rival iq social index_benchmarking high-end department stores_q1 2015

Retail: High-end Department Stores

Q1 2015

The Rival Results Index (RRI)

What is the Rival Results Index?

• The RRI is a comprehensive analysis, scoring and ranking of a

group of organizations in a specific industry on social media.

• The RRI is designed to provide a competitive and data-driven

view of a market across key social media measurements,

including presence, audience, activity, engagement, potential

reach and top social content.

• The RRI program, related processes and scoring is managed

by Rival IQ, a digital marketing analytics firm based in the

United States. All data for the RRI is based on the Rival IQ

digital marketing analytics software.

https://www.rivaliq.com/

RRI Scoring Categories

Social PresenceOn which social networks is the company present with a valid handle and profile. Has created correct

handles, such as a Company Page versus Personal Profile. Scoring gives 1 point each for four channels:

Twitter, Facebook, Instagram and Google+ plus an extra point for LinkedIn or YouTube presence.

Social Audience Aggregate number of "followers" or "fans" across the top 6 social networks.

Social Total Engagement The total number of engagement actions across all tracked social channels for the Q1 2015 period

(January 1 to March 31, 2015).

Twitter Mentions Potential ReachHow well are these companies doing influencer marketing on social media and how do those influencers

on Twitter extend their potential reach? Rival IQ pulls the top 50 mentions per day per company based on

mentioner follower count.

Average Engagement Rate -

Twitter

The average number of interactions (retweets and favorites), per thousand followers, of this company's

tweets during Q1 2015.


Facebook

The average number of interactions (likes, comments, and shares), per thousand page Likes, of posts on

this company's Facebook page during Q1 2015.


Instagram

The average number of interactions (likes and comments), per thousand followers, of posts on this

company's Instagram during Q1 2015.

Top Social Content Number of top 50 posts over Q1 2015 ranked by Engagement Rate, across Twitter, Facebook, Google+

and Instagram (max 200 total posts).

RRI Scoring System: Max of 40 Points Possible

Total Score Social IQ Classification Detail

33 to 40 Superior Social IQ

The Rival to beat (and emulate). Follows best practices in social media. Presence across at least

four major social networks, with strong audience, activity and engagement. Consistent top content

across top two channels for this Landscape, Twitter and Facebook, and extending reach and

engagement to other channels.

25 to 32 High Average Social IQ

Ahead of the pack. You’re doing great, and headed in the right direction. You adhere to most best

practices. Presence across at least three major social networks. Strong audience, activity and

engagement, but not always consistent. A bit more work (and potentially learning from the higher IQ

players, could lead to a superior IQ).

17 to 24 Average Social IQ

Middle of the road social player. Present on social networks but not following best practices or

optimizing that presence. Inconsistent activity and engagement. You need to increase all areas of

social media activity. Focus on a strong, consistent presence with logos, branding and positioning

aligning. Build your audience with more loyal fans and learn what content is more engaging.

Emulate the higher IQ players in your market.

9 to 16 Below Average IQ

You are there but not really. You have some handles on some networks, but your presence is

inconsistent at best and your activity is lackluster. You need to make a decision of go or no go. Are

you in this game or do you want to stay on the sidelines? You need to basically start over with your

strategy. Establish better presences on top networks, build your audience through organic and paid

mechanisms, start increasing your activity with engaging content for your audience, etc. If you don't

have someone dedicated to social media on your team, hire them.

8 and lower Extremely Low Social IQYou barely have a pulse on the social media landscape, and your competition does not see you as

a rival. Get some training, hire staff or find outside resources to help you.

The Department Store RRI

For each of these organizations, the RRI analyzed the

social handles relevant to this brand only. Parent

companies or associated organizations were not included.

Qualifications for this RRI

• High-end Department Store: Must have at least one physical retail location

and be considered a top department store selling high-end fashion.

• Social Network Presence: Minimum presence on Twitter, Facebook,

Instagram and Google+.

• Minimum Social Audience: 500,000

• Social Activity Level: At least 5 social postings per day on the main social

networks being tracked.

To be included in this RRI evaluation, the retail organization had to

meet the following qualifications:

Expert source: Validation of high-end department stores was

found in both International Business Times and Forbes.

http://www.ibtimes.com/top-department-stores-find-high-end-fashion-551858

Social Media Networks for the RRI

For this business-to-consumer (B2C) landscape of retail high-end

department stores, we focused on the following social networks:

• Facebook

• Instagram

• Twitter

• Google+

• YouTube and LinkedIn were included for cross-channel evaluations

Top Social Media Networks for B2C

3%

15%

41%

42%

48%

57%

60%

83%

93%

97%

85%

59%

58%

52%

43%

40%

17%

7%

Snapchat

Tumblr

Pinterest

Google+

LinkedIn

Instagram

YouTube

Twitter

Facebook

Important to Critical Somewhat or Not Important

Source: Social Media Trends 2015 Research, Rival IQ

Market Analysis

A lot of social media best practices and “standards” are being missed by these huge

department stores that spend millions on advertising. They are missing the viral value of

social media.

No eCommerce connection between their Instagram or Facebook pages and online

stores. Big gap! They are only posting content, and not leveraging product images or

content with potential purchases.

Most brands do well on only one or two channels but are not consistently focused

across channels or leveraging content or messages across channels. They should all be

rocking Twitter, Instagram and Facebook – at least.

No pattern or consistency in how much or when they post on different channels.

Higher focus on building audience and activity (posting) rather than engagement.

Biggest Surprises

Really low engagement on Twitter and Facebook. On Twitter, part of this is the lack of using images. Stores are posting frequently but not focused on engagement with their social audience.

Hashtag abuse or lack of use overall. This is a huge issue on all channels, including Instagram, which is an extremely hashtag-centric network.

Lack of social profile optimization or consistency. There are minimal to no product links, hashtags or branding consistency across channels. Even for sister companies, there is no cross-brand consistency.

No connection or link to sub-brands or partner brands. For example, stores are not using product brand Twitter handles to tie the two brands together. This is true even for Nordstrom, who scored the highest Social IQ. In doing so, they are missing the influence and extended reach of these other brands.

RESULTS: RRI High-end Department Stores

Nordstrom is the one to watch and beat! The only one with Superior Social IQ.

40 Maximum Potential Score

Total Score Social IQ

Nordstrom 35 Superior Social IQ

Macy's 30 High Average Social IQ

Harrods 29 High Average Social IQ

Neiman Marcus 25 High Average Social IQ

Saks Fifth Avenue 24 Average Social IQ

Bergdorf Goodman 23 Average Social IQ

Bloomingdale's 23 Average Social IQ

Barneys 22 Average Social IQ

Lord & Taylor 22 Average Social IQ

Henri Bendel 21 Average Social IQ

LUISAVIAROMA 19 Average Social IQ

Dillard's 16 Below Average Social IQ

DETAILED SCORES: RRI High-end Department Stores

Social

Presence

Social

Audience

Social Total

Engagement

Twitter Mentions

Potential Reach

Average

Engagement

Rate - Twitter

Average

Engagement Rate

- Facebook

Average

Engagement Rate

- Instagram

Top Social

Content TOTAL

Potential Max Score 5 5 5 5 5 5 5 5 40

Barneys 5 4 4 4 1 1 2 1 22 Average Social IQ

Bergdorf Goodman 5 4 4 2 1 2 3 2 23 Average Social IQ

Bloomingdale's 5 5 2 4 1 2 3 1 23 Average Social IQ

Dillard's 5 1 1 1 1 1 3 3 16 Below Average Social IQ

Harrods 5 2 2 3 2 5 5 5 29 High Average Social IQ

Henri Bendel 5 1 1 1 2 2 4 5 21 Average Social IQ

Lord & Taylor 5 1 1 2 3 2 3 5 22 Average Social IQ

LUISAVIAROMA 5 3 2 2 1 3 2 1 19 Average Social IQ

Macy's 5 5 5 5 1 3 3 3 30 High Average Social IQ

Neiman Marcus 5 4 4 4 1 2 2 3 25 Average Social IQ

Nordstrom 5 5 5 5 1 5 4 5 35 Superior Social IQ

Saks Fifth Avenue 5 4 3 5 1 1 2 3 24 High Average Social IQ

Detailed Analysis

Social Presence

Social Presence: RRI Department Stores

At first glance, it

appears these

companies are all

“everywhere” with

every store having

branded profiles on all

six tracked social

networks.

Social Presence Scores

Social Presence

Twitter Facebook Instagram Google+LinkedIn or

YouTube

Potential Score 1 1 1 1 1

Barneys 1 1 1 1 1

Bergdorf Goodman 1 1 1 1 1

Bloomingdale's 1 1 1 1 1

Dillard's 1 1 1 1 1

Harrods 1 1 1 1 1

Henri Bendel 1 1 1 1 1

Lord & Taylor 1 1 1 1 1

LUISAVIAROMA 1 1 1 1 1

Macy's 1 1 1 1 1

Neiman Marcus 1 1 1 1 1

Nordstrom 1 1 1 1 1

Saks Fifth Avenue 1 1 1 1 1

On which social networks is the

company present with a valid

handle and profile. Company has

created correct handles, such as a

Company Page versus Personal

Profile. Scoring evaluates top 4

channels: Twitter, Facebook,

Instagram and Google+, plus gives

an extra point for YouTube or

LinkedIn presence.

Social Activity

While we did not give a

score for social activity,

it is interesting to note

that the leader,

Nordstrom, is also the

most active (by a lot)

across multiple social

networks on activity,

especially Twitter.

Social Audience

Social Audience: RRI Department Stores

Macy’s has the largest

aggregate social

audience by several

million fans, especially

on Facebook, illustrating

how many of these

stores are putting heavy

focus on one channel.

Social Audience Scores

Aggregate number of

"followers" or "fans" across the

top 6 social networks.

Social Audience

Detail < 1 Million 1M - 2M 2.01M - 3M 3.01M - 4M > 4 Million


Barneys 4

Bergdorf Goodman 4

Bloomingdale's 5

Dillard's 1

Harrods 2

Henri Bendel 1

Lord & Taylor 1

LUISAVIAROMA 3

Macy's 5

Neiman Marcus 4

Nordstrom 5

Saks Fifth Avenue 4

Social Engagement Total

Social Engagement: RRI Department Stores

Nordstrom is obtaining

by far the greatest

engagement, especially

on Instagram and

Facebook. Instagram is

clearly an engagement

focus for most of these

department stores.

Social Engagement Scores

The total number of

engagement actions across

the top 6 tracked social

channels for the Q1 period

(January 1 – March 31, 2015).

Social Total Engagement

< 400k 401k to 800k 801k to 1.2M 1.21M to 1.6M > 1.61M


Barneys 4

Bergdorf Goodman 4

Bloomingdale's 2

Dillard's 1

Harrods 2

Henri Bendel 1

Lord & Taylor 1

LUISAVIAROMA 2

Macy's 5

Neiman Marcus 4

Nordstrom 5

Saks Fifth Avenue 3

Social Engagement Rate

By Social Media Channel

Social Engagement Rate: TwitterMany of these stores are

heavy tweeters each day, but

many of those tweets are not

getting much engagement.

Activity without engagement is

wasted social effort.

Twitter Engagement Rate Scores

The average number of

interactions (retweets and

favorites), per thousand

followers, of this company's

tweets during Q1 2015.

Note that best practices for

Engagement Rate on Twitter

is at least .50. Leading Twitter

social companies score 1.0 or

more on Twitter Engagement

Rate.

Average Engagement Rate - Twitter

Detail < .10 .10 to .25 .26 to .35 .36 to .50 > .50


Barneys 1

Bergdorf

Goodman1

Bloomingdale's 1

Dillard's 1

Harrods 2

Henri Bendel 2

Lord & Taylor 3

LUISAVIAROMA 1

Macy's 1

Neiman Marcus 1

Nordstrom 1

Saks Fifth

Avenue1

Social Engagement Rate: FacebookHarrods and Nordstrom are

posting to Facebook around

once per day, which is

standard practice, and they

are clearly posting content

that draws strong engagement

from their “Like” base.

Facebook Engagement Rate Scores


interactions (likes, comments,

and shares), per thousand

page Likes, of posts on this

company's Facebook page

during Q1 2015.

Average Engagement Rate - Facebook

Detail < .50 .50 - 1.0 1.1 - 2.0 2.1 - 3.0 > 3.0


Barneys 1

Bergdorf Goodman 2

Bloomingdale's 2

Dillard's 1

Harrods 5

Henri Bendel 2

Lord & Taylor 2

LUISAVIAROMA 3

Macy's 3

Neiman Marcus 2

Nordstrom 5

Saks Fifth Avenue 1

Social Engagement Rate: Instagram

Barneys may post the most to

Instagram, but Harrods is

ROCKING engagement with its

fan base.

Instagram Engagement Rate Scores


interactions (likes and

comments), per thousand

followers, of posts on this

company's Instagram during

Q1 2015.

Average Engagement Rate - Instagram

< 5 5 to 10 10.1 to 15 15.1 to 20 > 20


Barneys 2

Bergdorf Goodman 3

Bloomingdale's 3

Dillard's 3

Harrods 5

Henri Bendel 4

Lord & Taylor 3

LUISAVIAROMA 2

Macy's 3

Neiman Marcus 2

Nordstrom 4

Saks Fifth Avenue 2

Twitter Mentions Potential Reach

Twitter Mentioners & Influencer Reach

Macy’s brought in the

most Mentioners and the

greatest Potential Reach

of over 150 million

Twitter followers.

Nordstrom was a close

second.

Twitter Mentioners & Influencer Reach Scores

How well are these

companies doing influencer

marketing on social media

and how do those influencers

on Twitter extend their

potential reach? Rival IQ pulls

the top 50 mentions per day

per company based on

mentioner follower count.

Twitter Mentions Potential Reach

< 10M 10M to 35M 36M to 60M 61M to 85M > 85M


Barneys 4

Bergdorf Goodman 2

Bloomingdale's 4

Dillard's 1

Harrods 3

Henri Bendel 1

Lord & Taylor 2

LUISAVIAROMA 2

Macy's 5

Neiman Marcus 4

Nordstrom 5

Saks Fifth Avenue 5

rival iq social index_benchmarking high-end department stores_q1 2015

Business

social channels

social total engagement

average social iqmiddle

social content number

major social networks

areas of social media

high average social

road social player