Brands That Engage consumers Online
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1 ONLINE ENGAGEMENT MONITOR Mass Skincare (United States) January 2015 A snapshot of how, and how well, brands are engaging consumers online This issue covers Olay, Neutrogena, L'Oréal Paris, Nivea and Dove Prepared by
2 Mass Skincare Engagement Update: US market Consumers are increasingly buying goods online, but even offline sales are now being driven by online interactions To remain relevant, brands must engage consumers online, which means across the range of digital interfaces To provide an assessment of how, and how well, brands are engaging consumers online we use a range of observations and metrics. These include Capturing the primary ways that each brand allows interaction (????) Gauging levels of engagement with objective measures (number of likes, followers, views ) Using third party metrics from Google and Alexa to assess search interest, web presence, popularity and engagement Business360 prepares these Online Engagement Monitors for a range of categories and brands, with each tailored to the brands you re most interested in tracking. Costs per report are typically $100 per brand. Contact us if you want to know more In this issue we cover: Olay (Olay.com) Neutrogena (Neutrogena.com) L'Oréal Paris (Lorealparisusa.com) Nivea (Niveausa.com) Dove (Dove.us)
3 Performance Comparative performance across a range of significant indices Search interest* Web presence* Likes Followers Subscribers Definitions and notes All data taken from source indicated, and indexed to the best performing brand (100) *Google does not provide Search Interest data for L'Oréal Paris. Web presence is the number of Google hits for brandname skin care, which helps filter other meanings
4 Popularity metrics How popular are the brand sites? By tracking the global and country rank, and the number of sites linking to the brand sites, we can compare the sites popularity POPULARITY INDICES Global Rank Country Rank Sites Linking In olay.com neutrogena.com lorealparisusa.com niveausa.com dove.us Definitions and notes Data sourced from Alexa and indexed to the top performing brand (100) Reciprocals of the global and country ranks have been used so that a relatively high number represents a good performance
5 Engagement metrics How well do brand sites engage with visitors? ENGAGEMENT INDICES By tracking the number of pages visitors view, the time spent on the site and the bounce rate we can compare brand site performance Daily Page Views per Visitor Daily Time on Site Bounce Rate olay.com neutrogena.com lorealparisusa.com niveausa.com dove.us Definitions and notes Source, Alexa. Indices (average=100) based on Daily Pageviews per Visitor, estimated daily unique pageviews per visitor on the site; Daily Time on Site, estimated daily time on site (mm:ss) per visitor to the site; Bounce Rate; percentage of visits to the site that consist of a single pageview The reciprocal of the bounce rate has been used so that a relatively high number represents a good performance
6 Red: no presence; Orange: easy to find through search or via a link on another social media destination for the brand. Green: easily reached through a link on the brand site Engagement reach What online touchpoints do the brands use and are they easy to find? Site
7 Engagement reach What online touchpoints do the brands use and are they easy to find? Site Following pages give snapshots to show what each brand offers at each of its engagement points
8 Olay brand faces online
9 Olay brand faces online
10 Olay brand faces online
11 Olay brand faces online This is the Olay blog on tumblr There s also a Fresh Effects blog on tumblr
12 Olay brand faces online The shopper can build a cart, which can fulfilled by a number of retailers, but for multiple items this might require multiple transactions (e.g. if no single retailer has all items in stock). One retailer option is P&G Shop.
13 Olay brand faces online
14 Olay brand faces online
15 Olay brand faces online
16 Olay brand faces online
17 Olay brand faces online
18 Olay brand faces online The page for the Olay umbrella brand is sparse, but there is a more dynamic page for Olay Fresh Effects
19 Neutrogena brand faces online
20 Neutrogena brand faces online
21 Neutrogena brand faces online
22 Neutrogena brand faces online Doesn t look active
23 Neutrogena brand faces online Direct-to-consumer
24 Neutrogena brand faces online
25 Neutrogena brand faces online Not found
26 Neutrogena brand faces online
27 Neutrogena brand faces online
28 Neutrogena brand faces online
29 Neutrogena brand faces online Doesn t look active
30 L Oréal Paris brand faces online
31 L Oréal Paris brand faces online
32 L Oréal Paris brand faces online
33 L Oréal Paris brand faces online
34 L Oréal Paris brand faces online The shopper can build a cart, which can fulfilled by a number of retailers, but for multiple items this might require multiple transactions (e.g. if no single retailer has all items in stock).
35 L Oréal Paris brand faces online
36 L Oréal Paris brand faces online
37 L Oréal Paris brand faces online
38 L Oréal Paris brand faces online
39 L Oréal Paris brand faces online
40 L Oréal Paris brand faces online
41 Nivea brand faces online
42 Nivea brand faces online No account or club
43 Nivea brand faces online None received
44 Nivea brand faces online Not found
45 Nivea brand faces online The site links to a number of online retailers, but for some the links are to a Nivea section on the retailer s site but for others the link is more general (e.g. to the retailer s home page).
46 Nivea brand faces online
47 Nivea brand faces online Not found
48 Nivea brand faces online
49 Nivea brand faces online
50 Nivea brand faces online
51 Nivea brand faces online
52 Dove brand faces online
53 Dove brand faces online
54 Dove brand faces online None received
55 Dove brand faces online There is no blog or tumblr page for Dove.us, but there are other resources, including how to videos
56 Dove brand faces online There are product level options from a number of retailers, such as Amazon, Target, Soap.com, Walgreen's
57 Dove brand faces online
58 Dove brand faces online
59 Dove brand faces online
60 Dove brand faces online
61 Dove brand faces online
62 Dove brand faces online
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