Verbatim social media monitoring: Analysing luxury purchase with Porsche in China
by Leonie Bulman on 19th September 2011
Through a new monitoring service called Verbatim, WaveMetrix show that understanding the consumers’ journey to purchase can help brands optimise their product marketing. Recommendations from other consumers are among the most influential reasons to purchase a luxury product, meaning brands can benefit from this information.
Verbatim social media monitoring: Helping Starbucks tackle purchase barriers in an emerging market
by Leonie Bulman on 1st September 2011
Through a new monitoring service called Verbatim, WaveMetrix show that understanding where negative discussion is being generated online can help overcome consumer objections in specific markets. By knowing which topics drive negative discussion among Brazilians and where they mention them, Starbucks can directly respond to alleviate negativity.
Wave: social media quarterly- how brands can keep up with consumers’ needs and interests
by Tom Hannah on 7th July 2011
WaveMetrix analysis of social media trends in Q2 2011 shows how brands can keep up with consumer interests and needs in the ever evolving digital space.
Maybelline use Sina Weibo to engage owners and Renren for campaigns and competitions
by Leonie Bulman on 19th April 2011
Maybelline’s dual approach to reaching Chinese consumers online shows how a brand can leverage different platforms to connect with different consumer types and to achieve diverse results.
Wave: social media quarterly – how brands are creating frameworks for consumer-led engagement
by Leonie Bulman on 7th April 2011
WaveMetrix analysis of social media trends in Q1 2011 shows different ways in which brands can use social media as a framework for consumers to engage with or promote brands. Brands have successfully continued to monetise social media, whilst others are encouraging consumers themselves to promote their brand.
Clinique shows how to use country-specific social media content to improve brand perception in emerging markets
by Leonie Bulman on 7th March 2011
Clinique shows how a brand can use market-specific content to encourage brand love as well as purchase discussion among consumers in an emerging market such as China. The positive response from Chinese consumers to Clinique's use of country-specific social media content suggests that this is a successful way to approach a new market.
Louis Vuitton wins over Chinese consumers by resonating with their cultural background
by Leonie Bulman on 2nd March 2011
Louis Vuitton’s use of a popular Chinese social network, SINA, demonstrates how a premium brand can encourage positive engagement from Chinese consumers online. Louis Vuitton’s strategy of posting about charitable campaigns and fashion news generates a highly favourable response compared to posts about Louis Vuitton's products. Louis Vuitton has also succeeded in increasing love for their brand among Chinese users.
Levi’s communicates with Chinese social media launch
by Matt Harrison on 27th August 2010
Levi’s has launched a new clothing brand in China which aims to provide western fashion at more affordable prices. They have shown social media in China can be used successfully to communicate key brand messages.
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