Social Media for Luxury Brands

Topic

How does it work?

How do social networking

websites work?

Live demo!

Introduction

Traditionally, luxury brands have been hesitant to move online.

Introduction

Now, luxury brands are

making the transition to

online advertising, social

networks & e-commerce.

Introduction

…But why?

Reason 1

If you do not talk about

your brand and products,

someone else will do it for

you.

There are numerous third

party information sources

online about any luxury

brand.

Reason 1

Reason 1

It is essential that the brand

itself have a voice in the

online landscape.

Reason 1

… To take the lead on its

own communication online.

Reason 1

Any good example?

Hell, yes!

Check out “Burberry” on

Google.com…

Reason 1

Reason 1

Reason 1

Reason 1

Visibility of natural searches

Rank Visibility

1 100%

2 100%

3 100%

4 85%

5 60%

6 50%

7 30%

Reason 1

Reason 2

Your target audience is also

using social media.

How people spend their

time online?

Reason 2

Source : Mashable | Worldwide Internet usage

How much time do they

spent on average on social

networks per month?

Reason 2

Source :

Social Media Examiner |

OCDE Internet usage

Reason 2

Source : Social Media Examiner | OCDE Internet usage

405 min/month =

7h/week =

15 min/day… Just for

Demographics | Facebook

Reason 2

Source: Quantcast

Reason 2

Source: Facebook HG Q report

Reason 2

Source : Mashable | Worldwide Internet usage

How many users are they?

Reason 2

Source: Mashable | Worldwide Internet usage

How old are they?

Reason 2

Source: Social Media Today

How engaged are they?

International usage of the

web

Reason 2

Source: Mashable | Worldwide Internet usage

“Affluent consumers are

particularly heavy users of

the Internet for both

information and online

purchasing.”

Reason 2

“Up to 90% of high-income

Internet users regularly

shop online.”

Reason 2

Reason 3

Your competition is using

it.

Companies are paying a lot

of money to advertise and

grow their brands in social

media.

Reason 3

Reason 3

Reason 3

Online competition

Social media provides great

brand exposure if your

brand can really embrace

the nature of social

media…

Reason 3

…through providing great

content and engaging and

interacting with your

audience…

Reason 3

…in a manner that leads to

building a great community

that people want to be

involved with.

Reason 3

Example on Twitter

Reason 3

Reason 4

It’s the next generation

of word of mouth marketing.

Is there any better way to

interact with new potential

clients via people who have

already experienced what

your brand has to offer?

Reason 4

Reason 4

When your social media

presence generates

reactions & talks such as

likes and shares, you get

peers approval.

For brands, social

recommendation is a great

gateway to reach people

friends and family.

Reason 4

People rely much more in

their friends opinion.

Reason 4

Reason 5

Search Engines counts social

sharing when ranking.

When many people on social media refer to your content, your website, your articles, or your video...

Reason 5

… search engines pay attention and in return use this as a factor to provide for your content a better search engine placement.

Reason 5

Both Google and Bing have acknowledged that certain social signals influence organic rankings.

Reason 5

Bing and Facebook took on partnership, announcing that the number of likes a page receives is a ranking factor.

Reason 5

Social media is therefore SEO friendly!

Reason 5

Reason 6

Social Media is also a space

for providing customer

support.

By using your social media outlets to answer questions you highlight to your community that you are available…

Reason 6

… but also get other people within the community to provide answers and support to new members.

Reason 6

Also compelling: there will soon be more Gen Y customers in the marketplace than any other age group.

Reason 6

Having been raised on smartphones & tablets, they will expect you to have adapted to their methods of communication

Reason 6

Reason 6

Generation Y

Reason 6

Source: Zendesk |

Future of Customer

Support

Reason 6

Source: Zendesk |

Future of Customer

Support

What about Jaquet Droz?

Reason 6

Reason 6

Reason 7

Beyond likes and comments, social media provides other conversions…

Reason 7

Source: Social Media

Today | Sales & Social

Media

Example of Interactions via community@jaquet-droz.com...

Reason 7

Reason 7

Email 1 Email 2

Reason 7

Reason 7

Have you seen that post on Facebook?

Reason 7

Reason 7

1 free post = 7 online coverage + 1 print coverage

Reason 7

= Placement and exposure for free! Or… Advertising for free…

Reason 7

Advertising on this website costs CHF 5,000.-/month

Reason 7

In this example, we might have spared several thousands of $ with one single and free post!

Reason 7

… And people rely much more on content than advertising.

Reason 7

One last example of qualitative conversion…

Reason 7

Reason 7

… This blog is one of the most popular watch review and news source online!

Reason 7

Feeding the funnel with Social media…

Reason 8

Having a social media

presence that is engaging

helps reassure clients that

your business is reputable

and can be trusted.

Reason 8

Consumers are more and more savvy about who and where they purchase products from…

Reason 8

… And people will take the time to research online before making a purchase.

End

Any further question about

social media? Ask away!

@julienperez

@http://www.linkedin.com/in/juperez

End

THANK YOU!