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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
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!
