Fashion Week SS14 – A story about the buzz (III)

Paris Fashion Week, like every year, was all on Twitter, from the 24th of September till the 2nd of October.

For our 3rd data visualisation, we have worked with Crimson Hexagon to get the whole story on the buzz.

The runaways were full this year, but as always, Chanel, Louis Vuitton and Dior gather most of the comments

Here are just a few numbers, facts and trivia.

  • 259 733 mentions of the Paris Fashion Week, most of them on Twitter.
  • 1st of October was the most commented day, with 16,3% of mentions.
  • Chanel (7,82% of comments) was the most remarked brand, followed by Louis Vuitton (5,75%), Dior (4,84%), Givenchy (4,75%) and then Stella McCartney (2,25%).
  • Marc Jacobs was one of the most mentioned subjects by fashion addicts, with 25 565 comments in a short time, most of them sad and astonished.
  • Front row gathers most of the observations, with stars like Katy Perry (5,67% of comments), Kanye West & Kim Kardashian (4,84%) and Miranda Kerr (1,11%).
  • As for the models, Cara Delevingne gathers all the looks, with 2,29% of the all the comments during the Fashion week. And her Chanel backpack was one of the most noticed item (“artsy”, “awesome”, “back to school”, “colourful”, love”, “crazy”, cool”, “fresh” and “graffiti”.)
  • As for design trends, all the buzz was all about the leather, metallic and floral looks, while rich and bold colours were applauded, with Taxi Cab Yellow and Flashy Orange being the most quoted. But Black stays on top of colour mentioned, with more than 39% of all the comments about the colours.

This was made possible by the amazing guys at Crimson Hexagon (Zuzanna) and the help of PaulineSerge, Arthur and Pascal.

Valtech Fashion Week SS14

Paris Fashion Week Infographic – We pulled our hair on the buzz

French version? Check this out!


It all started with Nabila… (you know, the French Kim Kardashian, who had her 15 seconds of fame on Youtube last week for a famous “Allo, how come you’re a girl and you do not have shampoo?”)

So… As six months ago, we did our listening project on the spring/summer Paris Fashion Week… and hence we wanted to see if there was anything going on in the shampoo and hair world for this fall/winter Paris Fashion Week. Therefore, we have studied some of the 156,000 mentions on this Fashion Week, more particularly on the 6,400 unique mentions relative to hair.

And among the people who mentioned anything related to hair, we have extracted some insights.

For example, Louis Vuitton is the most noticed brand when we talk about hair… (10.78% of hair mentions in Paris Fashion Week) and this is directly linked to the dark wig of the famous Mrs Moss. Givenchy was also quite noticed due thanks to the extravagant hairstyle, with almost 10% of the mentions.

Among the hairstylists, some of the rock stars of the professions are there, with Guido Paulo getting a share of mentions of 62,3% thanks to his work for Vuitton and Valentino.

The most remarkable hairstyle reflects the trends of this Paris Fashion week, with the classic chicness (25%) and sexyness (13%). But other favorite hairstyles were also rock (19%) for some, retro (8%), and punk (7%).

Yet again, this year reactions reflected that twitter mentions more the blond models (33% of mentions), with a growing interest in redheads (29%) and this was a big year for a love for short hair that were most noticed (38%)

Among the brands, Redken seems to be the most mentioned, far beyond ahead of some of its competitors.

You can discover all of this in our beautiful infographics.

Valtech_Paris_Fashion_Week_2013_HAIR_LD

Many thanks to the team, from Daniel, Arthur, Arnaud and Fabian, and Yovadee who contributed to this.

Hope you will like it.

Fashion Week Paris Infographie – Nous avons tiré les cheveux du buzz

English version? Check this out!


Tout a commencé avec Nabila, la semaine dernière, et son buzz sur Youtube avec son intervention mythique: ”Nan mais allo quoi ! T’es une fille et t’as pas de shampoing ? Allô. C’est comme si je te dis, t’es une fille et t’as pas de cheveux !

Suite à la première édition de notre infographie sur la Paris Fashion Week de printemps/été, nous avons voulu, pour l’édition de la Fashion Week automne/hiver, nous pencher sur les cheveux, ou plutôt les tendances capillaires.

Près de 156 000 mentions ont été décortiquées par nos experts, plus précisément les 6400 qui ont disserté sur la thématique capillaire et voici les quelques corrélations intéressantes que nous avons trouvées…

Par exemple, Louis Vuitton est la marque la plus remarquée lorsque nous parlons de coiffure… (presque 11% des mentions sur les cheveux) et cet enthousiasme est directement lié à la perruque sombre de la célèbre Kate Moss. Givenchy s’est également distingué avec sa coiffure extravagante, avec près de 10% des mentions.

Parmi les plus grands “hairstylists”, Guido Paulo obtient 62,3% des mentions, grâce à son travail pour Vuitton et Valentino.

Les styles de coiffures les plus remarqués sont “le chic ” (25%), “le sexy” (13%), mais aussi “le rock” (19%), “le rétro” (8%), et “le punk” (7%).

Cette année encore, les blondes enthousiasment les foules, avec 33% des mentions, suivies de près par les rousses (29%). Et ce sont les coupes courtes qui ont fait le plus de buzz (38%).

Parmi les marques de shampoing les plus citées, Redken arrive largement en haut du podium avec 68%, devant ses concurrents.

Un bilan chiffré et en images ! A retrouver dans notre magnifique infographie.

Valtech_Paris_Fashion_Week_2013_HAIR_LD
Un grand merci à l’équipe: Daniel, Arthur, Arnaud, Fabian, et Yovadee.

On espère que ça vous plaira.

Mobile apps: there’s no such thing as a second chance

A recent Compuware survey on more than 3,500 global respondants gives us some very interesting figures about what customers expect in terms of user experience from a mobile app.

Compuware mobile apps

According to this survey, 62% of the users have already experience some kind of issue  when using a mobile native app, from erratic behavior, to freezing, to crashes. Though these kind of issues seem to be very common, only a small 16% of the users would give faulty apps a second chance after having experienced an issue.

What would other users do?

A large 48% would be likely to simply give up using the app, and more than 1/3 of the users (34%) would be switching to a competitor’s app, and 31% would be less likely to buy from the company.

Then you could simply think of giving up with native apps, and going the easier way of mobile web, which also has the theoretical benefit of being cross-platform and not limited to one mobile operating system. But then, the survey also teaches us that a large 85% of users prefer native mobile apps to mobile web sites, because they’re more convenient and faster, are easier to browser and provide an overall better user experience.

You can get the full report “Mobile Apps: What Consumers Really need and Want” from Compuware - 18 pages, PDF – for free after filling an online form.


About us…

Valtech is a new breed of digital marketing and technology agency with a global footprint. Our 1,600 consultants work with some of the strongest brands in the world such as Audi, Bausch + Lomb, Adidas, Bang & Olufsen, and many more. Visit our website.

Pinterest releases a Web Analytics tool. Should you care? Probably not.

Exec Summary: Earlier today, Pinterest announced via a post on its official blog the immediate availability of a series of web analytics tools, allowing brands and marketers to understand how people would interact with their content and which content would generate more engagement.

Pinterest has been a hot topic of discussions in the last 12 months, also partly because no one would have exact figures and data about the service usage, and how the service could contribute to driving traffic to e-commerce sites. Needless to say that getting some official analytics data from Pinterest was probably on top of the wish list for a large number of online marketers, until today.

Pinterest webanalytics 3

Enter “Pinterest Web Analytics”

Who is this for? Though the page claims that is a feature “for businesses”, any individual can actually activate the Web Analytics tool on his/her own Pinterest profile, as long as you do own a domain name.

What’s in for me? Pinterest seems to market this tool as some early features with more to come. In fact, as you will read later, there’s not so much in terms of features and metrics. But for sure, it’s a good start and it looks promising. If only we would not have to wait for another 12 months before we see new features made available.

But it’s free, with “no intention to monetize” says Pinterest. Time will tell…

What does this offer?

Let’s make this clear first, before we go into the details of the metrics and numbers that are provided by the tool: it is called Pinterest Web Analytics for a reason!

What you will probably not understand at the first glance, is that this tool will give you figures and numbers about the activity related to content (read: images and photos) that come from YOUR website, this same website that has to be linked to your Pinterest profile and “verified”.

Any other kind of content is NOT measured and tracked by the tool. Let’s assume that you have a fairly famous brand, with several websites and domain names, for different brands or business activities, you will have to choose one domain name, and only one. Period.

Let’s also assume that you have been very creative about your Pinterest usage and have created several boards related to your business domain, and curated or uploaded specific pictures and content, in this case again, none of this content could be tracked and measured by Pinterest Web Analytics tool.

Kind of seriously disappointing, isn’t it?

Last but not least: you HAVE to have a Pinterest profile. OK I know it may sound funny to say at first, but just think for a second about all those businesses and brands who haven’t decided yet if they want to have an explicit presence in Pinterest. Think about some very famous fashion brands.

They’re left alone without a chance to actually “see” what happens about their brand in Pinterest, unless they’re considering third party tools besides Pinterest Web Analytics.

What’s missing?

You have read the two previous points above. To me, honestly, it’s simply a showstopper. But wait, there’s more!

Here’s a quick list of features and things that I consider are missing as of today in this analytics tool:

  • Pins from your website only. Period. Other content is ignored. As simple as that.
  • Nothing about competitors. You cannot compare.
  • Nothing specific about mobile usage (there are native apps for iOS and Android, and also a non-official app for Window Phone)
  • No socio-demographic data, at all
  • No country/location data, at all
  • Exposed data and numbers are more like vanity numbers, again (#repins is the new #fans!)
  • Just numbers of pins/repins, what about likes? Is a like not considered as engagement too?
  • Export data in CSV files limited to the last 100 pins/repins from the “Most” tabs. Seriously, hundred!

But…

But it’s free. No cost. So you can bet that this is rather a good deal and that it’s going to be “good enough” for a large number of users, for the good, and for the bad.

I just hope that people will understand that this tool only provides facts and figures about pins originated from their website, and that it doesn’t provide a holistic view of how the brand does on Pinterest.

So, is this a good or a bad thing?

It’s probably a good thing for Pinterest itself, in the first place. They haven’t announced or showed anything close to monetization features so far.
And if they wanted to do, they would also need to provide some data to their clients to assess that what they sell (to be confirmed!) is worth its price. This is no doubt a first step towards future announcements of monetization features for brands and marketers.

What about the third party Pinterest analytics tools?

Here’s my point. It’s good to see that Pinterest gets serious about businesses and begins to share some data, but I mean it’s clearly not enough yet. The good news is that those third party companies like Curalate or Pinfluencer (**) who have invested energy, time and ressources building great tools and well thought features still have a bright future, at least in the short to mid-term.

Let’s get it straight: to me, as it is today, this Pinterest Web Analytics tool is pretty much useless. Worst, it’s confusing for users.

It’s just weird that Pinterest doesn’t provide an API on top of these data for third party to build upon. And that maybe is not so good news for these third party tools. Remember what twitter did recently to third party apps, related to API access?

Pinterest Web Analytics, as it is today, is nothing to be compared with best of breed tools like Curalate or Pinfluencer (**). But things could change. Let’s see what will be Pinterest’s next move in this domain.

 

(**) Nota: Since this post was written, Pinfluencer was renamed as Piqora. You can find out more by visiting www.piqora.com.

image credit: burgiemediafusion.files.wordpress.com


About us…

Valtech is a new breed of digital marketing and technology agency with a global footprint. Our 1,600 consultants work with some of the strongest brands in the world such as Audi, Bausch + Lomb, Adidas, Bang & Olufsen, and many more. Visit our website.

A Second Look at Pew Internet “Demographics of Social Media Users 2012″ study

Yesterday on Feb. 14th, Pew Internet has released a very interesting piece of research. The document is named “The Demographics of Social Media Users – 2012″ and it gives some unique figures about the demographics of social media users in the US, with some specific details about Twitter, Pinterest, Instagram, Tumblr and Facebook.

Cover image of Pew Internet's report "The Demographics of Social Media Users 2012"

Though the report is very detailed and presents the results and the methodology in a very clear way, I personally had a hard time making sense of all those numbers scattered across different tables, and I thought that something could be done to make this more readable.

So, I fired one of my favorite tools – you named it: MS Excel – and I created some “Base 100%” bar graphs from these numbers. I’m pretty happy about the results, and we can see here the confirmation of some facts that we all thought about. But now it comes from a decent research work and can be reused and quoted.

Here we go. I’m sharing the graphics below with you. Feel free to use and reuse. And if you need, just ask me in comments and I would also share the whole Excel file, just to save you some time.

What does all this teaches us?

At first, I was more interested in the demographics of Pinterest, as like many others, I’m starving about more data on Pinterest and no one has a clue if and when there would really be such a thing as an official Pinterest Analytics tool.

The present report from Pew Internet confirms that the users of Pinterest are mainly women – we knew that already – but it also tells us that there’s more wealthy, and tend to be more living in rural environments, as compared to users of other social networks. And they’re slightly less educated, according to this study. You could also check this blog post from last year, where we used Google Correlate to find that the users of Pinterest were probably mainly living in the Midwest.

And then I spent some time looking at the figures about Tumblr. And this also got me thinking. It got me thinking especially since earlier this week, the famous luxury brand Dior has opened a new official point of presence in Tumblr. I’m wondering if it’s worth doing that in their case. Time will tell. I guess they can afford doing some experiments.

 

 

Nota: The graphics in this blog post were created by me, and are based on data from Pew Internet research study “The Demographics of Social Media Users – 2012″ which was publically released on Feb. 14th 2013. You can get the full report from Pew Internet. If you want to reuse any of the data or items from this study, please make sure that you conform to Pew Internet’s rules, which we also did before sharing those graphics.


About us…

Valtech is a new breed of digital marketing and technology agency with a global footprint. Our 1,600 consultants work with some of the strongest brands in the world such as Audi, Bausch + Lomb, Adidas, Bang & Olufsen, and many more. Visit our website.

Post JUMP NYC 2012 Conference Wrap-up: Get the “Agile Marketing” whitepaper

Valtech presented at the JUMP NYC 2012 conference yesterday. For those of you who had a chance to stop by the booth and say hello… Thanks! It was lovely meeting you! We’re hopeful next time we’re presenting, we’ll get the chance to have further interesting discussions with you.

We also gave a talk in the morning, introducing our vision of “Agile Marketing” which is pretty much explained and illustrated in a whitepaper that we gave away at our booth. If you didn’t have a chance to stop by and get your print copy, you still have a chance to download the electronic version and to keep it with you. It’s the prefect format for reading offline on your iPad or Kindle, while you travel.

Valtech whitepaper: Agile Marketing, the new imperative

Click on the image to download.

And since we also know – because you told us – that you really liked our presentation, you have a chance to see it again and to also download it from SlideShare:


About the Speaker:

Joacim M. Jeppesen is a senior digital marketing professional with +15 years of experience across a wide range of companies and sectors. He works strategically with digital marketing, leading enterprise and mid-market companies through deep transformation processes that change their capabilities as businesses. This includes work with strategy, processes, people and platforms.

Valtech is a new breed of digital marketing and technology agency with a global footprint. Our 1,600 consultants work with some of the strongest brands in the world such as Audi, Bausch + Lomb, Adidas, Bang & Olufsen, and many more.

What is Agile Marketing?

We’re privileged to live in the most exciting time in the history of marketing.

While every profession has been impacted by the explosion of ubiquitous computing and connectivity in the digital age, the impact on marketing has undoubtedly been the most profound. As the world has moved online, the distance between companies and customers has collapsed to zero. Google calls it the Zero Moment of Truth (ZMOT), and it changes everything. Previously, high costs and slow lead times were the price marketers paid to cross the physical chasm to their audience—and that bridge only went in one direction. Marketing management and infrastructure were built around those constraints.

But today, information and interactions flow freely both ways. Costs and lead times for many marketing
activities, at least as dictated by external constraints, have shrunk. A large advertizing budget is
no longer the centerpiece of marketing. Instead, customer intimacy has become the new crown jewel.
It encompasses the entire firm, and it has elevated marketing to the vanguard of business leadership.
I propose to you that, in this new era, the most valuable marketing capability is agility.

Consider three waves of agile transformation in marketing.

  • The first wave was driven by the proliferation of digital channels themselves.
  • The second wave of agile transformation is now arriving: a massive new generation of marketing technology platforms that provide software-based levers to manage this load at scale. Marketing analytics, marketing automation, marketing optimization—these tools thrive on the dynamics of the digital domain. For many marketers, however, something else is becoming the gating factor in their performance.
  • It is this bottleneck that is the focus of the third wave of agile transformation: making the marketing organization itself truly agile.

Up to this point, digital was largely squeezed into marketing management and governance structures
that predated it by decades. But now we’ve reached an inflection point where it’s manifest:
digital is our new foundation, not our window dressing. To harness the agility of digital channels
and technologies, we must now adapt our organizations to operate at this new speed.
Agile Marketing™ methodologies—by no coincidence, adapted from the agile development methodologies that revolutionized modern software—promote a better way of managing marketing in this dynamic environment. They let us act and react at the speed of digital.

Valtech will be presenting our vision of Agile Marketing at Econsultancy’s JUMP NY:
http://econsultancy.com/us/jump/new-york/agenda/whitepapers-live-2/valtech-sponsored-session

Check out this along with some of our other ideas at:
http://www.valtech.com/work/ideas

Season Greetings!

Best Wishes for 2013!

Tropicana’s twitter “Worst Morning Ever” crowd-sourced campaign in NYC

I recently came across an advertising campaign in the subway in New-York for Tropicana’s iconic product: the famous orange juice that you would enjoy for breakfast.

What is it about?

It is a crowd-sourced advertising campaign what is made of tweets posted by commuters and New-Yorkers. The tweets featuring the hashtag “#WorstMorningEver” are then reviewed by the campaign team, and the more interesting ones – read the most funny ones – are featured and displayed in the subway, on busses, in stores, on billboards or on taxis.

Participants would write a tweet telling a short story of something that happened to them in the morning, understating that Tropicana Orange Juice was there to save their morning, and save their life. Of course, this is supposed to be humorous. Some of the tweets are probably made up, but who cares?

Here are some examples of the real tweets that are featured in this campaign, along with the username of their respective authors.

Beyond humor, the use of those bright acid colors – yellow, pink, green – and the large fonts has certainly caught my eyes. And it worked: I memorized the brand name easily.

What I like about it

A campaign using twitter, using the real people’s voice and word is something I generally like – though we can easily imagine that some tweets would have been filtered out.

Also I like that the campaign is running on multiple supports, in many different places. That’s also something advertising agency clients like: when they pay for a campaign, clients generally like to see their brands being advertised all over the place. So I suppose that the marketers from the PepsiCo owned brand might also be happy with it.

With this kind of advertising, even on a difficult morning you can’t probably miss the campaign :)

The offline part of the campaign is also described here on CBS Outdoor’s website.

It’s a “wait marketing” campaign that proposes to commuters to actually do something of the wasted time while you would normally wait for your train or your bus. It’s not trying to draw you and to steal of your time while you’re at work.

Oh, and beyond the campaign, there’s a contest and if you participate, you could win one year of orange juice from Tropicana. Did I mention that the campaign is still active? Feel free to play, and good luck!

 

What I do less like in this campaign

Well. Don’t get me wrong. I like the idea of this campaign. But the devil is in the details.

- Point #1

If you’re to tweet during your commute, you’ll need to actually have signal while on the subway platform to do so. And if you’ve ever used the subway in NYC, you should know that it’s very unlikely.

- Point #2

And since the hashtag is quite long, you may have a hard time to memorize it and tweet later. It actually happened to me on the first time I saw this campaign: I was unable to remember and to find the hashtag from a Google search when I got network access again.

- Point #3

As some other blogger have already said, the overall feeling that is perceived is negative. The hashtag starts with “worst” and you generally don’t want this word to be associated with your products and brands :)

Maybe there would have been a way to do the exact same thing but turned into positive. There must be a way.

Not everyone does agree on this aspect about negative versus positive. See below (**)

- Point #4

And now, let’s put ourselves in the client’s shoes for a moment.

I honestly do not know what was the question that they asked to their agency in the first place, and what was their main business concern. But if you have a look at the history of their twitter followers’ count, you can probably suppose that the campaign was not about twitter recruitment, or we could call it a FAIL.

The campaign started in September 18th, and on the twitter followers graph you can hardly detect an impact on their twitter followers’ growth.

 

Oh, I forgot to mention that given the rules of the contest, you have to “follow” the @TropicanaOJ twitter account in order to participate.

But we do not know about the goals. Maybe is was more about brand awareness, or may be it was to show some proximity with the hard core users of social networks, this same portion of their audience that got mad at the brand sometimes ago when they were going for a package redesign. Remember this episode of online drama?

What do you think?

So, what do you think? Have you seen the campaign in NYC? Would you participate to such a campaign during your commute – provided that you have signal and internet access? And what do you think about the outcome of the campaign? Do you think that it’s effective?

[Edit]

Not everyone does agree with me saying that the campaign is spreading negativity. This blog post tells us that it’s not negativity: it’s a truism. And according to it’s author, it’s OK in an ad, and it would work. But again, it doesn’t seem to work that well, according to the twitter followers number.

Let us know in the comments!

Further reading

Other blog posts also discussing this campaign:

http://danrichardsjr.com/post/34724800775/tropicana-worst-morning-ever-campaign

http://www.jeffgreenhouse.com/2011/08/04/tropicana-new-york-mornings-campaign/

https://consumerbehaviourmcgill.wordpress.com/2012/11/08/tropicanas-guerilla-marketing/


About us…

Valtech is a new breed of digital marketing and technology agency with a global footprint. Our 1,600 consultants work with some of the strongest brands in the world such as Audi, Bausch + Lomb, Adidas, Bang & Olufsen, and many more. Visit our website.