Sennheiser Social Intelligence

Sennheiser Social Intelligence
November 2012

Disclaimer: This study is provided to the public as a showcase of
NetBase Social Intelligence and was not requested, commissioned,
nor endorsed by any of the companies mentioned.

Overview
This study analyzes consumer perception of Sennheiser
Source data:
Social Media - content generated by consumers (twitter, Facebook, blogs, etc.)
One year of history, updated with high frequency, cleansed for spam
Representative sampling employed when necessary (95% confidence level)
Methodology:
Social Web 360°Analysis – In-depth look into the market through the following
lenses:

Lens Example
Product Sennheiser
Category Headphones
Competition Beat by DRE; Plantronics; Skullcandy etc
Brand Sennheiser
Attributes Durability; Cost; Sound Quality etc.
Consumer @SennheiserUS

2 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

360°View of Sennheiser on the Social Web

Social Web
360°


Sennheiser’s Sentiment Solid Like a Rock
Insight Potential Actions

 Sennheiser’s Net Sentiment has held fairly steady at  Measure brand equity using Net Sentiment.
about 56% over the last 12 months.
 Use Net Sentiment as an early warning system for
 The buzz and the sentiment has been steady over future crises.
the last 12 months with no significant highs and lows.


Love the Sennheiser Sound!

Insight
 What people like the most about
Sennheiser is its sound quality.

 People like Sennheiser especially for the
headphones they manufacture.

Potential Actions
 Design campaigns specifically promoting
the excellent sound quality of headphones.

 Do campaigns with leading music bands /
singers to promote the benefits of listening
music using high quality headphones.

 Use NetBase to track and promote to the
competition’s customers who don’t like the Sennheiser9;s sound quality is by far better than plantronics in my experience.
They focus primarily on audio reproduction quality.
sound quality of their headphones. - webhostingtalk.com

It is a case of "you get what you pay for". Sennheiser makes awesome equipment.
This headset mic produces professional audio quality and it works over USB.
- davidrisley.com


You Get What You Pay For

Insight
 Though people like the sound quality
of Sennheiser headphones a lot, they
find them to be too expensive.

 People also find Sennheiser
headphones to be lacking in detail and
clarity.

Potential Actions
 Research why people find Sennheiser
to be expensive and overpriced
compared to competition.
V-moda M-80s are excellent. The Sennheiser HD598 are good too, but more expensive.
- overclockers.com
 Promote the sound quality people get
by spending more compared to
competition to counter pricing issues. Overall, the detailing of the Sonys is very good but not very aggressive, which allows the earphone
to remain extremely refined and liquid. The overall refinement is especially obvious next to a
lesser dynamic such as the Sennheiser IE7, which lacks clarity and detail compared to the
EX1000 and loses out by a fair margin in overall realism. Only in comparison to the 6-driver,
custom-molded, hugely expensive UM Miracle does the EX1000 start to sound a little thin and
lacking in note articulation.
- head-fi.org


Good to Buy! Great to Use!
Insight
 Theme clouds on the right show the
behavior and emotions of consumers
using Sennheiser headphones.

 Consumers find them to be a good buy
and find them great to use to listen to
music.

Potential Actions

 Promote Sennheiser as a product using
which “you can listen to your favorite
music in the best possible way”.

 Associate the brand with big music
studios and rock shows to create that link.



Social Web
360°


Beats by DRE Dwarfs Sennheiser in Headphones Category

Insight
 Beats by DRE is the most common brand
mentioned along with the term headphones.

 Sennheiser has a very small share.

 People also tend to associate headphones a
lot with iPhones; iPods and Apple.

Potential Actions

 Research why consumers mention Beats by
DRE the most while thinking of headphones.

 Build a promotion around exceptional
experience people can get by using
Sennheiser headphones with iPhone/ iPod.


Big Demand for Headphones

Insight Demand peaks mid-week
 There were 800K+ mentions in the last
year for wanting/needing/etc.
headphones.

 Demand seems cyclical with highs
mid-week.

 A few reasons why people might want
new headphones: not loud enough,
they break, and tangled wires.

Potential Actions
 Come up with a better headphone that
has the right level of “loud”.

 Tweet back at these 800,000 people
to engage in social selling.

800,000+ mentions

Big Demand for Headphones – But Why?

Insight
 Here is an analysis of why people
want headphones (top right).

 The biggest reason people say they
want headphones is to replace
existing headphones.

 This could indicate quality problems
with existing headphones.

Potential Actions
 Research the linkage between
replacement and durability.

 Understand the core of the problem –
whether there are issues with
headphone wires; body; speakers etc.


Headphone Durability Is a Big Issue

Insight
 People find headphones to be less durable
and easily breakable.

 Out of all the attributes like Sound quality,
design, cost etc; durability is the most disliked
attribute for headphones.

Potential Actions
 Come up with a better quality of headphones
which do not break easily and promote them
to the competition’s detractors.

My new #Nocs headphones are broken. I'm devastated, sound quality
was awesome, but just 7 days old and one of the heads has
broken off
- twitter.com

eadphones are broken again... I go through too many of
these[headphones].
- twitter.com



Social Web
360°


People Like Sennheiser! Make them Love it!
Insight

 Beats by DRE has the maximum
share of buzz and people like it
somewhat also.

 Sennheiser has created some buzz
and is also liked.

 Plantronics is the most loved brand in
headphones category

Potential Actions
 Track these competitors on NetBase.

 Aim to match the buzz created by the
Beats by DRE.

 Surface drivers of positive sentiment
towards Plantronics as its really loved.

 Research drivers of sentiment toward
all of these brands.


low
Sample Study – Skullcandy..

Insight
 The graphs on the right show the positive and
negative themes for Skullcandy headphones

 People really like the sound quality of
Skullcandy headphones.

 The product quality is the biggest negative
theme as people do not find them durable.

Potential Actions

 Look at improving the quality of Sennheiser
headphones so that consumers perceive them
to be the most durable headphones.

 Compare Skullcandy and competitors in terms
of sound quality.



Social Web
360°


Sennheiser: Association with its Product Range!
Insight

 Line thickness measures how much
one this is co-mentioned with another.

 Sennheiser has the strongest
association with headphones (26%).

 Although Sennheiser also
manufactures conference systems, the
association is very weak.

Potential Actions
 Compare association of competition
brands with their products.

 Set association goals for this year’s
campaigns to build stronger relations
with weak connections.


Building Brand Equity through Corporate Social Marketing

Insight
 With the prevalence of teens listening
portable music devices at high volume levels,
hearing loss is a possible risk.

 Sennheiser has joined hands with the House
Research Institute, a non-profit organization,
to raise awareness of this issue.

 But there is a very weak association (0.73%)
of Sennheiser to this important cause in
social media.

Potential Actions
 Increasing awareness of this partnership
may increase parents’ likelihood to buy
Sennheiser brand for their kids.

 Choose other social causes that complement
strategic interests and measure efforts to
build brand affinity with linkage analysis.



Social Web
360°


Brand Positioning ≈ Brand Perception

Insight
 Sennheiser is positioned primarily as a brand for
providing the “True Sound”.

 In line with it’s positioning, consumers do talk a lot
about this attribute but merely like it for this.

 Consumers also like the design of Sennheiser
headphones but dislike the durability aspect.

Potential Actions
 Research why people are not loving the sound
so ran over to bestbuy... found the sennheiser hd4399;s sound pretty nice and
quality of Sennheiser headphones.
comfortable on the head... liked the slightly more expensive sennheisers
sound but they pinched after just a min or so
 Using NetBase, study competing brands on the - grassrootsmotorsports.com
sound quality aspect and find improvement areas.

I already have wireless headphones from Radio Shack and that set is light weight
with good sound. These Sennheiser's have good sound quality, but weigh
about three times as much. I had hoped to get one set of headphones that
combined what my other two sets already do.
- amazon.com


Plantronics is the One to Beat on Sound Quality!
Insight
 Consumers love the Sound Quality of
Plantronics headphones.

 Sennheiser’s sound quality is merely
liked by people.

Potential Actions
 Research the reasons why people love
Plantronics sound quality.

 Match the buzz created by Beats by
Dre .

 Create more positive buzz by
associating with the top selling music
albums of the year. And for the few times I did get the H390 to work, I have a little bit to compare against ...
the Plantronics sound is WAY better. Highly recommend it!!!
- forums.logitech.com

Plantronics Voyager Pro is the best headset around. The sound quality and noise
reduction are perfect.
- customerservicescoreboard.com


Which Brand is Most Durable?

Insight
 Of all the studied brands; consumers only like
Plantronics for its durability attribute
somewhat.

 All other brands including Sennheiser are
majorly disliked.

Potential Actions

 Come up with a better quality of headphones
which do not break easily and promote them
to the competition customers.

 Research the durability aspects of Plantronics
and implement changes in Sennheiser product
quality.

They are used by enterprises around the world and sold in the amount of companies
looking for the best in hands-free technology. The plantronics headsets are highly
compatible, durable and affordable headsets. Company provides best plantronics
headsets to its clients worldwide cost effectively
- small-business.ezinemark.com.



Social Web
360°


Where to Find People Talking About Sennheiser
Insight Potential Actions
 Most conversation about Sennheiser comes from Twitter,  Concentrate on building ambassadors on Twitter.
and Head-Fi.org
 Id your promoters in underserved regions and ask them
 USA (55%), United Kingdom (16%) and Canada (4%) what local events to sponsor.
have the highest percentage of people conversing about
Sennheiser internationally.

 Within US, California (17%), Texas (9%) and New York
(7%) have the highest percentage of people conversing
about Sennheiser.


Why so Negative in Iowa!
Insight
 Sennheiser is talked most positively in WY,
Sennheiser Net Sentiment Across
AL, MT and NE. United States
 Consumers have a somewhat positive to
neutral sentiment about Sennheiser in CA,
TX and NY.

 But net sentiment in IA is highly negative.

Potential Actions

 Research improving Net Sentiment in IA,
which is among the lowest.

 Use best practices from WY, AL, MT
where Net Sentiment is highly positive.

 Research converting the Net Sentiment
in CA, TX and NY to highly positive as
there is maximum buzz here.


Sennheiser Top Advocates!

Insight
 Using NetBase, the top Sennheiser
advocates by Klout scores can be
seen (top-right).

 Top 3 advocates: Engadget
(@engadget); AOL (@aol) and
TechRadar (@techradar).

Potential Actions

 Build partnerships with these
advocates to create more positive
buzz around Sennheiser.

 Promote special offers for followers of
the top advocates of Sennheiser.


Insight & Opportunity Summary

Top opportunities:
Though Sennheiser is positioned as a
brand for providing “True Sound”, it is • Take the lead in improving the
merely liked for sound quality durability
Sennheiser considered expensive • Research the reasons why people love
Plantronics sound quality
People find all brands to be less
durable and easily breakable • “Social Selling” to people who tweet
Beats by DRE has the largest share of
that they want headphones
voice
• Build partnerships with top advocates
Plantronics is the most loved and of Sennheiser to create more positive
people love its sound quality buzz and push up the sentiment
Over 800,000 people per year tweet
that they want headphones


Sennheiser Social Intelligence

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