Introduction
Nowadays, more than ever, cosmetic companies face a range of challenges that demand the adoption of new approaches and strategies to maintain their competitiveness. The use of media monitoring and analysis services is crucial for understanding brand image and for evaluating audience response.
With the continuous evolution of social media, cosmetic companies need to remain competitive in the digital environment, while also adapting to changes in consumer trends and preferences. There is the need to stay informed about the activities of competitive brands, compare their image with competitors, and thoroughly document the prevailing topics across the beauty industry.
Comprehensive media monitoring provides the necessary data and metrics for making informed and valid decisions, while also contributing to the prevention of negative publicity crises.
Case study
In this case study, we will focus on a real multinational cosmetic company operating in the Greek market. Clip News faced the challenge of processing and analyzing 4,000 mentions per month across print (newspapers, magazines) and online media (websites, blogs, Facebook, Twitter, Instagram) regarding their brand and 9 direct competitors.
Approach
To meet the increased demands of the project in combination with the strict guidelines set by the multinational company, we choose the following approach:
- Daily tagging and sentiment analysis of media mentions from all requested sources
Systematic data processing is the core of our work and involves:
a) detailed topics documentation with the use of tags by analysts and
b) sentiment analysis, meaning that analysts evaluate whether each publication/mention/comment carries a positive, neutral, or negative tone.
This approach fully documents the topic coverage of each brand, allowing for comprehensive client briefing. It also identifies topics that have garnered positive publicity or require attention and immediate action in terms of public relations. Additionally, positive or negative consumer comments on social media are highlighted, providing opportunities for further product development or corrective actions by the cosmetic company’s communication, PR, or marketing team.
- Monthly detailed quantitative media analysis report in Excel format:
The ability to extract all this data into an Excel file is crucial for understanding a large volume of media mentions from various sources. The Excel file includes:
a) All media data recorded in detail in columns with necessary information such as title, media outlet, source, active link, keyword, tag, sentiment, etc.
b) Complex metrics based on the above data, presented in tables, such as Share of Voice (SOV), Buzz per Media, Total Sentiment Analysis, Sentiment per Media, Top Tags, Top Topics, Top Positive/Negative Topics, Benchmarking (comparison with competitors’ metrics or with the respective previous period), Total Reach, etc.
- Monthly detailed quantitative and qualitative media analysis report in PowerPoint format:
Visual presentation of data is vital for easy comprehension of the above information and provides a snapshot of the month’s media coverage for the brand and its competition. Through various charts and graphs, we highlight trends and changes in publicity, offering a clear overview of the company’s performance for the past month.
Additionally, the concise summary of monthly insights in English serves as an important tool for the executives of the multinational cosmetic company in order to understand the results. The key findings provide a comprehensive overview of the brand’s presence in the media and help the company’s communication and marketing team make the necessary strategic decisions required.
Results
The comprehensive information we provide about the brand and its competitors underscores the significance of corporate news, product launches, campaigns, and events. By collecting and analyzing this information, we prepare a media snapshot that allows for better understanding of the Greek market, in which both our client and other cosmetic companies operate.
The clear presentation of thousands of media data and various key metrics plays a critical role in understanding monthly results:
- Highlighting the strengths of each brand reveals the positive aspects that promote its image. Positive user comments on social media confirm the effectiveness of communication and marketing actions, reflecting consumer habits and trends that the cosmetic company can leverage.
- Identifying the weaknesses of each brand provides opportunities for corrective actions in the strategy. User complaints on social media or publications with a critical tone towards the company negatively affect the overall monthly image. However, they provide a unique opportunity for immediate crisis management in its infancy. They also indicate areas of improvement in the overall customer experience (e.g., customer service, offer terms, defective products).
- The ability to identify key influencers who impact the beauty industry allows companies to effectively communicate with consumers. Monitoring and analyzing the impact of beauty influencers on social media (user comments, likes, shares) provide valuable insights for shaping partnerships and marketing actions that can enhance the brand’s presence in the market.
In conclusion
As indicated above, communication management requires careful monitoring and analysis of publicity data, especially in the digital environment. Media monitoring and media analysis services enable cosmetic companies to monitor audience reactions in real-time, detect consumer trends, and determine how the audience perceives their corporate image and product image. In this way, they can revise their strategies, improve their products, and adapt their communication efforts according to the needs and preferences of consumers.
Combine our services to your advantage and get a comprehensive overview of all aspects of your publicity.