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COMPETITIVE ANALYSIS Overview

COMPETITIVE ANALYSIS Overview. SHARE OF VOICE, OVERALL.

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COMPETITIVE ANALYSIS Overview

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  1. COMPETITIVE ANALYSIS Overview SHARE OF VOICE, OVERALL • The chart at top-right captures share of voice among top skincare brands Erno Laszlo and primary competitors Chanel, La Mer, La Prairie, and Sisley Paris. In the past 30 days, posts discussing Erno Laszlo represented 2.1% of overall chatter. • KEY FINDINGS • Chanelcaptured the greatest share of voice in the past 30 days: 78.6% • In the past 30 days,Sisley Paris saw the least amount of chatter: 0.5% CHANNEL SEGMENTATION At bottom-right, please see posts surrounding Erno Laszlo skincare, broken down by channel. In the past 30 days, the majority of chatter was spread via Blog posts (34.8%) and Aggregate shares (21.7%). See next page for examples.

  2. COMPETITIVE ANALYSIS Erno Laszlo: Current Landscape KEY FINDINGS Buy/Sell Aggregation: In the past 30 days, Blog and Aggregator shares included shopping affiliate links and other repurposed content linked externally for profit. Organic Shares: Unique and personal content surrounding Erno Laszlo surfaced on microblogging networks (Twitter, Forum Replies, etc). This includes unsolicited posts that have surfaced as a result of consumers trying Erno Laszlo skincare without specific urging; including product feedback or implementing location-based services like Foursquare. Sponsored Posts: We also sourced a handful of mentions that appear to have derived from PR or other internal efforts, such as sponsored reviews. Posts of this nature often feature unique product photos and well-written feedback. C B A B A

  3. COMPETITIVE ANALYSIS Erno Laszlo: Editorial Opportunities A • Upon analyzing chatter surrounding primary competitors, American Pop has identified potential opportunities for growth across the blogosphere: • Expand Promotional Reviews and/or Reader Giveaways: supply product samples to a comprehensive (yet niche) list of influencers to obtain personalized write-ups. Additional samples provided to further spread buzz – as well as gauge reader feedback – through blog giveaways. • Sponsored Media and/or Editorials: team up with high-influence outlets to determine the optimal medium for the message (e.g. skins, ads, giveaway, etc). A B 1.6 MM UNIQUE VISITORS PER MONTH

  4. COMPETITIVE ANALYSIS Competitors: Landscape Sharing promotions hosted via other social networks “Behind-the-scenes” videos Product Intros Cross-promotion via other networks; sharing tutorials Call for UGC Timely Conversation- Starters

  5. COMPETITIVE ANALYSIS Erno Laszlo: Social Opportunities • Share frequent behind-the-scenes photos to give a well-rounded and personal look at the brand. If possible, try cross-posting photos and videos (from Instagram or YouTube) on this network, incorporating: • Pictures of product creation/testing • Brief tutorials/”how-tos” (from The Institute) • Re-share enthusiastic posts made by fans using Facebook timeline • Host giveaways via @ernolaszlonyc on a local and/or national level (local: gift cards for The Institute; national: free product, coupon, etc.) • Create custom branded #hashtag for giveaways and/or UGC sharing • #LaszloLooks • #LoveLaszlo • Incentivize top beauty bloggers to take over as “guest pinners” for a select period of time (1 week, etc). • Urge UGC by way of shared boards • New series of how-to/tutorial videos for just-introduced products, where applicable • Incorporate videos pertaining to the science behind Erno Lazlo products • Vet top beauty bloggers for media cameos, such as tutorial videos, etc.

  6. SOURCES • PAGE 2 • https://twitter.com/Isabell_Sittman/statuses/358719945074417664 • https://twitter.com/mallorygold/statuses/360858049746980864 • https://twitter.com/make_up_Divas_/statuses/356290118501408768 • http://www.makeupalley.com/m_160275749 • http://www.emtalks.co.uk/2013/07/erno-lazlo-skincare-love.html • https://www.facebook.com/permalink.php?story_fbid=586578368052764&id=100001018191936 • PAGE 3 • http://www.beautystat.com/site/makeup/makeup-review-beforeafter-photos-swatches-chanel-cc-cream-complete-correction-sunscreen-spf-30/ • http://www.refinery29.com/2013/08/51142/chanel-diane-kruger-video-series • http://www.bikinisandpassports.com/beauty-talk-facials-with-la-prairie-giveaway/

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