Embed Size (px)
DESCRIPTION
Insights and findings on Social Media with hign-end retail brands in focus.
Citation preview
Reasons why?…why should luxury brands go digital?
Web Promotion Platform
Premium, affluent consumers are online!US Affluent Internet users will grow from 43.7 million in 2006To 57.1 million in 2011 (source eMarketer report 2007)
27% of affluents did participate in social networking in 2007 – went up to 60% in 2008 (source Luxury Institute)On avg. they have memberships in 2,8 social networks and 110 connections on avg.
Going beyond exclusivity to reach aspirers creating “lust for the product” and “one day I’ll be able to afford that” feelings
96% of Gen. Y (Forbes calls “Next generation of luxury consumers) are using social media
Remember - setting up a Facebook fan-page is free…. But doing active and effective Social Media marketing isn’t
“Social Media platforms give brands the
opportunity to be a leader of discussion about their products online. Placing a
brand in the middle of two-way communication with their consumers, builds
meaningful relationships that fosters loyalty and
promote advocacy.”Julia Roy, Luxury Brands and Social Media
Web Promotion Platform
Today, Internet is much more than an (SEO) optimized website
The social media cloud is a broad spectrum of medias (see figure)
Content and substance rules - be there, and be relevant!
70% of marketers said they plan to increase social media spending in 2010 (ExacTarget survey)
The key is to draw fans into a deeper experience with your brand and a community that matches their current or aspired lifestyle and embraces long-term brand related social identities.
Benefits are:-Increased daily mentions-Positive brand sentiment-Increased website & retail traffic-Increased consumer awareness-Increased interaction with in-store promotions and events-Real-time consumer feedback for insight and research
Web 2.0…a change in the virtual landscape
Social Media genres
..marketing are conversations“the art of listening, learning and sharing”
Social Media……Facebook and others
Social Media element:
Facebook has become a dominant… and accepted channel in the business environment.Of the 15 most popular pages – three belong to corporations: Coca-Cola, Starbucks and Skittles
“Fans” spend on avg. 6 Facebook hours a month – (source Nielsen)
Facebook tools translate into 20 languages, ensuring global usability
63% of Facebook users live outside the US.Extensive growth continues – and women over 55 are the fastest growing demographic.
Targeted Advertising programs are available for commercial use on Facebook. Corporations can target ads to relevant personal profiles.Facebook boasts that it runs campaigns from 83 of the top 100 brands.
- US
Luxury brands in social media:…what are they doing
Social Media element:
Gucci Stats: 568.000 fans - each update receives over 200 interactionsContinually updating page with content: text, video, photos.
Mercedes Benz:Stats: 248.000 fans Also established Generation Benz, an invitation only branded social network where consumers can give feedback on vehicles
Coach:Stats: 580.000 fansContest where participants designed, shared and rated Coach bag designs. The winner was sold as a limited edition item.
Louis Vuitton:Stats: 836.000 fans
Ferrari:Stats: 224.000 fansBrands Facebook
profile photo - February 2010
Social Media……the story of growth in DK
Social Media element:
Facebook – the DK growth story….
Started in Denmark august 2006.
2007: between 300.000 – 400.000 users2008: between 600.000 – 700.000 users2009 January: 1.861.480 users2010 February: 2.299.800 users
2007 2008 2009 20100
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Source: JP/Politikkens Hus
Social Media……the others!
Social Media element:
Twitter:Has signed social search deals with Google and MS. Twitter results will now be featured on the first page of Google, in similar fashion to Google news results What people say about our brand on Twitter will become VERY importantTwitter.com is globally the 12th most popular website (source: Alexa Top 500 Global Sites)
MySpace:Dedicated music & video network, being seen as fading but still holds a dedicated crowd of fans.Can be linked together with Twitter to co-post on both network in one go.
Other to be considered:YouTube.com, Playlist.com, behance.net, current.com, ilike.com, jamendo.com, etc…
Social Media……KPI’s and measurement
Social Media element:
A new set of intelligence & measurement
Monitor the Social Media Buzz – through Market Intelligence setup
Reputation in social media as a KPI of success
Tool for changing our brand perception through two-way dialogue with our target audience
Work as a powerful research tool 1) Listen to understand customer needs2) Putting out questions to “friends” and “followers”
Case for consideration……even a brand like Old Spice (P&G) can have an effect with social media…
“Turn up your man
smell”
http://www.youtube.com/watch?v=LpUrz9RvuPk
Social Media element:
October 2009
The Procter & Gamble brand was running an ad on Facebookhoping to increase its 55.000 strong Facebook fan base.After 2 weeks, Old Spice boasted nearly 175.000 fans.
Targeted advertising on Facebook was supported by YouTubeVideo commercials
Today (February 2010) Old Spice has 427.200 fans.
