Report Instructions Formatting Fill in the cover page

Report Instructions Formatting § Fill in the cover page and update the brand name and date range § Through out the entire report: replace information that appears within hard brackets [ ] Ø You should do a find for both “[“ and then “]” to make sure you have replaced them all. Ø [#] means that a number should be inserted § Replace holder text and graphics with information from your Sysomos report § Make sure to include date ranges in the footer on each slide and in the file name § Make sure that page numbers appear on each slide § Delete the report instructions page when submitting Content § Please avoid using generic brands like “Google” for your first assignment and consider one that is more unique like “Tesla. ” There are techniques that you can use to refine your search for generic brands, but it is more complicated and time consuming. § Note: Sysomos allows you to access 13 months of Twitter data and two years for blogs, news, and forums. § When creating your Boolean search (guide is located in Blackboard), make sure to include related keywords and exclude unrelated terms as need be. § Sample Queries: Ø "olive garden" OR #olivegarden OR @olivegarden OR from: olivegarden OR to: olivegarden Ø Chili's OR #chilis OR from: chilis OR to: chilis 1

COM 600: SOCIAL MEDIA FOR COMMUNICATORS REVLON COMPETITIVE BRAND REPORT JANUARY 1, 2016 – JANUARY 31, 2016] GEOGRAPHY: US LANGUAGE: ENGLISH ONLY C H A N N E L S: B L O G S , F A C E B O O K , F O R U M S , N E W S , T W I T T E R SHANNON CONNOR & ANNA DUSSING Acknowledgement: This report is based off of a sample report from Sysomos

DASHBOARD OVERALL VOLUME Revlon Maybelline TOTAL MENTIONS 38, 542 101, 600 0. 50% (156) 0. 65% (595) BLOG POSTS 1, 876 (5%) 4, 980 (5%) FORUM POSTS 2, 305 (6%) 4, 153 (4%) NEWS ARTICLES 3, 342 (9%) 1, 438 (1%) TWEETS 31, 019 (80%) 91, 029 (90%) Revlon Maybelline POSITIVE 44% 41% NEUTRAL 46% NEGATIVE 10% 13% % OWN TWITTER CONTENT* Revlon 28% Maybelline 72% * Tweets by owned Twitter handles and their RTs AVERAGE SENTIMENT GENDER Revlon Maybelline FEMALE 75% 84% MALE 25% 16% Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 TWITTER TOP 5 US STATES Revlon Maybelline NY NY CA CA FL TX TX FL PA WA 3

SPIKE ANALYSIS: Revlon v. Maybelline OVERALL Jan 15. Ron Perelman, billionaire owner will explore options for Revlon Jan 18. Gigi Hadid attends Maybelline event in Berlin, Germany Jan 8. Revlon has a Style VIP give away for a nail tool Jan 4. Maybelline promotes their foundation Dream Velvet Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 4

REVLON BRAND ANALYSIS

REVLON DASHBOARD GENDER BREAKDOWN 110, 875 TOTAL MENTIONS NEWS 9% BLOGS 5% TWITTER TOP 5 US STATES 75% FORUMS 6% 25% TWITTER 80% WORD CLOUD Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 TOP HASHTAGS NY 23% CA 16% FL 9% TX 6% PA 4% SENTIMENT 6

REVLON SPIKE ANALYSIS Jan 8. Revlon has a Style VIP give away for a nail tool Jan 15. Ron Perelman, billionaire owner will explore options for Revlon Jan 29. Revlon promotes Ultra HD Matte Lipcolor Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 7

REVLON CONVERSATION THEME ANALYSIS PRODUCT PROMOTION Along with Revlon’s Twitter promotions, there are other promotions done by people selling their products. PRODUCT COMPARISON There are many satisfied consumers of Revlon products, however many consumers often compare Revlon products to competitor products. DISSATISFIED CONSUMERS These are posts from dissatisfied consumer purchases. PRODUCT REVIEWS There are many beauty reviews of Revlon Products as well as makeup/beauty tips pertaining to their products. OTHER – Product Focus Within the social media community for Revlon there a lot of consumers who post about their satisfaction with new and upcoming products. We focused on lipstick specifically, which was a promotional item of Revlon, to display brand perception. Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 8

REVLON BRAND SENTIMENT 34% PRODUCT SATISFACTION Posts giving praise for the quality of Revlon products. 57% 9% ANIMAL TESTING Posts about the continuation to fight against animal testing with beauty products. PROMOS/DEALS Mentions pertaining to the In. Style. VIP promo offered by Revlon. PRODUCT General complaints about how unsatisfactory and disappointing their products are. PREFERENCE/RECOMMENDATION Mentions showing users’ preference for Revlon over other beauty brands. DISSATISFACTION/DISFAVOR Posts from dissatisfied customers who discourage others from purchasing. CUSTOMER SATISFACTION Mentions from customers who expressed their overall liking for Revlon. OTHER Includes negative feedback on Revlon’s prices and discontinues. OTHER Composed of mentions about company-related news, Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 9

REVLON SAMPLE POSTS Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 10

REVLON TWITTER (OUTBOUND) A summary of content produced by @revlon from January 1, 2016 to January 31, 2016 MOST RT’D TWEETS BY @REVLON 156 TWEETS BY @REVLON IMPRESSIONS FROM TWEETS BY @REVLON 49. 4 M 316, 788 TOTAL FOLLOWERS (AS OF YEAR END) 7, 201 AVG NEW FOLLOWERS (PER MONTH) IMPRESSIONS 2. 0 MILLION TWEET TYPES BY @REVLON Regular Tweet Re-Tweets @reply @REVLON TWEETS [CATEGORY NAME] 0. 5% 23% 8% 69% REVLON W/O OWN TWEETS 99% IMPRESSIONS 547. 987 Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 11

REVLON TWITTER (INBOUND) A summary of content produced by Twitter users about @REVLON from January 1, 2016 to January 31, 2016 MOST AUTHORITATIVE SOURCE MENTIONING @REVLON 5, 604 TWEETS TO @REVLON 20. 6 M IMPRESSIONS FROM TWEETS TO @REVLON 4, 422 ACTIVE USERS TWEET TYPES TO @REVLON Regular Tweet 1% 1 Tweet Re-Tweets 0% 2 -4 Tweets @reply 99% FOLLOWER BIO CLOUD ENGAGEMENT LEVELS 5 or more FOLLOWERS GENDER SPLIT 85% 88% 11% 0% 15% Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 12

REVLON FACEBOOK PAGE INSIGHTS A summary of brand fan activity on facebook. com/Revlon from January 1 to January 31, 2016 1, 576, 891 PAGE FANS 137 ENGAGEMENT TOTAL POSTS BY BRAND Total Average per post Total Likes 2861 20. 9 Total Comments 178 1. 3 3, 039 22. 2 TOTAL ENGAGEMENT TOP POSTS BASED ON ENGAGEMENT LIKES: 258 COMMENTS: 18 LIKES: 122 SHARES: 29 COMMENTS: 12 LIKES: 187 COMMENTS: 8 SHARES: 4 SHARES: 74 Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 LIKES: 289 COMMENTS: 8 SHARES: 38 13

SEARCH BOOLEAN The following search queries where used to generate this report between 1/01/16 – 1/31/16. Queries “Revlon” OR from: revlon OR to: revlon OR @revlon OR #revlon “Maybelline” OR from: maybelline OR to: maybelline OR @maybelline OR #maybelline ("Revlon" OR from: revlon OR to: revlon OR @revlon OR #revlon) AND lipstick ("Revlon" OR from: revlon OR to: revlon OR @revlon OR #revlon) AND love ("Revlon" OR from: revlon OR to: revlon OR @revlon OR #revlon) AND makeup "Revlon" OR from: revlon OR to: revlon OR @revlon OR #revlon AND "first time" ("Revlon" OR from: revlon OR to: revlon OR @revlon OR #revlon) AND "best" ("Revlon" OR from: revlon OR to: revlon OR @revlon OR #revlon) AND "happy" ("Revlon" OR from: revlon OR to: revlon OR @revlon OR #revlon) AND "horrible" ("Revlon" OR from: revlon OR to: revlon OR @revlon OR #revlon) AND "never" ("Revlon" OR from: revlon OR to: revlon OR @revlon OR #revlon) AND "cruelty" ("Revlon" OR from: revlon OR to: revlon OR @revlon OR #revlon) AND "colorstay" #instylevip Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 14

MAYBELLINE BRAND ANALYSIS

MAYBELLINE DASHBOARD GENDER BREAKDOWN 101, 600 TOTAL MENTIONS NEWS 1% BLOGS 5% TWITTER TOP 5 US STATES 84% FORUMS 4% 16% TWITTER 90% WORD CLOUD Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 TOP HASHTAGS NY 15% CA 14% TX 10% FL 5% WA 5% SENTIMENT 16

MAYBELLINE SPIKE ANALYSIS Jan 4. Maybelline promotes their new product Candy WOW Jan 13. Adriana Lima for Maybelline. Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 Jan 18. Gigi Hadid attends Maybelline event in Berlin, Germany. 17

MAYBELLINE CONVERSATION THEME ANALYSIS PRODUCT PROMOTION Along with Maybelline’s Twitter promotions, there are other promotions done by people selling their products. PRODUCT COMPARISON There are many satisfied consumers of Maybelline products, however many consumers often compare Maybelline products to competitor products. DISSATISFIED CONSUMERS These are posts from dissatisfied consumer purchases. PRODUCT REVIEWS There are many beauty reviews of Maybelline Products as well as makeup/beauty tips pertaining to their products. OTHER – Product Focus Within the social media community for Maybelline there a lot of consumers who post about their satisfaction with new and upcoming products. . We focused on lipstick specifically, which was a promotional item of Maybelline, to display brand perception. Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 18

MAYBELLINE BRAND SENTIMENT 38% PRODUCT SATISFACTION Posts giving praise for the quality of Maybelline products. 53% 9% ANIMAL TESTING Posts about the continuation to fight against animal testing with beauty products. PROMOS/DEALS Mentions pertaining to the promos offered by Maybelline. (#wowthatpout) PRODUCT General complaints about how unsatisfactory and disappointing their products are. PREFERENCE/RECOMMENDATION Mentions showing users’ preference for Maybelline over other beauty brands. DISSATISFACTION/DISFAVOR Posts from dissatisfied customers who discourage others from purchasing. CUSTOMER SATISFACTION Mentions from customers who expressed their overall liking for Maybelline. OTHER Includes negative feedback on Maybelline’s prices and discontinues. OTHER Composed of mentions about Maybelline in general. Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 19

MAYBELLINE SAMPLE POSTS Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 20

MAYBELLINE TWITTER (OUTBOUND) A summary of content produced by @maybelline from January 1, 2016 to January 31, 2016 MOST RT’D TWEETS BY @MAYBELLINE 595 TWEETS BY @MAYBELLINE 298 M IMPRESSIONS FROM TWEETS BY @MAYBELLINE 502, 497 TOTAL FOLLOWERS (AS OF YEAR END) 11, 164 AVG NEW FOLLOWERS (PER MONTH) IMPRESSIONS 687, 986 TWEET TYPES BY @MAYBELLINE Regular Tweet IMPRESSIONS 657, 086 Re-Tweets @reply Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 @MAYBELLINE TWEETS MAYBELLINE [PERCENTAGE] 24% 15% 61% MAYBELLINE WITHOUT OWN TWEETS [PERCENTAGE] 21

MAYBELLINE TWITTER (INBOUND) A summary of content produced by Twitter users about @maybelline from January 1, 2016 to January 31, 2016 MOST AUTHORITATIVE SOURCE MENTIONING @MAYBELLINE 16, 023 TWEETS TO @MAYBELLINE 142 M IMPRESSIONS FROM TWEETS TO @MAYBELLINE 11, 006 ACTIVE USERS TWEET TYPES TO @MAYBELLINE FOLLOWER BIO CLOUD ENGAGEMENT LEVELS FOLLOWERS GENDER SPLIT 82% Regular Tweet 17% Re-Tweets @reply 1 Tweet 69% 14% 2 -4 Tweets 5 or more Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 82% 15% 3% 18% 22

MAYBELLINE FACEBOOK PAGE INSIGHTS A summary of brand fan activity on facebook. com/Maybelline from January 1 to January 31, 2016 4, 688, 704 PAGE FANS 141 ENGAGEMENT TOTAL POSTS BY BRAND Total Likes Total Comments TOTAL ENGAGEMENT Total Average per post 5, 845 41. 5 257 1. 8 6, 102 43. 3 TOP POSTS BASED ON ENGAGEMENT LIKES: 522 COMMENTS: 15 LIKES: 725 SHARES: 29 COMMENTS: 47 LIKES: 358 COMMENTS: 26 SHARES: 59 SHARES: 51 Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 LIKES: 1. 3 K COMMENTS: 61 SHARES: 99 23

SOCIAL CHANNEL OVERVIEW TWITTER TOTAL CURRENT FOLLOWERS RANKING @maybelline 503 K 1 @revlon 317 K 2 TOTAL CURRENT FOLLOWERS RANKING Maybelline 1. 9 M 1 Revlon 728 K 2 INSTAGRAM Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 TOTAL FANS RANKING Maybelline 4, 691, 502 1 Revlon 1, 580, 769 2 FACEBOOK TOTAL SUBSCRIBERS RANKING Maybelline 104, 656 1 Revlon 32, 657 2 YOUTUBE 24

SEARCH BOOLEAN The following search queries where used to generate this report between 1/01/16 – 1/31/16. Queries “Maybelline” OR from: maybelline OR to: maybelline OR @maybelline OR #maybelline (”Maybelline" OR from: maybelline OR to: maybelline OR @maybelline OR #maybelline) AND love (”Maybelline" OR from: maybelline OR to: maybelline OR @maybelline OR #maybelline) AND makeup (”Maybelline" OR from: maybelline OR to: maybelline OR @maybelline OR #maybelline) AND "happy" (”Maybelline" OR from: maybelline OR to: maybelline OR @maybelline OR #maybelline) AND "cruelty” ("Maybelline" OR from: Maybelline OR to: Maybelline OR @Maybelline OR #Maybelline) AND "horrible" ("Maybelline" OR from: Maybelline OR to: Maybelline OR @Maybelline OR #Maybelline) AND "CVS" ("Maybelline" OR from: Maybelline OR to: Maybelline OR @Maybelline OR #Maybelline) AND "better" #wowthatpout ("Maybelline" OR from: Maybelline OR to: Maybelline OR @Maybelline OR #Maybelline) AND "blog" ("Maybelline" OR from: Maybelline OR to: Maybelline OR @Maybelline OR #Maybelline) AND "lipstick" Revlon/Maybelline COMPETITIVE BRAND REPORT 1/01/16 – 1/31/16 25