Virtual Clothes Model" app scores
10 127 Strong across all dimensions
10 127Early adopter gets Facebook Connect and power of local programming
12 126"You Create, We Donate" app threads UGC and CSR
12 126Global page strikes balance between size and engagement
14 125Community-oriented page is integrated across brand’s wider digital footprint
Gifted BrandsFaCEBOOK IQ RaNKING
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RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
14 125 Icon boasts luxury’s third-largest fan base
16 124Quick responder to fan comments and concerns
16 124Facebook-exclusive products provide entry point to brand; exceptional engagement on wall
18 123 Best-in-show integration
18 123Facebook-integrated "Shop Together" feature complements impressive size and growth of global community
18 123Seamless integration of “What Makes Love True” microsite
21 122Rapidly growing Facebook fan base is the second-largest
22 120More than 200 percent year-over-year growth and high engagement
23 119Fans are encouraged to rate and review their favorite products
23 119Fosters dialogue via responsiveness to its formidable community
= Fashion
= Beauty & Skincare
= Watches & Jewelry
= Specialty Retail
GENIUSMacy’s
SephoraLancôme
Michael Kors
GIFTEDIWC
SmashboxSwarovski
United Colors of BenettonEl Corte Inglés
Esteé LauderPandora
AvedaBulgari
Bare EscentualsChristian Dior
Marks & SpencerOscar de la RentaBenefit Cosmetics
M∙A∙CTiffany & Co.
LacosteLouis Vuitton
CliniqueCoachGucci
CartierFendi
Tommy HilfigerBobbi Brown
BurberryJimmy Choo
Baume et MercierNordstromTory Burch
Bottega VenetaChanelChloé
Marc Jacobs
AVERAGEHugo BossTAG Heuer
PradaVersace
Calvin KleinElizabeth Arden
Dolce & GabbanaGiorgio Armani
Ralph LaurenSaks Fifth AvenueJaeger-LeCoultre
Alexander McQueenBally
Barneys New YorkNARS
L’Occitane en ProvenceClarins
David YurmanMontblanc
SK-IIHarrodsChopard
OmegaNeiman Marcus
Yves Saint LaurentGaleries Lafayette
MovadoNET-A-PORTER
OriginsHermés
CHALLENGEDBoots
Harry WinstonPiagetHublot
ShiseidoVacheron Constantin
Bergdorf GoodmanKate Spade
ValentinoKiehl’s
Bloomingdale’sPhilosophy
Officine PaneraiSalvatore Ferragamo
LonginesPerricone MD
Le Bon Marché Rive Gauche
Audemars PiguetDiane von Furstenberg
House of FraserSelfridges
Raymond Weil
FEEBLEDonna Karan New York
Van Cleef & ArpelsMax Mara
Ermenegildo ZegnaRolex
BaccaratHarvey Nichols
DeBeersPrintemps
Patek Philippe
© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
8
Gifted Brands continued...FaCEBOOK IQ RaNKING
Want to know more about your brand’s ranking? Contact us
RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
25 116Gucci pushes opportunity to Connect with its 8 million fans
26 114“L’Odyssée de Cartier” campaign threads traditional and social channels inspiring 50 percent fan growth in 30 days
26 114Strong page growth but programming needs a refresh
26 114"Get Prepped" app outfits Facebook com-munity
29 113 Deft global community management
29 113Behemoth community, one of three brands experimenting with Facebook Connect
29 113Should leverage “Stylemakers” program to boost UGC
32 112Extensive programming including “What Do You Think?” poll keeps fans engaged
32 112“Share Your Stories” solicits UGC while custom tabs buttress integration
RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
32 112"Facebook Shop" still garners 8,000 monthly users a year later
35 111Brand programming on the rise; fan growth should follow
35 111Fan engagement is sorely missing from this 6.6 million strong page
35 111Integrated "L'Eau de Chloé" contest com-bines Mobile, Tumblr, and Facebook
35 111Needs better Facebook integration on site to complement strong engagement
= Fashion
= Beauty & Skincare
= Watches & Jewelry
= Specialty Retail
GENIUSMacy’s
SephoraLancôme
Michael Kors
GIFTEDIWC
SmashboxSwarovski
United Colors of BenettonEl Corte Inglés
Esteé LauderPandora
AvedaBulgari
Bare EscentualsChristian Dior
Marks & SpencerOscar de la RentaBenefit Cosmetics
M∙A∙CTiffany & Co.
LacosteLouis Vuitton
CliniqueCoachGucci
CartierFendi
Tommy HilfigerBobbi Brown
BurberryJimmy Choo
Baume et MercierNordstromTory Burch
Bottega VenetaChanelChloé
Marc Jacobs
AVERAGEHugo BossTAG Heuer
PradaVersace
Calvin KleinElizabeth Arden
Dolce & GabbanaGiorgio Armani
Ralph LaurenSaks Fifth AvenueJaeger-LeCoultre
Alexander McQueenBally
Barneys New YorkNARS
L’Occitane en ProvenceClarins
David YurmanMontblanc
SK-IIHarrodsChopard
OmegaNeiman Marcus
Yves Saint LaurentGaleries Lafayette
MovadoNET-A-PORTER
OriginsHermés
CHALLENGEDBoots
Harry WinstonPiagetHublot
ShiseidoVacheron Constantin
Bergdorf GoodmanKate Spade
ValentinoKiehl’s
Bloomingdale’sPhilosophy
Officine PaneraiSalvatore Ferragamo
LonginesPerricone MD
Le Bon Marché Rive Gauche
Audemars PiguetDiane von Furstenberg
House of FraserSelfridges
Raymond Weil
FEEBLEDonna Karan New York
Van Cleef & ArpelsMax Mara
Ermenegildo ZegnaRolex
BaccaratHarvey Nichols
DeBeersPrintemps
Patek Philippe
© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
9
Average BrandsFaCEBOOK IQ RaNKING
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RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
39 107Delivers first luxury 3D experience to the social network
39 107Interactive "Apollo Project" app live-streams webcast via Facebook
41 106 Late to platform, but hit ground running
41 106Lackluster programming and absence of UGC weaken brand's presence
43 105Tackles global vs. local dilemma with multilingual tabs
43 105Beauty Buzz tab highlights must-haves and games
45 103Barring fan posts, photos, or videos misses opportunity to engage with 5.4 million followers
45 103Rapid growth overshadowed by anemic engagement
45 103"Life in Color" app delivers compensates for low engagement
45 103Brand skillfully employs social media cross-promotion with "See U @Saks" Instagram feed and Pinterest custom tab
RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
49 101Social media "Mad About Reverso" poster contest combines Instagram and Facebook
50 100No custom tabs and low fan engagement signal missed opportunity to capitalize on large fan base
50 100Community is still small despite almost 200% growth year over year
50 100 "Mother's Day Contest" reflects potential
50 100 Site and social media integration fall short
54 98Tailors content for its 54 local pages across the globe
55 97"Spa Life" app garners 50,000 monthly users, uninspired elsewhere
55 97Additional programming would complement steady growth
57 96Leverages platform for CSR and customer service
57 96Best-in-class engagement via fan photos, videos, posts, and participation in "Compliments" app
= Fashion
= Beauty & Skincare
= Watches & Jewelry
= Specialty Retail
GENIUSMacy’s
SephoraLancôme
Michael Kors
GIFTEDIWC
SmashboxSwarovski
United Colors of BenettonEl Corte Inglés
Esteé LauderPandora
AvedaBulgari
Bare EscentualsChristian Dior
Marks & SpencerOscar de la RentaBenefit Cosmetics
M∙A∙CTiffany & Co.
LacosteLouis Vuitton
CliniqueCoachGucci
CartierFendi
Tommy HilfigerBobbi Brown
BurberryJimmy Choo
Baume et MercierNordstromTory Burch
Bottega VenetaChanelChloé
Marc Jacobs
AVERAGEHugo BossTAG Heuer
PradaVersace
Calvin KleinElizabeth Arden
Dolce & GabbanaGiorgio Armani
Ralph LaurenSaks Fifth AvenueJaeger-LeCoultre
Alexander McQueenBally
Barneys New YorkNARS
L’Occitane en ProvenceClarins
David YurmanMontblanc
SK-IIHarrodsChopard
OmegaNeiman Marcus
Yves Saint LaurentGaleries Lafayette
MovadoNET-A-PORTER
OriginsHermés
CHALLENGEDBoots
Harry WinstonPiagetHublot
ShiseidoVacheron Constantin
Bergdorf GoodmanKate Spade
ValentinoKiehl’s
Bloomingdale’sPhilosophy
Officine PaneraiSalvatore Ferragamo
LonginesPerricone MD
Le Bon Marché Rive Gauche
Audemars PiguetDiane von Furstenberg
House of FraserSelfridges
Raymond Weil
FEEBLEDonna Karan New York
Van Cleef & ArpelsMax Mara
Ermenegildo ZegnaRolex
BaccaratHarvey Nichols
DeBeersPrintemps
Patek Philippe
© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
10
Average Brands continued...FaCEBOOK IQ RaNKING
Want to know more about your brand’s ranking? Contact us
RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
59 95"Harrods Window" Pinterest contest allows users to vote via Facebook tab
60 94“Happy Diamonds” mobile to Facebook application signals innovation
60 94Brand needs additional programming to sustain fan activity
62 93"NM@SWSX Contest" app cleverly blends offline and online
62 93 Limits engagement by inhibiting fan posts
64 92Responds to fan posts and frequently refreshes content
64 92Misses opportunity to integrate Facebook and site
64 92Seamlessly integrates Facebook with social media, marketing, blog, site, and customer service efforts
RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
64 92Combines UGC and CSR encouraging users to create and share environmental pledges
68 91Better integration would boost weak year-over-year growth
= Fashion
= Beauty & Skincare
= Watches & Jewelry
= Specialty Retail
GENIUSMacy’s
SephoraLancôme
Michael Kors
GIFTEDIWC
SmashboxSwarovski
United Colors of BenettonEl Corte Inglés
Esteé LauderPandora
AvedaBulgari
Bare EscentualsChristian Dior
Marks & SpencerOscar de la RentaBenefit Cosmetics
M∙A∙CTiffany & Co.
LacosteLouis Vuitton
CliniqueCoachGucci
CartierFendi
Tommy HilfigerBobbi Brown
BurberryJimmy Choo
Baume et MercierNordstromTory Burch
Bottega VenetaChanelChloé
Marc Jacobs
AVERAGEHugo BossTAG Heuer
PradaVersace
Calvin KleinElizabeth Arden
Dolce & GabbanaGiorgio Armani
Ralph LaurenSaks Fifth AvenueJaeger-LeCoultre
Alexander McQueenBally
Barneys New YorkNARS
L’Occitane en ProvenceClarins
David YurmanMontblanc
SK-IIHarrodsChopard
OmegaNeiman Marcus
Yves Saint LaurentGaleries Lafayette
MovadoNET-A-PORTER
OriginsHermés
CHALLENGEDBoots
Harry WinstonPiagetHublot
ShiseidoVacheron Constantin
Bergdorf GoodmanKate Spade
ValentinoKiehl’s
Bloomingdale’sPhilosophy
Officine PaneraiSalvatore Ferragamo
LonginesPerricone MD
Le Bon Marché Rive Gauche
Audemars PiguetDiane von Furstenberg
House of FraserSelfridges
Raymond Weil
FEEBLEDonna Karan New York
Van Cleef & ArpelsMax Mara
Ermenegildo ZegnaRolex
BaccaratHarvey Nichols
DeBeersPrintemps
Patek Philippe
© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
11
Challenged BrandsFaCEBOOK IQ RaNKING
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RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
69 89Encourages fan content through “Say Yes” competition
69 89High fan-to-brand engagement is a bright spot
69 89New “like”-gated competition is a step in the right direction
72 87 “Live Series” tab fails to deliver engagement
72 87Brand scores points with diverse, fresh programming across all of its local pages
74 86“Our World” tab highlights wealth of digital properties
75 85Leverages employees with "What I'm wearing today", but held back by slow fan growth
75 85Testing Facebook offers and "Surprise Sale" but falters on engagement
75 85 Treats page as a broadcast channel
78 84One of only ten brands that integrates ratings and reviews through Facebook
79 83Interactive "Prom 2012" app shines, but work needed to integrate Facebook features on site
RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
79 83Cross-platform "Facebook Fan Favorites" features popular products on site, but stagnant fan growth hurts IQ
81 82Engaged fan base and strong cross-platform social media integration, but lacks growth
81 82Not allowing fans to post is missed opportunity
83 80 Limited programming and growth
83 80Perricone's 30,000 strong, highly-engaged fan base has room to grow
85 77With fewer than 10,000 likes, brand's community is smallest in Index
86 75Abundant Facebook content is not shareable
87 74Early F-commerce adopter has stopped innovating
87 74Weekly competitions fuel highest year-over-year growth in the Index; programming needs to catch up
87 74British retailer integrates Pinterest, Instagram, and Twitter, but lacks interactivity
90 72Strong social media integration overshadowed by limited growth
= Fashion
= Beauty & Skincare
= Watches & Jewelry
= Specialty Retail
GENIUSMacy’s
SephoraLancôme
Michael Kors
GIFTEDIWC
SmashboxSwarovski
United Colors of BenettonEl Corte Inglés
Esteé LauderPandora
AvedaBulgari
Bare EscentualsChristian Dior
Marks & SpencerOscar de la RentaBenefit Cosmetics
M∙A∙CTiffany & Co.
LacosteLouis Vuitton
CliniqueCoachGucci
CartierFendi
Tommy HilfigerBobbi Brown
BurberryJimmy Choo
Baume et MercierNordstromTory Burch
Bottega VenetaChanelChloé
Marc Jacobs
AVERAGEHugo BossTAG Heuer
PradaVersace
Calvin KleinElizabeth Arden
Dolce & GabbanaGiorgio Armani
Ralph LaurenSaks Fifth AvenueJaeger-LeCoultre
Alexander McQueenBally
Barneys New YorkNARS
L’Occitane en ProvenceClarins
David YurmanMontblanc
SK-IIHarrodsChopard
OmegaNeiman Marcus
Yves Saint LaurentGaleries Lafayette
MovadoNET-A-PORTER
OriginsHermés
CHALLENGEDBoots
Harry WinstonPiagetHublot
ShiseidoVacheron Constantin
Bergdorf GoodmanKate Spade
ValentinoKiehl’s
Bloomingdale’sPhilosophy
Officine PaneraiSalvatore Ferragamo
LonginesPerricone MD
Le Bon Marché Rive Gauche
Audemars PiguetDiane von Furstenberg
House of FraserSelfridges
Raymond Weil
FEEBLEDonna Karan New York
Van Cleef & ArpelsMax Mara
Ermenegildo ZegnaRolex
BaccaratHarvey Nichols
DeBeersPrintemps
Patek Philippe
© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
12
Feeble BrandsFaCEBOOK IQ RaNKING
Want to know more about your brand’s ranking? Contact us
RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
91 68 Fashion icon doesn’t allow fan posts
92 64Lackluster performance across all dimensions
93 63Site content is not shareable; Facebook page features no recent programming
94 58Innovating with augmented reality, but must grow fan base to become relevant
95 55One of only two brands in the study that have yet to join the platform, keeping 300,000 fans waiting
96 54Page features beautiful visuals but community is less than 20,000
96 54Strong integration scores are hindered by limited size and growth
98 52 No custom tabs nor UGC
RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION
99 45One of seven brands utilizing platform for HR, but consumer-facing efforts are unfocused
37Active fans keep unofficial page going for this iconic non-believer 100
= Fashion
= Beauty & Skincare
= Watches & Jewelry
= Specialty Retail
GENIUSMacy’s
SephoraLancôme
Michael Kors
GIFTEDIWC
SmashboxSwarovski
United Colors of BenettonEl Corte Inglés
Esteé LauderPandora
AvedaBulgari
Bare EscentualsChristian Dior
Marks & SpencerOscar de la RentaBenefit Cosmetics
M∙A∙CTiffany & Co.
LacosteLouis Vuitton
CliniqueCoachGucci
CartierFendi
Tommy HilfigerBobbi Brown
BurberryJimmy Choo
Baume et MercierNordstromTory Burch
Bottega VenetaChanelChloé
Marc Jacobs
AVERAGEHugo BossTAG Heuer
PradaVersace
Calvin KleinElizabeth Arden
Dolce & GabbanaGiorgio Armani
Ralph LaurenSaks Fifth AvenueJaeger-LeCoultre
Alexander McQueenBally
Barneys New YorkNARS
L’Occitane en ProvenceClarins
David YurmanMontblanc
SK-IIHarrodsChopard
OmegaNeiman Marcus
Yves Saint LaurentGaleries Lafayette
MovadoNET-A-PORTER
OriginsHermés
CHALLENGEDBoots
Harry WinstonPiagetHublot
ShiseidoVacheron Constantin
Bergdorf GoodmanKate Spade
ValentinoKiehl’s
Bloomingdale’sPhilosophy
Officine PaneraiSalvatore Ferragamo
LonginesPerricone MD
Le Bon Marché Rive Gauche
Audemars PiguetDiane von Furstenberg
House of FraserSelfridges
Raymond Weil
FEEBLEDonna Karan New York
Van Cleef & ArpelsMax Mara
Ermenegildo ZegnaRolex
BaccaratHarvey Nichols
DeBeersPrintemps
Patek Philippe
Want to know more about your brand’s ranking? Contact us
13
Key Findings
© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
Still Growing Facebook communities remain on an impressive
trajectory, up an average 216 percent year on year—
adding an average 750,000 fans/brand since May 2011.
dior led the pack, catapulting from 900,000 to over
8 million fans in a year. peer icons burberry and Louis
Vuitton have also added more than 5 million fans each.
“Facebook is not like Twitter, where a user sees every
post in their feed. Facebook’s EdgeRank algorithm
decides what content a user sees. Prestige brands
need to master how all of their Facebook content works together—from
Newsfeed posts to apps to advertising. There is no difference between
content and ads. The savviest brands are using Facebook ads to
amplify their most engaging content.” – Michael Lazerow | CEO, Buddy Media
1,131
2011
2012
1,552
1,51
9
1,73
1
1,723
3,438
Q1
Q2 Q
2
Q1
Q3
Q4
3,500
3,000
2,500
2,000
aVERaGE “LIKES” PER Day
Prestige Brand Facebook Communities
(Q1 2011– May 20, 2012)
Want to know more about your brand’s ranking? Contact us
14
Key Findings
© L2 2012 L2ThinkTank.com RepRoductions pRohibited
Facebook IQINDEX®
Analysis indicates that the first quarter of 2012 was the
strongest to-date for prestige communities, with brands
adding an average of nearly 3,500 fans per day, double
the previous average. Although attribution is opaque,
our thesis is that brands ramped their investment in
Facebook advertising in anticipation of the timeline
launch (some brands received beta access) and as hype
for Facebook’s ipo grew.
however, analysis suggests the move to the timeline
interface throughout February and March in and of
itself does not drive growth. prestige brands added 125
percent percent more fans in the 50 days before, vs. 50
days after, the timeline launch.
continued...
The Timeline Effect? average Prestige Brand Page Growth
Before & after Timeline Launch
50 DayS 50 DayS
TIM
EL
INE
192,921New Fans
85,762New Fans
DIO
R 7
,06
3,9
33
BU
RB
ER
RY
6,6
42
,71
3
LOU
IS V
UIT
TO
N 5
,11
2,5
27
LA
CO
ST
E 3
,96
7,2
99
MA
CY
’S 3
,71
8,9
28
GU
CC
I 3
,51
1,6
23
CH
AN
EL
2,9
22
,60
0
DO
LC
E &
GA
BB
AN
A
2,5
07
,071
TO
MM
Y H
ILF
IGE
R
2,0
93
,79
3
CA
LVIN
KL
EIN
2,6
85
,79
2
765%
107%
204%
70%199%
79%
79%187%
88%
174%
TOP-10 FaSTEST-GROWING FaCEBOOK PaGES
yOy absolute Growth in “Likes”
(May 2011– May 2012)
FASHION SPECIALTY RETAIL
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Key Findings
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Facebook IQINDEX®
Engagement DecliningWhile community growth is up, engagement is down
significantly year on year. The average interaction rate, or
the percentage of the community liking—commenting on
brand posts—has declined almost 50 percent, from an
average of 0.17% in 2011 to 0.09% in 2012. surprisingly,
Facebook pages with less than a million fans measured
the highest declines. pages with more than a million fans
registered average declines in interaction of just 0.01%,
suggesting that brands that invested significantly in page
growth also work to optimize their content.
Although many Watch & Jewelry brands were late to the
Facebook game, the category leads the index with an
average interaction rate of 0.18% and registered the
lowest decline year over year.
TOP-10 FaCEBOOK PaGES
Like & Comment Interaction Rate (Pages > 50,000)
(May 2012)
0.36%Audemars Piguet
Omega
Van Cleef & Arpels
Bally
Cartier
Bulgari
Jaeger-LeCoultre
David Yurman
Piaget
Valentino
0.28%
0.27%
0.24%
0.21%
0.20%
0.18%
0.16%
0.16%
0.15%
Watches & Jewelry Fashion Beauty & Cosmetics Specialty Retail
0.20%
0.18% 0.16%
0.08%
0.13%
0.05% 0.04%
N/A
aVERaGE INTERaCTION RaTE By CaTEGORy
(2011 vs. 2012)
20112012
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Key Findings
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Facebook IQINDEX®
Size vs. EngagementFew prestige brands are able to thread the needle between
size and engagement. in the 2012 index, christian dior
& tiffany & co. strike this balance, registering a position
in the “tribes” quadrant. Although dior’s engagement
has dropped significantly, from 0.18% to 0.10%, since the
September 2011 release of our Digital IQ Index®: beauty,
the brand has registered the largest fan growth of any
brand in the Facebook index. despite a community of 8
million plus, the brand continues to exceed the average
interaction rate of 0.09% with a wealth of celebrity content
from its recently launched digital magazine, dior Mag.
tiffany & co.’s community of 2.2 million plus is one of
the largest in its category. the brand has maintained a
disciplined commitment to extending the tips and user-
generated content from its “What Makes Love true”
microsite to its Facebook wall.
FaCEBOOK PaGE SIZE VS. FaN ENGaGEMENT
(April–May 2012)
TRIBESFAMILIES
CROWDSCOHORTS
Tiffany & Co.
Dior
Louis Vuitton
Burberry
BulgariMichael Kors
Cartier
OMEGA Watches
Audemars Piguet
Officine Panerai
Vacheron Constantin
EN
Ga
GE
ME
NT
PaGE SIZE
BRANDS IN THE “TRIBES” CATEGORY
BRANDS NARROWING ON “TRIBES” CATEGORY
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Key Findings
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Facebook IQINDEX®
NEW YORK CITY
Audemars PiguetBergdorf GoodmanBloomingdale’sBottega VenetaDavid YurmanMacy’sMovadoNeiman MarcusOscar de la RentaPerricone MDSaks Fifth AvenueTory BurchBarneys New YorkDiane Von FurstenbergElizabeth ArdenBare EscentualsOriginsSephoraShiseidoKiehl’sBobbi BrownEstée LauderCliniqueLancômeL’Occitane
LONDON
Christian DiorHarrodsHarvey NicholsHouse of FraserHugo BossJimmy ChooNET-A-PORTERRalph LaurenRaymond WeilSelfridgesAlexander McQueenDeBeersBootsMarks & Spencer
LOS ANGELES
NordstromCoach
Smashbox
Calvin KleinGiorgio Armani
Emenegildo Zegna
MEXICO CITYBaume et MercierLe Bon Marche Rive GaucheBaccaratPrintempsYves Saint LaurentGaleries Lafayette
PARIS
BANGKOK
NARSPrada
Swarovski
BulgariOfficine PaneraiKate Spade
SINGAPORE
HublotLongines
NEW DELHI
HermèsTommy HilfigerEl Corte Ingles
MADRID
TAIPEI
BallyBurberryIWCJaeger-LecoultreLouis VuittonMichael KorsPiagetSalvatore FerragamoTiffanyVan Cleef & ArpelsChloeGucciMarc JacobsMontblancAveda
TBILISI
Dolce & GabbanaDonna Karan New YorkMax MaraValentino
TEHRAN
OmegaCartier
Chopard Clarins
TUNIS
ATHENSISTANBULJAKARTAKARACHI
KUALA LUMPURLIMA
MAKATIPHOENIX
RIYADHROME
SÃO PAULOSEOUL
SYDNEY
Vacheron ConstantinLacosteTAG HeuerVersaceSK-IIUnited Colors of BenettonBenefit CosmeticsPhilosophyHarry WinstonFendiM·A·CChanelPandora
Emerging Centers of Gravity With the launch of timeline, Facebook began publishing the
“Most popular city” for brand pages, indicating the city with the
highest concentration of “people talking About this” (ptAt).
this metric is a map of global growth, emerging evangelists
and, over the longer term, sales.
New York and London dominate the ranks of the prestige
industry’s most popular Facebook cities, while paris is fourth
overall. However, the majority of brands that are popular in
these luxury capitals maintain local country Facebook accounts,
catering to each of their markets, or are single-market retailers.
More than 44 percent of prestige brands, including many
luxury’s icons, register an emerging market city (e.g., taipai,
tblisi, tunis, etc.) as their top city, suggesting a tectonic shift
in the center of gravity for prestige. While firms invest millions
in “big data” tools and analysis, Facebook’s ptAt by city
may be the most powerful compass for regional investment.
brands may be greeted with open arms in markets not
currently on their radar.
“Most popular city” data can also guide Facebook
programming, as many brands with global pages are
targeting campaigns, posts, contests, and retail activities
at their traditional Western audiences, often restricting
participation of geographies in which they are generating
significant engagement.
MOST POPULaR CITy By BRaND
City Where Most People are Talking about the Brand
(May 2012)
LOCAL U.S. PAGE“It’s surprising not to see 100% of prestige brands
producing geo-targeted content. This is a massive
opportunity to make sure you’re delivering the right
content to the right person at the right time.” – Michael Lazerow | CEO, Buddy Media
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Key Findings
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Facebook IQINDEX®
Facebook Is a Local BusinessA priority for prestige brands year-over-year has been
localizing Facebook content, and 41 percent now maintain
at least one local country page (in addition to the u.s. or
global page), while 40 percent of brands have experimented
with geotargeted Facebook wall posts. throughout May,
local country pages grew on average 11.5 percent versus
global Facebook page growth of 5.3 percent. these local
pages also boast higher levels of engagement, registering
interaction rates of 0.19%, versus 0.13% for global pages.
beauty brands are at the forefront of the local charge,
pioneered by L’occitane en provence (54 local pages),
Lancôme (45), and clinique (32). France has 20 local
pages, Japan and spain 16. on average, the largest local
prestige communities are in brazil (93,000 fans) and the
uK (85,000) and the most engaged are Japan, taiwan,
and sweden.
Japan
Taiwan
Hong Kong
South Korea
Spain
Brazil
Israel
France
U.S.
United Kingdom
EN
Ga
GE
ME
NT
PaGE SIZE
SIZE VS. ENGaGEMENT By COUNTRy
Local Prestige Facebook Pages
(May 2012)
BRaNDS USING GEO-TaRGETED POSTS
VS. BRaNDS WITH LOCaL PaGES
53%
Geo-TargetedPosts
Local Pages
34%
40%
37%
26%
26%
41%
79%
Beauty & Skincare Fashion Specialty Retail Watches & Jewelry
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Key Findings
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Facebook IQINDEX®
THE FaCEBOOK UNIVERSE
Total “Likes” - all Brand Pages
(May 2012)
Swarovski
2,976,933n=5
Calvin Klein
4,176,722n=1
Chanel
6,690,952n=1
Burberry
12,894,105n=1
Lacoste
10,566,973n=9 Gucci
8,067,757n=3
Christian Dior
8,043,861n=1
Louis Vuitton
7,727,684n=1
Macy’s
5,827,208n=6
Dolce & Gabbana
5,443,856n=4
Ralph Lauren
4,979,783n=1
Sephora
4,358,280n=16
Coach
3,463,050n=3
M·A·C
3,423,157n=1
Tommy Hilfiger
3,352,823n=2
Armani
3,177,441n=1
Lancôme
2,694,998n=45
Clinique
2,688,832n=32
Hugo Boss
2,280,810n=2
United Colors of Benetton
2,263,180n=6
GLOBAL PAGES REGIONAL PAGES
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Facebook IQINDEX®
2
24
14
6
25
8
12
9
20
25
1116
15
30
22
13
23
18519
4
10
26
17
28
3135
37
33
29
2732
21
34
1
21,175 0.11 6.5512
Portugal
307,337 0.07 2.4511
Avg. # “Likes” Avg. Interaction Rate
Growth (%)Pages
Avg. # “Likes” Avg. Interaction Rate
Growth (%)Pages
U.S.1
19
2
20
3
21
4
22
5
23
6
24
7
25
8
26
9
27
10
28
11
29
12
30
13
31
14
32
15
33
16
34
17
35
18Brazil93,060 0.05 24.506
15,361 0.08 5.7013
Singapore18,479 0.16 4.17 6
Greece
84,960 0.04 4.7015
UK
18,178 0.07 8.546
Philippines
66,016 0.10 7.55 20
France65,472 0.08 17.02 16
Spain
16,408 0.26 5.236
Israel
41,425 0.12 5.598
Middle East
10,365 0.19 6.715
South Africa
38,067 0.11 10.8211
Germany
9,319 0.29 25.115
Hungary
36,959 0.05 0.595
India
9,088 0.18 5.408
Netherlands
36,574 0.09 8.1912
Malaysia
7,473 0.22 2.248
Russia
30,585 0.08 5.14 14
Italy
6,709 0.11 7.128
Belgium
27,693 0.15 21.4213
Hong Kong27,649 0.15 5.4911
Thailand
6,290 0.57 32.8418
Japan
25,556 0.12 9.818
Australia
5,217 0.32 2.464
Sweden
25,010 0.05 2.077
Canada
4,946 0.15 1.825
Denmark3,516 0.19 8.548
Switzerland
24,277 0.19 9.9914
South Korea
2,469 0.25 30.357
Czech Republic
23,846 0.31 5.0815
Taiwan
1,643 0.14 21.813
Norway
21,263 0.10 8.338
Poland21,622 0.13 23.9811
Turkey
11,786 0.18 29.278
Mexico
* Growth & engagement based on pages with more than 2,000 “likes”
FaCEBOOK aROUND THE WORLD
average “Likes”, Growth, and Engagement Per Country Page*
(May 2012)
KEy FINDINGS
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Key Findings
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Facebook IQINDEX®
F-C
om
mer
ce S
op
his
ticat
ion
F-Commerce/F-Disappointmentthe number of prestige brands selling directly through
Facebook declined year-over-year, mimicking the larger
retail sector. initial forays into F-commerce mimicked the
e-commerce experience, and many brands have shuttered
their Facebook storefronts after struggling to recognize
return on investment. only four brands in the study feature
full F-commerce with end-to-end product selection and
checkout on the platform. L’occitane and philosophy allow
users to shop their entire sKu range. sephora provides
users with the opportunity to send friends gift cards via
the platform, and oscar de la Renta invites its more than
300,000 fans to shop Facebook exclusives including the
bauble book. two additional brands, tory burch and dVF,
provide partial F-commerce capabilities, with checkout
occurring on their e-commerce sites.
While F-commerce has not lived up to the hype, efforts on
the site to incorporate the Facebook graph demonstrate a
strong alternative to traditional Facebook sales. only two
brands in the study, M.A.c and smashbox, allow users to
“shop with their Facebook friends” through their e-commerce
site. consumers can share their favorite products and recent
purchases, see what is “liked” by their Facebook network
and receive birthday gift reminders and suggestions.
F-COMMERCE SOPHISTICaTION
% of Brands Employing the Following Tools on Facebook
(May 2012)
Social Shopping
Full F-Commerce
F-Commerce, No Checkout
Product Links
No F-Commerce
72%
19%
2%
4%
2%
“It’s crucial for prestige brands to think about social
commerce holistically, rather than just F-commerce
as a silo. The right questions to ask are, ‘How are we
making the entire shopping experience social?’ and
‘How do we incentivize people to share their experiences?’ versus just,
‘How can we set up a storefront on Facebook?’” – Michael Lazerow | CEO, Buddy Media
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Facebook IQINDEX®
63%-64%
55%
53%
51%
43%
-48%
-37%
-37%
-36%
GREaTEST yEaR-OVER-yEaR GaIN OR LOSS
2011 vs. 2012 Facebook IQ Percentile Rank
BulgariChallenged GiftedJewelry icon added 600,000 new fans, registered 30,000 monthly users of its philanthropy app, and has increased fan engagement.
Diane von FurstenbergGifted Challenged
Early F-commerce pioneer maintains a strong page, but IQ suffers from limited year-over-year innovation and growth.
PradaFeeble AverageThe notorious Facebook holdout joined the platform in January 2012; quickly playing catch-up.
ClarinsGifted Average
Fan and brand posting have decreased significantly; Spa Life game isn’t enough to keep brand among Gifted ranks.
Christian DiorChallenged Giftedcatapulted from 900,000 fans to over 8 million. content has gone from lackluster to best-in-class.
NARSGifted Average
300 percent growth has come at the expense of engagement.
CartierChallenged Gifteddeftly integrated “L’odysée de cartier” campaign debuted across social media channels fueling 50 percent Facebook fan growth in 30 days.
PhilosophyAverage Challenged
brand site features Facebook fan favorites but fails to link Facebook page or allow products and content to be shared.
SmashboxAverage Giftedsite-side Facebook shop keeps pace with innovation.
OmegaGifted Average
Limited unique tab programming has allowed others to catch early category leader.
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Key Findings
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Facebook IQINDEX®
2007. digital holdout prada was the latest to launch
an official page in January 2012. However, there is no
relationship between when a brand joined Facebook
and the size of the community it has built.
patek philippe and Rolex have yet to embrace
Facebook, missing the opportunity to communicate
with the thousands of fans who are engaging with
nonofficial pages.
0
1,000
2,000
3,000
6,000
9,000
12,000
15,000
Fend
i
Hermes
Marc Ja
cobs
Cartier Alex
ande
r McQ
ueen
IWC
Christi
an Dior
Botteg
a Ven
eta
Bacca
rat
Le Bon
Marc
he Rive
Gauch
e
Max M
ara
Chopa
rd
Prada
Salvato
re Fe
rraga
mo
Officine
Pane
rai
NET-A
-PORTE
R
Tiffan
y
Benefi
t Cos
metics
NARS Marks &
Spenc
er
Swarovs
ki
Michae
l Kors
United
Colors
of Ben
etton
Hugo B
oss
Jimmy C
hoo
Versa
ce
Bulgari
Clavin
Klein Und
erwea
r
Estée
Laud
er
Yves
Saint L
auren
t
Tommy H
ilfige
r
DKNY
Macy’s
Louis
Vuitto
n
Chane
l
Burberr
y
Saks F
ifth Av
enue
Elizab
eth Arde
n
Audem
ars Pigu
et
DeBee
rs
Harry W
inston
Galerie
s Lafa
yette
Selfrid
ges
Emen
egild
o Zen
ga
David
Yurm
an
Van C
leef &
Arpels
Bobbi
Brown
Blooming
dale’
s
Raymon
d Weil
Omega
Donna
Karan N
ew Yo
rkSK-I
I
El Cor
te Ing
lesPiag
et
House
of Fr
aser
Bally
Valen
tino
Boots
Montbl
anc
Movad
o
Vach
eron C
onsta
ntin
Printe
mps
Clarins
Shiseid
oAv
eda
Baume e
t Merc
ier
Jage
r-LeC
oultre
Harrod
s
Nordstr
om
Sepho
ra
Giorgio
Arman
i
Laco
ste
Lanc
ôme
Coach
Dolce &
Gabba
na
Calvin
Klein
Gucci
M·A·C
Kiehl’s
Diane V
on Fu
rsten
berg
Oscar
de la
Renta
Kate Spa
de
Tory
Burch
L’Occ
itane
Chloe
Barney
s New
York
Bare Es
centu
als
Harvey
Nichols
Philos
ophy
Neiman
Marc
us
Perric
one M
D
Long
inesHub
lot
Bergdo
rf Goo
dman
Pand
ora
TAG Heu
er
Smashb
ox
Cliniqu
e
Origins
Ralph L
auren
Beauty &Skincare
Watches& Jewelry
FashionSpecialty Retail
2007 2008 2009 2010 2011–2012
Fast Follower(s)some of the prestige industry’s early Facebook
adopters are closing in on their five-year anniversaries
on the platform. of the 100 brands in the index,
Pandora was the first to join Facebook, in November
“LIKES” PER Day
average accumulated “Likes” Since Facebook Page Launch
“Lik
es”
Per
Day
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Facebook IQINDEX®
Slightly More Socialnearly 80 percent of prestige brands maintain a two-way
dialogue with their fans, responding to 20 percent
of fan questions.
More than one third of brands in the index prevent fans
from posting on their Facebook timelines, essentially
inhibiting the “social” component of the network. treating
Facebook as a broadcast channel, these brands are
missing the opportunity for fan-created content and the
establishment of an organic community that foments
when fans interact with one another.
Although fan posts are down 0.05% year over year, the
73 percent of brands that allow fans to initiate interaction
are rewarded with an average of 677 fan uploaded
photos and 63 fan posts per week.
While specialty Retail brands demonstrated the lowest
interaction on brand posts, they lead all categories
in fan-to-fan engagement. however, pandora fans are,
by far, the most active posters.
RESPONSE FREQUENCy By CaTEGORy
average % of Posts to Which Brand Responds
(May 2012)
TOP-10 WEEKLy FaN POSTS
(April 2012)
Andrea This eyeshadow is amazing! Does it come in Purple?
Sarah Which brand would you suggest for wedding attire?
Joseph Does this style come with a 14k gold band?
Daniella Looking forward to seeing the new collection—so chic!
30%
23%
21%
6%
Benefit Cosmetics
Michael Kors
Nordstrom
Bare Escentuals
Marks & Spencer Boots
M∙A∙C Sephora
Macy’s
Pandora
1,04093
98
107120
128 208213 276
297
= Fashion
= Beauty & Skincare
= Watches & Jewelry
= Specialty Retail
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Key Findings
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Facebook IQINDEX®
Less is Morethere is a negative correlation between the number
of brand posts and interaction rate, suggesting that
posting too frequently can reduce engagement.
specialty Retail brands averaged 16 posts per week
and had the lowest engagement, 0.04%. the sweet
spot appears to reside between 4–7 posts a week.
0.06%
0.03%
0.13%
0.08%
0.00%
1–4 4–7 7–10 10+
0.15%
0.12%
0.09%
0.06%
0.03%
POSTS PER WEEK
INT
ER
aC
TIO
N R
aT
E
aVERaGE INTERaCTION By POSTS PER WEEK
(April–May 2012)
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Key Findings
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Facebook IQINDEX®
Timeline’s New FeaturesFacebook timeline offers new posting options that help
brands bring attention to specific content. Highlighted
or “starred” posts, which span the entire timeline,
achieve the highest engagement at 0.12 percent. Across
the study, 27 percent of the brands experimented with
new “pinned” post functionality that allows a brand
to highlight a post at the top of the timeline for seven
days. these posts averaged 0.10 percent interaction,
slightly outpacing the average.
aVERaGE INTERaCTION By POST CaTEGORy
(April–May 2012)
Highlighted Post Pinned Post Regular Post
0.12%
0.10%
0.09%
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Facebook IQINDEX®
E-commerce Strikes BackAn examination of more than 950 posts reveals that
those that contained links to e-commerce web pages
received the highest rates of interaction, closely followed
by celebrity and offline event-inspired content. These three
were also the most shared, suggesting fans are more
selfish with deals and offers.
Like the findings from the 2011 Digital IQ Index®: specialty
Retail, posts that promote contests and discounts received
lower rates of engagement, indicating their inability to
generate consistent interaction or stickiness.
aVERaGE INTERaCTION RaTE By POST CONTENT
(April–May 2012)
MOST SHaRED CONTENT
average Shares per Post
(April–May 2012)
Link toE-Commerce
Celebrity Offline Event Retail Location Contest/Sweeps Product Discount/Offer
0.026%
0.092% 0.089%0.086%
0.061%
0.051% 0.050%
Retail Location
0.010%
Contest/Sweeps
0.009%
Product
0.010%
Celebrity
0.010%
Offline Event
0.013%
Discount/Offer
0.003%
Link toE-commerce
0.015%
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Facebook IQINDEX®
IntegrationFacebook integration has increased dramatically year
over year. however, brands are missing earned media
opportunities and are leaving customer data on the table.
in the cMo council’s fourth quarter 2011 survey, only
17 percent of marketer respondents reported that they
thought their company had a fully integrated social media
strategy, while an additional 34 percent said social
media was supportive of communications “but not fully
integrated.”1
Although 83 percent of brands maintain a link to their
Facebook page on their website, 31% percent of brands
do not offer shareable content, and 45 percent have yet
to incorporate the “Like” button on product and content
pages. surprisingly, 97 percent of prestige brands
are not utilizing the Facebook connect Api, a missed
opportunity to capture valuable customer data with a
single click.
EXTERNaL INTEGRaTION
% of Brands Employing the Following
(2011 vs. 2012)
1. “Social Media in the Marketing Mix,” eMarketer, 2012.
Site Content Sharableon Facebook
46%69%
Search Engine Visibility
24%63%
Site Facebook Link
63%83%
Site Content “Like” API
35%55%
Facebook Connect API
0%3%
2011 2012
“An advanced Facebook strategy is not just about
Facebook.com, but instead about how brands can
bring the power of the social graph to all of their online
outposts. With the ability to track conversions and
sales from social sharing across their web properties, prestige brands
that do not fully integrate Facebook are literally leaving
money on the table.” – Michael Lazerow | CEO, Buddy Media
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Facebook IQINDEX®
FLaSH OF GENIUS
Live stream of Facebook activity and ability to “like” the Macy’s page directly from the blog, while users share comments and blog posts with their Facebook communities
Live coverage of launch parties and video campaigns are accessible via the Live@
Macys tab. The interactive feature houses check-in
capabilities and conversation streams of viewers
Find us. Like us.
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FLaSH OF GENIUS
engagement
“We like you, too.” Thank-you video to Macy’s 5 million+ fans encourages them to keep the conversation alive with the message: “Our page is your page.”
Macy’s uses crowdsourcing for
ideas and allows fans to be part of
the decision-making process in contests
and campaigns
Cross-platform integration of Twitter and Pinterest positions Macy’s Facebook page as the brand’s prime social destination
social Mediaintegrated into Facebook
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Facebook IQINDEX®
5%
36%
27%25%24%
22%21%20%
18%
13%12%12%11%10%9%8%
FLaSH OF GENIUSThe Pretty Powerful campaign was rolled out in 16 countries, and the app was translated to reach local fans
Global Citizenin February 2012, bobbi brown invited nearly 200,000
Facebook fans across the globe to become the next face
of bobbi’s “pretty powerful” campaign. the brand rolled
out its contest to 16 of its 28 local pages by introducing
like-gated applications in each country’s native language.
Fans were encouraged to submit before-and-after beauty
photos and personal secrets for self-confidence for the
chance to win a trip to New York to meet Bobbi. The
entrant receiving the most votes on each local page
proceeded to the international round. During the final stage
of voting, every face represented a country, highlighting
the local flavor of the cross-market campaign.
Local pages participating in the contest grew by an
average of 31 percent during the last three weeks of the
submission period, significantly exceeding the 9 percent
growth clocked by bobbi brown pages that did not
participate.
0%
Turke
yFra
nce
Middle
East
Hunga
ry
Russia
Spain
Israe
l
German
y
Polan
d
Switzerla
nd
Netherl
ands
Belgium
(Dutc
h)
South
Africa
Austria
Belgium
(Fren
ch)
Denmark
10%
20%
30%
40%
0%
40%
20%
60%
80%
100%
Pa
GE
GR
OW
TH
aP
P P
EN
ET
Ra
TIO
N
BOBBI BROWN PRET Ty POWERFUL
aPP PENETRaTION aND PaGE GROWTH
(April–May 2012)
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Facebook IQINDEX®
Scale + Databurberry continues its reign as luxury’s Facebook leader
in terms of size and scale. the digital darling has grown its
community 107 percent since May 2011, adding 6.6 million
fans. Much of this growth has come on the back of massive
programming, including an August 2011 fragrance sampling
campaign that broke all records. burberry distributed
245,0002 burberry body samples to its Facebook fans in the
first week of the global campaign, attracting 352,248 new
Facebook fans in the first five days.
however, the brand stands out for more than strength and
size. burberry is one of only three brands in the index that
employ Facebook connect functionality on their sites,
allowing the brand to collect valuable cRM data during
account sign-up and allowing users to populate their data
with one click. demonstrating the power of an iterative
digital strategy, Burberry first experimented with Facebook
connect in october 2011, taking down the plug-in after two
weeks. As of May the plug-in appears to be here to stay.
burberry’s Facebook investments seems to be paying
dividends. in september 2011, comscore reported 29
percent of traffic to the Burberry site came from Facebook.
FLaSH OF GENIUSThe brand collects valuable customer
data by allowing users to connect to their
e-commerce accounts with the Facebook
Connect open graph
Last august’s campaign distributed more than 245,000 product samples within one week and 352,248 new fans were added in five days
2. http://www.vogue.co.uk/
news/2011/08/31/rosie-
huntington-whiteley-burberry-
behind-the-scenes
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FLaSH OF GENIUS
Mother’s DayWith 54 distinct country-dedicated Facebook pages,
L’occitane is faced with the challenge of tailoring its
content for a wide variety of languages and cultures. A
salient example is Mother’s day, celebrated internationally
but at varying times throughout the year. L’occitane’s
Facebook pages span countries that honor mothers on 15
different calendar days, from February to december.
L’occitane’s local pages offer Mother’s day discounts,
samples, and prizes through targeted interactive features,
from user-submitted photo competitions in the u.K. and
hong Kong, to a story competition in the Middle east,
and a question-and-answer challenge in turkey, which
added 1,310 new fans to the existing base of 7,370 in just
one day. particularly successful was the Mother’s day
Love test, a like-gated app offered on 12 local pages and
reaching 120,000 active users in the month of May. those
who “test your love for your mother” are rewarded: a free
gift for the test-taker as well as opportunities to pamper
mom through discounts or sweepstakes. At its conclusion,
the test-taker is prompted to invite Facebook friends
to participate.
L’Occitane shares knowledge across its
organization and tailors content to its global
community in more than 50 countriesL’Occitane France added
5,024 new fans on the day the campaign launched on its page
L’Occitane Portugal’s Mother’s Day Facebook tab
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34
DispersionAlmost half the brands in the Index register as “Feeble”—
demonstrating widespread underinvestment in mobile by
a considerable portion of the prestige sector. The disparity
between the Index leader (164 IQ points) and the Index
laggard (8 IQ points) suggests that this “mobile gap” is
more the result of nonparticipation than subpar perfor-
mance. With a median score of only 76, the majority of
brands are just beginning to make mobile investments,
while a select few early investors are pulling away from the
pack.
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Facebook IQINDEX®
FLaSH OF GENIUS
Coach Japan Facebook Wall
Konnichiwain February 2012, Facebook’s Japanese user base surpassed
that of domestic social media rival Mixi. Acknowledging this
powerful opportunity, 18 percent of prestige brands have
created country-specific Facebook pages for the world’s
third-largest luxury market. For half of these brands, Japan is
the only country for which they maintain a local account.
With more than 30,000 “likes,” the coach Japan page tops
the list. coach Japan’s unique content and programming
indicate a greater level of investment than a basic translation
of posts on the global page. A recent Japan-specific Mother’s
day contest added nearly 7,000 new fans to the page, which
grew by 27 percent during the three-week campaign. coach
Japan’s strong community produces an interaction rate
nearly six times higher than that of the coach global account,
mirroring the general trend in which Japan-focused pages
produced the highest growth and engagement rates across
all countries.
0
5,000
10,000
15,000
20,000
25,000
30,000
35,00031,475
16,805 16,38714,900
11,297
7,504
3,720 3,2421,334 1,298
Coach Lancôme Clinique Estée Lauder Tommy Hilfiger
Kate Spade Bobbi Brown Origins BarneysNew York
AlexanderMcQueen
TOP-10 JaPaN DEDICaTED FaCEBOOK PaGES
Total “Likes”
(May 2012)
27% increase in Coach’s fan base over 3-week Mother’s Day campaign
Coach Japan Custom Tab: Best-Seller Ranking
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35
DispersionAlmost half the brands in the Index register as “Feeble”—
demonstrating widespread underinvestment in mobile by
a considerable portion of the prestige sector. The disparity
between the Index leader (164 IQ points) and the Index
laggard (8 IQ points) suggests that this “mobile gap” is
more the result of nonparticipation than subpar perfor-
mance. With a median score of only 76, the majority of
brands are just beginning to make mobile investments,
while a select few early investors are pulling away from the
pack.
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Facebook IQINDEX®
FLaSH OF GENIUS
“M.a.C by Request” allows fans to choose which of their favorite
products they would like reissued
Bobbi Brown fans voted to create a limited edition “Brings Back” Facebook lipstick collection
Users can purchase winning shades via a Facebook link
Bring it Backbobbi brown and M.A.c cosmetics, both of the estée
Lauder group, are leveraging their Facebook communities
to reinstate fan-favorite products. by asking brand
enthusiasts to vote on their must-bring-back cosmetics,
these brands capitalize on the opportunity to directly
interact with their fans in a way that retailers, with no
control over sKus, cannot.
bobbi brown herself encourages fans to vote on ten
different shades of lipstick on the “bobbi brings back”
app. users can select different colors and share their
choices in hopes of creating a limited edition “brings
back” collection that can only be purchased online via a
link from Facebook. the program has been so successful
that there are plans to hold another brings back campaign
for eye shadow in February 2013.3 the interaction rate of
the 13 brand posts about the campaign was more than 80
percent higher than the average rate for beauty brands.
M.A.c cosmetics’ “M.A.c by Request” has also generated
Facebook buzz with more than 636,000 votes cast on
potential reissue products.4 Winning shades of lipstick, lip
gloss, and eye shadow will be available in August 2012
only from the brand’s website.
3. “Social Media Breathes Life Into Shelved Products,” Tatiana Boncompagni, The New York Times, May, 2012.
4. Ibid.
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FLaSH OF GENIUS
Facebook OffersGroupon’s recently reported $1.35 billion in gross billings5
must have captured Facebook’s attention because it
recently introduced a new advertising product, Facebook
offers, allowing brands to circulate coupons that are
redeemable both online and offline. After claiming the
offer, the activity shows up on the user’s newsfeed,
enabling fans to share the offer with their friends.
Macy’s, the first in the Index to experiment with the new
product, debuted its Facebook offer in late February with
a 25 percent discount on purchases over $100. during a
two-day period6 41,597 offers were claimed, resulting in an
extremely high interaction rate of 0.90 percent, which is 44
times higher than the brand’s average rate and double that
of the leader in the prestige 100.
Kate spade has also pioneered a Facebook offer, with
a 40 percent discount on all handbags and wallets in its
New York outlet shops. Despite a fan base of only 520,000,
more than 247,000 offers were claimed and the Facebook
page metric “people talking About this” increased more
than tenfold after the offer was released.
Although 29 percent of brands the in the index have
experimented with various forms of Facebook advertising,
only Macy’s and Kate spade have leveraged this
new product.
5. “Sharp revenue increase
for Groupon gives stock
a boost,” Wailing Wong,
Chicago Tribune, May 15,
2012
6. “Facebook Now Testing
Offer ‘Coupons’ for
Ecommerce Sites, Too!,”
Corey Eridon, hubspot.com,
May 9, 2012
Macy’s Offer was claimed by more than 41,000 Facebook users
Users can like, comment, and share the Offer with
their friends
More than 247,000 Facebook users claimed the Kate Spade Offer
The Offer is sent by email to user
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FLaSH OF GENIUS
37
Miracle MakerWith the highest fan engagement score in the index, sK-
ii’s efforts to cultivate tight-knit communities in Asia have
reaped rewards.
Just in time for the holiday season, the brand launched its
like-gated “Miracle Maker” app on its Malaysia page. Fans
posted and shared their “Wishes” with others in a voting
contest to win products and cash. the response to the
app was overwhelmingly positive, and the brand continued
to generate buzz by promoting the contest on its wall,
eventually capturing more than 1,000 wishes. Furthermore,
the brand saw a 68.8 percent increase in total page “likes”,
adding 29,263 new fans in the two-month period during the
app’s release.
Users can submit “wishes” and browse the gallery of submissions Brand highlights popular
compliments in a Facebook post with a link to the app
FaCEBOOK “LIKES” PER Day
(November 1, 2011–January 31, 2012)
0
1,400
1,200
1,000
800
600
400
200
NOVEMBER 2011 DECEMBER 2011 JANUARY 2012
“Miracle Maker” app launched
added 1,423 new fans
68.8% growth
26,293 new fans
79,561Current Total
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Facebook IQINDEX®
38
0
1000
2000
3000
8000
7000
6000
5000
4000
FEBRUARY 2012JANUARY 2012
FLaSH OF GENIUS
Pilot aptitude TestOnline social games have proven to be a significant
engagement opportunity. the top-ten Facebook
developers’ gaming apps reach more than 660 million
monthly active users.7 iWc taps into the social gaming
phenomena with its Facebook app “pilot Aptitude test.”
Launched in conjunction with its “Big Pilot” watch
collection, the app allows users to think and act like a pilot
by playing a memory and spatial reasoning game. users
can share scores with friends, as well as view top scores
on an updated leaderboard.
the app garnered a 19.5 percent “like” increase and the
addition of 45,861 new fans in the ten-day period following
the game’s release, a rate ten times the average for the
Watches & Jewelry category.
The “Pilot aptitude Test” gaming app was launched in conjunction with IWC’s
“Big Pilot” watch collection
FaCEBOOK “LIKES” PER Day
(January 1, 2012–March 31, 2012)
Fa
CE
BO
OK
“L
IKE
S”
5,166 new fans added
7,130 new fans added “Pilot Aptitude Test” app launched
7. “AppData,” appdata.com, May 2012
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SCOTT GaLLOWay Clinical Professor of Marketing, NYU Stern, Founder, L2
Scott is a Clinical Professor at the NYU Stern School of Business,
where he teaches brand strategy and digital marketing, and is the founder of L2, a think tank for digital innovation. scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in u.s. consumer and me-dia companies. in 1997, he founded Red envelope, an internet-based branded consumer gift retailer. in 1992, scott founded prophet, a brand strategy consultancy that employs more than 250 professionals in the united states, europe, and Asia. scott was elected to the World economic Forum’s Global Leaders of tomorrow, which recognizes 100 individuals under the age of 40 “whose accomplishments have had impact on a global level.”
scott has served on the boards of directors of eddie bauer (nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Com-puter, and uc berkeley’s haas school of business. he received a b.A. from ucLA and an M.b.A. from uc berkeley.
MaUREEN MULLEN Director of Research & Advisory, L2
Maureen leads L2’s research and advisory practice, where she helped develop the Digital IQ Index®. she has benchmarked the digital marketing, e-commerce, and social media efforts of more than 300 brands across pharma, auto, luxury, specialty retail, beauty, and the public sector. Maureen also has led digital strategy consulting engagements for a variety of Fortune 1000 clients. Before joining L2, Maureen was with Triage Consulting Group and led managed-care payment review and payment benchmarking projects for hospitals, including UCLA Medical Center, UCSF, and hcA. Maureen has a b.A. in human biology from stanford University and an M.B.A. from NYU Stern.
DaNIELLa CaPLaN L2
daniella started her career as a marketing communications manager for a global defense contractor where she directed the company’s creative programs and the rebranding of newly acquired divisions. she was later hired to lead public relations for the israeli consulate in boston and guided the local implementation of the country’s nation-branding efforts while spearheading the consulate’s social media integration. daniella received a b.A. in politics with international studies from Warwick university (uK) and an M.s. in Integrated Marketing from NYU.
MICHaEL LaZEROW CEO, buddy Media
Michael is a serial entrepreneur who has co-founded four successful internet-based media companies. he has a passion for creating, managing and growing companies from the ground up. Michael is currently chairman and ceo of buddy Media, Inc., a New York-based company whose social enterprise software is used by eight out of the top ten global advertisers.
Michael is widely recognized as a thought leader on digital media and marketing trends and is a contributing writer to Advertising Age, AllThingsD, MediaPost, Business Insider, and Fortune, among other publications. he regularly speaks at conferences including the Monaco Media Forum, the consumer electronics show, south by southwest interactive (sXsWi), bloomberg empowered entre-preneur summit, Mashable connect, Mediapost oMMA Global, Web 2.0 expo, and iMedia brand summit.
Michael and his companies have won numerous industry awards and accolades. In June 2011, Michael was named the New York region Ernst and Young Entrepreneur of the Year. Buddy Media was named to Advertising Age’s 2011 “digital A-list”, Ad Week’s 2010 “Insurgent of the Year” and won the “Best Enterprise” ap-plication honor at the 2011 techcrunch crunchie Awards.
R. DaNIELLE BaILEy L2
danielle began her career at the home depot, inc., where she led a variety of internal consulting engagements focused on supply chain, merchandising, and in-store process improvement. she went on to manage the implementation of award-winning mobile initiatives for several large media clients, including The New York times company, nbcuniversal, disney/Abc, Maxim magazine, and Zagat. At L2 she has benchmarked the digital competence of brands spanning the specialty retail, public sector, pharma, wine and spirits, travel, and financial services industries. Danielle has a b.s. in systems engineering from the university of Virginia and an M.B.A. from NYU Stern.
MaCKENZIE LEE L2
Mackenzie began his career as an investment analyst with Bivium Capital, an investment management firm that provides emerging manager-of-managers solutions to sophisticated in-stitutional investors. At bivium, Mackenzie led dedicated money manager searches and performed intensive due diligence on a multitude of investment managers in a range of asset classes. Mackenzie received a b.A. in public policy and an M.s. in Management science and engineering from stanford university.
JESSICa BRaGa L2
Jessica is an art director, specializing in identity, iconography, event graphics, and invitations. she began her career in fashion, designing textiles and prints at elie tahari’s studio, and then focused on the brand aesthetic across its many developing disciplines. desiring to explore other facets of design, she went on to become the art director of a small, prestigious design firm in chelsea, where she focused on event graphics, digital and print collateral, and brand aesthetics for companies both large and small. Jessica holds a b.F.A. in Graphic design, and an A.A.s. in illustration from Rochester institute of technology.
aaRON BUNGE L2
Aaron is a graphic designer who specializes in print design, branding and identity, packaging, and web design. his approach is both aesthetic and functional, characterized by clear, intelligent design appropriate to the project at hand. He began his career tailoring projects for the Chinese, Australian, and U.S. markets across multiple design disciplines and in multiple languages. Aaron has a b.F.A. in Graphic design from iowa state university.
STaSHa ROSEN L2
stasha has experience developing a variety of marketing initiatives, including those in the public programs department at the American Museum of natural history. she recently received a B.A. in Molecular, Cellular, and Developmental Biology from Yale university. While an undergraduate, she performed research on bacterial RnA degradation and completed her senior thesis on imaging technologies in microbiology.
JING yaNG L2
Jing, a statistics major, has experience in data analysis and extensive quantitative research. her approach in advanced statistical techniques is ranging from Multivariate Analysis to Bayesian Network Analysis, applied to several fields including marketing research. Jing received a b.s. in statistics from central south university (china), and an M.A. from columbia university.
TEaM
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