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June 12, 2012    Facebook IQ
                                      INDEX
                                                                            ®
SCOTT GALLOWAY
NYU Stern


                       © L 2 2012 L 2 ThinkTank.com   Reproductions Prohibited
Facebook IQ                                                                                           Want to know more about your brand’s ranking? Contact us


               INDEX
                          ®




               TOMORROW today
                     becomes
                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
                                                                                 Facebook IQ Index® Video Click to Play
                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.




© L 2 2012 L 2 ThinkTank.com   Reproductions Prohibited                                                                                                                   2
Facebook IQ                                                                                                                        Want to know more about your brand’s ranking? Contact us


               INDEX
                          ®




                Facebook Is Local                                                         Facebook IQ = Shareholder Value
                A bright spot for prestige brands on Facebook is growth and               Our thesis is that competence on Facebook is linked to
                engagement in emerging markets, mimicking some of the                     shareholder growth and is a proxy for innovation within an
                macro growth trends in the industry. Forty-one percent of brands          organization. This study, released with our partners at Buddy Media,
                now maintain at least one local country page. These local Facebook        attempts to quantify the Facebook competence of 100 iconic brands
                pages have grown at twice the rate of Global and U.S. prestige            across Beauty, Fashion, Specialty Retail, and Watches & Jewelry.
                communities and register 50 percent higher engagement. Facebook’s         Our aim is to provide a robust tool to diagnose digital strengths and
                Most Popular City data provides further evidence that the center of       weaknesses and help managers at prestige brands achieve greater
                gravity is shifting in the industry. More than 44 percent of prestige     return on incremental investment.
                brands, including many icons, register an emerging-market city (e.g.,
                                                                                          Like the platform we are assessing, our methodology is dynamic
                Taipei, Tbilisi, Tunis, etc.) as the top place where people are talking
                                                                                          and we hope you will reach out with comments that improve our
                about the brand on Facebook.
                                                                                          methodology, investigation, and findings. You can reach me at
                                                                                          scott@stern.nyu.edu.
                Icons Strike Back
                                                                                          Regards,
                A 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          Scott Galloway
                community growth, innovative programming, and stronger integration.       Founder, L2
                Notorious digital laggard Prada finally joined the Facebook party in      Clinical Professor of Marketing,
                January 2012, moving from Feeble to Average. However, the Facebook        NYU Stern
                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.




© L 2 2012 L 2 ThinkTank.com   Reproductions Prohibited                                                                                                                                                3
Facebook IQ                                                                   Want to know more about your brand’s ranking? Contact us


               INDEX
                          ®




                TABLE OF CONTENTS
                Click to Jump-To:




               05 Methodology                             29 Flash of Genius
               06 Facebook IQ Rankings                    29 	 In the Company of Genius: Macy’s
                                                          31 	 Global Citizen (Pretty Powerful): Bobbi Brown
               06 	 Genius                                32 	Scale + Data: Burberry
               07 	 Gifted                                33 	 Mother’s Day: L’Occitane
               09 	 Average                               34 	 Facebook in Japan: Coach
               11 	Challenged                             35 	Bring It Back: Bobbi Brown & M·A·C
               12 	 Feeble                                36 	 Facebook Offers: Kate Spade & Macy’s
                                                          37 	 Miracle Maker: SK-II
               13 Key Findings                            38 	Pilot Aptitude Test: IWC
               13 	 Facebook Growth
               14 	The Timeline Effect
               15 	Declining Engagement
               17 	 Facebook Is Local
               21 	 F-Commerce Failing
               24 	 Fan & Content Engagement
               28	 Facebook Integration




© L 2 2012 L 2 ThinkTank.com   Reproductions Prohibited                                                                                           4
Facebook IQ                                                                                                                                           Want to know more about your brand’s ranking? Contact us


                INDEX
                             ®




                ABOUT THE RANKING                                                                                                                                        Facebook IQ Classes


                                                                                                                                                                         Genius 140+
                                                                                                                                                                         Facebook competence is a point of competitive
                                                                                                                                                                         differentiation for these brands




                                                                                                                                                                         Gifted 110–139
                                          35%                                                                        20%                                                 Brands demonstrate a comprehensive
                                   Size & Growth                                                                     Programming                                         understanding of Facebook marketing
                                                                                                                                                                         and continue to grow their fan bases while

                                                              35%
                                                              Engagement
                                                                                                                                                          10%
                                                                                                                                                       Integration
                                                                                                                                                                         experimenting with programs and tabs




                                                                                                                                                                         Average 90–109
                                                                                                                                                                         Lack of innovation categorizes the Facebook

      The Methodology                                                                                                                                                    efforts of these brands




       Size & Growth 35%                                    Programming 20%                                  Integration 10%                                             Challenged 70–89
       Size and growth on the platform                      Brand content, responsiveness, and innovation    Integration of Facebook across brand digital platforms
                                                                                                                                                                         These brands have gone through
       • Number of “Likes”                                  • Customized tabs and interactive applications   • Promotion of Facebook page on other digital 		
                                                                                                             	 properties including: site, mobile, social media,         the motions of establishing a Facebook
       • Growth Rate                                        • Response frequency and speed
                                                                                                               email marketing, and blogs                                presence but have yet to allocate
       • Absolute Growth                                    • Use of gated tabs
                                                                                                             • Search engine visibility                                  financial or creative horsepower
       • Global Community                                   • Posting frequency
                                                                                                             • Incorporation of additional social media properties
                                                            • Brand photos and videos
                                                                                                             • Shareability of site content
                                                            • F-commerce and e-commerce integration
      Engagement 35%                                        • Facebook advertising and offers
                                                                                                             • Social shopping and Facebook Connect
                                                                                                             • Customer service accessibility
      Fan reaction and interaction                          • Innovative campaigns
      • Fan engagement with brand posts
                                                                                                                                                                         Feeble <70
      • Number of fan posts
      • Fan engagement with fan posts                                                                                                                                    Weak or no official presence on the world’s
      • Fan participation in programs and applications                                                                                                                   largest and fastest growing platform
      • Fan photos and videos




© L 2 2012 L 2 ThinkTank.com     Reproductions Prohibited                                                                                                                                                                  5
GENIUS


               Facebook IQ
                                                                                                                                                                                        Macy’s
                                                                                                                                                                                       Sephora
                                                                                                                                                                                      Lancôme
                                                                                                                                                                                   Michael Kors

               INDEX
                          ®
                                                                                                                                                                                         GIFTED
                                                                                                                                                                                             IWC
                                                                                                                                                                                      Smashbox
                                                                                                                                                                                       Swarovski
                                                                                                                                                                       United Colors of Benetton
                                                                                                                                                                                  El Corte Inglés
                                                                                                                                                                                    Esteé Lauder
                                                                                                                                                                                         Pandora
                                                                                                                                                                                           Aveda
                                                                                                                           = Beauty & Skincare   = Specialty Retail
               FACEBOOK IQ RANKING
                                                                                                                                                                                          Bulgari

                                                                                         Genius Brands                     = Fashion             = Watches & Jewelry
                                                                                                                                                                                Bare Escentuals
                                                                                                                                                                                   Christian Dior
                                                                                                                                                                               Marks & Spencer
                                                                                                                                                                               Oscar de la Renta
                                                                                                                                                                              Benefit Cosmetics
                                                                                                                                                                                           M∙A∙C
                                                                                                                                                                                   Tiffany & Co.
RANK BRAND		                          	          CATEGORY	       FACEBOOK IQ      DESCRIPTION                                                                                            Lacoste
                                                                                                                                                                                    Louis Vuitton
                                                                                                                                                                                         Clinique
                                                                                                                                                                                           Coach

 1                                                                                                                                                                                         Gucci
                                                                                                                                                                                          Cartier
                                                                                                                                                                                            Fendi
                                                                                                                                                                                 Tommy Hilfiger
                                                                                  This Timeline pioneer’s page is big,                                                              Bobbi Brown
                                                                                                                                                                                        Burberry
                                                                                  growing, and well-integrated across                                                               Jimmy Choo
                                                                     161          channels; Constantly updated program-
                                                                                                                                                                               Baume et Mercier
                                                                                                                                                                                      Nordstrom
                                                                                                                                                                                      Tory Burch
                                                                                  ming sets the bar                                                                              Bottega Veneta
                                                                                                                                                                                          Chanel
                                                                                                                                                                                            Chloé
                                                                                                                                                                                    Marc Jacobs
                                                                                                                                                                                       AVERAGE
                                                                                                                                                                                      Hugo Boss
                                                                                                                                                                                      TAG Heuer
                                                                                                                                                                                           Prada
                                                                                                                                                                                         Versace
                                                                                                                                                                                     Calvin Klein

 2                                                                                                                                                                               Elizabeth Arden
                                                                                                                                                                               Dolce & Gabbana
                                                                                                                                                                                 Giorgio Armani
                                                                                                                                                                                    Ralph Lauren
                                                                                                                                                                              Saks Fifth Avenue
                                                                                                                                                                               Jaeger-LeCoultre
                                                                                  From geo-targeted special offers to                                                       Alexander McQueen

                                                                     148          fully-functional gift card F-commerce                                                                     Bally
                                                                                                                                                                              Barneys New York
                                                                                  application, beauty maven delivers                                                                       NARS
                                                                                                                                                                         L’Occitane en Provence
                                                                                                                                                                                          Clarins
                                                                                                                                                                                   David Yurman
                                                                                                                                                                                      Montblanc
                                                                                                                                                                                            SK-II
                                                                                                                                                                                         Harrods
                                                                                                                                                                                        Chopard
                                                                                                                                                                                          Omega
                                                                                                                                                                                 Neiman Marcus
                                                                                                                                                                             Yves Saint Laurent

 3
                                                                                                                                                                              Galeries Lafayette
                                                                                                                                                                                         Movado
                                                                                                                                                                                 NET-A-PORTER
                                                                                                                                                                                          Origins
                                                                                                                                                                                         Hermés

                                                                                  Hypnose Doll Eyes app and Rouge                                                                 CHALLENGED
                                                                                                                                                                                           Boots
                                                                                  in Love Lookbook provide a lesson
                                                                     146
                                                                                                                                                                                  Harry Winston
                                                                                                                                                                                           Piaget
                                                                                  on rolling out programming across                                                                       Hublot
                                                                                                                                                                                        Shiseido
                                                                                  geographies                                                                              Vacheron Constantin
                                                                                                                                                                             Bergdorf Goodman
                                                                                                                                                                                     Kate Spade
                                                                                                                                                                                        Valentino
                                                                                                                                                                                          Kiehl’s
                                                                                                                                                                                 Bloomingdale’s
                                                                                                                                                                                     Philosophy
                                                                                                                                                                                Officine Panerai
                                                                                                                                                                           Salvatore Ferragamo
                                                                                                                                                                                        Longines

 3                                                                                                                                                                                 Perricone MD
                                                                                                                                                                            Le Bon Marché Rive
                                                                                                                                                                                         Gauche
                                                                                                                                                                               Audemars Piguet
                                                                                                                                                                          Diane von Furstenberg
                                                                                                                                                                                House of Fraser
                                                                                  Outstanding integration across digital                                                              Selfridges

                                                                     146
                                                                                                                                                                                  Raymond Weil
                                                                                  properties complements exceptional                                                                   FEEBLE
                                                                                                                                                                         Donna Karan New York
                                                                                  growth in Facebook fan base                                                               Van Cleef & Arpels
                                                                                                                                                                                    Max Mara
                                                                                                                                                                            Ermenegildo Zegna
                                                                                                                                                                                         Rolex
                                                                                                                                                                                      Baccarat
                                                                                                                                                                               Harvey Nichols
                                                                                                                                                                                      DeBeers
                                                                                                                                                                                    Printemps
                                                                                                                                                                                Patek Philippe

© L 2 2012 L 2 ThinkTank.com   Reproductions Prohibited   Want to know more about your brand’s ranking? Contact us                                                                    6
GENIUS


               Facebook IQ
                                                                                                                                                                                                              Macy’s
                                                                                                                                                                                                             Sephora
                                                                                                                                                                                                            Lancôme
                                                                                                                                                                                                         Michael Kors

               INDEX
                          ®
                                                                                                                                                                                                               GIFTED
                                                                                                                                                                                                                   IWC
                                                                                                                                                                                                            Smashbox
                                                                                                                                                                                                             Swarovski
                                                                                                                                                                                             United Colors of Benetton
                                                                                                                                                                                                        El Corte Inglés
                                                                                                                                                                                                          Esteé Lauder
                                                                                                                                                                                                               Pandora
                                                                                                                                                                                                                 Aveda
                                                                                                                                   = Beauty & Skincare         = Specialty Retail
               FACEBOOK IQ RANKING
                                                                                                                                                                                                                Bulgari

                                                                                            Gifted Brands                          = Fashion                   = Watches & Jewelry
                                                                                                                                                                                                      Bare Escentuals
                                                                                                                                                                                                         Christian Dior
                                                                                                                                                                                                     Marks & Spencer
                                                                                                                                                                                                     Oscar de la Renta
                                                                                                                                                                                                    Benefit Cosmetics
                                                                                                                                                                                                                 M∙A∙C
                                                                                                                                                                                                         Tiffany & Co.
 RANK BRAND                    CATEGORY     FACEBOOK IQ     DESCRIPTION                                 RANK BRAND   CATEGORY   FACEBOOK IQ    DESCRIPTION                                                     Lacoste
                                                                                                                                                                                                          Louis Vuitton
                                                                                                                                                                                                               Clinique
                                                                                                                                                                                                                 Coach
                                                            Stirring "Pilot Aptitude Test" game app
  5                                                                                                     14
                                                                                                                                                                                                                 Gucci
                                                 138                                                                               125         Icon boasts luxury’s third-largest fan base                      Cartier
                                                            catapults watchmaker to top of category                                                                                                               Fendi
                                                                                                                                                                                                       Tommy Hilfiger
                                                                                                                                                                                                          Bobbi Brown
                                                                                                                                                                                                              Burberry
                                                                                                                                                                                                          Jimmy Choo
                                                            "Social Shop" takes Facebook commerce                                              Quick responder to fan comments
                                                                                                                                                                                                     Baume et Mercier


  6                                                                                                     16
                                                                                                                                                                                                            Nordstrom
                                                 133        site-side; "Lights, Camera, Action" app                                124                                                                      Tory Burch

                                                            delights                                                                           and concerns                                            Bottega Veneta
                                                                                                                                                                                                                Chanel
                                                                                                                                                                                                                  Chloé
                                                                                                                                                                                                          Marc Jacobs
                                                                                                                                                                                                             AVERAGE
                                                            Strong community growth and interactive                                            Facebook-exclusive products provide entry                    Hugo Boss

  7                                              131        apps compensate for average engagement      16                         124         point to brand; exceptional engagement
                                                                                                                                                                                                            TAG Heuer
                                                                                                                                                                                                                 Prada
                                                                                                                                                                                                               Versace
                                                            and integration                                                                    on wall                                                     Calvin Klein
                                                                                                                                                                                                       Elizabeth Arden
                                                                                                                                                                                                     Dolce & Gabbana
                                                                                                                                                                                                       Giorgio Armani
                                                                                                                                                                                                          Ralph Lauren

  8                                              129        Stellar growth offsets average engagement   18                         123         Best-in-show integration
                                                                                                                                                                                                    Saks Fifth Avenue
                                                                                                                                                                                                     Jaeger-LeCoultre
                                                                                                                                                                                                  Alexander McQueen
                                                                                                                                                                                                                  Bally
                                                                                                                                                                                                    Barneys New York
                                                                                                                                                                                                                 NARS
                                                                                                                                                                                               L’Occitane en Provence
                                                                                                                                               Facebook-integrated "Shop Together"                              Clarins

  9                                              128        "Virtual Clothes Model" app scores          18                         123         feature complements impressive size
                                                                                                                                                                                                         David Yurman
                                                                                                                                                                                                            Montblanc
                                                                                                                                                                                                                  SK-II
                                                                                                                                               and growth of global community                                  Harrods
                                                                                                                                                                                                              Chopard
                                                                                                                                                                                                                Omega
                                                                                                                                                                                                       Neiman Marcus
                                                                                                                                                                                                   Yves Saint Laurent
                                                                                                                                               Seamless integration of “What Makes
 10                                              127        Strong across all dimensions                18                         123
                                                                                                                                               Love True” microsite
                                                                                                                                                                                                    Galeries Lafayette
                                                                                                                                                                                                               Movado
                                                                                                                                                                                                       NET-A-PORTER
                                                                                                                                                                                                                Origins
                                                                                                                                                                                                               Hermés
                                                                                                                                                                                                        CHALLENGED
                                                                                                                                                                                                                 Boots
                                                            Early adopter gets Facebook Connect                                                Rapidly growing Facebook fan base                        Harry Winston

 10                                              127
                                                            and power of local programming              21                         122
                                                                                                                                               is the second-largest
                                                                                                                                                                                                                 Piaget
                                                                                                                                                                                                                Hublot
                                                                                                                                                                                                              Shiseido
                                                                                                                                                                                                 Vacheron Constantin
                                                                                                                                                                                                   Bergdorf Goodman
                                                                                                                                                                                                           Kate Spade
                                                                                                                                                                                                              Valentino
                                                            "You Create, We Donate" app threads                                                More than 200 percent year-over-year                             Kiehl’s

 12                                              126
                                                            UGC and CSR                                 22                         120
                                                                                                                                               growth and high engagement
                                                                                                                                                                                                       Bloomingdale’s
                                                                                                                                                                                                           Philosophy
                                                                                                                                                                                                      Officine Panerai
                                                                                                                                                                                                 Salvatore Ferragamo
                                                                                                                                                                                                              Longines
                                                                                                                                                                                                         Perricone MD
                                                                                                                                                                                                  Le Bon Marché Rive
                                                            Global page strikes balance between                                                Fans are encouraged to rate and review                          Gauche

 12                                              126
                                                            size and engagement                         23                         119
                                                                                                                                               their favorite products
                                                                                                                                                                                                     Audemars Piguet
                                                                                                                                                                                                Diane von Furstenberg
                                                                                                                                                                                                      House of Fraser
                                                                                                                                                                                                            Selfridges
                                                                                                                                                                                                        Raymond Weil
                                                                                                                                                                                                             FEEBLE
                                                                                                                                                                                               Donna Karan New York
                                                            Community-oriented page is integrated                                              Fosters dialogue via responsiveness
 14                                                                                                     23
                                                                                                                                                                                                  Van Cleef & Arpels
                                                 125                                                                               119                                                                    Max Mara
                                                            across brand’s wider digital footprint                                             to its formidable community                        Ermenegildo Zegna
                                                                                                                                                                                                               Rolex
                                                                                                                                                                                                            Baccarat
                                                                                                                                                                                                     Harvey Nichols
                                                                                                                                                                                                            DeBeers
                                                                                                                                                                                                          Printemps
                                                                                                                                                                                                      Patek Philippe

© L 2 2012 L 2 ThinkTank.com   Reproductions Prohibited   Want to know more about your brand’s ranking? Contact us                                                                                           7
GENIUS


               Facebook IQ
                                                                                                                                                                                                                     Macy’s
                                                                                                                                                                                                                    Sephora
                                                                                                                                                                                                                   Lancôme
                                                                                                                                                                                                                Michael Kors

               INDEX
                          ®
                                                                                                                                                                                                                      GIFTED
                                                                                                                                                                                                                          IWC
                                                                                                                                                                                                                   Smashbox
                                                                                                                                                                                                                    Swarovski
                                                                                                                                                                                                    United Colors of Benetton
                                                                                                                                                                                                               El Corte Inglés
                                                                                                                                                                                                                 Esteé Lauder
                                                                                                                                                                                                                      Pandora
                                                                                                                                                                                                                        Aveda
                                                                                                                                         = Beauty & Skincare         = Specialty Retail
               FACEBOOK IQ RANKING
                                                                                                                                                                                                                       Bulgari

                                                                                              Gifted Brands continued...                 = Fashion                   = Watches & Jewelry
                                                                                                                                                                                                             Bare Escentuals
                                                                                                                                                                                                                Christian Dior
                                                                                                                                                                                                            Marks & Spencer
                                                                                                                                                                                                            Oscar de la Renta
                                                                                                                                                                                                           Benefit Cosmetics
                                                                                                                                                                                                                        M∙A∙C
 RANK BRAND                    CATEGORY     FACEBOOK IQ     DESCRIPTION                                    RANK BRAND      CATEGORY   FACEBOOK IQ    DESCRIPTION                                                Tiffany & Co.
                                                                                                                                                                                                                      Lacoste
                                                                                                                                                                                                                 Louis Vuitton
                                                                                                                                                                                                                      Clinique
                                                                                                                                                                                                                        Coach
                                                            Gucci pushes opportunity to Connect with                                                 "Facebook Shop" still garners 8,000
 25                                                                                                        32
                                                                                                                                                                                                                        Gucci
                                                 116                                                                                     112                                                                           Cartier
                                                            its 8 million fans                                                                       monthly users a year later                                          Fendi
                                                                                                                                                                                                              Tommy Hilfiger
                                                                                                                                                                                                                 Bobbi Brown
                                                                                                                                                                                                                     Burberry
                                                                                                                                                                                                                 Jimmy Choo
                                                            “L’Odyssée de Cartier” campaign threads                                                                                                         Baume et Mercier
                                                                                                                                                     Brand programming on the rise; fan growth
 26                                                                                                        35
                                                                                                                                                                                                                   Nordstrom
                                                 114        traditional and social channels inspiring 50                                 111                                                                       Tory Burch
                                                                                                                                                     should follow                                            Bottega Veneta
                                                            percent fan growth in 30 days                                                                                                                              Chanel
                                                                                                                                                                                                                         Chloé
                                                                                                                                                                                                                 Marc Jacobs
                                                                                                                                                                                                                    AVERAGE
                                                                                                                                                                                                                   Hugo Boss
                                                            Strong page growth but programming                                                       Fan engagement is sorely missing from this
 26                                              114
                                                            needs a refresh                                35                            111
                                                                                                                                                     6.6 million strong page
                                                                                                                                                                                                                   TAG Heuer
                                                                                                                                                                                                                        Prada
                                                                                                                                                                                                                      Versace
                                                                                                                                                                                                                  Calvin Klein
                                                                                                                                                                                                              Elizabeth Arden
                                                                                                                                                                                                            Dolce & Gabbana
                                                                                                                                                                                                              Giorgio Armani
                                                                                                                                                                                                                 Ralph Lauren
                                                            "Get Prepped" app outfits Facebook com-                                                  Integrated "L'Eau de Chloé" contest com-
 26                                              114
                                                            munity                                         35                            111
                                                                                                                                                     bines Mobile, Tumblr, and Facebook
                                                                                                                                                                                                           Saks Fifth Avenue
                                                                                                                                                                                                            Jaeger-LeCoultre
                                                                                                                                                                                                         Alexander McQueen
                                                                                                                                                                                                                         Bally
                                                                                                                                                                                                           Barneys New York
                                                                                                                                                                                                                        NARS
                                                                                                                                                                                                      L’Occitane en Provence
                                                                                                                                                                                                                       Clarins
                                                                                                                                                     Needs better Facebook integration on site to
 29                                              113        Deft global community management               35                            111
                                                                                                                                                     complement strong engagement
                                                                                                                                                                                                                David Yurman
                                                                                                                                                                                                                   Montblanc
                                                                                                                                                                                                                         SK-II
                                                                                                                                                                                                                      Harrods
                                                                                                                                                                                                                     Chopard
                                                                                                                                                                                                                       Omega
                                                                                                                                                                                                              Neiman Marcus
                                                                                                                                                                                                          Yves Saint Laurent
                                                            Behemoth community, one of three brands
 29                                              113
                                                            experimenting with Facebook Connect
                                                                                                                                                                                                           Galeries Lafayette
                                                                                                                                                                                                                      Movado
                                                                                                                                                                                                              NET-A-PORTER
                                                                                                                                                                                                                       Origins
                                                                                                                                                                                                                      Hermés
                                                                                                                                                                                                               CHALLENGED
                                                                                                                                                                                                                        Boots
                                                            Should leverage “Stylemakers” program                                                                                                              Harry Winston

 29                                              113
                                                            to boost UGC
                                                                                                                                                                                                                        Piaget
                                                                                                                                                                                                                       Hublot
                                                                                                                                                                                                                     Shiseido
                                                                                                                                                                                                        Vacheron Constantin
                                                                                                                                                                                                          Bergdorf Goodman
                                                                                                                                                                                                                  Kate Spade
                                                                                                                                                                                                                     Valentino
                                                            Extensive programming including “What                                                                                                                      Kiehl’s

 32                                              112
                                                            Do You Think?” poll keeps fans engaged
                                                                                                                                                                                                              Bloomingdale’s
                                                                                                                                                                                                                  Philosophy
                                                                                                                                                                                                             Officine Panerai
                                                                                                                                                                                                        Salvatore Ferragamo
                                                                                                                                                                                                                     Longines
                                                                                                                                                                                                                Perricone MD
                                                                                                                                                                                                         Le Bon Marché Rive
                                                            “Share Your Stories” solicits UGC while                                                                                                                   Gauche

 32                                              112
                                                            custom tabs buttress integration
                                                                                                                                                                                                            Audemars Piguet
                                                                                                                                                                                                       Diane von Furstenberg
                                                                                                                                                                                                             House of Fraser
                                                                                                                                                                                                                   Selfridges
                                                                                                                                                                                                               Raymond Weil
                                                                                                                                                                                                                    FEEBLE
                                                                                                                                                                                                      Donna Karan New York
                                                                                                                                                                                                         Van Cleef & Arpels
                                                                                                                                                                                                                 Max Mara
                                                                                                                                                                                                         Ermenegildo Zegna
                                                                                                                                                                                                                      Rolex
                                                                                                                                                                                                                   Baccarat
                                                                                                                                                                                                            Harvey Nichols
                                                                                                                                                                                                                   DeBeers
                                                                                                                                                                                                                 Printemps
                                                                                                                                                                                                             Patek Philippe

© L 2 2012 L 2 ThinkTank.com   Reproductions Prohibited   Want to know more about your brand’s ranking? Contact us                                                                                                  8
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L2 Facebook IQ 2012

  • 1. June 12, 2012 Facebook IQ INDEX ® SCOTT GALLOWAY NYU Stern © L 2 2012 L 2 ThinkTank.com Reproductions Prohibited
  • 2. Facebook IQ Want to know more about your brand’s ranking? Contact us INDEX ® TOMORROW today becomes 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 Facebook IQ Index® Video Click to Play 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. © L 2 2012 L 2 ThinkTank.com Reproductions Prohibited 2
  • 3. Facebook IQ Want to know more about your brand’s ranking? Contact us INDEX ® Facebook Is Local Facebook IQ = Shareholder Value A bright spot for prestige brands on Facebook is growth and Our thesis is that competence on Facebook is linked to engagement in emerging markets, mimicking some of the shareholder growth and is a proxy for innovation within an macro growth trends in the industry. Forty-one percent of brands organization. This study, released with our partners at Buddy Media, now maintain at least one local country page. These local Facebook attempts to quantify the Facebook competence of 100 iconic brands pages have grown at twice the rate of Global and U.S. prestige across Beauty, Fashion, Specialty Retail, and Watches & Jewelry. communities and register 50 percent higher engagement. Facebook’s Our aim is to provide a robust tool to diagnose digital strengths and Most Popular City data provides further evidence that the center of weaknesses and help managers at prestige brands achieve greater gravity is shifting in the industry. More than 44 percent of prestige return on incremental investment. brands, including many icons, register an emerging-market city (e.g., Like the platform we are assessing, our methodology is dynamic Taipei, Tbilisi, Tunis, etc.) as the top place where people are talking and we hope you will reach out with comments that improve our about the brand on Facebook. methodology, investigation, and findings. You can reach me at scott@stern.nyu.edu. Icons Strike Back Regards, A 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 Scott Galloway community growth, innovative programming, and stronger integration. Founder, L2 Notorious digital laggard Prada finally joined the Facebook party in Clinical Professor of Marketing, January 2012, moving from Feeble to Average. However, the Facebook NYU Stern 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. © L 2 2012 L 2 ThinkTank.com Reproductions Prohibited 3
  • 4. Facebook IQ Want to know more about your brand’s ranking? Contact us INDEX ® TABLE OF CONTENTS Click to Jump-To: 05 Methodology 29 Flash of Genius 06 Facebook IQ Rankings 29 In the Company of Genius: Macy’s 31 Global Citizen (Pretty Powerful): Bobbi Brown 06 Genius 32 Scale + Data: Burberry 07 Gifted 33 Mother’s Day: L’Occitane 09 Average 34 Facebook in Japan: Coach 11 Challenged 35 Bring It Back: Bobbi Brown & M·A·C 12 Feeble 36 Facebook Offers: Kate Spade & Macy’s 37 Miracle Maker: SK-II 13 Key Findings 38 Pilot Aptitude Test: IWC 13 Facebook Growth 14 The Timeline Effect 15 Declining Engagement 17 Facebook Is Local 21 F-Commerce Failing 24 Fan & Content Engagement 28 Facebook Integration © L 2 2012 L 2 ThinkTank.com Reproductions Prohibited 4
  • 5. Facebook IQ Want to know more about your brand’s ranking? Contact us INDEX ® ABOUT THE RANKING Facebook IQ Classes Genius 140+ Facebook competence is a point of competitive differentiation for these brands Gifted 110–139 35% 20% Brands demonstrate a comprehensive Size & Growth Programming understanding of Facebook marketing and continue to grow their fan bases while 35% Engagement 10% Integration experimenting with programs and tabs Average 90–109 Lack of innovation categorizes the Facebook The Methodology efforts of these brands Size & Growth 35% Programming 20% Integration 10% Challenged 70–89 Size and growth on the platform Brand content, responsiveness, and innovation Integration of Facebook across brand digital platforms These brands have gone through • Number of “Likes” • Customized tabs and interactive applications • Promotion of Facebook page on other digital properties including: site, mobile, social media, the motions of establishing a Facebook • Growth Rate • Response frequency and speed email marketing, and blogs presence but have yet to allocate • Absolute Growth • Use of gated tabs • Search engine visibility financial or creative horsepower • Global Community • Posting frequency • Incorporation of additional social media properties • Brand photos and videos • Shareability of site content • F-commerce and e-commerce integration Engagement 35% • Facebook advertising and offers • Social shopping and Facebook Connect • Customer service accessibility Fan reaction and interaction • Innovative campaigns • Fan engagement with brand posts Feeble <70 • Number of fan posts • Fan engagement with fan posts Weak or no official presence on the world’s • Fan participation in programs and applications largest and fastest growing platform • Fan photos and videos © L 2 2012 L 2 ThinkTank.com Reproductions Prohibited 5
  • 6. GENIUS Facebook IQ Macy’s Sephora Lancôme Michael Kors INDEX ® GIFTED IWC Smashbox Swarovski United Colors of Benetton El Corte Inglés Esteé Lauder Pandora Aveda = Beauty & Skincare = Specialty Retail FACEBOOK IQ RANKING Bulgari Genius Brands = Fashion = Watches & Jewelry Bare Escentuals Christian Dior Marks & Spencer Oscar de la Renta Benefit Cosmetics M∙A∙C Tiffany & Co. RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION Lacoste Louis Vuitton Clinique Coach 1 Gucci Cartier Fendi Tommy Hilfiger This Timeline pioneer’s page is big, Bobbi Brown Burberry growing, and well-integrated across Jimmy Choo 161 channels; Constantly updated program- Baume et Mercier Nordstrom Tory Burch ming sets the bar Bottega Veneta Chanel Chloé Marc Jacobs AVERAGE Hugo Boss TAG Heuer Prada Versace Calvin Klein 2 Elizabeth Arden Dolce & Gabbana Giorgio Armani Ralph Lauren Saks Fifth Avenue Jaeger-LeCoultre From geo-targeted special offers to Alexander McQueen 148 fully-functional gift card F-commerce Bally Barneys New York application, beauty maven delivers NARS L’Occitane en Provence Clarins David Yurman Montblanc SK-II Harrods Chopard Omega Neiman Marcus Yves Saint Laurent 3 Galeries Lafayette Movado NET-A-PORTER Origins Hermés Hypnose Doll Eyes app and Rouge CHALLENGED Boots in Love Lookbook provide a lesson 146 Harry Winston Piaget on rolling out programming across Hublot Shiseido geographies Vacheron Constantin Bergdorf Goodman Kate Spade Valentino Kiehl’s Bloomingdale’s Philosophy Officine Panerai Salvatore Ferragamo Longines 3 Perricone MD Le Bon Marché Rive Gauche Audemars Piguet Diane von Furstenberg House of Fraser Outstanding integration across digital Selfridges 146 Raymond Weil properties complements exceptional FEEBLE Donna Karan New York growth in Facebook fan base Van Cleef & Arpels Max Mara Ermenegildo Zegna Rolex Baccarat Harvey Nichols DeBeers Printemps Patek Philippe © L 2 2012 L 2 ThinkTank.com Reproductions Prohibited Want to know more about your brand’s ranking? Contact us 6
  • 7. GENIUS Facebook IQ Macy’s Sephora Lancôme Michael Kors INDEX ® GIFTED IWC Smashbox Swarovski United Colors of Benetton El Corte Inglés Esteé Lauder Pandora Aveda = Beauty & Skincare = Specialty Retail FACEBOOK IQ RANKING Bulgari Gifted Brands = Fashion = Watches & Jewelry Bare Escentuals Christian Dior Marks & Spencer Oscar de la Renta Benefit Cosmetics M∙A∙C Tiffany & Co. RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION Lacoste Louis Vuitton Clinique Coach Stirring "Pilot Aptitude Test" game app 5 14 Gucci 138 125 Icon boasts luxury’s third-largest fan base Cartier catapults watchmaker to top of category Fendi Tommy Hilfiger Bobbi Brown Burberry Jimmy Choo "Social Shop" takes Facebook commerce Quick responder to fan comments Baume et Mercier 6 16 Nordstrom 133 site-side; "Lights, Camera, Action" app 124 Tory Burch delights and concerns Bottega Veneta Chanel Chloé Marc Jacobs AVERAGE Strong community growth and interactive Facebook-exclusive products provide entry Hugo Boss 7 131 apps compensate for average engagement 16 124 point to brand; exceptional engagement TAG Heuer Prada Versace and integration on wall Calvin Klein Elizabeth Arden Dolce & Gabbana Giorgio Armani Ralph Lauren 8 129 Stellar growth offsets average engagement 18 123 Best-in-show integration Saks Fifth Avenue Jaeger-LeCoultre Alexander McQueen Bally Barneys New York NARS L’Occitane en Provence Facebook-integrated "Shop Together" Clarins 9 128 "Virtual Clothes Model" app scores 18 123 feature complements impressive size David Yurman Montblanc SK-II and growth of global community Harrods Chopard Omega Neiman Marcus Yves Saint Laurent Seamless integration of “What Makes 10 127 Strong across all dimensions 18 123 Love True” microsite Galeries Lafayette Movado NET-A-PORTER Origins Hermés CHALLENGED Boots Early adopter gets Facebook Connect Rapidly growing Facebook fan base Harry Winston 10 127 and power of local programming 21 122 is the second-largest Piaget Hublot Shiseido Vacheron Constantin Bergdorf Goodman Kate Spade Valentino "You Create, We Donate" app threads More than 200 percent year-over-year Kiehl’s 12 126 UGC and CSR 22 120 growth and high engagement Bloomingdale’s Philosophy Officine Panerai Salvatore Ferragamo Longines Perricone MD Le Bon Marché Rive Global page strikes balance between Fans are encouraged to rate and review Gauche 12 126 size and engagement 23 119 their favorite products Audemars Piguet Diane von Furstenberg House of Fraser Selfridges Raymond Weil FEEBLE Donna Karan New York Community-oriented page is integrated Fosters dialogue via responsiveness 14 23 Van Cleef & Arpels 125 119 Max Mara across brand’s wider digital footprint to its formidable community Ermenegildo Zegna Rolex Baccarat Harvey Nichols DeBeers Printemps Patek Philippe © L 2 2012 L 2 ThinkTank.com Reproductions Prohibited Want to know more about your brand’s ranking? Contact us 7
  • 8. GENIUS Facebook IQ Macy’s Sephora Lancôme Michael Kors INDEX ® GIFTED IWC Smashbox Swarovski United Colors of Benetton El Corte Inglés Esteé Lauder Pandora Aveda = Beauty & Skincare = Specialty Retail FACEBOOK IQ RANKING Bulgari Gifted Brands continued... = Fashion = Watches & Jewelry Bare Escentuals Christian Dior Marks & Spencer Oscar de la Renta Benefit Cosmetics M∙A∙C RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION RANK BRAND CATEGORY FACEBOOK IQ DESCRIPTION Tiffany & Co. Lacoste Louis Vuitton Clinique Coach Gucci pushes opportunity to Connect with "Facebook Shop" still garners 8,000 25 32 Gucci 116 112 Cartier its 8 million fans monthly users a year later Fendi Tommy Hilfiger Bobbi Brown Burberry Jimmy Choo “L’Odyssée de Cartier” campaign threads Baume et Mercier Brand programming on the rise; fan growth 26 35 Nordstrom 114 traditional and social channels inspiring 50 111 Tory Burch should follow Bottega Veneta percent fan growth in 30 days Chanel Chloé Marc Jacobs AVERAGE Hugo Boss Strong page growth but programming Fan engagement is sorely missing from this 26 114 needs a refresh 35 111 6.6 million strong page TAG Heuer Prada Versace Calvin Klein Elizabeth Arden Dolce & Gabbana Giorgio Armani Ralph Lauren "Get Prepped" app outfits Facebook com- Integrated "L'Eau de Chloé" contest com- 26 114 munity 35 111 bines Mobile, Tumblr, and Facebook Saks Fifth Avenue Jaeger-LeCoultre Alexander McQueen Bally Barneys New York NARS L’Occitane en Provence Clarins Needs better Facebook integration on site to 29 113 Deft global community management 35 111 complement strong engagement David Yurman Montblanc SK-II Harrods Chopard Omega Neiman Marcus Yves Saint Laurent Behemoth community, one of three brands 29 113 experimenting with Facebook Connect Galeries Lafayette Movado NET-A-PORTER Origins Hermés CHALLENGED Boots Should leverage “Stylemakers” program Harry Winston 29 113 to boost UGC Piaget Hublot Shiseido Vacheron Constantin Bergdorf Goodman Kate Spade Valentino Extensive programming including “What Kiehl’s 32 112 Do You Think?” poll keeps fans engaged Bloomingdale’s Philosophy Officine Panerai Salvatore Ferragamo Longines Perricone MD Le Bon Marché Rive “Share Your Stories” solicits UGC while Gauche 32 112 custom tabs buttress integration Audemars Piguet Diane von Furstenberg House of Fraser Selfridges Raymond Weil FEEBLE Donna Karan New York Van Cleef & Arpels Max Mara Ermenegildo Zegna Rolex Baccarat Harvey Nichols DeBeers Printemps Patek Philippe © L 2 2012 L 2 ThinkTank.com Reproductions Prohibited Want to know more about your brand’s ranking? Contact us 8